By- Jishnu MohanStyle Tryer: Marketing

Plan

Index Executive Summary

Situation Analysis

Goal

Strategy

Tactics and Implementation

EXECUTIVE SUMMARY

Have you ever wondered how

you’ll look in a particular hairstyle ???

There are 100+ Hairstyles in the world

PEOPLE ARE AFRAID TO TRY OUT DIFFERENT

HAIRSTYLES ASTHEY DO NOT

KNOW HOW THEY WOULD LOOK IN IT

Aim!The aim of this app is to enable customers

to try out different hairstyles and beard styles so that they wouldn’t be “trying” it out when they go to the saloon

Course of ActionWhat this app essentially does is, it takes a

360 degree picture ( using the features present in apps like Sphere – 360 Camera, Panorama: 360, etc) of the person and, enables him to try out different hairstyles on the picture and see for himself how he looks with it.

SITUATION ANALYSIS

Company OverviewThe app “Style Tryer” faces a stiff

competition from existing apps like “Beautiful Hair Style Salon”, “Hair Cut Studio”, etcBut, marketing the app in the right way and providing certain features can give it the edge.

Beyond just hairstyle, the app is designed for customers to try out various beard styles and hair colouring as well.

Overview and Target Customers

A survey by “Men’s Health” revealed that boys between the age of 13-25 have a haircut once in 4 weeks.

Celebrities s different hairstyles interests general

public

But, they are afraid to try it out as they do not know

if it will suit them

Enter Hair Styler!!

The target customers are not only those lying between the

age group 13-25 but also the salons and

spas!!

Today, there’s heavy competition amongst salons

and spa s to get more customers.

Apart from these famous salons, there are many other spa s and beauty parlours.

They can act as important customers as salons can buy the app and project the images on a bigger screen and thus have an edge over their rivals

Goal!!

IncomeThe app will be up in the playstore for free

in order to attract more customers.But, the free version will have only limited

number of hairstyles and beard styles which can be tried on

The premium version will have all the hairstyles and beard styles and also hair colouring option and will come at a price of 3$

In the initial stage, customers will be getting only the free version of the app.

Which is exactly why salons and spa s are important market as they will be buying the premium version to have all the hairstyles and beard styles.

Premium app is not the onlyway to make money

Free apps can make moremoney than Premium onesthrough advertisements!!

The app relies mainly on the “Premium” version sales for the first 3-4 months after which, ad s will fetch around $15 per day after a significant number of downloads.

A revenue of around 4000$is the aim for the first yearthrough premium apps and

advertisements!

STRATEGY

Landing page and Social Media It is always good to create some

suspense before launching the app Interesting video clips and visuals

without giving the entire app idea away arouses interest

Creating pages and making posts on Facebook, Instagram and Twitter gets bigger outreach

Build an enticing microsite which aggregates information about the product.

Build a teaser or giveaway offer into your microsite and invite people to share their email address to stay updated on when your app launches

Press Release Press kit includes information about the

problem the app is solving, but not enough detail to completely give the product away.

Pre Launch Press release focuses on “why” the app and the post launch press release focuses on “what” the app is about.

App Store Marketing One of the most under-rated, but highly

effective strategies is app store marketing

A lot of people browse with keyword searches and wise and smart choice of keywords by researching on successful competitors gives the app a edge.

First Impressions Count!

A mobile app’s retention rate depends on multiple factors. But, indeed, ‘first impression is the last impression’, and having a delightful on-boarding experience for users is a must.

Users downloading the app is only half the battle won.

Messages like Hello’, ‘Welcome Back!’, ‘We’ve missed you’, are all great ways to ensure your users feel wanted and appreciated.

 The entire motto of this technique is to ensure your brand values and appreciates the user

Free Ambassadors Involving app users to share their activity

on social networking platforms such as Twitter, Instagram and Facebook is a brilliant technique to convert app users into brand ambassadors and to also generate productive organic user growth.

App users can be asked to share some of their hairstyles they try on social media platforms.

This technique is followed by many games where users share their high scores.

Celebrities! Getting a famous celebrity with an eye

catching hairstyle to team up will take the app places!

 Nike once joined hands with singer and 5-time half-marathon runner Ellie Goulding to market one of their apps.

Users will be convinced that the app is nothing but the best!

Trust, credibility, more users- guaranteed.

TACTICS AND IMPLEMENTATION

Key aspects of the app sMarketing mix

Product The product s attributes and benefits are

well defined. Hairstyling should be made simple for

customers This is a smart hairstyler that is both

personalised and allows users to try hairstyles.

It is simple. It is fun and It is extremely accurate.

Place The best place to launch the app is

Google PlayStore. However, launching it only for Android

users limit the customers. Launching the iOS and the Windows

version of the app expands the customer base.

Price The app is free for limited hairstyles and

beard styles. The Premium version of the app is priced

at 3$ The Premium version of the app includes

all the hairstyles and beard styles and also hair colouring looks.

Promotion Once the app is sold to many spa s and

salons, it will act as advertising medium to spread the app to the customers of the salons.

Social media marketing through Facebook and Twitter pages will increase promotion and downloads.

Tying up with celebrities and involving users to share their activities on the app on social media platforms increases the outreach of the app.

People Users should be asked for feedback The more positive the ratings are for the

app, the better chance it has of being downloaded.

Reaching out to unhappy users, resolving their issues and asking them to leave a rating on the app store if they were satisfied are important steps to satisfy customers.

Process The basic and core services should be

distinguished from the premium version of the app.

User module and steps to use the app should be present as one of the chapters of the app.

Physical Evidence The appearance of the app is key to its

downloads. The design and the graphics of the app

should be eye catchy There should also be a “Need for Speed”.

The app shouldn’t hang or be slow.

Conclusion

These are the Marketing

Plans for the proposed

New app- Hair Styler

Disclaimer Created by Jishnu Mohan, SRM University during

a marketing management internship under the guidance of Prof. Sameer Mathur, IIM Lucknow