APOGEE - MARKETING PLAN

Shubham Choudhary

APOGEE

AN ENTERTAINING BEAT’EM UP GAME

BASED ON REALISTIC PHYSICS, AIMED TO PROVIDE A GLOBAL

COMPETITIVE PLATFORM TO USERS.

VISION

TO PROVIDE PEOPLE WITH A BRIEF ESCAPE OF FUN OVER

THE COURSE OF THEIR NORMAL DAY. WE DO THIS BY

PROVIDING THEM WITH A SIMPLE, FUN, ADDICTIVE AND A

COMPETETITIVE GAME.

OBJECTIVES

A CONVERSION RATE OF 3-5% FROM FREE TO PREMIUM.

100,000 DOWNLOADS IN THE FIRST 6 MONTHS.

BREAK-EVEN BY TH END OF 6 MONTHS.

SITUATION ANALYSIS

46% OF MOBILE USGAE TIME IS INVESTED IN ENTERTAINMENT.

OUT OF TOP 20 HIGHGEST GROSSING ANDROID APPS, 19

ARE GAMES. MY RESEARCH SUGGESTS,

GAMES WHICH ARE FUNDAMENTALLY SIMPLE TO

PLAY, FUN AND ALLOWS USERS TO PLAY GLOBALLY ARE MORE

POPULAR.

DEMOGRAPHIC SEGMENTATION OF APP

USAGE

MAJOR COMPETITOR

STICKMAN WARRIORS

SO WHAT MAKES APOGEE BETTER?

PERSONALIZED FIGHTING AVATAR WITH YOUR FACE. ( YOUR FACE WILL BE THE PUNCHING BAG :p, FUN, ISN’T IT )

A GLOBAL LEADERBOARD REALISTIC PHYSICS SOCIAL MEDIA CONNECTIVITY

TARGET CONSUMERS

SOCIAL MEDIA SAAVY USERS AND COMPETITIVE GAMERSAGE GROUP ROUGHLY 18-36

SWOT ANALYSIS

STRENGHTS

EASY TO PLAY AND INVOLVING.SIMPLE PHYSICS BASED.POINTS OF DIFFERENCE-

SOCIAL MEDIA CONNECTIVITYA GLOBAL LEADERBOARDRELATIVELY LOW PREMIUM PRICE – 0.99$

WEAKNESS

LOTS OF EFFORT REQUIRED IN MARKETING.

DIFFICULT TO ADVERTISE WITH ZERO BUDGET.

OPPORTUNITIES

A VAST MARKET.ANDROID USERS ARE INCREASING EVERY

DAY.COMPETITORS LACK IN PROVIDING VARIETY.PEOPLE WILLING TO PAY FOR APPS ARE

INCREASING.

THREATS

COMPETITORS ARE WELL ESTABLISHED AND RECOGNIZED.

POSSIBILITY OF NEW MARKET ENTRIES.

TACTICS

PRODUCT

A FREEMIUM APP, THERE WILL BE NO CHARGES TO DOWNLOAD THE APP.

WITH SIMPLE CONTROLS YOU CAN PERFORM AMAZING STUNTS AND BLOWS TO DEFEAT YOUR OPPONENTS.

SIMPLE RAGDOLL PHYSICS. THE FREE VERSION INCLUDES 16 CAMPAIGNS,

5 BASIC WEAPONS, 2 AVATARS AND THE FEATURE TO PLAY WITH YOUR SOCIAL MIDEA FRIENDS.

PRICE

A PREMIUM VERSION COSTING 0.99$ WILL

ALLOW THE USERS TO COMPETE GLOBALLY AND ENTER THE LEADERBOARD

PREMIUM APP CHARGE IS KEPT LOW TO ENCOURAGE A HIGH CONVERSION RATE FROM FREE TO PREMIUM.

IN-APP PURCHASES ARE EXPECTED TO BE THE MAIN REVENUE GENERATOR.

WEAPONS, SECRET CAMPAIGNS, NEW

AVATARS, ARMOUR ETC. WILL BE AVAILABLE FOR PURCHASE.

TO MAKE THE PAYMENT METHOD CONVENIENT, PAYPAL WILL BE PRESENT AS PAYMENT METHOD.

ABILITY TO TRANSFER COINS TO FRIENDS.

PROMOTION

VIA FACEBOOK – THE BEST MEDIUM TO GAIN

POPULARITY. STRATEGIES INCLUDE JOINING VARIOUS ENTREPRENEUR GROUPS AND DEVELOPER GROUPS, CREATING A FACEBOOK PAGE, ETC.

CREATING A CATCHY WEBSITE. PROMOTION VIA REDDIT AND ONLINE APPS &

GAMES FORUMS.

EYE CATCHING APP PRESENTATION – GLOSSY

ICON, INTRODUCTORY VIDEO AND ATTRACTIVE SCREENSHOTS.

REQUESTING BLOGGERS, WEBSITES AND APP REVIEWERS TO FEATURE THE APP IN THEIR RESPECTIVE MEDIUM.

PARTICIPATION IN TECH EXPOS AND COMPETITIONS TO GAIN INITIAL POPULARITY.

PLACE ( PLATFORM )

ANDROID DOMINATES THE MOBILE

OPERATING SYSYTEM MARKET.SO, THE APP WILL BE INITIALLY ANDROID

BASED.OPTION TO MOVE TO ITUNES WILL BE

CONSIDERED WHEN APP GAINS CONSIDERABLE MOMENTUM.

APART FROM GOOGLE PLAY,APP WILL BE

LAUNCHED ON APP STORES SUCH AS APPLIB, GETJAR, MATCHFEUL WHICH PROVIDE EXCELLENT EXPOSURE TO EMERGING APPS.

IMPLEMENTATION

PROGRESS MONITORING

NUMBER OF PEOPLE WHO DOWNLOAD THE GAME ONCE THEY VISIT THE WEBSITE OR SEE FACEBOOK OR TWITTER POST.

CONVERSION RATE FROM FREE TO PREMIUM. DOWNLOADS PER DAY. REVIEWS BY USERS. GROWTH OF IN-APP PURCHASES.

ORGANISATIONAL STRUCTUREAPP DEVELOPMENT TEAM CONSISTS

OF TWO INDIVIDUALS WITH A STRONG CSE BACKGROUND.

ONE INDIVIDUAL TO HANDLE DIGITAL MARKETING.

SCHEDULEA STUY BY “FETCH” A MOBILE

MARKETING AGENCY SUGGESTS THAT APPS LAUNCHED IN THE MONTHS OF DECEMBER AND FEBRUARY ARE MORE LIKELY TO SUCCEED.

BASED ON THE STUDY, THE APP IS SCHEDULED TO LAUNCH MID-MONTH, IN DECEMBER.

DISCLAIMERThis presentation was created by Shubham

Choudhary, ISM Dhanbad, during a marketing

internship under Prof. Sameer Mathur, IIM Lucknow.