Final Project for an online internship under Prof.Sameer Mathur,IIM Lucknow

1. Marketing Plan : VOCAB
- An English Vocabulary
App

3. Overview :
Marketing Plan for an English Vocabulary
App
Extensive features
Free and Premium Versions

4. To build English vocabulary
and enable a simpler and
comfortable learning experience.

5. Action Plan:
• Analyze market, set up SBU and set up
pricing and marketing associations
• Create Brand Awareness, use minimal
existing brand equity in company blog
domain
• Set up Facebook app site
• Promote Brand Mantra

7. Core Competencies :
• An extensive array of vocabulary building tools
• Strong expertise in the language market
Strategic assets:
• Having a panel of prominent language and vocabulary
experts
• An audio approval and phonetics team
• Tie up with a number of international agencies that provide
sample questions on competitive exam patterns
• Programming interface for the app that takes up minimal
memory on phone.

8. Product Line:
• The brand has a few online blogs
that caters to creative writing,
literary pieces and educational
topics
Market Position:
• The firm has no experience in the app domain
• Is new as a learning source.

9. • Core target segment is students
• Have an existing consumer base from their blogs
• Competitors include established vocabulary
apps like Magoosh and Vocabulary.com
• Online teaching sites like Magoosh and many
others
• Collaborators include teaching institutes, focus
groups, educational talks that the app
collaborates with for promotion, software
developers, distributors like Google Play and

10. Opportunities :
• A product extension could be tailored in future
specific to middle aged professionals and
corporate segment.
• Booming Use of Apps
Threats :
• Strong Competitors
• New to particular domain

11. Target Consumers
The product offering of building strong vocabulary suits
the needs of students as they prepare for competitive
exams or try to land a job.
• Students ( 16- 26 age group)
• Job Aspirants
• Literary Enthusiasts
• Middle aged professionals

13. Focus:
• Be known for simple learning experience
• Promote Brand mantra
• Get 1 on 3 conversions from free users to premium
• Reach 10,000 downloads
• Keep connected with target segment via various
communication channels
Benchmarks :
• Reach 5000-7000 installs within first 4 months
• Overall app rating higher than 4

15. Customers:
Needs –
• Strengthen vocabulary
• Improve pronunciation
• Apply skills in a competitive platform
Target segment/Customer profile :
• Students
• Job aspirants
• Middle aged professionals
• Any literary enthusiast

16. Suppliers :
• Test question compilation agencies
• Software developers
• Panel of language experts
Channel members :
• Facilitators like Google Play, Amazon
• Facebook and app reviews that provide feedback
(information flow)

17. Communication Partners :
• People for word- of mouth marketing
• Tie-up institutions that promote app
• Fests and sponsored events
• Advertising Agencies
• Facebook, social media

19. • App Coders or Software Development Team
• Content Design Team
(Panel of language experts, audio and phonetics
team)
• Marketing Team
( develops marketing plan, strategizes to promote
app
and reach certain benchmarks, responsible to
create
brand equity)
• Business and Finance Team

20. Key Stakeholders :
• Developers
• Marketing Team
• Collaborators
• Customers
• Employees

21. Competitors :
• Magoosh, Vocabulary.com
• Established online teaching apps and
sites
• English courses available specific to
TOEFL, SAT .etc

22. Context :
Economic : Economic premium fee relative to other apps in
market
and array of services offered.
Technological: Apps is suitable for all smartphones, offers
smooth
and easy transition through word decks and audio
tutorials.
Socio-cultural: People from different regions and languages can
use
the app to improve English easily.
Regulatory : Abides by regulations and offers a quality app
that can
be upgraded.

24. Customer Value :
Improves vocabulary,
Quality learning experience,
Handy and Simple to use ,
Vocabulary testing with standard question
pattern
Collaborator Value :
Compete with other rivals,
Sense of satisfaction by making the app
successful,
Monetary incentives

25. Company Value :
Creative work environment,
Freedom to implement profitable ideas and
upgrades
for the app,
Opportunity to develop self through teamwork ,
Esteem for members of the organization.

26. TACTICS

27. FREE VERSION
• Vocabulary flashcards for easy reference
• Audio pronunciations
• Sample test questions
• Essay Analysis techniques
• Words into learning decks for simplicity
• Each deck indicates a more advanced level

28. PREMIUM VERSION
• Upgrade at $1.5
• Audio and Video tutorials
• Extensive set of test questions
• Learn phonetics usage
• Listen to popular literary speeches
• Read free blog articles from premium account

29. • Simple to use
• Comfortable, enjoyable learning experience
• Responsive to customer and collaborator feedback
• Free and Premium services
• Instills confidence
• Makes individual self- equipped for professional
communication

30. Name : VOCAB ,
derived from vocabulary
Brand Mantra : Make learning a
simple and comfortable experience
Slogan : “ Learn Well, Learn Simple”
Attributes : English learning app,
simple to use and quality education

31. • Free services available
• Premium service available at a cost, but lower than
most competing apps in the market.
• Upgrading fee is $1.5
• Competitors like Vocabulary.com have no free
services and is available only from $2.7

32. • Customers obtain discount entries to educational
talks, speaker series upon referrals.
• Collaborators obtain monetary incentives and
benefits
on contributing to overestimated installs and
upgrades.
• Company personnel are provided with bonuses,
pay
hikes or non-cash incentives on good company

33. • Product feedback, information , upgrades are
conveyed mainly through social media i.e Facebook
page
• Product promotion done through event
sponsorships, partnering with educational
institutions and word of mouth (grassroots
marketing)
• Print and online ads, mass e-mails, Google Ads

34. • Google Play
• Amazon store
• Preloaded App
• Specific websites

36. CEO
Software
Development
Team
Content
Team
Marketing
Team
Business
and
Finance
Team
PR
Team
Employee
and Investor
Relations
CRM
Team
Organizational Structure

37. Market
research and
survey to
analyze
people’s needs
Analyzing the
Macromarket
Analyze core
competencie
s of firm
Identify
target
consumers
Identify goal
of the
company
Develop a
Product
Strategy
Setting a
Pricing
Strategy
Setting up a
Communication
Strategy and
planning an
organization
structure
Managing the
market strategy
and updating as
per feedback
Processes

38. Tentative Schedule
Market Research - 3
months
Analysis of consumer, Business markets - 2
months Crafting Market Positioning -
4 weeks
Setting Up Strategic Business Unit - 4
months
Setting Product Strategy - 3
weeks
Setting Pricing Strategy - 3
weeks
Designing Integrated Marketing Channels - 3

39. 1. Executive Summary
2. Situational Analysis
3. Goal
4. Strategy
5. Tactics
6. Implementation

41. DISCLAIMER
Created by Sara Jacob,
NIT Trichy during a
marketing internship under
Prof.Sameer Mathur, IIM
Lucknow