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Marketing plan for android app

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Marketing plan for an android app -Lyrick created by me under guidance of Professor Sameer Mathur, IIM Lucknow

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Marketing plan for android app

  1. 1. LYRICK
  2. 2. LYRICK
  3. 3. 1. Executive summary
  4. 4. EXECUTIVE SUMMARY Number of smart phone users are….. Humungous !!
  5. 5. EXECUTIVE SUMMARY
  6. 6. EXECUTIVE SUMMARYIncreasing daily with an estimate of 2 BILLION Users in near future….
  7. 7. EXECUTIVE SUMMARY Out of them 93% listen to music
  8. 8. I AM JAYDEN SMITH I am here because I love to give presentations. You can find me at @username Hello! 8
  9. 9. Transition headline Let’s start with the first set of slides 9 We have for them...
  10. 10. EXECUTIVE SUMMARY “LYRICK” app
  11. 11. EXECUTIVE SUMMARY “LYRICK” app which gives personalized lyrical audio experience !!
  12. 12. EXECUTIVE SUMMARY “LYRICK” app which focuses on giving personalized lyrical audio experience !! It assembles all audio on phone (online music tracks, radio channels, Podcasts) at ONE PLACE !
  13. 13. EXECUTIVE SUMMARY “LYRICK” app which focuses on giving personalized lyrical audio experience !! It’s LYRIC GENERATING TECHNOLOGY can provide lyrics for any 1.Music track 2.Podcast 3.Live streaming
  14. 14. LYRICK
  15. 15. 2. Situational Analysis
  16. 16. Situational Analysis 2.1 Company Overview
  17. 17. SITUATIONAL ANALYSIS – COMPANY OVERVIEW STRATEGIC ASSETS ▪ Our developers ▪ Lyric Generating Technology ▪ Online music partners
  18. 18. SITUATIONAL ANALYSIS – COMPANY OVERVIEW CORE COMPETENCIES ▪ One stop place for all music lovers & karaoke enthusiasts ▪ Tie up with iTunes, Spotify, Pandora ▪ Employing top developers for future competence ▪ Eliminating the jargon of having different apps for different audio on smartphone
  19. 19. Situational Analysis 2.2 Market Overview
  20. 20. Big concept Bring the attention of your audience over a key concept using icons or illustrations 20 Current Market…
  21. 21. Big concept Bring the attention of your audience over a key concept using icons or illustrations 21 Potential Customers…
  22. 22. Musixmatch ▪ Most widely used lyric app ▪ Over 10 million downloads ▪ Rating = 4.5/5 ▪Major Competitor Others (Over 1 million download) Lyrics mania Tune Wiki SITUATIONAL ANALYSIS – MARKET OVERVIEW COMPETITOR ANALYSIS Rating =4 Rating =4.1 Lyrically Genius Rating = 3.8 Rating = 4.4
  23. 23. SITUATIONAL ANALYSIS – MARKET OVERVIEW OPPORTUNITIES ▪ Excellent User Interface ▪ Expansion to Video service providers as well ▪ Tie up with musicians, lyricists, speakers ▪ Steady & Swift Market penetration
  24. 24. SITUATIONAL ANALYSIS – MARKET OVERVIEW THREATS ▪ Stiff and severe competition from existing apps ▪ Inefficient PR, Communication ▪ Lyric generating Technology can be copied unless IP is patented
  25. 25. Situational Analysis 2.3 Target Customers
  26. 26. In two or three columns Yellow Is the color of gold, butter and ripe lemons. In the spectrum of visible light, yellow is found between green and orange. Blue Is the colour of the clear sky and the deep sea. It is located between violet and green on the optical spectrum. Red Is the color of blood, and because of this it has historically been associated with sacrifice, danger and courage. 26 Target Customers Smartphone users – Aged 15 - 45 years
  27. 27. LYRICK SOME TRIVIA…
  28. 28. “Have a plan. Follow the plan, and you’ll be surprised how successful you can be. Most people don’t have a plan. That’s why it’s easy to beat most folks.” —Paul “Bear” Bryant, football coach, University of Alabama
  29. 29. 3.GOAL
  30. 30. 30 Want big impact? Use big image. 10 million downloads for the first fiscal year Targeted conversion from free to premium users = 9% Targeted revenue = 3.6 million USD
  31. 31. SOME MORE TRIVIA… “STRATEGY IS ABOUT MAKING CHOICES, TRADE-OFFS;IT’S ABOUT DELIBERATELY CHOOSING TO BE DIFFERENT.” -MICHAEL PORTER
  32. 32. 4. STRATEGY
  33. 33. Strategy 4.1 Target Market
  34. 34. STRATEGY – TARGET MARKET Customer - NEEDS ▪ View lyrics of songs which they already have , also online music tracks ▪ View Lyrics for radio broadcasts, online podcasts ▪ Assembling all audio (songs,pod -casts,radio broadcasts) at one place for future listening
