studentlife. THE REPORT
contents
studentlife.studentlife.studentlife.stu market situation
action plan
tlife.studentlife.studentlife.studentlife.
industry situation
04 05 11 19 27 35 45 55 59 63 65
executive summary
competitive situation
consumer analysis
research analysis
brand analysis
conclusion
appendix
bibliography
EXECUTIVE SUMMARY
Reasoning behind the student-orientated brand derives from an idea and recognising the opportunity in the market. Being a student and part of generation Y myself means I have a first-hand understanding of this market. Along with research and marketers’ opinions on this generation, the product will be developed to align well with this consumer. I decided to create an app as this is different to my previous projects and I wanted to challenge myself instead of sitting comfortably with something I have done before. This will enable me to expand on my skill set and become more knowledgeable on the app industry and the student market.
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The development of StudentLife derives from recognising an opportunity in the market, leading to the extensive research into the consumer and industry to attain accurate feedback, to guide formation of the app. The StudentLife App will encapsulate student essentials during university. The app will combine lifestyle with education, including events, student offers, guidance with accommodation, access to university timetables and practical advice. The app will be curated to the individuals’ criteria, depending on the university they attend, meaning they can access course information and events nearby. This report will contextualise findings appropriate for the progress of StudentLife, including scrutiny of the industry and market research relevant to the brands. Deep analysis of target consumer will be considered. This is vital to understand what the student market’s expectations are of an app in the current, heavily saturated market whilst gaining insight to lifestyle trends and what is considered important to university students. Through close attention to the 18-25-student market, findings are hoped to shape the StudentLife app in such a way that this market will pay attention, resulting in a loyal consumer base.
Research into the industry situation will be evaluated; apps are in a saturated market, how are developers creating a sense of newness in their apps? What actions are taken to monopolise the student market. Investigation into new technologies to explore further opportunities will be researched. The collaborations between brands and apps as well as aligning these to wearable devices such as the Nike Fuelband is seen as an evolving trend addressing consumers’ health and fitness. These apps are developing highly technical software to advance on existing technology, whilst StudentLife is providing a service to an important consumer, aiming to meet a need in the market. Focus on the brands essence and identity will be considered further in this report. Reference to existing apps and identifying what is successful through SWOT analysis will help shape StudentLife into a purposeful and engaging app. The combination of market research, consumer analysis and competitive situation will construct a foundation that can be built upon to finalise the product.
industry situation
07. studentlife
industry situation.
‘Smartphone penetration in the UK stands at
31.7 million
users and will account for almost
all mobile 81% ofusers by 2017’ (we are apps, 2013)
Smartphone ownership in the UK has and will continue to rise whilst changing consumers’ lifestyle from the way we communicate to how we shop. Smartphone penetration in the UK stands at 31.7 million users and will account for almost 81% of all mobile users by 2017 (We Are Apps, 2013). There is now an extremely high consumption of digital media through the use of tablets, smartphones, laptops and desktop which leads to a greater utilisation of mobile apps and the ability to access information wherever you are. Younger markets are important to consider with over 84% of users aged 1824 owning smartphones (We Are Apps, 2013). Generation Y and Z are leading the way in digital innovation and are a major market for brands to target through social media channels with bespoke e-marketing strategies. By 2017 the consumption of smartphones by this group is predicted to
rise to 98% (We Are Apps, 2013) verifying this consumer as eminently digitally aware. Research carried out by Deloitte shows that of those aged 16 to 24, 48% agreed that they would prefer to shop using an app compared with only 14% aged 45 to 64. (Deloitte, 2013) The growth of smartphone expenditure accordingly sees an increase in mobile app downloads. At the start of 2013, Apple announced that it had more than 40 billion apps downloaded from its site (Apple, 2013). The rapid accumulation of apps emphasises a change in consumers’ lifestyle, apps are the preferred way to access specific content at the touch of a button and are moving to the forefront of channels to engage with consumers. As the number of apps continues to increase, this becomes an excessively saturated market causing more competition and means to consolidate various apps into one single app.
