unfake: marketing plan for a smartphone app
TRANSCRIPT
Marketing Plan Of an App
Agenda•Problem•UnFake•Executive Summary•Situation Analysis•Goal•Strategy•Tactics•Implementation•Control•Exhibit
Problem
Social media is leading to:•Stress•Insecurity•Emotional drain out
In order to get attention on social media people use filters to create
their best picture, But are disappointed every time they
don’t get a good response.
Online Photo ) VS Real Photo)
You end up returning a lot of items because you couldn’t judge them accurately using the photo.
Have you ever thought of an app which can show what is real and
what is FAKE?This app differentiate Real photos
with edited ones
Executive Summary
•UnFake converts a edited and filtered photo into the original one in order to help its users from the manipulations of the company
Unique
•Our Focus is to create values for its users by changing their perspective towards beauty.
Values
•The vision of our company is beyond creating apps. It is to convey our idea to the users for a better society.
Vision
Situation Analysis
Company overviewApp will have free as well as premium version.Interactive user interface.Offers a platform for influencers with creative minds.Focus on providing authentic content by creating values for the users.
Market overviewAvailable on Google play and Apple ios storeCollaboration with various firmStrategic assets are information on fingersPrimary marketing on social media platform
Target CustomersYouth using smart phones
Low and middle income people
People having low esteem
Old people seeking new experiences
Competitors
Flickr
Photo Bucket
Swot Analysis
Strength Weakness
Opportunity Threat
StrengthUnique featuresAuthentic contentBuilding customer relationshipsInnovation and Technology competence
WeaknessNew to the marketLow marketing budgetUnproven concept
OpportunityUntapped MarketCollaborations with various firmsGovernment’s support in emerging startupsBuilding a huge user base
Threats
Low internet penetrationRise of potential competitorsMisconception about the idea
Goals
Innovative and creative marketing campaigns.
Create a brand equity.
Awareness about the idea.
Getting 20,000 registered member in its first year.
Strategy
Target Customers
5 Cs
Company
Customer
Collaborators
Competitors
Context
CompanyCEO
Marketers
App Developers
Investors
CustomersCheck authenticity of
product’s photo
Connecting with youth
Creating an utility app for smart phone users
CollaboratorsBanks
Software developers
Bloggers
Photographers
Volunteers
Competitor
Flickr Photo bucket
High quality photos
Free storage
Interaction with users
Context•Wide variety of features at an economical price.
Economic
•Increasing self confidence and esteem for a better society
Social-Culture
•Anybody can use with basic knowledge about technology
Techno-logical
Value Proposition
Customer ValueFaster access and better
interface
Building relation through 24.7 customer services
Creating a different perspective towards beauty
Collaborators Value
Publicity through the app
Provide user data
Bonuses for exceptional performance
Company Values
Create a productive working environment
High return on investment to investors
Perks and rewards for the employees
Tactics
ProductConverting edited photos into original ones from online portals
Explore and share unedited viral photos Free
version
Converting edited photos into original ones from gallery or profiles
Click high resolution photos
Free storage up to 100GB
Blogs
Premium version
PricePremium version is for 4.49
Dollar/per year
Price is set according to the Target customer’s Demand and
their Perception towards the price
IncentivesPrice reduction for users who
refer and contribute for the content of the app
Trade allowances to the Collaborators
Bonuses and perks to the employees
Brand
Name
Slogan
Logo
Communication
Target Customers Collaborators and Company
Through Social media Company’s meetings
Offline and online Campaigns Workshops
Distribution
Implementation
Infrastructure
CEOMarketing Manager
Marketing Executive
Coding Manager
App Developer
Customer Relation Manager
Relations executive
ProcessApp development
Hiring interns and employees
Offline and Online Advertisement
Final Launch
Control
Performance Evaluation
Evaluation through number of downloads by users
Their reviews towards the app
Environmental Analysis
Invest in Research and Development
Need for Constant Innovation
More focus on customer values
Achieving Customer visibility
ExhibitAn immature market where conveying
the idea is difficult
Create a buzz about the app on social media platforms
Join with influencers, Motivators, Advisers to increase the visibility
SummaryProblemUnFake
Executive SummarySituation Analysis
GoalStrategyTactics
ImplementationControlExhibit
Credits•Marketing Management by Philip Kotler•www.google.com/images•www.degraeve.com for colour schemes•HBR articles on Marketing Plan•Google forms by Prof.Sameer Mathur•Google and Apple store to analyse competitors
Disclaimer
These slides were created by Jasraj Singh, SGGSCC during an internship under Prof.Sameer Mathur, IIM Lucknow.