Android App Marketing Plan - Snooker Masters

Snooker Masters
App Marketing Plan

Studies have shown that
the access to smartphones
and the internet is ever
rising in developing and
developed countries

Which is resulting in exponential
app downloads in developing
countries and major in-app
purchases in developed countries
Total time spent on
apps is also
increasing
source: https://qz.com/886985/india-logged-the-most-android-app-downloads-and-usage-in-2016/

But what are people using it for ?

A majority of th usage
goes into something AOL
and BBDO call “Me Time”
source: https://hbr.org/2013/01/how-people-really-use-mobile

Most downloaded
Apps are games!
90% of revenue
on the Play
Store is
generated by
Games!
source: https://www.appannie.com/en/apps/google-play/top/united-states/game/

Sports and strategy
games are becoming
popular especially
Pool

A lot of the online
sports games face
two issues

A lot of the online
sports games face
two issues
Slow connection issues
Lack of innovation in
game features

Snooker Masters is a strategy based pool game
with top of the line gaming physics and
addictive features like 
• Innovative pool tables.  
• Play with users from all around the world. 
• Team up with a friend and compete in a  
2-v-2 game. 
• a wide variety of cue sticks to choose from. 
• a tutorial package taught by the best pool
players in the world. 
• in-built social network to compete and team
up with players from around the world. 
• variety shop to purchase cues, tutorials,
coins and tokens from.

Snooker Masters aims to provide..
reliable connection
control for a smooth
gaming experience
Innovative gaming
features to keep
consumers engaged
fun and easy to
learn tutorials
progress control to
encourage people to
purchase coins

Original and creative UI/UX
offerings to constantly
deliver state-of-the-art
gaming enthusiasm

credible Customer Relationship
Management services
Eg. If they have any game
proﬁle issues or making them
give relevant and helpful
feedback for our beta features

Dedicated Social Media
team to keep consumers
engaged through
competitions and
surveys.

To-the-point gaming
experience through
incorporation of ideal and
precise gaming physics

source: https://dribbble.com/shots/3130376-The-Team
TECH TEAM

UI/UX TEAM

COMMUNICATIONS &  
RESEARCH TEAM

Daily irresistible
product bundle offers
on accessories and
coins

Effective and
Efﬁcient network
servers

Innovative algorithms to maintain
game difﬁculty keeping the demand for
purchasing coins sustainable

Tutorial Packages
from beginner to
professional

Snooker Masters will be positioned as an addictive
multiplayer pool game with innovative and unique
features which make sure to create an exuberance of
positive brand associations. It will be positioned
differently within the 18-34 yrs market segment. The
game will be positioned as the favoured multiplayer
game to play with your close friends for leisure.
Consumers with disposable income can play it either
for leisure or to compete with the best. It will also be
positioned as the game which gives the most value
towards skill development with its quality tutorial
package.

Opportunities
Positive
brand
association
through tutorial
packages
Online
Mobile Gaming
revenues are
increasing
exponentially
Creating new
market for user
generated products
in the online
gaming industry
The Android App
market is expected to
have highest
downloads by 2018

Threats
more than 32% of
all games in the Play
store have > 50,000
downloads (highest
in any category)
Our tutorial
content is limited
and non expandable
which might reﬂect
badly in the long
run
Our game model
and features can be
easily replicated
Our product might
incur negative
associations in regions
with slow internet
speeds

Points-Of-Parity
Multiplayer fast
paced pool and
snooker game
Similar in-app
purchase bundles,
freemium model
and social network
model

Points-Of-Difference
Added Value
through Tutorials
and progress
reports
user generated
products like pool
tables designed by
users in
competitions
better server
functioning which
prevents your game
progress from being
erased

Snooker Masters will
operate in the
smartphone and tablet
market and will be
available only on the
Google Play store

source: https://www.statista.com/topics/840/smartphones/
We will be catering to
the market segments
within 18-34yrs who
are either working or
studying

source: https://www.statista.com/topics/840/smartphones/
We will be catering to
the market segments
within 18-34yrs who
are either working or
studying
We will also target sports fanand frequent downloaders ofSports,Simulation gamesand Sports news apps

We plan to position Snooker masters as an addictive,
innovative and fast paced strategy game.

10,000,000 - 50,000,000 downloads
~$35,000,000 in in-app purchases
~3,000,000 active users / day

Customer Needs
A challenging
yet relaxing
game to play
An online multiplayer
game which is not road
blocked by server issues
Customers now
look for
multiplayer games
that they can play
with their friends
Games which come
out with new
features quickly to
keep them engaged

Distinguishing
Characteristics of  
consumers
Based on
behavioural
segmentation,
our target
customers
between
18-34yrs play
online games
for 3 reasons

Distinguishing
consumers
Competition!

