Marketing

of a new

App

Your travel buddy

Tourism in IndiaTourism in India is economically important and is growing rapidly.The World Travel & Tourism Council calculated that tourism generated 38.31 lakh crore (US$20 billion) or 6.3% of the nation's GDP in 2015 and supported 37.315 million jobs, 8.7% of its total employment

Number of domestic tourist visits in 2014 1,281,952,255Number of foreign tourist visits in 2014 22,567,650

BUT

Many of the people are left unsatisfied They feel cheated or misguided

BUT

They are often showed only popular places but their thirst for seeing local surroundings and culture remains unquenched

What if an App can help and guide tourists

Your travel buddy

Tour-o-pedia

An App that can help make your tour more beautiful and enjoyable

Tour-o-pedia

•Collaborate with various marketing channels associated with tourism and local culture•Sustainably position the company in the target market and also influence people to use app in their “Me time”•Carefully tailor the company’s offerings for its customers and collaborators

Tour-o-pediaProvides

•List Of Activities You Can Do •General Local Rules That One Should Follow•Local Weather And Nearby Places To Visit•Shopping Guide

Tour-o-pediaProvides

•Info About All Local Tourist Spots•Info About Local Cuisine And Recommend Places Where To Try It•Transportation Guide•360 view of famous places

Target market

Avid tourists who like to get essence of local culture and cuisine and enjoy to the fullest

People who want to visit interesting places or just want to explore different places in their “Me time“

Collaborators

•Local vendors who sell high quality goods•Restaurants who provide local cuisine• Localites who can give local insights and work as interns

Collaborators

•Local guides•Professional travelers who can provide reviews and images•Other Apps

opportunities•Partnership with various local shops and local people•Opportunity to grow and collaborate with travel agencies to improve their travel itenary•Partnership with various travel booking Apps to expand

Goal

•Try to expand to 100 cities in 3months and reach 1 million downloads by 8months•Try to convert 5-10% of free subscribers into premium account holders

Key value propositions

Information about local rules and traditions So that tourists don’t get into unnecessary troublesE.g. sari is not allowed inside golden temple in Amritsar

Key value propositions

360 view of famous placesSubscribers can enjoy beautiful views of famous places just by sitting at homeit will increase downloads

Key value propositions

Provide support from local guides if neededDuring times of difficulty they can help them sort out problems as their travel buddy

Key value propositions

Provide information about unheard placestourist can enjoys less famous places which provide more adventurous activities or scenic beauty E.g. Tarkarli beach near Ratnagiri (better beaches than Goa)

Logo

Your travel buddy

Tagline

Pricing Strategy

Freemium strategyFreemium is a pricing strategy by which a product or service (typically a digital offering or application such as software, media, games or web services) is provided free of charge, but money (premium) is charged for proprietary features, functionality, or virtual goods

Pricing Strategy

Premium features will be•360 view of popular places•List of local shopping stores for trusted goods•Local rule book•Local guide on demand

Pricing Strategy

Free features will be•Information about tourist

spots and places to visit•List out activities to do •List of local cuisines tourist can try and where they can try

Pricing Strategy

Free features will be•Nearby attractions•Transport guide•Local weather

Premium features will be available at $0.99

Pricing Strategy

Communication channels•Social media•Website•Word of mouth•Marketing representatives•Hoardings and banners•Advertisements

Communication channelsSocial media and

websites•Increase brand awareness•Encourage people to share experiences and engage consumers•Share their pictures•Keep competitions and promotional activities online to avoid being lost from memories of consumers

Communication channelsMarketing

RepresentativesResearch groups •Increase brand

awareness•Increase content of information in the App•Make more partnerships with local stores for co-branding and generating revenues•Get feedback from stores about brand awareness

Communication channelsWord of mouth

and ads Banners and hoardings•Encourage employees

to spread •Information about App among friends and relatives•Make exciting and innovative hoardings•Engage sportsperson or photographer as brand ambassador •Increase brand awareness

Your travel buddy

Distribution

Strategy Google play storeApp store (for ios users) Own websiteE-mail invites encouraging App downloadsSpots near tourist places to recharge battery and relax

Implementation

Registered local guides And College internsWill help gather local information and provide feedback about App and Collaborators and suggest changes

Our work force will include

Implementation

Local shop vendors ,Local hoteliers and Local restaurant ownersWill collaborate with us and will act as a source of revenue generator .Also provide us with ground reality of effectiveness of the App and suggest modifications if needed

Our work force will include

•Backdrop of tourism industry•Situation analysis •Strategy •Goals • Key value proposition•Brand logo and tagline•Pricing strategy•Communication channel •Distribution and Implementation

This presentation was created by Aditya Ghuge, IIT(BHU) Varanasi, During a marketing internship by Prof. Sameer Mathur , IIM Lucknow

Disclaimer