Final Project Marketing plan for an android app
Final Project Marketing plan for an android app
App Name - HoldingHandsBasic app description Online mental
counselling application that provides its users mental support
through expert guidance
Current ScenarioMarket potential for online counselling is
expected to be 1100 Cr.A research from the university of Zurich
says that people prefer online counselling more than offline
counselling.6.5% of Indian population suffers from proven mental
illnesses.
Market PerceptionThere is a social resistance to healing mental
illness in market like India.People are less willing to spend money
on mental health services against physical ones
SegmentationOur target market is wide and includes students
suffering from career stress, peer pressure, relationship issues,
etc; working professionals suffering from office stress, married
life issues, etc.
TargetingCurrently, for initial stages,we plan to target
youthi.e. ages between 15 25, as they are more prone to such issues
and also they can be reached via social media easily
PositioningWe offer more personal connect to our users.We offer
better quality and more experienced experts than our
competitors
TargetTo generate 50,000 registered users and 20,000 paid users
in 1 year.
Strategy
Customer needsSolutions to their emotional problems through
personal connect and ensuring availabilility whenever needed.
Tactics
Product Free featuresThe app will be available for free on
Google Play Store.Access to mental tests, blogs, discussion
forumsInitial trial pack which enables users to have 20 minutes of
free interaction with experts
Product Paid featuresOnce a user buys the paid feature, he/she
can have access to Video call feature through appointmentVoice call
feature- through appointment Chat featureCall me feature any one of
the experts will call the user within 10 minutes
Brand HoldingHandsTagline With youalways
PriceMonthly 100 rupees fee that enables chat option.Users can
make an appointment for video callingat the rate of 500 for the
first 45 minutes and 100 rupees for the next 15 minutes.Users can
make an appointment for voice callingat the rate of 300 for the
first 45 minutes and 75 rupees for the next 15 minutes.
Incentives10% extra payment to experts for every conversation
rated 5 stars out of 5.5% extra payment to experts for every
conversation rated 4 stars out of 5.
CommunicationFor initial communications two major platform will
be used Facebook and Instagram
FacebookSharing TestimonialsSharing real life incidentsAsking
popular news-website to publicize our contentEnhance customer
engagement via comments interaction
InstagramCreating short life-hacks content in the form of
pictures with relevant story.Using popular hashtags and get
endorsement from other handles.Encourage customer engagement
DISCLAIMERThis presentation is created by Dhruvil Karani, Intern
under professor Sameer Mathur, IIM Lucknow
