Fit india

FIT INDIA- A MISSION FOR A HEALTHY INDIA
SUBMITTED TO:- PROFESSOR SAMEER MATHUR DURING A MARKETING INTERNSHIP.

1. FIT INDIA

2. AN OVERVIEW OF HEALTH SITUATION IN INDIA

3. INDIAN BULGE IS GOING TO BURST

4. SITUATIONAL ANALYSIS

5. COMPANY OVERVIEW THE COMPANY AND THE APPLICATION NAME IS FIT INDIA . AT FIT INDIA WE WOULD TRY AND SOLVE THE HEALTH PROBLEMS IN INDIA SUCH AS DIABETES,OBESITY,UNHEALTHY LIFESTYLE ETC. THE COMPANY AIMS TO ACHIEVE THE DREAM OF FIT INDIA .

6. MARKET OVERVIEW THE MAIN USERS OF FIT INDIA WILL BE GYM ENTHUSIASTS,PEOPLE WHO WORK OUT ON DAILY BASIS,PEOPLE WHO ARE FOLLOWING OR WANT TO FOLLOW HEALTHY LIFESTYLE AND LEAD A HEALTHY AND LONG LIFE AHEAD. THE MOBILE APP WILL FOCUS ON PEOPLE OF ALL AGE GROUPS,AND THIS IS GOING TO BE OUR POINT OF DIFFERENCE IN THE MARKET.

7. TARGET CUSTOMERS THE MISSION OF FIT INDIA IS GOING TO TARGET:- People of all age groups. Gym enthusiasts People who follow or want to follow active lifestyle Healthy and Unhealthy people. The company aims at taking INDIA to the list of most healthy countries in the world.

8. The goal of company is to first understand the lifestyle of people in India and then prepare a strategy to make people familiar to company’s offerings. We at fit I ndia want more and more people to join our race of achieving a healthy country by means of following a active and healthy lifestyle in terms of physical activity , nutritional plans, weight control programs , curing diseases etc.

9. The company first wants to establish its roots in the market and then gradually make steps to increase its profit margins and prices. At first we cannot aim for high response and high prices because people in india are very rigid in terms of mental and social differences and mostly are money minded. We in india judge the quality of products and services by its price and make up mind about the offering without even studying the prospects of it. The company needs to hit the customers mind in such a way that they don’t see FIT INDIA as a extra expenditure rather think of it as a necessary life living product in the market. We will be following the concept of emotional marketing in India to establish the company in the market at first place and stand itself on top of all other competitors.

10. TARGET MARKET CUSTOMERS COLLABORATORS COMPANY COMPETITORS CONTEXT

11. CUSTOMERS Doctors weren't surprised when the results of a national study on physical activity patterns concluded that Indians needed to walk, swim and spend more time in the gym. But what alarmed them was that they found less than 10% of Indians do any kind of physical activity. They also found that one in two Indians is inactive, which puts them at risk of lifestyle disorders such as obesity, diabetes, cardiac diseases and cancer. Researchers surveyed 14,227 individuals in three states - Tamil Nadu, Maharashtra and Jharkhand and the Union territory of Chandigarh - which have a combined population of 213 million. They found that 54.4% of the population was physically inactive. The strategy of the company will be targeting these people and making strategies to convince them to join the mission and change themselves for coming life!

12. COLLABORATORS The Company will be operating online and include all types of fitness equipments and dietary suppplements needed to prescribe to their approachers . The company will collaborate with major equipment suppliers and supplement makers who operate globally. At FIT INDIA we will be hiring highly qualified and experienced nutritionists from all over world so that we can provide the customers with most superiors advices and keep them motivated. Communication platforms will be be radio stations,internet advertisements,television branding ,reaching out people by means of SOCIAL MEDIA(the most efficient and effective communication platform in today’s world ).

13. INCLUDING GOVERNMENT FIT INDIA is a mission for INDIA, so the ultimate strategy will be including government in the process. HOW? We will first conduct surveys and then show them to the health department and try to convince them to take measures to control the health situation in INDIA and we will tell them about the mission of FIT INDIA so that we gain their support and make them our partners in terms of regulation and strategies so that both benefit from it. The government will gain public attraction and company will gain public members which in turn makes company trustworthy in market and make it stand out of the crowd.

14. CONVINCING GOVERNMENT:- MAKES A IMAGE OF UNDERSTANDING RESPONSIBILITY IN EYES OF INDIAN PUBLIC. FIT INDIA WILL OPEN A DOOR FOR EMPLOYMENT AT VARIOUS DEPARTMENTS OF ITS FUNCTIONING. INDIAN GOVERNMENT WILL ALSO BE TERMED RESPONSIBLE IF THE COMPANY ACHEIVES ITS MOTTO. DECREASING DEATH RATES AND INCREASING HEALTH AWARENESS WILL HELP GOVERNMENT TO MAKE THE COUNTRY A BETTER PLACE TO LIVE IN!

