These slides feature an idea for a mobile app development named CAR-NAMA. These were created by Aayush Sharma during a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow.

1. Marketing Plan for Mobile App

2. A MarketingPlan for a newmobile
apptocompare and choose the
cab service froma varietyof
service providers.

3. Our core strategy is to provide a variety of options for cab hiring and to provide
the best possible service to the customers.
“Your Choice is just
one click away
from you”– CAR-
NAMA

4. Every successful startup needs a
proper marketingplan

5. STEP-1
• EXECUTIVE SUMMARY
STEP-2
• SITUATION ANALYSIS
STEP-3
• GOAL
STEP-4
• STRATEGY
STEP-5
• TACTICS
STEP-6
• IMPLEMENTATION

6. 1 • EXECUTIVE SUMMARY
With the continuous growth in economy
of the country and the increase in number of
people with corporate based lifestyle comes
the need of economic cab services for daily
purposes and self driving carrental services
for occasional outings.
Since, the cab service providers marketis
getting diversified day by day, along with it
comesa lot ofconfusion amongthe
consumers regarding the best available
service.

7. 1 • EXECUTIVE SUMMARY
With the increase inthe fuel charges and
traffic, people living in Tier-1 cities don’t
prefer keeping personal cars ,instead they are
becoming increasingly dependent on cab
services.
With the increasedconfusion of which
service to choose and a varied list of rates
comes the need of a single common platform
to provideall the relevant information and
accordingly avail the most effective service
available.

8. A brief glance of the competitors in
the Indian Cab market.

9. It is a platform which will
provide the information about the
tariff’s of different taxis available
at a particular location.
It will also provide the
customers a medium to call for
the cab of their choice.
Customers are free to choose the
type of services that they need
and the type of vehicles. The
services will also include self
drive car rental facility.

10. 2 • SITUATION ANALYSIS
Company Overview
Market Overview
Target customers

11.  CAR-NAMA will
basically work as an
aggregator for the
unorganized cab market.
 With so many different
options and a variety of
service rates available in
the app, it will help the
consumers to choose the
ride of their choice.
 The most unique feature
included in it would be self
driving car rental scheme

12. CAR-NAMA will unite them all
and thus would generate
competition through the
provision of a variety of
services at competitive rates

13. Taking a quick
look at the cab
market in India…..

15. CAR-NAMA will identify the customer by viewing the
following customer needs –
I want a Ride.
I want a luxury ride.
I want a car to drive by myself.
I want a ride urgently as fast as possible.
I want a pool ride.
I want a scheduled ride.
The basic consumer segmentation will follow the
same marketing technique as used by other
business-
Demographic - Based on age group and Income
Geographic- Based on the type of city
Psychographic- Based on lifestyle of people.

16. 3 • GOAL OF COMPANY
The key goal of the company is to
Aggregate all the different cab
services existing in our country to
facilitate the consumers and
generate a higher valued cab
market.

17. The second goal of the company is to create a
more organized cab market in our country.
India’s cab market is highly unorganized one.
Despite the presence of big companies, the
organized market still accounts for only 5-10% of the
entire market.
CAR-NAMA aims at increasing this percentage over
subsequent years after its launch.

18. 4 • STRATEGY
Target Market
Value Proposition

19. CAR-NAMA will serve consumers from
different backgrounds. It will include
corporate professionals, students, tourists,
complete family, business houses and travel
enthusiasts.

20. COLLABORATORS
Of CAR-NAMA
Channel
Members
Communication
Partners
Services
Partners
Includes Distribution
channels such as Play Store
and App Store
They are key collaborators. They
are the main service providers.
Includes Ola, Uber, Meru,
Zoom Car etc.
Channels through which the app
would garner people’s attention.
Includes social Media and other
advertisement platforms

21. Investors
Consumers
Developers
Service providers

23. ixigo Cabs
A mobile app developed
to book cabs from
anywhere on one click.
Easy to use
More than 10 Million
downloads on Google Play.
Good Marketing Strategy.
They have an estimated
annual revenue of $4.3M

24. Bothhaveacommonconsumersegment.
Bothareassociatedanddependenton
sameservice providers.
Bothhavesamemarketingstrategy.
Bothhaveacommongoal.
Ixigo hasawell developed marketandholdsa
highermarketposition.
It alsocaterstorailwayandflight bookings
which will notbeincludedin thisnew app.
CAR-NAMAhasaunique ideaofproviding self
driving car rentalas well.
FutureexpansionofCAR-NAMAwould also
focusoncab industryonly.

26. TO CUSTOMERS - Earncash backs inapp for next
booking, getaccessto specialoffersduring festivetime,special
servicesto customersof the paid version,weekendoffersetc.
TO COLLABORATORS- Awellmanaged and rapid
growingapp withincreasingnumberof downloadseveryday,
diverseuserbase,creatingmarketcompetition.
TO COMPANY - Employeeswillhave aperfect work
culture , good pay, growthpotential,opportunityto pursue
interests,job security .Investorscan have regularfilingof returns
,futuregrowthpotential,financialstability,profitableand large
userbase.

27. 5 • TACTICS
PRODUCT
SERVICE
BRAND
PRICE
DISCOUNTS
COMMUNICATION

28. SERVICE
BRAND
PRICE
DISCOUNT
COMMU-
NICATION
DISTRI-
BUTION

29. SERVICE
CYCLE

30. Complete access to price lists
Access to services for rides
between cities only
Complementary reward points
after the end of journey
Instant online or onsite payment
options
Access to hire pool cabs as well.

31. Access to self driven car rental
service
Access to WI-FI in the cab (if
available)
Access to book the cab even in
remote areas
Easy access even when offline
Extra reward points compared to
free version.
Fast availability of the cab

33. The brand will be positionedin the minds of
consumersbyits extremely vast list of choices,
innovativeideas and promptness inservice. The
Brand mantra will be “Choices at your fingers”. The
consistency and creativity in services willbeour main
focus.

34. Company website
Blogs
Social Media Marketing
Online ads
Quora
Featuring E-Mails

37. 6 • IMPLEMENTATION
Infrastructure
Business Process
Schedule

38. CEO
Chief Financial
Officer
Finance Team
Marketing head Sales Team
Technical Officer Technical Team
Head of
Communications
Communication
Team
Head of Business
Development
Content and
Consulting team
Services head Design team

40. PHASE 1
App testing and Official launch
PHASE 2
Pitching to Clients and Network building
PHASE 3
Maintain Performance records
PHASE 4
Develop strategies to enter into new
cities

41. Created by
Aayush Sharma
(bit, durg)
during a Marketing
Internship under
Professor SameerMathur,
IIM Lucknow