Marketing plan for anew mobile app

The Hindu Pro

By The Hindu

Executive Summary

• Need to expand database• Can use current expertise as the base for new

ideas• Entering the world of apps is a challenge• Lack of an audience driven new apps• The need for something that already does not

exist

Situation Analysis

The Hindu

• Breaking news and top stories• In-depth analysis and opinion• Personalize your home screen• Mark articles for offline reading• View and post comments

Small percentage of users for new apps

Goal

• To increase the size of digital audience• Make the app more user-driven

Strategy

• Allow individual users to interact with, query, and upload data or content

Experts will curate the data and upload for the publicHence ability for users to be temporary reporters

Notify traffic updatesLive streaming of videos by users, after curation

Incorporate geo-tagged newsArrange for paid crowd-sourcingInclude news games like daily news quiz

Positioning

• Crave out a niche in the online news industryPoints of ParityNews reading appExplore and get to know international to local

news on your finger tapPoints of DifferencesUser-driven channel, through crowd-sourcing,

geo-tagged news

Tactics

• App will be launched worldwide• Freemium app• First 1000 downloads will get the premium

version of the app

Features

View expert reviews and suggestionsGet newsfeed patentEnable download

Promotions

Build in social calls to actionBuild in social sharingHire campus ambassadors to promote the appThe Hindu customers will be prompted to join

Summary

Executive summarySituation analysisGoalStrategyTacticsFeaturesPromotion

Disclaimer

• Created by Shweta Menon, Govt MEC, during a marketing internship under Prof Sameer Mathur, IIM Lucknow.