Cambrand pland de marketing

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6.1 PRODUCT.....................................8
6.2 PRICE............................................9
6.2.1 Price method......................9
6.2.1.1 For the consumer....9
6.2.1.2 For the firms.............9
6.2.1.2.1 Firms that
al ready accepted
and signed to appear
in CamBrand ............11
6.2.2-Estimate demand............11
6.2.3-Estimate costs..................12
6.2.4 Analysis
of the competition ..................12
6.3 PLACE (Distribution)................. 13
6 . 3 . 1 Sel l ing methods for
average customer....................13
6.3.2 Selling methods for the
firms.............................................15
6.4 PROMOTION..............................17
1. Executive Summary ..........................2
2. Current Market Situation.
Market Research ............................ 3
3. SWOT Analysis .................................. 6
4. Objective .......................................... 7
5. Strategy ........................................... 7
6. Action Plan ..................................... 8
7. CONTROL ............................ 19
8. CALENDAR ........................... 20
APPENDIX ............................ 21
I. MARKET DATA ............................ 22
II. FOCUS GROUPS ............................ 23
III. CONCLUSIONS MARKET
RESEARCH ............................ 34
BIBLIOGRAPHY ............................ 35

1. EXECUTIVE SUMMARY
CamBrand
Context: Cambran is an opportunity of bussines in a world where people feel the need to keep actualized and informed and
do so through their smartphone apps.
Objective: To be one of the top 3 most downloaded smartphone apps in Spain by the end of 2014.
Cost: 138. 600 €
Signatures:
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Executive Ceo:
María Pastor
Marketing Manager:
Cristina Carnero
RRHH Manager:
Rafael Bustamante
Sales Manager:
Angi Cui
Production Manager:
Daniel Hemsworth
CristinaCarnero RBustamante AngiCui DanielHemsworth

2. CURRENT MARKET SITUATION. MARKET RESEARCH 1
2.1 THE MARKET:
- ECONOMY: The app market is growing so fast and is expected to keep on doing so for the next years. It provides an opportunity for big
companies to enter this new market with low costs and high expectations concerning the in-comes. It is a creative sector in its early
years so innovation and opportunities are limitless.
- GEOGRAPHY: In this market the geographic limits are established by the firms and developers who decide what direction will the app
take (global or local) based on strategy. There are no limits as the buy and download works through the internet. Everyone with a device
and internet connection can enjoy it.
2.2 THE COMPANY:
REC is an advertisement company specialized in the merge of on-line and off-line actions and well recognized in this area with important
awards and the support of the brands. REC searches for innovation, quick adaptation to the changes in the market and quality. We
guarantee the pre stabilized results and never promise objectives we don´t clearly see we can reach.
The growth in the apps market pushed us to create a new department in the DIGITAL AREA so we can join the expectations and
demands of the clients and the interests of the brands. That is the main reason for what CAMBRAND is created. We give the clients a tool
for satisfying their needs and this tool works as an advertising platform for the brands.
REC is not a big company. The APPS DEPARTMENT (which is just beginning) is made of two community managers (one for the clients and
the on-line profiles and other one who takes care of the requirements of the brands), one informatics programmer (the development
and all the concerns about the app) and one chief of section that also establish communication with the other departments.
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2.3 The CONSUMER
The average apps´ user is between 14-55 years old (women and men) who lives in cities and is placed in the middle and high class. Uses
his favorite app more than once per day and has over 25 apps downloaded.
This is just a perfect target to fit in our business plan. Not just because of their skills to use and interfere with the apps but for their
commercial profile that will make the negotiations easier with the firms as this is a perfect target for advertisement. People with resources
to buy and spend money on the things they like (young people dependent on their parents and open minded heads of family)2.
But in our initial strategy we want first to reach one specific target. The so called “geeks”. People that feel a need to be actualized
about technology and its updates, need to control what is going on in this always changing world and as well we can say that this term
also refers to people who find in the internet a better way to communicate with others who share their tastes and who like doing the
same thing in their spare time. People who develop and off-line relationship from the on-line world. Although is a term that is frequently
associated to the male gender there are similar proportions between women and men with this characteristics.
2.4 The competition
As CamBrand is born as a new idea, product and concept, we don´t have any clear competitors in the area of apps. Still we cannot
deny the great influence of INSTAGRAM and its share of the market in the smartphone apps.
In two months and 2 weeks INSTAGRAM reached 1 million users; in 10 months there were 150 millions of uploaded photos and over 7
millions of users wide world. Every second 10 pictures are uploaded to its servers. The application is free to download.
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1(All these conclusions about the current market situation are made after a market research which is in the apendix).
2 http://www.monemonkey.com/2012/09/quien-usa-las-apps-en-espana/

