This presentation gives an insight on the marketing strategy for an android app- 'Plan It'. Plan It is an app which helps one plan and organize almost anything and everything. Put simply, it is a must have 'Lifehack App' .

1. MARKETING
STRATEGY
‘Plan IT’ APP

2.  Market opportunity- Productivity category has only 3.3% market
share in Google play store.

3. PLAN IT
Say no to chaos, ‘Plan IT’
 Lifehack at your fingertips . Plan & organize your
world and make achieving goals a habit.
Simple & elegant way to organize pretty much
everything, like:
->day-to-day tasks
->project planning
->brainstorming
->setting reminder for events
->develop good habits

4.  In this Smartphone generation of fast-paced,
modern and busy lifestyle, people often forget
things, are unorganized and lack planning. So,
they are in need for tool which does all this for
achieving their goals without any clutter. This is
exactly what ‘Plan It’ does best.

5. AIM
 To make an Android app which
will be a collaborative tool for
users to organize and plan
things and develop habits in a
simple and elegant way.
To boost popularity and
downloads via various app
stores

8. SITUATION ANALYSIS

9. Productivity category stats of Google play
Number of Available Apps in the
Google Play Store from 2009 to 2015
Cumulative Number of Apps Downloaded
from Google Play as of 2013, in Billions

10. Number of Available Apps in the
Amazon AppStore from 2011 to 2015
Most Popular Amazon Appstore
Categories in 2014, by Downloads
Number of App
Publishers, by
App Store

11. TARGET MARKET
 Professionals, college students, teens,
school children, old people, basically
anyone who likes/wants/has need to stay
organized and planned. Basically, the
entire market.
Fitness conscious people, addicts who
want to get rid of bad habits and people
who want to develop good habits.
Niche in the market – “underserved
Productivity segment”.

13. FREE VERSION
 Reaching 1,00,000 downloads on
different platforms.
Time limit- 5 months
If target is not met, then major design
changes & changes in marketing
strategies will be made.

14. PREMIUM VERSION
After a set number of downloads for the
app, advertisements will be increased for
the free version to promote premium
version.
Revenue generated will be used for further
innovation and app development.
If goals unmet, new and more superior
features will be added to premium version
and in extreme cases price for premium
version will be decreased.

16. CONSUMERS NEEDS AND
WANTS
 To organize day-to-day tasks in a systematic and
simple way.
 A tool that helps in noting down ideas, thoughts and
related information in a simple and elegant way while
planning a presentation, project or preparing for a
meeting..
 For example, Through the app "Plan It", I will make a
'board' named "App Marketing Project" and make
various 'notes' inside this board like "Marketing
Strategy for app", "Target Market", "Free features",
"Paid features", "Promotions" etc and note down my
ideas and have a simple and elegant structure for my
project.

17. CONSUMERS NEEDS AND
WANTS
 To have check-lists where user can strike-off the tasks.
 To have reminders for events like meetings, anniversaries,
birthdays and so on.
 To be able to overcome addictions and develop good habits
like "waking up early", "exercising" etc.
 To share Boards among various members.

18. COLLABORATORS
 App Developers.
 App reviewers & Tech bloggers.
 Advertising partners
 Social media partners.
 Communication team.

19. CONTEXT
 Technologically- Using
Smartphones and android
wear in a new dimension.
 Economic- Better
productivity leads to better
economic opportunities for
users.
 Physical- Users are able to
lead a productive and
organized life.

21. FREE VERSION
Creating Boards and Notes within boards.
Customization of UI.
Setting reminders and alarms.
Creating checklists.
Insertion of images/links in the notes.

22. Can create one element using 'Habits'
feature. E.g. A user creates a habit
element "Exercising" but can't create
another one unless he/she has Premium
subscription.
Sync with Google account.
Save images and links from social media
websites FB and Twitter.
Search for Boards and Notes.

23. PREMIUM VERSION
 Passcode for improved security.
 Sharing of Broads and Notes with other
members.
 View and create notes using Android wear
devices.
 Can create more than 1 habit elements using
"Habits Feature”.
 No advertisements.
 Can use the superior product design
features, services and can have personalized
UI customization

24. COMPETITORS

25. TOP COMPETITOR-
MINDLY APP
FUNCTIONALITY
o Infinite hierarchy of elements
o Attach notes, image or icon
to any element
o Color schemes for elements
o Visual clipboard for
reorganizing content
o Export as mindmap
(PDF/OPML/Text)
o Dropbox sync
o Passcode

26. Limitations
-> A user can create only 3 elements using free
version.
-> A user can’t have reminders, alarms and
Google account sync.
-> No habit feature.
-> Search among elements is available only for
premium users.