Distinguishing
consumers
Playing
with
friends

Distinguishing
consumers
Leisure!
“Me Time”

Manufacturers
To create engaging
features for the games
and make sure all the
requisites like servers
and game designs are at
optimum functionality

Channel  
Members
The app store’s
algorithm has to endorse
our app more on the
store as we generate
more download and in-
app conversions

Communication  
Partners
(internal)
• Have to maintain customer
relationship satisfaction
• Maintain formulation of user
generated products through innovation
competitions
• Conduct steady market research and
digital marketing practices and provide
insights to other business units within
the ﬁrm
• Ensure new ways to expand consumer
base and bring in prospective
consumers

Communication  
Partners
(external) • Blog, Lifestyle & Game review
sites that give honest reviews
about our market offering and
direct links to the our products
download page.
• Social Network sites on which
we promote our offering (Eg.
Facebook page with download
link)

APP DEVELOPEMENT UNIT
• Coders 
• UI/UX designers  
• Software specialists 
• Database Administrators 
• Network Server Admins

RESEARCH UNIT
• Data Analysts 
• Social Media Team 
• Survey and Market  
research developers

FINANCE AND ACCOUNTS UNIT
• Bookkeepers 
• Price-Product bundle 
strategists

DIGITAL MARKETING UNIT
• Team to maintain  
social network accounts 
and content (Eg. Facebook Ads) 
• conduct SEO operations,  
monitor popular keywords  
and buzz words 
• conduct and maintain  
customer engagement events  
like competitions, promotions 
• Undertake e-mail marketing 
practices and up-hold  
individual marketing strategies 
• Maintain CRM practices

CONTENT UNIT
• Develop easy to comprehend 
instructions  
• Assist DM Unit in  
E-mail marketing  
• Develop blog posts for 
promotions and appease  
customer engagement 
• Editors

PUBLIC RELATIONS UNIT
• Monitor public forum  
responses 
• Maintain Press responses 
• Employee and peer relations 
• Monitor and communicate 
customer sentiments to  
other business units 
• Investors relations

Competition
Social Network apps
Video Streaming apps
Fast Paced, Multiplayer Gaming apps

All these apps battle with
our offering to acquire a
share of our smartphone
consumers “Me Time”

Economic 
Context
Revenues generated
by Android Apps are
increasing by ~20%
every year
90% of the revenue is 
generated by Games
Mobile Ad spending as of 2016 is $45.91 billion.
By 2019, it will represent one-third of total US
ad spending

Technological 
Context
Currently 2.1 billion
smartphones are in
circulation!
More than 300
million smartphone
users are in India!
The smartphone industry is consistently
growing at 3% a year!

Socio-Cultural 
Context
With the large scale
penetration of
smartphones and 4g
services in
developing countries,
more consumers are
indulging in online
gaming
Majority of Game
apps are consumed
by demographics in
the age group of
16-34
Mobile game usage rates are
stagnant however the
purchase volume is increasing.

Regulatory 
Context
Have to be aware of
every countries
online gambling
regulations
Regulated monitoring
of communications to
ensure no gambling
practices are
undertaken
Have to keep cultural
and regional niceties in
check while crafting
and marketing
celebratory promotions

Value Proposition
Customers Collaborators Company
• productive and effective  
gaming through quality 
tutorials 
• Build and develop 
friendships  
• user contribution through  
user generated products  
like innovative table  
designs
• Guiding new trafﬁc to blog
sites and game review
portals reviewing our  
game 
• constant revenue
generation for our collabs 
(Eg. AndroidPay) 
• Constant room for
innovation as a game,
eliminating monotonous
work culture 
• Diverse work force and
equal work beneﬁts 
• development of strong
acumen in the online
gaming and sports 
industry

Positioning Strategy
(Customers)

Conduct Market research 
to understand customer
needs/wants
Identify direct and indirect,
current and potential
competitors
Analyse comp. to develop
speciﬁc Points Of Parity and
Points Of Difference
reﬁne analysis by drawing
out perceptual maps and
detect optimum segments
Create Brand image based
on points of difference
through low budget online
marketing campaigns
Add Emotional Branding
elements to create unique
brand associations for the
target consumers

Identify all major business
goals for your collaborators
Analyse collaborators
consumer base and the
segments they cater to
Find out how our offering
can cater to a majority pf
their market segments
Communicate compelling
brand offering features
which will drive trafﬁc to
their portals/services
Show them how our
offering is unique compared
to our competitor offerings
and the market potential
for it highlight possibilities of
promoting collaborator
brands by promoting ads,
special mentions and
promotion deals

Positioning Strategy
(Company)

conduct internal firm
research to understand how
employees perceive the
offering
ensure clear demarcation of
all operations/responsibilities
in the various business units
Provision of just financial,
legal and HR practices
synthesise efficient and
effective brand mantra for
the offering
ensure uniform clarity in
brand mantra by all
business units

Challenge players from
around the world in
different buy-in categories
upgrade as you progress
up the ranks. Buy from a
extensive shop, from coins
and cue sticks to cheat
tokens(proprietary)
Be a part of the snooker
masters social network.
Add friends and chat with
them whenever you like
Choose from a variety of
innovative, quirky pool tables
designed by our users for the
users
Team up with your close
friend and challenge others
to a 2-vs-2 pool match with
you
If you love playing for the
spoils, our in-app tutorial
package will boost you to
the top.
Free Features Premium Features

