android marketing

1. Marketing plan for an
Android app
Hometripping

2. Overview of the hotel industry in
India

3. • Online penetration for tourist booking is expected to increase
from 41 % in 2014 to 46% in 2017
• The country’s fragmented hotel landscape holds the
greatest promise
• The purchasing power of the middle class is increasing rapidly

4. •Prolific use of the internet and smartphones coupled with e-
commerce penetration
• Better air and rail connectivity between Tier-1 &Tier-2 cities.
•Improvement of lifestyle

5. Opportunities and threats

6. Opportunities
• Unique advantage of experiencing the 'real' culture and society.
• · Mobile device usage continues to rise exponentially (44%
growth per annum); Hometripping considerate app development provides a convenient
opportunity for travellers to make short-term rentals
• Offering other goods and services. e.g. Home cleaning, insurance, travel guides, users
suggestions etc.

7. Threat
•Legal issues with local and federal governments present an
unprecedented threat to Hometripping.
• There are many companies copying the business model and services
provided by Hometripping:
•Bad press surrounding destruction to renters homes and
apartments.

8. Core competence
• Hometripping’s assets are the accommodation listings on its platform.
Most of the investment into the enterprise will be used to increase
the number, coverage or utilization of the listings

9. Goal
• . Connecting people who need a place/space to stay with people
who have surplus space to host people
• Providing travellers with local expertise, flavour, secrets and knowledge
•Making hosts money for their space and their time
•Saving travellers money while giving them more of a homey
experience

10. Strategy

11. Positioning
.
• Compared to tradition hotels, Hometripping proposes a different offer to
its guest users.
• First, a Hometripping accommodation offers a particular
authenticity and personality as guests lodge in a country’s
typical house. According to a research conducted by AirBnB, about 85% of
the guests want to “live like locals” (AirBnB Press, 2014) rather than classic
hotel rooms.
• Consequently, an AirBnB room also allows guests to get a well-furnished
accommodation at a lower price than hotels.

12. Target consumers
• The Travelers:
This market segment involves mostly those who enjoy traveling and at
the same time not spending all of their money in a hotel room.
There are some travellers who rather stay somewhere they can relax
and spend most of their days without emptying their pockets.

13. Target consumers
• The Hosts:
These include owners or renters who are willing to rent out their
places. The reasons vary as well.
They might want to make some money out of an unoccupied space or
simply they just want to meet interest people.
Whatever the reason is, all hosts are looking to list their current place
on Airbnb because they have the ability to get to know who will be
staying in their property

14. Collaborators
• Local/regional Real Estate Agencies
A new source of revenue for agencies: renting out their properties like
hotels for extra revenue
• Info. Tech Experts
• Website designer, web master, hosting company, data base MGT
• Outsourced Customer Service Reps

15. Value proposition
• So easy and fast finding your place to stay even in the peak season
and it is so easy to use: all you need is few clicks from the app
• On-demand Business Nature
Both sides get what they want ASAP: great at matching two parties
• Extra Income for Hosts
More money in their pockets, what more can I say?

16. • Home Insurance
Airbnb providers home insurance to hosts
• One-of-a-kind Stay Experience
You browse and choose your best possible stay experience

17. Tactics

18. Cost
• Online Payment Processing Firms
Since it is 100% online transactions, transactions fees to online
payment processors like Visa, MasterCard, would take the biggest
chunk of cost
• Insurance
Insurance for rental space of hosts and travellers
• Human Capital
The business is heavily dependent on human resources: needs to keep
those highly creative talents to sustain its success.

19. Revenue stream
• Fees from Both Hosts and Guests
It has pretty simple revenue streams: hosts and guests.
• Hosts pay about 3% of booking fee, and guests are responsible for
about 6 to 12% fee

20. Communication
• Via Various Events
• Local, regional, cultural event sponsorships
• All the features and transactions from homepage can be executed on
its mobile app

21. Communication
• Online-based Advertising
A great way to boost their awareness and customer consideration level
• Mobile Apps
• Collabo with Celeb Agencies

22. Implementation

23. Infrastructure
• High Usage of social media platforms to gain publicity for
the company in the initial stages of the launch.
• High dependence on word of mouth way of marketing such as
users leaving a positive review on the Google Play Store or
recommending it to a friend.
• Print publicity such as flyers to be put up at important junctions
of the various cities such as bus stops etc.

24. Processes
• Develop the app and release it.
• Use social media to market it. Also ask users to share their
experiences and leave reviews and ratings.
• Alter the app regularly as per the need of the target audience.
• Offer cashbacks/loyalty discounts for regular users of the app.

25. • Made by Amitesh Kumar in a marketing internship under Prof Sameer
Mathur