android healer app-final marketing plan
TRANSCRIPT
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Android Healer App
An antivirus app for your device
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Overview
Executive Summary
Situational Analysis
Goal
Strategy
Tactics
Implementation
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Overview
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❖The company aims to protect the data of their consumers from any kind of theft or viruses .
❖The company also aims to spread awareness among the people regarding the protection of their devices from harmful files and theft .
❖The company also aims to give quality service to their consumers.
Executive Summary
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Overview
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❖Some similar apps competing with us are -➢ Quickheal
➢ McAfee
➢ Avast
➢ CM Security
❖Some of the competitors such as McAfee and Quickheal owns most of the market share .
Situational Analysis
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❖Regular scanning with different modes such as Quick scan , full scan and custom scan .
❖Also offers DND services and gives an opportunity to register with TRAI’s DND directory .
❖We also have a premium service available.
Situational Analysis
Points of Parity
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❖Provides tips related to privacy and safety everyday.
❖Provides own keypad for writing messages for maximum protection against theft.
❖Gives an ad free experience.
Situational Analysis Points of Difference
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❖We are using primarily demographic segmentation.
❖We are targeting those people who use smartphone , which are mostly upper middle class working people ,mostly millenials.
Situational Analysis
Target Market
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❖We are using primarily demographic segmentation.
❖We are targeting those people who use smartphone , which are mostly upper middle class working people ,mostly millenials.
Situational Analysis
Target Market
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❖ To maximize the reach of the company among the potential customers i.e. people who use such kind of devices as smartphones etc.
Goal
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❖ To give quality service and spread awareness about the app.
Goal
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❖
Goal
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❖ To have a collaboration with companies which provides smartphones with Android OS and provide products to the customers at a discounted price.
❖To expand the product portfolio and also expand the product for laptops etc.
❖To have a balance between premium and freemium services.
Strategy
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Freemium
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❖Regular scanning facility.
❖Very valuable tips from our mentor related to privacy and safety of data and devices everyday.
❖A vault where you can safely store your private stuffs .
❖Blocking of unwanted numbers & SMS.
❖An ad free experience.
Freemium Services
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Premium Services
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❖Can block your mobile phone in case of theft .
❖Can also report the last location with the last snapshottaken by visiting our website & entering details.
❖Provides their own keyboard for safety and privacy.
❖Gives you an opportunity to register with TRAI’s DND directory.
❖Consumers are given incentives for bringing in new customers via referral system.
Premium Services
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Value Proposition
● Old consumers will get benefits of the offers and discount of our product .
● They can also get some incentives for referring the customers to our app .
● On the basis of reviews , apps will be updated time to time.
● Quality service is our first priority.
Customer’s value
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Value Proposition
● They will experience growth in their business due to co branding .
● They will also get incentives for their contributions and referrals .
Collaborator’s value
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Value Proposition
● Company’s motto is to offer quality service and experience to consumers
● We know the importance of our consumers ,employees & collaborators & use holistic marketing strategy most of the time.
Company’s value
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Value Proposition
● Company’s motto is to offer quality service and experience to consumers
● We know the importance of our consumers ,employees & collaborators & use holistic marketing strategy most of the time.
Company’s value
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Tactics
Android Healer App
We offer them antivirus and security apps and also great quality service.
Our App
What we offer
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❖We will have articles related to our product & services on some reputed tech blog sites and magazines .
❖We will also use social media sites such as facebook , twitter etc. for promotion of our app . Link will be provided with the advertisement.
❖The consumers can also reach us through customer care numbers ,whatsapp numbers etc.
Tactics
Communication
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❖We can also influence customers by influencing their opinion leaders by means of advertising and promotion and brand ambassadors .
❖We can have video tutorials related to privacy and safety on youtube also highlighting the points of difference of the app on youtube & provide the link for our app on these sites.
Tactics Communication(Contd.)
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❖We will use mainly two channels for distribution of products-➢ Through Google play store.
➢ By use of Amazon App Store.
❖We also have to keep checking for piracy and try to prevent it.
Tactics
Distribution
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❖Our competitor’s apps are mostly priced about Rs. 450.
❖We should fix our price such that the consumers get more features at less price.
❖Here , we can fix the price of about Rs. 300-400 if we don’t want to enter the market as high value brand.
❖The pricing depends on many other factors and requires details such as the market share of the competitors .
Tactics
Pricing
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❖The budget of expenditure is set to be about Rs. 20,000.
❖Budgeting includes expenditure of advertising, wages etc.
Tactics
Budgeting
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❖We will have articles related to our product & services on some reputed tech blog sites and magazines .
❖We will also use social media sites such as facebook , twitter etc. for promotion of our app . Link will be provided with the advertisement.
❖The consumers can also reach us through customer care numbers ,whatsapp numbers etc.
Tactics
Communication
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❖We will have our app & our website .
❖We will have a technical unit which will constantly work on improving our app based on reviews.
❖We will have marketing unit to publicize app and keep checking the data related to market share by circulating survey forms etc.
❖We will also have a separate innovation and R&D unit which will work constantly on innovation of new products based on the demands of the consumers.
Implementation
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❖We will have our app & our website .
❖We will have a technical unit which will constantly work on improving our app based on reviews.
❖We will have marketing unit to publicize app and keep checking the data related to market share by circulating survey forms etc.
❖We will also have a separate innovation and R&D unit which will work constantly on innovation of new products based on the demands of the consumers.
Implementation
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Disclaimer
These slides have been prepared by Shivam,IIT Kanpur under the guidance of Professor Sameer Mathur during an internship of marketing management .