Bliss

CONTENTS EXECUTIVE SUMMARY

• SITUATION ANALYSIS

• GOAL

• STRATEGY

• TACTICS

• IMPLEMENTATION

•

EXECUTIVE SUMMARY

What Is BLISS?

BLISS• A mobile app.• Designed for urban people• Provides services,maintenance,repairing of

household objects through electrician,carpenter,plumber

• Provides home tutors for different subjects,music teacher,yoga teacher,gym trainer,dance teacher.

• Helps you to get car driver,maid,rental cars and musical instruments for rent also.

In short we provide solutions of all day to day household problems,special events,education ,hobbies,profession and makes your life smoother providing you….

To reach all the lower & upper middle class,upper class of urban population We want to include maximum and all the required services in our offer BLISS is developed with an idea to solve the population so that they can focus on their lives,work and family.We want to provide maximum employement We want to maximize our profits with lesser margin by increasing consumer base

Our Goal

4 key steps will be our move towards success

Course Of ActionProduct offering

Stress on points of difference Keeping points of parity intactAnd continuously monitoring

Implementation of evolving technology

Pricing Pricing to be done keeping price sensitiveConsumers in mind

Distribution

Incentives would be offered toConsumers initially to act as distributor and relationship

With established brands would be developed to use theirDistribution channels

CommunicationTv ads,radios and promotional eventsWould be adopted for communicating

Social media will be a crucial part

Control

Valuation will be done keeping in mind the short term targets achieved of sales, customer growth, service expansion.In spite of these strengthening relations with distributors,stakeholders,consumers and the employees would be a key parameter to be valuated regularly

Company overview

BLISS uniqueness is the wide variety of services offeredMore wider the relevant services more will be it’s edge over competitorsRapid growth of smartphones provides it more opportunities to reach target costumersWomen are important decision motivators for a product . This app provides home solutions resulting in targeting women who will also result in increase of awareness and marketing of other services designed for professionals , children.

Market overview-Competitors

Market overview-CompetitorsCompetitors posing threat are NOT national companies . Instead an international brand/organization possess the most potential threat . Track of those companies and evolving technologies are key to successFor national companies offering itself as an international brand would be first move providing edge and shield from international brands.And more efficient and wider services offerings are also a big threat

Collaborators

CollaboratorsMost important part for initial expansion,spreading brand awareness , communicating values and distribution channelsCollaborators will be established brands of those fields in which we offer repair , maintenance or professionals to organize events or teach.We will use their communication channels and portals to communicate values and distribution channels also.

Target Customers

Potential customers are urban lower and upper middle class people as well as higher income groups.Higher income and upper middle class groups will be targeted for more convertibility of updatesInitially the customers targeted will include age group of 22-40 of lower and upper urban middle class groups since they form major part of population in India

Goal• BLISS’s target is to spread brand awareness

and being competent to project itself as an international brand within 5years

• Expand into all possible relevant services which does not affect it’s brand image

• Reaching middle class urban people for using app and spreading brand awareness among middle class people who are likely to migrate to urban areas

• Reaching upper middle class and upper class urban population for app use and for switching to premium services offered

Strategies• Identifying market segments

middle &upper class urban population

Price sensitive Service oriented(not a target for (target consumers forPremium services) premium services)

Strategies• Continuous analysis of market &

forecasting demands would be a top priority

• Product offerings will be designed that is in the domain of current offerings

• New Products offerings for different geographical areas will be designed as per the geographical segmentation

• To build customer equity a separate team will work to maintain post purchase satisfaction

Strategies BUILDING THE BRANDBrand name is carefully chosen as Bliss which is very short so easy to rememberBrand logo will be a 1 letter making it easy to recognizeTarget is to make it competent as to offer itself as an international brand that will give it deep market penetration and shield from bigger brandsRelationship with customers would be center of focus and relationship with collaborators would be next topmost priority

Strategies BUILDING THE BRANDInternal marketing will be done with the aim of making vision of the company very clear to employees, especially top management.Brand associations with established brands(person or organization) will be done carefully keeping in mind the good will of that brand and their imagePoints of difference will be stressed to be clearly communicated to differentiate it in a superior way than it’s competitors

Strategies

Needs of the customers is very diverse….

