EXCECUTIVE SUMMARY

Fests are very important events and opportunity for

college students to enjoy but it is very difficult to find

about fests.

Promoting college fest is also challenging

So…

We are passionate about connecting people with

great events!

SITUATION ANALYSIS

Company Overview

CORE COMPETENCIES

• Excellent customer relation practices

• Application of latest data analytics

• Implementation of SEO & ASO

STRATEGIC ASSETS• All the members of Strategic Business Unit• The expected large user base• In-app advertisements, that’ll generate

revenues• In-app purchases, in keeping with the

Freemium model• Communication partners

MARKET POSITIONFestivalo will be positioned as the favoured

destination for college students who are looking for fest and events details

happening in various colleges together at the same place along with complete

information on their Smartphones. Aim is not to compete with existing available apps but to fill the market gap created by them.

The app hopes to fulfill the needs of the customers.

MarketOverview

Opportunities:

• Huge customer base• Smartphone in every hand• Fests now multiday mega

events with DJ nights & celebrity shows.

• Unexplored segment.

Threats• Established competitors• No experience• Frequent change in

demands of target group

TargetConsumers

The target group that emerges are college students

GOAL

• To connect top 150 colleges with Festivalo in 12 months and 500 colleges in next 12 months.

• Estimated monthly revenue of $100,000.

• Expected transactions more than 10,1000.

STRATEGY

Target Market

Customer needs• A break for fun and

cheer from day to day routine

• A platform to showcase their talents

• Opportunity to learn new things

Customer wants:• A constant desire to

socialize and have fun• An excuse to explore

themselves and stage to showcase their talents

• An opportunity to learn via short term courses & workshops

Customer characteristics:• Use smartphones

regularly• Want all the

information at one place

• Want everything to be attractive and interesting

COLLABORATORS(1)

Suppliers:Colleges that take membership and use the app as a platform

to promote their events.

COLLABORATORS(2)Channel Members• Mobile App stores: Google Play, Ovi

Store,Apple App Store, Windows Web Marketplace

• Mobile Organic Search: Responsive websites that auto detect the visitor’s device and tailor the content accordingly,Moblie search data segment in Google Webmasters tools.

COLLABORATORS(3) Communication partners• Social media sites like Facebook,

Twitter, Instagram via which app would be promoted.

• Brands/Companies that would sponsor or would advertise on the app

STRATEGIC BUSINESS UNIT

• App designing and development team.

• Marketing Team• Finance and Accountancy

team• Customer Team

POINTS OF PARITY• Instant and in depth

information portal• Easy and seamless

access to events information and registration.

• Option of sharing events by a single individual

POINTS OF DIFFERENCE

• Attractive user interface• Online registration feature

available via app• Every college has a unique

profile where information related to that college can be found.

ECONOMIC CONTEXT

• Digital content industry growing at a fast pace; expected to reach INR 20 billion by 2020 with digital ad spend expected to grow at 23- 28%

• The Internet related contribution to GDP at present is an encouraging 3.2%

TECHNOLOGICAL CONEXT• There are 167 million Smartphone users

and 352 million Internet subscribers as of 2015

• By 2017, India will have more than 250 million Smartphones

• Inexpensive Smartphones and rollout of 3G and 4G broadband infrastructure are rapidly coming together to democratise online access

SOCIO CULTURAL CONTEXT

Content consumption patterns have changed-People are increasingly using their Smartphones during breakfast,

lunch, commute, work and dinner as well, deepening digital content penetration

REGULATORY CONTEXT

• No stringent or impinging regulations exist in the digital content industry

• Adequate freedom of expression to promote and market legal and peaceful events and fests

ValueProposition

To Customers To Collaborators To Company

• Get informed about events happening and that are going to happen in various colleges

• With an upgrade, get great offers on passes and chance to win free passes.

• Platform to get connected with other colleges

• A well managed, interactive rapidly growing app.

