Slide 1

BLUE CHIMESMarketing Plan

1. EXECUTIVE SUMMARY

According to researchers, most common activity on smartphone is, me time

Increasing number of users want improved, customised searches which helps them use this time of theirs better.

Introducing Blue Chimes, one of its kind app for travels, trips, or outing. It comprises of best selection of accommodation, activities, food and drink suggestions. All this after comparison and analysis of best deals.

Offering a unique value proposition to its user, allowing planning of exciting trips, refreshing outing, relaxed hangouts and perfect dates.

It aims to deliver an entertaining and enriching experience when users step out for that break from monotony.

It encourages to explore in its true sense, providing preference based suggestion after careful data analysis provided by the user. Thus, giving answers based on predicting what user prefers to engage in.

2. Situational Analysis

2.1 Company Overview

Core CompetenciesAdoption of data acquisition, data handling to provide optimised and predictive suggestions.Excellent Customer Relationship Management practisesTie ups with varied related collaborators. Thrilling and interesting suggestion based on reliable sources and likings.

Strategic AssetsThe expected large urbanised user baseBenefit of both local user and touristsIn-app advertisements which will generate revenuesThe upgrade to premium features, as per Freemium Model.

Current Product LineServices: Hotels, hostels, home stays, buses, restaurants and bars, car or bike rentals, guides, events(- exhibitions, concerts and so on) suggestions and bookings.

Types: From budget friendly for students to luxurious stay options.

Categories: Thrill, Relaxing, Educational, Historical

Market PositionBlueChimes will be positioned as the one stop for all travel and outing related offers, deals, bookings and suggestions. The target audience being 18-40 years old who believe in best of experiences, and breaking the monotony. Aim being to fill the void in the market, not compete against existing ones. Thus, create its space and reputation.

2.2 Market Overview

Potential CustomersDemography% of user College Students 37%GenY (working population)43%Middle Aged17%Others3%

Competitor AnalysisParameterGoIbiboZomatoRating4.24.3No. of raters250,405220,227Downloads10million5million

Mobile App Analysis

internalexternal

OpportunitiesEasy access to internet and tech savvy population.

The increasing number of Indians willing to frequently step out and explore

Smartphones through apps being the next biggest marketplace

ThreatsGiants like GoIbibo, MakeMyTrip and Zomato increasing the market share and elevating hostility for new entrants.Barriers to entry which could be levied by old playersNot being able to compete and attract usersThe unwillingness of collaborators for tie ups.

2.3 Target Customers

Mainly 18-40 year olds. MeasurableSubstantialAccessibleDifferentiableActionable

3. GOAL

3.GOAL

2million downloadsDialy active users being around 200,000; weekends: 500,000+ holidays: 800,000+Valuation of $3 millions USD

4. Strategy

4.STRATEGY

Customer NeedsHave an exciting and engaging experience when travellingGetaway from monotony and regular surroundingsAn incentive and easier window to get active lifestyles and exploreDevelop wholesome by meeting multitude of people, engaging in creative aspects of photography, videography, journals, paintings.

CollaboratorsService partnersChannel MembersCommunication partners

Service partnersData analysing provided by various vendorsNumerous homestays, hostels, hotels who want to promote themselvesThe nearby car, bikes rentals who can serve the customersRestaurants and bars available in localty

Channel MembersGoogle Keyword Tool that also allows for mobile device segmentation which can provide keyword research insights.Mobile App Stores: Google Play, App Store, Windows Phone Marketplace, Amazons upcoming Android App Store.

Communication PartnersSocial Media sites like Facebook, Twitter, Whatsapp via which referrals and publicity could be done.Brands/companies and service provider who would list and also advertise their products/services through display ads, sponsored posts and advertorials on the app

Companys Strategic Business UnitApp Development team: Coders, developers, softwares, engineers.Quality and feedback team: to ensure that the services listed are meeting certain quality standard. Business development team: Growth strategists, negotiators, networkers.Marketing Team: Promotion, communication and distributionData Analysis Team: Analysts, statisticians, online trends trackersFinance and Accountancy teamPublic Relations team: Employee relations and Investor relations teamCustomer team: Customer care department, CRM team.

