Created as part of the marketing internship under Prof.Sammer Mathur

1. Marketing Plan

2. About The company
• UnderDrive is a startup providing solutions for navigation and safety.
• The company is based on the core principle “Get there Safely”.

3. Executive Summary
• According to the National Crime Records Bureau (NCRB), 48,654
people died in 2014 in road accidents in India due to over-speeding.
• The major goal is to enter into the navigation market with an unique
point of parity i.e. safety.
• The product offering is an app that targets audiences belonging to the
categories of late adolescence ,new car drivers ,car rentals owners.
• The app will be offered as a freemium model.

4. Why overspeeding has to be curbed
• According to WHO, an increase of 1 km/h in mean vehicle speed results
in an increase of 3% in the incidence of crashes resulting in injury and an
increase of 4–5% in the incidence of fatal crashes.
• An adult pedestrian’s risk of dying is less than 20% if struck by a car at 50
km/h and almost 60% if hit at 80 km/h.

5. About the app
• The app in its free version offers basic navigation based on real time traffic
updates and plots the shortest route.
• In its premium version offers the following safety features:
1) Car speeding beyond recommended limits would result in sending a message to the pre-
registered contacts.
2) Combined with a smart band ,monitors the activity of the user and alerts the user through a sound
if the user falls asleep on the wheel.

6. App Interface

7. Situation analysis
• Core competencies:
1) Simplified: Easily usable apps for consumers
2) Data Driven: Real time solutions based on real time data.
• Strategic assets:
1. Tie ups with smart band manufacturers.
2. Revenue through In-App purchases and In-App advertisements.
3. Unique Communication channels(ex: NGOs and GOs).

8. Target Audience
1) Pre-Adolescent(18-24years):
This category belongs to first time drivers and a more
dynamic audience. Therefore for to check their driving
patterns parents are targeted.
2) Car Rental owners:
Companies like Zoom car, private car rentals for
monitoring their customers’ driving pattern.

9. Economic and Technological context
1) 68% of the smart phone use happens during “me time” i.e. usually at
home.
2) Navigation apps have an outreach of 17% to boost the outreach for
monetizing on ads. The app engages the consumer at “me time” by
submitting reports of their journey.
3) Due to increasing concerns of safety of teens and rental drivers using
the vehicles ,this app will act as mediator for safety.

10. Goals
• Aims to capture about a million users , 1% of its major competitor.
• Setup unique communication channels i.e. through NGOs and
government.
• Achieve conversion rates of more than 25% to paid version(Spotify
highest with 26%)

11. Strategy
Target market
Collaborators:
1) Smart band manufacturers.
2) Car owners and companies.
Channel members:
1) Google play store
2) Apple app store
3) 3rd party advertisement links.

12. Strategy
Competitiors:
1) Navigation apps like Google maps, Maps.me,Waze.
2) Built in Navigation device manufacturers.

13. Communication partners
1) Social media advertisements through Facebook,Instagram,Youtube.
2) Major colleges and government organisations through which the
importance of safety could be communicated.

14. Value Proposition
For customers:
• Provide a free app for navigation integrated with an option to upgrade
for added safety features.
• Customers are inculcated with a sense of responsibility while driving.
• Owners do not have to worry about people safety and vehicle safety.

15. Value Proposition
For collaborators:
• Maintaining good customer relationships and executing of incentive
based deals.
• Offering of incentives for future product offerings.

16. Value Proposition
For Company:
• Products are designed based on the core competency of safety.
• Free Inter departmental communication i.e members of each
division can communicate with other department member without
having to got through their managers.
• For investors, offers risk free investment options.

17. Tactics

18. Tactics
Price:
• To compete with all the navigation apps its navigation
capabilities are offered for free.
• To establish a Point of parity among navigation apps and a
point of difference among navigation devices its premium
features will be charged at the minimum app price.

19. Promotions
• Free media coverage through the aspect of safety i.e. through newspapers and
journalists.
• Capturing customer base through various incentives.
• Increased time period of free trial during the launch.

20. Incentives
• The app would be offered with its premium features for a
20-day free trial in order to capture a customer base.
• Social media campaigns where people who share the
pages of the company would be rewarded with goodies.
• A referral system where one can increase their trial by 10
days for each referral.

21. Distribution
• Offering installations through Google play and Apple store.
• 3rd party links through digital wallets and various advertisements.

22. Implementation
• Traction would be created through media highlighting the importance of
safety.
• Social media campaigns would be run to acquire a customer base.
• Establishment of distribution channels, through app stores and car rental
owners.
• Initial product launch and offering of launch period incentives.
• Continuous monitoring of app’s progress and launching of initiatives when
required.

23. Summary
• Safety as its core competency a new product offering as an app is being
launched.
• Unique point of parity of safety in navigation.
• Promotions through media and NGOs.

24. Disclaimer
Done by Siddharth JP as a part of the marketing internship
under Prof. Sammer Mathur