marketing plan for android application
TRANSCRIPT
MARKETING PLAN
MOBILE SOS
IT’S NOT TIME TO PANIC, BUT WE NEED A SENSE OF URGENCY.
MISSIONTO CREATE AN
APPLICATION ACROSS ALL MAJOR PLATFORMS
THAT HELPS OUR CUSTOMERS IN ANY
EMERGENCY CASE AND PREVENTS LOSS OF LIFE
AND PROPERTY
EXECUTIVE SUMMARY• In today’s world, emergency services are the need of the hour due
to the increasing number of accidents, and work lifestyle. • This calls for the need to have an application that has all of the
emergency services like ambulance, hospitals, doctors and even other personal security features integrated into one single application.
• This application - MOBILE SOS has been conceptualised to cater to the emergency needs of the people.
BUSINESS GOALS
TIMELINE OF EVENTS
GOALS Mar 2017 Nov 2017 Mar 2018 Aug 2018 Nov Dec
• APPLICATION DEVELOPMENT
• BETA TESTING AND RESTRICTED RELEASE
• COMPLETE FEATURE INTEGRATION
• FINAL RELEASE ACROSS ALL PLATFORMS
• 20000 DOWNLOADS
• 1,00,000 DOWNLOADS
TARGET MARKET
• PLATFORM - 1. ANDROID2. IOS
• USERS - 1. ANDROID - 1.4 BILLION
2. IOS - 505 MILLION
• COLLABORATORS - 1. FIRE SERVICE2. POLICE3. AMBULANCE SERVICES4. HOSPITALS
TARGET MARKET
PRODUCT FEATURES
PRODUCT FEATURES
• POLICE, FIRE SERVICES, AMBULANCES AND HOSPITAL SERVICES INTEGRATED INTO A SINGLE APPLICATION.
• FACILITY TO ADD EMERGENCY CONTACTS AND DIAL THESE NUMBERS BY PRESSING THE POWER BUTTON.
• USE GPS TO SEND CURRENT LOCATION TO THE EMERGENCY SERVICES. • MESSAGING AS WELL AS CALLING FEATURES AVAILABLE. • INBUILT DATABASE OF ALL REQUIRED PHONE NUMBERS THAT ARE
UPDATED AS PER THE REGION THE USER IS CURRENTLY PRESENT IN USING GPS.
PRODUCT POSITIONING
PORTER’S GENERIC COMPETITIVE STRATEGIES
DIFFERENTIATIONCOST LEADERSHIP
COST FOCUS DIFFERENTIATION FOCUS
Low Cost Differentiation
Nar
row
Broa
d
Com
peti
tive
Sco
pe
Source of Competitive Advantage
THE COMPETITIVE ADVANTAGE MATRIX
PORTER’S GENERIC COMPETITIVE STRATEGIES
COST LEADERSHIP
ONE APPROACH TO CAPTURE THE MARKET IS TO BE THE BEST IN TERM OF COST EFFECTIVENESS AND OFFER THE BEST POSSIBLE PRICES FOR THE SERVICES OFFERED TO PULL CUSTOMERS TOWARDS OUR APPLICATION FROM OTHER EXISTING CUSTOMERS, PRIMARILY DUE TO THE COST INVOLVED IN PURCHASING THE SERVICES.
COST FOCUS
AIMED AT A 3-6% CONVERSION FROM FREE TO PAID USERS.
PORTER’S GENERIC COMPETITIVE STRATEGIES
DIFFERENTIATION
UNIQUENESS IN TERMS OF THE SERVICES OFFERED AND THE IMPROVISED EASE OF USE IS ONE OF THE TACTICS THAT CAN BE EMPLOYED BY TO INCREASE THE CUSTOMER BASE. THE APPLICATION WILL EVENTUALLY BE REWARDED FOR ITS UNIQUENESS WITH A PREMIUM PRICE.
DIFFERENTIATION focus
AIMED AT A 6-9% CONVERSION FROM FREE TO PAID USERS.
FORCES AFFECTING MARKET DYNAMICS
Industry Competitors
Rivalry Among Existing Firms
Suppliers Buyers
Potential Entrants
Substitutes
FORCES DRIVING INDUSTRY COMPETITION
PORTER’S FIVE FORCES MODEL
POTENTIAL ENTRANTS
BUYERS
SUPPLIERS
SUBSTITUTES
New entrants to an industry bring new
capacity, the desire to gain market share, and
often substantial resources.
“Industry Competitors
Rivalry Among Existing Firms
Suppliers Buyers
Potential Entrants
Substitutes ”
FORCES DRIVING INDUSTRY COMPETITION
PORTER’S FIVE FORCES MODEL
CURRENT POSITION
POTENTIAL ENTRANTS ARE A MAJOR CONCERN FOR ANY EXISTING BUSINESS BECAUSE THESE NEW PLAYERS IN THE MARKET CAN BRING A PRODUCT IN THE
MARKET THAT CAN SUDDENLY CHANGE THE MARKET DYNAMICS.