08. studentlife
‘In the future app development will be just as important as property development’
(Clarke, cited in Deloitte, 2013)
Clarke’s quote depicts the momentous role of apps in 2014 onwards. Now we see an emergence of wearable technology with focus on monitoring people’s well-being. Dredge accentuates that apps launched for wearable devices is to be a recurring headline in 2014 (Dredge, 2014). The wristband or wireless tracker worn is able to transmit data to the app for the consumer to overlook and progress with. Nike Fuelband is just one of the innovative ways individuals can track their physical activity throughout the day. Consumers are able to monitor progress, set goals and share their activity through the social media feature, which adds a competitive edge to the app.
09. studentlife
‘students are spending as much as 20% more online than the average customer’ (Rathour, 2014).
10. studentlife
Students are identified as a significant market for app developers; the vast number of apps targeted to this consumer illustrates this. These apps are created to assist students with their journey through education covering everything from budgeting and finance to health and fitness. Apps providing discounts and offers are a big hit with students; Vouchercloud and others alike provide these services with integrated location based technology to find deals in local areas. Unidays is a student discount platform launched in 2011; it aims to be the main source of student discount by working with major brands
such as ASOS, Topshop, Topman and many more. This has proven successful with partner retailers seeing 30-50% uplift in student customer acquisition (Rathour, 2013) and according to MD at Unidays, Josh Rathour, students are spending as much as 20% more online than the average customer.(Rathour, 2014). The Unidays app makes it easy for students to acquire discount in store by simply presenting their photo ID to the cashier. Brands that follow three fundamental requirements of making life easier, being fun or saving money are crucial to develop strong relationships with young people (Mitchell, cited in Chahal, 2013).
StudentLife will contemplate strategies found through research to target the student market. This market is an avid user of smartphones and apps, with more than one-in-two consumers aged 16-24 first reaching for their smartphone to check for information on a product or service (Deloitte, 2013). By identifying the app market as congested, competition is high; this is where StudentLife sees an opportunity in the industry.
market situation
13. studentlife
market situation.
‘Generation Y
is the fastest growing segment of today’s workforce with numbers estimated at 70 million’ (kane, n.d)
StudentLife will be targeted to student’s aged 1825, a market consisting of students continuing to spend despite increasing living costs. Student loans and newfound independence encourages spending on personal lifestyle desires. Retailers and marketers improve and adapt their services to target this market specifically. Online retailers especially are providing click and collect services, free shipping and student discounts to appeal to this market. The 18-25-student market is within ‘Generation Y’. This generation is the fastest growing segment of today’s workforce with numbers estimated at 70 million (Kane, n.d). Communication is preferred via social media, texting or emailing instead of face to face. Generation Y also prioritises social life, family and friends over work, making lifestyle and socialising important to this generation.
Countless retailers and marketers are strategically targeting Generation Y through tailored marketing campaigns and the use of social media. A generation born in the mid 1980’s and later have grown up in the digital era and rely heavily on technology to perform everyday tasks. Students spend more than four hours eighteen minutes of their day either surfing the Internet or watching television (Mintel, 2011) and smartphones play a significant part in their lives with apps being used to check everything from the weather to local restaurants. Generation Y its technically advanced and is leading the way in digital innovation.
14. studentlife
This generation ‘works to live’ rather than ‘lives to work’; they intend to achieve a better work/life balance by choosing to work flexible hours or settling for less pay. Director of Bio-Bean, Arthur Kay comments “Generation Y is not just as a means to pay the rent, rather a route to exploring their passions, hobbies and philosophies (Kay, 2011). This generation is also ambitious and not afraid to question authority; they look for constant reassurance and want to excel in the subject they are learning or career they are pursuing. The emergence of Generation Y brings new challenges for brands that have to alter marketing strategies to appeal to this consumer. Growing up with the convenience of the Internet and mobile phones, Generation Y becomes overloaded with information at a younger age, causing them to grow up quicker and expect more from brands. At the same time, becoming independent adults is now a much steadier process with expectations high and opportunities endless. Less pressure to commit to one route means individuals are able to explore various directions in terms of career paths, degrees and hobbies.
15. studentlife
generation z.
