The document provides a marketing plan for a mobile app called Daily Grind that helps job seekers find employment opportunities near their location. It analyzes the current job market situation and target customers. The goals are to generate 10,000 users within 2 years and 100,000 within 5 years. The strategy involves targeting recent graduates and mid-level job seekers through student ambassadors and social media marketing. A free version will provide basic filters while a premium version adds machine learning and additional training resources. The app will be distributed through Google Play and focus on frequent updates and new features.

1. MARKETdDING PLAN FOR MOBILE APP
DAILY GRIND
Get your dream job today!

3. EXECUTIVE SUMMARY

4. Current Situation of Market
In today’s world there is no lack of talent nor lack of
employment opportunities. But it’s a task to help the
right employer meet the right candidate. There are many
platforms which displays job opportunities, but our app
ensures the right job in the right place and the best
support system to achieve it.

5. SITUATION ANALYSIS

6. Company Overview
• This App addresses the needs of those customers
who are looking for jobs in the vicinity, It would use
location, age group, experience and CTC as filters.
• It will use machine learning to find suitable choices
according to the requirements of customers.

7. Market Overview
Since the IT boom, their is no lack of job’s for
graduates. The companies are hiring in large
number and are in search for potential all over the
country. With the increase in the number of
engineering colleges in the country, their is a huge
market, ie. students who are graduating every year.

8. opportunities

10. Target Customers
Customers are both companies and job seekers
1) For companies they need a platform to put across their
vacancies with little hassle. It should be unpaid and still
get them good candidates.
2) For job seekers they want to find jobs closest to them,
which pays more and they need to find it easily.
We will be targeting an age group of 18-50 and companies
ranging from startups to MNCs.

11. GOALS

12. GOALS
• An app to find jobs in your vicinity, It would use
location, age group, experience and CTC as filters. It
will use machine learning to find suitable choices
according to the requirements of customers.
• It aims to generate 10,000 users in 2 year & around
1,00,000 users in 5 year.
• It also aims to achieve 5,000 users using premium in
3 years.

13. STRATEGY

14. Customers
Students/fresh graduates and mid level employees
looking for a change of career.

15. COLLABORATORS

16. Collaborators
• Student ambassadors
• Resume apps
• Advertising Agencies.
• Social Media & Networking Websites & Apps.

17. COMPETITORS

18. COMPETITORS
• Internshala
• Naukri.com
• Monster jobs

19. COMPANY
• Software Section of company is focused to
build & improve apps to include new &
additional features.
• Marketing Section of company is focused to
promote app through social media &
networking websites & apps.

20. Value proposition

21. Points of Parity
1) Easily locatable jobs
2) Filters: Location, age group, experience and CTC
3) Easy to use
4) Security to info provided.

22. Points of Difference
1) One thing the present apps like naukriapp, internshala
doesn’t have is the trust between the companies and job
seekers. There is no agreement or method to ensure ones
selected, the candidate will work for them or the other
way around, that ones they are shortlisted, the job is
guaranteed. We will keep a fine and a written agreement
to prevent such issues.
2) Mediators: We’ll have moderators who keep up the
communication between the job seekers and the company

23. Value to
• Consumers – It benefit Consumer because makes
hiring and getting a job easier.
• Collaborators – It benefit Collaborators because it
popularise their resume building platforms, for
ambassadors, it helps them build their own profile .
• Company – Company is benefited and earns money
from consumers that buy premium version.

24. TACTICS

26. Free Version Features
• Filters: Location, age group, experience and CTC
• Moderators
• Online training (various job oriented courses)

27. Premium Version Features
1) Machine learning used to understand the customer
needs to predict job types suitable to them and to
then locate these type of jobs nearby. Suitable for
people who are looking for a career change or
students who are confused about their first step.
2) Resume building platform
3) Online mock exams
4) Company specific training

29. Prices & Incentives
Premium version: 6$ a year.
The cost is kept this low because we concentrate on
bringing more job seekers to use it and thus making it
necessary for companies to use our platform. If it’s
high, our market mainly considering of students won’t
be able to afford it.
Most people use this app for a short period of 2-3
months when they are searching for jobs, so keeping a
monthly price for the app will be futile.

31. • Twitter and Face book page
•Blog with tips and tricks to get a job, articles with interview tips.
• Subtly featuring the app in all e-mails, messages and posts to
indirectly increase its online presence.
• Uploading of a promo video on YouTube which will cogently and
visually explain the functionality and benefits of the app.
• Joining developers/entrepreneurs groups on LinkedIn.
ONLINE MARKETING

32. Offline marketing
• Motivational sessions in colleges.
• Student ambassadors
• Placement training for final years
students

33. Social Networking Websites

34. Social Networking Apps

36. Promotion by word of mouth

37. PLACE (DISTRIBUTION)

38. This App is distributed using Google Play Store
and apps store

39. IMPLEMENTATION

40.  Software Development Team – Team of 15 software engineers will be
responsible for developing & updating App with new features.
 Marketing Team – Team of 5 marketing managers will do market analysis,
analysing consumer behaviour & its competitors.
 Operation Team – Team of 3 managers should make sure that operation is
running efficiently & check if any changes should be made to make it more
efficient.
 Finance Team – Team of 2 finance managers should make plan of how much
money has to be invested for different activities of company.

41. Processes
• An efficient Android App has to be developed by
Software Development Team & attractive user
interface has to be developed by designers in our
company.
• Then, right collaborators have to be found for resume
building app, and connections with companies who
are ready to hire through our app should be made.

42. Processes
• Then our Marketing Team will make plans to promote
our App through social networking websites & Apps,
blogs which gives career advices.
• Operation Team will take care that App gets updated
with new features so as to make it efficient is always
updated with new trends and job opportunities

43. Schedule
• First 1 year will be spend to study market. During this year user
interface will be developed.
• Then in next 3 months database collection for machine learning in
the premium app, user interface will be integrated to develop
complete App.
• Then App will be launched in Google Play Store and then next 3
months will be spend in promoting the App among consumers.
• Then additional and new features will be updated regularly in the
App.

44. DISCLAIMER
Created by Pooja M, College of Engineering Trivandrum during
a marketing internship under Prof. Sameer Mathur ,
IIM Lucknow