Post on 14-Apr-2017
ICARE: APP FOR THE ELEDERLY
EXECUTIVE SUMMARY
• As a new entrant in the mobile applications market, need to launch a new app iCare
• App catering to everyday needs from health advice to everyday planning
• To design a marketing strategy keeping the target segment in mind
• Positioning it as an everyday necessity
SITUATION ANALYSIS
COMPANY OVERVIEW
• New entrant in the market• No previous brand image• Need to capture market from the start
MARKET OVERVIEW
• Potential customers: People who love technology and look for simplifying life using that
• Competitors: Apps like HeartWise Blood Pressure Tracker, Pillboxie, Appointlet and other apps focused on health and lifestyle
• Collaborators: Smartphone companies, medical clinics, gym, home care services and so on
TARGET CUSTOMERS
• Educated, affluent smart phone owning older generation• People living on their own• Patients and health conscious crowd• People with hectic lifestyle
GOAL
• Creating a brand name in the market• Establishing iCare as the leading health and lifestyle app• Positioning it as a must-have for the target segment
STRATEGY
TARGET MARKET
Customers• Smart phone users looking for a one stop solution for day to day activities. • Provides services that help in organizing everyday activities and helps in keeping
track of personal health, belongings, everyday schedule etc.
Collaborators• Smartphone Manufactures• Hospitals and clinics• Home healthcare service providers• Fitness websites and blogs
TARGET MARKET
Competitors• Organizing apps like Evernote, Todoist etc.• Healthcare apps like Instant Heart Rate, Pocket Doctor etc.• Support and safety apps like Wink, bSafe etc.
Context• Appeals to tech smart people• Most suitable for working or older people• Easy to appeal to youngsters: ready to try new apps
VALUE PROPOSITION
Customer value• An easy and one stop solution for everyday needs that currently
require access to multiple apps, websites and devices• A personalized helper customized based on one’s needs
Collaborator Value• A handy tool for doctors to keep tabs on the patients• For health and welfare websites, a way to • Pre-installed premium version as a way to get attention for
smartphone manufacturers: special features for given phones
TACTICS
PRODUCT
Healthcare and Lifestyle:• Measure your blood pressure and heart rate• Based on your medical data, get updates and advice
from doctor of your choice or our specialists• Reminders of medicines and their dosage, vaccines and
tests you need
Organization• Maintain a schedule: appointments and reminders:
plan your day • Keep track of things at home by recognition technique
Safety and convenience • SOS in case of emergency• Turn your phone into a torch or magnifying glass
BRAND
• Name: iCare• Slogan: Stay up and ahead because
iCare• The brand stands for convenience,
support and personal guidance through technology
PRICE
• Basic Version: provides lifelong free features like torch, magnifying glass, SOS service, on demand medical consultation
• Premium Version: 50 rupees per month. Provides regular medical updates based on specialists’ advice. Personal schedule planner and automatic reminder, myTracker to track your belongings
INCENTIVES
• Consumers: registering for premium version before one month trial period ends gets first 6 months at 30 rupees per month, getting a user to sign up for premium account gets you your next month for free
• Smartphone manufacturers: free premium version for lifetime for smartphone buyers, a way to position the name as a utility
COMMUNICATION
• Outreach through health and welfare blogs• Videos of experiences of trial users• Pushing the app through doctors, smartphone manufacturers and
security services etc.• Video tutorials for both advertisement and positioning the app as
user friendly
IMPLEMENTATION
• Social media used for launching the app• Contacting potential collaborators and offering them free service • Recording their experiences• Using that to establish trust and gain support• Building on word-of-mouth