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HyggeFostering
Bonds
According to American Psychological Association
about 50% of married couples in the United States
divorce.
85% of the relationships end in a break-up
Poor Communication Is The #1 Reason Couples Split Up
Survey: YourTango.com
HyggeFostering BondsMaking ordinary, everyday
moments more meaningful and beautiful for couples around the world. This app let’s you experience the magic of a virtual live-in relationship.
Product Classifications
Create sticky notes on the wall and write any piece of text, your fondest memories, wish lists , favourite quotes or excerpts from your favourite books for free. Also edit text with personalised fonts, stickers, and themes at a minimal premium price.
The Wall
ShareMe: share your videos and photos privately through a vault for free.
Live-in : Share your real time videos with the live feature at a premium price.
Clip it - Save and tag any picture or text from all over the internet easily and directly through the app for free.
OurMusic- Allows the users to share their music tastes with their loved ones by creating a mutual play list for free.
Shop2gether: Provides the users with the benefit of easy decision making with real time shopping together experience at a premium price.
Moments: Allows the users to mark and remember all the important dates and meetings through the synced calendar.
• Monitor and analyse their daily active time, distance covered, number of steps per day and calories burnt with the healthfirst feature for free.
• Monitor and analyse your pace, elevation workout schedules.
• Running or cycling maps • detailed health analysis and tips
from our health experts. • Keep a track of your addiction
recoveries with unique addiction calculators .
HealthFirst
PREMIUM
SITUATIONAL
Company OverviewCore competencies
• Unique feature which let’s the consumers shop together in real-time.
• Monitor and analyze exercise routines, calorie intakes, Medicine schedules and addiction recoveries.
• Share videos and photos easily and privately through a vault.
• Provides the virtual live-in environment with the live feature.
PositioningAn exhaustive communication platform with innovative and deeper communication abilities providing a unique experience of virtual live-in relationship
Market Overview
• Facebook• Google drive, Drop Box• Couple apps like Between, Avacado, Couplet.
Competitors
Target Consumers
• Couples aged 15-35• Active smartphone users
Goal• 1000 downloads in the first month• 3-5 % conversion rate from free to premium.• 1 million downloads in one year• Be the leader in personal communication
platforms for couples in 2 years.
Needs and Wants• Music sharing• Shopping with someone• Sharing lives• Health and Fitness• Provision of personal space• Provision of personal time• Eliminating the need to remember numerous
important dates
Context• Using technology of vault for private sharing.• Hygge would provide real time shopping
experience for the couples by combining the interface and then redirecting it to Amazon.
Technological
Context• A large segment of consumers are in a long
distant relationship which increases the demands of relationship apps like hygge.
• Youth is health conscious and taking care of your health with your partner nurtures your relationship and provides the additional motivation towards fitness goals.
Sociocultural
Collaborators• Amazon• Local Restaurants- Provide Discounts to
couples• Local Travel Agencies- Provide discounts on
Honeymoon packages• Lifestyle and relationship magazines and
blogs.
Value PropositionsShare media
Mark and remember all important dates
Store Memories
Shopping
Live featuring
Health and Fitness
For Users
For collaborators
The brand’s visibility gets increased in the target market through online
presence.
Collaborators can engage closely with the customers
through the app and cater to their needs/requirements.
Value Propositions
BrandBrand Logo
Brand Mantra
Relative to
primary rival’s price
Lower than
Rival to attract
consumers
Pricing Strateg
y
Time Duration
Between(Rival App)Price ( USD)
HyggePrice( USD)
15 days 1.99 Free
1 Month 1.99 1.5
6 Months 8.99 6.99
1 Year 11.99 9.99
Lifetime 39.99 33.99
IncentivesReferral Incentives to the consumers.
15 Referrals• Unlock one
premium feature
30 Referrals• Unlock one
premium feature• 20-30% discount
on local restaurants
50 Referrals• Unlock one
premium feature
• 50% discount on local restaurants
• 20-30% discounts on honeymoon packages
Distribution
Implementation1. App testing2. App launch3. Word of mouth marketing4. Promotion of the app on all social media
networking sites, featuring of the app’s teaser on YouTube and creation of blog posts.
5. Consumers survey and feedback6. Developing strategies to maintain customer
retention and growth, focus on new target market and expansion by collaborating with other major brands. Implementation Schedule
Exhibits
Exhibits
Exhibits
DISCLAIMERCREATED BY GURNOOR KAUR, THAPAR UNIVERSITY,
PATIALA, DURING A MARKETING INTERNSHIP UNDER PROF. SAMEER MATHUR, IIM, LUCKNOW.