The presentation is a marketing plan for a new app. It is a part of a marketing research internship under Prof. Sameer Mathur.

2. ParkAid
Doctor to your parking troubles.
ParkAid
Doctor for your parking troubles.

3. Park Aid title
Executive
Summary
A brief summary of the idea , goals and strategy.

4. Executive SummaryParkAid is a an app that makes parking easier for drivers with
options to
• Search for parking areas near the place they would want to
head to.
• Pre-book parking slots in streets, malls and busy spots like
parks, tourism spots, temples etc on hourly or monthly basis..
• Allows event parking in advance for famous and crowded
events.
It also allows to compare the best prices in a particular area.

5. Payment and Source of income :
• The payment would be on a pay and recharge basis.
• The source of income for the app is the commission drawn from the
payments made. The approach to the percentage of commission is
made in the plan.
The payment would be on a pay and recharge basis.
The source of income for the app is the commission drawn from the payments made. The approach to the
percentage of commission is made in the plan.
• The payment would be on a pay
and recharge basis.
• The source of income for the app
is the commission drawn from
the payments made.
Payment and Source of Profit

6. Competition
• Though the idea is widely under implementation in
foreign states, it has a high scope for development in
India where the process is not still customized and
there is nothing like a leading app at present.
With unique features like monthly leasing and event
parking, ParAid has the potential to grow as the leading
app which it aims to be.

7. With the basic tasks of the app given, the marketing plan aims at
achieving the following goals :
• To become the most downloaded and visible app among all the other
apps.
• To engage in a quartetly research model
• To gain a market share of over 50 % in an year.
With the basic tasks of the app given, the
marketing plan aims at achieving the
following goals :
• To become the most downloaded and
visible app among all the similar apps.
• To engage in a quartetly research model
• To gain a market share of over 50 % in
an year.

8. 2.) Situation Analysis
• Company Overview
• Market Overview
• Target Customers
• Company Overview
• Market Overview
• Target Customers
Situation Analysis

9. Company Overview
• Introduction of event parking helps in collaborating with major event
venues and increase visibility.
• Wide scope of success in malls and busy areas.
• Monthly parking idea targets the problem of temporary stay parking.
• Introduction of event parking helps in
collaborating with major event venues and
increase visibility.
• Wide scope of success in malls and busy areas.
• Monthly parking idea targets the problem of
temporary stay parking.
Company Overview

10. Market Overview
The market of the app constitutes of
• Malls
• Minor and Major parking lot owners.
• Event organizers.
• Residential Parking owners.
• Target Customers.
The market of the app constitutes of
• Malls
• Minor and Major parking lot owners.
• Event organizers.
• Residential Parking owners.
• Target Customers.
Market Overview

11. Advantages :
• The monthly parking facility helps the residential parking slot owners
to create a demand for their slot thereby acting as a medium
between nearby parking areas and parking area seekers.
• The event parking idea, being relatively new can capture most of the
market.
• The monthly parking facility
helps the residential parking
slot owners to create a demand
for their slot.
• The event parking idea, being
relatively new can capture
most of the market.
Oppurtunities

12. Threats :
Few such parking apps may be involved in allowing parking in unowned
parking areas.
This may effect the other parking areas too.
Threats
• Few such parking apps may be
involved in allowing parking in
unowned parking areas.
• This may effect the other
parking areas too.

13. Threats :
High competition in few segments of the area like street parking and
parking in malls.
Threats
High competition in few segments of the area like street
parking and parking in malls.

14. Target Customers
• The positioning would be demographic where it plans to target to
medium to high income people in the age group of 20 – 50 yrs.
• The 20 – 35 yrs age group would be significantly targeted as they
would be the early adopters who would create the hype and review
the app.
• The positioning would be demographic where it
plans to target to medium to high income people in
the age group of 20 – 50 yrs.
• The 20 – 35 yrs age group would be significantly
targeted as they would be the early adopters who
would create the hype and review the app.
Target Customers.

15. 3.) Goal
Goals

16. • To draw about 5K downloads in the first three months.
• To have about 50 % market share in the span of a year.
• To draw about 5K
downloads in the
first three months.
• To have about 50 %
market share in the
span of a year.

17. To position the app as a reliable brand in providing complete solution
to all the parking hassles.
To position the app
as a reliable brand in
providing complete
solution to all the
parking hassles.

