marketing strategy: 'plan it' app

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MARKETING STRATEGY Plan IT’ APP

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Page 1: Marketing Strategy: 'Plan It' App

MARKETING STRATEGY

‘Plan IT’ APP

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Market opportunity- Productivity category has only 3.3% market share in Google play store.

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PLAN ITSay no to chaos, ‘Plan IT’

Lifehack at your fingertips . Plan & organize your world and make achieving goals a habit.

Simple & elegant way to organize pretty much everything, like:

->day-to-day tasks->project planning->brainstorming->setting reminder for events

->develop good habits

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In this Smartphone generation of fast-paced, modern and busy lifestyle, people often forget things, are unorganized and lack planning. So, they are in need for tool which does all this for achieving their goals without any clutter. This is exactly what ‘Plan It’ does best.

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AIM

To make an Android app which will be a collaborative tool for users to organize and plan things and develop habits in a simple and elegant way.

To boost popularity and downloads via various app stores

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SITUATION ANALYSIS

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Productivity category stats of Google play

Number of Available Apps in the Google Play Store from 2009 to 2015

Cumulative Number of Apps Downloaded from Google Play as of 2013, in Billions

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Number of Available Apps in the Amazon AppStore from 2011 to 2015

Most Popular Amazon Appstore Categories in 2014, by Downloads

Number of App Publishers, by App Store

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TARGET MARKET Professionals, college students, teens,

school children, old people, basically anyone who likes/wants/has need to stay organized and planned. Basically, the entire market.

Fitness conscious people, addicts who want to get rid of bad habits and people who want to develop good habits.

Niche in the market – “underserved Productivity segment”.

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FREE VERSION

Reaching 1,00,000 downloads on different platforms.

Time limit- 5 monthsIf target is not met, then major

design changes & changes in marketing strategies will be made.

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PREMIUM VERSIONAfter a set number of downloads for the

app, advertisements will be increased for the free version to promote premium version.

Revenue generated will be used for further innovation and app development.

If goals unmet, new and more superior features will be added to premium version and in extreme cases price for premium version will be decreased.

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CONSUMERS NEEDS AND WANTS

To organize day-to-day tasks in a systematic and simple way.

A tool that helps in noting down ideas, thoughts and related information in a simple and elegant way while planning a presentation, project or preparing for a meeting..

For example, Through the app "Plan It", I will make a 'board' named "App Marketing Project" and make various 'notes' inside this board like "Marketing Strategy for app", "Target Market", "Free features", "Paid features", "Promotions" etc and note down my ideas and have a simple and elegant structure for my project.

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CONSUMERS NEEDS AND WANTS

To have check-lists where user can strike-off the tasks.

To have reminders for events like meetings, anniversaries, birthdays and so on.

To be able to overcome addictions and develop good habits like "waking up early", "exercising" etc.

To share Boards among various members.

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COLLABORATORS App Developers. App reviewers & Tech bloggers. Advertising partners Social media partners. Communication team.

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CONTEXT Technologically- Using

Smartphones and android wear in a new dimension.

Economic- Better productivity leads to better economic opportunities for users.

Physical- Users are able to lead a productive and organized life.

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FREE VERSIONCreating Boards and Notes within

boards.Customization of UI.Setting reminders and alarms.Creating checklists.Insertion of images/links in the notes.

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Can create one element using 'Habits' feature. E.g. A user creates a habit element "Exercising" but can't create another one unless he/she has Premium subscription.

Sync with Google account.Save images and links from social media

websites FB and Twitter.Search for Boards and Notes.

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PREMIUM VERSION Passcode for improved security. Sharing of Broads and Notes with other members. View and create notes using Android wear

devices. Can create more than 1 habit elements using

"Habits Feature”. No advertisements. Can use the superior product design features,

services and can have personalized UI customization

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COMPETITORS

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TOP COMPETITOR-MINDLY APP

FUNCTIONALITYo Infinite hierarchy of elementso Attach notes, image or icon to any elemento Color schemes for elementso Visual clipboard for reorganizing contento Export as mindmap (PDF/OPML/Text)o Dropbox synco Passcode

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Limitations -> A user can create only 3 elements using

free version.-> A user can’t have reminders, alarms and Google account sync.-> No habit feature.-> Search among elements is available only for premium users.

