The following presentation was created during the marketing management internship offered by Prof. Sameer Mathur, IIM Lucknow.

1. Marketing Plan for
Financial Estimator

2. Agenda
 Executive Summary
 Situation Analysis
 Goal
 Strategy
 Tactics
 Implementation

3. Executive Summary

4. Current Market Scenario
 In the present world scenario, there are people with
various demographics (age, education status, job status)
out of which there is a small fine segment which will find
interest in our application. Identifying that particular group
is the task which plays a vital role in success of an app.
 App’s success is measured by the following entities
 No. of downloads
 No. of good reviews
 User Ratings
 User’s Attrition
 Identifying and targeting potential customers should be the
company’s primary goal.
 Growing in no. of smart phone users also facilitates the
company to attract more customers due to the
inquisitiveness in them.

5. Why Mobile App Marketing?
 Attract the crowd
 Customer is the person who actually
determines app’s success so you’ve
to attract them
 Convey the information
 It comes handy when it comes to
convey the best and richest
experience to customer
 Make the app discoverable
 Enables people to identify app more
easily
 Interaction and increased usage
 App will have more downloads and
increases chance of being used
regularly

6. Our Financial Estimator App Potentiality
 According to one of the leading
data statistics company’s (Digi-
Capital) study, the prediction of
revenue for non-gaming apps
are increasing for the current
financial year.
 An estimate of 61.3% increase
is predicted.
 A company can achieve profits,
if it sets up a methodology to
identify potential customers and
implement a good marketing
strategy.

7. Little Information about App
 Financial Estimator is a powerful and robust
calculator which assists to set investment plans
and savings goals by targeting working class of
different age groups with different investment and
savings plans. It also assists in estimating future
value of savings based on a periodic fixed
interest rates at given compounding interests.
 Our app gives user with various functions like:
 Estimate Savings based on the income
 Gives suggestions of optimum returns
 Provides Investment advises
 Long term and short term investment proposals
depending on availability of resources
 Advises better liquidity management to meet the
urgent requirement of funds while meeting the
requirements of investments

8. Situation Analysis

9. Company Overview
 Our app helps out people who find difficulties in
choosing savings and investment plans.
 Offers unique features to customers which provide
them an opportunity to access customized savings
plans.
 Gives better and intelligent advises for urgent liquidity
management.
 Our app aims in providing user a rich experience by
making complex data calculations into simple
numbers and visualizations.
 Our app also suggests users long term and short term
investment proposals depending on availability of
resources

10. Competitors vs Our App
 Provide Customer Centric support
 Implementation of analytics to our app to
target customers more effectively based on
the data of existing customers
 Targets people with middle and high income
groups
 Different investment and saving plans for
different age groups
 Investment advices includes risk and safety
parameters
 Attractive and user friendly Interface
 Enabled to calculate EMI along with interest
amount on a given advance
 Interface to the bank account
 Provides details about ROI
 Inbuilt safety features for accessing the
premium features to ensure safety and
security of data

11. Market Overview
 People are shifting their trends
towards mobile app technology
 Increasing Working Class people
 Increase in purchase capacity of
people
 Increased confusion among people
about decisions related to investment
plans
 Increase in methods of marketing in
a more effective manner

12. Target Customers
 Customers with High income and
Medium income are the main target
due to the following properties:
 Large population base who are
expected to have smart phones
 Profitable enough to serve
 Effective marketing strategies can be
implemented with this class of people
 Respond differently towards
promotions and marketing offers

13. Goal

14. Vision of the App
 10,000 + downloads within a week
after launch
 1,00,000 + downloads within 3
months of launch
 $2million USD revenue generation
 At least 4.5 stars average rating on
app stores

15. Target Market

16. Customer Needs
 Assists the users who are keen on a
savings plan and are facing trouble in
choosing one
 Users who need an investment guide
to make more reliable and intelligent
decisions
 Users who need information about
risk involved in investments
 Users who want to know in-depth
details about ROI
 Users who are interested in making
investments at periodic intervals or
SIP (Systematic Investment Plans)
investments

17. Customers’ Profile
 Extensive Smartphone users
 Have financial capacity and surplus
resources for investments and
savings
 Good educational background and
complete financial awareness
 Have strong inclination towards
investments and savings

18. Collaborators
 Suppliers
 Wikipedia Page
 Quora Threads
 Content Blogs
 News Channels and papers
 Channel Members
 Google Play Store
 Apple Play Store
 Windows Marketplace
 Communication Partners
 Facebook posts
 LinkedIn pages
 Twitter tweets
 Sponsored advertisements on other
apps

19. Company Goals
Goals
Supplier
Get initial
funding sources
Company
Promotions
Channel
Members
Increasing app
reputation
Communication
Partners
Customer
Targeting
Increase
Domain Value

20. Competitors and how we are Superior
 Financial Calculators
 No good reviews
 According to reviews, it does many
calculation mistakes
 Expense Manager
 Doesn't have all the features
 Inferior User Interface

21. Parity & Differences
Points of Parity
 Meets the requirements of customers
in general
 Inputs are same
 Provides details of accumulated
amount at the end of the specific
period
 Provides a plan detail of
accumulation with specific reference
to retirement
Points of Difference
 Targets people with middle an high income groups
 Different investment and saving plans for different
age groups
 Investment advices includes risk and safety
parameters
 Attractive and user friendly Interface
 Enabled to calculate EMI along with interest amount
on a given advance
 Interface to the bank account
 Provides details about ROI
 Inbuilt safety features for accessing the premium
features to ensure safety and security of data

