A Marketing plan for a book app for college going students.

1. Shivani Agrawal
BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCES

2. MARKETING PLAN FOR ANDROID APP

3. AGENDA
• EXECUTIVE SUMMARY
• SITUATION ANALYSIS
• GOAL
• STRATEGY
• TACTICS
• IMPLEMENTATION
• PERFORMANCE EVALUATION
• EXHIBITS

4. GOAL
To become the biggest service provider for
BOOKAHOLICS in the Indian market helping
out 15 million people, and more…

5. “NerdFighter” is a new generation app for all the Book Lovers. It
mainly targets all the people for whom BOOKSTORES ARE LIKE
CANDY SHOP. The main model for NERDFIGHTER relies on college
students providing textbooks, auctions, classifieds and teacher
evaluations available on the website. Therefore, our focus will be
on the marketing strategy to increase student traffic and usage. In
turn, visitor volume and transactions will maintain the inventory of
products and services offered.
EXECUTIVE SUMMARY

7. Launching Stage –
We are expecting BREAKING EVEN
initially i.e. NO PROFIT NO LOSS.
Cost –
App Development
Designer
Young Blog writers
Translators
Delivery company

10. POINT OF PARITY POINT OF DIFFERENCE
• One app will give all genre
of books.
• App will be simple to use.
• Payments via Credit/Debit
card, paytm and COD
• Can donate a book for
other readers.
• Orders are easily
trackable.
• Referring someone will
give you additional gifts
and cashback.
• Users can give a choice for
getting new books in the
collection.
• Translation of specific
books would be made
available.
• COD is available.
• Available on IOS and
Windows.
• You can also donate to
make a difference.
• Scanning the barcode will
search out your required
book.
• Users choice matters.

11. It is targeting the major part of our country i.e. middle
Class youths. It will make its contact with all the local
Shops who sell old books and also make contact with
Coaching institutes who will provide their notes. It will
Offer all genres of books so that none of the customer
Will return disappointed.

12. MARKET
SEGMENTATION
The main agenda is to get a marketing mix that matches the TARGET
SEGMENT.
1) Educational institutes.
2) Young generation.
3) Internet Users.

13. MARKET POSITIONING
An effort to influence consumer’s perception of a brand or product relative to the
perception of competing brands. Also this app aims to make a easy and unique
position in consumer’s mind.

14. 1) Enter through Google Play and
App Store, IOS Store.
2) Other stores like Samsung apps,
Amazon Apps store etc. will also be
used.

15. MARKET NEEDS AND WANTS
With a internet user base of 306 million in India as of
2016. To build a trust among your customer, an
efficient customer service for an e-commerce website
is one of the most important touch points. It will lead
to customer acquisition and maintaining customer
loyalty. Thus a app with e- commerce sector is a
huge plus point.

16. Since the majority of The College Cafe's
customer acquisition will result from
direct promotion local to universities, The
College Cafe will recruit current college
students to fill positions in the areas of
campus marketing, local advertisement
sales and implementation of a
"grassroots" marketing campaign.
PROMOTION STARTEGY

17. • Posting Flyer in and around campuses
• Direct Mailings
• University and local newspaper advertising and inserts
• Advertisements at on-campus kiosk
• Sponsorship of recreational/intermural team sports
• Sponsorships of campus or community events
• University and local newspaper advertising
• Indoor/outdoor billboard advertisements at college sporting events
• Banner ads on select related sites with a significant level of traffic
• Traditional media including direct mailings, magazines, radio and TV
• Registration with all the major search engines
Major Promotion strategies:

18. GOALS :
• The company’s main objective is to attract users to the
site of Family, Friends, brand Building.
• Provide selection which make it easy to find and
discover products.
• Provide details to evaluate a product Description,
Specification etc.
• Price will have to be competitive to the most obvious
options.
• Brand presence on social networking sites.

20. • Nerd Fighter aims to provide high quality service to its customers.
Several internet blogs will be manged to suggest about its service
quality.
• It will also resonate with customer to understand customer environment
better and thus implement changes in accord with them. understand
changes in customer requirements.
• Value is perceived at different levels and hence NerFighter will
deliver values at different levels.
CUSTOMER VALUE

21. • The main collaborator of this app will be stores of
major cities. The major one will be Ganxy, which lets
you create custom showcases for your ebooks that can
be embedded in any webpage, blog post, even a
Facebook page. These showcases allow readers to buy
directly from you (Ganxy collects 10% of the sale and you
get the rest), order from any online retailers you
designate, or just sign up for your mailing list without
making a purchase.
• We will be contracting students as subject matter experts
to provide the content in the weblogs. The use of
students as weblog content experts will help keep costs
to a minium yet still providing interesting and relevant
content.
COLLABORATION

