Marketing Plan for a

new Android

App

1.ExecutiveSummary

According to researchers at BBDO and AOL, Smartphone users’ most common activity is “me time”

IntroducingFT: Food and Time- a one of a kind integrated food platform comprising of all resturaunts of the city featuring their menu with service of pre-order and home delivery.

It further aspires to boost sales among its user-base, and play an integral part in revolutionizing the food business.

2. Situational

Analysis

2.1Company Overview

Core Competencies

Excellent Customer Relationship Management practices Adoption of latest data analytics techniques Implementation of SEO and ASO Tie up with reputed restaurants and famous vendors full menu content, reliable quality food

Current Product Line

covered: Economics, business, finance, culture, politics, lifestyle, humour, environment and many more that’ll attract sufficient number of users Types of food featured: Street food, junk food, Indian Classical, Chinese, South Indian, and depends on restaurants one choose

Market Position

FT: Food & Time will be positioned as the favoured destination for college students and young professionals in the age group of 18-40, who are looking for quality food and/or have no time to spare waiting for their order. Aim is not to compete with existing content apps but to fill the market gap created by them. The app hopes to garner a respectable market share in lowly built structure to support local vendors.

2.2Market

Overview

Potential Customers

5432

12 2

College StudentsYoung pro-fessionalsMiddle-aged

Opportunities

• Save time by pre-ordering at home• Better selection by seeing menu online• Home delivery from any local vendor• Better choice of restaurants

2.3Target

Customers

Demographic

Segmentation is

employed -:

Age Income Occupation Education Generation

18-40 Middle Self-employed Graduate Gen XUpper Middle Businessmen Post-

graduateGen Y

High IndustrialistsCollege

Students

Thus target customers that emerge are college students and young professionals in the age group of 18-40

This market

segment

is :-1. Measurable: Size, purchasing power and

characteristics can be measured2. Substantial: Large and profitable enough to serve3. Accessible: Can be effectively reached and served4. Differentiable: Responds differently to different

marketing mix elements 5. Actionable: Effective programs can be formulated

to attract it and serve it

3. Strategy

3.1Target Market

Customer Needs

Fast and easy transactionsNot wasting time waiting for food in restaurantsMaking better choice of foodChoosing better restaurantsHome deliveryFood quality

Distinguishing characteristics of customers

Use Smartphones regularly, and do a lot of extensive online payments no time to waste especially waiting for food

Collaborators include:-1. Restaurants2. local vendors3. Premium food stores

Suppliers i.e. Content sources Open sources like Wikipedia, Quora, Facebook and the like Government sources like Press Trust of India, Doordarshan and NSSO International sources like Reuters, ANI and Associated Press among others Paid sources that include newspapers, magazines, journals, blogs, content websites etc. Writers, bloggers, poets, authors and the like who are part of the content creation team The contributors from the targeted consumer base

Communication Partners

Social media sites like Facebook, Twitter, Instagram, LinkedIn, Whatsapp via which the content of the app will be consumed

Brands/companies who’ll sponsor the app or advertise their products/services through display ads, sponsored posts and advertorials on the app

Goals of Suppliers• Recognition and

credit for their sources

• Promotion of the agency

• Alternative revenue stream

Goals of Channel Members• Expected payment

for the services rendered

• Positive feedback and increased referrals

Goals of Communication Partners• To target as large

and diverse a consumer base as possible

• To attract new customers toward their product/service

• Build brand image, strengthen brand awareness and drive brand equity

Key Stakeholders are:-1. restaurants2. app management team3.Customers4.Employees

Regulatory Context

maintaining food quality Fast home delivery better and safe online payment

3.2PositioningStrategy

Employ emotional branding, cultural branding and brand journalism

Create buzz and a loyal app community

Develop POPs and PODs

Identify and analyse competitors

Conduct a low-cost market research

For Customers

Differentiate the app from millions of other similar apps through any one of: Employee ,

