This presentation contains a detailed marketing plan of an application for the company "Doctor Uncle". It gives you an executive summary and situational analysis. It also mentions its goals, and strategies and tactics that it will use to attain them

1. Because everyone deserves a doctor.
Doctor
Uncle
MARKETING PLAN FOR ANDROID APP

2. 1.2 MILLION
CHILDREN
DIED OF
PREVENTABLE
DISEASES IN
2015 ALONE

3. India is
OVERPOPULATED
There is just 1 doctor
for every 2000 persons

4. THE SITUATION WORSENS IN RURAL INDIA
RURAL INDIA HAS
72% OF THE POPULATION
(742 MILLION)
AND ONLY 8% OF
COUNTRY’S DOCTORS

5. EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
MARKETING PLAN

6. EXECUTIVE
THE
SUMMARY
THE “DOCTOR UNCLE” COMPANY IS LOOKING TO LAUNCH
ITS OWN APP FOR THE HEALTHCARE INDUSTRY OF INDIA.
THE APP IS BEING LAUNCHED WITH AN OBJECTIVE TO EASE
AND BETTER THE PRESENT HEALTHCARE SCENARIO IN INDIA
CERTAIN STRATEGIES AND TACTIC THAT THE COMPANY IS
LOOKING TO IMPLEMENT FOR APP’S MARKETING ARE LISTED
IN THIS PRESENTATION

7. EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
MARKETING PLAN

8. ANALYSIS AND SOLUTION
MARKET OVERVIEW
TARGET APP
01
02
03
SITUATIONAL
ANALYSIS

9. SITUATIONAL ANALYSIS
• MAJORITY OF INDIA’S POPULATION LIVES IN THE RURAL AREAS
(72%). THESE AREAS NEED HEALTHCARE THE MOST. BUT
INSTEAD, MOST DOCTORS (92%). PRACTICE IN URBAN AREAS.
• EVERYDAY THOUSANDS OF PEOPLE ARE DYING IN INDIA,
BECAUSE OF LACK OF BASIC CARE.
• SOME PEOPLE EVEN LACK THE BASIC KNOWLEDGE ABOUT
SYMPTOMS AND STILL BELIEVE IN AGE OLD MYTHS.
• EVEN IN URBAN AREAS, PEOPLE ARE TOO BUSY TO WAIT AT
CLINICS FOR APPOINTMENTS

10. • WE CANNOT FORCE DOCTORS TO GO TO RURAL AREAS, BUT WE CAN
BRING THE PATIENTS TO THEM.
• TODAY,
 MOBILE PENETRATION IN INDIA IS ALMOST 100%
 SMARTPHONE PENETRATION IN INDIA IS 35%, AND IT IS RISING
AT A STEEP RATE.
• PATIENTS CAN EASILY REACH OUT TO DOCTORS USING THEIR
PHONES
• THIS WILL MAKE HEALTHCARE EASILY ACCESSIBLE TO MORE PEOPLE
S LUTION

11. INTRODUCING DOCTOR UNCLE
YOUR ONE STOP DESTINATION
FOR ALL HEALTHCARE
REQUIREMENTS
NO LONGER WAITING IN LONG
QUEUES FOR CONSULTATION
NOW GET DOCTORS ON YOUR
PHONE
Doctor
Uncle

12. HOW
DOES IT
WORK?

13. 1. ENTER YOUR SPECIFIC
REQUIREMENT
2. FILTER YOUR
SEARCH RESULTS
3. SELECT FROM A LIST
OF DOCTORS

14. 4. YOU CAN BROWSE
THROUGH DOCTOR’S RECORDS
5.CHAT WITH THE DOCTOR
ONLINE/AT CLINIC

15. MARKET
OVERVIEW
HEALTHCARE HAS BECOME ONE OF
INDIA’S LARGEST SECTORS - BOTH IN
TERMS OF REVENUE AND
EMPLOYMENT.
THE OVERALL INDIAN HEALTHCARE
MARKET IS WORTH AROUND US$ 100
BILLION AND IS EXPECTED TO GROW
TO US$ 280 BILLION BY 2020
THE TELEMEDICINE MARKET IN INDIA
IS VALUED AT US$ 7.5 MILLION
CURRENTLY AND IS EXPECTED TO
GROW AT A CAGR OF 20 PER CENT TO
REACH US$ 18.7 MILLION BY 2017.

