Marketing Plan for Application “SWEETS”

The objective of the report is to develop a marketing plan for the new social media application “SWEETS” that was created by the students in Sweden and is to be launched in three big cities of India including Mumbai, India and Bangalore. The application is estimated to attain increased popular among Indian consumers those look for an application that can track their desired locations, guiding them while travelling along with showing them the recent events in the nearby locations. The application will also be positioned as a user friendly location detector application that is innovative in comparison to its existing competitors in the Indian market.

Running head: MARKETING PLAN FOR APPLICATION “SWEETS”
Marketing Plan for Application “SWEETS”
Name of the University:
Name of the Student:
Authors Note:

1MARKETING PLAN FOR APPLICATION “SWEETS”
Executive Summary
The objective of the report is to develop a marketing plan for the new social media application
“SWEETS” that was created by the students in Sweden and is to be launched in three big cities
of India including Mumbai, India and Bangalore. The application is estimated to attain increased
popular among Indian consumers those look for an application that can track their desired
locations, guiding them while travelling along with showing them the recent events in the nearby
locations. The application will also be positioned as a user friendly location detector application
that is innovative in comparison to its existing competitors in the Indian market. In modifying the
features of “SWEET” application it is recommended that all the users of the application must
also be monitored by such security personnel and in a situation of any emergency the security
staff will be sent to their location.

2MARKETING PLAN FOR APPLICATION “SWEETS”
Table of Contents
Introduction......................................................................................................................................3
Application Profile...........................................................................................................................3
Target Audience...............................................................................................................................4
Situation and Business Analysis......................................................................................................5
Brand................................................................................................................................................7
Positioning Strategy and Action Plan..............................................................................................8
Risks................................................................................................................................................9
Measurement..................................................................................................................................10
Recommendations..........................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................13

3MARKETING PLAN FOR APPLICATION “SWEETS”
Introduction
Marketing plan development focuses on outlining the marketing strategies for a business
in order to facilitate it to attain marketing and advertising goals (Baverstock, 2015). The
objective of the report is to develop a marketing plan for the new social media application
“SWEETS” that was created by the students in Sweden and is to be launched in three big cities
of India including Mumbai, India and Bangalore. Focused on such objective, the target audience
for the company will be selected based on the situation and business analysis. Moreover, the
report will also develop positioning strategy and related action plan based on which effective
task and measurement strategies will be developed in analyzing the effectiveness of the
implemented marketing plan.
Application Profile
The new application “SWEET” will be a social media application that was developed by
several students in Sweden and accordingly the company is intended to expand its business in
there major cities of India such as Delhi, Mumbai and Bangalore. This new mobile application
will be similar to the application “Google” that will be launched as a mobile application that can
further be downloaded from the application store (Chaffey & Ellis-Chadwick, 2019). The
company’s offerings will include building the content of application by the users that can
facilitate its target consumers to discover their own location along with offering an exceptional
help while traveling. Through use of this new mobile application the travelers can attain an
instant access to all the local consumes own recommendations (Zhang & Yeung, 2016). The
application will facilitate its users to see its own sweets, followers, events and events that they
are following through pressing an icon on the upper right corner. Unique value proposition

4MARKETING PLAN FOR APPLICATION “SWEETS”
benefits that will be offered by the application will include finding out hidden gems within a
specific area that can include beautiful places such as national parks and beaches (Chernev,
2015). Such value proposition areas will also include spots activities such as cross county skiing
tracks and gyms along with restaurants and stores that can facilitate in following events within
the location. Another unique value proposition of such application is it can also facilitate its tare
consumers in revealing stories from people or events that are followed by the users.
Target Audience
The target market for the application “SWEET” is fractioned into geographic,
demographic, psychographic and behavioral segmentation based on their needs and wants.
 Demographic segmentation of the target market: The target market of “SWEET”
application will belong to the age group of 20 to 50 years that will include both genders
male and female (Hodges, Roumeliotis & Hotes, 2017). The target market will belong to
both the rural and urban areas that will have occupations like students, employees and
other professionals. The target market will be people of all family sizes in Mumbai, India
and Bangalore that can be married, couples with children and single individuals.
 Psychographic segmentation of target market: Based on the psychographic
segmentation, “SWEET” application will attempt to capture the consumers that belong to
the younger generation as the application is highly compatible with aspiring along with
fun-loving youths. The psychographic segmentation of the consumers will include the
people that prefer innovative applications along with user friendly applications (Jayaram,
Manrai & Manrai, 2015).

