marketing plan for android app :malleze

1. malleze
marketing plan for android app

2. Executive summary
Malleze is one stop solution for hassle free
experience inside the mall. The app is targeted
to benefit both the consumer as well as
retailer. This app provides best offers for a
product across all outlets of a mall which is
one of the main attributes of the app.

3.  The mall culture has become a big business, as they have
become multi-story structures that house a large number of
shops selling various products and services. They are a
collection of shops and restaurants, adjacent to the pedestrian
zone or an exclusive pedestrian street. With the boom of e-
commerce market, the mall culture has been losing it’s charm
and retail industry is falling behind.

4. needs
 Easy exchange/return process.
 Can test the product before buying.
 Less time consuming.
 Don’t have to note the vehicle’s parking location.
 Navigate straight to the shop at one go without any intervention.
 For the merchants higher conversion rate of floating population in malls.
 Collection of data points build business plan around as well evaluate future for
the same business.

5. Situation Analysis
Core Competencies:
 Targeted marketing and enhanced conversions of walk-in customers into the mall.
 Customer Relationship Management
 Tie up with all the individual outlets in a mall and offer unique prices based on
demand on each day to enhance both sales as well benefit the customer.
 We sell experience and not the app.
 Improve SEO.

6. Situation Analysis
Strategic assets
 In mall navigation
 malleze wallet
 Premium subscription which offers special benefits
 In-app advertisements.
 In-app purchase across the outlets of the mall with meagre transaction
charge.
 Subscription with merchants as well
 Collection of data points.

7. Current product line
Premium subscription
Subscription to both merchants as well as
the targeted people.
Malleze wallet.
In-mall navigation
Reminder for vehicle parking.

8. Market overview
The report from the UK Cards Association also revealed
that last year, overall card spending online in the UK
reached £154bn, averaging £422m a day.

10. competitors

11. Target customers
The target group primarily includes primarily
includes of people aged from 15 – 40 with a
majority of people belonging to 17 – 24 age group
The target audience can be segmented by
demographic and psychographic

12. The target segment is
Measurable
Substantial
Accessible
Differentiable : marketing mix
actionable

14. Economic context
By 2020 the Indian market will have 175
million online shoppers and 10 million online
sellers.
In 2016 india’s online market is evaluated at
$9 billion.
It is expected to grow to $45 billion by 2020.

15. Technological context
India’s smartphone market will have 1 billion
subscribers by 2020.
More than 70% of shopping will be done
online.
India will surpass US to become world’s
second largest smartphone maker by 2020.

16. Goal
 Make shopping in malls simpler, easier and faster.
 Brand promotion
 Collection of data points.
 Future development of malls can be analyzed with similar data around the world.
 Enhances the conversion rate of walk in customers into the mall.

17. strategy

18.  Build a strong customer base through the free version of the
app.
 The free version includes info on all the activities, discounts,
best price for a product, navigating the customers to the
shop and limited discounts through the collaboration with
the outlets of the mall.
 Create a market for the special discounts and offer a
premium version of app for more offers.
 Malleze wallet will also be developed for transactions within
the mall once the customer base is created.

19. needs
 Customer’s needs: simple, effective hassle free experience
 Cost cutting
 Enhanced customer experience and satisfaction.
 Reminder of vehicle’s parking location
 In-mall navigation.

20. Competitor offerings
STORES AND OFFERS INFO : No more getting lost in shopping mall. With Shopzy,
get all the information about stores and offers in the mall.
★ CATEGORIZED FILTERING : Filter stores and offers using different categories and
sub-categories available.
★ SEARCH : Easy search of all the stores and offer running in the mall.
★ FAVOURITE STORES : Subscribe and get updates from your favorite stores without
sharing your mobile number or e-mail ID.
★ EVENTS AND ENTERTAINMENT : Know about events happening in the mall and
movies running in multiplexes inside mall.

21. Value proposition
 Customer value: Selling a rich customer experience enhanced by various surveys
and analysis. Customers can get the best price for a product and navigate
directly to that particular outlet. It promotes special offers by collaboration.
 Collaborator value: They can help in increasing the conversion ratio of the
floating population based on each day’s demand. Thus averaging and improving
the overall sales.
 Company value: The company mainly deals with consumer analysis, collaborator
analysis, thus can understand the psychological behavior of consumers. The
company believes in selling experience rather than the product itself.

22. tactics
 Distribution

23. product
 free version:
 In mall navigation
 offer on the parking fee/restaurants limited by usage.
 go through collection, menu of each store/restaurant
 mall wallet with discount, updates on specific store, limited deals will be
mentioned(cannot be redeemed in free version), etc

24. Product
 Paid version: permanent rate cuts on parking fee
 cashback on usage of wallet
 best price for each product or food based on time
 track footsteps enable customers to reach specific target to unlock benefits in
specific shops.
 Free tickets for events in the mall.

25. Brand
Name : malleze
Meaning : malleze – this means ‘mall easy’,
Shopping in malls will be easy, simpler and faster
with our app. Consumers can go through a hassle
free shopping experience.
Attributes : rich customer experience, quality,
variety, best price

26. price
 $4 per year.
 assuming on an average every car rests 5 hrs in mall and
premium customers are offered rs10 per hr less than others,it
takes them 5 trips in a year to get their money back but
there are other discounts,offers which are being provided
.This makes the premium app a value proposition.
 It is priced based on average time spent by every vehicle
which is 5x of each visit.

27. communication
 Write up articles -
 Blogs
 Quora
 Social media
 Website
 Promo videos
 Google ads
 SEO and ASO
 Premium blogs
 Awards
 Paid reviews

28. Implementation
organizational structure - functional

29. Process involved in implementation
Market research is done through surveys
Analyze the customers needs
Analyze the collaborator’s needs
Based on the needs core competencies are chosen
Segmentation ,Targeting and positioning is done
Product category, services and strategy
Pricing
marketing
communication

30. schedule
 Conduct survey through different forums – 3 months
 Analyze surveys - 2 months
 STP - 1 month
 Business unit - 1 month
 Product strategy - 2 weeks
 Pricing - 2 weeks
 Marketing - 1 month
 Communication - 2 weeks

32. Disclaimer
Created by S Prasanth Vasan,NIT Trichy
during a marketing internship with Prof.
Sameer Mathur,IIM Lucknow