Marketing Strategy for Android App

Student at Birla Institute of Technology and Science, Pilani um Marketing Internship under Professor Sameer Mathur, IIM Lucknow
13. Jul 2016

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Marketing Strategy for Android App

  2. 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-
  3. 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.
  4.  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
  5.  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.
  6. 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.
  8. 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.
  9. 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
  10. 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)
  11. 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
  12. 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
  13. 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
  14. 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
  15. 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
  16. 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
  17. 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
  18. 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.
  19. 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.
  20. 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
  21. 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
  23. 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.
  24. 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
  25. 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
  26. 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.
  27. 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
  29. INFRASTRUCTURE App developers-  keep adding new things to the app  Keep removing the bugs  Make new plans for apps People contributing to the info in the app  Find new info that can be added  Find more proofs of effective results to display
  30. 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
  31. 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
  32.  Executive summary  Situation analysis  Goal  Strategy  Tactics  Implementation
  33. DISCLAIMER Created by Nitya Joshi, BITS-Pilani, Hyderabad, during a marketing internship under Professor Sameer Mathur, IIM Lucknow