FORCES DRIVING INDUSTRY COMPETITION
Buyers compete with the industry by forcing down
prices, bargaining for higher quality or more services, and playing competitors against
each other -all at the expense of industry profitability.
“Industry Competitors
Rivalry Among Existing Firms
Suppliers Buyers
Potential Entrants
Substitutes ”
PORTER’S FIVE FORCES MODEL
FORCES DRIVING INDUSTRY COMPETITION
ONE OF THE KEY BUSINESS OBJECTIVES OF THE APPLICATION IS TO INVOLVE MORE AND MORE
BUYERS BY PROVIDE HIGH QUALITY, AFFORDABLE SERVICES TO FEATURE MORE AND MORE DOWNLOADS.
Substitutes limit the potential returns of an industry by placing a
ceiling on the prices firms in the industry can profitably charge.
“
”
Industry Competitors
Rivalry Among Existing Firms
Suppliers Buyers
Potential Entrants
Substitutes
FORCES DRIVING INDUSTRY COMPETITION
PORTER’S FIVE FORCES MODEL
THE APPLICATION HAS TO PERFORM BETTER THAN POTENTIAL SUBSTITUTES WHICH ARE OTHER APPLICATIONS PRESENT IN THE MARKET THAT OFFER SIMILAR
SERVICES BY OPTIMISING PRICING AND SERVICES TO MAINTAIN A COMPETITIVE ADVANTAGE.
Suppliers can exert bargaining power over
participants in an industry by threatening to raise prices or reduce the quality of purchased goods and services.
“
”
Industry Competitors
Rivalry Among Existing Firms
Suppliers Buyers
Potential Entrants
Substitutes
FORCES DRIVING INDUSTRY COMPETITION
PORTER’S FIVE FORCES MODEL
SUPPLIERS, WHICH ARE HOSPITALS, AMBULANCE SERVICES AND OTHER SERVICES MUST ALSO GET ENOUGH PROFITS SO THAT THEY NOT BARGAIN ABOUT THE
PRICING ON THE BACK END TO DECREASE REVENUES GENERATED BY THE APPLICATION.
Rivalry among existing competitors takes the familiar form of jockeying for position
-using tactics like price competition, advertising
battles, product introductions, and increased
customer service or warranties.
“
”
Industry Competitors
Rivalry Among Existing Firms
Suppliers Buyers
Potential Entrants
Substitutes
FORCES DRIVING INDUSTRY COMPETITION
PORTER’S FIVE FORCES MODEL
INDUSTRY RIVALRY IS THE BIGGEST FACTOR IN SWAYING THE MARKET CONDITIONS, OWING TO UNPREDICTABLE AND UNEXPECTED TACTICS THAT SUDDENLY IMPACT
OTHER COMPETITOR’S REVENUES.
FACTORS AFFECTING MARKET
PERFORMANCE
Trying to take a greater share of an existing
market with an existing product
Finding or creating new markets for
existing products
Extending existing
products with existing markets
Creating new product lines or ranges for sale in new
markets
Market Penetration
Diversification
Product Development
Market Development
Existing New
New
Exis
ting
Mar
ket
Products
THE PRODUCT-MARKET GROWTH MATRIX
ANSOFF MATRIX
Market penetration is an effort to increase company sales without
departing from an original product-market strategy. The company seeks
to improve business performance either by increasing the volume of sales to its present customers or by finding new customers for present
products.
“Market Penetration
Diversification
Product Development
Market Development
Existing New
New
Exis
ting
Mar
ket
Products
”
THE PRODUCT-MARKET GROWTH MATRIX
ANSOFF MATRIX
MARKET PENETRATION BY MOBILE SOS CAN BE DONE BY INCREASING APP DOWNLOADS AND INSTALLS BY APPROPRIATELY MARKETING THE ESSENTIAL AND
UNIQUE FEATURES THAT PROMPTS THE BUYERS TO ACTUALLY BUY THE PRODUCT TO AVAIL THESE FEATURES.
THE PRODUCT-MARKET GROWTH MATRIX
A product development strategy, retains the present
mission and develops products that have new and different characteristics such as will
improve the performance of the mission.
“
”
Market Penetration
Diversification
Product Development
Market Development
Existing NewN
ewEx
isti
ng
Mar
ket
Products
ANSOFF MATRIX
THE PRODUCT-MARKET GROWTH MATRIX
SUCCESSFUL PRODUCT DEVELOPMENT IS THE KEY TO ENTER INTO THE TARGET MARKET SEGMENT AND MOBILE SOS CAN ACHIEVE THIS BY SURVEYING AND
GATHERING THE ACTUAL NEEDS OF THE TARGET MARKET SEGMENT AND INCORPORATING THEM INTO THE APPLICATION.