22. • NerdFighter will start attracting customers by using a mixture of
traditional and online advertising strategies to create a grassroots
marketing campaign.
• For the retail business component we will establish relationships with
manufacturers or distributors that offer drop-shipments direct to the
customer. This will allow NerdFighter to keep expenses associated with
inventory and distribution to a minimum.
• For content and other value added service we will establish relationships
with 3rd party vendors. This will enable NerdFighter to offer a wide
variety of products and services online yet allow to focus on the key
business elements; textbooks, auctions, classifieds and teacher
evaluations.
COMPANY

23. The new entry of the product with same features will eventually create
a potential competitors . Initially the company present in the Google
app store such as search Old Book , BookChor ,The college Cafe etc.
will sure study about their drawbacks and aims to raise their profit and
try to improve their app reviews and ratings.
COMPETETION

24. Excellent users experience on the E-commerce website in
terms of suability, speed, clarity will enhance the loyalty of
the existing customers and move a step ahead of brand
awareness by using context retention.
CONTEX
T

26. Text Books
Fiction and Non-Fiction Books
Competitive Exam Books
Library Collection(HB)
Comics & Magazine
Auctions
Classifieds
Teacher evaluations
Lab solutions
Wide Range of Product
Categories

27. The app can provide following services to their customers:
• Product to purchase
• Shipping
• Courier
• How to order on website
• Mode of payment
• Order Status
• Cancellation and returns
• Having even tie up with skype
for the same on the website
for user delight.

28. • The invention of this app will create a milestone in the economic
world and social media will help this app to get connected with
many people and has given many choices to their consumers for
their selection of products. NerdFighter Icon is made very relatable
to college going students. It’s tag line “Don’t Forget To Be
Awesome” is something which the students will relate too.
BRAND

29. Free version of the app will help to find the products for free based on
the consumer likes and dislikes but it wont be specific premium version
of the app would look for the consumer choices and get paid.
Once for their subscribed app ad continue the usage of app henceforth
the premium amount is calculated on the basis of consumer visiting this
app to buy products and they need to pay 1.5% amount of the money
from the purchased product rate.
PRICES

30. Incentives is to encourage customers to shop via the app,
thus giving them a taste and convenience of the mobile app
shopping. Free shipping overall Indian boundaries after
certain amount of purchases done from the site and even
without minimum purchase for the regular and loyal
customers. Data collection and maintenance is easier for this
app when compared to a website.
INCENTIVE

31. Numerous way of communicating with consumers includes the app will
get featured in
• Official Blogs
• Featuring emails
• Featuring in social media groups and communities
• Promote the app through promo video
• Shout out on social channels
• Contact tech and app review bloggers
• Ask user to rate and share
are all some of the promotions for this app which will be a part of
business tactics.
COMMUNICATION

32. The target of distributing the products through this app is done by
the app which gets downloaded from Google play and App store, the
consumers are featured with choice to choose the right distribution
for their selected products and thus goods are delivered only by their
specified channel distributor.
INCENTIVE

33. IMPLEMENTATION

34. Selection criteria at NerdFigher are:-
Plan to hire people with experience and who wish to take
organization forward. As and when NerdFigher grows ,the
organization makes sure as its employees feel that they are also
growing with the organization.
The website is designed with the needs of the college student as the
focus. NerdFighter is built using Microsoft technologies which
will provide the flexibility to easily expand products and service
offerings in the future. NerdFighter will initially host the website with
an external web-hosting vendor thus reducing initial start-up cost. At
a later date, NerdFighter may elect to bring hosting in-house for
better support and maintenance.
INFRASTRUCTURE

35. • This App major policy which is primarily aimed to build trust with
customers.
• Investment will be made to buy old books in bulk from the local
outlets and partner with good delivery companies so that there
would be no delay in delivery.
• They intend to enter into various new categories and expand their
current categories as well.
• NerdFighter is looking at associations with a larger number of
suppliers and partners , both nationally and internationally.

36. • A low capital investment and a fast turn around time
helps in promotion of this new generation app.
• Themes of advertisements concentrating on different
services are provided.
• NerdFighter need to tie up with many organisations
and maintain a good relationship.
• NerdFighter offers membership card for premium
customers.

39. Executive summary
Situation analysis
Goal
Strategy
Tactics
Implementation
Performance Evaluation
Exhibits

41. DISCLAMAIR
This online presentation (the “Presentation”) is provided on a strictly private
and confidential basis for information purposes only. This Presentation does
not constitute or form part of, and should not be construed as, an offer,
invitation or inducement to purchase or subscribe for securities nor shall it or
any part of it form the basis of, or be relied on in connection with, any
contract or commitment whatsoever. This Presentation does not constitute
either advice or a recommendation regarding any securities.