Me Time?

Hobbies?

Come to us

An app that lets you record

your travel memories,

decorate them with pictures

and videos.

Share with others on

community or

Create travel wish-list

Read other’s stories and

Blogs

Get exciting offers as you do

what you love.

Situation Analysis

Let’s check

out some

quick stats.

Millions of people Travel Daily for a various reasons.

They click hundreds of photos and videos.

About 85 % people keep memories of their travel

in the form of photos, videos or a travel

smash book. They also like to share their

experience on social media.

61% of consumers search online and depend on

peer reviews or past experiences. There is a sharp

increase in number of travel bloggers, travel

photographers and wild-life enthusiasts.

85% of international travellers have some kind of mobile

device with them while travelling.

Travellers ages 15 to 29 accounted for an estimated 23% of

international travellers in 2015

An estimated 17 million travellers identify

themselves as being 'health and wellbeing' focused,

with 40% of them travelling regularly.

Gen Zs watch 2x as many videos on mobile as other generations

Gen Z shuns conformity and tradition but like storytelling and

visual displays.

59% of travel related searches are from those aged 35-64

Some more

I must target

these Bloggers

Let’s

target

everyone

Journey

Write a Day

Volo

Community Read

No paper, edit anytime Write Connect and share Search and learn

Market GoalsInstant Goal – 30,000 users in 6 months

Intermediate Goal – Rapid customer acquisition and adding new feature within

6 months. Reach to a customer

base 200,000 in 1 year.

Ultimate Goal – More than 6 million

users.

Target

Market

Cu

sto

mers

Travel Bloggers.

Facebook Travel

Group admins.

College Fests.

Travel Magazines.

P O P

Journal feel , add photos,

videos, reminder, location,

weather and activity.

Export stories in different

Formats.

Easy Edit.

Throwback

P O DJoin Community and meet

like-minded people

4GB free storage on cloud and

unlimited storage for premium

Share on or community or

public in premium

Access blogs and post from others

in premium

Earn points and avail offers and

Prizes in premium

Wish-list and create plan

Innovative and creative

alternative for Me time.

High quality and great value.

Best medium to find other

travellers and share

experiences.

Zero compromise on picture

and video quality.

Access/Edit Anytime and

anywhere .

Remain updated and

discover some exciting new

locations.

Create your own wish-list,

and plan next tripsCustomer Value

Collaborator

Value

Opportunity to be

engaged with

like-minded organizations

/communities.

New perspectives on any

issue, idea generation

space and support any

initiatives.

Special blogs.

Offers and discounts.

New Updates.

Company Value

Innovation and creativity

Constant engagement with

customers leading to better

understanding of needs.

Effective CRM tools.

Flat hierarchy to get as

many ideas from the

whole team .

Excellent relationship

between company and

employees, employee and

customer, and company

and customers.

Achieving the targets set and

pushing the benchmark with

constant efforts to deliver the

best.

Tactics

Logo

Tagline:Let’s Travel

with Words

Free

Basic Journal

4 GB data Storage

Share on Facebook/Community

Export in all formats

Join Community

Earn Likes and points

Unlimited Storage

All Blogs and articles

Premium

Premium= $6Promotional

=$ 5

Incentives

Promotional price

Referral points, Points for sharing

and liking

Weekly top 3 get bonus points

Redeem points monthly to avail

offers

Top point earner wins grand prize

every year

Incentives for Collaborators

Special Blogs

Offers

Market information

Incentives for company

Let’s

Promote

ReseBok

Hash-taging Selfie to earn

points. 5 points per Selfie!!!!

Imagine how much a selfie

Queen like me will earn in

a day! Just that I will have to

Travel !

MyReseBokSelfie

More

Promotion

Technique

s

Distribution

Infrastructure

CEO

CMO CFO CTO

Chief Marketing

Officer

Advertising Specialist

Sales team

Market Research

Business Development

Executive

Infrastructure and Processes

Research and Market Strategies

Target market and Analysis

Brand and Positioning

Advertising and promotions

CRM

Customer reviews and support

Business Development and

Public Relations

Handling Collaborators

Digital Marketing

Sales and Sales Target

S

H

E

D

C

U

LE

1-2• Strategy and

evaluations

• Analysis of Market

2-3• Advertising

• Promotion

4-5• Customer

feedback

• Analysis of sales

5-6• Restructure

in case of change in need or demand

Criteria

Performance metrics

App crashes

API Latency

End-to-End Application Latency

App load per period

Network errors

App load per period

User metricsApp downloads

App reviews

App Ratings

Average session time

Active users per week

App retention.

App Churn

Event Tracking

App abandonment

Engagement metrics

Net Promoter score

User response to promotions

App Store Rank

Funnel Tracking

Viralness

Business income metrics

Cost per Acquisition

Brand Image and associations

Lifetime Value

Revenue and sales Target

Average revenue per user

AOV and AOV per Paying user

To be explained with Exibits

Exhibit 1

Here's a visualization by Localytics of what monthly retention numbers look like by

industry over three months.

This AppBoy chart shows how quickly the retention rate drops in the days

following the download of the average app.

