describes the idea of a platform connecting all college students with college festivals as focal point.It brings out the marketing strategy for the app.

2. overview
 Vision & Mission
 Company & Market overview
 Goal
 Strategy
 Tactics
 Implementation
 Summary

3. Vision
To help people in lead their life
simply by captiavting on the
advantages of technological
advances.

4. • To build an uniform app solution platform replacing individual
apps for each fest & event of the premium colleges
• To build a platform for the college fest enthusiasts which gives
updates about the upcoming fests & related information.
• To develop a promotional platform services for the fest
authorities and a payment gateway for the early registration.
• To position this app as the biggest student engaging platform
across the nation and deliver huge value to them..

6. COMPANY OVERVIEW
 Study shows that students willing to attend fests has more than doubled in the recent times.
 On an average, 3 out of 10(30 percent approx) students from an engineering college has
attended to other college fests/events/workshops/summits in their college life.
 Being Human is the UK’s first and only national festival dedicated to the humanities in which
163 events were held from 15th to 23rd November 2014 saw an overwhelming participation of
15,000 to 20,000 people.
 The same trend is seen in Indian Youth, however the target market is more inclined to the
engineering and management graduates.

7. Company overview
 The main motivation for the students to attend the fests are the celebrity night musical
concerts, entrepreneurship summits, technical and cultural competitions and exploring new
college environement and state culture.
 The assets of our FestGuru App are our dedicated developers and our long network of
associates spread widely across premium colleges in India
Currently there are two main players in Google PlayStore operating in our field of view
1. college fests & events APP.(500-1000 downloads)
2. Feast of Fests. (1000-5000 downloads)
While the first one covers whole nation, the latter one focuses on only Banglore city fests.

9. Market Overview
 There are more than 7000 engineering colleges & 3900 management schools in India as per AICTE records.
 From them a total of 1.5 million engineers and 3.5 lakh management degree holders are graduating each year
according report from Dazeinfo.
But every college fest doesn’t have a good will ,we focus on premium colleges which include 1)IITs & IIMs
2)BITS &NITs
3) Highly reputed private Universities and B-schools
4) Top 2 colleges from each state/Union territory.

10. Market Overview
 Considering the figures above, There is huge opportunity for FESTGURU to mark its presence
in the engineering and management domain by delivering simplicty and convinience to all
stakeholders.
Stakeholders are :
1)Potential customers – engineering and management students
2)collaborators- Pick two students from each selected college as collaborators.
3)Competitors- There are no highly established players in android app market.
However, the websites like KnowAFest.com & Dare2compete.com who are established players in
same domain may pose a potential threat if entered into android app domain

11. Total number of students enrolled per year as per AICTE(in
'000s)
Applied Arts: Architecture and Town Planning
Engineering and Technology: Hotel Management and Catering
Management Masters of Computer Application
pharmacy
Target market

13. GOAL
 The primary focus of the FestGuru is to attract the maximum huge student base to its free version.
 From the Dazeinfo’s report there are not less than 6 million in target market and considering the survey of TCS which
states that 70% of students in smaller & metropolitan cities use smart phones (published on 11/06/13 on Gadget360
report.)
 So there are 42 milllion (approx )potential customers and consider atleast 30% of them would be interested in fests&
events. Here FestGuru aims to atleast a 10%(accounts to 1.26million) of them to register with in first year of
introduction.(performance Benchmark1)
 Later it aims to communicate the value to its users and encourage them to tradeup through its quality premium
features.
 The app is priced at 2.25$ (150INR) and the aim is to ensure that a 8-10 % will positively upgrade with in end of
second year bringing in a revenue of $0.2835million (performance benchmark 2)

15. Target Market
Customers
The offering addresses the entertainment and educational needs, travel & exploring preferences of
the target market. It creates a platform to guide them through the best events and transform their
expenditure into an enriching experience
Collaborators
The main collaborators are the persons-in-charge of respective fests & events (technical & cultural
secretaries of the college/universtity) who aim to promote their fest to the different coreners of
country.In addition to them we can employ 2 or 3 volunteers in every city to conduct surveys, taking
reviews from students & other ad-hoc requirements.

16. Target Market
Company
The FindyourFestGuru inc. is responible for the FestGuru App which is headed by a team NIT
graduates who wished to resolve the problems they faced in college days.
The idea expanded into a company with an SBU concept employing 25 android,ios &windows
developers & many collaborators .
The stake holders are spread over the whole country focusing on premier colleges.
There is an outstanding focus on innovation and fast information delivering to create value to the
customers.

17. Target Market
Competitiors
The KnowAFest.com is the huge competitor for the FestGuru but the positive aspect is it doesn’t
have an app in Google Play store android platform .
The potential competitor is FeastofFest app which may expand its services from serving only
banglore to rest of India.
Context
Taking the current sociocultural scenario, this technological platform can bring a huge revolution in
student entertainment segment offering simplicity and reducing phyiscal stress.

