vyra launch- case solution by team blitzzers from iift
DESCRIPTION
The Case: Vyra Launch submitted by Pankaj Kute and Rishi Sen from IIFT The Case Study: About Vyra: Vyra Technologies Pvt. Ltd. is an IT start up based out of Bangalore, India; Vyra has developed a new age mini browser for mobile phones, as it sees a great potential in its relevance in coming 5 years. Vyra has a team of 5 geeks working on it and they are planning to launch the browser in the next 2 months.To promote Vyra, they need to hire a digital agency to help them in launching their product on social media channels. Vyra wants their mini browser to become a hit amongst the age group 20-45 and hence want a digital marketing strategy targeting the same! Vyra would be available on every famous app store like iTunes, Google Play and Windows! Salient Features of Vyra: The New Age Mini Browser for Mobile Phone - The developers chose to make this browser available only in one format – Java MIDP 2.1 – as it is compatible with every modern cell phone. - Full text select and find text function just like desktop browsers. - Tabbed browsing with thumbnail images and page zoom - Download function to help users download files from the phone, - Email service which supports many online email mailboxes and different types of attachment formats. - Feed Service which you can sync with your Facebook account, giving you relevant news all day long from across the web. The Assignment: Vyra Technologies wants to create online conversations around “Vyra” by engaging relevant people in order to create familiarity for the product. They want a marketing campaign which will correctly position Vyra in their niche thereby challenging rivals like Opera Mini, UCWEB etc.TRANSCRIPT
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Marketing campaign for a mobile browser app
By-Pankaj Kute- Rishi SenMBA (IB), 2013-15Indian Institute of Foreign Trade
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The App Market• With more than 900,000 apps available
on iStore alone, competition in the app market is intense
• For a late entrant like Vyra, the important factors for performance in an app store are:
Speed of promotion in the 1st two weeks Pricing of the app Size of the app Right Promotion channel Ranking on App stores
Source : US IAB Mobile marketing center of excellence
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Vyra’s Competitors• Vyra’s main competitors in the mobile browser market are well established
browsers• Apple’s Safari, Google’s Android and Chrome and well established computer
browsers like Opera and Internet explorer• To beat established competitors like these Vyra has to differentiate in the market
substantially• However Vyra does offers good functions in its browsers like support to all kinds of
files, news feed that can be synced and download function in the browser
Source : Netmarketshare.com
Market share of various Mobile/Tablet Browsers in 2013
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Research to be done
Identifying the target market
Competitor benchmarking
Drivers for target market
Suitable platform for promotion
Performance metrics for app store ratings
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Vyra Promotional Strategy
Suitable Revenue
model
Rapid Visibility
Technology Reviews
Diversify Promotion
Measure Engagement
Post Download activities
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Channels for promotion
Promotion Channels
Social network
Mobile Ads
Push Campaign
In app messaging Campaign
Forums/Blogs Youtube/ Facebook Emails
Influential developers
App Review Websites
Newspapers
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Channels for promotion
• The target market for the browser are tech savvy adults
• The medium of promotion should maximize exposure to the target group
• Social network sites should be the primary medium as it has become an important part of today’s tech savvy youth
• Alternately the app also needs to be promoted on app review websites like ‘iphone app review’ and ‘AppRater
• Apart from digital world, the app must also be promoted in print media like newspapers and technology review magazines just before the launch of the app
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Whom do we talk toApps download is influenced to a great extent by the ranking on App stores. To improve the ranking of App it needs to be promoted in the positive light especially in the first two weeks by review websites, Key stakeholders Users, App developers, App review websites ,Technology bloggers,.To ensure a healthy word of mouth advertisement, it must be ensured that the reviews support the promotional campaign
• Users: The primary consumer of Vyra should be engaged in a two way conversation via multiple social channels
• App Developers: For rich insights about our app as well as consumer behavior• App review websites: Androidcentral, androidify, iphone app review sites• Tech Mags: A word on say Wired can be worth many in the bush• Technology Bloggers: Are worth a dime a dozen but identifying and enlisting the
support of the right ones will be a valuable assset.
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Capturing attention
Vyra
is fun
STAGE 1 (15 days)Launch with “Can you make us lol” video submission contest Multichannel promotion including memes on Facebook and short Vine style videos on Youtube and TwitterSTAGE 2 (45 days)Ensuring engagement with the young cohort by making them a part of the creative process early onSelectively giving away freebies to the most avid usersCampaign to be bespoked in propotion to the response on a real time basis. Key metrics to be used for the same
Use of humor Fun facts Upcoming releases News about latest technology
Metrics for success
Downloads
Usage
Retention Rate
Active User
Session Length
Revenue/User
Lifetime Value
App load time
User Review
KEY PERFORMANCE INDICES
KEY BUZZ GENERATION INDICES
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References• http://www.iab.net/about_the_iab/recent_press_releases/press_
release_archive/press_release/pr-070913• http://
www.netmarketshare.com/browser-market-share.aspx?qprid=1&qpcustomb=1&qpct=2
• http://www.creativeguerrillamarketing.com/mobile-marketing-2/unconventional-apps-mobile-marketing-examples/
• http://www.entrepreneur.com/article/229970• http://mashable.com/2011/08/23/mobile-app-ranking-tips/• http://
www.huffingtonpost.com/2012/06/26/teens-and-social-media_n_1628442.html
• http://blog.bufferapp.com/social-media-in-2013-user-demographics-for-twitter-facebook-pinterest-and-instagram
• http://uxdesign.smashingmagazine.com/