festivalo- celebrate your life
TRANSCRIPT
![Page 1: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/1.jpg)
![Page 2: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/2.jpg)
EXCECUTIVE SUMMARY
![Page 3: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/3.jpg)
Fests are very important events and opportunity for
college students to enjoy but it is very difficult to find
about fests.
![Page 4: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/4.jpg)
Promoting college fest is also challenging
![Page 5: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/5.jpg)
So…
We are passionate about connecting people with
great events!
![Page 6: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/6.jpg)
SITUATION ANALYSIS
![Page 7: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/7.jpg)
Company Overview
![Page 8: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/8.jpg)
CORE COMPETENCIES
• Excellent customer relation practices
• Application of latest data analytics
• Implementation of SEO & ASO
![Page 9: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/9.jpg)
STRATEGIC ASSETS• All the members of Strategic Business Unit• The expected large user base• In-app advertisements, that’ll generate
revenues• In-app purchases, in keeping with the
Freemium model• Communication partners
![Page 10: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/10.jpg)
MARKET POSITIONFestivalo will be positioned as the favoured
destination for college students who are looking for fest and events details
happening in various colleges together at the same place along with complete
information on their Smartphones. Aim is not to compete with existing available apps but to fill the market gap created by them.
The app hopes to fulfill the needs of the customers.
![Page 11: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/11.jpg)
MarketOverview
![Page 12: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/12.jpg)
Opportunities:
• Huge customer base• Smartphone in every hand• Fests now multiday mega
events with DJ nights & celebrity shows.
• Unexplored segment.
![Page 13: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/13.jpg)
Threats• Established competitors• No experience• Frequent change in
demands of target group
![Page 14: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/14.jpg)
TargetConsumers
![Page 15: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/15.jpg)
The target group that emerges are college students
![Page 16: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/16.jpg)
GOAL
![Page 17: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/17.jpg)
• To connect top 150 colleges with Festivalo in 12 months and 500 colleges in next 12 months.
• Estimated monthly revenue of $100,000.
• Expected transactions more than 10,1000.
![Page 18: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/18.jpg)
STRATEGY
![Page 19: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/19.jpg)
Target Market
![Page 20: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/20.jpg)
Customer needs• A break for fun and
cheer from day to day routine
• A platform to showcase their talents
• Opportunity to learn new things
![Page 21: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/21.jpg)
Customer wants:• A constant desire to
socialize and have fun• An excuse to explore
themselves and stage to showcase their talents
• An opportunity to learn via short term courses & workshops
![Page 22: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/22.jpg)
Customer characteristics:• Use smartphones
regularly• Want all the
information at one place
• Want everything to be attractive and interesting
![Page 23: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/23.jpg)
COLLABORATORS(1)
Suppliers:Colleges that take membership and use the app as a platform
to promote their events.
![Page 24: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/24.jpg)
COLLABORATORS(2)Channel Members• Mobile App stores: Google Play, Ovi
Store,Apple App Store, Windows Web Marketplace
• Mobile Organic Search: Responsive websites that auto detect the visitor’s device and tailor the content accordingly,Moblie search data segment in Google Webmasters tools.
![Page 25: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/25.jpg)
COLLABORATORS(3) Communication partners• Social media sites like Facebook,
Twitter, Instagram via which app would be promoted.
• Brands/Companies that would sponsor or would advertise on the app
![Page 26: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/26.jpg)
STRATEGIC BUSINESS UNIT
• App designing and development team.
• Marketing Team• Finance and Accountancy
team• Customer Team
![Page 27: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/27.jpg)
POINTS OF PARITY• Instant and in depth
information portal• Easy and seamless
access to events information and registration.
• Option of sharing events by a single individual
![Page 28: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/28.jpg)
POINTS OF DIFFERENCE
• Attractive user interface• Online registration feature
available via app• Every college has a unique
profile where information related to that college can be found.
![Page 29: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/29.jpg)
ECONOMIC CONTEXT
• Digital content industry growing at a fast pace; expected to reach INR 20 billion by 2020 with digital ad spend expected to grow at 23- 28%
• The Internet related contribution to GDP at present is an encouraging 3.2%
![Page 30: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/30.jpg)
TECHNOLOGICAL CONEXT• There are 167 million Smartphone users
and 352 million Internet subscribers as of 2015
• By 2017, India will have more than 250 million Smartphones
• Inexpensive Smartphones and rollout of 3G and 4G broadband infrastructure are rapidly coming together to democratise online access
![Page 31: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/31.jpg)
SOCIO CULTURAL CONTEXT
Content consumption patterns have changed-People are increasingly using their Smartphones during breakfast,
lunch, commute, work and dinner as well, deepening digital content penetration
![Page 32: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/32.jpg)
REGULATORY CONTEXT
• No stringent or impinging regulations exist in the digital content industry
• Adequate freedom of expression to promote and market legal and peaceful events and fests
![Page 33: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/33.jpg)
ValueProposition
![Page 34: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/34.jpg)
To Customers To Collaborators To Company
• Get informed about events happening and that are going to happen in various colleges
• With an upgrade, get great offers on passes and chance to win free passes.