15. COMPANY The company will showcase its ideas on all platforms across INDIA so that we get into minds of public. The company’s offerings will gain trust of success and we will make plans keeping in mind to attract investors and believers for the company. We will get our patent registered and take every measure to fight competitors so that we become the major part of segmented market. Company will be having various departments which will focus on providing the promise of the company to its key users. The primary control of the company will be in hands of the owner (in this case its only me) so that there is no level of any regulatory inconvenience from our side. The company will only be dealing with trusted and genuine suppliers so that our customers experience no level of discomfort and inconvenience at any cost.

16. COMPETITORS:- Myfitnesspal.com is one of the competitors providing some of the offerings of the company “FIT INDIA”. BUT TO BE HONEST WE DON’T HAVE ANY COMPETITOR IN REAL TERMS BECAUSE HEALTH IS NOT CONSIDERED A TOPIC OF CONCERN IN INDIA SO THERE ARE NO SUCH OFFERINGS IN THE MARKET WHICH WILL SEGMENT CUSTOMERS LIKE US. WE HAVE FEW POINT OF PARITY BUT A WHOLE LIST OF POINT OF DIFFERENCES!

17. CONTEXT:- ECONOMIC TECHNOLOGICAL SOCIOCULTURAL REGULATORY PHYSICAL

18. ECONOMIC CONTEXT:- The app will first be priced at 499 INR for a year so that the company is able to attract customers in INDIA and then the price will be gradually increased according to the market reply and response. India has tough rules and regulations to operate such as high tax burdens on businesses and operations. The primary objective of any business is PROFIT. The company will try to operate and spend in such a way that it gains high number of subscribers in first 3 years and plan strategies to maximise profit. As we aim to include government in our process, we will try to get as much help and tax exempt from them so that we can lower the amount of tax burden and use that funds in growing the company at every level and take all opportunities available in the market.

19. TECHNOLOGICAL CONTEXT:- The mobile app will feature all types of facilities which make it easy and convenient for our customers to operate it on daily basis. The payment bank will be made secured and protected by best level of technology so that we can provide users a sense of trust and a adoption to the app in every way possible. Every user will have a profile which will be featured by all health calculators provided so that they are able to keep records of their improvement. The app will also facilitate help by chat and email available for best working hours so that users find themselves contained by all means.

20. SOCIOCULTURAL CONTEXT:- Social and cultural factors are important to consider while creating and implementing a marketing strategy of a company. These often-linked but somewhat different factors have diverse effects on the decisions of consumers and buyers. LANGUAGE AND EDUCATION:- India's literacy rate is at 74.04 %. ADVERTISEMENTS AND LANGUAGE OF COMMUNICATION WILL BE MAINLY IN HINDI FOLLOWED BY ENGLISH ,SO THAT PEOPLE FIND THEMSELVES CONTAINED AND COVERED UNDER THE COMPANY. THE OTHER FACTORS WHICH PLAY A IMPORTANT ROLE IN SOCIOCULTURAL CONTEXT IN INDIA ARE:-SOCIAL ORGANISATION,REFERENCE GROUPS AND ROLE AND STATUS IN SOCIETY.

21. REGULATORY AND PHYSICAL CONTEXT:- The company’s products will be priced keeping in mind the regulatory context of national and international measures. The app will be marketed in such a way that it does not legally announce itself inappropriate and avoid misleading and deceptive conduct. We will avoid all cases of spam so that we do not appeal to public as a image of ignorance.

22. PHYSICAL CONTEXT:- The company aims to appeal to people of all age groups and will segment itself according to the offerings in different parts of the country. The nutritional plans made by us will be different for every state or so keeping in mind the social and cultural differences across the country.

