Marketing layout of Bliss-an app (final project of summer internship)

1. Bliss

2. CONTENTS
EXECUTIVE SUMMARY
• SITUATION ANALYSIS
• GOAL
• STRATEGY
• TACTICS
• IMPLEMENTATION
•

3. EXECUTIVE SUMMARY

4. What Is BLISS?

5. BLISS
• A mobile app.
• Designed for urban people
• Provides services,maintenance,repairing of household
objects through electrician,carpenter,plumber
• Provides home tutors for different subjects,music
teacher,yoga teacher,gym trainer,dance teacher.
• Helps you to get car driver,maid,rental cars and
musical instruments for rent also.

6. In short we provide solutions of all day to day
household problems,special events,education
,hobbies,profession and makes your life
smoother providing you….

7. To reach all the lower & upper middle
class,upper class of urban population
We want to include maximum and all the
required services in our offer
BLISS is developed with an idea to solve the
population so that they can focus on their
lives,work and family.
We want to provide maximum employement
We want to maximize our profits with lesser
margin by increasing consumer base
Our Goal

8. 4 key steps will be our move
towards success

9. Course Of
Action
Product offering
Stress on points of difference
Keeping points of parity intact
And continuously monitoring
Implementation of evolving techno
logy
Pricing
Pricing to be done keeping price sensitive
Consumers in mind
Distribution
Incentives would be offered to
Consumers initially to act as distributor and relationship
With established brands would be developed to use their
Distribution channels
Communication
Tv ads,radios and promotional events
Would be adopted for communicating
Social media will be a crucial part

10. Control
Valuation will be done keeping in mind the
short term targets achieved of sales,
customer growth, service expansion.In spite
of these strengthening relations with
distributors,stakeholders,consumers and the
employees would be a key parameter to be
valuated regularly

12. Company
overview
BLISS uniqueness is the wide variety of services
offered
More wider the relevant services more will be it’s
edge over competitors
Rapid growth of smartphones provides it more
opportunities to reach target costumers
Women are important decision motivators for a
product . This app provides home solutions resulting
in targeting women who will also result in increase of
awareness and marketing of other services designed
for professionals , children.

13. Market overview-Competitors

14. Market overview-Competitors
Competitors posing threat are NOT national
companies . Instead an international
brand/organization possess the most potential threat
. Track of those companies and evolving technologies
are key to success
For national companies offering itself as an
international brand would be first move providing
edge and shield from international brands.
And more efficient and wider services offerings are
also a big threat

15. Collaborators

16. Collaborators
Most important part for initial expansion,spreading
brand awareness , communicating values and
distribution channels
Collaborators will be established brands of those
fields in which we offer repair , maintenance or
professionals to organize events or teach.
We will use their communication channels and portals
to communicate values and distribution channels
also.

17. Target Customers
Potential customers are urban lower and upper
middle class people as well as higher income groups.
Higher income and upper middle class groups will be
targeted for more convertibility of updates
Initially the customers targeted will include age group
of 22-40 of lower and upper urban middle class
groups since they form major part of population in
India

19. Goal
• BLISS’s target is to spread brand awareness and
being competent to project itself as an international
brand within 5years
• Expand into all possible relevant services which
does not affect it’s brand image
• Reaching middle class urban people for using app
and spreading brand awareness among middle
class people who are likely to migrate to urban
areas
• Reaching upper middle class and upper class urban
population for app use and for switching to premium
services offered

21. Strategies
• Identifying market segments
middle &upper class urban population
Price sensitive Service oriented
(not a target for (target consumers for
Premium services) premium services)

22. Strategies
• Continuous analysis of market & forecasting
demands would be a top priority
• Product offerings will be designed that is in
the domain of current offerings
• New Products offerings for different
geographical areas will be designed as per
the geographical segmentation
• To build customer equity a separate team will
work to maintain post purchase satisfaction

23. Strategies
BUILDING THE BRAND
Brand name is carefully chosen as Bliss which is
very short so easy to remember
Brand logo will be a 1 letter making it easy to
recognize
Target is to make it competent as to offer itself as
an international brand that will give it deep market
penetration and shield from bigger brands
Relationship with customers would be center of
focus and relationship with collaborators would be
next topmost priority

