MARKETING PLANPARKTY CAR PARKING SOLUTIONS(ANDROID APP)

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AN ANDROID APPLICATION TO END ALL YOUR PARKING WOES !

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EXECUTIVE SUMMARY P

WITH HIGH PERCENTAGE OF VEHICLE OWNERSHIP IN INDIA,PARKING HAS BECOME CONFUSING AND CONFLICTING SITUATION

IT THUS CREATES AN OPPORTUNITY AND A NEED TO INTRODUCE PARKING SOLUTIONS TO BIG CITIES IN INDIA

THE COMPANY AIMS TO PROVIDE AN APP BASED SOLUTION FOR EASY ACCESS TO AVAILABLE NEARBY PARKING SPOTS TO TARGET CONSUMER

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INEFFICIENT USE OF EXISTING PARKING CAPACITY

INADEQUATE INFORMATION ON AVAILABILITY AND PRICEDEMAND FOR HANDICAPPED PARKING SPACES

SPILLOVER PROBLEMS

OUT OF TOWN PARKING

INCONVENIENT PARKING OPTIONS

INADEQUATE PRICING METHODS

CONFUSING PARKING POLICIES

LACK OF SUFFICIENT PARKING AT EVENT SITE

LOW PARKING TURNOVER

PARKING ISSUES

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RECOMMENDED PARKING SOLUTIONSIMPROVE INFORMATION FOR USERSSHARE PARKING FACILITIESMIXED-USE PARKINGTO OFFER PARKING BROKERAGEINCREASE RANGE OF PARKING CONVENIENCE AND PRICE LEVELSADDRESS SPILLOVER PARKINGVALET PARKINGCLUSTERING PARKINGUSE OF ADVANCE PARKING SYSTEM(APS)METER OPTIONSZONE SYSTEMSUFFICIENT HANDICAPPED PARKINGGREATER USE OF REMOTE PARKING LOCATIONS P

SITUATION ANALYSIS P

CITY APPROXIMATE VEHICLE USERS

SOURCE OF DATA

NEW DELHI 84 LACS www.thetimesofindia.com

CHENNAI 42.57 LACS www.thehindu.com

MUMBAI 23.3 LACS www.thehindu.com

BENGALURU 50 LACS www.bangaloremirror.com

WHO ARE OUR TARGET CONSUMERS?

ON AVERAGE WE HAVE 49.97 LACS CONSUMERS TO TARGET IN FOUR MAJOR CITIES OF INDIA!

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WHO ARE WE COMPETING??

INDIA’S FIRST INTEGRATED PARKING APP- PARKITEKT

INDIA’S FIRST SMART PARKING APP- PPARKE

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GET TO KNOW OUR COMPETITORCOMPANY NUMBER OF

USERS IN MUMBAI

NUMBER OF USERS IN CHENNAI

NUMBER OF USERS IN NEW DELHI

NUMBER OF USERS IN BENGALURU

PPARKE 12.65 LACS 18.8 LACS 11 LACS 16.5 LACSPARKITEKT 17 LACS 13.2 LACS 12 LACS 17.5 LACS

BOTH THE COMPANIES HAVE LEAST NUMBER OF USERS IN NEW DELHI P

POPs IN PARKTY RELATIVE TO CURRENT PARKING APPS IN MARKET

FINDING NEARBY PARKING LOCATION IN FEW MINUTES.

PAYING FOR PARKING THROUGH PHONE.

PRE-BOOKING OF PARKING LOCATION.

GET DIRECTIONS TO THE BOOKED PARKING LOCATION.4Ps-POSITIONING P

PODs IN PARKTY RELATIVE TO CURRENT PARKING APPS IN MARKET

OPTION TO PAY THROUGH CASH ON PARKING SPOT

Handicapped parkingOPTION TO EXTEND PARKING

TIMEOPTION TO BOOK PARKING

SLOT VIA SMSREMINDER OF REMAINING

TIME OF PARKING4Ps-POSITIONING P

GOAL P

WHAT DO WE WANT TO ACHIEVE?40% INCREMENT IN REVENUE AND 20% INCREMENT IN CONSUMER VALUE BEFORE END OF THE YEAR 2018

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MUMBAI NEW DELHI BENGALURU CHENNAI0

2

4

6

8

10

12

14

16

18

2016 2017 2018

EXPECTED USER TARGETS FOR NEXT TWO YEARS

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HOW TO ACHIEVE THE EXPECTED TARGET ?

