phontoosh - marketing plan by vaibhav diyora
TRANSCRIPT
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)