Marketing Strategy of an Android Application

1. Marketing
Plan For
Android
Application

2. HomeMade

3. The Marketing Plan: An Outline
1. Executive Summary
2. Situation Analysis
3. Goal
4. Strategy
5. Tactics
6. Implementation

4. 1. Executive Summary
Now a days, making a delicious food is not an
easy task. To help you out there, we designed
an mobile application which will allow you to
learn and master cooking.

5. 2. Situation Analysis
Company Overview
Market Overview
Target Customers

6. Company Overview
• HomeMade, our recent startup, especially
for Indians, helps by providing easy recipes on
the go.
• We want to narrow down the gap between
cooking masters and beginners.

7. Market Overview
• Internet is filled with such apps.
• But they lack is interactive interface.
• They have some limited recipes.

8. • We want to develop a platform where
cooking enthusiasts too can upload their
recipes.
• These recipes will serve useful for others.

9. Target Customers
• Its main customer targets will especially range
from cooking beginners to cooking enthusiasts
as well.
• Those who loves to make new food everyday
will be targeted by the company.

10. 3.Goal
• We want our application to be installed in
everyone’s phone is related to cooking.
• A net income of 50 Lac during first year of its
launch further followed by an increment of
20% every year.

11. 4.Strategy
Target Market
Value Proposition

12. Target Market
• This company will try to reach and help by
providing easy recipes.
• These recipes will be certified by some famous
Indian chefs.

13. • Although there are already similar offerings
but some of them lack proper user interface
and some lack traditional Indian Food.
• We just want to fill this simple gap.

14. Value Proportions
• The app will be free to use and will include
some in-app purchases.
• Users and like and share recipes they love.
• People with most likes and shares will be
given special attention.

15. • To further add on, there will be some
interactive sessions created by famous
cooking personalities.
• This app will be no less than a social media
platform for those who want to cook.

16. 5. Tactics
Product
Service
Brand
Price
Incentives
Communication

17. Product
HomeMade, an application helps you in
making food with an ease. It has a very large
collection of recipes which are easy to prepare
and learn as well. It has a both free and
premium version.

18. Service
• Uploading or watching the recipes will be
completely free.
• Each month best recipe will be awarded.
• Special cooking session conducted by world
class Indian chefs will be demonstrated.

19. Brand
• HomeMade is a application which tries to help
everyone in cooking.
• Slogan, “Cooking Made Easy”
• HomeMade refers that it want to making
cooking as easy like its in home.

20. Price
• This app will be free of cost.
• Most of the features of the app will be free.
• It will also include some in app purchases.
• So basically it will have free version and
premium version.

21. Free Version
• Free Version user can watch any number of
videos
• Upload any number of videos
• Like and share any number of videos.
• Avail referral and other offers.

22. Premium Version
• Premium users will get all the benefits of free
users including
• Downloading any number of videos.
• Special sessions conducted by World class
chefs once a week.
• It will cost Rs 100 per month or Rs 250 for
three months.

23. Incentives
• Every new customers to logs in into the app,
he will get free one month subscription of
premium version.
• Under referral program, both party will get 15
days free subscription of premium version.

24. Communication
• The app will include a detailed and well
defined user interface for the customers.
• Special offers will directly be shown in Offe
zone.
• Premium users will have the option to
download any video.

25. 6.Implementation
Infrastructure
Procceses

26. Infrastructure
• Since it is a start-up with not much of
investment.
• It will have divide India in four zones.
• Namely East, West, North, South.
• Each zone will have one head office.
• East zone will have head office at Kolkata.
• Similarly West- Mumbai, North- Delhi,
South- Bangalore

27. Processes
• We will collaborate with some famous Indian
chefs to promote ourselves.
• We will sponsor in cooking reality shows like
MasterChef.
• First one month subscription will be free of
cost.
• Each month we will publish best recipe.

28. Competitors

29. Although many apps are present in the Google
Play Store which are related to cooking but its
main competitor is Cookpad.

30. What’s the Difference???

31. Cookpad is a application which is founded by
a Japanese. So it becomes really difficult to
find any Indian dishes in the application.
So here we bring HomeMade to especially
help Indians in making their food.

32. Summary
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation
• Competitors
• What’s the difference?

33. Disclaimer
Created by Shubham Gautam, IIT(ISM) Dhanbad,
during a marketing internship under Prof.
Sameer Mathur, IIM Lucknow.