23. WORKING:- We will work through a mobile app named “FIT INDIA”. WHAT WE WILL OFFER:- BASIC AND PERSONALISED NUTRITIONAL PLANS FOR EVERY INDIVIDUAL ACCORDING TO HIS PERSONAL STATUS,PROBLEMS AND PHYSICAL AND SOCIAL CULTURE. BASIC AND PERSONALISED WEIGHT LOSS/GAIN PROGRAMS . 24*7 SUPPORT FOR ALL PREMIUM CUSTOMERS. ONLINE PERSONAL NUTRIONISTS AND TRAINERS FOR PREMIUM SUBSCRIBERS WITH SOME EXTRA FEES THAT WILL BE CHARGED ACCORDING TO CONSULTANCY FOR SOME PAID PERIOD. FOODS FOR VEGANS,VEGETARIANS ,EGGETARIANS AND NON-VEGETARIANS. MOBILE APP WILL FEATURE ALL FACILITIES SUCH AS RUNNING PROGRAMS,CALORIE COUNTER,NUTRITIONAL VALUE OF ALMOST EACH AND EVERY INDIAN FOOD,WORKOUT PROGRAMS,ONLINE PROFILE FOR KEEPING RECORDS OF ACHEIVEMENT AND HISTORY. ORDER PHYSICAL EXERCISE EQUIPMENT AND DIETARY SUPPLEMENTS FROM APP ,WHICH WILL BE BILLED AT THE MOMENT OF PURCHASE. INCENTIVES FOR PEOPLE WHO GIVE PROOF OF THEIR TRANSFORMATIONS AND IMPROVEMENTS.(POINT OF DIFFERENCE).

24. TACTICS

25. PRODUCT:- BASIC MEMBERSHIP WILL BE FREE FOR ALL USERS PREMIUM MEMBERSHIP WILL BE PRICED AT 500 INR FOR FIRST YEAR OF USE, AND THEN 1500 FOR SUBSEQUENT YEARS. PLATINUM MEMBERS WILL HAVE TO PAY 3000 FOR A YEAR,AND THEY GET BENEFITS MUCH MORE THAN THE AMOUNT ! MOBILE APP WILL FEATURE ALL FACILITIES REQUIRED THE USER SUCH AS :- CALORIE COUNTER WORKOUT PROGRAMS NUTRITIONAL PLANS PERSONALISED DIET PLANS DIET FOR PEOPLE SUFFERING FROM OBESITY,DIABETES ETC PERSONAL TRAINERS 24*7 SUPPORT FOR PLATINUM MEMBERS HELP FOR QUERY BY CHAT. EMAIL REPLY WITHIN 48 HOURS. PROFILE FOR KEEPING AND TRACKING RECORDS HEALTH MEASUREMENTS CALCULATORS SHOPPING PORTAL FOR EVERY HEALTH RELATED STUFF!

26. SERVICE:- BASIC MEMBERS:-SUPPORT BY EMAIL REPLY WITHIN 48 HOURS,CUSTOMER CARE NUMBER DIAL ASSIST,BASIC NUTRITIONAL PROGRAMS,BASIC WORKOUT PROGRAMS,FREE ACCESS TO CALORIE COUNTERS AND NUTRITIONAL LIST OF ALL INDIAN FOOD,ONLINE ACCESS TO 4 NEW VIDEOS EVERY MONTH. PREMIUM MEMBERS:-24*7 SUPPORT BY HELPLINE NUMBERS,SPECIFIC WORKOUT PROGRAMS,MORE GUIDED NUTRITIONAL DIET PROGRAMS,ONLINE ACCESS TO 12 FREE VIDEOS EVERY MONTH AND ALL OTHER BASIC FEATURES. PLATINUM MEMBERS:-24*7 SUPPORT BY CHAT,EMAIL,PHONE.PERSONALISED ADVICES,ONLINE ACCESS TO MORE THAN 100 VIDEOS IN A MONTH,FIT POINTS ON EVERY PURCHASE MADE THROUGH THE APP WHICH CAN BE USED AS DISCOUNT ON NEXT PURCHASE,1 PERSONALISED DIET AND WORKOUT PROGRAM FOR 1 MONTH WITH EVERY YEAR OF PURCHASE.

27. BRAND:- NAME:- FIT INDIA LOGO:- SLOGAN:- WE AIM FOR A FIT INDIA! FIT INDIA IS A MISSION TO TAKE INDIA TO THE LIST OF MOST HEALTHY COUNTRIES IN THE WORLD. FOLLOWING:-

28. PRICE:- BASIC MEMBERSHIP WILL BE FREE FOR ALL USERS PREMIUM MEMBERSHIP WILL BE PRICED AT 500 INR FOR FIRST YEAR OF USE, AND THEN 1500 FOR SUBSEQUENT YEARS. PLATINUM MEMBERS WILL HAVE TO PAY 3000 FOR A YEAR,AND THEY GET BENEFITS MUCH MORE THAN THE AMOUNT ! CHANNEL MEMBERS GET A EXTRA MONTH FREE IN PREMIUM SUBSCRIPTION WITH 1300 FOR SUBSEQUENT YEARS AND 499INR DISCOUNT ON PLATINUM SUBSCRIPTION .

