Marketing plan( android app)
Transcript of Marketing plan( android app)
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.