marketing plan of photobook
TRANSCRIPT
PHOTOBOOK
PHOTOBOOK
Marketing Plan for “PHOTOBOOK” ANDROID APP
PHOTOBOOKINDEX
1.EXECUTIVE SUMMARY2.SITUATION ANALYSIS3.GOALS4.MARKETING STRATEGY5.TACTICS6.IMPLEMENTATION
• Social Media Application.• Let’s us virtually create a board of photos that can be shared
online.• Photos can be shared permanently or temporarily.• Completely redefine your Social Media Experience.
PHOTOBOOK
EXECUTIVE SUMMARY
PHOTOBOOK
World population gradually increased by 14 % in 10 years, world population was 6.5 billion in 2005 but now it is 7.4 billion
In 7.4 billion population, 3.5 billion people around 47% using the internet and only 31% ( 2.3 billion) people using smartphone
2004 2010 2014 2016
World Population (billion) 6.5 6.9 7.2 7.4
Internet Penetration 16% 30% 40% 47%
Smartphone User (billion) --- --- 1.57 2.32
PHOTOBOOK
PHOTOBOOK
Market share of all active user of social media
• 1.8 billion population uses the Facebook worldwide which is 50 % of Internet user around the world.
• The sum of the user base of other social media like Instagram (500 million ), LinkedIn (468 million), Twitter(320 million ), Google+ ( 300 million ), Pinterest(150 million ), Snapchat(160 million ) is almost equal to Facebook(1.8 billion) user base
Series1
0 200 400 600 800 1000 1200 1400 1600 1800 2000
1790
500
468
320
300
160
150
Monthly active user(millions)
PHOTOBOOK
Social Media Main industry impact
Social Media site focus Demographics
B2C Sharing of news content ,stories Highest uses among 45-65 , 65 % of user 25 or older
B2C Sharing of news content , stories More popular among women, more popular in urban area
B2B/B2C Sharing of news content ,stories Most popular among age 19-29 ,
Google+
B2C Sharing of news content ,stories 70 % user are mail ,
B2C Sharing of interesting product /website
81% user are female
Snapchat
B2C Sharing of informative and entertain videos in story page
50% user are more then age 25
PHOTOBOOK
B2C Sharing of Photos (Permanently or temporarily)
All age groups
Social Media Platform Comparison for Marketing
GOALS PHOTOBOOK
FUTURE Demographics
• 80% of Pinterest users will be actually Females• Men will account for only 20% of total photos on PHOTOBOOK• Median age of at PHOTOBOOK user will be 40, however majority of active users will below 40• 30% of all INDIAN social media users will be PHOTOBOOK users by 2020.• 60% of all PHOTOBOOK users will be INDIANS by 2025.
PHOTOBOOK
PHOTOBOOK
AWARENES TRIAL PURCHASE
PHOTOBOOK
AWARENESS
• Consumers are to be made aware about PHOTOBOOK• More and more awareness about app to be made on Quora,
Facebook etc.• Smart IOT based banners on Metros, Buses etc.• Advertisement in TV Channels mainly catering to females.• Women Empowerment Program in various cities across India.
PHOTOBOOK
TRIAL PHOTOBOOK
• Partner with GOOGLE to get it pre-installed on Android Platform.
• Gives incentives during trial offers.• Direct mobile ads on GOOLE AdSense.• Send advertising emails for downloading trial
versions.• Give 1 month or more as free subscription offer.
PURCHARSE PHOTOBOOK
• Keep the initial prices high.• In future, gradually lower the prices down.• Give discount and offers for family pack etc.• For bulk purchases eg. for offices internal network, give
more discounts.
TACTICS
PHOTOBOOK
PHOTOBOOK : App that allows you share photograph with stories.BRAND : the 2 red O’s indicates photos that gives life to the stories with them.PRICE : Kept at 0.50$ initially and it will be reduced to 10 cents.INCENTIVES : bulk order, family packs are all incentivized.DISTRIBUITON : Done through GOOGLE PLAYSTORE
PHOTOBOOKIMPLEMENTATION
PHOTOBOOK
• Initially, low cost Amazon Web Servers are rented out.
• App is uploaded on PlayStore for downloading.
• Feedback response team is set up.
• Back-end and front-end developers are hired to response positively to feedbacks.
• Customers Care Unit is hired to listen to listen and solve their problems.
• Marketing and Talent acquisition team will be hired in the future.
CREATED BY Pranav Agarwal, IIT KHARAGPUR, during a MARKETING INTERNSHIP under guidance of Prof. Sameer Mathur, IIM LUCKNOW.
DISCLAIMER