Creating the marketing plan with the guidance of Prof.Sameer Mathur IIM Lucknow

1. Marketing plan for
an
Android App
Shopper’s
Stop

2. Executive
Summary

3.  Before 1991 – Customers went to the nearest shopping
market and bought whichever 1 or 2 brands were available
since there was monopoly.
 Before 2009 – Customers hopped with family in tow from
shops to shops over the entire weekend coupled with endless
bargaining. Only to go back to Shop No 1 in the end.
 In 2012 – Customers spent minimum 48 hours on online
shopping sites, opened multiple tabs to compare and
bookmarked the one product they finally liked to purchase
later. Only to discover the discount is no longer available
after a week. 48 hours of research starts again.
 In present time- Customers now open Online Shopping
Comparison site, see the list of sellers in one page and buy
from the one offering the highest discount. Done.
Shopper’s
Stop

4. “Stay home and shop online”
SOLUTIO
N
Shopper’s
Stop

5. ITUATION

6.  Shoppers Stop acts like a search engine where shoppers
can sort through products (based on category, price,
features etc.) compare it simultaneously.
 Once a customer decides to buy a product, he/she is
redirected to the owner’s website once they click on
‘Buy’.
 Provide an alternative for low shipping costs.
 Sorting data on the basis ratings and price.
 Out of all shoppers can select few e-commerce sellers.
Core Competencies
Shopper’s
Stop

7.  65% of online shoppers spend at least 15 minutes on
price comparison websites while making online
purchases.
 95% of online shoppers devote a substantial amount of
time to find the best offer & price
 Customers viewing experience on a comparison
shopping engine are twice as likely to convert into sale
 Not only it is a measurable and transparent marketing
strategy, but it also helps to gain new customers, reach
more people and increase revenue.
Shopper’s
Stop

8. REASONS FOR PEOPLE LEAVING
WHILE ONLINE SHOPPING
Presented with
unexpected costs
They were just
browsing
Overall price is too
expensive
Found better price
some where else
Shopper’s
Stop

9.  Some customers leave websites without shopping
because of dissatisfaction over product’s price and
website navigation .
 Apps like Junglee, All in one shopping , MySmartPrice
and smartprix are the main competitors.
 Customers viewing results on a comparison shopping
engine are twice as likely to convert into sale.
Market overview

10. Competitors

11. Strategic Assets
 Through Stoppers Shop premium version customers
can gain points and faster delivery options.
 In-app advertisement helps to generate revenues.
 Employees helps to connect customers with company.
 Various communication channels like online chat,
customer care support can be implemented to interact
with customers directly and resolve the issues as soon
as possible.
Shopper’s
Stop

12.  Shoppers Stop targets the 65% of online shoppers
spend more time in comparing products on
different e-commerce websites.
 Targeting 94% of online shoppers who invest time to
find the bet price when making purchase
 Target the customers who skip online shopping due
to heavy delivery charges.

13. Goals
 10,000+ Downloads in first 3 months and 1,00,000
in first year.
 Conversion rate from free to premium version,
3-5% in first year and 5-7% in next year.
 Targeted Operating profit 15-20% in first year.
 Building and maintain strong brand equity among
users.
Shopper’s
Stop

15.  Less data consuming during use.
 Single login for all e-commerce products and
offers(not need to login for separate sellers).
 Can sort out shopping websites, products according to
ratings and price.
 One tap notification for attracting deals and offers.
 Separate sections for deals on hotels, restaurants
nearby the user location(Automatic navigation).
 Provide mobile booster in the app to clean the cache
junk data.
Shopper’s
Stop

16. Tactics

17. Free version :
 Can sort products on the basis of ratings and price.
 Free delivery charges for shopping up to Rs.5000 for 15
days.
 Access to all notifications of deals and offers by
different sellers.
 Access to mobile booster in the app to clean the cache
junk data.
Product
Shopper’s
Stop

18. Premium version:
 Shopper will get benefit of free delivery charges with
no limit on shopping.
 Early 20 min access to notifications on special deals
and offers.
 Access to Antivirus, payment security check, Anti-
phishing, Web Security, Anti-Theft and security guard
and many more feature for free of cost.
 Shopper will get benefit of faster delivery options.
Shopper’s
Stop

19. Shipping Charges
Shopper’s
Stop

20.  Premium users need to pay 15$ per month to avail all
benefits.
 There is also a plan for full year 149$ need to pay by
users.
 Full year plan will be flexible ,if user want to
discontinue refund of 249/12=$12.41 per
month(remain) will be given.
Price
Shopper’s
Stop

21. Tagline: “Stay home and shop online”
Core values: Better Quality ,Price and
Experience.
Shopper’s
Stop

22. Incentives
For Customers:
 Regular offers and deals not only on shopping
products but also on restaurans,spa,saloon etc.
For employees:
 Regular bonus and recognition depend on their rating
and performance.
 30$ food voucher for top 10 performers
Shopper’s
Stop

23. Communication
 Social Media like Facebook, twitter etc.
 Digital Media like Youtube.
 Google Ads
 Print ads on Pintrest (free)
 Chat with customers via app and website.
 Customer care support.
Shopper’s
Stop

24. Distribution
Google Play store and app store.
App recommended websites.
App recommended channels on Youtube.
Sharing app provides the customer to access the
premium version for free of cost for 1 month.
Sales team will be formed and given the monthly
targets to achieve the goals.
Distribution
Shopper’s
Stop

25. Implementation
Trained employees so that they can act as source of
information for company and customers.
Managers, Team leaders and Team members will be
formed for every sales team and technical team.
Hire experience App developers and web designers.
Start gathering chain of e-commerce websites,
restaurants, saloons and spa.
Gather investors for financial aid.
Prepare the print ads and social advertisements like
facebook, twitter, youtube.
Shopper’s
Stop

26. Schedule
Managing
Logistics(2
weeks)
Market
research(4
weeks)
Print ads
and social
advertiseme
nt(2 weeks)
Crafting
brand
positioning(
4 weeks)
Setting
strategy unit
and
implementa
tion(4
weeks)
Shopper’s
Stop

27. Disclaimer
Created by Hemanth Macharam , Emerald’s Advanced
Institute of Management Studies , Tirupati , During
a Marketing Internship under Prof. Sameer Mathur ,
IIM Lucknow