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PRAGATI
Marketing Plan for a New Mobile APP
EXECUTIVE SUMMARY
PEOPLE ARE USING SMARTPHONES IN ALL THE DIFFERENT WAYS POSSIBLE
ONE OF THE WAY
IS TO AIM AT
BEING BETTER
THAN WE WERE
YESTERDAY!
Introducing, a unique strategy game which
gamifies the process of creating new habits and
goals for self-improvement by tracking the
activities that you are doing through the phone,
or a Fitbit, or simply entering the details of it and
utilizing this as resources in the game
Further, this let’s you also
compete with your friends who
are trying to achieve their own
personal goals.
HOW THE APP WORKS?
The gaming application tracks certain parameters, like number of steps,
hours of workout, amount of calories etc. These can be track by the
phone as well as any fitness band. The user can also make their own
inputs for certain parameters.
These parameters are then converted into resources like gold, potion,
health etc., and will be used in the game to build our own world. This
world that’s build by the user can keep growing if they continue to be
consistent while pursuing their goals, and if they are not they would
face damages in the game.
The game would also have a social aspect where people can exhibit
their progress as well as compete with people all over the world
SITUATION ANALYSIS
Company
overview
Fresher in
APP Market
Backed up
with latest
technologies
Highly
focused on
innovation
Great team of
engineers from
IITs
Market
overview
Unique
Product
High
potential
for growth
Flourishing
market of
games
Target
Customer
Fitness
oriented crowd
Business
Leaders
Students
People looking
for self help
Anyone who
has a goal
GOAL
September 2017
• App
Development
Process
initiated
February 2018
• App launch
in 3 major
cities
April 2018
• Generating
10,000 users
of Free
version
• And 1000
users of paid
version
September 2018
• Generate
1,00,000
users for free
version
• And 25,000
for the paid
version
STRATEGY
TARGET MARKET
• To track the activities done on a daily
basis
• To generate good habits
• To manage time
• To stay committed to the goals
• To play fun strategy game on phone
Customer
Needs
• To get rewards for following goals
• To compete with people
• To increase efficiency with time
Customer
Wants:
• Goal Oriented people
• Fitness enthusiasts
• Business leaders
• People looking for self help
• Gamers
Distinguishing
Characteristics
of the
Customer:
COLLABORATORS
• Mobile app stores like Google Play
Store, Apple app store, Nokia’s Ovi
Store, Windows Phone Market Place,
Amazon’s forthcoming Android App
Store
Channel
members:
• Open sources like Wikipedia, Wikihow,
Quora etc.
• Paid sources that include blogs and
content websites
• Writers, Bloggers, Photographers etc.
• Consumers that are interested in
contributing
Suppliers:
• Brands/ Companies who will sponsor
the app or advertise their
products/services through display ads.
• Social media sites like Facebook,
Twitter, Instagram, LinkedIn, WhatsApp
etc. via which the buzz for the app will
be generated
Communication
Partners:
COMPETITORS
Similar Apps:
Habit Hub
• App development team: Coders, Developers, Software engineers
• Business development team: Planners, Negotiators, Networkers,
Strategists, Growth Hackers
• Content Creation Team: Editors, Writers, Curators, Sources
• Marketing Team: Promotions, Communications and distribution
teams
• Data Analysis Team: Analysts, Machine learning experts
• Finance and Accountancy team
• Customer Team: Customer Care Department
• Public Relations Team: Employee relations and Investor relations
team
Company’s
strategic
business
Unit:
• Suppliers
• Investors
• Customers
• Employees
Key Stake
Holders:
Points-of-parity
Classic
Strategy
based game
Simple
activity
tracker
Easy access
to articles
and stories
for help
Competing
within the
game for
rewards and
social status
Points-of-difference
Generating
resources in
game based on
the activities
and not the
time given to
the game
Not allowed to
simply cash in
and buy
resources to
simply get
ahead of
everyone else
Not just tracks
the goals but
also motivates
though articles,
and quotes and
advices
The app is
based in
freemium
model
VALUE PROPOSITION
Consumer:
• It benefits
consumers
because it keeps
them on track on
their goals and
rewards
accordingly
Collaborators:
• It gives them a
chance to put
forward their
content in such a
platform that
would actually
have some
impact on the
customers
Company:
• The company
benefits and
earns money
from consumers
that buy the
premium version
TACTICS
Free features of the
Pragati:
A strategy
game with
futuristic
theme
Tracker
module to
record all
the activities
and details
like,
duration of
the work,
no. of step
These
tracked
activities
would
generate
resources
like gold,
health
points, etc
These
resources
can be used
to explore
and build
the world in
the game
The app
would keep
reminding
the user
regarding
the goals
Limited no.
