Marketing Strategy for New Android App

ASPECT

THE AUGMENTED SHOPPING EXPERIENCEMarketing Plan For New Android App

By Shubhra Deshpande

|Perfectly fit in our houses|

|Comfortable|

|Suited in the overall theme|

|Durable|

|Reasonably Costed|

But What If We Can Try Them At Our HouseCustomise Them and Then Buy

ASPECT

● Online Shopping Platform ● Compare products of different sellers

at one place● Take a virtual trial of different 3D

models of home decorating items with your phone

● Wide range of Items like furniture, wall paint, electrical appliances

● Augmented Reality Interface● get the best personalized

recommendations based on the overall look of the room.

Here Introducing

An augmented reality shopping experience in mobile app that

provides you A Virtual Trial Room

You can Try, Customize size, Shape, Colours of the 3D

model decor You can Try, Customize

JUST BY DIRECTING YOUR MOBILE CAMERA TO THE VOID PLACE FOR THAT ITEM

● Mobile camera superimposes the selected 3D model with the

background● Customization with simple tap or

magnification gestures

Get Rid Of Manual Efforts to go through entire

catalog

Personalized recommendations with reference to overall look of

your room

Direct your camera to area under decoration

Select item names and price range

System will recommend you best suited items according to

overall theme of room

It aims for and shopping experienceand

accommodate more in shopping than usual brick and mortar model.

2. SITUATIONAL ANALYSIS

COMPANY OVERVIEW

● Customer at the center ● Experience of high end technologies like

Augmented Reality and Data Analysis● Transparent user experience with excellent

user interface● Customization● App doesn’t own any item but is a mediator

Diverse Sellers Reliable Platform Easy and Enjoyable Interface

|Diverse Sellers | |Reliable Platform |

| Easy and Enjoyable Interface|

Strategic Assets

● Sellers which will deploy their products on App with 3D models

● Advertisement and Recommendation cell

● Designers & product builder● Online Shopping Partners● Social Media Partner

Current Product Line

AndThe Offerings

Product Lines

● Furniture● Flood Decoration● Wall Decoration● Paints

Offerings

● Efficient and attractive showcase for sellers

● Easy and engaging interface for buyers

● All sellers at one platform● Personalized and professional

recommendations● Customization facility

Positioning

The app positions itself as a mediator for smooth enjoyable and trustworthy online shopping platform that

will be providing reliable 3D designs to consumers so that they can try variety of products before an actual purchase

whereas for providers this app will boost online sell and also accommodate more transparency in shopping than usual brick and mortar model.

MARKET OVERVIEW

Target ConsumersBUYERS

Under segments

● All economic classes especially upper middle class and high class

● Online shoppers● Urban & rural ● Demographic factors● Behavioral Habits

SELLERS

Under segments

● Online sellers in domains of home decorators● services and users

● Risk taking● branding

Competitor analysis

Company Augmented Furnitures

Ikea Houzz

Product Furniture produced by their own

Furniture from IKEA catalog

Home decorating items from own

production

Average Premium version Price 350$

OPPORTUNITIES

● Compatibility with future● Transparent shopping

experience● Reduced risk of order

cancellation● a systemized and reliable automated

recommender system ● rid of static shade cards, try colours and patterns

directly● imagine the canvas better to explain the designs

to your clients.●

THREATSAnd challenges

● High investment on technology

● Authentified seller● Cut throat Competition● Making people realize the

need of this app● Managing huge target

segments

TARGET CONSUMERS

SELLERS

Online sellers in domains of home decorators

With need of showcase

-Demographic : Company, size, location

Personal characteristics : Risk taking, discount schemes, branding

BUYERS

All economic classes especially upper middle class and high class

Online shoppers

Geographic segment : Urban & rural

Demographic segment : Age, income and socio economical status

Behavioral segment : Attitude, Use

DESIGNERS

3. GOAL OF THREE YEARS

GOAL

4.STRATEGY

Target Market

Consumer Needs

& Wants

Buyer’s

● Try different sizes, shapes and colours of home decorating items at places where consumer will actually place them.

● a systemized and reliable automated recommender system which will reduce manual labour of going through entire catalog of items from various sellers

● Less investment in thinking or imagining while shopping such items.

