This presentation has been as a project under marketing internship of Prof. Sameer Mathur , IIM Lucknow

1. FOR A NEW FITNESS ANDROID APP
HEALTHY LIVING

3.  Fitness comes under Others. Also, it comes under the “me” time of
the smartphone using of people.
 It is just one part of the “others”, so there is a lot of untapped market
potential there.
MARKET OPPORTUNITY

4. MARKET OPPORTUNITY
Contd…
Also with people
becoming more and more
conscious of health and
the increasing use of
smartphones for
everything, a fitness app
has a lot of potential.

5. The goal is to make the fitness apps more
personalized and convenient to customers
To increase the popularity and the number of
downloads in this market

6.  To have a free and a paid app
 Find where the already existing apps are lacking and
add those things
 Motivate people to be regular which seems to be
problem with everyone- continuing the exercise plans
they started.
 Do this by recording and showing them the progress
always.

8.  Android has the largest
market share of 57%
 The product portfolio of
Google play store is very
diverse. It has all types of
apps from games to social
apps to personal apps like
calendars.

9. THE PRODUCT LINES OF
ANDROID APPS
Different Categories of Apps

10.  The target market is everyone, i.e. the entire market.
Android has an app for everything and everyone.
 But the product line lengths are different.
 Lint stretching is what it is trying to do, specially in the
untapped markets like fitness and lifestyle.
TARGET CUSTOMERS

12.  First goal would be to reach a certain
level of downloads for the free app-
100,000
 This within 6 months of the app is
released in market.
 If not reached, then changes to be made
in the app
FREE APP

13.  After reaching this, increasing the advertisement
for the free and paid app
 Next, 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 more things are to
be added to the paid app compared to the free
app, or the cost is to be reduces (but only if
necessary)
PAID APP

15.  A personal trainer in the smartphone
 Exercise difficulty changing with the level of workout
 Everything laid out to just follow
 Motivation to come next day and work harder
 Keeps a record of every workout
APP
CHARACTERRISTICS

16.  App developers
 Various gymnasiums for offline support
 Any videos if added in the app
 The advertisements that appear
 Doctors and health devices manufacturers
COLLABORATORS

17. Technological- a new dimension to the use of
smartphones
Economic- downloading an app saves the
internet usage
Physical- help people better their lifestyle by
providing easy exercise anywhere and anytime
CONTEXT

18. FREE APP:
 An option to set the amount of time the person wants to
workout and the exercises to be done given accordingly.
 For beginners, the push and motivation to keep going.
 Progress is, for example the increase in time daily, the
calories burned and weight shed.
 Simple and effective exercises with detailed instructions
how to do and for how much time.
 Diet plan tips.
 Calendar recording daily workout routine and all the
numbers
VALUE PROPOSITION

19. PAID APP: (In addition to the things in free app)
 NO ads
 Detailed diet plan according to the workout done
daily
 Doctor’s recommendation
VALUE PROPOSITION

20.  Market Specialization
 Demographic segmentation
 Market- people starting a new routine for
fitness or weight loss
 Niche in the market- Specially for
beginners who need the push to continue
 People with time constraints
TARGET SEGMENT

21. The biggest and the only relevant competitor
is the Pedometer and weight loss coach
It has multiple apps for different workouts
Other apps are in similar stage
COMPETITORS

22. Same exercises- can’t really change the way an
exercise is done.
Fun facts related to health for beginners
Different workout categories like weight loose,
weight gain, etc.
Gives statistics too.
POINTS OF PARITY

23.  The user gets to set the time for workout and the exercise
routine
 Calendar that records and allows to add things
 Heart rate and Blood pressure monitor
 Professional tips for that extra edge
POINTS OF DIFFERENCE

24.  Brand mantra: “Let’s Make India Fitter”
 Announcing category benefits
 Communicating the POD- since the
methods(exercises) are the same, the main POD is
to be communicated
 The extra motivational factors for the beginners
 Services differentiation
 Associating with the strong brands like Nike
BRAND POSITIONING

25. For the collaborators and
stockholders, associating with big
brands like Nike can assure them
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
BRAND POSITIONING

27. PRODUCT ATTRIBUTES
AND BENEFITS

28. Any queries, immediately
clarified
Any bugs in the app, try to
remove as soon as possible.
Put the advertisements
manageable in free app and
recommend the paid one for
free of advertisements.
SERVICES

29.  If logged in and shared on social media like
facebook , internal benefits provided in the
app like extra diet care and plans
 Incentives to rate and like the app
 When more than one paid app
downloaded, discount is provided
 Discount Coupons for referral and sharing
will be provided for both parties

30. Elastic demand because people will wary if
they will continue using the app
Discounts for package purchase for family
Channel pricing- iOS higher price than
Google play.
Competiting price of $2.00 per month

31. Discount for downloading more than
one app- $3.50 for two apps
Going-rate pricing
Channel pricing- iOS higher price
than Google play.

32. To customers:
By associating with big brands like
Nike+ and advertising there
Advertising in social messaging apps
In the free app advertising and
encouraging to download the paid app

33. DISTRIBUTION

34. IMPLEMENTATION

35. App developers-
keep adding new things to the app
Keep removing the bugs
Make new plans for apps
People contributing to the info in the app
Find new info that can be added
Find more proofs of effective results to display

36. Finding apps like Nike+ to place the
advertisements and associate with
Keep an eye on the competitors price
Revenue generated from the paid apps
Using the free app to promote the paid
apps
PROCESSES

37.  Study the market and find it’s main demand- weight
loss, fitness specially the beginners
 Different app for different segment of the market
 Difference between the free and paid app
 Brand positioning
 Designing services
 Pricing strategy
 Communicating this to everyone associated

38. Executive summary
Situation analysis
Goal
Strategy
Tactics
Implementation

39. Created by HARSHIT JAIN, NIT JALANDHAR,
during a marketing internship under Professor
Sameer Mathur, IIM Lucknow
DISCLAIMER