of goals
Premium features of
Pragati:
You’ll get constant
motivation and
guidance in terms
of quotes, videos,
photos
You’ll get
exponential
benefits as a
reward.
You’ll be able to
add unlimited
goals
Brand:
• Name and slogan: Pragati, Pushing you forward
• Meaning: Pragati means progress in hindi and implies
that this app would help people progress
• Attributes: Quality, Fun, Reliable
• The pricing strategy adopted here would be Freemium.
That means the app itself is free, but the in-app
purchases and the premium version would be paid.
• The premium version of the app would be priced at $3.
The justification for this would be that some people
need a bigger push to pursue their targeted goals and
some people are just ambitious and competitive so
much so that they are willing to pay this price.
• The price is also not extremely high since there are in-
app purchases in both the versions that would
contribute to the revenue
Price:
Communication:
Word of mouth
marketing to
family, friends,
neighbours and
acquaintances
Capitalising on
influential
social
community
through
Facebook,
Twitter, and
Youtube
Increasing
online presence
through emails,
messages and
posts
Joining
developers and
entrepreneurs
groups on
LinkedIn
Creating a
announcement
blog for the
app followed
by summary
guide, Press
Release, Design
Collateral and
APP
Screenshots
Utilising SEO
(Search Engine
Optimization)
and ASO (App
Store
Optimization)
to optimise
searches and
yield greater
results
Getting
featured on
Mobile App
Review sites
Recruiting
users locally
by
organising
meet-ups,
events and
conference
Participating
in app
awards as
they can
give tons of
press,
exposure,
reviews, and
plenty of
downloads
Letting
professional
gamers
review it
and
generate an
audience
Creating
incentives
for joining
the app at
the earliest
Promoting
the game at
pop events
at college
fest, Comic
cons,
Networking
events etc.
• Focusing across all app stores for the gaming category
such as non-Apple platforms, independent app stores,
device app stores, tablet app stores and more
• Pay-Per-Installs: There are recommendation driven
promotion engines which rewards users with virtual
goods or virtual currency in one app for trying and
installing another app
Distribution:
IMPLEMENTATION
ORGANISATIONAL STRUCTURE
CEO
Content
Department
Content Creation
and Collection
Head
Technology
Department
Game
developers
Graphic
Designers
Analysts
Animators
Coders
Business and
Marketing
Department
Promotions and
Distributions
Head
BD Head
Finance
Department
Finance Head
Public Relations
Department
PR Head
Customer
Department
Customer Care
Head
Marketing
Research:
• Conducting surveys
on strategy games
• Understanding
gamification
• Pre Marketing to
create a buzz
• Involving pro gamers
to receive their inputs
App Development
• Game module
• Assets Creation
• Planning Gameplay
• Developing Mechanics
• Sound
• Coding
• Graphics and Animation
• Analytics
• App development for
various OS
• Developing tracker
module which monitors
activities
• Reminders
• To do lists
• Content
• Generating curated
content for the people
• Creating general
content for motivation
Promotion:
• Advertising
• Pay-Per-install
promotions
• Promotion through
blogs
• Word of mouth
promotion
• Promoting on events
• Online Promotions
Distribution
• App Stores like
Google Play, Apple
App Store, Windows
App store
• Also tapping into
independent app
stores
• ASO (App Store
Optimization)
Control and
Feedback
• Game
• Data analytics on the
game
• Receiving
performance of the
users and
responding
accordingly with
content
• Company
• Environmental
analysis of the
performance
• Reviews on app
store
• Metrics like: No. of
installs, no. of
uninstalls, 5-star
rating etc.
PROCESS
CREDITS
▪ Google Images
▪ Wikipedia
▪ Google play Store
DISCLAIMER
Created by Piyush Kumar Maske (IIT Madras) during a marketing
internship under Prof. Sameer Mathur (IIM Lucknow)
THANK YOU

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Pragati marketing plan for a mobile app

  • 1. PRAGATI Marketing Plan for a New Mobile APP
  • 3. PEOPLE ARE USING SMARTPHONES IN ALL THE DIFFERENT WAYS POSSIBLE
  • 4. ONE OF THE WAY IS TO AIM AT BEING BETTER THAN WE WERE YESTERDAY!
  • 5. Introducing, a unique strategy game which gamifies the process of creating new habits and goals for self-improvement by tracking the activities that you are doing through the phone, or a Fitbit, or simply entering the details of it and utilizing this as resources in the game Further, this let’s you also compete with your friends who are trying to achieve their own personal goals.
  • 6. HOW THE APP WORKS? The gaming application tracks certain parameters, like number of steps, hours of workout, amount of calories etc. These can be track by the phone as well as any fitness band. The user can also make their own inputs for certain parameters. These parameters are then converted into resources like gold, potion, health etc., and will be used in the game to build our own world. This world that’s build by the user can keep growing if they continue to be consistent while pursuing their goals, and if they are not they would face damages in the game. The game would also have a social aspect where people can exhibit their progress as well as compete with people all over the world
  • 8. Company overview Fresher in APP Market Backed up with latest technologies Highly focused on innovation Great team of engineers from IITs
  • 11. GOAL
  • 12. September 2017 • App Development Process initiated February 2018 • App launch in 3 major cities April 2018 • Generating 10,000 users of Free version • And 1000 users of paid version September 2018 • Generate 1,00,000 users for free version • And 25,000 for the paid version
  • 14. TARGET MARKET • To track the activities done on a daily basis • To generate good habits • To manage time • To stay committed to the goals • To play fun strategy game on phone Customer Needs
  • 15. • To get rewards for following goals • To compete with people • To increase efficiency with time Customer Wants:
  • 16. • Goal Oriented people • Fitness enthusiasts • Business leaders • People looking for self help • Gamers Distinguishing Characteristics of the Customer:
  • 17. COLLABORATORS • Mobile app stores like Google Play Store, Apple app store, Nokia’s Ovi Store, Windows Phone Market Place, Amazon’s forthcoming Android App Store Channel members:
  • 18. • Open sources like Wikipedia, Wikihow, Quora etc. • Paid sources that include blogs and content websites • Writers, Bloggers, Photographers etc. • Consumers that are interested in contributing Suppliers:
  • 19. • Brands/ Companies who will sponsor the app or advertise their products/services through display ads. • Social media sites like Facebook, Twitter, Instagram, LinkedIn, WhatsApp etc. via which the buzz for the app will be generated Communication Partners:
  • 21. • App development team: Coders, Developers, Software engineers • Business development team: Planners, Negotiators, Networkers, Strategists, Growth Hackers • Content Creation Team: Editors, Writers, Curators, Sources • Marketing Team: Promotions, Communications and distribution teams • Data Analysis Team: Analysts, Machine learning experts • Finance and Accountancy team • Customer Team: Customer Care Department • Public Relations Team: Employee relations and Investor relations team Company’s strategic business Unit:
  • 22. • Suppliers • Investors • Customers • Employees Key Stake Holders:
  • 23. Points-of-parity Classic Strategy based game Simple activity tracker Easy access to articles and stories for help Competing within the game for rewards and social status
  • 24. Points-of-difference Generating resources in game based on the activities and not the time given to the game Not allowed to simply cash in and buy resources to simply get ahead of everyone else Not just tracks the goals but also motivates though articles, and quotes and advices The app is based in freemium model
  • 25. VALUE PROPOSITION Consumer: • It benefits consumers because it keeps them on track on their goals and rewards accordingly Collaborators: • It gives them a chance to put forward their content in such a platform that would actually have some impact on the customers Company: • The company benefits and earns money from consumers that buy the premium version
