This document outlines a marketing plan for a proposed "RailWire" app by Google that would provide WiFi access to users at railway stations. The app would have a clean design and interface and generate revenue through ads. It would target all smartphone users who travel by train. The strategy is to position the app as providing fast, free WiFi access through Google logins. Installation of WiFi routers at stations would drive users to download the app for continued access. Ads in the app and other Google apps could generate over $10 million in revenue daily.

1. Google RailWire App
-A Marketing Plan By
Karan S. Pimpale.

2. Executive Summary
To provide an app for better access to the
RailWire
Wi-Fi with a clean design and great UX and generate
Income off of the app by advertising.

3. Situational Analysis:

4. Company Overview
Google is world’s largest search engine and also the
biggest tech company in existence today. Their market
positioning is beyond impressive with innovative and
impressive line of apps and products that provide
value and quality. Mainly Google focuses on Apps and
websites and anything related to the internet.

5. Market Overview
Google has been competing in the app industry
market since its inception as they are the ones who
invented Android and the Android app store.
However, there are ample number of credible tech
companies like Facebook, Microsoft, Snapchat,
Instagram (which is basically Facebook), who have
threatened Google’s near perfect app standings and
creations.

6. Target Customers
Everyone who owns a smartphone regardless of it
being iOS or Android powered. Main target being
people with smartphones who travel a lot by trains or
spend a good amount of time on a railway station.

7. Goal
Google is already a pioneer when it comes to internet,
AI, apps, OS’s and much more which is why it is
important for it to provide an app that can justify its
positioning in the market.

8. Continued:
The income which can be generated by this app
considering they put one ad at the start of the app
and one when the login is successful and se ads for
about $50 USD, Google can easily make around
10,000,000 a day if we consider that 100,000 people
travel the railways everyday. Revenue targets can be
easily achieved if Google launches this app.

9. STRATEGY

10. Strategy
The app will appeal to everyone with a smartphone
which has a WiFi module. The app will satisfy needs of
the customers like internet availability, simplistic app
accessibility, less ads, fast logins and app that doesn’t
eat up their ram. It will also satisfy their wants like
high download speed, free internet, internet access
everywhere and such.

11. Google being a company dedicated to providing world
wide internet access, can collaborate with their own
subsidiaries like providing Google as default search
engine, YouTube as the default video surfing site,
Drive as the primary storage destination, and Photos
as the best alternative to Gallery. Thus Google, as a
whole can generate more profit.

12. Google’s app developing team will be responsible
primarily developing, as well as distributing the app.
There will be a project leader and a team of
developers for the app which will report to the CTO of
the company, who will provide the necessary
guidance and directives. The key stakes will be held by
Google as a whole.

13. The main offering by Google will be better internet
speed with a better download/upload speed than its
potential competitors in the market like JoiSpot and
Jio. Free internet at high speed along with quick logins
through Google logins, which is already linked to your
android cell phone.

14. VALUE PROPOSITION

15. Value Proposition
The main objective of the app is to provide a fast way
to connect to the internet. The main positioning
strategy Google can use is to through Google App
Store as they own it. Google’s credibility as a tech
giant enables it to generate massive user bases for
their apps and with todays world being obsessed with
the internet, this app can make for the ultimate app
people can want and need at the same time.

16. Google, as a whole multitude of companies in itself,
doesn’t need collaborators in a field they’re already at
the top of. Using Google’s wide range of apps and
including them in the app as a separate section can
very well work wonders for Google as a whole. A
separate section where links are provided for the apps
Google wants to sell, and a different version with
those apps already installed can be made available.

17. If Google’s marketing strategy works, this can increase
Google’s revenue by folds. The figures we stated
earlier are just the tip of the iceberg, as Google can
very well sell some more ads every now and then to
generate billions in revenue, which is thousands over
thousand percent profits for the stakeholders and
Google itself.

18. TACTICS

19. Tactics
Product Characteristics:
-easy to use
-free
-less clutter
-fast internet
-less ads
-easy logins to avoid redundancy
-Google approved

20. Services:
-Fast internet services
-Unlimited downloads
-Gmail login services
-Location info to know which zones have working wifi
at that instant

21. Brand:
-The app will be called RailWire to resonate with the
wifi boxes installed at the stations
-The logo will be the IL and IR which will
show the information exchange through
internet.
- Will be the official logo, as printed on the
wifi router boxes installed at stations.
-The Slogan of this app will be “Why get bored on
railway stations when there is Railwire with us?”

22. Price:
-The app will be free and there will not be a premium
version of the app as Google has been, and plans to
remain one of the ‘Good guys’ on the internet. The
WiFi will be provided at maximum available speed to
everyone to increase trust on the app and so people
wont mind watching ads for sometime considering
they’re getting free WiFi access.

23. Distribution
-Main distribution will be through the android app
store as Google owns the play store and can put
RailWire on the trending, recommended, and Editor’s
choice tab to boost app ratings and downloads.
-Through their search engine through adWords, as
Google’s adWords fetch a lot of exposure.
-Through their Apps like YouTube, as ads before
videos. In Maps, as a small static ad. In drive and
Photos, as suggested apps to boost downloads.

24. IMPLEMENTATION

25. Infrastructure
The main lead of this project will be the regional CTO
who will lead a team of developers who will work on
the app. The developers will report to a team leader
who will report to the CTO, who will provide
directives and guidance. The CEO and COO will
concern themselves with the marketing and
advertisements and how long the ads can be on the
app. The developers will collaborate with other
developers of different Google apps to expand
Google’s offerings as a whole.

26. Processes
The main objective will be to roll out the app
effectively which is why the WiFI will be made
available for a limited time through browser access
where the user will be told to download the app to
enjoy continued WiFI services. After launching the
app, putting it at the best possible spot on the app
store will be the next step to ensure downloads.
Installing WiFi routers with Google RailWire printed
on it will further position the app in the mind of
people as a credible provider as it is from Google.
Using other apps for advertisements will follow for
more exposure.

27. Schedule
The WiFi routers with logos will be installed first and
foremost. After people start connecting to the
routers, they will be redirected to a login page and
told that they need the app in the future for
continued access. The app will be rolled out the same
day as the routers are installed to gain exponential
traction. AdWord ads will be placed on searches
within the region and other apps like maps will be
used to show railwire logo where WiFi access is
available at that instant. The app will be on trending
on the playstore to attract more audience.

28. The advertisement will be put on the websites 3 days
routers are installed to start generating revenue as
son as possible. After the app gains traction and
ample downloads, ads will be placed on the app to
start generating good revenue. The app is free is what
will be highlighted to further boost downloads and
ultimately increase revenue.