Created as part of a Final Project for a Marketing Management Internship under the guidance of Professor Sameer Mathur of IIM Lucknow.

1. Marketing PlanFor A
NewAndroidApp
App Name- SecureInternet
Tag Line -Your Security-Our TopPriority

2. BriefOverviewof the Situation
Company’sProduct
Company’sGoal
ProposedCourse ofAction

3. Without a Virtual Private Network(VPN);
Third parties can see your internet traffic.
And you can become vulnerable to cyber-
Crime & snooping, especially if you use
Public Wi-Fi.
Use SecureInternet to stay anonymous
Online & keep everyone else out of your
Personal Affairs.
Company’s Product
Theproduct is an Android
App for smartphones &can
Work on all your devices
such as: Windows, iPhone,
iOS, Mac, Linux, Routeretc.
Itencapsulates all your
internettraffic in an
encryptedtunnelthat
protects it from attackers.

4. Company’s Goal: To Make Internet SecureForEveryone

5. ProposedCourse of Action
Promote App (free version) among maximum number of
potential customers so as to generate heavy internet traffic.
Induce free App users to update to premium version so asto generate
maximum Revenue.

6. Company
Overview
Market
Overview
Target
Customers
Situation Analysis
CompanyOverview
MarketOverview
TargetCustomers

7. Company Overview
Both free & premium versions.
To provide fastest VPN on Earth with
an
instant setup, ultra secure & easy to
use.
Provide a secure tunnel between your
computer
and the internet, allowing you to surf
the web

8. Without SecureInternet With SecureInternet

9. StrategicAsset

10. Focus on Collaborations so as to stretch
boundaries of the organization by openi
new opportunities for learning.
 Focus on online campaigns that help in
developing strong relationships with the
customer base.
 In-App advertisements that will generat
revenue.

12. Market Overview
Available on Google Play Store
Suitable for Business as well as
Personal
use
Not much Competition !!
High Potential Growth for this type
of App
We serve people of all kinds, all
age
brackets especially those who use

13. Competitors For TheSecureInternet App:

14. SecureInternet will be positioned as the favourite
destination for
College Students & Young Professionals in the age group
of 18-40;
who are looking to browse freely from Public Wi-Fi
Hotspots with
the comfort that you can’t be tracked or monitored by
prying eyes.
The App hopes to garner a respectable market share in
the highly
competitive online App industry.

15. Opportunities
Very often these days; Cases of online fraud such as Stealing of Lo
Credentials, Passwords, Credit Card Details etc. have become comm
As a result, a lot of insecurity & concern have been generated in
Opportunity to Exploit the Situation & become a Market Leader.

16. Threats
• Continous Innovation & Upgradation
required
• Availability of other Alternatives &
Similar Category Apps
• New Competitors
• New to Market

17. Thus; it is quite clear that this app is primarily for
college-going
students & young Professionals who use Public Wi-Fi

18. Target Customers

20. s--Free
Version
6 Months -
2,00,000
1 YR -
5,00,000
2 YR -
10,00,000
--Premium
Micro
2% Conversion
Rate
--Premium
Macro
1% Conversion
Rate

21. Strategy

23. User Friendly & Innovative Technology with
Excellent
features & Best Privacy Options.
To Protect not only his Web Browser but also
his Emails,Skype Conversations, Online Banking,
Login
Credentials etc. from getting exposed to a
Untrusted
Third Party such as Hackers & Thieves.

24. Customer Wants
Sophisticatedprograms andsystems thatdon’tlet their personal, private
informationbe compromisedbyleaky internet connectionsor by using public
internet access.
Anunlimited bandwidthwith which theycando video chatwith their friends
& familywithout waitingfor videos to buffer.
AnIncentive orcertain GiftCards thathelp themfeel Elite.

25. Distinguishing CharacteristicsofCustomers
Use Smartphones regularly & do a lot of
extensive Web Surfing via Public Wi-Fi
hotspots.
Eager to absorb new knowledge.
Have strong opinions on a multitude of
issues.
Are enterprising & information-hungry.

26. Collaboratorsinclude:
Suppliers
Channel Members
Communication Partners

27. Suppliers:
An OpenVPN server. OpenVPN is an open source software
application that implements VPN techniques for creating secure
point-to-point or site-to-site connections in routed or bridged
configurations and remote access facilities.
These are the things you will need in order to successfully
create a VPN:
1) An Ubuntu Linux Server. If you do not have a Linux Server.
2) Port forwarding skills.
3) A domain name attached to your server.

28. Channel Members
1. Mobile Organic Search: Responsive websites that
auto-detect the visitor’s device and tailor the content
accordingly, Mobile search data segment in Google
Webmasters tools .
2. Google Keyword Tool that allows for mobile device
segmentation which can provide keyword research
insights .
3. Mobile App Stores: Google Play Store, Apple App
Store, Nokia’s Ovi Store, Windows Phone
Marketplace, Amazon’s forthcoming Android App

29. Communication Partners:
•Socialmedia sites likeFacebook, Twitter,Instagram, LinkedIn,
Whatsapp via whichthe
content of the app will beconsumed
• Brands/companies who’llsponsor the appor advertise their
products/services through display ads, sponsored posts and
advertorials on the app

