Marketing Strategy for Android App

1. FootFall For AllMaking retailers smarter
Marketing Plan

2. Did you know that the food area is where people spend
most of their time in a conference? This was the
conclusion from tracking people movements during the
conference. Unsurprising maybe, and yet, seeing how
easy it is to capture the movements of people brought
to life the disruptive force of wireless technologies.

3. Marketing Plan
Executive
Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation

4. Executive Summary
Footfall for All aims to know how many people are shopping, where
they go and how much they spend
With unique shopper behavior data from an extensive network of
installations and a wider range of offerings for its retail customers.
Combining monitoring systems for a wide range of activities, from
people entering the store and moving within it, to inventory, to
product loss.
Footfallfor All will be strongly positioned to support detailed retail
analytics, providing retail clients with a one-stop-shop for monitoring
systems, data and analysis capabilities.
Threats- As technology becomes mission critical to retailers, big
companies such as IBM and Oracle are widening the scope of their
solutions.

5. Situation Analysis
◦ Market overview
◦ Target Customer Overview
◦ Company Overview

6. Market Overview1

7. “
Indian Retail market is among the
top 5 retail markets of the world.
It is expected to double to US$ 1
trillion by 2020. (1)

8. The top retail chains in India are(2)-
Pantaloon Retail Pantaloon, Ezone, Central,
HomeTown, Big Bazaar, Food
Bazaar, Planet Sports
K Raheja Group Shoppers Stop, CrossWord,
Inorbit, HyperCity
Tata Group Chroma, StarBazaar, Tashi,
Westside
LandMark Group Spar, Max, Lifestyle, Babyshop,
Centrepoint
Reliance Group Reliance Trends, FootWear,
Digitial, Fresh

9. How can we help?
FootFall for All targets these retail
chains. How? Let us understand it
with the example of Big Bazaar.

10. Target Customer Overview2

11. YOU CAN ALSO SPLIT YOUR CONTENT
Big Bazaar is India’s largest
hypermarket chain.
It has 250+ stores all over India and a
turnover of 13,000 Crore. (3)
The footfall in Big Bazaar is 11 crore
and the store area ranges from
30,000 sq ft to 1 lac sq ft.

12. Company Overview3

13. For such large chains, it's important to know
what's going on!
Our aim is to help them learn who is
coming in their doors, where they’re
going and how to make the most of that
information. Our solutions increase traffic,
conversion rates and transaction size. In
short, we’re in the business of improving
effectiveness and profitability.

14. Our powerful, flexible business
intelligence app makes it simple
for everyone from corporate
executives to assistants at the
store level to access the data
they need to excel.

15. Portfolio of offering to customers
Conversion rate
(outside to
inside)
Floor level, zonal
level data
Time spend
inside
Traffic outside
the store
Max traffic hours
% of customers
who left in x
minutes

16. Strategic assets via FootFall for All app
Insight A Insight B Insight C
Conversion Rate
Traffic converted
from outside
Window Display
Marketing
Strategy
Max traffic hours
Busiest hours of
day
Section wise
traffic
Effective staff
distribution
Zonal data Successful brands
Changes in brand
visibility
Conversion rate

17. Goal
◦ Identifying the desired
outcome that the company
aims to achieve

18. FootFall for All aims to provide retail analytical knowledge to
all multi-brand retail chains across India. It is one of a kind
and never been used technology for the Indian Market.
With due course of time and experience, the company aims to
grow into multiple segments and specialise into the e-
commerce business by providing analytical knowledge and
consumer behaviour on websites like Flipkart, Koovs, Jabong.

19. After capturing Indian Retail Market, Footfall for All aims to
expand globally and compete with its competitors

20. 13,000,00
These are the number of Retail outlets in
India (highest in the world). (4) Footfall
for All aims to integrate with them all.

21. Strategy
◦ Target market
◦ Value Proposition

22. DO MORE DO BETTERFirst

23. The company has an excellent data
management platform and is focused on
people tracking inside the physical
store, placing mobile technology as the
glue for in-store analytics, and
strengthened the benchmark
application to allow retailers to measure
store demand against their community.

