MARKETING PLAN

WHAT IS MARKETING?

“MARKETING IS THE ACTIVITY, SET OF INSTITUTIONS, AND

PROCESSES FOR CREATING , COMMUNICATING, DELIVERING AND EXCHANGING OFFERINGS THAT HAVE VALUE FOR

CUSTOMERS, CLIENTS,

PARTNERS AND SOCIETY AT LARGE.

BEAT FLOODS

BEAT FLOODS

LOGO:

“BECAUSE

HUMANITY COMES FIRST

SLOGAN:

APP THAT IS CLOSEST TO OUR PROPOSAL AND ALREADY AVAILABLE ON GOOGLE PLAY-

ALPIFY

CLOSEST

COMPETITOR:

1. EXECUTIVE SUMMARY

THIS IS A SAFETY APP THAT AIMS TO HELP PEOPLE STUCK IN

FLOODS.

1.1 GOAL/WHAT IT

DOES:

1.2 COURSE OF ACTION

BY RECEIVING THEIR GPS LOCATION AND SENDING IT TO THE RESCUING FORCES SUCH AS NDRF, NGOs AND ALSO, TO VOLUNTARY RESCUERS REGISTERED WITH THE APP, HENCE COMPLEMENTING THE EFFORTS OF THE FORCES.

2. SITUATION ANALYSIS

2.1 COMPANY OVERVIEW

CORE COMPETENCIES

COMPARATIVE ADVANTAGE:

OUR APP HAS FEATURES LIKE VOLUNTARY RESCUERS, PROVISION OF INFORMATION REGARDING SAFE PLACES NEARBY ANDINFORMATION OF VICTIM TO FAMILY MEMBERS, WHICH ALPIFY DOESN’T HAVE.

2.2 MARKET OVERVIEW

POTENTIAL CUSTOMERS

ALL THOSE WHO NEED TO ENSURE THEIR SAFETY DURING FLOODS AND THOSE WHO ARE WILLING TO HELP THEM IN TIMES OF NEED.

CLOSEST COMPETITORSAPP THAT IS CLOSEST TO OUR PROPOSAL AND ALREADY AVAILABLE ON GOOGLE PLAY- ALPIFY.

MARKET IN WHICH THE COMPANY OPERATES

NON-PROFIT GOVERNMENT MARKETS AND NGOs.

2.3 TARGET CUSTOMERS

CUSTOMER BASE THAT OUR APP TARGETS-• COUNTRYWIDE APP.

• TARGETS FLOOD VICTIMS

• IT CAN ALSO SEND THE LOCATION OF THE VICTIM TO THOSE USERS WHO HAVE LISTED THE VICTIM AS FAMILY AND PAID TO RECEIVE HIS WHEREABOUTS.

• IT MUST COVER AS MANY PEOPLE AS IT POSSIBLY CAN, PREFERABLY THOSE LIVING NEAR THE WATER BODIES.

3. GOAL

FOCUS OF THE INITIATIVE

• IT IS NON-PROFIT APP. IT SERVES A SOCIAL CAUSE.

• ALL ITS BASIC FEATURES ARE FREE OF CHARGE.

• THE FOCUS OF THE APP IS TO ENSURE SAFETY TO THE PEOPLE DURING TIMES OF FLOODS.

THUS ITS GOAL:

• TO COVER AS MANY PEOPLE AS POSSIBLE

• FOR STARTERS: THOSE RESIDING IN THE FLOOD PRONE AREAS

• PROVISION OF INCENTIVES: CASH REWARDS TO VOLUNTARY RESCUERS

• TIME FRAME: ABOUT A YEAR

• CUSTOMER BASE EXPANSION: WILL OCCUR

GRADUALLY WITH TIME

4. STRATEGY

4.1 TARGET MARKET

• CUSTOMERS:

NEEDS AND WANTS ADDRESSED BY OUR APP-

THE NEED OF ENSURING PEOPLE’S SECURITY ANDSAFETY DURING FLOOD OCCURRENCE.

THUS, CUSTOMERS ARE, IDEALLY, ALL THEPEOPLE OF THE COUNTRY.

• COMPETITORS:

EXISTING APPS IN

THE FIELD LIKE

ALPIFY, FLOODUP,

ETC.

