FIT INDIA- A MISSION FOR A HEALTHY INDIA SUBMITTED TO:- PROFESSOR SAMEER MATHUR DURING A MARKETING INTERNSHIP.

2. AN OVERVIEW OF HEALTH SITUATION IN INDIA

6. COMPANY OVERVIEW
• THE COMPANY AND THE APPLICATION NAME
IS FIT INDIA.
• AT FIT INDIA WE WOULD TRY AND SOLVE
THE HEALTH PROBLEMS IN INDIA SUCH
AS DIABETES,OBESITY,UNHEALTHY
LIFESTYLE ETC.
• THE COMPANY AIMS TO ACHIEVE THE
DREAM OF FIT INDIA.

7. MARKET OVERVIEW
• THE MAIN USERS OF FIT INDIA WILL BE GYM
ENTHUSIASTS,PEOPLE WHO WORK OUT ON
DAILY BASIS,PEOPLE WHO ARE FOLLOWING
OR WANT TO FOLLOW HEALTHY LIFESTYLE
AND LEAD A HEALTHY AND LONG LIFE AHEAD.
• THE MOBILE APP WILL FOCUS ON PEOPLE OF
ALL AGE GROUPS,AND THIS IS GOING TO BE
OUR POINT OF DIFFERENCE IN THE MARKET.

8. TARGET CUSTOMERS
THE MISSION OF FIT INDIA IS GOING TO TARGET:-
a. People of all age groups.
b. Gym enthusiasts
c. People who follow or want to follow active
lifestyle
d. Healthy and Unhealthy people.
The company aims at taking INDIA to the list of
most healthy countries in the world.

10. The goal of company is to first understand the lifestyle
of people in India and then prepare a strategy to make
people familiar to company’s offerings.
We at fit India want more and more people to join our
race of achieving a healthy country by means of
following a active and healthy lifestyle in terms of
physical activity , nutritional plans, weight control
programs , curing diseases etc.

11. • The company first wants to establish its roots in the market
and then gradually make steps to increase its profit margins
and prices.
• At first we cannot aim for high response and high prices
because people in india are very rigid in terms of mental and
social differences and mostly are money minded.
• We in india judge the quality of products and services by its
price and make up mind about the offering without even
studying the prospects of it.
• The company needs to hit the customers mind in such a way
that they don’t see FIT INDIA as a extra expenditure rather
think of it as a necessary life living product in the market.
We will be following the concept of emotional marketing in
India to establish the company in the market at first place
and stand itself on top of all other competitors.

14. TARGET MARKET
• CUSTOMERS
• COLLABORATORS
• COMPANY
• COMPETITORS
• CONTEXT

15. CUSTOMERS
• Doctors weren't surprised when the results of a national study on physical
activity patterns concluded that Indians needed to walk, swim and spend
more time in the gym. But what alarmed them was that they found less
than 10% of Indians do any kind of physical activity.
They also found that one in two Indians is inactive, which puts them at risk
of lifestyle disorders such as obesity, diabetes, cardiac diseases and cancer.
Researchers surveyed 14,227 individuals in three states - Tamil Nadu,
Maharashtra and Jharkhand and the Union territory of Chandigarh - which
have a combined population of 213 million. They found that 54.4% of the
population was physically inactive.
The strategy of the company will be targeting these people and
making strategies to convince them to join the mission and change
themselves for coming life!

16. COLLABORATORS
• The Company will be operating online and include all types
of fitness equipments and dietary suppplements needed to
prescribe to their approachers.
• The company will collaborate with major equipment
suppliers and supplement makers who operate globally.
• At FIT INDIA we will be hiring highly qualified and
experienced nutritionists from all over world so that we can
provide the customers with most superiors advices and
keep them motivated.
• Communication platforms will be be radio stations,internet
advertisements,television branding ,reaching out people by
means of SOCIAL MEDIA(the most efficient and effective
communication platform in today’s world).