29. INCENTIVES:- PEOPLE WHO SHOW THEIR TRANSFORMATION REPORTS WILL BE GIVEN INCENTIVES SUCH AS FREE MEMBERSHIP FOR 1 YEAR,EXTRA FIT POINTS ON EVERY PURCHASE,ACCESS TO SOME MORE VIDEOS,CERTIFICATE OF SUCCESS ETC. TRAINERS AND NUTRITIONISTS WHO WILL ACHIEVE THE HIGHEST RATE OF SUCCESS IN GETTING RESULTS WILL BE GIVEN INCREMENT IN SALARY ,BONUSES AND APPRECIATION AWARDS. EMPLOYEES WHO RECEIVE THE BEST FEEDBACK FROM CUSTOMERS WILL BE GIVEN INCREMENTS FROM THE COMPANY IN TERMS OF FINANCIAL AND NON FINANCIAL VALUES. COLLABORATORS WHO WILL HELP US ENCOURAGE MORE AND MORE PUBLIC RESPONSE WILL BE SETTLED WITH TRADE ALLOWANCES. OUR POLICY:- AT FIT INDIA WE WILL FOCUS ON KEEPING OUR EMPLOYEES HAPPY ,WHICH IN RESPONSE WILL KEEP OUR CUSTOMERS HAPPY!

30. COMMUNICATION NOW, THIS IS THE MOST CRUCIAL STEP WHICH IS DIRECTLY RELATED TO HOW THE MARKET WILL SEE THE PRODUCT!

31. SOME IDEAS FOR COMMUNICATION:- WE WILL TRY TO COLLABORATE WITH ALL THE TOP FITNESS COMPANIES AND GYM SO THAT THEY CAN ACT AS A PLATFORM FOR US TO REACH THE POTENTIAL CUSTOMERS. EMOTIONALMARKETING! ADVERTISEMENTS WILL BE MADE IN SUCH A WAY THAT PEOPLE SEE FIT INDIA AS MISSION FOR THEM,SO THAT MORE AND MORE PEOPLE ARE WILLING TO SUBSCRIBE AND CHANGE THEMSELVES. NEWSPAPERS,TELEVISION ADS,RADIO STATATIONS,SOCIAL MEDIA,GOOGLE ADS,INTERNET MARKETING,BALLOT BOX FOR AWARENESS IN ALL MAJOR CITIES ETC.

32. DISTRIBUTION

33. WE WILL CURRENTLY WORK AS A ONLINE MOBILE APP FEATURING ALL REQUIRED FACILITIES FOR USERS. WAREHOUSES WILL BE SET UP TO KEEP STOCK OF FITNESS EQUIPMENTS,DIETARY SUPPLEMENTS AND ALL OTHER THINGS WHICH COMPANY WISHES TO SELL. THERE WILL BE OFFICES IN SOME MAJOR CITIES AT FIRST,AND SLOWLY WE WILL TRY TO REACH AND COVER EACH AREA BY SELLING OUT OUR FRANCHISE. WE OURSELVES WILL NOT OPEN OFFICES,THAT WILL BE DONE BY OUR FRANCHISE HOLDERS FOR A CONSIDERABLE SHARE OF PROFIT ON SALES AND SUBSCRIPTION.

34. THE MOBILE APP WILL BE AVAILABLE ON ALL OPERATING SYSTEMS I.E ANDROID,IOS AND WINDOWS. THE PEOPLE WILL NEED TO LINK THEIR EMAIL ID’S WITH THEIR PROFILE SO THAT THEY CONTINOUSLY RECEIVE ALL MAJOR ALERTS AND UPDATES. WE WILL COLLABORATE WITH MAJOR PAYMENT BANKS SUCH AS AIRTEL MONEY,PAYTM,MOBIKWIK,FREECHARGE ETC SO THAT PEOPLE HAVE ALL ACCESSIBLE WAYS TO MAKE THE PAYMENT.

35. WE WILL BE SETTING UP A CUSTOMER CARE CENTER WITH ENOUGH EMPLOYEES SO THAT OUR CUSTOMERS DON’T FEEL THE NEED TO WAIT TO GET HELP ABOUT THEIR QUERY. MOBILE APP WILL CONTINOUSLY BE UPDATED WITH LATEST TECHNOLOGY BY OUR IT TEAM . FIRST 1000 MEMBERSHIPS WILL GET EXTRA BENEFITS AND WILL BE GIVEN 3 MONTHS FREE MEMBERSHIP IF THEY UPGRADE TO PREMIUM MEMEBRSHIP IN FIRST YEAR.

