1. Marketing plan
A Presentation by
S.Rahul Nanda
VIT university
Vellore

2. In the present scenario, it is always difficult to find a rental homes or space for a new
business in a strange place. There are a lot of people who struggle to search to find a
rented home or space for their new business with their interests in the desired place and
locality and at their desired budget. It may take a days or weeks to get a
Rented place at desired places in cities.
Executive Summary

3. Course of Action:-
1.For the landlords and the visitors, we will post an ad addressing the common issues
of the public.
2.Like paytm we will employ the QR codes in the public transport places in
order to reach the targeted customers.
3.By incorporating the special offers to the students for limited period ,we can acquire
the reliable and fast word of mouth.
4.By enabling the referral options we can improve the app installs.
Course of action

4. (a) Company overview:-
Our core competencies include Bridging the gap between the land lords and the
Renters, Trustworthy prices and homes, Flexible pricing and last but not least
unique subscription models .
Situation Analysis

5. (b)Market Overview:-
Students of age 18-25, bachelors of age 25-30 and shop keepers who want to
expand their business or start anew business are one of the potential
Customers. Suppose, a student who is going to join a coaching institute in
Hyderabad for 1 month needs a rented at a cheap price. In this digital era ,
internet gives us a better platform to get every bit of information in our
smart phones. So also non-rented homes are of no use for the landlords. In both
Ways, we can get the potential customers.
Competition : As far as competition is concerned, magic bricks gives the tough
Competition.
Collaborations : Gym and wifi service providers , Grocery stores.
Threats : As this is customer driven platform, major threats will be bad customer
perception about this new idea

6. Target Customers :
1.Students(Age ranging between 17-25)
2.Bachelors(Age ranging between 25-30)
3.Business people or shop keepers.
4.Organisations.

7. Goals
To attain the leading in serving the customers and to bring profits to the
Collaborators. To ensure growth to the company and to the stakeholders

8. Strategy
Target market
Customers :
Fulfillment:
1.No need for vigorous searching of the rental homes.
2.Save the time.
3.Save the Costs.
Characteristics of a customer:
A family who are willing to move to city for their working purposes can’t find
a rental home. Instead of searching the streets physically, They can watch the
prices and location of a rental home
(OR)
Shop keepers who expects growth at a desired place.
(OR)
Organizations which want to more workplace than typical shopkeepers and
families.

9. Collaborators :
1.Furniture vendors
2.Wifi service providers(locally) and nationally
3.Gym service providers.

10. Competitors
Magic Bricks, 99acres, Housing.com, Commonfloor, Indiaproperty, Makaan
Among these magic bricks stands as the market leader. The graph depicted below gives
An overview of the growth patterns of these companies.

11. Context
Students of age 18-25, bachelors of age 25-30 and shop keepers who want to
expand their business or start anew business are one of the potential
Customers. Suppose, a student who is going to join a coaching institute in
Hyderabad for 1 month needs a rented at a cheap price. In this digital era ,
internet gives us a better platform to get every bit of information in our
smart phones. So also non-rented homes are of no use for the landlords. In both
Ways, we can get the potential customers.

12. Value proposition

13. Customer value
In this digital era, things are changing faster as processes should be.
People perception is changing as they are believing more on online purchasing.
That’s why we created Difrent. Difrent makes your renting effortless and hassle-free
Our customer support handles every promise made through our app.
We value more of the customer’s valuable time and money.
Experience the joy of renting with Difrent-We know your dreams

14. Collaborator value
We strongly believe that profit making is essential for every business. We make customers
bring out the most to improve sales. We strongly believe that unity is strength.
Unifying the services often gives the better results. That’s why we collaborate ourselves
with the best in the field to provide the best to your and our customers.

15. Company value
We strongly believe renting is an effortless way of process. That is why we made process so
Simpler, No third party interventions, you order it, We handle it to you. We believe renting i
also an art of shopping and experience. We believe trust is the pivotal element in running
our services.

16. Tactics
Product
Attributes:-Rental
1.Homes
2.shops
3.Worplaces
4.Storeplaces.
5.Hostels
Benefits:-
In-depth research and analysis of the rental entities before they are hand-picked.
As Experience matters, we provide the best of the options.
Costs:-
Cost remain same as the owner wishes for.2% of commission on a minimum rent
of 1000/-,5% commission on or above a rent of 5000/-,7% of commission on or
above a rent of 10,000/-.

17. Service
1.Cloud –database of date of check-in, number of days of staying, date of check-out
2.We provide you with flexible payment options like online payment options like paytm
3.We care our customers more than anyone and we know their needs, We provide
coupons among a range of stores to buy their furnishing products.
4.One Month free Subscription for a nearby gym, wifi services.

18. Brand
Name:-Difrent
Logo& Symbol:-As shown in figure
Slogan:-
Makaan kahi bhi, kahi bhi
Jingle:-
Haven’t you experienced DIFRENT..?
Logo

19. Price
There is no price for the app. As the app makes business directly, it doesn’t need any
App prices.

20. Incentives
Customers get wallet money once the referral uses the code of the former customer.
They can use that money for make recharges, booking tickets or they can use money
while paying the rent.
The customers gets benefitted with these features and in return we get lot of publicity
and promotions for our app.
Collaborators get price cuts in the rents and their referral codes gives more price cut
than a customer referral code. So, in this way collaborators can get extra benefits and
promote their sales offering these referral codes. These are one of the points of
differences among other players in the field.
In this way incentives play a vital role in the success of the app.

21. Communication & Distribution
Communication & Distribution are huge and most important tasks to accomplish.
However the former thing helps to achieve the latter one and vice-versa.
However segmentation and targeting strategies help in achieving the best results.
Studying the Behavioral traits attribute for approaching to the specific audience.
Surveying in a social media helps us to identify the different needs and choices of the
People.
Mobile Ads Suck :- Social media plays an important role in communication. The
perception of the people over the mobile ads is getting bad day by bad.
Offline Marketing:-
According to the market trend, optimizing our promotions no more better than doing
organizing events and activities in public places. Events and experience help to attain
better perception and nice brand value. Small banners should be adhered at all public
transport places to promote the simple and unique features of the app. This brings a lot of
attention of the market towards the app’s product, service, brand, price, and incentives to
customers(landlords, renters),collaborators and stakeholders.
Online communication:-
Communication through internet helps to reach the unveiled segments of the market.
Digital marketing helps to reach the people efficiently.

22. Implementation
Infrastructure
General
manager
Software
Lead
Database
Management
App Design
manager
Marketing
Head
Marketing
researchers
HR Manager
Public
Relations
Head
Client
manager
Renters Collaborators Customers Stakeholders
Division Head
Recruitment
Head
Customer
Support
Head of
Finance
Accountants

23. Processes
As depicted in the organizational structure, Client managers meet the collaborators,
renters simultaneously.
After the consent of the these both parties, Client mangers takes note of the details
and choices of the renters. We enlist the homes in the database through our
Employees in the date management section.
Marketing team forecast the growth or declination of the sales and build up the
Strategies which improve the situation along with the marketers.
Software Team leads in the development of the app in both design and technical wise
They are accompanied by the employees.
Customer Support deals with the problems among the customers
Head of finance deals with the amount of inflow and outflow of the money with the help
of accountants.

24. Schedule
March-June---collection of the data
from the customers and collaborators
June-August—launching, promoting
the app offline and digitally on the
basis of the demand of the area
September—November—Promotions
and changes in the app on the basis
of the interests and choices of the
customers and collaborators