Channel or Image differentiation

Develop a list of take-aways for them

Analyse the needs and wants and goals of the collaborators

For Collaborators

Effectively communicate the same to the investors and win their trust

Build and maintain a clean financial and legal image

Effectively communicate to the employees the same and remove all ambiguities pertaining to their role in the

organisation

Clearly outline the basic structure and functions and develop a cogent brand mantra for the app

For Company

4.1Brand

• FT: Food and Time• “save time eating food”

Name and

Slogan• No more wastage of time in

waiting for order of your foodMeanin

g

• Quality, variety, lucidity, homogeneity and universal appeal

Attributes

4.2Price

Selecting the pricing objective

Determining Demand

Estimating Costs

Analyzing Competitors’ Costs, Prices, and Offers

Selecting a pricing method and setting the final price

Following Steps are followed in Setting a Pricing Policy-:

4.3Communication

Initial Promotional Steps assuming Zero Budget

1. Word-of-mouth marketing to family members, friends, neighbours and acquaintances

2. Launching of Facebook page and Twitter handle to capitalise on the influential social community

3. Subtly featuring the app in all e-mails, messages and posts to indirectly increase its online presence

4. Uploading of a promo video on YouTube which will cogently and visually explain the functionality and benefits of the app

5. Joining developers/entrepreneurs groups on LinkedIn

6. Coming up with an Announcement Blog for the app , followed by a Summary Guide, Press Release, Design Collateral and App Screenshots

7. Leveraging the power of SEO(Search Engine Optimisation) and ASO( App Store Optimisation) to optimise searches and yield greater results

Later Stage Promotional Steps

1. Featuring app in official blogs which have an extensive readership and are considered credible

2. Participating in app awards as they can give tons of press, exposure, reviews, and plenty of downloads

3. Getting featured on Mobile App Review Sites4. Recruiting users locally by organising meet-

ups, events and conferences5. Commenting on relevant blogs by providing

valuable insight and linking to the app download link

6. Utilising Pinterest’s new feature called App Pin that allows people to download iOS apps directly

7. Creating a contest within the app which will incentivize users to download the app and keep it for the remainder of the contest

4.4Distribution

1.App Stores/Recommendation Sites

Tapping App Stores across all categories such as non-Apple platforms, independent app stores, carrier app stores, device app stores, tablet app stores and more

Tapping App Recommendation Sites such as Appoke- a new combo Android App Store and social network, iApps.in- a forthcoming semantic search engine for apps

2.Pre-Loads

Apps pre-installed on a handset are usually only one of 8 to 10 apps on that channel, so even if the app is only a demo version,conversion rates are high

3.Pay-Per-Installs

Getting listed the app in such sites in which a recommendation- driven promotion engine rewards users with virtual goods or virtual currency in one app for installing and trying another app

5.1Processes

Processes involved in implementing the strategy and tactics are:-

Managing a holistic Marketing Organisation for the long run

Designing and Managing Integrated Marketing Communications

Designing and Managing Integrated Marketing Channels

Developing Pricing Strategies and Programs

Setting Product Strategy

Setting up Strategic Business Unit

Identifying Market segments and targets and crafting the Market Positioning

Defining the Android App’s mission: Identifying core competencies and choosing value

Analysing Business Markets

Analysing Consumer Markets

Scanning the Marketing Environment, Forecasting Demand, and Conducting Marketing Research

5.2Schedule

Task Lead TimeMarket Research 2 months

Analysis of Consumer and Business Markets

1 .5 months

Crafting Market Positioning 3 weeksSetting up Strategic Business

Unit3 months

Setting Product Strategy 2.5 weeksDeveloping Pricing Strategies 2 weeks

Designing Integrated Marketing Channels

2 weeks

Designing Integrated Communication Channels

2 weeks

DISCLAIMER Created by Shagun Kansal, IIT Roorkee,

during a marketing internship by Prof. Sameer Mathur, IIM Lucknow