PRODUCT POLICY AND BRAND MANAGEMENT

PRODUCT
LINKEDIN JR.

GROUP 10

Abhigyan Pandey
Himanshu Jhamnani
Pratik Salve
Akshay Tyagi
Nandu R.
PRODUCT
LinkedIn Junior
CONCEPT STATEMENT
LinkedIn Jr. is a social media platform with specially
curated features to provide a space to students to build a
network, share their stories, talk about their aspirations,
learn about various topics and a lot more.
IDEA GENERATION
The group came up the idea of this project based on
their past experiences and after conducting an
informal research on multiple school students through
which an insight was generated, i.e., they want a
platform wherein they can share meaningful
conversations related to career, hobbies, and many
other things with people apart from their school
friends.
TOTAL ADDRESSABLE MARKET
 Age bracket considered is 11 to 18 years
 The population of India in this group comprises of 173.8
million so thus indicating a clear opportunity to provide
a large-scale platform of this nature and an excellent ASSUMPTIONS
business opportunity
 The dependability of students on their guardians for
1. Product will be launched in India only
digital equipment including smart phones, laptops, and a
2. We are considering the students from sixth to 12th
sound internet connection hence been thought of while
grade
calculating the size of addressable market.
 With a population of 451 million active internet users of
which 385+ million are 12+ years old thus a huge
customer base is available for tapping.
 We have considered 21% of the population base of 385+
million people as our total addressable market i.e. 80.85
million students
  Creating an account through signup with three options – signup with google, signup
with Facebook, creating a new id
 Profile building phase wherein the user has to provide information on the lines of
education, personal contact, aspirations, types of people they want to connect
 Posting on the platform about various topics including education, hobbies, guidance
Minimum Viability Product etc.
 Connect with fellow students and build a network. Refer other students to the
platform
 Like, share and comment on posts
 Create groups, forums, send messages and chat with other users
 B2B space wherein advertisements can be run
 Multiple filters for curated experiences
Wireframes

• When any user will be

running the application for
first time, the landing page
will prompt him/her to
either login or signup and
options of login from
Facebook and Twitter will
also be provided
 The landing page opens up as soon as the
user logs in to the account
 Students/users have the option to choose any
of the available four tabs namely Knowledge,
Events, Hobby, Queries
• Students can see the preferences and
hashtags they follow and can edit and remove
it also
• Second image is the page of a private group
with options to check the description,
announcements, members of the group
PRODUCT ROADMAP

Current Near Future

Stage Term
Increase engagement Stage
Focus on providing
high quality content
Publish and promote
top content of user
STAGE
Grow user base Convert it into a
learning platform
Providing credit users for
inviting other people Offer courses on
various subjects
Incorporating the user
feedback to improve app Providing verified
design instructors
Increase partnerships with
other organizations
SUCCESS MEASURING METRICS

Acquisition
 Number of user signups and referrals
 Growth in the number of app downloads
Activation
 Average number of profile creation and posting activity
Retention and engagement
 Frequency of visits
 Average session duration
 Customer churn rate
 Core user actions
Revenue
• Average number of increase in the subscription of premium features
• Increase in the number of ads
Strategic Brand
Management:
LinkedIn Jr.
 Identifying and Developing Positioning the brand through Brand Resonance Model and defining the POPs and PODs
Brand Plans

Designing and Implementing Designing through Brand Elements and Integrated Marketing
Brand Marketing Communication

Measuring and Interpreting Measuring through Brand Value Chain

Brand Performance

Strategic Brand Growing and Sustaining Brand

Building Equity by designing
Brand Architecture, Portfolio,
Equity
Management: and Expansion Strategy

LinkedIn Jr.
 Positioning through
Brand Resonance Model • Strong and wide community
• Daily Social Media for updates
• Relevant feed and help for career
succession

Resonance
• Connectedness
• Trustworthy
• Essential for career
• Recognizable
• Up to date with the world
• Universal
Judgements Feelings
• Part of best professional • Professional
networking site • Networking
• Wide acceptability • Career Building for
• Connecting with Performance Imagery younger ones
other students
> Global Branding: Blue In logo recognized globally; Social Platform; Refined; Popular

Salience
 Designing through Brand Elements
Name Slogan Logo Tone and Package
Character Design

• LinkedIn Jr • Connecting • NA • School

to Infinity children
friendly, blue
theme
It is a brand LinkedIn’s Slogan is LinkedIn brand The wireframes have
extension of LinkedIn, ‘Connecting to The logo of LinkedIn doesn’t have any been included in the
which is already a Opportunity’, the Jr. has ‘jr.’ in addition characters and tones product part which
popular platform and slogan ‘Connecting to the LinkedIn’s due to various show how the
has high brand to Infinity’ is similar original logo, which reasons and hence product will look. It is
awareness and good to its original slogan already has a wide the jr. extension to help make it easily
brand imagery which but different in that recognition and would be kept the adaptable to
can be leveraged it gives the students hence will help same way to students of that age
to explore the improve its strengthen its by increasing the
platform for various adaptability, association to ease of use and
other career building recognition, and LinkedIn and to not making it more
activities which will acceptability create any confusion intuitive for their
be its core focus with the associations usage
of the original brand

Criteria used to decide the above brand elements are as follows: memorability, meaningfulness, likability, transferability, adaptability, protectability
Marketing Activities and Integration

• Marketing for LinkedIn Jr. will be done through advertising to parents

on LinkedIn and other social media sites
• Promotion in schools through teachers
• Marketing objective: To create awareness and induce trialability of the
product
• Communication highlight (benefits to be conveyed):
• Social Media Platform to boost your career and learn great stuff,
• Connect with your peers and have interesting discussion on various topics,
• Create your professional social media profile
 Brand Value Chain
Marketing
Brand
Program Customer Mind-set Shareholder Value
Performance
Investment

• Awareness through marketing • Leveraging on already existing

• LinkedIn Jr
campaigns
• Connecting to Infinity
• Association created to an ambitious
• Marketed through online
student through campaigns
platforms and mass media
• Expected brand attitude – a reliable
• Tie up with schools
networking platform for kids that
• Conducting scholarship
empowers them through discussions
examinations and competitions
and networking
• Driven through testimonials
• Indicators – Stock Prices, P/E
brand performance of LinkedIn
Ratio and Market Capitalisation
• Price premium and elasticity to be
• Positive outlook results in high
understood through test marketing
value in all three indicators
• Customised offerings through
advanced analytics to reduce
premiums

Market
Program Investor
Place
Quality Sentiment
Condition

• Healthy and growing market

• Clarity of offering
• Relevant and unique as no real
alternative present in this
category
• No real competition at the
moment in kids segment (<15 yr)
• Discussion forums like pagal guy
expected to react (>15yr)
• Expected competitive superiority
• No real environmental barriers
• Expected to do well even during
uncertain times of pandemic or
economic slowdown
• Positive sentiment expected
LinkedIn Brand Architecture,
Portfolio and Expansion Strategy Currently,
• Working people,
• Businesspeople, and
• Professionals

and has:
• LinkedIn Premium Career and
• Business variant

With LinkedIn Jr.

• less than 18 age

…build brand affinity and loyalty by

onboarding users in the early stage of life
• LinkedIn • LinkedIn Jr.
• LinkedIn Premium Career • LinkedIn Jr. Premium Future Strategy
• LinkedIn Premium Business Target Schools and other Online Educators
• Professional to connect with students
• Team
• Enterprise Other specifics not yet defined given the
scope of project.