‘reflective, thick-skinned & self-directed’
(The Curve, 2013)
Generation Z or the ‘digital generation’ are recognised as being born between 1994 and 2010 (Schawbel, 2014) conflicting views may state otherwise, nevertheless this generation has ‘never lived in a world without the internet (Newbold, 2012). Despite being digitally connected on various channels Generation Z could ironically be the most isolated generation to date according to The Curve. They say isolation from a lack of relatability to others arises. Through social media sites such as Facebook and Twitter users are able to share with friends and followers, which creates a digital community of those sharing the same interests, making it is easier for people to find common grounds online. Generation Z is encouraged to pursue their passions. Birmingham Metropolitan College’s campaign targets this market with their
promotional video and tag line ‘let what you love become what you do’ (bmetc, 2012). This invites prospective students to work to their passions and enjoy what they do. According to The Curve this generation will be ‘reflective, thickskinned and self-directed’ (The Curve, 2013). Generation Z are born into the digital world, meaning they have a ‘digital footprint’ throughout their lives. Not having to adapt to this means they will be well informed with social media and all things digital. Generation Z will also bring new challenges to marketers and brands. An increasing number of niche consumer groups are becoming apparent, meaning marketers will have to curate their marketing strategies to target specific groups. This consumer is still young, however must be monitored closely as they develop into a fundamental market.
16. studentlife
17. studentlife
generation c.
‘Social media is extremely important to this consumer as 88% of Gen C has a social profile; with 65% updating it daily’
(Forrester Technologies, 2012)
Having noted generation Y and Z, a new generation emerges: Generation C. According to Trendwatching.com this term describes a consumer cluster through the way they share creative content online (trendwatching.com, 2004) with the ‘C’ standing for content. An age group does not define this generation; instead it refers to attitudes in consumer culture describing those who are concerned with creation, curation and a sense of community. Generation C can be integrated into Generation Y or Z, otherwise known as ‘the Millennials’; essentially these individuals share a similar mind-set. Social media is extremely important to this consumer as 88% of Generation C has a social profile; with 65% updating it daily (Forrester Technologies, 2012) Youth planning specialist from Sydney, Dan Pankraz defines Generation C with having a love of curation, gravitation towards social media sites, desire to be in control and so on (Pankraz, cited in Pickett, n.d). Generation C expects businesses to cater to their individual needs, and to receive information on various channels appropriate to them. Marketers are advised to ‘communicate with students in places they are likely to be’ (Newbold, 2012).
Now we see an amalgamation of the three generations marketers have to tackle. To appeal to Generation C they must reach out on several social media platforms and focus on being visual. With the emergence of niche consumer groups and individuals finding it difficult to relate to each other, brands will have to explore ways to understand each unique consumer. Another important factor to consider is gaining trust and a loyal customer base, this can be achieved through listening to your consumer, being involved in social media and asking individuals directly what they want, to gain accurate feedback.
18. studentlife
StudentLife can gain valuable insight into consumers from analysis of these three generations. Research shows Generation Y monopolising social media and new digital media with the average Generation Y joining 2.5 social networks and 80% of gen Y’ers logging on to social media everyday (Bergh, 2013). StudentLife’s offerings to the student market will be relevant and consistent. The app will be a one-stop go to destination for the various essentials students encounter. There are several apps targeted to this market, meaning students have to look at a different app for a different need. Whereas StudentLife consolidates all these into one single app, highlighting it as a relevant, simple and hassle free way to accompany students though university, which according to Chahal is what makes a brand successful (Mitchell, 2013). Through further consumer research conclusions will be drawn to underline the essential attributes of StudentLife, consequently determining what features will be included on the app. StudentLife aims to cover lifestyle elements as well as educational components, finalising the app as an all-round student destination.
competitive
situation
21. studentlife
The Student Recommended app is your essential student guide for the year, packed full with information on what’s on, discounts, 241 offers, cinema deals and exclusive events at over 150 places in Scotland. (studentrecommended.com)
22. studentlife
student recommended.
