This is marketing plan of an android app named I-Doctor submitted by Sneh Ankur, Btech (C.S.E) , NIT Agartala which was done during a marketing winter internship under Prof> Sameer Marthur, marketing professor, IIM Lucknow

1. THE I-DOCTOR APP

2. EXECUTIVE SUMMARY

3. KEY NOTES:-
● There is a need of e-medical services with increase in internet
users all over the world.
● The idea is to make the complete medical health care online.
● This includes finding online doctors according to need,names,
department, ratings as well as symptoms. Also we aim to
provide home delivery of medicines.
● This is aimed to be done by a cross-platform app which would
run on any type of device irrespective of its platform.
● There is only one serious competitor as far as Indian market
is concerned ie. Practo

4. Contd....
● There is a lot of potential in the Indian market provided it is
extensively harnessed.
● The target audience will be the entire age group who so ever
needs a medical care.
● The challenge is to make the older generation make
accustomed to the digital e-technology
● But if the marketing pitch of the app falls apart, the idea could
lead to a disaster.
● Careful and intensive marketing plan with focused targeted
customers is required.

5. SITUATION ANALYSIS

6. COMPANY'S OVERVIEW
● The company is totally new in the
field of online health care and
aims to provide each and every
medical facility
at the finger-click including the
emergency services.
● The product line in the beginning
will contain three services which
will include:-
Finding the doctor, getting test
results and door to door delivery
of medicines
● It will have a unique place in the
market as it has lesser known
competitors of its nature.

7. MARKET OVERVIEW
● The company has
comparatively lesser
competition in market.
● The unusual idea of setting
online platform for health
care will place company in a
unique position in the
market.
● The company will face the
challenge to bring the older
age group on board.
● Practo is the only competitor
exists in this field

8. TARGET CUSTOMERS
● The company
focuses on people of
every age group who
need emergency
facilities, medical
care, home delivery
of medicines and test
reports. So he target
customers include
the entire human
race be it of any age.

9. AIM & GOAL

10. Our goal is to make the health care falicities
available for each and every person at just with
the click of a button. We want a digital country
respects cashless economy and welcomes
Digitalization. We want to provide intensive health
care facilities to people irrespective of their
location and distance from local hospital. Our
Motto is, “If there
Is a need , it will be feed”

11. STRATEGY

12. TARGET MARKET

14. The customers will include people of each and
every age group without any age restriction. The
reason is quite obvious, ie. Medical care is
independent of the age of the patient. So our
target audience is the entire human race.

15. COLLABORATORS

16. The collaborations will be of three different types:-
a) The first one will be with the local as well as
national level doctors.
b) Secondly we can include the local medical
store wholeseller as well as distributors
c) And lastly, the local pathological test labs can
be collaborated to positioned the map firmly in the
market.

17. COMPANY

18. The company will start with eight entrepreneurs.
The company will have it headquarters situated
at the national capital of the country, Delhi. We
will soon open up in other cities and recruit
numerous software and android developers. All
the major metropolitan cities will have atleast
one branch of our company within six month of
the operation. We aim to expend 20lakhs on this
venture and hope to achieve break-even within
an year or so.

19. COMPETITORS

20. Competitor in the field of android market is
mainly one ie. PRACTO. The company has
earned a decent reputation and tackling it will be
our prime challenge. Other competitors include
several lesser known medical and health care
providing companies which manage to survive
and capture a few customers through their web
portals.

21. VALUE PROPOSITION

23. a) Customer Value:- The customer will enjoy the upper hand
because he will get the things at the same price or at
cheaper
rates with just a click.
b) Collaborator Value:- The collaborator will also benefit as it
will be able to drive in more consumers with a least amount
of hassle and will also get rid of a lot of middle-men.
c)Company Value:- the company will benefit by generating
more consumers and getting incentives from the
collaborators, moreover revenue will also be generated by
online business
advertisements and in this way the company can position
itself
better in the market.

24. TACTICS

25. PRODUCT
● We are known for
home delivery of
medicines
● Pathological reports
are directly mailed to
the concerned doctor
● Special medical
equipment are also
provided base on
need and demand.

26. SERVICE
● Immediate support in
case of emergency
● Online and instant
advise from most
relevant doctors
● Providing doctors
online with just a
click
● Home visit of doctors
for needy patients.

27. BRAND
● I-Doctor with the
slogan “When there
is a need we will
feed” along with its
unique logo of
stethoscope covering
the complete body is
aim to catch the eye
of people and ground
itself as a brand in
the market.

28. PRICE
● As said earlier the basic
services of the app will be
completely free of cost and
will allow a user to do
accomplish basic needs.
● However the premium
services will include a
chargeable amount of 3.99$
payable once a month as a
subscription
● The subscription will include
a lot of add on's from which
customer can benefit.

29. INCENTIVES
● The people will be
rewarded with 100
ID credits with each friend
they refer and the referred
friend will earn 200 ID
credits.
● These ID credits can be
accumulated and can be
used to make online
purchases of medicines or
payment of appointment
fees of doctors.

30. COMMUNICATION
● The company will
communicate with its
consumers and users
through social media,
digital, print and electronic
media marketing.
● However feedback will be
collected online and
through posts only.
● The suggested
suggestion will be
incorporated to provide
better services.

31. DISTRIBUTION
● The app will be solely
present on the Google Play
Store for the user download.
Some third party vendors
may also support download
of the app.
● However, updates and
feedback can be accessed
only through the play store
section
● On the other hand desktop
versions will also exist for
system users

33. INFRASTRUCTURE

34. The company will have its headquaters situated at the national
Capital of the country, Delhi.
It will start its operation with a total of 8 employees covering only
The NCR region.
After its inception it wil try to open a branch office in each of the
Major cities of the country and will also recruit more employees.
The company aims to invest 20 lakh in this venture excluding
The office set-up charges.
It aims to provide medical facilities to people of every age group
With just a click.
Our vision is to marketize the app to such an extent that
There doesnt exist a physical line of people
Seeling appointment in a doctor's clinic.

35. PROCESSES

36. First of all there will be a rigorous survey conducted
In the entire NCR region. The survey will help us in
understanding the need, behaviour, economical and
mental reaction of the people.
This study will further aid the designing of our app and
Deciding the free and premium services. Next we will hand
over the beta version of our app to a group of friendly
Customers. Next we will collect the feedback and rectify
The faults.
Finally the complete version of the app will be launched
In the market.

37. SCHEDULE

38. Our primary target is to achieve the break even
In the very first year of our inception. The
revenue will start to be generated from
Online advertisements and in-app purchases.
Also major chunk of money will flow from our
various collaborations.
The company aims to get advertisements within
a month after its launch and hopes to be a
grand success.