The document outlines a marketing plan for an app called 'bookstore', aimed at facilitating the buying, selling, and renting of books in India’s growing book market, which is projected to reach Rs 739 billion by 2020. The app is designed to cater to students and professionals looking for affordable options and features user profiles, book searches, and price quoting among users. Key strategies include leveraging data analytics for recommendations, maintaining a user-friendly interface, and offering free and premium services to attract a diverse user base.

1. BOOKSTORE
MARKETING PLAN

2. EXECUTIVE
SUMMARY

3. • India’s book market, currently worth Rs 261 billion making it
the sixth largest in the world and the second largest of the
English language ones, is expected to touch Rs 739 billion by
2020, says a survey.
• However, cost of textbooks and other course material are
rising significantly and for students or professionals looking
to expand their horizons, the bill for these comes out to be
shocking.
• "BookStore " is an app which can be
used for buying/selling and also to
rent books at a cheaper
and affordable price.

4. Large demand of books by students who are enrolled in colleges
/schools and also by the ones preparing for competitive exams (
CAT , UPSC , GMAT , GATE , etc.) The task of finding the
preferred book is cumbersome and time consuming and often
involves searching in multiple stores at different
locations.

5. • The app to have registered user profiles
• The users can use the search option to look for
books
( Both second hand and new)
• Other users to quote the price at which
the they want to sell a book.

6. The proposed method is via
an easy to use app, to get in
touch with other people
with similar needs and to
then get the demand
fulfilled.

7. SITUATION
ANALYSIS

8. COMPANY OVERVIEW

9. •Extensive database collected through reliable sources
presenting impressive number of options, with user reviews and
ratings.
•Excellent user friendly interface.
•Enhanced customer satisfaction and value through expert
recommendation
•Added incentives and offers for users and Tie up with local
bookstores and publishing houses.
•Adoption of latest data analytics techniques to recommend
books based on the study of user activity.

10. PRODUCTS
•Variety of reading material available ranging
from textbooks, novels, books on
economics ,philosophy , literature and many
other fields , comics and rare special edition
books
Special Books for Competitive Examination
•Sell - Sellers can list for free and earn extra
cash.
•Buy – Buyers can select from a wide range of
material at a cheaper price
. •Rent – Users can rent books for some time
period and then return them back with free
shipping and some additional cashback

11. MARKET POSITIONING
BOOKSTOREl will be positioned as the favored destination
for selling buying and renting books and other reading
material by people in the age group
of 15 – 40 who want to get some extra
cash and get access to all sorts of
reading material in a hassle
free and economic way.

12. MARKET OVERVIEW

13. COMPETITORS
BOOKSTORE! faces competition from more region
specific brands like Bookchor and larger global
brands like Amazon etc. in the
following segments.
Free shipping and quick delivery
Wide variety of options
Uses data analytics for recommendations

14. THREATS
Tough competition from
global brands like
Amazon etc.
Increasing trend in the
online digital content
industry.
Lack of innovation in
future.
OPPORTUNITIES
Diversifying into other areas.
Stepping into the online e-
book industry.
Innovating newer
technologies.
Partnering with larger
bookstores and literary
events.

15. TARGET
MARKET
SEGMENT

16. Students/ Working Class and others based on the
reading survey, target customers are
demographically segmented.
The target customers include –
•Age 15 – 25 Students
•Age 25- 40 Working professionals

19. FOR 1ST
YEAR
• Around 2000 visitors daily
• 500+ Active users
• 200+ Active book vendors
• Generate monthly revenue of
$15,000 USD
• Conversion rates to
premium users to be 1.5% -
2%

21. TARGET
MARKET

22. CUSTOMER NEEDS/WANTS
Customer wants book at cheaper prices.
Sometimes they just want to read
some part of book,
hence renting facility is introduced.
Easily accessible
Get access to wide range of books
Guidance for choosing the best books
Customers may sell money by selling
books which are not ot their use.

