QuiZZer app - Marketing Plan

QuiZZer AppMARKETING PLAN

1.ExecutiveSummary

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Executive Summary

QuiZZer is the ultimate trivia quiz because it contains more than 4.000 questions for kids and adults that are developed by our team of educators. There are questions about every category you can think of.

2. Situational

Analysis

CONSUMER THINK ABOUT HOW MUCH MONEY WOULD SPENT ON WEDDING & PARTY

Everyone is in search of Knowledge. Why not get in a FUN WAY?

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People preparing for various competitions need questions pertaining to specific categories and

their combination which no app till now provide.

2.1Company Overview

Core Competencies This quiz gives you an endless stream of general knowledge questions.The questions are hand-selected and are designed to test a wide range of your general knowledge. All questions are linked to Wikipedia articles so that you can learn new things after answering.You can track your progress with an Elo number to compare yourself to other players.And if you want, you can also test your skills in matches against other players.

Strategic Assets

All the members of the Strategic Business Unit The expected large user-base In-app advertisements, that’ll generate revenue In-app purchases, in keeping with the Freemium model Communication partners

Market Position

Quizzer will be positioned as the favoured destination for college students and young professionals in the age group of 8-40, who are looking to expand their knowledge in everyfield of work and education. Aim is not to compete with existing content apps but to fill the market gap created by them. The app hopes to garner a respectable market share in the highly competitive online content industry.

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2.2Market

Overview

Potential Customers

5432

12 2

College StudentsYoung pro-fessionals

Core Competitors

Competitor AnalysisMobile App Analysis

Parameter Quizup Trivia Crack General knowledge

QuizRating 4.3 4.5 4.4

Downloads 10 million 10 million 1 million

Opportunities

Explosion of information

More and more youngsters pursuing quizzing as a hobby

Fine level of Quizzing

ThreatsCut-throat competition in online content industry

Not being able to get enough publishers and editors on board

Threat of new entrants since there are no barriers to entry in this industry

Already existing players like Quizup and Trivia cementing their market position and increasing their market shares

POD POP• Unlike many other trivia

games Quiz of Knowledge is playable offline anytime. Take it with you in the car, on the metro or play a quick game while you are waiting for the bus.

• If you want to compare your knowledge to that of other players, submit your high score to our online list.

• Improve your knowledge and track your progress by unlocking the in game achievements! 

• It is absolutely free and it will always be free.

• Every player can add questions by simply submitting them via an in game submitter. After being reviewed they are going to be added to the database.

• Users can also play using Bluetooth.

• Over 2000 multiple choice questions in English

• High scores of players all over the world.

• Online Score that can be compared to that of friends.

• Beautiful graphics• Very small size, less than

10Mb• Supports all mobile and tablet

PCs with android operating system.

• It is absolutely free.

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2.3Target

Customers

MARKET SEGMENTATIONOBJECTIVE IS TO MATCH THE EXPECTATIONS OF CUCTOMERS IN TARGETED SEGMENT

SEGMENTATION OF MARKET ON THE BASIS OF:INTERNET USERSYOUNG GENERATIONEDUCATIONAL INSTITUTE

Demographic Segmentation is

employed

Age Income Education Generation18-40 Middle Primary Gen X

Upper Middle College students and other

enthusiasts

Gen Y

High

Thus target customers that emerge are college students and young

professionals in the age group of 18-40

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This market segment is :-1.Measurable: Size, purchasing power and

characteristics can be measured2.Substantial: Large and profitable enough to

serve3.Accessible: Can be effectively reached and

served4.Differentiable: Responds differently to

different marketing mix elements 5.Actionable: Effective programs can be

formulated to attract it and serve it

MARKET ENTRY

THIS APP WILL ENTER INTO THE MARKET THROUGHGOOGLE PLAY STORE APPLE APP STOREAMAZON APP STOREOPERA MOBILE STORESAMSUNG APP

MARKET POSITIONING

THE INTRODUCTION OF THIS APP IN THE MARKET TO OCCUPY CLEAR AND UNIQUE POSITION IN THE CONSUMER’SMIND

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3. Goal

(3 years)

BUILDING BRANDCONSUMER’S ATTRACTIONEASY WAY TO FIND THE PRODUCTS

PRODUCT QUALITYPRESENCE ON SOCIAL NETWORKING

SITE

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GOALS (3 years after launch)

At least 5 million downloads Initial Price setting to be 2$ Estimated revenue of $10,000,000

