Slides made by ANKAN MUKHERJEE, IIT-ROORKEE, under the guidance and supervision during the Internship of Marketing Management by Prof. SAMEER MATHUR of IIM-Lucknow from 13 June- 10 July, 2016.........

3. OVERVIEW

4. GOAL
TO TRAIN
PEOPLE TO
STAY FIT
DURING LIFE’S
CHALLENGES

5. ACTION PLAN
a. DESIGNING A WEBSITE
b. DESIGNING A LOGO
c. SHARING VIDEOS, PHOTOS
d. PROMOTING BRAND MANTRA
e. CREATING SOCIAL MEDIA PRESENCE

6. SITUATION
ANALYSIS

7. COMPANY OVERVIEW

8. MARKET
OVERVIEW

9. • 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

10. TARGET CUSTOMERS
•
•
•
•
•
•

11. GOAL

12. 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

13. BUSINESS
STRATEGY

15. • YOUNGSTERS
• WOMEN AND
CHILDREN
• HEALTH-
CONSCIOUS ADULTS
• FITNESS FREAKS
• BUDDING
ATHLETES
• ASPIRING RUNNERS

16. Evernote
Spotify
Facebook
Instagram

17. COMPETITORS






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

20. 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

21. TACTICS

22. PRODUCT
Get 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.

23. 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.

24. GET FIT WITH GETFIT

25. PRICE

26. 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

27. INCENTIVES
FREE COUPONS FOR SHOPPING
MOVIE TICKETS ON COMPLETION
OF GOALS
MORE THE ACHIEVEMENTS,
MORE THE RANKING
NAME ON OUR FAVORITES
BOARD
MOBILE DATA PACKAGE GIFTS

28. IMPLEMENTATION
6
6

29. 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

30. Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation

32. DISCLAIMER
CREATED BY ANKAN MUKHERJEE,
IIT-R DURINGTHE MARKETING MANAGEMENT
INTERNSHIP BY PROF. SAMEER
MATHUR