marketing of a new app tour-o-pedia
TRANSCRIPT
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Marketing
of a new
App
Your travel buddy
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Tourism in IndiaTourism in India is economically important and is growing rapidly.The World Travel & Tourism Council calculated that tourism generated 38.31 lakh crore (US$20 billion) or 6.3% of the nation's GDP in 2015 and supported 37.315 million jobs, 8.7% of its total employment
Number of domestic tourist visits in 2014 1,281,952,255Number of foreign tourist visits in 2014 22,567,650
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BUT
Many of the people are left unsatisfied They feel cheated or misguided
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BUT
They are often showed only popular places but their thirst for seeing local surroundings and culture remains unquenched
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What if an App can help and guide tourists
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Your travel buddy
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Tour-o-pedia
An App that can help make your tour more beautiful and enjoyable
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Tour-o-pedia
•Collaborate with various marketing channels associated with tourism and local culture•Sustainably position the company in the target market and also influence people to use app in their “Me time”•Carefully tailor the company’s offerings for its customers and collaborators
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Tour-o-pediaProvides
•List Of Activities You Can Do •General Local Rules That One Should Follow•Local Weather And Nearby Places To Visit•Shopping Guide
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Tour-o-pediaProvides
•Info About All Local Tourist Spots•Info About Local Cuisine And Recommend Places Where To Try It•Transportation Guide•360 view of famous places
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Target market
Avid tourists who like to get essence of local culture and cuisine and enjoy to the fullest
People who want to visit interesting places or just want to explore different places in their “Me time“
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Collaborators
•Local vendors who sell high quality goods•Restaurants who provide local cuisine• Localites who can give local insights and work as interns
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Collaborators
•Local guides•Professional travelers who can provide reviews and images•Other Apps
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opportunities•Partnership with various local shops and local people•Opportunity to grow and collaborate with travel agencies to improve their travel itenary•Partnership with various travel booking Apps to expand
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Goal
•Try to expand to 100 cities in 3months and reach 1 million downloads by 8months•Try to convert 5-10% of free subscribers into premium account holders
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Key value propositions
Information about local rules and traditions So that tourists don’t get into unnecessary troublesE.g. sari is not allowed inside golden temple in Amritsar
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Key value propositions
360 view of famous placesSubscribers can enjoy beautiful views of famous places just by sitting at homeit will increase downloads
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Key value propositions
Provide support from local guides if neededDuring times of difficulty they can help them sort out problems as their travel buddy
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Key value propositions
Provide information about unheard placestourist can enjoys less famous places which provide more adventurous activities or scenic beauty E.g. Tarkarli beach near Ratnagiri (better beaches than Goa)
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Logo
Your travel buddy
Tagline
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Pricing Strategy
Freemium strategyFreemium is a pricing strategy by which a product or service (typically a digital offering or application such as software, media, games or web services) is provided free of charge, but money (premium) is charged for proprietary features, functionality, or virtual goods
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Pricing Strategy
Premium features will be•360 view of popular places•List of local shopping stores for trusted goods•Local rule book•Local guide on demand
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Pricing Strategy
Free features will be•Information about tourist
spots and places to visit•List out activities to do •List of local cuisines tourist can try and where they can try
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Pricing Strategy
Free features will be•Nearby attractions•Transport guide•Local weather
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Premium features will be available at $0.99
Pricing Strategy
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Communication channels•Social media•Website•Word of mouth•Marketing representatives•Hoardings and banners•Advertisements
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Communication channelsSocial media and
websites•Increase brand awareness•Encourage people to share experiences and engage consumers•Share their pictures•Keep competitions and promotional activities online to avoid being lost from memories of consumers
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Communication channelsMarketing
RepresentativesResearch groups •Increase brand
awareness•Increase content of information in the App•Make more partnerships with local stores for co-branding and generating revenues•Get feedback from stores about brand awareness
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Communication channelsWord of mouth
and ads Banners and hoardings•Encourage employees
to spread •Information about App among friends and relatives•Make exciting and innovative hoardings•Engage sportsperson or photographer as brand ambassador •Increase brand awareness
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Your travel buddy
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Distribution
Strategy Google play storeApp store (for ios users) Own websiteE-mail invites encouraging App downloadsSpots near tourist places to recharge battery and relax
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Implementation
Registered local guides And College internsWill help gather local information and provide feedback about App and Collaborators and suggest changes
Our work force will include
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Implementation
Local shop vendors ,Local hoteliers and Local restaurant ownersWill collaborate with us and will act as a source of revenue generator .Also provide us with ground reality of effectiveness of the App and suggest modifications if needed
Our work force will include
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•Backdrop of tourism industry•Situation analysis •Strategy •Goals • Key value proposition•Brand logo and tagline•Pricing strategy•Communication channel •Distribution and Implementation
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This presentation was created by Aditya Ghuge, IIT(BHU) Varanasi, During a marketing internship by Prof. Sameer Mathur , IIM Lucknow
Disclaimer