Marketing Plan for a new Android app - Gift-picker - an app to make gifting fun and easier for people, helping to connect them. The main focus of this application will be on assisting people in finding the right gifts with great ease and convenience.

2. Gift-Picker
One-stop-shop to find
gifts of all kinds

3. Brief Description

4. • An app to make gifting fun and easier for people, helping to
connect them.
• The main focus of this application will be on assisting people in
finding the right gifts with great ease and convenience.

5. Executive Summary

6. Current Situation
• A new m-commerce gifting company
• planning to market Gifting products to Indian
customers and
• later, to introduce bulk ordering

7. Marketing Objectives
• First-year brand awareness among consumers
• Developing strategies to retain them
• Planning for new features to be
introduced in the second year.

8. Launch app
Spread Awareness
Attract customers
Retain customers
Launch Premium version
Course of
action

9. Situation Analysis

10. Company Overview
• Gift-picker will compete at the affordable gifting market
while
• focusing on making picking gifts easier.
• Positioning as a fun-filled user friendly app.
• Main focus ease and convenience offered

11. Market Overview
• India’s Gift Market ~ $30 Billion.
• Gift Market on digital space ~ $400million.
• When segregated into three categories
– festival gifting ~ $7.5billion,
– personal gifting ~ $20billion and
– corporate gifting ~ $2.5billion.

12. Research says….every day,
• 2 Facebook
users have
their
birthdays
2,70,000
• fFacebook
users have
their anni-
versaries
9000
• uUser realises
its his friend’s
bday
Realise
• oOrders
flowers/cake/gift
from an online
portal
order

13. Target Segments:
•P Personal
ggGifting
•pCorporate
ggGifting

14. Target Customer Segments:
Teenagers to middle to high-income adults who:
1. like (or want) to buy affordable gifts for their friends/family;
2. want to buy unique/special gifts for special loved ones ;
3. buy gifts as a tradition for festivals and holidays.
3 Personal Gifting segments

15. Target Customer Segments:
3 Corporate Gifting segments
Professionals and business people who select or give gifts:
1. as a part of a company’s marketing strategies to connect
emotionally with their employees;
2. to clients and other business contacts
3. to colleagues or managers on holiday occasions.

16. Company’s Goal

17. Goal
• At the end of first year,
–Sales Income = $ 1 million
–App downloads = 700-800,000
–App subscription revenue = $100,000.

18. Financial Objectives
• First-year turnover
• A minimum level of sales for each retail outlet
• Achieving break-even by the end of second year.
• Aiming for 10 per cent gross profit margin by the
mid of third year.

19. Company Strategy

20. Target Market – Customers
1. Bonnie
Bonnie is a student and she is looking for a perfect birthday gift for
her friend Melissa. She cares most about price and gifting a
personalized, cool present to her friend.
Demographics :
Age : 15-24
Gender : Female
Income : small(student) - $22,000 per annum

21. Target Market – Customers
2. Lisa/Alex
Lisa/Alex is a student/employee, searching for a Valentine/ birthday/
anniversary gift. S/He wants a product that connects them better
emotionally and willing to pay a higher price.
Demographics:
Age : 15-35
Income : small(student) - $30,000 per annum
Gender : M, F

22. Target Market – Customers
3. Ms Whitney
Ms Whitney is hosting a Christmas party and she is looking for a suitable
return gift for her guests. She’s concerned about a reasonable price while
maintaining her social status.
Demographics:
Age : > 30
Income : $15-30,000 per annum
Gender : M, F

23. Target Market – Customers
4. Mark
Mark is an employee searching for a business gift for his manager or
colleague and is willing to pay a higher price.
Demographics:
Age : >25
Income: $12-30,000 per annum
Gender : M, F

24. Target Market – Customers
5. Mr. James
James is an employer at a middle scale company and is searching
for gifts for his employees to promote a sense of emotional
connectivity with the firm at reasonable prices.
Demographics:
Age : >30
Income : $15 -30,000 per annum
Gender : M, F

25. Target Market – Collaborators
1. App developers and team to maintain the app.
2. Product Sellers
3. Distribution channels
4. Customer care team
5. Communication/advertising team

26. Target Market – Competitors
Direct competitors:
•Gifting websites
•Gifting Applications
•Traditional gifting Stores
•Other E-Commerce websites with gifting categories.

