This is a marketing plan for a new app to be launched in the Google Play Store as part of the final project of the internship under Prof. Sameer Mathur

1. A Marketing Plan for a new app
Cure-AllHere to help you cure

2. Contents

3. EXECUTIVE
SUMMARY

4. About the App
• For quite some time the people of West Bengal have desired for an
healthcare app.
• An app that will do away with the hassle of going out every time to buy
medicines.
• Or book an appointment with the doctor.
• Cure-All app is here to address all these issues.
• Lightning fast delivery of medicines at the lowest prices.
• Book appointments with your nearest doctors.
• 24x7 hours availability of doctors with no busy-tone like the one you get
when you call your nearest clinic.
• Medical Database.
• Doc-at-home and tons of other features available in the Premium version.
P.S.- We understand the needs of the people of West Bengal and it has been
tailor-made to provide you the best quality available at the cheapest rates.

6. Market Overview
Some statistics about the smartphone market in India:

7. Market Overview
Statistics about the World and Indian Healthcare Apps market:
World Market Indian Market

8. Market Analysis
• The Indian healthcare IT market was
valued at $1billion in 2016.
• Likely to grow about 1.5 times by
2020, according to a report by IT
industry body Nasscom.
• With the ever increasing demand of
the workplace, young men and
women are finding it difficult to go
out of their homes and buy
medicines for their families.
• Older people whose children are
settled in different places also
find it cumbersome to go out every
time to buy medicines or consult a
doctor due to physical constraints.

9. Market Analysis
• As population increases, people
are also finding it difficult to find
a doctor at the right time and at
the right place.
• This is where they could use an
app which could deliver
medicines right at their
doorsteps.
• An app which could also find the
nearest doctor for consultation.
• It would be even better if all
these features would be available
for lesser prices through the app.

10. Company Analysis
This is where Cure-All comes in:
• Cure All is an app that will look after the complete healthcare of the user.
• Free users will be able to book appointments with doctors of their choice at
any time of the day.
• They will get their required medicines delivered right at their doorstep within
24 hours of the order
• A small delivery charge of $0.44 for orders above $4.5.
• 10% off on prescription based drugs & 5% off on non-prescription based drugs.
• Premium version available for $18 annually
• Zero delivery charge and guaranteed 8-hour delivery.
• Doc-at-home and tons of other features
• Presently, this is the only app available in West Bengal which
can provide all these features in one single app that too at
cheap prices.

11. Target Consumers
• The target area comprises a very
intensive region consisting of Kolkata,
Howrah and its surrounding areas.
• Working professionals who do not
have ample time for doing these
activities.
• Elderly people who live alone and
whose medicines and appointments
will be booked by either themselves
or their family members.
• Anyone who wants to access the free and
premium features from their
homes.

12. • The primary goal will be to capture the market consisting
of Kolkata, Howrah and the surrounding areas of
Bidhannagar and Barasat.
• We plan to achieve 10000+ downloads over the first six
months of its release and 50000+ downloads in the first
year.
• We estimate a conversion rate of 5%-10% for the premium
features for the first year.
• Regarding monetary investments, Cure-All plans to break-
even in 2.5 years time.

14. Target Market
 Customers:
• Customers in Kolkata, Howrah and the surrounding
areas will be the primary focus.
• Working class professionals who don’t have the time
and luxury to go out to buy medicines or book
appointments.
• Elderly people and disabled people living alone
who can’t go out due to physical constraints who will
either use the app themselves or get it done by
their relatives.
 Collaborators:
• Retail stores who are looking to increase their reach
and awareness.
• Younger doctors who are looking to make a
name for themselves
• Experienced doctors who are looking to increase their
online presence by providing consultation.

15. Target Market
 Company:
• Our company will consist of the IT
department which will look after the
maintenance of our app and the
website, updating it from time to time
and also look after the financial
transactions.
• The communications department which
will conduct inventory checks of the
retail stores and will also be
responsible for identifying new doctors
and discarding the dormant ones.
• The delivery and packaging department
which will be responsible for picking up
the ordered medicines from the stores,
packaging it and delivering it to the
customer.

16. Target Market
 Competitors:
• Practo - Books doctors, delivers
medicines but not in West Bengal.
• BookMeds - Delivers medicines in
Kolkata
• Netmeds - Delivers medicines in
the whole country
• Apollo Pharmacy - Delivers
medicines from Apollo Pharmacy
stores in Kolkata

17. Value Proposition
Customer Value:
• Customers who are not able to go out because of time
constraints to buy medicines or book appointments will
benefit from this app. Also people who are not physically
able to go to the doctor every time will benefit from
Cure-All’s premium features by using the doc-at-home
feature and the online consultations provided by senior
doctors.
Collaborator Value:
• It will benefit them as Cure-All will help them increase
their brand awareness and expand their market both
physically and in the online world. Cure-All will also
provide better advertisement and positive publicity which
will result in improved reviews of their products and
services.

18. Value Proposition
 Company Value:
• Cure-All sees itself as online healthcare
and pharmacy app that will provide the
complete support, from booking the closest
located doctors for diagnosis of a disease to
supplying the proper medicines right at your
doorstep, all at lower prices than the current
market.
• This is the way it will position itself to
the customers and the stakeholders.

