Marketing plan for an emergency guide app on android which helps in providing contacts and solutions in times of emergency.

1. FINGERTIPS
A ONE-TAP EMERGENCY GUIDE ANDROID APPLICATION

2. MARKETING PLAN FOR ANDROID APP

3. AN
APP
THAT PROVIDES
YOU
WITH
EMERGENCY
CONTACTS AND SOLUTIONS

4. THE OUTLINE

7. HAVE YOU EVER FELT THE NEED FOR AN
EMERGENCY APP?
… An app that would be of instant help and come handy in cases of emergencies !!
… An app that would be the google of all emergency contacts of your city !!
… An app that would be the go-to SOS app during those after party cab rides
back home !!
Guess what ! We have something for you ……

8. ….. SO WHAT IS THIS APP ?
• Fingertip is an android application that will run on all android
devices(sorry ios and wp) running Android version 4.1 and above.
• It is an Emergency Guide application, i.e. provides all round features to
deal with emergencies. It provides a list of services like hospitals,
ambulance, police stations, etc sorted location wise.
• It provides the ability to contact these services directly from the app, thus
saving crucial time and can also send SOS messages in case of an
emergency.

12.  INNOVATION AND TECHNOLOGY
COMPETENCE.
 ADVANCE FEATURES LIKE SOS BUTTON AND
INTERNET NOT REQUIRED.
 UPDATED HUGE DATABASE.
 SIMPLE, SLEEK AND USER-FRIENDLY UI
DESIGN.
 NEW TO MARKET.
 SPECIFICALLY CATERS TO KOLKATA ONLY.
 LESS MULTILAYERED DESIGN ELEMENTS LIKE
IT’S COMPETITIORS WHICH MAKES IT LOOK
SIMPLE AND MIGHT NOT APPEAL TO A
CERTAIN CATEGORY OF PEOPLE.
 AVAILABLE AND ACCESSIBLE ACROSS THE
GLOBE.
 UNTAPPED EMERGENCY APP SOLUTION
MARKET IN INDIA.
 CAN PROVIDE ACTIVE FEEDBACK TO
INVESTIGATING AGENCIES IN CASE OF A
CRIME.
 LACK OF WILLINGNESS TO INSTALL SUCH
AN EMERGENCY GUIDE APPLICATION.
 GENERAL PERCEPTION OF NOT
EXPERIENCING AN EMERGENCY SITUATION.
 LOW TALKTIME OR SMS BALANCE IN
PHONES.

13. POINTS OF PARITY (POP) POINTS OF DIFFERENCE (POD)
 Fingertips provide an exhaustive list of contact
numbers of hospitals ,blood banks, police stations,
ambulance services and other emergency services
sorted location wise and also has the provision to call
by single-tapping the contact number from the app
itself.
 Fingertips doesn't just show the nearby
hospital/blood banks/police station contacts
with respect to the concerned user. It basically
gives the user complete freedom to browse the
entire database at a single go and the user can
also sort out the contacts locations wise.
 Fingertips provide a SOS button to instantly send the
location to the emergency contact in times of
emergency.
 Fingertips has an updated and greater number
of entries in it's database.
 Fingertips provide an to-do list to provide first-aid in
various common health emergencies.
 Fingertips has an added emergency domain
called government railway police stations(GRPS)
which is not present in any of its competitors.
 Fingertips come as a free download as it is an
emergency app.

14. WHAT MAKES FINGERTIPS A STAND OUT
EMERGENCY GUIDE ANDROID APPLICATION ??
The app tries to address the issue of not having a huge repository of
emergency contact data in form of an app for the city of kolkata.
It basically provides them with an updated database of phone numbers and
websites sorted location wise and the best part is that the users can directly
call them by single tapping on the numbers from the app itself.
It also provides the option of a SOS button which can send a SOS message
with the user's location with latitude and longitude to a preset emergency
contact number.
The app also provides easy to follow guidelines on how to provide first-aid in
various types of emergencies, which can be a true life saver at times!!

16. MARKET SEGMENTATION
The main objective is to design a marketing mix that precisely matches
the expectations of customers in the targeted segment.
In this case, as this is an emergency guide app, there's no clear-cut
segment that the app wants to target just because of the fact that
anyone and everyone can be in a spot of bother at any time . Still the
app mainly targets certain customer segments , which are more
vulnerable to emergencies . These are elderly couples staying alone
in Kolkata , Senior citizens , Tourists and Business travellers from
other cities and countries , Pregnant women etc.