18. Strategy
• Target Market
• Value Proposition
Target Market
Value Proposition
Strategy

19. Target Market

20. Customers
People striving for parking places around home or office.
Frequent visitors of malls and events.
Owners of residential areas.
• People striving for parking places
around home or office.
• Frequent visitors of malls and
events.
• Owners of residential areas.
Customers

21. Collaborators
• App downloading media i.e ……..
• Press partners.
• Online reviewers and blog writers.• App downloading media i.e
Goole Play and Apple Store.
• Press partners.
• Online reviewers and blog
writers.
Collaborators

22. Competitors
• Similar apps with few coinciding features.
• Parking information tracking apps. • Similar apps with few
coinciding features.
• Parking information
tracking apps.
Competitors

23. Value Proposition
ParkAid provides the most fastest, safest and broadest network along
with a user friendly User Interface to immediately identify parking
areas around and within a particular area at comparable rates.
ParkAid provides the most fastest,
safest and broadest network along
with a user friendly User Interface to
immediately identify parking areas
around and within a particular area
at comparable rates.
Value Proposition

24. 5.) Tactics
Tactics

25. Products
• Emphasize on residential parking advantage for the parking slot
owners.
• Focus majorly on event parking, as it could differentiate the app from
others without losing sight of street and malls parking.
• Emphasize on
residential parking
advantage for the
parking slot owners.
• Focus majorly on event
parking.
Products

26. Service
The reviews and the landing pages must clearly specify the app’s
collaboration with major malls and event venues signifying it’s broad
network.
The reviews and the landing
pages must clearly specify the
app’s collaboration with major
malls and event venues
signifying it’s broad network.
Service

27. Price
• For residential areas , street parking and minor parking lots, the price
would be decided by the owners itself and a 20 % commission would
be taken from them.
• For parking in malls and events, 10 % commission would be taken.
• For residential areas , street parking and
minor parking lots, the price would be
decided by the owners itself and a 20 %
commission would be taken from them.
• For parking in malls and events, 10 %
commission would be taken.
Price

28. Incentives
• The ones who download the app in the period of first 10 days of
launching would be getting a free recharge of certain amount.
• Promotional coupons will be distributed to avail free recharge
amount for referring a new customer.
• The ones who download the app in the
period of first 10 days of launching would
be getting a free recharge of certain
amount.
• Promotional coupons will be distributed
to avail free recharge amount for referring
a new customer.
Incentives

29. Communication
The strategy is to basically concentrate more on monthly parking and
event parking ideas to separate the company from normal parking
apps, gain customers and slowly shift into making major revenue from
hourly parking and parking in malls.
The strategy is to basically concentrate more
on monthly parking and event parking ideas
to separate the company from normal
parking apps, gain customers and slowly
shift into making major revenue from hourly
parking and parking in malls.
Communication

30. • The display of major collaborators in our advertising collaborates their
brand equity with ours and thereby improves our brand recognition.
• The incentivizing strategy is aimed at attracting more customers in a
specific period of time and then concentrate on retaining these
customers.
• The display of major collaborators in our
advertising collaborates their brand equity
with ours and thereby improves our brand
recognition.
• The incentivizing strategy is aimed at
attracting more customers in a specific
period of time and then concentrate on
retaining these customers.

31. Implementation
Before the launch of the App
After the launch of the App
Long run plans
• Before the launch of the App
• After the launch of the App
• Long run plans
Implementation

32. Before the launch

33. Create a proper landing page for the app and release it in major social
platforms like Facebook, Instagram, Twitter etc.
Create a proper landing page for the app and release it in major
social platforms like Facebook, Instagram, Twitter etc.

34. Place a demo version for beta testing. This attracts more reviewers and
increases visibility through word-of mouth publicity.
Place a demo version for beta testing. This attracts
more reviewers and increases visibility through
word-of mouth publicity.

35. Collect the e-mails of interested customers via the different social sites
and conduct a proper e-mail campaign. The e-mails need to be
attractive and keep the people engaged.
Collect the e-mails of interested customers via the different
social sites and conduct a proper e-mail campaign.

36. Plan for a good press coverage which should finally focus on Customer
Value proposition to highlight the unique features.
Plan for a good press
coverage which should
finally focus on
Customer Value
proposition to highlight
the unique features.

37. Promote the incentivizing structure to increase the customer base.
Promote the
incentivizing structure
to increase the
customer base.

38. After the launch
After the Launch

39. Quickly act on the feedback and react according to it.
Quickly act on the feedback and
react according to it.

40. Concentrate on retaining the existing customers.
Concentrate on retaining
the existing customers.

41. Focus on increasing the transfer ratio of the number of customers who
retained the app to the number of customers who downloaded it by
special offers and incentives.
Focus on increasing the transfer ratio of the number
of customers who retained the app to the number of
customers who downloaded it by special offers and
incentives.

42. Long run
In the long run….

43. Keep the website and app updated with monthly blogs , new offers and
incentives, and a list of special events for event marketing..
Keep the website and app updated with
monthly blogs , new offers and incentives,
and a list of special events for event
marketing

44. Invest in special marketing during the times of events in which ParkAid
is going to provide event parking.
Invest in special marketing during the times of events in
which ParkAid is going to provide event parking.

45. Conduct a monthly analysis of the market share and statistics once in a
month for the first quarter, and quarterly for the rest of the time.
Conduct an analysis of the
market share and statistics
once in a month for the first
quarter, and quarterly for
the rest of the time.

46. • Invest in research and development to identify potential and
profitable ideas to serve the market.
Invest in research and
development to identify
potential and profitable
ideas to serve the market.

47. Recap
Recap
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation

48. The presentation is created
by Sindhu Madicherla, IIT
Guwahati as a part of a
marketing research
internship under Prof.
Sameer Mathur, IIM
lucknow.