1. TASTE MY CAR
MARKETING PLAN
FOR
A NEW ANDROID APPLICATION

2. 1. EXECUTIVE SUMMARY

3. Our nation is today in the middle of
a quiet transformation.

4. Thanks to a growing army of young
entrepreneurs.
All brimming with ideas, all determined to
make a mark by being their own bosses
rather than working as executives in a
company.

5. TASTE MY CAR - the most
convenient and comprehensive Car
Care app in India.
You can now take care of all your car
maintenance, service & repair needs at
the touch of a button.

6. 2. SITUATION ANALYSIS

7. 2.1 COMPANY OVERVIEW

8. CORE COMPENTENCIES
Adoption of latest social media platforms.
Adoption of latest data analytics techniques.
Excellent customer relationship
management.

9. MARKET POSITION
TASTE MY CAR- provides you with an exhaustive
network of quality authorized service centres,
certified workshops, vehicle wash & tyre service
dealers, battery dealers, roadside assistance
companies and car dealerships all of your vehicle
service needs.

10. 2.2 MARKET OVERVIEW

11. POTENTIAL CUSTOMERS
• 2 WHEELERS.
• 3 WHEELERS.
• 4 WHEELERS.
• COMMERCIAL
VEHICLES(BUSES
AND TRUCKS).
• HEAVY DUTY
VEHICLES.

12. OPPORTUNITIES
• There is no limit of this project when it comes
to opportunities.
• Smartphones have turned into mega stores.
• Total number of registered motor vehicles on
Indian roads reached 172 million in March
2013 of which over 21½ million were cars,
taxis and jeeps etc.

13. THREATS
• Not able to tap the potential
market(middle class of the
society).
• Cut-throat competition.
• Lack of consumer awareness.
• Lack services in remote areas.

14. 2.3 TARGET CUSTOMERS

15. DEMOGRAPHIC SEGMENTATION :
MEASURABLE : The size, purchasing power and characteristics of
the segments can be measured.
SUBSTANTIAL : The segments are large and profitable enough to
serve.
ACCESSIBLE : The segment can be effectively reached and
served.
DIFFRENTIABLE : Respond differently to different marketing mix
elements.
ACTIONABLE : Effective programs can be formulated to attract
and serve the segement.

16. 3. GOAL

17. India is among the leading motor
vehicle/car manufacturer in the world.
Our main goal is to provide our services to
registered motor vehicles on Indian
roads which has crossed 172 million of
which over 21½ million were cars, taxis
and jeeps etc.

18. 4. STRATEGY

19. 4.1 TARGET MARKET

20. CUSTOMER NEEDS –
Staying updated
with current technologies.
Providing
top class services.
Trust and assurance between
consumer and product.

21. CUSTOMER WANTS –
Creating a want for the
consumers to be a
part of the digital ecosystem.
Creating an opportunity
to develop a habit
for regular vehicle
servicing and maintenance.
Providing incentives to
regular customers.

22. COLLABORATORS
INCLUDE :

23. 1.SUPPLIERS- authorized service
providers and certified workshop partners.
2.CHANNEL MEMBERS- Google play
store, Apple Play Store, Nokia store.
3 COMMUNICATION PARTNERS
–
Different social media platforms like Facebook, Twitter,
Whatsapp , Google adds.

24. COMPANY’S STRATEGIC
BUSINESS UNIT :

25. - APP DEVELOPMENT TEAM.
- TECHNICAL TEAM.
- BUSINESS DEVELOPMENT TEAM
.
- PUBLIC RELATION TEAM.
- R & D TEAM.
- MARKETING TEAM.
- DATA ANALYAIS TEAM.

26. COMPETETIORS

27. POINTS OF PARITY
TASTE MY CAR PROVIDES:
• FULL CAR SERVICE
• EXPRESS CAR SERVICE
• CAR WASH
• TYRE SERVICE

28. POINTS OF DIFFERENCE :
• TASTE MY CAR is the only app in India that
provides such services at your door steps.
• Other services provided are :
• Location based car services
• Car Pickup & Drop
• Regular Maintenance Reminders and Updates.
• Complete service history at your fingertips
• Rating & Feedback Mechanism
• One Stop Shop for all your Car needs.