Tutorials
• We provide an in-built snooker
school with guidance from the
best snooker players in the world. 
• Learn as per your convenience,
with sessional progress reports 
• 3 categories to choose from:
Beginner, Intermediate,
Professional 
Single
B & I
Package
I & P
Package
Beginner $19.99 $65.95 $129.99
Intermediate $49.99
Professiona
l $99.99

Social Network
• Create your own social circle and
compete with them every week for
prizes. 
• Add friends from around the
world and get the opportunity to
chat with them in real time 
• Send gifts and coins to each other
whenever in need 
• Three packages available
1
Month
6
Months
12
Months
Chat and
Gifts
$19.99 $65.95 $129.99

Prices of coin
bundles will range
from
20,000 coins -> $4
to 
1,500,000 -> $150

INCENTIVES
Customer
Collaborator
Company
Daily Free Coins
Everyday offers on
coins and cues
3 referrals - 2,000 coins
$0.50 / Conversion
Increase brand
awareness by advertising
their logo on the pool
table cushions
Company Holiday /
50,000,000 downloads

• Since we have zero budget, our initial
communications will be through word-of-
mouth  
• We will set up a Facebook page which
circulates all the vital information of all the
key features and prices 
• We will design a YouTube page where we
constantly keep users updated on all the
information, feature additions, tutorials
gameplay demos and competitions 
• All the Updated deals and features will be
endorsed on the description section of our
Google Play Store 
• Blog Sites and Game review sites will be one
of our initial channels of potential user
conversions 
• Every aspect of the marketing mix for our
offering will be explained in the most
concise of manners to every business unit in
the company through brand mantras and
brain storming sessions
• All the Updated deals and features will
be endorsed on the description section
of our Google Play Store 
• Blog Sites and Game review sites will be
one of our initial channels of potential
user conversions 
• We will create walkthrough video
presentations for all our collaborators to
familiarise them with the lucrative value
proposition of our offering 
• We will join various gaming forums to
create brand awareness and to educate
our online gaming market segments
about our offerings value propositions

• Initial app will be put up for download on
Google Play Store  
• Our Call-to-Action button on our Facebook
page will lead potential consumers to our
download page  
• We will ensure that download links will be
strategically placed in the articles and
reviews for our offering on blog sites and
game review portals 
• All transactions for various accessories and
gifts made within the app will be
administered by AndroidPay 
• Marketing Mix updates will be communicated
to existing consumer base, collaborators
and company units via e-mails, smartphone
notiﬁcations and youtube video notiﬁcations 
• Invest in pay-per-install marketing program
with sites that provide provisions for these
programs.

Managing Director
App Dev Team Digital Marketing Content Team Public RelationsResearch Unit Finance  
and  
Accounts
Coding Team
UI / UX
Database Admins
Network Server Admins
Data Analysts Surveyors
Social Media Unit
Bookkeepers
price-product  
bundle strategists
SEO team
CRM teamE-mail marketing unit
Editor-in-chief
Content writers
Investor relations team
Press Team
Public Response Team

Conduct Preliminary Consumer
Research
2 Months
Competitive Analysis 2 Weeks
Product Strategy 3 months
Setting up Business Units 4 months
Developing pricing strategies 1 months
Positioning Strategy 2 month
Designing various Marketing
Channel strategies
1 month
DurationJob

Research
2 Months
Channel strategies
1 month
DurationJob
• Identify Consumers
Needs based on
different conducive
consumer segments
• Anticipate and record
potential demands
that might rise

Research
2 Months
Channel strategies
1 month
DurationJob
• Identify Competition in
your potential market
segments.
• Record POP and POD
and see if we
alterations in
targeting are required

Research
2 Months
Channel strategies
1 month
DurationJob
• Develop Product
features based on
consumer desires.
• Assess the required
resources and
capabilities required
to synthesis the
product.

Research
2 Months
Channel strategies
1 month
DurationJob
• Set up various
business units which
will be essential to
promoting and
sustaining the offering
through the various
phases in the
marketing funnel

Research
2 Months
Channel strategies
1 month
DurationJob
• Research on appropriate
price ranges as practiced by
competitors.
• Based on consumer demand
for our offering, we then
have to assess whether to
adopt value-pricing or
competing pricing

Research
2 Months
Channel strategies
1 month
DurationJob
• Find the best ways to
create positive brand
image and association
in the minds of the
target consumers
markets  
• Develop strategies to
emotionally brand the
game

Research
2 Months
Channel strategies
1 month
DurationJob
• Develop and manage all
the different practices
we undertake to market
our offerings to
collaborators,
consumers and our
investors.
• Eg. Facebook
Marketing, E-mail
marketing, Afﬁliate
marketing like  
Pay-per-install

DISCLAIMER
Created by Smaran Mahesh, PES University
Bangalore, during a marketing internship by Prof.
Sameer Mathur, IIM Lucknow

Android App Marketing Plan - Snooker Masters

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