5MARKETING PLAN FOR APPLICATION “SWEETS”
 Geographic segmentation of target market: The geographic segmentation of the
consumer market will include areas within Mumbai, Bangalore and all over India and
focusing on the consumer market in these grophgraphal areas; “SWEET” application will
consider implementing a vertical growth strategy through offering service of such
application by means of play store. This medium can facilitate the company in reaching
consumers all over its selected geographical locations (Khattak, 2015).
 Behavioral segmentation of target market: Another target consumer segment for this
new application will be based on behaviors of the consumers. Such behavior
encompasses attitudes, usage product knowledge and responses based on their lifestyle.
The targets consumers indicate the behavior of have access to several useful applications
in their mobile for entertainment purposes as well as gradually living an active lifestyle
(Larsen, Frandsen & Erlangsen, 2016). Focused on the behavioral needs of this target
market, “SWEET” application will focus on offering a social media application users
that can facilitate its target consumers to discover their own location along with offering
an exceptional help while traveling.
Situation and Business Analysis
The marketing objectives that are to be attained through successful implementation of the
marketing plan for “SWEET” application in India are indicated below:
 To increase click through rate by 10% after the first year of its marketing plan launch
 To increase the consumer awareness towards the application by 12% after the first year of
its marketing plan launch

6MARKETING PLAN FOR APPLICATION “SWEETS”
External business and industry situation of India is analyzed by carrying out PESTEL
analysis that can facilitate in evaluating the success prospects of the marketing plan launched in
the nation:
 Political: The political risks that must be considered by “SWEET” application while
launching it successfully in the Indian market includes political instability in the Indian
market. In addition, increasing global trade agreements can also pose a great threat for its
new application launch. In addition, certain anti-trust related issues observed to be
present in the Indian market that can impact the successful launch of this application
(McDONALD, 2016).
 Economic: Risks related with legal liability are observed to exist in Indian market that
can impact the application’s useful launch. These risks can be associated with monetary
and fiscal policies that can have direct or indirect impact on the sale of this social media
application. Cost of labor in India can also serve as an economic factor that can impact
bottom line for this application organization as increase in labor cost can decrease net
profits of the application (Pride & Ferrell, 2016).
 Social: Social factors in Indian market impacting successful launch of the application can
include wide acceptance of the consumers in the market. The consumers are observed to
be tech-savvy and prefer using new and user-friendly applications. However they are also
concerned regarding their security and safety as at times they feel self-security in these
applications might be vulnerable (Zhang & Yeung, 2016).
 Technological: Issues related to privacy can be one of the technological factors that can
impact successful launch of “SWEET” application in Indian market (Raleigh et al.,
2017). Such privacy issues that are observed to be faced by mobile application companies

7MARKETING PLAN FOR APPLICATION “SWEETS”
include weal server side controls, unsecured data storage and poor authentication and
authorization. Focused on such concern the new application must ensure use of latest
privacy technology for safeguarding confidential users’ data.
Brand
Branding theory is explained as the process of promoting selected services or products in
order to establish a favorable reputation in the target market. Based on the branding theory
design of the “SWEET” application, value proposition and positioning statement of such
application is decided in developing an effective marketing plan (Rivera, 2017). In order to
increase brand awareness within selected Indian market, the marketing strategy of “SWEET”
application will consider implementing marketing strategies promoting its unique value
proposition features. Promoting such unique features through the social media platform can
increase reach among target consumers, where the social media content will promote
personalized location tacking features for each individual along with finding locations and events
that even does not appear on map through advanced search functions (Zhang & Yeung, 2016).
“Geotagging” feature of this application will also be promoted on the social media
channels that can make sorting easier and promotion of such unique features is anticipated to
increase consumer awareness (Saura, Palos-Sánchez & Cerdá Suárez, 2017). The brand promise
of this new application will be to offer user with the benefit of viewing interesting events
specified to their needs. The brand will also promise to display the events that are likely to take
place within a week which will appear on the map in case algorithm deems that it is important
for the users. The personality for this new application that will be presented before the target
consumer market in attracting the target consumes towards the application will be as a unique