24. Strategies
BUILDING THE BRAND
Internal marketing will be done with the aim of
making vision of the company very clear to
employees, especially top management.
Brand associations with established brands(person
or organization) will be done carefully keeping in
mind the good will of that brand and their image
Points of difference will be stressed to be clearly
communicated to differentiate it in a superior way
than it’s competitors

25. Strategies

26. Needs of the customers is very
diverse….

27. Bliss is an umbrella app for diverse
needs

28. Strategies
• Bliss provides solutions for wide range of
household problems including service &
maintenance of electrical appliances, home
tutor ands, rental cars, musical instruments
event managers.
• In short we provide solutions to all
problems we encounter at different ages &
stages of our lives and problems to
maintain smooth lifestyle

29. Strategies
RELEVANCY
Our target market segments’ demand is
the services offered. These issues are
inevitable and keeps on occurring.
Some of services offered are social and
esteem needs which are desirable for
upper class people resulting in more up
gradation to premium services in that
group

30. Revenue
Consumers need to pay to
professionals or rental services post
choosing one of them.
Payment will be done via debit card ,
credit card to professionals

31. Revenue
2 key source of revenue
a)Commission charged from both
professionals & users during payment to
professionals
b)Revenue will also be generated from
premium price payment by consumers for
premium services
Another source will be money charged from
those companies whose debit/credit card
will be promoted for transaction

33. SERVICES
FREE
SERVICES
PREMIUM
SERVICES

34. Services
Free services will be those services
which will be accessible to users on
downloading the app.
Premium services will be those
services that will be offered to users
after paying a ‘upgradation charge’
prior to downloading the app

35. “We will provide the services faster than
competitors. This will be major point of
difference offered . Like a cab booking app we
will show instant results of query”

37. App
Attributes
• Reduces time & effort to find solutions
• Compatible to urban life style
• Many offerings may be those needs
which customers want but are unable to
express
• One stop solution for diverse range of
problems
Refund offer in case of poor service
delivered

38. App
Attributes
Users will have wide variety of options of
professionals to choose
Reviews provided will help users evaluate
the options
Users can switch to some other
professional in the same category if not
satisfied with their chosen professional
Verified competent professionals

39. Incentives
• Incentives will play a key role in
spreading brand awareness &
increasing market share
• Incentives will be offered to users
who will share the link of app & if new
users download & use the app from
that shared link
• Also incentives will be offered to new
users to allure them

40. Incentives
• Some form of incentives will be
designed for collaborators on the
market share brought by them.
• Incentives in the form of bonuses and
perks will be offered to employees for
achieving assigned targets to keep
employees motivated

41. Communication
s

42. Communication
• T.V will be a very important player for
advertisement
• Advertising the app during T.V soaps
would target women directly affecting
decision to use app penetrating into
target market segment
• Social media FB , Twitter, YouTube will
be used for advertising directly
targeting youth both male & female

43. Communication
Promotional events would be done to
communicate values & increase market
share
Frequency of advertisements will be
increased during the period of year where
the demand of any service in our domain
will increase, like wedding season ,
starting period of new session of schools
etc.

45. Infrastructure
• Social media serves
as an infrastructural
asset.FB
pages,Twitter
handle,YouTube
channel provides
links to download app
& serves as a
medium to
communicate value to
users

46. Infrastructure
• Established infrastructure of
collaborators would be adopted to
proceed . Since it’s an app , more the
downloads more the probability of
exposure to consumers resulting in
greater market share.

47. Expansion Schedule-5 years
target • Expansion into ‘X’ class cities
within 1 year after launch
Expansion into ‘Y’ class
cities within 2 years of launch
Expansion into ‘Z’ class
cities within 3 years of launch
Reach & create a strong
consumer base within 5 years in
2 of the developed Nations’
major cities

48. Most important part
Growth rate should be
minimum double for 5
years after the launch in
terms of consumer base
. Initial target will be
10,000 consumers for
the 1st month

49. Key steps
• Building the brand image
• Clearly communicate the brand values and
services to consumers
• Build deep relationship with consumers ,
employees , distribution channel for holistic
development
• Gain market share & build loyal users by
reinforcing their choice of app.

51. DISCLAIMER-Created during
marketing management internship
CREATOR
Ankit Raj
Jadavpur University,Kolkata
MENTOR
Prof. Sameer Mathur
IIM Lucknow