TASTE MY CAR

MARKETING PLAN FOR

A NEW ANDROID APPLICATION

1. EXECUTIVE SUMMARY

Our nation is today in the middle of a quiet transformation.

Thanks to a growing army of young entrepreneurs.

All brimming with ideas, all determined to make a mark by being their own bosses rather than working as executives in a company.

TASTE MY CAR - the most convenient and comprehensive Car Care app in India.

You can now take care of all your car maintenance, service & repair needs at the touch of a button.

2. SITUATION ANALYSIS

2.1 COMPANY OVERVIEW

CORE COMPENTENCIESAdoption of latest social media platforms.

Adoption of latest data analytics techniques.

Excellent customer relationship management.

MARKET POSITION

TASTE MY CAR- provides you with an exhaustive network of quality authorized service centres, certified workshops, vehicle wash & tyre service dealers, battery dealers, roadside assistance companies and car dealerships all of your

vehicle service needs.

2.2 MARKET OVERVIEW

POTENTIAL CUSTOMERS• 2 WHEELERS.• 3 WHEELERS.• 4 WHEELERS.• COMMERCIAL

VEHICLES(BUSES AND TRUCKS).

• HEAVY DUTY VEHICLES.

OPPORTUNITIES• There is no limit of this project when it

comes to opportunities.

• Smartphones have turned into mega stores.

• Total number of registered motor vehicles on Indian roads reached 172 million in March 2013 of which over 21½ million were cars, taxis and jeeps etc.

THREATS• Not able to tap the potential

market(middle class of the society).

• Cut-throat competition.

• Lack of consumer awareness.

• Lack services in remote areas.

2.3 TARGET CUSTOMERS

DEMOGRAPHIC SEGMENTATION :MEASURABLE : The size, purchasing power and characteristics of the segments can be measured.SUBSTANTIAL : The segments are large and profitable enough to serve.ACCESSIBLE : The segment can be effectively reached and served.DIFFRENTIABLE : Respond differently to different marketing mix elements.

ACTIONABLE : Effective programs can be formulated to attract and serve the segement.

3. GOAL

India is among the leading motor vehicle/car manufacturer in the world.

Our main goal is to provide our services to registered motor vehicles on Indian roads which has crossed 172 million of which over 21½ million were cars, taxis and jeeps etc.

4. STRATEGY

4.1 TARGET MARKET

CUSTOMER NEEDS –

Staying updated with current technologies.

Providing top class services.

Trust and assurance between consumer and product.

CUSTOMER WANTS –

Creating a want for the consumers to be a

part of the digital ecosystem.

Creating an opportunity to develop a habit for regular vehicle

servicing and maintenance.

Providing incentives to regular customers.

COLLABORATORS INCLUDE :

1.SUPPLIERS- authorized service providers and certified workshop partners.

2.CHANNEL MEMBERS- Google play store, Apple Play Store, Nokia store.

3 COMMUNICATION PARTNERS –Different social media platforms like Facebook, Twitter, Whatsapp , Google adds.

COMPANY’S STRATEGIC BUSINESS UNIT :

- APP DEVELOPMENT TEAM.

- TECHNICAL TEAM.

- BUSINESS DEVELOPMENT TEAM.- PUBLIC RELATION TEAM.

- R & D TEAM.

- MARKETING TEAM.

- DATA ANALYAIS TEAM.

COMPETETIORS

POINTS OF PARITYTASTE MY CAR PROVIDES:

• FULL CAR SERVICE

• EXPRESS CAR SERVICE

• CAR WASH

• TYRE SERVICE

POINTS OF DIFFERENCE :• TASTE MY CAR is the only app in India that

provides such services at your door steps.• Other services provided are :• Location based car services• Car Pickup & Drop• Regular Maintenance Reminders and

Updates.• Complete service history at your fingertips• Rating & Feedback Mechanism• One Stop Shop for all your Car needs.

