marketing strategy for new android app
TRANSCRIPT
ASPECT
THE AUGMENTED SHOPPING EXPERIENCEMarketing Plan For New Android App
By Shubhra Deshpande
|Perfectly fit in our houses|
|Comfortable|
|Suited in the overall theme|
|Durable|
|Reasonably Costed|
But What If We Can Try Them At Our HouseCustomise Them and Then Buy
ASPECT
● Online Shopping Platform ● Compare products of different sellers
at one place● Take a virtual trial of different 3D
models of home decorating items with your phone
● Wide range of Items like furniture, wall paint, electrical appliances
● Augmented Reality Interface● get the best personalized
recommendations based on the overall look of the room.
Here Introducing
An augmented reality shopping experience in mobile app that
provides you A Virtual Trial Room
You can Try, Customize size, Shape, Colours of the 3D
model decor You can Try, Customize
JUST BY DIRECTING YOUR MOBILE CAMERA TO THE VOID PLACE FOR THAT ITEM
● Mobile camera superimposes the selected 3D model with the
background● Customization with simple tap or
magnification gestures
Get Rid Of Manual Efforts to go through entire
catalog
Personalized recommendations with reference to overall look of
your room
Direct your camera to area under decoration
Select item names and price range
System will recommend you best suited items according to
overall theme of room
It aims for and shopping experienceand
accommodate more in shopping than usual brick and mortar model.
2. SITUATIONAL ANALYSIS
COMPANY OVERVIEW
● Customer at the center ● Experience of high end technologies like
Augmented Reality and Data Analysis● Transparent user experience with excellent
user interface● Customization● App doesn’t own any item but is a mediator
Diverse Sellers Reliable Platform Easy and Enjoyable Interface
|Diverse Sellers | |Reliable Platform |
| Easy and Enjoyable Interface|
Strategic Assets
● Sellers which will deploy their products on App with 3D models
● Advertisement and Recommendation cell
● Designers & product builder● Online Shopping Partners● Social Media Partner
Current Product Line
AndThe Offerings
Product Lines
● Furniture● Flood Decoration● Wall Decoration● Paints
Offerings
● Efficient and attractive showcase for sellers
● Easy and engaging interface for buyers
● All sellers at one platform● Personalized and professional
recommendations● Customization facility
Positioning
The app positions itself as a mediator for smooth enjoyable and trustworthy online shopping platform that
will be providing reliable 3D designs to consumers so that they can try variety of products before an actual purchase
whereas for providers this app will boost online sell and also accommodate more transparency in shopping than usual brick and mortar model.
MARKET OVERVIEW
Target ConsumersBUYERS
Under segments
● All economic classes especially upper middle class and high class
● Online shoppers● Urban & rural ● Demographic factors● Behavioral Habits
SELLERS
Under segments
● Online sellers in domains of home decorators● services and users
● Risk taking● branding
Competitor analysis
Company Augmented Furnitures
Ikea Houzz
Product Furniture produced by their own
Furniture from IKEA catalog
Home decorating items from own
production
Average Premium version Price 350$
OPPORTUNITIES
● Compatibility with future● Transparent shopping
experience● Reduced risk of order
cancellation● a systemized and reliable automated
recommender system ● rid of static shade cards, try colours and patterns
directly● imagine the canvas better to explain the designs
to your clients.●
THREATSAnd challenges
● High investment on technology
● Authentified seller● Cut throat Competition● Making people realize the
need of this app● Managing huge target
segments
TARGET CONSUMERS
SELLERS
Online sellers in domains of home decorators
With need of showcase
-Demographic : Company, size, location
Personal characteristics : Risk taking, discount schemes, branding
BUYERS
All economic classes especially upper middle class and high class
Online shoppers
Geographic segment : Urban & rural
Demographic segment : Age, income and socio economical status
Behavioral segment : Attitude, Use
DESIGNERS
3. GOAL OF THREE YEARS
GOAL
4.STRATEGY
Target Market
Consumer Needs
& Wants
Buyer’s
● Try different sizes, shapes and colours of home decorating items at places where consumer will actually place them.
● a systemized and reliable automated recommender system which will reduce manual labour of going through entire catalog of items from various sellers
● Less investment in thinking or imagining while shopping such items.
