Final assignment OF IIM-L INTERNSHIP - GETFIT MARKETING PLAN

OVERVIEW

GOAL

TO TRAIN PEOPLE TO STAY FIT DURING LIFE’S CHALLENGES

ACTION PLAN

a. DESIGNING A WEBSITE

b. DESIGNING A LOGO

c. SHARING VIDEOS, PHOTOS

d. PROMOTING BRAND MANTRA

e. CREATING SOCIAL MEDIA PRESENCE

SITUATION ANALYSIS

COMPANY OVERVIEW

MARKET

OVERVIEW

• YOUNGSTERS • FITNESS FREAKS• OLDER WOMEN

OPPORTUNITIES- STRETCHING AHEAD TO ALL ADULTS IN THIS

DIGITAL WORLD BOOMING USE OF APPS

THREATS-• FURIOUS COMPETITION FROM OTHER APPS • TECHNICAL FAULTS • EXPENSIVE GADGETS USED

TARGET CUSTOMERS

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GOAL

FOCUS- ATTRACTING THE REQUIRED GROUP OF CUSTOMERS Spreading the Brand Objective Promoting the Brand Mantra Reaching to the Customers using Social Media

BENCHMARKS-

Size -67M Installs - 5,000 - 10,000 WITHIN FIRST 6 MONTHS Reaching at least 1000 customers within first 6 months Overall Rating of more than 4

BUSINESS STRATEGY

• YOUNGSTERS• WOMEN AND

CHILDREN• HEALTH-

CONSCIOUS ADULTS• FITNESS FREAKS• BUDDING

ATHLETES• ASPIRING RUNNERS

Evernote SpotifyFacebookInstagram

COMPETITORS

To TRAIN PEOPLE FOR LIFE’S CHALLENGES,MAKE THE USERS FIND THE MEANING OF FITNESS

COLLABORATOR VALUE• Increased revenues to the associated gyms

• Increased demands of the jogging shoes

• Increased popularity of other Apps

• Associated trainers and nutritionists will be

provided revenues

• Further collaboration with some

other sectors

TACTICS

PRODUCTGet fitter, leaner and stronger – our free fitness and running app with expert real-time voice coaching.

This free training app turns your smart phone into your personal trainer, providing real-time coaching, voice feedback and free cardio and strength training plans.

SERVICE The App allows you to construct a routine made just for you.

Weekly goals let you track your progress and set new goals each week.

Longer-term training plans provide a complete coached work out so you can reach your best.

Share your progress and achievements with your friends and inspire others to get active too.

GET FIT WITH GETFIT

PRICE

FREE FEATURES- TRAINING AND WORKOUT TIPS FROM COACHES AND SPONSORED

ATHLETES TRACKING OF HEALTH DATA VIA FITSMART OR HRM SENSOR RECORD OF TRAINING SCHEDULES DIET CHARTS FAVORITE MUSIC SET-UP PERSONALIZED TRAINING

PREMIUM FEATURES- $ 5 a MONTH ADVICE OF DIETICIANS AND NUTRITIONISTS SPOTIFY AND SHAZAM MUSIC PLAYLIST SELECTION INSTAGRAM WOKROUT IMAGES SHARING INCENTIVES ON ACHIEVING GOALS

INCENTIVESFREE COUPONS FOR SHOPPINGMOVIE TICKETS ON COMPLETION

OF GOALSMORE THE ACHIEVEMENTS,

MORE THE RANKING NAME ON OUR FAVORITES

BOARDMOBILE DATA PACKAGE GIFTS

IMPLEMENTATION

66

COMMUNICATION-

• USING SOCIAL MEDIA, E-MAILS, PAMPHLETS• PROMOTION IN GYMS, HEALTH AND FITNESS CENTRES• SHARING OF PROMO VIDEOS• PROMOTING BRAND MANTRA

PROCESSES-a. DESIGNING A WEBSITE

b. DESIGNING A LOGO

c. SHARING VIDEOS, PHOTOS

d. PROMOTING BRAND MANTRA

e. CREATING SOCIAL MEDIA PRESENCE

Executive Summary

Situation Analysis

Goal

Strategy

Tactics

Implementation

DISCLAIMERCREATED BY ANKAN MUKHERJEE,

IIT-R DURING THE MARKETING MANAGEMENT

INTERNSHIP BY PROF. SAMEER

MATHUR