This document outlines a marketing strategy for an Android photo editing app called PicSnap. The strategy involves targeting social media users aged 16-30 by offering a variety of artistic filters and editing tools. A free version would offer limited filters and basic editing, while a premium version for $3.99 would provide unlimited filters and an ad-free experience. The goals are to achieve 10,000 downloads in 3 months and regular app usage through social media promotions, influencer marketing, and continuous new filter additions.

1. M A R K E T I N G S T R AT E G Y F O R A N D R O I D A P P
P I C S N A P

2. • 68 Percent of Adults Edit Their Selfies Before Sharing Them With Anyone
• While 52 percent of women take selfies, an almost equivalent ratio of men do
the same (50 percent).
• 13 percent of women say they edit their selfie.
• 34 percent men admit editing pictures before putting them up on social media.

4. P I C S N A P
• PicSnap is a photo-editing application that
will utilise a neural network and artificial
intelligence(AI) to transform an image to
give it an artistic effect or a modern look.
• PicSnap will transform your photos and
videos into works of art using popular
styles, as well as world famous ornaments
and patterns.
• One would thus be able to turn
memorable moments into timeless art by
their own creativity and of course, PicSnap.

5. C O U R S E O F A C T I O N
• Users can experience a real time feed from the front
camera and click a picture, or choose one from their
gallery.
• They can then pick and experiment with a limited 15
artistic filters available free of cost and edit their
pictures.
• Basic features like adding frames, and changing colour
contrast and brightness too would be available.
F R E E V E R S I O N

6. • Advertisement-free usage of PicSnap would be
enabled for the users.
• They will also have access to all the 30+ filters and
would be updated about addition of latest ones.
• This version of app would also provide users with the
option of designing their own filters.
C O U R S E O F A C T I O N
P R E M I U M V E R S I O N

7. S I T U AT I O N
A N A LY S I S

8. • The increased use of
photo content in
social media has
propelled the demand
for photo editing
software.
• Photo editing
software apps are
increasingly becoming
a popular solution for
editing photos
M A R K E T I N S I G H T S

9. M A R K E T I N S I G H T S

10. TA R G E T A U D I E N C E
P E R C E N TA G E O F P E O P L E U S I N G S O C I A L M E D I A A P P S
( B A S E D O N A G E G R O U P S )

11. • Age 18-24 is the age group that spends the greatest amount of time on
mobile apps.
• So, the target customers would be social media users of the age group, 16-30.
TA R G E T A U D I E N C E

12. G O A L S

13. • 10000 downloads in 3 months.
• Regular App Visits by users (say twice a week
minimum).
• Average of 3-4 star feedback from all customers.
• Publish PicSnap on all AppStores and Distribution
platforms.
• 1 new filter to be added daily for premium version.

14. S T R AT E G Y
&
TA C T I C S

15. • Every day more than 350 million
Facebook photos and 95 million
Instagram photos are shared. When
we share photos with our family and
friends, we want them to look good.
This is where PicSnap would come
to the rescue.
• User friendly DIY app will turn
Average Joes into instant
professional photographers.
• Photos that may come out looking
flat, dull or otherwise lifeless, with a
quick editing session with PicSnap
would make a world of difference in
attracting customers with beautiful
works of art.
C O N S U M E R N E E D S A N D D E M A N D P O T E N T I A L

16. C O M P E T I T O R S

17. • App developers.
• Any person or group providing tips and information for the app (advisory board)
• Any videos if added in the app.
• The advertisements that appear and filter sponsors.
C O L L A B O R AT O R S

18. • User can select pictures from gallery or click a picture
through live feed access and apply filters and edits.
• Basic features like contrast, sharpness and brightness
of images would remain common.
• Built-in social network to share photos.
P O S I T I O N I N G
P O I N T S O F PA R I T Y

19. • New filters added daily, along with location specific
and event specific ones.
• Provides great variety of filters to choose from using AI
(artificial intelligence) to render images.
• Free effects like removing blemishes and whitening
teeth.
• Automatically corrects red-eyes and backlit photos.
P O S I T I O N I N G
P O I N T S O F D I F F E R E N C E

20. • Brand Mantra : ‘Tell a beautiful Story’
• Social Media Influencers to endorse app to create brand equity.
• Communicating PODs that will act as market drivers.
• Attracting attention for the app, such as by introducing a popular
hashtag.
P O S I T I O N I N G
B R A N D VA L U E P R O P O S I T I O N

21. D I S T R I B U T O R S

22. • Perceived Value and Going-Rate
Pricing methods to be applied.
• Regular Pricing for access to all-filters,
ad-free version : $3.99
• In-app Purchases such as premium
filters would also be present for free
version.
P R I C I N G S T R AT E G Y

23. • App website along with email promotions enabled
through sign-ups on the site.
• Eye-Catchy YouTube Video (or Channel) to launch the
app and spread awareness about it and usage.
• Launch campaign on social media platforms to
increase the reach and installation such as simple
contests or trendy hashtags.
C O M M U N I C AT I O N

24. • Word-of-mouth marketing through celebrities, influencers
or even popular events.
• Create engagement metrics through marketing
automation tools like Firecart etc.
• Optimise and promote app on App store.
• Use of SEO (Search Engine Optimisation) or Google
Indexing.
C O M M U N I C AT I O N

25. I M P L E M E N TAT I O N

26. • App developers :
• Keep adding new filters daily
to the app
• Keep removing the bugs
• Adding new features like
refine jawlines, reshape the
nose, apply blush shades and
eye shadows.
• Improve user interface based
on feedbacks.
I N F R A S T R U C T U R E

27. • Sponsor filters to be added to generate revenue.
• Collaborate with popular social media influencers and celebrities.
• Monitor competitor advancements and pricing.
• Increase downloads.
P R O C E S S

28. • Conduct a market survey regarding most desirable filters and
editing tools so as to figure out demand potential.
• Design the app keeping in mind the target customers needs
and keep up with the trends.
• Lure user downloads by offering creative features in free
version.
• Create and strengthen Brand positioning.
S C H E D U L E

30. • Created by Jayati Walia,
DTU, during a marketing
internship under
Professor Sameer
Mathur, IIM Lucknow.
D I S C L A I M E R