Final project : Marketing plan of an android app

1. MARKETING PLAN
For an Android App

2. ESTAR
Deconstruct and Merge, to emerge
Name of the App :

3. 1) EXECUTIVE
DECISION
a) Brief overview of
the situation
b) Company’s produ
c) Proposed course o
action

4. EXECUTIVE DECISION (1/10)
BRIEF OVERVIEW OF THE SITUATION
• Customers in the market want good quality of
pictures clicked such that they don’t regret late
shutter close and can retrieve all crucial moments, in
quality, before and after a shutter press as well (just
like in Live , which is restricted only to iPhone ,that
too in lesser quality )

5. EXECUTIVE DECISION (2/10)
BRIEF OVERVIEW OF THE SITUATION
• They want to edit, compress or even combine
photos into motion pictures without
diminishing its quality
• Customers also want safety and security for
their photos against malicious leaks

6. EXECUTIVE DECISION
(3/10)
COMPANY’S PRODUCT
ESTAR, the photography app provides the
following features to address the needs for the
economic crowd :
• Ability to click photographs with retention of 1 second before
and 1 second after shutter press as frames, with same quality
as that of original image
• Ability to extract all the frames , use them to be edited or make
a motion picture or GIF without diminishing their quality

7. EXECUTIVE DECISION (4/10)
COMPANY’S PRODUCT
• The product also provides a higher frequency
of frame division to extract more frames from
same time gap
• It also provides a security feature where the
photos stored in folders or dropbox can be
encrypted so well that a malacious hacker
can’t access them .

8. EXECUTIVE DECISION (5/10)
COMPANY’S GOAL
• First most goal is to get 40,000
subscribers in 4-5 months with 3-5%
conversion rate (i.e, from free to paid
users)
• Ultimate goal is make all android users
over the globe , subscribers to this app

9. EXECUTIVE DECISION (6/10)
PROPOSED COURSE OF ACTION
• First six months will focus on publicity through the
app’s website , formed on personal budget, focusing
on spot in aesthetics, sample videos on how to utlise
it and of people’s experiences on the same ( once they
have used it ), screenshots of good quality and ensure
utmost user friendliness with feedbacks and
discussion panels on photography tips

10. EXECUTIVE DECISION (7/10)
PROPOSED COURSE OF ACTION
• Share the URL of the website on personal Blog
and social media and encourage extended contacts
and interested people ( with a decent pay per hit
on the share) to share the same
• Pitch the ideas to top professional bloggers and
sites to increase the reach of the app ( at 2-5$ per
site’s upload of details and extensive publicity –
sites like androidcentrail.com, tomsguide.com,
pcmag.com, androidpit.com).

11. EXECUTIVE DECISION (8/10)
PROPOSED COURSE OF ACTION
• Even photographers can share the details of the
app and endorse it in their active blogs at same
rates proposed for tech bloggers
• Increase the presence of the app by uploading
on not just playstore, but also on Opera
mobilestore, Appsbrain , GetJar , SlideMe ,
Amazon Appstore etc.

12. EXECUTIVE DECISION (9/10)
PROPOSED COURSE OF ACTION
• Apply for App awards like Appy awards, App Circus
competition, Ericsson Application awards, OZApp,
Webby Awards to gain more publicity coverage.
• Trying out “blog commenting” as well
• Once the app becomes established, with a revenue of
approximately 4000$ per month, the feedbacks on
improvement will be taken into consideration for
improvement of the app
• Then a major campaign will commence for more
publicity

13. EXECUTIVE DECISION (10/10)
PROPOSED COURSE OF ACTION
• As a part of the campaign, people can share their photos
or videos or GIFs on the site and the best media file will
be rewarded, on a monthly basis ( i.e, contest)
• Increase the existing presence by pairing up with the
collaborators ( tech sites, bloggers and professional
photographers) to promote the app in their events ( like
tech expos, photography workshops and competitions etc)
• Initiate a campaign to bridge the technological gap
between the old generation by teaching them on how to
use this app for free once established.

