The document outlines a marketing plan for a travel app called Get-A-Way. It aims to fill the gap in the market by providing an integrated app that allows budget-based travel planning and booking while ensuring customer safety. The plan details goals to achieve 1 million downloads in 3 months and convert 5-10% to premium users. It discusses the target market, value proposition, pricing, distribution, and implementation strategies such as developing the app, promoting on social media, and collaborating with travel providers.

1. Get-A-Way
Marketing plan

2. Main Contents
Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation

3. Executive Summary
47% people use travel apps.
The number of travel apps increasing day by day
People are frustrated using several apps for one
purpose
They are in dilemma on which one to trust
Fake reviews for promotion has become a problem
People are becoming more aware of the price

4. Executive Summary
There is a gap in this business
No app provide an economical way of traveling
No app provide ensure safety of customer
Get-A-Way aims to fill this gap
People should pay right amount and should travel safe
A good service is what an consumer expect

5. Executive Summary
App will provide budget based tour.
Everything in just one app
Safety ensuring by providing right data .
Facilities which will help customer along way
Solving the problem of internet connection
Different tour plan for different genre
Filtering of unwanted reviews

6. Situation Analysis

7. Current Situation
Traveling has become medicine for many people
and essential for most of them.
And in the digital world, the focus is completely
changing from a big desktop to a tiny smartphone.
This gave opportunity to all service sectors
including tourism to target their customer more
precisely and easily.

8. Strength
An integrated facility
Offline mode access
Budget based travel
Destinations based on
interest
Other facilitates like
ATM, Fuel etc.
Weakness
New To the market
It’s not completely free
Only for android users
Heavy maintenance

9. Opportunities
Consistently growing
industry
New technology and tools
Partnership with big
hotels and travel agencies
Relationship with ministry
of tourism
Serving local info to
people
Threats
Many other competitors
Customer may dislike
service
May not opt to pay
Keeping everything glued
together

10. Target Consumers
This app will serve all the Consumers who are willing to
travel
Main focus will be on Students, families who travel
casually
App will provide route based on budget
And it will serve all the consumers for whom safety is
important
App will also attract consumers who have specific kind
of interest

12. Company targets
To reach at least 1 million downloads in 3 months.
Through promotion and advertising generating traffic and
getting people’s attention will be the first task.

13. Company targets
To coverts at least 5-10% consumers to premium
members in the first quarter.
This will help to generate revenue to organization.
Also the next steps will be decided based on the
results.

14. Company targets
Annual operating expenses (in Rupees)

15. Company targets
Total cost= 56,00,000₹
Target consumers = 1million
Conversion rate estimation = 5%
Price of the product = $4.99 (335₹)
Revenue of 1,67,50,000₹

16. Company targets
Revenue of 1,67,50,000
30% is distributors margin(google play)
50,25,000 is the distributors revenue
Total revenue of company= 1,25,62,500
Net income = 69,62,500

17. Target Market
Strategy

18. Consumer needs
Travellers want a tool which will do most of
the work for them. People don't like to
download 3-4 different apps for a single
purpose.
This will serve to all common travelers. Easy
manage and handle any bookings.

19. Consumer needs
People prefer would like to know what’s happening
around so that they could manage the trip according
to the conditions. Like weather updates..
Finding the most needy things near you such as
ATM, Hospitals, Medical Store, Fuel etc.
This will attract all the family , group or
individual vacationer where safety is important.

20. Consumer needs
Travellers need to know how much to pay if they go
to some unknown place.
This will attract all the student or youngsters and
even casual travelers and foreign tourists.

21. Consumer needs
Every tourist has different taste. So the app should
provide them relevant suggestions.
People don't like fake reviews or promotional reviews on
the app.
This will help traveler to fulfil their purpose of the trip.
As they can clearly see what’s coming in their way. This
will help all travelers who have specific need.

22. Collaborators
All the transport agencies like Airlines,
Buses, Trains and taxis.
Hotels and restaurants
Local travel agencies to understand pricing
Google for maps and weather updates

23. Company
•A developer team - Will be completely focusing
on building the app efficiently
•A maintenance team – Which will be handling
database and data analytics
•A marketing team – Which will work constantly
with collaborators and advertising.

24. Competitors
TripAdvisor, Expedia, MakeMyTrip, ClearTrip and many
more.
All provide transport and hotel booking facilities
Collaborated with many airlines and other transport
facilities
Offer many hotel bookings at discount prices
Most of them are free.
But prices will higher than usual due to commission

25. Value Proposition

26. Consumer
The app will provide Integrated service with all
booking facilities with a single touch. Train,
flight, bus, hotels or taxi booking from the same
app.
App will provide real time data access about the
route through google maps and live weather
updates. This will help travelers to plan their
trip.