● Easy Visualization● Customized products● Product designer & interior decorators

will need this app to imagine the canvas better to explain the designs to their clients.

ConsumerNeeds

&Wants

Sellers

● Showcase the item in attractive and efficient way

● Reduce risk of damage by providing virtual trials

● Build customer’s trust and satisfaction

● Increase online shopping to get maximum margin

ConsumerAnalysis

● Online Shoppers● Preferring CoD for lack of

reliability● Preferring low cost over

branding● Want environment to compare

different sellers for product, designs and prices

Collaborations● Suppliers● Channel Manager● Developers and Designers● Communication manager

SUPPLIERS COMMUNICATION MANAGER

&CHANNEL MANAGER

DESIGN & DEVELOPERS

● Different Sellers● 3D Model Builders● Environment Provider

for AR● Shopping Platform

Providers

● Mobile App Store like Google Play Store,

Apple Store● Google Adsense● Social Media

Communicators like Facebook, Instagram, Twitter

● Constant Support for Recommendation Feature

● Skilled Augmented Reality Developers

● Updates for Customization Feature

● Authenticate Sellers

● Reliable Shopping Experience

● Attract Users● Payments

through Ads● Deployment● Marketing

● Consistent System

● Smooth Working

● Enriched User Experience

Strategic Building UnitsApp Development Team Develop cross platform app

Design Development Team Design Flat UI with attractive designs

Augment Development Team Develop precised 3D models and implement them

Supplier Management Team Manage seller’s and product’s profiles

Business Management Team Manage revenue generating elements

Marketing Team Market and establish app

Data Analytic Team Track progress and suggest changes accordingly

Consumer Care Team Take care of smooth consumer experience

Stakeholders● Investors● Suppliers● Consumers● Sellers● Designers

AspectPOINT OF PARITY

● Technology: AR, Computer Vision and Image Processing

● Targeted segment of online shoppers

AspectPOINT OF DIFFERENCE

● Recommendation System● App will not own any of the products

but will act as just a mediator reducing the fixed capital investment

● An unified platform to showcase products from different sellers

● Complete solution for house unlike other apps which are limited to specific product line

● Values that stress on reliability and authenticity will be PoD for this App.

5. TACTICS

PRODUCT

FREE VERSION

For products in the shopping list and the linked products. Interrupted with ads.

The feature will demand you to take a tour of the room and suggest the best possible decorating item in the mentioned range and type.

unlocked with suggesting app to friends.( only few products will be unlocked in this feature for free )

You will get a comparison of prices and quality stars ( rated by users ) for the same item from different providers.

User will be able to select the desired design and size accordingly and directly send the data to provider or shop from the website.

PREMIUM VERSION

This feature will allow user to customize product with 3D product sketchbook where user can customize size, shape, colours and types of product and get in a direct contact with dealer for creating it.

User can record their trials for different versions of same products with free cloud space, even can share or edit them.

for complete home solutions, for all items with no interruption.

Discount on home delivery and settling charges, flat discount on first premium purchase.

BRAND

NAME&SLOGAN

ASPECT

“ Gets Your Product To Your Room “

MEANING Aspect means “view”Aspect allows you to view the selected product in your

room, making your house a virtual trial room with a mobile phone.

Aspect changes the way you shop

ATTRIBUTES ReliabilityQuality

TransparencyInnovation

PRICE

We Considered

While Setting Price

Premium Version

For Buyers & Sellers

● 150$ buyer’s Premium version

● 300$ for seller’s Premium version

● 450$ onwards Seller’s Super Premium

Version

6.IMPLEMENTATION

PROCESSWith Agile Methodology

App Development

Approaching Investors

Approaching Sellers

Pre Launch Marketing

Deploy

Marketing

PROMOTION

● Using AR for Branding● Direct Marketing to product designers,

architects and interior decorator● Conducting online competitions like

fit_in_home Competition

● Use Local Sellers for Recommending

app to consumers with proving them mutual benefits

DISCLAIMER

CREATED BYSHUBHRA DESHPANDE

DURING THE MARKETING INTERNSHIP UNDER THE GUIDANCE OF

PROF. SAMEER MATHUR, IIM LUCKNOW