The document outlines a marketing strategy for a new fitness app called "Get. Set. Fit". It aims to increase the app's reach and downloads by making it more convenient and personalized. Key points include targeting fitness enthusiasts ages 25-54, offering both free and paid versions, tracking user progress, and collaborating with brands like Nike. The strategy involves market research, rewards/motivation, and promoting the paid app through the free version's advertisements. The goal is to achieve 100,000 downloads within 6 months across different app stores.

1. MARKETING STRATEGY

2. NEW FITNESS APP

3. Get. Set. Fit
• An effective app to help you lose weight and strengthen
your muscles
• If you didn’t have time to hit the gym before, now you
know you can always just log into an app and start moving
• Whenever you want to exercise, wherever you are, you
can get the necessary info to you need to do a quick
workout

4. THE EXECUTIVE
SUMMARY

5. MARKET OPPORTUNITY

6. • Health & Fitness apps have a very low
market share
• With market reach of over 40%, there is a
lot of uncharted market potential in this
category
• It is estimated that 3.4 million people will
end up using a fitness app by the end of
2018
• Fitness apps have the potential of
effectively promoting engagement in
physical activity

7.  To make fitness apps more convenient and personalised
to the users
 To increase the reach of the fitness app and boost the
number of downloads
AIM

8. ACTION PLAN
 Research where the other apps are
lagging and work on their flaws
 To have a free and paid app
Help people to save time and become
more efficient in their exercising
 To provide rewards and
companionship, motivating users along
the way to a fit body
Inspire the customers by tracking their
progress through visualizing tools like
graphs

9. SITUATIONAL
ANALYSIS

10. Company Overview

11. Market Overview

12.  As of 2016, Android leads the global market with an 82.6 percent market
share, while Apple's iOS is second.
 The product portfolio of Google Play store is diverse than iOS.
 Google Play apps are more discoverable and is more developer friendly
than others

13. TARGET CUSTOMERS
• Target customers: the group of Fitness Fanatics who
are the most enthusiastic fitness and health app users.
They are mostly mothers ages 25-54 who lead healthy
lifestyles.
• Though the App will be developed for everyone out
there i.e. the entire market.
• App could also cater people who have time
constraints: studying or working
• Niche in the market

14. Whether you’re looking to track your miles, find a
little motivation, eat healthier, or simply make exercise
slightly more entertaining, there’s likely an app for that
very purpose!

16. I. Reach to 100,000 downloads on different platforms within 6
months in the market
II. If the goal not achieved, modifications to be done in the app
FREE VERSION

17. PAID VERSION
 Launching a paid version of the app
 After this, increasing the advertisement for both
the free and paid app
 Getting a substantial amount of revenue from the
paid app
 If the number of downloads of the paid app doesn’t
increase in 1 year, then modifications to the paid
app compared to the free app, or the cost is to be
reduces

19. Characteristics of the App
• Creating an account with personal data
• Tracking user activity like no. of steps
travelled or calories burnt
• Difficulty of the exercise can be
changed with the level of workouts
• Converting all the data into easy-to-
understand graphics
• Push notifications and setting targets
• Personalized UI design for convenient
experience

20. COLLABORATORS
• App Developers
• Communication team or channels linked for videos
• Mutually benefiting association with Start-ups
• Advertising Partners

21. CONTEXT
• Technological : Valuable addition to the app
store
• Economic : Saves money and the internet
usage
• Physical : Help people get a healthy lifestyle
anywhere and anytime

22. VALUE PROPOSITION
FREE VERSION
User can get Free Workout ideas and track their progress
Workout routines based on your own fitness level and targeting
specific areas of the body
GPS tracker on your phone to track your speed, distance and
elevation
Keep the screen on when and songs on loop till finish your workout
 Carry their own yoga studio and monitor their diet

23. PAID VERSION
 In addition to the things in free app
 Lesser ads
 Detailed diet plan according to the workout done daily
 More personalized like a personal trainer
 Calorie calculator
 Providing a reward system for anyone struggling with
motivation

24. • Biggest competitor - Fitbit
• The free Fitbit app is designed to work with
Fitbit activity trackers and smart scales
• Number of installations - 10,000,000 -
50,000,000

25. Other Competitors
 My Fitness Pal
 Fitocracy
 Strava Running and Cycling
 Nike+ Training club
 7 minutes workout
 30 Day Fit challenge Workout

26. POINTS OF PARITY
•Tips and diet plans for different Fitness routines
•Challenges and different time targeted workout’s
•Ability to pause the workout, and to skip to the next or the
previous exercise
•Real time analysis of exercises like Distance travelled, Calories burnt
etc.
POINTS OF DIFFERENCE
•Fitness Calendar that records and allows to add different workout’s
•Exercise level will keep on increasing automatically with sync to the
Fitness Calendar
•Smart Watch compatibility for professionals to save time and fuss
•Online Social Hub where Premium members can share their
experiences

27. BRAND POSITIONING
• Brand mantra: “All set to get fit”
• Main focus on the women between the age 25 to 54
• Communicating the POD
• Extra motivational factors for the beginners
• Associating with the strong brands like Nike
• To the company the value would be the profits they get
• To the collaborators, the recognition they get and the other
offers will be the value

28. PRODUCT BENEFITS

29. SERVICES
• Any queries, immediately clarified
• Regular updates in both free and paid app
• Any bugs in the app, try to remove as soon as
possible
• Occasional sale on paid version to attract
more customers

30. • Refer the app to your friends & family for limited app
free version
• Combo benefits in purchasing more than one app
• Watch Advertising videos to unlock new feature for
limited time
• If logged in and shared on social media like
facebook, internal benefits provided in the app like
extra diet care and plans

31. PRICING STRATEGY
• Elastic pricing because people will be wary if they
continue using the app
• Psychological discounting- the ending with ‘9’
• The regular pricing for the app singly purchased-
$2.99
• Discount for downloading more than one app-
$3.99 for two apps
• Channel pricing – More for iOS compared to
Google play store
• Going rate pricing

32. COMMUNICATION
• Collaboration with brands like Nike+ and Google Fit
• Partnering with mobile marketing experts
• Advertising in Social Media
• Promoting Paid App via advertisement in Free version

35. INFRASTRUCTURE
• App developers
 Updating the app
 Removing the bugs
• Collaborators
Finding new information to be added
Find more proofs of effective results to display

36. PROCESSES
• Associate with well known brands like
Nike+, Google Fit
• Monitor the competitors prices
• Using the free app to promote the paid
apps

37. Study the market carefully
Segmentation : Different apps for different
segments
Logical difference between the free and paid
app
Brand positioning
Pricing Strategy
Communicating the points of difference

38. Disclaimer
• Created by Aayushi Baheti, IIT Bombay during
marketing internship under Prof. Sameer
Mathur, IIM Lucknow