This presentation is created as a part of Winter Internship under Prof. Sameer Mathur, IIM Lucknow.

1. MARKETING PLAN FOR NEW MOBILE APP

3. •BOOKZ - One stop app for all the book lovers who are active
smartphone users
•Main aim of this app this to develop a online community for book
readers
•This app is designed keeping in mind lack of matured book readers
community app on smartphones
•The goal is to successfully launch the app by 1st March, 2017 and have
1 million downloads by August 31st 2017
•Bookz app would be based on “Freemium” Model

4. SITUATIONAL ANALYSIS

5. Strength Weakness
Opportunity Threats
People aged 18-50 who love
reading books are also mostly
found using smartphone
actively
Lack of marketing budget
makes it tough to penetrate
the market completely
Growing craze among young
generation to read books to
increase their knowledge
Threat due to new entrants
as number of app developers
has been increasing and will
keep increasing in future

6. Market Overview
Potential Customers:
Intersection of people who love to read books and are active
smartphone users
Major Competitor:
GoodReads
Already has 5 million
downloads

7. Target Customers
• People aged 18-50 who love reading
books, mostly found using smartphone
actively
• People from above age category looking
to social network with community who
love reading books

9. • The major focus of this app is build a online community of people
who love to read books
• The aim is to capture 1 million downloads within 6 months of
app launch with a conversion rate of 3-5% from free to paid
version
• Free version of the app will generate revenue from from advertising.
( per click / per 1000 views)
•Additional revenue will flow from e-commerce site while diverting
traffic to their website with “Buy Now” feature
•Last source of income is from premium version who pay $5 per month
for the subscription

12. Online book lovers’ community
Personalized recommendation of what to read next
Compare prices of hardcopy of the book on various e-commerce place and find the best deal
Save on every purchase by getting discount coupons (Premium Feature)
Keep track of the user’s reading progress

13. Major Competitor
• Search, rate and review any book in any category of more than 12 thousand books
• See book reviews and updates from your friends, and comment on them.
• Add status updates and page number updates for books you are currently reading.
• Use the barcode scanner to quickly scan all of your books onto your Goodreads shelves.
• Also use the scanner to quickly access book information while on the go.
• Find your address book contacts or Facebook friends on Goodreads

14. POSITIONING

15. POP
POD
•Keep track of user reading progress
•Barcode scanner to get quick info on books
•Read review and rating on a various books
•Compare price and find the best deals on books
•Additional discounts on books for premium users
•Twitter like newsfeed exclusively to comments on books
•Focus on materialistic design according to the current trend

16. TACTICS

17. Product & Service
• Write/read reviews of various books
• Social network with other books lovers at different corner of the world
• Compare prices and find best deals
• Track progress of you past and current readings
• Personalized recommendation to user on what to read next
•Regular updates to the make to ensure smooth bug-free working of the app
• Materialistic design to app according to current trend

18. Brand
Your door to the world of books. . .

19. Price
Bookz is a freemium app with clear distinction in the features between
free and premium version. The premium version is priced at $5 per
month.
•Additional discounts through coupon code generated for premium
users during purchase of books on various e-commerce store
•Price comparison and price drop alert
•Access to web version of the app
•Customizable themes for the app
Incentives (Premium Version)

20. Communication
Considering the lack of budget, most of the communication will be
done through notification(for current users) and use of SOCIAL MEDIA
network (for general public).

21. Distributions
Website Version

22. IMPLEMENTATION

23. Organizational Structure
CEO
CT0 CFO
COO CMO
Product
Development
Team
Operation
Managers
Marketing
Managers
Financial
Managers

24. Performance and evaluation
• Performance is enhanced by regular updates to keep the app up to
date and bug-free
• Reviews and Rating should be monitored to make changes to the app
• Keeping the UI of the app to current trends
•App ranking on Google Play Store and Apple App Store can be boosted
by having a good number of downloads and healthy rating on app
store

25. Summary
Situational analysis
Tactics
IMPLEMENTATION

27. Disclaimer
Created by Vignesh Mallya, BITS Pilani Goa Campus, during
Marketing Internship by Prof. Sameer Mathur, IIM Lucknow
Prof. Sameer Mathur, IIM Lucknow