2.5 Market Research Conclusions
In conclusion there is a great market opportunity for a product like CAMBRAND to go public. Is a new idea that combines on-line buys,
camera use and provides the user what they are demanding (full information and special offers). The market is now developing towards
its highest rate and expected to continue growing.
Following these conclusions CAMBRAND should be a free product; its advertising is already included and should generate benefits for
the clients (special offers) and for the brands (exposition). The use of the camera should not be an obstacle as great incomes are
generated for other apps running the camera.
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3. SWOT ANALYSIS
4. ECTIVE
MAIN OBJECTIVE: To be one of the top 3 most downloaded smartphone apps in Spain starting in January 2014 until the end of 2014.
5. STRATEGY
STRATEGY: To reach our potential consumer through differentiation and boosts its effects by the use of marketing mix a
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DEBILIDADES THREATIES
NEW PRODUCT. SIMILAR TO APPS THAT
HAVE SUCCESS.
INTERNET ACCESS
NECESSARY.
NOT AVAILABLE IN
ALL MARKETS (SPAIN).
NO COMPETENCE AT THIS POINT. FREE DOWNLOAD AND USE. NEW PRODUCT.
NEW WAY FOR ADVERTISEMENT. CHEAP
OPPORTUNITIES
DEVELOP A “PREMIUM” AND
NOT FREE APP WITH EXTRA
MPROVEMENTS.
ADD SOME FEATURES OR SOCIAL
TOOLS: (DIRECT SHARE WITH
FACEBOOK, TWITTER…).
QUICK IMITATORS NO INTEREST PRODUCED BY ITS
FIRST USE.
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS

4. OBJECTIVE
MAIN OBJECTIVE: To be one of the top 3 most downloaded smartphone apps in Spain starting in January 2014 until the end of 2014.
5. STRATEGY
STRATEGY: To reach our potential consumer through differentiation and boosts its effects by the use of marketing mix and
below the line actions in order to reach a larger segment of potential users.
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6. ACTION PLAN
6.1 PRODUCT:
PRODUCT OBJECTIVE: To provide a great user´s experience.
PRODUCT STRATEGY: To build up an easy, useful and quick interface for the app.
CAMBRAND is a Smartphone Application for Android, IOS (Apple) and Windows Phone that is able to identify a product or brand and
provide general information about it. The interface of the app will lead the user to a great experience.
HOW IT WORKS:
Through the camera of the device we scan a brand, product or logo so CAMBRAND can identify it to provide us data about its
price, where to get it, best prices, offers, discounts, promotions… Full information about an initial product we did not know about
until we did CAMBRAND-it. Also works as a note as it keeps all our searches identified attending at the day and hour of the search.
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Once we have taken our
p h o t o C A M B R A N D
identifies the products that 1.
appear in it (in case there is more
than one). The interface gives us
the scan of them and we select
one the one we are interested in.
When we choose the
product we want to get
i n f o rma t i o n a b o u t
CAMBRAND generates a
new screen where we
see its official image,
price, description and
an url to the official
website of the brand.
If we would like to get information
about other products we always
have the option to go back to this
screen after we have checked the
first. (THE SCREEN IS SAVED).
2.
belong to the BRAND. The list is
ordered following a pattern of
distance (from the closest to the
farthest one) It requires GPS use.
SPECIAL PRICES:
Where we can find the cheapest price or how
can we get a discount.
options which look alike our initial search. If a
brand does not pay to appear in CAMBRAND
you can find similar products according to the
characteristics of the picture.
through. This makes it possible to share our
potential buys. Also is an option that we
include for any special action that might
require a partnership with this social networks
and to ease the client the action described in
SPECIAL PRICES.
What are you
looking for?r
Complementary
options 3.
This screen contains discounts offers, and
reduced prices for the product in need.
SIMILAR PRODUCTS: An interesting
choice if we want to check some
SHARE THIS: Social networks are an
intense channel to communicate
LOCATION: Its provides us
a list of the shops near that GALLERY: All of our searches are
registered in this option. This help us
to keep something we liked whenever we
want. We can delete any search we do not
like to be there.

