The marketing strategy for Augmented Reality Home Decor Shopping App. This presentation was made during a marketing internship under Pro. Sameer Mathur, IIM Lucknow.

1. ASPECT
THE AUGMENTED SHOPPING EXPERIENCE
Marketing Plan For New Android App
By Shubhra Deshpande

4. |Perfectly fit in our houses|
|Comfortable|
|Suited in the overall theme|
|Durable|
|Reasonably Costed|
But What If We Can Try Them At Our House
Customise Them and Then Buy

5. ASPECT
● Online Shopping Platform
● Compare products of different sellers
at one place
● Take a virtual trial of different 3D
models of home decorating items
with your phone
● Wide range of Items like furniture,
wall paint, electrical appliances
● Augmented Reality Interface
● get the best personalized
recommendations based on the
overall look of the room.
Here Introducing
An augmented reality shopping
experience in mobile app that
provides you
A Virtual Trial Room

6. You can Try, Customize size,
Shape, Colours of the 3D
model decor
You can Try, Customize
JUST BY DIRECTING YOUR MOBILE CAMERA TO THE
VOID PLACE FOR THAT ITEM
● Mobile camera superimposes the
selected 3D model with the
background
● Customization with simple tap or
magnification gestures

7. Get Rid Of Manual Efforts
to go through entire
catalog
Personalized recommendations
with reference to overall look of
your room
Direct your camera to area
under decoration
Select item names and price
range
System will recommend you
best suited items according to
overall theme of room

8. It aims for and shopping experience
and
accommodate more in shopping than usual brick and mortar
model.

9. 2. SITUATIONAL
ANALYSIS

10. COMPANY OVERVIEW

11. ● Customer at the center
● Experience of high end technologies like
Augmented Reality and Data Analysis
● Transparent user experience with excellent
user interface
● Customization
● App doesn’t own any item but is a mediator
Diverse Sellers Reliable Platform Easy and Enjoyable
Interface
|Diverse Sellers |
|Reliable Platform |
| Easy and Enjoyable Interface|

12. Strategic
Assets
● Sellers which will deploy their
products on App with 3D
models
● Advertisement and
Recommendation cell
● Designers & product builder
● Online Shopping Partners
● Social Media Partner

13. Current
Product Line
And
The Offerings
Product Lines
● Furniture
● Flood Decoration
● Wall Decoration
● Paints
Offerings
● Efficient and attractive
showcase for sellers
● Easy and engaging interface
for buyers
● All sellers at one platform
● Personalized and professional
recommendations
● Customization facility

14. Positioning
The app positions itself as a mediator for
smooth enjoyable and trustworthy online
shopping platform that
will be providing reliable 3D designs to
consumers so that they can try variety of
products before an actual purchase
whereas for providers this app will boost
online sell and also accommodate more
transparency in shopping than usual brick
and mortar model.

15. MARKET OVERVIEW

16. Target Consumers
BUYERS
Under segments
● All economic classes especially upper middle class
and high class
● Online shoppers
● Urban & rural
● Demographic factors
● Behavioral Habits
SELLERS
Under segments
● Online sellers in domains of home decorators
● services and users
● Risk taking
● branding

17. Competitor analysis
Company Augmented
Furnitures
Ikea Houzz
Product Furniture produced
by their own
Furniture from IKEA
catalog
Home decorating
items from own
production
Average Premium version Price 350$

18. OPPORTUNITIES
● Compatibility with future
● Transparent shopping
experience
● Reduced risk of order
cancellation
● a systemized and reliable automated
recommender system
● rid of static shade cards, try colours and patterns
directly
● imagine the canvas better to explain the designs
to your clients.
●

19. THREATS
And challenges
● High investment on
technology
● Authentified seller
● Cut throat Competition
● Making people realize the
need of this app
● Managing huge target
segments

20. TARGET CONSUMERS

21. SELLERS
Online sellers in domains of home decorators
With need of showcase
-Demographic : Company, size, location
Personal characteristics : Risk taking, discount
schemes, branding
BUYERS
All economic classes especially upper middle class
and high class
Online shoppers
Geographic segment : Urban & rural
Demographic segment : Age, income and socio
economical status
Behavioral segment : Attitude, Use
DESIGNERS

22. 3. GOAL OF THREE YEARS

23. GOAL

24. 4.STRATEGY

25. Target Market

26. Consumer
Needs
&
Wants
Buyer’s
● Try different sizes, shapes and colours
of home decorating items at places
where consumer will actually place
them.
● a systemized and reliable automated
recommender system which will reduce
manual labour of going through entire
catalog of items from various sellers
● Less investment in thinking or
imagining while shopping such items.
● Easy Visualization
● Customized products
● Product designer & interior decorators
will need this app to imagine the canvas
better to explain the designs to their
clients.

