MARKETING PLAN FOR NEW MOBILE APP

•BOOKZ - One stop app for all the book lovers who are active smartphone users

•Main aim of this app this to develop a online community for book readers

• This app is designed keeping in mind lack of matured book readers community app on smartphones

•The goal is to successfully launch the app by 1st March, 2017 and have 1 million downloads by August 31st 2017

•Bookz app would be based on “Freemium” Model

SITUATIONAL ANALYSIS

Strength Weakness

Opportunity Threats

People aged 18-50 who love reading books are also mostly

found using smartphone actively

Lack of marketing budget makes it tough to penetrate

the market completely

Growing craze among young generation to read books to increase their knowledge

Threat due to new entrants as number of app developers has been increasing and will

keep increasing in future

Market Overview

Potential Customers:

Intersection of people who love to read books and are active smartphone users

Major Competitor:

GoodReads

Already has 5 million downloads

Target Customers

• People aged 18-50 who love reading books, mostly found using smartphone

actively • People from above age category looking

to social network with community who love reading books

• The major focus of this app is build a online community of people who love to read books

• The aim is to capture 1 million downloads within 6 months of app launch with a conversion rate of 3-5% from free to paid

version

• Free version of the app will generate revenue from from advertising. ( per click / per 1000 views)

•Additional revenue will flow from e-commerce site while diverting traffic to their website with “Buy Now” feature

•Last source of income is from premium version who pay $5 per month for the subscription

Online book lovers’ community

Personalized recommendation of what to read next

Compare prices of hardcopy of the book on various e-commerce place and find the best deal

Save on every purchase by getting discount coupons (Premium Feature)

Keep track of the user’s reading progress

Major Competitor

• Search, rate and review any book in any category of more than 12 thousand books

• See book reviews and updates from your friends, and comment on them.

• Add status updates and page number updates for books you are currently reading.

• Use the barcode scanner to quickly scan all of your books onto your Goodreads shelves.

• Also use the scanner to quickly access book information while on the go.

• Find your address book contacts or Facebook friends on Goodreads

POSITIONING

POP

POD

•Keep track of user reading progress

•Barcode scanner to get quick info on books

•Read review and rating on a various books

•Compare price and find the best deals on books

•Additional discounts on books for premium users

•Twitter like newsfeed exclusively to comments on books

• Focus on materialistic design according to the current trend

TACTICS

Product & Service

• Write/read reviews of various books

• Social network with other books lovers at different corner of the world

• Compare prices and find best deals

• Track progress of you past and current readings

• Personalized recommendation to user on what to read next

•Regular updates to the make to ensure smooth bug-free working of the app

• Materialistic design to app according to current trend

Brand

Your door to the world of books. . .

Price

Bookz is a freemium app with clear distinction in the features between free and premium version. The premium version is priced at $5 per

month.

•Additional discounts through coupon code generated for premium users during purchase of books on various e-commerce store •Price comparison and price drop alert •Access to web version of the app •Customizable themes for the app

Incentives (Premium Version)

Communication

Considering the lack of budget, most of the communication will be done through notification(for current users) and use of SOCIAL MEDIA

network (for general public).

Distributions

Website Version

IMPLEMENTATION

Organizational Structure

CEO

CT0 CFO

COO CMO

Product Development

Team

Operation Managers

Marketing Managers

Financial Managers

Performance and evaluation

• Performance is enhanced by regular updates to keep the app up to date and bug-free

• Reviews and Rating should be monitored to make changes to the app

• Keeping the UI of the app to current trends

•App ranking on Google Play Store and Apple App Store can be boosted by having a good number of downloads and healthy rating on app

store

Summary

Situational analysis

Tactics

IMPLEMENTATION

Disclaimer

Created by Vignesh Mallya, BITS Pilani Goa Campus, during Marketing Internship by Prof. Sameer Mathur, IIM Lucknow

Prof. Sameer Mathur, IIM Lucknow