Marketing Plan For Android Application

MARKETING PLAN

MOBILE SOS

IT’S NOT TIME TO PANIC, BUT WE NEED A SENSE OF URGENCY.

MISSIONTO CREATE AN

APPLICATION ACROSS ALL MAJOR PLATFORMS

THAT HELPS OUR CUSTOMERS IN ANY

EMERGENCY CASE AND PREVENTS LOSS OF LIFE

AND PROPERTY

EXECUTIVE SUMMARY• In today’s world, emergency services are the need of the hour due

to the increasing number of accidents, and work lifestyle. • This calls for the need to have an application that has all of the

emergency services like ambulance, hospitals, doctors and even other personal security features integrated into one single application.

• This application - MOBILE SOS has been conceptualised to cater to the emergency needs of the people.

BUSINESS GOALS

TIMELINE OF EVENTS

GOALS Mar 2017 Nov 2017 Mar 2018 Aug 2018 Nov Dec

• APPLICATION DEVELOPMENT

• BETA TESTING AND RESTRICTED RELEASE

• COMPLETE FEATURE INTEGRATION

• FINAL RELEASE ACROSS ALL PLATFORMS

• 20000 DOWNLOADS

• 1,00,000 DOWNLOADS

TARGET MARKET

• PLATFORM - 1. ANDROID2. IOS

• USERS - 1. ANDROID - 1.4 BILLION

2. IOS - 505 MILLION

• COLLABORATORS - 1. FIRE SERVICE2. POLICE3. AMBULANCE SERVICES4. HOSPITALS

TARGET MARKET

PRODUCT FEATURES

PRODUCT FEATURES

• POLICE, FIRE SERVICES, AMBULANCES AND HOSPITAL SERVICES INTEGRATED INTO A SINGLE APPLICATION.

• FACILITY TO ADD EMERGENCY CONTACTS AND DIAL THESE NUMBERS BY PRESSING THE POWER BUTTON.

• USE GPS TO SEND CURRENT LOCATION TO THE EMERGENCY SERVICES. • MESSAGING AS WELL AS CALLING FEATURES AVAILABLE. • INBUILT DATABASE OF ALL REQUIRED PHONE NUMBERS THAT ARE

UPDATED AS PER THE REGION THE USER IS CURRENTLY PRESENT IN USING GPS.

PRODUCT POSITIONING

PORTER’S GENERIC COMPETITIVE STRATEGIES

DIFFERENTIATIONCOST LEADERSHIP

COST FOCUS DIFFERENTIATION FOCUS

Low Cost Differentiation

Nar

row

Broa

d

Com

peti

tive

Sco

pe

Source of Competitive Advantage

THE COMPETITIVE ADVANTAGE MATRIX


COST LEADERSHIP

ONE APPROACH TO CAPTURE THE MARKET IS TO BE THE BEST IN TERM OF COST EFFECTIVENESS AND OFFER THE BEST POSSIBLE PRICES FOR THE SERVICES OFFERED TO PULL CUSTOMERS TOWARDS OUR APPLICATION FROM OTHER EXISTING CUSTOMERS, PRIMARILY DUE TO THE COST INVOLVED IN PURCHASING THE SERVICES.

COST FOCUS

AIMED AT A 3-6% CONVERSION FROM FREE TO PAID USERS.


DIFFERENTIATION

UNIQUENESS IN TERMS OF THE SERVICES OFFERED AND THE IMPROVISED EASE OF USE IS ONE OF THE TACTICS THAT CAN BE EMPLOYED BY TO INCREASE THE CUSTOMER BASE. THE APPLICATION WILL EVENTUALLY BE REWARDED FOR ITS UNIQUENESS WITH A PREMIUM PRICE.

DIFFERENTIATION focus

AIMED AT A 6-9% CONVERSION FROM FREE TO PAID USERS.

FORCES AFFECTING MARKET DYNAMICS

Industry Competitors

Rivalry Among Existing Firms

Suppliers Buyers

Potential Entrants

Substitutes

FORCES DRIVING INDUSTRY COMPETITION

PORTER’S FIVE FORCES MODEL

POTENTIAL ENTRANTS

BUYERS

SUPPLIERS

SUBSTITUTES

New entrants to an industry bring new

capacity, the desire to gain market share, and

often substantial resources.