24. Tactics & Implementation
◦ Product
◦ Service
◦ Brand
◦ Price
◦ Incentive
◦ Communication
◦ DIstribution

25. Products and Services1

26. Outside Traffic
Helps determine the total
opportunity, and whether
they are receiving their fair
share of shoppers.
Conversion Rate
Helps determine if window
displays, promotional
activities are attractive
enough to draw customers
in?
Time spent inside
does a sales assistant greet the
customer when they enter the
store? After how long do they do
so, and does this lead to an
increase in customers making a
purchase? What is the optimum
time for a sales person to engage
with the customer?
Max traffic hours
to adjust their staffing
needs and ensure that the
right employees are on the
shop floor at the right times.
Zonal data
where are people going
within the store and how long
are they spending there? Are
they drawn to specific
promotions for example?
Dwell Time
how long are customers
spending in the store and
what is the average time it
takes to make a purchase?
🏃

27. Competitors

28. POD POP
Our powerful, flexible
business intelligence
app makes it simple for
everyone from
corporate executives to
assistants at the store
level to access the data
they need to excel.
Unlike our competitors
who provide
monthly/biannual
consultation, our easy
to use app provides
useful insights at any
time.
Store employees play a
big role in ensuring that
customers receive a
superior shopping
experience. This is why
retailers need reliable
shopper data to
understand key
shopping timeframes,
including busy periods,
and to adjust their
staffing needs
accordingly. In doing
so, brands can ensure
that the right
employees are on the
shop floor at the right
times.

29. Brand Elements2

30. FootFall for All
Making retailers smarter

31. Brand Mantra
From corporate executives to store
managers in malls and entertainment
venues around the globe learn who is
coming in their doors, where they’re going
at one tap on their phone and how to make
the most of that information.
Simplicity Analytics Intelligence

33. Pricing3

34. Pricing Objective- Maximum Market Skimming (New entrant
technology in Indian retail market)
Demand- 13,00,000 retail stores in India as primary target
Costs- Sensors, Stakeholders, Collaborators, Installation, Analysts,
App backend and frontend developers,
Competitor Costs- Costs kept lower than competitor costs which are
custom priced
Pricing Method- Perceived Value pricing and Value pricing
Prices- 3 packages- Grey (basic)
Blue (intermediate)
Gold (large scale enterprises)

35. BLUE GOLDGREYUp to 10 Locations
Up to 50 Beacons
Up to 10,000 Visitors
Survey, Feedback, Quiz
Design
History & Tag based
Segmentation
Consumer and Content
Analytics
App Deep Link and
Advanced Media
Up to 2 Locations
Up to 10 Beacons
Up to 1000 Visitors
Freestyle Design
Capability
Basic Audience
Segmentation
Visitor Analytics
iOS and Android SDK
Location, Beacon and
Visitor prices vary as per
requirement
Users and Roles
Telephonic Support
Design and Development
Consulting
Beacon Deployment
Services
600$/mo 150$/mo Custom

36. Incentives4

37. Trial Program
It gives customers an opportunity to try the product for 1 month,
completely free. Product includes our Android app and iOS app to build
ambient experiences in a physical location. The main aim of our trial
program is to enable customers to evaluate a new-age technology and its
value proposition for their relevant businesses
Promotional Pricing
We run special offers for festive days relevant to Indian market by deploying
more sensors and providing rapid information through app throughout the
important days like Dhanteras, Diwali where sale is expected to be maximum.
Incentives in Gold Package
To our loyal customers, we provide bonus information like a month analytics of
their competitor for the same timeframe and an innovative insight for efficient
competition with rivals.

38. Communication and Distribution5

39. Footfall for All aims to position itself at the heart of tracking
the customer journey in the bricks-and-mortar store.
As a new entrant technology in the Indian Retail Market and
on the app store, the tools for communication would be
word of mouth, PR, Social Netwroking, Low cost promotional
activities and Sponsorships.
Whether on television, newspapers or online media,
when people think of footfall traffic, they think of
ShopperTrak.

40. This presentation is made by Rhythm Tyagi, Delhi
Technological University (Formerly DCE) for an
internship programme under Prof. Sameer Mathur,
IIM-L.
Thanks!

41. Credits and References-
(1) https://www.dartconsulting.co.in/DARTBlogs/top-10-
retail-chains-in-india-success-stories-of-organized-
retailing-and-stories-of-organised-retail-failure-in-
india/
(2)http://retail.franchiseindia.com/article/whats-
hot/trends/Top-Retailers-in-India.a404/
(3)http://articles.economictimes.indiatimes.com/2008-
10-05/news/28407953_1_big-bazaar-retail-outlets-
hypermarkets
(4)https://en.wikipedia.org/wiki/Retailing_in_India
All images sourced from flickr.com and google images
And Marketing concepts from Kotler and Keller.