Made under the guidance of Prof. Sameer Mathur, IIM Lucknow

1. Marketing plan for the app

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3. Main contents
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation

4. 1. Executive Summary
Overview
of
situation
Goal of
company
Proposed
course of
action

5. 94%
36%
65%
51%
INVEST TIME TO FIND THE
LOWEST PRICE
SPEND 30+ MINUTES IN
COMPARISON
SPEND 16+ MINUTES IN
COMPARISON
VISIT 4+ SITES
Source - https://conversionxl.com/blog/people-comparison-shop-stupid/
Behavior of online shoppers
before finalizing a purchase
Overview of situation

6. Thus we need an app that
compares anything and everything
available in the market.
Image Source - http://canacopegdl.com/images/need/need-4.jpg

7. Goal of company
• To help consumers choose the best without spending
much time
• To induce competitive spirit amongst the companies
Image Source - http://eworkorders.com/wp-content/uploads/Save-Time-and-Money-
e1501823903603.jpg

8. Proposed course
of action
• To develop an app which is
able to compare the same
product being sold on
different websites.
• To make sure that the time
spent in this process is
minimized the most.
IMAGE SOURCE https://cdn0.tnwcdn.com/wp-content/blogs.dir/1/files/2015/04/multitasking1.jpg

9. 2. Situation Analysis
Company
Overview
Market
Overview
Target
customers

10. Company Overview
Core Competencies
Has a wide variety of products and
services that can be compared.
App can compare the price of same
product sold in online as well as offline
market.
People can rate and review products.

11. Company Overview
Market
Positioning
Advertisements
(mainly via
internet,
media,
newspapers)
Sales Location
(Accessible in all
parts of the
world)

12. Market Overview
Current/Potential Customers – People who
are looking for products for a low price.
Competitors – Trivago (only for hotels’
comparison)
Collaborators – Rating and reviewing
agencies who rate the products/services.

13. Target customers
• Businesses who are looking trying to do
cost reduction.
• The middle and the lower class who
wants to save money.
• People looking for honest reviews of
commodities.

14. 3. Goals of the
company

15. •
Ensuring
that people
like our
product and
switch to
Premium
version
Ensuring
maximum
usage of
technology and
less usage to
manpower to
reduce costs
and inaccuracy.
As there is no
competitor of
Goggles, the
entire market
share can be
acquired.
Ensuring that the
best offers, best
products and best
sellers are there
on our site and
app along with
genuine reviews
and ratings
Market Share Goals Customer
Retention
Sales
Goals
Cost
Efficiency

16. 4. Strategy
Value
Proposition
Target
market

17. Value Proposition (Customer Value)
See clear. Be clear.
(Goggles lets one see the dynamics of product
and helps make a better choice.)

18. Value Proposition (Customer Value)
Together we can impact lives.
(Partnering with Goggles can help benefit
economically and the customers as well)
Collaborator
Value

19. Value Proposition (Customer Value)
Positioning statement for stakeholders and employees.
For you. For the world.
(Choosing Goggles is a good decision for customers as well as for
stakeholders and employees.)

20. • Customers
• Collaborators
• Context
• Competitors

21. Businesses
who are
looking trying
to do cost
reduction to
earn more and
more profits.
The middle
and lower
class who
don’t have
enough time to
survey the
market and
want to save
money.
People looking
for honest
reviews of
commodities.
Many sites
have reviews
but they are
not always
genuine.
Target Market (Customers)

22. Target Market (Collaborators)
Rating
agencies who
judge the
companies.
They can also
examine their
products.
Government
partner with
Goggles to do a
quality inspect
and improve
Governments’
services
Startups who
are providing
value to
customers can
partner with
Goggles to
create
awareness of
their product.

23. Target Market (Competitors)
Currently, there is no app that is offering such
services. Only competitor in the market is
Trivago which compares the hotels.

24. Target Market (Context)
Technological
Majority of our
target customers
are having access
to mobile
phones,
computers and
social media.
Economic
Be it a firm or an
individual,
everyone is
looking forward
to cost reduction

25. 5. Tactics

26. Tactics
Product – Offers
comparison of
products Service – Compare
products, order via
app
Brand
Jingle – See Clear. Be
Clear.
Name – Goggles
Logo -
Price – Freemium
app, premium
features price - $10
Incentives –
Provision of genuine
reviews of product
Distribution – Available
on Google Play Store and
has a website as well
Communication –
By the means of
internet

27. Premium Features
• Order via Goggles instead of other sites.
(Helpful in case of bulk orders or while
ordering groceries etc.)
• Get the status of offline markets’ product
prices.
• Get to see more detailed reviews.
• Compare different products. (Free version just
offers comparision of prices of a single
product.)

28. 6. Implementation
(1) Infrastructure (2) Processes (3) Schedule

29. Infrastructure
Top Level Management (Taking major
decisions of Goggles, setting goals and involving
with collaborators to a certain extent.)
Middle Level Management (Formulating
policies to achieve goals, distributing amongst
the lower level management and also involving
with collaborators to a certain extent.)
Lower Level Management (Working on the
guidelines of the Middle Level Managers

30. Departments
Accounts
and
Finance
IT
HR
Grievance
Collaborati
on
Marketing
Training
of
employee
CSR
Note – Goggles
considers welfare of
customers and
employees and
serving society and
creating a difference
(CSR) different.

31. Processes
Goals are set by the TOP LEVEL MANAGEMENT and sent
to MIDDLE LEVEL MANAGERS for further analysis.
After TOP LEVEL’s approval, the course of action is
decided by MIDDLE LEVEL MANAGERS. After the co-
ordination is ensured, the duties are assigned to LOWER
LEVEL.
LOWER LEVEL MANAGERS work based on the guidelines
laid down by the upper levels.

32. Schedule
• Firstly, the business problem is identified
by the top level managers. They analyze it
and send the report of goals and
objectives needed to achieve/overcome
the problem.
• The middle level managers then further
analyze the situation and then lay out the
course of action which is approved by the
top level.

33. Schedule
• After approval, the middle level managers
distribute the responsibilities amongst
the other employees. Only after the
approvals of all departments, the further
step is taken
• The lower level then begins working on
the guidelines laid down by the middle
level managers.

34. Strengths
Decision making based on a
continuous feedback based
system.
Reduction of inaccuracy
Separate redressal
department for both
customers and employees
Opportunities
Idea like Goggles doesn’t exist
in India, thus Goggles can
become the sole operator in
this arena
Weaknesses
Delayed decision making due
to continuous feedbacks
Threats
Emergence of competitors.
Unacceptability by the masses
SWOT ANALYSIS

35. Place your screenshot here
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iPhone 7 128…

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38. DISCLAIMER
Created by Shubhi Goel,
NMIMS Mumbai, during a
marketing internship by Prof.
Sameer Mathur, IIM Lucknow.