Created by Deepanwita Roy, MIT, Manipal, Karnataka during a Marketing Internship by Prof. Sameer Mathur, IIM Lucknow.

2. Why the App?

3. A Summary

4. The Situation
Medicines are a necessity, and unfortunately there is no
system that provides this amenity sitting at home, within
minutes.

5. Goal
We are here to help the situation!
To help deliver medicines and medical products at your
doorsteps in minutes after you place the order through
our App.

6. How will we do it?
Our App links most of the pharmacies and hospitals in
town, provides the list of pharmacies and hospitals,
including the ones nearby.
Shows you the stores in which the medicine or product
you are looking for is available, and then you can place
an order.
Product at your doorstep in minutes.

7. Situation Analysis

8. Company Overview

9. Point of Parity:
Delivery of medicines and medical products.
Points of Difference:
Delivery within minutes.
You have a reference from which shop your products have been
taken from, so you can get back to them if the need be.
Delivery can be tracked, thus an additional narrow scope of
cancellation after order being placed.
Strong customer loyalty.

10. Market Overview

11. Core Competitor:
Netmeds.com
Collaborators:
Frank Ross Pharmacies
Apollo Pharmacies
Any licensed pharmacy within city bounds.
Threats:
If Netmeds.com steps up to the game, and position their brand
with their heritage and age.
Delivery via call from pharmacies.

12. Potential customers?
“EVERYBODY WITH A PHONE!”

13. Target market:
People with disabilities
Young parents
Senior citizens
People with chronic conditions

14. Where do we want to go?

15. Starting with Kolkata as the base, based on how fast it grows,
expanding into the other metropolitan cities, then the major
cities, then percolating down to the small towns and villages.
Expanding abroad in the future years.
To have a net income of at least 10,00,000 rupees in the first six
months, and have at least 25,00,000 every six markets thereafter
for 1.5 years.
To hopefully go on and hit an income in crores a few years down
the line.

16. Now for the details…..

17. Why this idea for an App?
People have always sought convenience.
Medicines are a necessity, and unfortunately there is no
system that provides this amenity sitting at home,
within minutes.
Young parents, senior citizens, disabled patients, and
those with a hectic schedules find great inconvenience
in going out to get medicines.

18. Who are the people we will be around
mainly for?

19. Young Parents
Needs:
Constants medical attention for their child.
Always in the need of medicines, supplements, diapers and other
medical products.
Constant monitoring and presence with the child, thus very low
mobility.

20. The Senior Citizens
Needs:
Constant medical attention.
Always in the need of medicines, supplements, and other medical
products, such as walking aids, etc.
Low or no mobility due to age or possible chronic conditions, thus
requiring rest.

21. The Disabled
Needs:
Low or no mobility due to the medical condition.
For people with chronic illnesses, physical deformities and also those
disabled by accidents, medical products like antibiotics, dressings,
crutches, and other products, are a life aid.

22. Those With a Hectic Lifestyle
Needs:
Usually the middle aged; have very less free time in their schedule.
Many with chronic conditions like blood pressure, diabetes, etc.
cannot afford to miss dozes of medicine simply because they don’t
have stock at home.
Also with a hectic lifestyle and age, one tires out faster.

23. Who are the people we will be around
with?

24. The Collaborators
All the pharmacies (Frank Ross, Apollo, and the neighborhood
ones) and hospitals (Fortis, Gleneagles, nursing homes, etc.) in
the city.
They wish to sell their medicines more and more to earn, and
our App will help them do so better.
In turn they will also get to know about a ratio of medicines to
keep, depending on the demands and manage their inventory
accordingly.

25. The Competitors
Netmeds.com (Core competitor)
- A company that delivers medicine and medical products, by the
same day (2-12 hours post ordering).
- A very old website, now with App, has been around since 1914.
- The have a wide variety of offerings going by products, and upon
ordering will be delivered to you.
- However, most people do not know about this App.
Pharmacies that provide delivery services upon calling.

26. The environment around zap- and why is
it rather positive?
Great market needs. People need medicines regardless of
culture, social, and personal factors.
Now with medicines we have higher margin to profit as:
- No effect of inflation on demand
- Constant demand
- Lots of demand

27. Who we are and what do we do?

28. The Product – Free Version
An App that lets you order medicines and basic medical products from the
pharmacies around you, delivering them at your doorstep in minutes.
Free Features:
 Its free to download!
 Lists all pharmacies and major hospitals in town, along with indicating
the ones nearby, upon typing the product you want.
 Lists all products along with their stocks available at the chosen store.
 Easy and interactive interface.
 Needs internet to run.
 Takes up little space on your mobile.