8MARKETING PLAN FOR APPLICATION “SWEETS”
application that creates a separate view for locations and events through developing a scroll view
in a chronological manner making it simpler for users in recognizing future events. The
positioning statement of “SWEET” application will be “Brilliant Idea” based in which the
positioning strategy of the application will be promoting the application as useful in discovering
their location rapidly while travelling as the travelers can attain instant access to all the local own
recommendations (Todorova, 2015).
Positioning Strategy and Action Plan
Based on the situation analysis, the application will be positioned focused on building its
brand so that it is successful implementation in the Indian market (Zhang & Yeung, 2016). The
positioning statement of “SWEET” application will be “Brilliant Idea” based in which the
positioning strategy of the application will be promoting the application as useful in discovering
their location rapidly while travelling as the travelers can attain instant access to all the local own
recommendations. The company will also position its application among its that consumers as an
effective social media application that can building the content of application by the users that
can facilitate its target consumers to discover their own location along with offering an
exceptional help while traveling (Turban et al., 2018). The application will also be positioned as
a user friendly location detector application that is innovative in comparison to its existing
competitors in the Indian market.
The application is estimated to attain increased popular among Indian consumers those
look for an application that can track their desired locations, guiding them while travelling along
with showing them the recent events in the nearby locations (Zhang & Yeung, 2016). Moreover,
the application will also promote such competitive features through employing the most

9MARKETING PLAN FOR APPLICATION “SWEETS”
engaging social media channels such as Facebook, Twitter and Instagram where it will include
contents on the sample “Map View”, “Event View” and “User View”’ in the application. Such
engaging content will increase consumer likability towards the application as they might
perceive such application can offer three unique features in one single application that can
efficiently guide them in attaining instant access to all the local places and events (Tuten &
Solomon, 2017). Moreover, the application will also be positioned among the Indian consumes
as a travel entertainment application for them through which users can attain personalized
recommendations on events that they are planning to attend while travelling places.
Risks
While implementing the marketing plan of “SWEET” application in the target market
India, the company might face certain uncertainties that make it necessary to develop an
effective contingency plan. Such risks can be related with inadequate or minimal survey of
consumers regarding their actual needs based on which marketing messages can be created that
can appeal to new prospect with identical problems (Waller, 2015). Another risk that can affect
successful implementation of the marketing plan includes selecting a wrong type of consumer
market and missing out the most profitable target consumer or market segment (Zhang & Yeung,
2016). Another risk that can be faced in successful marketing an implementation can be
regarding higher implementation cost than the forecasted cost. This is possible as the marketing
strategies implemented by the “SWEET” application as not been employed in the past and in
such scenarios adequately calculating the costs can be difficult. Based on such risks, the
contingency plan will include monitoring and developing actions in the event of such threats
(Wong et al., 2016). Monitoring the competitors strategies along with identifying the need of
stakeholders through involving the within the contingency planning. Redesigning the marketing

10MARKETING PLAN FOR APPLICATION “SWEETS”
plan based on the changing market scenarios can also serve as an effective approach in dealing
with such risks (Zhang & Yeung, 2016).
Measurement
In order to measure the success of the implemented marketing plan of “SWEET”
application, certain key performance indicators are developed against which the performance of
the launched marketing strategies will be measured.
 Return on Investment within the first year of marketing plan launch is anticipated to grow
by 10% as this KPI can facilitate in measuring the sales revenue the campaign brings on
each spent dollar. ROI is the best measure of analyzing the success of marketing plan as
it can measure the quality of leads that is generated by these campaigns.
 Conversion rate after the launch of the marketing plan launch is anticipated to increase by
12% that can indicate the percentage of visitors those are converted into the company’s
consumers. Such conversion rate combined with the consumer behavior information can
reveal an exceptional deal regarding the number of increasing consumers downloading
the “SWEET” application.
 Increase in sales of the application is estimated to increase by 15% as the marketing
campaigns implemented through the plan are intended to increase paid downloads for
such application.
Recommendations
In order to launch the application successfully and more competitively in India, certain
recommendations are provided in modifying the product-market fix through altering or