27. Consumer
Needs
&
Wants
Sellers
● Showcase the item in
attractive and efficient way
● Reduce risk of damage by
providing virtual trials
● Build customer’s trust and
satisfaction
● Increase online shopping to
get maximum margin

28. Consumer
Analysis
● Online Shoppers
● Preferring CoD for lack of
reliability
● Preferring low cost over
branding
● Want environment to compare
different sellers for product,
designs and prices

29. Collaborations
● Suppliers
● Channel Manager
● Developers and Designers
● Communication manager

30. SUPPLIERS COMMUNICATION
MANAGER
&
CHANNEL MANAGER
DESIGN & DEVELOPERS
● Different Sellers
● 3D Model Builders
● Environment Provider
for AR
● Shopping Platform
Providers
● Mobile App Store like
Google Play Store,
Apple Store
● Google Adsense
● Social Media
Communicators like
Facebook, Instagram,
Twitter
● Constant Support for
Recommendation Feature
● Skilled Augmented Reality
Developers
● Updates for Customization Feature

31. ● Authenticate
Sellers
● Reliable
Shopping
Experience
● Attract Users
● Payments
through Ads
● Deployment
● Marketing
● Consistent
System
● Smooth
Working
● Enriched User
Experience

32. Strategic Building Units
App Development Team Develop cross platform app
Design Development Team Design Flat UI with attractive designs
Augment Development Team Develop precised 3D models and implement them
Supplier Management Team Manage seller’s and product’s profiles
Business Management Team Manage revenue generating elements
Marketing Team Market and establish app
Data Analytic Team Track progress and suggest changes accordingly
Consumer Care Team Take care of smooth consumer experience

33. Stakeholders
● Investors
● Suppliers
● Consumers
● Sellers
● Designers

34. Aspect
POINT OF PARITY
● Technology: AR, Computer
Vision and Image Processing
● Targeted segment of online
shoppers

35. Aspect
POINT OF DIFFERENCE
● Recommendation System
● App will not own any of the products
but will act as just a mediator reducing
the fixed capital investment
● An unified platform to showcase
products from different sellers
● Complete solution for house unlike
other apps which are limited to specific
product line
● Values that stress on reliability and
authenticity will be PoD for this App.

36. 5. TACTICS

37. PRODUCT

38. FREE VERSION
For products in the shopping list and the linked products.
Interrupted with ads.
The feature will demand you to take a tour of the room
and suggest the best possible decorating item in the
mentioned range and type.
unlocked with suggesting app to
friends.
( only few products will be unlocked in this feature for
free )
You will get a comparison of prices and quality stars (
rated by users ) for the same item from different
providers.
User will be able to select the desired design and size
accordingly and directly send the data to provider or shop
from the website.

39. PREMIUM
VERSION
This feature will allow user to customize product with 3D
product sketchbook where user can customize size,
shape, colours and types of product and get in a direct
contact with dealer for creating it.
User can record their trials for different versions of same
products with free cloud space, even can share or edit
them.
for complete home solutions,
for all items with no interruption.
Discount on home delivery and settling charges, flat
discount on first premium purchase.

40. BRAND

41. NAME
&
SLOGAN
ASPECT
“ Gets Your Product To Your Room “
MEANING Aspect means “view”
Aspect allows you to view the selected product in your
room, making your house a virtual trial room with a
mobile phone.
Aspect changes the way you shop
ATTRIBUTES Reliability
Quality
Transparency
Innovation

42. PRICE

43. We Considered
While Setting Price

44. Premium
Version
For Buyers & Sellers
● 150$ buyer’s Premium version
● 300$ for seller’s Premium version
● 450$ onwards Seller’s Super Premium
Version

45. 6.IMPLEMENTATION

46. PROCESS
With Agile Methodology
App Development
Approaching
Investors
Approaching
Sellers
Pre Launch
Marketing
Deploy
Marketing

47. PROMOTION
● Using AR for Branding
● Direct Marketing to product designers,
architects and interior decorator
● Conducting online competitions like
fit_in_home Competition
● Use Local Sellers for Recommending
app to consumers with proving them
mutual benefits

48. DISCLAIMER
CREATED BY
SHUBHRA DESHPANDE
DURING THE MARKETING INTERNSHIP
UNDER THE GUIDANCE OF
PROF. SAMEER MATHUR, IIM LUCKNOW