20. Product
Here’s what Cure-All has to offer:
Free Features Premium Features
($18 annually)
• Locating and booking
appointments with the nearest
doctors
• Doc-at-home which allows user to
call a doctor at home for
consultation
• 24 hour delivery promise of
medicines along with details of
the store nearest to the user’s
home
• Doc-at-home feature provides a
5% lesser rate than the average
visiting charges of doctors
• $0.44 delivery charge for orders
above $4.5
• Zero delivery charge
• 10% off on all prescription based
drugs
• 8 hour delivery promise
• 5% off on non-prescription based
drugs
• 25% off on 10 visits to any doctor
• A database for different drugs and
doctors available
• 24x7 online consultation by
experienced doctors

21. Services
 24/7 availability of doctors
 24/7 online support & Hotline
 Guaranteed delivery within the
promised time
 Live tracking of order
 3d layout of packaging
 Transporter
 Cash-on-delivery
 Net banking/Credit & Debit Cards
 Refund within 2 business days for
damaged products

22. Brand
• Cure-All will be perceived as a brand
that is reliable, trustworthy and
which takes care of the complete
healthcare related problems of the
user.
• Our tagline will be:
“Here to help you cure”
• This will be symbolic of our mission
which is to cure people by providing
them maximum facilities with
medicines and doctors at the best
prices.

23. Price
Cure-All will be
available for free
on the
Google Play Store

24. Price
• The Premium version of the app will be available for $18
annually. This is a fair price considering the following
analysis:
• An average Indian family of four people spends about $1
3.235 per month on medicines.
• Coupled with the user’s transportation costs if he
decides to go out on his own or with our delivery charge
of $0.44, for suppose 2 orders a month, will increase the
price by about $10.59 annually.
• By upgrading to the premium, the user saves on the
$10.59 annually along with a lightning fast delivery
within 12 hours of the order.

25. Price
• With 25% off on 10 visits to any doctor the user will save
about $11.03 annually with the normal average fees of
doctors being $4.42 per visit.
• The 5% off on doc-at-home feature will save about $0.4
for an average $6.62 fees per visit at home.
• The online consultation which if done physically would
also cost about $2 which will be free in our premium
version.
• The gross saving would be about $23 annually and after
deducting the premium fees the net savings will be $5
annually.
• A very fair offer considering the plethora of features our
app provides all with the comfort of your home.

26. Price
• Cure-All’s premium version will also be available
on a semi-annual package as well.
• The cost will be $9.5.
• Zero delivery charge.
• Delivery within 8 hours.
• 25% off on 5 visits to any doctor.
• Doc-at-home available for 10 visits at 5% off.
• 10 online consultations per month will be
available.

27. Price
• Retail stores will have to pay 5% commission
for each order they receive through the app.
• In return, our investors will pay compensate
them with an annual subscription.
• Doctors will have to pay $11 annually for listing
themselves on the app and 5% of the total fees
for 5 bookings made through the app.
• For premium features, Cure-All will compensate
the doctors for their services.
• For the Doc-at-home feature, Cure-All
will give 2$ to the doctor for every visit.
• For online consultation, Cure-All will pay
5$ for 10 such sittings.

28. Incentives
• 10% off on prescription based drugs.
• 5% off on non-prescription based drugs.
• With the premium version, 25% off on 10
visits to any doctor.
• First order will have zero delivery charge.
• Users who can refer the app to 5 other
people will get 20% off on their next visit
to the doctor.
• First 200 users will get to use the premium
version of the app free for 1 month as
part of beta testing.

29. Communication & Distribution
• The delivery and packaging department which will be
responsible for picking up the ordered medicines from
the stores, packaging it and delivering it to the customer.
• Their will be 24/7 online support for the customer.
• A hotline service will be available to address issues raised
by the customers.
• There will be a separate app for the delivery and
packaging team which will inform them about different
orders.
• Another app will be available exclusively for the doctors
to track their appointments and schedule their availability.
• All the apps and website will act in co-ordination with
each other to provide optimal support to both the
customer and collaborators

33. Processes and Schedule
Select Kolkata and Howrah for beta testing
Find retail stores & doctors during this phase
Start heavy advertising and promotion
Initial goals for total downloads and conversions fulfilled
Expand to the rest of the proposed places

35. Traditional Marketing
• A mailing list will be created featuring the
elder citizens of the targeted areas.
• Mails will be sent out to these people to urge their
children to use the app in case they can’t use
smartphones.
• Advertisements will be shown on television channels.
• Emotional advertisements like a daughter ordering
medicines for her grandfather when it’s raining
outside or booking him an appointment at home
with the doctor when he is sick and can’t go out,
through our app, will resonate among both the
young and old.
• Hoardings and Radio advertisements will draw
the attention of people even on the roads, while they
are returning from work.
• Word-of-mouth publicity will be vital in generating
trust and awareness about our brand.

36. Digital Marketing
• Social media will be crucial to advertising
our app.
• Extensive use of Facebook, Google+,
WhatsApp will be carried out to create a
large following through catchy posts and
online contests.
• A YouTube channel will be created which
will come up with innovative videos
describing the features of our app.
• Additionally our app will be advertised
using Google AdWords to advertise our app
on health and fitness blogs.

37. Cure-AllHere to help you cure

38. Disclaimer
This marketing plan was the final project created by
Sourav Sen, St. Xavier’s College, Kolkata during a
marketing internship under Prof. Sameer Mathur, IIM Lucknow
P.S. - All images and designs have been taken from Google, shutterstock.com,
showeet.com and creately.com