17. MARKET POSITIONING
The Fingertips app is clearly positioned in the market
as a simple user-friendly emergency guide app which
aims at providing the target users with a vast
database of emergency contacts.

18. MARKET ENTRY
Fingertips will be initially available in play store. Gradually
we will make it available both in windows store and app
store.

19. MARKET NEEDS AND WANTS
 Kolkata has an acute scarcity when it comes to having a dedicated
app for the emergency purposes. the only app worth mentioning
has a relatively small database and even that is not updated .
 With an ever increasing population and increased instances of
emergencies in kolkata , it’s the right time to introduce an emergency
guide application in kolkata , which will be a one-stop platform for all
emergency needs.
 Android being the market leader in smartphones was the most ideal
operating system choice to launch this app.

20. MARKET ANALYSIS
 The emergency guide application market across the globe is a niche
market with low revenue and lower sales as compared to others.
 This niche market has significantly lower number of apps and is
primarily aimed at general welfare and concern rather than just
business.
 In this market , lower number of apps means lesser competition ,
hence higher chances of being the monopoly and dominating the
market.

22. Fingertips mainly target certain customer segments,
which are more vulnerable to emergencies . These are
elderly couples staying alone in Kolkata , senior citizens,
tourists and business travellers from other cities and
countries , pregnant women , people with chronic
diseases like diabetes and heart diseases etc.

24. The main objective of the company is to provide an emergency guide
application which will help the citizens of Kolkata as well as newcomers
during sudden emergencies .
The app - Fingertips provide them with an updated database of phone
numbers and websites sorted location wise and the best part is that the users
can directly call them by single tapping on the numbers from the app itself
and also provides a SOS button for emergency location message among
other features.
The company doesn’t expect to rake in huge moolah suddenly on launch but
is optimistic about being a profitable venture once people warm up to the
idea of having a one-stop emergency guide app to have peace of mind. so it
feels a time frame of a year or two is necessary for raking in profits.

29. Fingertips aims at providing high-quality emergency guide contacts and solutions to its
target customers.
The only available app addressing such an issue falls short of expectations as it doesn’t
have an updated database and it also falls short of certain features like GRPS contacts.
Fingertips provide a simple , smooth and a one-stop solution to all its target customers
which is how exactly how an emergency guide app should be designed.
In this case , as this is an emergency app , there's no clear-cut segment that the app wants
to target just because of the fact that anyone and everyone can be in a spot of bother at
any time.
Fingertips mainly target certain customer segments , which are more vulnerable to
emergencies . These are elderly couples staying alone in Kolkata , Senior citizens , Tourists
and Business travellers from other cities and countries , Pregnant women , People with
chronic diseases like diabetes and heart diseases ,Relatives of patients admitted to
hospitals and of course college students staying away from home.

31. The most important collaborator will be Google without any
doubt as it the platform where the application will be launched.
The other important collaborators will be the various non-profit
societies and organizations which run and operate the blood
banks , hospitals, ambulance services and pharmacies across the
city , government institutions of public welfare life the city police,
railway police and fire services.

33. Fingertips had just one goal in mind right from the very beginning . It
wanted to be the best emergency guide mobile app available in the
market .
 It wanted to be the one-stop contact and solution app in case of
emergencies and so a lot of effort and in-house hours were spent on
data collection and entry. Hence it has a formidable database of
contacts , websites , first-aid solutions for all kinds of services required
in times of emergency.
The entire coding and debugging team is responsible for the bugless
app which has a simple and user-friendly interface. Every employee of
the company is a stakeholder here.

35. As of now the only
competitor who comes close
in Kolkata zone is
InEmergency app. It also
provides a wide range of
features but given certain
PODs, Fingertips must not
sweat much about it .

37. Excellent service of the app in terms of initial customers
increase the trust of the target customers in the app.
This increases the loyal user base of the app and enhances the
brand as a potent and useful emergency guide app.
Further down the road the app becomes an indispensable app for
any kind of help required during any form of emergency .

39. Working towards customer delight will obtain customer loyalty
gradually.
It is very important for an emergency app to provide prompt
information to it’s target customers a so a bugless, smooth user
experience might enhance the usability of the app .

40. COLLABORATOR VALUE
 Extending help beyond apps: It will provide an indirect
marketing avenue for the listed hospitals and other
emergency services .
 The website developers of the company will provide certain
advice to these hospitals and other institutions for their
websites’ upkeep and in some cases might fix any problems
in them.

