This document provides a marketing plan for an Android app called "HoldingHands" that offers online mental counseling. It discusses the current market potential and need for online counseling services. The app will target youth ages 15-25 by offering both free and paid features, including chat, video/voice calls with experts. The goals are to generate 50,000 registered users and 20,000 paid users in the first year through social media marketing on Facebook and Instagram to promote the brand and build engagement.

1. Final Project – Marketing
plan for an android app

2. App Name - HoldingHands
Basic app description – Online mental counselling
application that provides its users mental support
through expert guidance

3. Current Scenario
 Market potential for online counselling is expected to be
1100 Cr.
 A research from the university of Zurich says that people
prefer online counselling more than offline counselling.
 6.5% of Indian population suffers from proven mental
illnesses.

4. Market Perception
 There is a social resistance to healing mental
illness in market like India.
 People are less willing to spend money on mental
health services against physical ones

5. Segmentation
 Our target market is wide and includes students
suffering from career stress, peer pressure, relationship
issues, etc; working professionals suffering from office
stress, married life issues, etc.

6. Targeting
 Currently, for initial stages,we plan to target youth
i.e. ages between 15 – 25, as they are more prone
to such issues and also they can be reached via
social media easily

7. Positioning
 We offer more personal connect to our users.
 We offer better quality and more experienced
experts than our competitors

8. Target
 To generate 50,000 registered users and 20,000
paid users in 1 year.

9. Strategy

10. Customer needs
 Solutions to their emotional problems through
personal connect and ensuring availabilility
whenever needed.

11. Company
Tech Unit
To ensure the best
texting and navigating
experience
Expert Unit
Managing experts and
ensuring them a perfect
work environment
Marketing Unit
Sponsorship, Content
development, digital and
traditional marketing

12. Tactics

13. Product – Free features
 The app will be available for free on Google Play
Store.
 Access to mental tests, blogs, discussion forums
 Initial trial pack which enables users to have 20
minutes of free interaction with experts

14. Product – Paid features
 Once a user buys the paid feature, he/she can
have access to –
 Video call feature – through appointment
 Voice call feature- through appointment
 Chat feature
 Call me feature – any one of the experts will call
the user within 10 minutes

15. Brand – HoldingHands
Tagline – With you…always…

16. Price
 Monthly 100 rupees fee that enables chat option.
 Users can make an appointment for video calling
at the rate of 500 for the first 45 minutes and 100
rupees for the next 15 minutes.
 Users can make an appointment for voice calling
at the rate of 300 for the first 45 minutes and 75
rupees for the next 15 minutes.

17. Incentives
 10% extra payment to experts for every
conversation rated 5 stars out of 5.
 5% extra payment to experts for every
conversation rated 4 stars out of 5.

18. Communication
 For initial communications two major platform will
be used –
Facebook and Instagram

19. Facebook
 Sharing Testimonials
 Sharing real life incidents
 Asking popular news-website to publicize our
content
 Enhance customer engagement via comments
interaction

20. Instagram
 Creating short life-hacks content in the form of
pictures with relevant story.
 Using popular hashtags and get endorsement from
other handles.
 Encourage customer engagement

22. DISCLAIMER
This presentation is created by Dhruvil Karani, Intern
under professor Sameer Mathur, IIM Lucknow