Marketing Plan for a Mobile Application for an Internship under Prof. Sameer Mathur from IIM Lucknow by Piyush Kumar Maske from IIT Madras

1. PRAGATI
Marketing Plan for a New Mobile APP

2. EXECUTIVE SUMMARY

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

7. SITUATION ANALYSIS

8. Company
overview
Fresher in
APP Market
Backed up
with latest
technologies
Highly
focused on
innovation
Great team of
engineers from
IITs

9. Market
overview
Unique
Product
High
potential
for growth
Flourishing
market of
games

10. Target
Customer
Fitness
oriented crowd
Business
Leaders
Students
People looking
for self help
Anyone who
has a goal

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

13. STRATEGY

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:

20. COMPETITORS
Similar Apps:
Habit Hub

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

26. TACTICS

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:

34. IMPLEMENTATION

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. Created by Piyush Kumar Maske (IIT Madras) during a marketing
internship under Prof. Sameer Mathur (IIM Lucknow)

39. THANK YOU