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Marketing plan for
new Android App
EXECUTIVE SUMMARY
•Adaptive and interactive learning platform that personalizes
education for every individual
•Provides large number of books, video lectures and courses .
•It also connects teachers and students, where students can
select their teachers.
• In the present scenario where students are confused about
their career, it also provides online counseling on career.
SITUATION ANALYSIS
The Company will be a first kind which will be connecting
students with private tutors . Apart from this it has an
unique customized learning modules by analyzing student
data across hundreds of data points including subject,
concept , difficulty level, along with the student’s preferred
learning format and pace.
Company overview
Market overview
STUDENTS
TEACHERS
PARENTS
Target customers
•Most of the apps for education are very rigid and students
often find it hard what to study.
•With increasing competition in today’s world , it is also
required that student’s are guided well, they can get a
platform where they can discuss.
•Side by side this app also provides the parents to view their
students progress and they can also engage in the
discussions.
•Apart from providing student’s with guidance, this app has
also targeted the private tutors who want to connect with
students to offer their guidance and thus can create their own
batch of students.
GOALS
Get maximum
number of
downloads
and high
ratings
Converting free
users to premium
users , but also
keeping the
crowd of free
users.
Promote
innovations and
change features
or improve with
time
Generate a
large
revenue
greater
than a
million .
Goals
STRATEGY
Identifying the Target Market
-Customers
-Collaborators
-Company
-Competitors
-Context
Customers
Students can learn according to their pace.
Interactive learning and self assessment
Discussion rooms
Teacher-student bridge
Learn wherever and whenever you want.
Collaborators
App developers
Online video lecture sites
Exam papers
Well known counselors
Retired teachers
Company
App developers
Proffessional teachers and counselors
Content creator
Marketing team
Data Analytics team
Research and Development team
Competitors
Points of Parity
They also have the same basic learning materials.
Doubt clearing facilities.
Coverage of different exams .
Points of differences
•Can choose your guide and discuss with him
•App will help you select your materials and learning page.
•Fully analysed tests.
•Discussion forums
•Private tutors can find students
Context
Technological – a new dimension to the use of smartphones.
Regulatory – It comes more handy to use, and can practice anywhere and anytime.
Economic – It gives a much more savings than buying books and cheaper test series.
Value Proposition
-Customer
value
-Collaborator
value
-Company
value
Free Values
•Basic learning materials and notes
•Few exams
•Adaptive teaching guidance
•Access to discussion rooms
•Can choose up to 5 guides.
•Teachers can also add their profiles and advertisements to find student.
Premium Values
•Advanced learning material
•Advanced exam sets
•Can choose more than 5 guides.
•Teachers can create batches online.
•Individual career counseling
TACTICS
Product
•It provides bridge between teachers and students
•Adequately analysed exercises and tests.
•Learn without going to classroom under proper guidance
•Find your suitable guide.
There will be scope for advertisements for teachers.
A website will be created.
There will be downloadable materials too.
Immediate responses will be provided.
Occasional sales will be there.
Instant results of test and comparison of scores will be
provided.
Brand Mantra :
Learn,Teach,Repeat
Pricing is not permanent and will change with time
The prices of the materials will be ranged accordingly more low price
to high prices.
Psychological prices and lucrative discounts.
There will be combo offers with other apps
Apart from premium version there will be buying offers in free
version also.
Pricing
Incentives to customer for rating and liking the app
Collaborators will be allowed to give free
advertisements
Company workers will get added bonus on spreading it.
Bonus points can be earned for making others
download it
Scholarships will be provided on good performance
Communication
•Collaboration with several teaching institutes.
•Collaboration with mobile marketing experts.
•Advertising in Social Media
•Promoting several paid features and other incentives.
•Open a page to collect individual feedback and comments.
Distribution
App marketing strategy
IMPLEMENTATION
l
CEO
Chief Business
Officer
Chief product
Officer
VP Chief
scientist
VP Educational
service
President
Chairman
of Board
Organization structure
Processes
oUsing the free app to promote the paid features
oCollaborations with reputed institutions
oMaintaining strong word of mouth
oImproving according with the feedbacks
oGiving away lucrative incentives and conducting promotions.
Schedule
•Intensive market research
•Keep up with innovation
•Newer communication
strategies and engrossing
advertisements.
•Better pricing strategy
•Product line extension and
modification
•Increasing distribution
RECAP
1. Executive Summary
2. Situation Analysis
Company overview
Market overview.
Target customers.
