Marketing plan for a hypothetical local discovery app: Places. The presentation was created by Vibhor Dubey during a marketing internship under Prof. Sameer Mathur, IIM Lucknow.

1. PLACES
Let’s go places!

2. • Executive Summary
• Situational Analysis
• Goal
• Strategy
• Tactics
• Implementation
Contents

3. Executive
Summary
Brief Overview

4. PLACES
Discovery platform
which works like a social
network. It helps end
users to explore reviews
and experiences from
their friends unlike
inscrutable ratings on
other platforms
Competition
Existing discovery
platform present in the
market:Yelp and Zomato,
provide the major
competition. Providing
personally relevant
information, Places can
capture the market.

5. Situational
Analysis
Closer Overview

6. HOW?
Users give reviews,
post photos, add
check-ins, which are
only visible to their
friends and followers
WHAT?
An open and free
discovery platform
which lets users
benefit from sharing
local information
VALUE?
An exclusive social
platform to share and
find interesting local
information about
food and events
PLACES
Company Overview

7. Market Overview
Dominated by:
• Zomato
• Yelp
Both operate as
search discovery
platform

8. Target Customers
• Locals
• GenerationY & Z
• Eat out frequently
• Explore local
events and sights
• Active users: Social
Media

9. Goals
Focus:
• Large active user base
• High business listings
• Ad-revenue growth
Benchmarks: Q4 2018
Active user base: 5 Million
Free business listings(FL): 100k
Paid business listings(PL):5k
Revenue from PL : $100k
Ad-revenue: $1Million

10. Strategy
• Target Markets
• Value Proposition

11. Target
Markets
• Customers
• Collaborators
• Competitors

12. Customers
Needs
• Suggestions for food
and events
• Relevant personal
recommendations
Profile
• GenerationY & Z
• Students (15-21),
Young Professionals (22-27),
Family guys(28-35).

13. Collaborators
• Business owners
• Event Managers
Focus:
• Incentivising more
customers to sign-up,
add reviews and post
photos.
Benchmarks:
• Number of sign-ups
• Awareness in users
• Depth and Width of
user network

14. Competitors
• Zomato
• Yelp
• Book my show
• Foodpanda

15. Value
Proposition
• CustomerValue
• CollaboratorValue
• CompanyValue

16. Customer
Value
Finding interesting
places where their
friends are checking in
or eating out.
Discovering local events
that cater to their
individual tastes.
Positioning Strategy
POPs:
Discovery Platform
Social Network
PODs:
Relevant reviews
Friends’ recommendations
Trending Activities
Positioning Statement
Be where you should be!
The perfect place.Anytime.
Every time

17. Collaborator
Value
Getting discovered
through strong referral
networks. Segmented
customer information
like social circle and
targeted promotions.
Positioning Strategy
POPs:
Discovery Platform
Social Network
PODs:
Reviews: at right time to
relevant customers
Recommendation in social
circles
Positioning Statement
Find the customers who
will pay and also stay

18. Company
Value
Getting recurring
revenue streams
through premium
subscription and
independent targeted
promotions,

19. Tactics

20. Product
Benefits
Relevant reviews
Recommendations
from friends
Share, discover, explore
Attributes
Discovery Platform
Social Network
Cost
Free: End Users
Paid: Business users
Free: Profile
Premium: $ 20

21. Benefits
• Better proposition
• Customer social
circle information
• Service improvisation
• Effective promotion
Attributes
• Advanced Profile
• Segmented User
Information
• Reports
• Targeted Promotion
Cost
Free: Basic product
features
Premium: $ 20Services
For business users

22. Brand
PLACES
Go places!
The right place,
anytime, every time.

23. Pricing
Free
Basic Product Features
Paid
Premium: $ 20

24. Incentives
Collaborators
• More customers
• Increased awareness
• High customer
loyalty
Customers
• Referral Discounts
• Promotional Discount
• Privileged Customer
Status
Company
• Subscription
revenue
• Ad- revenue
• In-app purchases

25. Distribution
Google Play
App Store
Website
For desktop usage

26. Implementation

27. Infrastructure
Tech Team
• App development
• Website setup
• Update and
maintenance
Marketing Team
• Brand awareness
campaign
• Brand equity
campaigns
Sales Team
• Push Ad-revenue
• Push subscription
revenue
Expansion Team
• Get more business
listed
• Plan expansion in
different verticals

28. Product Phase
Phase 1
• Understanding
user behaviour
• Planning user
interaction
• Designing the
application
Marketing Phase
Phase 2
Pre-launch surveys and
partnerships
Launch: mass adverts,
discount promotions
Referral Discounts,
Privileged Status:
YouTube Stars
Sales Phase
Phase 3
• Pushing premium
subscriptions
• Selling targeted
promotions
• Expansion: More
verticals
Process

29. Schedule
Product Phase
Phase 1
Understanding user
behaviour
March 1, 2017
Planning user
interaction
Apr 1, 2017
Designing the
application
June 1, 2017
Marketing Phase
Phase 2
Pre-launch surveys and
partnerships
July 1, 2017
Launch: mass adverts,
discount promotions
Aug 1, 2017
Referral Discounts,
Privileged Status:
YouTube Stars
Sept 1, 2017
Sales Phase
Phase 3
Pushing premium
subscriptions
Oct 1, 2017
Selling targeted
promotions
Nov 1, 2017
Expansion: More
verticals
Jan 1, 2017

30. Created byVibhor Dubey, MANIT
Bhopal, during a marketing internship
by Prof. Sameer Mathur