Health-Track App Marketing Plan: Strategies for Millennial Engagement

This report provides a comprehensive marketing plan for the Health-Track app, designed to engage the millennial market. The plan includes a detailed description of the app's features, such as compatibility, step counter, food tracking, water intake tracker, and sleep tracker. It explains the rationale behind the app and how it appeals to its target segment by sharing brand values, emphasizing time, and improving brand image. The marketing mix (product, price, place, promotion) is outlined, along with specific strategies like social media and influencer marketing. An STP analysis (segmentation, targeting, positioning) is conducted to refine the marketing communication process, focusing on demographic segmentation and functional positioning. The report also evaluates digital marketing strategies, including E-marketing and M-marketing, to enhance the app's reach and effectiveness. The goal is to increase brand awareness, boost profits, and enter untapped markets by effectively targeting millennials with this health-focused application.

Marketing Plan

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Description of the app to be introduced in the market along with its features and functions.....1
Explanation of rationale for the app and reason to appeal it to its target segment......................2
Designing of brand-new marketing mix for the application and specific strategies adopted by
the individual recommended for the app along with the justification for all the strategies
recommended based on the segment targeting............................................................................3
Evaluation of ways organisation use the appropriate digital marketing strategies including the
analysis of E-marketing and M-marketing..................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing management can be described as the process on creating, implementing and planning
for different strategies which will assist a person in the purpose of attainment of business
objectives. It is focusing on increasing brand awareness, boosting profits and also for purpose of
entering into untapped markets (Balducci and Marinova, 2018). It is one of the important terms
for a business as it allows them for purpose of increasing the awareness for the products and
customers and also it helps me the product more visible. This project report includes a brief
description of the application along with its features and function. It also includes an explanation
of the app and ways in which it can appeal to the target segments. It consists the design of the
brand-new marketing mix for the app which specifies different individual strategies
recommended for the app along with the justification based on the target segments. Moreover, it
evaluates ways in which organisations can use different types of digital marketing strategies
including E-marketing analysis and M-marketing strategies.
MAIN BODY
Description of the app to be introduced in the market along with its features and functions
Health-Track App is one of the apps which is introduced by the tech company in order to
improve the health of the millennials. Increasing health-related issues has been arise in
millennials in their growing age like fat which not only creates a negative impact on their health
but also reduces their capability for work (de Jong and et. al., 2021). It is also creating an impact
on their physical structure which does not make them physically fit and also confident. It is one
of the apps which is also important for the purpose of motivating millennials to remain
physically fit. It is an app that includes a reminder for medicines, diet, exercise and other things.
It is also a tracking period of girls which is for their convenience. It is an all-rounder app that is
different from other apps as it is not only reminding people for a walk and track their steps but
also it is also providing them guidance for dieting. It reminds the millennials about taking their
next meal which will motivate them for the purpose of getting a healthy diet and improving their
capabilities of work of a person.
There are different features and function of the app which is useful for the users of the app. It
makes an app more effective and compatible for a person (Shen and et. al., 2020). While
downloading an app and subscribing of any service, customers are considering functioning and
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features of the app. An explanation of the different features of the Health Track app is mentioned
below:
 Compatibility and synchronization: It is an app that is compatible with different
devices available in the marketplace. It is also an application that is available for different
platforms including Android and IOS. It is an app that is focused on training of fitness
and health which is important. This app is even compatible in different watches which is
also for the convenience of the customers. It also has synchronization features as it can be
worked easily and also it does work on the load (Gotteland, Shock and Sarin, 2020).
 Step counter and pedometer: It is an app that consists step counter for the purpose of
motivating individuals and also it provides information about how much they have run
and they need to run more to keep their body fit.
 Food tracking: It is an app that also allow users for purpose of making records of food
items. It consists tracking of different food items to be eaten by a person and also it
counts calories and nutrients. It consists of standard features for wellness apps in the
marketplace. It is also important for maintaining the weight of a person.
 Water intake tracker: Intaking of water is essential in order to maintain health and also
for making the body hydrated. It is one of the feature which will increase the
effectiveness of this app. It gives reminds to the users about to drink water (Grant, 2019).
 Sleep tracker: Sleep tracking is also an important feature of this app which provide
assistance to a person in order to rack their sleep. It helps to recharge the minds as well as
bodies of a person in order to function in an effective manner. Sleep is important in order
to recharge the minds and bodies of a person.
Explanation of rationale for the app and reason to appeal it to its target segment
There are different ways for appealing the app to the target customers. In order to appeal to the
customers business first needs to explain their product to the customers which helps the target
market to understand the offering of the company. Explanation of some of the ways to be
adopted by the Health Track App to its customers are mentioned below:
Share brand values: There is increasing competition in the marketplace and in order to
overcome of this competition businesses needs to differentiate its service. For this, the business
of the Health Track App needs to develop brand values. Brand values are important for business
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as it helps to separate business from others and also allow them to connect with the audience of
the company.
Emphasize time: It is also one of the important components of the business. It is essential for an
organisation to communicate its values to the target audience. It is also important for businesses
