STAY FIT

Desire for a perfect body

Executive Summary:

Situation:1. Health of the people is continuously decreasing over the last

decade due to increase in the consumption of junk food and unawareness and lack of motivation.

2. There is nobody to guide people on how to get a healthy body and thus live a healthier lifestyle and the cost of hiring personal trainers is very high.

Goal:

Stay fit aims to create an application that provides its users free of cost training and exercise routines depending on their goal and their body weight, height, age, sex ,characteristics etc.

Course of Action:

1. Create an app in order to target gym going people and the people who want to but lack motivation to get in shape.

2. Promote the app with the help of friends, family people and advertisements in gym.

3. Also stick posters at health centers, yoga centers, gyms, healthy food joints in order to attract people and lure them to try the app.

4. Provide a large library of motivational videos and articles from personal experience of people.

5. Decide a relevant price.

6. Provide special benefits for premium users by enabling them to have access to coupons for getting discounts for supplements, at healthy food joints like subway etc.

7. Provide in-app

purchases.

Situation Analysis

Brief Company Overview: Core competencies and brand value

Market Segmentation

Cheap

Provide benefits to all

Advertising

Market Overview:Potential Customers

1. Obese people

2. Already Gym Going People

Major Competitor

Collaborators might include

Healthy food joints Supplement Providers

Opportunities and threats:

Opportunity: A large number of people are unhealthy in today’s world and in counties like U.S this segment of the market could be exploited easily.

Threat being the development of new apps and websites that might offer better benefits at low cost.

Goal : The company would aim to generate approximately $1,00,000 per week at the end of 15 months and total $25,00,000 in total.

StrategyTarget Customers

1. Obese people

2. Already Gym Going People

Premium sign ups for discounts at healthy food joints and thus promoting the app.

Net Income: The company would aim

to breakeven at the end of 15 months after its

launch.

Expenses would include : Advertisements, promotions, free referral bonuses, fixed payment to collaborators.

Income from advertises by other companies on our app, premium sign ups, downloads and also dealings with collaborators like subway, optimum nutrition, healthkart in order to maximize profits of both.

Time Frame(after launch): 1st half year: Increase in the number of free signups.

2nd half ; Increase in the number of ads. On the app due to increasing popularity.

3rd half : Increase in premium sign ups.

Context

Economic: The app would be very economic as its cheap and it would provide many

benefits.

Sociocultural: It would help provide free training an thus would be helpful to people and bring about positive changes in society.

Value Proposition:

Customer value: Several extra benefits at very low cost to the customers which are not provided by other apps.

Collaborator value: Increase in the sales of the product of the collaborators if the sales and promotion of the app is done in right way.

Company value: Increasing incentives for the employees and stakeholders and providing free premium version to all the employees.

Tactics

Attributes and benefits : Simple to use, easy to download, free of cost, premium version of very low cost

Costs: $1.99 for premium version and various in app purchases

LOGO:

SLOGAN:

Desire for a perfect body!!

Incentives: Define the incentives offered to customers (e.g., price reductions), collaborators (e.g., trade allowances), and company personnel (e.g., bonuses). Referral bonuses: For every person who signs up with your link referral, you get the premium version at $1.79 and also get certain discount coupons.

Company people get 40 cents every successful referral. 

Communication through : Posters, Magazines, Websites, Television

Advertisements, People.

Distribution through: Free trial versions, Referral by friends, providing free vouchers to various eateries,

various other benefits.

Implementation

Infrastructure:The organization would follow Strategy Business Unit technique where a 3 level hierarchy would be there.

1. Manager : To make decision.2. Business Unit : to make

decision regarind collaborators, vendors, marketing policies etc.

3. Divisions within Business Unit with respect to geographical or product market etc.

Organizational Process:

1.Development of app for android mobiles and iPhones.

2. Deciding the optimum price of the app considering the breakeven analysis and the revenues expected.

3. Marketing and promotion of application with the help of friends and other advertising techniques.

4.Creating brand equity and reaching expected revenues and increasing sales.

Schedule

Month Process1st month Creation of Graphical user interface of the

app.

2nd month Allocation of various sections of app.

3rd month Testing the app and promotion along with inviting collaborators to collaborate.

4th month Launching the app and organizing events for promotion.

5th month Full publicity and advertising.

6th month Improving the in-built features of the app.

Recap

1. Brief Introduction of app(Executive Summary).2. Situation Analysis.3. Goal.4. Strategy Planning and analysis.5. Tactics to communicate the relevance of app to the

concerned people.6. Implementation procedure.

DISCLAMERCREATED BY SAURABH AGRAWAL, NIT HAMIRPUR, DURING A MARKETING INTERNSHIP UNDER PROFESSOR SAMEER MATHUR