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MARKET OPPORTUNITY
 Health & Fitness apps have around 2% market in PlayStore
 Safest, most effective and most efficient app to lose weight, get
a flat tummy & strengthen muscles
 In this Smartphone...
AIM
Goal is to make an Android fitness
app more convenient, effective and
personalised for customers
To Boost its popula...
ACTION PLAN
A Free and a paid App in all Major Platforms
Research to find where the already existing
apps are lagging an...
PLATFORM OVERVIEW
As of the latest, Android has the
largest share of over 80% in
Smartphone OS market
The Product portfo...
APPs IN PLAYSTORE
TARGET SEGMENT
Target Customers will be Youth and even Health conscious senior
citizens who want to track & plan their fi...
FREE VERSION
Our first Goal would be to reach 100,000
downloads for the free version on different
platforms
Time limit f...
PAID VERSION
After reaching set number of target
downloads, advertisement will be increased
in both free and paid app
Re...
APP CHARACTERRISTICS
Customer can set the amount of time he/she wants to workout
and the exercises to be done given accor...
COLLABORATORS
App Developers
Communication team or channels
linked for videos
Mutually benefiting association with
Star...
CONTEXT
Technological- a new dimension to the
use of smartphones
Economic- downloading an app saves
the internet usage
...
VALUE PROPOSITION(FREE VERSION)
User can set the amount of time he/she wants to
workout and the exercises to be done give...
VALUE PROPOSITION(PAID VERSION)
Even more personalised interface by setting
the areas of body that you want to focus on
...
COMPETITORS
The Biggest rival out there for us : ‘30 Day Fit
Challenge Workout’
Its from ‘Leap Fitness group’ which has ...
Competitor’s Information Architecture
POINTS OF PARITY
Tips and diet plans for different Fitness routines
Challenges and different time targeted workout’s
Ad...
POINTS OF DIFFERENCE
Fitness Calendar that records and allows to
add different workout’s
Exercise level will keep on inc...
BRAND POSITIONING
Brand mantra: “Beyond Fitness”
Communicating the POD to consumers
Extra Motivational content for begi...
PRODUCT BENEFITS
SERVICES
 Regular updates in the both Free and
paid version of the app
 Market App Effectively via SMS, Emails
and blogs...
INCENTIVES
Incentives to rate and like the app’s
social media pages
Refer the app to your friends & family
for limited a...
PRICING
 Pricing will not be permanent and will change according to
service roadmap and research upfront
 Psychological ...
COMMUNICATION
 Collaboration with brands like Nike+ and Google Fit
 Partnering with a mobile marketing experts
 Adverti...
DISTRIBUTION
INFRASTUCTURE
 App developers-
• Keep upgrading the app
• Keeping check of the Bugs
 People contributing to the info in ...
PROCESSES
Using the free app to promote the paid app
Keep monitoring competitors prices
Maintaining Strong Word of Mout...
SCHEDULE
Releasing more apps for different segments and
exercises
Intensive Market Research to meet the need better
Log...
RECAP
Action Plan
Situation Analysis
Goal
Approach
Pricing Strategy
Execution
DISCLAIMER
→ Created by Rohan Singh, IIT Bombay,
during a Marketing internship under
Professor Sameer Mathur, IIM Lucknow
Fitness Star - An Android app marketing plan
Fitness Star - An Android app marketing plan
Fitness Star - An Android app marketing plan
Fitness Star - An Android app marketing plan
Fitness Star - An Android app marketing plan
Fitness Star - An Android app marketing plan
Fitness Star - An Android app marketing plan
Fitness Star - An Android app marketing plan
Fitness Star - An Android app marketing plan
Fitness Star - An Android app marketing plan
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Presented by- Rohan Singh,IITB during a Marketing Internship under Prof. Sameer Mathur, IIML

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Fitness Star - An Android app marketing plan