  • 27. Free features of the Pragati: A strategy game with futuristic theme Tracker module to record all the activities and details like, duration of the work, no. of step These tracked activities would generate resources like gold, health points, etc These resources can be used to explore and build the world in the game The app would keep reminding the user regarding the goals Limited no. of goals
  • 28. Premium features of Pragati: You’ll get constant motivation and guidance in terms of quotes, videos, photos You’ll get exponential benefits as a reward. You’ll be able to add unlimited goals
  • 29. Brand: • Name and slogan: Pragati, Pushing you forward • Meaning: Pragati means progress in hindi and implies that this app would help people progress • Attributes: Quality, Fun, Reliable
  • 30. • The pricing strategy adopted here would be Freemium. That means the app itself is free, but the in-app purchases and the premium version would be paid. • The premium version of the app would be priced at $3. The justification for this would be that some people need a bigger push to pursue their targeted goals and some people are just ambitious and competitive so much so that they are willing to pay this price. • The price is also not extremely high since there are in- app purchases in both the versions that would contribute to the revenue Price:
  • 31. Communication: Word of mouth marketing to family, friends, neighbours and acquaintances Capitalising on influential social community through Facebook, Twitter, and Youtube Increasing online presence through emails, messages and posts Joining developers and entrepreneurs groups on LinkedIn Creating a announcement blog for the app followed by summary guide, Press Release, Design Collateral and APP Screenshots Utilising SEO (Search Engine Optimization) and ASO (App Store Optimization) to optimise searches and yield greater results
  • 32. Getting featured on Mobile App Review sites Recruiting users locally by organising meet-ups, events and conference Participating in app awards as they can give tons of press, exposure, reviews, and plenty of downloads Letting professional gamers review it and generate an audience Creating incentives for joining the app at the earliest Promoting the game at pop events at college fest, Comic cons, Networking events etc.
  • 33. • Focusing across all app stores for the gaming category such as non-Apple platforms, independent app stores, device app stores, tablet app stores and more • Pay-Per-Installs: There are recommendation driven promotion engines which rewards users with virtual goods or virtual currency in one app for trying and installing another app Distribution:
  • 35. ORGANISATIONAL STRUCTURE CEO Content Department Content Creation and Collection Head Technology Department Game developers Graphic Designers Analysts Animators Coders Business and Marketing Department Promotions and Distributions Head BD Head Finance Department Finance Head Public Relations Department PR Head Customer Department Customer Care Head
  • 36. Marketing Research: • Conducting surveys on strategy games • Understanding gamification • Pre Marketing to create a buzz • Involving pro gamers to receive their inputs App Development • Game module • Assets Creation • Planning Gameplay • Developing Mechanics • Sound • Coding • Graphics and Animation • Analytics • App development for various OS • Developing tracker module which monitors activities • Reminders • To do lists • Content • Generating curated content for the people • Creating general content for motivation Promotion: • Advertising • Pay-Per-install promotions • Promotion through blogs • Word of mouth promotion • Promoting on events • Online Promotions Distribution • App Stores like Google Play, Apple App Store, Windows App store • Also tapping into independent app stores • ASO (App Store Optimization) Control and Feedback • Game • Data analytics on the game • Receiving performance of the users and responding accordingly with content • Company • Environmental analysis of the performance • Reviews on app store • Metrics like: No. of installs, no. of uninstalls, 5-star rating etc. PROCESS
  • 37. CREDITS ▪ Google Images ▪ Wikipedia ▪ Google play Store
  • 38. DISCLAIMER Created by Piyush Kumar Maske (IIT Madras) during a marketing internship under Prof. Sameer Mathur (IIM Lucknow)