Student Recommended, founded in 2006, is a student app based in Scotland offering discounts on events, lifestyle and accommodation. Users can download the app and take advantage of offers featured on the app that are specific to their area. Their slogan illustrates the app as student orientated focusing on offers, discounts and exclusive invites for events in the main cities of Scotland. Users can view all upcoming events through the app as well as having the option to filter the location, venue or type of event they require. The ability to curate this content means the student feels in control and finds exactly what they are looking for. Student Recommended is connected with social media sites Facebook, Twitter and Instagram enabling the company to reach out to the student market. They have a strong following on Twitter with 1091 followers; their feed is updated regularly with the latest deals and offers along with hashtags relating to the appropriate town.
23. studentlife
strengths
weaknesses
Student Recommended provides students with offers and discounts for events, nightlife, food and drink and other lifestyle needs all in one place. It is made easy for students to access these offers through simply downloading the app.
The app includes Accommodation and Student Welfare features amongst all other lifestyle components. However these two features have been neglected with the Student Welfare section being largely empty and unhelpful meaning students cannot benefit from these features.
Users can filter the location, date and type of event to their convenience; this integrates an element of control to the user.
opportunities Social media sites could be used more wisely, being linked with Facebook, Twitter and Instagram means businesses can reach out to the student market; however failure to adopt the correct strategies online will result in users disconnecting and moving on. Student Recommended should consider securing a loyal consumer base by engaging students through ‘liking’, ‘sharing’ and ‘retweeting’ on social media sites, this way the brand will gain more exposure and is seen as a favoured brand. Whilst their Twitter and Facebook sites are regularly updated, their Instagram account is overlooked and therefore fails to benefit both the company and user. A decision should be made whether to withdraw the Instagram account to place greater focus on Facebook and Twitter, or to use their Instagram account to engage their consumer through interactive offers and deals.
Aesthetics and navigation of the app lack sophistication and usability. Student Recommended’s appearance is outdated compared with majority of apps in 2014, this is a serious factor to consider when targeting students.
threats Qualitative research is contemplated more in regards to the student market, meaning companies can tailor strategies specific to this market. A competitor could undoubtedly pick up Student Recommended, improve and adapt concepts and aesthetics to create an app with a stronger brand essence and positioning.
24. studentlife
swot analysis
25. studentlife
university apps.
Most Universities now offer an app to students providing various features including learning resources, library, campus maps, travel information and student welfare information. These apps are specific to each university, yet most follow a similar layout that enables students to sign in using their student identification and password. Analysis on these will help identify what universities offer through their app and how they are tapping into new technology to engage students.
26. studentlife
swot analysis
strengths
weaknesses
University Apps are student focused; users are able to access information relevant to them at university.
Aesthetics of university apps is considerably weak and outdated compared with existing apps, failing in this area means failing to engage with students of this generation.
Users are informed and up to date on specific course information and university contacts, which can be useful in emergencies. Most of these apps have a travel feature, where students can access bus times, rail information or in iWestminster app, users can view live tube status.
opportunities App usability and aesthetics could be improved greatly to engage students to use the app with ease. Promotion of the app through on campus promotion and e-marketing, enunciating way this app would enhance and assist students whilst at university should be considered. For example, a communication feature between staff and students would be beneficial to both users.
Whilst the content in these apps is relevant, it is also limited to the specified university, content could be broadened out to the main city meaning students can be informed of local bars, restaurants, stationary suppliers etc. which would benefit users.
threats Lack of awareness of these apps through failure to promote and market effectively means students will not see the app as beneficial to their lives. Therefore use of the app will be low and no one will be talking about it. Outside competitors will find it easy to target these students and override university apps.
consumer analysis
29. studentlife
lifestyle overdraft student loan
overspending
nights out
daytime tv
shopping
meeting new people
ready meals
student discount
studying
exams and coursework
tv catch up
heated discussions
30. studentlife
interests socialising
online browsing
social media
friends
tea
dining out
clubbing
new clothes/shoes
health & fitness
appearance
festivals
31. studentlife
character young
impulsive
optimist
friendly
aspirational
approchable knowledgable
ambitious curious
comfortable
visual
32. studentlife
style&fashion
comfort fast fashion on trend unisex casual effortless
cheap zara charity shops h&m asos
cheap monday nike
33. studentlife
culture documentaries
reality TV
hunger games
psychological films
breaking bad
comedy
big bang theory
friends
alternative music
r’n’b house
controversal television
34. studentlife
desires new media snapchat instagram
facebook pinterest
dream job entrepreneur success holidays property owner
tumblr travelling the guardian volunteering ted
living in the city
daily mail moving out bbc sports money no object youtube
psfk
mashable
tinder
family
RESEARCH ANALYSIS
Listening to your consumer produces feedback appropriate to the creation of your product or brand. Through a questionnaire aimed at students, findings show interests and specific information that help to shape and develop the StudentLife app. The questionnaire was distributed amongst students aged 17 to 25 meaning feedback would be a fair representation of those who have just started university to those who are nearing the end of their education.
