Marketing App Under Marketing Internship IIM Lucknow

1. Water Vessel

2. Executive Summary
Overview of Situation
Water transport is the most easy and cheap mode of transport.
Unlike rail and road transport one does not have to construct water
ways because river and seas are given by nature.

4. InlandTransport
• Inland water transport refers to the transport facilities available
in the navigable waters, canals and back waters
• Half of the total traffic between Assam and Kolkata are shared by
river transport and the remaining half is shared by road and rail
transport
• Water transport is important in Kerala where rivers and
backwaters are used for ferrying goods and people

6. CoastalTransport
India has wide coast line of nearly 4200 miles. The shipping policy
committee recommended that Indian ships should secure 100% of
her coastal trade
OceanicTransport
India’s international trade is carried on by oceanic transport. The
committee recommended that India has secured 100% of their
coastal trade and 50% of their overseas trade

8. Company’s Goal
• To make sure the need of Boating is carried out for Trade
and Commuting Purpose (including tourism)
• To create a overwhelming experience for the Tourism,
Trader and Travelers

10. Select the Mode
1. Tourism
2. Travel
3. Occasion (further classification)
4. Watersport
Select the Date No of People Add On Payment
Purposed Course of Action
- developing Water Vessel App

11. Customer Base Financials Collaborators Business
Development
Sales through Pre
Booking
Resolving
Problems
Planning
necessary
actions
Feedback through
Customer
Brainstorming to
overcome shortcomings
Measuring
out activity
Developin
g Strategy
Security and
Safety to
Customer
A.I for App
development
Tools Creating balance for
demand and supply
STAGES OF PROCESS

12. Situationanalysis
Company's Core Competencies – Reliability and Performance, Customer
Service, Customer targeting, Superior Internet presence and Quality of
water transport medium through self owned Ferry, Rented Ships, House
boats and Pleasure boats
Strategicassetsits current productline
The length of water ways in India is maximum in Uttar Pradesh followed
by West Bengal, Andhra Pradesh, Assam and Kerala
Market position
Low competitors, most of them provide sight seeing or the purpose of
tourism

14. Market Overview
NW-1: Haldia (West Bengal) to Allahabad (1620 kms) on river Ganga
NW-2: Dibrigarh (assam) to Dhuburi (Assam, 891 km) on river Brahmaputra
NW-3: Kollam (Kerla) to Kottapuram (Kerla) on West Coast (168 kms) along
with Champakare canal (14 km) and Udyogmandal Canal (23 kms)
NW-4: Kakinada (Andhra Pradesh) to Pondicherry (1086 km) on River Godavari
NW-5: Talchar (Odisha) to Dhamra (Odisha) (623 km) on Brahmani River

15. Current/Potentialcustomers
• Inland water were rail and road are unable to reach
• Through online presence creating larger customer base
• Steps for the modernization, mechanization and computerization of the
coastal shipping by government
• The shipping ministry has identified 37 of the recently notified 106 inland
waterways to develop them for transport of cargo and passengers in the
next 2-3 years
Competitors – Competitors do not offers application based booking which gives
an edge in the market also by enhancing the customer experience.
Collaborators
• Presence of mini players
• Future is unclear due to lack of regulation

16. Target Customer
Geographic
• Cities- Coastal Region (Mumbai, Goa, Kerala, Tamil Naidu, Orissa, West
Bengal, Ganga river covering from Allahabad to West Bengal
Demographic
• Age Group - Any
• Income Level – Lower middle class to Upper Class
Psychographic
• Modern as well as Traditional Outlook
• Engaging in Adventurous Experience

17. Goal– To ease the operation of the customer for boating through app Water
Vessel
Phase - 1
• It increase the visibility of water transport
• To provide pre booking boat facility to tourist
• To mange the rush near river Ganga who wants to do boating
• To provide the employment for the oarsmen of river Ganga
• Renting boats for occasion like birthday, marriage, corporate events

