This presentation was made during a marketing internship by Prof. Sameer Mathur, IIM Lucknow

1. Marketing Plan
SaveX
BY AKANKSHI MODY
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EXECUTIVE
SUMMARY

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The practice where a retailer agrees to match a lower price
in-store/online or at another retailer within a specific time frame
after purchase.
SaveX searches thousands of online retailers as well as
in-store merchants to ensure the consumer pays the best
possible price.
Executive Summary
What is a price match policy? Our Goal
SaveX detects price drops by monitoring prices of the
consumer’s products. These products are monitoring using the
receipts uploaded by the user on the app. The user can also
choose to give access to his email account using which SaveX
will automatically find and use product invoices. The app then
helps the consumer claim his money using the price match
policy.
What We Do
SaveX is a cross-platform application currently in the makes.
The company seeks to create a user friendly product which will
be used by consumers on their own mobile phones. The app
will be launched after the Beta version is released and tested.
A paid and Premium version of the application will be made
available on all platforms and extensive promotion will be done
for the same.
Course of Action

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SITUATIONAL
ANALYSIS

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Company Overview
● Convenience : The application facilitates easy price tracking and money
returns.
● Effective Communication : The ease of communication between the
consumers and employees increases the value of the company.
● Alliances with the retailers offering the price match policy.
● Absence of competitors in India, offering access to a large market
share.
● SaveX is the first of it’s kind in India, which gives it a lot of potential to
attract majority of consumers.
Core Competencies
Strategic Assets
Market Position

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Market Overview
Customers
The potential consumers include
people above the age 18, with
low or average incomes.
Collaborators
Online Retailers, Advertising
agencies and beta testers for
the application.
Competitors
Paribus ( United States and Puerto
Rico)
Pricerazzi (United States and Canada)

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Market Overview
Context
● Economical : User base will be
affected with economy fluctuations
since products purchased will be
reduced.
● Political : Not all countries support the
price match policy.
● Technological : Agile methodology will
have to be implemented to avoid
obsoletion.
Opportunities
● Increasing number of E-commerce
platforms giving more opportunities
for price drops.
● Constant competition amongst
E-commerce platforms resulting in
frequent sales and discounts on
products.
● Increasing user base of E-commerce
platforms with advancement of
technology.
Threats
● Competition : Any new competitor
poses threat due to reduction of market
share.
● Obsoletion : With the increasing
advancement of technology, there is
always a threat of obsoletion without
versioning.
● Policy change : Any change in the price
match policy poses threat to the
company.

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Above 18
Age
Urban Areas
Location
Low and Average Income
Income
Interested in Online shopping and E-commerce
Interests
TARGET CONSUMERS

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GOAL

10. SaveX will charge 15% of the refund amount as “success fee” to the user. Hence, the company as well the user benefits.
How will it be achieved?
Focus
Help users get money back while
increasing company revenues
The main focus will be increasing revenues to
not only breakeven, but also profit while
helping consumers claim money through the
price match policy.
SaveX

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2017 2018 2019 2020 2021 2022
Number of Consumers : 10,000
Net Income $50,000:
Number of Consumers : 40,000
Net Income : $200,000
Number of Consumers : 80,000
Net Income : 400,00
Performance Benchmarks

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STRATEGY

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Target Market
Customers
Needs : Claiming the
money through the price
match policy.
Competitors
Currently there is an absence of a
leading competitor in the Indian market.
Global Market competitors include -
Paribus (U.S. and Puerto Rico) and
Pricerazzi(U.S. and Canada)
Collaborators
Online Retailers : Online retailers like
Amazon and Flipkart that use the price
match policy.
Advertisers : The advertising agency for
the application.
Company
PERSONNEL : CEO and a Board of
Directors leading the firm.
A technical team developing and
versioning the application.
A marketing team devising strategies
for the company.
KEY STAKEHOLDERS: Investors of
the company.
Context
Economical : User base will be
affected with economy fluctuations
since products purchased will be
reduced.
Political : Not all countries support
the price match policy.
Technological : Agile methodology
will have to be implemented to avoid
obsoletion.

14. Stores change their prices all the time. SaveX gets you money when prices drop. So if you buy something
and it goes on sale later, SaveX automatically works to get you the price adjustment.
Value proposition
Positioned as an easy to use, convenient application that gets you refunds when you least expected it.
Positioning strategy
We’ll get you what’s yours
Positioning statement
VALUE PROPOSITION
CUSTOMER VALUE

15. For Retailers : A platform that improves customer
experience and consumer satisfaction
For Others : A platform that connects to a major
chunk of consumer market, hence increased
exposure.
Value proposition
A platform that improves consumer experience and
increased consumer interaction.
Positioning strategy
Connect with consumers!
Positioning statement
COLLABORATOR VALUE
A platform to interact and network with like-minded
people, with a number of opportunities and chances
for developing new skills as well as personal
development.
Value proposition
Learning and self development opportunities.
Positioning strategy
Bring out the best in you!
Positioning statement
COMPANY VALUE

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TACTICS

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ATTRIBUTES & SERVICES FREE PAID
Cross - platform application
Browsing through product listing and price drops
Claim cashback
Automatic detection of products through invoices in the mailbox
Notifications on finding the lowest price on the purchased product
PRODUCT

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BRAND
SaveX
We’ll get you what’s yours
Name
Logo
Slogan
SaveX

19. PRICE
INCENTIVES
Two versions to be launched:
1. Free trial of the Premium version for 1 month
2. PREMIUM version - $0.99
1. FREE version
2. First 5 claims are not charged with the success fee
15% of the refund amount is charged as success fee

20. COMMUNICATION
DISTRIBUTION
1. Cross-platform application available for mobile users
2. Advertising through dedicated campaigns
involving both online and offline elements
1. Social Media : Extensive Communication
through social media like Facebook,
Instagram, Twitter
2. A responsive, dynamic website developed using the
latest technology

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IMPLEMENTATION

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InfraStructure
CTO CFO
CEO
CMO
Technical Team
Leader Finance Team
Marketing Team
Developers
PR Team
PR LeadMarketing Lead

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PROCESSES
SWOT
Analysis
Define
Strategies
Develop
Application
Customer
Services
End Profit
Gather
Facts
Promotional
Campaigns

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Implementation Schedule
1/1 15/1 1/2 15/2 1/3 15/3 1/4 15/4 1/5

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CONTROL

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METRICS MEASURED BY PARAMETERS MEASURED
Customer Engagement Activity 1. Cashback Claims
2. Products
3. Downloads
Customer Service Product Performance 1. Crash Reports
2. Queries Resolved
3. Response Time
4. Subscription Withdrawals
Business Goals Revenue Generation 1. Download Growth Rate
2. Subscription Growth Rate
3. Revenue from Premium App
4. Revenue from “success fee”
Performance Evaluation

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Thank you for your
Attention

28. This presentation was made by Akankshi Mody, DJSCE -
Mumbai, during a marketing internship by Prof. Sameer
Mathur, IIM Lucknow
DISCLAIMER
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