Market Analysis and Competition for Sweets App in Indian Cities

CURRENT ISSUES IN MARKETING
1

Market Analysis and the Competition
The market analysis includes conducting a qualitative and quantitative assessment for the
App named "Sweets". The App being determined to be launched at first in the India markets.
Especially in big cities of Bangalore, Delhi and Mumbai the App will be targeted (Voas, Michael
& van Genuchten, 2012). Market analysis is conducted with analysis of competitive forces for
these cities by demographics and segmentation, target market analysis, analysis of market need,
competition analysis, barriers to entry and regulatory analysis.
1. Demographics and Segmentation: Segmentation for the App will be conducted as
below;
Geographic Segmentation: Geographic segment of Indian cities of Bangalore, Delhi, and
Mumbai will be targeted. The focus will be on Indian cities at the initiation and not in
rural areas. The three cities attract a large number of population and social media user
during the day time. The target population will not include those people. It will take
account of users residing only in the cities.
2

Figure 1: Usage of Social Media across Indian Geographies
Source: Thinking Aloud, 2015
Behavioral Segmentation: Users who are using social media apps such as Facebook,
Instagram, and Twitter will form an attractive segment for the App. The behavioral
segment that is used to using social media Apps will form the segment for the proposed
new App. The App will conduct marketing activities to attract users from the segment
and also from outside of defined segment in order to gain a greater foothold.
Psychographic Segmentation: Users who are willing to try out an alternative social media
website will be the appropriate segment for the App (Bhave, Jain & Roy, 2013). There
are various users who want to share their local experiences and pictures from localities
and find international platforms not very appropriate for it. These indigenous people will
be targeted for the proposed App.
3