Marketing PlanHealth and

fitness app- “FITU”

FitU•The app offers a capability to create custom workout plans and doesn’t distract users from exercises at the same time.•Safest and most efficient app to lose weight, get a flat tummy & strengthen muscles.

The Nilson report shows the global health and fitness mobile app market was worth about $4 billion in 2014, and it’s going to increase up to $26 billion by 2017.

Action Plan

• Motivate customers to be regular with their fitness plan .

• Do this by recording and presenting them the analysis of their progress in real time.

• Research to find where the already existing apps are lagging and update those things.

• Let them share this with their friends and family to develop a competitive ecosystem.

Situation Analysis

• Android accounts of around 80% of the app market.

• IOS around 12% and windows phone less than 1%.

Target customers

• Looking at age distribution, the 25-34 year-old age group over-indexes 41% compared to the average mobile consumer, and the 35-54 year-old group over-indexes 47%. Teens and millennials under-index by 28% and 57%, respectively.

• Looking at gender distribution, Fitness Fanatics are 62% females and 38% males. That compares to 48% females and 52% males for the average mobile consumers.

Goal

• More features will be added or even its price will be reduced if the number of downloads of the paid app doesn’t increase in 5 months.

• Revenue generated from paid app will be spent in further innovation.

• First Goal for the free version would be to reach 10,000 downloads on different platforms.

• Time limit for this will be at maximum of 4 months in the market

• Major changes will be made in our app if this target is not achieved.

Strategy

Collabotors• Partners for Advertising• Other Start-ups• App Developers

Competitors S Health• Provide core features to keep body fit and healthy.• Tracks daily routine .• 100 Million downloads.

Context• Technological- An entire fitness

world in a Smartphone app.• Physical- People exercise and

stay fit and healthy for a better society.

Value Proposition• Simple and effective exercises.• User can set the amount of time

he/she wants to workout and the exercises to be done given accordingly.

• Beautiful UI design for convenient experience.

Services• Offers on the paid version of the

app.• Effective feedback.• Regular updates in both Free and paid version of the app.

Incentives• Offers for those who refers the app to

others.• Watching Ads to unlock new features

for limited version.• Offers to those who help promoting

the app on social media.

Communications• Promoting paid version in free

version.• Collaboration with profound brands

such as Google Fit.• Advertising on other apps.• Feedback.

Distribution

Infrastructures Developers-• Keep upgrading the app• Keep a check of the Bugs

People contributing to the app-• Find more information that can be

added.

Processes• Monitoring Competitors.• Good publicity of the app.• Collaboration with renowned sports brands.

Disclaimer This presentation was created by Nikhil

Chaudhary, NIT Goa during a marketing internship under Prof. Sameer Mathur, IIM Lucknow.