This marketing plan summarizes a mobile app called Paperback that provides 10-minute summaries of newly launched novels in text and audio format. It includes an executive summary, situation analysis, goals, strategies, tactics, implementation plan, and disclaimer. The situation analysis identifies millennials with limited time as the target customer and notes the main competing app Blinkist. The goal is to achieve a 10% conversion rate and 10,000 premium users in the first fiscal year. The strategies and tactics involve free and premium features, pricing, communication channels, and distribution platforms.

1. Marketing
plan
for
Mobile
App

2. Paperback

3. AGENDA
• Executive summary
• Situation analysis
• Goal
• Strategy
• Tactics
• Implementation

4. Executive
summary

5. Millenials today have limited
time but a thirst for unlimited
knowledge…
Introducing PAPERBACK...
…for all avid readers who have limited
time.

6. Paperback
summarises
newly-
launched
novels into
easy-to-read 10
minutes text
and audio.

7. Delivers an
enjoyable
and
informative
digital
reading
experience.

8. Get access to
related
quotes, blogs
and articles
and
webinars by
the author.

9. Situation
analysis

10. Target
customer
s

11. Opportunities

12. Competition
Blinkist is the only
competing android app in
the space with a million
users.

13. Points of Parity
Summarise newly-
launched books into
10 minute versions of
text and audio.

14. Points of Difference
• Quotes from the book to
arouse interest
• Links to related blogs and
articles
• Updates about new books
being launched
• Webinars by the author

15. Company
goal

16. Conversion
rate of at least
10%.
10,000+
premium users
by end of first
fiscal year.

17. Strategy

18. Customer needs

19. Collaborators
Top
Authors
Thought
Leaders
Entrepreneur
s

20. Tactics

21. Free Features:
• Read one book summary per day.
• Search, filter and browse available
content.
• Get updates about new books being
released.
• Access to quotes from the book and
links to related articles and blogs.

22. Premium Features:
• Access to entire library of books on the
app
• Audio version of summary available
• Access to webinars by the authors
• Download content for viewing later
• Ad-free

23. Pricing
US $ 5.99
monthly
US $ 59.99
yearly
OR

24. Communication
Social
media
Company
website
Featuring
emails

25. Distribution
Google
Playstore
Company
Website

26. Implementation

27. Organisation
structure

28. Process
and
Scheduling

30. This presentation has
been prepared by Ivy
Sinha, IEM Kolkata
during a marketing
management
internship under the
guidance of Professor
Sameer Mathur, IIM
Lucknow.
Disclaimer