Marketing Plan for

Android Application

Event Plus

Your Event, Your Way…

Executive Summary Most of the people these days, run events even before realizing the importance of proper event planning. Event Plus is a new generation application that will help people to plan and realize their Events in an organized manner. Sometimes cost becomes an issue for someone, or maybe one is not able to find a proper event management group. Or maybe, the way they want their event to be planned, is not acceptable by the managers. Thus, Event Plus will serve as an interactive platform for communication between people and event managers, resulting in not just an Event but An ‘Event Plus ‘ !!

No close competitor

Every kind of service provided

Comparison and explanation of activities by

advisors

• Non exposure of many clients to large scale event

managements. Difficult to instill this cost effective

idea.

• Hard to interest clients without a visit to buy the

premium version

• Mix and match facility available, so clients

can design their own packages, choosing

the best from all facilities

• Focus on customer needs through a two

tier process

• Detailed ratings available, with criterions

that have been predefined

• Affordable cost for all facilities

• Help available through online as well as

visits for events

• No competitor in the sector

• Variety of services provided under one portal

• Detailed comparison and explanation of all

possibilities by advisors

• People might not be interested

in buying premium version

• A new idea in the market can backfire

There are no competitors which fit the same

description in the android app sector. There

are some websites which provide facility for

event networking and help in enhancing the

social reach of an event, but our application

helps not only in networking, but also in event

realization.

Mix and match

from various

event planners

And get the best

out of each

planner.

Ratings by a

defined criterion

India is the fourth largest mobile-app economy. The annual figure for India is projected to grow by 92% to reach 7.7 billion downloads this year, and further to 20.1 billion by 2020. The main driving force is the amount of time spent on the mobile applications.

Event management industry is one of the fastest growing industry . In addition to this, India being a country rich in heritage and culture, event management industry has a large scope of growth. By 2013-14 the growth touched $768 million mark. In 2015, it grew by 25%. For 2016, the expected growth is about 15%. The double digit growth in this industry coupled with transition of this sunrise sector from a highly unorganized to organized niche and competitive sector is expected to see a manifold demand for talent pool.

Market Entry

Following will serve as a platform for the

launch of our application

The cities where we will be providing our services initially will be:

• Pune

• Mumbai

• Delhi

• Lucknow

• Bangalore If successful in major cities, beta testing and

surveys will be done in other cities, so as to

determine the success rate there. If it turns out

to be as expected, services will be extended

to those cities as well.

People above the age

of 15, in well established

Metropolitan cities where

they have exposure to

mobile apps, as well as to

the concept of event

management, and might

require this facility on

several occasions.

Application download goals:

• 1 month: 50

• 3 months: 300

• 6 months: 1000

• 1 year: 4000

Premium application purchase goal:

• 1 month: 15

• 3 months: 60

• 6 months: 150

• 1 year: 400

Offers:

• 1 month: 10% off if one doesn't use mix and match from vendors, and if one does

then just 5% off.

• 3 months: 10% off if one doesn't use mix and match from vendors, and if one does

then just 5% off.

• 6 months: 10% off if one doesn't use mix and match from vendors, and if one does

then just 5% off.

• 1 year: 8% off if one doesn't use mix and match from vendors, and if one does then

just 4% off.

The above discounts will be calculated on the final amount (excluding taxes) to be

charged. The mix and match facility is available at a nominal cost.

NOTE: if any goal remains unsatisfied, then previous offers will continue to

hold until the completion of goal.

• Customer

• Collaborator

• Company

• Competitor

• Context

COLLABORATORS

• Minimum 5 event managers, before the release of our

application into market who agree on a fair profit margin

before launch.

• Caterers, grounds organizers and labor services

• Other service providers are also listed to put add ons help

throughout the event planning process

COMPANY

• Division head

• Database Management

• Finance Sector

• Rating Department

• Marketing Managers

COMPETITORS

No close competitors

in the market.

CONTEXT

• Economic: Costs and Revenue Analysis • Technological: Database Maintenance and server traffic maintenance simplifying technicalities of the process. • Sociocultural: Healthy office environment. • Regulatory: Head advisor responsible for control of grievance. • Physical: Clean and healthy workspace.

• Customer Value

• Collaborator

Value

• Company Value

Customer Value

Attractive offers given by the company

to all it’s custo er’s, discou t rates that

are not available in the market.

