This document provides a marketing plan for a new mobile app called Tripper aimed at travel enthusiasts. The app will allow users to share photos and videos from their travels, view content from locations they like, and get suggestions for places to visit and things to do based on their preferences. The app will have both free and premium features. The goal is to reach 10,000 users within the first week by targeting social media users interested in travel and photography. The strategy involves making the app visually appealing around photo sharing, allowing users to connect with friends and discover new places, and using promotions and competitions to drive initial user growth.

1. MARKETING
PLAN
FOR
NEW
MOBILE
APP

2. by
Tripper™

3. Executive Summary

4. • Need to expand the offerings
• Can use current expertise as the base for new ideas
• Social Media is on the rise->growth is more than ever
• Entering the world of apps is a challenge
• The need for something which doesn’t already exist
• Lack of a quality social media app related to travel

5. Situation Analysis

6. COMPANY OVERVIEW (1/3)
• TripAdvisor is an American travel website company providing
reviews of travel-related content
• Planning of trips
• Interactive travel forums
• Follows idea of user-generated content
• Services are free to users
• Advertising business model

7. Market OVERVIEW (2/3)
Entering the market of Social Media through apps…
Mobile App Usage Overview Values
Number of mobile apps downloads worldwide 102,062m
Projected number of apps downloads 2017 268,692m
Number of free mobile apps downloads 92.88bn
Number of paid mobile app downloads 9.19bn
Worldwide mobile app revenue $41.1bn
App Stores Values
Number of apps available in Google Play store 2,200,000
Number of apps available in Windows Store 669,000
Number of cumulative downloads from Apple App Store 130bn

8. TARGET CUSTOMERS (3/3)
• Social media users
• More inclined towards photo sharing
social network
• Travel enthusiasts and “Me time”
fanatics
• Can be of any age bracket
• Travel photographers

9. Goal

10. • Create an app for travel enthusiasts
• Photos, videos can be uploaded with a caption and
a geotag of the location
• People can view photos of nearby places
• Can follow friends, celebrities, interests
• App can make a travel plan for the user
according to their preferences
• New “Been there” and “Want to go” buttons
• Aim is to reach 10k users within a week

11. Strategy

12. • Photo sharing apps are very popular
• Visual content is more than 40X more likely to get shared
on social media than other types of content
• App will help with both discovery and planning for places
• The strongest competitor is Instagram
• Other “Me time” competitors can vary as it can comprise of
anything
OVERVIEW (1/3)

13. Something which helps the consumer discover and get to know
about new places as well as enjoy their "me time".
•Photo sharing app
•Connect with friends
•Explore and get to know people similar to you
• Only for sharing travel related posts
• Discover and review places
• Gives a plan for the day as per user’s liking
• Can add a place to Wishlist (want to go) or “Been there”

14. Targeting Me time (2/3)

15. TACTICS (3/3)
• App will be launched worldwide
• Freemium app – can be downloaded for free
but premium features can be used only when
it is bought
• First 1000 downloads will get the premium
version of the app
• Price for premium version will be 2 USD
• Incentives will be given to regular users
• In app competitions will take place for
increasing popularity

16. •Post and view photos, videos
•Add people as friends or follow them
•Add the location to your post
•View posts from the locations you like
•View ratings of places
• View expert reviews and suggestions
• Add your current location and get suggestions
for what to do and meet people around you
• Can make a plan for the day
• Download enabled
• A tick will be added to the profile*

17. • Build in social calls to action. Social word of mouth is one of the best ways to grow user base
• Build in social sharing so users can brag about what they’ve just accomplished
• The tick mark which premium users get on their profile will motivate free users to upgrade
• Photography competitions have been planned out for the initial months
• Hire campus ambassadors in colleges to promote the app
• TripAdvisor customers will be prompted to join
• Planning adventures with Tripper will result in the user getting vouchers from the sponsors
of the app

20. This presentation has been created by
Mr. Aditya Ratnaparkhi, Manipal University
Jaipur, during a Marketing Management
Internship under Prof. Sameer Mathur, IIM
Lucknow.