37. studentlife
what would you consider your main interests?
figure 1. Findings from this question help understand the main general interests of students aged 17 to 25. The largest sector here is ‘socialising with friends’ at 21.94%, followed by nightlife (14.29%) and shopping (14.8%). This accentuates that Generation Y prioritises their social life and chooses to have a work/life balance, as stated in Market Situation. The top three answers will be considered as important factors in the StudentLife app.
browing online
fitness
shopping
nightlife
socialising with friends
figure 1
38. studentlife
which of these sites do you visit most regularly?
figure 2. This question was included to gain an insight to the most popular social media platforms amongst students. Facebook came out top at 25.9% followed closely by Twitter and Instagram. Subsequently, StudentLife can connect with these sites in order to get maximum exposure through social media with Facebook and Twitter prioritised as these are most favoured amongst Generation Y students.
tumblr
snapchat
figure 2
39. studentlife
would you rather spend your money on...
educational materials
appearance
figure 3
restaurant
takeaway
figure 4
gym
clothes
figure 5
40. studentlife
Students were asked what they would rather spend their money on; the first was educational materials or their appearance. These questions determine what is found more important to students in specific situations. Appearance proved prominent with 60%, suggesting students are concerned with their looks. These findings decipher what will be integrated into the app. Offers on beauty and retail will be prioritised when developing content for the app.
Students were asked if they would rather order a takeaway or dine out at a restaurant, 68% of respondants would rather eat out at a restaurant than order a takeaway. From this, restaurant, bars and pub deals would be considered more important to feature in the app.
The last of the three asked if students would rather spend money on gym membership or spend money on clothes. Only 28% opted for gym membership, whilst 72% chose clothes. Health and fitness remains important to students however retail offers would be prioritised within the StudentLife app as this would be beneficial to the majority of users.
41. studentlife
what would you rate most helpful in a student app?
student discounts career advice
events & nights out
figure 6
figure 6. This question asks which features students would rate most helpful in a student app. The top three rated highest were student discounts, events & nights out and career advice. This implies, whilst students prioritise social life, they would still like information regarding careers and advice to help their future. StudentLife will include these features in the app as they are favoured by students and would make the app engaging to users.
42. studentlife
would you benefit from an app providing student events?
no
yes
figure 7
figure 7. This straightforward question was included to get a clear idea of how many students think they would benefit from have an app providing student events. There is a clear divide and 88% believe they would. From this, StudentLife will make the events section a significant part of the app.
43. studentlife
would you ever pay for an app?
yes
no
figure 8
figure 8. As a final question, this is crucial when determining the price of the StudentLife app. As predicted, a larger number of students said they wouldn’t pay for an app compared with 46% saying they would. However this was closer than expected with an 8% difference. If the answer was yes, the student was then asked the reasoning for this; what would an app have to provide for them to consider purchasing it? The next page displays some of the comments from the students themselves. From the response, it seems most students would only pay for an app if it was relevant to them, value for money and easy to use. These findings suggest that the StudentLife app has the option of being a free or paid app, as it would be relevant to students. Nonetheless, with 54% of students saying they wouldn’t pay for an app at all, StudentLife may benefit from being a free app as there wouldn’t be a disincentive to download it.
