Goal, what it wants, its logo, slogan,free app, closest competitor, segmentation and targeting, positioning, free and premium version features, place and price.

1. MARKETING
PLAN

2. WHAT IS
MARKETING?
“MARKETING ISTHE ACTIVITY, SET OF INSTITUTIONS, AND
PROCESSES FOR CREATING , COMMUNICATING, DELIVERINGAND
EXCHANGING OFFERINGSTHAT HAVEVALUE FOR
CUSTOMERS, CLIENTS,
PARTNERS AND SOCIETY AT LARGE.

3. BEAT
FLOODS

4. BEAT FLOODS
LOGO:

5. “BECAUSE
HUMANITY
COMES FIRST
SLOGAN:

6. APP THAT IS
CLOSEST TO OUR
PROPOSAL AND
ALREADY AVAILABLE
ON GOOGLE PLAY-
ALPIFY
CLOSEST
COMPETITOR:

7. 1. EXECUTIVE
SUMMARY

8. THIS IS A SAFETY APP
THAT AIMS TO HELP
PEOPLE STUCK IN
FLOODS.
1.1 GOAL/WHAT IT
DOES:

9. 1.2 COURSE OF
ACTION
BY RECEIVING THEIR GPS LOCATION
AND SENDING IT TO THE RESCUING
FORCES SUCH AS NDRF, NGOs AND
ALSO, TO VOLUNTARY RESCUERS
REGISTERED WITH THE APP, HENCE
COMPLEMENTING THE EFFORTS OF
THE FORCES.

10. 2. SITUATION
ANALYSIS

11. 2.1 COMPANY
OVERVIEW
CORE COMPETENCIES
COMPARATIVE ADVANTAGE:
OUR APP HAS FEATURES LIKE
VOLUNTARY RESCUERS, PROVISION
OF INFORMATION REGARDING SAFE
PLACES NEARBY AND
INFORMATION OF VICTIM TO
FAMILY MEMBERS, WHICH ALPIFY
DOESN’T HAVE.

12. 2.2 MARKET
OVERVIEW
POTENTIAL CUSTOMERS
ALLTHOSEWHO NEEDTO ENSURETHEIR SAFETY DURING
FLOODS ANDTHOSE WHO AREWILLING TO HELP THEM IN
TIMES OF NEED.
CLOSEST COMPETITORS
APPTHAT IS CLOSESTTO OUR PROPOSAL AND ALREADY AVAILABLE ON
GOOGLE PLAY- ALPIFY.
MARKET INWHICHTHE COMPANY OPERATES
NON-PROFIT GOVERNMENT MARKETS AND NGOs.

13. 2.3 TARGET
CUSTOMERS
CUSTOMER BASETHAT OURAPPTARGETS-
• COUNTRYWIDEAPP.
• TARGETS FLOODVICTIMS
• IT CAN ALSO SENDTHE LOCATION OFTHEVICTIMTO
THOSE USERS WHO HAVE LISTEDTHEVICTIM AS
FAMILYAND PAIDTO RECEIVE HISWHEREABOUTS.
• IT MUST COVER AS MANY PEOPLE AS IT POSSIBLY
CAN, PREFERABLYTHOSE LIVING NEARTHE
WATER BODIES.

14. 3. GOAL

15. FOCUS OF THE
INITIATIVE
• IT IS NON-PROFIT APP. IT
SERVES A SOCIAL CAUSE.
• ALL ITS BASIC FEATURES ARE
FREE OF CHARGE.
• THE FOCUS OF THE APP IS TO
ENSURE SAFETY TO THE
PEOPLE DURING TIMES OF
FLOODS.

16. THUS ITS
GOAL:
• TO COVER AS MANY
PEOPLE AS POSSIBLE
• FOR STARTERS: THOSE
RESIDING INTHE FLOOD
PRONE AREAS
• PROVISION OF INCENTIVES:
CASH REWARDS TO
VOLUNTARY RESCUERS
• TIME FRAME: ABOUT AYEAR
• CUSTOMER BASE
EXPANSION:WILL OCCUR
GRADUALLYWITHTIME

17. 4. STRATEGY

18. 4.1 TARGET
MARKET
• CUSTOMERS:
NEEDS AND WANTS ADDRESSED BY OUR APP-
THE NEED OF ENSURING PEOPLE’S SECURITY AND
SAFETY DURING FLOOD OCCURRENCE.
THUS, CUSTOMERS ARE, IDEALLY, ALL THE
PEOPLE OF THE COUNTRY.

19. • COMPETITORS:
EXISTING APPS IN
THE FIELD LIKE
ALPIFY, FLOODUP,
ETC.