27. OTHER COMPETITIORS

28. POINTS OF PARITY
 To create boards and notes in that board.
 To be able to put images and links.
 Superior user interface.
 Color schemes for elements
 Visual clipboard for reorganizing content
 Export as notes/boards (PDF/OPML/Text)
 Dropbox sync
 Passcode

29. POINTS OF DIFFERENCE
User can set reminders and alarms.
User can make checklists.
User can use the Google account(sign in
using google account) to get mails about
pending tasks, upcoming events, meetings
etc.
User can access his account via various
devices to see the events, notes etc.
User can use the 'Habits' feature to develop
habits and check their progress over time
with the detailed analytics.

30. User can use cast screen feature of
smartphones for showing his/her boards and
notes on other digital devices.
 User can share boards and notes with other
members. For example, a team working on a
project might want to share the board and notes
of their project.
User can view notes using Android wear
devices. E.g. smartwatches.
User can save images/links from social media
websites like Facebook, Twitter to the app.
Interface can be customized by user according
to his/her convenience using settings.

32. PRODUCT
 Attributes :
->Simple and elegant design.
->A collaborative tool that helps consumer
plan and organize things effectively and
systematically.
 Benefits :
->Consumer needn’t install various apps as this
app is a collaborative tool.
 Costs :
->This app is based on ‘Freemium’ concept
with free version and premium version.

33. SERVICES
 Attributes :
->A website, blogs and discussion forums for the
app where people can get all the details, important
features, update information for the app.
->Soliciting feedback, reviews and ratings from
consumers for making further updates to the app.
 BENEFITS :
->Customer understands the complete offering
and value of the product.
->For long-lasting customer loyalty .
 Costs :
->All the services are free of cost to consumers
because we believe in consumer-centric
marketing.

34. Brand Mantra : “Lifehack at fingertips”.
Brand Tagline : “Say no to chaos, Plan It”.
Communicating PODs to the consumers.
Practicing mass marketing and thus creating a
global brand image and equity.
Create new apps to expand brand portfolio and
thus improve brand equity.
Collaborate with giants like Google in order to
become one of the top brands and surpass
competencies.
Creating brand personality as ‘Competence’(
reliable, intelligent and successful).

35.  Pricing will not be permanent and will
change according to the market
dynamics.
Pricing model – Freemium
Psychological discounting- ending with
9.
Channel pricing: More on Amazon
appstore than on Google Play .

36. INCENTIVES
Incorporating referral incentives
to promote sharing of app.
E.g. If a user shares the app
among his friends, family etc
and is able to get 10 new users,
then he will get 1 month of free
Premium Version.
Incorporating review, feedback
incentives where users get
some benefits by giving
feedback or reviewing the app.
Watching advertising videos to
avail some new features for a
limited time.

37. COMMUNICATION
Beforehand, making sure that app is bug free
and product design is superior and
surpasses its competitors.
 Creating a website for the app where people
can get all the details, important features,
update information for the app.
Creating blogs and discussion forums where
users can read about app, discuss, give
feedback.

38. COMMUNICATION
Stimulating discussions and brand buzz
among influencers in the target customer
community, among app reviewers and tech
bloggers who focus on the new apps
releases.
Using App Store Optimization best practices
to be easily found in app store and Google
Play.
 Creating an initial burst using existing
customer platforms (website, blogs, text,
mails, social media) to spur initial downloads
and get high ranking in App Store(Google
Play), so as to achieve organic growth.

39. Appstores

40. APK file of the app on the website, blogs and
social media.
Recommendation sites like Appoke,
AppStoreHQ, appESP, Applolicious, Chomp,
AppsFire, AppBrain, Appboy, AppAware, Smokin
Apps, iApps.in etc.
Creating a mobile Web version, coded in HTML
5, of the app to enable wide distribution outside of
the smartphone audience. Adding Web app to
stores like GetJar, just like any other native
application.

42.  Infrastructure:
• App Developers
• App Reviewers
• Advertising team
• Marketing Team
• Design Team
Processes & Schedule:
• Requirement Analysis
• Consumer Analysis
• Market Analysis
• Product design and Strategy
• Promotion Strategy
• Rolling out the product
• Post release research
• Making necessary modifications and rolling out
updates

43. SUMMARY
 Execution Summary
 Situation Analysis
 Goal
 Strategy
 Tactics
 Implementation

44. DISCLAIMER
Created by Sourab Mangrulkar, NIT Goa, during a Marketing
internship by Prof Sameer Mathur, IIM Lucknow