Marketing plan to launch an app based on a new idea.

1. TROJANS
HANDS TO HELP

2. NEED OF THE MARKET
 20th century is an era where both the parents in the
family are working.
 Have no time for cleaning and cooking at home. But,
are ready to pay for it.
 Need for expert, reliable room services arises.
 Single men and women also desire for such services.
 Housewives also need helping hands in
cleaning/cooking activities.

3. COMPANY’S OFFERING
 Developed an app named Trojans catering to the need for
room services.
 Target market is tier 1 cities of India (Geographical
Segmentation)
 App is developed in Android, as it is mostly used in India.
 People need maids to work according to their flexibility.
 Maids in India work according to their flexible timings.
 Trojans app provides room services when booked by
consumers at their comfortable timings.

4. GOALS
 To provide the easiest and fastest way to rent maids for room
services.
 Trojans app looks forward to provide services within 90
minutes of booking.
 Allows the customers to contact maids near their location for
quick services.
 App developed exclusively for Android users reaching wider
market segment of India.

5. STRATEGY
Collect database of working class people
who are experts at this and are reliable.
Workers should own an Android mobile/ be
ready to purchase it. Training to be provided
to them on how to use it.
Create a team of workers in each locality of
the city, depending on the population
density.

6. MARKET RESEARCH
 Strategize your marketing plan for the
app based on market study.
 The statistics of working ratio according
to sex is given, research study done in
2014.
 25.6% females are working in India.
 Therefore, at least 20% of the families
definitely need room services since
women take care of functioning of their
resident house.

7. 0
2
4
6
8
10
12
14
16
18
Urban Female Working Participation
Rate
Urban Female
10.6
16.8
19.1
15.4
20.8 21.8
53.08
55.16 54.14
56.84 57.81 58.54
33.35
36.95 36.75 36.69
39.66 40.16
AVERAGE WORKING
POPULATION IN TARGET CITIES
IN 2011
Female Male Total

8.  There is an increasing trend in the working
participation rate of females.
 By 2018, we can predict that a maximum
of 16.6 among every 100 females would
be working through the pattern.
 Assuming male-female ratio to be 940
females for every 1000 males & urban
population of females to be 48.1% of their
total population.
 Also, assuming work force population rate
to be constant.
14.7
54.6
Work Force Population Ratio in
India,2011
Female Male
Population in
2011 = 1210.19
millions
Population
Growth rate =
1.64%
Population in
2018 =
1335.04
millions
FEMALE MALE
Population in 2018 646.87 millions 688.16 millions
Urban population in
2018
311.144 millions
Working Population
in urban cities 2018
170 millions

9. ANALYSIS OF
MARKET
RESEARCH
 Amongst these urban cities, we are concerned
about 6 Tier-1 cities of India which are our
target markets.
 There are 53 urban cities in total.
 Working female population is 170 millions in
53 urban cities
 Working female population in our six Tier-1
cities are 19.24 millions.
 Females in India control the functioning of
houses and working females understand and
use technology more.
 Therefore, working women and single men are
our target markets.

10. PORTFOLIO OF OFFERINGS
 Trojans offer various types of
cleaning services such as:
1. Dusting
2. Floor Cleaning
3. Bathroom Cleaning
4. Kitchen Cleaning
 Trojans also offer cooking services
Consumers must select the type of
services in the app before booking.

11. COMPETITIORS
 Competitors which offer similar kind of offerings to the target market are:
1. Helpr – Home Services Expert
2. Home Maids
3. Didi – Deep Cleaning
 These apps are using Android as platform to connect to target markets but
have failed due to lack of marketing plan and poor quality operations.
 Book my Bai is also a major competitor serving target markets through
desktop platform. But, has not used mobiles to connect with consumer
markets.

12. POSITIONING OF THE BRAND IN MARKET

13. STRENGTHS
No major competitor
in this domain. Caters
to safety need & basic
needs. Always on
demand.
WEAKNESS
Brand equity
completely
dependent on the
staff.
THREATS
Marketing and
operational failures
leads to loss in
company’s earnings &
brand equity
OPPORTUNITIES
Single men and
working parents
household.

14. STRATEGIC GOALS
Aims to build a
team of working
staff as per
requirements.
Also, analyze
consumer markets.
User-friendly app
should be ready &
training of staff to
be done. Internal
Marketing to be
done.
Do promotional
activities.
Encourage to
install and use app
for quality
services.

15. MARKETING MIX TOOLS
PRODUCT
Unique offering of fast
cleaning/cooking
services to the market,
catering to the basic
needs of public.
PLACE
Offering made in the
market targeting
working women and
single men. Hence,
Tier1 cities.
PRICE
Offering to the market
who give value for
service over money.
Optimal prices
charged for the
service.
PROMOTION
Provision of free first-
time services, discount
coupons & participate
in social responsibility.

16. PRICING STRATEGY
 Price for the service is dependent on the type of
service and quantity of service the consumers
are seeking.
 Type of service such as bathroom cleaning or
floor cleaning or kitchen cleaning or cooking.
 Quantity of service such as the area of the
house/room which has to be cleaned.
 For cooking, it depends on the number of items
prepared and the quantity of it (the number of
people it is going to serve). Standard calculated
rates levied for cooking.
 Pricing also depends on the time at which
service is provided, chance of peak hours.

17. PROMOTIONS
 Promoting the app, such that encourage
the target market to not only install the
app but also use the services.
 Provide free services in the beginning to
attract consumer market.
 Free, quality services not only
encourages the consumer to use the app
again, but also spread a positive word-
of-mouth.
 Encourage consumers to spread app
details by providing referral coupons,
allowing them to avail discounts/free
services through it.

18.  App like Trojans can take up social
responsibilities for promotional activities.
 Cleanliness oriented social responsibility
would be relevant to the service provided.
 Can seek support from Govt as well in such
drives and can promote the app on a larger
scale.
 Participating in cleanliness drives like
Swachh Bharat Abhyan can help Trojans
drive media attention as well.
 Social Responsibility services should be
pitched properly, so as to act favourably in
promotions.

19. HOLISTIC MARKETING CONCEPT
INTERNAL
MARKETING
Train the working
staff properly,
company’s brand
equity completely
depends on their
service quality.
INTEGRATED
MARKETING
Pricing Strategy analyzed.
Company’s offering to
target market and working
staff also to be analyzed.
Marketing channels and
communications to be
checked.
RELATIONSHIP
MARKETING
Connect with consumer
markets offering quality
services at affordable rates.
Working-staff taken care
properly, encouraging
them to motivate others to
join.
PERFORMANCE
MARKETING
To check whether
the company
manages to at least
break-even, ethics,
legal and social
aspects

20.  Using the 4 Ps of Marketing and
Holistic Marketing Concept, the
company tries to achieve its
marketing goals.
 Strategizes goals and executes it
accordingly using Marketing tools
and concepts.

21. SUMMARY
MARKET
NEEDS
COMPANY’S
OFFERINGS
MARKET
RESEARCH
PRICING
STRATEGY
PROMOTIONS

22. REFERENCES
 http://www.wikigender.org/wiki/women-and-men-in-india-2012/
 http://www.livemint.com/Opinion/hlvyRSmvAvrfafneU5dsjN/The-gender-
divide-in-Indias-workforce.html
 http://www.mospi.gov.in/sites/default/files/reports_and_publication/statisti
cal_publication/social_statistics/Chapter_4.pdf

24. DISCLAIMER
This presentation has
been prepared by Nitin
Singh, VNIT Nagpur in
fulfilment of the
requirements of
Marketing Management
Internship pursued under
the mentorship of Prof
Sameer Mathur.