Exhibit 2

Social Media Statistics• Just about half of the travel brands on Facebook found that their bookings

increased because of their presence on the large social networking site (Digital Visitor)

• 92% of consumers say they trust earned media, such as social media, word of mouth, recommendation from friends and family, above all forms of advertising (Webbed Feet)

• 85% of customers expect businesses to be active in social media (Vocus)

• 82% of consumers trust a company more if they are involved with social media (Forbes)

• 77% of consumers said they are more likely to buy from a company if the CEO uses social media (Forbes)

• +75% increase occurred last year for trust in social media as it went from 8% to 14% as a trusted information source (Edelman)

• 36% of online travellers visit social networking sites to influence destination selection (World Travel Market London)

• One out of three US travellers reference social media as a main source of travel ideas and inspiration (MMGY Global)

• 52% of travellers use social media to plan a trip (Eye for Travel)

• 71% of Asian leisure travellers consider personal recommendations for a trip “very important” in the decision-making process (Tnooz)

• 52% of travellers were so influenced by social media that they changed their original travel plans (Sprout Social)

• 10% of those who use social media to research travel plans changed agent/operator/website (Sprout Social)

• 87% of those younger than 34 are using Facebook to solicit advice before making bookings (Stikky Media)

• 50% of travel companies have said that direct bookings have been generated from social media (Tnooz)

Continued..• 80% of travellers are more likely to book a trip from a friend liking a

page rather than responding to a traditional Facebook ad (Eye for Travel)

• Holiday pictures are the most shared content on and after vacation (Tnooz)

• 70% of social media users update status/share photos while on holiday (Eye for Travel)

• 76% of social media users post vacation photos to their social networks (Webbed Feet)

• 34% of Asian leisure travelers are actively looking for social recommendations and feedback on ideas via social networks such as Facebook and TripAdvisor (Tnooz)

• Worldwide, there are over 1.5 billion active Facebook users, with 699 million people logging in daily (Zephoria)

• Every 60 seconds on Facebook, 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded (Zephoria)

• 52% of Facebook users say their friends photos inspire their travel plans (Webbed Feet)

• 23% of Facebook users check their accounts 5 or more times daily (Huffington Post)

• 42% of stories shared to users’ Facebook timelines in 2012 were travel experiences, making it the top story being shared by users (Tnooz)

Continued..• 53% of people on Twitter mention products and/or services in their tweets

(SocialNomics)

• 36% of online travelers visit social networking sites to influence destination selection (World Travel Market London)

• TripAdvisor has a monthly visitor inflow of 57 million people, as well as a member base that exceeds 36 million (TripAdvisor)

• 53% of travellers were adamant they would never book with any business that didn’t attain a TripAdvisor profile (Sparkloft Media)

• Social media is now a genuine marketing platform, with 93% of marketers using social media to their advantage (Social Media B2B)

• 52% of travelers change their plans based on social media activity and responses (Media Bistro)

• Social media is one of the most successful ways to market your travel services, with more than 50% of direct bookings coming from social media accounts (Frederic Gonzalo)

• Social media can reduce marketing costs by up to 24%, allowing your profit margins to increase significantly (Frederic Gonzalo)In 2011, about 62 percent of industry businesses had a Twitter profile. By 2012, that number had jumped to 75 percent and it continues to climb today (Frederic Gonzalo)

• More than 51% of travel brands that had a Facebook presence noted that they had an increase in business that year (Digital Visitor)

• 71% of travel brands on Facebook found that they had better engagement and conversation with their customers (Digital Visitor)

Churn according to Localytics' analysis across the first

three months of an app.

Exhibit 3

Apptentive illustrates how users are far less

likely to consider downloading an app with a

three-, two-, or one-star rating than a four- or

five-star rating.

Exhibit 4

Exhibit 5

Exhibit 6

Only promoters and detractors decide your net promoter score. Passives are not included in the equation.

Graphic courtesy of HelpScout.

This visualization of a funnel model shows the stages a user might pass through to

reach an app's conversion goal.

Exhibit 7

Exhibit 8

This Fiksu chart shows a shifting average cost per purchaser for iOS and Android apps

from September 2015 to September 2016.

Exhibit 9

Exhibit 10

Exhibit 11

Exhibit 12

Exhibit 13

Exhibit 14

Exhibit 15

Exhibit 16

Exhibit 17

1st 6 months

Total Cost = $ 1500

Initial price = $5 /download of premium

Target > 300

Hence we will definitely profit

Credits

• https://www.marketingbinder.com/developing-the-optimal-value-proposition-that-drives-market-success/

• https://www.trekksoft.com/en/blog/travel-tourism-stats-2016

• https://www.gartner.com/doc/483308/define-collaboration-strategy-drives-business

• https://blog.appdynamics.com/product/16-metrics-to-ensure-mobile-app-success-part-1-performance-metrics/

• https://savvyapps.com/blog/mobile-app-analytics• https://www.rezdy.com/resource/travel-statistics-for-

tour-operators/

Recap

• Executive Summary

• Situation Analysis

• Goal

• Strategy

• Tactics

• Implementation

• Control

• Exhibits

Disclaimer

This App Marketing Plan was created by

Prajakta Tamhankar, VIT Mumbai,

during marketing management internship

under Prof. Sameer Mathur, IIM Lucknow.