PowerPoint Presentation

FINGERTIPS A ONE-TAP EMERGENCY GUIDE ANDROID APPLICATION

MARKETING PLAN FOR ANDROID APP

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AN APP THAT PROVIDES YOUWITH EMERGENCY CONTACTS AND SOLUTIONS

THE OUTLINE

HAVE YOU EVER FELT THE NEED FOR AN EMERGENCY APP?

An app that would be of instant help and come handy in cases of emergencies !!

An app that would be the google of all emergency contacts of your city !!

An app that would be the go-to SOS app during those after party cab rides back home !!

Guess what ! We have something for you

.. SO WHAT IS THIS APP ?Fingertip is an android application that will run on all android devices(sorry ios and wp) running Android version 4.1 and above.

It is an Emergency Guide application, i.e. provides all round features to deal with emergencies. It provides a list of services like hospitals, ambulance, police stations, etc sorted location wise.

It provides the ability to contact these services directly from the app, thus saving crucial time and can also send SOS messages in case of an emergency.

INNOVATION AND TECHNOLOGY COMPETENCE.ADVANCE FEATURES LIKE SOS BUTTON AND INTERNET NOT REQUIRED.UPDATED HUGE DATABASE.SIMPLE, SLEEK AND USER-FRIENDLY UI DESIGN.

NEW TO MARKET.SPECIFICALLY CATERS TO KOLKATA ONLY.LESS MULTILAYERED DESIGN ELEMENTS LIKE ITS COMPETITIORS WHICH MAKES IT LOOK SIMPLE AND MIGHT NOT APPEAL TO A CERTAIN CATEGORY OF PEOPLE.

AVAILABLE AND ACCESSIBLE ACROSS THE GLOBE.UNTAPPED EMERGENCY APP SOLUTION MARKET IN INDIA.CAN PROVIDE ACTIVE FEEDBACK TO INVESTIGATING AGENCIES IN CASE OF A CRIME.

LACK OF WILLINGNESS TO INSTALL SUCH AN EMERGENCY GUIDE APPLICATION.GENERAL PERCEPTION OF NOT EXPERIENCING AN EMERGENCY SITUATION.LOW TALKTIME OR SMS BALANCE IN PHONES.

POINTS OF PARITY (POP) POINTS OF DIFFERENCE (POD) Fingertips provide an exhaustive list of contact numbers of hospitals ,blood banks, police stations, ambulance services and other emergency services sorted location wise and also has the provision to call by single-tapping the contact number from the app itself.Fingertips doesn't just show the nearby hospital/blood banks/police station contacts with respect to the concerned user. It basically gives the user complete freedom to browse the entire database at a single go and the user can also sort out the contacts locations wise.Fingertips provide a SOS button to instantly send the location to the emergency contact in times of emergency.Fingertips has an updated and greater number of entries in it's database.Fingertips provide an to-do list to provide first-aid in various common health emergencies.Fingertips has an added emergency domain called government railway police stations(GRPS) which is not present in any of its competitors.Fingertips come as a free download as it is an emergency app.

WHAT MAKES FINGERTIPS A STAND OUT EMERGENCY GUIDE ANDROID APPLICATION ?? The app tries to address the issue of not having a huge repository of emergency contact data in form of an app for the city of kolkata. It basically provides them with an updated database of phone numbers and websites sorted location wise and the best part is that the users can directly call them by single tapping on the numbers from the app itself. It also provides the option of a SOS button which can send a SOS message with the user's location with latitude and longitude to a preset emergency contact number.The app also provides easy to follow guidelines on how to provide first-aid in various types of emergencies, which can be a true life saver at times!!

MARKET SEGMENTATIONThe main objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.

In this case, as this is an emergency guide app, there's no clear-cut segment that the app wants to target just because of the fact that anyone and everyone can be in a spot of bother at any time . Still the app mainly targets certain customer segments , which are more vulnerable to emergencies . These are elderly couples staying alone in Kolkata , Senior citizens , Tourists and Business travellers from other cities and countries , Pregnant women etc.

MARKET POSITIONINGThe Fingertips app is clearly positioned in the market as a simple user-friendly emergency guide app which aims at providing the target users with a vast database of emergency contacts.

MARKET ENTRYFingertips will be initially available in play store. Gradually we will make it available both in windows store and app store.

