The marketing plan for a new Android app named, Your Dietitian with Executive summary and Situational analysis in detail.

2. CONTENTS
1.Executive summary
2.Situational analysis
3.Goal
4.Strategy
5.Tactics
6.Implementation

3. 1.EXECUTIVE
SUMMARY

4. The number of smartphone
users worldwide will surpass
2 billion in 2016, according to
new figures from eMarketer.

5. Survey results from
Technomic show that
consumers continue to grow
more heath and want more
options to eat better, no
matter where they are.
They are also busy to visit a
dietitian.

6. Introducing Your Dietitian –
a kind of app that acts as a
dietitian , suggests diet
along with seasonal food
improtance. Addtionally , it
suggests excersices for
being fit.

7. • Additional benefit for the user to
feed in their diet.
• Generate’s a fitness report every
day
• Advice’s improvement
tenchinques and health tips.
It keeps a track of user‘s diet over
time.

8. 2.SITUATIONAL
ANALYSIS

9. 2.1
COMPANY
OVERVIEW

10. CORE
COMPETENCIES
• Ability to respond to the
clients and anticipate their
needs.
• Using best techniques of data
analysis.
• Tie ups with famous health care
centres and well-known
dieticians.
• Authenticity, vast range of
content, and simplicity.

11. STRATEGIC
ASSETS
• All the employees.
• Company reputation.
• Corporate mission.
• Expected user-base.
• Communication
partners.

12. CURRENT PRODUCT LINE
Features added: diet
suggestions,health tips,
exercises, seasonal food
blogs,reports.

13. MARKET
POSITION
• The app will be an obvious choice
for diet conscious people who
choose authenticity in information
and legibility.
• To a wide range of customers
starting from teenagers to seniors
, the app provides comfort in
usage , aiming to attract many
more of them and a valuable
market share.

14. 2.2
MARKET
OVERVIEW

15. IPOTENTIAL
CUSTOMERS
Young people – 50-60%
Teenagers – 20-30%
Old-aged - 10-20%

16. COMPETITOR ANALYSIS
App POCKET
DIETITIAN
CALORIES IN
FOOD
Ask the
nutritionist
Rating 3.7 4.5 4.1
Downloads 5 thousand 5 Lakh 5 thousand

17. OPPORTUNITIES
• Easy accessibility.
• Time saving.
• Boosting up health
conscious in younger
generations.
• Exposure to importance of
different food.
• Lesser visits to personal
dietitian.

18. THREATS
• Severe competition by the
existing apps.
• Fear of competition from
the new entrants.
• Plagiarism.
• Poor amount of publicity
and interaction.
• Unloyal customers.
• Health blogs and others
buzzes’ competition

19. 2.3
TARGET
CUSTOMERS

20. The target
customers are
teenagers (17-
19 yrs) and
young people
(20-45)

21. 3.GOAL3. GOAL

22. • At least 5 lakh downloads
at the end of 2 years with
a rating of 5.
• A monthly revenue of
$100000.
• Respectable market
share value.

23. 4.STRATEGY

24. 4.1 TARGET MARKET

25. Customer Needs
• A healthy body.
• Fitness.
• Positive attitude towards food.
• Immunity to various changes in
environment.

26. Customer‘sWants
• Excellent figure.
• Delicious diet.
• Physical fitness.
• Knowledge about food they
take.
• Health tips.

27. Distinguishing characteristics of
customers • Regular smartphone usage , finding help at
the tip of the fingures attitude.
• Feeling physical figure as status symbol.
• Health-hunger.
• Competing over colleagues in fitness.
• Love for food.

28. COLLABORATORS
1.Suppliers
2.Channel members.
3.Communication partners

29. SOURCE
SUPPLIERS
• Free sources like
health blogs,quora.
• Sources like
hosipitals,health
centres and other
dieticians.
• Television channels
like Discovery Health,
TLC,etc.
• Various health shows
like The Chew,The
Doctors.

30. CHANNEL MEMBERS
App stores like Google
playstore, Apple app
store,Getjar, Nokia Ovi‘s store,
BlackBerry SDK,Amazon app
store,etc

31. COMMUNICATION
PARTNERS
Social media sites like
Facebook,Twitter,whatsapp ,etc.
Sponsors who aadvertise the app.
Sponsored posts and advertorials in
app.

32. Company‘s strategic business unit
• App development team: coders
developers etc.
• Content collecters:surveyers ,
Reporters.
• Business development team:,
Strategists,planners,etc
• Finance team.
• Customet care department.

33. KEY STAKEHOLDERS
• Suppliers
• Investors
• Customers
• Employees

34. ECONOMIC CONTEXT
Research from appfigures shows that Google Play almost doubled its
volume of apps in 2014 from below 750,000 to nearly 1.43 million. The
Apple App Store grew from a little above 750,000 to 1.21 million apps.
As globalization of the apps economy continues in 2015 and beyond, the
multiplier effect for app demand will remain healthy for developers and
studios for the short-term future.

36. 4.2 VALUE
PROPORTION

37. Customers: They become
more health conscious than
before. The app encourages
habits like regular exercise and
taking good diet. They are now
more fit and healthy.
Collaborators: They are
opportuned to compete with the
major competitors in the
ndustry.
Company: It provides the employees
with good pay and job security.It also
encourages them with frequent
promotions and good working
environment

38. 5. TACTICS

39. 5.1 PRODUCT5.1 PRODUCT

40. FREE APP FEATURES
Daily diet suggestions.
Seasonal food suggestions.
Health tips.
Free exercise suggestions.

41. PREMIUM FEATURES
• Enabled the
customers to feed in
their diet through out
the way.
• Helps them keep a
track of it.
• Generates a health
report at the end of
everyday.

42. 5.2
BRAND

43. NAME- YOUR DIETITIAN.
SLOGAN- stay hungry stay healthy
MEANING- dietitian just means the conventional one. YOUR
is added to make customers feel it more friendly.
ATTRIBUTES- Authenticity, simplicity, innovation.

45. The freemium version enables the app for free but with in-app
purchases.
The premium version the app will charge $5-6 per month which is
reasonable for the features provided.Keeping in mind the competing
apps which charge more , the price for premium version is fixed.

46. 5.4
DISTRIBUTION

47. Distribution to all categories like
Apple, windows,android etc
Through all app stores such as
Apple app store,Getjar, BlackBerry
SDK and so on.

48. Other distributions would be
PRE-LOADS
PAY-PRE-INSTALLS

49. 5.5
COMMUNICATION

50. • Word-of-mouth
• Social media; Facebook
pages,Twitter etc.
• Uploading advertisements
and videos on you tube.
• Advertisements in health
blogs.
• Search engine optimisation
and app search
optimisation.

51. 6.
IMPLEMENTATION

52. 6.1
INFRASTRUCTURE

54. 6.2
SCHEDULE

55. TASK TIME
MARKET RESEARCH 2 months
CUSTOMER ANALYSIS 2 months
BBUSINESS UNIT 3 months
PRODUCT STRATEGY 3 weeks
PRICING STRATEGY 2 weeks
DESIGNING CHANNELS 4 weeks

57. DISCLAIMER
CREATED BY TEJASRI ALAJANGI DURING INTERSHIP
UNDER Prof.SAMEER MATHUR ,IIM LUCKNOW