Marketing Strategy of a E-commerce Android app during marketing internship under Prof. Sameer Mathur,IIM Lucknow

1. LocalKart
Shopping from comfort of your home

2. Overview of the Situation
Online business has increased to 15-20% in
recent years.
➔ Local Retailers
Caused heavy loss to local retailers and
vendors.Threat to local retailer
➔ Customers
For convenience prefer online
shopping
Executive Summary

3. Company’s Product
It’s an Android App where users can buy
products available in local market in their city

4. ● Connect to local retailers and
convince them to connect to this
app and paste QR code of app in
their store and ask customers to
download the same
● Do publicity of app via print media
like newspaper
Action Plan

5. Situation Analysis
➔ Company Overview
➔ Market Overview
➔ Target Customers

6. ● Company’s product “LocalKart” is
made for Android smartphone
users
● LocalKart will allow customers to
buy local shop products online!!
Company Overview

7. Market Overview
Android Users Statistics

8. ● Untapped Market
● Very less competitors
● Increasing smartphone
users
● Increasing digitization
● Era of plastic money
Opportunities Threats
● The concept is very new
● Requires substantial
financial aid and work
force
● Global competitors like
Amazon,Flipkart present
on bigger platform
● Challenge to establish
trust among local
customers in app

9. Target Customers
● Targeted at upper and middle
class section of the society
possessing smartphone and
having knowledge of online
shopping
● Teenagers will be in target who
are usually smartphone users

10. ● Initially,cover 50-60% of city
consumers
● Conversion factor of customers of
15-20%
● Reachout each and every retailer
and vendor in local market
● 10000+ downloads in starting
month
● Reach out to each and every city in
India
● To generate revenue of 10
lakhs/year
Goals

11. ➔ Target Market
➔ Value proposition
➔ Competitive
Offerings
Strategy

12. Targeted Customers
Needs
● Shopping 24*7 at the convenience
of home
● Cheap deals and better prices
● Variety of products
● Comparison of Prices
● Avoid crowd of customers in local
market
● No compulsive shopping

13. ➔ Customer value
Users can shop items from local
market online.They will have to pay
some fee for using premium features in
the app
➔ Collaborator value
Retailers and shopkeepers have to pay
5% of the total bill to the
company/transaction
➔ Company value
Positive work environment,growth
potential,good pay
Value Offering

14. Competitive Offering
● Quick search options
● Price comparison results
● One click away from order
● 15 days replacement and return
window
● 30 minutes delivery option
● Competitor are Purplista and other
e commerce sites

15. Tactics

16. Freemium App
Free Features
● Search for products in local
market
● Allowing buying product via
app
● Delivery in a day or two
Premium Features
● Product Comparison
● Quick delivery in 30 minute
● Replacement and return
option
● Premium facilities
@$1.5/month

17. Brand
➔ Name: LocalKart
➔ Tagline: Shopping at the comfort of your
home
➔ Core Brand values: Quality,Innovation

18. Prices
● Customers will have to pay nominal fee of $1.5/month for premium service
● Retailers will have to pay 5% of the total shopping price to the company
● Once the business flourishes shopkeepers will be demanded additional
price to show their search result at top and for good customer review

19. Incentives
● First login bonus
● Friends referral bonus
● Online shopping gift card for
shopping very frequently

20. Communication
● Retailers and shopkeepers will be
asked to paste QR code of app in
their shops
● Ask customers to download app
for shopping convenience
● Once people will come to know
word of mouth promotion will
occur
● Social media and especially print
media can be used for promotion

21. Distribution
● The product will be distributed through Google Play Store
● Other app store like Opera Mobile Store will also have app
● Retailers and shopkeepers will be provided with a mobile application to
accept payment and perform other actions

22. What makes us different
➔ Online shopping from local
market
➔ Local and less expensive brands
made available
➔ Help local retailers in expanding
their business
➔ Delivery possible in very short
time
➔ Return/replacement made easy

23. Implementation
● Hire app developers for developing app and making fixes in app as and
when required
● Creating highly secure window for transaction made by the customers
● Search for potential investors for financial aid
● Development of mobile application and website for connecting retailers
● Retailers and shopkeepers should be instructed about using app

24. Implementation Schedule
● Marketing research-3 weeks
● Crafting business strategy-2 weeks
● Contacting Local retailers-3 weeks
● Dealing with delivery company-2
weeks
● Market Positioning-2 weeks
● Settling product strategy-3 weeks
● Developing pricing strategy-2
weeks

25. Thank You!!

26. Disclaimer
Created by Sarthak Chaturvedi,NIT Surathkal as Final Project
during Marketing Internship under Prof. Sameer Mathur, IIM
Lucknow