Economic ContextDigital Content industry growing at a fast pace; expected to reach INR 20 billion by 2020 with digital ad spend expected to grow at 23-28%The Internet related contribution to GDP at present is an encouraging 3.2%

Technological ContextThere are 167 million smartphone users and 352 million internet subscribers as of 2015By 2017, India will have more than 250 million Smartphones.Inexpensive smartphones and rollout of 3G and 4G brodband infrastructure are rapidly coming together to democratise online access.

5. Tactics

5.TACTICS

5.1 ProductFree Features: - Suggestions of the accommodation, tour guides, rentals, cafes based on the user preferences. Booking can be done for the same, through the app.There is a review option, where feedback and images can be shared.The suggestions are given by app effectively learning the preferences of the users.

Premium Features:Opportunity to avail further discount, earn points which could be availed at any of the service providing vendor.

Priority given during peak seasons.

Special and exclusive trip plans with perks to be offered for highly active premium users.

5.2 Brand

5.3 PriceFreemium pricing strategy will be adopted, in which the app itself will be free, but with in-app purchase opportunities/upgrades.The premium version will be prices at only $0.99 per month. Reason being, the additional features are ones which offers the user priority and special/extra services. The main revenue model doesnt depend entirely on premium sales of app. Hence, if the users are reluctant to upgrade, their would not be a problem posed to the app. Thereby, not affecting the popularity or visits by the user.

5.4 CommunicationInitial Promotion Steps assuming 0 Budget:Word-of-mouth marketing to family members, friends, neighbours, and acquaintances.Launching of Facebook page, Twitter handle and Instagram account to capitalise on influential social community.Then, featuring and inviting through emails, messages and posts to indirectly increase online presence. Joining developers/ entrepreneurs group on LinkedIn.Leveraging the power of SEO and ASO to optimise searches and yield greater results.

Later Stage Promotional Steps: Participating in app awards as they can give press exposure, reviews, and plenty of downloadsGetting featured on Mobile App Review Sites.Getting known restaurants and cafes to promote and become collaborators.Featuring app in official blogs which have an extensive readership and are considered credible.

5.5 DistributionApp Stores/ Recommended SitesPre-Loads: generally only few apps, so offers high chances of conversion rate also.Pay-per-Installs : getting app listed in sites which a recommendation-driven promotion engine rewards users with virtual goods or currency, in one app for installing and trying another app.

6. IMPLEMENTATION The one where you got to brave the sea.

6.1 InfrastructureRelationship with CollaboratorsService partners: Small teams will be deployed to cater and handle each segment. The function and duties shall be carefully explained and detailed, such that no conflict occurs between the two. Channel Members: The technical team shall be responsible for this facet handling, with dedicated team carefully handling it.Communication Partners: The marketing team shall overlook and work on this arena. The work would be to implement ideas and concept for success and growth of the app.

6.2 ProcessesSteps are;Scanning market, demand forecast and conducting Market research Analyse consumer marketAnalyse business marketDefine the apps missionIdentify Market Segment, targets and craft the Market Position

6. Setting Strategic Business Unit7. Setting Product Strategy8. Developing Pricing Strategies and Programs9. Design and Manage Integrated Marketing Channel & Communications10. Managing a holistic Marketing organisation for a long run.

6.3 ScheduleTASKLEAD TIME Market Research 1.5 monthAnalysis of Market and Business2monthMarket Position2 week Business Unit3 weekStrategy for product1 weekPrice strategy 1 monthDesigning market channels3 weeksDesign communication channels1.5 weeks

DISCLAIMER Created by Vasudha Harlalka, VIT Vellore, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow