marketing management internship under sameer mathur IIm lucknow

1. Marketing plan for mobile app

2. Exclusive lecture
videos
for

4. Contents:
 Executive summary
 Situation analysis
 Goal
 Strategy
 Tactics
 implementation

6. To provide android users an app
that every one can learn and
work easily through lecture
videos done by the best
professors across the Globe

7. Situation analysis

8.  This app addresses the needs of those
consumers who are very enthusiastic in
learning through technology and fond of using
mobile phones most often than books
 “learning through visuals gives more
knowledge than that of analog method of
studying through books”
 In this App, we can search videos by searching
cluster and subject we want. It will show all
the relative and most viewed playlist of lecture
videos given by most rated professor in that
particular subject

9.  Frequency of people moving towards mobile
phone technology has increased in couple of
years
 It is still increasing and their attitude towards
learning is increasing day by day.
 Their knowledge power too has increased and
also the time & effort they spend on smart
phones.
 So it is very necessary to introduce a app that
can cater to needs of such learners.

10. Expected market for mobile learning over years:

11. Target customers:

12. Target consumers are those who are
:
 Slow learners
 Lack of practical knowledge in
particular individuals.
 Deep thinkers who are interested in
planning for a projects and research.
 Technical learners
 17-25 age group

16. Most no. of downloaders and premium
users in play store

20. It caters the basic needs of those customers who wants learn through technology with high quality video
& audio experience and grabbing useful knowledge from best professors

22.  Local schools and colleges teachers.
 Top ranked institutions and universities
professors around the world.
 Best editing and graphics company
 Good classroom environment providers
 Advertising agencies
 Social media, networking websites and Apps
 Director and content writers.
 Web developer.

23. Competitors:

24. Major competitors:

25. &

26. COMPANY:
 Software Section of company
is focused to build & improve
apps to include new &
additional features.
Marketing Section of company is
focused to promote app through
social media & networking
websites & apps

28. Consumers value –
It benefit Consumer because it gives them
location of various shops when they visit
some unknown place.
Collaborators value –
It benefit Collaborators because it popularize
their shops among those who are not
familiar with it.
Company value– Company is benefited and
earns money from consumers that buy
premium version.

30. Points of parity:
 This app can be used to search videos of required
subjects and best lecturers similar to NPTEL ,YouTube
, BYJU’s.
 Similar to YouTube, it will show playlist available ,
duration and quality selection of video.
 Relative videos are shown beside or at end same as in
YouTube .

31.  Ultra HD video(4K) with clear voice
audibility.
 World best professors of selected subjects
 Professors profile will be displayed on the
screen if we click on name.
 Online resume creation if details are
given
 Internships and projects are given if
learner is under premium membership
 If the project is done it can be added to
the resume
Points of difference(1/2):

32.  Contains motivational videos for building
confidence in individual learners
(premium users only).
 Guiders are provided for creating a
successful career’s.
 Every subject is included with practical
visuals inside laboratory (if theory direct
lecture on black board)
 Provides notifications of all the job offers
and some times company directly sends
student resume.
Points of difference(2/2):

35. Free Version Features:
 All the points of parity.
 It will provide the basic low
quality videos
 Teaching faculty is of moderately
experienced

36. Premium Version
Features:
 All points of difference

38.  Monthly subscription - 1$ / month.
 Annual subscription - 6 $ / year.
 Monthly subscription is kept 1$ so as to
encourage people to use app and at the same
time, try to position it as premium app.
 Annual subscription is kept 6$ so as to
attract those customers that are on frequent
learners.
 Our first target will be to increase consumer
base & when the app has gained popularity
and people have become habitual in using it,
prices can be slightly increased.

49. Implementation

50. Infrastructure:

51. Software Development Team
Team of 10 software engineers will be responsible for
developing & updating App with new features.

52. Marketing Team
Team of 6 marketing managers will do market analysis,
analyzing consumer behavior & its competitors..

53. Operation Team – Team of 10 managers should make sure
that operation is running efficiently & check if any changes should
be made to make it more efficient.

54. Finance Team – Team of 4 finance managers should
make plan of how much money has to be invested for
different activities of company

56.  First 1 year will be spend to collect database &
studying market. During this year user interface
will be developed & basic form of App will also
be developed.
 Then in next 3 months database, user interface
will be integrated to develop complete App.
 Then App will be launched in Google Play Store
and then next 3 months will be spend in
promoting the App among consumers.
 Then database & additional new features will be
updated regularly in the App.

58. Final project
Created by
A . Venkata Ramana ,
SASTRA University
during an Internship under
Prof . Sameer Mathur , IIM lucknow.