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Marketing Plan for Mobile App

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Pratyush Singh
Pratyush Singh

Flawless! is a mobile app that allows users to virtually try on makeup using their phone's camera. The app has a large database of beauty products that users can experiment with to see what different looks would look like. It also provides beauty tips and advice from professionals. The app aims to target female teenagers, college students, and beauty enthusiasts by offering a free trial version with limited features, with an option to subscribe to a premium version with more tools and an expanded product catalog. An extensive pre-launch marketing strategy is outlined to generate buzz through social media, influencer collaborations, videos, and offline events to acquire users before and after the official launch.

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Flawless! The Mobile App
Love their lip color and the glow…. Wanna try that on yourself?.... …..but those expensive salons and beauty professionals
Fret not women….here comes Flawless!
“YOUR VIRTUAL MAKEUP ARTIST” Flawless! is your very own real time makeover app where the camera becomes your mirror. With this app, you can try out all the latest looks without ever stepping foot in the salon! From prepping your skin to applying makeup; eye shadows to lipsticks, this app allows you to check how different beauty products look on your skin.
Other Features Still confused ??..... The app also provides a plethora of Beauty Tips* from noted professionals, experts and your favorite celebs….ALL ON YOUR PHONE!! * - subscribe for the paid Premium packs
How to use the app? Experience real time feed with your front camera, click a picture of yourself or choose a photo from your phone’s gallery. Then, pick and experiment with your favourite makeup products from our huge database. Once you
Now that we have a product idea….we need to make it to serve the RIGHT CUSTOMERS …….and earn revenue, of course So, we need a MARKETING
Market Analysis
Smartphone – The Ideal Platform For new business
Smartphone – The Ideal Platform #1 Mobile Apps Offer Better Personalization Personalization is about offering tailored communication to users based on their interests, location, usage behaviour, and more. #2 Ease of Sending Notifications Include push and in-app notifications. They both are exciting alternatives for communicating with app users in a less intrusive manner. #3 Making Use of Mobile Device Features Mobile apps have the advantage of utilizing features of a mobile device like camera, contact list, GPS, phone calls, accelerometer, compass, etc. #4 Ability to Work Offline Even though mobile websites can use caching to load
#5 Freedom in Designing Even with all the technological advancements in web designing, mobile websites have to rely a lot on browsers to perform even the most elementary functions. Mobile websites depend on browser features like ‘back button,’ ‘refresh button,’ and ‘address bar’ to work. A mobile app can be designed with a lot of elaborate functions, based on advanced gestures like ‘tap,’ ‘swipe,’ ‘drag,’ ‘pinch,’ ‘hold,’ and more.#6 Users Spend More Time on Apps Mobile users spend 86% of their time on mobile apps and just 14% of the time on mobile websites.
Smartphone User Base
Overtaking the competitor - Desktops
ALERT! There is a market within this market…
iOS and Android
Despite Google Play’s(Android) statistical edge, it is profitable to launch the app on both the platforms to reach as many users as possible. Relying on only one of them won’t do the trick… versus
Target Customers
The app is aimed towards the female population from the following divisions. - Teenagers - College-goers - Beauty fanatics (25-30) i.e. need tips ANYTIME