“Industry Competitors


Suppliers Buyers

Potential Entrants

Substitutes ”



CURRENT POSITION

POTENTIAL ENTRANTS ARE A MAJOR CONCERN FOR ANY EXISTING BUSINESS BECAUSE THESE NEW PLAYERS IN THE MARKET CAN BRING A PRODUCT IN THE

MARKET THAT CAN SUDDENLY CHANGE THE MARKET DYNAMICS.


Buyers compete with the industry by forcing down

prices, bargaining for higher quality or more services, and playing competitors against

each other -all at the expense of industry profitability.

“Industry Competitors


Suppliers Buyers

Potential Entrants

Substitutes ”



ONE OF THE KEY BUSINESS OBJECTIVES OF THE APPLICATION IS TO INVOLVE MORE AND MORE

BUYERS BY PROVIDE HIGH QUALITY, AFFORDABLE SERVICES TO FEATURE MORE AND MORE DOWNLOADS.

Substitutes limit the potential returns of an industry by placing a

ceiling on the prices firms in the industry can profitably charge.

“

”



Suppliers Buyers

Potential Entrants

Substitutes



THE APPLICATION HAS TO PERFORM BETTER THAN POTENTIAL SUBSTITUTES WHICH ARE OTHER APPLICATIONS PRESENT IN THE MARKET THAT OFFER SIMILAR

SERVICES BY OPTIMISING PRICING AND SERVICES TO MAINTAIN A COMPETITIVE ADVANTAGE.

Suppliers can exert bargaining power over

participants in an industry by threatening to raise prices or reduce the quality of purchased goods and services.

“

”



Suppliers Buyers

Potential Entrants

Substitutes



SUPPLIERS, WHICH ARE HOSPITALS, AMBULANCE SERVICES AND OTHER SERVICES MUST ALSO GET ENOUGH PROFITS SO THAT THEY NOT BARGAIN ABOUT THE

PRICING ON THE BACK END TO DECREASE REVENUES GENERATED BY THE APPLICATION.

Rivalry among existing competitors takes the familiar form of jockeying for position

-using tactics like price competition, advertising

battles, product introductions, and increased

customer service or warranties.

“

”



Suppliers Buyers

Potential Entrants

Substitutes



INDUSTRY RIVALRY IS THE BIGGEST FACTOR IN SWAYING THE MARKET CONDITIONS, OWING TO UNPREDICTABLE AND UNEXPECTED TACTICS THAT SUDDENLY IMPACT

OTHER COMPETITOR’S REVENUES.

FACTORS AFFECTING MARKET

PERFORMANCE

Trying to take a greater share of an existing

market with an existing product

Finding or creating new markets for

existing products

Extending existing

products with existing markets

Creating new product lines or ranges for sale in new

markets

Market Penetration

Diversification

Product Development

Market Development

Existing New

New

Exis

ting

Mar

ket

Products

THE PRODUCT-MARKET GROWTH MATRIX

ANSOFF MATRIX

Market penetration is an effort to increase company sales without

departing from an original product-market strategy. The company seeks

to improve business performance either by increasing the volume of sales to its present customers or by finding new customers for present

products.

“Market Penetration

Diversification

Product Development

Market Development

Existing New

New

Exis

ting

Mar

ket

Products

”


ANSOFF MATRIX

MARKET PENETRATION BY MOBILE SOS CAN BE DONE BY INCREASING APP DOWNLOADS AND INSTALLS BY APPROPRIATELY MARKETING THE ESSENTIAL AND

UNIQUE FEATURES THAT PROMPTS THE BUYERS TO ACTUALLY BUY THE PRODUCT TO AVAIL THESE FEATURES.


A product development strategy, retains the present

mission and develops products that have new and different characteristics such as will

improve the performance of the mission.

“

”

Market Penetration

Diversification

Product Development

Market Development

Existing NewN

ewEx

isti

ng

Mar

ket

Products

ANSOFF MATRIX


SUCCESSFUL PRODUCT DEVELOPMENT IS THE KEY TO ENTER INTO THE TARGET MARKET SEGMENT AND MOBILE SOS CAN ACHIEVE THIS BY SURVEYING AND

GATHERING THE ACTUAL NEEDS OF THE TARGET MARKET SEGMENT AND INCORPORATING THEM INTO THE APPLICATION.


Market development is a strategy in which the

company attempts to adapt its present product line (generally with some

modification in the product characteristics) to new

missions.

