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Marketing Plan for a new
Android App
Part 1 ExecutiveSummary
Part 2 Situation Analysis
Part 3 Goal
While 53% of women have between 1 to 5 shopping apps on their smartphone, 76% of them would still much rather shop for clothes and shoes in a retail store, reports a new study published by mobile-retail marketing platform provider Swirl Networks Inc.
The independent study “What Women Want When Apparel
Shopping,” found that retailers should focus their
mobile strategies more on enhancing the in-store shopping experience
– where 76 percent of women prefer to shop –
than enabling online sales transactions on mobile phones.
- one of a kind integrated fashion platform for women to discover new trends as they’re emerging and to organize and keep track of all their wardrobe items, virtually.
ALL IN ONE APP
Presenting,
NOT A SHOPPING APP!
IT’S A FASHION MAGAZINE FOR THE SMARTPHONE
It helps to create various outfit looks to wear and give personalized fashion advises from professional stylists.
Also, it provides information about where to shop in your city a similar item from a trending outfit you like.
Part 1 ExecutiveSummary
Part 2 Situation Analysis
Part 3 Goal
2.1 Company
Overview
Ability to design and deliver a
"customer interface" that
personalizes online experience and makes it more
efficient
All features in a single app
Tie up with reputed
professional stylist and magazines
Skills in customer relationship
management
strategic customer targeting
Core competencies
Product line • Trend library to keep track of emerging trends with a collection of feeds from latest fashion shows and celebrity outfit inspirations
• City store recommendations to find
a exact/similar item from an outfit in trend.
• Online Closet- organize and keep track of all their wardrobe items and to help create different style looks to wear.
• Ask a stylist- personalized fashion advises from professional stylists.
Market positioning
It will be positioned as the one-stop destination
for college girls and young women in the age
group of 17- 40s, who are looking for an App
that is the solution to all their fashion needs in
their Smartphones.
Its Intention is not to compete with existing apps but to fulfil all their purposes with more added
features
2.2 Market Overview
Potential Customers
College Girls Working women
Middle Age women
Competitors
App Name Similar Features Ratings Downloads
Polyvore Style: Fashion to Buy
Get endless fashion inspiration from of fashionistas, brands and designers by browsing your feed.
4.7 1,000,000 - 5,000,000
WEAR - Fashion Look book
fashion app for finding new trends and for discovering brands you’ll love. Follow top global fashion influencers and shop favorite looks in one place
3.6 1,000,000 - 5,000,000
My Dressing - Fashion closet
Add your clothes- Create collections to organize them into outfits -Browse clothes and outfits from anywhere
4.1 500,000 - 1,000,000
Increasing Smartphone use leading to a
greater number of regularly used apps
Easy accessibility to Internet
Young People Today More Fashion
Conscious Than Their Predecessors
Preference of multi-tasking apps over
single-tasking
Opportunities
Threats
Severe competition by the existing apps.
Fear of competition from the new entrants.
Poor amount of publicity and interaction.
Un devoted customers
Part 1 ExecutiveSummary
Part 2 Situation Analysis
Part 3 Goal
At least 500,000 downloads at the end of 1 year with a minimum rating of 4 on google play.
Conversion rate of (3-5)% from free to premium users.
Respectable market share
Part 4 Strategy
Part 5 Tactics
Part 6 Implementation
4.1 Target Markets
Customers –College going girls and young women from ages 17- 40s (Generation Y –The Millennial and Generation Z)
Need(s) fulfilled - Keeping in track with latest trend to stay well dressed and fashionable which in turn satisfies the psychogenic needs such as the need for recognition, esteem or belonging.
Profile – The savvy shoppers, who shop after scanning all information about the options available and the details.
Collaborator Professional Stylists
App development
team: coders
developers
Content:Creators
Collectors
Business development
team: Strategists, Planners
Finance team
Customer care
department
Company‘sstrategic business units
4.2 Value Propositions
Customer value The app aids the consumers in
dressing up well in turn, boosts up the
self-image and confidence.
Collaborator value They earn $ 1 per query
answered
Part 4 Strategy
Part 5 Tactics
Part 6 Implementation
FREE FEATURES
Ability to access the trend library up to 10 articles.
Store recommendations for 5 items.
Try the online closet for a trial period of 15 days.
PREMIUM FEATURES
( $ 4/ month)
UNLIMITED Access to trend library , Store
recommendations and Online Closet
Professional stylist will give personalized ashion advises
5.1 Product
BRAND LOGO - Suave&Savvy
MEANING - Suave by definition means charming, confident, and elegant which is to describe the modern day women.
While, Savvy reflects the app’s ability to help you make good judgements and keep you well informed.
5.2 Brand
This freemium version enables the app for free
but for a fixed time duration and with in-app
purchases. The premium version the app will
charge $4 per month which is realistic for the
features provided. Keeping in mind the competing apps, none of
which provides such a wide range of features in a
single application, the price for premium version
is reasonable and affordable
5.3 Price
Social media 1) Facebook Page
2) Twitter 3) Instagram 4) Uploading
advertisements and videos on
YouTube.
Reaching opinion leaders, like
fashion bloggers and critics, by identifying the
media they read or messaging
them directly to try out the app.
Leveraging the power of
SEO(Search Engine
Optimization) and ASO (App
Store Optimization)
to optimize searches
Word-of-mouth
marketing to friends,
neighbors and acquaintances
.
5.4 Communication
5.5Distribution to categories Apple, Windows, Android.
Do you know?Some Researches conclude that Women more likely to own an iPhone than men!
Part 4 Strategy
Part 5 Tactics
Part 6 Implementation
6.1 Infrastructure
CEO
Content Department
Creation
Collections
Marketing Department
Promotions
Distributions
Finance Department
Revenue Handling
Customer Department
Customer Care
Feedback
App development
Department
Developers
6.2 Processes
Business processes involved in implementing the company's strategy and tactics
Conducting Market Research
Analyzing consumer markets
and demand
Identifying product’s core
competencies and choosing value
Identifying market segments and
target consumers
Setting up business units
Setting product strategy
Developing pricing strategies
Managing marketing and
distribution channels
Managing a holistic marketing
organization for the long run
6.3 Schedule
TASK TIME DURATION
1. Market Research 3 months
2. Analysis of Consumer and Business Markets 2 months
3. Setting up business units 2 months
4. Setting product strategy 3 weeks
5. Developing Marketing and Distribution Channels
2 weeks
Created By Anchal Aggarwal, Ramjas College, During A Marketing Internship By Prof. Sameer Mathur, IIM Lucknow.
THANKYOU!