31. sCompany’s Strategic BusinessUnit:
1. App Development team: Coders, developers, software engineers
2. Content Creation team: Editors, writers, curators, compilers
3. Content Collection team: Surveyors, on-field reporters, sourcers
4. Business Development team: Growth hackers, strategists, negotiators,
networkers,
planners.
5. Marketing team: Promotions, communications and distribution team
6. Data Analysis team: Analysts, statisticians, online trends trackers
7. Finance and Accountancy team
8. Public Relations team: Employee relations and Investor relations
team
9. Customer team: Customer care department, CRM team

32. KeyStakeholders are:
1) Suppliers
2) Investors
3) Customers
4) Employees
5) Marketer & Strategists
6) Communication Partners

33. Likeother Network Security Apps;this appalso creates a secure tunnel between
twoor moredevices to prevent anyleakageofconfidentialdata.
Valuefor Money.
Worldwide Presence-145 VPNserver locationsin94 countries.
Easysetup withone-clickinstall availablefor allyourdevices. NoTechskills
required.

34. App’s Point ofDifferences(POD)
It uses high strength 256-bit encryption to protect your data from prying
eyes.
It provides unlimited bandwidth with which you can do video chat with
your friends & family without waitingfor videos to buffer.
VPNSplit Tunneling: It allows you to route some of your device traffic
through a VPN while letting the rest directly access the internet.

35. EconomicContext:
 Digital content industry growing at a fast pace;
expected to reach INR 20 billion by2020 with digital
ad spend expected to growat 23- 28%
The Internet related contribution to GDP at present is
an encouraging 3.2%

36. Technological Context:
There are 167 million Smartphone users and 352 million Internet
subscribers asof 2015
By 2017, India willhave more than 250 million smartphones
Inexpensive Smartphones and rollout of 3G and 4G broadband
infrastructure are rapidly coming together to democratise online access

37. Socio-Cultural Context:
Content consumption patterns have changed-People are increasingly
using their Smartphones during breakfast, lunch, commute, work and dinner
aswell, deepening digital content penetration.
 Rural consumers are gainingaccess to low-cost Smartphones and low
rates of data-plans,broadening the industry’s target segment.

38. Positioning Strategy

44. Tactics

46. FreeFeatures of SecureInternet:
1)Content from anywhere: Watch, Listen, stream & enjoy
content
from censored & blocked Websites around the world;
even while
travelling.
2)24/7 live chat support to help you with setup &
troubleshooting.
3)IP address masking: No need to reveal your true IP
address &
location; change your IP Address through one of
SecureInternet’s
secure VPN servers.
4)Anonymous browsing online.

47. Premium Featuresof SecureInternet
PremiumFeaturesof SecureInternet:
1)145-Server Locations: Choose from 145 VPN
server locations in 94 countries all over the
world with unlimited server switches.
2) Speed Test: Speed up SecureInternet with
the built-in Speed Test feature.Choose the
fastest VPN server location for your Network.
3) VPN Split Tunneling: It allows you to route
some of your device traffic through a VPN while
Letting the rest directly access the internet

49. Name-SecureInternet
TagLine- Your Security-Our Top Priority
SecureInternetprovides methods toadd s
security andprivacyto privateandpublicpublicnetworks,
likeWi-Fi Hotspots andthe Internet.
Secures RemoteAccess forusers an anywhere,
anytime,easy setup, ease of use& affordable for
widespread use.

51. Freemium pricing strategywill be adopted, in which theapp itself will
be free,but with in-app purchaseopportunities/upgrades. Thepremium
version oftheapp will be priced at$15 per month.Reason behindthis
being,the major targetcustomersfor thisapp aretheearning young
professionals who won’t mind to pay this amount as this app possesses
the capability of immunizing them fromany sortof online fraud.Also,
even if some usersbecome reluctant toupgrade duetothehigh price,it
won't affect theapp's popularity or its customerbase as it'll still get
the same numberof visits. So, customerretention won't be affected.

52. Step 1: Sign up for
SecureInternet
Step 2: Refer your friends.
Step 3: They sign up for
SecureInternet
Step 4: You & Your friend each get 30
days free!
Incentives For The Customers

53. So Basically

54. SocialSites: Facebook,
Whatsapp,LinkedIn,
Instagram
ThroughBlogs
PromotionalVideos
on YouTube
GoogleAds Print Media Featuring E-Mails
Full Featured
CompanyWebsite

55. Google Play Store
Apple’s App Store
Windows’ App Store
Recommended Website

56. Initial Promotion Steps AssumingYouHave ZeroBudget
Reach out to influencers (Blogs and industryexperts)that are interested in your app and ask
them toshare your app on social media or their blog. Send mail one byone with personalized
pitches.
Reach out to appreview website(or blogs) and ask them toreview yourapp.
Send mail one byone with personalized pitches.
AppStore Optimization can be a great way toimprove your appdownloads for free.
Submityour app in high quality directories and app downloads site.
Have a great pre-launch marketing strategy.First 7 daysare really important for your app.
Create social media profiles for your appand share qualitycontent on your related toyour
industryand appcategory.
Interact with people on twitter who are talking about your similar apps or category of apps.

66. • Slides 02-051.ExecutiveSummary
• Slides 06-182.SituationAnalysis
• Slides 19-203.Goal
• Slides 21-434.Strategy
• Slides 44-575.Tactics
• Slides 58-656.Implementation

68. Thispresentationis preparedbyRaman Preet Singh Khera, Student of
Delhi Technological University, DTU , Delhi during a Marketing Management Internship under
theguidance of Prof. SameerMathurof IIM Lucknow.