A new app marketing plan designed during the internship under guidance of Prof . Sameer Mathur , IIM Lucknow

1. PRO27

2. CONTENT
• Executive Summary
• Situation Analysis.
• Goal
 Strategy
• Tactics
• Implementation .

3. E X E C U T I V E SU M MA RY

4.  Pro27 is digital and mobile entertainment platform.
 The app also offers videos from cricket tournaments and other professional sporting leagues like pro
Kabadi , Indian Premier League, etc. For T.V. shows , hot features latest and classic episodes from
television shows etc.
 English dramas and serials that premiere internationally and are showcased on Star world , also
featured on hot star.
 Pro27 also streams Game Of Thrones , Narcos , and other English T.V. series.
 Some cricket talks like Half Volley (A World Cup Weekly Wrap – Up) has been put exclusively on Pro 27.

5. SITUATION ANALYSIS

6. COMPANY OVERVIEW
CORE COMPETENCES
 Diverse content , reliable sources and sharing options .
 Excellent customer relationship management techniques.
 Adoption of latest data analytic techniques .
STRATEGIC ASSETS
 Ina app advertisements that will be generate revenue .
 Aim is not compete with existing content app but to fill market gap created by them.
 The expected large users base.
 Positioned as the favored destination for college students and young professionals .
 Communication partners.

9. This Market Segment is
 Substantial : Large and Profitable enough to serve
 Accessible : Can be effectively reached and served
 Measurable : Size, Purchasing Power and characteristics can be
measured.
 Actionable : Effective programs can be formulated to attract it
and serve it .
 Differentiable : Responds differently to different marketing mix
elements .

11. GOALS
 The primary goal is to get 50,000 customers registered with 9 – 11 months with a coversion
rate of (1 – 3)% i.e. from free to paid users.
 Generate a worldwide prediction through customer viewership/trial downloads in the apps’s
first 2 months.
 Aim to achieve more sponsorships and tie-ups with upcoming colloborators.

14. POSITIONING
POINTS OF PARITY
 Quality streaming available
 Free of cost.
 Works on low bandwidth
 Comfortable and user friendly
POINTS OF DIFFERENCE
 No painful advertisements on premium version.
 No crashes and video interruptions
 Different languages included.
 Downloading videos at any quality.
 Skipable Advertisements.

16. TACTICS(3/3)
 App will be launched worldwide.
 Freemium app – can be
downloaded for free but premium
features can be used only when it
is purchased.
 First 1000 downloads will get the
premium version of the app.
 Price for premium version will be 2
USD.
 Incentives will be given to regular
users.
 In app competitions will take place
for increasing popularity.

17. FEATURES
• FREE VERSION
 A few tv shows and movies
 Movie trailers and latest songs
 Live cricket and sports
 Resume from where it was left off
 Choose quality of video
• PREMIUM VERSION
 Bigger Library
 No Advertisements
 A variety of languages
 Download and watch videos offline in any quality
 No inteeruptions.

18. PROMOTIONS
 Build in social calls to action. Social word of mouth is one of the best ways to grow user base.
 Build in social sharing so users can brag about what they have accomplished.
 Reach out to influencers.
 Feature the app in an official blog.
 Feature the app in emails.
 Create a demo video and share it.

19. PLACE
 Google Play Store.
 Amazon App Store.
 Recommended Websites.
 Opera Mobile Store.
 Slideme.
 AppBrain.
 Appslib.
 IOS.