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Page 1: Let's go app

“LET’S GO” -

ANDROID APP

Marketing Plan

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• LET’S GO is an app that makes travelling easy for its customers. Entering into an entire new city , we face many difficulties like travelling within the city , good hotels at affordable prices , restaurant , tourist places , specialties, shops ,malls etc . We have to ask the localites for everything and most of the time language differences make it cumbersome . Here comes the rescue app , in this app we will provide the customers with all over trip experience at an affordable price

1.1 OVERVIEW

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• To generate as many downloads as possible with good reviews in the 1st two three months

• Aim to achieve more sponsorships and tie-ups with upcoming collaborators

• Customer satisfaction is the ultimate goal

1.2 GOAL

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• Prepare an exhaustive ,distinctive & innovative Marketing Plan for the App “Lets Go”

1.3 COURSE OF ACTION

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SITUATION ANALYSIS

COMPANY OVERVIEW

MARKET OVERVIEW

TARGET CUSTOME

RS

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• Since it is a travel based app so its main product line is “We going places” .

• It relieves the user of headache of any prior arrangements as it make that for the user. The customer just has to select the price range and locations.

• It also helps the user to prioritise things like which place to visit first, which restraint to dine in etc .

• The core competencies of the customer includes customer satisfaction, a great task of surveying an reviewing , tie ups with different companies and geographical

2.1 COMPANY OVERVIEW

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• This app basically target the middle incomed families although its flexibility makes it suitable for high income families too .

• The competition that we can face is from other trip organiser companies like make my trip, travelzoo etc which are already established very well in the market.

• We need to collaborate with the various hotels , restaurants , taxi services and other surveying companies that could conduct the survey so that we get genuine ratings of the places.

• It has a huge market open in front of it to acquire and expand its business but the only threat that it faces is from the well established players in the same domain

2.2 MARKET OVERVIEW

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Opportunities•Easy accessibility

•Time saving•Huge market to expand•Discounts to the premium users•Reliable source of information

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Threats•Well established competitors in the market• Disloyal customers•Fear of new entrants•Fake reviews

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Families

Working professionals

Youth

Tourists

2.3 TARGET CUSTOMERS

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The main goal of the app is to create happy and satisfied customers besides producing revenue. The app aims at about 5- 6lakh downloads in a year with a substantial good ratings .It also aims at making a revenue around $100000 in a month and thus establishing a good market share in the market and a good amount of collaborations in a short span of time

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4.1 TARGET MARKET

TARGET MARKET

CUSTOMERS COLLABORATORS COMPANY COMPETITORS CONTEXT

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CUSTOMERS

CUSTOMER NEEDS

CUSTOMER PROFILE

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CUSTOMER NEEDS

Places to visit

Affordable restaurant

s and hotelsRegional

specialities

Affordable and easy travelling

CUSTOMER PROFILES

Families

Working profession

als

Tourists

youth

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CollaboratorsSuppliers

• Taxi dealers• Hotel dealers • Restaurant

dealers• Surveyors • Agent

suppliers

Channel Members

• Marketing professionals

• App stores

Communication partners

• Google play store

• Food and travel related blogs

• Hotel websites,

• Tourism department sites,

• Clubs like rotary club ,

• Travel sites like make my trip

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CompanySTRATEGIC BUSINESS

UNIT• Development and

maintenance of app• Regular upgradation

of app• Sponsorship• Distribution• Marketing and

promotion • HR team for hiring

agents

KEY STAKEHOLDERS

• Developers• Marketing team • Collaborators• Distributers • Suppliers

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Competitors

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It provides best quality of

services at affordable

prices . Also discounted

coupons will be available to the premium users

It is portable , easier to

collaborate rather than

opening a new chain of

hotels .It has GPS, taxi

booking , ticket booking sites all

in one app

whenever we travel to different places theres a

change of culture , language etc and a person

may feel uncomfortable in asking the routine places . This app

helps by providing every detail about the area u live in

The app is easy to use but should be updated regularly

according to the reviews of the

customers

Context

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VALUE PROPOSITION

Customer value

Collaborator value

Company value

4.2 VALUE PROPOSITION

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•Since the number of customers who want to travel will keep on growing and since it provides good quality service at affordable prices more and more customers will attracted to itValue propositioni

ng•The affordable prices and the personal

help provided in the form of agents will separate from other players in this fieldPositioning

strategy

•Personal assistance• 24*7 availability •affordable prices and reliability Positioning statement

