The document provides a marketing plan for "DecoDom", a new Android app that will provide home furnishing and decor items. It aims to be a one-stop solution for customers of all ages. The plan outlines performing market research, analyzing the potential market and competitors, developing the business units and product strategy, determining pricing, and designing distribution channels. The free app will provide DIY ideas and expert advice while the premium version enables wishlists and selling used furniture with a monthly subscription. Social media and partnerships will be used to promote the app and drive customers to distribution platforms like the Google Play Store.

1. Marketing Plan for an Android
App-
“DecoDom”

2. LOGO
“Transforming spaces. Transforming Lives.”

3. Decodom is a one stop
solution app for all your
furnishing and home décor
items.
Overview

4. Executive Summary
Situation Analysis
Goal
Strategy & Tactics
Implementation
Index

5. Online Shopping New Trend

7. But Now
It’s Not Just about online Offers

8. Online Shopping is :
• Convenient
• Time Saving
• Offer better prices & variety
• Fewer expenses on travel
• Provide comparison of prices & ratings
for each product

10. The number of
Smartphone users
worldwide will surpass 2
billion in 2016, according
to new figures from
eMarketer—after nearly
getting there in 2015

11. A Recent study states that
, “when it came to buying
furniture, shoppers
surveyed ranked “online
shopping” as their first
preference.

12. Most of the people spend
hours searching for
perfect and affordable
furniture for their house

13. Introducing , a new
android app that will provide all
furnishing and décor items under
one roof at an optimized price.

14. • Expert advice & ideas for
decorating your home
• Regular uploads of DIY
furniture ideas
• Option for selling old furniture
• It keeps a track of preferences
of a customer and likewise
provide feeds

15. Now,
With “DecoDom”
Don’t dream, Live in
your dreams

16. SITUATION
ANALYSIS

17. Company Overview

18. Core competencies:
• Provides potential access to a
wide variety of markets
• Tie-ups with the local vendors to
develop an extensive distribution
system
• Use best survey methodology to
know customer’s desires

19. - Employees
- Service offerings
- Broad and deep management team
- Technology/technologists
- Expected user-base
Strategic Assets

20. Current Product Line
Current product line includes home
furnishing items, decorative items,
office furniture range, house furniture
range, regional furniture range.

21. Market Position
•The app is an optimum option for those
who look for optimum priced quality
products
• The app provides easy to use platform for
all age groups from teenagers to seniors
over a great range of products

22. Market Overview

23. Potential Customers
• teenagers – 10-20%
• married people – 60-70%
• Old-aged - 10-20%

24. • easy to use
• time saving
• various varieties under one app
• expert advices on furnishing
tips
• lesser visits to the shopping
mall
OPPURTUNITIES

25. Threats
• competition from existing apps
• new tenants entering market with the
same idea
• funding
• sluggish demand

26. GOAL

27. • The main aim is to make people gain faith in the app
• To cover all the potential age groups
• To be able to cover international market
• Respectable market share
• To be partnered with websites to
provide more preference like delivery
option

29. TARGET MARKET

30. CUSTOMER NEEDS
• reliable furniture
• quality
• trending designs

31. • different variety in the same product1
• suggestion and tips from some expert
• fast and secure delivery options
• just one –click buy option
• knowledge about the trending designs

32. Distinguishing Characteristics of
Customers
• Regular smartphone usage
• Feeling quality furniture as status
symbol
• Optimized price hunger
• Love for variety

33. COLLABORATERS
• Suppliers
• Channel members
• App developers
• communication
partners
• Funding Agency

34. SOURCE SUPPLIERS
• Free Social media sites like
Facebook, Quora
• Local vendors and manufacturers
• Sources like malls and shopping
centers
• Television channels

35. Channel Members
Apps like Google Playstore
on android phone , Apple
app store, Blackberry SDK

36. Communication Partners
• Frequently used Social Media websites like
facebook, instagram, snapchats and Quora
• Regular motivating Advertisements
• Sponsors posts and advertorials in other
apps

37. COMPANY’S STRATEGIC
BUSINESS UNIT
• App development team: coders,
developers
• Content managers : surveyors,
reporters
• Business development team
• Finance team
• Customer Care Unit
• One-to-one contact to customer
maintenance unit

38. KEY STAKEHOLDERS
• Investors
• Suppliers
• Customers
• Employees

39. Economic Context Technological Context
Figures from Android Authority
states that total number of
downloads from Google Play has
reached 25 billion. The Apple Store
grew from about 750,00 to 1.21
million apps. With globalization , the
multiplier effect for app demand will
remain healthy for developers .
• By 2017, India will have more
than 251 million smartphones
• There are 166 million
smartphones users and
352million Internet users as of
2015
• New trends like use of 3G & 4G
will further trigger the internet
usage

41. Customers :
The app encourages quality
products for customer of all age
groups . One can find something
for its needs. Now, customers
will encourage online shopping
as it is efficient and time
consuming.
Company:
Company provides a satisfactory job
experience with a good pay & job
security. It also promotes frequent
promotions and highly qualified
working environment.
Collaborators:
The app provides an opportunity to
compete with the major
competitors in the industry.

42. TACTICS

43. PRODUCT

44. FREE APP FEATURES
• Regular uploads of DIY furniture ideas
• seasonal sale offers & coupons
•Expert advice & ideas for decorating your
home

45. PREMIUM APP FEATURES
• It keeps a track of preferences of a
customer and likewise provide feeds
• enable customer to generate its own wish
list
• online chats among the peers while
shopping
• phone & e-mail alerts on sale on the wish
listed items
• enable customer to create its personal e-
wallet
•Option for selling old furniture

46. Name - DecoDom
Slogan - “Transforming spaces. Transforming Lives.”
Attributes – Trust, Innovation and Authenticity

47. PRICING
• Free app features enable the use of app for free but only for
in-app purchases
• Premium version requires a monthly subscription with a
charge of $5-6 per month. The price has been optimized
considering the market competition and also the services
offered under this version

48. DISTRIBUTION CHANNELS
Distribution to all categories like Apple,
windows, android etc . Through other app
stores like Apple app store , Getjar ,
Blackberry SDK and Google Playstore.

49. COMMUNICATION
• One -to-one phone communication
• Online webchats
• Online uploads of advertisements
on Youtube
• Social media platforms like
facebook, twitter, instagram

50. IMPLEMENTATION

51. Organizational Structure

52. SCHEDULE
TASK TIME
Market Research 2-3 months
Potential Market
Analysis
2-3 months
Business Unit 3-4 months
Product Strategy 4 weeks
Pricing Strategy 3 weeks
Designing Channels 5 weeks

54. DISCLAIMER
CREATED BY NEHA BYADWAL, IIT KANPUR
UNDER MARKETING MANAGEMENT INTERNSHIP
UNDER PROF. SAMEER MATHUR, IIM LUCKNOW