Marketing strategy for the launch of a mobile application

• Autor(a) principal: Cardoso, Pedro Manuel Duro Mouro da Silva
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/22434
• topic: SaaS; Software as a service; Launching an App; Strategic Marketing; Lançamento de uma App; Marketing estratégico

This master thesis is a company project done in cooperation with Captain, a technological company whose purpose is to make doing group sports a better experience in the context of Software as a Service. The project consists in the public launch of Captain’s first service: its mobile App. In order to accomplish this, the macroeconomic environment was analysed along with the sector, competition and the consumer with the purpose of identifying opportunities and threats. Additionally, an internal analysis allowed to identify the strengths and weaknesses of the company and its team. Furthermore, a Literary review was performed with the purpose of better understanding the steps to take. Two areas popped-up for intervention: the strategic definition of the brand Captain ad a whole and the plan for the launch of the App in the market. In what concerns the brand, the general strategy was defined along with the values expected to be associated with the brand, the personality to be perceived in stakeholder interactions as well as key behaviours that the brand should adopt. The App launch consists, on a first approach, in the assessment of the targetsegments, construction of personas and the positioning of the service in the market. Past that, a proposal for the Marketing Mix is elaborated – which, despite being a service, does not match the Service Marketing Mix – focused in the product and the communication.