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OTHER COMPETITIORS

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POINTS OF PARITY To create boards and notes in that board. To be able to put images and links. Superior user interface. Color schemes for elements Visual clipboard for reorganizing content Export as notes/boards (PDF/OPML/Text) Dropbox sync Passcode

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POINTS OF DIFFERENCEUser can set reminders and alarms.User can make checklists.User can use the Google account(sign in using

google account) to get mails about pending tasks, upcoming events, meetings etc.

User can access his account via various devices to see the events, notes etc.

User can use the 'Habits' feature to develop habits and check their progress over time with the detailed analytics.

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User can use cast screen feature of smartphones for showing his/her boards and notes on other digital devices. User can share boards and notes with other members. For example, a team working on a project might want to share the board and notes of their project.User can view notes using Android wear devices. E.g. smartwatches.User can save images/links from social media websites like Facebook, Twitter to the app.Interface can be customized by user according to his/her convenience using settings.

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PRODUCT Attributes :

->Simple and elegant design.->A collaborative tool that helps consumer plan and organize things effectively and systematically.

Benefits :->Consumer needn’t install various apps as this

app is a collaborative tool. Costs :

->This app is based on ‘Freemium’ concept with free version and premium version.

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SERVICES Attributes :

->A website, blogs and discussion forums for the app where people can get all the details, important features, update information for the app.->Soliciting feedback, reviews and ratings from consumers for making further updates to the app.

BENEFITS :->Customer understands the complete offering

and value of the product.->For long-lasting customer loyalty .

Costs :->All the services are free of cost to consumers

because we believe in consumer-centric marketing.

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Brand Mantra : “Lifehack at fingertips”.Brand Tagline : “Say no to chaos, Plan It”.Communicating PODs to the consumers.Practicing mass marketing and thus creating a global brand image and equity.Create new apps to expand brand portfolio and thus improve brand equity.Collaborate with giants like Google in order to become one of the top brands and surpass competencies.Creating brand personality as ‘Competence’( reliable, intelligent and successful).

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Pricing will not be permanent and will change according to the market dynamics.Pricing model – FreemiumPsychological discounting- ending with 9.Channel pricing: More on Amazon appstore than on Google Play .

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INCENTIVESIncorporating referral incentives to

promote sharing of app. E.g. If a user shares the app among

his friends, family etc and is able to get 10 new users, then he will get 1 month of free Premium Version.

Incorporating review, feedback incentives where users get some benefits by giving feedback or reviewing the app.

Watching advertising videos to avail some new features for a limited time.

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COMMUNICATION

Beforehand, making sure that app is bug free and product design is superior and surpasses its competitors.

Creating a website for the app where people can get all the details, important features, update information for the app.

Creating blogs and discussion forums where users can read about app, discuss, give feedback.

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COMMUNICATIONStimulating discussions and brand buzz among

influencers in the target customer community, among app reviewers and tech bloggers who focus on the new apps releases.

Using App Store Optimization best practices to be easily found in app store and Google Play.

Creating an initial burst using existing customer platforms (website, blogs, text, mails, social media) to spur initial downloads and get high ranking in App Store(Google Play), so as to achieve organic growth.

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Appstores

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APK file of the app on the website, blogs and social media. Recommendation sites like Appoke, AppStoreHQ, appESP, Applolicious, Chomp, AppsFire, AppBrain, Appboy, AppAware, Smokin Apps, iApps.in etc.

Creating a mobile Web version, coded in HTML 5, of the app to enable wide distribution outside of the smartphone audience. Adding Web app to stores like GetJar, just like any other native application.

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Infrastructure:• App Developers• App Reviewers• Advertising team• Marketing Team• Design Team

Processes & Schedule:• Requirement Analysis• Consumer Analysis• Market Analysis• Product design and Strategy• Promotion Strategy• Rolling out the product• Post release research• Making necessary modifications and rolling out updates

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SUMMARY Execution Summary Situation Analysis Goal Strategy Tactics Implementation

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DISCLAIMERCreated by Sourab Mangrulkar, NIT Goa, during a Marketing internship by Prof Sameer Mathur, IIM Lucknow

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