Marketing Plan for a new android app

1. Ibn Battuta: The Best Travel Guide

2. Outline
Executive
Summary
Situation
Analysis
Goal
StrategyTactics
Implementati
on
Infographics

3. EXECUTIVE SUMMARY

4. Railways), With Increase in the feasibility of transportation (especially Aviation and
the tourism sector is becoming hugely popular.
The instant question and answering (Q&A) app will help those tourists who wantto
explore the place on their own while they will be guided by thelocals.
Ibn Battuta will help in promoting hotels, restaurants etc which will
increase the popularity and profit of both the sections.

5. What is Ibn Battuta?
It is a multifunctional app i.e. it can be used in three ways :
1. As a Q&A section of the app in which tourists can talk to locals about theplace,
present weather, food, culture etc.
2. By the tourists for hiring a guide.
3. By different businesses like restaurants, hotels for promoting theirbrand.

6. Situation Analysis

8. OVERVIEW
•The tourism industry in India is expected to generate 13.45 million jobs!
across sub-segments such as Restaurants (10.49 million jobs), Hotels (2.3
million jobs) and Travel Agents/Tour Operators (0.66million).
The sector’s total contribution to GDP is expected to increase toUS$
136.2 billion by the end of 2016 and is expected to further grow toUS$
280.5 billion by 2026 (See Infographic 1.1 on slide 8)
•About 96.78% people in India usesAndroid phones of whom 48% users
are below 25. This app will become popular among adventure seekers in
India (See Infographic 1.2 on slide 8)

9. Infographic 1.2
Infographic 1.1

10. Market Analysis
•The tour guide industry is a growth area as Domestic Tourist Visits
(DTVs) to the States/Union Territories (UTs) grew by 15.5% y-o-yto
1.65 billion (provisional) during 2016 with the top 10 States/UTs
contributing about 84.2% to the total number of DTVs, as per
Ministry of Tourism.
•Our platform will make it easier for tour guides to find job outsideof
the peak season.
•For new and emerging business predominantly in restaurants and
hotel businesses, this app will provide a platform to them.

11. • According to TOI, there is a increase in international tourism in
India. ( See Infographic 2.1 below)

12. Target Market
 Tour Guides
 New & Emerging businesses
 Adventure Seekers
 Tourists
 Locals

14. To get minimum 1 million downloads,1000+
businesses and 10 million local users get registeredin
the Launch year .

15. Conversion rate should range between 2-3% for the firsttwo
years.

17. • Target Market
• Value Proposition

19. Target Markets
CUSTOMERS
 Tour Guides
 New & Emerging businesses
 Adventure Seekers
 Tourists
 Locals

20. COLLABORATORS
Ibn Battuta
Hotel &
Restaurant
owners
Ministry of
Tourism
Locals
Tour Guides

21. Competitors
Ibn Battuta is a 3-in-1 app and hence can be
used for various purposes. As for now, there isno
such app available in the market so there is high
chance for the success of this app.

22. Value Proposition
Users
Tourists Tour Guides Hotel &
Restaurant Owners

23. •Ibn Battuta will provide tourists an option for hiring a tour guide or for
exploring a place by using the Q&Asection. Correctness of the information is the
prominent factor of the app.
•It will help Tour guide in earning extra money during a particular seasonby
registering themselves.
•Hotel & Restaurant owners can promote their business through this app. Thiswill
be beneficial for both the app as well and business.

24. TACTICS
DISTRIBUTION
PRODUCT
SERVICE
PRICE
COMMUNICATION
BRANDING

25. PRODUCT
Ibn Battuta can be used in three ways :
1. Tourists can ask Locals about the
location, place, weather etc And
will get a reply instantly through
this part of the app.
2. Tourists can hire a tour
guide.
3. Hotel & Restaurant owners
can place their
advertisement in this
section of the app.

26. SERVICE
• Immediate response to the customer’s queries and feedback.
• Providing the best tour guide.
• Customer friendly app interface .
• More authentic information and detailed communication.

27. PRICING
STRATEGY
+

28. FEATURES
•Free registration feature for locals .
•Tour guides can upload their profile which will be cross-checked
by the team of the app developers.
• Transport guide option .
• Suggestions for nearby attractions, activities .

29. FEATURES
• Using transportation facilities through this app.
• Placing advertisement of hotels and restaurants on this app will cost
$ 0.99 per week .
• Hiring a tour guide.
• Consulting services provided by the app.

30. COMMUNICATION
• Social Media Marketing
• E-mails
• Company website
• Advertisements
• Word of Mouth
• Banners

31. INCENTIVES
•Special Discounts during the peak
travelling season.
•Frequent app users will get discounts on
transport
booking.
•Discounts on ads being placed in this
app by hotel & restaurant owners if they
used this app for 6 months.

32. BRANDING
• Tour guides will earn extra money because of app.
• Ibn Battuta is one of the most reliable travelling app as it
targets many types of businesses.
• This app will be positioned in the minds of the target
customers as “ Travelling made easy “.
• For Hotel and restaurant owners , app will provide the best
platform for the promotion of their brand.

33. DISTRIBUTION
APPWebsite

34. IMPLEMENTATION

36. BUSINESS PROCESS
App Testing &
Official Launch
Building Networks &
App Updates
Generating Profit ,
Customer Feedbacks
4
Modification of app,
introducing new
categories

37. DISCLAIMER
This presentation was made by Prayag Mulay, NMIMS
Mumbai, under the guidance of Prof. Sameer Mathur, IIM
Lucknow, under internship in marketing management.