36. IMPLEMENTATION

37. INFRASTRUCTURE We will build a marketing infrastructure which constantly brings in new leads, follows them up, nurtures and converts them into raving fan customers! There will be a team for every goal the company wishes to achieve,so departments and their heads will be assigned work which is to be completed within a given time frame. We will not miss any chance of opportunity that rises in the market .we have to keep our customers and employees happy in order to reach our objective.

38. BUILDING A MARKETING INFRASTRUCTURE SO WE ARE GOING TO IMPLEMENT ALL OF THE FOLLOWING IN ORDER TO  build bigger and more sophisticated assets . THEY ARE:-. Lead capture websites Free recorded message info line Newsletter Blog Free report Direct mail sequences Email sequences Social media Email auto-responders SMS auto-responders

39. PROCESSES The order of execution may vary depending upon the person developing the plan.  Some people do better with looking at lots of tools and asking themselves “How can I use these tools to accomplish my goals and which ones do I use?”  While others may look at tactics that have been tried and proven successful and determine which tactics best apply to them and their goals.  And, many start with developing a sound strategy, then determine which tactics and tools best suits their needs to accomplish their goals.

40. FIVE STEPS OF IMPLEMENTATION High level strategy. Mid Level Strategy Low-Level Strategy Tactics Tools

41. HIGH LEVEL STRATEGY To begin, we first we need to develop several high-level strategies.  Let’s say that after some research, discussion, and introspection, we determine our top three, high level social media strategies. • Increase Awareness (develop brand) • Build Community (engage prospects), and • Generate Publicity (free-ink ). Let’s suppose we decide to start with a grass-roots approach by choosing “Building Community”.  Be aware that Building Community is more than just a buzz-word.  It refers to actually developing a following and engaging our customers and prospects in each of the social media platforms from blogging to microblogging , to Facebook or MySpace, to RSS feeds and comments, to more email list sign-ups.

42. MID LEVEL STRATEGY We start with chosen the high level strategy “Build Community” and look at each of the possible social media strategies that will best accomplish our goals.  We must realize that Building Community is probably the most ambitious and most resource intensive strategy in the list, while also returning the most significant pay-off of any identified . When we take a close look Building Community and determine our mid level strategies we might find the following list.      • Build Your Twitter Following      • Drive Traffic To Your Blog      • Increase Your Facebook Fans      • Double Your Email List     • Generate Link Love, Google Juice and Other SEO Enhancements

43. LOW LEVEL STRATEGY The third and last step in developing a sound social media strategy is to now choose one of the mid level strategies.  For the purpose of this article, we will choose “Drive Traffic To Your Blog”. 

44. STRATEGY:- What:  We are going to develop and implement a social media strategy that will “Drive Traffic to Our Blog ”.(BLOG NAME=FIT INDIA MISSION) Where:   We are going to implement that strategy both on and off line to fully integrate our existing conventional marketing strategies and our newly developed social media marketing strategies. When:  Once our plan is fully developed we will begin implementation immediately. Why:  We need to connect with our audience, demographics, community, customers, and prospects to get them engaged in our brand and increase awareness, which will ultimately increase revenues. Who:  We will execute this strategy with in-house staff with only a little assistance from our external marketing company. How:  We will utilize all of the available tactics and tools that social media and the Internet has to offer.

45. TACTICS CONTENT RICH MEDIA SEARCH ENGINE OPTIMIZATION IMAGE ALT TAGS COOPERATIVE AND CONTENT MARKETING GOOGLE JUICE

46. Tools The last step of this process is to identify the tools WE will use to accomplish each of these tasks .

47. Content & Rich Media      • What blogging platform will you use; WordPress , Joomla , other ?(WE CHOOSE WORDPRESS)      • What word processor will you use with the best editing, grammar, and spell checking tools; Word, Pages, other ?(WE CHOOSE WORD) Twitter      • What tool will you use monitor your tweets; Tweetdeck , Seismic Desktop, other ?(WE CHOOSE TWEETDECK)      • What tool will you use to send out scheduled Tweets, Hootsuite , Twuffer , other ?(WE CHOOSE HOOTSUITE) SEO Optimized      • What keyword plug-in’s will you use; Quick META Keywords, Search Engine Keywords Plugin, other ?(QUICKMETA)      • What SEO Optimization plug-in do you use; All in One SEO Pack, HeadSpace2 SEO, other ?(HEADSPACE2 SEO)

48. Implementing any successful strategy will increase our awareness, build our brand, engage our community, drive traffic, and ultimately increase our revenues!       

49. SUBMITTED TO:- PROFESSOR SAMEER MATHUR during a marketing internship . BY:- ABHINAV SAHNI (DAV COLLEGE, CHANDIGARH )