The document describes Zeus, a new all-in-one app created by Petronas that aims to enhance the smartphone experience. Zeus integrates popular apps like Facebook, WhatsApp, PayPal etc. into a single app so users can accomplish multiple tasks without switching apps. This simplifies multi-tasking for users. Petronas plans to target smartphone users, especially those ages 13-46 who are busy and use their phone for various tasks. The marketing strategy will focus on promoting Zeus' ability to help users optimize their multitasking experience.

3. Zeus is a free, cross platform and instant messaging application by Petronas.
It aims to enhance the user’s smartphone experience by including the functionality of multiple
apps into one app.

4. In today’s world, almost everyone has a smartphone with multiple apps each one designed to
perform a particular task. For example Facebook, WhatsApp, twitter, Instagram etc. for social
networking. PayPal, AliPay for digital payment. Zomato for searching for restaurants and so on.

5. The presence of these multiple apps has made life simpler but made multi-tasking difficult.
Hyper-active users always find it difficult to switch from one app to another app to accomplish
tasks.

6. Petronas overcomes these problems by integrating the functions of all these apps into one app
i.e. Zeus. With Zeus, you can chat with friends, share photos, book concert tickets, execute
financial transactions, order services, post reviews all without exiting the app!

8. Petronas possesses good information about the market and knows a great deal about the
common attributes of the most prized customer. This knowledge will be leveraged to better
understand the customer and what kind of expectations they have from the app.

9. Target Markets
. Social networking
. Instant messaging
. Online Payments
. Ordering services
online
. Maps
. Entertainment

11. Geographics:
. Zeus has no set geographic target area. It is
poised to expand in areas with internet
connectivity and broad smartphone user base.
. The total target user base for Zeus is aimed at
300 million users on its free version in one
year and a conversion rate of 7 percent to its
premium version.

12. Demographics:
. There is almost an equal number of highly active smartphone users between male and female
users.
. Most of the smart phone users are concentrated in the age group of 13-46 with most of them
in the age group of 15-35. The hyperactive users generally constitute the widest age range,
from young users through active adults.

13. Behaviour Factors:
. Users with busy lives like college students,
young associates etc. who use apps to simplify
things are usually the ones that multitask and
Zeus can cater to them.
. These users can afford and are willing to pay
a minimal fee for such an app.

15. Multitasking: It allows users to multitask by incorporating the functionality of many popular
apps all in one app. Hence users don’t have to waste even the slightest amount of time
switching from one app to another.
So, for example while chatting with friends on a social network they can execute financial
transactions on another portal which is part of the same app.

16. Simplicity: In spite of incorporating the
functionality of a lot of apps in one app, Zeus
is very simple to use with an interactive
interface and users experience no hassle in
using its features.

17. Ease of Advertising: Since an average user will accomplish all of his/her tasks using the app,
the app stores information about all the details of users like where they shop, execute
transactions, dine etc. This data can be made available to exclusive entities so that they can
better market their services to customers.

19. Strengths
. In-depth industry experience and insight
. creative yet practical app developers
. The use of a highly efficient, flexible business
model that reflects upon an extensively
conducted market research.

20. Weaknesses
. The difficulty of developing brand awareness
as a start-up company.

21. Opportunities
. Participation within a growing industry
. The ability to leverage other industry
participant’s marketing efforts to help grow the
general market

22. Threats
. Future/Potential competition from an already-
established market participants like we-chat
and tabzo.
. The release of a study that calls into question
the safety of Petronas handling such enormous
amounts of user data.

24. Keys to success
. The keys to success are designing and
constantly updating the app keeping in view
the constantly evolving needs of the average
user.
. The main focus should be on total consumer
satisfaction.

25. Critical Issues
As a start-up business, Petronas is still in the
early stages. The critical issues that Petronas
faces are:
. Establishing itself as the premier app
development firm.
. Constantly monitor customer satisfaction,
ensuring that the growth strategy will never
compromise service and satisfaction levels.

27. The key to the marketing strategy is focussing on
providing users the optimal experience of multitasking.
Zeus can cover about 45 percent of the market in apps
because it is able to satisfy all the needs of its users from
entertainment to shopping to booking tickets.

28. .Marketing objectives:
. Maintain positive, strong growth each quarter.
. Achieve a steady increase in market
penetration.
. Decrease customer acquisition costs by 3
percent per

29. Financial Objectives:
. Increase the profit margin by 2 percent per
quarter through efficiency and economy-of-
scale gains.
. Maintain a significant research and
development budget to spur future product
developments.
. Achieve a double-digit growth rate for the first
three years.

30. Target Market
. Petronas aims to target the average
smartphone user that seeks to save time while
performing day to day tasks using their phone.

31. Positioning
. Zeus will position itself as the only all in one app and position itself in the minds of users as
being reliable and efficient.
. This can be achieved by leveraging Petronas’s competitive edge: industry experience and
passion.
. Its management is able to use its vast experience and personal passion for the sport to develop
innovative and useful features for Zeus.

33. Pricing
. The pricing strategy involved in marketing Zeus is a Fremium strategy.
. The app will be available in a free version as well as a premium version. The free version will
provide the user with the basic features so that the user can get a feel of how the app functions
and how it can change their lives.
. The premium version on the other hand can give you access to all the features of the app.
. The premium version will be offered at $9.99 for 1 month.

34. Distribution
. Zeus will be made available initially through
Google Play store on android and then on
iStore and Nokia Play Store.

35. Marketing Research
. Petronas is blessed with great fortune of being located in the Indian subcontinent which is one
largest market for smartphones.
. It will be able to leverage this opportune location by working with many survey agencies who
have conducted tons of research over the years.
. The marketing research results it obtains here will also stand true for any other market.
. Plus it will be able to test many new features it comes up with on the users in India and then
shape their offerings accordingly

37. • Created by Mohammed Junaid Iqbal, VIT Vellore, during a marketing internship under Prof
Sameer Mathur, IIM Lucknow.
Sameer Mathur
BuddingMarkets.com
Indian Institute of Management, Lucknow
Marketing Professor 2013 –
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009