The final submission of marketing plan for android app during an internship under professor sameer mathur,iim lucknow

1. 07/13/16
"SHOWTIME SOCIAL"
-WATCHING MOVIES WAS NEVER SO MUCH
FUN!!
PREPARED BY,
MANU TYAGI
NIT SURAT
1

2. MARKETING PLAN FOR ANDROID APP

3. PLAN
 Executive Summary
 Situation Analysis
 Goal
 Strategy
 Tactics
 Implementation

4. “Book tickets,invite your friends,develop a social network of 'movie-goers',pre-
book snacks,avail giftcards and have lots of fun with your friends and peers.”

5. This app allows users to identify which
movies friends are interested in seeing,
coordinate movie trips with friends by
sending invites, pick show times, buy
tickets and pre-order snacks and
drinks.

6. Everything Showtime
Social do revolves around
the obsession with
providing the customers a
memorable movie watching
experience. Showtime
Social's developers work
round the clock to make
sure that the user
experience is the best.

8. There exists a strong rivalry with Small players
and emerging competitors.On of the biggies is
the "Bookmyshow" app.
POINTS OF PARITY POINTS OF DIFFERENCE
•
monitoring the show availability
•
ticket booking for
movies,events,plays,sports etc.
•
attractive discounts and
availability of coupons and
giftcards.
•
multiple payment options..
•
Social network kind of GUI and
services
•
exclusive discounts for regular
users.
•
free premium upgrade.

9. Using apps like Bookmyshow,people are able to book
tickets to movies,events etc. and get some food coupons
to redeem them later at some other place .But in my
opinion this app lacks something which i want to include
in my better version of the app ,the social aspect.You
know that you like particular types of movies, or your
friends are interested in particular types of movies, i
want to do a job of putting you together with the
content that you’re going to love with the people that
you want to go with.This is the basic idea of my app
where people could not only coordinate movie trips with
friends but also pre order snacks and invite other
friends in their 'Movie-goers' circle,just like any other
social network such as facebook.
What makes it stand out?

10. The main objective is to design a
marketing mix that precisely
matches the expectations of
customers in the targeted segment.
Showtime Social segments
market on the basis of;
Internet Users
movie-goers
Young Generation
Old people

11. An effort to influence
consumer perception of a
brand or product relative to
the perception of competing
brands or products.
The generation of this app is
to occupy a clear, unique, and
advantageous position in the
consumer's mind.
MARKET POSITIONING

12. MARKET ENTRY
This app will enter into the
market world by launching in
Google Play and APP Store and
Apple APP Store for IOS. At
the same time there are
various other app stores on
the online market where we
can upload the app such as:  SlideME
 Opera Mobile Store
 Amazon App Store
 App Brain
 Get Jar
 Samsung Apps

13.  India has an internet user base of about 250.2
million as of June 2014 and growing at a fast
pace.
 The number of 'movie-goers' are also
increasing every year which is helping the film
makers and bollywood stars to increase their
incomes and profits.
 Customers need an app which can fulfill their
need,delivering them fun and comfort with
their friends
 Thus the market trends are in favour with this
app generation in this sector.
MARKET NEEDS AND WANTS

14. This app is for public in general,appealing to a wide range of people including
youngsters and middle-aged and old people who love to watch movies and want
their friends and peers with them when they are having good times.

16. The app’s main goal is to create a different experience
for movie-watching and open platform for everyone to
know what others like and dislike in the 'reel' world. It
requires a simple signup to get registered with Showtime
Social.
 The company main objective is to
attract users to the app of Family and
Friends.
 Provide selection which make it easy to
Find & Discover movies and friends
who want to watch the same movies.
 Provide details to evaluate a movie
Description,ratings etc.
 Price well have to be competitive to
the most obvious options

22. The principal collaborators include various online app launching
websites which can help to promote the app besides google play and
ios app store.Also collaborations with IT companies can help provide
good IT infrastructure.With the help of talented engineers,interactive
GUIs can be created.

24. Showtime Social can begin operations
on a trial basis.The app gains publicity
mostly by word-of-mouth,initially
promoted at college level among
students who constitute the largest
chunk of movie goers and then slowly
and gradually the app will be promoted
to more mature and elderly people.

26. The new entry of the product with the same
features will eventually create potential
competitors. Initially the company present in
the Google play and APP store such as
Bookmyshow,Atom Tickets etc will surely
study about their drawbacks and aim to raise
their profit and try to improve their apps
reviews and ratings.

28. Excellent user experience on the
Movie ticket booking website in
terms of usability, speed, ease
of access,services etc will
enhance the loyalty of existing
customers and move a step ahead
of brand awareness by using
context retention.

30. Customer value
Working towards customer
delight will obtain customer
loyalty gradually. Mobile internet
usage is increasing there by
chances of increase in hits for
the app.Target social medias to
reach young population.

31. Collaborator
value
The main collaborator for this
app would be the launchpads
for the app like google play
,IOS store and various others
which will help to increase
customer base for the app.

32. Company value
The company value is to
create a memorable
experience for movie
-watchers and thus
establish their strategy
of building dominant
shares in all the
categories they operate
in. This will strengthen
the position of Showtime
Social in Indian online
ticket booking industry.

35. The product has many useful
attributes.
It caters to people who love to
watch movies and are convivial
and outgoing
Various coupons and gift cards
available.
pre-boooking of snacks is
available.
Free premium upgrade is
available.

37. This app can provide following
services to their customers:
 facilities like monitoring
the show availability
 ticket booking for
movies,events,plays,sports
etc.
 attractive discounts and
availability of coupons and
giftcards,multiple payment
options etc.

39. The invention of this app
will create a milestone in
the online world and social
media will help this app to
get connected with many
people . To connect with
people,the app has been
given a name that reflects
its social structure.
(Showtime Social)

41.  Free version of the app will help
to establish a social network
framework,joining people for
free based on the consumer likes
and dislikes but it wont be
specific.
 Premium version of the app would
look for the consumers choice and
would charge a nominal fee on
movie ticket subtotal rather than
charging on premium upgrade .

43. Incentives is to encourage
customers to use the app,
thus giving them a taste of
the convenience of online
ticket booking for movies
and events. Free food
coupons and discounts on
ticket purchases overall
subtotal can work towards
increasing the customer
base for the app.

45. Numerous way of communicating with
consumers includes:
 featuring in Social Media groups and
communities,
 promote the app through promo video
 Shout out on social channels
 Contact Tech and app Review bloggers
 Ask user to rate and share
are all some of the promotions for this app
which will be a part of business tactics.

47. The best way to distribute and
app will be through google
play.To distribute the iOS app
out of the App Store, we first
need to open an Apple
Developer Enterprise account.
This account costs some
amount per year and allows us
to distribute the app out of the
App Store.
To distribute the HTML5 version,
all you need to do is give your
users the URL of your web app.
They open it in their mobile
browser, and can access your
app content.

49. Selection Criteria at
Showtime Social can be;
While years of experience are
always beneficial for a
candidate, SS's focus is to
hire those who are able to
consistently raise the bar and
introduce a variety of
innovation to move this
organization forward. As SS
grows, it feels as absolutely
necessary that this company
employees are also able to
grow professionally with the
organization.
INFRASTRUCTURE

51.  This app major policy is primarily aimed to build
trust with the customers
 Showtime Social is looking at associations with a
larger number of cinema owners, both nationally
and internationally.
 It aims at developing a network of people where
people share ,enjoy and repeat.

53.  A low capital investment and
a fast turn-around time
helps in the promotion of
this new app generation.
 Themes of advertisements
concentrating on different
services are provided.
 Showtime Social needs to tie
up with many organisations
and companies and maintain
a good relationship.
 SS offers membership
cards for premium
customers.

54. SUMMARY
 Executive Summary
 Situation Analysis
 Goal
 Strategy
 Tactics
 Implementation

55. CREDITS
 Text book on Marketing Management by
Philip Kotler.
 www.wikkipedia.com
 www.google.com/images
 Various HBR articles on Marketing Plan.
 Google Play and App Store to analyse the
competitors.

56. These slides were created by Manu Tyagi(NIT Surat)as
part of an internship under the guidance of Prof. Sameer
Mathur (IIM Lucknow).
DISCLAIMER