11MARKETING PLAN FOR APPLICATION “SWEETS”
modifying the features offered by the “SWEET” application. These recommendations are
explained under:
 In modifying the features of “SWEET” application it is recommended to include a
security or SOS application that can offer value added advantages to its users in
constantly sending their location by means of an end-to-end encrypted channel for web
hosted servers. All the users of the application must also be monitored by such security
personnel and in a situation of any emergency the security staff will be sent to their
location.
 Certain modified feature of the “SWEET” application might also include certain features
that can enhance user experience in tracking locations along with finding their desired
restaurants or nearby vising places. Such feature might include near real-time location
tracking, SMS and e-mail notifications, geo-fencing, end-to-end encrypted
communication among the server and handheld devices and low energy consumption per
hour features.
 Another recommendation is provided based on defining the target accuracy for specific
location tracking for its users without being just relied on Wi-Fi and cell tower based
location tracking. Using simple server communication protocols for the application is
needed as it can decrease huge overhead issue and can offer less batter consumption in
comparison to implementation of custom socket.
Conclusion
The objective of the report is to develop a marketing plan for the new social media
application “SWEETS”. It was gathered from the report that Based on the situation analysis, the

12MARKETING PLAN FOR APPLICATION “SWEETS”
application will be positioned focused on building its brand so that it is successful
implementation in the Indian market. The positioning statement of “SWEET” application is
considered to be “Brilliant Idea” based in which the positioning strategy of the application will
be promoting the application as useful in discovering their location rapidly while travelling as the
travelers can attain instant access to all the local own recommendations. In modifying the
features of “SWEET” application it is recommended to include a security or SOS application that
can offer value added advantages to its users in constantly sending their location by means of an
end-to-end encrypted channel for the web hosted servers.

13MARKETING PLAN FOR APPLICATION “SWEETS”
References
Baverstock, A. (2015). How to write a marketing plan. In How to Market Books (pp. 135-165).
Routledge.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Chernev, A. (2015). The marketing plan handbook. Cerebellum Press.
Hodges, D., Roumeliotis, T., & Hotes, S. (2017). U.S. Patent No. 9,801,035. Washington, DC:
U.S. Patent and Trademark Office.
Jayaram, D., Manrai, A. K., & Manrai, L. A. (2015). Effective use of marketing technology in
Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and
mobile applications. Journal of Economics, Finance and Administrative Science, 20(39),
118-132.
Khattak, S. W. (2015). Promoting CarP, through marketing Communication tools.
Larsen, J. L. S., Frandsen, H., & Erlangsen, A. (2016). MYPLAN–A mobile phone application
for supporting people at risk of suicide. Crisis.
McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and practice.
In The marketing book (pp. 108-142). Routledge.
Pride, W. M., & Ferrell, O. C. (2016). Foundations of marketing. Cengage Learning.
Raleigh, G. G., Tellado, J., Green, J., Lavine, J., James, J., Nguyen, L. A. M., & Carter III, R. B.
(2017). U.S. Patent No. 9,557,889. Washington, DC: U.S. Patent and Trademark Office.

14MARKETING PLAN FOR APPLICATION “SWEETS”
Rivera, J. (2017). Marketing Principles.
Saura, J. R., Palos-Sánchez, P., & Cerdá Suárez, L. M. (2017). Understanding the digital
marketing environment with KPIs and web analytics. Future Internet, 9(4), 76.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
John Wiley & Sons.
Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S. (2016).
Mobile shopper marketing: Key issues, current insights, and future research
avenues. Journal of Interactive Marketing, 34, 37-48.
Todorova, G. (2015). Marketing communication mix. Trakia Journal of Sciences, 13(1), 368-
374.
Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2018). Marketing
and advertising in e-commerce. In Electronic Commerce 2018 (pp. 361-401). Springer,
Cham.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Waller, T. (2015). Marketing strategies of mobile game application entrepreneurs.
Wong, H., McLean, J., Lam, L., Shan, M., & Chen, M. (2016). Marketing Plan Report.
Zhang, J., & Yeung, D. (2016). Sales and marketing.