16. TARGET
MARKET
DEMOGRAPHIC
GEOGRAPHIC
PSYCHOGRAPHIC
AGE : 18-45
GENDER : BOTH
INCOME : LOWER-MIDDLE, MIDDLE
CITIES, TOWNS.
PARTICULARLY UPCOMING TOWNS
PEOPLE WHO ARE TOO LAZY TO GO TO
CLINICS
PEOPLE WHO DON’T HAVE ACCESS TO
DOCTORS

17. EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
MARKETING PLAN

18. SEPTEMBER’17
APP LAUNCH IN
3 CITIES
DECEMBER’17
7 CITIES
300,000
DOWNLOADS
APRIL’17
15 CITIES
600,000 DOWNLOADS
1ST FISCAL YEAR
1 MILLION
DOWNLOADS
2ND FISCAL YEAR
15 BRANDS
2.5 MILLION DOWNLOADS
3RD FISCAL YEAR
ALL OVER INDIA APP LAUNCH
ALL-ROUND CHECKUP
PARTNERSHIP WITH HOSPITALS
GOALS

19. EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
MARKETING PLAN

20. COLLABORATORS
COMPETITORS
POINTS OF PARITY
POINTS OF DIFFERENCE
01
02
03
04
STRATEGY

21. DOCTORS/HOS
PITALS
SERVICE
PROVIDERS
ADVERTISING
AGENCIES
LOGISTICS
FIRM
COLLABORATORS

22. COMPETITORS PRACTO VISIT
LYBRATEJUSTDOC

23. POINTS OF PARITY
CREDIBLE
DOCTORS
COMPLETE
PRIVACY
FREE
MESSAGING
REMOTE
CARE

24. POINTS
OF
DIFFERENCE
THE PROFILES OF DOCTORS AND PATIENTS WILL BE
SYNCED WITH SOCIAL MEDIA ACCOUNTS.
A NEW FEATURE TO FIND DOCTORS NEARBY, BASED
ON USER’S CURRENT LOCATION.
THERE WILL BE AN OPTION WHERE YOU CAN
INVITE YOUR DOCTOR TO USE THE APP.
YOU CAN CHOOSE ONE PHYSICIAN AS A FAMILY
DOCTOR, SOMEONE WHO YOU TRUST. MEETINGS
WITH THESE DOCTOR WOULD BE PAID BY US.
THERE WILL BE A GUIDE TO HELP YOU WITH BASIC
TREATMENTS
THE APP WILL BE LAUNCHED IN 10 INDIAN
LANGUAGES, APART FROM ENGLISH AND HINDI.

25. EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
MARKETING PLAN

26. FREE FEATURES
PREMIUM FEATURES
VALUE PROPOSITION
01
02
03TACTICS

27. FREE
FEATURES
SETTING UP ACCOUNT AND LOGGING IN
BROWSING VARIOUS DOCTORS
ORGERING MEDICINES THROUGH OUR
ONLINE STORE
MEDICAL TREATMENT FILES - WITH
INFORMATION ABOUT FIRST AID AND
BASIC TREATMENT
CHAT BOT - TO GUIDE YOU THROUGH
THE PROCESS
FAMILY PHYSICIAN WITHOUT ANY FEES

28. PREMIUM
FEATURES
24 X 7 DOCTOR-ON-CALL
PERSONAL VISIT EVERY 6
MONTHS FOR A FREE FULL BODY
CHECK UP
MONTHLY SPECIALITY OFFERS
HEALTH INSSURANCE

29. VALUE PROPOSITION
USERS
DOCTORS
QUALITY DOCTORS
CONFIDENTIALITY
SAVES TIME
REMOTELY ACCESSIBLE
MORE VISIBILITY
EXTRA INCOME
SAVES TIME
COMFORT

30. EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION
MARKETING PLAN

31. INFRASTRUCTURE
IMPLEMENTATION SCHEDULE
01
02
IMPLEMENTATION

32. CEO
Finance Team
Operations Team
Marketing Team
Logistics Team
Technical Team
INFRASTRUCTURE

33. APP TESTING, OFFICIAL LAUNCH AND PRESS RELEASE.
PROMOTION OF APP AMONG DOCTORS.
PREPARE CALENDAR WITH DATE OF RELEASE OF NEWS,
ANNOUNCEMENTS AND PROMOTIONAL ACTIVITIES.
PROMOTION OF THE APP ON ALL SOCIAL MEDIA
NETWORKING SITES, FEATURING OF THE APP’S TEASER ON
YOUTUBE AND CREATION OF BLOG POSTS
GETTING FEATURED ON MAJOR APP REVIEW SITES AND
UPDATING THE FEATURES OF APP.
DEVELOPING STRATEGIES TO MAINTAIN CUSTOMER
RETENTION AND GROWTH
S
C
H
E
D
U
L
E

34. SUMMARY

35. DISCLAIMER
THIS PRESENTATION HAS BEEN PREPARED BY
VISHRUT SHAH, BITS PILANI
IN FULFILLMENT OF THE REQUIREMENTS OF THE
MARKETING MANAGEMENT INTERNSHIP PURSUED UNDER
THE MENTORSHIP OF
PROFESSOR SAMEER MATHUR, IIM LUCKNOW
PROF. SAMEER MATHURVISHRUT SHAH