This presentation related to the marketing strategies for a new App has been created as a Final Project During Marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow

2. CURRENT SITUATION
There are a lot of students as well as working professionals who
want to enter a Top B School.
But, due to lack time as well as exposure to a systematic approach
with a dedicated preparation for MBA entrance exams, these
aspirants remain in state of confusion and distress.
They need personal counselling as well as expert guidance to
mould them as they prepare for these exams.
Though being capable enough, these students fail to achieve their
target.

3. ?

4. Your True Guide!
PRESENTING:-
“MBA4U” – Your True Guide
Integrated Classroom program in your Mobile!

5. APP OVERVIEW
This app is a one top solution for the students and
graduates seeking any assistance regarding preparation for
MBA entrance exams like CAT, XAT, IIFT, SNAP, NMAT, CMAT,
etc.
This app becomes a “True guide” and helps the user to
prepare for such competitive exams in the simplest way and
assures a systematic approach towards gaining excellence
in all the topics.
Personal counselling as well as expert guidance are the key
features of this app.

6. HOW IS WORKS?
This app is everything like “Integrated Classroom program”.
This app allows you to select a course of your interest.
Then your personalisation starts.
Daily schedule, News notifications, Vocabulary notifications, etc.
can be set a per your wish.
Apart from inbuilt tuition schedule you can edit and change it
according to your convenience.
Daily tuition also starts and the app follows the schedule thus set.

7. COMPANY GOAL
India’s
Leading
Coaching
App.

8. SITUATIONALANALYSIS
Company Overview
Strategic assets
Market Overview
Target customers

9. COMPANY OVERVIEW
A full integrated
course of MBA
entrance exams
preparation.
1. Detailed chapter-
wise study in each
section ie. Verbal,
DI/LR and QA as well
as GK: This includes
interactive teaching
with easy and simplest
explanation through
study material as well
as expert lecture
videos.
2. Chapter-wise,
Section-wise and Full
length National level
Mock tests with
detailed report and
performance analysis
by experts.
3. Papers of previous 10
years for each exam
along with detailed
solution
4. Daily News:- Best
editorials from
newspapers all over the
world.
5. Vocabulary:- Daily
word list with quick
understanding
through unique
visuals that helps to
remember the word
easily.
6. Book Reading:-
Targets, book reviews
and personal guidance
on improving reading
skills.

10. STRATEGIC ASSETS
• In-App course selection choices in keeping with the
“Freemium Model”
• In-App advertisements to generate revenue
• Communication partners
• Branding partners
• Sponsors and investors

11. MARKET OVERVIEW
Mobile coaching is the new phenomenon
among the youngsters.
Time management issues related studies is
widespread among the students as well as in
working professionals.
3 lakh students and working professionals
take MBA entrance exams.

12. TARGET CUSTOMERS
• College Students who cannot afford huge fees charged
for classroom coaching.
• Working Professionals who face difficulty in attending
classroom programs and need a systematic schedule
and dedicated preparation environment.
Demographic:-
• Aspirants who are confused and require personal
counselling regularly.
• Students requiring guidance by experts in preparing for
GD, PIs as well as in selection of College.
Psychographic:-
• Metro Cities and Mega Cities.Geographic:-

13. GOALS
App
Launch in
6 major
cities :-
Delhi,
Mumbai,
Kolkata,
Chennai,
Bangalore,
Amdabad
and
Lucknow.
5,000
downloads
in 1st
quarter
App
launch in 7
other
cities:-
Chandigar
h, Pune,
Vadodara,
Indore,
Patna,
Jaipur and
Hyderabad
.
12,000
downloads
at the end
of 3rd
quarter
6,000
Premium
course
users at
the end of
1st Fiscal
year
Complete
National
launch at
the start of
2nd Fiscal
year
25,000
downloads
at he end
of 2nd
Fiscal year
12,500
Premium
Course
users at
the end of
2nd Fiscal
year.

14. STRATEGIES
1. Target Market :- Customers
Collaborators
Competitors
2. Value Proposition

15. CUSTOMER NEEDS
Daily
Schedule
Personal
counselling
Expert
Advice
cost
effective.

16. COLLABORATORS
Local Coaching centres seeking visibility and
brand awareness.
Experts of personal counselling who can
evaluate a user’s performance and guide him.
Marketing and logistics firms
Service Providers
Local MBA institutes

17. COMPETITORS
Main competitors are:-
1. BYJU’S - The learning App
2. CATprep – by Mingle Box

18. POP & POD
Points of Parity:
• Category PoP:- Online learning app
• Correlational PoP:- Freemium app
• Different Exam Updates
• Doubt clearing Forums
• Test seires.
• Video lectures
Points of Difference:-
• Personal Counselling
• News and vocabulary notifications.
• Free as well as premium courses available
• Daily schedule as well as tuition Schedule which
can be personalized
• Detailed monthly report and performance
analysis by experts
• Call-Converting Techniques.

