Marketing intern

1. ANDROID APP - EDUFUN

2. EXECUTIVE
SUMMARY

3. Does your child spends
more time with cartoon ,
smartphones and video
games compared to studies ?
1.1 OVERVIEW

4. So here is this app which uses
these cartoon characters and
superheroes to teach your child
and the teaching material is in
complete accordance with your
child's syllabus.

5. 1.2 GOAL
Edufuns goal is to generate 1 million
downloads within 1 year from its
date of launch 1st August 2017 and
conversion rate of at least 1-2% .

6. 1.3 COURSE OF ACTION
Prepare an distinctive and
innovative marketing plan for
Edufun to reach its goal.

8. 2.1 COMPANY OVERVIEW
CORE COMPETENCIES
•Adaption of latest data analytics techniques
to find out famous characters among school
children.
•Tie up with top schools.
•Excellent Customer Relationship practices.

9. CURRENT PRODUCT LINE
Edufun provides teaching material for kids studying in pre
primary schools and from Grade 1-10 in high schools.
Evaluation after every module in the form of games.
MARKETING POSITION
Edufun will be positioned as a e-learning product which
provides creative teaching content on a digital platform . Kids
will be less intimidated by studies as their favourite characters
will help them to learn. It hopes to acquire a respectable
market share in the e-learning industry.

10. 2.2 MARKET OVERVIEW
•The global eLearning Market is expected to
reach $107 billion by 2015
•The growth rate of self paced e-learning
industry in India is 55%.
•The worldwide market for Mobile Learning
products and services is expected to reach
12.2 billion $ in 2017.

11. Time spent by kids after school.

12. POTENTIAL CUSTOMERS
School students who own a
smartphone can themselves
download this app and
Parents(mostly mothers) who have
children studying in smaller grades .

13. COMPETITORS
• 10 million
downloads
• 4.6 rating
• Net worth-
33 billion .
• 1 million
downloads
• 4.6 rating
• Net worth-
8.6 billion .
• 100
thousand
downloads
• 4.9 rating.

14. OPPORTUNITIES
• Big market with growth
opportunities.
• Increasing use of
smartphones by school
going kids.
• Teaching material can be
expanded to various state
boards.
• Lesser reliance on print
media and tuitions.
THREATS
•Tough competition from
established firms.
•Requires huge product
development budget to
hire developers and
graphic designers.

15. COLLABORATORS
•Indian Moms Connect.
•Mindcron
•Parent Edge.

16. 3. GOAL
AUG SEP OCT NOV DEC JAN FEB MAR APRIL MAY
App
Launch
10000+
downloads
Premium users
– 3000+
Net income –
160000 USD
Premium
users-
10000+
Net
income-
750000 USD

17. 4. STRATEGY

18. 4.1 TARGET MARKET
CONSUMERS NEEDS
• Instead of television and mobile games kids can use this app for both
learning and recreation.
• Teaching material in accordance with CBSE and ICSE syllabus.
• Students will study on their own without being forced by parents .
• An app that will make you learn the concepts and not rote learning.

19. CUSTOMER PROFILE
Parents who value the importance of
concepts more than rote learning for
their kids will be interested in this
app. Students who find school
lectures boring and not efficient will
benefit a lot from these app.

20. 4.2 COLLABORATORS
SUPPLIERS
• Content sources from
NCERT books and ICSE
books.
• Teachers who will be
paid to provide
suggestions on the
teaching content.
• Developers and graphic
designers who will
design the entire app
and content.
COMMUNICATION
PARTNERS
• Social media like
Facebook , Instagram
, WhatsApp and
twitter for digital
marketing.
• Schools .
• Cartoon channels.
CHANNEL
MEMBERS
• Google Play Store.

21. Supplier Goals
• Recognition and
credit for their
sources.
• Promotion of the
app
Communication
Partners Goals
• To create brand
awareness and
attract new
customers .
• Build brand image
and brand equity.
• Target a large
consumer base.
Channel Member
Goals
• Positive feedback
and referrals.
• Promote this app
• Payments for the
services given.

