1.
KADHIMS
A NEW
GENERATION
ANDROID
APP

2.
MARKETING PLAN FOR ANDROID APP

3.
AGENDA
 Executive Summary
 Situation Analysis
 Goal
 Strategy
 Tactics
 Implementation
 Performance
Evaluation
 Exhibits

4.
“GET ANY PRODUCT
FROM KADHIMS
EVERYTHING IS
AVAILABLE HERE”

5.
“KADHIMS” is a new
generation app which
helps customers to
satisfy their needs easily
to anyone who had
internet access. Other
e-commerce site tried to
cram the maximum
amount of information
possible into every single
page where as ‘Kadhims’
focused on providing only
the relevant info.

6.
Everything kadhims do
revolves around the
obsession with providing
the customers a
memorable online shopping
experience. Kadhims
delivery partner work
round the clock to
personally make sure the
packages reach on time.

7.
 Innovation and Technology
competence.
 24*7 Customer support service.
 Advance Advertising and
Promotion.
 Inventory Management.
 Multiple Payment Method.
 New to Market.
 Less internet.
Knowledge in small
cities.
 No delivery to remote
areas.
 Negative Perception
about online
transaction .
 Global Availability and
Accessibility.
 More lucrative discounts to
attract customers.
 Untapped Mobile Users.
 Coverage of all parts of
India.
 Low internet
penetration.
 Small value orders in
remote areas with
high delivery costs.
 Less usage of online
buying.

8.
There exists a strong threads with
Small players and emerging
competitor.
POINTS OF PARITY POINTS OF DIFFERENCE
• Discount on purchase.
• Home Delivery.
• Gifting Services.
• Cash on Delivery.
• Express Speed Service.
• Cash Back offer.
• GPS tracker to identify the
place easily.

9.
The procurement model is at the heart
of Kadhims success, as most delays or
troubles occur in this part of business.
Kadhims employed consignment model
i.e. procurement based on demand. It is
the robust logistics at Kadhims that
sets it apart from other wannabe
e-commerce sites. An amazingly
well-oiled warehousing and delivery
system. Offers a huge range of titles
which really sets them apart from the
rest of the crowd.
What makes it stand out?

10.
The main objective is to design a
marketing mix that precisely
matches the expectations of
customers in the targeted segment.
Kadhims segments market on the
basis of;
Internet Users
Shoppers
Young Generation
Educational Institutes

11.
An effort to influence
consumer perception of a
brand or product relative to
the perception of competing
brands or products.
The generation of this app is
to occupy a clear, unique, and
advantageous position in the
consumer's mind.
MARKET POSITIONING

12.
MARKET ENTRY
This app will enter into the
market world by launching in
Google Play and APP Store and
Apple APP Store for IOS. At
the same time there are
various other app stores on
the online market where we
can upload the app such as:  SlideME
 Opera Mobile Store
 Amazon App Store
 App Brain
 Get Jar
 Samsung Apps

13.
 India has an internet user base of about 250.2
million as of June 2014.
 Demand for international consumer products is
growing much faster than in-country supply
from authorized distributors and e-commerce
offerings.
 Customer Support function for an e-commerce
website is one of the most important touch
points for the business in terms of building
trust, customer acquisition and maintaining
customer loyalty.
 Thus the market trends are in favour with this
app generation in the e-commerce sector.
MARKET NEEDS AND WANTS

14.
MARKET ANALYSIS
 Overall e-commerce market is expected
to reach Rs 1, 07,800 crores (US$24
billion) by the year 2015 with both online
travel and e-tailing contributing equally.
 Big segment in e- commerce is mobile
recharge with nearly 1 million.
transactions daily by operator websites.
 Kadhims is currently in growth stage.
 Sales revenue is increasing every year.
 As e-commerce market is booming up
rapidly the growth and progress of the
company increasing its sales.

15.
 Initially when Kadhims started out, it wasn’t
easy for us to earn the trust of the customer.
 The discomfort of paying by cards, on account
of security fears is another challenge.
 Thus we have now tried to address that by
introducing the ‘cash-on-delivery’ option.
 The fact that highest number of orders and
sales get registered during weekends proves to
be tough at times for logistics and customer
service.
 The fact that we have to work 24 / 7 and the
customer perceptions around it also bring some
difficulty.
 (For example, the customer places an order at
12 am and counts the number of hours for
delivery right from then!)

16.
The company’s main goal is to create a different
experience for shopping and open platform for everyone
to become merchant. It required a product portfolio to
get registered as a merchant on Kadhims. Product is
placed depending on the category of the product. Product
undergoes a Quality check by the company itself before
getting live.
 The company main objective is to
attract users to the site of Family,
Friends, Brand Building.
 Provide selection which make it easy to
Find & Discover products.
 Provide details to evaluate a product
Description, Specifications etc.
 Price well have to be competitive to
the most obvious options
 Brand presence on social networking
sites.

17.
The good intentions of Kadhims
is providing high-quality
customer service. There are
several internet blogs that
suggest about its service
quality. A major reason for this
could be the growth in number
of customer service executives
not keeping pace with the
increase in business volume. This
strategy make the customers
aware about this app generation.

18.
The key collaborator will
be E-commerce sites and
the strategy which
provides the customer
with best price, quality
and service.

19.
Kadhims began operations on
the consignment model; goods
were procured from suppliers
on demand, based on the
orders received through the
website.
Kadhims had developed a lot
of in-house innovation and
organically developed best-
practices that have now
become the industry standard
by the creation of this app.