MARKET NEEDS AND WANTS Kolkata has an acute scarcity when it comes to having a dedicated app for the emergency purposes. the only app worth mentioning has a relatively small database and even that is not updated . With an ever increasing population and increased instances of emergencies in kolkata , its the right time to introduce an emergency guide application in kolkata , which will be a one-stop platform for all emergency needs. Android being the market leader in smartphones was the most ideal operating system choice to launch this app.

MARKET ANALYSIS The emergency guide application market across the globe is a niche market with low revenue and lower sales as compared to others.

This niche market has significantly lower number of apps and is primarily aimed at general welfare and concern rather than just business.

In this market , lower number of apps means lesser competition , hence higher chances of being the monopoly and dominating the market.

Fingertips mainly target certain customer segments, which are more vulnerable to emergencies . These are elderly couples staying alone in Kolkata , senior citizens, tourists and business travellers from other cities and countries , pregnant women , people with chronic diseases like diabetes and heart diseases etc.

The main objective of the company is to provide an emergency guide application which will help the citizens of Kolkata as well as newcomers during sudden emergencies .

The app - Fingertips provide them with an updated database of phone numbers and websites sorted location wise and the best part is that the users can directly call them by single tapping on the numbers from the app itself and also provides a SOS button for emergency location message among other features.

The company doesnt expect to rake in huge moolah suddenly on launch but is optimistic about being a profitable venture once people warm up to the idea of having a one-stop emergency guide app to have peace of mind. so it feels a time frame of a year or two is necessary for raking in profits.

Fingertips aims at providing high-quality emergency guide contacts and solutions to its target customers.

The only available app addressing such an issue falls short of expectations as it doesnt have an updated database and it also falls short of certain features like GRPS contacts.

Fingertips provide a simple , smooth and a one-stop solution to all its target customers which is how exactly how an emergency guide app should be designed.

In this case , as this is an emergency app , there's no clear-cut segment that the app wants to target just because of the fact that anyone and everyone can be in a spot of bother at any time.

Fingertips mainly target certain customer segments , which are more vulnerable to emergencies . These are elderly couples staying alone in Kolkata , Senior citizens , Tourists and Business travellers from other cities and countries , Pregnant women , People with chronic diseases like diabetes and heart diseases ,Relatives of patients admitted to hospitals and of course college students staying away from home.

The most important collaborator will be Google without any doubt as it the platform where the application will be launched.

The other important collaborators will be the various non-profit societies and organizations which run and operate the blood banks , hospitals, ambulance services and pharmacies across the city , government institutions of public welfare life the city police, railway police and fire services.

Fingertips had just one goal in mind right from the very beginning . It wanted to be the best emergency guide mobile app available in the market .

It wanted to be the one-stop contact and solution app in case of emergencies and so a lot of effort and in-house hours were spent on data collection and entry. Hence it has a formidable database of contacts , websites , first-aid solutions for all kinds of services required in times of emergency.

The entire coding and debugging team is responsible for the bugless app which has a simple and user-friendly interface. Every employee of the company is a stakeholder here.

As of now the only competitor who comes close in Kolkata zone is InEmergency app. It also provides a wide range of features but given certain PODs, Fingertips must not sweat much about it .

Excellent service of the app in terms of initial customers increase the trust of the target customers in the app. This increases the loyal user base of the app and enhances the brand as a potent and useful emergency guide app.

Further down the road the app becomes an indispensable app for any kind of help required during any form of emergency .

Working towards customer delight will obtain customer loyalty gradually.It is very important for an emergency app to provide prompt information to its target customers a so a bugless, smooth user experience might enhance the usability of the app .

COLLABORATOR VALUE Extending help beyond apps: It will provide an indirect marketing avenue for the listed hospitals and other emergency services .

The website developers of the company will provide certain advice to these hospitals and other institutions for their websites upkeep and in some cases might fix any problems in them.

COMPANY VALUEThe company value is to create a userfriendly experience while searching for contacts or first-aid solutions or while sending a SOS message. In this way it expects to be a marketleader in this niche segment of emergency guide apps. This will strengthen its position as a reliable app in times of emergencies and also prove to be an indispensable one!!

Fingertips basically has an updated database of phone numbers and websites sorted location wise and the best part is that the users can directly call them by single tapping on the numbers from the app itself.

Being an emergency app , it also provides the option of a SOS button which can send a SOS message with the user's location with latitude and longitude to a pre set emergency contact number.

The app also provides easy to follow guidelines on how to provide first-aid in various types of emergencies, which can be a true life saver at times!!

Lastly the app has all these functions working perfectly well even if the phone has no internet connection.

