Track My Cycle: Period Tracker is a mobile application that allows women to track their menstrual cycles, ovulation periods, and receive notifications. It provides information on health, contraception, pregnancy, and allows women to discuss their experiences. The marketing plan aims to launch a free version and paid premium version of the app on Android initially. It plans to achieve over 1 million downloads in the first year through social media marketing and partnerships with women's health websites and doctors. The app will provide cycle tracking, health information and forums to connect women.

1. Track My Cycle:
Period Tracker
Marketing Plan for Android Application

2. OVERVIEW
 Track My Cycle: Period Tracker is an app which notifies a
woman on a regular basis about the commencement of her
menstrual cycle, her ovulation period etc. along with
additional features like FAQs on menstruation,
contraception as well as in-depth information on health,
PMS, cramps, emotions, sleep and more.
 It acts as a one stop destination for all the information
needed to conceive, prevent conceiving or simply to track
and get information about the upcoming menstrual cycle.
It also provides a forum where women can discuss their
experience and opinions and help other women out
experiencing the same things as them

3. HOW DOES IT WORK?
 After creating your account or signing in through
Facebook/Google, simple put in the required details
 Enter the starting date of your last period
 Enter the duration of your average menstrual cycle
 Enter the length of your menstrual cycle
 Track My Period: Period Tracker will then predict
your upcoming menstrual cycle, your ovulation
period, your PMS period etc.
 It will offer different services such as aid for
menstrual and pregnancy cramps, information
regarding planned and unplanned pregnancy, details
of prime gynaecologists nearby (prime version) etc.

5. THE MARKETING PLAN: AN OUTLINE
Executive
Summary1
Situation
Analysis
2
Goal3
Strategy4
Tactics5
Implementation6

6. EXECUTIVE
SUMMARY
1
I. II. III.
OVERVIEW
With the fast paced
lifestyle of women in
the modern times,
Track My Cycle:
Period Tracker comes
in handy for females
who want to keep a
check on their PMS
and menstrual period,
ovulation period etc.
and want to know
about FAQs on the
related topics
COMPANY
GOALS
To provide simplicity
in keeping records of
menstrual cycle of a
woman through the
inputs provided by an
individual and render
effective remedies to
tackle different
problems associated
with the same
ACTION PLAN
• Facilitate free and
paid versions of the
app
• To provide a user
friendly application
for maximum market
share
•To release beta
versions of the app
from time to time for
improvement

7. SITUATION
ANALYSIS
2
Company Overview
Market Overview
Target Overview
2.1
2.2
2.3

8. Company Overview2.1
2.1.1 Core Competencies
• Reduces the headache of remembering dates for family
planning, sexual activity etc.
• Provides a community platform for women to share their
experiences with other women
• Facilitates in-depth information on health,
contraception, cramps, emotions, sleep and more.
2.1.2 Strategic Assets
• User friendly application
• Widespread communication portal
• Connect to online experts
• Freemium app model

9. 2.2.1 Competitors
Period Tracker, My
Calendar
Market Overview2.2

10. 2.2.2 POINTS OF PARITY
Tracker of menstrual cycle to determine
menstrual flow duration, ovulation
period as well as information provider
of delayed, short or long menstrual
cycles
Reminder of PMS, contraceptive pill
intake etc.
Mood determination along with health
and sleep tracker

11. 2.2.3 POINTS OF DIFFERENCE
 Provision of online portal for women to connect with
each other to share their experiences and opinions
and give feedback and responses to others
 Detailed knowledge on basic queries regarding
menstruation, contraception, planned pregnancy,
unplanned pregnancy etc.
 Home remedies and exercises to deal with discomfort
during menstruation as well as pregnancy
 A comprehensive do’s and don’ts list for women
trying to conceive, for women preventing conceiving
as well as regular precautions to be taken during
menstruation

12. 2.2.4 OPPORTUNITIES AND THREATS
Opportunities
 Unique in the Indian
market; huge market
dominance
 Scope of expansion
internationally
 Expand to iOS users
upon success
Threats
 Low success rate of the
app among the
uneducated class
 Inaccurate results due
to unforeseen
technological error
 High competition from
internationally
established apps

13. Target Customers2.2
Track My Cycle: Period Tracker aims to target
girls as young as 11 or 12 who are just staring
off to hit puberty to women inching towards
their phase of menopause
Any mature woman with a smartphone and
internet facility comes under the target group
of the application

14. GOAL3
Achieve a
minimum
target of
1,000,000
downloads
in the first
year of the
application
launch
1
Aim for at
least 4%
conversion
rate from
free to
premium
users
2
Expandin
g to iOS in
the next
one year
3
Expandin
g globally
in the next
two years
Bringing
the app
under top
100 in the
next 4 yrs
54

15. STRATEGY4
4.1 TARGET MARKET
4.1.1 CUSTOMERS
» The customers desire a user friendly application
where they can access their personal records, read
FAQs, search for remedies etc. as seamlessly as possibly
» They want a platform where they can communicate
their experiences with other women who are facing the
same along with them
» Users also wish to obtain top quality features if they
pay a certain price for it
All three of which are fulfilled by the application

