marketing plan - applicare

APPLICARE

YOUR WASHING MACHINE STOPPED

WORKING?

WHO TO CALL?

HOW DO YOU REACH THEM?

HOW WILL YOU KNOW WHEN THEY ARE COMING?

THIS IS SUCH A HASSLE!

WE HAVE A SOLUTION!

PRESENTING!

APPLICAREA mobile application that connects consumers to the nearest authorized service centres.

Each service centres will have smart devices with applicare installed

The service men gets the service request with all the probable things that is causing the problem along with other tools to improve their efficiency and reduce time/service.

EXECUTIVE SUMMARY

Brings all the customers and home appliance brands to one place

allows customers to schedule and track their service request

helps the servicemen prepare better to serve the customers

Indirect competition from the unauthorized private players

Vision to make AppliCare the destination for all appliance needs

REVENUE MODELONE TIME FEE

OF 50,000 FROM THE

BRANDS FOR THE TIE UP

MINIMUM FEE OF 50 RUPEES PER SERVICE

REQUEST FROM

CUSTOMERS

IF AN APPLIANCE IS SERVICED - 10% OF THE BILL TILL 1000 RUPEES AND 7.5% FROM 1000 – 2000 RUPEES AND 5%

AFTERWARDS WILL BE CHARGED AS CONVENIENCE FEE FROM THE CUSTOMERS

SITUATIONAL ANALYSIS

COMPANY OVERVIEW

TARGET CUSTOMERS

MARKET OVERVIEW

COMPANY OVERVIEW

ONE STOP DESTINATION FOR ALL APPLIANCE NEEDS

ALLOWS TRACKING SERVICE REQUEST

IMPROVES EFFICIENCY OF SERVICEMEN

TARGET CONSUMERS

APPLICARE TARGETS PEOPLE FROM THE AGE OF 20-40 WHO DO NOT RELY ON PERSONAL CONTACTS FOR THEIR SERVICE

The Consumer appliances or white goods market is a 25,000 crores rupees industry in India and it is growing at the rate of 30% each year.

MARKET OVERVIEW

26 million consumer appliances are sold every year in India alone

65% consumers are from urban area

MARKET OVERVIEW

~15 million units of Washing Machines were sold in 2016

~21.5 million units of Refrigerators were sold in the year 2016

~7 million units of ACs were sold in 2016Microwave sales has significantly

increased in the recent past

MARKET OVERVIEW

Service part of the market is completely outsourced and often overlooked. The revenue potential of the home appliance service market is huge when the customers and brands are properly connected. That connection is currently lacking.

MARKET OVERVIEW

POINTS OF PARITY

BOOKING APPLIANCE SERVICE REQUEST

HAVE A B2B PLAY AT SERVICE CENTRES

CONNECTS DIRECTLY WITH AUTHORIZED CENTRES

POINTS OF DIFFERENCE

ALLOWS TRACKING REQUESTS

OPPORTUNITIES

UNORGANIZED MARKET

WINNER TAKES ALL MARKET

COMPLETE CONTROL OF THE INDUSTRY

THREATS

LOW FREQUENCY OF APP USAGE

COMPETITORS WITH DEEP POCKETS

BRANDS WILLINGNESS TO TIE UP

COMPETITORS

VALUE PROPOSITION

HELPS GAIN MARKET SHARE LOST TO UNAUTHORIZED SERVICE CENTRES

MAKES BRANDS EASILY ACCESSIBLE TO CUSTOMERS AND VICE VERSA

ALLOWS CUSTOMERS TO TRACK THEIR SERVICE REQUEST

INCREASES THE EFFICIENCY OF THE SERVICEMEN

FREE

CUSTOMERS WILL GET UNLIMITED REQUEST

BOOKINGS

PREMIUM

PREMIUM USERS GET PRIORITY SERVICE OVER OTHERS ALONG WITH NO

MINIMUM REQUEST CHARGE

COMMUNICATION

● BLOGS● COMPANY WEBSITE● INFLUENCERS● SOCIAL MEDIA ● GOOGLE ADS● E-MAILS ● PRINT MEDIA

DISTRIBUTION

IMPLEMENTATION

In the first year, we aim to tie up with 2 tier-II companies,

that is, the companies with good brand

value but low market share.

By the end of first year, we would have had 25,000 service requests which is enough proof of

concept to approach tier-I companies.

In the second year, we aim to tie up with 4

tier-II companies and 1tier-I company,

which collectively makes 40% of the

market.

In the third year, we aim to tie up with 5

tier-II companies and 2 tier-I companies.

This will capture 70% of the market.

In the fourth and fifth year, we aim to

get settled and stabilize in the

market.

In the sixth year, AppliCare will launch its very own e-commerce store and refurbished appliance

business. This is when we start focusing on our

vision of building a one-stop destination for all home appliance needs.

CREATED BY VYSHAK K IYENGAR, RNSIT BANGALORE, DURING A MARKETING INTERNSHIP UNDER PROF.SAMEER MATHUR, IIM LUCKNOW

DISCLAIMER