Android app marketing plan.

1. SmartDrive Technologies
By Akhil Sule
BITS PILANI GOA

2. SmartDrive Technologies is launching its very first android
application

3. SmartDrive has tapped a very essential demand of the
consumers

4. And has come up with a tool which will leave all the car users
carefree

5. The android application SmartDrive will fulfill the needs like

6. Navigation

8. Car Service Booking

9. Fuel Pump Locator

11. SmartDrive is aimed at transforming the car owning and car
driving experience to the next level

12. SmartDrive will collaborate with different car brands and their
dealers to reach to the consumers

13. analysis

14. Company Overview
SmartDrive has Core Competencies of

19. It has a competitive advantage over others of
being ‘car brand independent’
SmartDrive is entering the market, hence it has a
great opportunity to create high market position

21. Competitors

22. Collaborators
• Minda iconnect Pvt Ltd
• Automobile service stations
• Automobile dealers

23. Potential customers
• People who are buying a car
• People who already own a car with OBD 2 system(On Board Diagnostics)
• All cars produced after 1st Jan 1996 have this system
• The age group is from 20 to 60 generally
• People who like to have a smart car owning and driving experience

24. Strengths
• First of its kind application
• It will operate for all the car brands
• Features of the application lets the user feel safe about his car
• The fuel usage analysis and low traffic route suggestions makes it easier for the user to plan
trips

25. • SmartDrive has opportunity to enter a wide market
• It can also expand its application using areas to two wheelers and also heavy vehicles
• Wide range of customers hence high profit margin

26. • SmartDrive may face a threat in
future, if other companies copy the
idea. This will lead to reduction in
market share of SmartDrive
• Existing competitors who already
have a brand value may change
their app idea and offer customers
better

27. Target Customers
Geographic
• Immediate action location will be Mumbai followed by Pune
• The segment will increase gradually from Mumbai to Maharasthtra to India and finally inter continent

28. Potential Customers
Demographic
• People who are buying cars and have cars equipped with on board diagnostics. i.e. cars produces after 1st
Jan 1996
• 47 percent car customers are from age group 30-40, 23 percent in 40-50 and 29 percent is 20-30
• People who desire for easy car maintenance and smart travelling

29. Automobile sales stats India
Category 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16
Passenger Vehicles 25,01,542 26,29,839 26,65,015 25,03,509 26,01,23
6
27,89,67
8
Commercial Vehicles 6,84,905 8,09,499 7,93,211 6,32,851 6,14,948 6,85,704
Three Wheelers 5,26,024 5,13,281 5,38,290 4,80,085 5,32,626 5,38,092
Two Wheelers 1,17,68,91
0
1,34,09,15
0
1,37,97,185 1,48,06,778 1,59,75,
561
1,64,55,
911
Grand Total 1,54,81,381 1,73,61,769 1,77,93,701 1,84,23,223 1,97,24,
371
2,04,69,
385

30. Goal
• Around 27,89,678 targeted vehicles are sold per year
• SmartDrive will target to reach at least 70 percent of these customers in coming one year
• Since one app costs for $39.99, the expected net income would be $78,091,456

32. • Target market

33. Customers
• Needs to be satisfied
• Navigation
• Vehicle health monitoring
• Fast travel
• Service booking
• Car safety
• Fuel conservation
• Social networking

34. Collaborators
• Suppliers: Minda iconnect Pvt Ltd. This company
makes devices that connect the car to the
smartphone
• Needs to be satisfied:
• Increasing target customers
• Increasing revenue and profit
• Enhancing brand image

35. Collaborators
• Automobile service stations
• Needs to be satisfied:
• Increasing target customers
• Increasing revenue and profit
• Easy handling of information
• Simplified Service Order scheduling

36. Company
• Marketing team will be handling the actions
• The key stakeholders of SmartDrive would be Minda iconnect Pvt Ltd, the automobile service
stations, the employees and the customers

37. Competitors
• Honda connect, BMW connected drive, Android auto, Carly satisfy similar but not all the
customer and collaborator needs
• But they become car brand specific

38. Context
• The application is made for the people who like their job to be done on time and easily.
• The application is advanced and saves a lot of effort.
• The features help the user to save fuel and time