14. 2) SITUATION
ANALYSIS
• Company
Overview
• Market Overview
• Target Customers

15. SITUATION ANALYSIS (1/7)
o COMPANY OVERVIEW
• ESTAR, the photography app is the first
app by the company and is made for
android smart phone users.
• ESTAR will provide the ability to
photograph without making its high end
manipulation seem like a luxury , like the
iPhone users, that too with better features
and quality

16. SITUATION ANALYSIS (2/7)
o MARKET OVERVIEW(1/5)
Here are some statistics concerning the current
market :
1)Total Number of Android phones sold worldwide :
1,675,450,000
2) Average number of phones activated each day :
355,000
3) Number of Android Apps : 1760,800
4) Average number of Android phones released each
month
5) Percent of Android apps that are free :62%
6) Percent of Android apps that are games : 15%

17. SITUATION ANALYSIS (3/7)
o MARKET OVERVIEW(2/5)
Top competitors :
• Photography : iPhone Camera ( in live
mode ), Retrica, Candy cam, YouCam
• Editing Apps : Google motion stills,
Befunky, Square droid

18. SITUATION ANALYSIS (4/7)
oMARKET OVERVIEW(3/5)
POINTS OF PARITY with competitors:
• Ability to click live pictures with different
frames ( Like an iPhone live camera)
• Ability to extract frames of a live picture
and even make motion pictures and GIFs
out of it( like Google motion stills)
• Ability to edit photos ( Like all photo editing
apps)

19. SITUATION ANALYSIS (5/7)
o MARKET OVERVIEW(4/5)
POINTS OF DIFFERENCE with competitors
:
• Capture 1 sec before and 1 sec after shutter close
(unlike iPhone, which gives 0.85 sec before and
0.85 sec after shutter close)
• Alloting same amount of pixels for all frames as it
would be for the original image (iPhone live
camera allots lower amount of pixels to such
frames)

20. SITUATION ANALYSIS (6/7)
o MARKET OVERVIEW(5/5)
POINTS OF DIFFERENCE with competitors
(contd):
• Higher frequency of timeline division to get more
frames ,unlike iPhone live camera
• Ability to extract the photo, in same app ( without
using google motion stills), that too in high frame
quality, unlike stills and edit them to get pictures
or motion vidoes or GIFs of high quality, unlike
stills.
• The security of photos via encryption feature.

21. SITUATION ANALYSIS (7/7)
o TARGET CUSTOMERS
Target customers are basically the ones
who are fed up of not having camera in
android phones that can match up to the
iPhone Live camera features and quality
and also sick of paying a royalty to obtain
the same.
We target those customers who basically
want to obtain quality media at low prices

22. 3) GOAL

23. • Initial target is to get 40000 subscribers in 4-
5 months with 3-5% conversion rate
• To earn from the free app during the trial
period, Admob and services alike can be
used.
• Admob generates 1$ per 1000 ad
impressions and 0.25$ per click.
• With enough exposure to requisite
impressions, we can get money from users in
paid version , from all markets and even

24. 4) STRATEGY
• Target market
• Value Offering

25. Target Market
TARGET MARKET: 1.6 Billion android phone users
COLLABORATORS : Professional Photographers, Top notch tech
bloggers
CONTEXT :Customers in the market want good quality of pictures
clicked such that they don’t regret late shutter close and can retrieve all crucial
moments, in quality, before and after a shutter press as well (just like in Live , which
is restricted only to iPhone ,that too in lesser quality )
They want to edit, compress or even combine photos into motion pictures without
diminishing its quality
Customers also want safety and security for their photos against malicious leaks
ESTAR is the answer to all these issues, in one app, providing good quality
photography and editing ,alongside top notch encryption for media files, ensuring
top notch security

26. VALUE OFFERING
• Customer Value : Customers will get the
aforementioned and explained benefits for
reasonable price amount
• Collaborator Value : Professional
photographers and technical site bloggers will
be rewarded for their efforts , which will range
from 2-5$, depending on the scale of their
efforts, from extensive online sharing to
hardcore endorsement

27. 5) Tactics
• Product
• Service
• Brand
• Communication
• Distribution
• Price

