Marketing Plan for a mobile app was created under the guidance of Prof Sameer, IIM Lucknow

1. Marketing Plan For
Moodingo
A Personal Assistant for You

2. Executive
Summary

3. 1% 4%
7%
11%
12%
19%
46%
Mobile Usgage
Self Expression
Discovery
Preparation
Accomplishing
Shopping
Socializing
Me Time

4. • Data show that 68% of consumers’ smartphone use happens at
home. And users’ most common activity is not shopping or
socializing but engaging in what researchers at BBDO and AOL call
“me time.”
• Further, with increase in competition amidst peers in educational
institutes and work place, stress, loss of productivity and mood
swings are becoming common.

5. • To help them increase their productivity and also be their personal
assistant .
• Moodingo a mood tracker that tracks our mood by assessing our day
to day activities. Through AI and the data collected it’ll suggest
activities to improve our productivity and relieve ourselves of
negative emotions.
.

6. • Offers a unique, fabulous value proposition to its users, the app is
tailor made assistant for its users helping them increase their
productivity.
• The app also aims to make the user’s day to day activities enjoyable
and suitable to his mood.
• In other words, it will also act as a doctor keeping track of our
emotional behavior.
.

7. Company
Overview

8. Core Competencies
• Adopting Holistic Marketing Technique to have a excellent and strong Customer
Relationship along with a promising brand image.
• Advancement of AI technology with evolving technology
• Adoption of latest data analytics technique
• Collaboration with diverse and major app(s) which contributes to “me time” and
mood improvement.
• Implementation of SEO and ASO for marketing.

9. Market Position
• Moodingo is positioned such that it aids young college students, graduates and
working professionals in the age group of 18-40 years, who aim to have a productive
career and life on a daily basis.
• Since the app is unique in its service offering, it is sure to gain momentum in the huge
online world and also have a respectable market share.

10. Market
Overview

11. 22%
39%
37%
2%
College Students
Graduate Students
Working Professionals
Others

13. Target
Customers

14. Age Occupation Education Generation
•
•
•

15. Goals
• Reach a average app
download of 25,000
users per week within 2
years
• Minimum of 1 million
website views on a
daily basis.
• Estimated monthly
revenue of $100,00
• Premium conversion
ratio of 1:10 to be
achieved

16. Strategy

17. Needs, Wants & Demands
• Most office employees and students are
increasingly disturbed and stressed with
constant mood swings and stress.
• Further, it has become a regular habit to
read articles and books on how to increase
productivity.
• This app, will help them to maintain a
good mood and also increase their work
efficiency.

18. Customer Characteristics
• Extensive use of mobile phones and
computers on a daily basis.
• Have a strong desire to increase their
individual productivity.
• Are eager to reduce their stress level
• Have a positive view on mental health and
its effect on productivity.

19. Collaborations
• Channel Members
• Communication Partners

20. Channel Members
Mobile App Stores: Google Play Store, Apple App Store, Amazon App Store, ApkMirror
and many more.
Goals of Channel Members
• Payment for the services rendered
• Increase the referrals of the app
• Promote the app in various methods

21. Communication Partners
• Social Media platforms such as Facebook, Instagram, Twitter, LinkedIn and other
major platforms.
• Apps or Brands in collaboration with Moodingo such as Amazon, Messenger, Inshorts
etc.
Goals of Communication Partners
• To target as large and diverse a consumer base as possible
• To attract new customers toward their product/service
• Build brand image, strengthen brand awareness and drive brand equity

22. Strategic Business Unit of the Company
1. App Development team
2. AI Developers team
3. Bot Developers
4. Content Creation team
5. Business Development team
6. Marketing team
7. Data Analysis team
8. Finance and Accountancy team
9. Public Relations team
10. Customer team

23. Competitors
Parameter Daylio Diary - Mood Tracker eMoods Bipolar Mood Tracker
Downloads 101,874 562 2,462
Rating 4.8 4.5 4.2

24. POPs PODs
1. Tracks Mood on Social Media
& Apps
2. Maintain data and statistics
on Mood Swings
3. Suggest Activities depending
on your mood
4. Safety Backup of Data in
Google Drive
1. Advanced AI
2. High User Interface with Bot
3. Freemium Model
4. Application available for PC's