17. INCLUDING GOVERNMENT
FIT INDIA is a mission for INDIA, so the ultimate strategy will be
including government in the process.
HOW?
We will first conduct surveys and then show them to the health
department and try to convince them to take measures to control the
health situation in INDIA and we will tell them about the mission of FIT
INDIA so that we gain their support and make them our partners in
terms of regulation and strategies so that both benefit from it.
The government will gain public attraction and
company will gain public members which in turn
makes company trustworthy in market and make
it stand out of the crowd.

18. CONVINCING GOVERNMENT:-
 MAKES A IMAGE OF UNDERSTANDING RESPONSIBILITY
IN EYES OF INDIAN PUBLIC.
FIT INDIA WILL OPEN A DOOR FOR EMPLOYMENT AT
VARIOUS DEPARTMENTS OF ITS FUNCTIONING.
INDIAN GOVERNMENT WILL ALSO BE TERMED
RESPONSIBLE IF THE COMPANY ACHEIVES ITS MOTTO.
DECREASING DEATH RATES AND INCREASING HEALTH
AWARENESS WILL HELP GOVERNMENT TO MAKE THE
COUNTRY A BETTER PLACE TO LIVE IN!

19. COMPANY
• The company will showcase its ideas on all platforms across INDIA
so that we get into minds of public.
• The company’s offerings will gain trust of success and we will make
plans keeping in mind to attract investors and believers for the
company.
• We will get our patent registered and take every measure to fight
competitors so that we become the major part of segmented
market.
• Company will be having various departments which will focus on
providing the promise of the company to its key users.
• The primary control of the company will be in hands of the owner
(in this case its only me) so that there is no level of any regulatory
inconvenience from our side.
• The company will only be dealing with trusted and genuine
suppliers so that our customers experience no level of discomfort
and inconvenience at any cost.

20. COMPETITORS:-
Myfitnesspal.com is one of the competitors providing
some of the offerings of the company “FIT INDIA”.
BUT TO BE HONEST WE DON’T HAVE ANY COMPETITOR
IN REAL TERMS BECAUSE HEALTH IS NOT CONSIDERED A
TOPIC OF CONCERN IN INDIA SO THERE ARE NO SUCH
OFFERINGS IN THE MARKET WHICH WILL SEGMENT
CUSTOMERS LIKE US.
WE HAVE FEW POINT OF PARITY BUT A WHOLE
LIST OF POINT OF DIFFERENCES!

21. CONTEXT:-
• ECONOMIC
• TECHNOLOGICAL
• SOCIOCULTURAL
• REGULATORY
• PHYSICAL

22. ECONOMIC CONTEXT:-
The app will first be priced at 499 INR for a year so that the company is able
to attract customers in INDIA and then the price will be gradually increased
according to the market reply and response.
India has tough rules and regulations to operate such as high tax burdens on
businesses and operations.
The primary objective of any business is PROFIT.
The company will try to operate and spend in such a way that it gains high
number of subscribers in first 3 years and plan strategies to maximise profit.
As we aim to include government in our process, we will try to get as much help
and tax exempt from them so that we can lower the amount of tax burden and
use that funds in growing the company at every level and take all opportunities
available in the market.

23. TECHNOLOGICAL CONTEXT:-
• The mobile app will feature all types of facilities which
make it easy and convenient for our customers to operate it
on daily basis.
• The payment bank will be made secured and protected by
best level of technology so that we can provide users a
sense of trust and a adoption to the app in every way
possible.
• Every user will have a profile which will be featured by all
health calculators provided so that they are able to keep
records of their improvement.
• The app will also facilitate help by chat and email available
for best working hours so that users find themselves
contained by all means.

24. SOCIOCULTURAL CONTEXT:-
• Social and cultural factors are important to consider while creating
and implementing a marketing strategy of a company. These often-
linked but somewhat different factors have diverse effects on the
decisions of consumers and buyers.
LANGUAGE AND EDUCATION:- India's literacy rate is at 74.04%.
ADVERTISEMENTS AND LANGUAGE OF COMMUNICATION WILL BE
MAINLY IN HINDI FOLLOWED BY ENGLISH ,SO THAT PEOPLE FIND
THEMSELVES CONTAINED AND COVERED UNDER THE COMPANY.
THE OTHER FACTORS WHICH PLAY A IMPORTANT ROLE IN
SOCIOCULTURAL CONTEXT IN INDIA ARE:-SOCIAL
ORGANISATION,REFERENCE GROUPS AND ROLE AND STATUS IN SOCIETY.

