The marketing plan summarizes an Android app called SongScore that provides music playlists, entertainment news, and information about upcoming concerts. It aims to target college students and young professionals aged 14-30. The plan outlines conducting market research and analyzing competitors to determine a premium pricing strategy of $5.99 per month for additional features beyond the free version of the app. An implementation timeline is provided covering tasks from market analysis to setting product and pricing strategies to designing integrated marketing communications over 6-8 months.

1. Marketing Plan
for a
New Android App

2. App Logo
SongScore

3. Executive summary Situational
Analysis
Goal
Implementation Tactics Strategy

4. 1.
Executive
Summary

5. The number of smartphone
users is increasing year by
year

6. According to researchers at BBDO and AOL, Smartphone
users’ most common activity is “me time”

7. At the same time, increasing number of these users are
becoming music and information-hungry by each passing day

8. Introducing, SongScore- a one of a kind integrated music, Playlists
and entertainment platform comprising of International playlists ,
DJ playlists, Schedule of upcoming Concerts, Entertainment news,
covering a vast range of music.

9. Offering a unique value proposition to its users, it provides
them with an opportunity to contribute to the app too by
sharing their personal playlists with others.

10. It aims to deliver an enjoyable as well as an informative
music experience to its users

11. 2.
Situational
Analysis

12. 2.1
Company
Overview

13. Core competencies
 Diverse content, reliable sources and an impressive
number of sharing options
 Tie up with reputed entertainment channels and editors.
 Latest DJ and international playlists
 Excellent Customer Relationship Management practices

14. The expected large user-base
 In-app advertisements, that’ll generate revenue
 In-app purchases, in keeping with the Premium model
 Communication partners

15. Songs covered : EDM , Vintage , Latest Arrival, DJ ,International.
Information covered : Upcoming Schedule of concerts , News related to
entertainment industry

16. • SongScore will be positioned as the favoured destination for college
students and young professionals in the age group of 14-30, who are
looking for good quality music and/or information about entertainment
industry on their Smartphones. Aim is not to compete with existing
music apps but to fill the market gap created by them. The app hopes
to garner a respectable market share in the highly competitive online
music industry.

17. 2.2
Market
Overview

18. 56
30
12 2
College Students
Young professionals
Middle-aged
Others

19. Parameter Saavn Gaana Hungama
Rating 4.2 4.3 4.2
Downloads 70,000,000 30,000,000 25,000,000
Parameter Saavn Gaana Hungama
Country rank 197 143 2,773
Total visits 11.21 million 14.96 million 1.38 million
Average visit duration 00:03:30 00:03:31 00:01:47
Pages per visit 2.99 2.78 2.09
App Analysis
Website Analysis

20. 2.3
Target
Customers

21. Thus target customers that
emerge are college students and
young professionals in the age
group of 14-30

22. 3.
Goal
(1 year)

23.  At least 0.5 million
app downloads in first
month
 Valuation of a
minimum of $50000
USD

24. 4.
Strategy

25. 4.1
Target Market

26. Customer Needs
 Staying updated with
latest Music
 A necessary dose of
news and entertainment
amidst the banality of
day-to-day routine

27.  Social media sites like Facebook,
Twitter, Instagram, LinkedIn,
Whatsapp via which the app will be
promoted.
 Brands/companies who’ll promote
our app through their channels
Communication Partners

28. Goals of Communication Partners
To target as large and diverse a consumer
base as possible
To attract new customers toward their
product/service
Build brand image, strengthen brand
awareness and drive brand equity

29. Company’s Strategic Business Unit
1. App Development team: Coders, developers,
software engineers
2. Business Development team: Growth hackers,
strategists, negotiators, networkers, planners
3. Marketing team: Promotions, communications and
distribution team
4. Data Analysis team: Analysts, statisticians, online
trends trackers
5. Finance and Accountancy team
6. Public Relations team: Employee relations and
Investor relations team
7. Customer team: Customer care department, CRM
team

30. The App’s Points-of-Parity
• High quality music,
• A specified price for
premium version,
• A defined time for
free version.

31. The App’s Points-of-Difference
• Ad-free music for first 30 days, followed
by 15 days of with ad music in the free
version.
• DJ playlist
• News related to entertainment
• Providing a schedule of upcoming concerts
of singers.
• Sharing of PLAYLISTS is allowed through
this app.