FINGERTIPS CAN PROVIDE THE FOLLOWING SERVICES TO ITS CUSTOMERS -

It provides an exhaustive list of contact numbers of hospitals ,blood banks, police stations, ambulance services and other emergency services sorted location wise and also has the provision to call by single-tapping the contact number from the app itself.

It provides a SOS button to instantly send the location to the emergency contact in times of emergency.

It provides an to-do list to provide first-aid in various common health emergencies.

The invention of this app will create a milestone in the emergency guide apps genre and it will help many people during their times of emergencies. It has a wide range of features and thus will provide a peace of mind to its target customers. Years down the line, it is poised to be an indispensable brand in the market and people will vouch for its capabilities and usefulness !!

THE FREE FEATURES OF THE APP ARE -

Fingertips , provides an exhaustive list of contact numbers of hospitals ,blood banks, police stations, ambulance services and other emergency services sorted location wise and also has the provision to call by single-tapping the contact number from the app itself. It provides a SOS button to instantly send the location to the emergency contact in times of emergency. It provides an to-do list to provide first-aid in various common health emergencies. The app has all these functions working perfectly well even if the phone has no internet connection.

THE PREMIUM FEATURES ( AN EXTRA $1 ) THAT WOULD BE AVAILABLE IN THE APP ARE -

Integration of social networks like facebook , twitter , google+, whatsapp in the app. so in case of an emergency, the app would automatically post and send distress text messages to the contacts. Integration of google maps in the app which would show the distance of the hospital/blood bank/police station etc. from the current postion of the target user and also show the shortest route and time required to travel.

INCENTIVES ARE REQUIRED FOR INITIAL MARKETING OF THE APP AS WELL AS TO ENCOURAGE THE USERS TO USE THE APP FROM TIME TO TIME .

Incentive for users

Every time the user refers a person to the app using a code, one credit point is issued. 30 such credit points in an account get him a free premium account.

Incentive for collaborators

The website developers of the company will provide certain advice to these hospitals and other institutions for their websites upkeep and in some cases might fix any problems in them.

COMMUNICATION

NUMEROUS WAY OF COMMUNICATING WITH CONSUMERS INCLUDES- The App Will Get Featured In Official Blogs Featuring emails Featuring in Social Media groups and communities Promote the app through promo video Shout out on social channels Ask user to rate and share are all some of the promotions for this app which will be a part of business tactics.

The target of distributing the products through this app is done by; the app which get downloaded from Google Play.

The premium customers pay $1 for the premium customers.

After download, the users are asked to sign up with his phone number and email id. After doing so, the user is provided with an unique id for referring purpose.

SELECTION CRITERIA AT FINGERTIPS ARE:-

While years of experience are always beneficial for a candidate, Fingertips focus is to hire those who are able to consistently raise the bar and introduce a variety of innovation to move this organisation forward.

As Fingertips grow, it feels absolutely necessary that this company employees are also to grow professionally with the organisation.

This App major policy which is primarily aimed to build trust with customers.

Trust is the backbone on which the entire app works as it deals with emergencies .

Investments are done in maintaining an up-to date database of contacts and websites and also in recruiting programmers and debuggers for the software.

A low capital investment and a fast turn around time helps in promotion of this new generation app.

Themes of advertisements concentrating on different services are provided.

Fingertips needs to maintain good relationships with the emergency institutions.

The final stage of marketing is to evaluate the performance and extend which level the app has been reached.

This application is evaluated by number of apps downloaded by the user and their reviews towards this application.

Thus performance evaluation is done by considering these facts.

Create a landing page by make sure to always create an official landing page for your app with strong visualizations and focus on end value, so users and the media can trust this app.

Create a product video and make it creative, thought-provoking or personal. Tell the story, but in a way people can identify with.

Join Developers & Entrepreneurs Groups on Social Media to increase your visibility on social media groups & communities, especially LinkedIn, Google+ and Facebook, to become better known among entrepreneurs & app developers go.

Create An Eye Catching App Icon.

Get Featured On Mobile App Review Sites.

SUMMARY Executive Summary Situation Analysis Goal Strategy Tactics Implementation Performance Evaluation Exhibits

CREDITS Text book on Marketing Management by Philip Kotler.

www.wikkipedia.com

www.google.com/images

Various HBR articles on Marketing Plan.

Google Play to analyse the competitors.

DISCLAIMERThis presentation was created by Gairik Ray , under the guidance of Prof. Sameer Mathur , during a marketing internship mentored by him.