1. Marketing Plan
YOUR COUNT FOR CALORIES
Submitted to: Prof. Sameer Mathur Preparedby:Sheli Lunawat
QUANTIFY

2. EXECUTIVE
SUMMARY

3. ABOUT
With the notable change,
Research shows the growth of
fitness freaks around the globe.
There has been a new opening of
a fitness centre every other day.

4. With many freaks
focusing on their
training, they do not
monitor themselves
at home or in the
office.
What one requires is
a coach 24X7.

5. We bring to you, QUANTIFY, the
app that counts your calories. Not
only is it possible to track your
meals, but also a coach that would
assist you throughout.
SO LOSE WEIGHT WITH
QUANTIFY.

6. ABOUT
With a comprehensive database of over 25,000
food items, over 1000 activities and on-demand
access to your very own fitness trainer,
nutritionist and yoga instructor, Quantify puts
at your fingertips, everything you need to
achieve your health, fitness and weight loss
goals.

7. MORE ABOUT THE APP
Quantify weight loss methods are tried and
tested – our premium users are effectively losing
5 kgs in 10 weeks, eating 25% better and
exercising 60% more than when they began.

8. HOW IT WORKS?
Set Goals
Track your Calories
Monitor Workouts
Sync with devices
Connect with Expert Coaches

9. SITUATION
ANALYSIS

10. COMAPNY OVERVIEW

11. CORE COMPETENCIES
DEVELOP OUR
SOCIAL MEDIA PLATFORMS
STREAMLINE
OUR COMMUNICATION
PRACTICE WEEKLY
SPRINTS AND REVIEWS
GET AN AVERAGE OF 200000
NEW CLIENTS EVERY MONTH
IMPLEMENTATION OF
SEO AND ASO
EXCELLENT CUSTOMER
RELATIONSHIP
MANAGEMEMNT

12. STRATEGIC ASSETS
In-App Advertisements, that will generate Revenue.
In-App Purchases, in keeping the Freemium Model.
The expected large User-Base.
Communication Partners.

13. MARKET POSITIONING
Quantify would focus on the
Generation Y (Age 18-40) as the
fitness centres are flooded with the
millennials. The aim is not to
compete with existing apps but to
fill the personal touch not provided
by them.

14. MARKET OVERVIEW

15. GEN Y
54%
GEN X
27%
BOOMERS
13%
TRADITIONALISTS
6%
POTENTIAL CUSTOMERS

16. COMPETITORANALYSIS

17. OPPORTUNITIES AND
THREATS
Participation within a growing
market.
The large increase in clients that
follows.
The ability to leverage future
quantitative analysis.
OPPORTUNITIES
Lack of immunity to an economic
downturn.
Potential competition from
larger, well established
competitors.
A change in society for their
health maintenance.
THREATS

18. TARGET CUSTOMERS

19. TARGET
CUSTOMERS
GENERATION X aged between 18-40 would be given the maximum focus.
GEN Y till the age of 45 would also be focused upon towards the target
customers list.
GEN X GEN Y

20. GOAL

21. ULTIMATE GOALS
To generate 2 million downloads in the next 2 years
Establish a user-base of over 1 million users.
Estimated monthly revenue of about $75000.
Valuation of around $4 Million.

22. STRATEGY

23. TARGET MARKET

24. CUSTOMER NEEDS AND
WANTS
Customisation
Convenience
Innovation
Realistic approach
Result-oriented strategy

25. DISTINGUISING
CHARACTERISTICS OF
CONSUMERS
ARE DOERS RATHER THAN
BELIEVERS
ARE DOERS RATHER THAN
BELIEVERS
HAVE AN ENTHUSIASTIC
APPROACH
SMARTPHONE LOVERS

26. SUPPLIERS
Open sources
Government sources
International sources
Paid sources
SUPPLIERS GOALS
Recognition and credit for their
sources
Promotion of the agency

27. CHANNEL MEMBERS
Mobile organic search
Google keyword tool
Mobile App stores
CHANNEL MEMBERS
GOALS
Expected payment for the
services rendered.
Positive feedback
Increased referrals

28. COMMUNICATION
PARTNERS
Social media sites
Brands
Companies
COMMUNICATION
PARTNERS GOALS
To target a large and diverse
consumer base
To attract new customers
Build brand image

29. COMPANY'S STRATEGIC
BUSINESS UNITS
APP DEVELOPERS CONTENT CREATION TEAM
BUSINESS DEVELOPMENT
TEAM
CUSTOMER TEAM
ACCOUNTANCY AND
FINANCIAL TEAM
PUBLIC RELATION TEAM
MARKETING TEAM DATA ANALYSIS TEAM

