This marketing plan summarizes an adaptive learning app for students. It will personalize education for each user and connect students to teachers for tutoring. The plan outlines goals of maximizing downloads, converting free to paid users, and generating over $1 million in revenue. Key strategies include identifying the target market of students, teachers, and parents and creating value through both free and premium content and services. Tactics will involve collaborations, social media promotion, incentives, and improving the product based on feedback over time.

1. Marketing plan for
new Android App

2. EXECUTIVE SUMMARY

3. •Adaptive and interactive learning platform that personalizes
education for every individual
•Provides large number of books, video lectures and courses .
•It also connects teachers and students, where students can
select their teachers.
• In the present scenario where students are confused about
their career, it also provides online counseling on career.

4. SITUATION ANALYSIS

5. The Company will be a first kind which will be connecting
students with private tutors . Apart from this it has an
unique customized learning modules by analyzing student
data across hundreds of data points including subject,
concept , difficulty level, along with the student’s preferred
learning format and pace.
Company overview

6. Market overview

7. STUDENTS
TEACHERS
PARENTS
Target customers

8. •Most of the apps for education are very rigid and students
often find it hard what to study.
•With increasing competition in today’s world , it is also
required that student’s are guided well, they can get a
platform where they can discuss.
•Side by side this app also provides the parents to view their
students progress and they can also engage in the
discussions.
•Apart from providing student’s with guidance, this app has
also targeted the private tutors who want to connect with
students to offer their guidance and thus can create their own
batch of students.

9. GOALS

10. Get maximum
number of
downloads
and high
ratings
Converting free
users to premium
users , but also
keeping the
crowd of free
users.
Promote
innovations and
change features
or improve with
time
Generate a
large
revenue
greater
than a
million .
Goals

11. STRATEGY

12. Identifying the Target Market
-Customers
-Collaborators
-Company
-Competitors
-Context

13. Customers
Students can learn according to their pace.
Interactive learning and self assessment
Discussion rooms
Teacher-student bridge
Learn wherever and whenever you want.

14. Collaborators
App developers
Online video lecture sites
Exam papers
Well known counselors
Retired teachers

15. Company
App developers
Proffessional teachers and counselors
Content creator
Marketing team
Data Analytics team
Research and Development team

16. Competitors
Points of Parity
They also have the same basic learning materials.
Doubt clearing facilities.
Coverage of different exams .

17. Points of differences
•Can choose your guide and discuss with him
•App will help you select your materials and learning page.
•Fully analysed tests.
•Discussion forums
•Private tutors can find students

18. Context
Technological – a new dimension to the use of smartphones.
Regulatory – It comes more handy to use, and can practice anywhere and anytime.
Economic – It gives a much more savings than buying books and cheaper test series.

19. Value Proposition
-Customer
value
-Collaborator
value
-Company
value

20. Free Values
•Basic learning materials and notes
•Few exams
•Adaptive teaching guidance
•Access to discussion rooms
•Can choose up to 5 guides.
•Teachers can also add their profiles and advertisements to find student.

21. Premium Values
•Advanced learning material
•Advanced exam sets
•Can choose more than 5 guides.
•Teachers can create batches online.
•Individual career counseling

22. TACTICS

23. Product
•It provides bridge between teachers and students
•Adequately analysed exercises and tests.
•Learn without going to classroom under proper guidance
•Find your suitable guide.

24. There will be scope for advertisements for teachers.
A website will be created.
There will be downloadable materials too.
Immediate responses will be provided.
Occasional sales will be there.
Instant results of test and comparison of scores will be
provided.

25. Brand Mantra :
Learn,Teach,Repeat

26. Pricing is not permanent and will change with time
The prices of the materials will be ranged accordingly more low price
to high prices.
Psychological prices and lucrative discounts.
There will be combo offers with other apps
Apart from premium version there will be buying offers in free
version also.
Pricing

27. Incentives to customer for rating and liking the app
Collaborators will be allowed to give free
advertisements
Company workers will get added bonus on spreading it.
Bonus points can be earned for making others
download it
Scholarships will be provided on good performance

28. Communication
•Collaboration with several teaching institutes.
•Collaboration with mobile marketing experts.
•Advertising in Social Media
•Promoting several paid features and other incentives.
•Open a page to collect individual feedback and comments.

29. Distribution

31. IMPLEMENTATION

32. l
CEO
Chief Business
Officer
Chief product
Officer
VP Chief
scientist
VP Educational
service
President
Chairman
of Board
Organization structure

33. Processes
oUsing the free app to promote the paid features
oCollaborations with reputed institutions
oMaintaining strong word of mouth
oImproving according with the feedbacks
oGiving away lucrative incentives and conducting promotions.

34. Schedule
•Intensive market research
•Keep up with innovation
•Newer communication
strategies and engrossing
advertisements.
•Better pricing strategy
•Product line extension and
modification
•Increasing distribution

35. RECAP
1. Executive Summary
2. Situation Analysis
Company overview
Market overview.
Target customers.
3. Goal
4. Strategy
Target market
Value propositions
5. Tactics
Product
Service
Brand
Price
Incentives
Communication
Distribution
6. Implementation
Infrastructure
Processes
Schedule

36. This presentation has been created by Anirjit
Mitra, Jadavpur University
during the marketing internship under Prof
Sameer Mathur, IIM Lucknow.
DISCLAIMER