Customer Value

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•Since travel and tourism is the biggest revenue generation department , it will help the hotels and restaurants to attract more and more consumersValue propositi

on•The dealers can be sure of guaranteed

return on investment , it will also increase their customer base Positionin

g strategy

•United we stand and rule . Thus , it will help in conquering the market . All the profits or losses will be divided

Positioning

statement

Collaborator value

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•Since the company has a large market to expand it wont face dearth of customers or servicesValue propositi

on•Appropriate remuneration ,• friendly environment , •employee recognition and

appreciation Positioning

strategy

•Work in harmony , together we will make our company reach at the top

Positioning

statement

Company value

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TACTICS

Price

Product

Service

BrandIncentives

Communications

Distribution

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Attributes• A

working app

• A guide for travelling

Benefits• Available

24*7 • Expert

guidance• Attractiv

e deals

Cost• Free for

the first two trips , then $5.9 for subscription

5.1 PRODUCT

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Attributes• 24*7 service

guidance is available,

• Agents will also be available on hire

• GPS tracks the location and show the nearby services

Benefits• Affordable

services of good quality ,

• Reviews of all places available

• More to choose from

• Feedback option

• Discounts to premium users

Cost• Free for the

first two trips , then $5.9 for subscription

• All the services are provided at affordable prices

• Discount deals to premium users

5.2 SERVICE

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5.3 BRAND• NAME : LET’S GO• SLOGAN : “We going places”• SYMBOL:

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Free for the first two trips For the subsequent trips , the user must subscribe and the Premium version of the app is - $5.9The premium users will be given discount coupons and many other incentives

5.4 PRICES

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Customers• Discount

coupons to the premium users

• If the user recommend the app and the person downloads it , the user earns extra points and collection of many such points helps to redeem a discount coupon

Collaborators• Commission to

the hotels and other services as a part of dividend

• Timely returns on the discounted services

• Promotion of the brand of collaborators as well

Company personnel

• Employee that bring the maximum number of sponsorships will be rewarded

• Bonuses and allowances to the sales force team that bring maximum no of premium customer

5.5 INCENTIVES

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Google play store Food and travel related blogs Hotel websites Tourism department sites Clubs like rotary club Travel sites like make my trip and Social networking sites like facebook

, twitter etc

5.6 COMMUNICATION

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5.7 DISTRIBUTIONS

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6.1 ORGANIZATION STRUCTURE

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Market research and surveys done

to analyse the need of people

Analyzing consumer and

business markets

Analyzing core competencies of

the company

Identify the target customers

Identify the goal of the company

Developing a product strategy

Setting up a proper pricing

strategy

Setting up a communication

strategy and planning an organization

structure

Managing the same marketing

strategy and making changes if

required

6.2 PROCESSES

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6.3 SCHEDULE TASK TIME Market Research 2 months

Analysis of consumer and business markets

1 month

Crafting market positioning 1 monthSetting up strategic business unit 4 months

Setting product strategy 2 weeksDeveloping pricing strategy 3 weeks

Designing integrated marketing channel

3 weeks

Designing integrated communication channel

3 weeks

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No of Premium usersFeedback form filled by usersTotal profitNet growth in customers

7.1 PERFORMANCE EVALUATION

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• Since the tourism industry is the largest and fastest growing industry , it should keep pace with the changes

• New entrants in the market are a threat

• Regular updation of the app according to the reviews of the customers is required

7.2 ENVIRONMENTAL ANALYSIS

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BREAK EVEN ANALYSIS

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Executive SummarySituation AnalysisGoalStrategyTacticsImplementationControlExhibits

SUMMARY

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Created by Nitika Arora, GNDU during internship in marketing under

Prof Sameer Mathur , IIM Lucknow

DISCLAIMER