The document presents a marketing plan for a news app called Knappily. It discusses Knappily's value proposition which includes comprehensive information presented in a 5W1H framework, credibility through citing sources, and a convenient interface. It analyzes Knappily's target market of 150 million Indian smartphone users aged 15-30 years. The positioning strategy and marketing mix are also presented, including promoting through ratings, events and word of mouth. A SWOT analysis and comparison to competitors shows Knappily has the highest percentage of 5-star ratings.

1. Sales & Marketing
Project
Presented by: Czar (IIM Bodhgaya)

2. Value Proposition
Comprehensive Information
Convenient Interface
Credibility
Comprehensive
Information

3. • Comprehensive Information – The news is divided into sub categories and
further the news is presented in 5W1H framework. This helps the user get
the desired news easily with detailed information.
• Credibility – The sources of information are also mentioned which presents
reliability of the news.
• Convenient interface – The user interface is very simple as a result anyone
can use it. And the offline mode gives the option to use when there is no
connectivity.
Service Philosophy

4. Market Segment
▪ The total number of smartphone users in India is expected to
reach 300 million by the end of 2017
▪ India is world’s second largest smartphone market and this
number is estimated to reach 400 million by 2020
▪ Out of the 300 million users, 50% fall between the age group of
15 years to 30 years
▪ So Knappily should target these 150 million users

5. Smartphone Users

6. 50%50%
Smartphone Users- 300 million
15yrs-30yrs Rest

7. Positioning Strategy
▪ Since the knowledge hungry and competitive youngsters are
the 50% of total smartphone users, Knappily should position
itself according to their growing needs.
▪ In the following table statistics about the number of applicants
of some of the examinations are given.

8. 9200000
4314315
1500000 1465945
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
9000000
10000000
RRB IBPS (Clerk) SSC CGL IBPS (PO)
Number of Applicants
Number of Applicants

9. Product
• Current Affairs and news app
• 5W1H Framework
• User Friendly Interface
Price
• Free of cost
• No premium membership
Promotion
• Through user ratings on app
stores
• Organising events and
competitions
• Word of mouth promotion
Place
• App Stores
• Website
Marketing Mix

10. STRENGTH
 Dividing news into respective category
 360° view of news based on 5W1H
 Continually updated news
 Reliable source
 Can be used Offline
 Expedient interface
WEAKNESS
• Availability only in English
• Weak promotion
• Less market penetration
• Less focus on International news
• Single font available
OPPORTUNITIES
 Increasing Smartphones Users in India
 Exponential increase in internet
penetration in recent years
 Collaboration with Smartphone
companies
 Monetising through native ads
THREAT
 Competition from already established
news applications
 Digital Disruption
Situational Analysis

11. Knappily and Competitors
News App
Number of
Downloads
Total reviews (a)
Total 5-star ratings
(b)
Percentage of 5-
star ratings
(
𝒃
𝒂
x100)
Knappily 100000 12179 9692 79.5%
Current affairs
daily update
1000000 47319 34758 73.45%
Inshorts 5000000 266585 194172 72.8%
Dailyhunt 10000000 782082 461978 58.9%

12. Inference
▪ From the data it can be inferred that among its
competitors Knappily has the highest percentage of highly
satisfied customers who have given the app 5-star ratings
▪ If promoted properly, this promising app has the potential
to capture a wider customer base

13. The Knowledge Buffet