Marketing plan for "Twibfy" iOS application
Timonin, Nikita (2015)
Jyväskylän ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2015061213269
http://urn.fi/URN:NBN:fi:amk-2015061213269
Tiivistelmä
Mobile application industry is growing at a significant rate and all forecasts are agreeing on the fact that the growth will continue in the foreseeable future. Due to a low entrance barrier and, hence, ever-growing amount of apps, the competition on the market is fierce. To stand out from the crowd an application needs a well-‐designed marketing plan.
The main goal of this thesis is to provide a practical insight on how an iOS application can be marketed with a relatively low budget. Building upon funda-‐ mental concepts of marketing planning it proposes several methods that have a significant practical value.
The thesis is based on a case study for an iOS application “Twibfy". The
case was analyzed using the “5C" situational approach, which allowed to form a comprehensive image of the problem from several perspectives.
The main result of the thesis work is a detailed marketing plan which can be utilized in practical applications and also serve as a methodological guideline for a similar case. The analysis includes both definitions of key metrics used to track the performance of an application and techniques which can be used to attain the required KPI values.
The main goal of this thesis is to provide a practical insight on how an iOS application can be marketed with a relatively low budget. Building upon funda-‐ mental concepts of marketing planning it proposes several methods that have a significant practical value.
The thesis is based on a case study for an iOS application “Twibfy". The
case was analyzed using the “5C" situational approach, which allowed to form a comprehensive image of the problem from several perspectives.
The main result of the thesis work is a detailed marketing plan which can be utilized in practical applications and also serve as a methodological guideline for a similar case. The analysis includes both definitions of key metrics used to track the performance of an application and techniques which can be used to attain the required KPI values.