25. Economic Context
• The Internet related GDP
contribution is around
3.3%
• Digital content industry
growing at a fast pace;
expected to reach INR 20
billion by 2020 with
digital ad spend expected
to grow at 23-28%

26. Technological Context
• The number of Internet users has increased from 738 million in
2000 to 3.2 billion in 2015.
• The number of mobile phone users in the world is expected to
pass the five billion mark by 2019.
• Growth of inexpensive 4G network
• AI is growing at a tremendous pace, contribution from all major
brands

27. Positioning
Strategy

28. Low cost Market and Customer research
Identify the Needs, Wants and Demands
Develop POPs and PODs considering the competitors
Adopt a marketing strategy to create a customer base
Implement Holistic Marketing technique
For Customers

29. Build a strong Brand Mantra and Logo
Adopt a strong Internal Marketing Strategy
Maintain a clean legal and financial setup
Effective communication channel with the collaborators and
investors
For Company

30. Value
Positioning

31. To Customers To Company
• Keep track of your mood on a
daily basis.
• Get a detailed analysis of your
work efficiency and mood
swings
• Tips from your tailor made AI
to improve productivity and
reduce stress
• Suggests apps and activities to
improve your mood
• To employees:-Positive work
environment, good pay, growth
potential, opportunity to
pursue interests, job security
• To investors:- Regular filing of
returns, future growth
potential, financial stability,
clean image, profitable and
loyal base and high ROI

32. Tactics

33. Product
Free Features Premium Features
• Limited Bot interactions
• Restricted Suggestions for
increasing Productivity
• Restricted AI features
• Bookmark favorite activity that
relive stress
• Referral programs to earn
additional features
• Advanced AI with day to day
improvement
• Highly efficient data and
statistics analysis
• Effective suggestions for
improved productivity
• Suggestions of apps or
activities to improve users
mood
• Tips to improve and build
mental strength

35. Pricing Strategy
Freemium Pricing Strategy is adopted, in
which the app will in itself be free.
Users can upgrade to premium features by
paying $9/month or $99/month.
Premium users will get to experience a lot of
additional and vital features of the app.

36. Promotional Strategy – Zero Budget
1. Initial Promotion thorough Facebook, Twitter and Instagram.
2. Word of mouth marketing to major company employees, college
students, friends and family.
3. Set up of basic website and employ Google Adworks
4. Start a Youtube Channel to promote through videos
5. Utilizing SEO and ASO to the fullest to have greater reach amidst
internet users
6. Free one month premium service to all user subscribers

37. Distribution

38. • App stores such as Google
Play Store, Apple Store,
Amazon App Store and
many more.
App Stores
• Tie up with major mobile
manufacturers, and pre
install the app.
Pre Loads

39. Implementation

40. CEO
Marketing
Dept
Promotional
Head
Distribution
HeadPR Dept
Finance Dept
Technology
Dept
Business
Development
Dept
Analytics
Dept
AI
Development
Bot
Development
APP
Development
Web
Development
Organizational Structure

41. Business Process Involved
1. Conducting Market research to identify the needs, wants and demands
2. Analyzing Business and Consumer markets
3. Determine the target segment and crafting the positioning of the company
4. Defining the mission of the company
5. Setting up of Strategic Unit and Business Development Unit
6. Setting Product Strategy and creating the app and website
7. Initial promotional activity before product launch
8. Setting up of pricing strategy
9. Developing and managing Integrated Marketing Channel and Communication
10. Adopting a Holistic Marketing Technique

42. Schedule
Task Time
Market Research 2 months
Analysis of Consumer Needs and Wants 1 month
Market Analysis 15 days
Marketing Positioning 1 month
Setting up of Strategic Business Unit 20 days
Setting Product Strategy 2 weeks
Pricing Strategy 2 weeks
Designing Marketing Channel 1 week
Developing Communication Channel 1 week
Developing Marketing Strategy 1 weeks

43. DISCLAIMER
Done By
Shachin Shibi,
Sri Sai Ram Institute of Technology
Chennai
Guided By,
Prof. Sameer Mathur,
IIM Lucknow
Carnegie Mellon University (PhD)
During the remote Marketing Management Internship,
Dec’17-Jan’18