The document outlines a marketing plan for an Android parking app called Parkty. It begins with an executive summary that notes the growing parking issues in major Indian cities and the opportunity for an app-based parking solution. It then performs a situation analysis that examines the target cities, current competitors, and features to position the app. The plan sets a goal to increase revenue and consumer value by the end of 2018. It proposes strategies such as promotions, premium features, and collaborations to achieve this goal, along with implementation tactics, pricing models, and a strategic schedule.

1. MARKETING PLAN
PARKTY
CAR PARKING SOLUTIONS(ANDROID APP)
P

2. AN ANDROID
APPLICATION TO
END ALL YOUR
PARKING WOES !
P

3. EXECUTIVE
SUMMARY P

4. WITH HIGH PERCENTAGE OF VEHICLE OWNERSHIP
IN INDIA,PARKING HAS BECOME CONFUSING AND
CONFLICTING SITUATION
IT THUS CREATES AN OPPORTUNITY AND A
NEED TO INTRODUCE PARKING SOLUTIONS TO
BIG CITIES IN INDIA
THE COMPANY AIMS TO PROVIDE AN APP BASED
SOLUTION FOR EASY ACCESS TO AVAILABLE
NEARBY PARKING SPOTS TO TARGET CONSUMER
P

5. INEFFICIENT USE OF EXISTING PARKING CAPACITY
INADEQUATE INFORMATION ON AVAILABILITY AND
PRICE
DEMAND FOR HANDICAPPED PARKING SPACES
SPILLOVER PROBLEMS
OUT OF TOWN PARKING
INCONVENIENT PARKING OPTIONS
INADEQUATE PRICING METHODS
CONFUSING PARKING POLICIES
LACK OF SUFFICIENT PARKING AT EVENT SITE
LOW PARKING TURNOVER
PARKING ISSUES
P

6. RECOMMENDED PARKING SOLUTIONS
IMPROVE INFORMATION FOR USERS
SHARE PARKING FACILITIES
MIXED-USE PARKING
TO OFFER PARKING BROKERAGE
INCREASE RANGE OF PARKING CONVENIENCE AND PRICE LEVELS
ADDRESS SPILLOVER PARKING
VALET PARKING
CLUSTERING PARKING
USE OF ADVANCE PARKING SYSTEM(APS)
METER OPTIONS
ZONE SYSTEM
SUFFICIENT HANDICAPPED PARKING
GREATER USE OF REMOTE PARKING LOCATIONS
P

7. SITUATION
ANALYSIS P

8. CITY APPROXIMATE VEHICLE
USERS
SOURCE OF DATA
NEW DELHI 84 LACS www.thetimesofindia.com
CHENNAI 42.57 LACS www.thehindu.com
MUMBAI 23.3 LACS www.thehindu.com
BENGALURU 50 LACS www.bangaloremirror.com
WHO ARE OUR TARGET CONSUMERS?
ON AVERAGE WE HAVE 49.97 LACS CONSUMERS
TO TARGET IN FOUR MAJOR CITIES OF INDIA!
P

9. WHO ARE WE COMPETING??
INDIA’S FIRST INTEGRATED PARKING APP-
PARKITEKT
INDIA’S FIRST SMART PARKING
APP- PPARKE

10. GET TO KNOW OUR COMPETITOR
COMPANY NUMBER OF
USERS IN
MUMBAI
NUMBER OF
USERS IN
CHENNAI
NUMBER OF
USERS IN
NEW DELHI
NUMBER OF
USERS IN
BENGALURU
PPARKE 12.65 LACS 18.8 LACS 11 LACS 16.5 LACS
PARKITEKT 17 LACS 13.2 LACS 12 LACS 17.5 LACS
BOTH THE COMPANIES HAVE LEAST
NUMBER OF USERS IN NEW DELHI P

11. POPs IN PARKTY RELATIVE TO CURRENT
PARKING APPS IN MARKET
FINDINGNEARBYPARKINGLOCATION IN FEW
MINUTES.
PAYINGFOR PARKINGTHROUGH PHONE.
PRE-BOOKINGOF PARKINGLOCATION.
GET DIRECTIONS TO THE BOOKEDPARKING
LOCATION.
4Ps-POSITIONING P

12. PODs IN PARKTY RELATIVE TO
CURRENT PARKING APPS IN MARKET
OPTIONTO PAY THROUGH CASH ON PARKING
SPOT
Handicapped parking
OPTIONTO EXTENDPARKINGTIME
OPTIONTO BOOKPARKINGSLOT VIASMS
REMINDER OF REMAININGTIME OF PARKING
4Ps-POSITIONING P

13. GOAL

14. WHAT DO WE WANT TO ACHIEVE?
40% INCREMENT IN REVENUE
AND 20% INCREMENT IN
CONSUMER VALUE BEFORE
END OF THE YEAR 2018

15. 0
0.00002
0.00004
0.00006
0.00008
0.0001
0.00012
0.00014
0.00016
0.00018
MUMBAI NEW DELHI BENGALURU CHENNAI
x100000
2016 2017 2018
EXPECTED USER TARGETS FOR NEXT
TWO YEARS
P

16. HOW TO ACHIEVE
THE EXPECTED
TARGET
P

17. STRATEGY P

18. PROMOTION
OFFERS
DISCOUNTS
COUPONS
BANNERS
EVENTS
CELEBRITY
ENDORSEMENTS
EXTEND PREMIUM
VERSION
TO DO LIST
4Ps-PROMOTION P

