Marketing Plan : VOCAB - An English Vocabulary App

Overview :Marketing Plan for an English Vocabulary App Extensive features Free and Premium Versions

To build English vocabulary and enable a simpler and comfortable learning experience.

Action Plan:

• Analyze market, set up SBU and set up pricing and marketing associations

• Create Brand Awareness, use minimal existing brand equity in company blog domain

• Set up Facebook app site• Promote Brand Mantra

Core Competencies :• An extensive array of vocabulary building tools• Strong expertise in the language market

Strategic assets:• Having a panel of prominent language and

vocabulary experts• An audio approval and phonetics team• Tie up with a number of international agencies that

provide sample questions on competitive exam patterns

• Programming interface for the app that takes up minimal memory on phone.

Product Line:• The brand has a few online

blogs that caters to creative writing, literary pieces and educational topics

Market Position:• The firm has no experience in the app

domain • Is new as a learning source.

• Core target segment is students• Have an existing consumer base from their

blogs

• Competitors include established vocabulary apps like Magoosh and Vocabulary.com

• Online teaching sites like Magoosh and many others

• Collaborators include teaching institutes, focus groups, educational talks that the app collaborates with for promotion, software developers, distributors like Google Play and Amazon

Opportunities :• A product extension could be tailored in

future specific to middle aged professionals and corporate segment.

• Booming Use of Apps

Threats :• Strong Competitors• New to particular domain

Target Consumers

The product offering of building strong vocabulary suits the needs of students as they prepare for competitive exams or try to land a job.

• Students ( 16- 26 age group)• Job Aspirants• Literary Enthusiasts• Middle aged professionals

Focus:• Be known for simple learning experience• Promote Brand mantra• Get 1 on 3 conversions from free users to

premium• Reach 10,000 downloads• Keep connected with target segment via

various communication channels Benchmarks :

• Reach 5000-7000 installs within first 4 months• Overall app rating higher than 4

Customers:

Needs – • Strengthen vocabulary• Improve pronunciation• Apply skills in a competitive

platform

Target segment/Customer profile :• Students• Job aspirants• Middle aged professionals• Any literary enthusiast

Suppliers :• Test question compilation agencies• Software developers• Panel of language experts

Channel members :• Facilitators like Google Play, Amazon• Facebook and app reviews that provide

feedback (information flow)

Communication Partners :• People for word- of mouth marketing• Tie-up institutions that promote app• Fests and sponsored events• Advertising Agencies• Facebook, social media

• App Coders or Software Development Team

• Content Design Team (Panel of language experts, audio and phonetics team)

• Marketing Team ( develops marketing plan, strategizes to promote app and reach certain benchmarks, responsible to create brand equity)

• Business and Finance Team

• Public Relations Team : Employee and Investor relation teams, CRM Team (customer relationship management team)

Key Stakeholders :

• Developers• Marketing Team• Collaborators • Customers• Employees

Competitors :

• Magoosh, Vocabulary.com

• Established online teaching apps and sites

• English courses available specific to TOEFL, SAT .etc

Context :

Economic : Economic premium fee relative to other apps in market and array of services offered.

Technological: Apps is suitable for all smartphones, offers smooth and easy transition through word decks and audio tutorials.

Socio-cultural: People from different regions and languages can use the app to improve English easily.

Regulatory : Abides by regulations and offers a quality app that can be upgraded.

Physical : Physical and mental processes are rejuvenated by a good learning experience.

Customer Value : Improves vocabulary, Quality learning experience, Handy and Simple to use , Vocabulary testing with standard question pattern

Collaborator Value : Compete with other rivals, Sense of satisfaction by making the app successful, Monetary incentives

Company Value : Creative work environment, Freedom to implement profitable ideas and upgrades for the app, Opportunity to develop self through teamwork , Esteem for members of the organization.

TACTICS

FREE VERSION

• Vocabulary flashcards for easy reference• Audio pronunciations• Sample test questions• Essay Analysis techniques• Words into learning decks for simplicity• Each deck indicates a more advanced level

PREMIUM VERSION

• Upgrade at $1.5• Audio and Video tutorials• Extensive set of test questions• Learn phonetics usage• Listen to popular literary speeches• Read free blog articles from premium account

• Simple to use• Comfortable, enjoyable learning experience• Responsive to customer and collaborator

feedback• Free and Premium services • Instills confidence• Makes individual self- equipped for

professional communication

Name : VOCAB , derived from vocabularyBrand Mantra : Make learning a simple and comfortable experienceSlogan : “ Learn Well, Learn Simple”Attributes : English learning app, simple to use and quality education

• Free services available • Premium service available at a cost, but

lower than most competing apps in the market.

• Upgrading fee is $1.5 • Competitors like Vocabulary.com have no free

services and is available only from $2.7

• Customers obtain discount entries to educational talks, speaker series upon referrals.

• Collaborators obtain monetary incentives and benefits

on contributing to overestimated installs and upgrades.

• Company personnel are provided with bonuses, pay

hikes or non-cash incentives on good company performance and sales revenue.

• Product feedback, information , upgrades are conveyed mainly through social media i.e Facebook page

• Product promotion done through event sponsorships, partnering with educational institutions and word of mouth (grassroots marketing)

• Print and online ads, mass e-mails, Google Ads

• Company Blogs

• Google Play • Amazon store• Preloaded App• Specific websites

CEO

Software Developme

nt Team Content Team

Marketing Team

Business and

Finance Team

PR Team

Employee and

Investor Relations

CRM Team

Organizational Structure

Market research and

survey to analyze people’s needs

Analyzing the

Macromarket

Analyze core

competencies of firm

Identify target

consumers

Identify goal of the company

Develop a Product Strategy

Setting a Pricing

Strategy

Setting up a Communication

Strategy and planning an organization

structure

Managing the market

strategy and updating as

per feedback

Processes

Tentative Schedule

Market Research - 3 monthsAnalysis of consumer, Business markets - 2 months Crafting Market Positioning - 4 weeksSetting Up Strategic Business Unit - 4 monthsSetting Product Strategy - 3 weeksSetting Pricing Strategy - 3 weeksDesigning Integrated Marketing Channels - 3 weeksDesigning Integrated Communication - 3 weeksChannels

1. Executive Summary2. Situational Analysis3. Goal4. Strategy5. Tactics6. Implementation

DISCLAIMER

Created by Sara Jacob, NIT Trichy during a marketing internship under Prof.Sameer Mathur, IIM Lucknow