● Easy Visualization● Customized products● Product designer & interior decorators
will need this app to imagine the canvas better to explain the designs to their clients.
ConsumerNeeds
&Wants
Sellers
● Showcase the item in attractive and efficient way
● Reduce risk of damage by providing virtual trials
● Build customer’s trust and satisfaction
● Increase online shopping to get maximum margin
ConsumerAnalysis
● Online Shoppers● Preferring CoD for lack of
reliability● Preferring low cost over
branding● Want environment to compare
different sellers for product, designs and prices
Collaborations● Suppliers● Channel Manager● Developers and Designers● Communication manager
SUPPLIERS COMMUNICATION MANAGER
&CHANNEL MANAGER
DESIGN & DEVELOPERS
● Different Sellers● 3D Model Builders● Environment Provider
for AR● Shopping Platform
Providers
● Mobile App Store like Google Play Store,
Apple Store● Google Adsense● Social Media
Communicators like Facebook, Instagram, Twitter
● Constant Support for Recommendation Feature
● Skilled Augmented Reality Developers
● Updates for Customization Feature
● Authenticate Sellers
● Reliable Shopping Experience
● Attract Users● Payments
through Ads● Deployment● Marketing
● Consistent System
● Smooth Working
● Enriched User Experience
Strategic Building UnitsApp Development Team Develop cross platform app
Design Development Team Design Flat UI with attractive designs
Augment Development Team Develop precised 3D models and implement them
Supplier Management Team Manage seller’s and product’s profiles
Business Management Team Manage revenue generating elements
Marketing Team Market and establish app
Data Analytic Team Track progress and suggest changes accordingly
Consumer Care Team Take care of smooth consumer experience
Stakeholders● Investors● Suppliers● Consumers● Sellers● Designers
AspectPOINT OF PARITY
● Technology: AR, Computer Vision and Image Processing
● Targeted segment of online shoppers
AspectPOINT OF DIFFERENCE
● Recommendation System● App will not own any of the products
but will act as just a mediator reducing the fixed capital investment
● An unified platform to showcase products from different sellers
● Complete solution for house unlike other apps which are limited to specific product line
● Values that stress on reliability and authenticity will be PoD for this App.
5. TACTICS
PRODUCT
FREE VERSION
For products in the shopping list and the linked products. Interrupted with ads.
The feature will demand you to take a tour of the room and suggest the best possible decorating item in the mentioned range and type.
unlocked with suggesting app to friends.( only few products will be unlocked in this feature for free )
You will get a comparison of prices and quality stars ( rated by users ) for the same item from different providers.
User will be able to select the desired design and size accordingly and directly send the data to provider or shop from the website.
PREMIUM VERSION
This feature will allow user to customize product with 3D product sketchbook where user can customize size, shape, colours and types of product and get in a direct contact with dealer for creating it.
User can record their trials for different versions of same products with free cloud space, even can share or edit them.
for complete home solutions, for all items with no interruption.
Discount on home delivery and settling charges, flat discount on first premium purchase.
BRAND
NAME&SLOGAN
ASPECT
“ Gets Your Product To Your Room “
MEANING Aspect means “view”Aspect allows you to view the selected product in your
room, making your house a virtual trial room with a mobile phone.
Aspect changes the way you shop
ATTRIBUTES ReliabilityQuality
TransparencyInnovation
PRICE
We Considered
While Setting Price
Premium Version
For Buyers & Sellers
● 150$ buyer’s Premium version
● 300$ for seller’s Premium version
● 450$ onwards Seller’s Super Premium
Version
6.IMPLEMENTATION
PROCESSWith Agile Methodology
App Development
Approaching Investors
Approaching Sellers
Pre Launch Marketing
Deploy
Marketing
PROMOTION
● Using AR for Branding● Direct Marketing to product designers,
architects and interior decorator● Conducting online competitions like
fit_in_home Competition
● Use Local Sellers for Recommending
app to consumers with proving them mutual benefits
DISCLAIMER
CREATED BYSHUBHRA DESHPANDE
DURING THE MARKETING INTERNSHIP UNDER THE GUIDANCE OF
PROF. SAMEER MATHUR, IIM LUCKNOW