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Marketing plan for an android app

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Anu Abraham
Anu Abraham

This document presents a marketing plan for SpotBus, a mobile app that allows users to find nearby buses to their destination, see bus statuses in real-time, and book seats. The app will launch with a trial version to test interest, then a free version with basic features and a premium version with extra services. Revenue will come from in-app ads and a $9.99 annual premium subscription. The plan outlines opportunities in the market, competitors, strategies to attract users and collaborators through various features, communication channels, and a phased implementation approach.

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SpotBus Where are you going now? Marketing Plan
EXECUTIVE SUMMARY We carry our phone with us everywhere we go and we access all the information in the world through this tiny equipment; then why not we explore its opportunity in travel.
Do you always wait long for bus at bus stops? Planning a trip ahead? Do you want to know the current running status of your bus?
Presenting SpotBus : Where are you going now?
OVERVIEW This app is the one stop solution for finding the buses closest to your location heading to a particular destination, know the current running status of the bus and plan and book seats prior in state run and other buses.
How the app works? Access your current position and allows to input the destination. Displays all the buses near your location on Google map. Displays all the buses to a particular destination with its current running status. Allows prior booking of seats of State run and other bus services.
Company Overview One stop destination for bus service. Reduced time and effort. Wide range of options. An all in all app.
STRATEGIC ASSETS Freemium model In-app advertisements that will generate revenue Credit system for premium users to avail special offers. Communication partners.
Market Overview Umpteen online travel booking apps are available in Indian market but non of them provide the running status and there are no apps showing all the buses approaching your station in Indian market.
Opportunities Threats
Goal Indias best travel partner app 10,000+ downloads Revenue target of Rs 1 Cr Brand equity and customer satisfaction
Competitors
Based on utilisation
Strategy Our strategy is to attract more key consumers by providing the free consumers the opportunity to see the running status, location and book the buses.
Value Proposition Customer Value Personal, virtual, 24/7 customer service Gives a lot of information about bus location and status Provides opportunity to book and plan trips prior Information of all kind of buses available like State run and others Collaborator Value Platform to provide information about their buses without further investing on developing new apps Advertisements reach a diverse audience Company Value Positive work environment Good pay Opportunity to pursue interests Growth potential
Marketing plan for an android app
Product Initially the app is introduced into market to check the response with very less information. Trial Version Introduced with almost complete information. Provide location and running status of the buses which will allow the users to do some useful thing rather than wasting time in bus stop. Opportunity to book tickets. Free Version Credit services that adds a certain amount of credits to your account for each travel which can be later used for free rides. Exciting offers which allow you to travel at much reduced costs. These offers are only available for premium users. Novel advertisement technique used. Premium Version
Brand SpotBus Tagline: Where are you going now? Core brand values: Quality, innovation, easy and efficient
What makes us different from other apps?
First app of its kind in India All in one : Locate, get status and book Exciting offers for Premium members. Advertisements of local restaurants and shops in the app in return for which they provide discount coupons and income.
PRICE Free version helps creating traffic and attract new consumers. The premium version of app will be priced at $9.99 per year which is quite affordable and provides a lot of offers which are worth three times the premium price.
Incentives Reduced price. Special offers. Credit system. To Customers Platform. Recognition and self-worth. To Collaborators Reward. Bonus. Recognition. To Employees
Communication Full featured company website Travel Blogs Promo videos Google Ads Social media Print media Social events to attract crowd Featuring emails
Distribution Google Play Store Amazon App Store Company Website Other Recommended Sites
Introduce trial version and observe the response. Then share app through reference groups by word of mouth and social media. Convince the bus companies to provide information in the app. Introduce the 2nd phase (Free Version) with larger and accurate database. Popularity attracts advertisements of other companies, local restaurants, shops etc. Introduce the Freemium Version (Premium +Free). Implementation
Schedule Market Research Crafting Market Positioning Setting up strategic business unit Setting up product and pricing strategy Designing integrated market channel Managing, retailing, wholesaling and logistics 3 months 4 weeks 3 months 8 weeks 3 weeks For whole lifetime of app
Created by Anu Abraham, CET, during a marketing management internship under the guidance of Prof. Sameer Mathur, IIM Lucknow DISCLAIMER
THANK YOU

