let's go app
TRANSCRIPT
“LET’S GO” -
ANDROID APP
Marketing Plan
• LET’S GO is an app that makes travelling easy for its customers. Entering into an entire new city , we face many difficulties like travelling within the city , good hotels at affordable prices , restaurant , tourist places , specialties, shops ,malls etc . We have to ask the localites for everything and most of the time language differences make it cumbersome . Here comes the rescue app , in this app we will provide the customers with all over trip experience at an affordable price
1.1 OVERVIEW
• To generate as many downloads as possible with good reviews in the 1st two three months
• Aim to achieve more sponsorships and tie-ups with upcoming collaborators
• Customer satisfaction is the ultimate goal
1.2 GOAL
• Prepare an exhaustive ,distinctive & innovative Marketing Plan for the App “Lets Go”
1.3 COURSE OF ACTION
SITUATION ANALYSIS
COMPANY OVERVIEW
MARKET OVERVIEW
TARGET CUSTOME
RS
• Since it is a travel based app so its main product line is “We going places” .
• It relieves the user of headache of any prior arrangements as it make that for the user. The customer just has to select the price range and locations.
• It also helps the user to prioritise things like which place to visit first, which restraint to dine in etc .
• The core competencies of the customer includes customer satisfaction, a great task of surveying an reviewing , tie ups with different companies and geographical
2.1 COMPANY OVERVIEW
• This app basically target the middle incomed families although its flexibility makes it suitable for high income families too .
• The competition that we can face is from other trip organiser companies like make my trip, travelzoo etc which are already established very well in the market.
• We need to collaborate with the various hotels , restaurants , taxi services and other surveying companies that could conduct the survey so that we get genuine ratings of the places.
• It has a huge market open in front of it to acquire and expand its business but the only threat that it faces is from the well established players in the same domain
2.2 MARKET OVERVIEW
Opportunities•Easy accessibility
•Time saving•Huge market to expand•Discounts to the premium users•Reliable source of information
Threats•Well established competitors in the market• Disloyal customers•Fear of new entrants•Fake reviews
Families
Working professionals
Youth
Tourists
2.3 TARGET CUSTOMERS
The main goal of the app is to create happy and satisfied customers besides producing revenue. The app aims at about 5- 6lakh downloads in a year with a substantial good ratings .It also aims at making a revenue around $100000 in a month and thus establishing a good market share in the market and a good amount of collaborations in a short span of time
4.1 TARGET MARKET
TARGET MARKET
CUSTOMERS COLLABORATORS COMPANY COMPETITORS CONTEXT
CUSTOMERS
CUSTOMER NEEDS
CUSTOMER PROFILE
CUSTOMER NEEDS
Places to visit
Affordable restaurant
s and hotelsRegional
specialities
Affordable and easy travelling
CUSTOMER PROFILES
Families
Working profession
als
Tourists
youth
CollaboratorsSuppliers
• Taxi dealers• Hotel dealers • Restaurant
dealers• Surveyors • Agent
suppliers
Channel Members
• Marketing professionals
• App stores
Communication partners
• Google play store
• Food and travel related blogs
• Hotel websites,
• Tourism department sites,
• Clubs like rotary club ,
• Travel sites like make my trip
CompanySTRATEGIC BUSINESS
UNIT• Development and
maintenance of app• Regular upgradation
of app• Sponsorship• Distribution• Marketing and
promotion • HR team for hiring
agents
KEY STAKEHOLDERS
• Developers• Marketing team • Collaborators• Distributers • Suppliers
Competitors
It provides best quality of
services at affordable
prices . Also discounted
coupons will be available to the premium users
It is portable , easier to
collaborate rather than
opening a new chain of
hotels .It has GPS, taxi
booking , ticket booking sites all
in one app
whenever we travel to different places theres a
change of culture , language etc and a person
may feel uncomfortable in asking the routine places . This app
helps by providing every detail about the area u live in
The app is easy to use but should be updated regularly
according to the reviews of the
customers
Context
VALUE PROPOSITION
Customer value
Collaborator value
Company value
4.2 VALUE PROPOSITION