  35. 35. STRATEGY – TARGET MARKET Customer – DISTINGUISHING CHARACTERISTICS ▪ Our Customers are “ME – Time” Users ▪ They are MUSIC LOVERS – Self esteemed ▪ They have the desire & enthusiam to sing
  36. 36. STRATEGY – TARGET MARKET Customer – DISTINGUISHING CHARACTERISTICS ▪ Our Customers are “ME – Time” Users ▪ They are MUSIC LOVERS – Self esteemed ▪ They have the desire & enthusiam to sing COLLABORATORS
  37. 37. STRATEGY – TARGET MARKET Customer – DISTINGUISHING CHARACTERISTICS ▪ Our Customers are “ME – Time” Users ▪ They are MUSIC LOVERS – Self esteemed ▪ They have the desire & enthusiam to sing COLLABORATORS Online Streaming services – iTunes, Spotify, Pandora Google Developers Communication Partners – Social Media, adwords
  38. 38. Use charts to explain your ideas White Black 38 Gray
  39. 39. Use charts to explain your ideas White Black 39 Gray Company’s Strategic Business Units oApp Developers oMarket Researchers oFinance team oFeed back and Customer Care department
  40. 40. STRATEGY – TARGET MARKET Company’s Strategic SBU ▪ App Developers ▪ Business development team ▪ Finance team ▪ Feed back and Customer Care department Key Stakeholders • Our Investors • Current/Future employees • Collaborators
  41. 41. Strategy 4.2 Value Proposition
  42. 42. STRATEGY – VALUE PROPOSITION Company’s Strategic SBU ▪ App Developers ▪ Business development team ▪ Finance team ▪ Feed back and Customer Care department For Customers • Unmatched music lyrical experience •Differentiates high end customers from others •Easy to use
  43. 43. STRATEGY – VALUE PROPOSITION Company’s Strategic SBU ▪ App Developers ▪ Business development team ▪ Finance team ▪ Feed back and Customer Care department For Company • Excellent work culture • Recognition of employees time to time • Incentives for good work
  44. 44. STRATEGY – VALUE PROPOSITION Company’s Strategic SBU ▪ App Developers ▪ Business development team ▪ Finance team ▪ Feed back and Customer Care department For Collaborators • Increase in their share value compared to their competitors • More competent in terms of our technology
  45. 45. “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” - Sun Tzu
  46. 46. 5. TACTICS
  47. 47. Tactics 5.1 Product
  48. 48. TACTICS– PRODUCT FEATURES FREE APP FEATURES • 3 Week trial for new users for all premium features • Audio assembling only limited to 30 • Access only provided to music track lyrics
  49. 49. TACTICS– PRODUCT FEATURES PREMIUM APP FEATURES • Audio assembling upto 500 songs/podcasts/radiocast per month • Access of lyrics to all audio on phone also online streaming • Karaoke provided for user
  50. 50. Tactics 5.2 Brand
  51. 51. TACTICS– BRAND BRAND MANTRA •NAME : LYRICK •SLOGAN : Lyrics on the go! •MEANING : All audio lyrics available at one place. •POSITIONING: Simplicity, Youth, Way of Life, Innovation
  52. 52. Tactics 5.3 Price
  53. 53. And tables to compare data A B C Yellow 10 20 7 Blue 30 15 10 Orange 5 24 16 53 The Premium version of the app would be priced at 3.99 $US as monthly subscription
  54. 54. And tables to compare data A B C Yellow 10 20 7 Blue 30 15 10 Orange 5 24 16 54 The Premium version of the app would be priced at 3.99 $US as monthly subscription This is priced as such taking the music/karaoke enthusiasts into consideration.
  55. 55. Tactics 5.3 Distribution
  56. 56. TACTICS - DISTRIBUTION •PLAYSTORE majorly
  57. 57. TACTICS - DISTRIBUTION •PLAYSTORE majorly • Distribution on Getjar, amazon app store, Opera mobile store • Further developments into AppStore, Windows Store as well
  58. 58. Tactics 5.4 Communication
  59. 59. TACTICS COMMUNICATION • Promotion through initial customers • Social media – YouTube Video, FB Page •Entrepreneurial events •Word of mouth publicity
  60. 60. 6. IMPLEMENTATION
  61. 61. IMPLEMENTATION 6.1 Organizational Structure
  62. 62. 89,526,124 Whoa! That’s a big number, aren’t you proud? 62
  63. 63. IMPLEMENTATION 6.2 Implentation Plan
  64. 64. IMPLEMENTATION PLAN •Market Research - 2 months •Customer Analysis - 1 month •Channeling - 2 months •SBU Setup - 4 months
  65. 65. FOR VIEWING THE PRESENTATION Thanks!
  66. 66. 66

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