Hygge-mobile app marketing plan

HyggeFostering

Bonds

According to American Psychological Association

about 50% of married couples in the United States

divorce.

85% of the relationships end in a break-up

Poor Communication Is The #1 Reason Couples Split Up

Survey: YourTango.com

HyggeFostering BondsMaking ordinary, everyday

moments more meaningful and beautiful for couples around the world. This app let’s you experience the magic of a virtual live-in relationship.

Product Classifications

Create sticky notes on the wall and write any piece of text, your fondest memories, wish lists , favourite quotes or excerpts from your favourite books for free. Also edit text with personalised fonts, stickers, and themes at a minimal premium price.

The Wall

ShareMe: share your videos and photos privately through a vault for free.

Live-in : Share your real time videos with the live feature at a premium price.

Clip it - Save and tag any picture or text from all over the internet easily and directly through the app for free.

OurMusic- Allows the users to share their music tastes with their loved ones by creating a mutual play list for free.

Shop2gether: Provides the users with the benefit of easy decision making with real time shopping together experience at a premium price.

Moments: Allows the users to mark and remember all the important dates and meetings through the synced calendar.

• Monitor and analyse their daily active time, distance covered, number of steps per day and calories burnt with the healthfirst feature for free.

• Monitor and analyse your pace, elevation workout schedules.

• Running or cycling maps • detailed health analysis and tips

from our health experts. • Keep a track of your addiction

recoveries with unique addiction calculators .

HealthFirst

PREMIUM

SITUATIONAL

Company OverviewCore competencies

• Unique feature which let’s the consumers shop together in real-time.

• Monitor and analyze exercise routines, calorie intakes, Medicine schedules and addiction recoveries.

• Share videos and photos easily and privately through a vault.

• Provides the virtual live-in environment with the live feature.

PositioningAn exhaustive communication platform with innovative and deeper communication abilities providing a unique experience of virtual live-in relationship

Market Overview

• Facebook• Google drive, Drop Box• Couple apps like Between, Avacado, Couplet.

Competitors

Target Consumers

• Couples aged 15-35• Active smartphone users

Goal• 1000 downloads in the first month• 3-5 % conversion rate from free to premium.• 1 million downloads in one year• Be the leader in personal communication

platforms for couples in 2 years.

Needs and Wants• Music sharing• Shopping with someone• Sharing lives• Health and Fitness• Provision of personal space• Provision of personal time• Eliminating the need to remember numerous

important dates

Context• Using technology of vault for private sharing.• Hygge would provide real time shopping

experience for the couples by combining the interface and then redirecting it to Amazon.

Technological

Context• A large segment of consumers are in a long

distant relationship which increases the demands of relationship apps like hygge.

• Youth is health conscious and taking care of your health with your partner nurtures your relationship and provides the additional motivation towards fitness goals.

Sociocultural

Collaborators• Amazon• Local Restaurants- Provide Discounts to

couples• Local Travel Agencies- Provide discounts on

Honeymoon packages• Lifestyle and relationship magazines and

blogs.

Value PropositionsShare media

Mark and remember all important dates

Store Memories

Shopping

Live featuring

Health and Fitness

For Users

For collaborators

The brand’s visibility gets increased in the target market through online

presence.

Collaborators can engage closely with the customers

through the app and cater to their needs/requirements.

Value Propositions

BrandBrand Logo

Brand Mantra

Relative to

primary rival’s price

Lower than

Rival to attract

consumers

Pricing Strateg

y

Time Duration

Between(Rival App)Price ( USD)

HyggePrice( USD)

15 days 1.99 Free

1 Month 1.99 1.5

6 Months 8.99 6.99

1 Year 11.99 9.99

Lifetime 39.99 33.99

IncentivesReferral Incentives to the consumers.

15 Referrals• Unlock one

premium feature

30 Referrals• Unlock one

premium feature• 20-30% discount

on local restaurants

50 Referrals• Unlock one

premium feature

• 50% discount on local restaurants

• 20-30% discounts on honeymoon packages

Distribution

Implementation1. App testing2. App launch3. Word of mouth marketing4. Promotion of the app on all social media

networking sites, featuring of the app’s teaser on YouTube and creation of blog posts.

5. Consumers survey and feedback6. Developing strategies to maintain customer

retention and growth, focus on new target market and expansion by collaborating with other major brands. Implementation Schedule

Exhibits

Exhibits

Exhibits

DISCLAIMERCREATED BY GURNOOR KAUR, THAPAR UNIVERSITY,

PATIALA, DURING A MARKETING INTERNSHIP UNDER PROF. SAMEER MATHUR, IIM, LUCKNOW.