Marketing Plan for the launch of an android app, 'Repository Explorer'

1. For an Android App
REPOSITORY EXPLORER

2. Contents

3. 1 •Executive Summary
2 •Situation Analysis
3 •Goal
4 •Strategy
5 •Tactics
6 •Implementation

4. Executive
Summary

5. The presentation proposes a Marketing Plan
for an Android App, “
Repository Explorer” ,
an application for managing files and
programs with a multitude of additional
features like cloud and network storage, data
transfer, etc.

6. Situation
Analysis

7. Company Overview
Current Product Line:
Wide range of gaming apps
Current Market Position:
Well established in gaming genre of
android apps
Core Competencies :
Advanced technology in product/offering
Customer support

8. Market Overview
Android users opt for various file
management tools. Currently, the
market leaders in the field are Apps
like:
ES File Explorer
FX File Explorer

9. SWOT Analysis
Strength
New features
Attractive UI
Weakness
Its new to the market
Opportunities
The new version of
competitor’s app is facing
criticism.
Frontal Attack
Threats
Other new entrants
Updates from well
established brands

10. Target Customers
Segmentation :
Full Market Coverage
The app targets most of
the android users as it
serves one of the basic
requirement of file
management.

11. Goal

12. In the first year of launch of the
app, the company aims following :
Downloads:
Crossing 30,000 downloads
Target Conversion Rate :
4%
Establish Brand Equity
Achieve Customer satisfaction

13. Strategy

14. Target Market
Customers :
Needs : - Effective file management
- Greater control over file access and
modification
Collaborators :
- Developers
- Channel : Google Play Store
- Marketing team

15. Competitor:
Strength:
- Well-established brand
- Includes most of the
features
Weakness:
- Overwhelming UI
- Recent modification in
the freemium model.

16. POP
freemium
model
Root
Explorer
Network
storage
Cloud
storage
archive
handling
POD
No
advertise
ments
chromec
ast
Attractiv
e UI
Cloud
storage
material
design
guidelines

17. Context :
Economic : Segmented customers willing to pay for
appropriate features of the App.
Technological : Demand of technological
advancement fulfilled by the App,
‘Repository Explorer’.
Regulatory : The App abides by the laws and
regulations for digital services.
Company :

18. Value Proposition
• Efficient and easy to use
• Customer support
Customer
Value
• Tough competition to leaders of
markets
• Positioning with the development
Collaborator’s
Value
• Growth opportunity
• Positive work environment
Company’s
Value

19. Tactics

20. Marketing
Mix
Product
Service
Brand
Price
Incentive
s
Commu
nication
Distribut
ion

21. Products
“Repository Explorer”
Freemium model android app
Cost of premium version : $ 2.50
Free Premium FREEMIUM
Basic Functionalities Advanced Features

22. Native file handling
Native archive handling
Cloud storage
Bluetooth & Wi-Fi sharing
In build Root Explorer
Expected Product
Free Version

23. Archive handling: GZIP,
BZ2, 7Z
Customizable gestures
Enhanced Cloud storage
cd Product
Premium Version
$ 2.50

24. Incentives
Incentives will be
offered in the form of
unlocking some of the
features of premium
version to someone
referring the app to
others using referral
codes.

25. Communication
Undifferentiate
d Marketing
Low Cost/High
Margin
Paid Media
Owned Media
Earned Media

26. Distribution
Direct
Channels
Google Play Store
Company’s official
website

27. Implementat
ion

28. Infrastructure
OEM
(Original
Equipment
Manufacturer)
The Brand
Core
Developers
Samsung Micromax Motorola
The Collaborators

29. Process
Creating & communicating value
Creating loyal brand community
Frontal Attack
Keeping watch over customer’s churn/
defection
Necessary updates with time

30. Schedule
• Crafting market
positioning
1st Quarter
• Market Insights
2nd Quarter
• 15000
downloads
3rd Quarter
• 4% target
conversion rate
with 30000
downloads
4th Quarter

31. Disclaimer
Created by Divya Vardiyani, GEC Raipur, during a
marketing internship under Prof. Sameer Mathur,
IIM Lucknow.
Disclaimer