27. Target Market – Competitors
Indirect competitors:
•Stores offering products which are seen as
possible gifts by the consumers. Like books,
apparels, watches etc.
•Gift-cards.

28. Value Proposition– Customers
• Offer immense product range,
• Focusing on creativity and inventiveness to satisfy those
always looking for “something new”
• Unmatched in ease and services
• Introducing new Features in the app just
to make customer’s life easy.
• Timely delivery and anytime delivery.

29. Value Proposition– Collaborators
• Wider customer base to reach
out to.
• Increase the network in which
they operate.

30. Company Tactics

31. Tactics– Product
App Features
Divided in two parts:
•P Personal
ggGifting
•pCorporate
ggGifting

32. Tactics– Productgbh
Product line – Personal Gifting
• A
chocolates
and
Cakes
• F and
Bouquets
Flowers
• U of all
kinds, for all
occasions
Gifts
• O Gift
products,
T-shirts etc.
Personalized

33. Tactics– Productgbh
Product line – Corporate Gifting
• f Bouquets
and
Flowers
• UGift products,
T-shirts etc for
employees
Customized
• G Gifts for
Manager,
colleagues
etc.
Business

34. Tactics - Services
App Features – Personal Gifting
Free features….
• Add Facebook friends, automatically get reminders for their
birthdays 15 days before (selected friends) - to start planning
for the gifts.
• Set reminders for other events/occasions
• Set delivery date

35. Tactics– Services
App Features – Personal Gifting
• Manage budget – Enter budget and divide it among friends/family
• Keep track of delivery
• Discussion forum
• Automatic gift recommendation according
to the budget
• Sharing experiences/stories related to the product
and earn points.

36. Tactics– Services
App Features – Personal Gifting
Premium Features
• Gift personalization/customization
• Check Wish-list of a friend to find perfect gift
he wishes for (Clicking on an item in wish-list will
search that item for you)
• Same day delivery

37. Tactics– Services
App Features – Corporate Gifting
• Easy customization
• Keep track of delivery
• Manage budget
• Gift categories for each type – Easy to pick

38. Tactics– Services
Other services
• Easy returns
• Timely delivery
• Strong packaging
• Various payment options including
• Online payment
• Card payment
• COD
• Wallet

39. Tactics– Brand
• App name – Gift-picker to signify how easy
picking gifts can be.
• App logo – easy to remember and
unique to identify.

40. Tactics– Brand
• App slogan – ”One-stop-shop to find gift of all
kinds” to focus on the ease and
convenience offered.

41. Tactics– Price
• App subscription prices:
» Weekly subscription : 95 cents
» Monthly subscription : $2.95
• Weekly subscription: will reduce the charges and the willingness
to pay will increase.

42. Tactics– Incentives
• Regular discounts
• Festive season discounts
• Earn points and later use them to shop
• App referral offers

43. Tactics– Communication
• By Facebook page and communities
• App notifications to tell schemes
• Blogs
• Referral offers
• Screenshots/ videos : to highlight the extra features
they provide like accessing friend’s wish-lists,
same day delivery etc.

44. Implementation

45. Infrastructure
CEO
Head, Supply
chain
Category
Management
Warehouse
Shipping and
logistics
Head,
Engineering
Head,
Engineering
Head, FinanceHead,
Engineering
User
Experience
Admin
(servers,
networks)
Business
Logic
Head,
Marketing
Digital
Marketing
Affiliate
Marketing
Brand
Marketing
Head, Finance
and Admin
Human
resource
Facilities
Finance

46. Created By:
Vertika Bansal, IIT Roorkee
under the guidance of
und
Prof. Sameer Mathur, IIM Lucknow