The document provides a marketing plan for Apogee, a physics-based beat 'em up mobile game. The plan aims to provide 100,000 downloads in 6 months and break even by that time. Key strategies include a freemium model with in-app purchases, promotion through Facebook and forums, targeting social media-savvy competitive gamers aged 18-36, and an Android launch in December for maximum success. Progress will be tracked through download, conversion, and purchase metrics.

1. APOGEE -
MARKETING PLAN
Shubham Choudhary

2. APOGEE

3. AN ENTERTAINING BEAT’EM
UP GAME BASED ON
REALISTIC PHYSICS, AIMED
TO PROVIDE A GLOBAL
COMPETITIVE PLATFORM TO
USERS.

4. VISION

5. TO PROVIDE PEOPLE WITH A BRIEF
ESCAPE OF FUN OVER THE COURSE OF
THEIR NORMAL DAY. WE DO THIS BY
PROVIDING THEM WITH A SIMPLE,
FUN, ADDICTIVE AND A
COMPETETITIVE GAME.

6. OBJECTIVES

7. A CONVERSION RATE OF 3-5% FROM
FREE TO PREMIUM.
100,000 DOWNLOADS IN THE FIRST 6
MONTHS.
BREAK-EVEN BY TH END OF 6 MONTHS.

8. SITUATION ANALYSIS

9. 46% OF MOBILE
USGAE TIME IS
INVESTED IN
ENTERTAINMENT.

10. OUT OF TOP 20 HIGHGEST
GROSSING ANDROID APPS, 19 ARE
GAMES.
MY RESEARCH SUGGESTS, GAMES
WHICH ARE FUNDAMENTALLY
SIMPLE TO PLAY, FUN AND ALLOWS
USERS TO PLAY GLOBALLY ARE
MORE POPULAR.

11. DEMOGRAPHIC SEGMENTATION OF
APP USAGE

12. MAJOR COMPETITOR
STICKMAN
WARRIORS

13. SO WHAT
MAKES
APOGEE
BETTER?

14.  PERSONALIZED FIGHTING AVATAR WITH YOUR FACE. ( YOUR
FACE WILL BE THE PUNCHING BAG :p, FUN, ISN’T IT )
 A GLOBAL LEADERBOARD
 REALISTIC PHYSICS
 SOCIAL MEDIA CONNECTIVITY

15. TARGET CONSUMERS
SOCIAL MEDIA SAAVY USERS AND
COMPETITIVE GAMERS
AGE GROUP ROUGHLY 18-36

16. SWOT ANALYSIS

17. STRENGHTS

18. EASY TO PLAY AND INVOLVING.
SIMPLE PHYSICS BASED.
POINTS OF DIFFERENCE-
SOCIAL MEDIA CONNECTIVITY
A GLOBAL LEADERBOARD
RELATIVELY LOW PREMIUM PRICE – 0.99$

19. WEAKNESS

20. LOTS OF EFFORT REQUIRED IN
MARKETING.
DIFFICULT TO ADVERTISE WITH
ZERO BUDGET.

21. OPPORTUNITIES

22.  A VAST MARKET.
 ANDROID USERS ARE INCREASING EVERY DAY.
 COMPETITORS LACK IN PROVIDING VARIETY.
 PEOPLE WILLING TO PAY FOR APPS ARE
INCREASING.

23. THREATS

24. COMPETITORS ARE WELL
ESTABLISHED AND RECOGNIZED.
POSSIBILITY OF NEW MARKET
ENTRIES.

25. TACTICS

26. PRODUCT

27.  A FREEMIUM APP, THERE WILL BE NO CHARGES TO
DOWNLOAD THE APP.
 WITH SIMPLE CONTROLS YOU CAN PERFORM
AMAZING STUNTS AND BLOWS TO DEFEAT YOUR
OPPONENTS.
 SIMPLE RAGDOLL PHYSICS.
 THE FREE VERSION INCLUDES 16 CAMPAIGNS, 5
BASIC WEAPONS, 2 AVATARS AND THE FEATURE TO
PLAY WITH YOUR SOCIAL MIDEA FRIENDS.

