An Android App Marketing Plan

1. Potencia
A community – fitness Android app
Place your screenshot here

2. Executive Summary11.

3. Executive Summary
◦In the recent years, there
has been a global push
towards maintaining a
healthy lifestyle
◦Increase in popularity of low
carb/low fat products
◦People want to look thin and
fit

4. Executive Summary
◦Fitness apps like Google Fit, My Fitness Pal, Apple
health have emerged
◦Report from Flurry Analytics shows that these
Fitness Apps are exploding at a faster rate than the
rest of the app market
◦Consumers buying fitness metric tracking devices
like Fitbit, smartwatches
◦Health and fitness trending in social media
◦ From getting inspiration on workouts and weight
loss, to following a nutrition plan—social media is
inspiring people to get fitter.

5. Introducing
Potencia
One app to integrate the fitness tracking
along with a social media platform as
well as look up nearby fitness related
services

6. Fitness Tracking
◦Track physical activities like
jogging, cycling
◦Calorie tracking and diet
planner
◦Get metrics from fitness
devices like Fitbit and
smartwatches
◦Set health goals and track
progress

7. Social Media Platform
A social media like platform in the app
where users can interact with the other
users in ways like:
◦Share their health progress with the other
users
◦Post experiences and diet plans that work
for them
◦Share blogs and articles with useful
information
◦Creates a community of people with
similar goals Looking at other people’s
progress and changes will keep people
motivated and hence using the app

8. Fitness Related Services
◦Users can find nearby health experts,
dieticians from the app
◦Nearby centers like physiotherapy centers,
yoga classes and gyms can also be found
on the app
◦The experts and establishments can be
rated and commented on by other users to
create a feedback system

9. Situation Analysis12.

10. 2.1 Company Overview

11. Core competencies
◦Combining elements of different apps under one
app and hence creating a consumer centric
experience
◦Heavy focus on user feedback and updating the
app based on what consumers want
◦Using state of the art data analysis algorithms
◦Collaboration with fitness journals and bloggers

12. Strategic Assets
◦Expected fast growing user base according to the
smartphone users and health conscious population
statistics
◦In app advertisements in the form of blogs and
articles by known experts in the field, which don’t
feel intrusive to the consumer
◦A freemium model – with in app purchases to
unlock extra services and remove advertisements
◦Communication by word-of-mouth publicity and
fitness professionals

13. Market Position
◦The app will be positioned as a social fitness app
where the consumer can not only use its services to
maintain their health and fitness but also share their
achievements and experiences with others
◦The app competes with the existing fitness apps
but offers significantly more value for the consumer
than the existing apps.

14. 2.2 Market Overview

15. Potential Customers
Generation X
Generation Z
(Younger than 20
years)
Silent Generation
41% 26% 16%

16. Competitor’s Analysis
Google Fit Apple Health MyFitnessPal
App 3.9/5.0 - 4.5/5.0
Rating 30 15 10
Downloads
10,000,000 (Comes
preinstalled with
Android Phones)
Comes
preinstalled with
iPhone
500,000

17. Opportunities
◦More youngsters are getting health
conscious, indicates growing potential
consumer base
◦The target consumers are the most
aggressive users of smartphones
◦Collaboration with experts and bloggers
can help get traction and credibility
◦Social integration between customers

18. Threats
◦Competition by existing apps – which come
preinstalled in the consumers’ phones
◦New entrants in the segment since no
barriers for entry
◦Less resources than the biggest
competitors – Apple and Google

19. 2.3 Target Consumers

20. Target Consumers
Demographic
Middle Class and
Rich
Age
Generation Z
(under 20 years
old), Generation X
(20-40 years)
These segments
are
◦ Measurable
◦ Substantial
◦ Accessible

21. Goal13.

22. By the end of
2 years…

23. User base of
500,000
Premium price of $2
income of $3 million (2 years)
5% premium conversion rate
25,000 premium buyers

24. Strategy14.

25. 4.1 Target Market

26. Customer Needs
◦Healthy disease free body
◦No heart risks, no diabetes – most prevalent health
disorders
◦Healthy, nutritious food
◦Self esteem - confidence