40. Be smart. Save time and money!
SmartDrive is your car companion which will always be with you and will help you save time and
cut down fuel cost.
Navigate, locate your car, book your service, get impact alerts, get a faster route, monitor your
car’s health, have a “fuelly” planned trip and share your adventures with your friends with
SmartDrive

41. Collaborator value
Maximize your revenue, explore new horizons
SmartDrive will help you increase your market share and attain new heights in your brand value
Increase your target market and work together with SmartDrive and join the smart community

42. Company value
You are smarter
Join the smarter force and live with prestige
Have the best company experience, get the best incentives and work as you wish. Join the smart
community

44. Product
• The all new SmartDrive app will help you save money and time spent on your car. Always be
updated about your favorite four wheels through the following features
• Vehicle Health Monitoring: Now you can receive trouble code notification related to your Car’s
engine & battery health.
• You just need to rely on only broad swipes, taps or your voice to control navigation, change
songs, contact friends and respond to messages without looking at the screen

45. • Locate My Car: Check & navigate the current location of your vehicle.
• Trip analysis: Trip by Trip analysis of driving behaviour including route taken. Average speed
and Idling time to optimize your drive and suggests the route that is fastest or has least traffic
• Impact Alert: The Impact Alert feature activates the call center to generate an assistance call
where the representative will try to get in touch with the customer and then inform their pre-
determined contact numbers with the car location so that help can be organized.

46. • Share Your Adventure: A fun cool feature which lets your friends and loved ones know the
adventures of your car by sharing pictures on the social segment in the application
• Periodic service alerts: Never miss a service of your beloved car again.
• Service Booking: Quick & easy service booking. Anytime, anyplace!
• Fuel Log: Allows you to record fuelling information and calculates fuel economy, based on the
fuel filled and odometer reading. Locates the nearest fuel pump when fuel is low

47. • SoS: In case you find yourself in an unpleasant situation, the SOS feature, by just a simple click
lets your family and friends know your exact location
• Interchangeability: The app will just work fine even when you change your car. Just relocate the
connected device to your new car

48. The connected device
• The device will be produced by Minda iconnect Pvt Ltd which will be plugged in the app buyers’
car
• This device will enable all the application’s functions and will connected the car to the
smartphone
• The device will cost around $18 to $22

49. #BeSmart #UseSmartDrive
SmartDrive
The look of the App

50. Pricing
• The premium version of the application will be sold for $39.99
• Since $22 is the cost of the device, rest is the profit margin
• People buying cars worth $9000 will be willing to invest $40 for the safety and easy after sales
serivce of their car

51. Incentives
• Discounts during festive seasons for customers
• Allowances to collaborators during peak periods
• Bonuses to employees when profit rates shoot
high

52. Communication
• To customers:
• Customers will be mainly reached through the automobile dealers from where they buy the
car and the automobile service stations.
• Customers will also be reached via the social media. Facebook, twitter, Instagram and as
many social networking websites as possible through the page that can be followed
• A “Drive Smart” campaign will be initiated which will attract the customers through witty
humor

53. Communication
• Collaborators
• The supplier Minda iconnect will be communicated one to one personally during the
pitching period.
• Afterwards they’ll be getting the requirements through the app database
• The service stations will be visited personally to make the deal before the app service starts

54. Distribution
• The app will be distributed only through the google play store since it is the most authentic and
trustworthy source
• The connected devices will be available at the nearest car dealers from where the customers will
get it installed in the car

56. • The collaborators will be dealt with in phase 1
• The supplier company will be dealt with for providing the connected devices
• The car dealers will be talked with for offering the app to the customers
• The car service stations will talked with to provide bookings
All this will be done in a period of two months in Mumbai where the plan will start

57. • The marketing of the product will start
• The Facebook and other social media will be made active
• The “Drive Smart” campaign will start. It will attract consumers through witty humor.
• The car dealers will start offering the app to customers
• The supplier will start producing the connected devices

58. • The application use will increase and the customer complaint desk will be
opened
• The customer will be provided with service if the app is not working properly
• The app will be updated upto a certain level and the device malfunctioning will
be dealt at the Minda service station

59. Phase 4
• The area of functioning of the app will be increased
• It will expand to Pune
• This is quite a long phase
• The app will keep expanding till it covers the major places in the world