Vardan is a mobile app that aims to help children monitor and care for elderly parents from a distance. It offers features like location tracking, emergency assistance, and access to medical records. The app will be free with additional premium features available for a fee. It will target elderly people, their children, people living alone, and patients. The goals are to build a customer base, provide a one-stop solution for long-distance care, and get users to upgrade to premium features. The app will be promoted on social media and through collaborations with healthcare providers. It will launch initially on Android with a paid version on iOS.

1. Vardan : Boon to
Children,Aid to Aged
Marketing Plan for
AppVARDAN

3. About The App
• The App will be designed to cater as final
destination for all those children and old people
who are concerned about each other and health
but can’t personally look into it.
• App will be available in two forms :
Basic and Premium
• It will monitor Health and other activities of people.
• Main target is Old people whose children are not
with them.
• The app will be promoted through various Social
Media and Advertisements.

5. Company Overview
• The App will help in monitoring location whenever
required.
• The App will have provision for Emergency Help.
• All Medical Reports can be stored into it and can be
accessed from anywhere.
• Customers can switch to Premium Version for
additional features.

7. Current Potential Customers
• Elderly People
• Their Children
• People living Alone
• Patients

9. Competitors
Not many Apps On Google Play cater the needs that Vardan
does.There are apps that provide some of the features but not
all.One of the potential competitor is
• Family Locator

11. Points of Parity
• Locator And GPS
• Easy to contact and message in case of emergency
Points of Difference
• Medical Facilities
• Access to children
• Reminder for medicines and check-up

13. Goals
• Create a dedicated Consumer Base.
• Provide one stop Solution to people concerned and worried about
old
Parents.
• Expand the market through Promotions , word-of-mouth publicity.
• Concert consumers to buy Premium features.

14. Customers
Collaborations Competitors
Context

16. Customers
The target market is virtually untapped today. With the
ever increasing number of working children or
children settling abroad and independent nuclear
families, there is requirement of such Apps in the
market.
As of now, most of the children as also old parents
are worried and live with feeling of no concern and
loneliness. Steps need to be taken to publicize and
promote this App.

18. Collaboration
The product needs to be marketed by collaborating with companies t
hat provide Health care facilities. The App can be marketed by settin
g it as Default app in certain handsets meant for the target generatio
n people.
These companies would be given certain incentives based on numb
er of conversions.

19. Competitors

20. Competitors
Several Apps together can provide all the facilities,
but it is quite difficult to manage multiple Apps at a
time.Vardan is a store of such multiple facilities in a
single go.
The competitors can be tackled through provision of
discounts , trial coupons and recommendation
incentives.

22. Context
The App needs dedicated team of Doctors and other Health Care Fa
cility Providers including medicines,vaccines,blood and other tests a
nd ambulance services.

23. Tactics

25. Pricing
The App will be available for free for Android users on
Google Play. But there will be some features which
will be ‘Premium features’ and the Consumers will
have to pay to unlock these features.
On the other hand, the App would be paid App on the
AppStore.Apple users are generally much more
affluent than Android users and can afford to pay for it.
Premium version would cost around $5.

26. VARDAN
Vardan : Boon to
Children , Aid to Aged
Logo Slogan

28. Incentives
Customers will get some Premium features for free in
return to promoting the App and convincing others.
Collaborators will also get share of the revenue
generated through conversions.

29. Distribution

32. Launch the App
Marketing
Promoting users to go for Premium
Features
Updating based on Consumer
Feedback

33. Summary
• Executive Summary
• Situation Analysis
• Market Overview
• Goals
• Marketing Strategy
• Tactics
• Distribution
• Implementation

34. Disclaimer
This presentation is prepared by Vaishnavi Naik as a
part of Marketing Internship under Prof.Sameer
Mathur,IIM Lucknow.