PAYVINES

MARKETING PLAN FOR NEW ANDROID APP

AGENDA

1.EXECUTIVE SUMMARY2. SITUATION ANALYSIS3.GOALS4.STRATEGY5.TACTICS6.IMPLEMENTATION

EXECUTIVE SUMMARY

PEOPLE TODAY, SPECIFICALLY THE YOUTH OF TODAY ARE SPLITTING BILLS AMONG THEMSELVES BE IT YOUR ROOM RENT, FOOD BUT USUALLY ONLY ONE PAYS AT THAT POINT OF TIME MAKING IT DIFFICULT FOR HIM TO TRACK HOW MUCH AND FROM WHOM HE STILL HAS TO GET HIS MONEY.

PAYVINES HELPS YOU BY SPLITTING YOUR BILL AND KEEPING TRACK OF ALL THE “CONTREES” THAT ARE STILL PENDING.

IT OFFERS GROUP AS WELL AS PERSONAL EXPENDITURE TRACKING FEATURES HELPING YOU GET BACK AND TRACK YOUR MONEY

SITUATION ANALYSIS

Company Overview

THE SITUATION

Youth of today are increasingly splitting bills be it the room rent of the room they share or food bills from an outing together.

S W

T

STRENGTHS

• Less Competition In The Group expenditure features.

• App is more youth centric than any other in the expenditure tracking field.

• A huge portfolio of offerings.

OPPORTUNITIES

• Huge market.• High demand for group as

well as personal features

THREATS

• Established competition.

• Huge competition on the personal features front.

O

WEAKNESSES

• New to the field and market.• Will need to depend mostly on word of mouth for advertising for people to know about its features.

SWOT ANALYSIS

Market Overview

COMPETITOR ANALYSIS

APP NAME RATING USERSSPLITWISE 4.6 47892

OTHERS APPS(Android only) 3 - 4.5 <2000

PAYVINES VS COMPETITORS

POINTS OF PARITY POINTS OF DIFFERENCE1. Strong features on the personal front.2. In built calculator.3. Finance applications like loans, EMI.4. Allow group splitting of bill and gives

reminders to defaulters.

1. Has in-built messaging service to ping the reminder.

2. Good combination of group and personal features.

3. Image processing on bills to identify amount from bill.

GOALS

The app aims to achieve maximum amount of users possible in the group space as well create a space for itself in the personal expenditure section.

App launch

50,000 users by the end of 2017

5000 premium users

App Update Advertising1 million users by mid 2019

100,000 premium users

STRATEGY

Consumer Needs

1. To have an easy and efficient way to take care of the frequently happening occurrences of split bills.2. A reminder for their friends for the pending splits or a reminder for the person himself to pay up his split.3. Efficient money management tools.4. Analysis of one’s spending

The Target Customer

TARGET MARKETS

YOUNG GENERATION MONEY CONSCIOUS INDIVIDUALS FINANCE APPLICATION SECTOR WORKING PROFESSIONALS STUDENTS

Value Proposition

CUSTOMER VALUE• An easy to use expenditure tracking application.• Helping users analyze their spending habits.• Keep track of their split bills.• An all in one app of financial applications.• A built in calculator.

TACTICS

Product

Free Features• Track personal spending in categories.• Analysis include sum and percentages.• Basic splitting of group expenses and emails to defaulters.• In application calculator• Reminders to pay your split

Premium Features• Reminders through app to defaulters using in app messaging service.• Analysis includes graphs, percentages with tips to improve on spending.• Image processing on photographs of bills to automatically split bills and add it

to your finances.• It includes finance applications like loan EMI’s, your stock market portfolio

rates features and automatically adds expenses and profits to your finances.

Brand

PAYVINES – KEEP TRACKOF YOUR MONEY VINES

Price

The premium features cost about- 5.99$ each year which is higher as the premium features are much stronger and better and have more application than it’s competitors.

Communications

•The communication strategy uses the social media to its full effect and more so the blogging sites where we will suggest effective solutions to budget specific problems of people.

Distribution

The distribution strategy involves using major and upcoming app stores to distribute the product. These includes:-1. Google Play2. iOS3. Amazon App store

IMPLEMENTATION

Infrastructure

• Advertising, Research and Development, Human Resource, Management Teams, Data Analysis teams at the core of the organizational structure.

Processes

Designing and managing integrated marketing communications

Identifying market segments and targets and crafting the market positioning

Analyze Business

Analyze Customers

Schedules

MARCH 2016 > APP ROLLOUT

APRIL 2017 – MAY 2017 > TRIAL RUN

JUNE – JULY > OFFICIAL LAUNCH ALONG WITH

ADVERTISEMENTS RUN

DISCLAIMER

Created by Mayank Deepak Thar of JIIT Noida, during a marketing internship Under Prof. Sameer Mathur, IIM Lucknow.