This marketing plan proposes a new fitness app called FitU. It aims to create custom workout plans without distracting users. The plan outlines targeting users aged 25-34 and females, who make up a large portion of the fitness app market. It proposes regular updates, social sharing incentives, and collaboration to gain downloads and revenue. The goal is 10,000 free downloads in 4 months to avoid major changes, and increasing paid users over 5 months to reinvest in innovations.

1. Marketing Plan
Health and
fitness app-
“FITU”

2. FitU
•The app offers a capability to create
custom workout plans and doesn’t
distract users from exercises at the
same time.
•Safest and most efficient app to lose
weight, get a flat tummy & strengthen
muscles.

3. The Nilson report shows the
global health and fitness
mobile app market was worth
about $4 billion in 2014, and
it’s going to increase up to $26
billion by 2017.

4. Action
Plan

5. • Motivate customers to be regular with their
fitness plan .
• Do this by recording and presenting them the
analysis of their progress in real time.
• Research to find where the already existing
apps are lagging and update those things.
• Let them share this with their friends and
family to develop a competitive ecosystem.

6. Situation
Analysis

7. • Android accounts of around 80% of the app
market.
• IOS around 12% and windows phone less than
1%.

9. Target customers

10. • Looking at age distribution, the 25-
34 year-old age group over-indexes
41% compared to the average mobile
consumer, and the 35-54 year-old
group over-indexes 47%. Teens and
millennials under-index by 28% and
57%, respectively.

11. • Looking at gender distribution,
Fitness Fanatics are 62%
females and 38% males. That
compares to 48% females and
52% males for the average
mobile consumers.

13. • More features will be added or even its price
will be reduced if the number of downloads of
the paid app doesn’t increase in 5 months.
• Revenue generated from paid app will be spent
in further innovation.

14. • First Goal for the free version would be to
reach 10,000 downloads on different
platforms.
• Time limit for this will be at maximum of 4
months in the market
• Major changes will be made in our app if
this target is not achieved.

15. Strategy

16. Collabotors
• Partners for Advertising
• Other Start-ups
• App Developers

17. Competitors
S Health
• Provide core features to keep
body fit and healthy.
• Tracks daily routine .
• 100 Million downloads.

19. Context
• Technological- An entire fitness world in
a Smartphone app.
• Physical- People exercise and stay fit
and healthy for a better society.

20. Value Proposition
• Simple and effective exercises.
• User can set the amount of time he/she wants
to workout and the exercises to be done given
accordingly.
• Beautiful UI design for convenient experience.

21. Services
• Offers on the paid version of the app.
• Effective feedback.
• Regular updates in
both Free and paid
version of the app.

22. Incentives
• Offers for those who refers the app to others.
• Watching Ads to unlock new features for
limited version.
• Offers to those who help promoting the app on
social media.

23. Communications
• Promoting paid version in free version.
• Collaboration with profound brands such as
Google Fit.
• Advertising on other apps.
• Feedback.

24. Distribution

25. Infrastructures
Developers-
• Keep upgrading the app
• Keep a check of the Bugs
People contributing to the app-
• Find more information that can be added.

26. Processes
• Monitoring Competitors.
• Good publicity of the app.
• Collaboration with renowned
sports brands.

27. Disclaimer
This presentation was created by Nikhil
Chaudhary, NIT Goa during a marketing
internship under Prof. Sameer Mathur, IIM
Lucknow.