• COMPANY:

GOVT. ORSOME NON-PROFITORGANISATION

4.2 VALUE PROPOSITION

CUSTOMER VALUE:

POSTIONING

HOW WILL WE POSITION OUR APP IN THE MINDS OF OUR TARGET CONSUMERS? SPECIFICALLY, IN WHAT WAYS IS OUR APP BETTER THAN ITS CLOSEST COMPETITOR, ALPIFY-

POINTS OF PARITY:

BOTH WORK BY RECEIVING LOCATION OF THE VICTIM

DISTINCTIVE FEATURES…

1. FREE REGISTRATION, FOR HELP-SEEKING IN CASE OF FLOOD

OCCURRENCE AND FOR VOLUNTARY RESCUING

2. PREMIUM USERS COULD SELECT PEOPLE FROM AMONG THE

OTHER USERS OF THE APP WHOSE WHEREABOUTS THEY NEED IN CASE OF A FLOOD

3. DURING FLOODS, AUTOMATIC LOCATION –SENDING ON JUST ONE CLICK ON THE APP

4. SHOULD WORK EVEN WHEN OFFLINE

…DISTINCTIVE FEATURES

5. VICTIMS RECEIVE INFORMATION ABOUT THE NEAREST SAFEST PLACE

6. THEIR LOCATION DIRECTED TO NGOs, THE NDRF AND THE NEAREST REGISTERED RESCUERS

7. “MARKING-SAFE” OPTIONS ONCE THEY REACH A SAFE PLACE

8. FURTHER INCENTIVES BYREWARDING THE RESCUERS FOR THEIR TASKS

5. TACTICS

5.1 PRODUCT

BENEFITS:

• REACHING OUT TO A SAFE PLACE

• HELPING OTHERS

• CONNECTING WITH FAMILIES

COSTS:

• MAJORLY FREE

• MINIMAL COST FOR PREMIUM SERVICES

5.2 SERVICES

• FREE VERSION FEATURES-

ALL BASIC FEATURES ARE FREE; THE GOVT. CAN FUND THE APP SO THE RESCUING OF THE VICTIM IS TOTALLY FREE

• PREMIUM VERSION FEATURES-

ADDITIONAL FEATURES LIKE RECEIVING INFORMATION ABOUT A LISTED FAMILY MEMBER COULD BE CHARGED, THOUGH MINIMALLY.

5.3 BRAND• NAME: BEAT FLOODS

• LOGO:

BEAT FLOODS

• SLOGAN: “BECAUSE HUMANTY COMES FIRST

5.4 PRICE

PRICE:

FOR A PREMIUM VERSION OF OUR APP

8.5 CENTS WHICH IS EQUIVALENT TO RS.5

THIS MAY SEEM LIKE A LOW COST TO UPGRADE TO THE PREMIUM VERSION BUT IT’S THE BEST POSSIBLE PRICE BECAUSE IT IS ETHICALLY INCORRECT TO CHARGE A PRICE HIGHER THAN THIS

5.5 INCENTIVES

• INCENTIVES TO CUSTOMERS

VOLUNTARY RESCUERS WILL BE REWARDED IN CASH TO PROMOTE VOLUNTARY SERVICE DURING FLOODS BY THE COMMON MAN, USING FUNDS RECEIVED BY THE GOVT.

THE FAMILIES OF VICTIMS WILL DOWNLOAD THE APP TO KNOW THEIR WHEREABOUTS

5.6 COMMUNICATIO

N

• PROMOTING OUR APP THROUGH SOCIAL NETWORKING SITES LIKE

FACEBOOK, WHATSAPP, TWITTER, ETC.

• IT WILL DEINITELY HAVE A GREAT RESPONSE AS MORE AND MORE

PEOPLE HAVE BECOME CONSCIOUS OF THEIR SAFETY ESPECIALLY, IN OUR

COUNTRY, AFTER THE RECENT CHENNAI FLOODS.

5.7 DISTRIBUTIONOUR APP CAN BE DISTRIBUTED THROUGH

GOOGLE PLAY.

6. IMPLEMENTATION

PROPER FORMULATION AND IMPLEMENTATION

• A GOOD MARKETING STRATEGY COULD BE SABOTAGED BY POOR IMPLEMENTATION

• THUS, STRENGTHENING ITS R&D DEPT. IS A MUST

• SHOULD GATHER LATEST TECHNOLOGICAL INTELLIGENCE

• SHOULD AIM FOR HIGHER CUSTOMER SATISFACTION

• WOULD LEAD TO: POSITIVE FEEDBACK, WORD OF MOUTH AND CUSTOMER EXPANSION

SWOT ANALYSIS

STRENGTHS

• NEW FEATURES LIKE SENDING LOCATION

TO FAMILY

• AVAILABILITY OF VOLUNTARY RESCUERS

• BASICALLY FREE OF CHARGE

WEAKNESSES• SUCCESS DEPENDS ON THE EFFORTS OF

THE GOVT. AND THE NGOs.

OPPORTUNITIES• CAN ALWAYS LEARN FROM EXISTING APPS

• USE BETTER AND MORE ADVANCED

TECHNOLOGIES THAN THE EXISTING APPS

• GREATER POENTIAL CUSTOMER BASE DUE TO

MORE SAFETY CONSCIOUS PPL. NOWADAYS

THREATS• TOUGH COMPETITION FROM

ESTABLISHED APPS

DISCLAIMERCREATED BY SHIVANGI PANDEY, NMIMS,MUMBAI DURING AN

INTERNSHIP UNDER PROF. SAMEER MATHUR, IIM LUCKNOW!