MARKETING PLAN FOR MOBILE APP

SHOPPERS WAY

Executive Summary

Situation Analysis

Goal

Strategy

Tactics

Implementation

EXECUTIVE SUMMARY

Current Situation of Market

In Today’s world, people are travelling & moving to new places due to their profession, to pursue education or for the purpose of sightseeing. But in new places they are unable to locate shops that can provide them the goods & services they want to purchase at reasonable costs.

Shoppers Way App will show way to its customers to find shops in new places that sell products & services they want.

SITUATION ANALYSIS

Company Overview

This App addresses the needs of those customers that are fond of travelling to new places and are unable to find a place from where they can buy required things.

In this App, we can search places by searching products or services we want. It will show all nearby places selling those products & services.

Market Overview

Frequency of people moving to new places has increased in couple of years & it is still increasing and their needs ands wants are increasing day by day. Their purchase power too has increased and also the time & money they spend on daily purchasing.

So it is very necessary to introduce a app that can cater to needs of such people.

Target Customers

Target Consumer segments will be all those who move to new places because of their profession, or for sight seeing, or for education etc. and also those who are fond of shopping.

GOALS

GOALS The main focus is to create a app that can

navigate places similar to other apps like Google Maps and can also navigate places by searching the products & services they offer.

It aims to generate 10,000 users in 1 month & around 1,00,000 users in 1 year.

It also aims to achieve 25,000 users using premium version & 75,000 using free version at the end of 1 year.

STRATEGY

Customers

It caters to needs of those customers that travels to different places and those who are fond of shopping.

Collaborators

COLLABORATORS

Collaborators Local stores & street stalls.

Big Malls & Shopping Complex.

Various Service Providers.

Transport Providers

Advertising Agencies.

Social Media & Networking Websites & Apps.

COMPETITORS

COMPETITORS

Google Maps & Just Dial are its close Competitors.

They can only navigate places but Shoppers Way can search places which sells specific products & services.

COMPANY

Software Section of company is focused to build & improve apps to include new & additional features.

Marketing Section of company is focused to promote app through social media & networking websites & apps.

Points of Parity

This app can be used to navigate and locate any place similar to Google Maps.

Similar to Google Maps, it will show the means of transport available, shortest path and time taken to reach that particular destination.

It will also show the approximate traffic at that particular time.

Points of DifferenceIn this app we can even search place by

searching the thing we want to buy. It will show all nearby places that offers that particular product.

It will also give the brief description of the shops & the prices they charge for products & services.

It will also show the complete map to reach that place from your location by GPS navigation.

Points of Difference

This app will be regularly updated to indicate new shops opened, sale & discounts being offered & also any construction work going on in roads.

It will provide analytics related to which shops has higher rating and also the consumer feedback.

Value to

Consumers – It benefit Consumer because it gives them location of various shops when they visit some unknown place.

Collaborators – It benefit Collaborators because it popularise their shops among those who are not familiar with it.

Company – Company is benefited and earns money from consumers that buy premium version.

TACTICS

Free Version Features

All the points of parity.

It will provide the locations of few shops nearby in its free version but not all.

Premium Version Features

It will provide the locations of all the shops nearby ranging from street stall to big malls with their pricing.

It will provide analytics related to which shops has higher rating and also the consumer feedback.

All the live updates related to new shops opened and discounts & sales going on will be available only on premium version.

Prices & Incentives Monthly subscription - 1$ / month.

Annual subscription - 6 $ / year.

Monthly subscription is kept 1$ so as to encourage people to use app and at the same time, try to position it as premium app.

Annual subscription is kept 6$ so as to attract those customers that are on frequent travelling.

Our first target will be to increase consumer base & when the app has gained popularity and people have become habitual in using it, prices can be slightly increased.

Social Networking Websites

Social Networking Apps

Blogs

Incentives will be given to those customers that will refer this app to their friends.

Incentives will be given to loyal customers for their loyalty.

PLACE (DISTRIBUTION)

This App is distributed using Google Play Store

IMPLEMENTATION

Software Development Team – Team of 10 software engineers will be responsible for developing & updating App with new features.

Marketing Team – Team of 6 marketing managers will do market analysis, analysing consumer behaviour & its competitors.

Operation Team – Team of 10 managers should make sure that operation is running efficiently & check if any changes should be made to make it more efficient.

Finance Team – Team of 4 finance managers should make plan of how much money has to be invested for different activities of company.

Processes First of all, Huge Database has to be

constructed by going to various shops at different places & making business relationships with shop owners, so that we can give incentive to people to use our App.

Then using the database an efficient Android App has to be developed by Software Development Team & attractive user interface has to be developed by designers in our company.

Processes Then our Marketing Team will make plans to

promote our App through social networking websites & Apps, blogs and by giving incentives to people.

Operation Team will take care that App gets updated with new features so as to make it efficient & also should take care that its database is always updated with opening of new shops & sales and discount going on in shops.

First 1 year will be spend to collect database & studying market. During this year user interface will be developed & basic form of App will also be developed.

Then in next 3 months database, user interface will be integrated to develop complete App.

Then App will be launched in Google Play Store and then next 3 months will be spend in promoting the App among consumers.

Then database & additional new features will be updated regularly in the App.

FINAL PROJECT IS CREATED BYANUGRAH NIMAVATBTECH (ELECTRONICS & COMMUNICATION)NIT – SURAT

DURING MARKETING INTERNSHIP UNDER THE GUIDANCE OF

PROF. SAMEER MATHURIIM - LUCKNOW

DISCLAIMER