This presentation is created by Shivang Thakkar under the guidance of Prof. Sameer Mathur, IIM-Lucknow.

1. MARKETING PLAN

2. • This application prepares a preliminary budget of
day-to-day expenses for household lives.
• It provides aid to make better savings.
• Initially, the user has to enter his income and family
needs on the monthly basis.
• The application will provide the most optimum
alternative to the user to purchase.

3. • Moreover, the application will suggest the suitable
products and services according to the income.
• It will advice the user to invest his savings into the
securities, from where he can get better returns.
• Special reserves will be kept aside from user’s
income for precautionary expenditures.

4. OBJECTIVES
• Under this developing economy, people face
problems regarding where to spend their incomes.
• Unnecessarily they have to incur unwanted expenses
to meet their daily needs.
• Moreover, the low salaried person has to take
monetary loan to fulfil his family wants.

5. TARGETS
• To increase savings and investment rate of each and
every low-salaried individual of India.
• To aggregate the Online retail stores and Local
provision shops for transparent and smoother
transactions between them and consumer.

7. CORE COMPETENCIES
• A team of experts and researchers to conduct
market survey to get details of all existing products
and services .
• It will include market price, place of availability,
seller or supplier, quality assurance of the existing
products & services.
• The budget would be logically prepared in terms of
ratios by the code inserted in the application.
• Comparative Advantage.

9. CONSUMER SEGMENTS
o Demographically
 Middle-Class income group (Rs.10K-60K)
 Generation X and Generation Y
o Geographically
 Urbanized Cities
 Industrial areas, service apartments and major working
sectors.
o Behaviourally
 Decider, Buyer and User

11. • Brand recognition in all the major Online
retail chains, Provision & General stores, Local
shops, salaried group of employees, etc.
• Building a large team of sellers and
marketers.
• Setting a high benchmark in quality of
suggested products and trustworthy services.

12. • Building a large customer base and mustering
feedback from them to tweak application’s
UI.
• Alluring customers to subscribe premium
feature of investment in securities and
precautionary reserves to our platform.

13. Collaborators
Online Retail Chains
Local Retailers

14. Communication Partners
• Investment Consultants
• Financial Advisors
• Coaching Institutes
• Data Analysts
• Business News Channels

15. Competitors

16. CONTEXT
• Technologically
 Proliferates “Digital India” and “Start-up India” campaign.
 Guide to high return investments.
 Monthly effective budget.
• Economically
 Provides an additional source of savings and investments to
households.
Vibrant share-market and capital market.

17. VALUE PROPOSITION
3 Cs
1. Customer Value
2. Collaborator Value
3. Company Value

18. Customer Value
• In this context, core idea of application is budgeting
to the incomes of masses facing financial crises,
income-spending ideology will be provided to
middle-class income groups.
• Our service will also highlight the investment
strategies, Emergency provisions and educational
fees’ reserves for user’s offspring's.

19. Collaborator Value
• The positioning of the application for the
collaborators will mainly provide Local retail stores,
scopes and opportunities to get equivalent with
online retail chains.
• The network channels of suppliers will become more
extensive and elastic.

20. Company Value
• Values of our company shall remain reinforced in our
positioning.
• It will mainly focus on providing accurate and
efficient budget to the users.

21. TACTICS
•Product
•Service
•Brand
•Price
•Communication
•Distribution

22. PRODUCT
• The suggested product will be delivered directly by
the online retail chains to consumer.
• Through GPRS system, the local store will be
suggested to the user, to go and purchase the
respective product.
• All the products in the market will be provided to the
user by conglomeration of retail stores.

23. SERVICES
• Free features
 Preliminary budget
 In-app suggestions for the suitable product
 Surplus in income-expense ratio
• Premium features
 Precautionary expense reserves
 Ideal investment strategies
 Educational fee provisions for users’ offspring

24. BRAND
“Your Money, Our Responsibility”

25. PRICE
• Application is totally free for the channel members
with access to all premium features.
• For users, premium version will be available at a
price of Rs. 120 per month.

26. COMMUNICATION
• Social Media Marketing with focus on industrial and
service sectors’ website, Face book pages and other
platforms.
• Promotions of the application and investment
advices by financial experts on TV business channels.
• Endorsements of the app by data analysts on TV
commercials.

27. DISTRIBUTORS

28. IMPLEMENTATION
• Infrastructure
• Processes
• Schedule

29. INFRASTRUCTURE
Our Team
Operations
Marketing
&
PR
HR
&
Technical
Executive Body
(CEO,CMO,CFO)

30. PROCESSES
Our company’s first focus shall be on creating a buzz
about the app in the eyes of collaborators to make our
start operational.
Proactive role in social media marketing and increasing
visibility in targeted consumer segments. A professional
team for evaluating channel partners shall be made.
After 7 months a detailed analysis and comparison shall
be conducted to review the marketing plan.
After implementation of revised marketing plan, a pan
operating regions survey shall be conducted to monitor
the necessity of brand expansion.

31. Aggregating minimum number of
collaborators for supplying products
Operation start at the end of second
month after recruiting operation steam
and delivery personnel.
Feedbacks and regular market surveys for
suggesting improvements in revenue
model and interface over next 4 months.
During 7th month, a detailed analysis of
cash flow statements and net-profits.
SCHEDULE

33. Disclaimer!
Created by Shivang Thakkar, SEMCOM, SPU,
during a marketing internship under Prof.
Sameer Mathur, IIM-Lucknow.
Shivang Thakkar
SEMCOM
Prof. Sameer Mathur
IIM-Lucknow