FOR A NEW FITNESS ANDROID APPWORKOUT ACCORDING

TO YOUR TIME

MARKET OPPORTUNITY

Fitness comes under Others. Also, it comes under the “me” time of the smartphone using of people.

It is just one part of the “others”, so there is a lot of untapped market potential there.

Source: Statista- http://www.statista.com/statistics/279286/distribution-of-worldwide-google-play-app-downloads-by-category/

MARKET OPPORTUNITY Contd…

Also with people becoming more and more conscious of health and the increasing use of smartphones for everything, a fitness app provides has a lot of potential.

The goal is to make the fitness apps more personalized and convenient to customers

To increase the popularity and the number of downloads in this market

To have a free and a paid app Find where the already existing apps are lacking and add

those things Motivate people to be regular which seems to be problem

with everyone- continuing the exercise plans they started. Do this by recording and showing them the progress always.

COMPANY OVERVIEW Android has the largest

market share of 57% The product portfolio of

Google play store is very diverse. It has all types of apps from games to social apps to personal apps like calendars.

THE PRODUCT LINES OF ANDROID APPS

TARGET CUSTOMERS

The target market is everyone, i.e. the entire market. Android has an app for everything and everyone.

But the product line lengths are different. Lint stretching is what it is trying to do,

specially in the untapped markets like fitness and lifestyle.

FREE APP First goal would be to reach a certain level of

downloads for the free app- 100,000 This within 6 months of the app is released in

market. If not reached, then major changes to be made

in the app

PAID APP

After reaching this, increasing the advertisement for the free and paid app

Next, getting a substantial amount of revenue from the paid app

If the number of downloads of the paid app doesn’t increase in 1 year, then more things are to be added to the paid app compared to the free app, or the cost is to be reduces (but only if necessary)

APP CHARACTERRISTICS

A personal trainer in the smartphone Exercise difficulty changing with the level of

workout Everything laid out to just follow Motivation to come next day and work harder Keeps a record of every workout

COLLABORATORS

App developers Any person or group providing tips and

information for the app Any videos if added in the app The advertisements that appear

CONTEXT

Technological- a new dimension to the use of smartphones

Economic- downloading an app saves the internet usage

Physical- help people better their lifestyle by providing easy exercise anywhere and anytime

VALUE PROPOSITION

FREE APP: An option to set the amount of time the person wants to

workout and the exercises to be done given accordingly. For beginners, the push and motivation to keep going. Progress is, for example the increase in time daily, the

calories burned and weight shed. Simple and effective exercises with detailed instructions

how to do and for how much time. Diet plan tips. Calendar recording daily workout routine and all the

numbers

VALUE PROPOSITION

PAID APP: (In addition to the things in free app) Lesser ads Detailed diet plan according to the workout

done daily More personalized like a personal trainer. Calorie calculator

TARGET SEGMENT

Market Specialization Demographic segmentation Market- people starting a new routine for

fitness or weight loss Niche in the market- Specially for beginners

who need the push to continue People with time constraints

COMPETITORS

The biggest and the only relevant competitor is the 7 minute workout

It has multiple apps for different workouts

Other apps are in similar stage

POINTS OF PARITY

Same exercises- can’t really change the way an exercise is done.

Has tips and diet plans in brief too Challenges and different time challenges Gives statistics too.

POINTS OF DIFFERENCE

The user gets to set the time for workout and the exercise routine for that time is set time

Calendar that records and allows to add things More motivating facts and figures for the beginners The level automatically keeps increasing based on the

calendar, although the user has an option to choose.

BRAND POSITIONING

Brand mantra: “Way to the last beginning” Announcing category benefits Communicating the POD- since the

methods(exercises) are the same, the main POD is to be communicated

The extra motivational factors for the beginners Services differentiation Associating with the strong brands like Nike

BRAND POSITIONING

For the collaborators and stockholders, associating with big brands like Nike can assure them

To the company the value would be the profits they get

To the collaborators, the recognition they get and the other offers will be the value

PRODUCT ATTRIBUTES AND BENEFITS

SERVICES Any queries, immediately clarified Any bugs in the app, try to remove as soon as

possible. Put the advertisements manageable in free app

and recommend the paid one for free of advertisements.

INCENTIVES

When more than one paid app downloaded, discount is provided

If logged in and shared on social media like facebook, internal benefits provided in the app like extra diet care and plans

Incentives to rate and like the app

PRICING STRATEGY Elastic demand because people

will be wary if they will continue using the app

Psychological discounting- the ending with ‘9’

Channel pricing- iOS higher price than Google play.

Competitors price of $2.99 Going-rate pricing

PRICING The regular pricing for the app

singly purchased- $2.99 Discount for downloading more

than one app- $3.99 for two apps Psychological discounting- the

ending with ‘9’ Channel pricing- iOS higher price

than Google play.

COMMUNICATION

To customers: By associating with big

brands like Nike+ and advertising there

Advertising in social messaging apps

In the free app advertising and encouraging to download the paid app

DISTRIBUTION

INFRASTRUCTURE

App developers- keep adding new things to the app Keep removing the bugs Make new plans for appsPeople contributing to the info in the app Find new info that can be added Find more proofs of effective results to display

PROCESSES Finding apps like Nike+ to place the

advertisements and associate with Keep an eye on the competitors price Revenue generated from the paid apps Using the free app to promote the paid apps

SCHEDULE

Study the market and find it’s main demand- weight loss, fitness specially the beginners

Different app for different segment of the market Difference between the free and paid app Brand positioning Designing services Pricing strategy Communicating this to everyone associated

Executive summary Situation analysis Goal Strategy Tactics Implementation

DISCLAIMER

Created by Nitya Joshi, BITS-Pilani, Hyderabad, during a marketing internship under Professor Sameer Mathur, IIM Lucknow