Microsoft)Office)User)

ANDROID)APP))KSHITIJ)JAGGI)|)IITK)

“PROXY”(–(MARKETING(REPORT(

)

COMPETITOR)ANALYSIS)

Only)Idealistic)Competitors):)Dream)Lab)and)Proxy))

Even%the%Chief%Branding%Officer%Shafi%Saxena%said%that%this%App%is%not%competition%to%other%syndicators%such%as%Dream%Lab(a%social%magazine)%and%NewsHunt%(completely%India%focused).%NewsHunt%(DailyHunt)offers%syndicated%news%in%regional%languages%such%as%Hindi,%Tamil,%Telugu%etc.%But%its%weakness%is%that%it%can%boast%about%its%content%

Strengths%

Larger%consumer%base.%Large%number%of%filters.%People%consider%it%reliable.%Easy%to%use%interface.%No.%of%articles%is%too%large.%

Syndicated%news%is%a%relatively%new%concept%to%much%of%India%and%hence%opportunities%are%immense%for%both%Proxy%and%Dream%Lab%and%other%player%too.%

Weakness%

U)deleta)le(people)do)’t)like)to)be%force%fed%to%analysis)%High%disable%rate.%Many%of%the%links%are%broken.%

SWOT%

Rise%of%other%syndicators%

Dream%Lab%like%Proxy.% Low%retention%rate%can%drive%them%out%of%business.%

Low%degree%of%consumer%satisfaction%can%lead%to%bad%mouthing%and%hamper%brand%value.%

partners%as%that%of%Proxy%or%Dream%Lab.%

Where%does%Proxy%stand%in%front%of%%Dream%Lab?%Suggestions!!%

•" Reach%is"less"and"henceforth"number"of%installs%per%day%is%also%lesser."But"Proxy"has"just"started"its"operations"and%there"are"possibilities%of%immense%amount%of%growth.!!

•" There"are"lesser%news%filters"on"Proxy"and"it"needs"to"increase"immensely"on"this.!!•" Dream"Lab"may"be"the"first"mover"in"the"syndicated"space"but"Proxy"must"not"hover"in"the"same"space"for"much"longer"

because"if"other"players"come"in"then"it"will"be"even"more"difficult"to"grow"exponentially.!!•" Proxy%must%brand%itself%as%something%different,%may%be%the%only%information%provider%solitary%partner%of%the%past%time%or%

the%breaks.!!•" App%Store%Search%optimization%?"63%"of"installs"are"by"name"search,"others"by"App"Icon"and"Keywords.!!•" User"interface"is"better"than"Dream"Lab"and"minor"bugs"related"to"advertisement"photos,"crashes,"unwanted"content,"

unwanted"ads"must"be"taken"care"of"to"provide"higher"levels"of"customer"satisfaction.!!•" Proxy" must" take" advantage" in" case" a" consumer" is" dissatisfied" from" Dream" Lab" it" must" jump" to" them" and" not"

elsewhere.!!•" Screenshots"can"be"used"as"banner"advertisements.!!•" ‘egister%Later%and%Try%First%must"be"popularised"as"people"like"this"concept.!!•" Proxy"must"try"to"develop"a"feeling"in"the"people"that"they"get"what"they"want"and"not"unwanted"news.!!•" Proxy"has"a"higher%perceived%customer%satisfaction%rate.!!•" Focus%must"be%on%the%youth;"promotional"strategies"and"branding"must"be"done"to"capture"the"newer"consumers.!!•" Global%content%partnerships%should"must"be%closely%monitored%and"only%authentic%and%high%quality%brands%must"be"roped"in%

to"provide"content"for"the"App.!!•" Though"it"is"not"mentioned"anywhere"that"Proxy"would"wander"into"providing"content"in"regional"languages,"but"if"it"does"it"

will"surely"beat"NewsHunt"(DailyHunt)"because"it"has"a"better"interface"and"better"content"links.!

