This is the final submission, which is to create a marketing plan for an android application as a part of an internship in marketing under Prof. Sameer Mathur, IIM Lucknow

1. MARKETING
PLAN
MOBILE SOS

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

3. MISSION
TO CREATE AN
APPLICATION ACROSS
ALL MAJOR PLATFORMS
THAT HELPS OUR
CUSTOMERS IN ANY
EMERGENCY CASE AND
PREVENTS LOSS OF LIFE
AND PROPERTY

4. 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.

5. BUSINESS
GOALS

6. 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

7. TARGET MARKET
• PLATFORM -
1. ANDROID
2. IOS
• USERS -
1. ANDROID - 1.4 BILLION
2. IOS - 505 MILLION
• COLLABORATORS -
1. FIRE SERVICE
2. POLICE
3. AMBULANCE SERVICES
4. HOSPITALS

8. TARGET MARKET

9. PRODUCT
FEATURES

10. 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.

11. PRODUCT
POSITIONING

12. PORTER’S GENERIC COMPETITIVE STRATEGIES
DIFFERENTIATIONCOST LEADERSHIP
COST FOCUS DIFFERENTIATION
FOCUS
Low Cost Differentiation
NarrowBroad
CompetitiveScope
Source of Competitive Advantage
THE COMPETITIVE ADVANTAGE MATRIX

13. PORTER’S GENERIC COMPETITIVE STRATEGIES
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.

14. PORTER’S GENERIC COMPETITIVE STRATEGIES
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.

15. FORCES AFFECTING
MARKET DYNAMICS

16. 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

17. New entrants to an
industry bring new
capacity, the desire to
gain market share, and
often substantial
resources.
“Industry
Competitors
Rivalry Among
Existing Firms
Suppliers Buyers
Potential
Entrants
Substitutes
”
FORCES DRIVING INDUSTRY COMPETITION
PORTER’S FIVE FORCES MODEL
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.

18. FORCES DRIVING INDUSTRY COMPETITION
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
Rivalry Among
Existing Firms
Suppliers Buyers
Potential
Entrants
Substitutes
”
PORTER’S FIVE FORCES MODEL
FORCES DRIVING INDUSTRY COMPETITION
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.

19. Substitutes limit the
potential returns of an
industry by placing a
ceiling on the prices firms
in the industry can
profitably charge.
“
”
Industry
Competitors
Rivalry Among
Existing Firms
Suppliers Buyers
Potential
Entrants
Substitutes
FORCES DRIVING INDUSTRY COMPETITION
PORTER’S FIVE FORCES MODEL
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.

20. Suppliers can exert
bargaining power over
participants in an industry
by threatening to raise
prices or reduce the
quality of purchased
goods and services.
“
”
Industry
Competitors
Rivalry Among
Existing Firms
Suppliers Buyers
Potential
Entrants
Substitutes
FORCES DRIVING INDUSTRY COMPETITION
PORTER’S FIVE FORCES MODEL
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.

21. 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.
“
”
Industry
Competitors
Rivalry Among
Existing Firms
Suppliers Buyers
Potential
Entrants
Substitutes
FORCES DRIVING INDUSTRY COMPETITION
PORTER’S FIVE FORCES MODEL
INDUSTRY RIVALRY IS THE BIGGEST FACTOR IN SWAYING THE MARKET CONDITIONS,
OWING TO UNPREDICTABLE AND UNEXPECTED TACTICS THAT SUDDENLY IMPACT
OTHER COMPETITOR’S REVENUES.

22. FACTORS AFFECTING
MARKET
PERFORMANCE

23. 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
NewExisting
Market
Products
THE PRODUCT-MARKET GROWTH MATRIX
ANSOFF MATRIX

24. 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
NewExisting
Market
Products
”
THE PRODUCT-MARKET GROWTH MATRIX
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.

25. THE PRODUCT-MARKET GROWTH MATRIX
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 New
NewExisting
Market
Products
ANSOFF MATRIX
THE PRODUCT-MARKET GROWTH 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.

26. THE PRODUCT-MARKET GROWTH MATRIX
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 New
NewExisting
Market
Products
ANSOFF MATRIX
THE PRODUCT-MARKET GROWTH MATRIX
Existing New
NewExisting
Market
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.

27. 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
NewExisting
Market
Products
THE PRODUCT-MARKET GROWTH MATRIX
ANSOFF MATRIX
Existing New
NewExisting
Market
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.

28. WHY USE MOBILE
SOS?

29. 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

30. 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

31. TACTICS
PRODUCT
SERVICE
PRICE
COMMUNICATION
DISTRIBUTION

32. PRODUCT
STRATEGY

33. INTRODUCTION GROWTH MATURITY DECLINE
DEVELOPMENT
LAUNCH
GROWTH(E.G.SALES,
VOLUMES)
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.

34. 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.

35. 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.

36. VALUE PROPOSITION - CUSTOMERS
Personal IDs
Emergency Services Deployed
Application Interface
Review and Feedback
Improve Services

37. VALUE PROPOSITION - SERVICE PROVIDERS
Increased Visibility Consumer Engagement
Analytic Feedbacks

38. DISTRIBUTION CHANNELS

39. 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 contactsInstant Service Dispatch
PopularIntroductory Best value
VALUE
PRODUCT PRICING
All Basic Package Services
Multi Platform Support

40. DISCLAIMER
CREATED BY AYUSH VERMA, MANIPAL INSTITUTE OF
TECHNOLOGY DURING A MARKETING INTERNSHIP BY
PROF. SAMEER MATHUR,
IIM LUCKNOW.