Marketing Plan for a new

Android App

Part 1 ExecutiveSummary

Part 2 Situation Analysis

Part 3 Goal

While 53% of women have between 1 to 5 shopping apps on their smartphone, 76% of them would still much rather shop for clothes and shoes in a retail store, reports a new study published by mobile-retail marketing platform provider Swirl Networks Inc.

The independent study “What Women Want When Apparel

Shopping,” found that retailers should focus their

mobile strategies more on enhancing the in-store shopping experience

– where 76 percent of women prefer to shop –

than enabling online sales transactions on mobile phones. 

- one of a kind integrated fashion platform for women to discover new trends as they’re emerging and to organize and keep track of all their wardrobe items, virtually.

ALL IN ONE APP

Presenting,

NOT A SHOPPING APP!

IT’S A FASHION MAGAZINE FOR THE SMARTPHONE

It helps to create various outfit looks to wear and give personalized fashion advises from professional stylists.

Also, it provides information about where to shop in your city a similar item from a trending outfit you like.

Part 1 ExecutiveSummary

Part 2 Situation Analysis

Part 3 Goal

2.1 Company

Overview

Ability to design and deliver a

"customer interface" that

personalizes online experience and makes it more

efficient

All features in a single app

Tie up with reputed

professional stylist and magazines

Skills in customer relationship

management

strategic customer targeting

Core competencies

Product line • Trend library to keep track of emerging trends with a collection of feeds from latest fashion shows and celebrity outfit inspirations

• City store recommendations to find

a exact/similar item from an outfit in trend.

• Online Closet- organize and keep track of all their wardrobe items and to help create different style looks to wear.

• Ask a stylist- personalized fashion advises from professional stylists.

Market positioning

It will be positioned as the one-stop destination

for college girls and young women in the age

group of 17- 40s, who are looking for an App

that is the solution to all their fashion needs in

their Smartphones.

Its Intention is not to compete with existing apps but to fulfil all their purposes with more added

features

2.2 Market Overview

Potential Customers

College Girls Working women

Middle Age women

Competitors

App Name Similar Features Ratings Downloads

Polyvore Style: Fashion to Buy

Get endless fashion inspiration from of fashionistas, brands and designers by browsing your feed.

4.7 1,000,000 - 5,000,000

WEAR - Fashion Look book

fashion app for finding new trends and for discovering brands you’ll love. Follow top global fashion influencers and shop favorite looks in one place

3.6 1,000,000 - 5,000,000

My Dressing - Fashion closet

Add your clothes- Create collections to organize them into outfits -Browse clothes and outfits from anywhere

4.1 500,000 - 1,000,000

Increasing Smartphone use leading to a

greater number of regularly used apps

Easy accessibility to Internet

Young People Today More Fashion

Conscious Than Their Predecessors

Preference of multi-tasking apps over

single-tasking

Opportunities

Threats

Severe competition by the existing apps.

Fear of competition from the new entrants.

Poor amount of publicity and interaction.

Un devoted customers

Part 1 ExecutiveSummary

Part 2 Situation Analysis

Part 3 Goal

At least 500,000 downloads at the end of 1 year with a minimum rating of 4 on google play.

Conversion rate of (3-5)% from free to premium users.

Respectable market share

Part 4 Strategy

Part 5 Tactics

Part 6 Implementation

4.1 Target Markets

Customers –College going girls and young women from ages 17- 40s (Generation Y –The Millennial and Generation Z)

Need(s) fulfilled - Keeping in track with latest trend to stay well dressed and fashionable which in turn satisfies the psychogenic needs such as the need for recognition, esteem or belonging.

Profile – The savvy shoppers, who shop after scanning all information about the options available and the details.

Collaborator Professional Stylists

App development

team: coders

developers

Content:Creators

Collectors

Business development

team: Strategists, Planners

Finance team

Customer care

department

Company‘sstrategic business units

4.2 Value Propositions

Customer value The app aids the consumers in

dressing up well in turn, boosts up the

self-image and confidence.

Collaborator value They earn $ 1 per query

answered

Part 4 Strategy

Part 5 Tactics

Part 6 Implementation

FREE FEATURES

Ability to access the trend library up to 10 articles.

Store recommendations for 5 items.

Try the online closet for a trial period of 15 days.

PREMIUM FEATURES

( $ 4/ month)

UNLIMITED Access to trend library , Store

recommendations and Online Closet

Professional stylist will give personalized ashion advises

5.1 Product

BRAND LOGO - Suave&Savvy

MEANING - Suave by definition means charming, confident, and elegant which is to describe the modern day women.

While, Savvy reflects the app’s ability to help you make good judgements and keep you well informed.

5.2 Brand

This freemium version enables the app for free

but for a fixed time duration and with in-app

purchases. The premium version the app will

charge $4 per month which is realistic for the

features provided. Keeping in mind the competing apps, none of

which provides such a wide range of features in a

single application, the price for premium version

is reasonable and affordable

5.3 Price

Social media 1) Facebook Page

2) Twitter 3) Instagram 4) Uploading

advertisements and videos on

YouTube.

Reaching opinion leaders, like

fashion bloggers and critics, by identifying the

media they read or messaging

them directly to try out the app.

Leveraging the power of

SEO(Search Engine

Optimization) and ASO (App

Store Optimization)

to optimize searches

Word-of-mouth

marketing to friends,

neighbors and acquaintances

.

5.4 Communication

5.5Distribution to categories Apple, Windows, Android.

Do you know?Some Researches conclude that Women more likely to own an iPhone than men!

Part 4 Strategy

Part 5 Tactics

Part 6 Implementation

6.1 Infrastructure

CEO

Content Department

Creation

Collections

Marketing Department

Promotions

Distributions

Finance Department

Revenue Handling

Customer Department

Customer Care

Feedback

App development

Department

Developers

6.2 Processes

Business processes involved in implementing the company's strategy and tactics

Conducting Market Research

Analyzing consumer markets

and demand

Identifying product’s core

competencies and choosing value

Identifying market segments and

target consumers

Setting up business units

Setting product strategy

Developing pricing strategies

Managing marketing and

distribution channels

Managing a holistic marketing

organization for the long run

6.3 Schedule

TASK TIME DURATION

1. Market Research 3 months

2. Analysis of Consumer and Business Markets 2 months

3. Setting up business units 2 months

4. Setting product strategy 3 weeks

5. Developing Marketing and Distribution Channels

2 weeks

Created By Anchal Aggarwal, Ramjas College, During A Marketing Internship By Prof. Sameer Mathur, IIM Lucknow.

THANKYOU!