POTENTIAL)TARGET)ANALYSIS)

TARGET)SEGMENT:)20230yrs)

Let$us$divide$this$target$segment(demographic$division$on$the$basis$of$age)$into$2$parts:$Segment)12)20225)years)Mostly)Undergraduate)and)Post)Graduate)College)going)students) General$perception$is$that$all$they$want$to$know$is$sports)and)technology.$However$vague$may$it$sound$and$one$may$choose$not$to$believe$it$but$it$is$indeed$true!!$

I$made$some$of$my$wingies$install$it$for$sometime$and$use$it.$They$all$told$me$that$they$had$added$sports$and$gadgets$se)tio)at)the)sta)t.)I)itiall)the)we)e)i)to)e)plo)i)g)the)app’s)featu)es)ut)su)se)ue)tl)so)e)of)the)u)i)stalled)it.)O) asking$the$reason,$the$most$frequent$one$was$that$almost$everything$that$they$saw$on$this$app$was$already$present$on$their$facebook$timeline$and$no$new$content$was$present.$And$hence$during$the$promotional$strategies$target$at$this$segment$these$must$be$kept$in$mind.$Also$this$segment$is$very$

fragile)and)tries)to)experiment)a)lot)and)customer)retention)is)a)challenge.)Also$the$primary$business$of$syndicated$news$ must$be$presented$with$add$ons$($may$be$surveys,$polls,$views,$inferences)$so$that$they$come$to$the$app$by$leaving$facebook.$

Segment)22)26230)yrs)Newly)married)or)people)who)just)started)working)some)time)ago.)

Focus$group$test$was$not$done.$But$one$thing$must$be$noted$here$that$they$do$not$use$facebook$to$that$extent$and$do$love$news$and$what$better$if$they$get$it$in$one$place.$Customer$retention$is$easy$but$making$new$customers$is$tough.$

Results'from'the'Short'Questionnaire'Conducted'

!!Age'Group'of#the#consumers:'17<23'yrs !!People'liked'about'the'app:

•! Picture#galleries!!•! Clean#look#and#smart#interface!!•! A#picture#per#article#concept!!•! The#whole#concept#of#syndicated#news.!!•! Offline#capability!!

!! Suggestions'about'reading'habits'and'app: •! More#news#filters#to#be#applied!!•! Some#complained#about#crashing#and#pictures#on#advertisements#not#loading!!•! Some#said#that#if#they#share#something#or#switch#out#of#the#app#and#then#come#back,#it#always#

loses#track#of#which#article#they#were#reading#and#goes#straight#to#the#start#page#of#the#app.!!•! To#include#the#Option#to#choose#news#sources#apart#from#the#topics#one#wants.!!•! Options#to#read#an#article#in#the#font#size#one#wants.!!

!! The'suggestions'about'news'filters: •! Amongst#sports#not#just#football/cricket#but#filter#according#to#the#leagues#or#tournaments#EPL,#

Bundesliga,#ICC,#FIFA#World#Cup,#IPL,#Kabaddi#League.!!•! Apart#from#this#people#wanted#a#filter#of#Stock#Markets#and#also#a#filter#corresponding#to#

different#celebrities#in#entertainment.!!•! Technology#must#be#segmented#more#like#Physics,#Aeronautics,#Atomic,#Gadget#Science#etc.!

CAMPAIGN(

You$want$anything$to$go$viral?$You$go$to$social$media.$

And$where$better$to$start$other$than$Facebook.$

And$it$has$to$be$#HashTag$Campaign.$

I$suggest$the$#HashTag$to$be$A$#We_are_a_News_Republic$

EXECUTION(!! Start$from$the$fb$page$of$the$firm$by$posting$the$#proxy_it !!While$promoting$people$the$#HashTag,$make$people$realize$that$they$can$filter$the$news$and$other$important$

features$of$the$App(One$at$a$time). !!Ask$a$general$question$or$one$related$to$the$App.(Necessary$for$increasing$involvement.)

Questions$can$be:$

•! About$the$latest$happenings$in$world.!!•! Suggestions$about$more$news$filters$which$people$would$want$to$see.!!•! A$one$question$survey!!

