Marketing Plan For An Android App for shopping.

1. Marketing Plan For An Android App

2. With increased working hours and
packed schedules, it is extremely
difficult for people to go out
shopping to a store.
Today is the smart phone
generation. People are wasting
lots of time on their smart phones
doing nothing.
Why not combine both these
problems and use it to our
advantage?

3. So Presenting to you the common
solution to both the problems
Virtual Plaza
Shop at your convenience

4. •
• As the name suggests, the company introduces people
to the world of ‘virtual stores’, which are display of
products on walls of metro stations and other public
places.
• Commuters can scan the QR codes of the products on
display with their smart phones, and place their orders
as they wait for their trains.
• The app also allows consumers to shop from their
home or their workplace.

5. This is how the app works:
• Interested customers can download the
Virtual Plaza app into their smart phones.
• They then have to use their smart phones
to scan the QR codes of the products
they want to purchase.
• The scanned products will be stored in
the customers' online shopping basket,
who can pay online once their order is
completed.
• Customers can schedule a time for home
delivery. Same-day delivery option is also
available, so that customers can get their
products by the time they get back home
from work.

7. Company Overview

8. Core Competencies
• The app suits the lifestyle of metro
cities such as Delhi and Mumbai.
• Introduction to a completely new
style of shopping.
• Reduces the headache of
remembering or making a list of
items to purchase.
• The posters in the virtual stores
would designed to resemble the
actual aisles and shelves of a
regular store to make the
experience very user-friendly.

9. Strategic Assets
• Low Pricing to upgrade to the
Premium version.
• Tie-ups with the various
ePayment companies such as
Paytm, etc.
• Advertisements in the app.

10. Market Overview

11. Competitors
• Virtual stores are still not thought
of in the Indian market.
• The only competitors the company
faces are :
 the online stores such as Big
Basket and Grofers ,
 retail stores including Big Bazaar.

12. • Increased use of smart phones.
• Increased internet connectivity.
• Untapped market.
• Best time for a Start-up with great
support from government to
entrepreneurs.
• Match the services provided by
India’s largest online supermarket,
BigBasket.
• The idea may backfire as it is a
completely new experience for the
Indian consumers.

13. Target Market
• People who up-down on a regular basis
because of their work is the primary
target group.
• People living in areas with no satisfactory
retail outlets near-by also pose a possible
target group.
• People looking for home delivery options
for a large variety of products.

14. 50,000 downloads with a target
conversion rate of (2-5)%.
Revenue Generation of $300,000
in year1 with subsequent targets
according to market conditions.
Creating Brand awareness and
providing customer satisfaction.

17. • Customers: In the long run include
more than 300 million smart phone
users. But, initially the people in metro
cities leading a very busy lifestyle.
• Collaborators: Stores covering all the
target markets and online payment
giants.
• Competitors: Virtual Stores
Differentiate the company from other
brands whereas price and service would
be the points of parity for the company.

18. • Context: India is among the largest
economies in the world.
 In the recent years, number of smart
phone users in the country have
increased tremendously.
 With increased work pressure, the
lifestyle of people has also changed
drastically. Rather than going to retail
outlets and bargaining, online shopping
is now more common.
 Traffic and the pollution levels have
increased reliance on public transport.
All the above factors combined,
indicate a good picture for the
company to launch the app.

20. • Customer Value: provide a wide
variety of products that the
customer wants in a convenient
location and at a low cost.
• Collaborator Value: Establishing
Brand Equity and working hard to
create customer satisfaction and
goals initially set.
• Company Value: A healthy work
environment to meet the mutual
interests of both the company and
its employees. Growth
opportunities at regular intervals.

21. TACTICS

23. • Free Version:
 People can shop for any
amount in the free version.
 Various Payment modes are
available for transactions.
 Every user will have their
unique ID with which they
can make referrals and avail
Reward points.
 Free Delivery for first time
users.

24. • Premium Version:
 Purchase Amount reduces
to avail free delivery.
 Users will be provided with
various coupons on a
regular basis.
 A wallet will be created on
the app itself which can
linked to other online
wallets.

26. Name
Slogan
Logo
Key Elements

27. Price
Premium Version Fee is not the main
source of revenue for the company.
Instead, Revenue generated from
shopping and App Advertisements are
the major sources.
Hence, price for premium version is
kept low, only $1.99 per month, not
giving much additional features.

28. To Customers:
• Reward Points for every Referral.
• Free Delivery for first time users.
• Various Discount Offers and Coupons for Premium Users.
To Collaborators:
• Great numbers involved are obvious to attract more collaborators to the
company.
• Stores are bound to establish a broader customer awareness.
• Potential growth and increase in revenue in successive years.
To Company Personnel:
• Bonuses
• Experience in Healthy Work Environment
• Rewards on Achieving Pre-Set Targets.

30. • Company Website
• Social networking Sites
• Google-Ads
• Promo e-mails
• T.V. Commercials
• Newspaper Ads

34. Infrastructure
• Pitch our idea to various investors to
seek financial support.
• Creating an app with user-friendly
interface.
• Regularly updating the app
database.
• Creating a strong network of stores
and delivery system.

36. • App Development – 2 months
• Conducting Market Research to spread awareness and know the core
target groups – 4 months
• Setting up prices according to research and competitors – 1 month
• Creating Virtual Stores in target public places, Metro Stations –
5 months
• Establishing the complete network of stores and Payment systems –
2 months
• Creating Brand Awareness and Positioning the Brand in the market –
1 month

37. DISCLAIMER
Created by Prateek Jain, NIT
Jaipur during a Marketing
Internship by Prof. Sameer
Mathur, IIM Lucknow.