marketing plan - cnbc virtual market

Marketing Plan

- Hrishikesh Kulkarni (IIT B)

CNBC Virtual Market“First Step to Trading”

What is it ?

A Virtual trading application which will be an extremely close replica of the real markets . The purpose of this app is Educational/Entertainment.

How ?

• The app will consists of companies with shares performing very close to some of the companies to real market. The app will also consists of a news blog giving fresh news periodically which will affect the markets.

Executive SummaryOverview of the Situation

Company’s GoalCourse Of Action

Overview of the Situation

An app for the unexperienced people who are unwilling to take risk and tread in the real markets

Also for budding students in financial universities who want to gain experience at student level.

Company’s Goal

• Create a freemium platform to generate revenue and provide people enough experience and confidence to shift to real markets after some time.

Course Of Action

Two methods

Universities and Financial InstitutionsApproach Brokers

(For Collaborators)

Situation AnalysisMarket Position

Core Competencies Overview

Market Position

Fairly new product in the market , not much competition Best Competitor – 500,000 to 1,000,000 downloads

Core Competencies

Since an extension of CNBC, creating a new "environment" of markets will not be tough. Hence the core competencies is the closeness of the app to the real markets

Market Overview

Surprisingly less competed , hence app has huge amount of potential

• Customers – Financial university students , any enthusiast who is new to the market

Collaborators – universities and Brokerage firms like Motilal Oswal

Goal

• Earn 18% p.a. return on capital employed (ROCE) over the life cycle

StrategyTarget Market

Value Propositions

Target Market

Customers

• College Students• Working Class people who augment their income

through trading gains.

Collaborators

Financial Universities

Brokerage Firms

Competitors• Mutual Funds –

A whole sector of market made of companies who invest clients’ money using their trading expertise rather than client trading himself

Value Proposition

• Customer – Fun & Learning . Preparing you for real world trading in an interesting way.

• Collaborator – Get clients who are ready to trade in real

world markets.

Tactics Price & Revenue

IncentivesCommunication & Distribution

Price & Revenue• App will consist of in-app purchases where you

can buy coins for faster transactions• Other source of revenue includes Ads space .• The app will be free to download from play store

Incentive• High coin bonus on first sign and 10% discount

for the first week on every in-app purchase.

• Fantasy league kind standings for every week and top performers will receive exciting prizes

Communication & Distribution

• Social media - Facebook , Instagram, Twitter launch a new big publicity stunt in the beginning

• Approach universities and Retail Brokers for collaboration

• Universities – To include the app in curriculum for there

finance students learn trading

• Retail Brokers –To attract these app users as their clients

after they gain sufficient experience from the app

ImplementationOrganizationProcess Flow

Organization

CEO

CMO CFO R&D HEAD

CMO Team Tasks• To finalize go-to market strategy• To deal with channel partners• To reach out to new clients• To workout sales and promotion strategy

CFO Team Tasks• For continuous news creation• Initial work of setting up all data• Determining live trend of all funds

R&D Team Tasks• Technical Support• Product Development • Product Upgrades & Value Addition

Process FlowDetermining

the funds needed

Plan how to procure

these funds

Start research and

create database

Approach universities to

market the product

Ruthless testing and finishing

touchesApp

development

2 weeks 8 weeks

4 weeks4 weeks3 weeks

4 weeks