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MARKETING PLAN OF AN APPLICATION

Date post: 22-Mar-2017
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WHAT IF I TOLD YOU
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Page 1: MARKETING PLAN OF AN APPLICATION

WHAT IF I TOLD YOU

Page 2: MARKETING PLAN OF AN APPLICATION

THAT YOU COULD GET

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TV SHOWS

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MOVIES

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MUSIC

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AND

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BOOK TICKETS FOR MOVIES

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ALL AT ONE PLACE

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YES ITS TRUE

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PRESENTING YOU THE ONE STOP SOLUTION FOR ALL YOUR ENTERTAINMENT NEEDS.

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ENTERTAINMENT UNLIMITED

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Presenting

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Marketing Plan

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For

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My New App

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ENTERTAINMENT UNLIMITED

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Summary of Presentation

1. Executive Summary

2. Situation Analysis

3. Goal

4. Strategy

5. Tactics

6. Implementation

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EXECUTIVE SUMMARY

1

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ENTERTAINMENT UNLIMITED is a mobile application that lets you watch popular

movies, TV shows and listen to latest and wide range of unlimited songs by just

opening an account. The content is available in minimum 5 Indian languages including

English. This application even lets you book a tick for movies incase you decide to

watch it in a theatre. With a host of other promising features this application lets you

have all your entertainment at one place.

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OFFERINGS

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Live streaming of shows

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High quality HD content in premium version

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Parental control

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Can add upto five family members and 6 devices in premium version

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Dedicated playlist for your content with recommendations tailored for you.

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VISION

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To become the market leader India,

to disseminate entertainment

through app, in terms of market

share and revenue generated.

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SITUATION ANALYSIS

2

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COMPANY OVERVIEW

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• Provide endless library of TV shows, movies and music in

English as well as regional languages.

• Dedicated playlist generation for movies, shows and music.

• Movie ticket booking facility

• Provide basic and premium version of app

• Available on Google Play store and Apple Play store.

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FEATURES

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• SD content for basic version and HD for premium.

• Unlimited movies, shows and music for online streaming

• Live streaming of favorite Indian shows

• Movie tickets can be booked online

• Premium version involves downloading for offline viewing.

• Movie ticket offer alerts

• Upto five members can be included in premium version

• Hassle free cancellation method

• Parental lock to monitor usage of children

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Dedicated helpline number and email to address customer grievances.

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MARKET OVERVIEW

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• Strategic Asset is providing movies shows and music in at least 5 regional languages

including English. An additional feature of booking movie tickets is also there.

• Collaboration with firms who want to advertise on our platform

• Hotstar is the biggest and deep pocketed competitor.

• Potential customers are in the age group of 15-30 years youth who are tech savvy and

use smartphone for all their needs. Targeting travelling individuals/businessmen for on

the go entertainment

• Content available on our website , Google Play Store and Apple Play store.

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• Few players in the segment of online

entertainment in India.

• Potential and untapped customers as

mobile connectivity is starting to

spread.

• Tech savvy generation depending on

smartphone for activities ranging from

shopping to entertainment

• Existing competitors are deep

pocketed.

• Prices have to be kept competitive to

challenge other mediums

OPPORTUNITIES THREATS

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TARGET CONSUMERS

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• Children aged 5-12 years for child entertainment with parental lock to

limit what children see.

• Youth aged 15-30 years who are tech savvy and utilize smartphone for all

their needs.

• Travelling individuals/businessmen who would want entertainment on the

go.

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3

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125000 customers at the end of the year

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Capture the larger pie of the market share

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20% conversion rate to premium version80% consumers start using ticket booking facility

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STRATEGY

4

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TARGET MARKET

VALUE PROPOSITION

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CUSTOMER

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• One stop solution for all your entertainment needs.

• Ticket booking facility for upcoming movies.

• Upcoming movie alerts.

• Live streaming of videos anywhere

• Offline content available.

• Parental control to monitor what your child sees.

• Valuable deals on movie tickets.

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COLLABORATOR

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• Can be any company who wishes to advertise their

product.

• User tailored data for target marketing advertisements.

• Since entertainment covers a wide range of audience

collaborators can reach wider demographics for their

advertisement

• Cinema halls can collaborate to provide valuable deals

on tickets to promote their theatres

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COMPETITION

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• Hotstar is the main competitor

• Provide similar services to ours except music and

ticket booking facilities

• We have to provide better content , quality and

more services

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TACTICS

5

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LOGO

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ENTERTAINMENT UNLIMITED

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SLOGAN

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YOUR POCKET ENTERTAINMENT

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PRODUCT AND PRICE

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• Basic, premium and ads free premium services

available

• Basic version includes all basic services online at

SD quality

• Basic version is to get a feel of the application

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• Premium version includes two versions :

• $4.99/month or $60/year which includes all

features of premium version

• $6.99/month or $75/month for ads free

version

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Premium version include features :

• Live streaming

• Parental Control

• HD content

• Premium shows and movies

• Personalized l library for segregation of content .

• Downloadable for offline viewing.

• Offers and discounts for movie tickets

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Movie ticket booking facility available on all versions

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INCENTIVES

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CUSTOMERS

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• First 100 premium customers to get 50% off on

subscription

• First 1000 customers to get one free movie ticket.

• For referring 10 friends you can get a free movie ticket.

• If more than 3 friends convert to premium then 30%

discount on monthly/ yearly charges for a year.

• First 15 days full features of premium version available.

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COLLABORATORS

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• Key collaborators will get to advertise on our

platform

• Free use of our platform for first 30 days.

• Premium version to be purchased for increased

limit of advertisements

• Customized customer preference data for target

marketing in premium version

Page 66: MARKETING PLAN OF AN APPLICATION

COMMUNICATION

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Create Facebook page for customer interaction and to provide details of offer

on movie tickets and app. Will target to garner at least 500000 likes for the

page in a span of a year

Social Media

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Print Ads

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Concert and movie sponsorships

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Television commercials

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DISTRIBUTION

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iOS

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WEBSITEwww.entertainmentunlimited.com

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IMPLEMENTATION

6

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ORGANISATIONAL STRUCTURE

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• IT department for programming

• Management team which includes the Marketing , HR ,Finance and Operation

• Public Relation Department maintains collaborator and customer relation

• Helpline service on toll free number

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Marketing Plan and Schedule

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Page 80: MARKETING PLAN OF AN APPLICATION

RECAP

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1. Executive Summary

2. Situation Analysis

3. Goal

4. Strategy

5. Tactics

6. Implementation

Page 82: MARKETING PLAN OF AN APPLICATION

Created by Rohit George, USICT, during an internship by

Prof. Sameer Mathur, IIM Lucknow.

DISCALIMER

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