28. Product and Service
• Provisions in Free version of the app :
• Clicking photograph with 2 seconds before and
after shutter press with high quality frame
retention.
• Extracting the frames , as high quality images
• Combining all frames to make a high quality
motion picture or GIF
(All features, including that of premium will
be free for a trial period of 1 month )

29. Product and Service
Provisions in Premium version of the app :
• Editing of pictures with same i.e, highest
quality retention
• Higher frequency division of frames before
and after shutter press (double the original
rate)
• Highest level of security encryption of media
files to prevent manipulation of the same in
situations of device hack

30. PRICING
• The app will cost 2$ in the Asian and African
market as the security feature, which increases
the price of the product, won’t be
included(Basically these markets have their
own perception on value for money, that too if
its cheap)
• The app will cost 6$ in the American,
European and Australian markets as the
western mentality is pro investment on latest
innovation in technology, as the security
feature will be included.

31. Brand
ESTAR
Decrypt and Merge , to emerge

32. Communication
• Apply for App awards like Appy awards, App
Circus competition, Ericsson Application
awards, OZApp, Webby Awards to gain more
publicity coverage.
• Trying out “blog commenting” as well
• Once the app becomes established, with a
revenue of approximately 4000$ per month,
the feedbacks on improvement will be taken
into consideration for improvement of the app
.Then a major campaign will commence for
more publicity

33. • As a part of the campaign, people can share their
photos or videos or GIFs on the site and the best
media file will be rewarded, on a monthly basis ( i.e,
contest)
• Increase the existing presence by pairing up with the
collaborators ( tech sites, bloggers and professional
photographers) to promote the app in their events (
like tech expos, photography workshops and
competitions etc)
• Initiate a campaign to bridge the technological gap
between the old generation by teaching them on how
to use this app for free once established.

34. DISTRIBUTION
• The product will be distributed not only on
playstore, but also on Opera mobilestore,
Appsbrain , GetJar , SlideMe , Amazon
Appstore etc.
• This much vast distribution will increase the
coverage and expected downloads, by
almost 200%

35. 6) IMPLEMENTATION
• Infrastructure
• Processes
• Schedule

36. INFRASTRUCTURE
• The success of the app mainly depends on the
app developers, who are expected to cooperate
and regularly work on improvising or
optimizing the features
• The feedbacks from the customers must be
used (i.e, the updated database) to improve on
the features of the app
• Also the initial and intermediate stages of
publicity are heavily reliant on the efforts by
the collaborators and the rates they bargain
for their efforts

37. PROCESSES
• First six months will focus on publicity
through the app’s website , formed on personal
budget, focusing on spot in aesthetics, sample
videos on how to utlise it and of people’s
experiences on the same ( once they have used
it ), screenshots of good quality and ensure
utmost user friendliness with feedbacks and
discussion panels on photography tips

38. PROCESSES
• Share the URL of the website on personal Blog
and social media and encourage extended
contacts and interested people ( with a decent
pay per hit on the share) to share the same
• Pitch the ideas to top professional bloggers
and sites to increase the reach of the app ( at 2-
5$ per site’s upload of details and extensive
publicity – sites like androidcentrail.com,
tomsguide.com, pcmag.com, androidpit.com).

39. PROCESSES
• Even photographers can share the details of the
app and endorse it in their active blogs at same
rates proposed for tech bloggers
• Trying out “blog commenting” as well
• Once the app becomes established, with a revenue
of approximately 4000$ per month, the feedbacks
on improvement will be taken into consideration
for improvement of the app and maximum
revenue will be generated post innovation
• Then a major campaign will commence for more
publicity

40. SCHEDULE
• Deploy extended contacts of high repute to publicize
the app , extensively, at low charges (1-2$). Skim
through a huge database of professional
photographers and tech bloggers to decide who will
make the task of publicity easier, at good bargains
(at 2-5$ , based on the amount of effort invested by
them)
• If earnings per month are falling below expected
rate, the marketing plan should be reviwed in light
of new data collected in 6 months and recent
economic and demographic changes affecting the
trends in the market.

41. A Presentation by Sandra S Kurian ( Mar
Athanasius College of Engineering ,
Kothamangalam , Kerala) during the
internship under Prof. Sameer Mathur (
IIM Lucknow)