6.2 PRICE:
PRICE OBJECTIVE:
- To obtain the maximum downloads as possible (FREE DOWNLOADS).
- Obtain the maximum benefits from the brands that pay for appearing in Cambrand.
PRICE STRATEGY:
- The advantages of a free price will enable us to reach larger amounts of clients.
- Show the brands how powerful our app can be as an advertising tool.
6.2.1 Price method
6.2.1.1 For the consumer
Based on demand, as our objective is to reach the necessary amount of downloads to get in to the top 3 of the most downloaded apps
by the end of 2014, we need to focus on the interest of the clients that is to satisfy their needs paying as less as possible.
The average price for a smartphone app which uses the camera is placed between 0-5 € which means we are offering the best price
possible, because it is FREE. The main app that runs the camera is INSTAGRAM and you can downloaded it for free; as a conclusion the
free price will not project an image of a non-mature application.
6.2.1.2 For the firms
In 2014 we offer a standard price method for them: 230€ X 1000 IMPRESIONS (Cost per mille) + 0.23 € if the client clicks on the url of the web page.
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6.2.1.2.1 Firms that already accepted and signed to appear in CamBrand:
Fashion (Clothes, accesories): Inditex, Mango, Blanco, H&M, Quiksilver, EseoEse, Scalpers, El Ganso, Hakei, Desigual, Timberland, Abercrombie and
Fitch, Hollister & Co, Bimba y Lola, Hackett, Dolores Promesas, Poéte, Maje, Tommy Hilfiger, Ralph Lauren, Louis Vuitton, Gucci, Armani, Versace, Dior,
Channel, RayBan, Carrera, Fossil, Aristocrazy, Technomarine, Swatch, Top Shop, Trucco, Naf Naf, Dolce&Gabanna, Des Comptoniers, Carolina
Herrera, Sandro, BDBA, Tous, Agatha, Hunter, Converse, Napapijri, IKKS, New Yorker, Primark, Follie Follie, Gas , American Vintage, Hoss Intropia, DC,
Element, Scalpers, Levi’s, Nolita, Volcom, Vans, Dr. Martens, Antea, Pura López, Purificación García,
Technology: Beats, HP, Sony, HTC, LG, HP.
Sports: Decathlon (Domyos, Quechua), Nike, Adidas, Reebook, Varlion, Babolat, Dunlop, Kswiss.
6.2.2-Estimate demand
Spain population: 46. 949. 380 people.
Smartphone user: over 30. 500. 000 people.
Smartphone users between 14-55 years old: 25.500.000 people.
Downloads necessary to be in the top 3: 10.000.000 people2.
Smartphone users between 14-55 years old that will be interested in use CamBrand: 18.000.000 people.
Estimate Demand: 18.000.000 downloads (negative scenario approach).
2Downloads of Line in Spain (top 3 of downloads). Data as a reference to estimate the minimun downloads in Spanish market to be part of the top 3.
http://www.eleconomista.es/interstitial/volver/acierto-abril/tecnologia/noticias/4715284/04/13/Solo-los-paises-asiaticos-superan-a-Espana-en-las-descargas-de-Line.html
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6.2.3-Estimate costs:
The estimate costs will be 138. 600€, (147.600€ If special actions)
- Salaries: 80.000€
- Rent of the computer servers : 40.000€
- Fee for the distribution in the digital platforms: 20€ (Google) + 79€ (Apple)
- Communication (advertising): 18.500€
- Special actions: 9.000€*
6.2.4 Analysis of the competition:
As CAMBRAND is born as a new idea, product and concept, we don´t have any clear competitors in the area of apps. Still we cannot
deny the great influence of INSTAGRAM and its share of the market in the smartphone apps.
In two months and 2 weeks INSTAGRAM reached 1 million users; in 10 months there were 150 millions of uploaded photos and over 7
millions of users wide world. Every second 10 pictures are uploaded to its servers. The application is free to download.
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- (Blogs and fórums): 2.500€
- Ferias (4000 each feria): 16.000€
(*) If any special action is taken.

