3. There are 3.77 billion internet users and 2.78 billion active
social media users and this number is increasing at the
rate of 21%. And this rate is expected to accelerate in
coming years.
As the users are increasing their expectation too, so to
fulfill their demand and to make them feel connected
social media apps are playing vital role but not more than
50 such Apps are there in the market. Whatsapp is most
used chat app and dominate in the world of social media.
But the features of whatsapp are limited and to tackle this
Problem there is need to launch new version of whatsapp
that is Whatsapp+.
5. Company Overview
Whatsapp+
An extension of pre- existing Whatsapp App on
Google Play loaded with multi-super features, free
as well as paid both .User friendly and pocket
friendly.
16. Goal is to achieve the 5% conversion rate i,e free
to premium version of app in starting phase.
Whatsapp has more than 1 billion users so target
revenue is 1 million USD from monthly subscrip-
tion and 1.6 million USD in first two months.
18. Target Market- 3.73 billion internet users
Customer- Youth and Social media Users
who wants to be connected with the world
through social media.
Context- People spends lots of time on social
apps so it must be loaded with interacting
features so that their experience will be good
and they would like to use that app again and
again.
19. Value Proposition
In economics, there’s a concept called the “Network Effect”. i.e.
A medium, such as whatsapp+, fb etc, would be more valuable if
more connected people used it. e.g. there’s many messengers like
Whatsapp+ such as hike(arguably better) etc. But if none of your
family and friends are on it, what’s the point of being on hike right?
Hence, whatsapp + kept it free initially so that more and more people
would get ‘hooked on’ to whatsapp+. Now that people realize the
value in terms of the convenience of sharing images and docs via
Whatsapp+ cost saved because of reduced “SMS”ing now whatsapp+
can probably even charge $9 p.a. and people wouldn’t mind
paying it!
22. Product
Free Features will include
1-Stickers - Sticker of celebrities , actors, emotions, and of famous
Dialogues to express yourself more.
2-Whatsapp+ Offline- It will work offline through text messages, send
text messages to your buddy who don’t have net or whatsapp+ and
receive reply in whatsapp+.Text message limits would be 50.
3-Auto Del- Del all files after 24 hours. This feature can be turned
off in settings.
4-WP+ News- Stay connected with outside the world while using
whatsapp+. Daily big National and International on your phone.
This feature can be turned off in settings.
5-Big Attachment- Now share big files up-to 100Mb in size. So share
whatever you want ,its free.
23. s6 –Emergency/Panic Button- One tap button for sharing your
location and pre-feed message to your pre-feed numbers in case
of emergency.
7-Photo Editing- Edit photos and apply filters while sharing.
8-Live Filters- Apply hundreds of effects while capturing any
photo through whatsapp+.
9-Group Call- Freely call in group up-to 10 contacts.
10-Uncompressed Image- Share images in original size without
losing its quality and clarity.
11- Customized theme- Now apply different theme for each contact
easily.
24. Premium Features will include
1-Stickers- Customized and featured stickers .After subscription
consumer can create sticker of its own photos.
2- Watsapp+ Offline- Unlimited offline text messages with
subscription of premium feature.
3-WP+ News- Get Customized news according to consumer choice
in one tap.
4-Big attachment- Share files of 200Mb in size with paid subscription.
5- Live filters- Customer can create its own filter and can be shared
with friends by buying paid subscription.
6- Group Call- Call everyone inn group without the restriction
of 10 contacts.
7-Integration – Paid subscription will include integration with
Linkedin , Twitter and Facebook. Never miss any opportunity
through these feature . Always up-to-date.
25. Price
App will be free to download as Whatsapp but it will follow
Freemium pricing strategy, means in app purchase will be their
So that user have rights to choose whether they want to upgrade
or not. 0.99$ will be charged for a monthly subscription and for
a whole year it will be 9$ only. This price will not burden the
consumer pockets as it’s whole cost is almost equal to one mini
pizza and monthly charges is very less to attract the youths.
Also, even if some users become reluctant to upgrade due to the
high price, it won't affect the app's popularity or its customer
base as it'll still get the same number of visits. So, customer
retention won't be affected.
29. Infrastructure
The success of the product will depend upon app developers
(core to the company), who will enhance user experience and add
new app functionalities. App developers will also need to update
the app database so as to include more customized and innovative
Features to stay ahead of competitors.
Users feedback would be taken seriously and will be analyzed and
According to that features will be added or removed.
30. Process
Managing a holistic Marketing Organisation for the long run
Designing and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing Channels
Developing Pricing Strategies and Programs
Setting Product Strategy
Setting up Strategic Business Unit
Identifying Market segments and targets and crafting the Market Positioning
Defining the Android App’s mission: Identifying core competencies and choosing value
Analysing Business Markets
Analysing Consumer Markets
Scanning the Marketing Environment, Forecasting Demand, and Conducting Marketing Research
31. Schedule
Popularity of Paid features will be analyzed after the 2
months of announcement and users review will be
followed strictly.
The target conversion rate would be around 5% of total
downloads after 6 month of the release of Whatsapp+ .
If conversion rate would found low then users survey
would be taken for root cause of low conversion rate.
32.
33. Disclaimer
This presentation is created during a marketing
internship under Professor Sameer Mathur,
IIM Lucknow , by Jai Pandey.
