This app helps in simplifying and easing commute services throughout the mega cities for all citizens through one click on your mobile at anytime and from any place as long as you have internet data on your phone.

1. CatchABus

2. Marketing plan for
Android
App

3. Index
1.Executive Summary
2. Situation Analysis
3. Goal
4. Strategy
5. Tactics
6.Implementation

5. “CatchABus " is an app that serves the primary purpose of
simplifying access to commute services within the megacities
at anytime and from anywhere. The app will essentially be
a great tool for all people, but could be leveraged
especially by the working people and students who need to
commute on a daily basis. The app is an extension of the
idea of the “OneBusAway” app ( currently highly used by
residents of Washington in the US) However, “CatchABus”
app has more advanced features and user friendly interface
which enhances usability.

6. Situation
Analysis

8. Core Competencies
•Vision
•Quality Assessment
• Innovation and Technology
•24*7 Customer Service
•Low work force
•Absence of big competitor

9. Strategic Assets
As the idea is new to the market it will face less competition.
A lot of people commute by bus hence they will be using the app
for hassle free travelling.
Increased use of smart phones and mobile data means more
people using the app.
Apart from downloading the app there is no further investment
from the customer.

10. Market Positioning
A significant population in megacities still use buses
as their primary mode of transport.
The features of this app will attract them as this will
make their travelling easier and hassle free.
The need of such an app in regular life will be the
biggest factor of its promotion.
Moreover the positive mouth of word and its
additional features will help it to build a holding
position in the market.

12. Strengths
•Strong technological background.
•User friendly Interface
•24*7 Customer Service
•Real time information
•Wide range of customer base
Opportunities
•Strategic alliances, partnerships
•Availability in mega citites.
•Untapped mobile users
•Innovation an technology development
Threats
•Competitiors providing more features.
•This concept is new to the market
•Collaboration with Bus Agencies
•Strong competition
•Competitors new products and innovation
Weaknesses
•Mobile data pack required.
•Services maynot be available in rural areas
•Smartphone Required
•Internet Knowledge Required
•Negative perception about online
transaction
S W
TO

13. Market Needs And Wants
A large number of people use bus as their mode of transport.
They don’t have any idea about the time of the arrival of their bus
in case its running late.
Also they don’t know when is the next bus,in case they miss one.
CatchABus app answers to the needs of the customers and provides
all the solution.
It shows the bus time arrival, your next bus, alternative bus.
It provides a lot of more sophisticated features for hassle free
commuting

14. What makes it stand
out?
“CatchABus” app
makes travelling by
bus hassle free. The
use friendly interface
helps in the using the
app at ease. The
advanced features
like provide
alternative routes,
booking seats in
advance etc gives it a
competitive edge in
the market.

15. Points Of Parity Points of Difference
1.Showing real time information
of the bus.
1. Suggesting alternate route in
case of traffic.
2. Showing the time interval
between next bus.
2.Showing ETA to destination.
3.Bookmarking frequently and
currently used routes.
3.Booking seats in advance.
4.Providing shortest route to
destination.
5. Providing information in case of
break journey.

17. Commuters who need to know in how much time bus is going to
arrive to their current location.
Commuters who may directly need information about a particular
bus.
Customers who are not regular may require information of all the
buses and their timings to their desired location.
People who are new to city can find out buses to their preferred
destination.

19. The main goal of the company is to simplifying and
easing commute services throughout the states for
all citizens.
To provide a user friendly interface which will help
in using in the app.
To reach out to a wide range of customers.
Brand building of the company.

22. Customers
Company
Collaborators
Competitors
Context
The Five C’s Of Marketing

24. Commuters who need to know in how much
time bus is going to arrive to their
current location.
Commuters who may directly need
information about a particular bus.
Customers who are not regular may
require information of all the buses and
their timings to their desired location.
People who are new to city can find out
buses to their preferred destination.

26. The key
Collaborators are
the Bus service
providers and
agencies which
provide
customers with
the real time
information
about the buses.

28. Our company’s key stakeholders are our customer
base and the bus service providers.
 Our company will play the role of bridging the gap
between the various transportation vendors and the
people who travel.
The companies strategic unit is autonomous leaded
by an entire separate team which shall continuously
assess the market strategies.
Improve the quality and services of the product.

30. The new entry of the
product with same features
will eventually create
potential competitors.
Initially the competitors in
the Google App store like
Kolkata CTC, Hyderabad RTC
will surely try to add up
more features, try to
overcome their drawbacks
and to reach out to a wider
range of customers.

32. Gaining a huge
customer base, by
designing easy to
use mobile
application that
makes your travel
easier , planned
and hassle free.
Enhance reliability
by providing 24*7 ,
with accuracy
speed and clarity.