6.3 PLACE (Distribution):
DISTRIBUTION OBJECTIVE: Cambrand available to download from all platforms (Android-Google Play; IOS(APPLE)-APP Store; Windows
Phone; Web Page)
DISTRIBUTION STRATEGY: To be available 24 hours per day and everywhere.
The product will be available to download for free from the APP STORE, GOOGLE PLAY and from its official web site. As well if it is decided
to tour round exhibitions, such as MWC, the official place would make it available to download CAMBRAND at once at that place.
(INTENSIVE COVERAGE). The main objective is to be accessible for everyone who desires to download the app at any time and for all the
most used operative systems. This way we will not lose any potential download and will be helping to reach our marketing plan
objective.
6.3.1 Selling methods for average customer:
For our Smartphone app we have chosen the listed below selling methods:
- E-commerce +Automatic Sales [NON PERSONAL SELL]: it´s the most appropriate way (and the most logical as well) to get to sell our
product because itself it´s a software for smartphones which can be downloaded from the APP STORE. It means the easiest way for the
customers to buy and reach the product and as well a low cost system for us.
- Sales in trade fairs and exhibitions [PERSONAL SELL ON PREMISE]: These kinds of exhibitions and trade fairs will be smartphone/
technology/software/android… theme-based. It will make it available for instant download and also will be a way for promoting our
product and a new way to reach for the customers that did not notice the app in the list of the available apps for smartphones. Never
mind if we don´t sell the product at the exhibition as long as people notice its existence and download it home or wherever.
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The next selling methods are rejected because of the nature of the product itself and for the relation between cost and benefits
(remember our benefits will come from advertising):
Though the product is technology complex for those who don´t ride well over smartphone tools we are not at all interested in that target
at first. These types of selling methods require physical appearance in the moment of the purchase what is translated in to costs that we
could save and wait for the spread of the app by means of words and self-experiences. (Our strategy consists in reaching first the called
“geeks” and then with the help of marketing mix tools reach larger and different targets)
An app can´t be sold by any means of the listed above so it is clear that we don´t consider any.
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OFF-PREMISES
– Doorstep selling
– Peddling
– Car sale
ON-PREMISES
– Traditional Personal Selling
– Markets
– Self-service sale
DISTANCE SELLING/NON PERSONAL SALES
– Mail order
– Video
– Telemarketing
– Telephone Sales
– Fax Sale

6.3.2 Selling methods for the firms:
What is developed below these lines is the selling methods for the firms to get interested in the
product and pay for us to advertise them (name their products with special links or offers when
they are searched through our app). The firms won´t buy the product (even if they do that is not
the point) but the idea, the space for them to be seen (noticed) and a new way to advertise their
own products.
- Sales in trade fairs and exhibitions [PERSONAL SELL ON PREMISE]: The main objective is that firms
will approach or we approach them in order to show them the data from the app (searches,
target, its use…) so we can gain their interest.
- Doorstep selling [PERSONAL SELL OFF PREMISE]: We can establish negotiations with firms we know are popular or could result benefited
from the use the customer give to the app and so we can go and visit their offices.
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What is developed below these lines is the selling
methods for the firms to get interested in the
product and pay for us to advertise them (name
their products with special links or offers when they
are searched through our app). The firms won´t buy
the product (even if they do that is not the point)
but the idea, the space for them to be seen
(noticed) and a new way to advertise their own
products.
- Sales in trade fairs and exhibitions [PERSONAL SELL
ON PREMISE]: The main objective is that firms will
approach or we approach them in order to show
them the data from the app (searches, target, its
use…) so we can gain their interest.
- Doorstep selling [PERSONAL SELL OFF PREMISE]: We
can establish negotiations with firms we know are
popular or could result benefited from the use the
customer give to the app and so we can go and
visit their offices.
Direct Marketing communication with
firms. (Example: Mango).
Personal letters to catch the interest in
CamBrand and to create a need for
t h em: We ar e s e l l i ng a “Ne w
opportunity to grow in your market”.

The other methods design for selling are not appropriated for reaching the firms (though in same cases of small companies could work).
More than a selling method some of the distance selling methods named above could be used to reach the firm but just to establish
contact and never to sell the idea.
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OFF-PREMISES
– Peddling
– Car sale
ON-PREMISES
– Traditional Personal Selling
– Markets
– Self-service sale
DISTANCE SELLING/NON PERSONAL SALES
– Mail order
– Video
– Telemarketing
– Telephone Sales
– Automatic Sales
– Fax Sale

