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Nutrition expert: Marketing Plan for an App

Marketing plan for App

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Nutrition expert: Marketing Plan for an App
We carry our smartphones everywhere. We have games, banks,
entertainment apps all in our reach today. But we don’t have
any good apps for the single most important thing in our lives:
our health. We, at Nutrition Expert, want to see our customers
fit and healthy. We are your personal nutritionist in your pocket.
Created by Jcomp - Freepik.com
Overview
This app is a one-stop solution for all your
nutrition advice. It connects users with
nutrition experts one on one to give the expert
advice and discipline they need to get fit.
How the app works?
The app connects you with a personal
coach who creates customized
nutrition plan and works with you on
each meal. This puts the user in the
hands of an expert. This makes the
process more disciplined. Hence,
results would be far better than self
nutrition apps.
Created by Jcomp - Freepik.com
Company overview
Core competencies:
• One stop destination for finding nutrition plans tailored to you.
• Reduced hit and trial, backed by science and expert nutritionist.
• Wide range of options for selecting the nutrition plan for you depending
on your age, gender, lifestyle, life phase (post pregnancy etc.)
Strategic assets
• Follows the freemium model, with a premium subscription with added
features
• In-app advertisements, that will generate revenue
• Communication partners

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Nutrition expert: Marketing Plan for an App

  • 2. We carry our smartphones everywhere. We have games, banks, entertainment apps all in our reach today. But we don’t have any good apps for the single most important thing in our lives: our health. We, at Nutrition Expert, want to see our customers fit and healthy. We are your personal nutritionist in your pocket. Created by Jcomp - Freepik.com
  • 3. Overview This app is a one-stop solution for all your nutrition advice. It connects users with nutrition experts one on one to give the expert advice and discipline they need to get fit.
  • 4. How the app works? The app connects you with a personal coach who creates customized nutrition plan and works with you on each meal. This puts the user in the hands of an expert. This makes the process more disciplined. Hence, results would be far better than self nutrition apps.
  • 5. Created by Jcomp - Freepik.com
  • 6. Company overview Core competencies: • One stop destination for finding nutrition plans tailored to you. • Reduced hit and trial, backed by science and expert nutritionist. • Wide range of options for selecting the nutrition plan for you depending on your age, gender, lifestyle, life phase (post pregnancy etc.) Strategic assets • Follows the freemium model, with a premium subscription with added features • In-app advertisements, that will generate revenue • Communication partners
  • 7. Market Overview • There has been a startling increase in the number of obese people worldwide, rising from 105 million in 1975 to 641 million in 2014. North America has highest BMI and it increased from 59 in 2010 to 61.3 in 2014. • There has also been an increase in health awareness, which drives the market for nutrition products and services. • There is currently no app dedicated for this on android which has a share of around 85% in mobile market.
  • 8. Opportunities Threats • Untapped market • Less competition • Increasing spread of smartphones • Rise in awareness about health and nutrition • No android app currently available to give features such as personal coach • Market is limited to upper middle class and above • Requires big marketing budget and resources to create awareness • Android apps are mostly free and generate far less revenue compared to iOS apps. • Will have to compete with apps like Rise in iOS.
  • 10. Target Market • People who strive for a healthy lifestyle • It is targeted at upper middle class and above • 68.8% of adults in the US are considered to be overweight or obese
  • 11. Created by Jcomp - Freepik.com
  • 12. • Nutrition Expert is committed to enhancing and changing the overall health and fitness of individuals worldwide. It is not a fad diet, one size fits all or calorie counting. It is weight loss that lasts backed by science helping you lead a healthy lifestyle. • It aims to reach 10,000 app downloads in the first year of its launch. • Revenue target of $500,000 in first year. • Establish brand equity and customer satisfaction
  • 13. Created by Jcomp - Freepik.com
  • 14. Customers: Need: to stay healthy and fit from the comfort of your home. One to one personal nutrition coach to help you eat healthy Customer profile: Busy professionals and housewives, senior citizens, individuals wanting to become fit Collaborators Include certified registered dietician, each having their own specialties Can earn high income from short regular sessions booked via app Competitors Companies like Nutritionist, Rise Nutritionist doesn’t have personal coaches, Rise is limited to iOS
  • 16. Customer Value Proposition • Easily book the coach according to your requirement. • Each coach has their own specialty. Example Sports nutrition ,Weight gain , Heart health, Pre/postnatal, Diabetes, Allergies/intolerances • Share pics of what you eat for your coach’s comments and advice • The coach points out the problem spots and works with you daily • Share your journey with friends, accept challenges, to become healthy together • Positioning: Demos in residential societies, social media, first 15 days free
  • 17. Collaborator value proposition • Regular and high end customers, continuous earnings from short sessions, can work with more customers than in the traditional way • Rating of coaches by customer, recommendations based on your friends • Positioning: Hiring the top registered dieticians in the country to help become healthy Company Value positive work environment, good pay, opportunity to pursue interests, growth potential
  • 18. Created by Jcomp - Freepik.com
  • 19. Product • App to book and work with personal nutritionists anytime and anywhere • Access to health articles, online sessions with renowned specialists, generalized diet plans • Premium weekly and monthly subscriptions available
  • 20. Brand Name- Nutrition expert Tag line- “Dieting done right” Core brand values: quality, variety, ease Logo
  • 21. Promotion • Demos in residential societies and offices • Promotions through bill boards • First 15 days free on signup • Moneyback guarantee if not satisfied in a month Place Available on Playstore and App store(iTunes) for free
  • 22. Price • Basic version of app will be free- generalized diet plans, access to health articles • Premium subscription at $9.99/week & $29.99/month for benefits such as personal coach, weekly tracking and charts, access to premium sessions on app by renowned nutritionists. Personal dietician charge anywhere between $100-300/hour. Hence, the rate is reasonable. Created by Freepik
  • 23. Incentives • Price reduction on monthly subscriptions • Referral code bonus to customers • Coaches get bonuses if they consistently get high ratings and goals are met within the time frame Communication • Advertising through social media • Referral code bonus to customers
  • 24. Created by Xb100 - Freepik.com
  • 25. Infrastructure a team consisting of developers to manage app, a pool of registered dieticians
  • 26. Process • User will enter his/her details, as well as expectations • They will be matched with an appropriate coach • They will set goals together approved by both the coach and the user • User can request for a specific dietician Created by Jcomp - Freepik.com
  • 27. Schedule Market Research (3 months) Crafting Market Positioning (5 weeks) Setting up strategic business unit (4 months) Setting product strategy (6 weeks) Developing Pricing Strategies (4 weeks) Designing Integrated Marketing Channel (4 weeks) Managing logistics (2 months) Schedule