Marketing plan( android app)
- 1. Marketing Plan for Android Application
- 2. Event Plus Your Event, Your Way…
- 4. Executive Summary Most of the people these days, run events even before realizing the importance of proper event planning. Event Plus is a new generation application that will help people to plan and realize their Events in an organized manner. Sometimes cost becomes an issue for someone, or maybe one is not able to find a proper event management group. Or maybe, the way they want their event to be planned, is not acceptable by the managers. Thus, Event Plus will serve as an interactive platform for communication between people and event managers, resulting in not just an Event but An ‘Event Plus ‘ !!
- 7. No close competitor Every kind of service provided Comparison and explanation of activities by advisors • Non exposure of many clients to large scale event managements. Difficult to instill this cost effective idea. • Hard to interest clients without a visit to buy the premium version • Mix and match facility available, so clients can design their own packages, choosing the best from all facilities • Focus on customer needs through a two tier process • Detailed ratings available, with criterions that have been predefined • Affordable cost for all facilities • Help available through online as well as visits for events • No competitor in the sector • Variety of services provided under one portal • Detailed comparison and explanation of all possibilities by advisors • People might not be interested in buying premium version • A new idea in the market can backfire
- 8. There are no competitors which fit the same description in the android app sector. There are some websites which provide facility for event networking and help in enhancing the social reach of an event, but our application helps not only in networking, but also in event realization.
- 9. Mix and match from various event planners And get the best out of each planner. Ratings by a defined criterion
- 10. India is the fourth largest mobile-app economy. The annual figure for India is projected to grow by 92% to reach 7.7 billion downloads this year, and further to 20.1 billion by 2020. The main driving force is the amount of time spent on the mobile applications.
- 11. Event management industry is one of the fastest growing industry . In addition to this, India being a country rich in heritage and culture, event management industry has a large scope of growth. By 2013- 14 the growth touched $768 million mark. In 2015, it grew by 25%. For 2016, the expected growth is about 15%. The double digit growth in this industry coupled with transition of this sunrise sector from a highly unorganized to organized niche and competitive sector is expected to see a manifold demand for talent pool.
- 12. Market Entry
- 13. Following will serve as a platform for the launch of our application
- 14. The cities where we will be providing our services initially will be: • Pune • Mumbai • Delhi • Lucknow • Bangalore If successful in major cities, beta testing and surveys will be done in other cities, so as to determine the success rate there. If it turns out to be as expected, services will be extended to those cities as well.
- 16. People above the age of 15, in well established Metropolitan cities where they have exposure to mobile apps, as well as to the concept of event management, and might require this facility on several occasions.
- 18. Application download goals: • 1 month: 50 • 3 months: 300 • 6 months: 1000 • 1 year: 4000
- 19. Premium application purchase goal: • 1 month: 15 • 3 months: 60 • 6 months: 150 • 1 year: 400
- 20. Offers: • 1 month: 10% off if one doesn't use mix and match from vendors, and if one does then just 5% off. • 3 months: 10% off if one doesn't use mix and match from vendors, and if one does then just 5% off. • 6 months: 10% off if one doesn't use mix and match from vendors, and if one does then just 5% off. • 1 year: 8% off if one doesn't use mix and match from vendors, and if one does then just 4% off. The above discounts will be calculated on the final amount (excluding taxes) to be charged. The mix and match facility is available at a nominal cost. NOTE: if any goal remains unsatisfied, then previous offers will continue to hold until the completion of goal.
- 22. • Customer • Collaborator • Company • Competitor • Context
- 24. COLLABORATORS • Minimum 5 event managers, before the release of our application into market who agree on a fair profit margin before launch. • Caterers, grounds organizers and labor services • Other service providers are also listed to put add ons help throughout the event planning process
- 25. COMPANY • Division head • Database Management • Finance Sector • Rating Department • Marketing Managers
- 26. COMPETITORS No close competitors in the market.
- 27. CONTEXT • Economic: Costs and Revenue Analysis • Technological: Database Maintenance and server traffic maintenance simplifying technicalities of the process. • Sociocultural: Healthy office environment. • Regulatory: Head advisor responsible for control of grievance. • Physical: Clean and healthy workspace.
- 28. • Customer Value • Collaborator Value • Company Value
- 29. Customer Value Attractive offers given by the company to all it’s custo er’s, discou t rates that are not available in the market. Mix and Match facility is not available for retail investors, thus this application brings to them options which are only available In large scale events. Customer experience is made easy by proper management and advising, phone updates through push notifications and a online query.
