This presentation is a Marketing Plan for A New Android App - Snuggle. It is made for an internship under Prof. Sameer Mathur, IIM Lucknow

1. MARKETING PLAN FOR ANDROID APP
snuGGle
by:
Ishan Chourey

2. THE EXECUTIVE SUMMARY

3. “According to
‘Seven Shades of
Mobile’ study and
research by AOL
and BBDO, 19% of
users spend their
smart phone time
on socializing,
while 46% of it in
‘Me-Time’, using it
to navigate Social
media”The ‘Me-Time’ is
spent increasingly
in navigating the
social-media,
browsing for new
and interesting
platforms for it.
Me Time
46%
Self-Expression
1%
Discovery
4%
Preparation
7%
Task-Manager
11%
Shopping
12%
Socializing
19%
52%
1%3%
4%
8%
7%
25%
Minutes spent per month
Percentage of all Interaction
*source: “Seven Shades of Mobile” study, conducted by Insights. Now for AOL and BBDO,
2012. In the first phase, 24 users completed a seven-day diary and in-depth interviews. In the
second, 1,051 U.S. users ages 13 to 54 were surveyed, data on 3,010 mobile interactions were
collected, and the mobile activities of two-thirds of those users were tracked for 30 days.

4. 48%
19%
14%
19%
Social Media Usage
Facebook Instagram Twitter Pinterest

5. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Faebook
Instagram
Twitter
Pinterest
LinkedIn
TIME SPENT ON SOCIAL MEDIA
Daily Weekly Less Often
“Facebook is still the most surfed website on a
daily basis.
“Based on the data
available on usage of
internet, one can
easily assume that
social media takes
most of users time.
Hence, an app which
can integrate their
social media
experience,
particularly streamline
it by reducing the
chatter and helping
them focus on the
people who matter.”

6. but with the increase in social media, these is a lot of clutter here and there…
“Look at my cat”
‘…(Random Guy A)…’
OR
“Look my baby can walk”
‘…(Random Girl B)…’
“Hey! Here is another Candy Crush request… accept it”
‘…(Random Girl B)…’
OR
And the NOISEkeeps getting louderand louder…

7. …enter… snuGGl
e
“A single app which will help you socialize with people you
want to socialize with”
“Remove the chatter from the unwanted, and
evidently keep the crazy away…”
“Just focus on the updates from your loved ones”
“Connect, view and share your social media at one
place, select your circle and bring your social
circles even closer.”

8. How snuGGle helps you socialize?
“Choose the person whom you want to
socialize with”
“Unlike other aggregator apps,
snuGGle will show you your dear ones
social media feed… and vice versa”

9. SITUATION ANALYSIS

10. COMPANY OVERVIEW
“One app which is your social media integrator where user can explore
the social media feeds of its peers without the hassle for individual
searches and notification cluster”
“Easy access across all android versions 4.0 and above ”
“Allow selective access to users and selective notification”

11. MARKET OVERVIEW
“Social media constitutes to 54% of the
internet data consumption and time
spent by an average person, a social
media integrator app help users to
connect better with the various social
media platforms, while selecting the
users’ feeds the want to see”
“Since social media is not an age
restricted domain, the target
consumers are aged from 16-55”
“Currently, the competitor apps just
act as aggregator apps which just put
your social media details on one
platform.”

12. 20,000+ downloads in first
7-8% conversion
iOS based paid
App
Revenue of 5cr in 1st
year and 40cr in 5
years
India’s number one
social media
integrator

13. In-App
Purchases
In-app
Advertisement
Collaboration fee
with various social
media partners
Promotion fee for Gift
recommendations and e-commerce
websites.

14. Targeting more and more consumers, increase the
downloads and maximize the paid consumers
Providing 7 day free trial to premium
services for every sign-up.
Referral bonus for each consumer which refer a
friend. Bonus can be encashed in from of discount
when consumer purchase the full version.
Provide consumers a platform to interact with their friends
over 10+ different social media platforms

15. TARGET CONSUMER
“Since social media is not an age restricted domain, the target consumers are aged from 16-55. Thus the target
consumers are,”
TEENAGERS YOUNG ADULTS
MIDDLE AGE
ADULTS FAMILIES

16. TACTICS
• One of a kind product for social media enthusiasts
• One stop advertisement destination for multiple social media and
youth oriented content
• State of the art technology to integrate all social media platforms
compatible with most android and iOS devices
• Regular updates and bug removal to allow smooth operation
• Compact size and low cache storage to occupy less storage space

17. o Personal service to consumers,
allows them to connect with their
peers on specific social media
platforms
o Safe platform to share your social
word, where the shared information
is between two users
o Gifting options for your friends
based on their feeds and activities

18. Collaborator Value
Proposition
o In-app advertisements for the
collaborator social media websites
o Increased traffic on websites,
helping them in competing with
other social media sites.
o Gift purchase suggestions from e-
commerce will help them in
increasing their sales.