25. REGULATORY AND PHYSICAL
CONTEXT:-
• The company’s products will be priced keeping
in mind the regulatory context of national and
international measures.
• The app will be marketed in such a way that it
does not legally announce itself inappropriate
and avoid misleading and deceptive conduct.
• We will avoid all cases of spam so that we do
not appeal to public as a image of ignorance.

26. PHYSICAL CONTEXT:-
• The company aims to appeal to people
of all age groups and will segment
itself according to the offerings in
different parts of the country.
• The nutritional plans made by us will
be different for every state or so
keeping in mind the social and cultural
differences across the country.

27. WORKING:-
• We will work through a mobile app named “FIT INDIA”.
WHAT WE WILL OFFER:-
I. BASIC AND PERSONALISED NUTRITIONAL PLANS FOR EVERY INDIVIDUAL
ACCORDING TO HIS PERSONAL STATUS,PROBLEMS AND PHYSICAL AND SOCIAL
CULTURE.
II. BASIC AND PERSONALISED WEIGHT LOSS/GAIN PROGRAMS .
III. 24*7 SUPPORT FOR ALL PREMIUM CUSTOMERS.
IV. ONLINE PERSONAL NUTRIONISTS AND TRAINERS FOR PREMIUM SUBSCRIBERS
WITH SOME EXTRA FEES THAT WILL BE CHARGED ACCORDING TO CONSULTANCY
FOR SOME PAID PERIOD.
V. FOODS FOR VEGANS,VEGETARIANS ,EGGETARIANS AND NON-VEGETARIANS.
VI. MOBILE APP WILL FEATURE ALL FACILITIES SUCH AS RUNNING
PROGRAMS,CALORIE COUNTER,NUTRITIONAL VALUE OF ALMOST EACH AND
EVERY INDIAN FOOD,WORKOUT PROGRAMS,ONLINE PROFILE FOR KEEPING
RECORDS OF ACHEIVEMENT AND HISTORY.
VII. ORDER PHYSICAL EXERCISE EQUIPMENT AND DIETARY SUPPLEMENTS FROM APP
,WHICH WILL BE BILLED AT THE MOMENT OF PURCHASE.
VIII. INCENTIVES FOR PEOPLE WHO GIVE PROOF OF THEIR TRANSFORMATIONS AND
IMPROVEMENTS.(POINT OF DIFFERENCE).

28. TACTICS

29. PRODUCT:-
 BASIC MEMBERSHIP WILL BE FREE FOR ALL USERS
 PREMIUM MEMBERSHIP WILL BE PRICED AT 500 INR FOR FIRST YEAR OF USE, AND
THEN 1500 FOR SUBSEQUENT YEARS.
 PLATINUM MEMBERS WILL HAVE TO PAY 3000 FOR A YEAR,AND THEY GET BENEFITS
MUCH MORE THAN THE AMOUNT!
 MOBILE APP WILL FEATURE ALL FACILITIES REQUIRED
THE USER SUCH AS :-
 CALORIE COUNTER
 WORKOUT PROGRAMS
 NUTRITIONAL PLANS
 PERSONALISED DIET PLANS
 DIET FOR PEOPLE SUFFERING FROM OBESITY,DIABETES ETC
 PERSONAL TRAINERS
 24*7 SUPPORT FOR PLATINUM MEMBERS
 HELP FOR QUERY BY CHAT.
 EMAIL REPLY WITHIN 48 HOURS.
 PROFILE FOR KEEPING AND TRACKING RECORDS
 HEALTH MEASUREMENTS CALCULATORS
 SHOPPING PORTAL FOR EVERY HEALTH RELATED STUFF!

