FOR A NEW FITNESS ANDROID APP WORKOUT ACCORDING TO YOUR TIME
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FOR A NEW FITNESS ANDROID APPWORKOUT ACCORDING
TO YOUR TIME
MARKET OPPORTUNITY
Fitness comes under Others. Also, it comes under the “me” time of the smartphone using of people.
It is just one part of the “others”, so there is a lot of untapped market potential there.
Source: Statista- http://www.statista.com/statistics/279286/distribution-of-worldwide-google-play-app-downloads-by-category/
MARKET OPPORTUNITY Contd…
Also with people becoming more and more conscious of health and the increasing use of smartphones for everything, a fitness app provides has a lot of potential.
The goal is to make the fitness apps more personalized and convenient to customers
To increase the popularity and the number of downloads in this market
To have a free and a paid app Find where the already existing apps are lacking and add
those things Motivate people to be regular which seems to be problem
with everyone- continuing the exercise plans they started. Do this by recording and showing them the progress always.
COMPANY OVERVIEW Android has the largest
market share of 57% The product portfolio of
Google play store is very diverse. It has all types of apps from games to social apps to personal apps like calendars.
THE PRODUCT LINES OF ANDROID APPS
TARGET CUSTOMERS
The target market is everyone, i.e. the entire market. Android has an app for everything and everyone.
But the product line lengths are different. Lint stretching is what it is trying to do,
specially in the untapped markets like fitness and lifestyle.
FREE APP First goal would be to reach a certain level of
downloads for the free app- 100,000 This within 6 months of the app is released in
market. If not reached, then major changes to be made
in the app
PAID APP
After reaching this, increasing the advertisement for the free and paid app
Next, getting a substantial amount of revenue from the paid app
If the number of downloads of the paid app doesn’t increase in 1 year, then more things are to be added to the paid app compared to the free app, or the cost is to be reduces (but only if necessary)
APP CHARACTERRISTICS
A personal trainer in the smartphone Exercise difficulty changing with the level of
workout Everything laid out to just follow Motivation to come next day and work harder Keeps a record of every workout
COLLABORATORS
App developers Any person or group providing tips and
information for the app Any videos if added in the app The advertisements that appear
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
VALUE PROPOSITION
FREE APP: An option to set the amount of time the person wants to
workout and the exercises to be done given accordingly. For beginners, the push and motivation to keep going. Progress is, for example the increase in time daily, the
calories burned and weight shed. Simple and effective exercises with detailed instructions
how to do and for how much time. Diet plan tips. Calendar recording daily workout routine and all the
numbers
VALUE PROPOSITION
PAID APP: (In addition to the things in free app) Lesser ads Detailed diet plan according to the workout
done daily More personalized like a personal trainer. Calorie calculator
TARGET SEGMENT
Market Specialization Demographic segmentation Market- people starting a new routine for
fitness or weight loss Niche in the market- Specially for beginners
who need the push to continue People with time constraints
COMPETITORS
The biggest and the only relevant competitor is the 7 minute workout
It has multiple apps for different workouts
Other apps are in similar stage
POINTS OF PARITY
Same exercises- can’t really change the way an exercise is done.
Has tips and diet plans in brief too Challenges and different time challenges Gives statistics too.
POINTS OF DIFFERENCE
The user gets to set the time for workout and the exercise routine for that time is set time
Calendar that records and allows to add things More motivating facts and figures for the beginners The level automatically keeps increasing based on the
calendar, although the user has an option to choose.
BRAND POSITIONING
Brand mantra: “Way to the last beginning” Announcing category benefits Communicating the POD- since the
methods(exercises) are the same, the main POD is to be communicated
The extra motivational factors for the beginners Services differentiation Associating with the strong brands like Nike
BRAND POSITIONING
For the collaborators and stockholders, associating with big brands like Nike can assure them
To the company the value would be the profits they get
To the collaborators, the recognition they get and the other offers will be the value
PRODUCT ATTRIBUTES AND BENEFITS
SERVICES Any queries, immediately clarified Any bugs in the app, try to remove as soon as
possible. Put the advertisements manageable in free app
and recommend the paid one for free of advertisements.
INCENTIVES
When more than one paid app downloaded, discount is provided
If logged in and shared on social media like facebook, internal benefits provided in the app like extra diet care and plans
Incentives to rate and like the app
PRICING STRATEGY Elastic demand because people
will be wary if they will continue using the app
Psychological discounting- the ending with ‘9’
Channel pricing- iOS higher price than Google play.
Competitors price of $2.99 Going-rate pricing
PRICING The regular pricing for the app
singly purchased- $2.99 Discount for downloading more
than one app- $3.99 for two apps Psychological discounting- the
ending with ‘9’ Channel pricing- iOS higher price
than Google play.
COMMUNICATION
To customers: By associating with big
brands like Nike+ and advertising there
Advertising in social messaging apps
In the free app advertising and encouraging to download the paid app
DISTRIBUTION
INFRASTRUCTURE
App developers- keep adding new things to the app Keep removing the bugs Make new plans for appsPeople contributing to the info in the app Find new info that can be added Find more proofs of effective results to display
PROCESSES Finding apps like Nike+ to place the
advertisements and associate with Keep an eye on the competitors price Revenue generated from the paid apps Using the free app to promote the paid apps
SCHEDULE
Study the market and find it’s main demand- weight loss, fitness specially the beginners
Different app for different segment of the market Difference between the free and paid app Brand positioning Designing services Pricing strategy Communicating this to everyone associated
Executive summary Situation analysis Goal Strategy Tactics Implementation
DISCLAIMER
Created by Nitya Joshi, BITS-Pilani, Hyderabad, during a marketing internship under Professor Sameer Mathur, IIM Lucknow
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