Marketing Plan for New Android app

1. Marketing Plan

2. OVERVIEW
It’s not just about the mobile one buys, but about the ease and uniqueness of it. Here, we put forward
“It’s Mine” to cater the needs of the target customer segment. The intricate Marketing Plan follows.

3. We aim to generate worldwide predilection through customer downloads, usage
and reviews in the first couple of months
Backing up the research and innovation, we also aim to raise sponsorships and
investments from collaborators.

4. • To march ahead, we need to make an
exhaustive, distinctive & innovative
marketing plan for “It’s Mine”

5. Free Services
• Customize more than just wallpaper or theme of your home and lock screens
• Innovative gestures and transitions
• Personalise home screen with robust icon and wallpaper editing features
• Download and apply your wallpaper within seconds
• Thousands of free wallpapers and themes to download and use
• Create your own widgets and share them

6. Paid Services
• Use pictures from your gallery as your home and lock
screens
• Periodically changing images and screens
• Surprise coupons and experiences
• Access to pre-release versions
• Free access to next premium app
• Become the supporter of the cause with getting involved in
its activities

7. Market Overview
• With over 10 million downloads and 240 thousand
reviews Buzz Launcher leads the customization
mobile launcher market.
• With close to 50 launchers available for the
android platform the struggle for the market is
huge.

8. Target Segments
Students
College graduates
Youth and Teens
Fashion Freaks

9. •To generate 10,000 user downloads and 1000 reviews in the first couple of
months of roll out.
•To bring in $5000 into innovation from collaborators

11. Customer Needs
• Mobile satisfy the need of communication but the appearance is the thing the users
desire for
• Uniqueness in their screen appearance
• Get pictures of near and dear on screen, periodically changing
• Appearance with ease of use
• Change their screens as they wish (mood swings)
• To do something worth to the society (young blood)

12. Suppliers
Product developers, free lance
programmers
Gadget Companies such as
HP, Dell, Nokia, Lenovo
Communication Partners
Google Play, iTunes and
Windows store
Company outlets such as Apple,
Microsoft, Oppo
Channel Members
C
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13. The strategic business unit responsible for
• Development and Maintenance of the app – app
developers
• Worldwide marketing and Promotion – Marketing
department
• Sponsorships – Collaborators and Tie-up options
• Distributors – Collaborators and Suppliers
Key Stake holders
• Developers
• Marketing management team
• The collaborators
• Suppliers/Retailers
COMPANY

14. Buzz Launcher APUS Launcher

15. ECONOMIC – is very cheap in
correspondence with the array of services
it performs
TECHNOLOGICAL – good
functionality, ease of use, device
performance not disturbed
SOCIO-CULTURAL – It appeals to
those who desire for uniqueness and
customization for their gadgets
Regulatory – easy to use, much research
can be put into further development
based on user reviews and feedback
Context

16. Customer Value
Value Proposition - Introducing
all featured “It’s Mine”
Positioning Strategy – exhaustive
marketing with target customers
(Push and Pull)
Positioning Statement –
personal, illustrative and
interactive
Collaborator
Value
Value Proposition – Mobile
launchers as the fast growing
category
Positioning Strategy – Bringing
buyers in with surprise coupons
Positioning Statement –
Together we shall attract bigger
market
Company Value
Value Proposition – Open Job
profiles for future apps
Positioning Strategy – treat our
employees as family;
achievements are rewarded
Positioning Statement – United
We Stand

17. TACTICS
Product
Service
Brand
PriceIncentives
Communic
ations
Distributio
n

18. • App for all platforms – beginning with Android
• PersonalizationAttributes
• One’s own personal, interactive assistant
Benefits
• Free for most of the features
• Multiple Pricing for users willing to contributeCosts

19. • Provides all and more features than most of the available launchers
Attributes
• Abundant features, all available in a single app; superior performance and
functionality
Benefits
• More Personalized features available from $1
Costs

20. • Name – It’s Mine
• Slogan – Want to feel special? you are a click away
• Logo

21. • Works on Freemium model
• Global features available for free or
lifetime.
• More personalized features available for
variable pricing to support a social
cause
• $1, $2 and $5.

22. Customers
• Price reductions on
future apps
• Visit and volunteer
for the social cause
• Surprise coupons
from collaborators
Collaborators
• Bring in more
buyers with offers
• Company
promotion during
marathons and
things done for the
cause
Company
Personnel
• Appraisal for team
to bring in
maximum premium
users
• Also, for employees
bringing
collaborators

23. COMMUNICATIONS
• Offerings communicated to target
customers, collaborators, company
personnel via –
• Google play store, iTunes and
Windows store, personalized gift
shops and websites

25. INFRASTRUCTURE
• A Marketing team with various sub groups focusing on communication
channels, distributors and suppliers, along with sales force team

26. PROCESSES
App
development
Marketing
Research on
statistical
information
Meeting
Collaborators
Advertisements
via various
channels
Bringing returns in terms
of buyers for the
collaborators, partnering
with social organizations
to increase awareness
among the users

27. SCHEDULE
Launch of app in early august
App available with all the free
features, premium facility
available
Find out collaborators and
sponsorships
Close watch on reviews and
feedback for the first couple of
months and roll out a major
update
Improve the interactions with
cookies and user privileges
making them move to premium
by end of December with pulling
new year offers

28. • Overview, Goals and Course of action
Executive Summary
• Market Overview, Company Overview and Target Customers
Situation Analysis
• Goal Statement
Goal
• Dealt with customers, collaborators and competitors (Target Market and Value
Proposititon)Strategy
• Explained 7 tactics
Tactics
• Infrastructure, Processes and Schedule
Implementation

30. This presentation that detailed the marketing plan for the android
app was made by Surya Teja Jonnalagadda, BITS Pilani
Hyderabad during an internship of Marketing under Prof.
Sameer Mathur, IIM Lucknow