!!Make$more$and$more$people$join$by$giving$out$gift$hampers/monetary$benefits$for$most$unique$replies. Cost=INR(40000.$

!!Make$a$common$Facebook$page$start$the$trend. Ex:$Laughing$Colors,$Bewakoof.com,$UNILAD,$NewsWorld$India$

•! Pricing:(INR(1400C2000(per(post((can(be(slightly(different(depending(on(the(reach(of(the(page).!!•! No.(of(posts=20(posts.!!•! Total(Cost=(INR(40000.!

!! Approach(a(celebrity(not(the(ultra(elites)(and(convince(him(to(support(the(campaign.(Some(of(them(are(generous(

and(do(it(for(free. !! Try(to(keep(the(fun(quotient(of(the(campaign(on(the(higher(side.

•! When(campaign(starts(gaining(momentum(ask(people(to(upload(screenshots(of(their(Proxy(App(interface(

on(their(Facebook(timeline.!!•! Roll(out(a(lucky(winner(everyday(and(give(him(an(award(hamper.!!•! Cost=&(INR&1000)*30=INR&30000.!!

!!Make(Campus(Brand(Ambassadors(in(various(colleges((students(are(part(of(target(group). •! No(monetary(burden.!!•! Give(the(Certificates(or(a(small(gift.!!•! Cost=(INR(10000.!!

!! BUDGET=INR&1,50,000(including(overhead(requirements(if(any) !! EXPECTED&RESULTS:&(Only&due&to&campaign&and&not&due&to&other&eMpromotional&strategies)

•! Facebook(likes(on(the(page(increase(by(5(folds.!!•! 40000(new(Installs(approx.(1000O1200(installs(per(day(on(average)!!

!! FLAW&AND&CHALLENGE: •! The(people(who(will(download(the(app(only(to(participate(in(the(contest(of(photo(upload(may(resort(to(

unistalling(the(app(once(its(done!!•! Methods(have(to(be(devised(for(consumer(retention.!

E"MARKETING+PLAN+

BUDGET+DISTRIBUTION+

TOTAL+BUDGET=+INR+20,00,000+

VIRAL+CAMPAIGN ON"APP+IMPROVEMENTS+

E"PROMOTIONS+

INR$1,5O,OOO$

Server+Ads+ +

Apple+i"words+ Google+Adwords+

CPI+$4.5$ CPI+$4.2$

INR$2,5O,OOO$

E"Mail+ +CTR+2.95%$

Install$Rate+0.33%$CPI+$0.30$

INR$16,0O,OOO$

Facebook( Twitter( On(App(CTR,0.66%$ CPI,$$1.8%$ Advertising((Boosted$Post)$ CPI,$0.76$CPI,$0.61,$1$

100,200$per$day$

AD#FORMATS#ON#APPS#WITH#INSTALL#RATE#

!Banner!(1.1%+Costly)! !

!Custom(2.20%)! !

!Interstitial(0.93%)! !

!App!Lists(3.76%)!

!Panels(1.9%+Cost!Effective)! !

ADVERTISING#ON#DEVICES#WITH#CTR#

!Tablets(0.59%)! !

!Mobiles(0.41%)! !

!Desktop(0.19%)! !

Factors#Utilized#in#deciding#advertising#strategy#

•" Average!CTR!on!Android!is!higher!but!install!rate!on!iOS!is!more.!!•" CTR!on!Tablet!devices!are!higher!than!on!mobile!devices!by!44%.!!•" Graph!search!on!Facebook!must!be!use!while!identifying!the!

apps!and!pages!for!intensive!advertising.!!•" People!using!mobile!devices!spend!89%!on!apps!and!only!

11%!on!web.!So!we!must!on!advertising!on!apps.!!•" 30%!improvements!are!seen!in!CTR!when!app!images!are!

involved!in!advertising.!!•" Constrained!Budget!limits.!

Desktop!Ads!are!not!required!due!to!less!install!rates!(also!higher!CPI)!and!a!constrained!promotional!budget.!

