ShowTime is developing a mobile app that will allow users to stream movies and TV shows on their Android devices without downloads. The app will use a freemium model where basic services are free with ads, and premium services without ads are available by subscription. ShowTime's goals are to gain 200,000 subscribers and $5 million in revenue by 2019, produce original content by 2020, and reach 50,000 subscribers and $12 million in revenue by 2025. To achieve this, ShowTime will focus on partnerships, competitive pricing, promotions, and improving the streaming experience. Performance will be evaluated through a review system where employees provide feedback to each other.

1. SHOWTIME APP
Marketing Plan

2. 1. EXECUTIVE SUMMARY
• ShowTime is a tool that allows you to play hundreds of
movies and episodes from TV series directly on your
Android device, without having to download anything.
Subscribers will be able to instantly watch as many TV
episodes & movies as you want, as often as you want,
anytime you want on the go on your smartphone.

3. MARKET OPPORTUNITY/THREAT ANALYSIS
• Opportunities:
• 1. Growing Smart TV market brings new potential customers.
• 2. Growing smartphone market brings new potential customers.
• 3. Distributing original content in the form of exclusive programs.
• Threats:
• 1. Increasing Competition.
• 2. Digital Piracy
• 3. Limitation of cellular data networks negatively affects customer experience.

4. 2. SITUATION ANALYSIS
• 2.1 Company Overview:
• ShowTime, is a provider of an Internet television network. The Company
operates through two segments: Domestic streaming and International
streaming. The Domestic streaming segment includes services that streams
content to its members in India. The International streaming segment
includes services that streams content to its members outside India.
The Company's members can watch original series, documentaries, feature
films, as well as television shows and movies directly on their Internet-
connected screen, televisions, computers and mobile devices. It offers its
streaming services both domestically and internationally.

5. 2. SITUATION ANALYSIS (CONTD.)
• 2.2 Market Overview:
• The traditional DVD rentals although give the consumers ease of
watching movies or TV shows by renting them, they lack the vast
number of titles available. Even if they have a vast number of titles
available it becomes very difficult for consumers to sort through them.
• We believe our recommendation service and our website features
provide our subscribers the tools to select titles that appeal to their
individual preferences.

6. SITUATION ANALYSIS (CONTD.)
• 2.3 Target Consumers:
• The customers segment age can be anywhere between 18 to
60 years. Because of very different nature of clients who
shifts in age, income, geographic region, and watching
preference fluctuate with time. None of the division will be
of absolutely same property, quantifiable, differentiable,
noteworthy and above all profitable.

7. 3. GOALS
• Improve brand awareness and goodwill to new international markets.
• Improving instant video streaming services in various aspects.
• ShowTime hopes to achieve 2,00,000 subscribers and a net income of
$5,00,000 (approx. Rs. 3.22 Crore) by the end of the year 2018-2019.
• The company will start making its own original content by year 2020
and hope to have 30% of all titles available as original content by
2025.
• The company will reach its 50,00,000 subscriber mark by 2025 with a
net income of $12,10,000 (approx. Rs. 7.79 Crore) by the end of year

8. 4. STRATEGY
4.1 Target Market:
• The customers segment age can be anywhere between 18 to 60 years.
Because of very different nature of clients who shifts in age, income,
geographic region, and watching preference fluctuate with time. None
of the division will be of absolutely same property, quantifiable,
differentiable, noteworthy and above all profitable.

9. 4. STRATEGY (CONTD.)
• 4.1 Target Market:
• It is necessary for ShowTime to collaborate with networks, TV shows and
film makers in order to stream their content as a subscription based
company. Without the licensed right to air such shows and movies
ShowTime would be nonexistent. We can created each of the shows on our
own so that we owned the rights to air them, but that's not feasible because
we need a large set of shows in order to attain the necessary subscribers.
Some big collaborators will be Walt Disney Company.

10. 4. STRATEGY (CONTD.)
• 4.1 Target Market:
• Some of major competitors of ShowTime will be Netflix, Hulu and Amazon Prime
Videos.
• Hulu is free when viewed on the computer, but Hulu Plus costs around 8.00
USD/monthly, which gives you access to more content and the ability to watch on
other devices. There is some original content.
• Amazon has a paid video streaming service, but buying the Prime option gives you a
number of their movie and television fare as part of your membership. Prime
offerings are not as extensive as Netflixs’. There is some original content.

