Done during an internship under Sameer Mathur of IIM Lucknow.

1. LazyBud Marketing
Plan
ByAtharva C. Singh during an internship under Prof.
Sameer Mathur, IIM Lucknow

2. Executive Summary
Select market of
Convenience apps showing
huge growth
Consumers aren’t happy
with long waiting lines
leading to the rise of online
shops

3. Executive Summary
LazyBud allows consumers to
scan and checkout their items
using their smartphone
Leads to lower burden on
manpower and also has an
advertising space for other
companies willing to showcase
their promotional offers

4. Situation Analysis!

5. What’s the Market Situation?
Caters to a market of urban smartphone uses
who shop in supermarkets etc
Customers annoyed with long lines at payment
counters
Due to customer dissatisfaction, such markets
losing out to online websites like Flipkart,
Amazon etc
Target Consumer base is centred around the
youth and the middle aged shoppers who work in
corporate world

6. Possible partners for LazyBud?
Local Supermarkets
Malls
Digital Wallets
Markets
Smart cities
Corporate zones like DLF Cyberhub

7. Who’s going to compete with LazyBud?
LazyBud has brought a new dimension to the
world of services through apps
No competitor in India and South eastAsia as of
now
LazyBud is going to revolutionise the way
people shop in the world today

8. Let’s do SWOT Analysis!

9. SWOTAnalysis
Strengths:
• LazyBud has the first
mover’s advantage
• Will be now identified as a
leading service provider in
the emerging market
• Client Focus and
Orientation upto it to
shape
Weaknesses:
• Very less number of app
developers today
• Low Capital with the
company
• Internet plays a big part
in the app running
successfully

10. SWOTAnalysis
Opportunities:
• Convenience apps the next big
thing as seen in businesses like
Groceries etc
• The future lies with the tech
savvy users of the future
• Brand positioning could be
done in a way to alter impulse
buyer demands
Threats:
• Consumers in the India
market don’t want to pay
for apps
• Theft is a big concern for
the partners of LazyBud
• App could be seen as
promoting certain
companies in comparison to
others leading to backlash

11. What are our Objectives?

12. Aims and Objectives
To have the app growth in a steady manner
where the market trends in the sector move
according to the app
To capture all the top 10 big cities in India in
two years of launch
To have a net revenue in surplus of One Crore
To have a double digit conversion rate to
premium users

13. What’s the plan?

14. Target Market!
The consumer of today has needs today
which need to be satisfied in order to
succeed
To save time at payment counters
Need Value for Money Services
Impulse buying influences the key to
success

15. Value Proposition
Scan Product, pay online and go!
Store Navigation now easier
Promotional schemes like cashback offers through
tie ups with retail chains
Branding to chains associated with the app
Ability to access consumer data for companies to
analyse consumer behaviour

16. Positioning statement
Consumers no longer need to wait in long queues
to pay, they now have shopping offers on the
move, Life’s Good!
Increased consumer satisfaction for the retail
chains which have made the customer today irate
More and more space for brands to advertise
themselves through promotional offers etc and
thus more outreach for the brands

17. Strategy applications!

18. Product characteristics
MobileApplication
Camera used to scan the barcode
Digital payment through credit cards,
debit cards and mobile wallets
Features like automatic budgeting, no
advertisements, cashback option and
recommended purchases only after you
upgrade to the premium version
Scan
Check out the
best deals in
town
Pay online
and go!

19. Product Pricing
The app will be available for free to
the consumers but will also have a
premium version valued at a cost of
Rs. 200 per annum which will have
special services
The stores will have collaborations
with the app and the terms will be
subject to change in the deal
Collaborators will be given branding
space on the app subject to the deal

20. Publicity and Outreach of the App!

22. How do we reach out to people?

23. How do we reach out to people?

24. Threats!
Theft is the Biggest concern to
LazyBud
Both forms of theft, in store and online
are problematic!
Key is to employ people who check
manually to ensure no theft in the
Indian stores

25. Implementation processes!

26. Team structure!
To have a team comprising of people with
different skill set in order for proper
functioning of the app
-App Development team
-Marketing Member
-Operations in charge
-PR in charge
-Advisory board of experienced people

27. DISCLAIMER
Created by Atharva
Singh during an
internship on marketingmanagement under
Professor Sameer
Mathur, IIM Lucknow