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STRATEGY P

PROMOTION

OFFERSDISCOUNTSCOUPONSBANNERSEVENTSCELEBRITY

ENDORSEMENTS

EXTEND PREMIUM VERSION

TO DO LIST

4Ps-PROMOTION P

THE APP OFFERS

4Ps-PROMOTION

ONE AND TWO DAYS OF FREE PARKING FOR THREE AND SIX DAYS OF PARKING COMMITMENT RESPECTIVELY. (TARGET CONSUMER-AIRPORT AND RAILWAY STATION USERS)

FREE FIRST PARKING LOCATION ANYWHERE IN THE CITY FOR FOUR HOURS

“REFER & EARN” SCHEME. OFFERS ON REFERRING THE APP TO FAMILY AND FRIENDS. P

THE PREMIUM VERSION OFFERS

ACCESS TO PARKING LOCATION FINDER ANYWHERE IN THE CITY

OPTION TO EXTEND PARKING TIME

ACCESS TO PICTURES OF PARKING SPOTS TO COMPARE

ACCESS TO FEATURE TO COMPARE PRICES OF PARKING SPOTS AVAILABLE NEARBY AT THE MOMENT

OPTION TO BOOK PARKING SPOT THROUGH SMS

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COLLABORATORSEXPERIENCE WITH SUCH PROGRAMS UNDERSCORES THE NEED FOR THE CITY TO FOSTER ONGOING COORDINATION AND COOPERATION AMONG BUSINESS INSTITUTIONS RESIDENTS GOVERNMENTAL

AGENCIESIN ORDER TO ADDRESS THE PARKING NEEDS IN A COLLABORATIVE MANNER.

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VALUE PROPOSITION

COLLABORATIVE VALUE FOR ALL COLLABORATORS IN ONE CITY FOR ONE DAY TO BE INR 10,000

COST OF CUSTOMER SERVICE PER TWO HOURS IN ONE CITY TO BE INR 600

NUMBER OF USERS PER TWO HOURS IN ONE CITY TO BE 200

ASSUMPTIONS

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ORGANISATION

FOR 2 HOURS OF PARKING(ONE DAY)

FOR 2 HOURS OF PARKING IN ONE DAY PER USER

FOR 2 HOURS OF PARKING FOR ONE MONTH PER USER

ESTIMATED NUMBER OF USERS

ESTIMATED GENERATED VALUE PER MONTH(INR)

COLLABORATIVE VALUE

INR 833.33 INR 4.17 INR 125.1 1,000,00 125,100,00

DISTRIBUTOR VALUE

N/A N/A N/A 1,000,00 15,000,00

CUSTOMER VALUE

INR 600 INR 3.0 INR 90 1,000,00 90,000,00

COMPANY VALUE

N/A INR 1.6 INR 48 1,000,00 48,000,00

4Ps-PRICE P

EXPECTED VALUE PER MONTH

COLLABORATIVE VALUE DISTRIBUTOR VALUE CUSTOMER VALUE COMPANY VALUE

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TACTICS P

PRODUCT: INTRODUCE PREMIUM VERSION OF THE APP

PRICE:SUGGESTED PRICE

FOR PREMIUM VERSION OF THE

APP IS USD 2.23 PER USER PER MONTH IN

ORDER TO GENERATE MARGIN OF INR 50 PER USER

PER MONTH

COMMUNICATIONAND SERVICES:CUSTOMERS CARE SERVICES WITH ALL TIME AVAILABLE HELPLINE AND CONVENTIONAL ADVERTISING

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INCENTIVES:OFFERS AND DISCOUNTS USED FOR PROMOTION

DISTRIBUTION:

GOOGLE PLAY,APPSTORE,DVDs,OPERA APP STORE.

BRAND:PARKTY-PARKING SOLUTIONS

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IMPLEMENTATIONP

COLLABORATORS• BUSINESS INSTITUTIONS• GOVERNMENTAL AGENCIES• RESIDENTS

OPERATIONS (COMPANY)

DISTRIBUTORS• GOOGLE

PLAYSTORE• APPSTORE• DVDs

USER

INFRASTRUCTURE

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STRATEGIC GOALS AND SCHEDULE

PROMOTE OF FREE VERSION THROUGH OFFERS AND DISCOUNTS

PROMOTE PREMIUM VERSION BY CONVENTIONAL ADVERTISING(23% REVENUE INCREMENT)

CONDUCT PROMOTIONAL EVENTS IN CITIES. (UPTO 40% REVENUE INCREMENT)

DECEMBER 2016

JUNE 2017

DECEMBER 2018

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RECAP

EXECUTIVE SUMMARYSITUATION ANALYSISGOALSTRATEGYTACTICSIMPLEMENTATION

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THIS PRESENTATION ONLY REPRESENTS A MODEL FOR MARKETING PLANING AND IS NOT RELATED TO ANY REAL ANDROID APP.THE DATA/INFORMATION/STATISTICS USED MAY HAVE BEEN ASSUMED.

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CREATED BY SHIPRA SINGH,NIT-SURAT,DURING AN INTERNSHIP ON MARKETING MANAGEMENT UNDER SUPERVISION OF PROF. SAMEER MATHUR,IIM-LUCKNOW. P