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.
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