marketing plan for android app of jee from iitians
TRANSCRIPT
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Product
Problem to Solve
E-coaching from the students of various IITs for
JEE and engineering exams
Unavailability of quality education at affordable
price
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What’s New
Channels
Connecting students with their idols through this network of knowledge,
experience and motivation
Used digital channels for both marketing as well as
distribution
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Situation analysis
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Market Analysis
Expensive Coaching for
JEE
Unavailability of Quality
education at non-metro
cities
Market Analysis
Expensive Coaching for JEE
Unavailability of Quality education at
non-metro cities
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Kota is the only option to go
Unavailability of Quality
education at non-metro cities
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Opportunity in this situation
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Offline and online Competitors
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Goal
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To provide quality
education at affordable
price
To gain the value of the customers
By efficiently using the emerging
digital technology
To gain maximum
market share
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Strategies
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Marketing strategy and objectives
Segmentation and
Targeting
Positioning Strategies
Pricing Strategy
Value Propositions
Marketing strategy and objectives
Segmentation and
Targeting
Positioning Strategies
Pricing Strategy
Value Propositions
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Segmentation and
Targeting
All Engineering aspirants from all
backgrounds
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Pricing Strategy
$ 7 per section-wise topic
$ 280 for whole-package
$ 110 per subject
Creating Value
Offering the section wise topic at lower price will attract large trial users and will position a unique image in customer’s mind with risk-less investment
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Differentiation
Product Difference Service Difference
• Quality application based video teaching along with career orientation.• Well organised study material’s content
• Free installing app on play store with low prices for the premium version.• Online doubt class forum on the app.
Creating Value
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Trial videos for each topic get the students to know about the quality of teaching been provided which increases the value perception of the brand.
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Tactics
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Brand Element
(Success pathway from winners)
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Incentives
By offering FREE video unlocking system to the great performer in the test associated with that particular video
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Pricing Tactics$ 7 per section-wise topic
$ 110 per subject
$ 280 for whole-package
To attract huge
number of trial users
Low price for whole package to encourage one time full
buying
To attract coaching
students who have problems in
particular subjects
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Implementation
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Smartpads
Distribution Channel
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Marketing & Promotion Channels
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Comparing
Correcting
Measuring
Control
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Created by Aditya Deva, IIT Ropar during the marketing internship under Professor Sameer Mathur, IIM Lucknow
Disclaimer