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MARKETING PLAN FOR MOBILE APP - FIXIT
By Gaurav BansalICT Mumbai
ABOUT THE APP
Company specializes in SERVICES related to :1. Electrical Services 2. Home Appliances3. Mobiles4. Computer, Laptop and Tablets
WHAT DOES IT
ACTUALLY DO?
• Customers book services in the app to fix/repair
any electronic gadget and appliance.
• They can also book service to install softwares
on their gadgets and replacement of any part of their gadget or appliance.
WHY DO WE NEED SUCH AN APP?
• This app is for Indian urban Market• Huge number of electronic items among the population leading to
increased number of problems associated with them• Almost everyone has mobile phones and other gadgets leading to a very
vast market especially in urban areas• Service centres demand very high price for repairs and replacements• App would help people not to struggle with the service centres and have
their items repaired without even stepping out of their house!
MAIN ATTRACTIONS OF APP
• Low service charges• Verified and trained technicians• Quick service – Door service within 2
hrs!!• Annual maintenance packages
availability• Customers can also buy various parts
of the appliances and even get to buy softwares for their gadgets• Warranty for the repair
TARGET SEGMENTS
PEOPLE WHO OWN GADGETS
AND APPLIANCES
ALMOST EVERY URBAN
HOUSEHOLD
MAIN COMPETITORS
Urban clap
Housejoy
GOALPenetrate deep into the market
Create high brand equity
Loyal customer
base
High quality services and
customer friendly app
To hold max market share in repairing electronic items
STRATEGY AND IMPLEMENTATIONIdentification of well trained technicians and local service providers in the city
Tie up with them and arrive at a suitable revenue division
Strategic selection of the servicers so that the number is not too many
Quick service availability for customers, 2hrs guarantee
Use of GPS technology, fast user interface, verified developers
TACTICS
Product Price
Place Promotion
• Rs 150 as visiting charges and per hour Rs 100 for service which is a bit lower than competitors.• FREE 100 credits for each referral• Price of parts of replacement as per market rates• Annual maintenance scheme for computers and laptops at only Rs 1000
PRICE
• App will be launched as a free app in Google android play store and Apple IOS platform• Services would be available in select major cities only in India. Based on the number of customers and reviews, the app will be expanded to other cities as well
PLACE
• Print ads• Emails and word of mouth publicity• Use of social media• Local Radio First service/visiting charge full
waiver (FREEEE)
PROMOTION
KEY DIFFERENTIATORS FROM COMPETITORS !!
• App focused on one goal – Fixing electronic items and electrical service.
• Support Quality – We would have the best support staff ready to provide adequate support regarding any type of problems.
• On Time Guarantee – Non Punctuality will not be tolerated
• Competitors like Housejoy and Urban Clap have many range of services which doesn’t make them focused on one type of service
• Upon seeing the play store, the reviews contained lots of problems regarding call support which were not addressed properly
• Competitors receive lots of complaints regarding punctuality
FIXIT APP COMPETITORS
COMPANY BUSINESS PROCESSCustomers selects the
service he wants to avail
App employee gets the service
request
Employee transfers the
request to the service provider
giving the customer details
Service providers receives the
customer info
Service provider calls the
customer to ask the exact
specification of the problem
performs service
Customer can pay through credit
card, debit card, net banking or
cash
Customer provides review of the service for
effective customer care
SUPPORT SYSTEM AND CUSTOMER CARE
• Customer can email or chat to express any discomfort or any complaints regarding any services• The chat service would be instantaneous and the email
reply would be sent with 24 hours. Dedicated team for this would be formed• Customer satisfaction – First Priority! This would be the
main driving force for our marketing plan for the app.
THANK YOU