MARKETING PLAN FOR AN ANDROID APP: LIFTd ( THE CARPOOLING APP)
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LIFTd is a carpooling app that aims to address issues like high traffic, pollution, and driving hours. The app allows drivers to offer available seats and passengers to book seats. Users can choose drivers or passengers based on preferences like gender or occupation. The goal is to make rides cheaper and more sustainable by sharing. The marketing plan discusses launching the app in cities and towns across India, with targets of 500,000 users within two fiscal years. It outlines strategies for user acquisition, partnerships, pricing, and building a brand positioned as "sharing the planet." Tactics include cashbacks, filters, GPS safety, and building an online community.
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Over 70% employees name "office commuting" to be their biggest daily problem. Most organizations providing cabs report this as one of their top 5 costs.
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Traditional carpooling does not work and has practical limitations of dependency on single car-owner/passenger, binding commitments and messy payments.
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MARKETING PLAN FOR AN ANDROID APP: LIFTd ( THE CARPOOLING APP)
- 2. Life is a journey, enjoy the ride and make a difference.
- 5. • Present scenario: Major problems that everyone is facing on a daily basis: • High traffic • High pollution • Stressful long driving hours • pocket expense Carpooling can be effective solution LIFTd is a new approach of implementation where carpooling is addressed in an innovative way.
- 6. How LIFTd Works? CLICK With just few clicks: • Driver can offer available seats • Passenger can avail seats RIDE Ride the way you choose to: • Pick the driver or passenger you want(e.g. women only, senior citizen, college goers etc.) • Choose the space and comfort SAVE Sharing makes the ride both cheaper and sustainable
- 8. • No. of Registered Car users (in million) Maharashtra: 25.6 Tamil Nadu: 22.5 Uttar Pradesh: 21.6 Gujarat: 18.7 Karnataka: 14.8 Rajasthan: 12.4 Madhya Pradesh: 11.1 Kerala: 9.6 Delhi: 8.9 Andhra Pradesh: 7.9 • India's carbon emission increased by over 5% in 2015.
- 10. JULY’17: App Launch SEPT’17: 5000+ Users in MNCs (50+ cars registered) DEC’17: 10000+ Users in MNCs ; 1000+ users in small towns FEB’18: Premium App Launch ; 20000+users in MNCs ; 5000+users in small towns ; over 1000+ cars registered 2nd Fiscal Year:500000+ Users in MNCs ; 20000+ Users in small towns ; 5000+ cars registered
- 11. STRATEGY
- 13. TARGET MARKETS
- 15. COLLABORATION
- 16. COMPETITPORS LIFTd aims to dominate its competitors on following grounds: SERVICE GEOGRAPHIC TECHNOLOGY
- 17. Points of Parity ITPORS • Carpooling App • Car finding and booking service • App based booking • Platform for people to contribute their bit for planet.
- 18. POINT OF DIFFERENCE • RANDOM CASHBACKS ON EACH RIDE • RS. 20 CASHBACK ON SUGGESTING A FRIEND • FILTERS FOR CHOOSING CO-PASSENGERS • GPS FOR SAFETY • AVAILABLE BOTH IN MNCs AND SMALL TOWNS • CARBON FOOTPRINT REDUCING AMBASSADOR • EXCITING GIFTS ON EVERY RIDE • CONSISTENT CUSTOMERS GET 10 LITRES FREE AT THE END OF MONTH
- 19. TACTICS
- 20. PRODUCT Free Feature: • Cashless Payments • Personalized Experience • User friendly interface • Free usage till 8 months • Cash backs on sharing with friends Premium Feature: • Random cash backs on each ride • Filters for choosing Co-passengers • GPS for security
- 21. SERVICES
- 22. Personalized smartphone apps Analysis of answer reviews GPS For Security Cashbacks
- 24. BRAND WE WILL POSITION OUR APP IN THE MINDS OF CONSUMERS AS “SHARE THE RIDE BECAUSE WE SHARE THE PLANET” LIFTd IS THE MOST RELIABLE AND SAFE CARPOOLING APP WHICH OFFERS ITS SERVICES IN SUBURBAN TOWNS TOO.
- 25. PRICING Rs. 3.50 per km to be paid by rider. Rs.3.00 per km to the car owner. SUBSCRIPTION RS. 150 PER MONTH RS. 1600 PER YEAR
- 26. Building social community on Facebook, Twitter etc. Blogs LIFTd Website Featuring emails COMMUNICATION
- 28. IMPLEMENTATION
- 29. CEOO Chief Financial officer Head of Marketing Head of Business Development Chief Technical Officer Marketing TeamFinancing Team Content & Consulting Team Technical Team ORGANISATIONAL STRUCTURE
- 30. BUISNESS PROCESS
- 31. 1.App testing and Official Launch Customer Feedback App Updates 2.Maintain financial levels of performance and records 3.Develop strategies to enter new cities & Strategic Management
- 32. EXHIBITS
- 33. DISCLAIMER CREATED BY ANJALI SETIYA, GBPUAT, PANTNAGAR DURING AN INTERNSHIP UNDER PROF. SAMEER MATHUR, IIM LUCKNOW