28. PRICE

29.  A PREMIUM VERSION COSTING 0.99$ WILL ALLOW
THE USERS TO COMPETE GLOBALLY AND ENTER THE
LEADERBOARD
 PREMIUM APP CHARGE IS KEPT LOW TO
ENCOURAGE A HIGH CONVERSION RATE FROM FREE
TO PREMIUM.
 IN-APP PURCHASES ARE EXPECTED TO BE THE MAIN
REVENUE GENERATOR.

30.  WEAPONS, SECRET CAMPAIGNS, NEW AVATARS,
ARMOUR ETC. WILL BE AVAILABLE FOR PURCHASE.
 TO MAKE THE PAYMENT METHOD CONVENIENT,
PAYPAL WILL BE PRESENT AS PAYMENT METHOD.
 ABILITY TO TRANSFER COINS TO FRIENDS.

31. PROMOTION

32.  VIA FACEBOOK – THE BEST MEDIUM TO GAIN
POPULARITY. STRATEGIES INCLUDE JOINING
VARIOUS ENTREPRENEUR GROUPS AND DEVELOPER
GROUPS, CREATING A FACEBOOK PAGE, ETC.
 CREATING A CATCHY WEBSITE.
 PROMOTION VIA REDDIT AND ONLINE APPS &
GAMES FORUMS.

33.  EYE CATCHING APP PRESENTATION – GLOSSY ICON,
INTRODUCTORY VIDEO AND ATTRACTIVE
SCREENSHOTS.
 REQUESTING BLOGGERS, WEBSITES AND APP
REVIEWERS TO FEATURE THE APP IN THEIR
RESPECTIVE MEDIUM.
 PARTICIPATION IN TECH EXPOS AND
COMPETITIONS TO GAIN INITIAL POPULARITY.

34. PLACE ( PLATFORM )

35.  ANDROID DOMINATES THE MOBILE OPERATING
SYSYTEM MARKET.
 SO, THE APP WILL BE INITIALLY ANDROID
BASED.
 OPTION TO MOVE TO ITUNES WILL BE
CONSIDERED WHEN APP GAINS CONSIDERABLE
MOMENTUM.

36.  APART FROM GOOGLE PLAY,APP WILL BE
LAUNCHED ON APP STORES SUCH AS APPLIB,
GETJAR, MATCHFEUL WHICH PROVIDE
EXCELLENT EXPOSURE TO EMERGING APPS.

37. IMPLEMENTATION

38. PROGRESS MONITORING
 NUMBER OF PEOPLE WHO DOWNLOAD THE GAME
ONCE THEY VISIT THE WEBSITE OR SEE FACEBOOK OR
TWITTER POST.
 CONVERSION RATE FROM FREE TO PREMIUM.
 DOWNLOADS PER DAY.
 REVIEWS BY USERS.
 GROWTH OF IN-APP PURCHASES.

39. ORGANISATIONAL STRUCTURE
APP DEVELOPMENT TEAM CONSISTS OF
TWO INDIVIDUALS WITH A STRONG CSE
BACKGROUND.
ONE INDIVIDUAL TO HANDLE DIGITAL
MARKETING.

40. SCHEDULE
 A STUY BY “FETCH” A MOBILE MARKETING
AGENCY SUGGESTS THAT APPS LAUNCHED IN
THE MONTHS OF DECEMBER AND FEBRUARY
ARE MORE LIKELY TO SUCCEED.
 BASED ON THE STUDY, THE APP IS
SCHEDULED TO LAUNCH MID-MONTH, IN
DECEMBER.

41. DISCLAIMER
This presentation was created by
Shubham Choudhary, ISM
Dhanbad, during a marketing
internship under Prof. Sameer
Mathur, IIM Lucknow.