App Marketing Strategy for Domestic Angels: A Comprehensive Report

This report provides a comprehensive marketing strategy for the Domestic Angels application, a mobile app designed to enhance the safety of women, particularly victims of domestic violence. The report begins with an introduction to the app's functionality, including its disguised interface and features. It identifies the primary target markets, focusing on areas in Australia with high rates of domestic violence, and discusses the app's alignment with governmental initiatives and police authorities. A SWOT analysis is conducted, highlighting the app's strengths, opportunities, weaknesses, and threats. The marketing strategy outlines specific objectives, including revenue growth and market positioning, emphasizing the app's free availability and unique target customer base. Marketing tactics, such as online and social media promotion, are detailed. The conclusion summarizes the report's key findings, emphasizing the app's potential for success due to its targeted approach and technological advancements. The report references several academic articles related to marketing and mobile applications.

APP MARKETING
STRATEGY
DOMESTIC ANGELS

INTRODUCTION
• THE DOMESTIC ANGELS APPLICATION IS A REVOLUTION OF MODERN DAY
TECHNOLOGY THAT ALLOWS THE PRESERVATION OF THE SAFETY OF THE
WOMEN IN AUSTRALIA
• THE APPLICATION IS HANDY FOR THE USAGE OF TEENAGERS, FRIENDS,
PARENTS AND ALL OTHER COMMUNITIES WHO ARE THE VICTIMS OR ARE
RELATED TO THE VICTIM AND WILLING TO CALL THE POLICE FOR THE SAKE
OF HER SAFETY.
• THIS APPLICATION REMAINS IN THE IPHONE OR THE ANDROID PHONE OF THE
USER AS A DISGUISED APP WHICH SUPERFICIALLY PORTRAYS THE UI OF A
PHONE CLEANING AND RAM BOOSTING APPLICATION
• AS OF 2018, 85% OF THE WOMEN IN AUSTRALIA HAVE BEEN THE VICTIMS OF
DOMESTIC VIOLENCE. NATURALLY, THE SAFETY OF THE DOMESTIC WOMEN IS
A BIG CONCERN.

SITUATION STRATEGY
• THE DEMOGRAPHIC GROUP IN MELBOURNE WHERE THERE HAVE BEEN
121251 CASES OF DOMESTIC VIOLENCE RECORDED IN TWO YEARS,
HAVE BEEN RECORDED AS THE PRIMARY TARGET MARKET OF THE
APPLICATION.
• NEXT IMPORTANT TARGET MARKET IS THE SOUTHERN VICTORIA
WHERE SEVERAL INCIDENTS OF DOMESTIC VIOLENCE AND FAMILY
ASSAULTS HAVE BEEN RECORDED.
• AS EVIDENT FROM THE STATISTICS OF THE ABS, MORE THAN 58% OF
THE FAMILY VIOLENCE CASES HAVE BEEN RECORDED IN THESE TWO
AREAS (CHUNG, HSIEH & WANG, 2016).
• THE PARENT ORGANISATION HAS RECEIVED AUD $15 MILLION FOR THE
PROMOTION OF WOMEN SAFETY IN NEW SOUTH WALES.
• AS AN OUTCOME, NSW IS ALSO ANOTHER TARGET MARKET FOR THE
APPLICATION.
• THERE IS AVAILABILITY OF THE WOMEN SAFETY APPS IN THESE AREAS.
• HOWEVER, THIS APPLICATION HAS FOCUSED ON ENSURING THAT THE
VICTIMS CAN REPORT THEIR CASES CONVENIENTLY AND SECRETLY.

CONTINUED…
• THE TASMANIAN POLICE, VICTORIAN POLICE AND OTHER AUTHORITIES
POWERS THE APPLICATION. THIS IMPLIES THAT IN EVERY POLICE
STATION, THE CASES REPORTED BY THIS APP WOULD BE GIVEN SPECIAL
SIGNIFICANCE.
• THE SINGLE SERVER COMMUNICATION THAT CONSUMES MINUTE DATA
WOULD MAKE THE APP HIGHLY PROFITABLE FOR THE DEVELOPERS. THE
DATA SURCHARGE IS HIGH.
• THE IMPACT OF DOMESTIC VIOLENCE IS EQUALLY HIGH ON THE RURAL
POPULATION. HENCE, IT IS ESSENTIAL THAT THE APP IS MANUALLY AND
PHYSICALLY PROMOTED IN THE RURAL AREAS.
• THE APP REQUIRES ONLY 6 MB OF DATA TO DOWNLOAD AND THE
APPLICATION AUTO UPDATES ITSELF SO THAT THERE IS NO CHANCE OF
ANYBODY ELSE THAN THE USER OF THE MOBILE WITNESSING THE APP.