27. Consumer
On an selected route app will provide all nearby
facilities and for the premium members this feature
will be provided even offline. Travel safety is
important.
Travel plan can be done even based on the budget of
traveler. Students mostly prefer such services. The
user will enter the amount and destination and the
most relevant places will be shown.

28. Consumer
Based on the taste and type of tourist the
destinations will be shown. For a family type a less
risky route will be suggested. And for the people
searching for adventure the relevant places will be
shown.
A good customer service is very important. People
don’t want the hype , they want something worth
their investment. So the reviews will be filtered and
suspicious ones will phased out.

29. Collaborators
•The benefit will be sales
•More users will bring more traffic
•No discrimination as fake reviews will be
filtered
•Display will be based on users interest and not
the amount of commission

30. Tactics

31. Product
An android app which will provide an attractive
GUI for all its users. And all facilities for
booking and Checking exotic places.
Easy to use and can be carried anywhere and
use anytime.
Android platform is free to build apps.

32. Service
The main purpose of the product is to provide
service all consumers. The app will serve all its
users with Searching, Planning and booking their
tour. Offline access, real-time data and budget
based planning are the main services.
Honesty and being genuine which makes this different.
All suspected reviews will be filtered out.

33. Service
Economical way to book their travel. A service which
gives importance to safety of the consumers. And
which will work according to customer and not by the
seller.
The cost will be mainly service. Maintaining
database, Data analytics, customer service and cloud
storage are the main parameters.

34. Brand
Name : Get-A-Way
Itself suggests the user will definitely find a way here.
Logo :

35. Brand
Brand mantra :
Economical, Optimal and safer
Brand slogan :
Get-A-Way: The time is now

36. Price
Freemium model:
Free version:
 Booking of all the transport and hotels is free.
Searching and planning a tour is free.
Budget based advice is free
All the reviews, photos and forums are free
Nearby facility popup is free

37. Price
Freemium model:
Premium version :
1) Selecting tour based on the type and nature
2) Real time data access and rerouting based on the
traffic
3) Offline access to saved trips and nearby facilities
4) Quick customer service and Filtered reviews

38. Price
Freemium model:
Premium version :
The price is $4.99 dollars for 3 months.
After every 3 month the consumer can continue
the service if interested.

39. Incentives
1. Premium consumer who brings another 2 premium
members will get 3 month bonus access.
2. Person who is premium member for a year will get
will get 3 month extra membership.
3. Person who will refer 5 other consumers will get
his membership free for the first time.
4. Every year 5 premium members will be offered with
a free tour.

40. Communication
1) Start an affiliate program
2) Making promotion on social media like Facebook,
Twitter or Instagram
3) advertising by sending an email.
4) Commenting on famous blogs.
5) Starting a own blog and promoting features of the
app and pointing out the difference.

41. Communication
6) Starting an YouTube channel.
7) Asking for referral from existing customers.
8) Giving discounts or offers to first set of customers.
9) Attending seminars or conferences.
10)Responding to every comment and queries of
consumers.

42. Communication
With Collaborators :
Face to face meeting with big companies
Email and skype with small companies or travel
agencies
Showing our concern regarding the people and making
effort to work with the government to ensure safety
Talking to local people and understanding the culture
And specialty of the place.

43. Distribution
Distribution of app will be from different app stores.
Google play store
Amazon store
Opera Mobile store
Samsung Galaxy Apps
AppBrain
GetJar
Mobogenie

44. Implementation

45. Infrastructure
Lead capture app
Free recorded message info line
Newsletter
Blog
Social media
Email auto-responders
SMS auto-responders

46. Processes
 Strengthening the R&D department
 Developing an more advanced and efficient app
 Training to all technical and maintenance staff
 Communicating the objectives and goals clearly
 Collaborating with hotels and transport companies
 Gathering all the data and storing in cloud

47. Processes
 Promoting on social media with memes or creative ads
before release
 Building a strong customer base before launch
 Convincing people to buy premium version
 Making all the data available to consumers
 Testing the app before launch and collecting feedbacks
Modifying if needed and launching it in a dramatic way

48. Schedule
First 4-5 months will be development of app, data
collecting ,storing and analytics
In the same time relationship buildup and pre
promotion will be done by Marketing team .
Another 2 months for testing, modifying and
promotion.
And then will be launched around March-2017

49. Thank you

50. DISCLAIMER
Created by Parag Karguppikar,
PESIT Bangalore, during a
marketing internship by
Prof.Sameer Mathur, IIM
Lucknow.