grabon - always on the go!!!

Marketing Plan On

Garima Sharma

BIT Mesra

GrabOn Always On the Go!!!

Confused of where to find

relevant document of your higher

study project?

Where to apply for internship?

Having issues related to

internship offers? GrabOn Always On the

Go!!!

Just go through

GrabOn app once and you will

love it for sure… GrabOn Always On the

Go!!!

GrabOn

1.Executive Summary

2.Situation Analysis

3.Goal

4.Strategy

5.Tactics

6.Implementation

Outline:

GrabOn Always On the

Go!!!

EXECUTIVE

SUMMARY

1

Objective of the Company


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• To provide the opportunities to the

technical graduates for pursuing any

project / internship going for higher education globally.

• To assist & help them with proper guidance

regarding their career.

• To provide the project related thesis to the

researchers engaged in teaching or any type of research works. GrabOn

Always On the

Go!!!

GrabOn is an android app that serves as a important

platform for all the technical graduates and researchers to

obtain the various research information going around the world.

It gives them opportunity to work on those project with the help

of previous thesis that can be purchased on this app easily.

It also provides information about different internships offer

globally, thus we can say that everything one shall require

and need to know to pursue higher studies in the technical field

is available here.

What is GrabOn??


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Course of Action


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• Organise a platform to provide the users

with information/opportunities they shall

find crucial during their higher studies.

• Amalgamate with various marketing

channels associated with technical

college and researchers.

• Justifiably position the company in the

target market.

• Cautiously modify the company’s offerings

for it’s customers and collaborators.


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SITUATION

ANALYSIS

2

Company Overview CORE COMPETENCIES

• Proper management of resources and environment.

• Collaboration and Teamwork.

• Unlimited access to library of digital papers and thesis for a flat fee.

• Internship info across the world.

GrabOn Always On

the Go!!!

Competitors

There are no identical substitutes for the

brand in the target market.

Potential competitors

Market Overview


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Consumer Segment:

1. Demographic: • Age 21+( Technical Graduates and Researchers)

• Gender Male and Female

2. Geographic: • Cities Metro Cities

• Countries Initially Asian and American countries

3. Psychographic: • Lifestyle Educational and Research Scholars

Business Market Segment:

1. Demographic: • Organizations Technical Colleges around the globe (after

achievement of certain target)

Target Consumers

GOAL

3

• App Development

• App Launch in the market

Within 1 month

• 5000+ downloads

• Expanding the topics of research

After few months of launch • 40% increase

in revenue

• 20% increase in consumer

Before the end of First fiscal

year

• 1 million+ both free and premium users

• Additional features to be added

First fiscal year

Goal Setting

Thus its main goal is to reach the graduates and

researchers who are working on a project or wants

to pursue one…

STRATEGY

4

TARGET MARKETS


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Technical

Graduates

and

Researchers


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This segment is:

Measurable: Size, purchasing power and characteristics can be measured

Substantial: Large and profitable enough to serve

Accessible: Can be effectively reached and served

Differentiable: Responds differently to different marketing mix elements

Actionable: Effective programs can be formulated to attract it and serve it


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Consumer Needs • Educational needs

• Career Development

• Gaining confidence in their field

of development

• Self Esteem and Self Satisfaction

needs

• Building a high profile

• Relevant materials all at one

place


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Competitors

• Scribd.

• Engineering

Projects Idea

List


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Points of Parity

• Provides final year engineering

student to help and search

engineering projects idea and list.

• Efficient, simple and easy to use.

• Unlimited access to project papers

after subscription. (Scribd)


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Points of Difference • Provides engineering student and

graduates as well as researchers or

teachers to help and search

engineering projects idea and their

related thesis.

• Cashless Payment option and also an

option for hard copy delivery.

• Internship information and their

related links to apply.

• Provides mock test on paid basis for

certain internships.

Collaborators

• Mutually benefitting association

with start-ups.

• App Developers

• Suppliers

• Advertising Partners

• Communication Channels or Partners


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Social media sites like

Facebook,

Twitter, Instagram,

LinkedIn,

Whatsapp via which the

content of

the app will be consumed.

Brands or companies who’ll

sponsor the

app or advertise their

products or services

through display ads,

sponsored posts and

advertorials on the app

Communication Partners


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Context

Technological- Best use of technology for career development.

Economic- Downloading and accessing of papers becomes less costlier and easier.

Socio-Cultural- Targeting the most valued portion of population.


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VALUE PROPOSITION

• Customer Value

• Collaborator Value

• Company Value


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Customer value proposition

• Focused mainly on the Graduates and Research Scholars, therefore covering a large segment of market.

• Can explore different areas of interest free of cost.

• With a premium app, you can download a number of documents at reasonable price and access your documents from anywhere using your login id and password from our website

Collaborator value proposition

• A well-managed, rapidly growing app with new downloads everyday

• Successfully competing with other major players in the industry

• A large and diverse user-base

Company value proposition

• To employees:-Positive work environment, good pay, growth potential, opportunity to pursue interests, job security

• To investors:- Regular filing of returns, future growth potential, financial stability, clean image, profitable and loyal user-base, high ROI

GrabOn

TACTICS

4

Product

GrabOn


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Free Features

GrabOn

1)People can search for

document, papers,

research going on using

mobile’s app.

2)People can join

different forums for any

queries

3)People can search for

internship offers and

their detailed

information at one place

only.

4)People can contact

different professionals

who are working on

related research or had

an experience in that

field earlier.


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Premium Features

GrabOn

1)People can download

document, papers,

research going on using

mobile’s app.

2)Prices can vary

according to the content

of the paper.

3)People can appear for

the mock test of certain

internship offers at a

defined price.

4)People can contact the

company for uploading

their document on the

app and earn profits at

a suitable rate.


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Collaborators Price Offerings

5% per order placed

to the channel member

via the app.


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• For Consumers: Recommend 10 friends

to install the app via the link

provided & get credits.

• For Employees: Extracurricular

activities into the workplace to

break up the monotony.


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Pricing

Starting Price:$8.99 This price is less than the amount

spent by targeted segment fetching

the concerned documents.

We are providing a lot more

additional useful features and it

will be affordable by targeted

segment.

• Company Website

• Blogs

• Building Social Community on

Facebook , Twitter etc.

• Quora

• Featuring E-Mails

Communication


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Distribution

Website


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IMPLEMENTATION

6

Business Process and

Implementation Scheduling


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App Testing &

Official Launch

Customer Feedbacks & App Updates

Pitching to the clients, building networks, contracting and payment collection.

Maintain financial levels of performance and records.

Develop strategies to enter new cities & Strategic Management


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Created by Garima Sharma, BIT Mesra during a marketing internship,

by Prof. Sameer Mathur, IIM Lucknow.


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