- 30. COLLABORATOR VALUE Event managers get clients without lobbying, advertisements and without supplying resources towards this cause, thus a massive work load is decreased for nominal rebates given to our application. Our application charges are minimal, so the profit margins of the collaborators is still high. For small scale caterers and other distributors in this sector, this app is a boon to put them on the face of large scale market in comparison with large event managing companies.
- 31. COMPANY VALUE Revenue is generated by premium application purchases, through application stores, through convenience fees charged for event planning, and a decent margin of profits from the collaborator side as well.
- 32. • PRODUCTS • SERVICE • BRANDS • PRICE • INCENTIVE • COMMUNICATION • DISTRIBUTION
- 34. • Mix and match of services • Cost & features of each amenity, with images if available. • Rating criteria/comparison tool: User Rating App viewer rating Feedback value • Detailed description of all products of the companies collaborated with our application. • Attractive offers and discounts • Time and cost efficient. • Advising and updates available throughout the planning process.
- 35. Excellent service provided by us helps strengthen Relations with customers. An interactive platform for planning an event, is one of it’s kind in providing cost and time efficient services.
- 36. The application lists different options and services available under a list of brands, thus the clients experience is paramount. The number of brands collaborated with our application will increase with the increase in popularity of the application.
- 37. $2 for the Premium Version. The premium version includes a free visit with our advisor. If client decides to deal with our company, a specific percentage of event cost would be charged as fee for our company, depending upon the scale of the event.
- 38. The customers will be given various attractive offers. For the collaborators, there will be no extra workforce allotted. They will gain profits with least efforts. The company personnel, will be getting bonuses for successful completion of client goals. The sales person (for first visits only) will be getting bonuses, as per the ratio of people he gets into the fold of our company.
- 39. Communication with customers through push notifications, emails, and visits. Areas where the concept of event management is popular, there marketing strategy would also include the distribution of pamplets, posters, emails and adds on social networking sites. Communication with collaborators will be done through email, and in person if required.
- 40. The application will be distributed through different app stores. FIRST VISIT: Detailed description of all amenities and company offers by salesman. FOLLOWING VISITS: An adviser will be allotted to the client who oversees the requirements and tentative schedule of the event. He would report to the head advisor. All the requirements and progress would be updated on the application and shared through push notifications. The client requests would be shared with collaborators as per need.
- 41. • INFRASTRUCTURE • PROCESSESS • SCHEDULE
- 42. INFRASTRUCTURE
- 43. • To minimize the startup cost in any city and risks, rented offices, minimal sales person and advisors would be allocated. • Centralized database in order to minimize work load. • With the progress of the company in the city, workforce would be increased, and temporary offices will be converted to permanent.
- 45. After the purchase of premium version one free visit from the side of company, during this visit the salesperson explains every service provided and the range of options. Then if the client is interested, a particular adviser is designated to the client who is responsible for the event planning and networking, this adviser reports to a head adviser who comes in if there is a problem. The adviser creates an event under the login of the client in the app, and updates all the progress and requirements in the app, so that the client can check on the progress. Information is passed on through emails and the push notifications, client is also informed that he can network his event through social media integration of our app, even ask us to post adds for his events. For all this a convenience fee is charged, depending upon the options chosen and event scale.
- 46. • Launch of the application • Advertising and promotion • Constant improvement based upon ratings
- 48. PERFORMANCE EVALUATION • Feedbacks are compulsory after every event, followed through by the team responsible for data handling. • Feedbacks are in the form of ratings, for different services and are updated on the application. • Performance evaluation of the company as a whole is done by a team of analysts.
- 49. ENVIRONMENTAL ANALYSIS • Analyzing different sources for metadata through surveys and also statistics and parameters to increase business in specific locations, targeting them more in order to gain more clients from that location • Minor alterations to application, which suits the clients, depending on client experiences and recommendations.
- 50. •Marketing Management by Philip Kotler & Kevin Lane Keller. •libguides.scu.edu •www.appannie.com
- 51. Summary • Executive Summary • Situation Analysis • Goal • Strategy • Tactics • Implementation • Exhibits
- 53. Created By Manu Pant, Symbiosis School of Economics, Pune, during a marketing internship under Prof. Sameer Mathur, IIM Lucknow.