44. studentlife
“something relevant to my hobbies that I feel I really need because I need to access it easily and quickly”
“if it was useful in terms of education or value for money”
“something that helped me in my studies, or with good discount etc. basically something that gave me something back”
“functional and has a good design, or is really helpful/fun”
“helpful and something that fitted all my student requirements”
brand
analysis
47. studentlife
market position StudentLife aims to provide useful content to students encapsulated into one platform. Through research consolidated in this report, including the student questionnaire, content can be curated to be relevant, concise and engaging. Whilst some apps intend to provide one specific service, StudentLife gives the user options, whilst remaining consistent to the market. University apps provide content relevant to the specific university, meaning information does not venture further than on campus. This creates restrictions; meaning students won’t get enough out of the app and therefore may discontinue using it. The brand identity of StudentLife will be developed to appeal to both male and female students, aesthetics and graphics will be universally engaging meaning it will be accessible to all students. Student Recommended fails to captivate its market through its identity and more so it’s navigation. StudentLife will make usability as easy as possible, with reference to existing apps and the familiarity of iPhone navigation; users will be able to instantly become acquainted with StudentLife. As shown in the Market positioning map, StudentLife fills a gap in the market, it aims to succeed through identifying where these apps fail and to rectify and improve this. The two points above, content and identity are important to please the consumer and maintain a loyal customer following.
>
48. studentlife
strong usability
StudentLife
>
relevant content
irrelevant content
studentrecommended
university apps weak usability
figure 9
49. studentlife
brand onion The Brand Onion visually presents StudentLife’s key values from the brand essence to the main benefits users can expect form the brand. As shown in the diagram, StudentLife has strong values relevant to Generation Y students, in addition to the market-positioning map, StudentLife has the potential to stand out from competitors and thoroughly engage the target consumer.
50. studentlife
saves time for the time poor/ cash poor student
can be used anywhere risk taking
one stop shop demanding digital aligns to generation Y
student orientated
social on & offline
cost free
user friendly
offers relevant content
multiplatform
aesthetically pleasing
strong brand identity brand essence
core values
personality
benefits
figure 10
51. studentlife
alignment The Four P’s will illustrate how StudentLife will align with their consumer. The addition of ‘People’ and ‘Physical Environment’ are essential to fully explain alignment of the brand. StudentLife aims to satisfy the needs of students at university, with regards to research collated, continuous development of content and establishment of brand identity.
product StudentLife meets a need within the market where there is an absence of consolidated content targeted at students. The app is a one-stop shop providing features to benefit lifestyle and educational needs. As highlighted in Market Situation, Generation Y are a demanding, digitally affluent consumer, recognising this means StudentLife can fit into their lifestyle sufficiently, placing fundamental content in the palm of their hand.
place StudentLife will be available on smartphones as an app; this allows access anywhere and at any time. Users will be able to download StudentLife from the App Store, expansion into android phones will be considered following feedback and progress of the app. Research demonstrated in Industry Situation suggests that the chosen market spends a vast amount of time using smartphones and app usage remains high amongst students. Placing StudentLife in this location means it is easily accessible to students.
price The student market is unlikely to buy into products of expense, as the majority do not have jobs and financial resource is prioritised to living costs. Persuading this consumer to buy into a new product or brand is challenging. As stated previously, brands tailor their marketing strategies to engage this particular market. Findings from the student questionnaire reinforce this with 54% (figure 8) saying they would not pay for an app, suggesting the app would not gain enough downloads to continue running. Funding for StudentLife will occur through advertisements embedded within the app, this way users can download the app for free, which will conceive an initial market following. Users will have the option to pay a small fee to remove these advertisements. This option is imperative to both the business and more importantly the user since the rise in privacy and security issues where free or advertising supported apps are collecting more information on consumers than many would expect (Nolan, 2014). Collaborations with external businesses are a key element in StudentLife. A contractual agreement will be put in place with select organisations to ensure the app has the relevant content for each section. As discussed in ‘People’, this will be mutually beneficial and is vital to accumulate the required content.
