MARKETING PLAN FOR NEW APP

I

LONG ‘Q’ lines always a head-ache

Exhibit 1 clearly shows the time being spent on groceries shopping

So LETS REDUCE THIS TIME

• NOW, Order staples, goods and every-day items at your CONVINIENCE.

Make your list and collect them from nearest Supermarket

II) Situation Analysis

• Observing EXHIBIT 2, Women shoppers are more in number than men.

• And the average income of shoppers is $50,000

So, the app’s features should mainly target women customers.

And the 2nd Target section is the “HIGH-END SHOPPERS”

From an analysis , Top 100 customers were worth the same as the bottom 4000.

Bottom 25% of customers represented only 2% sales

Top 5% represented 20%

So main target

HIGH END MARKETS

CHALLENGES

• The app should run smoothly on all versions of iPhone and Android.

• Keep updating the app regularly according to the situations and conditions(eg: Festivals)

• Get notified among millions of apps existing.• Building buzz before launch.

G O AL

III)

ESTIMATING THE GOAL(1/3)

• The expenses per month include salary expenses, delivery expenses,

collaborating with supermarkets, advertising ,etc which sum up to INR 10Cr

• So the company should make at least INR 125CR annually to come out without

losses.

ESTIMATING THE GOAL(2/3)

• The APP should reach its goal of Annual Revenue INR 150Cr at least within 3 years of its entry.

ESTIMATING THE GOAL(3/3)

STRATEGY

IV)

1)Customers

• Approximately 55 lakh people visit a supermarket every year in each city.

This is more than 50% of each city’s population.

Attracting this particular customer range is feasible only if we

Reduce their time spent on supermarkets.

Make their work easier.

2) Collaborators

SUPERMARKETS- the prime collaborators

COMPETITORS

Tesco employs attractive strategies

We are re-designing the app for the INDIAN MARKET with almost similar strategies.

BASIC FEATURES OF THE APP

Downloading and Registering in the AppFind your nearest supermarketMake a list of staples required Mention the collecting timeCollect your ITEMS.

V) TACTICS

Product characteristics• Core benefit: The customers for this app

mainly purchases goods or staples at their comfort.

• Basic Product: Technologically improving the services being provided.

• Expected product: What they expect is quicker and reliable services.

PRICE

The APP in general is a “FREE” app.

But only basic features will be available for free

But other incentives are available only in PREMIUM VERSION

So the PREMIUM VERSION will be available at a feasible cost of

INR 499 per month only!

• From exhibit 3, as the shoppers shop most on SATURDAYS, most of the discounts, offers will be available on SATURDAYS.

NAME

• Names for apps should be crisp and should indicate what the app is trying to do. Hence, the name….

PICK ‘N’ MOVE

INCENTIVES

Customers who exceed a particular amount of shopping bill will get extra DISCOUNTS.

• On first installation and usage, a free home delivery option is available. But from next month, it will be available only in PREMIUM VERSION

INCENTIVES

RS XXX

And the most important feature CLUBCARD

WHY CLUB-CARD?

Points on purchases Free home deliveryAdditional gift vouchers and discountsFirst preference in case of less stock

Club card customers receive vouchers for items they specifically liked to buy rather than general vouchers to all customers.

COMMUNICATION• Customer Question TimeProvides customer review about the appProblems being faced by the customersAdditional needed services can be known by

customers itself.

With high-value shoppers

They receive calls from store managers, valet parking when they came to shop to make them feel SPECIAL.

Advertising• The advertisement about the APP should be both: Informative Persuasive

As the app is new:

Large advertising budgets are required to build awareness and gain consumer trial.

Increased advertising frequency.

MODES OF ADVERTISING

TELEVISON ADS

Radio Ads Pamphlets in the collaborated supermarkets.

PRINT ADS (Newspapers, magazines,etc)

VI) IMPLEMENTATION

Stores capture valuable information with every swipe of card to build a POWERFUL DATABASE of what customers are buying and not buying

Profile of the customers get updated

according to the database details.

They will exclusively get offers of what they are most interested in buying!!!

RELATION NETWEEN COLLABORATORS AND COMPANY

COLLABORATORS COMPANY

Customer info, products info

Adds new customers to

already existing customers

APP

APP directs the customers to nearest

SUPERMARKET(COLLABORATOR)

Lists of items provided by customers is kept ready by the employees of the supermarket

Customers pick their PACK

CUSTOMERS

Employees of app collect

from store

In premium version

EXHIBIT 1

EXHIBIT 2

EXHIBIT 3

On which days do the shoppers shop most

SUMMARY

SITUATION ANALYSIS

STRATEGY

IMPLEMENTATION

Disclaimer Created by Vaishnavi Lakkaraju, GNITS,

during marketing internship by Professor Mathur, IIM LUCKNOW.