THE PRODUCT-MARKET GROWTH MATRIX
Market development is a strategy in which the
company attempts to adapt its present product line (generally with some
modification in the product characteristics) to new
missions.
“
”
Market Penetration
Diversification
Product Development
Market Development
Existing NewN
ewEx
isti
ng
Mar
ket
Products
ANSOFF MATRIX
THE PRODUCT-MARKET GROWTH MATRIX
Existing NewN
ewEx
isti
ng
Mar
ket
Products
MARKET DEVELOPMENT IS THE KEY TO SURVIVE IN THE EVER CHANGING MOBILE APPLICATION MARKET. THE MOBILE SOS DEVELOPMENT TEAM SHOULD
INCORPORATE AND EXTENSIVE FEEDBACK PROCESS BY WHICH THEY CAN KNOW THE FEATURES THE CUSTOMERS DESIRE IN THE APPLICATION AND THEN
INCORPORATE THEM TO INCREASE THE APPLICATION’S USABILITY.
Diversification is the final alternative. It calls for a
simultaneous departure from the present product line and the present market structure.
“
”
Market Penetration
Diversification
Product Development
Market Development
Existing New
New
Exis
ting
Mar
ket
ProductsTHE PRODUCT-MARKET GROWTH MATRIX
ANSOFF MATRIX
Existing New
New
Exis
ting
Mar
ket
Products
DIVERSIFICATION IS ESSENTIAL TO SUSTENANCE IN A DYNAMIC MARKET LIKE THE MOBILE APPLICATION MARKET. MOBILE SOS MUST ADAPT TO THE EVER
CHANGING CUSTOMER NEEDS TO COME UP WITH NEW AND IMPROVED FEATURES THAT GIVE THE EDGE TO BECOME THE MARKET LEADER.
WHY USE MOBILE SOS?
POINTS OF PARITY
CROSS PLATFORM SUPPORT
EASY SYNC OF GOOGLE ACCOUNTS
ALL EMERGENCY SERVICES AVAILABLE
EASE OF USE
05
04
03
02
01
FREE AND PAID VERSIONS
POINTS OF DIFFERENCE
FULLY CUSTOMISABLE INTERFACE
INSTANT SERVICE DISPATCH
DATABASE UPDATION AS PER LOCATION
05
04
03
02
01
GPS SUPPORT
ADD YOUR OWN CONTACTS
TACTICS
PRODUCT
SERVICE
PRICE
COMMUNICATION
DISTRIBUTION
PRODUCT STRATEGY
INTRODUCTION GROWTH MATURITY DECLINE
DEVELOPMENT
LAUNCH
GRO
WTH
(E.
G.
SALE
S,
VOLU
MES
)
TIME
PRODUCT LIFE CYCLE CURVE
THE MARKETING AND PRICING STRATEGY FOR EVERY PRODUCT VARIES ACCORDING TO THE PHASE IN WHICH THE PRODUCT IS CURRENTLY IN. THESE PHASES ARE INTRODUCTION, GROWTH, MATURITY AND DECLINE.
PRODUCT STRATEGY
INTRODUCTION PHASE
Focus on promoting the existence of the product by innovative
ways.
Low Focus on cost, more focus on visibility.
Focus on improving app stability by identifying bugs.
Use Points of Differences to convince the users to spread the
word about app launch.
GROWTH PHASE
Focus on improving the brand awareness and cementing the
brand position.
Introduction of paid and exclusive features.
Focus on improvement and removing all known issues.
PRODUCT STRATEGY
MATURITY PHASE
Focus on maximising downloads and maintaining the market
leadership.
Focus on cost and visibility both.
Fully stable application.
Revenue generation via advertisements, paid and
exclusive features.
DECLINE PHASE
Focus on sustaining the market leadership.
Introduction of new features to tackle competition.
Extensive data analysis to better understand the changing needs
and dynamics of the market.
VALUE PROPOSITION - CUSTOMERS
Personal IDs
Emergency Services Deployed
Application Interface
Review and Feedback
Improve Services
VALUE PROPOSITION - SERVICE PROVIDERS
Increased Visibility Consumer Engagement
Analytic Feedbacks
DISTRIBUTION CHANNELS
BASIC
Free
All emergency services available
PREMIUM
Rs.499
All Standard Package Services
STANDARD
Rs.199
No Advertisements
Live GPS trackingExclusive Member AccessFull Fledged Customer Support
Customise emergency button settingsReal time database updationMulti Device Support
Add your own emergency contacts Instant Service Dispatch
PopularIntroductory Best value
VALU
E
PRODUCT PRICING
All Basic Package Services
Multi Platform Support
DISCLAIMERCREATED BY AYUSH VERMA, MANIPAL INSTITUTE OF TECHNOLOGY DURING A MARKETING INTERNSHIP BY
PROF. SAMEER MATHUR, IIM LUCKNOW.