Marketing Plan of new android application "Plain Sailing Services"

1. PLAIN SAILINGSERVICES-
MARKEING PLAN
‘’Services as simple as ABC’’

2. Contents of Marketing Plan
Implementation
Tactics
Strategy
Goal
Situation Analysis
Executive Summary
offers a summary of the key problem faced by the
company and the proposed action plan.
Analysis on company overview , Market overview
and Target Customers
identifying the desired outcome , focus and
Performance Benchmarks
It explains both Target Market and Value
proposition
It includes products , services , brand, price
,Incentives , communication ,distribution.
It concentrates on Infrastructure , processes ,
schedule
Performance evaluation
Exhibits
measure company's performance and monitor
the environment in which company operates
Provide additional information to support specific
aspects of the marketing plan.

3. Executive Summary
The company’s goal is to provide the best services apart from the existing services .
What ever the competitors in the market exists, they don’t have internal competition due
to no comparison between their services and this makes many hotels, cabs to be
independent.
Due to no awareness for few people they tend to adjust to a new city very late this makes
some fraud things to happen.
Some tourists came up with a plan but they don’t have enough money to waste
all their money .there they cant do anything unless if they are getting some
source of information regarding those

4. How this Gapcan be reduced??

5. i. All of that situations can be overcome by the
introduction of application called plain sailing
services.
ii. The application includes the integration of all
aspects which reduces the gap.
iii. It offers all the available cabs of any organization
in one window and having default extra features
like referral codes , artificial intelligence to judge
our possible mode of transport either through
cabs and cabs.
iv. It also provides information regarding prices in
the particular city of several fields.

6. Our Application

7. Situation analysis
The situation analysis section of the marketing plan aims to provide an overall
evaluation of the company and the environment in which it operates, as well as
identify the markets in which it will compete.
The situation analysis section involves three key components:
 Company’s Overview
 Market Overview
 Target Customers

8. Company’s
Overview
Market Overview
Target Customers

9. Company’s Overview
• Company must convince the consumers that it could be the best application to use.
• The company brand must be promoted effectively by using some means of
promotion tool.
• Company should analyze the particular segments daily so that it can increase trust
towards application.
• Company overview can be understood more by SWOT analysis.

10. SWOT Analysis
• Entry of same type of
application
• Withdrawn of
Organizations that are
included in application
• Rapid Usage of
Application tends to
more profits.
• New uses for product
discovered.
• Very complex or time
taking to operate
• It could be limited
resources
• Integration of many
segments is the
biggest advantage
• Brand promotion can
be very effective
Strengths Weaknesses
ThreatsOpportunities

11. Market Overview
• By SWOT analysis, we are very clear about our
market competitors an how could be the
competition.
• As we have different features in our application , it
is diversified in many markets namely cabs , hotels ,
buses information, site seeing information ,local
prices and artificial intelligence to tell what the
consumer required .
• Our target market is the services offered by above
characteristics

12. Target Customers
• Our main target Customers are differentiated in
many groups they are:
 Customers who are new to city and who came for living in the city.
 Customers who comes in the purpose of tourism
 Local people who want to visit places and wanted to know about
them.
 Students who are new to city and wanted to roam around with the
given money available with them.
 People who uses cabs to travel in cabs.

13.  The primary goal of our company is to
increase number of users using the
application.
 Another important goal is to make sure
that our application is including all the
segment related companies in order to
increase the scope of Application.

14. Next to goal is Strategy

15. Strategy
Target Market Value proposition
 Consumers
 Collaborators
 Company
 Competitors
 Context
 Consumer Value
 Collaborator Value
 Company Value

16. Target Market Strategy
Customers:-
 Customers can use the application to know many functionalities like cabs
availability , Hotels availability ,site seeing costs , buses information ,variable costs
in city and an analysis of what you can do with your money.
 Hence , customers can be satisfied with many needs at a time and target
customers are students , migrators ,tourists coming to the city .
Collaborators:-
 Collaborators in this context are our product featured organizations such as ola
, uber and so on.
 They are very effective in the promotion of our application.
 Collaborators here are the main channel to promote and the strategic goal of
us is to make these effective in our communication.

17. Company:-
 The company is capable of adapting to a new change and the internal working
is designed to cope the changes occurring at regular time
Competitors:-
 Competitors offerings are having referral codes and free version to increase
sales
Context:-
 Economically , this application is free version for starting users and later, it
is implemented effectively and introduce a paid application.
 Socially , it is neutral as it is a service and service must be maintained
quality to take any further step socially in future.
 Physically , this application is used to reduce work as it eases mode of
transport from anywhere to anywhere else.

18. What is this in technologicalContext??

19. Technologically , it is more beneficial than any other relevant
applications because of the following reasons
• We develop this application with very lowest apk possible to increase the
number of users.
• With the lowest possible apk, we can increase the scope of our application
and increase the compatibility of the application.
• Here I am pointing or stressing this because the best advantage of using this
application is due to technology used in this.
• In the paid version , we introduce artificial intelligence as a part of
development

20. Value proposition
A value proposition is a promise of value to be delivered. It’s the
primary reason a prospect should buy from you.
This is of three types they are:
1.Customer value
2.Collaborator value
3.Company value

22. The Value Proposition
• The development of the value proposition begins
with defining the value exchange depicting the
relationships among the relevant market entities
© Alexander Chernev
Customer
value
Collaborat
or value
Company
value
OVP
The
Optimal
Value
Propositi
on
The 3-V principle6-V framework
Context
Collaborato
rs
Customers
Company
Competito
rs
ValueValue
Value
Value
Value Value

23. Customer Value proposition:-
 A customer uses this application as it is providing a
lots of information related to a city and exact fares
of required ones.
 In the perception of customer he can use the
application in a variety of ways and thus it provides the best service compared
to competitors.
Collaborators Value proposition:-
 The collaborators will get an extra benefit of
promotion of their brand and stand among the competitors in the best way.
 This application can improve the trust worthy of customers with respect to
 collaborators

24. Company Value proposition:-
 The company can be promised with a good brand
name if application is get used by people.
 The company can have huge profits once this application
reaches to enough users.

