Marketing Strategy for a New Android App

1. VIVEK R
NIT CALICUT

2. How Many Portals Allow You to Buy and Sell Readymade
Products?

4. How many Portals Sell Products Designed by You?

5. NONE

8. COURSE OF ACTION

9. • Create an app under the Flipkart brand
• Allow users to design and create
customized products
• Devise a mechanism to choose worthy
products
• Source their production to
manufacturers
• Sell it in Flipkart

10. SITUATION ANALYSIS

11. Company
overview

12. !
will be a
division
under

13. ONLINE SHOPPING
PORTAL
IN
INDIA

14. Valued at $9.39 billion

15. WIDE DISTRIBUTION
NETWORK

16. 75 MILLION REGISTERED USERS

17. A TRUSTED
BRAND IN
INDIA

18. MARKET
overview

19. INTERNET
PENETRATION
– 34.8%
HUGE POTENTIAL
UNTAPPED

20. INTENSE COMPETITION IN E-COMMERCE

21. BUT NO COMPETITION IN ’S NICHE MARKET
!

22. TARGET
CUSTOMERS

23. STUDENTS
AMATEUR DESIGNERS
HOUSEWIVES

24. GOAL

25. To have
6 million users
in a year

26. To have 300 thousand
premium users in a year

27. STRATEGY

28. TARGET MARKET

29. CUSTOMER NEEDS
Creative Drive
Recognition
Money

30. COLLABORATORS
Manufacturers
Logistics & Transportation
Manufacture & Deliver
Products as Fast as
Possible

31. COMPETITION
eBay
Amazon
Clothing for Café press

32. COMPANY
Division Head
Marketing Managers
Software Engineers
Manufacturer Relations
Customer Product Review

33. CONTEXT
Blue Ocean Strategy
Growing Market
Slow but Steady Growth in Users

34. VALUE PROPOSITION

35. Allows
customization to
satisfy their
creative drive
Royalty fee for
each product sold
Products under
their label giving
them recognition

36. COMPANY
Little
operating
expense
Flipkart knows
the customers
more
Blue ocean
market

37. Demanding but
Huge potential
Centralised
manufacturing is
enough
Flipkart already
has wide
distribution
network
COLLABORATORS

38. TACTICS

39. REGISTERED USERS CAN
DESIGN PRODUCTS

40. INITIAL PRODUCT LINE
NOTEBOOKS
MUGS
TEES

41. FUTURE PRODUCT LINE
BAGS
PILLOW COVERS
PHONE COVERS

43. YouKreate
MARKET

44. Has Registered
Users
Customized
Products are put
Up
Users can Like
Products

45. Popular Products Sent to
Approval Committee
On Approval, Product Sourced for
Manufacturing
Product put up for Sale in Flipkart

46. REGISTERED USER
Design and Create
Customized Products
Be a part of the YouKreate
Market and Browse through
Customized Products
Put up up to Three Products in
the YouKreate Market

47. PREMIUM USER
Advanced Design Tools
More Products to Customize
Put up More Products in the
YouKreate Market According
to the Subscription

48. PRICING

49. Pricing Based on Number of Products to be Put up
in YouKreate Market

50. $4.99 for 10 Products
$24.99 for 60 Products
$99.99 for 300 Products

51. COMMUNICATION

52. Links Added in the Flipkart Website

53. NEWSPAPER
ADVERTISEMENTS

54. SPONSORED YOUTUBE VIDEOS

55. PRODUCT
OF THE
MONTH

56. IMPLEMENTATION

57. THE TEAM

58. CHIEF
EXECUTIVE
OFFICER

59. CHIEF
MARKETING
OFFICER

60. MANUFACTURER
RELATIONS

61. SOFTWARE ENGINEERS

62. PRODUCT
REVIEW
COMMITTEE

63. PROCESSES

64. DESIGN THE APP

65. EXPAND THE USER BASE

66. SOURCE
PRODUCT
MANUFACTURING

67. SELL THE PRODUCT IN FLIPKART!

69. INCENTIVESINCENTIVES

70. ADVERTISEMENTSADVERTISEMENTS

72. “Created by Vivek R, NIT
Calicut,during an internship with
Prof. Sameer Mathur, IIM
Lucknow. ”