The final project which was based on a Marketin Plan to launch an Android App. The plan incorporates all the key marketing concepts that I have learnt during my internship under Prof. Mathur, IIM-L.

1. BOOKS MAFIA
Marketing Plan
for
an
Android
App

2. EXECUTIVE SUMMARY
Many people in the world are fond
of reading. Not just reading books,
but novels, newspapers is the
choice of most readers. Technology
is so much advanced, then why not
venture this reading into
something more digital!!!

3. That’s the way of Life…….

6. What is the
solution????

8. More convenient way to read books,
articles, newspapers is in a Digital Way
through Books Mafia!!!

11. For limited number of
books

12. HOW THE APP WORKS..???
Books Mafia hosts more than a million
titles in electronic format. Because the
Mafia is wireless, you can access the store
without connecting the device to
a computer. You can buy a book or
subscribe to an electronic version of a
newspaper on Mafia and download it
directly to the device.

13. The Mafia's memory capacity also makes it
very convenient for travelers. With a Mafia
App in your mobile phone, you don't have to
worry about packing heavy books in your
luggage to keep you occupied for your
whole trip. It can hold more than enough
titles to tide you over. And if you decide you
want something completely different
midway through your travels, you can always
use the Mafia to access sites like Amazon
store and buy a new book (hard copy).

15. 1. India’s best online book store
2. 10000+ downloads
3. Target Conversion Rate: 3% to 5%
4. Revenue target of INR 2 crore in an year to INR 20
crores in 5 years
5. Establishing Brand Equity and Customer Satisfaction.

18. • One stop destination for finding
books online.
• Reduced time and efforts.
• Wide range of titles and books by
some world fame authors.
• Review, Ratings and many more…
• Implementation of Search engine
optimization & app store
optimization.

19. • In app purchases, keeping with the
Freemium Model
• In app advertisements, that will generate
revenue
• Communication Partners

20. E-Books app is the next step in the
complete mobile makeover, offering
step by step procedure to download,
read and recommend books to
people around the world. Although
the app has a huge competition from
Kindle, its unique in its own way.

21. • Untapped market
• Lesser competitors
• Increasing use of smart phones
• Explosion of information

23. • Global player like Kindle
cementing their market position
and increasing their market
share.
• Relatively new concept may take
additional effort and time.
• No benchmarking of parameters.
• Requires huge marketing budget
and awareness to communicate
ideas.

24. COMPETITORS

27. The Target Market primarily
includes the ones who love to
read.
Another customer segment is
represented by numerous
travelers to whom the app can
serve as a useful time pass.

29. Our strategy is to target more key
consumers by providing them a
free access of a wide range of
books & reading materials. These
may include fiction, non-fiction,
newspapers or even a huge variety
of education related books.
People from diverse set of
backgrounds can look after the
books of their interest.

30. 1. Customer Value: Personal, virtual, 24/7,
customer service will give lot of
information for the customer who are in
search of books of their choice.
2. Collaborator Value: Successfully
competing with other major players in
the industry and a large, diverse user
base.
3. Company Value: Positive work
environment, Good Pay, Growth
Potential, Opportunity to pursue
interests.

31. The free version of the app will have the
customer to chose from a wide range of
books. They can read 20 different books,
depending on their choice. The sorting of
books can be done by:
• Keywords
• Author Name
• Book name
• Character names (the actual ones)
Customer just has to login with his user id
and password which he would get while at
first viewing his site.

32. VERSION
This will include:
• Original version of copies
• Downloading of e-books
• Saving of books
• Membership accounts
• Cloud back-up and synchronizing

33. NAME: BOOKS MAFIA
Tag Line
“What’s your reading plan
today..?”
Core Brand Values
Variety, Innovation, Ease & Efficiency

34. Free version of the app will help in generating traffic and attract
new customers.
The Premium version of the app will be priced at $49.99 per
month with may additional services.

35. • Price Reduction: Rebates, Coupons for dollars or
percentage off
• Free upgrade with purchase.
• To collaborators: Recognition & Self worth
Money has been and still continues to be an important
motivator for participating in collaboration
• To employees
Reward, Bonus & Recognition

37. • Reading Blogs
• Full Featured company website
• Promotional videos
• Social Media
• Google Ads
• Featuring e-mails
• Print Media

39. Company & some
recommended
websites…..

41. o Stay in touch with authors
for their book’s launch
o Hire app developers and
brief them with design
o Search for potential
investors to financially aid
us
o Prepare the print and video
advertisements.

43. Managing retailing & logistics – 2 months
Market Research – 3 months
Crafting Market Positioning – 4 weeks
Setting up Strategic Business Unit – 4 months
Setting Product Strategy - 4 weeks
Developing Pricing Strategies – 3 weeks
Designing Integrated Marketing Channel – 3
weeks

45. These slides were created by Aditya Shekhar, KIIT-Bhubaneswar as a final
project during a Marketing Internship under Prof. Sameer Mathur, IIM-L.