• A large user base• At par as compared

to competitors

• To employees:-Positive work environment, good pay, growth potential, opportunity to pursue interests, job security

• To investors:- Regular filing of returns, future growth potential, financial stability, clean image, profitable and loyal user-base, high ROI

TACTICS

Product

Free Features of Festivalo• Access to fests and events

information• Option of sharing any event

that the user like• Setting reminders of events• Search option that lets user

search for a particular event• Rating and reviewing each

event and college profile

Premium Features• More discounts and

cashbacks• Registration via app for

organisers• Opportunity to free

passes every month

Brand

Festivalo is a Spanish word which means

festival

Quality, varity, lucidity and

universal appeal

Price

Following steps used in setting up Pricing Policy:

Selecting the pricing objective

Determining Demand

Costs Analyzing

Competitors’ Costs, Prices, and Offers

Selecting a pricing method and setting the final price

FreemiumFreemium pricing strategy will be adopted, in which the app itself will be free, but with in-app purchase opportunities/upgrades. The premium version of the app will be priced at $2.5 per month for normal users and $6 per months for event promoters and sponsor seekers. Reason behind this being, the additional features will benefit the users immensely as they'll stand a chance to actually get event passes at a cheaper rates and event organizers can easily market and get participation, along with sponsors, which genuinely requires a sufficient expenditure of resources. Also, even if some users become reluctant to upgrade due to the high price, it won't affect the app's popularity or its customer base as it'll still get the same number of visits. So, customer retention won't be affected.

Communication

Initial Promotional Steps assuming Zero Budget 1.Word-of-mouth marketing to family members, friends,

neighbours and acquaintances 2. Launching of Facebook page and Twitter handle to

capitalise on the influential social community3. Subtly featuring the app in all e-mails, messages and posts

to indirectly increase its online presence4.Uploading of a promo video on YouTube which will cogently

and visually explain the functionality and benefits of the app

5.Joining developers/entrepreneurs groups on LinkedIn6.Coming up with an Announcement Blog for the app ,

followed by a Summary Guide, Press Release, Design Collateral and App Screenshots

7.Leveraging the power of SEO(Search Engine Optimisation) and ASO( App Store Optimisation) to optimise searches and yield greater results

Later Stage Promotional Steps

1. Participating in app awards as they can give tons of press, exposure, reviews, and plenty of downloads2. Getting featured on Mobile App Review Sites3. Recruiting users locally by organising meet-ups, events and conferences 4. Pinterest’s new feature called App Pin that allows people to download iOS apps directly 5. Creating a contest within the app which will incentivize users to download the app and keep it for the remainder of the contest

Distribution

• App stores/Recommendation sites

• Pre Loads

• Pay Per Installs

IMPLEMENTATION

Infrastructure

Organisational Structure

OperationsDirector

FinanceDirector

MarketingDirector

HRMDirector

MarketingManagers

FinanceSupervisors

ProductionTeam

Leaders

Personnel Manager

Sales Teams Accounts Assistants

Production Team

Members

ManagingDirector

Processes

Analysing business markets

Analysing consumer markets

Identifying core competencies

Identifying market segments & targets and crafting the market positioning

Setting up Strategic Business Unit

Setting Product Strategy

Developing pricing strategies

Managing a holistic Marketing Organisation for the long run

Designing and Managing Integrated Marketing Communications

Designing and Managing Integrated Marketing Channels

Scanning the market environment,forcasting demand & conducting market research

Schedule

TASK TIME

Market Research 1 month

Analysis of Consumer and Business Markets

3 weeks

Crafting Market Positioning 3 weeks

Strategic Business Unit 2 months

Setting Product Strategy 1 week

Developing Pricing Strategies 2 weeks

Designing Integrated Marketing Channels

2 weeks

Designing Integrated Communication Channels

2 weeks

Created by Ravi Prakash Singh, NIT PatnaDuring a marketing internship byProf. Sameer Mathur, IIM Lucknow