11. 4. STRATEGY (CONTD.)
• 4.2 Value Proposition:
• Customers top priority is convenience, affordability, speed,
personalization of the video streaming and high selection of show
titles. ShowTime aims at being the top and only choice for its
customers by providing a more personalised, fast, convenient, high
selection and yet affordable online streaming service than all the
competitors.

12. 5. TACTICS
• The app is going to follow the freemium type strategy. The subscriber
will have to sign-in by either his Facebook account, Google+ account
or Email Id. After signing in the subscriber can watch all the libraries
for free but will be seeing advertisement in app. Also the subscriber
wont be able to watch the content in 1080p quality but can see in
360p, 480p and 720p quality. After applying for the premium version,
the ads will go away and 1080p HD quality will be unlocked. Also the
premium user will get to watch new movies and TV shows before the
regular subscribers.

13. 5. TACTICS (CONTD.)
• The brand name will be ShowTime as it reflects
upon what services are being offered.
• The logo shall be a silhouette of a video camera
wrapped in films with a yellow background.
• The slogan will be “IT’S SHOWTIME!” as people in
show bizz used to say.

14. 5. TACTICS (CONTD.)
• Standard price will be $7.49/month with only one screen,
$11.49/month with 2 screen sharing and $15.49/month for 3
screen sharing. These prices are so selected because other
services are also offering at similar rates and this will keep
the company competitive and will be able to offer better
services than the competition.

15. 5. TACTICS (CONTD.)
• Incentive to customers will be offered in the form of premium services
offered for free to the first 100 subscribers. This strategy can also be
applied periodically for a limited number of time to gain more and
more number of subscribers.
• Trade collaborators such as Disney will be given incentives in the form
of more royalty on titles if they give us their newly released titles
before any competitor.
• Company employees will be given quarterly bonuses for exceptional
work.

16. 5. TACTICS (CONTD.)
• ShowTime will offer the premium services for free on a one month
trial basis. This sends a message that ShowTime is confident of the
value it has to offer and does not hesitate to let people have the
ShowTime experience before they decide to buy subscriptions.
• Also promotion can be done through social media like Instagram,
Facebook, etc as majority of the people who have access to internet
uses some of these websites and this method of advertising is very cost
effective.

17. 5. TACTICS (CONTD.)
• ShowTime will be available to download for free on Google
Play Store as well as Apple App Store as there is more
profits in App Store.
• ShowTime can also partner with mobile phone
manufacturers so that ShowTime comes pre-installed on all
their devices.

18. 6. IMPLEMENTATION
• 1) Product Offering:
• Reducing the time between when movies are released and adopted in
the ShowTime library by 6 months to 3 months. Will be done by
Santosh in Content dept.
• Introducing video game and sports streaming. Will be done by Greg in
Product dept.
• Improve streaming speeds and increase sponsored events. Done by
Aditya in Streaming and Partnership dept.

19. 6. IMPLEMENTATION
• 2) Promotion:
• One month free trial and advertising through the internet and social
media sites.
• Advertisements in TV also.
• Will be done by Jason in Marketing dept.

20. 6. IMPLEMENTATION
3) People:
Train customer service to achieve a 3 minute return call per customer.
Will be done by Muskan in Talent dept.

21. 6. IMPLEMENTATION
• 4) Price:
• Have a good price plan which do not suddenly change. Done by
Santosh in finance dept.
• Communicate price stability and one month free trial. Done by
Avantika in Communications dept.

22. 6. IMPLEMENTATION
• 5) Distribution:
• Strategic partnership with ISP to ensure smooth distribution. Done by
Aditya in Streaming and Partnership dept.

23. 7. CONTROL
• Performance evaluation can be done by reviews, where everyone in the company can
provide feedback to anyone in the company. Generally we'd like people in a team to
give feedback at least to their team co-workers, manager, and -- if they have people
reporting to them -- their direct reports.
Reviews are one text box. You can write anything you want in that text box. There
is no quantification . Most people use a start/stop/continue format (start doing X,
stop doing Y, continue doing Z), but you can use any approach you care to take.
Reviews are not anonymized -- any review you submit will have your name attached
to it -- and are automatically shared with the manager of the person being reviewed,
as well as their HR partner.

24. AN EXAMPLE