MARKETING PLAN

FOR A NEW

ANDROID APP

FINAL PROJECT

GET-FIT-GO

ABOUT THE APP

HEALTH APP FOR ALL

BODY TYPES AND

GENERAL FITNESS

FEATURES

• NUMEROUS EXERCISE ROUTINES

- Different time lengths - Variety of exercises

- Personalization (mix and match)

• REMINDERS

• DIET CHARTS

-Customization - Various options to choose from

-Daily, meal wise - Progress

• TRENDS AND

PROGRESS

-Weight - Blood Pressure - Diabetes

• CALORIES AND

STEPS TRACKER

• COMMUNITY AND SOCIALIZING

-Online fitness clubs/groups - Live streaming of classes

- One on one attention

• VARIOUS TIME TO TIME

COMPETITIONS

-Fittest person competition - All-rounder

-Worldwide, vast exposure

OF THE APP

FREE FEATURES

• Basic routine of exercises • Monitoring diet and calories • Reminders • Weekly progress and trends • Live chat with trainers • Monthly full body analysis

PREMIUM FEATURES

• club membership and live classes • access to special articles and groups • personalized diet chart • personal trainer (full time) • regular checks • daily or weekly reports • easy goal setting and achieving

We need to launch a new fitness app in the market for android phones. It will focus on some major market segments ranging from young to old, men and women whose main agenda is to get fit.

The company’s goal is

-To set a different identity for the app -To establish itself as an all rounder guide and one point solution for all the problems of weight gain, weight loss, desirable shape, ailments monitoring, diet plans, to stay focused and motivated and easy to access & use. - Maximize the downloads (at least 1 million in a year)

Course of action- • To position itself in the market as a better version of all the apps together y focusing on the special and unique features such as- Personalized, one on one attention Constant reminding and progress trackers Variety and plenty choices Right guidance and community support • Focus on free features and its usefulness first • Set up proper target marketing scheme according to the interests of the group in question. • Advertisement • Proper channelizing • Focusing on the quality should be first priority.

SITUATION ANALYSIS

COMPANY

CORE COMPETIENCES AND ASSETS

• Quality results • Responsiveness • Ease of access and usefulness • Flexibility, communicativeness • Planned and organized • Continuous support, guidance and motivation

MARKET POSITION

All in one app with personalized attention and customized plans for all

MARKET

OVERVIEW

Customers are people who desire certain body type or just general fitness.

• This app collaborates all the useful features of the competitors which lack all of

them together.

• This creates opportunities as being established as an all rounder app.

• Threat is that certain similar apps can

sabotage the success of the app.

TARGET CONSUMERS

•Young body conscious men and women. •Elder generation who want to stay fit and healthy

G AL

At least 1 million downloads in a year

Quality

service

Increase

customer base

TARGET MARKET

CUSTOMERS

NEEDS: • To get in shape • motivation & reminders • count calories For people who don’t have time for regular checkups or/and are too busy to remember having timely meals or are confused as to what to do and eat to stay fit. Who cannot join a gym or club because of time problems. Who need easy solution for all these problems.

COLLABORATORS

• A team of trainers • App developers and distributors (Google Play, Nokia store etc) • Agents • Advertisers • Facilitators to deliver efficient service • Technical team • Call centre to answer queries

COMPANY

Technical team and team of the trainers responsible for making the videos, diet plans etc and handling the app. The sales, marketing and execution department are the most important players Stakeholders are- the customers who join the app and subscribe, trainers, app development and management department, promotion dept, distributors.

COMPETITORS

Initial investment required.

Most advanced technology used

Adaptation and penetration in different segments

Portraying right image

VALUE PROPOSITION

OFFERING & CUSTOMER

- Ease of use

- Dependability

- One point solution

- Efficiency

- Customized features

- Quality results

- Community connect

TACTICS

PRODUCT

• Millions of exercise routines based on- types, time, body type etc Whatever you require

•Various videos •Live streaming •Live classes

•Timely body analysis •Progress reports •General health trends and graphs

•Diet options to choose from • Reminders

•Health tips and hacks •Personalization

•Competitions

•Personal attention and training

SERVICE -Prompt response - Personalized attention - Vast choices - Smooth functioning -Proper value

GET FIT GO ONE STOP SOLUTION TO HEALTH AND FITNESS. GET FIT SO THAT YOU ARE READY TO GO FACE ANY CHALLENGE

PRICE FREE

PREMIUM SILVER 2.99 USD

PREMIUM GOLD 11.99 USD

FREE -basic introduction to the app - identifying the needs and body type and suggesting the best diet and exercise routine - Customers can select their exercise regime according to their own interest(yoga, HIIT, Crossfit or mixed etc) - reminders for every meal - calories/steps count daily and general health progress charts - health tips and hacks.

PREMIUM SILVER -special access to all the clubs and groups - live exercise sessions - special articles - access to bar graph and trends of the overall health in detailed manner with suggestions - more options in diet charts and suggestions

PREMIUM GOLD -one on one personal training with a trainer of your choice - detailed personalized diet plan and exercises - easy and short term goal setting by trainer's guidance - daily monitoring of the plan and inputs +outputs - review - access to features of the Premium Silver

PREMIUM GOLD TRIAL INTRODUCTION PERIOD OFFER

*First come first serve basis **Limited seats

BONUS FOR THE TRAINERS FOR EVERY SUBSCRIPTION AND PERSONAL MENTEE

COMMUNICATION

WORD OF MOUTH

ADVERTISING

DISTRIBUTION

IMPLEMENTATION

INFRASTRUCTURE

-MARKETING -SALES -PROMOTION -TECHNICAL TEAM -APP DEVELOPERS AND MANAGEMENT - FINANCE

PROCESSES

• SEGMENTATION • POSITIONING

• DECIDING ATTRIBUTES AND PRICING • APP DEVELOPMENT

• MARKETING •PROMOTION OF FEATURES AND TRIAL

PERIOD • DISTRIBUTION

• EFFICIENT MANAGEMENT AND FUNCTIONING

SCHEDULE

APP DEVELOPMENT- 1 TO 2 MONTHS

MARKETING- 45 TO 60 DAYS

DISTRIBUTION AND USE- 3 MONTHS MAX

INSTALLATION 1 MILLION TIMES- 1 YEAR

CHOICE

IS

YOURS

DISCLAIMER Created by Aboli Wanjari, VNIT Nagpur, during a

marketing internship by Prof. Sameer Mathur, IIM

Lucknow.