30. SERVICE:-
• BASIC MEMBERS:-SUPPORT BY EMAIL REPLY WITHIN 48 HOURS,CUSTOMER
CARE NUMBER DIAL ASSIST,BASIC NUTRITIONAL PROGRAMS,BASIC WORKOUT
PROGRAMS,FREE ACCESS TO CALORIE COUNTERS AND NUTRITIONAL LIST OF
ALL INDIAN FOOD,ONLINE ACCESS TO 4 NEW VIDEOS EVERY MONTH.
• PREMIUM MEMBERS:-24*7 SUPPORT BY HELPLINE
NUMBERS,SPECIFIC WORKOUT PROGRAMS,MORE GUIDED
NUTRITIONAL DIET PROGRAMS,ONLINE ACCESS TO 12 FREE
VIDEOS EVERY MONTH AND ALL OTHER BASIC FEATURES.
• PLATINUM MEMBERS:-24*7 SUPPORT BY
CHAT,EMAIL,PHONE.PERSONALISED ADVICES,ONLINE ACCESS TO MORE
THAN 100 VIDEOS IN A MONTH,FIT POINTS ON EVERY PURCHASE
MADE THROUGH THE APP WHICH CAN BE USED AS DISCOUNT ON
NEXT PURCHASE,1 PERSONALISED DIET AND WORKOUT PROGRAM
FOR 1 MONTH WITH EVERY YEAR OF PURCHASE.

31. BRAND:-
NAME:- FIT INDIA
LOGO:-
SLOGAN:- WE AIM FOR A FIT INDIA!
FIT INDIA IS A MISSION TO TAKE INDIA TO THE LIST OF MOST HEALTHY COUNTRIES
IN THE WORLD.
FOLLOWING:-

32. PRICE:-
 BASIC MEMBERSHIP WILL BE FREE FOR ALL USERS
 PREMIUM MEMBERSHIP WILL BE PRICED AT 500 INR FOR
FIRST YEAR OF USE, AND THEN 1500 FOR SUBSEQUENT
YEARS.
 PLATINUM MEMBERS WILL HAVE TO PAY 3000 FOR A
YEAR,AND THEY GET BENEFITS MUCH MORE THAN THE
AMOUNT!
CHANNEL MEMBERS GET A EXTRA MONTH FREE IN PREMIUM
SUBSCRIPTION WITH 1300 FOR SUBSEQUENT YEARS AND 499INR
DISCOUNT ON PLATINUM SUBSCRIPTION.

33. INCENTIVES:-
• PEOPLE WHO SHOW THEIR TRANSFORMATION REPORTS WILL BE GIVEN
INCENTIVES SUCH AS FREE MEMBERSHIP FOR 1 YEAR,EXTRA FIT POINTS ON
EVERY PURCHASE,ACCESS TO SOME MORE VIDEOS,CERTIFICATE OF SUCCESS
ETC.
• TRAINERS AND NUTRITIONISTS WHO WILL ACHIEVE THE HIGHEST RATE OF
SUCCESS IN GETTING RESULTS WILL BE GIVEN INCREMENT IN SALARY
,BONUSES AND APPRECIATION AWARDS.
• EMPLOYEES WHO RECEIVE THE BEST FEEDBACK FROM CUSTOMERS WILL BE
GIVEN INCREMENTS FROM THE COMPANY IN TERMS OF FINANCIAL AND NON
FINANCIAL VALUES.
• COLLABORATORS WHO WILL HELP US ENCOURAGE MORE AND MORE PUBLIC
RESPONSE WILL BE SETTLED WITH TRADE ALLOWANCES.
OUR POLICY:- AT FIT INDIA WE WILL FOCUS ON KEEPING
OUR EMPLOYEES HAPPY ,WHICH IN RESPONSE WILL KEEP
OUR CUSTOMERS HAPPY!