19. THE APP OFFERS
4Ps-PROMOTION
ONE AND TWO DAYS OF FREE
PARKING FOR THREE AND SIX DAYS
OF PARKING COMMITMENT
RESPECTIVELY. (TARGET CONSUMER-
AIRPORT AND RAILWAY STATION
USERS)
FREE FIRST PARKING LOCATION
ANYWHERE IN THE CITY FOR FOUR
HOURS
“REFER & EARN” SCHEME. OFFERS
ON REFERRING THE APP TO FAMILY
AND FRIENDS.
P

20. THE PREMIUM VERSION OFFERS
 ACCESS TO PARKING LOCATION
FINDER ANYWHERE IN THE CITY
 OPTION TO EXTEND PARKING TIME
 ACCESS TO PICTURES OF PARKING
SPOTS TO COMPARE
 ACCESS TO FEATURE TO COMPARE
PRICES OF PARKING SPOTS
AVAILABLE NEARBY AT THE
MOMENT
 OPTION TO BOOK PARKING SPOT
THROUGH SMS
P

21. COLLABORATORS
EXPERIENCE WITH SUCH
PROGRAMS
UNDERSCORES THE
NEED FOR THE CITY TO
FOSTER ONGOING
COORDINATION AND
COOPERATION AMONG
 BUSINESS
INSTITUTIONS
 RESIDENTS
 GOVERNMENTAL
AGENCIES
IN ORDER TO ADDRESS
THE PARKING NEEDS IN A
COLLABORATIVE
MANNER.
P

22. VALUE
PROPOSITION
COLLABORATIVE VALUE FOR ALL
COLLABORATORS IN ONE CITY FOR
ONE DAY TO BE INR 10,000
COST OF CUSTOMER SERVICE
PER TWO HOURS IN ONE CITY TO
BE INR 600
NUMBER OF USERS PER TWO
HOURS IN ONE CITY TO BE 200
ASSUMPTIONS
P

23. ORGANISATIO
N
FOR 2 HOURS
OF
PARKING(ONE
DAY)
FOR 2 HOURS
OF PARKING
IN ONE DAY
PER USER
FOR 2 HOURS
OF PARKING
FOR ONE
MONTH PER
USER
ESTIMATED
NUMBER OF
USERS
ESTIMATED
GENERATED
VALUE PER
MONTH(INR)
COLLABORATI
VE VALUE
INR 833.33 INR 4.17 INR 125.1 1,000,00 125,100,00
DISTRIBUTOR
VALUE
N/A N/A N/A 1,000,00 15,000,00
CUSTOMER
VALUE
INR 600 INR 3.0 INR 90 1,000,00 90,000,00
COMPANY
VALUE
N/A INR 1.6 INR 48 1,000,00 48,000,00
4Ps-PRICE P

24. EXPECTED VALUE PER MONTH
COLLABORATIVE VALUE DISTRIBUTOR VALUE CUSTOMER VALUE COMPANY VALUE
P

25. TACTICS P

26. PRODUCT:
INTRODUCE
PREMIUM
VERSION OF
THE APP
PRICE:
SUGGESTED PRICE
FOR PREMIUM
VERSION OF THE
APP IS USD 2.23
PER USER PER
MONTH IN ORDER
TO GENERATE
MARGIN OF INR 50
PER USER PER
MONTH
COMMUNICATION
AND SERVICES:
CUSTOMERS CARE
SERVICES WITH ALL TIME
AVAILABLE HELPLINE AND
CONVENTIONAL
ADVERTISING
P

27. INCENTIVES:
OFFERS AND
DISCOUNTS USED
FOR PROMOTION
DISTRIBUTION:
GOOGLE PLAY,
APPSTORE,
DVDs,
OPERA APP STORE.
BRAND:
PARKTY-PARKING
SOLUTIONS
P

28. IMPLEMENTATION
P

29. COLLABORATORS
• BUSINESS INSTITUTIONS
• GOVERNMENTAL AGENCIES
• RESIDENTS
OPERATIONS
(COMPANY)
DISTRIBUTORS
• GOOGLE
PLAYSTORE
• APPSTORE
• DVDs
USER
INFRASTRUCTURE
P

30. STRATEGIC
GOALS AND
SCHEDULE
PROMOTE OF
FREE VERSION
THROUGH
OFFERS AND
DISCOUNTS
PROMOTE PREMIUM
VERSION BY
CONVENTIONAL
ADVERTISING(23%
REVENUE
INCREMENT)
CONDUCT
PROMOTIONAL
EVENTS IN CITIES.
(UPTO 40% REVENUE
INCREMENT)
DECEMBER
2016
JUNE
2017
DECEMBER
2018
P

31. RECAP
EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
P

32. THIS PRESENTATION ONLY REPRESENTS A
MODEL FOR MARKETING PLANING AND IS
NOT RELATED TO ANY REAL ANDROID
APP.THE DATA/INFORMATION/STATISTICS
USED MAY HAVE BEEN ASSUMED.
P

33. P

34. CREATED BY SHIPRA SINGH,NIT-SURAT,
DURING AN INTERNSHIP ON MARKETING MANAGEMENT UNDER SUPERVISION
OF PROF. SAMEER MATHUR,IIM-LUCKNOW. P