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Quantify
The document provides a marketing plan for a fitness app called Quantify. The app allows users to track calories, set fitness goals, monitor workouts, and connect with expert coaches. The plan aims to generate 2 million downloads and 1 million users within 2 years. It will target generation Y and X aged 18-40 who are focused on fitness. The app will be free to use basic features and paid subscriptions will provide additional services like diet plans and live nutritionists. Marketing tactics will include social media promotion, targeted messaging to potential customers, and distribution through app stores and paid installs.
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Quantify
- 1. Marketing Plan YOUR COUNTFOR CALORIES Submitted to: Prof. Sameer Mathur Preparedby:Sheli Lunawat QUANTIFY
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- 3. ABOUT With the notablechange, Research shows the growth of fitness freaks around the globe. There has been a new opening of a fitness centre every other day.
- 4. With many freaks focusingon their training, they do not monitor themselves at home or in the office. What one requires is a coach 24X7.
- 5. We bring toyou, QUANTIFY, the app that counts your calories. Not only is it possible to track your meals, but also a coach that would assist you throughout. SO LOSE WEIGHT WITH QUANTIFY.
- 6. ABOUT With a comprehensivedatabase of over 25,000 food items, over 1000 activities and on-demand access to your very own fitness trainer, nutritionist and yoga instructor, Quantify puts at your fingertips, everything you need to achieve your health, fitness and weight loss goals.
- 7. MORE ABOUT THEAPP Quantify weight loss methods are tried and tested – our premium users are effectively losing 5 kgs in 10 weeks, eating 25% better and exercising 60% more than when they began.
- 8. HOW IT WORKS? SetGoals Track your Calories Monitor Workouts Sync with devices Connect with Expert Coaches
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- 11. CORE COMPETENCIES DEVELOP OUR SOCIALMEDIA PLATFORMS STREAMLINE OUR COMMUNICATION PRACTICE WEEKLY SPRINTS AND REVIEWS GET AN AVERAGE OF 200000 NEW CLIENTS EVERY MONTH IMPLEMENTATION OF SEO AND ASO EXCELLENT CUSTOMER RELATIONSHIP MANAGEMEMNT
- 12. STRATEGIC ASSETS In-App Advertisements,that will generate Revenue. In-App Purchases, in keeping the Freemium Model. The expected large User-Base. Communication Partners.
- 13. MARKET POSITIONING Quantify wouldfocus on the Generation Y (Age 18-40) as the fitness centres are flooded with the millennials. The aim is not to compete with existing apps but to fill the personal touch not provided by them.
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- 17. OPPORTUNITIES AND THREATS Participation withina growing market. The large increase in clients that follows. The ability to leverage future quantitative analysis. OPPORTUNITIES Lack of immunity to an economic downturn. Potential competition from larger, well established competitors. A change in society for their health maintenance. THREATS
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- 19. TARGET CUSTOMERS GENERATION X agedbetween 18-40 would be given the maximum focus. GEN Y till the age of 45 would also be focused upon towards the target customers list. GEN X GEN Y
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- 21. ULTIMATE GOALS To generate2 million downloads in the next 2 years Establish a user-base of over 1 million users. Estimated monthly revenue of about $75000. Valuation of around $4 Million.
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- 24. CUSTOMER NEEDS AND WANTS Customisation Convenience Innovation Realisticapproach Result-oriented strategy
- 25. DISTINGUISING CHARACTERISTICS OF CONSUMERS ARE DOERSRATHER THAN BELIEVERS ARE DOERS RATHER THAN BELIEVERS HAVE AN ENTHUSIASTIC APPROACH SMARTPHONE LOVERS
- 26. SUPPLIERS Open sources Government sources Internationalsources Paid sources SUPPLIERS GOALS Recognition and credit for their sources Promotion of the agency
- 27. CHANNEL MEMBERS Mobile organicsearch Google keyword tool Mobile App stores CHANNEL MEMBERS GOALS Expected payment for the services rendered. Positive feedback Increased referrals
- 28. COMMUNICATION PARTNERS Social media sites Brands Companies COMMUNICATION PARTNERS GOALS Totarget a large and diverse consumer base To attract new customers Build brand image
- 29. COMPANY'S STRATEGIC BUSINESS UNITS APPDEVELOPERS CONTENT CREATION TEAM BUSINESS DEVELOPMENT TEAM CUSTOMER TEAM ACCOUNTANCY AND FINANCIAL TEAM PUBLIC RELATION TEAM MARKETING TEAM DATA ANALYSIS TEAM
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- 31. COMPETITORS HealthifyMe Google Fitness Apple Health GrowFit Obino Health Coach
- 32. ECONOMICAL CONTEXT Cuts madeon disposable income affects the economy The internet related contribution to the GDP is an astounding 3.2%
- 33. TECHNOLOGICAL CONTEXT The appwill have to keep an excellent interface in the changing technological environment. Also, connection with the consumers via social media or messages would be a matter of concern.