CONTINUED…
• IT IS OFTEN VERY DIFFICULT TO REPORT THE CRIMES AS THERE ARE
MANY SOCIAL FACTOR THAT HINDERS THE VICTIM FROM REPORTING
SUCH CRIMES
• IN FACT THE APP DEVELOPMENT WAS SUPPORTED BY A GOVERNMENT
INITIATIVE THAT GAVE OUT AUD $81.3 MILLION FOR THE DEVELOPMENT
OF SUPPORTING DEVICES FOR ENSURING THE SAFETY OF THE WOMEN
(KEITH ET AL. 2016).
• THEY HAVE A DISGUISING FEATURE THAT MAKES THE APP SEE LIKE A
RAM CLEANING APPLICATION. HOWEVER ONLY AFTER THE FINGER PRINT
RECOGNITION OF THE FIRST REGISTRAR, THE APP GIVES THE ACCESS TO
USE THE SAFETY FEATURES. HOWEVER, THIS FEATURE DO NOT MAKE
THE APP SLOWER.

SWOT ANALYSIS
• THE PROBLEM OF DOMESTIC VIOLENCE HAVE NOT BEEN SPECIFICALLY ADDRESSED IN ANY
APPLICATION, OTHER THAN THIS
• THERE ARE AMPLE OPPORTUNITIES OF THIS APPLICATION. ALREADY, THERE ARE NOT MANY
POPULAR APS THAT EXPLORE THIS GENRE. ON TOP OF THAT THIS APPLICATION IS
ACCREDITED BY MANY GOVERNMENTAL AGENCIES (MENSE ET AL. 2016)
• UNTIL THE CONSUMERS UNDERSTAND THE SPECIFIC FEATURES OF THE APPLICATION THEY
WOULD NOT BE ABLE TO DIFFERENTIATE THE APPLICATION FROM THE OTHERS THAT ARE
AVAILABLE IN THE APP STORES OF AUSTRALIA.

MARKETING STRATEGY
• OBJECTIVES:
• THE FIRST MARKETING OBJECTIVE IS SPECIFICALLY FOCUSING ON THE KPIS
THAT ARE SPECIFIC TO THE TARGET MARKET OF THE APP
• DEDICATING PROPER AND RESOURCES TO THE APP
• AVOIDING GETTING PULLED IN TO VARIOUS DIRECTIONS
• THE FIRST FINANCIAL OBJECTIVE OF THE APP DEVELOPERS IS TO ENSURE
SUSTAINED INCREASE OF REVENUE.
• THE SECOND OBJECTIVE IS TO EXPAND THE PROFIT MARGINS
• THE THIRD IS THE INCREMENT OF THE RETURN ON INVESTMENT

MARKET POSITIONING
• THE FIRST ASPECT OF THE APP POSITIONING IS ITS STRENGTHS.
IN THIS CONTEXT, THE FIRST CONSIDERATION IS THAT WHERE
AS MANY OF THE POPULAR APPS FOR WOMEN SAFETY ARE PAID
APPS ON THE APP STORE, THIS APP IS ABSOLUTELY FREE TO
DOWNLOAD
• THEY ARE TARGETING THE VICTIMS OF THE DOMESTIC
VIOLENCE ONLY, NOT ALL PHYSICAL AND SEXUAL VIOLENCE
VICTIMS. GRADUALLY THE APP DEVELOPERS SHOULD ALSO
MAKE IT CERTAIN THAT THE DOMESTIC ANGELS IS THE MOST
POPULAR APPLICATION AMONG THE VICTIMS OF DOMESTIC
VIOLENCE IN AUSTRALIA.
• FINALLY, THE COMPETITION OF THE APP IS TO BE SLACKENED
ALSO. THEY HAVE OUTDONE MANY POPULAR APPS ALREADY BY
MAKING THE APP FREE TO DOWNLOAD AND SELECTING A
SELECTIVE AND UNIQUE TARGET CUSTOMER COMMUNITY,
WHICH HAVE NOT YET BEEN ADDRESSED BEFORE.

