Marketing mix for a new android app

1. SCAN & LEAVE
SKIP THE CHECKOUT LINE

2. SITUATION ANALYSISEXECUTIVE SUMMARY

3. SITUATION
• Long queues at checkout counters in supermarkets
• Impatient customers
• Irritation
• Results in negative impression about the brand

4. GOAL
• Hassle free buying experience
• Reduction in buying time
• Customers can spend more time in
understanding & selecting products
• Cashless transaction

5. BEFORE
GOAL(continued...)

6. GOAL(continued...)
AFTER

7. PROPOSED COURSE OF ACTION
• Use technological innovation to address the
aforementioned needs
• Decide the target customers and collaborators
• Design a marketing strategy
• Launch the app and add a new dimension to
shopping in supermarkets

8. SITUATION ANALYSISSITUATION ANALYSIS

9. COMPANY OVERVIEW
• A collection of highly skilled app developers,
marketers and financial analysts who want to
make a difference in the lives of people
through their ingenuity
• The company is a new market entrant

10. MARKET OVERVIEW
• People are becoming increasingly dependent
on smart-phones
• With the help of smart-phones they are
capable of carrying out a wide range of tasks
• Significant number of shoppers in
hypermarkets and supermarkets due to the
availability of huge array of products under
one roof

11. TARGET CUSTOMERS
• Tech savvy customers
• People who are comfortable with mobile
banking &transactions
• People who don’t like to carry cash with them

12. SITUATION ANALYSISGOAL

13. GOAL
• At least 1 million downloads from play store
and app store combined in the first year
• At least 20% of that as subscribers

14. GOAL (continued...)
• Financial aspect:
A net profit of $50,000 for the first year

15. SITUATION ANALYSISSTRATEGY

17. CUSTOMERS
• Typical customers would include middle class
and upper middle class buyers who frequently
shop at supermarkets/hypermarkets and buy
many products at a time

18. COLLABORATORS
• Big Bazar
• Spencer’s
• More
• Vishal Mega Mart
• HyperCity

19. COMPANY
• The company will be an app developing
company with its prime focus on technological
innovation and customers

20. COMPETITORS
• Sam’s club scan and go
• Walmart scan and go

21. CONTEXT
• The app will be launched in the Indian market
and will be the first of its kind

22. VALUE PROPOSITION
• Customer’s value: save time and energy
• Collaborator’s value: It will help to popularize their
brand as well as increase brand loyalty
• Company’s value: Earn money from consumers
who buy premium version as well as from
collaborators

23. SITUATION ANALYSISTACTICS

24. PRODUCT
• At the time of buying items in
supermarkets/hypermarkets
• Customers can just scan an item with barcode
scanner using smartphone
• Pay using a suitable payment gateway

25. SERVICE
• Points of Parity:
1)Scan product with barcode scanner in smartphone
2)Can delete items from e-cart if needed
3)Save payment information
4)Save transaction information
5)Show e-receipt while leaving

26. SERVICE (continued...)
• Points of Difference
1)Can use net banking, mobile banking, debit card or
the app’s e-wallet
2)Can use it to see which items in each section are
having discounts & offers

27. BRAND

28. PRICE
Free version
All basic features included
Premium version
$5/month
Access app’s e wallet
See items having
discount’s & offers

29. PRICE (continued....)
• For collaborators:
A compatible PC software would be provided
which would be priced at $100 per store per
month

30. INCENTIVES
• For customers
6 months subscription
at a time
$25
12 months subscription
at a time
$50

31. INCENTIVES (continued....)
• For collaborators
Who would buy software for more than 50
stores, each would cost $80 /store/month

32. COMMUNICATION
• Customers will get regular updates about
product features and offerings through:
Facebook Twitter YouTube

33. DISTRIBUTION
• For Customers
Google play store
Apple app store
• For Collaborators
Initially the software
would be sent in CD
through mail
Thereafter for every
month, online
revalidation has to be
done by paying the
necessary fee

34. SITUATION ANALYSISIMPLEMENTATION

35. Finance Unit
INFRASTRUCTURE

36. INFRASTRUCTURE (continued...)
• App Development Unit:
A team of 5 software engineers dedicated towards
creating, launching and continuous improvements
of the app as well as developing the software for
collaborators and troubleshooting.

38. INFRASTRUCTURE (continued...)
• Marketing Unit:
A team of 10 creative people who would be
responsible for advertisements, promotions and
market research to understand consumer needs

39. INFRASTRUCTURE (continued...)
• Finance Unit:
A team of 4 people who would keep track of
all financial transactions as well as budget
allocations

40. PROCESSES
Develop the app
Advertise & Promote
Launch the app
Postpurchase behaviour
Market survey

41. SCHEDULE
• 6 months to develop the app & necessary PC
software
• Carry out market survey for post-purchase
behaviour and general product perception for
first three months after launch

42. SCHEDULE (continued...)
• Improvise on the app and add new features
• Calculate the yearly revenue generated at the
end of 12 months and then decide the budget
allocation and pricing strategy for the next
year

43. QUICK RECAP.....
1)Executive Summary
2)Situation analysis
3)Goal
4)Strategy
5)Tactics
6)Implementation
Scan & Leave

44. DISCLAIMER
This presentation has been created by
Swarnayu Ghosh, NIT Durgapur ,
during a marketing internship under
Prof. Sameer Mathur, IIM Lucknow