20. • COMPANY:
GOVT. OR
SOME NON-
PROFIT
ORGANISATION

21. 4.2 VALUE PROPOSITION
CUSTOMER VALUE:
POSTIONING
HOW WILL WE POSITION OUR APP IN THE MINDS OF
OUR TARGET CONSUMERS? SPECIFICALLY, IN WHAT
WAYS IS OUR APP BETTER THAN ITS CLOSEST
COMPETITOR, ALPIFY-

22. POINTS OF PARITY:
BOTH WORK BY RECEIVING
LOCATION OF THE VICTIM

23. DISTINCTIVE
FEATURES…
1. FREE REGISTRATION, FOR HELP-SEEKING IN CASE OF FLOOD
OCCURRENCE AND FOR VOLUNTARY RESCUING
2. PREMIUM USERS COULD SELECT PEOPLE FROM AMONG THE
OTHER USERS OF THE APP WHOSE WHEREABOUTS THEY
NEED IN CASE OF A FLOOD
3. DURING FLOODS, AUTOMATIC LOCATION –SENDING ON
JUST ONE CLICK ON THE APP
4. SHOULD WORK EVEN WHEN OFFLINE

24. …DISTINCTIVE
FEATURES
5.VICTIMS RECEIVE INFORMATION
ABOUTTHE NEAREST SAFEST
PLACE
6.THEIR LOCATION DIRECTEDTO
NGOs,THE NDRF ANDTHE
NEAREST REGISTERED RESCUERS
7. “MARKING-SAFE” OPTIONS
ONCETHEY REACH A SAFE PLACE
8. FURTHER INCENTIVES BY
REWARDING THE RESCUERS FOR
THEIRTASKS

25. 5. TACTICS

26. 5.1
PRODUCT
BENEFITS:
• REACHING OUT TO A SAFE
PLACE
• HELPING OTHERS
• CONNECTING WITH FAMILIES
COSTS:
• MAJORLY FREE
• MINIMAL COST FOR
PREMIUM SERVICES

27. 5.2
SERVICES
• FREE VERSION FEATURES-
ALL BASIC FEATURES ARE FREE; THE
GOVT. CAN FUND THE APP SO THE
RESCUING OF THE VICTIM IS TOTALLY
FREE
• PREMIUM VERSION FEATURES-
ADDITIONAL FEATURES LIKE
RECEIVING INFORMATION ABOUT A
LISTED FAMILY MEMBER COULD BE
CHARGED, THOUGH MINIMALLY.

28. 5.3 BRAND
• NAME: BEAT FLOODS
• LOGO:
BEAT FLOODS
• SLOGAN: “BECAUSE HUMANTY COMES FIRST

29. 5.4
PRICE
PRICE:
FOR A PREMIUM VERSION OF OUR APP
8.5 CENTS WHICH IS EQUIVALENT TO RS.5
THIS MAY SEEM LIKE A LOW COST TO UPGRADE TO THE
PREMIUM VERSION BUT IT’S THE BEST POSSIBLE PRICE
BECAUSE IT IS ETHICALLY INCORRECT TO CHARGE A
PRICE HIGHER THAN THIS

30. 5.5
INCENTIVES
• INCENTIVES TO CUSTOMERS
VOLUNTARY RESCUERS WILL BE
REWARDED IN CASH TO PROMOTE
VOLUNTARY SERVICE DURING FLOODS BY
THE COMMON MAN, USING FUNDS
RECEIVED BY THE GOVT.
THE FAMILIES OF VICTIMS WILL
DOWNLOAD THE APP TO KNOW THEIR
WHEREABOUTS

31. 5.6
COMMUNICATIO
N
• PROMOTING OUR APP THROUGH
SOCIAL NETWORKING SITES LIKE
FACEBOOK, WHATSAPP,
TWITTER, ETC.
• IT WILL DEINITELY HAVE A GREAT
RESPONSE AS MORE AND MORE
PEOPLE HAVE BECOME
CONSCIOUS OF THEIR
SAFETY ESPECIALLY, IN OUR
COUNTRY, AFTER THE RECENT
CHENNAI FLOODS.

32. 5.7
DISTRIBUTION
OUR APP CAN BE
DISTRIBUTED
THROUGH
GOOGLE
PLAY.

33. 6.
IMPLEMENTATION

34. PROPER FORMULATION AND
IMPLEMENTATION
• A GOOD MARKETING STRATEGY COULD BE SABOTAGED BY POOR
IMPLEMENTATION
• THUS, STRENGTHENING ITS R&D DEPT. IS A MUST
• SHOULD GATHER LATEST TECHNOLOGICAL INTELLIGENCE
• SHOULD AIM FOR HIGHER CUSTOMER SATISFACTION
• WOULD LEADTO: POSITIVE FEEDBACK, WORD OF
MOUTH AND CUSTOMER EXPANSION

35. SWOT
ANALYSIS

36. STRENGTHS
• NEW FEATURES LIKE SENDING LOCATION
TO FAMILY
• AVAILABILITY OF VOLUNTARY RESCUERS
• BASICALLY FREE OF CHARGE
WEAKNESSES
• SUCCESS DEPENDS ON THE EFFORTS OF
THE GOVT. AND THE NGOs.
OPPORTUNITIES
• CAN ALWAYS LEARN FROM EXISTING APPS
• USE BETTER AND MORE ADVANCED
TECHNOLOGIES THAN THE EXISTING APPS
• GREATER POENTIAL CUSTOMER BASE DUE TO
MORE SAFETY CONSCIOUS PPL. NOWADAYS
THREATS
• TOUGH COMPETITION FROM
ESTABLISHED APPS

38. DISCLAIMER
CREATED BY SHIVANGI PANDEY, NMIMS,MUMBAI DURING AN
INTERNSHIP UNDER PROF. SAMEER MATHUR, IIM LUCKNOW!