Final Project - WalkBeats Music Player

1. WalkBeats
Marketing Strategy

2.  Company aims to provide utility and entertainment services to the
customers using smartphone applications
 The goal is to create a music player application which is one place for
everything music
 The application must consist of all the basic features along with some
additional new features in order to get ahead of the competition

3.  Company focuses on product strategy. The better the product is
the better it will perform in the market
 The applications are improved and updated with time also new
applications and features are made available with the changing
times
 Company is currently active in utility apps and gaming apps
market. Some eg. - News app, Arcade games
 As the market has very low entry barrier; a lot of competition is
experienced

4.  Smartphone is available in maximum parts of the world and so
are applications. The usage of applications and its consumer base
is increasing every day. People belonging to every demography
use applications today
 As the market is vast so is the competition. There is competition
in every sector of application market
 Collaboration between two parties ensures profits to both and
increased number of channels to promote the product
 New and newer areas are being researced on and newer features
are made available in the market everyday

5.  Target customers are the smartphone users
 Customers can be divided based on their age groups or interests
or their needs
 In this module we are going to target customers who love music
or listen to music in their daily life
 The goal is provide them with an application which will provide
them with better features and experience

6.  The Goal is to reach 100% profits by the end of 2 years of release
 The income would entirely dependent on the premium purchase
made by users and in app advertisements
 The investment made will be for app manufacturing, promotion
and maintanence

7. CUSTOMERS
 Basic need includes an application which can provide them with
great sound quality and can organise their songs library
effectively, these include customer groups who listen to music
ocassionally
 Needs increase to improved interface, animations and graphics,
also control on various tones and equalizers; these include
customers who are mainstream hoobyist and professionals

8. COLLBORATORS
 Collaboration needs to be done for promotion, data
management and interface design
 Promotion includes channels and platforms on which the app
would sell, advertisement platforms on which communication of
various features and offers would be done
 Data management includes maintanence of online community
and collection of songs accessible to users
 Interface design includes designing various interfaces and skins
for the app for users to choose from

9. COMPANY
The units responsible for various tasks will be
 Technical Unit - app development, maintenance, upgrades
 Marketing - market analysis, strategy changes
 Sales - promotion and communication
 Accounts - track of product's income; profit and loss
 HR - manage human resource

10. COMPETITORS
Some of the competitors for the application are
 PowerAmp
 Google Play Music
 N7 Player

11. CUSTOMERS
 Customers get all the features available in the competitor apps
 Addtional features inside app and online services made available
which are not present in competitor apps
 Free version with all the basic features and some new features
 Premium version with all the amazing advancd features

12. COLLABORATORS
 Promotion collaborators get to post ads on the free version
leading to the promotion of their service and products
 Data management and Interface design collaborators get to post
ads as well as a part of the income for use of specific services

13. COMPANY
 Company gets a new sector of market to explore
 New data on consumer as well as earnings from the app
 Creation of jobs in the company (Incentives to employees)
 Increased market share

14. FEATURES
 Album art display & download
 Graphic equalizer, presets and tone controls
 Library sorting, recently played folder
 Lock screen, graphics and widgets customization
 Numerous themes and skins
 Onscreen lyrics & lyrics download
 Access to online music community; upload and streaming

15. PREMIUM FEATURES
 Album art slideshow animation
 Graphic equalizer increased preset and custom headset output
 Icon change & phone orientation change
 Equalizer set to particular song
 Access to download songs free from online directory
 Adfree version

16. COSTS
 App development cost $100,000
 Maintenance cost $20,000/year (data management, upgrades)
 Promotion budget $50,000 (advertisement and offers)
 Incentives $50,000 on year 1 and $20,000/year then (catering
employees)

17. App name : WalkBeats
Slogan : Everything Music
Logo:

18.  Premium version of the app will be charged $3.99/year
 Channel member will be charged $3.39/year

19.  Incentives (bonus) will be given to employees working on
the app. Accounted intotal as $50,000 in first year and
$20,000/year onwards
 Promotion collaborators gets to advertise in the app
 Data management & Interface design gets $/per quantity of
product
 For every skin made design collaborator will get 10$ and
access to promotion in the app interface
 For every song data collaborator get 0.25$ and gets
additional $15,000 for online community maintanence

20.  Various advertisement for the app to be made available with
the help of collaborators
 Social media account for application updates and
informations
 Youtube video made by app experts as a review
 Sending apps on various app ranking websites

21.  App will be distributed thorigh various app stores available
online. Major being google play

22. ORGANISATIONAL STRUCTURE
 Structure consists of Technical unit and Marketing unit to
develop on the product
 Sales unit and Marketing unit to work on the promotions and
contacts with the collaborators

23. PROCESSES
 Market research
 App development
 Online community & Design interface building
 Collaborators contacting
 App distribution
 App promotion

24. TIMELINE
Things follow the order they are written in
 Market research (3 months)
 Marketing Strategy development (2 months)
 App development & testing (1 year) & Collaborators
contacting (6 months)
 App distribution (3 months)
 App promotion & upgrading (on)

25. Slides made by Sanket Bambodkar (IITB) in Marketing Internship
under Prof. Sameer Mathur, IIML