3. Brick-and-mortar stores have
traditionally been the more
dominating sector with
respect to other retail sales.
However, e-commerce sales
have also been increasing at a
brisk rate.
Hence, developing an app
that combines the advantages
of both e-commerce and
brick-and-mortar retail stores
will have a high success
potential in the consumer
markets.
4. Retail Market Segregation:
Grocery and apparel stores have
typically been the most dominant
segments, in the retail market of India.
Introduction of several e-commerce
brands like Amazon, Flipkart, etc.
selling apparel online, and online
supermarkets like Big Basket delivering
grocery items to your doorstep.
This has opened new doors to
opportunities and innovations in the
online consumer markets.
5. QR – Code Mobile Shopping:
‘Swish Shopper’ app introduces “QR –
Code Mobile Shopping’’- where a customer
can scan the QR code present in the price
tag and the product automatically get
stored in the app’s memory. This can be
shown at the bill counter to generate the
bill immediately.
6. Innovations in Online Shopping:
The app introduces two new innovations to entice the
online shoppers:
‘No Frill – Just Bill’:
The app allows to users to pick nearby registered retail
stores and select the required products to be purchased.
The payment can be made online or in-person. The
products will be gathered by the time the customer
arrives at the store and the billing is done immediately.
Product Reservation:
Premium users of the app will have access to
notifications regarding fast-moving products. The user
can then reserve the product and purchase it after a
maximum of 3 days.
8. Company Overview:
Strategic Goals-
• Inter-connecting online and brick-
mortar-retail shopping by integrating
the individual advantages of both.
• Fast and reliable shopping, providing
a wide range of products from
various registered retail stores,
besides distributing online offers and
coupons.
• Secure and simplistic online
transaction of payment.
9. Market Overview:
Potential Targets:
Food and Grocery Stores – Customers usually want faster purchasing and
reduced waiting time in the queue.
Apparel stores – Fewer number of products purchased per customer when
compared to grocery stores. Hence QR-Code shopping can be easily facilitated.
10. Source: www.datareign.com
Target Customers:
Targeting the Generation Y consumers –
mostly belonging to the working class.
The present day youth are very impatient
and tend to get things done quickly. They
prefer options that are less time
consuming
Swish Shopper app will offer the right
blend of fast transactions, user-
friendliness, reliability and wide range of
access to products.
11.
12. Software Programming – Creating and efficient app, free from
glitches. Designing the features such that its easy-to-use and
looks authentic.
Retail Market Expansion – Register 100 retail stores by the end
of 12 months from the launch date.
Online market expansion – Reach 50,000+ downloads within the
first 12 months from the launch date, including 500+ downloads
of the premium version of the app.
Maintain an average customer rating of 4+/5 on Google Play,
through frequent app updates with improved features and effective
customer care portals.
Revenue Targets: (End of 12 months)
From Retail store registrations - $ 50,000
From Premium app downloads - $ 25,000
13. Strategy:
For the Apparel Stores:
• Designing a software system that develops QR codes for each
product and stores the product details in its database. When
the consumer scans the code, the details of the product gets
automatically stored in the app.
• Install the ‘Swish Shopper Software’ in the billing system of
the registered retail store, that receives the data from the
consumer’s app, collecting the details of the selected
products. The bill is then printed.
For grocery stores and supermarkets:
• Sending e-mails, social media ads and direct communication
with retail store owners and administrators, to collaborate
with the firm, and register their company in the app. This is
done thorough the marketing and sales force.
• Proper explanation of the terms and conditions, offers,
promotions and coupons.
14. Collaborators:
Partner for online transactions and an internationally recognized,
trusted brand.
Initially, the app will be launched in Google Playstore, as Android has
a wider reach for online customers
In later stages (after 4-5 months) Swish Shopper will move into
apple and windows stores as well, after evaluating the initial
performance of the app.
