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Marketing plan for new android app

S
Sai Srivastava Kuchibhotla

This document provides a marketing plan for an Android app called AgreeCulture Basket. It aims to help farmers sell their crops and generate more income. The app will provide weather updates, connect farmers to buyers, and educate users on agriculture policies and practices. It targets farmers, individual customers, and restaurants. Key features will include local markets, product reviews, delivery scheduling, and farming/cooking videos. The plan outlines company and market overviews, target customers, app features, goals, competitors, and a process schedule for launching the pilot. The overall goal is to establish a profitable platform that benefits farmers and food consumers.

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AgreeCulture Basket Marketing Plan for Android App
Executive Summary Agricultural products/agriculture primarily contribute sectors in the countrys Gross Domestic Product (GDP), which was 51.9 per cent in 1950-51, has come down to 13.7 per cent in 2012-13. That contribution is absolutely low for a sector that employs about 50 per cent of the countrys population. This is mainly due to the farmers inability to generate income from their crops and curb their growing debt.
Situation Analysis Company overview Market overview Target customers
Company Overview Developing a profitable business android application through the use of their two competitive advantages, quality and flexibility. Ultimate quality coupled with the flexibility of a small, local grower will allow it to exploit the opportunity in the current market.
Market OVERVIEW India is now the fastest growing major smartphone market in the world by 2020, it is estimated that mobile internet penetration rate will reach 44% of the population. With increasing smartphone adoption creating a base of potential new mobile internet users, there is a significant opportunity for service providers to extend the value proposition. For the rural population, the ability to access mobile applications can help address literacy issues and deliver information in a more personalized and engaging way.
Target Customers Selecting target customers by considering profiles of geographic, demographic and behavior factors. Farmers Individual Customers Restaurants
Farmers The deployment of a marketplace, an electronic platform allowing farmers to sell their produce to buyers in the country. Day to Day weather analysis. Constant up gradation of government agriculture policies and crop insurance scheme compensating farmers yield loss due to climate shocks. Mentor help through voice recordings.
APPLICATION FEATURES Weather Updates Selling option, Market Review Mentor Help Weather Updates Notices, NEWS and Policies
Individual Customers Geographic: The immediate target is the city population. City geographic area is in need of the products. Demographic: Singles and families. Ages 25-50, this segment makes up 53%. Have a constant household income. Tend to patronize higher-quality restaurants. Are cognizant about their health. Behavior Factors: Are willing to pay a premium for higher quality vegetables and fruits.
Restaurants Geographic: Restaurants in targeted city. City geographic area. Demographics Male and female. Single and families. Income generating restaurants. Tend to eat out at least once a week. Tend to patronize higher-quality restaurants. Behavior factors Are health conscious. Enjoy a high-quality meal without the mess of making it themselves.
APPLICATION FEATURES Markets/Fields nearby Buy Products Retailer Review Cooking Videos Schedule
Goal Providing products considering Health factors. Constant market supply. User friendly and easy purchasing. Transparent product reviews Best possible prices Schedule Delivery
Marketing plan for new android app
Flexibility in needs. High-quality product offerings Higher than industry margins due to efficiencies. low brand equity. A limited marketing budget Less flexibility when near full production. Growing market with a significant percentage. Ability to develop long-term commercial contracts already established competitor Health issues Poor weather Analysis
Collaborators Domestic Retailers Weather forecasting agencies Banks and Insurance institutes. Government agriculture sector units. Delivery agencies.
Competitors Supermarkets local farmers Large distributors
Context Change in farming and selling products. Generate repeat business. Best products supply. Increase the transactions amount per customer. Positive use of government schemes and policies. Increase the number of restaurant accounts.
Marketing plan for new android app
Customer Value Proportion Customer Satisfaction Different languages operation Scheduled Delivery Initial discounts and free delivery options.
Company Value Proportion Expenses allocation Revenue: Increment in monthly and yearly bases. Repeat business
Tactics
Brand Objectives Marketing: Maintain positive, steady growth each month. Generate brand equity at the Farmer's Market as well as within the individual and commercial restaurant market. Improving experience of new customers. Financial: Constant increase in gain margin (2%-7%). Decrease in transportation charges.
AgreeCulture Basket
Product Easy and secured android application. Techniques of farming and cooking videos. Accurate weather report. Quality products.
Price Free Android application. Upgradation to premium by 2$ for cooking videos and schedule delivery. Consumers may purchase any amount of products, restaurants must purchase minimum of three kilograms.
Place (Distribution) Customer must be satisfied, even with low profits Initial phase restaurants will have delivery system. With a gain margin of 2% products will be delivered to the individual customers in major cities. Retailer storage area at certain places will be provided with a gain margin of 5-8% in second phase.
Promotion and Advertisement Digital and analog advertisements. Awareness drives in rural areas. Increasing retailers awareness. Providing discount price for initial customers. Networking will be used to increase visibility in market.
Marketing plan for new android app
Risks Problems generating visibility. An already established competitor. Poor weather conditions. Determining that the business cannot support itself on an ongoing basis. Delivery services execution.
Processes and schedule
Tasks Responsible Start End Days Status Prerequisites Set kick-off Meeting Managing director 5 days C/N Agree on objectives Team members 15 days C/N Infrastructure and Application development Details Required Marketing director 25 days C/N Finalize android application Technical officer 25 days C/N Farmers awareness drive Awareness and training Sales and marketing officer 15 days C/N Man power Recruitment Staffing Human Resources officer 15 days C/N Advertisement and collaborators Collaborations Team 20 days C/N Promotion Marketing officer 60 days C/N Pilot launch Technical Requests Technical team 30 days C/N DB development Technical team C/N UI client Technical team C/N Dev. Complete Technical team C/N Testing Technical team C/N Launch
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Marketing plan for new android app

  • 2. Executive Summary Agricultural products/agriculture primarily contribute sectors in the countrys Gross Domestic Product (GDP), which was 51.9 per cent in 1950-51, has come down to 13.7 per cent in 2012-13. That contribution is absolutely low for a sector that employs about 50 per cent of the countrys population. This is mainly due to the farmers inability to generate income from their crops and curb their growing debt.
  • 4. Company Overview Developing a profitable business android application through the use of their two competitive advantages, quality and flexibility. Ultimate quality coupled with the flexibility of a small, local grower will allow it to exploit the opportunity in the current market.
  • 5. Market OVERVIEW India is now the fastest growing major smartphone market in the world by 2020, it is estimated that mobile internet penetration rate will reach 44% of the population. With increasing smartphone adoption creating a base of potential new mobile internet users, there is a significant opportunity for service providers to extend the value proposition. For the rural population, the ability to access mobile applications can help address literacy issues and deliver information in a more personalized and engaging way.
  • 6. Target Customers Selecting target customers by considering profiles of geographic, demographic and behavior factors. Farmers Individual Customers Restaurants
  • 7. Farmers The deployment of a marketplace, an electronic platform allowing farmers to sell their produce to buyers in the country. Day to Day weather analysis. Constant up gradation of government agriculture policies and crop insurance scheme compensating farmers yield loss due to climate shocks. Mentor help through voice recordings.
  • 8. APPLICATION FEATURES Weather Updates Selling option, Market Review Mentor Help Weather Updates Notices, NEWS and Policies
  • 9. Individual Customers Geographic: The immediate target is the city population. City geographic area is in need of the products. Demographic: Singles and families. Ages 25-50, this segment makes up 53%. Have a constant household income. Tend to patronize higher-quality restaurants. Are cognizant about their health. Behavior Factors: Are willing to pay a premium for higher quality vegetables and fruits.
  • 10. Restaurants Geographic: Restaurants in targeted city. City geographic area. Demographics Male and female. Single and families. Income generating restaurants. Tend to eat out at least once a week. Tend to patronize higher-quality restaurants. Behavior factors Are health conscious. Enjoy a high-quality meal without the mess of making it themselves.
  • 11. APPLICATION FEATURES Markets/Fields nearby Buy Products Retailer Review Cooking Videos Schedule
  • 12. Goal Providing products considering Health factors. Constant market supply. User friendly and easy purchasing. Transparent product reviews Best possible prices Schedule Delivery
  • 14. Flexibility in needs. High-quality product offerings Higher than industry margins due to efficiencies. low brand equity. A limited marketing budget Less flexibility when near full production. Growing market with a significant percentage. Ability to develop long-term commercial contracts already established competitor Health issues Poor weather Analysis
  • 15. Collaborators Domestic Retailers Weather forecasting agencies Banks and Insurance institutes. Government agriculture sector units. Delivery agencies.
  • 16. Competitors Supermarkets local farmers Large distributors
  • 17. Context Change in farming and selling products. Generate repeat business. Best products supply. Increase the transactions amount per customer. Positive use of government schemes and policies. Increase the number of restaurant accounts.
  • 19. Customer Value Proportion Customer Satisfaction Different languages operation Scheduled Delivery Initial discounts and free delivery options.
  • 20. Company Value Proportion Expenses allocation Revenue: Increment in monthly and yearly bases. Repeat business
  • 22. Brand Objectives Marketing: Maintain positive, steady growth each month. Generate brand equity at the Farmer's Market as well as within the individual and commercial restaurant market. Improving experience of new customers. Financial: Constant increase in gain margin (2%-7%). Decrease in transportation charges.
  • 24. Product Easy and secured android application. Techniques of farming and cooking videos. Accurate weather report. Quality products.
  • 25. Price Free Android application. Upgradation to premium by 2$ for cooking videos and schedule delivery. Consumers may purchase any amount of products, restaurants must purchase minimum of three kilograms.
  • 26. Place (Distribution) Customer must be satisfied, even with low profits Initial phase restaurants will have delivery system. With a gain margin of 2% products will be delivered to the individual customers in major cities. Retailer storage area at certain places will be provided with a gain margin of 5-8% in second phase.
  • 27. Promotion and Advertisement Digital and analog advertisements. Awareness drives in rural areas. Increasing retailers awareness. Providing discount price for initial customers. Networking will be used to increase visibility in market.
  • 29. Risks Problems generating visibility. An already established competitor. Poor weather conditions. Determining that the business cannot support itself on an ongoing basis. Delivery services execution.
  • 31. Tasks Responsible Start End Days Status Prerequisites Set kick-off Meeting Managing director 5 days C/N Agree on objectives Team members 15 days C/N Infrastructure and Application development Details Required Marketing director 25 days C/N Finalize android application Technical officer 25 days C/N Farmers awareness drive Awareness and training Sales and marketing officer 15 days C/N Man power Recruitment Staffing Human Resources officer 15 days C/N Advertisement and collaborators Collaborations Team 20 days C/N Promotion Marketing officer 60 days C/N Pilot launch Technical Requests Technical team 30 days C/N DB development Technical team C/N UI client Technical team C/N Dev. Complete Technical team C/N Testing Technical team C/N Launch