Marketing plan for new Android app - English4U

1. A contemporary world
essential Application

2. Marketing Strategies

3. Discussions
Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation
Performance evaluation
Exhibits

4. English may not be the most
spoken language in the world,
but it is the official language in a
large number of countries

5. English4U is an interactive
learning application aimed
at improving vocabulary,
enhancing writing skills by
reducing grammatical errors
and develop speaking skills
of it’s users. It is a platform
which enables everyone to
learn from the basics.

6. This app will be available to the users without
internet facility however with limited features. It will
be offered as both free and premium versions. The
premium version which is similar to an upgrade of
the free version will provide users with interesting
new features.

7. Situation
Analysis

10. Innovation and Technology
competence.
Multiple amenities through
single platform
Advance Advertising and
Promotion.
New to Market.
Lack of awareness and
importance of the app in a few
areas
Less internet knowledge in small
cities.
Global Availability and
Accessibility.
More lucrative premium plans
to attract customers.
Large customer base
Distinction between the existing
applications and the new one
Conversion rate of customers
from fee to premium

11. There is a strong competition between the already existing apps and the apps
newly entering the market. Hence, Points of Parity (PoP) and Points of
Difference (PoD) play a key role in the promotion of apps
Points of Parity Points of Difference
1. Structured way of teaching grammar
from basics
1. Vocabulary and grammar lessons
offered as a package
2. Vocabulary quizzes with increasing
difficulty to enhance learning
2. It serves the purpose of dictionary as
well
3. Basic analysis of the performance in
the quizzes
3. Basic features of application which
enable offline operation by users

12. What makes it stand out?
English4U aims at the all-round development of an individual.The unique selling
point of this application would be it being the common platform for people
who are looking to improve their English in different spheres. It will be an
amazing avenue to master your communication skills as well as vocabulary

13. MARKET
OVERVIEW

14. Market Segmentation
The main objective is to design
a marketing mix that precisely
matches the expectations of
customers in the targeted
segment.
English4U will mainly
segment the market on
the basis of –
1. Students
2. Corporate Employees
3. Teachers/Professors
4. Home makers etc …

15. The main challenge initially would
be to influence the customer
perception of the app/product and
make them believe that it is better
relative to other competing brands The aim of this app is to occupy a
clear image in the preceptor’s vision
avoiding any misconceptions caused
due to various factors

16. New Market Entry
This app initially be made available to the users
through Google Play Store which is an easy as
well as a huge avenue to effectively reach out
immense market base. Further, it would begin
to offer services through other gateways like
Apple AppStore, windows etc…

17. Market Trends and Analysis
• India has the highest population which in
turn would directly affect the high
internet usage
• The need for developing good grammar
and vocabulary has been continuously
growing since the past
• The increasing need could be justified
from the number of students interested
in going for higher studies and the
volume of people preferring corporate
sector for jobs.
• Hence we can conclude saying that the
app would have a good reception among
the customers

20. Targeting Customers

21. • The main targets for this product are the students and
the corporate employees.Also, the app being a
common platform to varied facilities it is certain that it
would receive a good welcome from all it’s users
• The effective technical analysis in the premium version
would be better than many other applications which
would also suggest the path of progression to the
customers
• However, there is this necessity to portray the correct
image of our intentions to the customers through
various channels of publicity and PR

23. The 5 C’s of Marketing Strategy
CompanyCollaboration
Customer
Value
ContextCompetitions

25. The aim of English4U is to provide everyone with an easy
learning forum and expertise in English speaking and writing.
At the same time, it should be kept in mind that the
customer value is the most important factor for the product
marketing. It should also be made sure that the Customer
PerceivedValue for the premium version doesn’t fall below an
optima. Conducting regular surveys regarding the application
and collecting the feedback from the customers would be of
great help not only in improving the product but also making
the customers feel their suggestions being valued.

27. The key collaborators for this product
would be a few educational institutions
and emerging companies in corporate
sector could also be targeted

29. The product if marketed according to the
devised strategy would earn profits to its owners

31. Being a new application, there would be
many other apps with similar functions
available on same or different platforms
like Play Store,App Store etc… Hence
marketing should focus on the Unique
selling points of the product

33. The rating of people who use the application would further
promote the product to new customers. Hence it is important
to ensure that there would be a tremendous improvement and
immense comfort in the learning through the app.

34. Customer PerceivedValue

35. CustomerValue Proposition
The actions taken by the firm should
ultimately lead to the comfort of the
customers. This app would provide
several provisions that can be
accessed without internet which
attracts many customers. At the
same time, it should also be made
sure that the company doesn’t give
away too much for just nothing.

36. Tactics

37. New Product entry

38. Unique Selling Points
The application needs to market it’s unique
offerings like a common platform being
made available to people where everyone
can enhance their speaking skills. It needs to
concentrate on the offering that it makes in
the free version which has more features
than many other competitors of it.

40. This application provides the
following services –
• Dictionary
• Basic Grammar lessons
• Vocabulary quizzes
• Basic performance assessment
• Operation without advertisements
• Advanced search information about
a particular word
• Advanced quizzes and assessment
• Correction of grammar

42. • The free version of the app will provide the facilities like – Dictionary,
basic grammar, vocabulary quiz and simple assessment
• However, the advanced version involves unique features like –
correction of grammar in the entered text, advanced learning lessons,
tests and assessment. It also would contain an online forum to
facilitate interaction and enhance learning experience
• The price proposed would be around $3. Since most of the
applications have the price ranges from $2 to $8, not all of them have
the features that are being provided by English4U. Hence, this would
be the cheapest affordable and best serving app to the customers

43. INCENTIVES

44. • The incentives to be given to the
customers can be in the form of
additional features being added to their
free version or reduction of price to
purchase premium version
• However, incentives can be in the form of
wallet money using which customers can
buy products in the outlets of it’s
collaborators

46. There are numerous ways of communication in order
to reach out for all the targeted market segments. Most
common among them are –
• Featuring E-mails
• Promotion through online Social media groups
• Using promotional videos
• Newspaper advertisements
• Websites/ Blog posts
• App Sharing benefits to the users

48. Company Infrastructure
As this product is newly entering
the market, it is essential that the
firm hires the experienced
professionals who can implement
progressive and creative strategies
for better profits

49. Process

50. • The main aim of this app is to provide a basic and friendly English learning
atmosphere to all of its users
• The major contributions in the investments would be most likely from it’s
collaborators which would either be educational institutions or corporate
sector companies
• This would start off as a free app available in Google play store initially and
late would be made available on various other platforms
• Incentives would be given away for the acts of promotion, rating, survey
participation etc…
• The higher the conversion from free to premium users, higher would be the
profits

52. • The final phase of the app would be
the evaluation of effectiveness of the
app which can be measured in
different ways
• A few of them being – total number of
downloads of the app; the net
conversion rate of users from free to
premium customers

54. • Create and maintain a website
exclusively for the app
• Make a product video to increase
publicity
• Maintain a team to publicize the
app though the social networking
media
• Google Advertisements
• Relevant Icon to the app

55.  Executive Summary
 Situation Analysis
 Targets and Goals
 Strategy
 Tactics
 Implementation
 Performance evaluation
 Exhibits

57. Presented by Smaran Raj Bachu (IIT Madras)
as a part of marketing management internship
under the guidance of Prof. Sameer Mathur,
IIM Lucknow.