6.4 PROMOTION:
PROMOTION OBJECTIVE: To reach both targets by using communication tools to achieve finance and downloads.
PROMOTION STRATEGY: The benefits of the app will be supported by experts and means of communication with great amount of
followers. The info related to the app will be in our on-line profiles and web page.
For the promotion of CamBrand we elaborated a guide line to follow in order for the application to reach our target but as well to reach
as many users as possible:
1- START CONTACT WITH SOME OF THE BLOGS AND FORUM DEDICATED FOR SMARTPHONE NEWS:
The idea is to contact with the chiefs and editors of these web sites to tell them that CAMBRAND is ready to hit the market and to make
some arrangements so they publish information about our application (Reviews, information about the dates of release, upgrades…) This
way we approach the primary sources of information for geeks (people who is fond of technology and need to be updated) and we
create a need, an intrigue and expectation that CAMBRAND can solve.
2- CREATION OF ON-LINE PROFILES AND WEB PAGE
3- THE “FALSE” LEAK:
We are going to have two presentations though one will be presented as a leak in the blogs and forums. It will be a part of the
agreement that we will have with them for the advertisement work. This leak will come before the official presentation that will be made
out of notes for the media, events in our digital profiles and of course with the hype from our digital markets and our partners (blogs and
forums).
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4- WAIT FOR THE SPREAD (AND MAKE IT HAPPEN):
From the moment of its release people will start talking about a new smartphone app that they did not see before. Our downloads will
grow in time. First it will be a great start, then it will freeze but when the spread by word of mouth get from geeks to other target it will
grow again. Forums and blogs will be publishing any news that will get our name back in the front pages.
5- LAUNCH THE APP FOR THE CONSUMERS:
To reach a high coverage in the launching of the product, we have made a deal with all the brands that appear in CamBrand to write
about the launching of this new app in their Facebook and Twitter profiles. The message will be the same for all the brands: “Find us with
CamBrand”. By this way we can reach a lot of different segments of our target depending on their preferences.
6- TRADE SALES, EXHIBITIONS:
Although we already mentioned them as a selling method this kind of temporal shops become the perfect display to show products.
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7. CONTROL
The way we are going to control the activity of CamBrand is going to follow 4 commun parameters:
- Daily Downloads meter, so that we could know if CamBrand is well known and if the communication is working.
- Daily checking about puntuaction of CamBrand.
- In Trade sales and exibitions we could see how many people are interested in CamBrand.
- Daily checkings about the interaction of people with our social profiles in Twitter and Facebook, and also the noise and
comments about CamBrand, so that we could see the perception of people about our product. We are going to respond to
doubts, comments, critics, etc, to interact with the consumer and create a good atmosphere between us and the consumer.
In case we would not have achieved our predictions of downloads by the middle of the year we have designed two options that should
help:
SPECIAL ACTIONS:
- TUENTI partnership: We would offer TUENTI (as its Spanish) our services for free as long as its profiles become official downloads
whenever they use CAMBRAND through the social network. In the same way we could work a link between the scans they
made and what they publish.
- BANNERS: We would try to gain some users by the use of on-line advertising. Blogs and forums that helped us until this point will
help us introducing our banners now.
- PREMIUM VERSION
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8. CALENDAR
January February March April
Ready for brands.
Communication with geeks.
MCW 25-28th Launched for consumers 1st:
Fee
Expo E-Commerce 24-25th
Budget: 2.500€ Budget: 4.000€ Budget: 99€ Budget: 4.000€
Control Control Control Control
S A L A R I E S A N D C O M P U T E R S E R V E R S : 3 9 . 9 9 9 € / 4 m o n t h s
May June July August
E3 11-13th
Budget: 4.000€
Control
S A L A R I E S A N D C O M P U T E R S E R V E R S : 3 9 . 9 9 9 € / 4 m o n t h s
September October November December
SIMO NetWork 15-17th
Budget: 4.000€
Control
S A L A R I E S A N D C O M P U T E R S E R V E R S : 3 9 . 9 9 9 € € / 4 m o n t h s