“

”

Market Penetration

Diversification

Product Development

Market Development

Existing NewN

ewEx

isti

ng

Mar

ket

Products

ANSOFF MATRIX


Existing NewN

ewEx

isti

ng

Mar

ket

Products

MARKET DEVELOPMENT IS THE KEY TO SURVIVE IN THE EVER CHANGING MOBILE APPLICATION MARKET. THE MOBILE SOS DEVELOPMENT TEAM SHOULD

INCORPORATE AND EXTENSIVE FEEDBACK PROCESS BY WHICH THEY CAN KNOW THE FEATURES THE CUSTOMERS DESIRE IN THE APPLICATION AND THEN

INCORPORATE THEM TO INCREASE THE APPLICATION’S USABILITY.

Diversification is the final alternative. It calls for a

simultaneous departure from the present product line and the present market structure.

“

”

Market Penetration

Diversification

Product Development

Market Development

Existing New

New

Exis

ting

Mar

ket

ProductsTHE PRODUCT-MARKET GROWTH MATRIX

ANSOFF MATRIX

Existing New

New

Exis

ting

Mar

ket

Products

DIVERSIFICATION IS ESSENTIAL TO SUSTENANCE IN A DYNAMIC MARKET LIKE THE MOBILE APPLICATION MARKET. MOBILE SOS MUST ADAPT TO THE EVER

CHANGING CUSTOMER NEEDS TO COME UP WITH NEW AND IMPROVED FEATURES THAT GIVE THE EDGE TO BECOME THE MARKET LEADER.

WHY USE MOBILE SOS?

POINTS OF PARITY

CROSS PLATFORM SUPPORT

EASY SYNC OF GOOGLE ACCOUNTS

ALL EMERGENCY SERVICES AVAILABLE

EASE OF USE

05

04

03

02

01

FREE AND PAID VERSIONS

POINTS OF DIFFERENCE

FULLY CUSTOMISABLE INTERFACE

INSTANT SERVICE DISPATCH

DATABASE UPDATION AS PER LOCATION

05

04

03

02

01

GPS SUPPORT

ADD YOUR OWN CONTACTS

TACTICS

PRODUCT

SERVICE

PRICE

COMMUNICATION

DISTRIBUTION

PRODUCT STRATEGY

INTRODUCTION GROWTH MATURITY DECLINE

DEVELOPMENT

LAUNCH

GRO

WTH

(E.

G.

SALE

S,

VOLU

MES

)

TIME

PRODUCT LIFE CYCLE CURVE

THE MARKETING AND PRICING STRATEGY FOR EVERY PRODUCT VARIES ACCORDING TO THE PHASE IN WHICH THE PRODUCT IS CURRENTLY IN. THESE PHASES ARE INTRODUCTION, GROWTH, MATURITY AND DECLINE.

PRODUCT STRATEGY

INTRODUCTION PHASE

Focus on promoting the existence of the product by innovative

ways.

Low Focus on cost, more focus on visibility.

Focus on improving app stability by identifying bugs.

Use Points of Differences to convince the users to spread the

word about app launch.

GROWTH PHASE

Focus on improving the brand awareness and cementing the

brand position.

Introduction of paid and exclusive features.

Focus on improvement and removing all known issues.

PRODUCT STRATEGY

MATURITY PHASE

Focus on maximising downloads and maintaining the market

leadership.

Focus on cost and visibility both.

Fully stable application.

Revenue generation via advertisements, paid and

exclusive features.

DECLINE PHASE

Focus on sustaining the market leadership.

Introduction of new features to tackle competition.

Extensive data analysis to better understand the changing needs

and dynamics of the market.

VALUE PROPOSITION - CUSTOMERS

Personal IDs

Emergency Services Deployed

Application Interface

Review and Feedback

Improve Services

VALUE PROPOSITION - SERVICE PROVIDERS

Increased Visibility Consumer Engagement

Analytic Feedbacks

DISTRIBUTION CHANNELS

BASIC

Free

All emergency services available

PREMIUM

Rs.499

All Standard Package Services

STANDARD

Rs.199

No Advertisements

Live GPS trackingExclusive Member AccessFull Fledged Customer Support

Customise emergency button settingsReal time database updationMulti Device Support

Add your own emergency contacts Instant Service Dispatch

PopularIntroductory Best value

VALU

E

PRODUCT PRICING

All Basic Package Services

Multi Platform Support

DISCLAIMERCREATED BY AYUSH VERMA, MANIPAL INSTITUTE OF TECHNOLOGY DURING A MARKETING INTERNSHIP BY

PROF. SAMEER MATHUR, IIM LUCKNOW.