Bliss is an umbrella app for diverse needs

Strategies

• Bliss provides solutions for wide range of household problems including service & maintenance of electrical appliances, home tutor ands, rental cars, musical instruments event managers.

• In short we provide solutions to all problems we encounter at different ages & stages of our lives and problems to maintain smooth lifestyle

Strategies

RELEVANCYOur target market segments’ demand is the services offered. These issues are inevitable and keeps on occurring. Some of services offered are social and esteem needs which are desirable for upper class people resulting in more up gradation to premium services in that group

RevenueConsumers need to pay to professionals or rental services post choosing one of them.Payment will be done via debit card , credit card to professionals

Revenue

2 key source of revenue a)Commission charged from both professionals & users during payment to professionals b)Revenue will also be generated from premium price payment by consumers for premium servicesAnother source will be money charged from those companies whose debit/credit card will be promoted for transaction

SERVICES

FREE SERVICES

PREMIUM SERVICES

ServicesFree services will be those services which will be accessible to users on downloading the app.Premium services will be those services that will be offered to users after paying a ‘upgradation charge’ prior to downloading the app

“We will provide the services faster than competitors. This will be major point of difference offered . Like a cab booking app we will show instant results of query”

App Attributes

• Reduces time & effort to find solutions

• Compatible to urban life style• Many offerings may be those needs

which customers want but are unable to express

• One stop solution for diverse range of problems

Refund offer in case of poor service delivered

App Attributes

Users will have wide variety of options of professionals to chooseReviews provided will help users evaluate the optionsUsers can switch to some other professional in the same category if not satisfied with their chosen professionalVerified competent professionals

Incentives

• Incentives will play a key role in spreading brand awareness & increasing market share

• Incentives will be offered to users who will share the link of app & if new users download & use the app from that shared link

• Also incentives will be offered to new users to allure them

Incentives

• Some form of incentives will be designed for collaborators on the market share brought by them.

• Incentives in the form of bonuses and perks will be offered to employees for achieving assigned targets to keep employees motivated

Communications

Communication

• T.V will be a very important player for advertisement

• Advertising the app during T.V soaps would target women directly affecting decision to use app penetrating into target market segment

• Social media FB , Twitter, YouTube will be used for advertising directly targeting youth both male & female

Communication

Promotional events would be done to communicate values & increase market shareFrequency of advertisements will be increased during the period of year where the demand of any service in our domain will increase, like wedding season , starting period of new session of schools etc.

Infrastructure• Social media

serves as an infrastructural asset.FB pages,Twitter handle,YouTube channel provides links to download app & serves as a medium to communicate value to users

Infrastructure• Established infrastructure of

collaborators would be adopted to proceed . Since it’s an app , more the downloads more the probability of exposure to consumers resulting in greater market share.

Expansion Schedule-5 years target • Expansion into ‘X’ class

cities within 1 year after launch

Expansion into ‘Y’ class cities within 2 years of launch Expansion into ‘Z’ class cities within 3 years of launch Reach & create a strong consumer base within 5 years in 2 of the developed Nations’ major cities

Most important partGrowth rate should be minimum double for 5 years after the launch in terms of consumer base . Initial target will be 10,000 consumers for the 1st month

Key steps• Building the brand image• Clearly communicate the brand values

and services to consumers• Build deep relationship with consumers ,

employees , distribution channel for holistic development

• Gain market share & build loyal users by reinforcing their choice of app.

DISCLAIMER-Created during marketing management internshipCREATORAnkit RajJadavpur University,Kolkata

MENTORProf. Sameer MathurIIM Lucknow