This presentation is based on developing a marketing strategy for a mobile application. This presentation has been created during a marketing internship under Prof. Sameer Mathur

1. Commute
Daily travel made easy

2. Travel Safe, Travel Smart, Travel Economical

3. Contents
Company Overview
Target Markets
Product Strategy
Business Tactics
Implementation of Plans

4. Company
Overview

5. “Your Travelling Companion”
Commute is the everyday travelling solution
you are looking for. This app is for the daily
travellers who want to find a medium from
buses to carpools to subways for their daily
travelling.

6. Additional Features
The app also provides monthly passes* at
very economical rates for your day to day
travelling needs. The app encapsulates all
the travelling mediums in your city…... All
On Your Phone!
* - Upgrade to Premium version for Bookings and Passes

7. How to Use ?
The app detects you current location and
asks about your Destination. The app then
generates all the alternatives for reaching
your destination. You can also book your
ride with the Premium version of the app.

8. Marketing Plan
Now that we have a product idea….we need
a marketing plan to serve the right customers
satisfactorily
……and monetise the app at the same time

9. Market
Analysis

10. The Smartphone Market
More Specifically, The App Market
Users spent $58.6 billion on apps in 2017

11. The App Market
Apps offer better personalisation
Ease of sending notifications
Use of Device features
Ability to work offline
Freedom of designing
Apps occupy majority user time

12. Target
Customers

13. Targeted Segment
The app is targeted towards the
daily travelling population like
Office-goers, College-Goers and
all the working class people of the
society who prefer public
transport.

14. Goals

15. Awareness Goals
The goal is to reach 100+ downloads in the
first month and increase it to 10,000 over
the year. As this is a high utility app, we
expect 15–20% conversion rate to
premium version.

16. Financial Goals
The primary income of the app is through
upgradation to its premium version.
The secondary income is from the
collaborations with different travel agencies
as a part of the income for passes issued
through the app.

17. Strategy

18. Target Market

19. Customers
This app satisfies the need of travelling from
one place to another.
This app is for those who want to travel on
daily basis and use public transport.

20. Collaborators
The company needs to collaborate with
different companies providing carpools, bus
services and subway systems for the passes
and needs Google Maps to show results for
methods of commuting.

21. Competitors
The company faces
competition from
various free and paid
apps on the app store
but provides way more
features than any of the
competing apps.

22. Points of Parity
The company shares points of parity like
providing commuting options with Moovit
and monthly passes with Shuttl. All these
companies have a common target market.

23. Points of Difference
The company is different from its competitors
as it provides the functionality of three
different kinds of apps in one. The app
provides cars buses as well as subways.

24. Value Proposition

25. Customer Value
The app provides the customers with all the
options for travelling from one place to the
other. The app also offer them some
attractive discounts on monthly passes which
are very difficult to get otherwise.

26. Collaborator Value
The app is very useful for the collaborating
companies as it provides them access to new
consumers as well as provide them with
profits from the passes which the users
purchase.

27. Tactics

28. Product
The free version of the app allows the users
to search for a medium of traveling from
one place to the other with the help of maps
and also displays the bus and subway
numbers and routes. The users also get
three free rides in the free version

29. Premium Version
The premium version of the app allows the
users to search for a medium of traveling as
well as allows them to book cars rides,
buses or subway tickets. The users can
avail big discounts by issuing monthly
passes which are distinguished by the
number of rides per month.

30. Services
The company focuses on maintaining the app
whereas the services offered by the
collaborators is also kept in check through
customer review of every ride. The company
also provides three rides in the free version
of the app.

31. Price
The price of upgrading to premium version is
₹200. Whereas the prices of the passes vary
according to the facilities and collaborator’s
price. The prices charged for single ride is
also cheaper than the rates offered by the
buses and subways.

32. Incentives
The customers can avail heavily discounted
rates if they subscribe to the monthly or
biweekly passes. There is big price reduction
on these passes. The consumers get a free
monthly pass on issuing monthly pass for six
consecutive months.

33. Communication
The app will be promoted on different social
media platforms like Facebook, Instagram &
Twitter. A website will be launched for
promoting, helping the customers and for
users to sign up. A YouTube Channel will
also be created to upload tutorial videos and
advertisements.

34. Distribution
The app will be available for free download
on the Google Play Store, Windows Store
and iOS Store. The users can upgrade to the
premium version by the In-app payment
facility.

35. Implementation

36. Infrastructure
The company has six major parts namely
App Management, Carpool, Bus, Subway,
Promotion and Customer Service. All the
departments work independently from each
other but are interconnected by the App
Management and Customer Service.

37. Processes
Business processes involved in implementing
the company’s strategy are collaborating
with various transportation companies in
different cities of the country. Also the use of
payment gateways requires collaborations.
The company also need to carry out the legal
formalities for the app.

38. Schedule
The beta test version of the app is scheduled
to release in the month of March. After
running as a beta test for one month, the
improved version of the app will be launched
in the month of April.

39. Recap
We covered the following points :-
Situation Analysis
Goal
Strategy
Tactics
Implementation

40. Disclaimer
This presentation has
been created by Aman
Bharti, NIT Surat,
during a marketing
internship under the
Guidance of Prof.
Sameer Mathur, IIM
Lucknow.