20.
The new entry of the product with the same
features will eventually create a potential
competitors. Initially the company present in
the Google play and APP store such as
Jabong, Myntra etc. will surely study about
their drawbacks and aims to raise their
profit and try to improve their apps reviews
and ratings.

21.
Excellent user experience on the
E-commerce website in terms of
usability, speed, clarity will
enhance the loyalty of existing
customers and move a step ahead
of brand awareness by using
context retention.

22.
Customer value
Working towards customer
delight will obtain customer
loyalty gradually. Mobile internet
usage is increasing there by
chances of increase in sales
through mobile shopping.
Development of m-commerce in
the e-market. Target social
medias to reach young population.

23.
Collaborator
value
The main collaborator
for this app would be
e-commerce sites
which directs the
consumer towards
different sectors to
get their convenient
products that
ultimately raises the
app value.

24.
Company value
The company value is to
create a memorable
experience for
shopping and thus
established their
strategy of building
dominant shares in all
the categories they
operate in. This will
strengthen the position
of Kadhims in Indian
market e-commerce
industry.

25.
Wide range of products
categories:
 Electronic good
 Apparels
 Home and Kitchen appliances
 Automobile Parts
 Groceries
 Men’s and Women’s accessories
 Computer Peripherals
 Books and Media
 Sports Store
 Baby and Kids section

26.
This app can provide following
services to their customers:
 Product to purchase
 Shipping
 Courier
 How to order on website
 Mode of payment
 Order status
 Cancellation and returns.
 Having even tie up with
Skype for the same on the
website for user delight.
This app can give marketers a great return on
investments and offers services to its customers.

27.
The invention of this app
will create a milestone in
the economic world and
social media will help this
app to get connected with
many people and has given
many choices to their
consumers for their
selection of products.

28.
 Free version of the app will help
to find the products for free
based on the consumer likes and
dislikes but it wont be specific.
 Premium version of the app would
look for the consumers choice and
get paid once for their
subscribed app and continue the
usage of app till end.
 The premium amount is calculated
on the bases of consumer visiting
this app to buy products and they
need to pay 1.5% amount of money
from the purchased product rate.

29.
Incentives is to encourage
customers to shop via the app,
thus giving them a taste of the
convenience of mobile app
shopping. Free shipping overall
Indian boundaries after certain
amount of purchase done from
the site and even without
minimum purchase for the
regular and loyal customers.
Data collection and
maintenance is easier for this
app when compared to a
website.

30.
Numerous way of communicating with
consumers includes the app will get featured in
 Official Blogs,
 featuring emails,
 featuring in Social Media groups and
communities,
 promote the app through promo video
 Shout out on social channels
 Contact Tech and app Review bloggers
 Ask user to rate and share
are all some of the promotions for this app
which will be a part of business tactics.

31.
The target of distributing
the products through this
app is done by;
the app which get
downloaded from Google
Play and App Store or any
other app store, the
consumers are featured
with choice to choose the
right distributor for their
selected product and thus
goods are delivered only by
their specified channel
distributor.

32.
Selection Criteria at Kadhims
are;
While years of experience are
always beneficial for a
candidate, Kadhims focus is to
hire those who are able to
consistently raise the bar and
introduce a variety of
innovation to move this
organization forward. As
Kadhims grows, it feels as
absolutely necessary that this
company employees are also
able to grow professionally
with the organization.
INFRASTRUCTURE

33.
 This app major policy which is primarily aimed to
build trust with the consumers.
 Investment will be made in large warehouses and
increased automation of their process, so that the
product is not delayed.
 They intend to enter in to various new categories
and expand their current categories as well.
 Kadhims is looking at associations with a larger
number of suppliers and partners, both nationally
and internationally.

34.
 A low capital investment and
a fast turn-around time
helps in the promotion of
this new app generation.
 Themes of advertisements
concentrating on different
services are provided.
 Kadhims need to tie up with
many organisations and
maintained a good
relationship.
 Kadhims offers membership
cards for premium
customers.

35.
 The final stage of marketing
is to evaluate the
performance and extend
which level the app has been
reached.
 This application is evaluated
by number of apps
downloaded by the user and
their reviews towards this
application.
 Thus performance evaluation
is done by considering these
facts.

36.
 Create a landing page by make sure to always
create an official landing page for your app with
strong visualizations and focus on end value, so
users and the media can trust this app.
 Create a product video and make it creative, funny,
thought-provoking or personal. Tell the story, but in
a way people can identify with.
 Join Developers & Entrepreneurs Groups on Social
Media to increase your visibility on social media
groups & communities, especially LinkedIn, Google+
and Facebook, to become better known among
entrepreneurs & app developers go.
 Create An Eye Catching App Icon.
 Get Featured On Mobile App Review Sites.

37.
SUMMARY
 Executive Summary
 Situation Analysis
 Goal
 Strategy
 Tactics
 Implementation
 Performance Evaluation
 Exhibits

38.
CREDITS
 Text book on Marketing Management by
Philip Kotler.
 www.wikkipedia.com
 www.google.com/images
 Various HBR articles on Marketing Plan.
 Google Play and App Store to analyse the
competitors.

39.
These slides were created by
Lakshmi Ayyappan (PSG
TECH Coimbatore) as part of
an internship under the
guidance of Prof. Sameer
Mathur (IIM Lucknow).
DISCLAIMER