ICARE: APP FOR THE ELEDERLY

EXECUTIVE SUMMARY

• As a new entrant in the mobile applications market, need to launch a new app iCare

• App catering to everyday needs from health advice to everyday planning

• To design a marketing strategy keeping the target segment in mind

• Positioning it as an everyday necessity

SITUATION ANALYSIS

COMPANY OVERVIEW

• New entrant in the market• No previous brand image• Need to capture market from the start

MARKET OVERVIEW

• Potential customers: People who love technology and look for simplifying life using that

• Competitors: Apps like HeartWise Blood Pressure Tracker, Pillboxie, Appointlet and other apps focused on health and lifestyle

• Collaborators: Smartphone companies, medical clinics, gym, home care services and so on

TARGET CUSTOMERS

• Educated, affluent smart phone owning older generation• People living on their own• Patients and health conscious crowd• People with hectic lifestyle

GOAL

• Creating a brand name in the market• Establishing iCare as the leading health and lifestyle app• Positioning it as a must-have for the target segment

STRATEGY

TARGET MARKET

Customers• Smart phone users looking for a one stop solution for day to day activities. • Provides services that help in organizing everyday activities and helps in keeping

track of personal health, belongings, everyday schedule etc.

Collaborators• Smartphone Manufactures• Hospitals and clinics• Home healthcare service providers• Fitness websites and blogs

TARGET MARKET

Competitors• Organizing apps like Evernote, Todoist etc.• Healthcare apps like Instant Heart Rate, Pocket Doctor etc.• Support and safety apps like Wink, bSafe etc.

Context• Appeals to tech smart people• Most suitable for working or older people• Easy to appeal to youngsters: ready to try new apps

VALUE PROPOSITION

Customer value• An easy and one stop solution for everyday needs that currently

require access to multiple apps, websites and devices• A personalized helper customized based on one’s needs

Collaborator Value• A handy tool for doctors to keep tabs on the patients• For health and welfare websites, a way to • Pre-installed premium version as a way to get attention for

smartphone manufacturers: special features for given phones

TACTICS

PRODUCT

Healthcare and Lifestyle:• Measure your blood pressure and heart rate• Based on your medical data, get updates and advice

from doctor of your choice or our specialists• Reminders of medicines and their dosage, vaccines and

tests you need

Organization• Maintain a schedule: appointments and reminders:

plan your day • Keep track of things at home by recognition technique

Safety and convenience • SOS in case of emergency• Turn your phone into a torch or magnifying glass

BRAND

• Name: iCare• Slogan: Stay up and ahead because

iCare• The brand stands for convenience,

support and personal guidance through technology

PRICE

• Basic Version: provides lifelong free features like torch, magnifying glass, SOS service, on demand medical consultation

• Premium Version: 50 rupees per month. Provides regular medical updates based on specialists’ advice. Personal schedule planner and automatic reminder, myTracker to track your belongings

INCENTIVES

• Consumers: registering for premium version before one month trial period ends gets first 6 months at 30 rupees per month, getting a user to sign up for premium account gets you your next month for free

• Smartphone manufacturers: free premium version for lifetime for smartphone buyers, a way to position the name as a utility

COMMUNICATION

• Outreach through health and welfare blogs• Videos of experiences of trial users• Pushing the app through doctors, smartphone manufacturers and

security services etc.• Video tutorials for both advertisement and positioning the app as

user friendly

IMPLEMENTATION

• Social media used for launching the app• Contacting potential collaborators and offering them free service • Recording their experiences• Using that to establish trust and gain support• Building on word-of-mouth