29. The Product- Premium Version
USD 0.99/INR 64.16 to buy it.
All the free features along with:
Greater discounts.
Priority status to users.
You get to set orders for complex medical products and
equipment like crutches, orthopedic products, etc.

30. Services
Services from 8am-11pm. (Hoping to go 24 hours in the future)
All days a week, even on public holidays.
Delivery at your doorstep.
You can track your products, providing a little window to cancel
your product after ordering.
You have the contact details of the store you picked up your
order from as well as the person bringing it to you.
Available on zap.com, Google Play Store, and Apple App Store.

31. Brand Identity
The name zap- indicating
speed, thus fast delivery.
Logo: name with a
shopping cart containing a
‘plus’ indicating medicines.
Tagline: Medicine on
wheels.
Slogan: Why run to tap?
When you can get your
medicines in a zap!

32. The Brand Positioning
With its tagline- Medicine on wheels, and slogan- Why
run to tap? When you can get your medicines in a zap!,
the brand wishes to position itself as a fast and an
effective link to medicines at your doorstep.
Giving a feeling of them being almost your neighbor,
wherever you move it.

33. Incentives

34. Customers
E- coupons with codes to unlock them, on stores with frequent
purchases.
Seasonal discounts

35. Collaborators
A percentage of profit to the stores, because of whom profit for the
app has been possible.
A small fee given to the pharmacies for hosting the app.

36. Employees
Salaries and bonuses on profits (based on quality and level of
service).
Health insurance for the delivery boys.

37. Promotion

38. Early stage
After the app is fully functional begin publicity.
Putting up banners or small posters or stickers with the
App logo, tagline and a little details inside and/or
outside the pharmacy, making people notice.
Use social media handles like Facebook, and Twitter,
with witty one liners and good graphics in the post.

39. Intermediate stage
With a sufficient budget, TV and YouTube
commercials could be creatively carved out.
Endorsements by celebrities, stand up comedians or
any other famous personalities.

40. Late Stage
To mellow down, as at this stage there may no longer
be a need for a loud publicity.
Use the social media handle, but now include stories
of satisfaction from different kinds of people.
The Posters up as usual
Sponsoring events and gaining publicity out of them.

41. How Is the App Going To Be Implemented:
The Processes Behind

42. Raising Funds
Funds to be raised about 50 lakhs in order to hire people for the
work, maintain logistics and take of procedures and formalities.
All this for the app to take off at first.
Funds could be raised from investors and substantial loans from
the banks, as no one would know about us in the beginning.

43. Developing the system
Hire good program developers to develop the app, and
the website and link it to the host server, and
maintaining the system.
 Charting out marketing and corporate plans, by taking
the help from advisors- family, friends and
professionals.

44. Core Pricing Strategy
Buyers pay the price of the products they purchase along with
the service charge that the App imposes. These charges depend
on the distance from which the delivery boy is coming, the
product he is carrying and also the time of the day- higher
charge for peak hours.
This is the main source of income for the app.
• Effective from the later stages of the App:
Sponsoring reality shows and events.

45. The Delivery Process
Once order is placed and is received by the store, delivery
boys nearby the store are given the same offer to chose or
reject, the first one choosing it is assigned.
 If no one chooses, someone from a nearby area is put to
the job.
 A person works in 2 shifts of 6 hours, and have a target no
of customers to serve per day.
The person picks up the order in his bike, delivers it and
notifies it.

46. Feedback
Customer care hotline.
Email for grievances
Ratings of pharmacies and delivery boy, asked after
every transaction.
Occasional surveys

47. Infrastructure and Organization

48. Infrastructure
Datacenter(s) to host the App and its services.
Customer care and administration office.
Depot for delivery boys to deposit their bikes for
the day.

49. Organizations within the organization
Logistics
Legal
Administration
Public Relations
Human Resource
Engineers to develop and maintain the system

50. HOWEVER…..

51. Threats
• Netmeds.com upping their game and bettering their delivery.
- to battle this we must make sure we are the preferred brand;
possible with great publicity.
• Pharmacies with delivery via a call.
- To beat this we must strengthen our brand positioning, by
appealing to both the sellers and buyers that the app is
convenient, than the alternatives they are resorting to.

52. DISCLAIMER
Created by Deepanwita Roy, MIT, Manipal, Karnataka during
a Marketing Internship by Prof. Sameer Mathur, IIM Lucknow.