18. Phase 2
• Continuing with Phase 1
• To increase tourism in region covered so far by adding more historic places
• To introduce watersport like Scuba diving, Para gliding, Banana rides
• Entering Western India, after achieving the threshold
• Fun game through electronic media, live telecast of matches
Phase 3
• Continuing with Phase 1 and Phase 2
• Entering market in East India and surrounding Island
• Introducing passenger transport
• Innovating various other means to increase the customer base

19. Strategy
• To provide the boats for tourist purpose
• To provide three categories of boats
1. Micro boat
2. Mini boat
3. House boat
• Boats will be providing boats on daily basis
Target Market
Corporates, Business Class, Family, a get together experience for friends
Income Category - Any

20. Customer Support
• Quick Response Force
• Smartphone app
• Provide for Special needs (Add On - Projector/Dashboard/Table
arrangements/Others)
• Multilingual Support
Collaborators- Oarsmen
Competitors
• Periyarfoundation in Kerala
• Crossindia in Kolkata
• Mini players in Goa, Daman, Andaman and Nicobar Island

21. POP
• Initial emphasis will be given on renting of boats for occasion like birthday
party, marriage
• To premium segment like corporate events, social function
• Watersport and similar sporting activities will be carried out in phases
decided
• Sea Restaurants were emphasis on having seafood will being in sea
POD
• Long distance passenger transport
• Cargo operations
• Fun Games and live telecast of matches will be dealt later as per the phases

22. Value Proposition
• Cleanliness
• Customer can decorate for the occasion as per their needs, complementary
service is provided for the same
• One on One attention
• Late night travel arrangement is provided
• Package of entertainment with live DJ, dance floor, Live music and singing from
all genres
• Strong customer support through mail, message and emails
• Collaborators can update brand performance and get updates
• Collaborators can engage with customers to cater their needs

23. Tactics
Product-Boats with all basic facilities. Depending upon the size of boats can
be adjusted (40 – 120 )
Service
• The boat can accommodate up to 24 people inside and 14 people on the
outside rear deck
• Whatever the weather, the boat is set up so passengers will have an
enjoyable time
• All windows can be opened, ensuring full visibility of iconic landmarks and
monuments
• Sip on your favorite drink (4 free drinks are included) and you can even
bring your own music on a USB stick or on your phone to add to the party
atmosphere

24. Price -The prices are as follows for our fleet of traditional rowboats. Please
note that a 1.5 to 2 hour ride is recommended, and trip prices can be broken
into 30-minute increments.
• 1 passenger = 250 Indian rupees (INR)/hour
• 2 passengers = 400 INR/hour
• 3 passengers = 500 INR/hour
• 4 passengers = 600 INR/hour(incremental increase in rates)
• Our comfortable motorboat can be rented for 2500 INR/hour
• Based on the various packages and keeping a profit margin of 10%, 15%
and 25% for passenger boats, rented boats and on special occasion
• Pricing of other activities like live telecast, electronic games, watersport
will be dealt as per footfall

25. Communication – To promote our company through different mediums
like print media and the electronic media.
• To promote our boat facility through Digital Marketing.
• Word of mouth
• Print media marketing
Incentives
• To provide discount offers to tourists for doing boating
• Provide boating facility at cheaper rate than other oarsmen in the
river
• To provide free ride for the new customers
• To provide special rides for the festive season and also cashback
facility

26. App
• It will be a free app for initial 6 months so as to generate a customer
base
• It will be paid app in order to access discount, offers and cashback
after 6 months
• Initial period app will display incentive as suggested

27. Operation Team
CEO
COMPANY
STRUCTURE
HRMarketing Team Finance Team Technical Team

28. Preparing an calendar with date of release, news,
announcements and promotional activities
Strategies to maintain customer growth and retention
App testing, official launch and press release
Focus on new target market and collaboration
Getting features on various online platform
Processes

29. Recap
• Executive Summary
• Company’s goal
• Purposed course of action
• Situational analysis
• Market Overview
• Execution of Project in phases
• Strategy
• Value Proposition
• Tactics
• Company Structure
• Process

30. Disclaimer
Created by Ajit Maurya, IMI Bhubaneswar during Marketing Internship with
by Prof Sameer Mathur, IIM Lucknow