Marketing Plan for Android App

1. PREP2SCORE
Marketing Plan for Android Application

2. EXECUTIVE SUMMARY
 COURSE OF ACTION: To design an educational application to help students in the
preparation of JEE. This application will be built in collaboration with the reputed coaching
institutes of India. The coaching institutes all over India will offer their best teachers and
course content at one place in a concise and adaptive manner for self study on Google
Play Store.
 APP FEATURES INCLUDE:
-Video Lectures
-Doubt Sessions
-Mock Tests
-All India Test Series
-Detailed Analysis
-Previous Year Solved Questions

3. SITUATIONAL ANALYSIS
 MARKET OVERVIEW: Although the market already has innumerous learning
apps ,our brings to our customers all the reputed coaching institutes all over
India under one roof. Its major competitors are BYJU’S and Meritnation.
 TARGET CUSTOMERS: Our app targets the customers who are students who
are in the age group of 15-20 who aim to excel JEE on the basis of self study
and who cannot afford the expenses of coaching institutes.
 COMPANY OVERVIEW: Our app has a unique proposition of bringing all the
already established coaching institutes of India under one roof. The fact that it
brings together all the features of the existing apps in the market together in
one place unlike others becomes its strategic asset.

4. GOAL
 At least 50,000 page views daily
 Valuation of a minimum of $3 million USD according to visitor traffic
 Estimated monthly revenue of $125,00

5. STRATEGY
 Target market
1. Customers: This app aims to the market segment of students who
cannot to bear the expense of the coaching institutes and who want
to self study.
2. Collaborators: Established coaching institutes all over India and the
emerging ones who want to advertise mainly Bansal, FIITJEE, Allen,
etc
3. Competitors: The competitors in the market includes Meritnation
and BYJU’S Learning app.

6. STRATEGY
 POSITIONING
Customers:
• Create buzz and a loyal app community
• Develop POPs and PODs
• Identify and analyze competitors
• Conduct a low-cost market research
Collaborators:
• Analyze the needs and wants and goals of the collaborators
• Develop a list of take-aways for them
• Differentiate the app from millions of other similar apps through any one of:
Employee , Channel or Image differentiation

7. TACTICS
 Free Features: The free features include one teacher of each institute, the
course content of one institute of their choice, subscription of mock tests for
one year and 5 All India tests.
 Premium Features: On a nominal amount of 7.9$ per month customers can
access the premium features which mainly comprise of one to one doubt
sessions with the faculty of their choice ,access to course contents of all the
institutes, Full Subscription to Mock Tests and All India Test Series.
 Brand: Name-Prep2Score; Tagline : Dream, Believe, Achieve
 Attributes: Quality, variety, lucidity, homogeneity and universal appeal

8. TACTICS
 Price: Premium features will be available at a price of 7.9$ per month. Thus making it
cheap and reaching out to the economically backward segments.
 Distribution: Through the coaching institutes and Tapping App Stores across all
categories such as non-Apple platforms, independent app stores, carrier app stores,
device app stores, tablet app stores,etc
 Promotion:
1. Word-of-mouth marketing to family members, friends, neighbors and acquaintances
2. Launching of Facebook page and Twitter handle to capitalize on the influential social
community
3. Subtly featuring the app in all e-mails, messages and posts to indirectly increase its
online presence

9. IMPLEMENTATION
 Organizational
Structure

10. IMPLEMENTATION: PROCESSES
INVOLVED
Scanning the
Marketing
Environment,
Forecasting
Demand, and
Conducting
Marketing
Research
Analysing
Consumer
Markets
Analysing
Business Markets
Defining the
Android App’s
mission:
Identifying core
competencies and
choosing value
Identifying Market
segments and
targets and
crafting the
Market
Positioning
Setting up
Strategic Business
Unit
Setting Product
Strategy
Developing
Pricing Strategies
and Programs
Designing and
Managing
Integrated
Marketing
Communications
Managing a
holistic Marketing
Organisation for
the long run

11. IMPLEMENTATION: SCHEDULE
Task Lead Time
Market Research 2 months
Analysis of Consumer and Business Markets 1 .5 months
Crafting Market Positioning 3 weeks
Setting up Strategic Business Unit 3 months
Setting Product Strategy 2.5 weeks
Developing Pricing Strategies 2 weeks
Designing Integrated Marketing Channels 2 weeks
Designing Integrated Communication Channels 2 weeks

12. DISCLAMIER
This Marketing Plan was made by
Bliss Sinha of BIT Mesra during a
marketing internship by Prof.
Sameer Mathur, IIM Lucknow.