Mobile app connects consumers to appliance repair services
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Marketing Plan for an android App, made as a final project during marketing internship under prof Sameer Mathur, IIM Lucknow
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Mobile app connects consumers to appliance repair services
- 1. APPLICARE
- 3. WHO TO CALL? HOW DO YOU REACH THEM? HOW WILL YOU KNOW WHEN THEY ARE COMING?
- 4. THIS IS SUCH A HASSLE!
- 5. WE HAVE A SOLUTION!
- 6. PRESENTING!
- 8. EXECUTIVE SUMMARY Brings all the customers and home appliance brands to one place allows customers to schedule and track their service request helps the servicemen prepare better to serve the customers Indirect competition from the unauthorized private players Vision to make AppliCare the destination for all appliance needs
- 9. REVENUE MODEL ONE TIME FEE OF 50,000 FROM THE BRANDS FOR THE TIE UP MINIMUM FEE OF 50 RUPEES PER SERVICE REQUEST FROM CUSTOMERS IF AN APPLIANCE IS SERVICED - 10% OF THE BILL TILL 1000 RUPEES AND 7.5% FROM 1000 – 2000 RUPEES AND 5% AFTERWARDS WILL BE CHARGED AS CONVENIENCE FEE FROM THE CUSTOMERS
- 10. SITUATIONAL ANALYSIS COMPANY OVERVIEW TARGET CUSTOMERS MARKET OVERVIEW
- 11. COMPANY OVERVIEW ONE STOP DESTINATION FOR ALL APPLIANCE NEEDS ALLOWS TRACKING SERVICE REQUEST IMPROVES EFFICIENCY OF SERVICEMEN
- 12. TARGET CONSUMERS APPLICARE TARGETS PEOPLE FROM THE AGE OF 20-40 WHO DO NOT RELY ON PERSONAL CONTACTS FOR THEIR SERVICE
- 13. The Consumer appliances or white goods market is a 25,000 crores rupees industry in India and it is growing at the rate of 30% each year. MARKET OVERVIEW
- 14. 26 million consumer appliances are sold every year in India alone 65% consumers are from urban area MARKET OVERVIEW
- 15. ~15 million units of Washing Machines were sold in 2016 ~21.5 million units of Refrigerators were sold in the year 2016 ~7 million units of ACs were sold in 2016 Microwave sales has significantly increased in the recent past MARKET OVERVIEW
- 16. Service part of the market is completely outsourced and often overlooked. The revenue potential of the home appliance service market is huge when the customers and brands are properly connected. That connection is currently lacking. MARKET OVERVIEW
- 17. POINTS OF PARITY BOOKING APPLIANCE SERVICE REQUEST HAVE A B2B PLAY AT SERVICE CENTRES CONNECTS DIRECTLY WITH AUTHORIZED CENTRES POINTS OF DIFFERENCE ALLOWS TRACKING REQUESTS
- 18. OPPORTUNITIES UNORGANIZED MARKET WINNER TAKES ALL MARKET COMPLETE CONTROL OF THE INDUSTRY
- 19. THREATS LOW FREQUENCY OF APP USAGE COMPETITORS WITH DEEP POCKETS BRANDS WILLINGNESS TO TIE UP
- 20. COMPETITORS
- 21. VALUE PROPOSITION HELPS GAIN MARKET SHARE LOST TO UNAUTHORIZED SERVICE CENTRES MAKES BRANDS EASILY ACCESSIBLE TO CUSTOMERS AND VICE VERSA ALLOWS CUSTOMERS TO TRACK THEIR SERVICE REQUEST INCREASES THE EFFICIENCY OF THE SERVICEMEN
- 23. FREE CUSTOMERS WILL GET UNLIMITED REQUEST BOOKINGS
- 24. PREMIUM PREMIUM USERS GET PRIORITY SERVICE OVER OTHERS ALONG WITH NO MINIMUM REQUEST CHARGE
- 25. COMMUNICATION ● BLOGS ● COMPANY WEBSITE ● INFLUENCERS ● SOCIAL MEDIA ● GOOGLE ADS ● E-MAILS ● PRINT MEDIA
- 26. DISTRIBUTION
- 27. IMPLEMENTATION
- 28. In the first year, we aim to tie up with 2 tier-II companies, that is, the companies with good brand value but low market share.
- 29. By the end of first year, we would have had 25,000 service requests which is enough proof of concept to approach tier-I companies.
- 30. In the second year, we aim to tie up with 4 tier-II companies and 1tier-I company, which collectively makes 40% of the market.
- 31. In the third year, we aim to tie up with 5 tier-II companies and 2 tier-I companies. This will capture 70% of the market.
- 32. In the fourth and fifth year, we aim to get settled and stabilize in the market.
- 33. In the sixth year, AppliCare will launch its very own e-commerce store and refurbished appliance business. This is when we start focusing on our vision of building a one-stop destination for all home appliance needs.
- 34. CREATED BY VYSHAK K IYENGAR, RNSIT BANGALORE, DURING A MARKETING INTERNSHIP UNDER PROF.SAMEER MATHUR, IIM LUCKNOW DISCLAIMER