Marketing Plan for an Android App-

“DecoDom”

LOGO

“Transforming spaces. Transforming Lives.”

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Decodom is a one stop solution app for all your furnishing and home décor items.

Overview

Executive Summary

Situation Analysis

Goal

Strategy & Tactics

Implementation

Index

Online Shopping New Trend

But NowIt’s Not Just about online Offers

Online Shopping is :• Convenient

• Time Saving

• Offer better prices & variety

• Fewer expenses on travel

• Provide comparison of prices & ratings for each product

THE EXECUTIVE SUMMARY

The number of Smartphone users worldwide will surpass 2 billion in 2016, according to new figures from eMarketer—after nearly getting there in 2015

A Recent study states that , “when it came to buying furniture, shoppers surveyed ranked “online shopping” as their first preference.

Most of the people spend hours searching for perfect and affordable furniture for their house

Introducing DecoDom , a new android app that will provide all furnishing and décor items under one roof at an optimized price.

• Expert advice & ideas for decorating your home

• Regular uploads of DIY furniture ideas

• Option for selling old furniture

• It keeps a track of preferences of a customer and likewise provide feeds

Now, With “DecoDom”Don’t dream, Live in your dreams

SITUATION ANALYSIS

Company Overview

Core competencies:

• Provides potential access to a wide variety of markets• Tie-ups with the local vendors to develop an extensive distribution system• Use best survey methodology to know customer’s desires

- Employees

- Service offerings

- Broad and deep management team - Technology/technologists

- Expected user-base

Strategic Assets

Current Product Line

Current product line includes home furnishing items, decorative items, office furniture range, house furniture range, regional furniture range.

Market Position •The app is an optimum option for those who look for optimum priced quality products

• The app provides easy to use platform for all age groups from teenagers to seniors over a great range of products

Market Overview

Potential Customers

• teenagers – 10-20%

• married people – 60-70%

• Old-aged - 10-20%

• easy to use

• time saving

• various varieties under one app

• expert advices on furnishing tips

• lesser visits to the shopping mall

OPPURTUNITIES

Threats

• competition from existing apps

• new tenants entering market with the same idea

• funding

• sluggish demand

GOAL

• The main aim is to make people gain faith in the app

• To cover all the potential age groups

• To be able to cover international market

• Respectable market share

• To be partnered with websites to provide more preference like delivery option

TARGET MARKET

CUSTOMER NEEDS

• reliable furniture

• quality

• trending designs

• different variety in the same product1

• suggestion and tips from some expert

• fast and secure delivery options

• just one –click buy option

• knowledge about the trending designs

Distinguishing Characteristics of Customers

• Regular smartphone usage

• Feeling quality furniture as status symbol

• Optimized price hunger

• Love for variety

COLLABORATERS

• Suppliers

• Channel members

• App developers

• communication partners

• Funding Agency

SOURCE SUPPLIERS• Free Social media sites like Facebook, Quora

• Local vendors and manufacturers

• Sources like malls and shopping centers

• Television channels

Channel Members

Apps like Google Playstore on android phone , Apple app store, Blackberry SDK

Communication Partners

• Frequently used Social Media websites like facebook, instagram, snapchats and Quora

• Regular motivating Advertisements

• Sponsors posts and advertorials in other apps

COMPANY’S STRATEGIC BUSINESS UNIT

• App development team: coders, developers

• Content managers : surveyors, reporters

• Business development team

• Finance team

• Customer Care Unit

• One-to-one contact to customer maintenance unit

KEY STAKEHOLDERS

• Investors• Suppliers• Customers• Employees

Economic Context Technological Context

Figures from Android Authority states that total number of downloads from Google Play has reached 25 billion. The Apple Store grew from about 750,00 to 1.21 million apps. With globalization , the multiplier effect for app demand will remain healthy for developers .

• By 2017, India will have more than 251 million smartphones

• There are 166 million smartphones users and 352million Internet users as of 2015

• New trends like use of 3G & 4G will further trigger the internet usage

PROPOSITION

Customers :

The app encourages quality products for customer of all age groups . One can find something for its needs. Now, customers will encourage online shopping as it is efficient and time consuming.

Company:

Company provides a satisfactory job experience with a good pay & job security. It also promotes frequent promotions and highly qualified working environment.

Collaborators:

The app provides an opportunity to compete with the major competitors in the industry.

TACTICS

PRODUCT

FREE APP FEATURES

• Regular uploads of DIY furniture ideas

• seasonal sale offers & coupons

•Expert advice & ideas for decorating your home

PREMIUM APP FEATURES• It keeps a track of preferences of a customer and likewise provide feeds

• enable customer to generate its own wish list

• online chats among the peers while shopping

• phone & e-mail alerts on sale on the wish listed items

• enable customer to create its personal e-wallet

•Option for selling old furniture

Name - DecoDom

Slogan - “Transforming spaces. Transforming Lives.”

Attributes – Trust, Innovation and Authenticity

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PRICING

• Free app features enable the use of app for free but only for in-app purchases

• Premium version requires a monthly subscription with a charge of $5-6 per month. The price has been optimized considering the market competition and also the services offered under this version

DISTRIBUTION CHANNELS

Distribution to all categories like Apple, windows, android etc . Through other app stores like Apple app store , Getjar , Blackberry SDK and Google Playstore.

COMMUNICATION

• One -to-one phone communication

• Online webchats

• Online uploads of advertisements on Youtube

• Social media platforms like facebook, twitter, instagram

IMPLEMENTATION

Organizational Structure

SCHEDULE

TASK TIME

Market Research 2-3 months

Potential Market Analysis

2-3 months

Business Unit 3-4 months

Product Strategy 4 weeks

Pricing Strategy 3 weeks

Designing Channels 5 weeks

DISCLAIMER

CREATED BY NEHA BYADWAL, IIT KANPUR UNDER MARKETING MANAGEMENT INTERNSHIP UNDER PROF. SAMEER MATHUR, IIM LUCKNOW