Collaborate with popular supermarkets and apparel stores,
requesting them to register in the app database, besides linking other
smaller grocery and apparel retail stores.
Advertising partners include social media brands like Facebook,
LinkedIn. Promotions through popular newspapers is also encouraged.
15. Competitors:
E – commerce companies like Amazon and Flipkart are
established business giants in the online shopping
segment.
Big Basket is also a rising e-commerce brand that offers
grocery items at your doorstep.
Companies like TESCO, in South Korea, have started to use
QR-code shopping in tis retail stores.
Toys “r” Us, a toy store in U.S.A. uses QR-code shopping to
sell its products.
16. Point of Parity Point of Differentiation
• The app uses QR- code shopping
similar to brands like TESCO, Toys
“r” Us, etc.
• Online shopping similar to
Amazon, Flipkart, Alibaba, etc.
• Transactions made through secure
gateway like Paytm.
• Combines the advantages of QR-
shopping as well as online
shopping for the same retail store.
• Notifies fast consuming goods for
premium users. Option to reserve
fast moving goods.
• Minimal time spent in queue.
18. No Frill – Just Bill:
• Develop the app within a span of four months, with the help of
software developers, including thorough conduction of trial tests to
remove bugs and glitches.
• Send e-mail and in-person requests to apparel retailers to register
for the app, with the annual payment being $500 per year.
• Develop QR-codes for each individual product in the registered
stores. The QR- Code option will be available for a maximum
purchase of 5 products initially, to facilitate easy visual inspection
and prevent unforced human errors.
• Track the market dynamics to understand the popularity of
products. Raise the maximum purchase limit of the store if it be
manageable.
• Manage the customer review portal in Playstore to understand and
rectify customer grievances.
• Increase the annual payment fee by the retail store once the app
becomes popular and apparel retailers become dependent on it for
extra profits.
19. Product Reservation:
• Develop a premium version of the app. The price of the app is fixed at $5 per month
subscription.
• Build the app with innovative features live product usage tracking, graphs to show the
sales of each product per day, percentage of growth per month, predicted sales for the
future months, market share of the product, etc.
• Reservation of a product for a maximum 72 hours, with the cancellation charges
applied by the retailer as follows:
- Within 24 hours : 15% of the product’s price
- Within 48 hours : 25% of the product’s price
- Within 72 hours : 40% of the product’s price
If the product isn’t purchased within 72 hours after reservation, a penalty will be applied,
and a charge of 50% of the product’s price would be applied for the next purchase. This is
to compensate for the potential profit opportunity that the retailer has forsaken.
Offers gift coupons for every $500 increment in total purchase made, which will be stored
in the premium app’s database.
24. Software Developers Finance Management Sales and Marketing
Operations and HR
Management
A dedicated group of at
least 10 software
developers and
engineers to program
the app, and make
innovative updates
according to consumer
necessity.
A finance management
team consisting of 5
members, to track the
market share, accounts,
price fixing, besides
organizing and
controlling monetary
resources.
Sales and Marketing team of
15 members to build brand
equity, identify potential
markets, stimulate interests
among retailers to
collaborate, pursue more
collaborators and sponsors,
etc. In addition, make
constant innovations to the
brand to keep it in tune with
the changing needs.
Operations and HR
team consisting of 5
members to ensure
smooth functioning of
the organization,
address employee
grievances, framing
periodic salary hikes,
control logistics, etc.
25. Executive Summary
- Retail market Segregation
- QR – Code mobile shopping
- Innovations in Online Shopping
Situational Analysis
- Company Overview
- Market Overview
- Target Customers
Goal
- Collaborators
- Competitors
- Points of Parity and Points of Difference
Tactics
- No Frill – Just Bill
- Product Reservation
Promoters
Distributors
Infrastructure
26. DISCLAIMER
Marketing Plan for an Android App created by Visnu Sasindran,
Amrita School of Engineering.
Project for Marketing internship under Prof. Sameer Mathur,
IIM Lucknow.
