An Indoor Navigation

System

Marketing Plan for Android App

Executive

Summary

Situation: With the increase in Indian economy, there has been

a constant increase in the number of malls and supermarkets

as well as the number of people visiting the malls and

supermarkets.

Problem: Lack of an indoor navigation system that makes it

tough to search through the entire mall. This eats away time

and energy due to which people prefer online shopping. GPS

doesn’t work indoors as it is blocked by walls.

Solution: A software-hardware integrated solution that which

will use VLC to guide the consumer to their desired product or

shop inside a supermarket or mall respectively.

What

is NavigIn?

Software hardware integrated platform

Helps customers

find their way inside malls

Second phase involves

navigation through hospitals

Company Overview

Easy shopping experience for customers

Most of the consumers encounter this problem which kills their time and

consumes a lot of energy resulting in a shift from offline to online shopping

NavigIn uses VLC using LEDs for communication. No additional hardware

required by the consumers, just their phone

NavigIn is also planning to offer a solution for the visually impaired which will

make navigation inside their homes easier

Market Overview

• Currently, the company’s market involves the supermarket and mall goers.

• Customer segmentation

-Demographic: Age 18-40

-Psychographic: Students and working professionals who spend less time in malls and supermarket

Target Customer

Working Professionals

Students

Entrepreneurs Retailers

Age group 18-40

Goal

Goal

Talk to the retailers, design an app specifically for supermarkets and malls to make the shopping experience easier.

App installation will be free for the users but the retailers have to pay to list their supermarket.

Phase 1 Extend the idea to

hospitals

A platform specially for visually impaired people where they can move inside their houses with ease.

Phase 2

Strategy

Target Market

• Customers:

- Satisfying customer needs for an easier an more efficient shopping experience where they save time and energy

- Customers can utilize the same time in looking at a variety of shops or products

- Mainly age group 18-40 including students and working professionals

• Collaborators:

- Supermarkets and malls ( listing their mall and supermarket in the app)

- Marketing channel members will be the same

- Communication partners: Social Media, App will be the basic marketing platform.

• Competitors:

- Philips ( Not in India)

- Insoft

- Senion

Value Proposition

• Customer value :

- NavigIn offers an easy shopping experience for its customers giving them a one of a kind shopping experience.

- It positions itself in the market among youth and working professionals who to save time prefer online shopping but won’t mind going to supermarkets with this kind of platform

- “Say goodbye to the hassles of shopping” is the brand mantra for customers

• Collaborator value :

- The retailers can attract the lost customers by integrating with our platform

- “ Win back your customers” is the brand mantra for collaborators

• Company value :

- For the employees and stakeholders, it is a great a venture to invest in as we show them the vision and what we aim to achieve

Tactics

Product and Service

• A product that makes shopping easier and faster with a simple a mobile app

• List your favorite shops and we try them getting it on your phone!

Brand

• Brand name:NavigIn

• Brand mantra: “ Say Goodbye to the hassles of shopping”

Implementation

Survey from customers

Sorting their preferences

Approaching retailers of malls and supermarkets

Showing them the future and vision

Design and Launch

DisclaimerCreated by Shivangi Gambhir, Manipal Institute of Technology, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.