I. MARKET DATA:
- Last year in Spain 2.7 million apps downloads were executed per day. There are over 30 million people who own a smartphone and the
apps market suffered from a growth of 140% (from 5 million users to 12 million) and the number of smartphone applications passed the
2 million mark ( a 28% more if compared to the last year). Spain is the European country with the highest rate of penetration related to
smartphones and population.
- The apps market generated 11.000 millions € (in the whole world). There were 50.000 millions of downloaded apps throughout the 2012.
70% of them are related to IOS/IPHONE, 30% to ANDROID and “a few thousands” for BlackBerry RIM. 56.000 million downloads are
expected for next year.
- App Store has a 35% of free apps whereas Google play has a 65%. The rest are pay for play apps.
- The 5% of the most downloaded apps is occupied by camera applications.
- 85% of smartphone users will rather use an app before surface the internet with their smartphone. The use of apps takes a 64% of the
time we dedicate to this device. As an average we have 41 apps in our smartphone.
- It is important for them (84%) the reviews and rates that other users make about an app.
- They are expecting more to come like offers and advantages.
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- The most downloaded app for the camera of our smartphone is INSTAGRAM with over 7 million users and with 10 photos uploaded to its
servers every second. This application is free to download and has a partnership with Facebook.
- 9 out of 10 firms have their own app.
- Approaching to the number of official apps from firms a 66% think the info they provide about its own products could be better and a
40% think apps it’s a way to discover and keep actualized. A 56% want firms to give them promotions, discounts and special offers
through the apps. Less than 50% use the apps to buy on-line, follow firms they are clients of and search for info. 83% demand apps that
provide them a great user´s experience and utility.
- They download the apps because of the word of mouth effect and what they see in blogs, forums and the on-line stores (65%, 50% and
55%). Advertising only works for the 14%.
- A 65% would accept more advertising as an exchange for offers, discounts and presents while a 40% admits that they don´t receive
any compensation for the advertising they see in the apps. A 77% remember the advertised firm/ product they see while surfacing
through the app.
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II.FOCUS GROUPS
FOCUS GROUP 1
Source: 10 people
Universe: 14-25 years old and owners of a Smartphone/ compatible device
Sociodemographic :
• Individual profile living in Spain
• Daily use of apps
• Secondary Student/ College Student
SOCIODEMOGRAPHIC PROFILE OF THE PARTICIPANTS:
PROFILE A: 15 years old. From Santander. Living in Santander. Second of two brothers. Secondary student high economic position.
Premium smartphone. Very high use. Not consider their selves the economic head of their family. Not individual and influenced decision
buying from her parents.
PROFILE B: 19 years old. From Barcelona. Living in Santander. First of two childs. University Student high economic position. Premium
smartphone. Moderated use. Not consider their selves the economic head of their family. Individual and influenced decision buying.
PROFILE C: 17 years old. From Santander. Living in Santander. Secondary student. High economic position. Premium smartphone.
Moderated-high use. Not individual and no influence on decision buying.
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PROFILE D: 14 years old. From Salamanca. Living in Santander. Youngest of three children. Secondary student. High economic position.
Premium smartphone. Very high use. Not individial and no influence on decision buying.
PROFILE E: 25 years old. From Salamanca. Living in Santander. Unemployement. Medium economic position. Premium smartphone.
Moderated use. Individual and high influence on decision buying.
PROFILE F: 18 years old. From Santander. Living in Santander. Second of two brothers. Secondary student high economic position.
Premium smartphone. Very high use. Not consider their selves the economic head of their family. Not individual and influenced decision
buying from her parents.
PROFILE G: 19 years old. From Barcelona. Living in Santander. First of two childs. University Student high economic position. Premium
PROFILE H: 23 years old. From Barcelona. Living in Orense. Only child. College student, high economic position. Premium smartphone.
Moderated-high use. Not individual and influenced decision buying from her parents.
PROFILE I: 24 years old. From Salamanca. Living in Santander. Eldest of two children. College student and working. High economic
position. Premium smartphone. Very high use. Not individual and influenced decision buying from her parents.
PROFILE J: 16 years old. From Santander. Living in Santander. Only child. Secondary student, high economic position. Premium
smartphone. Moderated use. Not individual and influenced decision buying from her parents.
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FOCUS GROUP 2
Source: 10 people
Sociodemographic :
• College Student/ Secondary Student/Work
SOCIODEMOGRAPHIC PROFILE OF THE PARTICIPANTS:
PROFILE A: 26 years old. From Vigo. Living in Madrid. Eldest of three brothers. University Student High economic position. Premium
PROFILE B: 27. From Madrid and living there. Youngest out of two brothers. Unemployement. Low economic position. Initiation
smartphone. Scarced use. Economically dependant. Not consider their self the economic head of his family. Influenced decision buying.
PROFILE C: 26. From Málaga but living in Madrid. Youngest out of three brothers. College student. Average economic position.Premium
smartphone. High use. Economically dependent. Not consider their selves the economic head of their family. Influenced decision
buying.
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PROFILE D: 32. From Belgium but living in Madrid. Freelance worker. High economic position. Premium smartphone. High use.Economically
dependent. Not consider him self the economic head of his family.
PROFILE E: 29. From Madrid and living there. Only child. FP student. Medium-low economic position. Medium range smartphone. High
use. Economically dependant. Not consider their selves the economic head of their family. Influenced decision buying.
PROFILE F: 27 years old. From Santander. Living in Santander. Master student high economic position. Premium smartphone. Very high use.
Not consider their selves the economic head of their family. Not individual and influenced decision buying from her parents.
PROFILE G: 26 years old. From Barcelona. Living in Santander. University Student high economic position. Premium smartphone.
Moderated use. Not consider their selves the economic head of their family. Individual and influenced decision buying.
PROFILE H: 36 years old. From Barcelona. Living in Orense. Married and with one child. Bussinesman, high economic position. Premium
smartphone. Moderated-high use. Individual and high influence on decision buying.
PROFILE I: 39 years old. From Salamanca. Living in Santander. Married and with two children. Housewife but high economic position.
Premium smartphone. Very high use. Individial and high influence on decision buying.
PROFILE J: 38 years old. From Madrid. Living in Santander. Married and with two children. Bussinesman, high economic position. Premium
smartphone. Moderated use. Individual and high influence on decision buying.
CamBrand 27

