marketing plan - applicare
TRANSCRIPT
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