ShopnScan

FINAL PROJECT:

MARKETING PLAN

Skip The Line

Marketing plan

Situation

analysis

Goal

StrategyTactics

Implementation

Executive

summary

Executive

Summary

Problem

Recognition (1/2)

Large queues at the

billing counters in all

the retail stores

wastes a lot of time

and energy of the

customers.

What is

“ShopnScan”? (2/2)

“ShopnScan” is an application that lets you

avoid the long queues.

The app scans the barcode of the product

that customer wish to buy and provide

instant checkout with linked payment

methods.

Enables the user a good shopping experience

without loosing the time at billing counters.

Situation

Analysis

Overview of the Market (1/2) Indian retail industry accounts for 10 percent of

the countries Gross Domestic Product (GDP).

The household expenditure rate is growing at a

faster rate than developed countries indicating

the higher growth potential rate for the retail

industry.

The Indian retail market is expected to be

US$600 billion.

Working professionals

Tech-savvy peopleBaby boomers

Shopaholics

(2/2)

Goal

November

2016

App launch

January

20175,000+

users

April 201710,000+

users July 2017

50,000+

users

1st fiscal

year100,000+

users

2nd fiscal

year 200,000+

users

Number of Users

(1/2)

Conversion

Rate (2/2)

At least 10

percent

10,000+ premium

members at the end

of 1st fiscal year.

Strategy

Target

Markets (1/1)

Customers need

Quick shopping

Less time & energy

waste at billing counters

Cashless shopping

Collaborators

Retail stores

Payment

gateways

Sales

executives of

the companies

Stop&Shop is a chain of

supermarkets. It launched its

Scan it! App which is the only

competing android app in this

space with over 400,000

installs on Google Play Store.

Points of Parity

Turn your mobile device

into a bar-code scanner

and avoid larger queues

at the billing counters.

Faster checkouts and

payment gateway.

Points of Difference

“Stop&Shop Scan it!” can

be used only in stop &

shop retail stores whereas

“ShopnScan” will have a

collaboration with

different retail stores.

More user friendly.

Tactics

Product (1/5)Free features

5 transactions in a month

through this app.

Easy payment options.

Tutorial regarding ‘how to

use the app.’

Customer support.

ProductPremium features

Unlimited transactions.

Notification when a retail store is

added to the app.

Discount on limited products with

collaboration with the retailers.

Adding your own retail stores to

the app.

Brand (2/5)We will position our app in the minds

of the consumers as “pleasant

shopping experience.”

“When you have ShopnScan, you will

never have to wait in the long queues.”

The tagline of the brand can be “Skip

the Line.”

Pricing (3/5)

The pricing for premium membership:-

Package 1- Monthly basis : $6.99

Package 2- Quarterly basis : $15.99

Package 3- Yearly basis : $59.99

Social media

Word-of-mouthBlogs

Salesperson at

retail stores

(4/5)

Distribution (5/5)

ShopnScan

website

Implementation

Organization Structure (1/2)

CEO

Director

Services

Director

Engineering

Director

Sales

Content and

consulting team

Design and

technical teamMarketing

team

Process &

Scheduling (2/2)

Phase 1

App testing and

official launch

Phase 2

Pitching to the clients, building

networks, collaborating with the

stakeholders

Phase 3

Customer

feedbacks

Phase 4

Maintain financial levels of

performance and records

Phase 5

Strategic

management

Created by Shashank Srivastava, IET Lucknow , during a

marketing internship under the guidance of Prof. Sameer

Mathur, IIM Lucknow.