29. CONTEXT :
ECONOMIC CONTEXT :
• India is the largest manufacturer of three-
wheelers and the eighth largest commercial
vehicle
• India is the second largest motorcycle
manufacturer.

30. TECHNOLOGICAL CONTEXT:
Smartphones have turned into mega stores.
More than 200 million smartphone users in
India.
Inexpensive smartphones and easy access to
high speed 3G & 4G services.

31. 4.2 VALUE PROPORTION.

32. CUSTOMER VALUE
• Conduct low cost market research.
• Identify and analyze the competitors.
• Develop effective POPs and PODs
• Advertising and promotion.
• Employ emotional and cultural branding.

33. COLLABORATOR VALUE
• Analyze the needs and wants of the
collaborators.
• Develop a list of take away from them.
• Differentiate your app from other similar apps.

34. COMPANY VALUE
• Basic structure for the brand mantra for the
app.
• Effective communication among the
employees.
• Build and maintain clean financial and legal
image.
• Effective communication to the investors in
order to build trust.

35. 5. TACTICS

36. PRODUCT :

37. FEATURES OF TASTE MY
CAR :
• FULL CAR authorized service providers and
certified workshop mechanics.
• EXPRESS CAR SERVICE-This service is for
them who are looking for an oil & filter change or
regular inspection before a road trip.
• CAR WASH- car wash, car detailing, teflon
coating, car polishing, interior cleaning, under-
body rust protection.

38. • BATTERY -Save your time & money and
Energize your car with a new car battery.
• CAR BREAKDOWN SERVICES /
ROADSIDE ASSISTANCE-Stuck on the road &
need emergency repair, struggling with a flat tyre or
need a jumpstart.
• TEST DRIVE-Book a test drive today at one
of the many sales dealerships to make an
informed choice.

40. • Location based car services.
• Car Pickup & Drop.
• Regular Maintenance Reminders and Updates.
• Complete service history at your fingertips.
• Rating & Feedback Mechanism.
• One Stop Shop for all your Car needs.

41. BRAND

42. • APP NAME : TASTE MY CAR.
• SLOGAN : “KOI LOAD NAHI
(Hindi)”
• LOGO

43. PRICE

44. SETTING PRICING POLICY :
• Selecting pricing objective.
• Determining demands.
• Estimating cost.
• Analyzing competitors.
• Selecting pricing method and final price.

45. INCENTIVES

46. • Every third vehicle wash would be free for
new customers.
• Mobile wallets will pay a key role since its
cheaper, faster and more rewarding than
using cash.
• Free test drives.
• Credit points will be provided in the mobile
wallet to those who refer this application and
also to those who use it.

47. COMMUNICATION

48. • Social media channels will
help the communication of
this application.
• Trusted authorized service
providers and certified
workshop partners .
• Consumer feed back.

49. DISTRIBUTION

50. • App store and authorized websites.
• Sharing the app by customers and
authorized dealers by referral code.
• App will be distributed by our authorized
dealers at different public places like
markets, malls , colleges etc.

51. 6. IMPLEMENTATION

52. 6.1 INFRASTRUCTURE

53. - CEO
- APP DEVELOPMENT TEAM.
- TECHNICAL TEAM.
- BUSINESS DEVELOPMENT TEAM
.
- PUBLIC RELATION TEAM.
- R & D TEAM.
- MARKETING TEAM.
- DATA ANALYAIS TEAM.

54. 6.2 PROCESS

56. 6.3 SCHEDULE

57. • MARKET RESEARCH- 3 MONTHS.
• ANALYSIS OF CONSUMER MARKET-1
MONTH.
• SETTING STRATEGIC BUSSINESS UNIT- 2
MONTHS.
• DEVELOPMENT OF SOFTWARE- 2MONTHS.
• SETTING PRODUCT STRATEGY- 3 WEEKS.
• DEVELOPING PRICING STRATEGY- 2
WEEKS.
• INTEGRATED MARKETING CHANNELS- 2
WEEKS.

59. DISCLAIMER
• This presentation is not an official. It was prepared for
the purpose of learning and is one of the assignment
of the Marketing management internship under the
esteem guidance of Prof. Sameer Mathur .
CCREATED BY- GUIDED BY-
NITIN KUMAR SINGH. PROF. SAMEER MATHUR.