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Marketing plan for an android app

  • 1. SpotBus Where are you going now? Marketing Plan
  • 2. EXECUTIVE SUMMARY We carry our phone with us everywhere we go and we access all the information in the world through this tiny equipment; then why not we explore its opportunity in travel.
  • 3. Do you always wait long for bus at bus stops? Planning a trip ahead? Do you want to know the current running status of your bus?
  • 4. Presenting SpotBus : Where are you going now?
  • 5. OVERVIEW This app is the one stop solution for finding the buses closest to your location heading to a particular destination, know the current running status of the bus and plan and book seats prior in state run and other buses.
  • 6. How the app works? Access your current position and allows to input the destination. Displays all the buses near your location on Google map. Displays all the buses to a particular destination with its current running status. Allows prior booking of seats of State run and other bus services.
  • 7. Company Overview One stop destination for bus service. Reduced time and effort. Wide range of options. An all in all app.
  • 8. STRATEGIC ASSETS Freemium model In-app advertisements that will generate revenue Credit system for premium users to avail special offers. Communication partners.
  • 9. Market Overview Umpteen online travel booking apps are available in Indian market but non of them provide the running status and there are no apps showing all the buses approaching your station in Indian market.
  • 11. Goal Indias best travel partner app 10,000+ downloads Revenue target of Rs 1 Cr Brand equity and customer satisfaction
  • 14. Strategy Our strategy is to attract more key consumers by providing the free consumers the opportunity to see the running status, location and book the buses.
  • 15. Value Proposition Customer Value Personal, virtual, 24/7 customer service Gives a lot of information about bus location and status Provides opportunity to book and plan trips prior Information of all kind of buses available like State run and others Collaborator Value Platform to provide information about their buses without further investing on developing new apps Advertisements reach a diverse audience Company Value Positive work environment Good pay Opportunity to pursue interests Growth potential
  • 17. Product Initially the app is introduced into market to check the response with very less information. Trial Version Introduced with almost complete information. Provide location and running status of the buses which will allow the users to do some useful thing rather than wasting time in bus stop. Opportunity to book tickets. Free Version Credit services that adds a certain amount of credits to your account for each travel which can be later used for free rides. Exciting offers which allow you to travel at much reduced costs. These offers are only available for premium users. Novel advertisement technique used. Premium Version
  • 18. Brand SpotBus Tagline: Where are you going now? Core brand values: Quality, innovation, easy and efficient
  • 19. What makes us different from other apps?
  • 20. First app of its kind in India All in one : Locate, get status and book Exciting offers for Premium members. Advertisements of local restaurants and shops in the app in return for which they provide discount coupons and income.
  • 21. PRICE Free version helps creating traffic and attract new consumers. The premium version of app will be priced at $9.99 per year which is quite affordable and provides a lot of offers which are worth three times the premium price.
  • 22. Incentives Reduced price. Special offers. Credit system. To Customers Platform. Recognition and self-worth. To Collaborators Reward. Bonus. Recognition. To Employees
  • 24. Distribution Google Play Store Amazon App Store Company Website Other Recommended Sites
  • 25. Introduce trial version and observe the response. Then share app through reference groups by word of mouth and social media. Convince the bus companies to provide information in the app. Introduce the 2nd phase (Free Version) with larger and accurate database. Popularity attracts advertisements of other companies, local restaurants, shops etc. Introduce the Freemium Version (Premium +Free). Implementation
  • 26. Schedule Market Research Crafting Market Positioning Setting up strategic business unit Setting up product and pricing strategy Designing integrated market channel Managing, retailing, wholesaling and logistics 3 months 4 weeks 3 months 8 weeks 3 weeks For whole lifetime of app
  • 27. Created by Anu Abraham, CET, during a marketing management internship under the guidance of Prof. Sameer Mathur, IIM Lucknow DISCLAIMER