App Offerings
The appwill belaunchedas a freetrialversionfor a limitedperiodprovidingvirtualbeautysimulator with limitedproduct database. Aftertrial expires,users willhavean option to subscribeto a paidpremiumversionfor extended functionality.
PREMIUM VERSION - Providesaccessto dedicatedarticles,blogs and additionalinputs(interviewchannel)from noted professionalsand fashion icons. - Full productdatabasecoveringeveryexisting and newly launcheditemin the market.
Competition Analysis
Existing competitionis composedof BRANDED andUNBRANDED apps
Points-Of-Parity 1. Beauty-centriccontent. 2. Providedatabaseof productsin themarket. 3. Also offer free-trialand premiumversionmodel 4. Similartarget consumer groups.
Points-Of-Difference - Theappoffersphoto-basedsimulation which helpscustomers decidewhich beauty products suit their skin andlook. - Alsothe appaims tooffer users with exclusive content viacollaborationswith noted INFLUENCERS. “Thisis notjust another text-basedapp”
How to create the BUZZ?
The Pre-launch First impression matters
Pre-Launch APP WEBSITE provideinformationaboutthe app,its purpose, featuresand other benefits. The websitecan also providedirectlinks toother resourcesonline. www.beflawless.com
Pre-Launch E-MAIL A SignUppromotion onthe app websiteis ideal. Later, sendingpersonalized,interactiveand informative emails to customers from the SignUppromotionfor better user engagement.
Pre-Launch YouTube Channel (withdirectionsto app website) Probably the best place to find your ‘First’ and other users. Post Live App Demos to give users better knowledge about its working. Buildcollaborations with other popular channelsfor app promotion and increased visibility. Use YouTube’s free analytics tools to discover more about app popularity, viewer reactions and impressions.
Pre-Launch YouTube Ads (short, crispand grippingads) “doesn’t even costa penny”
Pre-Launch SocialMedia Another cheap medium to promote and make the appvisible to the target masses. A possiblerevenue source based on popularityand hostingplatform’s policies. Also contributesto WORD-OF- MOUTHstrategies.
Pre-Launch Word-of-mouth Crucial for getting our ‘first’customers. You must use this app called Flawless!!
Pre-Launch CollaborationswithInfluencers andEvents
Pre-Launch Offline Campaigning Beauty Pageants CollegeFests
Use free analytics tools to discover more about app popularity, viewer reactions and impressions. How to trackthe BUZZ we’vecreated?
POST-LAUNCHPHASE Marketing afterapp launch is like the AFTER-SALES service. Its important to avoid losing focus on customer retentionand engagement. Buildingcustomer loyalty early on goes a long way. BETATESTING It is thetestof a product by actual users in real lifesituations.It is the most accurate way to understandhow interestedusers are in theactual product and its features.Not allfeaturesmay be desirable to the consumer. In addition, it is vital to use this informationto understand whetherthe user willactuallybe willing to upgrade to premium.
SearchEngine Optimization(GoogleIndexing)
App Goals
Downloads Reach 100+ downloads by end of first monthof launch. 1000+ downloads by thesemi-annual. 10000+ by the year end. Conversionto Premium 5-10% conversion rate to premium version. FavorableImpressions YouTube subscribers 50 at least before product launch.
FinancialChannels The app’s premiumdownloadswill bethe main sources of income. Prior to launchthe app is expected to earn from its viewership onYouTube,Facebook,Twitter and Google(AdSense) Earnings can also come from brand collaborationsand related advertising throughSEO.
Let’s hope for the best!
Created by PRATYUSH SINGH, MIT Manipal, during the Marketing Internship by Prof. Sameer Mathur, IIM Lucknow Disclaimer

