This presentation is a part of a marketing management internship under Prof. Sameer Mathur (IIM Lucknow).

1. Personalized workout regiment

2. The need
India is the third most obese country in
the world. India is just behind US and
China in this global hazard list.

3. SITUATION ANALYSIS

4. Android is king with 1.6 million
total available apps. By 2017
mobile app downloads worldwide
are expected to reach 268.69
billion – that’s a lot of
competition, so standing out from
the crowd is essential!

5. Customer wants
Someone who can help
them with their fitness
without draining their
wallets. Survey shows that
a personal trainer could
cost $50 per hour on
average.

6. EXECUTIVE SUMMARY

7.  Mobile applications are predicted to drive $77 billion in
total revenue by 2017.
 66% of users spend most of their time on social apps
 The most popular Android applications are downloaded
more than 1 billion times
 The average Android development rates per hour are
the lowest in India and highest in North America.
 16 % of smartphone users report that they’ve made a
purchase as a result of a marketing message they
received on their phone.

8. GOAL

9. • To make people realise the
importance of fitness and
thus make them believe in
our app.
• To achieve 10,000 downloads
in the first year.

10. STRATEGY

11. Target customers
All the people seeking cheaper alternatives
to expensive personal trainer.
Beginners who do not have much
knowledge about how to start working out.
People who do not have access to gym
equipment.

12. App features
Free version
 A list of most effective workouts for every
muscle group.
 Text instruction & pictures for each exercise.
 Ability to save & track data.
 Ability to save the history of performed
exercises.
 Ability to create customised workout plans.
 Ability to choose measurement units
 Built in timer & calendar that automatically
marks your workout days.

13. App features
Free version(contd)
 Exercises are gender specific.
Premium version
Premium = Free + exclusive Premium

14. App features
Exclusive Premium version
 Recommends a workout routine
based on your requirements.
 Has exercises for beginners & for
people without gym equipment.
 Sets a reminder(optional) for
workout on a daily basis.
 Shows your progress after you
tick off the date of your workout.
 Recommends appropriate diet.

15. competitors
 Other fitness apps
 The personal trainers

16. TACTICS

17. Brand marketing
• Regular print advertising in newspapers, magazines, etc.
• Celebrity endorsement for television commercial
• Catchy jingle/slogan
• Collaborating with other popular brands
• Various incentives for the loyal customers

18. The Free version- $0 (of course)
The Premium version- $2.99
We would give five percent discount
to the customers who would buy the
Premium version while having the
free version installed. This would
boost the number of downloads.

19. Connecting with customers
o Creating a Facebook page about the app
o Sharing limited fitness tips
o Sharing app screenshots
o Informing them about the app

20. Distribution platforms

21. IMPLEMENTATION

22.  Work with professional trainers and
dietitians and develop various exercises
and diet plans.
 Hire app developers and brief them with
the design.
 Search for potential investors to financially
aid us.
 Prepare the print and video advertisement.
 Endorse celebrity

23. So to recap
Situation Analysis Executive Summary Goal

24. So to recap
Strategy Tactics Implementation

25. This presentation was created by
Abhiyu Jain, (bits pilani, Hyderabad
campus) as a part of marketing
management internship under prof.
Sameer mathur, iim Lucknow.
Prof. Sameer mathur