34. COMMUNICATION
NOW, THIS IS THE MOST CRUCIAL STEP WHICH IS DIRECTLY RELATED TO HOW THE
MARKET WILL SEE THE PRODUCT!

35. SOME IDEAS FOR COMMUNICATION:-
• WE WILL TRY TO COLLABORATE WITH ALL THE TOP FITNESS
COMPANIES AND GYM SO THAT THEY CAN ACT AS A
PLATFORM FOR US TO REACH THE POTENTIAL CUSTOMERS.
• EMOTIONALMARKETING!
• ADVERTISEMENTS WILL BE MADE IN SUCH A WAY THAT
PEOPLE SEE FIT INDIA AS MISSION FOR THEM,SO THAT
MORE AND MORE PEOPLE ARE WILLING TO SUBSCRIBE
AND CHANGE THEMSELVES.
• NEWSPAPERS,TELEVISION ADS,RADIO STATATIONS,SOCIAL
MEDIA,GOOGLE ADS,INTERNET MARKETING,BALLOT BOX
FOR AWARENESS IN ALL MAJOR CITIES ETC.

36. DISTRIBUTION

37. • WE WILL CURRENTLY WORK AS A ONLINE MOBILE APP FEATURING ALL
REQUIRED FACILITIES FOR USERS.
• WAREHOUSES WILL BE SET UP TO KEEP STOCK OF FITNESS
EQUIPMENTS,DIETARY SUPPLEMENTS AND ALL OTHER THINGS WHICH
COMPANY WISHES TO SELL.
• THERE WILL BE OFFICES IN SOME MAJOR CITIES AT FIRST,AND SLOWLY WE
WILL TRY TO REACH AND COVER EACH AREA BY SELLING OUT OUR
FRANCHISE.
• WE OURSELVES WILL NOT OPEN OFFICES,THAT WILL BE DONE BY OUR
FRANCHISE HOLDERS FOR A CONSIDERABLE SHARE OF PROFIT ON SALES
AND SUBSCRIPTION.

38. • THE MOBILE APP WILL BE AVAILABLE ON ALL OPERATING
SYSTEMS I.E ANDROID,IOS AND WINDOWS.
• THE PEOPLE WILL NEED TO LINK THEIR EMAIL ID’S WITH
THEIR PROFILE SO THAT THEY CONTINOUSLY RECEIVE ALL
MAJOR ALERTS AND UPDATES.
• WE WILL COLLABORATE WITH MAJOR PAYMENT BANKS
SUCH AS AIRTEL MONEY,PAYTM,MOBIKWIK,FREECHARGE
ETC SO THAT PEOPLE HAVE ALL ACCESSIBLE WAYS TO MAKE
THE PAYMENT.

39. • WE WILL BE SETTING UP A CUSTOMER CARE
CENTER WITH ENOUGH EMPLOYEES SO THAT OUR
CUSTOMERS DON’T FEEL THE NEED TO WAIT TO
GET HELP ABOUT THEIR QUERY.
• MOBILE APP WILL CONTINOUSLY BE UPDATED
WITH LATEST TECHNOLOGY BY OUR IT TEAM .
• FIRST 1000 MEMBERSHIPS WILL GET EXTRA
BENEFITS AND WILL BE GIVEN 3 MONTHS FREE
MEMBERSHIP IF THEY UPGRADE TO PREMIUM
MEMEBRSHIP IN FIRST YEAR.

40. IMPLEMENTATION

41. INFRASTRUCTURE
We will build a marketing infrastructure which
constantly brings in new leads, follows them up,
nurtures and converts them into raving fan customers!
There will be a team for every goal the company wishes
to achieve,so departments and their heads will be
assigned work which is to be completed within a given
time frame.
We will not miss any chance of opportunity that rises in
the market .we have to keep our customers and
employees happy in order to reach our objective.

42. BUILDING A MARKETING
INFRASTRUCTURE
SO WE ARE GOING TO IMPLEMENT ALL OF THE FOLLOWING IN ORDER TO build
bigger and more sophisticated assets.
THEY ARE:-.
• Lead capture websites
• Free recorded message info line
• Newsletter
• Blog
• Free report
• Direct mail sequences
• Email sequences
• Social media
• Email auto-responders
• SMS auto-responders

43. PROCESSES
• The order of execution may vary depending upon the person
developing the plan.
• Some people do better with looking at lots of tools and asking
themselves “How can I use these tools to accomplish my goals and
which ones do I use?” While others may look at tactics that have
been tried and proven successful and determine which tactics best
apply to them and their goals. And, many start with developing a
sound strategy, then determine which tactics and tools best suits
their needs to accomplish their goals.

