BOOKS MAFIA

Marketing Plan

for

an

Android

App

EXECUTIVE SUMMARY

Many people in the world are fondof reading. Not just reading books,but novels, newspapers is thechoice of most readers. Technologyis so much advanced, then why notventure this reading intosomething more digital!!!

That’s the way of Life…….

What is thesolution????

More convenient way to read books,articles, newspapers is in a Digital Waythrough Books Mafia!!!

For limited number of books

HOW THE APP WORKS..???

Books Mafia hosts more than a milliontitles in electronic format. Because theMafia is wireless, you can access the storewithout connecting the device toa computer. You can buy a book orsubscribe to an electronic version of anewspaper on Mafia and download itdirectly to the device.

The Mafia's memory capacity also makes itvery convenient for travelers. With a MafiaApp in your mobile phone, you don't have toworry about packing heavy books in yourluggage to keep you occupied for yourwhole trip. It can hold more than enoughtitles to tide you over. And if you decide youwant something completely differentmidway through your travels, you can alwaysuse the Mafia to access sites like Amazonstore and buy a new book (hard copy).

1. India’s best online book store2. 10000+ downloads3. Target Conversion Rate: 3% to 5%4. Revenue target of INR 2 crore in an year to INR 20

crores in 5 years5. Establishing Brand Equity and Customer Satisfaction.

• One stop destination for findingbooks online.

• Reduced time and efforts.• Wide range of titles and books by

some world fame authors.• Review, Ratings and many more…• Implementation of Search engine

optimization & app storeoptimization.

• In app purchases, keeping with theFreemium Model

• In app advertisements, that will generaterevenue

• Communication Partners

E-Books app is the next step in thecomplete mobile makeover, offeringstep by step procedure to download,read and recommend books topeople around the world. Althoughthe app has a huge competition fromKindle, its unique in its own way.

• Untapped market• Lesser competitors• Increasing use of smart phones• Explosion of information

• Global player like Kindlecementing their market positionand increasing their marketshare.

• Relatively new concept may takeadditional effort and time.

• No benchmarking of parameters.• Requires huge marketing budget

and awareness to communicateideas.

COMPETITORS

The Target Market primarilyincludes the ones who love toread.

Another customer segment isrepresented by numeroustravelers to whom the app canserve as a useful time pass.

Our strategy is to target more keyconsumers by providing them afree access of a wide range ofbooks & reading materials. Thesemay include fiction, non-fiction,newspapers or even a huge varietyof education related books.People from diverse set ofbackgrounds can look after thebooks of their interest.

1. Customer Value: Personal, virtual, 24/7, customer service will give lot of information for the customer who are in search of books of their choice.

2. Collaborator Value: Successfully competing with other major players in the industry and a large, diverse user base.

3. Company Value: Positive work environment, Good Pay, Growth Potential, Opportunity to pursue interests.

The free version of the app will have thecustomer to chose from a wide range ofbooks. They can read 20 different books,depending on their choice. The sorting ofbooks can be done by:• Keywords• Author Name• Book name• Character names (the actual ones)

Customer just has to login with his user idand password which he would get while atfirst viewing his site.

VERSION

This will include:• Original version of copies• Downloading of e-books• Saving of books• Membership accounts• Cloud back-up and synchronizing

NAME: BOOKS MAFIA

Tag Line“What’s your reading plan today..?”

Core Brand ValuesVariety, Innovation, Ease & Efficiency

Free version of the app will help in generating traffic and attractnew customers.

The Premium version of the app will be priced at $49.99 permonth with may additional services.

• Price Reduction: Rebates, Coupons for dollars orpercentage off

• Free upgrade with purchase.• To collaborators: Recognition & Self worthMoney has been and still continues to be an importantmotivator for participating in collaboration• To employeesReward, Bonus & Recognition

• Reading Blogs• Full Featured company website• Promotional videos• Social Media • Google Ads• Featuring e-mails• Print Media

Company & some recommended websites…..

o Stay in touch with authorsfor their book’s launch

o Hire app developers andbrief them with design

o Search for potentialinvestors to financially aidus

o Prepare the print and videoadvertisements.

Managing retailing & logistics – 2 monthsMarket Research – 3 months

Crafting Market Positioning – 4 weeksSetting up Strategic Business Unit – 4 months

Setting Product Strategy - 4 weeksDeveloping Pricing Strategies – 3 weeksDesigning Integrated Marketing Channel – 3 weeks

These slides were created by Aditya Shekhar, KIIT-Bhubaneswar as a final project during a Marketing Internship under Prof. Sameer Mathur, IIM-L.