FOCUS GROUP 3
Source: 10 people
Sociodemographic :
• Employement/Unemployement/Independant
PROFILE A: 43 years old. From Salamanca. Living in Santander. Married and with two children. Housewife but high economic position.
PROFILE B: 45 years old. From Madrid. Living in Santander. Married and with three children. Bussinesman, high economic position.
Premium smartphone. Moderated use. Individual and high influence on decision buying.
PROFILE C: 46 years old. From Barcelona. Living in Santander. Unemployement and medium economic position. Premium smartphone.
PROFILE D: 51 years old. From Barcelona. Living in Orense. Married and with one child. Bussinesman, high economic position. Premium
CamBrand 28

PROFILE E: 55 years old. From Salamanca. Living in Santander. Married and with two children. Housewife but high economic position.
PROFILE F: 52 years old. From Madrid. Living in Santander. Married and with three children. Bussinesman, high economic position.
Premium smartphone. Moderated use. Individual and high influence on decision buying.
PROFILE G: 41. From Madrid and living there. Married and with one child. Bussinesman. Medium-low economic position. Medium range
smartphone. High use. Economically dependant. Consider their selves the economic head of their family. Influenced decision buying.
PROFILE H: 43 years old. From Santander. Living in Santander. Unemployement and Master student. Medium economic position. Premium
smartphone. Very high use. Not consider their selves the economic head of their family. Individual and influenced decision buying.
PROFILE I: 46 years old. From Barcelona. Living in Santander. Unemployement and medium economic position. Premium smartphone.
PROFILE J: 51 years old. From Barcelona. Living in Orense. Married and with one child. Bussinesman, high economic position. Premium
CamBrand 29

FOCUSS GROUP TOPIC:
- What is the app for? (Characteristics, etc).
- Use.
- Kind of app (basic and free/ Premium for payment).
- Utility (Download or not).
- Would they recommend it?
- Similar results.
- What do they expect from the app (options, customation, warns…).
- App`s name (InstaBrand, CamBrand, Others).
FOCUS GROUP RESULTS:
FG1. 14-25 years old: 85.5% would download it.
FG2. 26-39 years old: 85.5 would download it.
FG3. 40-55 years old: 40% would download it.
CamBrand 30
211%. would download it.
Then:
25.500.000 300%
X 211%
X= 18.000.000 downloads.
(Estimated demand).

CONCLUSIONS, Focus Groups (Potential consumer):
FG1.
- 85.5% of the people that was asked think the app is a great asset and would download its basic version whereas just the 14.5% of them
would download the premium version if it had improvements. (14.5% Profile 1A, 1D).
- Attending its service 90% of the people would recommend it to their family/friends (10% profile1B).
- 60% of them would give both a social and commercial use.(Profile 1C, 1D, 1E, 1F. 1H, 1J). A 10% of the people interviewed would give it
just a social use (profile 1A) and the other 30% don´t know until they taste it. (profile 1B, 1E, 1J).
100% of them don´t find it attractive that not all products would be recognized but understand that as a free app its service is more
than enough. As well they cannot think about another app that would run the same service under the same conditions.
- 80% of them would find it interesting that attached to the results (if any) the app would add a “Similar Products” service. (20% 1E, 1H).
- 70% of them would like a full integration, a share option, with their profiles in social networks like twitter and facebook (Profile 1A, 1C,
1D, 1E, 1F, 1I, 1J) whereas the rest 30% consider the things they would buy should not be published on-line.
- The name of CamBrand, instead of InstaBrand, is the one they considerer optimum for the use and appel holding a 90% of the votes as
well (Profile 1A, 1B, 1C, 1E, 1F, 1G, 1H, 1I, 1J).
CamBrand 31