• Platform to get connected with other colleges
• A well managed, interactive rapidly growing app.
• A large user base• At par as compared
to competitors
• To employees:-Positive work environment, good pay, growth potential, opportunity to pursue interests, job security
• To investors:- Regular filing of returns, future growth potential, financial stability, clean image, profitable and loyal user-base, high ROI
![Page 35: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/35.jpg)
TACTICS
![Page 36: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/36.jpg)
Product
![Page 37: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/37.jpg)
Free Features of Festivalo• Access to fests and events
information• Option of sharing any event
that the user like• Setting reminders of events• Search option that lets user
search for a particular event• Rating and reviewing each
event and college profile
![Page 38: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/38.jpg)
Premium Features• More discounts and
cashbacks• Registration via app for
organisers• Opportunity to free
passes every month
![Page 39: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/39.jpg)
Brand
![Page 40: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/40.jpg)
Festivalo is a Spanish word which means
festival
Quality, varity, lucidity and
universal appeal
![Page 41: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/41.jpg)
Price
![Page 42: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/42.jpg)
Following steps used in setting up Pricing Policy:
Selecting the pricing objective
Determining Demand
Costs Analyzing
Competitors’ Costs, Prices, and Offers
Selecting a pricing method and setting the final price
![Page 43: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/43.jpg)
FreemiumFreemium pricing strategy will be adopted, in which the app itself will be free, but with in-app purchase opportunities/upgrades. The premium version of the app will be priced at $2.5 per month for normal users and $6 per months for event promoters and sponsor seekers. Reason behind this being, the additional features will benefit the users immensely as they'll stand a chance to actually get event passes at a cheaper rates and event organizers can easily market and get participation, along with sponsors, which genuinely requires a sufficient expenditure of resources. Also, even if some users become reluctant to upgrade due to the high price, it won't affect the app's popularity or its customer base as it'll still get the same number of visits. So, customer retention won't be affected.
![Page 44: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/44.jpg)
Communication
![Page 45: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/45.jpg)
Initial Promotional Steps assuming Zero Budget 1.Word-of-mouth marketing to family members, friends,
neighbours and acquaintances 2. Launching of Facebook page and Twitter handle to
capitalise on the influential social community3. Subtly featuring the app in all e-mails, messages and posts
to indirectly increase its online presence4.Uploading of a promo video on YouTube which will cogently
and visually explain the functionality and benefits of the app
5.Joining developers/entrepreneurs groups on LinkedIn6.Coming up with an Announcement Blog for the app ,
followed by a Summary Guide, Press Release, Design Collateral and App Screenshots
7.Leveraging the power of SEO(Search Engine Optimisation) and ASO( App Store Optimisation) to optimise searches and yield greater results
![Page 46: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/46.jpg)
Later Stage Promotional Steps
1. Participating in app awards as they can give tons of press, exposure, reviews, and plenty of downloads2. Getting featured on Mobile App Review Sites3. Recruiting users locally by organising meet-ups, events and conferences 4. Pinterest’s new feature called App Pin that allows people to download iOS apps directly 5. Creating a contest within the app which will incentivize users to download the app and keep it for the remainder of the contest
![Page 47: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/47.jpg)
Distribution
![Page 48: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/48.jpg)
• App stores/Recommendation sites
• Pre Loads
• Pay Per Installs
![Page 49: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/49.jpg)
IMPLEMENTATION
![Page 50: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/50.jpg)
Infrastructure
![Page 51: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/51.jpg)
Organisational Structure
OperationsDirector
FinanceDirector
MarketingDirector
HRMDirector
MarketingManagers
FinanceSupervisors
ProductionTeam
Leaders
Personnel Manager
Sales Teams Accounts Assistants
Production Team
Members
ManagingDirector
![Page 52: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/52.jpg)
Processes
![Page 53: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/53.jpg)
Analysing business markets
Analysing consumer markets
Identifying core competencies
Identifying market segments & targets and crafting the market positioning
Setting up Strategic Business Unit
Setting Product Strategy
Developing pricing strategies
Managing a holistic Marketing Organisation for the long run
Designing and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing Channels
Scanning the market environment,forcasting demand & conducting market research
![Page 54: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/54.jpg)
Schedule
![Page 55: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/55.jpg)
TASK TIME
Market Research 1 month
Analysis of Consumer and Business Markets
3 weeks
Crafting Market Positioning 3 weeks
Strategic Business Unit 2 months
Setting Product Strategy 1 week
Developing Pricing Strategies 2 weeks
Designing Integrated Marketing Channels
2 weeks
Designing Integrated Communication Channels
2 weeks
![Page 56: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/56.jpg)
![Page 57: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/57.jpg)
![Page 58: FESTIVALO- Celebrate Your Life](https://reader035.vdocuments.site/reader035/viewer/2022081520/58ac24af1a28abf03a8b5965/html5/thumbnails/58.jpg)
Created by Ravi Prakash Singh, NIT PatnaDuring a marketing internship byProf. Sameer Mathur, IIM Lucknow