Mix and Match facility is not available for retail

investors, thus this application brings to them

options which are only available In large scale events.

Customer experience is made easy by proper management

and advising, phone updates through push notifications

and a online query.

COLLABORATOR VALUE

Event managers get clients without lobbying, advertisements

and without supplying resources towards this cause, thus a

massive work load is decreased for nominal rebates given to

our application.

Our application charges are minimal, so the profit margins of

the collaborators is still high.

For small scale caterers and other distributors in this sector,

this app is a boon to put them on the face of large scale

market in comparison with large event managing companies.

COMPANY VALUE

Revenue is generated by premium

application purchases, through

application stores, through convenience

fees charged for event planning, and a

decent margin of profits from the

collaborator side as well.

• PRODUCTS

• SERVICE

• BRANDS

• PRICE

• INCENTIVE

• COMMUNICATION

• DISTRIBUTION

• Mix and match of services

• Cost & features of each amenity, with images if available.

• Rating criteria/comparison tool:

User Rating

App viewer rating

Feedback value

• Detailed description of all products of the companies

collaborated with our application.

• Attractive offers and discounts

• Time and cost efficient.

• Advising and updates available throughout the planning

process.

Excellent service provided by us helps strengthen Relations with customers. An interactive platform for planning an event, is one of it’s kind in providing cost and time efficient services.

The application lists different options and services available under a list of brands, thus the clients experience is paramount. The number of brands collaborated with our application will increase with the increase in popularity of the application.

$2 for the Premium Version.

The premium version includes a free visit with our advisor. If client decides to deal with our

company, a specific percentage of

event cost would be charged as fee

for our company, depending upon the

scale of the event.

The customers will be given various attractive offers. For the collaborators, there will be no extra workforce allotted. They will gain profits with least efforts. The company personnel, will be getting bonuses for successful completion of client goals. The sales person (for first visits only) will be getting bonuses, as per the ratio of people he gets into the fold of our company.

Communication with customers through push notifications, emails, and visits. Areas where the concept of event management is popular, there marketing strategy would also include the distribution of pamplets, posters, emails and adds on social networking sites. Communication with collaborators will be done through email, and in person if required.

The application will be distributed through different app stores. FIRST VISIT: Detailed description of all amenities and company offers by salesman. FOLLOWING VISITS: An adviser will be allotted to the client who oversees the requirements and tentative schedule of the event. He would report to the head advisor. All the requirements and progress would be updated on the application and shared through push notifications. The client requests would be shared with collaborators as per need.

• INFRASTRUCTURE

• PROCESSESS

• SCHEDULE

INFRASTRUCTURE

• To minimize the startup cost in any city and risks, rented offices, minimal sales person and advisors would be allocated.

• Centralized database in order to minimize work load.

• With the progress of the company in the city, workforce would be increased, and temporary offices will be converted to permanent.

After the purchase of premium version one free visit from the side of company, during this visit the salesperson explains every service provided and the range of options. Then if the client is interested, a particular adviser is designated to the client who is responsible for the event planning and networking, this adviser reports to a head adviser who comes in if there is a problem. The adviser creates an event under the login of the client in the app, and updates all the progress and requirements in the app, so that the client can check on the progress. Information is passed on through emails and the push notifications, client is also informed that he can network his event through social media integration of our app, even ask us to post adds for his events. For all this a convenience fee is charged, depending upon the options chosen and event scale.

• Launch of the application • Advertising and promotion • Constant improvement based upon ratings

PERFORMANCE

EVALUATION

• Feedbacks are compulsory after every event, followed through by the team responsible for data handling.

• Feedbacks are in the form of ratings, for different services and are updated on the application.

• Performance evaluation of the company as a whole

is done by a team of analysts.

ENVIRONMENTAL

ANALYSIS

• Analyzing different sources for metadata through surveys and also statistics and parameters to increase business in specific locations, targeting them more in order to gain more clients from that location

• Minor alterations to application, which suits the clients, depending on client experiences and recommendations.

•Marketing Management by

Philip Kotler & Kevin Lane Keller.

• libguides.scu.edu

•www.appannie.com

Summary

• Executive Summary

• Situation Analysis

• Goal

• Strategy

• Tactics

• Implementation

• Exhibits

Created By Manu Pant,

Symbiosis School of

Economics, Pune, during a

marketing internship under

Prof. Sameer Mathur, IIM

Lucknow.