CONTEXT : ECONOMIC CONTEXT : • India is the largest manufacturer of

three-wheelers and the eighth largest commercial vehicle

• India is the second largest motorcycle manufacturer.

TECHNOLOGICAL CONTEXT: Smartphones have turned into mega

stores.

More than 200 million smartphone users in India.

Inexpensive smartphones and easy access to high speed 3G & 4G services.

4.2 VALUE PROPORTION.

CUSTOMER VALUE• Conduct low cost market research.

• Identify and analyze the competitors.

• Develop effective POPs and PODs• Advertising and promotion.

• Employ emotional and cultural branding.

COLLABORATOR VALUE• Analyze the needs and wants of the

collaborators.

• Develop a list of take away from them.

• Differentiate your app from other similar apps.

COMPANY VALUE• Basic structure for the brand mantra for

the app.• Effective communication among the

employees.• Build and maintain clean financial and

legal image.• Effective communication to the investors

in order to build trust.

5. TACTICS

PRODUCT :

FEATURES OF TASTE MY CAR :

• FULL CAR authorized service providers and certified workshop mechanics.

• EXPRESS CAR SERVICE-This service is for them who are looking for an oil & filter change or regular inspection before a road trip.

• CAR WASH- car wash, car detailing, teflon coating, car polishing, interior cleaning, under-body rust protection.

• BATTERY -Save your time & money and Energize your car with a new car battery.

• CAR BREAKDOWN SERVICES / ROADSIDE ASSISTANCE-Stuck on the road & need emergency repair, struggling with a flat tyre or need a jumpstart.

• TEST DRIVE-Book a test drive today at one of the many sales dealerships to make an informed choice.

• Location based car services.

• Car Pickup & Drop.• Regular Maintenance Reminders and

Updates.

• Complete service history at your fingertips.• Rating & Feedback Mechanism.• One Stop Shop for all your Car needs.

BRAND

• APP NAME : TASTE MY CAR.• SLOGAN : “KOI LOAD NAHI

(Hindi)”• LOGO

PRICE

SETTING PRICING POLICY :

• Selecting pricing objective.

• Determining demands.

• Estimating cost.

• Analyzing competitors.

• Selecting pricing method and final price.

INCENTIVES

• Every third vehicle wash would be free for new customers.

• Mobile wallets will pay a key role since its cheaper, faster and more rewarding than using cash.

• Free test drives.• Credit points will be provided in the

mobile wallet to those who refer this application and also to those who use it.

COMMUNICATION

• Social media channels will help the communication of this application.

• Trusted authorized service providers and certified workshop partners .

• Consumer feed back.

DISTRIBUTION

• App store and authorized websites.

• Sharing the app by customers and authorized dealers by referral code.

• App will be distributed by our authorized dealers at different public places like markets, malls , colleges etc.

6. IMPLEMENTATION

6.1 INFRASTRUCTURE

- CEO

- APP DEVELOPMENT TEAM.

- TECHNICAL TEAM.

- BUSINESS DEVELOPMENT TEAM.- PUBLIC RELATION TEAM.

- R & D TEAM.

- MARKETING TEAM.

- DATA ANALYAIS TEAM.

6.2 PROCESS

6.3 SCHEDULE

• MARKET RESEARCH- 3 MONTHS.• ANALYSIS OF CONSUMER MARKET-1

MONTH.• SETTING STRATEGIC BUSSINESS UNIT- 2

MONTHS.• DEVELOPMENT OF SOFTWARE-

2MONTHS.• SETTING PRODUCT STRATEGY- 3 WEEKS.• DEVELOPING PRICING STRATEGY- 2

WEEKS.• INTEGRATED MARKETING CHANNELS- 2

WEEKS.

DISCLAIMER• This presentation is not an official. It was prepared

for the purpose of learning and is one of the assignment of the Marketing management internship under the esteem guidance of Prof. Sameer Mathur .

CCREATED BY- GUIDED BY-NITIN KUMAR SINGH. PROF. SAMEER MATHUR.