FG2.
- 85.5% of the people that was asked think the app is a great asset and would download its basic version whereas just the 14.5% of them
would download the premium version if it had improvements. (14.5% Profile 2A, 2D).
- Attending its service 90% of the people would recommend it to their family/friends (10% profile 2B).
- 60% of them would give both a social and commercial use.(Profile 2C, 2D, 2E, 2F. 2H, 2J). A 10% of the people interviewed would give it
just a social use (profile 1B) and the other 30% don´t know until they taste it. (profile 2A, 2E, 2J).
- 100% of them don´t find it attractive that not all products would be recognized but understand that as a free app its service is more
- 80% of them would find it interesting that attached to the results (if any) the app would add a “Similar Products” service. (20% 2B, 2D)
- 70% of them would like a full integration, a share option, with their profiles in social networks like twitter and facebook (Profile 2A, 2B, 2F,
2G, 2H, 2I, 2J) whereas the rest 30% consider the things they would buy should not be published on-line.
well (Profile 2A, 2B, 2C, 2D, 2E, 2F, 2H, 2J).
CamBrand 32

FG3.
- 40% of the people that was asked think the app is a great asset and would download its basic version whereas just the 60% of them
would download the premium version if it had improvements. (60% Profile 3A, 3C, 3D, 3F, 3I, 3J).
- Attending its service 40% of the people would recommend it to their family/friends (40% profile 3B, 3E, 3G, 3H).
-
- 30% of them would give both a social and commercial use.(Profile 3E, 3G, 3H).
- A 10% of the people interviewed would give it just a social use (profile 3G) and the other 30% don´t know until they taste it (3B, 3E, 3H).
- 100% of them don´t find it attractive that not all products would be recognized but understand that as a free app its service is more
- 80% of them would find it interesting that attached to the results (if any) the app would add a “Similar Products” service. (20% 3A, 3I).
- 30% of them would like a full integration, a share option, with their profiles in social networks like twitter and facebook (Profile 3E, 3G, 3H)
whereas the rest 70% consider the things they would buy should not be published on-line.
well (Profile 3A, 3B, 3C, 3E, 3H, 3J).
CamBrand 33

CONCLUSIONS OF MARKET RESEARCH:
The apps market is growing so fast and is expected to do so for longer than 2015. This new market is generating great benefits and every
day more and more apps are created passing over the 2 million mark. Spain is a country with a 63% penetration of smartphones and
devices that can run this apps and out of the time we spend with these devices we dedicate a 70% to the use of apps. Within this
framework we can see that only a 5% of the most used apps are related to the use of camera but if we attend to its data we can see
that they achieve success and that they are free to download.
People admit that the advertising they get while using the apps is not compensated and they demand advantages for it. They would
not mind advertising in the apps. They want more specific and completed info and the process of on-line buying through apps is still
growing.
When asked about CAMBRAND people would download it as they think it is a great tool and if it works the way they expected (both
social and commercial) would recommend it to others. 100% agree on the terms that no other app provides a service like this. They want
it to connect with their on-line profiles and the app to recommend similar products.
CamBrand 34

BIBLIOGRAPHY
http://www.abc.es/tecnologia/moviles-aplicaciones/20130322/abci-aplicaciones-ventas-negocio-201303221204.html
http://www.spainmovil.es/new_files/images/global/mercado_68373_1.jpgs.
http://applicantes.com/espana-pais-adicto-apps/
http://applicantes.com/wp-content/uploads/2013/01/infografia-2-3.jpg
http://applicantes.com/infografia-paises-mas-apptivos-iberoamerica/
http://instagramers.com/spanish/el-uso-de-apps-moviles-en-espana/
http://www.muycomputerpro.com/2013/03/22/estudio-apps/
http://www.go-movil.es/index.php/el-uso-de-smartphones-en-espana-2013/ -IAB SPAIN
CamBrand 35

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