44. FIVE STEPS OF IMPLEMENTATION
1. High level strategy.
2. Mid Level Strategy
3. Low-Level Strategy
4. Tactics
5. Tools

45. HIGH LEVEL STRATEGY
To begin, we first we need to develop several high-level strategies. Let’s say that
after some research, discussion, and introspection, we determine our top three,
high level social media strategies.
• Increase Awareness (develop brand)
• Build Community (engage prospects), and
• Generate Publicity (free-ink).
Let’s suppose we decide to start with a grass-roots approach by
choosing “Building Community”. Be aware that Building Community is
more than just a buzz-word. It refers to actually developing a following
and engaging our customers and prospects in each of the social media
platforms from blogging to microblogging, to Facebook or MySpace, to
RSS feeds and comments, to more email list sign-ups.

46. MID LEVEL STRATEGY
• We start with chosen the high level strategy “Build Community” and look
at each of the possible social media strategies that will best accomplish
our goals. We must realize that Building Community is probably the most
ambitious and most resource intensive strategy in the list, while also
returning the most significant pay-off of any identified.
• When we take a close look Building Community and determine our mid
level strategies we might find the following list.
• • Build Your Twitter Following
• Drive Traffic To Your Blog
• Increase Your Facebook Fans
• Double Your Email List
• Generate Link Love, Google Juice and Other SEO Enhancements

47. LOW LEVEL STRATEGY
• The third and last step in developing
a sound social media strategy is to
now choose one of the mid level
strategies. For the purpose of this
article, we will choose “Drive Traffic
To Your Blog”.

48. STRATEGY:-
• What: We are going to develop and implement a social media strategy
that will “Drive Traffic to Our Blog”.(BLOG NAME=FIT INDIA MISSION)
• Where: We are going to implement that strategy both on and off line to
fully integrate our existing conventional marketing strategies and our
newly developed social media marketing strategies.
• When: Once our plan is fully developed we will begin implementation
immediately.
Why: We need to connect with our audience, demographics, community,
customers, and prospects to get them engaged in our brand and increase
awareness, which will ultimately increase revenues.
• Who: We will execute this strategy with in-house staff with only a little
assistance from our external marketing company.
• How: We will utilize all of the available tactics and tools that social media
and the Internet has to offer.

49. TACTICS
• CONTENT
• RICH MEDIA
• SEARCH ENGINE OPTIMIZATION
• IMAGE ALT TAGS
• COOPERATIVE AND CONTENT MARKETING
• GOOGLE JUICE

50. Tools
The last step of this process is to
identify the tools WE will use to
accomplish each of these tasks.

51. • Content & Rich Media
• What blogging platform will you use; WordPress, Joomla,
other?(WE CHOOSE WORDPRESS)
• What word processor will you use with the best editing,
grammar, and spell checking tools; Word, Pages, other?(WE
CHOOSE WORD)
• Twitter
• What tool will you use monitor your tweets;
Tweetdeck, Seismic Desktop, other?(WE CHOOSE
TWEETDECK)
• What tool will you use to send out scheduled
Tweets, Hootsuite, Twuffer, other?(WE CHOOSE
HOOTSUITE)
• SEO Optimized
• What keyword plug-in’s will you use; Quick META
Keywords, Search Engine Keywords Plugin,
other?(QUICKMETA)
• What SEO Optimization plug-in do you use; All in
One SEO Pack, HeadSpace2 SEO, other?(HEADSPACE2
SEO)

52. Implementing any successful strategy
will increase our awareness, build our
brand, engage our community, drive
traffic, and ultimately increase our
revenues!

53. SUBMITTED TO:-
PROFESSOR SAMEER
MATHUR during a
marketing internship.
BY:-
ABHINAV SAHNI
(DAV COLLEGE,
CHANDIGARH)