Hygge-mobile app marketing plan
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This document describes Hygge, a communication app for couples. It allows couples to share media, mark important dates, store memories, shop together, and use live features. It also tracks health and fitness metrics. The app aims to provide a virtual live-in relationship experience. It positions itself as an exhaustive communication platform and targets couples aged 15-35. Key features include sharing videos/photos privately, real-time shopping, health monitoring, and important date reminders. Pricing is lower than competitors and incentives include unlocking premium features for referrals. The app will launch after testing and be marketed through social media, blogs, and collaboration with brands.
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Hygge-mobile app marketing plan
- 2. Accordingto AmericanPsychological Associationabout50% of marriedcouplesin the United Statesdivorce.
- 3. 85% of the relationships end in a break-up
- 4. Poor Communication Is The #1 Reason Couples SplitUp Survey: YourTango.com
- 5. HyggeFostering Bonds Making ordinary, everyday momentsmore meaningfuland beautifulfor couples around the world. This app let’s you experience themagicof a virtual live-inrelationship.
- 7. Create sticky notes on the wall and write any piece of text, your fondest memories, wish lists , favourite quotes or excerpts from your favourite books for free. Also edit text with personalised fonts, stickers, and themes at a minimal premium price. The Wall
- 8. ShareMe: share your videos and photos privately througha vault for free. Live-in: Share your real timevideos with thelive featureat a premium price. Clipit - Save and tag any picture or textfrom all over the interneteasily and directly through theapp for free.
- 9. OurMusic- Allows the users to share their music tastes with their loved ones by creating a mutual play list for free. Shop2gether: Provides the users with the benefit of easy decision making with real time shopping together experience at a premium price. Moments: Allows the users to mark and remember all the important dates and meetings through the synced calendar.
- 10. • Monitor and analyse their daily active time, distance covered, number of steps per day and calories burnt with the healthfirst feature for free. • Monitor and analyse your pace, elevation workout schedules. • Running or cycling maps • detailed health analysis and tips from our health experts. • Keep a track of your addiction recoveries with unique addiction calculators . HealthFirst PREMIUM
- 11. SITUATIONAL
- 12. CompanyOverview Core competencies • Unique feature which let’s the consumers shop together in real-time. • Monitor and analyze exercise routines, calorie intakes, Medicine schedules and addiction recoveries. • Share videos and photos easily and privately through a vault. • Provides the virtual live-in environment with the live feature.
- 13. Positioning An exhaustive communication platform with innovative and deeper communication abilities providing a unique experience of virtual live-in relationship
- 14. Market Overview • Facebook • Google drive, Drop Box • Couple apps like Between, Avacado, Couplet. Competitors
- 15. Target Consumers • Couples aged 15-35 • Active smartphone users
- 16. Goal • 1000 downloads in the first month • 3-5 % conversion rate from free to premium. • 1 million downloads in one year • Be the leader in personal communication platforms for couples in 2 years.
- 18. Needs and Wants • Music sharing • Shopping with someone • Sharing lives • Health and Fitness • Provision of personal space • Provision of personal time • Eliminating the need to remember numerous important dates
- 19. Context • Using technology of vault for private sharing. • Hygge would provide real time shopping experience for the couples by combining the interface and then redirecting it to Amazon. Technological
- 20. Context • A large segment of consumers are in a long distant relationship which increases the demands of relationship apps like hygge. • Youth is health conscious and taking care of your health with your partner nurtures your relationship and provides the additional motivation towards fitness goals. Sociocultural
- 21. Collaborators • Amazon • Local Restaurants- Provide Discounts to couples • Local Travel Agencies- Provide discounts on Honeymoon packages • Lifestyle and relationship magazines and blogs.
- 22. Value Propositions Share media Mark and remember all important dates Store Memories Shopping Live featuring Health and Fitness ForUsers
- 23. For collaborators The brand’s visibility gets increased in the target market through online presence. Collaborators can engage closely with the customers through the app and cater to their needs/requirements. Value Propositions
- 27. Relative to primary rival’s price Lower than Rival to attract consumers Pricing Strategy Time Duration Between(Rival App) Price ( USD) Hygge Price( USD) 15 days 1.99 Free 1 Month 1.99 1.5 6 Months 8.99 6.99 1 Year 11.99 9.99 Lifetime 39.99 33.99
- 28. Incentives Referral Incentivesto the consumers. 15 Referrals • Unlock one premium feature 30 Referrals • Unlock one premium feature • 20-30% discount on local restaurants 50 Referrals • Unlock one premium feature • 50% discount on local restaurants • 20-30% discounts on honeymoon packages
- 29. Distribution
- 30. Implementation 1. App testing 2. App launch 3. Word of mouth marketing 4. Promotion of the app on all social media networking sites, featuring of the app’s teaser on YouTube and creation of blog posts. 5. Consumers survey and feedback 6. Developing strategies to maintain customer retention and growth, focus on new target market and expansion by collaborating with other major brands. Implementation Schedule
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- 34. DISCLAIMER CREATED BY GURNOOR KAUR, THAPAR UNIVERSITY, PATIALA, DURING A MARKETING INTERNSHIP UNDER PROF. SAMEER MATHUR, IIM, LUCKNOW.