27. Customer Wants
◦Have a good figure
◦Make positive impression on people
◦Delicious diet
◦Share their experiences and progress with other
people

28. Distinguishing characteristics of consumers
◦Use smartphones very frequently
◦Young users so potential customers for a
long time
◦Use physical figure to form impression
◦Active participants in sporting activities
and hence in need of a healthy and fit body
◦Need to socialize and publicize the all
happenings in their lives

29. Collaborators
Channel
Members
Suppliers
Communication
Partners

30. ◦Fitness experts,
dieticians
◦Bloggers, video
bloggers and other
content creators
◦Articles from
fitness websites and
other credible
resources
Suppliers (Content sources)
Goal
◦Recognition and
credit for their work
◦Promotion of their
website, blog or
channel

31. App Stores
◦ Google Playstore
◦ Apple App Store
◦ Amazon App
Store
Channel Members
Goal
◦Payment for the
services and
facilities
◦Good feedback
and more user
influx

32. ◦Social media
websites like
Facebook, Twitter
WhatsApp
◦Content creators
(bloggers and
youtubers)
◦Sponsors who will
advertise the app
Communicators
Goal
◦To target as many
consumers as
possible and earn
referral revenue
◦To attract
consumers towards
their own channels

33. Company’s Strategic Business Unit
◦App Development team: Developers,
testers
◦Content Creators and Collectors: Writers,
curators, collectors, reporters
◦Marketing Team: Advertising, promotions
and communications teams
◦Business Development Team: Strategists,
networkers, planners
◦Finance Team
◦Public Relations Team
◦Customer Care

34. 4.2 Positioning Strategies

35. Customers
◦They become motivated towards health
and being fit
◦They keep track of their progress and get
constructive feedbacks to keep their routine
in check
◦They can share their experiences with
others and get inspired by others too

36. Company
◦Provide positive work environment
◦Effective communication to the employees
about the goals and objectives of the
company and its products
◦Opportunity for the employees to grow in
the company
◦Provide good pay and job security

37. Points of Parity
◦Efficient body metrics
tracking system – heartbeat,
distance etc.
◦Good and thorough calorie
management system
◦Good customer support
◦Frequent updates.
Points of Difference
◦Social media integration
with fitness tracking regime
◦Services like gyms, yoga
classes recommendations
◦Content from a wide variety
of sources like fitness
experts, blogs, other content
creators, articles
◦Community feedback
approach to fitness

38. Tactics15.

39. 5.1 Product

40. Free Features
◦Biometric tracking using accessories like
Fitbit, smart watches
◦Calorie/ Diet planner
◦Social Media integration
◦Advertisements

41. Premium Features
◦Access to service recommendations like
gyms, fitness experts
◦Access to articles, videos and other curate
content by experts
◦No advertisements

42. 5.2 Brand

43. Potencia
◦Slogan – Better. Healthier. Together
◦Meaning – Potencia means power and potential to
be better. An app which encourages self
improvement
◦Attributes – Simplicity, Authenticity, Quality,
Integrity

44. 5.3 Price

45. Price
Free version
(with
advertisements)
Premium
version
$1.99 (without
advertisements and
additional features)

46. 5.3 Distribution

47. Distribution channels
App stores
◦ Google Play
◦ iOS App Store
◦ Amazon app store
Free promotion and giveaways

48. 5.4 Communication

49. Communication channels
◦Word of mouth marketing to family, friends and colleagues
◦Using social media like Facebook and Twitter
◦Taking help from bloggers and content creators by sending
the app to them for reviews and recommendations
◦Uploading advertisements in YouTube and other fitness blogs
◦Using search engine optimization and app search
optimization techniques

50. Implementation16.

51. Market Research
Implementation Schedule
Analysis of Consumer and
Business Markets
Market Positioning
Setting up Strategic Business
Unit
Setting Product Strategy
Developing Pricing Strategies
Designing Integrated Marketing
Channels
Designing Integrated
Communication Channels

52. Recap
Executive
Summary
Situation Analysis Goal
Strategy. Tactics Implementation

53. Thank You!
Created by Shashwat Dixit, Manipal Institute of
Technology, Manipal, during the marketing internship
by Professor Sameer Mathur, IIM Lucknow