22. Context
 Economic Context
 App markets will grow by 25% by
2020
 Internet and Smartphone contribution
to GDP is around 3.5%.
 Technology Context
 Presence of 3G & 4G
 About 250 Million smartphone users
in India
 Social Cultural Context
 Increase in time spent on apps
 Increase in diversity of people using
technology

23. For Customer Value
 To increase value among customers,
we have to do the following:
 Identify competitors and analyze
them by conducting a market
research
 Introduce new features which are not
there in competitor’s app
 Apply analytics to target customers
more effectively and give them
promotions to become loyal users

24. For Collaborators Value
 Different features of app should be
promoted so that more collaborators
get attracted towards our app.
 Collaborating app with other
frequently downloaded app will
increase
 Reachability of our app
 Increase downloads of our app

25. For Company Value
 Identifying company goals and
preparing a basic structure to
follow them
 Implementing good inter
personal relationships by
respecting everyone’s thoughts
 Effective communication with
investors and collaborators to
increase funding

26. Summary of Value Proposition
For Customers
• Give accurate
calculations
• Give
appropriate
suggestions of
investment
plans
For Collaborators
• Giving tough
competition to
other similar
apps
• Getting good
ratings and
reviews
For Company
• Providing good
work culture so
that every
employee sees
a steady growth
• Getting a high
ROI

27. Tactics

28. Free Features
 Investment calculator
 Simple Interest and
Compound Interest
Calculator
 EMI Calculator
 Investment Guide

29. Paid Features
 Information about Risk involved in
investment plans
 Information about Safety parameters
 In depth details of return on
Investments
 Comparative figures about various
investment plans to enable better
decision making
 Interface to bank account

30. Brand
 The shown figure is our App Logo
and App Name
 The bold red line is our Slogan
 App Logo and App Name self
explains the slogan. ”If you follow the
suggestions given by our estimator,
your house grows bigger in size in
the near future.”
Financial
Estimator
Shows investment plans to grow your house even bigger

31. Pricing
 Initially there are two pricing systems
for premium features. They are:
 One with the collaborator app (6$ for
both apps – 3$ for our app)
 One with the in app premium content
(4.5$)
 The price is strategically selected to
achieve maximum number of
downloads and purchases

32. Incentives
 Referral awards will be there for
users
 If a free content user refers 3
members, that particular user will get
10% off for purchasing premium
content
 Badges will also be given to users
who will be using the app regularly
and invest as suggested

33. Communication
 Initial Promotional Steps
 Press Release
 Facebook and Twitter release
 Work of mouth
 Promo Videos
 Search Engine Optimization
 Advanced Promotional Steps
 Newspaper Advertisements
 Google Ads
 Own Website
 Pinterest

34. Distributions
 Pre Loading of Free App on New
Smartphones
 Showing App on the
recommendations
 Showing App in Appoke
 App listed on sites like investopedia
and similar blogs so that it is
recommended

35. Implementation

36. Organizational Structure

37. Organizational Structure

38. Relationship with Collaborators

39. Relationship with Collaborators
 The following are the details of Collaborators:
 Suppliers includes - Wikipedia Page, Quora Threads,
Content Blogs, News Channels and papers
 Channel Members includes - Google Play Store, Apple
Play Store, Windows Marketplace
 Communication Partners includes - Facebook posts,
LinkedIn pages, Twitter tweets, Sponsored
advertisements on other apps

40. Relationship with Collaborators
Involving Collaborators and maintaining proper relationships with
them requires comprehensive planning and well-defined
communication channels at all levels. The collaborative structure
determines authority, and risk is much greater because each
partner contributes its resources and reputation. Partners pool or
jointly secure the resources, and share the results and rewards. In
order to obviate this, the following aspects will be followed while
defining relationship with collaborators.
 Complying with internal procedures relating to the selection and
management of relationships with Collaborators;
 Expressly referring in all collaboration contracts not involving an
employer/employee relationship, to his/her obligation to adhere to the
Principles of the Code of Ethics.

41. Business processes- strategy and tactics

42. Business processes - strategy and tactics
 At the outset, the attention will be towards advertising the
product i.e. the newly developed mobile app so as to reach
out to the targeted group by making extensive use of social
networking such as Facebook, LinkedIn, Twitter, Wikipedia
page, Quora Threads, Blog and also making use of traditional
marketing channels such as news channels and papers.
 Suggestions and reviews posted by the customers will be
analysed comprehensively and necessary changes will be
carried out in the app, from time to time.
 Marketing strategies and processes will be kept dynamic and
will be reviewed at regular periodic intervals depending upon
the customer response and feedback, the results shown from
time to time, the acceptability of the product etc.

43. Business processes - strategy and tactics
 Conduct market research for understanding the requirement of the
target customers
 Develop and design customer-driven marketing strategy
 Define core objective of the proposed mobile App
 Well-defined organizational set-up
 Construct marketing strategies
 Develop integrated marketing channels
 Develop suitable pricing strategies
 Manage marketing promotions
 Manage customer feed-back
 Review marketing effectiveness

44. Implementation schedule

45. Activity Timeline
Conduct market research and understand the requirements of the target customers 2- months
Develop and design customer-driven marketing strategy
2- monthsDefine core objective of the proposed mobile App and product development
Well-defined organizational set-up
1- monthConstruct marketing strategies
Develop integrated marketing channels
Develop suitable pricing strategies
Manage marketing promotions
Manage customer feed-back -
Review marketing effectiveness -

46. Disclaimer
Created by Siddartha Mashetty, IIT
Kharagpur, during a marketing internship,
by Prof. Sameer Mathur, IIM Lucknow.