This is a marketing plan for an app which sought to provide entertainment and information to a particular customer segment.

1. Cotton City
Marketing Plan

2. About the App
• App consists of a game and live price update service
• Game : The user is initially provided with some money to develop his
cotton factory (The game revolves around cotton) and has to make
purchases to develop and compete with his neighbor's, and face
challenges a factory owner faces in real life situation.
• Live Price Update: This service provides price updates of raw cotton in
the market to keep the user (target segment) informed.
• This app is positioned for Cotton market where buying and selling of
raw cotton takes place and aims to increase the company awareness in
the target market.

3. CONTENT
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementations
• Control

4. Executive Summary
• There is a lot of competition in the Adilabad raw cotton Market.
• To maximize the retention of sellers and gaining new sellers we have to
increase the name presence of our factory in the market.
• The game Cotton City is a tactic to familiarize the company’s presence to
the sellers.

5. Situation Analysis
1)Company Overview
2) Market Overview
3)Target Customers

6. Company Overview
• It’s one of leading buyer of the raw cotton in the market
• Processes the best quality cotton
• Has a good reputation in the market for its offerings

7. Target Customers
• The game offering is targeted towards the segment who provide raw
cotton supply in the market
• Customers include Brokers, Sellers, and government Individuals who
preside over the market

8. Market Overview
• The seller segment is manipulated by Brokers who gain incentives from
the factory owners for drawing the sellers to them.
• Our company currently serves for less than 10% of the Seller segment
• This will be one of a kind app in the market with such an intention

9. Goal
• Our Company aims to increase its brand presence in the market. So as to
reduce our dependency on the brokers.
• By engaging with large number of people who identify as seller segment,
through the app and provide timely information about the rates and
prices at the company(factory)

10. Strategy
1)Target Market
2) Value Proposition

11. Target Market
• Customers:
The app satisfies the need for entertainment and provides updates
about prices for raw cotton.
The app targets the segment which sells raw cotton to companies
in the Adilabad market.
• Collaborators:
Include advertisers about the app , social Media

12. Value Proposition
• Customer :
Providing the best entertainment experience.
Live updates about prices.
Points of parity Points of difference
1) Quality of Entertainment 1) Cotton Price updates
2) Free service
• Collaborator:
Providing Incentives on reaching the established goal.

13. Tactics
• App provides a game.
1)Product
• The game provides entertainment and the live price updates provide
business service as well
2) Service
• Logo has photo of cotton with city building blocks in background
3)Brand

14. Tactics
• The app will be provided for free
4)Price
• Incentives will be granted for referring the app
5)Incentives
• Local advertising in local newspaper, demonstrations and Local
channel.
6)Communications

15. Tactics
2) Market Ove2) Market Overview
rview
• The app will be available through Google play store and also
through link which will be provided by an sms.
7)Distribution

16. Implementation
Infrastructure
The working and
Maintenance of the
app will be given to
a 3rd party.
Process
The app will be
introduced at the
factory as grass-
root marketing
attempt
Schedule
App will be
introduced on
start of the
cotton season
and will be
expected to reach
500-1000 users
in a month

17. Control
Performance Evaluation
• Brand awareness
• Total number of Downloads
Environmental Analysis
• Abrupt changes in Broker percentage per sale
• Number of sellers approaching the company for sale.

18. Disclaimer
This presentation was create by Rishikesh Mukkawar , Mahindra Ecole
Centrale. Under Prof. Sameer Mathur , IIM lucknow.