Marketing Plan: Stay Fit

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.

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.

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

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.

Strategy
Target 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.

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.

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 Process
1st 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.

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

Marketing Plan: Stay Fit

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