Anagnosi is launching an Android app to provide books across various categories in one platform. Users can read free books, rent books for a fee, and purchase eBooks or paperbacks. The marketing plan aims to satisfy customers and become the market leader. Key tactics include offering free and premium content, competitive pricing, promoting through social media and events, and distributing via app stores and websites. Goals are to achieve 10,000 downloads in 3 months and double revenue growth over 2 years. Membership plans, discounts, and referral programs will incentivize users. Progress will be monitored through financial reports and customer feedback.

1. ANAGNOSI
Marketing Plan for an
Android App

2. I - EXECUTIVE
SUMMARY

3. • Books are an integral part of our life. A person
may need a book anytime, anywhere and any
kind of books.
• ANAGNOSI is where you can find all
categories of books in a single platform.
• The primary marketing objective is to satisfy
customer needs and be the market leader.

5. • Smart phones are user friendly and an excellent
platform to launch Anagnosi.
• Anagnosi is to be launched in a month and ready
for use to the public.
• To be successful in the competitive environment,
Anagnosi hast to know more about their market
and its segments.

6. Company Overview
• Anagnosi is the place where
customers can find books in
every category.
• Users can read books for free
and rent books which are not
easily available in the market
for a reasonable price.
• They can also buy the book
paper back or eBook.

7. What is it?
Free Books
Rent
Books
Buy
Books

8. Market Overview
• An average Indian spends more
than 12 hours per weak reading
books says a survey.
• This survey puts India on the top
in comparison with other countries
like China and the US.
• The main reasons for such an
upheaval are smart phones and
eBooks because which more people
are on the reading go.

9. Market Demographics
• All over India
• Start with metro cities for the sale of books
and expand gradually.
Geographic
Demographic
Psychographic

10. • Age – 65% population below 35 years.
• Gender – Both men and women
• Education – Users with minimum literacy
abilities to read and write. Mainly students
and avid readers.
• Income – No specific income.
Geographic
Demographic
Psychographic

11. • Book Lovers
• Students of different streams
• Students preparing for various
examinations.
Geographic
Demographic
Psychographic

12. SWOT ANALYSIS
Strengths Weakness
Opportunities Threats
SWOT Analysis

13. Strengths
• Unique feature –renting books.
• Use of highly efficient and flexible business model
Weakness
• Limited Marketing Budget
• Start up – low brand equity
• Difficulty in developing brand awareness.

14. Opportunities
• Growing market with increasing demand among customers.
• Wide target market segments.
Threats
• Competition from other existing and established market
participants.

15. Target Customers
Smart
phone
users
Population
under the
age - 35
Students
Book
Lovers

16. III- GOALS

17. • Cross 10,ooo downloads in three
months
• Establish brand equity and increase
customer satisfaction
• Achieve a steady increase in market
penetration.
• Achieve a double or triple revenue
growth rate in the first two years.

18. IV –
MARKETING
STRATEGY

19. Customer Needs and Wants
• All books to be available in a single platform.
• Customers often need a book only for a specific
period of time.
• They want such book apps to be as user friendly
as possible.
• Ability to buy and read books immediately.
• Customers also want books available in offline
mode in case of no internet connection.

20. Collaborators
• App Developers
• Channel Members
• Communication Partners
• Marketing Team

21. Company
Strategic Business Unit –
• App Developers – develop and make
the app user friendly.
• Product Development – responsible
for books, copyrights, etc
• Finance Team
• Business Development Team
• Human Resource

22. Competitors
• Scribd
• My Library
• Kindle
• National Digital Library
India
• Student Library

23. Value Proposition
• Customers – Feature of renting
books. Busying books at the lowest
available prices.
• Collaborators – Competing with
existing participants of the market
and successfully emerging among
the top five.
• Company – Employee benefits,
positive work environment,
promotions, recommendations,
appreciation.

24. V - TACTICS

25. Product
Free Product Features –
EBooks will be available for categories of -
• Different storybooks by famous well known authors.
• Regular Science books.
• Regular Business Books.
• Certain Historical, Mythological, Children's books.
• Sample and previous years question papers of different examinations
• A reading list. A wish list.
• Book Reviews.

26. Premium Product Features –
• Get access to premium books which are
not easily available in the market and
are expensive. (Eg. Medicine books,
Science Books etc)
• Rent books according to customers
preferred time period.
• Buy books as paperback or eBook.
• Incase a specific book is not available,
members can inform us and we try
making the book available.

27. Price
• The price of rent for a
particular book varies
according to the time period
and type of book chosen by
the customer.
• Sale of books start with a
minimum of 20% and a
maximum of 75% discount
rates.

28. Brand
• Name: Anagnosi
• Tagline: “Coz the world
belongs to people who
read”
• Core Brand Values:
Quality service, customer
satisfaction

29. Incentives
• Refer 10 friends and any rent three
books for free within a month.
• Membership for premium members for
different time periods at different price
ranges.
• Buy Books at discounted prices with a
minimum of 20% and a maximum of
75% discount rates.
• Like and share our page in
Facebook/Instagram/Twitter and rent
one book for free.

30. Membership Plans

31. Communication
• Website redirecting to app.
• Blogs
• Social media including Face book,
Twitter, Instagram, LinkedIn etc.
• YouTube Videos
• Google Ad words and other
advertisements.
• Newspaper Ads, Leaflets.

32. Distribution
The app will be distributed
through various channels
including –
• android (Google Play store)
• Windows (Microsoft App
Store)
• IOS app store
• website.

33. Point Of Difference
• Competitors provide books for free and
sale like Anagnosi does.
• But Anagnosi is different from its
competitors as it allows customers to
rent books for a specific time period.
• We have membership plans for renting
books which no other competitor does.
• Anagnosi also sells books in a paperback
or eBook form for a more discounted
price than its competitors.

34. Other Tactics
• Creating awareness by conducting
events and Conducting seminars
and programs in schools, colleges,
etc.
• Participating in children's events.
• Collaborating with local libraries.

35. VII -
IMPLEMENTATION

36. • Find potential Investors and Collaborators to finance the
business.
• Recruit App Developers to work on the making of the app.
• Strategic Business Unit to work on procuring books,
copyrights etc
• Business Development Team to work on sales.
• Marketing Team to promote the app through various
mediums.

37. VIII –
CONTROL

38. • Monitor Expenses through monthly and
yearly income statements.
• Closely monitor revenue earned monthly
and annually
• Control measures to closely monitor
customer satisfaction and make adjustments
to the marketing plan accordingly.

39. Summary
I – Executive Summary
II – Situation Analysis
III – Goals
IV – Marketing Strategy
V – Tactics
VI – Implementation
VII - Control

40. Disclaimer
Created by Sucharitha Saravanan, ASM CSIT - Pune University
during a Marketing Internship under Prof. Sameer Mathur