22. STRATEGIC BUSINESS UNITS
• Development and maintenance – App developers.
• Promotion and Advertising – Marketing team
• Content Creation- Graphic designers and video
editors.
• Finance and accountancy team.
• Customer Care team.
• Data analytics team

23. STAKEHOLDERS
•Suppliers
•Investors
•Employees
•Collaborators

24. Competitive Analysis
Points of Parity
• Use of digital media to
explain academic
concepts.
•24x7 availability.
•Freemium app.
Points of Difference
• Use of various characters with
humorous content .
• Free for the first month of
download.
• Evaluation after every chapter
and progressive report of every
month.
• Each chapter is like a cartoon
episode with a story so that the
child does not get bored.

25. Economic Context
• Mobile e-learning industry will grow to over 37billion dollars by
2020.
• Edufun is cheap compared to the tuition fees and is 1/10th of an
average private school fees.
Socio cultural Context
• 80% of students in grade 4-12 want the education system to bring
about changes.
• Children spend 36 hours watching tv and playing video games in a
week.

26. Technological context
•Cheap smartphones and rolling out of 3G and
4G services will increase the use of smartphones
and internet.
•By 2017 India will have 250 million
smartphones.

27. VALUE
PROPOSITION
Company
Value
Customer
Value
Collaborator
Value

28. CUSTOMER VALUE COLLABORATOR VALUE COMPANY VALUE
Value Proposition - Study and enjoy at
the same time.
Value Proposition – E- learning is a
huge revenue generation industry.
Value Proposition - Upcoming jobs
with great incentives.
Positioning Strategy – Exhaustive
marketing with target customers.
Positioning Strategy – Guaranteed
returns on your investment
Positioning Strategy – Treat our
employees as family.
Positioning statement – Edufun is the
kids new best teaching friend.
Positioning statement – Together we
rule the education market .
Positioning Statement – Together we
work and conquer.

29. 5. TACTICS

30. 5.1 Product
Free Features
• Search filter and browse
course of any grade from 1-
10.
• Content of 2 modules from
each subject is free.
• Evaluation process provides
10 questions after each
module.
Premium Features
• Access to each module of every
subject of a particular grade.
• 100+ practice questions in the
form of games for evaluation
• Shortcut tricks for subjects like
maths.
• Preparation for various national
and international level
Olympiads.
• Video conference about specific
doubts .

31. 5.2 PRICING
•Works on freemium model. Free for the
first month of download.
•User has to pay 100$ per annum for the
grade you select.
•20% discount if the user is ready to buy
the premium version within 2 weeks.

32. 5.3 BRAND
Name – EduFun
Slogan – Learn with Fun.
Meaning – This app has been named Edufun
because it teaches academic concepts to a
child using recreational characters which
provide fun.
Symbol -

33. 5.4 COMMUNICATION
• Word of mouth marketing among friends and family.
• Create a Facebook page that will communicate all the
benefits of app and its prices.
• Contacting various schools for presenting the app and
appointing school ambassadors .
• Identify target customers and forward them the link of this
app on various WhatsApp groups(specially mom groups).
• Leveraging the power of SEO and ASO to optimise searches
and yield greater results.

34. 5.5 INCENTIVES
• Price reductions offered to
premium users.
• If the user buys premium
version for consecutive 3
years he will be given a
concession of 40% in the
fourth year.
• Users can also give ideas and
feedback about the content.
And if it turns out to be
valuable to the company the
user gets 5% cashback.
• Commissions given to schools
who collaborate.
• Bonuses and allowances
to sales force team
which brings maximum
premium users.
• Employees bringing
sponsorships will get a
bonus of 10% of his
salary.
CUSTOMERS COLLABORATORS COMPANY
PERSONNEL

35. 5.6 DISTRIBUTION
This app can be downloaded from
GOOGLE PLAY STORE . The
information on the other
communication channels will
redirect all the users to Play Store.

36. 6. IMPLEMENTATION

37. Content Technology Marketing Business Finance Public Customer
Department Department Department Department Department Relations care
CEO
ORGANISATIONAL STRUCTURE
Content
Creation
Head
Content
Collection
Head
App
Development
Head
Analytics
Head
Promotions
Head
Distribution
Head
Employee
Relations
Head
Investor
Relations
Head

39. SCHEDULE
PROCESSES TIME
Market Research 2 months
Analysis of Consumer and
Business market.
1 month
Crafting Market Positioning 2 weeks
Setting up Business Units 1 month
Product strategy 2 weeks
Pricing Strategies 1 week
Designing Marketing Channel 3 weeks

40. This presentation was created by
Adarsh Singh, BIT Mesra during
a marketing internship under
Professor Sameer Mathur , IIM
Lucknow.