marketing plan for an app

WE CARE

How resuring does it feel to know that the elders at home are healthy,relaxed

and entertained at home?

Don’t you think it is time to give our parents a comfortable life?

That is where WE CARE app based service steps

in!

Executive SummaryThe We care app is a service provider which caters to both health and entertainment needs

of the user under the same roof.The central idea is to ensure that medicines are delivered to the customers doorstep by just

uploading a picture of the prescription without them having to make any additional calls and foregoing the travel troubles. Also the main attraction would be that the regular long

term medicines would be automatically delivered on monthly or weekly basis without any further following up unless a new prescription is added.

Executive SummaryThe app will have regular alarm reminders according to

the prescription which will get autofed.

The another additional feature of the app would be that it contains a vast collection of movies,videos and

music according to the likes of the senior citizens which will be updated on a regular basis.

Executive summaryThe aspect where this app will stand out is that it will

have a feature where accounts can be linked together so that it facilitates the children to keep a check on

their parents or relatives.The app will also have a feature of ordering of

medicines for an user from a linked account and permit payment online.The linked accounts will also allow viewing the uploaded prescriptions and medicine

timings sheet.Also it will ensure that parents feel loved by giving the children an opportunity to suggest movies and songs

that the elders can watch from the site.

Whats the situation like?

Company overviewThe idea is relatively new in the aspect that it is concentrating on catering to the senior citizens and is bringing together two diverse categories of health care and entertainment, building the

concept on love and care.It mainly focuses on providing comfort and

fulfilling basic needs.It boasts of entering the market at the right time

as the usage of smart phone amongst senior citizens has been increasing across the world.

Market overviewCompetition-apps such as Pharmaeasy and medical store websites such as hetero.comCustomers-Dominated by senior citizens and middle aged population.The customers would be brand loyal as the app is focused on a continuously existing need.Collaboration- with a medical store such as Apollo which already over 2,000 stores located would be cruticial.Also ties with entertainment channels such as Youtube and Netflix would be necessary.

Target customers

Goals Launch the app as a free version and premium version containing additional services such as nurse at home and a wide range of multi language movies and music to choose from, on Google play and App store .Get 5000 downloads during the first two week period launch and try to achieve around 50,000 active users by the end of the first year. Ensure atleast 7,00 people opt for the premium option and importantly gain customer appretiation so that the users keep increasing.

Strategy

Points of parityCatering exclusively to the entertainment and

health care needs of senior citizens.User friendly design simplifying the processMaking payment easier by linking various

accounts.ValueThe only existing app that ties both entertainment and health care.Being specifically designed for the target segment of senior citizens additional comforts such as huge font text, audio powered messages and one time address entry.

Partner in crime!

Health careThe main collaborator would be an organization such as Apollo pharmacy as they already have 1) well established network of stores providing home delivery service2)Located through out the country.EntertainmentThe main collaborators would be youtube because the videos can be collected from already existing data and Netflix to cater for premium members to fulfill specific movies and songs order.

What is in it for them?

Health careSales would increase as they end up being the only source for the users. Avoid brand competition.Bag long term customers.EntertainmentYoutube would increase the number of views and thereby revenue through ads would increase. Also they can target senior citizen based advertising agencies.Netflix will be paid based on montly basis.

Major competition would be from apps such as Pharmaeasy

and medical store websites such as

hetero.com but We care will stand out by

being exclusive to target segment.

TACTICS

Emerge as a company known for reliability and

integrity

The premium version would be priced at $ 8.5 per month for entertainment section and annual pricing at $ 50( based on the average Netflix price) and at home nurse prices wil be varied according to the frequency of number of visits. As an incentive utilizing both the services would give an additional 5% discount on medicine bills.

INCENTIVES!!!

1)5% off on all medicines 2)Premium members pay for 11 months

and we serve you for free during the next month

3) Additional 5% off on long usage medicenes after first 3 months.

4)Once 2 members of a linked account upgrade to premium, 3rd member will automatically be given access to the

premium entertainment channel.

To introduce the service- #we care throw a challenge at people to upload a picture with their parents and grandparents.#we care redirects to the homepage of the app containing the details and the thought behind the challenge. Will spread like wild fire as people are networking crazy

Maximum publicity!!!

Utilize collaboration with medical stores to inform their already existing customers.

Spread information about the app by handing out brouchures during health camps.

Order from customer

Implementation

Process order and send to medical store

Medical store delivers the product to customer

Once confirmation is received from medical store send a message to customer

Collect feedback and review

Evaluate performance by giving keen importance to reviews submitted regarding the app.Conduct periodic surveys to help improvise the marketing plan.Organise activities for the customers to facilitate relation build with the company.

Created by Manogna Dhodda,BMSCE Bangalore during

an internship with Professor Sameer Mathur,IIM Lucknow.