Marketing Plan Kerby

Nicole Valavous (41198601)​​Abhinav Rishi (43678880)

Joanna Ren (43496776)​​Jaydev Desai (43416680)

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Contents

EXECUTIVE SUMMARY​3

1.​INTRODUCTION​4

2.​SITUATION ANALYSIS​5

3.​SWOT​8

4.​OBJECTIVES​10

4.1.​MARKETING OBJECTIVES​10

4.2.​FINANCIAL OBJECTIVES​10

5.​MARKET SEGMENTATION AND POSITIONING​10

5.1.​IDENTIFY​10

5.2.​EVALUATE​10

5.3.​SELECT​11

6.​MARKETING STRATEGIES​11

7.​ACTION PLAN​13

8.1.​ASSUMPTIONS (Kindly refer to the appendices for calculation of costs)​15

8.1.1.​Sales​15

8.1.2.​Sponsorship​15

8.1.3.​Development Cost​15

8.1.4.​Server​15

8.1.5.​Distribution cost​16

8.1.6.​Promotion cost:​16

8.1.7.​Training and Hiring​16

8.1.8.​Office Expenses​16

8.1.9.​Income Tax​16

8.1.10.​Physical Expenses​16

EXECUTIVE SUMMARY

Kerby is a mobile application which allows consumers to swap, donate or give away their items which are not useful to them. The students of University of Queensland are the target market. Through market research, it was found that, there was a need for a mobile application for the purpose within the target market. To reach the market and create a lasting impression, a cost effective market strategy will be implemented which would also encourage more students to use the application. Kerby has a first mover advantage since there is no other application which provides such a platform at the same time give freedom to students to swap, donate or give away their unwanted items. Indirect competition exists in the form of