MARKET-ZONE

THE MARKETING PLAN: OUTLINE

BY--- AKSHAY CHOUDHARY IIT ROORKEE

CONTENTSEXECUTIVE SUMARRY

SITUATION ANALYSIS

GOALS

STRATEGY

TACTICS

IMPLEMENTATION

ABOUT CURRENT SITUATION:

Though e-commerce and online shopping have evolved a lot in the past few years, But these giants have failed to target local stores and the concern of the local people for shopping at the nearby stores at the cheapest price.

There is a niche demand of the people, who wants nearby store inventory as well their products and service inventory so they can make a one-stop visit to the specific stores and get the required item/services.

PROPOSED PRODUCT:

It is an app that does a nearby inventory search and nearby product and services search.

It also provides a price comparison and its paid features includes customer review of the services as well as home-delivery of the selected product.

WHERE CAN I BUY AN

UMBRELLA AROUND

ME??!

WHERE C

AN I

GET A

GEL

MANICU

RE

FOR $

20

WHICH STORES SELL THIS

SPECIFIC TYPE OF YOGURT

WHERE CAN I BUY A KITE NEARBY???

SITUATION ANALYSIS

COMPANY OVERVIEW:Market-Zone’s goal is to offer customers a seamless shopping experience across multiple channels, the trick has been finding the best way to combine e-commerce with in-store shopping to create a connected retail experience.Before launching an app, it’s important to first look at every brand interaction through the lens of the customer. As a retailer, you have an opportunity to blow your customers away when they interact with your brand. But first you must know their expectations.

GOALThe company has a vision not only to develop apps, the goal is to create better shopping experience on a smartphone.Grocer needs to understand how a smartphone fits into their customer’s path to purchaseAs only 12% of the people use grocery app. new technology innovation such as ibeacon , near field communication and analytics can solve customer’s problems.

Product and services

Free features

Free app features for the smart phone user will help in creating Positioning of

the company

Paid app features will help the smart phone users to enhance their usability of mobile and will add brand

to it.

Paid Features $1-$2PRODUCT

STRATEGY

PRODUCT AND SERVICES

ONE TIME PURCHASE

PAY FOR MORE

FEATURES

FREE TRIALS

USAG

E DE

FINED

TIME

DEFIN

ED

MULTI-

PACK

MARKET POLICY

SEGMENTATION1. SOLELY TO THE ANDROID USER.

2.ANDROID APPLICATION FREELANCE DEVELOPERS.

TARGETING1 ANDROID SMARTPHONE USERS WHO WANT TO TRY OUT NEW

APPLICATIONS.2 PEOPLE WHO WANTS TO BUY THINGS FROM THE LOCAL

MARKET/NEARBY STORES AT THE CHEAPEST PRICE.3. PEOPLE WHO WANT TO MAKE ONE-STOP VISIT TO THE STORE

AND GET THE DESIRED PRODUCT/SERVICE..

POSITIONINGTHE APP WILL BE POSITIONED UNDER SHOPPING CATEGORY AND COMPETE WITH OTHER NON-CONVENTIONAL SHOPPING

APP SUCH AS E-COMMERCE AND BIG BASKET..

PORTER’S FIVE FORCES

NEW ENTRANTSUPPLIER

COMPETITIONSUBSTITUTES

CONSUMER BARGAINING

Grofers, big basket

Can bargain for higher compensations since the product is newly introduced

Less competition as only a few companies have made such attempts

Big Basket, Gofers, Peppertab Low as there are

no options available , but at the same time there is a opportunity!!!

MARKET ANALYSIS

• Large number of people have high desire for

the app.• Revolutionize

the local shopping

experience

S

• High in demand.

• Completely new product

TOW• Might not

attract enough attention

• Might not meet the expectation of the consumers

• Will not be used by the high-end people thus loosing market share

Other apps and their premium experiences.

MARKET ANALYSIS

GOALS Let’s go back to the data: Shoppers told us their biggest pet peeves about

grocery shopping aren’t addressed by mobile apps. Long lineups at checkout lanes (73%), displays blocking the aisles (31%), complicated store layouts (25%) and having their groceries packed incorrectly (15%) are some of the biggest in-store grievances we heard from shoppers.

Another frustration is long lineups. We know from our data that 70% of shoppers with a grocery app use that app right before visiting a store. What if the app told people how busy their preferred store was, and how long the lines were

Take, for instance, the 15% of customers who say their groceries are packed incorrectly. Imagine if your store’s app could instruct shoppers on the best way to place their items on the checkout conveyor or into their shopping bags for improved, more efficient bagging.

One frustration is long lineups. We know from our data that 70% of shoppers with a grocery app use that app right before visiting a store. What if the app told people how busy their preferred store was, and how long the lines were

STRATEGY

TARGET MARKET: As in India, the number of smartphone user are

increasing exponentially, customers shopping from local stores face several problems and a dedicated app for getting the cheapest product and services will help their market marathon to be a one-stop visit.

Working people who shifts from one place to another can get fair price without any hassle.

Household women and men can potentially be a target customers using this app for their monthly grocery shopping.

COMPETITORS: Big Basket, Grofers, Peppertab are proving similar services but they have a fixed price(premium value) strategy while customer look for a price comparison and value of the service at the same time. Most of the competitors have their own inventory/ warehouse, they don’t collaborate with the local stores.

VALUE PROPOSITION The app will follow a “Freenium” kind of a pricing strategy in which the

product or service will be provided free of charge but money will be charged for proprietary features in the app.

FREE FEATURES:

1. Listing of the local store’s inventory and its products and service inventory.

2.Price comparison of the nearby store’s inventory as well product search options from the product’s inventory.

3. Location as well as distance of the store’s from your location and proper filters such as : Price(high to low), Distance, Popularity.

PAID FEATURES:

1. Customer reviews of the local store as well of the product and services.

2.At home delivery to avoid large queue for selected stores.

dafssfs• Easy

access• Provides

information

• Convenient

Provides local store inventory and prices

Peace of mind about grocery and its prices

Customer

Gains• Fast access to

information• One stop visit to

store.• Cheap pricesLosses

Product quality compromised Efficient

way to shop from localstores

VALUE PROPOSITION

PRODUCT

It is an app that does a nearby inventory search and nearby product and services search.

It also provides a price comparison and its paid features includes customer review of the services as well as home-delivery of the selected product.

BRAND

Name : Market-Zone

Logo :

Slogan : “Just a step away from home.”