Iim marketing plan of an android app

EXECUTIVE SUMMARY

DIVYATA JAISWALIIT Guwahati| IIML Internship| GUIDE : Prof S. MathurMARKETING PLAN OF AN ANDROID APP

PROBLEM

hectic processes involved in business, is consuming a lot of time and money.People are not able to find the correct buyers and sellers of a product.

SOLUTIONA new android app, can help people address this problem.

EXECUTIVE SUMMARY

The app DealR, focuses on forming small communities on people involved in the same type of business.They can buy, sell , advertise and even auction their products.The person who needs a particular product , asks for it to the other members of the community.The people who have the product available with them , quote their prices, and the person can compare the prices from the different prices available.The app is mainly for expansion of ones market by forming community with the people dealing with the same type of products.

Importance of marketing app for content B2B trade.

http://trends.e-strategyblog.com/2015/03/23/importance-of-mobile-apps-to-b2b-content-marketers/24597

SITUATION ANALYSIS

COMPANY OVERVIEW

Core Competencies

Ability to form groups by the means of the app

Enhances the means of communication

Makes it easier to find like minded traders

Promotes business

Inbuilt messenger and file sharer enhances the experience.

Strategic AssetsAssets that are needed by an entity in order for it to maintain its ability to achieve future outcomes. Without such assets the future well being of the company could be in jeopardy.

reputation

costumer

partners

employees

Small size of the app, requires less memory of the phone.

Market PositionVast Product Line

Vast product line, includes many features; Advertising

Forming communities

Auctioning

Inbuilt messenger and file transfer

Payment options

With these many features and assets, it will occupy a good positioning in the markets.

Potential Costumers

MARKET OVERVIEW

Since the app is a business app, meant to promote business among different people, the potential costumers for the app will be business men ,(wholesaler, retailer etc), and that too particularly middle class people.This is because it is only the middle class people who are ready to try new ways to promote their business.Upper Class people have already flourished business and are not generally interested in trying new things.

Competitive AnalysisThere are a number of competitors in the market. The apps such as IndiaMART, BusinessVibes , TraderIndia app are the app which provide direct competition.To be on the top of the list , from its competitors, it has to keep introducing new features in it, and even keep a check on the rival companies.App name

Rating

IndiaMART

4.3

businessvibes

4.2

Tradeindia

4

POINTS OF PARITYPOINTS OF DIFFERENCEUser friendly and easy to use

Advertisement by various business sectors

Contact information of sellers and buyers are available

Inbuilt messenger and file transfer facility

Feature to connect with several business sectors

Feature of payment available , in the app

Small size of the app

4 PS OF MARKETING

PRODUCTPRICEPROMOTIONPLACE

SWOT ANALYSIS

innovative concept, easy and intuititive

Wide scope in market.

Superior product

Right pricing

initial budget may be low

No reputation before

to launch a new app for business.

For middle class businessmen

new concept

Requires huge marketing

Competitors present

STRENGTHWEAKNESSOPPORTUNITYTHREATH

GOAL

.

Since the competition is high and seeing on the market trends, if we consider a single city, the number of installs should reach to about 1000, in the starting months.

We should focus on a 5% conversion from free to premium version of the app.

Creating a brand value and equity is also a goal. It should be ranked among the top apps used for business activities.

TARGET MARKETCostumer needs

Costumer wantsA platform which can make other processes required in business much simplerA process by which all the processes (finding buyers and sellers, money transactions, and other steps)can be done , without his involvement.STRATEGY

Distinguishing kinds of Customers The middle class costumers , who are much worried of their profits and are ready to change their means of business.

Higher class costumers, who are engaged in successful business, and only use the app on trial basis, or if it becomes important to suit the market trends

Lower middle class , who dont have the money to invest

The middle class costumers are the most targeted costumers for this app.

Use of mobile apps for business

http://trends.e-strategyblog.com/2014/01/21/b2b-mobile-marketing/16698

COLLABORATORSSUPPLIERSCHANNEL MEMBERSCOMMUNICATION PARTNERS

COMPANY BUSINESS TEAMCoders and app developers

Distributors

Business Team Marketing TeamBranding Team

VALUE PROPOSITION costumers can carry business activities in a swift and easy way.job security to employees, bonus,flexible environmentCOMPANYCOLLABORATORSCOSTUMERSmore exposuremoney is also a factor

TACTICS

Free Version

PRODUCTPremium Version

Looking at advertisementsBuying productsContact and email of the members of a particular communityAdvertsing ones own productsUsing the inbuilt messenger to communicateTaking part in AuctionsTransfering files.

Name

BRANDTaglineDealRWe promote your business community.The name of the app is appropriate , set up in accordance with google search optimisation.Whereas the tagline focuses on the costumers by using the word your .

PRICE Identifying market segment Determining price objectives Estimating demand Estimating cost Analysing competitors cost and pricing Selecting the final price.The actual price can be $7. Mainly middleclass business men opt for this, therefore pricing is appropriate. Since people make profit by carrying out business, the price may not be considered high.Other apps charge higher prices on advertisement ,compared to that, the quoted price is lower.

DISTRIBUTIONGoogle , apple app store.

Getting the app reviewed

App will be available on all stores, but only businessmen will be allowed to login.

INCENTIVESThe users will get benefits on referralsDiscount on conducting certain amount of businessOld costumers will get notifications Many schemes on in app purchasesPrior notifications regarding Trade Fair taking place nearby.

Instagram

COMMUNICATIONFacebook

Google plus

Word of mouth

Advertisement in business magzines.

Costumer care and tollfree numbers.

Twitter

linkedin

IMPLEMENTATIONThe app will be first introduced to a small number of business men, who will form a community.

Seeing their profits, the app will be introduced in other markets as well.The app will further be sent for review, and other marketing and promotion steps will be taken in the process.In this way , entire market can be covered.

scheduleLaunching the app.Monitoring the reaction of the costumersLaunching the premium Version of the app. Taking the app out for review Advertising the app

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2013Sales

Dont useUse mobile for marketing

20122012Column1

Dont use Usemobile for business

For B2BFor B2B

Not at all aimportantCriticalSomewhat importantVery Important