  1. 1. MARKET OPPORTUNITY  Health & Fitness apps have around 2% market in PlayStore
  2. 2.  Safest, most effective and most efficient app to lose weight, get a flat tummy & strengthen muscles  In this Smartphone generation with more and more people becoming health conscious, ‘Fitness Star’ is the best fitness app  To Exercise with Fitness Star all you need is a chair, a wall and motivation  With market reach of over 40%, there is a Lot of uncharted market potential in this category FITNESS STAR: MOVE IT OR LOOSE IT
  3. 3. AIM Goal is to make an Android fitness app more convenient, effective and personalised for customers To Boost its popularity and number of downloads in various App Store’s
  4. 4. ACTION PLAN A Free and a paid App in all Major Platforms Research to find where the already existing apps are lagging and update those things Motivate customers to be regular with their fitness plan Do this by recording and presenting them the analysis of their progress in real time Let them share this with their friends and family to develop a competitive ecosystem
  5. 5. PLATFORM OVERVIEW As of the latest, Android has the largest share of over 80% in Smartphone OS market The Product portfolio of Google Play store is very diverse containing almost all category of apps
  6. 6. APPs IN PLAYSTORE
  7. 7. TARGET SEGMENT Target Customers will be Youth and even Health conscious senior citizens who want to track & plan their fitness in real time But In Fact, Our App will be developed for everyone out there i.e. the entire market. People with time constraints who are starting a new routine for fitness or weight loss Niche in the market- Uncharted markets like fitness and lifestyle
  8. 8. FREE VERSION Our first Goal would be to reach 100,000 downloads for the free version on different platforms Time limit for this will be at maximum of 3 months in the market If this target is not achieved then major changes will be made in our app
  9. 9. PAID VERSION After reaching set number of target downloads, advertisement will be increased in both free and paid app Revenue generated from paid app will be spent in further innovation If the number of downloads of the paid app doesn’t increase in 6 months, then more features will be added or even its price will be reduced
  10. 10. APP CHARACTERRISTICS Customer can set the amount of time he/she wants to workout and the exercises to be done given accordingly Difficulty of the exercise can be changed with the level of workouts Better Analysis and representation by converting all the data into easy-to-understand graphics Personalized UI design for convenient experience
  11. 11. COLLABORATORS App Developers Communication team or channels linked for videos Mutually benefiting association with Start-ups Advertising Partners
  12. 12. CONTEXT 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
  13. 13. VALUE PROPOSITION(FREE VERSION) User can set the amount of time he/she wants to workout and the exercises to be done given accordingly Simple and effective exercises with detailed instructions on how to do and for how much time. Real time analysis of exercises like Distance travelled, Calories burnt etc. Beautiful UI design for convenient experience Keep the screen on when and songs on loop till finish your workout
  14. 14. VALUE PROPOSITION(PAID VERSION) Even more personalised interface by setting the areas of body that you want to focus on Sync with music apps like Spotify to set the perfect sound intensity for every phase of your workout Better Analysis and representation by converting all the data into easy-to-understand graphics Perfect Meal charts for different exercises to meet your health and fitness goals
  15. 15. COMPETITORS The Biggest rival out there for us : ‘30 Day Fit Challenge Workout’ Its from ‘Leap Fitness group’ which has number of Fitness and health apps in Play store ‘30 Day Fit Challenge Workout’ app has various challenges targeting amateur to professionals According to Customer reviews, Many plans are confusing due to incomplete charts and illustrations of given exercises
  16. 16. Competitor’s Information Architecture
  17. 17. POINTS OF PARITY Tips and diet plans for different Fitness routines Challenges and different time targeted workout’s Adjustable circuit and rest time 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. Customised Notification for daily workouts Google Fit support
  18. 18. 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 Motivational Quotes and Videos at the end of each workout for beginner's to get them going Smart Watch compatibility for professionals to save time and fuss Online Social Hub where Premium members can share their experiences
  19. 19. BRAND POSITIONING Brand mantra: “Beyond Fitness” Communicating the POD to consumers Extra Motivational content for beginners to keep them going Profits for company and recognition for collaborators Association with big brands like Nike to assure collaborators and stockholders
  20. 20. PRODUCT BENEFITS
  21. 21. SERVICES  Regular updates in the both Free and paid version of the app  Market App Effectively via SMS, Emails and blogs  Creating a website for the app  Immediate response on feedback  Occasional sale on Paid version to attract more customers
  22. 22. INCENTIVES Incentives to rate and like the app’s social media pages 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
  23. 23. PRICING  Pricing will not be permanent and will change according to service roadmap and research upfront  Psychological discounting- the ending with ‘9’  Combo offers for downloading multiple apps- such as 59c for two apps, 99c for three  Channel pricing – More for iOS compared to PlayStore  Pricing Models such as – Free, Paid, Freemium, Paymium
  24. 24. COMMUNICATION  Collaboration with brands like Nike+ and Google Fit  Partnering with a mobile marketing experts  Advertising in Social Media apps  Information Architecture of the app for SEO & SEM  Promoting Paid App via advertisement in Free version  Unbiased first-hand feedback from our target audience
  25. 25. DISTRIBUTION
  26. 26. INFRASTUCTURE  App developers- • Keep upgrading the app • Keeping check of the Bugs  People contributing to the info in the app- • Find new info that can be added • Find more proofs of effective results to display
  27. 27. PROCESSES Using the free app to promote the paid app Keep monitoring competitors prices Maintaining Strong Word of Mouth via social media platforms. Collaborating with other well known apps like Google Fit, Nike+ etc.
  28. 28. SCHEDULE Releasing more apps for different segments and exercises Intensive Market Research to meet the need better Logical difference between the free and paid app Pricing Strategy Brand Communication to associated customers Don’t get complacent! Keep Innovating
  29. 29. RECAP Action Plan Situation Analysis Goal Approach Pricing Strategy Execution
  30. 30. DISCLAIMER → Created by Rohan Singh, IIT Bombay, during a Marketing internship under Professor Sameer Mathur, IIM Lucknow
  • VaishnaviSharma67

    Sep. 29, 2020
  • MohammedAlalas1

    Dec. 19, 2017

Presented by- Rohan Singh,IITB during a Marketing Internship under Prof. Sameer Mathur, IIML

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