phontoosh - marketing plan by vaibhav diyora

PHONTOOSH MOBILIZE YOUR LANDLINE.

BY VAIBHAV DIYORANIT SURAT

An app that gives accessto landline or home phone service on smartphones.

EXECUTIVESUMMARY

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1. EXECUTIVE SUMMARY

• Phontoosh will help consumer save minutes on cellular plans.

• Use their home phone plans efficiently.• Home account or parent account can be used from

everywhere.

1. EXECUTIVE SUMMARY

• Tablets can be used as a calling device .

SITUATION ANALYSIS

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2. SITUATION ANALYSIS

• Can enhance and extend features of home phone service bring customers more value

• Parent account monthly plan can be used efficiently.

2.1 . COMPANY OVERVIEW

2. SITUATION ANALYSIS

• Customer can receive call even if out of home as long as they have wifi connection or cellular data

• Other services • Video calling• Text messaging

2.1 . COMPANY OVERVIEW

2. SITUATION ANALYSIS

2.2 . MARKET OVERVIEW

• India – 2nd largest telecommunication system WITH• Total landline service users : 25.17 million• Total cellphone users :1027.17 million • Tablet users : 40.4 users

2. SITUATION ANALYSIS

2.3 . TARGET CUSTOMERS

• Landline users . Each consumer can attract upto 5 potential cell phone users.• Tablet users , wifi and cellular data users .• Businessmen who cannot be at work all the time.

• Emerging 3G and 4G will help to attract customers.

GOAL

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3. GOAL

Within 5 years • Get 20 million downloads and registration• 40% conversion rate (free to premium)

• Desired net income (around 80 million dollars)

STRATEGY

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4. STRATEGY

4.1 . TARGET MARKET

4.1.1 customers .

• India• Businessmen• Landline as well as cellular users.• Children with tablets can use parent account.

4. STRATEGY

4.1 . TARGET MARKET

4.1.2 COLLABORATORS

• Company can collaborate with landline service providers and cellular providers such as reliance , airtel , idea , Vodafone, bsnl, mtnl etc to provide quality services and reach new height of success .

4. STRATEGY

4.1 . TARGET MARKET

4.1.3 COMPANY

• Founder• Co-founders• Investors• Employees

4. STRATEGY

4.1 . TARGET MARKET

4.1.4 COMPETITORS

New concept in India .No competitors in this area .

4. STRATEGY

4.1 . TARGET MARKET

4.1.5 CONTEXT• Ease of use • Ease of reach• Totally new• Speed • Reliable • Low cost• Efficient and effective use of services .

4. STRATEGY

4.2 . VALUE PROPOSITION

4.2.1 customer value

• Highly secured and genuine• OTP generated verification• User can opt 5 account under 1 landline or parent account.• High quality voice connection and very low rates.

4. STRATEGY

4.2 . VALUE PROPOSITION

4.2.2 company value

• Loyal customers• Good feedback• Repeating subscription• Increasing registration and conversion rate

TACTICS

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5. TACTICS

5.1 PRODUCT

• Extend your home phones service beyond imaginations.• Video calling and messaging.• Save minutes from cellular .• Pickup home phone from anywhere.• Convert tablet into mobile phone.

5. TACTICS

5.2 SERVICE

• 24x7 consumer services for queries .• Access through consumer feedback through app.• Resolving a complain within 12 hrs.

5. TACTICS

5.3 BRAND

PHONTOOSH MOBILIZE YOUR LANDLINE

5. TACTICS

5.4 PRICE

• Free upto 10 calls.• Then its only $ 9.99 per year.

5. TACTICS

5.5 INCENTIVES

• Refer a friend and earn 5 free calls.• Free trial of premium version.• Offers during festivals• Discounts for consumers using collaborating operator.

5. TACTICS

5.6 COMMUNICATION

• Campaign• Tv ads• Personalized emails• Social media• Creating product videos featuring all the benefits• Blogging

5. TACTICS

5.7 DISTRIBUTION

• Play store• App store• Windows store• Company Website

IMPLEMENTATION

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6. IMPLEMENTATION

6.1 INFRASTRUCTURE

• Human Resource• Finance• Technical• Research and development• Marketing• Operating

6. IMPLEMENTATION

6.2 PROCESSES

• Social media campaign• Events • Offers • Banners• Television ads• Personalized emails• One on one interaction

6. IMPLEMENTATION

6.3 SCHEDULE

• Regular social media campaign• Offers and discount on occasion and festival• Events ands television ads during tournaments• Consumer feedback after every update .

DATABASEmanagement

• Maintaining the records of consumers

• Using them for improvement• Feedback from consumers

• First time users• Subscription repeater• Loyal consumers

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Created by Vaibhav Diyora during marketingInternship under prof. Sameer Mathur (IIM Lucknow)