18. Value Proposition
 The app offers a high quality freemium features like suggesting best fests to attend based on ratings, fast
update sharing, high energetic events in particular fest, places to be explores etc. and offers high value
proposition to customers.
 The app provides promotion, introduces many online methodologies to engage the fest enthusiasts &
give an estimate of total participation in advance and help them to plan accordingly. In addition to that,
it provides inforamation regarding most successful ideas of other fests and show a path to implement the
same.
 The positioning for the company is done in a series of steps to reflect quality by first targeting IITs &IIMs,
later on NITs and BITS and then by other colleges of importance. The stakeholder feedback is taken into
account and relevant changes are made.

20. Product and services -POP
The points of parity when compared to the closest competitor are :
 1)Listing the Fests in advance (current & upcoming).
 2)Location and dates of fest.
 3) Sharing contact details of concerned fest secretaries.
 4)Brief summary of the fest and lists of events.

21. Product and services - POD
The points of difference when compared to its closest compitetors are :-
1)The app targets wide range of colleges in various cities unlike Feast of fest which targets only
Banglore City.
2) The App gives options like a) Interested
b) May be
c) Not interested
when the particular fest is listed(at least a month in advance) and gives notifications and updates for
the upcoming interested events.
3)The app features the reviews and ratings of the fest and would provide a base for next year
participants.

22. Product and services - POD
4)It gives a chance to early registration to the particular fest through the app.
5) Users can have a list of places and tourist attractions that must be visited for the
particular city in which the fest is happening.
6) Users can go through the effectiveness of hospitality and accommodation facilities
provided by the fest authorities to outsiders.
7) They can have access to the signature events and workshops conducted in the last
year and can request the fest management to introduce them in later sessions too.

23. BRAND
Brand Name- FestGuru
Brand logo and symbol – FestGuru and
Brand slogan - feel the zeal
The Brand meaning is to establish itself as a leader in student Fest & evenst engagement

24. PRICE
 Initial basic version is offered for free
 Customers are made aware of the premium benifits by
offering them a free trail for a month
 The premium version is priced at $2.25 upon the completion
of free trail.

25. INCENTIVES
 There would be a slabs of increasing percentage of cashback(as a percentage of fest
registartion fee) every second time the user registers & pays the registration fee to the fest.
 In addition the users will be getting a 0.25$ for each referral through social media sites during
first 3 months after app launch date.(to be revised as per situation)
 For each review or feedback for fest events submitted by the user , the concerned collaborator
or volunteer gets $0.25$ and the user gets $0.15
 For each upgradation from free to premium account done immediately after the free one
month, the user gets a cash back of $0.49
 The cash back amount are to be used only to pay through the app and can’t be turned into
liquid cash in any case.

26. Communication & Distribution
 First make a list of all premier college fests and approach them for collaboration.
 Build an app atleast 1 month in advance addressing all the needs of them and create a
payment gateway platform for early registration and ensure main sponsors are
displayed for each fest specifically.
 Make sure that the each college student registers for the app and deliver value to
them by seeking inputs for innovation.
 Communicate the referral benefits and make a way for more installs.
 Manage the PR &Website Development teams closely and make sure that they do
significant promotion to the app.

28. Infrastructure
 The organization is headed by the 4 co-founders and a dedicated team of 25 expert app
developers of android,ios & windows platforms.
 They are associates who carry the information to developers from the collaborators and
volunteers of each college about the fest updates.
 There is a marketing department which does market surveys and predict the upcoming
trends in advance and frame various strategies accordingly.
 The main decisions are taken by board consisiting of co-founders,marketing head &
developer lead.

29. Processes
Identify and recruit the top
developers for buliding the app
Decide on the colleges whose
fests are to be listed through the
app
Form collaborations with the
colleges and recruit volunteers
from each city of importance.
Make sure that the colloborators
of each college are pushing in
the installations for the app and
promoting it virally
Manage the collaborators closely
and ensure the fasest
information updates to all users.
Deliver high value for premium
trial in the one month period and
enourage users to trade up to
paid premium version there on.
The marketing team are
employed to predict upcoming
trends in advance and make the
app user friendly
Make necessary arrangements to
position app as a leader in its
niche segment and draw
significant revenues.

30. schedule
TASK TIME FRAME REQUIRED
Developer recruiting 1 month
Selecting colleges to be targeted 2 weeks
Forming collaborations 6 weeks
Time required to build app 4 weeks
Reaching expected downloads phase-1 4 weeks
Free trail period 1 month
Time frame for discounted premium
upgradition & referral
3 months
Pushing the further downloads with
suggestions from marketing team
2 months

31. SUMMARY
 overview
 Vision & Mission
 Company & Market overview
 Goal
 Strategy
 Tactics
 Implementation

32. CREATED BY
:
Fayaz Ahamad
Electrical Dept.
N I T JAMSHEDPUR.
UNDER :
PROF. SAMEER
MATHUR
Marketing Dept.
IIM LUCKNOW
DISCLAIMER