It has the complete marketing strategy for a new app named FFF

1. Fitness|Friends|Fun

2. 39% over weight
13% obese

3. 40 – 50 billion spent by Americans fitness
each year

4. What the company aims?

5. Make everyone fit.

6. What the company provides?

7. Making fitness a fun filled with friends.

8. Fit
Fun Friends

9. What is the current situation?

10. The targeted product line has many
competitors. But has less features
than FFF.

11. The company targets the consumers
willingness to mingle with their friends
which other brands don’t offer.

12. Market overview
• Highly changing market
• Needs personal marketing at times
• The app itself should create a buzz otherwise the
product will face failure

13. What are the goals of the company?

14. Being FIT…………….

15. What the company expects?

16. • Get at least 5000 downloads after its
first week of release
• Get at least 1000 subscribers for premium
version in the first week

17. Both the customer revenue and the ad
revenue is balanced

18. What is the target market?

19. Obese people

20. People who are under taking steps to be fit

21. Socially active people

22. House wives

23. These will be the segments which will be
keen on fitness compared to the other
segments of people. But this comprises
most of the people.

24. Collaborators
• Hospitals
• Fitness training centers

25. The collaborators get benefit.
It will be a symbiotic relation

26. The hospitals and training centers can advertise by
saying that it has an app to aid fitness and the
vice versa is also done to promote the product.

27. Current competitors
• Runtastic
• S health
• Nike +
• 7 minute workout challenge
• 30 day fit challenge workout

28. Few of the competitors have a well established
consumer base but lacks
features this product offers.

29. The app should be positioned as a user friendly
socializing fitness app - consumers
Brand positioning

30. An app aiding their business in the mobile world
- collaborators

31. About the product

32. • It have all the features the competitors provide
• In additional to that it give the opportunity
to see and connect with their friends fitness
• It allows the consumer to plan with and suggest
friends for fitness workouts and diets

33. Service
The app should be user friendly and have a very good
user interface

34. Brand
• Brand name : FFF
• Brand logo : the logo in the first page
• Brand tagline : Fitness|Friends|fun
• Brand jingle : The fitness network

35. Pricing
0 and $2.99

36. Free:
• All the features the competitors offer
• Allowance to connect with limited number of friends
• There is limit in the interaction with friends
Premium:
• The restriction on the number of friends is withdrawn
• Many interaction methods are open for the consumers
• Compare their stats with the global scale

37. This price is justified because the people won’t be ready
to pay more than this also not less because the competitors
charge the same so the consumers would prefer this app
which has more features.

38. Incentives
• Discount for premium account is provided for those whose
complete the timely task the app provides
• Offers for consumers who come first (opening sales offer)
• Discount in the collaborators by using app’s generated codes

39. Communication
Social media
TVs and through collaborators

40. Distribution
Google play store
Stalls at sports events
Help of collaborators

41. Implementation

42. Process
Pre release
• Create a buzz before the release
• Contact the collaborators and pull them in
• Put videos

43. After release
• Start “Are you fit?” campaign
• Maintain the app without bugs
• Bring in new changes and developments

44. Schedule
Before one month of release :
Contact the collaborators and pull them in. Explain
them the use of app and ask them to market

45. Before one week of release :
Fix the release date so that there is some big
sporting event one week before the release.
So at the time of sporting event try to collaborate
with them or put stalls at the event to attracts crowd
and give simple fitness tasks like 50 push up challenge,
Etc.

46. One or two days before the release:
Put the videos of the events in the YouTube and
other social media

47. As soon as the release:
Start “Are you fit?” campaign. In get the people in places
like malls and find their BMI and advice them according
to their BMI and how the app will help them.

48. Major problem for many good apps is having some serious
bugs. So please avoid it.

49. Keep on updating the app with new features.

50. This marketing analysis is done by R.S.Vikneswaran, IITM for Marketing management
internship under Prof. Sameer Mathur, IIM lucknow