A marketing plan for a new Android App Book-a-logue: created as a part of a Marketing Internship by Prof. Sameer Mathur, IIM Lucknow

1. MARKETING PLAN
Book-a-logue – an Android App

3. Overview: The problem
Primary Target
Today’s working class
loves to read, but the
only time they can spare
is during traveling
Context
The app plans to cater to
frequent business
travelers, youth and
students
Integration
The app plans to build an
integrated platform of
libraries in different cities
to enable exchange
across cities

5. Solution
To focus on traveler experience
Creation of an integrated platform
of libraries; customers will get
information about nearest public
library based upon their location

7. 1
Customer opens the
app (turns on GPS)
2
App displays libraries
near to his/her
location
3
User goes and issues
the book(s)
4
Details stored in app
database
5
Books returned at
another affiliate library
in other city

8. Company Overview
• The app would offer a wide range of options for the customers: books from
virtually any topic would be available for issue
• The company would initially operate on a free trial for one month: gaining
popularity by word-of-mouth and then move on to a price based premium
model

10. Market Overview
• Currently, business travel is approximately a $25 billion market in
India which will grow by a compound annual growth rate (CAGR)
of 11.5 per cent through 2019 to $45 billion (Source: Financial
Express)
• This generates a huge markets in terms of book-loving consumers
that needs to be tapped

12. Target Consumers
• Business travellers who love to read
• College going youth who travel a lot

14. • To operate on a 30-day free trial
• Move to a paid subscription for further use of services
• Revenue generation from libraries based upon the number of books issues/received
through the app (in both free and premium versions)

16. Customers
• The app would facilitate easy lending and returning of books
• People would have to benefit of reading a physical copy rather than
an ebook or reading through a screen
• Public libraries to experience increased traffic due to this endeavour

17. Collaborators
• Public libraries
• App server managers
• Advertising agencies

18. Competitors

20. For Users
• Customers can read on-the-go
• Added benefit of reading a hard copy at minimal cost
• Do not have to buy a book every time they want to read something new
• Can return the book in the city of their choice

21. For Collaborators
• Libraries can experience increased number of visitors (which are
dwindling in the current scenario)
• Incentive for libraries to keep stocking up more and wider range of
books as readability increases
• App generates revenue based upon the number of total book
transactions taking place

23. BOOK-A-LOGUE
Name is in sync with the company’s vision to create
a catalogue of books - by creating an integrated
platform of libraries to facilitate easy lending and
sharing of books across cities on-the-go

24. Incentives
• Users can read a physical hard copy of the book of their choice
• Libraries located near to their location – they do not have to travel
far to buy/borrow books
• Reading at nominal prices
• Increase in usage of public libraries

26. Advertising
• Word-of-mouth marketing
• Social media presence
• Blogs
• Promotional videos on YouTube
• Posters outside affiliate libraries

27. Distribution

29. Headed By - CEO
• Technical team (to manage app and servers)
• Marketing team
• Operations team (to coordinate with libraries and finalize agreements etc.)
• Logistics team (to assist libraries in consolidation of books at specified intervals)
• Public Relations/Customer Care

30. Implementation Schedule
• Documentation of the libraries in cities
• Integration into the platform
• Signature of terms of agreement
• Promotion on social media marketing channels
• App released
• Activate blog and word-of-mouth promotions for the app
• Focus on customer retention

31. Disclaimer
Created by Sakansh Mittal, BITS Pilani as part of
Marketing Internship under Prof. Sameer Mathur, IIM
Lucknow