MONTHLY,)SECTION)WISE)BREAKOUT)and)EXPECTED)RESULTS)

On#App#Improvements#must#begin#from#month#1#must#be#done#by#end#of#month#3.#The#promotional#campaign#starts#from#month#1#to#month#4#and#then#again#in#month#6.#The#improvements#must#go#along#with#promotional#campaign#and#must#be#completed#as#soon#as#possible.#Viral#Campaign#must#be#launched#at#the#end#of#month#4#when#App#has#made#all#improvements,#Proxy#has#done#significant#amount#of#promotional#work.#This#campaign#must#last#for#a#maximum#30#days#in#which#would#pay#for#the#promotional#facebook#posts,#pay#for#gift#hampers#etc.#Because#if#it#lasts#longer#and#we#continue#paying#for#it;#that#means#the#campaign#is#not#effective.#The#remaining#leftover#30#days#will#see#the#after#effects#of#this#promotional#campaigns#whether#the#campaign#was#effective#or#not.#

Month) Expenditure) Programs)Running)

1# 3.82#lakhs# On#App#Improvements,#Promotions#

2# 3.82#lakhs# On#App#Improvements,#Promotions#

3# 3.82#lakhs# On#App#Improvements,#Promotions#

4# 3.2#lakhs# Promotions#

5# 1.5#lakhs# Campaign#

6# 3.2#lakhs# Promotions#

On#App#Improvements#include,#addition#of#news#filters,#fixing#of#bugs,#interface#development,#addition#of#content:#surveys,#polls#etc.#These#are#necessary#for#customer#retention.#One#does#not#want#a#customer#to#install#your#app,#visit#once,#register#and#never#visit#again.#

Mode%of% Expediturep% Cost/install% No.%of%

Ads% er%day% CPI% Installs/per%

(approx.)% day%

Facebook( INR(4500( INR(45( 100(

On(App( INR(4500( INR(45( 100(

E5mail( INR(1500( INR(25( 60(

This(policy(must(be(applied(for(1st(month(and(see(of(

any(slight(changes(are(required.(For(example(if(the(On(App(install(ratio(is(very(much(higher(than(e5mails((which(are(necessary(for(developing(some(sort(of(personalized(contact(with(the(customers),(then(their(per(day(investment(may(be(increased.(

The(On5App(ads(must(be(done:(Custom(Ads(and(App(lists(due(to(high(conversion(rates(and(effective(CPI.(

The(best(possible(can(be(found(out(by(doing(statistical(calculations(after(the(initial(time(period(may(be(20525(days).(

RESULTS:%If(everything(goes(according(to(plan(Proxy(will(have(an(improved(App,(atleast(80000%new(installs%and(more(than%2%lakh%likes%on(the(facebook(page.(Total%Investment%=%INR%20,00,000%

Total%Installs=%80000%

Cost%per%Install=%IN‘%25(Nation%s%average%IN‘%55O65)% The(cost(per(install(may(fall(even(below(this(if(the(response(of(the(people(is(nice.(Even(if(this(stream(performs(80%(of(

its(potential(then(too(the(CPI(will(be(comparable(to(atio%’s%est.%

NOTE:%All(the(values(are(calculated%assuming(that(the(promotions(are(done(everyday((for(each(of(the(5(months(mentioned(above)(and(the(equal(amount(on(promotions(is(spent(everyday.(

APPENDIX(

SHORT(QUESTIONNAIRE(

Q1.$Age$ Q2.$Are$you$a$frequent$reader$of$the$news?$Q3.What$news$do$you$want$to$read?$

a)Sports$b)Politics$c)Entertainment$d)Technology$

e)Business$f)Others(Please$mention)$

Q4.$How$do$you$rate$news$syndicator$app$Proxy?(Ratings$1K5)$a)Content$

b)Customizability$c)Interface$

Any$comment$you$want$to$add$Q5.$Suggestions. NOTE:(This$questionnaire$was$conducted(using$Google$Forms.$