More Related Content

Marketing Plan for Mobile App

  • 2. Love their lip color and the glow…. Wanna try that on yourself?.... …..but those expensive salons and beauty professionals
  • 3. Fret not women….here comes Flawless!
  • 4. “YOUR VIRTUAL MAKEUP ARTIST” Flawless! is your very own real time makeover app where the camera becomes your mirror. With this app, you can try out all the latest looks without ever stepping foot in the salon! From prepping your skin to applying makeup; eye shadows to lipsticks, this app allows you to check how different beauty products look on your skin.
  • 5. Other Features Still confused ??..... The app also provides a plethora of Beauty Tips* from noted professionals, experts and your favorite celebs….ALL ON YOUR PHONE!! * - subscribe for the paid Premium packs
  • 6. How to use the app? Experience real time feed with your front camera, click a picture of yourself or choose a photo from your phone’s gallery. Then, pick and experiment with your favourite makeup products from our huge database. Once you
  • 7. Now that we have a product idea….we need to make it to serve the RIGHT CUSTOMERS …….and earn revenue, of course So, we need a MARKETING
  • 9. Smartphone – The Ideal Platform For new business
  • 10. Smartphone – The Ideal Platform #1 Mobile Apps Offer Better Personalization Personalization is about offering tailored communication to users based on their interests, location, usage behaviour, and more. #2 Ease of Sending Notifications Include push and in-app notifications. They both are exciting alternatives for communicating with app users in a less intrusive manner. #3 Making Use of Mobile Device Features Mobile apps have the advantage of utilizing features of a mobile device like camera, contact list, GPS, phone calls, accelerometer, compass, etc. #4 Ability to Work Offline Even though mobile websites can use caching to load
  • 11. #5 Freedom in Designing Even with all the technological advancements in web designing, mobile websites have to rely a lot on browsers to perform even the most elementary functions. Mobile websites depend on browser features like ‘back button,’ ‘refresh button,’ and ‘address bar’ to work. A mobile app can be designed with a lot of elaborate functions, based on advanced gestures like ‘tap,’ ‘swipe,’ ‘drag,’ ‘pinch,’ ‘hold,’ and more.#6 Users Spend More Time on Apps Mobile users spend 86% of their time on mobile apps and just 14% of the time on mobile websites.
  • 14. ALERT! There is a market within this market…
  • 16. Despite Google Play’s(Android) statistical edge, it is profitable to launch the app on both the platforms to reach as many users as possible. Relying on only one of them won’t do the trick… versus
  • 18. The app is aimed towards the female population from the following divisions. - Teenagers - College-goers - Beauty fanatics (25-30) i.e. need tips ANYTIME
  • 20. The appwill belaunchedas a freetrialversionfor a limitedperiodprovidingvirtualbeautysimulator with limitedproduct database. Aftertrial expires,users willhavean option to subscribeto a paidpremiumversionfor extended functionality.
  • 21. PREMIUM VERSION - Providesaccessto dedicatedarticles,blogs and additionalinputs(interviewchannel)from noted professionalsand fashion icons. - Full productdatabasecoveringeveryexisting and newly launcheditemin the market.
  • 23. Existing competitionis composedof BRANDED andUNBRANDED apps
  • 24. Points-Of-Parity 1. Beauty-centriccontent. 2. Providedatabaseof productsin themarket. 3. Also offer free-trialand premiumversionmodel 4. Similartarget consumer groups.
  • 25. Points-Of-Difference - Theappoffersphoto-basedsimulation which helpscustomers decidewhich beauty products suit their skin andlook. - Alsothe appaims tooffer users with exclusive content viacollaborationswith noted INFLUENCERS. “Thisis notjust another text-basedapp”
  • 26. How to create the BUZZ?
  • 28. Pre-Launch APP WEBSITE provideinformationaboutthe app,its purpose, featuresand other benefits. The websitecan also providedirectlinks toother resourcesonline. www.beflawless.com
  • 29. Pre-Launch E-MAIL A SignUppromotion onthe app websiteis ideal. Later, sendingpersonalized,interactiveand informative emails to customers from the SignUppromotionfor better user engagement.
  • 30. Pre-Launch YouTube Channel (withdirectionsto app website) Probably the best place to find your ‘First’ and other users. Post Live App Demos to give users better knowledge about its working. Buildcollaborations with other popular channelsfor app promotion and increased visibility. Use YouTube’s free analytics tools to discover more about app popularity, viewer reactions and impressions.
  • 31. Pre-Launch YouTube Ads (short, crispand grippingads) “doesn’t even costa penny”
  • 32. Pre-Launch SocialMedia Another cheap medium to promote and make the appvisible to the target masses. A possiblerevenue source based on popularityand hostingplatform’s policies. Also contributesto WORD-OF- MOUTHstrategies.
  • 33. Pre-Launch Word-of-mouth Crucial for getting our ‘first’customers. You must use this app called Flawless!!
  • 36. Use free analytics tools to discover more about app popularity, viewer reactions and impressions. How to trackthe BUZZ we’vecreated?
  • 37. POST-LAUNCHPHASE Marketing afterapp launch is like the AFTER-SALES service. Its important to avoid losing focus on customer retentionand engagement. Buildingcustomer loyalty early on goes a long way. BETATESTING It is thetestof a product by actual users in real lifesituations.It is the most accurate way to understandhow interestedusers are in theactual product and its features.Not allfeaturesmay be desirable to the consumer. In addition, it is vital to use this informationto understand whetherthe user willactuallybe willing to upgrade to premium.
  • 40. Downloads Reach 100+ downloads by end of first monthof launch. 1000+ downloads by thesemi-annual. 10000+ by the year end. Conversionto Premium 5-10% conversion rate to premium version. FavorableImpressions YouTube subscribers 50 at least before product launch.
  • 41. FinancialChannels The app’s premiumdownloadswill bethe main sources of income. Prior to launchthe app is expected to earn from its viewership onYouTube,Facebook,Twitter and Google(AdSense) Earnings can also come from brand collaborationsand related advertising throughSEO.
  • 42. Let’s hope for the best!
  • 43. Created by PRATYUSH SINGH, MIT Manipal, during the Marketing Internship by Prof. Sameer Mathur, IIM Lucknow Disclaimer