It provides a marketing analysis of new app by giving details about executive summary,situation analysis, goal,strategy,tactics and implementation

1. MARKETING PLAN FOR NEW APP

2. I

3. LONG ‘Q’ lines always a head-ache

4. Exhibit 1 clearly shows the time being spent on
groceries shopping
So LETS REDUCE THIS TIME

5. • NOW, Order staples, goods and every-
day items at your CONVINIENCE.

6. Make your list and collect them
from nearest Supermarket

7. II) Situation Analysis

8. • Observing EXHIBIT 2, Women shoppers are
more in number than men.
• And the average income of shoppers is
$50,000

9. So, the app’s features should mainly
target women customers.

10. And the 2nd Target section is the
“HIGH-END SHOPPERS”

11. From an analysis , Top 100 customers were
worth the same as the bottom 4000.
Bottom 25% of customers represented only 2%
sales
Top 5% represented 20%

12. So main target

13. CHALLENGES
• The app should run smoothly on all versions
of iPhone and Android.
• Keep updating the app regularly according to
the situations and conditions(eg: Festivals)
• Get notified among millions of apps existing.
• Building buzz before launch.

14. G
O
A
L
III)

15. ESTIMATING THE GOAL(1/3)
• The expenses per month include
salary expenses, delivery expenses,
collaborating with supermarkets, advertising
,etc which sum up to INR 10Cr

16. • So the company should make at least
INR 125CR annually to come out without
losses.
ESTIMATING THE GOAL(2/3)

17. • The APP should reach its goal of Annual
Revenue INR 150Cr at least within 3 years
of its entry.
ESTIMATING THE GOAL(3/3)

18. STRATEGY
IV)

19. 1)Customers
• Approximately 55 lakh people visit a
supermarket every year in each city.
This is more than 50% of each city’s population.

20. Attracting this particular customer range is
feasible only if we
Reduce their time spent on
supermarkets.
Make their work easier.

21. 2) Collaborators

22. SUPERMARKETS- the prime
collaborators

23. COMPETITORS

25. Tesco employs attractive strategies

26. We are re-designing the app for the
INDIAN MARKET with almost similar
strategies.

27. BASIC FEATURES OF THE APP
Downloading and Registering in the App
Find your nearest supermarket
Make a list of staples required
Mention the collecting time
Collect your ITEMS.

28. V)
T
A
C
T
I
C
S

29. Product characteristics
• Core benefit: The customers for this app
mainly purchases goods or staples at their
comfort.
• Basic Product: Technologically improving the
services being provided.
• Expected product: What they expect is
quicker and reliable services.

30. PRICE
The APP in general is a
“FREE” app.
But only basic features will be
available for free

31. But other incentives are available
only in PREMIUM VERSION

32. So the PREMIUM VERSION will be
available at a feasible cost of
INR 499 per month only!

33. • From exhibit 3, as the shoppers shop most on
SATURDAYS, most of the discounts, offers will
be available on SATURDAYS.

34. N
A
M
E
• Names for apps should be crisp and
should indicate what the app is trying to
do. Hence, the name….

35. INCENTIVES
Customers who
exceed a particular
amount of shopping
bill will get extra
DISCOUNTS.

36. • On first installation and usage, a free home
delivery option is available. But from next
month, it will be available only in PREMIUM
VERSION
INCENTIVES
RS XXX

37. And the most important feature
CLUBCARD

38. WHY CLUB-CARD?
Points on purchases
Free home delivery
Additional gift vouchers and discounts
First preference in case of less stock

39. Club card customers receive vouchers for
items they specifically liked to buy rather
than general vouchers to all customers.

40. COMMUNICATION
• Customer Question Time
Provides customer review about the app
Problems being faced by the customers
Additional needed services can be known by
customers itself.

41. With high-value shoppers
They receive calls from store managers, valet
parking when they came to shop to make
them feel SPECIAL.

42. Advertising
• The advertisement about the APP should be
both:
Informative
Persuasive

43. As the app is new:
Large advertising budgets are
required to build awareness and gain
consumer trial.
Increased advertising frequency.

44. MODES OF ADVERTISING
TELEVISON
ADS
Radio Ads Pamphlets
in the collaborated
supermarkets.
PRINT ADS
(Newspapers,
magazines,etc)

46. Stores capture
valuable information
with every swipe of
card to build a
POWERFUL DATABASE
of what customers
are buying and not
buying

47. Profile of the customers get updated
according to the database details.
They will exclusively get offers of what they
are most interested in buying!!!

48. RELATION NETWEEN
COLLABORATORS AND COMPANY
COLLABORATORS COMPANY
Customer info, products info
Adds new customers to
already existing customers

49. APP
APP directs the customers to
nearest
SUPERMARKET(COLLABORATOR)
Lists of items provided by customers is kept
ready by the employees of the supermarket
Customers pick their
PACK
CUSTOMERS
Employees
of app
collect
from store
In premium version

50. EXHIBIT 1

51. EXHIBIT 2

52. EXHIBIT 3
On which days do the shoppers shop most

53. S
U
M
M
A
R
Y
SITUATION ANALYSIS
STRATEGY
IMPLEMENTATION

54. Disclaimer
Created by Vaishnavi Lakkaraju, GNITS,
during marketing internship by Professor
Mathur, IIM LUCKNOW.