23. COLLABORATORS
Suppliers – Local bookstores, publishers as well as
individuals
Channel members – Mobile app stores including Google play
store and Apple app store
•Communication Partners – Brands/companies who’ll
sponsor the app and advertise their products through
display ads etc. Social media sites like facebook,
twitter,instagram via which the app would try to garner
attention.

24. KEY STAKEHOLDERS

25. APPS POINT OF DIFFERENCE
1. Variety of all sorts of reading
material
Special focus on Competitive books.
Based on Freemium model which
includes key features like -Expert
recommendation -Rare limited
edition book
2. User ratings and reviews
3. Latest data analytics techniques
4. User friendly interface
5. Excellent offers and incentives to
both buyers and sellers

27. • To Customers • Earn extra cash by selling unwanted books. • Get
access to variety of information material in an economic way. • The
app has a user friendly interface. • Get expert recommendation and
opportunity to acquire rare limited edition books.
• To Collaborators • A well managed rapidly growing app with more
downloads everyday. • Successfully competing with other major
players in the industry. • A large and a diverse user base.
• To Company • Employees – perfect work culture , good pay, growth
potential, opportunity to pursue interests, job security
• Investors – regular filing of returns ,future growth potential,
financial stability, profitable and large user base

28. TACTICS

29. PRODUCT

30. FREE FEATURES
• Free listing of all books
• User friendly interface
• Excerpts from the book can be read
for free.
• Easy access to large number of books
of all types.
• They can rate a seller and also drop a
review about it.
PREMIUM FEATURES
• Expert recommendation for choosing
books among different authors.
• 2 free home deliveries per month
• Access to limited edition books

31. BRAND

32. BOOKSTORE
BOOKSTORE stands for solutions to all book related
troubles(mainly competitive).
It is a bookstore where one can easily buy/sell/rent all sorts
of used reading material ranging from books to comics.
The brand’s essence lies with its desire to maintain quality,
variety and a universal appeal to its product.

33. PRICE

34. FEATURES
• Most of the features of the app will be
free.
• A nominal price of $10 will be charged
per month from the people registering
for premium services.
Here experts will make the customers
way easy to choose a book and customers
will enjoy free home delivery twice a
month.

36. •Online advertisements through facebook, twitter ,
LinkedIn and other social media platforms.
•Use traditional form of marketing including word
of mouth and explaining it's benefit.
•Subtly featuring app in emails , messages and
posts.
•Through tie-up with school and college , to gain
customers.
•Featured on mobile app review sites.
• Through tie-up with e-bank services , or any
money transication app.
•Greater incentives to customers through offers
like 50% discount for larger listings, 60% off on
notable authors etc.

37. DISTRIBUTION

38. Google Play (formerly Android Market) is a digital
distribution service operated and developed by Google .
It serves as the official app store for
the Android operating system, allowing users to browse
and download applications developed with the Android
software development kit (SDK) and published through
Google.

39. APPLE APP STORE
App Store is a digital distribution platform, developed and
maintained by Apple Inc. , for mobile apps on its
iOS operating system. The store allows users to browse and
download apps developed with Apple's iOS software
development Kit. Apps can be downloaded on the iPhone
,smartphone, and all other Apple devices.

40. WINDOWS STORE
• Windows Store is an app store and online music
store for Microsoft Windows, starting with Windows
8 and Windows Server 2012. It is the primary means
of distributing Universal Windows Platform apps.
• Both free and paid apps can be distributed through
Windows Store, with paid apps ranging in cost from
US$0.99 to $999.99

42. INFRASTRUCTURE
Organisational Structure like
CEOs , and Heads of different
domains will be appointed.

43. PROCESS

44. 1. Develop strategies for future expansion
2. Maintain financial performance
3. Managing Integrated Marketing Channels while following Holistic
Marketing organization
4. Setting up product strategy and developing pricing strategy
5. Identifying target market and setting up Strategic business units
6. App development and testing and analyzing business markets
7. Defining android app’s mission
8. Analyzing consumer surveys

45. This Presentation is made by Mohit Sarin ,
NIT Raipur as a part of Marketing Internship
under Prof. Sameer Mathur , IIM Lucknow.