- 34. SOCIOCULTURAL CONTEXT Lifestyle factorssuch as growth in convenience foods and home entertainment have resulted in more sedimentary lifestyles, consumption levels of alcohol are rising which will effect execise participation and subscription. In today’s celebrity culture there’s lots of pressure to look better and have better bodies; this has influenced the levels of people who want to improve themselves.
- 35. REGULATORY CONTEXT Taxes –the app will have to adapt to the changes in taxes. Health and Safety – Quantify will need to keep up to date with regulations to reduce the chance of an exercise accident.
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- 37. TO CUSTOMERS Get towork out at home Stay fit 24X7 Redefine your way of working out A coach to monitor you The app will leave you fit without altering other schedules
- 38. TO COLLABORATORS A wellmanaged, rapidly growing app with new downloads everyday A large and diverse user-base Successfully competing with other players in the market
- 39. TO COMPANY To employees:Positive work environment, good pay, growth potential, opportunity to pursue interests, job security • To investors:- Regular filing of returns, future growth potential, financial stability, clean image, profitable and loyal user- base, high ROI
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- 42. ATTRIBUTES Quantify app enablesusers to keep a track of their calories. Set personal fitness goals. Measure progress. The app syncs with all the leading wearables.
- 43. BENEFITS Monitor and manageones diet and weight. Deliver counselling digitally. The program is integrated with preventive health check programs. Helpful in better management of non-communicable or lifestyle diseases – the curse of modern living.
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- 45. ATTRIBUTES Fitness services tocompanies and individuals. Recruitment of experienced managerial talent. Dedication and hard work of the founders. Raising productivity. Lowering overall costs.
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- 47. NAME AND SLOGAN ATTRIBUTES MEANING QUANTIFY COUNT YOURCALORIES Quantify app enables users to keep a track of their calories, set personal fitness goals and measure progress. Quality, Variety,lucidity and universal appeal.
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- 49. FREE ATTRIBUTES PAIDATTRIBUTES Calorie intake Exercise tracking Recommendations to burn fat Healthy tips Water reminder Sync devices Connect with a coach Live nutritionist Diet plans
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- 51. INCENTIVES First 1000 downloadswould be given a free subscription for 1 year for the PAID attributes. The next 1000 downloads would be offered a 50% fee waiver for the PAID attributes. The next 3000 downloads would be offered a 25% fee waiver for the PAID attributes.
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- 53. Interns would behired and given a task of making a targeted number of downloads from customers each day. This would also involve personal communication with the consumer and the app would be explained in detail. Also, the name begins with a Q (only few apps are named after it) so when the user searches for Quora, our app can be shown down in drop down suggestion. Lastly, social media marketing would not be forgotten after the launch and the targeted audience would be informed about the app through social media.
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- 61. SUPPLIERS COMMUNICATION PARTNERS CHANNEL MEMBERS By keeping sightof the “human element” while considering suppliers to enhance successful relation. To invest time in building relationships with channel members and provide tools that will help connect and learn more about each other. To use face-to-face communication to build a stronger connection with the communication partners. RELATION WITH COLABORATORS
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- 67. DISCLAIMER PREPARED BY SHELILUNAWAT UNDER PROF. SAMEER MATHUR, IIM LUCKNOW