Get-A-WayMarketing plan

Main ContentsExecutive SummarySituation AnalysisGoalStrategyTacticsImplementation

Executive Summary

47% people use travel apps.The number of travel apps increasing day by dayPeople are frustrated using several apps for one purposeThey are in dilemma on which one to trustFake reviews for promotion has become a problemPeople are becoming more aware of the price

Executive SummaryThere is a gap in this businessNo app provide an economical way of travelingNo app provide ensure safety of customerGet-A-Way aims to fill this gapPeople should pay right amount and should travel safe A good service is what an consumer expect

Executive Summary

App will provide budget based tour.Everything in just one appSafety ensuring by providing right data .Facilities which will help customer along way Solving the problem of internet connectionDifferent tour plan for different genre Filtering of unwanted reviews

Situation Analysis

Current Situation

Traveling has become medicine for many people and essential for most of them. And in the digital world, the focus is completely changing from a big desktop to a tiny smartphone. This gave opportunity to all service sectors including tourism to target their customer more precisely and easily.

Strength

An integrated facilityOffline mode accessBudget based travelDestinations based on interest Other facilitates like ATM, Fuel etc.

Weakness

New To the marketIt’s not completely freeOnly for android usersHeavy maintenance

OpportunitiesConsistently growing industryNew technology and toolsPartnership with big hotels and travel agenciesRelationship with ministry of tourism Serving local info to people

ThreatsMany other competitorsCustomer may dislike serviceMay not opt to payKeeping everything glued together

Target ConsumersThis app will serve all the Consumers who are willing to travelMain focus will be on Students, families who travel casuallyApp will provide route based on budgetAnd it will serve all the consumers for whom safety is importantApp will also attract consumers who have specific kind of interest

Company targets

To reach at least 1 million downloads in 3 months.

Through promotion and advertising generating traffic and getting people’s attention will be the first task.

Company targetsTo coverts at least 5-10% consumers to premiummembers in the first quarter.

This will help to generate revenue to organization. Also the next steps will be decided based on the results.

Company targetsAnnual operating expenses (in Rupees)

Company targetsTotal cost= 56,00,000₹Target consumers = 1millionConversion rate estimation = 5%Price of the product = $4.99 (335₹)Revenue of 1,67,50,000₹

Company targetsRevenue of 1,67,50,00030% is distributors margin(google play)50,25,000 is the distributors revenueTotal revenue of company= 1,25,62,500

Net income = 69,62,500

Target Market

Strategy

Consumer needsTravellers want a tool which will do most of the work for them. People don't like to download 3-4 different apps for a single purpose.

This will serve to all common travelers. Easy manage and handle any bookings.

Consumer needsPeople prefer would like to know what’s happening around so that they could manage the trip according to the conditions. Like weather updates.. Finding the most needy things near you such as ATM, Hospitals, Medical Store, Fuel etc.

This will attract all the family , group or individual vacationer where safety is important.

Consumer needsTravellers need to know how much to pay if they go to some unknown place.

This will attract all the student or youngsters and even casual travelers and foreign tourists.

Consumer needsEvery tourist has different taste. So the app should provide them relevant suggestions.People don't like fake reviews or promotional reviews on the app.

This will help traveler to fulfil their purpose of the trip. As they can clearly see what’s coming in their way. This will help all travelers who have specific need.

Collaborators

All the transport agencies like Airlines, Buses, Trains and taxis.Hotels and restaurants Local travel agencies to understand pricing Google for maps and weather updates

Company

•A developer team - Will be completely focusing on building the app efficiently •A maintenance team – Which will be handling database and data analytics•A marketing team – Which will work constantly with collaborators and advertising.

CompetitorsTripAdvisor, Expedia, MakeMyTrip, ClearTrip and many more. All provide transport and hotel booking facilitiesCollaborated with many airlines and other transport facilitiesOffer many hotel bookings at discount pricesMost of them are free. But prices will higher than usual due to commission

Value Proposition

Consumer

The app will provide Integrated service with all booking facilities with a single touch. Train, flight, bus, hotels or taxi booking from the same app. App will provide real time data access about the route through google maps and live weather updates. This will help travelers to plan their trip.