MARKETING TACTICS
• THE APP IS NOT DEDICATED TO THE WOMEN IN GENERAL. RATHER
THIS APP HAVE BEEN CURATED FOR THE USE OF THE VICTIMS OF
DOMESTIC VIOLENCE AND FAMILY VIOLENCE.
• THE DEVELOPERS HAVE MADE THIS APP SIMPLE AND AS SUCH IT
IS ONLY 6 MB OF DATA EQUIVALENT APPROXIMATELY. AS SUCH, IT
COMES FREE TO THE USERS.
• ONLINE MARKETING HAVE BEEN SELECTED AS THE MOST
EFFECTIVE DISTRIBUTION ACTION OF THE APP. THERE HAVE BEEN
CONSTANT PAID ONLINE PROMOTIONS ALONG WITH FACEBOOK
MARKETING AS WELL AS USING OTHER SOCIAL MEDIA CHANNELS
FOR THE PURPOSE OF PROMOTION (BUHALIS & FOERSTE, 2015)
• THE APP DEVELOPERS WOULD BE USING A PR STRATEGY SO THAT
THE SPECIFIC COMMUNITY OF THE TARGET CONSUMERS THAT IS
THE VICTIMS OF THE DOMESTIC VIOLENCE GETS TO UNDERSTAND
THAT THIS IS THE MOST IDEAL APPLICATION FOR THEM.

CONCLUSION
• IN THE COURSE OF THIS REPORT, THE MARKETING CAMPAIGN AND THE
CONCERNED ACTIVITIES OF THE PROJECT HAVE BEEN DISCUSSED.
ANALYSIS OF THE MARKET SITUATION REVEALS THAT THE APP IS UNIQUE
IN THE WAY THAT A SPECIFIC DEMOGRAPHIC CATEGORY, NAMELY THE
VICTIMS OF THE DOMESTIC VIOLENCE HAVE BEEN GIVEN PREFERENCE IN
THIS APP. THE MAIN TARGET MARKETS INCLUDE MELBOURNE, VICTORIA,
TASMANIA AND SO ON. THE POLITICAL AS WELL AS LEGAL FACTORS ARE
IN FAVOUR OF THE APP AND THE EPOCH MAKING TECHNOLOGICAL
ADVANCEMENTS MADE IN THE DEVELOPMENT OF THE APP HELPS THE
DEVELOPERS TO STAY ONE STEP AHEAD OF THE OTHER SIMILAR APPS. IN
SPITE OF EXPERIENCED MARKET COMPETITORS, THIS APP HAS HIGH
CHANCES OF SUCCEEDING BECAUSE OF THE SPECIFIC CUSTOMER
RELATED APPROACH IT HAS UNDERTAKEN.

REFERENCE LIST
• CHUNG, C. K., HSIEH, Y. K., & WANG, Y. H. (2016, FEBRUARY). AWARE AND SMART MEMBER
CARD: RFID AND LICENSE PLATE RECOGNITION SYSTEMS INTEGRATED APPLICATIONS AT
PARKING GUIDANCE IN SHOPPING MALL. IN ADVANCED COMPUTATIONAL INTELLIGENCE
(ICACI), 2016 EIGHTH INTERNATIONAL CONFERENCE ON (PP. 253-256). IEEE.
• MENSE, A., STEGER, S., SULEK, M., JUKIC-SUNARIC, D., & MÉSZÁROS, A. (2016). ANALYZING
PRIVACY RISKS OF MHEALTH APPLICATIONS. STUD HEALTH TECHNOL INFORM, 221, 41-45.
• KEITH, M. J., BABB, J., FURNER, C., ABDULLAT, A., & LOWRY, P. B. (2016). LIMITED
INFORMATION AND QUICK DECISIONS: CONSUMER PRIVACY CALCULUS FOR MOBILE
APPLICATIONS.
• BUHALIS, D., & FOERSTE, M. (2015). SOCOMO MARKETING FOR TRAVEL AND TOURISM:
EMPOWERING CO-CREATION OF VALUE. JOURNAL OF DESTINATION MARKETING &
MANAGEMENT, 4(3), 151-161.