52. studentlife
physical environment The interface and usability of StudentLife app is important to reflect the brand’s identity in a positive and relevant light. Aesthetics will be clean and simple; the colour scheme will adopt universal colours to appeal to both genders, whilst maintaining an engaging appearance. Usability on the app will be straightforward, remaining similar to general iPhone navigation so that users are familiar with it, this will reflect the brands essence.
people StudentLife is created by a former student for the students of this generation, having an accurate understanding of the student market personally reinforced with research means StudentLife can be developed appropriately to achieve a loyal consumer base. Collaborations with ticketing companies, universities, student discount platforms (e.g. Unidays) and so on will be necessary to accumulate the information needed within StudentLife. Merging with these businesses will be mutually beneficial.
promotion Promotion will be centred around fresher’s week at universities in the UK. Placing StudentLife in the prime location where the brand will be consumed is crucial to obtain attention of current and prospective students. The target market will be informed of the product without having to research or travel elsewhere. Promotion will also occur on social media sites, meaning students will be informed of StudentLife on various platforms which according to Newbold is important as there is no longer a ‘first media’ (Newbold, 2012). Incentives to download the app will be enforced including exclusive discounts and discounted club tickets.
53. studentlife
studentlife will be...
54. studentlife
EASY StudentLife aims to make a student’s life as easy as possible. With a simple download from the app store, the app offers a one-stop shop for students, consolidating various content in one place. Usability of the app will be simple and easy, taking apps such as Twitter and Instagram into account, which can be navigated through with one hand using swipe and tap methods, this is successful and will be considered in the development of StudentLife.
‘Brands that make life easier, more fun or help to save money three fundamental requirements.’ (Mitchell, 2013)
RELEVANT The app will feature content relevant to students from accommodation and money advice to discounts and events. As highlighted by Mitchell brands should follow the fundamental requirements of making life easier, more fun or helping to save money (Mitchell, 2013), this is particularly crucial when marketing to Generation Y students. Underlined by research and the student questionnaire, content is consistent with the user as their voice has helped to shape the final product.
‘97% in our recent survey use Facebook and 45% are on Twitter.’ (Eder, 2013)
SOCIAL StudentLife will be connected to social media sites Facebook and Twitter. Questionnaire findings (figure 2) suggest these are popular amongst the student market, and research shows it is important to establish a connection with your consumer through social media channels. According to Nick Hungerford, Generation Y are interested in investing in companies they feel a part of. Users can feel a part of StudentLife, there will be an option to immediately connect with Facebook, meaning the user is instantly connected and can share content with friends online.
action & implementation plan
57. studentlife
concept StudentLife has researched and analysed its consumer to gain an accurate understanding of students of Generation Y. StudentLife will be Easy, Relevant and Social, as highlighted in the brand objectives. The brand aims to deliver a service to this consumer, meeting a need within the market. StudentLife encapsulates four main features into the app; Student Offers, Events, Myuni and Student Advice. These four components are chosen to cover both educational and lifestyle elements of student life.
consumer A strong identification of target consumer means StudentLife can tailor its marketing strategies to fit with the consumer’s lifestyle and specifically appeal to students. This has been analysed though market situation and consumer analysis. Promotion of StudentLife will occur physically at universities during fresher’s week, enabling the brand to immediately establish a connection with prospective students. StudentLife will also adopt e-marketing strategies, being present on social media sites such as Facebook and Twitter means the brand can communicate to Generation Y in the places they are likely to be.
mock ups The visual development of the StudentLife app is vital for the business itself and for others to gain a visual understanding of what the platforms aesthetics and content are. Initial sketches through to finalised mockups of the product will present this. Mock-ups are crucial to obtain a visual realisation of the colours, layout, graphics and navigation all put together, confirming these elements work together.
58. studentlife
collaboration Talks with universities will be necessary to fulfil the ‘Myuni’ section on the StudentLife app; the same applies with the external businesses StudentLife will need to cooperate with. For the ‘Student Offers’ section, StudentLife will work with popular student discount platform Unidays, this will bring retail offers to the user. In addition to this, Vouchercloud would be considered for dining out and bar offers. The ‘Events’ feature enables students to scroll through events on a chosen calendar date, the user can also purchase tickets on this section, which will be feasible through cooperation with ticket companies and club venues. Partnership with universities is imperative for both ‘Myuni’ and ‘Student Advice’ features. Information on jobs, money management and student welfare as well as course timetables and library information will derive from the relevant university itself. Once the user is connected to the appropriate university, this content will be specific to them.