Consumer

On an selected route app will provide all nearby facilities and for the premium members this feature will be provided even offline. Travel safety is important.Travel plan can be done even based on the budget of traveler. Students mostly prefer such services. The user will enter the amount and destination and the most relevant places will be shown.

ConsumerBased on the taste and type of tourist the destinations will be shown. For a family type a less risky route will be suggested. And for the people searching for adventure the relevant places will be shown. A good customer service is very important. People don’t want the hype , they want something worth their investment. So the reviews will be filtered and suspicious ones will phased out.

Collaborators•The benefit will be sales•More users will bring more traffic•No discrimination as fake reviews will be filtered •Display will be based on users interest and not the amount of commission

Tactics

Product An android app which will provide an attractive

GUI for all its users. And all facilities for booking and Checking exotic places.

Easy to use and can be carried anywhere and use anytime.

Android platform is free to build apps.

ServiceThe main purpose of the product is to provide service all consumers. The app will serve all its users with Searching, Planning and booking their tour. Offline access, real-time data and budget

based planning are the main services.

Honesty and being genuine which makes this different. All suspected reviews will be filtered out.

ServiceEconomical way to book their travel. A service which gives importance to safety of the consumers. And which will work according to customer and not by the seller.

The cost will be mainly service. Maintaining database, Data analytics, customer service and cloud storage are the main parameters.

BrandName : Get-A-WayItself suggests the user will definitely find a way here.

Logo :

BrandBrand mantra :

Economical, Optimal and safer

Brand slogan :Get-A-Way: The time is now

PriceFreemium model:Free version: Booking of all the transport and hotels is free.Searching and planning a tour is free.Budget based advice is freeAll the reviews, photos and forums are freeNearby facility popup is free

PriceFreemium model:Premium version :1) Selecting tour based on the type and nature

2) Real time data access and rerouting based on the traffic3) Offline access to saved trips and nearby facilities4) Quick customer service and Filtered reviews

PriceFreemium model:Premium version :The price is $4.99 dollars for 3 months. After every 3 month the consumer can continue the service if interested.

Incentives1. Premium consumer who brings another 2 premium

members will get 3 month bonus access.2. Person who is premium member for a year will get

will get 3 month extra membership.3. Person who will refer 5 other consumers will get

his membership free for the first time.4. Every year 5 premium members will be offered with

a free tour.

Communication1) Start an affiliate program2) Making promotion on social media like Facebook, Twitter or Instagram3) advertising by sending an email.4) Commenting on famous blogs. 5) Starting a own blog and promoting features of the app and pointing out the difference.

Communication

6) Starting an YouTube channel.7) Asking for referral from existing customers.8) Giving discounts or offers to first set of customers.9) Attending seminars or conferences. 10)Responding to every comment and queries of consumers.

CommunicationWith Collaborators : Face to face meeting with big companiesEmail and skype with small companies or travel agenciesShowing our concern regarding the people and making effort to work with the government to ensure safetyTalking to local people and understanding the culture And specialty of the place.

DistributionDistribution of app will be from different app stores.Google play storeAmazon storeOpera Mobile storeSamsung Galaxy AppsAppBrainGetJar

Mobogenie

Implementation

InfrastructureLead capture appFree recorded message info lineNewsletterBlogSocial mediaEmail auto-respondersSMS auto-responders

Processes

Strengthening the R&D department Developing an more advanced and efficient app Training to all technical and maintenance staff Communicating the objectives and goals clearly Collaborating with hotels and transport companies Gathering all the data and storing in cloud

Processes Promoting on social media with memes or creative ads before release Building a strong customer base before launch Convincing people to buy premium version Making all the data available to consumers Testing the app before launch and collecting feedbacksModifying if needed and launching it in a dramatic way

Schedule First 4-5 months will be development of app, data collecting ,storing and analyticsIn the same time relationship buildup and pre promotion will be done by Marketing team .Another 2 months for testing, modifying and promotion.

And then will be launched around March-2017

Thank you

DISCLAIMERCreated by Parag Karguppikar,

PESIT Bangalore, during a marketing internship by Prof.Sameer Mathur, IIM

Lucknow.