32. Technological Context
 There are 195 million Smartphone
users and 360 million Internet
subscribers as of 2016
 By 2018, India will have more than
300 million Smartphones
 Inexpensive Smartphones and rollout
of 4G and 5G broadband infrastructure
are rapidly coming together to
democratise online access

33. Economic Context
 Digital content industry growing at a
fast pace; expected to reach INR 20
billion by 2020 with digital ad spend
expected to grow at 23-28%
 The Internet related contribution to
GDP at present is an encouraging
3.2%

34. 4.2
Value
Proposition

35. To Customers
• Listen to latest music and
contribute yours too
• The app will leave you more
knowledgeable than before,
at the same time refreshing
your mind
To Collaborators
• A well-managed, rapidly
growing app with new
downloads everyday
• Successfully competing with
other major players in the
industry
To Company
• To employees:-Positive
work environment, good pay,
growth potential,
opportunity to pursue
interests, job security
• To investors:- Regular filing
of returns, future growth
potential, financial stability,
clean image, profitable and
loyal user-base, high ROI

36. 5.
Tactics

37. 5.1
Product

38. • Ad free music for first 30 days, followed by 15
days of with ad music in the free Version
• Access to limited DJ playlist and international
playlist
• A slight high quality of music.
• No access to news related to entertainment..

39. Premium features of SongScore
• High quality ad free music every time.
• Access to all DJ playlist and International playlists.
• Availability of news from the entertainment sector
• Songs can be downloaded instantaneously.
• Playlists can be shared with People.

40. 5.2
Price

41. Selecting the pricing objective
Determining Demand
Estimating Costs
Analyzing Competitors’ Costs,
Prices, and Offers
Selecting a pricing method and
setting the final price
Following Steps are followed in Setting a Pricing Policy-:

42. Premium pricing strategy will be adopted, in which the app itself will be
free, but with in-app purchase opportunities/upgrades.
The premium version of the app will be priced at $5.99 per month.
Reason behind this being, the additional features will benefit the users
immensely as they'll stand a chance to Download songs, Share playlists,
have a flavour of entertainment news which, genuinely requires a
sufficient expenditure of resources.
Also, even if some users become reluctant to upgrade due to the price, it
won't affect the app's popularity or its customer base as it'll still get the
same number of visits. So, customer retention won't be affected.

43. 5.3
Communication

44. 1. Word-of-mouth marketing to family members, friends, neighbours and
acquaintances
2. Launching of Facebook page and Twitter handle to capitalise on the
influential social community
3. Subtly featuring the app in all e-mails, messages and posts to
indirectly increase its online presence
4. Uploading of a promo video on YouTube which will cogently and visually
explain the functionality and benefits of the app
5. Joining developers/entrepreneurs groups on LinkedIn
6. Coming up with an Announcement Blog for the app , followed by a
Summary Guide, Press Release, Design Collateral and App Screenshots
Initial Promotional Steps assuming Zero Budget

45. 5.4
Distribution

46.  Tapping App Stores across all categories
such as non-Apple platforms, independent app
stores, carrier app stores, device app stores,
tablet app stores and more
 Tapping App Recommendation Sites such as
Appoke- a new combo Android App Store and
social network, iApps.in- a forthcoming
semantic search engine for apps

47. 6.
Implementation

48. 6.1
Schedule

49. Task Lead Time
Market Research 1.5 months
Analysis of Consumer and Business
Markets
1 months
Crafting Market Positioning 2 weeks
Setting up Strategic Business Unit 2 months
Setting Product Strategy 2.5 weeks
Developing Pricing Strategies 2 weeks
Designing Integrated Marketing
Channels
2 weeks
Designing Integrated
Communication Channels
2 weeks

50. 6.2
Processes

51. Managing a holistic Marketing Organisation for the long run
Designing and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing Channels
Developing Pricing Strategies and Programs
Setting Product Strategy
Setting up Strategic Business Unit
Identifying Market segments and targets and crafting the Market Positioning
Defining the Android App’s mission: Identifying core competencies and choosing value
Analysing Business Markets
Analysing Consumer Markets
Scanning the Marketing Environment, Forecasting Demand, and Conducting Marketing Research

52. Credits
•Image credits :
gettyimages.com
shutterstock.com
techtimes.com
pexels.com

53. Thank You

54. Created by Ashish Kapoor, IIT Bombay, during a marketing
internship by Prof. Sameer Mathur, IIM Lucknow
DISCLAIMER