Embed Size (px)
Citation preview
Android Healer App
An antivirus app for your device
Overview
Executive Summary
Situational Analysis
Goal
Strategy
Tactics
Implementation
Overview
❖The company aims to protect the data of their consumers from any kind of theft or viruses .
❖The company also aims to spread awareness among the people regarding the protection of their devices from harmful files and theft .
❖The company also aims to give quality service to their consumers.
Executive Summary
Overview
❖Some similar apps competing with us are -➢ Quickheal
➢ McAfee
➢ Avast
➢ CM Security
❖Some of the competitors such as McAfee and Quickheal owns most of the market share .
Situational Analysis
❖Regular scanning with different modes such as Quick scan , full scan and custom scan .
❖Also offers DND services and gives an opportunity to register with TRAI’s DND directory .
❖We also have a premium service available.
Situational Analysis
Points of Parity
❖Provides tips related to privacy and safety everyday.
❖Provides own keypad for writing messages for maximum protection against theft.
❖Gives an ad free experience.
Situational Analysis Points of Difference
❖We are using primarily demographic segmentation.
❖We are targeting those people who use smartphone , which are mostly upper middle class working people ,mostly millenials.
Situational Analysis
Target Market
❖We are using primarily demographic segmentation.
❖We are targeting those people who use smartphone , which are mostly upper middle class working people ,mostly millenials.
Situational Analysis
Target Market
❖ To maximize the reach of the company among the potential customers i.e. people who use such kind of devices as smartphones etc.
Goal
❖ To give quality service and spread awareness about the app.
Goal
❖
Goal
❖ To have a collaboration with companies which provides smartphones with Android OS and provide products to the customers at a discounted price.
❖To expand the product portfolio and also expand the product for laptops etc.
❖To have a balance between premium and freemium services.
Strategy
Freemium
❖Regular scanning facility.
❖Very valuable tips from our mentor related to privacy and safety of data and devices everyday.
❖A vault where you can safely store your private stuffs .
❖Blocking of unwanted numbers & SMS.
❖An ad free experience.
Freemium Services
Premium Services
❖Can block your mobile phone in case of theft .
❖Can also report the last location with the last snapshottaken by visiting our website & entering details.
❖Provides their own keyboard for safety and privacy.
❖Gives you an opportunity to register with TRAI’s DND directory.
❖Consumers are given incentives for bringing in new customers via referral system.
Premium Services
Value Proposition
● Old consumers will get benefits of the offers and discount of our product .
● They can also get some incentives for referring the customers to our app .
● On the basis of reviews , apps will be updated time to time.
● Quality service is our first priority.
Customer’s value
Value Proposition
● They will experience growth in their business due to co branding .
● They will also get incentives for their contributions and referrals .
Collaborator’s value
Value Proposition
● Company’s motto is to offer quality service and experience to consumers
● We know the importance of our consumers ,employees & collaborators & use holistic marketing strategy most of the time.
Company’s value
Value Proposition
● Company’s motto is to offer quality service and experience to consumers
● We know the importance of our consumers ,employees & collaborators & use holistic marketing strategy most of the time.
Company’s value
Tactics
Android Healer App
We offer them antivirus and security apps and also great quality service.
Our App
What we offer
❖We will have articles related to our product & services on some reputed tech blog sites and magazines .
❖We will also use social media sites such as facebook , twitter etc. for promotion of our app . Link will be provided with the advertisement.
❖The consumers can also reach us through customer care numbers ,whatsapp numbers etc.
Tactics
Communication
❖We can also influence customers by influencing their opinion leaders by means of advertising and promotion and brand ambassadors .
❖We can have video tutorials related to privacy and safety on youtube also highlighting the points of difference of the app on youtube & provide the link for our app on these sites.
Tactics Communication(Contd.)
❖We will use mainly two channels for distribution of products-➢ Through Google play store.
➢ By use of Amazon App Store.
❖We also have to keep checking for piracy and try to prevent it.
Tactics
Distribution
❖Our competitor’s apps are mostly priced about Rs. 450.
❖We should fix our price such that the consumers get more features at less price.
❖Here , we can fix the price of about Rs. 300-400 if we don’t want to enter the market as high value brand.
❖The pricing depends on many other factors and requires details such as the market share of the competitors .
Tactics
Pricing
❖The budget of expenditure is set to be about Rs. 20,000.
❖Budgeting includes expenditure of advertising, wages etc.
Tactics
Budgeting
❖We will have articles related to our product & services on some reputed tech blog sites and magazines .
❖We will also use social media sites such as facebook , twitter etc. for promotion of our app . Link will be provided with the advertisement.
❖The consumers can also reach us through customer care numbers ,whatsapp numbers etc.
Tactics
Communication
❖We will have our app & our website .
❖We will have a technical unit which will constantly work on improving our app based on reviews.
❖We will have marketing unit to publicize app and keep checking the data related to market share by circulating survey forms etc.
❖We will also have a separate innovation and R&D unit which will work constantly on innovation of new products based on the demands of the consumers.
Implementation
❖We will have our app & our website .
❖We will have a technical unit which will constantly work on improving our app based on reviews.
❖We will have marketing unit to publicize app and keep checking the data related to market share by circulating survey forms etc.
❖We will also have a separate innovation and R&D unit which will work constantly on innovation of new products based on the demands of the consumers.
Implementation
Disclaimer
These slides have been prepared by Shivam,IIT Kanpur under the guidance of Professor Sameer Mathur during an internship of marketing management .