30. KEY STAKEHOLDERS
SUPPLIERS
INVESTORS
CUSTOMERS
EMPLOYEES
GOVERNMENT
INSTRUCTORS AND COACHES

31. COMPETITORS
HealthifyMe
Google Fitness
Apple Health
Grow Fit
Obino Health Coach

32. ECONOMICAL CONTEXT
Cuts made on disposable income affects
the economy
The internet related contribution to the
GDP is an astounding 3.2%

33. TECHNOLOGICAL CONTEXT
The app will have to keep an excellent
interface in the changing technological
environment. Also, connection with the
consumers via social media or messages
would be a matter of concern.

34. SOCIOCULTURAL CONTEXT
Lifestyle factors such as growth in
convenience foods and home entertainment
have resulted in more sedimentary lifestyles,
consumption levels of alcohol are rising
which will effect execise participation and
subscription. In today’s celebrity culture
there’s lots of pressure to look better and
have better bodies; this has influenced the
levels of people who want to improve
themselves.

35. REGULATORY CONTEXT
Taxes – the app will have to adapt to the
changes in taxes.
Health and Safety – Quantify will need to
keep up to date with regulations to reduce
the chance of an exercise accident.

36. VALUE PREPOSITION

37. TO CUSTOMERS
Get to work out at home
Stay fit 24X7
Redefine your way of working out
A coach to monitor you
The app will leave you fit without altering
other schedules

38. TO COLLABORATORS
A well managed, rapidly growing app with
new downloads everyday
A large and diverse user-base
Successfully competing with other players
in the market

39. TO COMPANY
To employees: Positive work environment,
good pay, growth potential, opportunity to
pursue interests, job security
• To investors:- Regular filing of returns,
future growth potential, financial stability,
clean image, profitable and loyal user-
base, high ROI

40. TACTICS

41. PRODUCT

42. ATTRIBUTES
Quantify app enables users to keep a track of their
calories.
Set personal fitness goals.
Measure progress.
The app syncs with all the leading wearables.

43. BENEFITS
Monitor and manage ones diet and weight.
Deliver counselling digitally.
The program is integrated with preventive health
check programs.
Helpful in better management of non-communicable
or lifestyle diseases – the curse of modern living.

44. SERVICE

45. ATTRIBUTES
Fitness services to companies and
individuals.
Recruitment of experienced managerial
talent.
Dedication and hard work of the founders.
Raising productivity.
Lowering overall costs.

46. BRAND

47. NAME AND
SLOGAN
ATTRIBUTES
MEANING
QUANTIFY
COUNT YOUR CALORIES
Quantify app enables users to keep
a track of their calories, set
personal fitness goals and measure
progress.
Quality, Variety,lucidity and
universal appeal.

48. PRICE

49. FREE ATTRIBUTES PAID ATTRIBUTES
Calorie intake
Exercise tracking
Recommendations to
burn fat
Healthy tips
Water reminder
Sync devices
Connect with a coach
Live nutritionist
Diet plans

50. INCENTIVES

51. INCENTIVES
First 1000 downloads would be
given a free subscription for 1
year for the PAID attributes.
The next 1000 downloads would
be offered a 50% fee waiver for
the PAID attributes.
The next 3000 downloads would
be offered a 25% fee waiver for
the PAID attributes.

52. COMMUNICATION

53. Interns would be hired and given a task of
making a targeted number of downloads
from customers each day. This would also
involve personal communication with the
consumer and the app would be explained in
detail.
Also, the name begins with a Q (only few
apps are named after it) so when the user
searches for Quora, our app can be shown
down in drop down suggestion.
Lastly, social media marketing would not be
forgotten after the launch and the targeted
audience would be informed about the app
through social media.

54. DISTRIBUTION

55. APP STORES

56. PAY PER INSTALLS

57. PRE LOADS

58. TACTICS

59. DISTRIBUTION

61. SUPPLIERS
COMMUNICATION
PARTNERS
CHANNEL
MEMBERS
By keeping sight of the “human
element” while considering
suppliers to enhance successful
relation.
To invest time in building
relationships with channel members
and provide tools that will help
connect and learn more about each
other.
To use face-to-face
communication to build a
stronger connection with the
communication partners.
RELATION WITH COLABORATORS

62. PROCESSES

64. SCHEDULE

66. THANK YOU

67. DISCLAIMER
PREPARED BY SHELI LUNAWAT
UNDER PROF. SAMEER MATHUR, IIM
LUCKNOW