•Since the number of customers who want to travel will keep on growing and since it provides good quality service at affordable prices more and more customers will attracted to itValue propositioni
ng•The affordable prices and the personal
help provided in the form of agents will separate from other players in this fieldPositioning
strategy
•Personal assistance• 24*7 availability •affordable prices and reliability Positioning statement
Customer Value
•Since travel and tourism is the biggest revenue generation department , it will help the hotels and restaurants to attract more and more consumersValue propositi
on•The dealers can be sure of guaranteed
return on investment , it will also increase their customer base Positionin
g strategy
•United we stand and rule . Thus , it will help in conquering the market . All the profits or losses will be divided
Positioning
statement
Collaborator value
•Since the company has a large market to expand it wont face dearth of customers or servicesValue propositi
on•Appropriate remuneration ,• friendly environment , •employee recognition and
appreciation Positioning
strategy
•Work in harmony , together we will make our company reach at the top
Positioning
statement
Company value
TACTICS
Price
Product
Service
BrandIncentives
Communications
Distribution
Attributes• A
working app
• A guide for travelling
Benefits• Available
24*7 • Expert
guidance• Attractiv
e deals
Cost• Free for
the first two trips , then $5.9 for subscription
5.1 PRODUCT
Attributes• 24*7 service
guidance is available,
• Agents will also be available on hire
• GPS tracks the location and show the nearby services
Benefits• Affordable
services of good quality ,
• Reviews of all places available
• More to choose from
• Feedback option
• Discounts to premium users
Cost• Free for the
first two trips , then $5.9 for subscription
• All the services are provided at affordable prices
• Discount deals to premium users
5.2 SERVICE
5.3 BRAND• NAME : LET’S GO• SLOGAN : “We going places”• SYMBOL:
Free for the first two trips For the subsequent trips , the user must subscribe and the Premium version of the app is - $5.9The premium users will be given discount coupons and many other incentives
5.4 PRICES
Customers• Discount
coupons to the premium users
• If the user recommend the app and the person downloads it , the user earns extra points and collection of many such points helps to redeem a discount coupon
Collaborators• Commission to
the hotels and other services as a part of dividend
• Timely returns on the discounted services
• Promotion of the brand of collaborators as well
Company personnel
• Employee that bring the maximum number of sponsorships will be rewarded
• Bonuses and allowances to the sales force team that bring maximum no of premium customer
5.5 INCENTIVES
Google play store Food and travel related blogs Hotel websites Tourism department sites Clubs like rotary club Travel sites like make my trip and Social networking sites like facebook
, twitter etc
5.6 COMMUNICATION
5.7 DISTRIBUTIONS
6.1 ORGANIZATION STRUCTURE
Market research and surveys done
to analyse the need of people
Analyzing consumer and
business markets
Analyzing core competencies of
the company
Identify the target customers
Identify the goal of the company
Developing a product strategy
Setting up a proper pricing
strategy
Setting up a communication
strategy and planning an organization
structure
Managing the same marketing
strategy and making changes if
required
6.2 PROCESSES
6.3 SCHEDULE TASK TIME Market Research 2 months
Analysis of consumer and business markets
1 month
Crafting market positioning 1 monthSetting up strategic business unit 4 months
Setting product strategy 2 weeksDeveloping pricing strategy 3 weeks
Designing integrated marketing channel
3 weeks
Designing integrated communication channel
3 weeks
No of Premium usersFeedback form filled by usersTotal profitNet growth in customers
7.1 PERFORMANCE EVALUATION
• Since the tourism industry is the largest and fastest growing industry , it should keep pace with the changes
• New entrants in the market are a threat
• Regular updation of the app according to the reviews of the customers is required
7.2 ENVIRONMENTAL ANALYSIS
BREAK EVEN ANALYSIS
Executive SummarySituation AnalysisGoalStrategyTacticsImplementationControlExhibits
SUMMARY
Created by Nitika Arora, GNDU during internship in marketing under
Prof Sameer Mathur , IIM Lucknow
DISCLAIMER