35. We want to obtain a
loyal customer base
by providing the
best possible
product and
services. We first
shall try to attract
the younger
generations as they
have accessibility to
smart phones. The
reviews of the
customer will be of
greatest importance.

36. Collaborator Value

37. The main collaborator
of this app are the Bus
Service Providers and
the Bus Agencies of
the major cities who
will provide with the
real time information
about the bus which
the customers will feel
convenient to use.
They will review and
rate their app as a
good one which will
increase the App value.
Also, their positive
mouth of word will help
in brand building

38. Company Value

39. The company value is
to create a user
friendly interface with
variety of features for
the ease of using the
app by all segments of
its targeted customer
and thus building brand
image in their domain.
This will strengthen the
position of
“CatchABus” in the
Indian online market.

40. Tactics

43. 1. Provides a GPS enabled map that helps to track your current location
with several bus icons near your location.
2. You can click on any relevant bus icon and it will show you the
number, route and destination.
3. It shows real-time status on arrival and departure time.
4. It also shows the time intervals between corresponding bus arrivals.
5. List all recently used routes taken/bus numbers and also allows you
to bookmark the bus numbers.

45. The different service
characters are as
follows:
Showing in how much time a
specific bus reaches one’s
current location.
Providing alternative routes in
case of traffic in a specific
route.
Provide the shortest route to
the preferred destination
Provide alternative buses to
the desired destination in case
an individual misses one.
Provide facilities to bookmark
frequently or recently used
routes.
Booking seats in advance.

47. CatchABus
Making Travelling Easy
Earning reputation
and reliability of the
customer by offering
them services
through the means
of an application that
is smart and user
friendly. As a brand
we promise to
deliver the best we
can in all
circumstances.

49. Free version of the app will
provide the feature of showing real
time information about the bus.
Premium version of the app will
provide all the additional features .
The premium amount is calculated
keeping in mind the following
considerations law of the land
,economical strategies of marketing
and advertising ,a small team,
quality of the product.
 The price of the app was fixed at
$1.5 owing to the fact that we need
to invest hugely on the data centers
for storing chunks of data the
application is relatively low priced.

51. Incentives are provided
to gather more number of
customers.
So customers who refer
the app to someone else
gets incentives while
buying the premium
version of the app.
Also incentives can be
provided based on booking
amount and frequency.

52. Communication

53. The various way of
communicating the app to
the consumers are:
Building a microsite
Building a teaser
website
Starting a blog
Sharing product video
in YouTube
Pitching to app review
websites
Positive mouth of word
Creating a Facebook
group

55. Google play store, ios
app stores and such
app stores provided by
various manufacturers
will be used to
distribute the app.
The app is compatible
with mostly all devices
and the customer can
choose their provider
for downloading this
app.

57. Infrastructure

58. We are like minded people with the
perception to challenge the limits.
Our business consists of people who are
ready to devote them to this purpose.
Innovation is the prime thing we seek.
We feel that the growth of an individual as a
person is utmost important for the growth of
the company.

59. Process

60. We aim at developing a very user
friendly interface and smooth
application.
 For this we need initial
investment to collaborate with data
centers as we will need some
smooth and good servers to store
this huge data.
Initially we are trying to
implement it in one or two mega
cities and issue the app in a beta
mode.
After reviews we shall improve
the app and expand it gradually.

61. Schedule

62. We have decided to launch our app on a beta mode for
few megacities like Kolkata Mumbai and Hyderabad.
With small server space and restricting our app download
to 1000 and giving them for free so as to test the app.
 Also the implementation will be done for selected routes.
To this version we shall add features on a regular basis
and continuously take reviews from the users.

63. After a decided period of 1 to 2 months we will make an
alliance with popular data centers because this time the data
will be huge and launch the app in full scale .
 After a decided period of 1 to 2 months we will make an
alliance with popular data centers because this time the data
will be huge and launch the app in full scale .
We expect to cover 72 cities by a span of 3 years. This
phase will also be involved with advertising our apps, through tv
channels, newspaper and popular tech magazines.

65. Quality assessment and
progress measurement are
the primary pillars to the
long run of our
organization. A forum will
be there where we shall be
open to suggestion and
discussion . The
parameters to be judged
by us as a metric are, the
download of app, the
reviews of app, our
turnover and customer
satisfaction.

67. Developing a website along with launching of the
app to promote the app, and to guide users on the
useful features of the app.
The icon , tagline should be catchy so as to convey
the purpose of the app.
Tagging with advertisement groups to ensure that
the product is well marketed.
Get featured on popular tech magazines , websites
as one of the most beneficial app.

68. Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation
Performance Evaluation
Exhibit

69. Thank You

70. DISCLAIMER
Created by Shirsha Chakraborty, Institute of
Engineering and Management Kolkata, During the
marketing internship by Prof. Sameer Mathur,
IIM Lucknow.