19. Company Value Proposition
o Adapt and Innovate. Regular update
for the app to suite the current
trends
o Ensure smoother operation by
building smaller app size and less
cache storage
o Interactive UI and pleasant UX
o 24X7 customer assistance
o Positive work environment, strong
ethics and growth opportunities for
employees

20. The market mix toestablish snuGGleas a brand, implementationwill be
done in 4P’s:
oPositioning
oPromotion
oPlace
oPrice

21. POSITIONI
NGPOP:
 User’s preference of selective sharing of their social
media world
 Connect the users to the leading social media platforms
including professional and career making platforms
 Gifting and course recommendations for users
POD:
 Reviews and Rating from the customer regrading the
product
 Sharing the customer data with collaborators to improve
their services

22. PROMOTIO
N
 Demos and link promotion across college, office and
professional groups
 Social media blogs, Facebook groups and relevant
Twitter feeds
 Google Ads, Facebook marketing and direct e-mail
marketing
 Free booking and promotional offers via the Google App
store

23. PLACE
Google Playstore
Apple App Store
Amazon apps Companies website

24. FREE VERSION TRIAL VERSION(7 DAYS) PREMIUM VERSION
• snuGGle lite (low
resolution
graphics)
• Connect users
across platforms
• Content sharing
across
platforms(up to
15mb)
• snuGGle (high
resolution UI)
• Connect users
across platforms
• Content sharing
across platform(up
to 15mb)
• Gift suggestions
for top 5 contacts
• snuGGle Pro (high
resolution UI)
• Unlimited content
sharing(file size up to
150mb at a time)
• Professional and career
updates via career
websites
• Recommended courses
and videos for
students and
professionals
• Unlimited gift
suggestions
PRICE

25. snuGGle – the Brand
Tag Line – “socialize with people you want to socialize”
Core Brand Values:
• Quality
• Privacy
• Ease and Efficiency
• Swift Customer Service

26. snuGGle – the Brand
USP’s:
• One spot connection across all social media platform, with selective
usage as per the consumer
• Gift suggestions for friends based on their feeds
• Course and video recommendations for students and professionals
• User can pause his subscription for up to 15 days
Pricing:
• 7-Day free trial on signup
• Monthly subscription ₹119/-
• Yearly Subscription ₹499/-
• User can pause his/her subscription and resume within 15 days

27. snuGGle – the Brand
Customer Retention:
• Regular discount coupons for e-commerce sites
• Extra 1 month of subscription on purchase of yearly subscription
• Referral discount for old users which can be used for shopping from
partner e-commerce sites
Incentives to collaborators and employees:
• Recognition and self worth
• Targeted in app advertisement
• Employee discount and rewards for employees

28. Strengths
 One of a kind social media
integrator
 State of the art app technology,
compatibility with wide devices
 Excellent app value and in-app ads
Weaknesses
 New product in the market
 Misrecognition as a general
aggregator app
 Privacy issue from social
media sites
Opportunities
 Advance platform for multi -social
media and selective connectivity
 Target ads and product
recommendations
 Integration with local food and e-
commerce market
Threat
 Established social media
website
 Aggregator apps
 Heavy competetion
T
S
W
O

30. HAVING SMART SOCIAL MEDIA WEBSITE AND APP
WHICH IS EYE CATCHY AND EASY TO DOWNLOAD
RATINGS SHOULD BE HIGH ENOUGH TO BE
RANKED IN APP REVIEW SITS
EASY TO CONNECT WITH THE COLLABORATOR
COMPANIES FOR E-COMMERCE AND SOCIAL MEDIA
INTEGRATION

31. Disclaimer
This Marketing Study is created by of
SRM University, Chennai, during a marketing internship
under IIM
Lucknow.
Ishan Chourey
Ishan Chourey
Prof. Sameer Mathur
Prof. Sameer Mathur