41. COMPANY VALUE
The company value is to create a user–friendly
experience while searching for contacts or first-aid
solutions or while sending a SOS message. In this
way it expects to be a market–leader in this niche
segment of emergency guide apps. This will
strengthen it’s position as a reliable app in times of
emergencies and also prove to be an indispensable
one!!

44. Fingertips basically has an updated database of phone numbers and
websites sorted location wise and the best part is that the users can directly
call them by single tapping on the numbers from the app itself.
Being an emergency app , it also provides the option of a SOS button which
can send a SOS message with the user's location with latitude and longitude
to a pre set emergency contact number.
The app also provides easy to follow guidelines on how to provide first-aid in
various types of emergencies, which can be a true life saver at times!!
Lastly the app has all these functions working perfectly well even if the
phone has no internet connection.

46. FINGERTIPS CAN PROVIDE THE FOLLOWING SERVICES TO ITS
CUSTOMERS -
 It provides an exhaustive list of contact numbers of hospitals ,blood banks,
police
stations, ambulance services and other emergency services sorted location wise
and
also has the provision to call by single-tapping the contact number from the app
itself.
 It provides a SOS button to instantly send the location to the emergency
contact in times of emergency.
 It provides an to-do list to provide first-aid in various common health
emergencies.

48. The invention of this app will create a milestone in the emergency
guide apps genre and it will help many people during their times
of emergencies. It has a wide range of features and thus will
provide a peace of mind to it’s target customers. Years down the
line, it is poised to be an indispensable brand in the market and
people will vouch for its capabilities and usefulness !!

50. THE FREE FEATURES OF THE APP ARE -
 Fingertips , provides an exhaustive list of contact numbers of hospitals ,blood banks, police stations,
ambulance services and other emergency services sorted location wise and also has the provision to call by
single-tapping the contact number from the app itself.
 It provides a SOS button to instantly send the location to the emergency contact in times of emergency.
 It provides an to-do list to provide first-aid in various common health emergencies.
 The app has all these functions working perfectly well even if the phone has no internet connection.
THE PREMIUM FEATURES ( AN EXTRA $1 ) THAT WOULD BE AVAILABLE IN THE APP ARE -
 Integration of social networks like facebook , twitter , google+, whatsapp in the app. so in case of an
emergency, the app would automatically post and send distress text messages to the contacts.
 Integration of google maps in the app which would show the distance of the hospital/blood bank/police
station etc. from the current postion of the target user and also show the shortest route and time required to
travel.

52. INCENTIVES ARE REQUIRED FOR INITIAL MARKETING OF THE
APP AS WELL AS TO ENCOURAGE THE USERS TO USE THE APP
FROM TIME TO TIME .
Incentive for users –
 Every time the user refers a person to the app using a code, one credit
point is
issued. 30 such credit points in an account get him a free premium
account.
Incentive for collaborators –
 The website developers of the company will provide certain advice to these
hospitals and other institutions for their websites’ upkeep and in some
cases

53. COMMUNICATION

54. 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
 Ask user to rate and share are all some of the promotions
for this app which will be a part of business tactics.

56. The target of distributing the products through this app is
done by; the app which get downloaded from Google Play.
The premium customers pay $1 for the premium customers.
After download, the users are asked to sign up with his phone
number and email id. After doing so, the user is provided with
an unique id for referring purpose.

59. SELECTION CRITERIA AT FINGERTIPS ARE:-
While years of experience are always beneficial for a candidate,
Fingertips’ focus is to hire those who are able to consistently raise the
bar and introduce a variety of innovation to move this organisation
forward.
As Fingertips grow, it feels absolutely necessary that this company
employees are also to grow professionally with the organisation.

61. This App major policy which is primarily aimed to build
trust with customers.
Trust is the backbone on which the entire app works as
it deals with emergencies .
Investments are done in maintaining an up-to date
database of contacts and websites and also in recruiting
programmers and debuggers for the software.

63. A low capital investment and a fast turn around time
helps in promotion of this new generation app.
Themes of advertisements concentrating on different
services are provided.
Fingertips needs to maintain good relationships with the
emergency institutions.

65. 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.

67.  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, 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.

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

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

70. DISCLAIMER
This presentation was created by Gairik Ray , under the guidance of Prof.
Sameer Mathur , during a marketing internship mentored by him.