3. Goal
4. Strategy
Target market
Value propositions
5. Tactics
Product
Service
Brand
Price
Incentives
Communication
Distribution
6. Implementation
Infrastructure
Processes
Schedule
This presentation has been created by Anirjit
Mitra, Jadavpur University
during the marketing internship under Prof
Sameer Mathur, IIM Lucknow.
DISCLAIMER

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App marketing strategy

  • 3. •Adaptive and interactive learning platform that personalizes education for every individual •Provides large number of books, video lectures and courses . •It also connects teachers and students, where students can select their teachers. • In the present scenario where students are confused about their career, it also provides online counseling on career.
  • 5. The Company will be a first kind which will be connecting students with private tutors . Apart from this it has an unique customized learning modules by analyzing student data across hundreds of data points including subject, concept , difficulty level, along with the student’s preferred learning format and pace. Company overview
  • 8. •Most of the apps for education are very rigid and students often find it hard what to study. •With increasing competition in today’s world , it is also required that student’s are guided well, they can get a platform where they can discuss. •Side by side this app also provides the parents to view their students progress and they can also engage in the discussions. •Apart from providing student’s with guidance, this app has also targeted the private tutors who want to connect with students to offer their guidance and thus can create their own batch of students.
  • 10. Get maximum number of downloads and high ratings Converting free users to premium users , but also keeping the crowd of free users. Promote innovations and change features or improve with time Generate a large revenue greater than a million . Goals
  • 12. Identifying the Target Market -Customers -Collaborators -Company -Competitors -Context
  • 13. Customers Students can learn according to their pace. Interactive learning and self assessment Discussion rooms Teacher-student bridge Learn wherever and whenever you want.
  • 14. Collaborators App developers Online video lecture sites Exam papers Well known counselors Retired teachers
  • 15. Company App developers Proffessional teachers and counselors Content creator Marketing team Data Analytics team Research and Development team
  • 16. Competitors Points of Parity They also have the same basic learning materials. Doubt clearing facilities. Coverage of different exams .
  • 17. Points of differences •Can choose your guide and discuss with him •App will help you select your materials and learning page. •Fully analysed tests. •Discussion forums •Private tutors can find students
  • 18. Context Technological – a new dimension to the use of smartphones. Regulatory – It comes more handy to use, and can practice anywhere and anytime. Economic – It gives a much more savings than buying books and cheaper test series.
  • 20. Free Values •Basic learning materials and notes •Few exams •Adaptive teaching guidance •Access to discussion rooms •Can choose up to 5 guides. •Teachers can also add their profiles and advertisements to find student.
  • 21. Premium Values •Advanced learning material •Advanced exam sets •Can choose more than 5 guides. •Teachers can create batches online. •Individual career counseling
  • 23. Product •It provides bridge between teachers and students •Adequately analysed exercises and tests. •Learn without going to classroom under proper guidance •Find your suitable guide.
  • 24. There will be scope for advertisements for teachers. A website will be created. There will be downloadable materials too. Immediate responses will be provided. Occasional sales will be there. Instant results of test and comparison of scores will be provided.
  • 26. Pricing is not permanent and will change with time The prices of the materials will be ranged accordingly more low price to high prices. Psychological prices and lucrative discounts. There will be combo offers with other apps Apart from premium version there will be buying offers in free version also. Pricing
  • 27. Incentives to customer for rating and liking the app Collaborators will be allowed to give free advertisements Company workers will get added bonus on spreading it. Bonus points can be earned for making others download it Scholarships will be provided on good performance
  • 28. Communication •Collaboration with several teaching institutes. •Collaboration with mobile marketing experts. •Advertising in Social Media •Promoting several paid features and other incentives. •Open a page to collect individual feedback and comments.
  • 32. l CEO Chief Business Officer Chief product Officer VP Chief scientist VP Educational service President Chairman of Board Organization structure
  • 33. Processes oUsing the free app to promote the paid features oCollaborations with reputed institutions oMaintaining strong word of mouth oImproving according with the feedbacks oGiving away lucrative incentives and conducting promotions.
  • 34. Schedule •Intensive market research •Keep up with innovation •Newer communication strategies and engrossing advertisements. •Better pricing strategy •Product line extension and modification •Increasing distribution
  • 35. RECAP 1. Executive Summary 2. Situation Analysis Company overview Market overview. Target customers. 3. Goal 4. Strategy Target market Value propositions 5. Tactics Product Service Brand Price Incentives Communication Distribution 6. Implementation Infrastructure Processes Schedule
  • 36. This presentation has been created by Anirjit Mitra, Jadavpur University during the marketing internship under Prof Sameer Mathur, IIM Lucknow. DISCLAIMER