IIM-L Internship under Prof. Sameer Mathur.

1. MARKETING PLAN
TuneUp-Android App

2. .
Overview
TuneUP is a one stop solution app for
all your Guitar buying/buying/selling
needs.

3. .
Executive Summary
Status Quo – Large demand of Musical
Instruments by students who are enrolled in colleges
The task of finding the preferred Guitar is cumbersome and
time consuming and often involves searching in multiple
stores at different locations

4. • The company aims to establish a network of students
, vendors and other third parties to create an easy
medium for Guitar exchanges.
• The proposed method is via an easy to use app, to get
in touch with other people with similar needs and to
then get the demand fulfilled.
.

5. .
Mobile App Structure

6. • The app to have registered user profiles .
• The users can use the search option to look for Guitar Chords .
( Both second hand and new)
• Other users to quote the price at which the they want to sell a
Guitar.
.

7. • The users can then click on the ‘Buy/Sell/Lend’ button to
finalize a deal
• This way , the company can keep a track of the number
of sales and extract revenue.
• App to have the feature of e-wallet payment as well as
Cash transaction.
.

8. .
Target Consumers

9. • The major demand for Guitars comes from
school students and those preparing for
Musical exams.
• The company aims to attract these
consumers to register themselves on the app
and thus control the major musical flow.
• Company to convey the benefits and
bonuses via various mediums to do so.
.

10. Target for the first year of the
company
1000+ active users
100+ active book vendors
1000+ completed book deals

12. BRAND IMAGE
The company has to propose its core values which
align themselves with the youth i.e. affordability ,
easy to use , quick and reliable.
Company to provide discounts and coupons for
students to foster the image of student friendly
behavior.

13. BRAND VISIBILITY
The company to collaborate with colleges and schools to
get maximum students registered.
Bonus “App wallet money” for getting friends
registered.
Company to collaborate with the technical and cultural
festivals of schools/colleges to get visibility

14. Revenue
Tactics

15. The company aims to generate revenue using three
methods-
1) Revenue using wallet money transactions.
2) Registration charges for vendors and
professionals
3) Charge for extra services such as
delivery/return.

16. E-WALLET MONEY
Company to collaborate with major e-
cash companies to enable easy money
payment . Cut from each transaction to
create revenue.

17. Person registering more than 30 chords in the
profile inventory to be classified as a vendor.
One time fees to be charged on crossing the above
mentioned mark
Fixed charge per 25 song sold from the app.
Free delivery for the vendors selling most songs.

18. Users to rate vendors based on inventory
and service
Results to be sorted via rating.
Top rated bookstores to get waiver on
fees.

19. Premium Services Charges

20. One time purchase to make the user eligible
for premium services
Free delivery of guitars above a certain
MRP.
Premium users to appear on the top of search
results.

21. The price of premium services to be finalized
after extensive surveys.
Price to be different for different user groups
i.e. professionals and students.

22. Structure and Working
Process

23. Front end and back end of app to be
monitored regularly for glitches.
At a later point , interns to be appointed to
hired for the two fold purpose of external
perspective and brand image building.

24. Signed Legal Contracts to be done
with E-wallet Companies ,
Delivery providers and Vendors for
the services demanded .

25. Signed Legal Contracts to be signed with E-
wallet Companies , Delivery providers and
Vendors for the services demanded .
In 2
years ?

26. Company to be occupy 40% Guitar transactions in
major cities
10,000 plus users
1000+vendors
Expansion into other modes such as videos etc.
Most downloaded Musical app in India.

28. Disclaimer
The ideas presented in this presentation have
been derived from extensive research and any
similarity to any existing idea is purely
coincidental and I do not claim ownership on
those ideas.
Created by Avikal Parashari(SRCC) for an
internship under Prof. Sameer Mathur (IIM L).