25. The Answer is Tactics

26. Tactics
Marketing tactics translate the value-based strategy into a set of actionable
decisions that define the market offering
Marketing tactics are defined by seven key elements
 Product
 Service
 Brand
 Price
 Incentives
 Communication
 Distribution

27. © Alexander Chernev
Marketing Tactics
Product Service Brand
Communicatio
n Distribution
Price Incentives
Customer value Collaborator
value
Company
value
OVP
Strategy and Tactics Relationship

28. Value
Product Service Brand
Communication Distribution
IncentivesPrice
Delivering
value
Communicating
value
Offering
benefits
Offering costs
Designing value
Marketing tactics can be viewed as a process of
designing
communicating and
delivering value

29. Product Tactics:-
The application is providing the following features
 Availability of rooms in hotels
 Cabs availability of all organizations in a single
window
 Bus fares , Bus routes and bus numbers
 Site seeing information
 Money Estimation
 General prices in the city
Besides this an additional feature is provided in application with which we can know
To reach a particular place or visit a place in a economized way.

30. Services Tactics:-
This application can provide the following services
to consumers
 It applies referral codes or promotional
coupons itself by default.
 It provides the best solution for many aspects
like mode of transport , hotel selection , site seeing places .
 It mainly concentrates on the best service offered by many companies and
maintain them.
Brand Tactics:-
 The Brand name “Plane sailing services “ itself must be
Representing “easy services”.
 The brand mantra for this application is ‘Services as
simple as ABC’ is implied to a easy usage of application.

31. Price tactics:-
 Initially, a free version of application is
provided without artificial intelligence
Implemented.
 Later , with the implementation of free version
with extra feature artificial intelligence the application can be introduced at a price of
$4.99.
Incentives:-
 Referral codes are directly applied by our
application without extra effort by customers.
 Hotels , cabs and site seeing places are
provided in combo offers.
 The latest and best feature of this application is
with the given money what a customer can do is told with some preferences given.

32. Communication:-
 The application promotion can mainly occurs due
to communication. The application is promoted by
 Many organizations which has tie up with us.
the incentives can be given directly to customers
by us.
Distribution:-
 The application is can be delivered through
Google play store and many other pay per click
Applications.
 Application can be directly given to those who
are using services offered by us i.e., if they are
using any cab application then we offer them
to download using free Wi-Fi and makes it
popular

33. How is this implemented???
Infrastructure
Processes
Schedule

34. Infrastructure Needed:-
 The infrastructure needed to develop this
application is required computers , Cloud data base ,
data base of required organizations used in our application.
 A general manager is appointed to look after all these and a group of
personnel to maintain relationships between organizations and the application’s
company.
Processes:-
 First and the important aspect of this application is to talk
to organizations needed and make them to have a tie up
with us.
 Secondly , we have to take the survey of all people using
this application and enhance our services which could
make us stand among the competitors with in the target
market.

35. Schedule:-
 We have to make tie ups with the required organizations and maintain
friendly relationships.
 The first main target of our application is to promote users for about fifty
thousand and this must happen before six weeks of launching the application.
 After this an update is sent and is of paid version that could be very tempting
to customers.

36. Performance Evaluation
 The final stage of marketing is to evaluate the
performance and the extent to which the application
is reached.
 This application evaluation is evaluated by the
number of users using it , reviews by the users about services.
 A factor must also be included in this i.e., reviews from collaborators or we
can say the organizations with which we have tie up.
 Thus , performance evaluation is done by considering all these factors.

37. Exhibits

38. Exhibits

39. Analysis from Exhibits
• From the exhibit -1 , we can conclude how much
we have to concentrate on each single target
market.
• From exhibit-2 , we use only five types of
internet marketing and those are very useful in
the development of our application
• Hence , we can conclude that using these exhibits
we can have exact analysis of development .

40. summary of Marketing Plan
Implementation
Tactics
Strategy
Goal
Situation Analysis
Executive Summary
offers a summary of the key problem faced by the
company and the proposed action plan.
Analysis on company overview , Market overview
and Target Customers
identifying the desired outcome , focus and
Performance Benchmarks
It explains both Target Market and Value
proposition
It includes products , services , brand, price
,Incentives , communication ,distribution.
It concentrates on Infrastructure , processes ,
schedule
Performance evaluation
Exhibits
measure company's performance and monitor
the environment in which company operates
Provide additional information to support specific
aspects of the marketing plan.

41. CREATED BY :
KATIKI NIKHIL
ELECTRONICS DEPARTMENT
N I T JAMSHEDPUR.
UNDER :
PROF. SAMEER MATHUR
IIM LUCKNOW