16. 4.1.2 COLLABORATORS
 The application aims to collaborate with
certain social media handles where any user
can log into the application using their
Facebook or Google account and save their
information in the same account
 It also plans to partner with top healthcare
websites like MedicineNet, EverydayHealth
etc. to provide prime information on
menstruation, contraception, pregnancy etc.
 Connects with top gynaecologists and
hospitals is also an objective the application
(Prime Feature)

17. 4.1.3 COMPANY
Strategic business
unit:
App Development
Team
Content Creation
Team
Finance Team
Customer Care
Team
Marketing Team
Data Analysis Team
Key Stakeholders:
Investors
Employees
Customers

18. 4.1.4 CONTEXT
An app download is a cheaper
alternative than to search
through books for remedies
and solutions for menstrual
and pregnancy problems
The app is culturally open to
any woman as any mature
woman with a smartphone
and internet is free to use the
app
Locating hospitals and
qualified doctors will become
much more convenient for
any woman, specially in case
of emergency
Economic Context
Socio-Cultural Context
Technological Context
Physical Context
Target market gets to keep
track of themselves on the go
and get any desired
information- from foods to
exercises their phones

19. 4.2 VALUE PROPOSITION
COLLABORATOR
VALUE
Ensures a good rate
of interest to
investors and more
patients to hospitals
and doctors upon
success
CUSTOMER
VALUE
Acts as a one stop
destination for all
information a
woman needs to
know of her personal
well being
COMPANY VALUE
Growth opportunities for
the employees and
platform to meet mutual
interests of the owners
and the shareholders
while working

20. TACTICS5
PRODUCT
Attributes and
benefits
1
BRAND
Name, logo, slogan
etc. of the app
2
PRICE
Price of the app3
INCENTIVES
Incentives offered
to interested
parties
4
COMMUNICATION
Communication to
interested parties
5
DISTRIBUTION
Distribution of the
application6

21. 5.1 PRODUCT
The application offers its features in two
kinds of versions to its users:
5.1.1 5.1.2
Free
Version
Premium
Version

22. 5.1.1 FREE VERSION
Free Version includes:
 Tracker of menstrual cycle for different needs
of women such as pregnancy, precaution etc.
based on the input they provide
 Detailed FAQs and other important
information on menstruation, contraception,
PMS, mood swings, hygiene, cramps etc
 Home remedies and exercises during periods
and pregnancy for a warm experience
 Part of an online community with thousands
of other women to discuss experiences,
opinions and thoughts

23. Prime Version includes:
 Renders address of best hospitals with
gynaecology department as well as private
clinics within a 60km radius
 Connects to online experts for any emergency
or help needed
 A detailed list of appropriate foods to eat
during menstruation and pregnancy
 Provides information on those medicines to be
consumed during menstruation or pregnancy
to relieve any discomfort which can be
consumed without any doctor’s prescription
5.1.2 PREMIUM VERSION

24. 5.2 BRAND
Name:- Track My Cycle: Period
Tracker
Slogan:- “Because you matter”
Logo:-

25. Free Version
As the name suggests,
free version of the
application comes for
free where users can
make unlimited use of
free features of the
application
Premium Version
The premium version of
the application would be
available for $0.99 per
month where the users
can enjoy both- free and
premium features of the
application
5.3 PRICE

26. 5.4 INCENTIVES
Bonuses and rewards to the
employees after achieving the set
targets
Increased awareness of the
investor through the brand equity
and success of the application
A referral system offering the user a
10 day premium trial for every
referred user who downloads the
application
Customers
Collaborators
Company

27. 5.5 COMMUNICATION
Awareness and communication to different customers, collaborators
and Company Personnel can be done through the following:
Company
Website
Print and Visual
Ads
Social Media
Marketing
Associate to women-
oriented institutes

28. The application would initially be
available to Android users which can be
downloaded from Google Play
Android users can also visit the company
website to download the application, which
will redirect them to Google Play
iOS users can enjoy the same facilities on
the application expansion after a year of
the launch of the application
5.6 DISTRIBUTION

29. IMPLEMENTATION6
INFRASTRUCTURE
Organization’s business
unit management
1.
PROCESS
Process involved in
implementing the strategy
2.
SCHEDULE
Implementation
schedule
3.

30. 6.1 INFRASTRUCTURE
Infrastructure of the company would comprise
of:
App Development
Team1
Content
Creation Team2
Finance Team3
Marketing
Team4
Data Analyst
Team5
Customer Care
Team6

31.  Hiring an Application Development team to
formulate the app
 Creating the contents to be put in the application
by Content Creation Team
 Formulating the costs, expenditure, pricing and
revenues and approaching investors for
financial aid with the help of the Finance Team
 Promoting the application in the market
through the Marketing Team
 Analyzing the results and responses of the users
through the Data Analyst Team
 Providing assistance to the users through
customer care services
6.2 PROCESS

32.  Developing the application
 Creating the necessary contents
of the application
 Researching on potential
investors and obtaining financial
aid
 Analyzing the costs and
expected revenues and finalizing
a premium version price
 Marketing the application among
the target market and creating
brand awareness
 Making final arrangements for
launching the application
6.3 SCHEDULE
4 Months
1.5 Months
2 Months
2 Months
3 Months
1 Month

33. SUMMARY
About: Track My Cycle: Period Tracker
Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation

34. DISCLAIMER
Created by Arsha Latif, Dyal Singh College,
University of Delhi during a marketing
internship under Prof. Sameer Mathur, IIM
Lucknow