brand aesthetics Brand aesthetics are consistent with StudentLife’s brand essence. The interface of the app will be easy to understand, users will immediately become familiar with the layout and navigation, and accordingly usability of the app will be effortless. Unlike most of the university apps analysed in competitor analysis, the colours, layout and graphics will be engaging to the consumer whilst appealing to both male and female students. Inspiration is taken from sites Pinterest, Behance, Designinspiration and looking at existing apps.
conclusion
61. studentlife
conclusion StudentLife has identified an opportunity in the market; the brand will develop consistent to findings within this report. Research into the industry aids progress of the product, shaping this to sit well in the industry, whilst still bringing something fresh and unique to it. Market situation and consumer analysis are vital to recognise and understand the target market. Findings show students of Generation Y are the main consumer, which brings challenges when grasping their attention and customising marketing strategies. Research analysis is also imperative to attain feedback from those who will be consuming the product. The student questionnaire is a strong tool, which will help shape the content of the StudentLife app, determining what essential features should be included. Underlining the brand’s main attributes creates a solid backbone, which aligns accordingly with the consumer. StudentLife has elaborated this in the Four P’s and the brand’s main objectives. The SWOT analysis pinpoints where StudentLife could improve and factors that could threaten the brand.
62. studentlife
strengths
weaknesses
StudentLife meets a need in the student market, meaning it has a high chance of success and engagement.
The privacy aspect could become an issue, users may steer away from the app without reassurance of high security settings and therefore StudentLife would need to put procedures into place to keep users’ data safe.
Through the market positioning graph and SWOT analysis, findings suggest StudentLife’s brand essence and values stand strong against competitors Usability and aesthetics of the StudentLife app have been carefully considered to engage the student market. This will also remain consistent with usability and layout of existing apps Generation Y consume.
opportunities Expansion across the UK is feasible if the app proves lucrative. Extension to colleges in addition to universities would also be a possibility. Social media connections will help widen the brands online presence, which will bring opportunities with other online businesses as well as appealing to students.
StudentLife is targeted solely to students, however this consumer’s characteristics vary, therefore StudentLife may have problems connecting with certain individuals of that market.
threats Whilst StudentLife has researched into the market, the brands engagement with Generation Y may not be as meticulous as predicted. Generation Y are a tough market to captivate, therefore marketing strategies could be tested and altered. Cooperation with universities and external companies is challenging, this needs to be established for the continuance and success of StudentLife.
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appendix competitive situation SWOT ANALYSIS pg. 23-26, 62
The SWOT analysis is credited to Albert Humphrey. As stated in Mastering Fashion Marketing, it is used as a planning tool to understand the internal situation of an organisation and inform the development of a strategy. In Marketing Fashion Harriet Posner describes SWOT analysis as a framework which recognises the strengths, weakenesses and investigation of opportunities and threats.
research analysis STUDENT QUESTIONNAIRE pg. 35-44. figures 1-8
The Student questionnaire can be viewed through this link: http://issuu.com/paigeclay/docs/student_life_questionnaire Figures 1 to 8 visually display findings from the student questionnaire. This was produced to gain accurate feedback from the target audience, findings are used to shape and realise the StudentLife app.
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brand analysis MARKET POSITIONING MAP figure 9
The Brand Onion is an effective device representing the layers of a brand from its inner essence through to outer personality and brand in action. This excersise summarises the brand identity and pinpoints traits that differentiate the brand from competitors.
BRAND ONION figure 10
As described in Harriet Posner’s Marketing Fashion the Brand Onion is an effective device representing the layers of a brand from its inner essence through to outer personality and brand in action. This excersise summarises the brand identity and pinpoints traits that differentiate the brand from competitors.
THE MARKETING MIX - FOUR P’S/SEVEN P’S pg. 51-2
Harriet Posner’s Marketing Fashion explains the marketing mix as a framework that is used to manage marketing and incorporate it within a business context. E. Jerome McCarthy simplified the original 12 marketing variables into four variables (4 P’s): product, price, place and promotion. the addition of process, physical environment and people makes up the 7 P’s.
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bibliography industry situation pg. 7-10
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market situation pg. 13-18
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alignment pg. 51-54
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