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4. Strategy

Company’s Strategic Business Unit

1. App Development team: Coders, developers, software engineers

2. Content Creation team: Editors, writers, curators, compilers

3. Content Collection team: Surveyors, on-field reporters, sourcers

4. Business Development team: Growth hackers, strategists, negotiators, networkers, planners

5. Marketing team: Promotions, communications and distribution team

6. Data Analysis team: Analysts, statisticians, online trends trackers

7. Finance and Accountancy team8. Public Relations team: Employee relations

and Investor relations team9. Customer team: Customer care department,

CRM team

THE 5 C’S OF MARKETING STRATEGY

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CUSTOMERS

HIGH QUALITY OF SERVICES TO ITS CUSTOMER

SEVERAL INTERNET BLOGS ABOUT SERVICE QUALITY

AVAILABILTY OF CUSTOMER SERVICE24*7 AVAILABLE

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• COLLABORATOR PROVIDES THE CUSTOMER, BEST PRICE, QUALITY, AND SERVICES

COLLABORATORS

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PLACES AND CLOTHES ORDERED BY CUSTOMERS

‘WEDDING AND PARTY PLANNER’ FEELS IT AS A DEMAND

DEMAND IS RECEIVED THROUGH WEBSITECREATION OF THIS APP TO FULFILL THE DEMAND OF CUSTOMERS

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COMPETITORS

QuizUp Trivia General Knowledge Quiz

To Customers

• Prove how smart you are smart among your circle.

• Learn something new while having fun

• The app will leave you more knowledgeable than before, at the same time refreshing your mind

To Collaborators

• A well-managed, rapidly growing app with new downloads everyday

• Successfully competing with other major players in the industry

• A large and diverse user-base

To Company

• To employees:-Positive work environment, good pay, growth potential, opportunity to pursue interests, job security

• To investors:- Regular filing of returns, future growth potential, financial stability, clean image, profitable and loyal user-base, high ROI

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5. Tactics

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Features of free version of QuiZZer

• Hundreds of thousands of exciting questions• Over 2000 multiple choice questions in English• High scores• Online Score• Beautiful graphics• Very small size, just 4Mb• Supports all mobile and tablet PCs with android operating

system.• It is absolutely free!

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Features of Premium version of QuiZZer

• Combine questions from different categories.• Users can create their own questions in the

Factory• Over 20 game languages• Chat with your opponents• Collectable card collection

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5.2Brand

• QuiZZer• “There are questions for

everybody!”Name and

Slogan

Logo

• Quality, variety, lucidity, homogeneity and universal appeal

Attributes

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5.3Price

The initial Price of Premium version will be set at 2.0$

The reason for this selection is-• Affordable by college students which are the

targeted and segmented customers. 2$ is a fair price for a student and thus they won’t hesitate buying it.

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5.4Communication

OFFICIAL BLOGSFEATURING EMAILSSOCIAL MEDIA AND COMMUNITIES

THROUGH PROMO VIDEOFEATURING ON SOCIAL CHANNELS

ASK USERS TO RATE, SHARE AND SUBSCRIBE

DISTRIBUTION THROUGHGOOGLE PLAYAPP STOREANY OTHER APP STORE

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6.Implementation

6.1Infrastructure

Relationship with Collaborators(a) Suppliers Small teams of 2-3 persons will be appointed to

cater to each supplier. Their functions will be explicitly defined and clearly demarcated to avoid overlap of duties. The Content Department will be responsible for this area.

(b) Channel Members Each channel member will have a dedicated team,

which will fully utilise its service. The Technology Department will be responsible for this area.

(c) Communication Partners This will be the area of expertise of the Marketing

Department. They will be required to formulate clever strategies and implement them effectively.

6.2Processes

Processes involved in implementing the strategy and tactics are:-

Managing a holistic Marketing Organisation for the long run

Designing and Managing Integrated Marketing Communications

Designing and Managing Integrated Marketing Channels

Developing Pricing Strategies and Programs

Setting Product Strategy

Setting up Strategic Business Unit

Identifying Market segments and targets and crafting the Market Positioning

Defining the Android App’s mission: Identifying core competencies and choosing value

Analysing Business Markets

Analysing Consumer Markets

Scanning the Marketing Environment, Forecasting Demand, and Conducting Marketing Research

EXHIBITCREATION OF OFFICIAL BLOGS FOR APPCREATION OF OFFICIAL WEBSITE FOR THE APPEYE CATCHING APP ICON JOIN DEVELOPERS AND ENTREPRENEURS GROUPS ON SOCIAL MEDIA AND COMMUNITIES

FEATURED ON MOBILE APP REVIEW SITES

EXECUTIVE SUMMARY SITUATION ANALYSIS GOAL STRATEGY TACTICS IMPLEMENTATION EVALUATION EXHIBITS

SUMMARY

BIBLIOGRAPHYTEXT BOOK ON MARKETING

MANAGEMENT BY PHILIP KOTLERwww.wikipedia.comwww.google.com/imagesVARIOUS HBR ARTICLES ON ARKETING PLAN

GOOGLE PLAY AND APP STORE TO ANALYSE THE COMPETITORS

DISCLAIMERCreated by Aman Kumar, IIT Roorkee, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow