MARKETING PLAN FOR A MOBIL APPLICATION.

1. TREAD - TO READ
A MARKETING PLAN

3. AN OPEN PUBLIC
PLATFORM, WHICH ALLOWS
PEOPLE TO BORROW AND
SHARE BOOKS. HELPING
THEM TO MEET PEOPLE
WITH SAME DISPOSITION.

4. VISION

5. SOMETIMES BOOKS ARE TOO
EXPENSIVE, AND MANY TIMES READER
CANNOT DECIDE WHETHER THE BOOK
IS WORTH SPENDING FOR. HELPING
AVID READERS, WHO FIND IT DIFFICULT
TO BUY EACH AND EVERY BOOK, TO
FULFIL THEIR UNSTATED NEED.
FURTHER, CONNECTING THEM WITH
THE PEOPLE OF SAME MINDSET.

6. SITUATION
ANALYSIS

7. AN AVERAGE INDIAN SPEND
AROUND 10 HOURS PER WEEK
READING BOOKS, WHICH MAKE
INDIANS THE BIGGEST
BOOKWORMS IN THE WORLD.

8. INDIA IS THE WORLD'S THIRD-
LARGEST MARKET FOR ENGLISH
BOOKS, AND ITS ENTIRE BOOK
MARKET—IN ENGLISH, AS WELL
AS REGIONAL LANGUAGES—IS
ESTIMATED TO GENERATE RS.
10,000 CRORE ANNUALLY.

9. THE ONLINE BOOK MARKET IN
INDIA IS EXPECTED TO GROW AT
30–35% ANNUALLY FOR THE NEXT
FIVE YEARS.

10. MARKET
COMPETITION

11. BIGGEST COMPETITION IS FROM THE APP,
BORROW MY BOOK, WHICH ALLOWS YOU
TO MAINTAIN A BOOKSHELF, AND MAKE
REQUEST, AND SHARE BOOKS WITH YOUR
CONTACTS.
WEBSITES AND LIBRARIES THAT RENT
BOOKS ALSO PROVIDE A MAJOR
COMPETITION.

12. TARGET
CUSTOMERS

13. 60% INDIANS PREFER READING
OVER SOCIALISING OR PLAYING
GAMES. AND 62% OF THOSE
READERS PREFER PRINTED
MATERIAL OVER EBOOKS(92%
COLLEGE STUDENTS PREFER
PRINTED MATERIAL).

14. AVID READERS(INCLUDING
COLLEGE STUDENTS), AND
INTELLECTUAL PERSONALITIES,
IN THE AGE GROUP OF 18-30.

15. PRICING

16. PEOPLE WILL NEED TO PAY ONLY TO SEE
WHO OWN THE BOOK THEY REQUESTED,
EVERYTHING ELSE WILL BE A FREE
FEATURE.

18. PEOPLE ASSOCIATE DIFFERENT
VALUES WITH DIFFERENT BOOKS. SO
LETTING PEOPLE CHOOSE WHAT THEY
WANT TO PAY, DEPENDING ON HOW
MUCH THEY VALUE THE BOOK, IS A
SENSIBLE PRICING MODEL. A MINIMUM
BASE PRICE 30Rs WILL BE CHARGED ON
EVERY TRADE.

20. STRENGTH-
- INCENTIVE FOR SHARING BOOKS.
- FUNCTIONAL AND POWERFUL
ALGORITHMS FOR FINDING MATCHES.
- UNIQUE POSITIONING AND VALUES.
- PAY WHAT YOU WANT TO PAY MODEL.
- KEEPING A TRACK OF PREVIOUS TRADES
FOR TRUST ISSUES.
WEAKNESS-
- PEOPLE’S RELUCTANCE TO SHARE.
- ZERO-BUDGET.
- MANAGEMENT OF BIG DATA SERVERS AND
BIG DATABASES.
- EFFECTIVE MANAGEMENT OF THE TRUST
METER.
OPPORTUNITY-
- GROWTH IN THE ONLINE BOOK MARKET
CAN OPEN MANY NEW HORIZONS.
- CAN FURTHER TAKE IN ACCOUNT
FACTORS LIKE HOBBIES, MUSIC TO FIND A
MATCH.
- WITH GROWING USER, WE CAN PROMOTES
VALUES LIKE “NO LIMITED STOCK” AND
“BOOKS FOR EVERYONE”.
THREAT-
- RISING NUMBER OF BOOK RENTING
WEBSITES AND LIBRARIES.
- PAY WHAT YOU WANT TO PAY MODEL CAN
LEAD TO HEAVY LOSSES.
- RISING TREND OF EBOOKS.
- PEOPLE CAN UPLOAD THE NAME OF
BOOKS THEY DON’T HAVE.

21. OBJECTIVES

22. IN FIRST SIX MONTHS..
- 10,000 ACTIVE USERS.
- REACH 100,000 PEOPLE.
- ABOUT 5000 SUCCESSFUL
TRADES.

23. STRATEGY

24. BRAND
POSITIONING

25. POSITION AS AN OPEN PUBLIC
LIBRARY(OF PUBLIC, FOR PUBLIC,
BY PUBLIC) AND AS A SOCIAL
NETWORKING APP FOR
INTELLECTUALS.

26. POINTS OF PARITY-
- ALLOWING PEOPLE
TO FIND AND
BORROW BOOKS.
- BOOK
RECOMMENDATIONS
AND BOOK REVIEWS.
- MANAGING A
BOOKSHELF.
- CONNECTING WITH
PEOPLE.
POINTS OF DIFFERENCE-
- ALLOWING PEOPLE TO
CHOOSE WHAT THEY
WANT TO PAY.
- INCENTIVES ON
SHARING BOOKS.
- ALLOWING THEM TO
FIND PEOPLE BASED ON
MANY FACTORS.
- NO WORRIES ABOUT
LATE RETURN.

27. VALUE
PROPOSITION

28. - BORROWING BOOKS WITHOUT WORRYING
ABOUT PRICES OR LATE FINES.
- INCENTIVES FOR SHARING BOOKS.
- CONNECTING SAME MINDED PEOPLE.
- RECOMMENDING BOOKS, USING
POWERFUL ALGORITHMS.
- TRUST METER SO THAT YOU CAN SHARE
BOOKS SAFELY.

29. TACTICS

30. PROMOTION

31. - SENDING PERSONAL EMAILS TO AN
EXTENSIVE AND REFINED LIST OF
READERS.
- BEING ACTIVE ON COLLEGE OR
READERS GROUP ON FACEBOOK.
- PROMOTING IT ON VARIOUS BLOGS AND
FORUMS.
- SETTING UP A CATCHY AND
FUNCTIONAL WEBSITE.
- USING WORD-OF-MOUTH
COMMUNICATION.

32. DISTRIBUTION
CHANNELS

33. - MAJOR APP STORES LIKE GOOGLE PLAY
AND ITUNE.
- ALTERNATIVE APP STORES LIKE AMAZON
APP STORE, GETJAR AND OTHER…
- THROUGH THE WEBSITE.
- REFERRING THE APP TO COLLEAGUES
FOR ENTICING INCENTIVES.

34. MONITORING

35. - KEEPING TRACK OF DOWNLOADS AND
SUCCESSFUL TRADES.
- KEEPING TRACK OF NUMBER OF
REFERRALS.
- MONITORING WHICH ARE THE MOST
ACTIVE DISTRIBUTION CHANNELS AND
IMPROVING PRESENCE THERE.
- TOTAL NUMBER OF BOOKS UPLOADED.

36. DISCLAIMER:
THIS PRESENTATION WAS MADE BY MEHUL
JAIN, ISM DHANBAD, DURING A MARKETING
INTERNSHIP UNDER PROF. SAMEER
MATHUR, IIM LUCKNOW.