19. VALUE PROPOSITION -
USERS
“MBA4U” offers a systematic approach to preparation for MBA
entrance exams.
Daily personal schedule as well as monthly time tables provide an
incentive to work daily and time to time.
It also caters to the need of doubt forums and monthly performance
analysis.
Users are given numerous options for choosing courses suitable to
them while shifting from Basic to Premium
Daily News and Vocabulary + GK building Notifications.
Video Lectures and tablet for a Classroom program experience.

20. VALUE PROPOSITION -
COLLABORATORS
Local Coaching institutes can gain online visibility
and awareness.
Partners and sponsors are given advertisements on
the app as well as revenue shares depending upon
the Money invested.
Local + national (State level) MBA colleges can attract
more students through ads given in the app.

21. TACTICS
Product
Price
Incentives
Communication
Distribution

22. PRODUCT
Free
features
• 1. Daily News Notifications
• 2. Vocabulary development (Basic)
• 3. GK (Basic)
• 4. 2 months Integrated Demo course
• 5. 6 sectional tests ( 2 for each section )
Premium:
• 1. Vocabulary development(Advanced :- personal guidance)
• 2. GK (Advanced - exam oriented preparation)
• 3. Different classroom integrated courses.
• 4. Sectional tests and mock tests as per the course chosen
• 5 Personal Counselling by experts
• 6. Tablets for ultra premium course
• 7. Expert video lecture series.

23. PRICE
This app Follows ‘FREEMIUM’ price Model:-
Type Coure Name Details of course Fees(In Rs)
Free Basic Daily News,
Vocabulary basic, GK
basic
0
Premium
All premium courses
include Basic +
Vocabulary
advanced + GK
advanced + the
course respective
features
CAT- Basic Only study material 3500/-
CAT- Advanced CAT-Basic + video
lectures + Test series
10000/-
CAT-XAT-IIFT CAT- advanced + XAT-
IIFT prep + counselling
15000/-
SNAP-NMAT basic Study Material 3500/-
SNAP-NMAT
advanced
Basic + test series 6500/-
ULTRA Premium CAT- advanced + XAT-
IIFT prep + counselling
+ Tablet
18000/-
Test Series
(Chapterwise,
Sectional and Mock
tests)
basicCAT
diagnosticCAT
ALLindiaCAT
3000/-
5000/-
7000/-

24. INCENTIVES
Premium features for 4 months available
for 1St 4,000 users
Various discount rates as per the
referrals. Ex. 10% discount for referring
to 2 friends
Various schemes for premium users
depending upon their academic records.
Ex. A repeater with 95+%tile will get 85%
discount.

25. COMMUNICATION
Social
media
(posters &
videos)
Blog for
MBA
entrance
exam
preparation
Company
Website
You tube
video
channel
Media
coverage
(free
through PR)
Word of
Mouth
through
satisfied
customers

26. DISTRIBUTION
Google
Play
App store Windows
phone store

27. IMPLEMENTATION
Organizational structure
Process
Schedule

28. ORGANIZATIONAL
STRUCTURE
CEO
Technical team
Marketing Team
Logistics Team
Finance Team
Operations
Team
PR Team

29. PROCESS & SCHEDULE
Market
Research
(3
months)
Building
Business
Strategy (4
months)
Setting up
product
Strategy
(1 month)
Developin
g Pricing
Strategies
(1 month)
App testing
( Beta
version
launch for 1
month)
Official
App
Launch
Collaborati
ng with
coaching
institutes
Setting up
Course
material
Branding Marketing
Data
Analysis
Constant
Improvement
to gain max.
customer
satisfaction

30. SUMMARY
Executive
Summary
Situational
Analysis
Goal
Strategy
Tactics
Implementation

32. DISCLAIMER
This presentation is prepared by Nirdesh Madhani, FTE-MSU
Baroda as a Final Project/exam during the Marketing
Internship under the guidance of Prof. Sameer Mathur, IIM
Lucknow.