to communicate to the customers at the right time as the customers are becoming busier. It is also
important for businesses for assisting others for saves time (Kotler and et. al., 2022).
Improving the brand image: It is also important for the business to develop a distinct and
positv image of the business in minds of its customers. For this, business of Health Track App to
connect with the customers, providing solution to problem faced by the customers and also
concerning for the loyal customers of the company.
Designing of brand-new marketing mix for the application and specific strategies adopted by the
individual recommended for the app along with the justification for all the strategies
recommended based on the segment targeting
Marketing mix can be described as the actions which is taken by the business in order to build
and market the products and services to the target customers. It is a term which is providing
assistance to businesses in order to enable businesses for the offering right product to the right
customers, at the right place and at right time. Explanation of marketing mix in context to Health
Track App is mentioned below:
Product: It is a term that includes the offering of the company to its customers. Sales of these
things allow businesses to earn profit by exchanging them from the customers. Health Track App
is one of the products which is to be sold by the company to its customers. It is a product that
allow users to keep themselves healthy and fit (Lim, 2020). It provides guidance for exercise,
dieting, water intake, reminding about medicines and other things. It is a compatible app that is
made according to the requirement of the customers.
Price: Price is the monetary value to be charged by a person for purpose of exchange of products
and services. It is an application that is essential is not charging anything for the basic services
but in order to access to advanced features, users need to take a subscription. Even in basic
function which is free, an individual is getting good service but upgrading it to advance also
provides them more functions. It only charges a small amount for the subscriptions which is
easily affordable for a person as it allows them to target large number of customers.
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Place: Place is somewhere the product is available and also where customers can easily reach
there. It is one of the important components as availability and reachability of the products is one
of the most important components which create an impact on the sales and profitability of the
company. The fitness Track watch is one of the watches which is available on the play store as
well as other app store. It is a freely delivered app which is easily available and also it consists
less storage in order to install easily. The availability of this app on different store makes it
convenient for the users to install it easily (Lytras and et. al., 2020).
Promotion: It is also a component that is used for the purpose of increasing awareness of the
product. It creates influence over people to purchase the products and services. It is also
important for them in order to develop a specific position of the products and services in the
mind of its target customers. Health Track App is one of the apps which is using social media
marketing and influencer marketing for purpose of promoting products and services. In order to
promote, influencer marketing is considered as the best promotional strategy. An influencer has a
great impact over their influencer. Young and famous fitness influencers are able to influence the
millennials to use the app for maintaining their health.
STP analysis
It is a marketing tool that is used by the business for purpose of redefining about whom the
company marketing products and also how will they market the product. It is essential in order to
make the marketing communication process more effective by focusing on specific customers. It
is a tool that is focused, relevant and personalized for the customers. It is an important tool for
the business as it allows the business to focus on the target audience which is interested in the
products and services offered by the company. An explanation of this tool in the context of the
Health Track App is mentioned below:
 Segmentation: It is a process of dividing the total market into different segments on
basis of specific criteria and traits of the customer. Goals of this component is to divide
the market as it is difficult for the businesses to target the whole market at a one time.
There are the different basis on which a market is decided including geographic
segmentation, demographic segmentation and behavioural segmentation (Marinchak,
Forrest and Hoanca, 2018). Health Track App is the app that is dividing the market on
basis of the demographic component as it is targeting millennials for purpose of their
products and offering as there is increasing health awareness among the young people.
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 Targeting: It is the process that helps the business purpose of selecting the most
profitable segment on basis of its growth, size, suitability and other factors. Businesses is
preferring to select the segment which is according to their target. Health Track business
is focusing on Millennials as they are more fitness freak and also focusing on their health
conditions.
 Positioning: It is the process of developing a specific position of the product and
services. It is important for the business for differentiating their image from those of
competitors. In order to differentiate their factors, business needs to focus on the specific
factors and features of the business (Misztal, 2019). Health Track business is one of the
businesses which is focusing on developing the functional position which allow them to
provide solution to the problem aced by the customers. It is important in order to develop
a positive image of the company in minds of customers.
There are different types of strategies to be recommended to the business based on its STP
analysis. Explanations of some of these strategies recommended for the business of Health Track
App are mentioned below:
 Making a positive relationship with the customers is one of the essential strategies. It is
important for the business to ensure regular interaction with the customers on social
media platforms and others ways.
 It is also important for the business of the Health Track App to ensure improvement in
the business as it allows them for purpose of making its app more effective and
convenient for the customers (Nunkoo, Teeroovengadum and Ringle, 2021).
 Effective customer service is also essential for the business in order to retain customers.
It will also be focusing on enhancing the experience of the customers for using the app.
Evaluation of ways organisation use the appropriate digital marketing strategies including the
analysis of E-marketing and M-marketing
M-marketing: It can be described as the process of marketing as well as advertising to the
consumers through the tablets and smartphones. It is a strategy which allow the business to take
advantage of features of mobile devices in their organisation including location features and push
notification in order to deliver an advertisement on a timely basis. It is a strategy that will allow
the business of the Health Track App to increase the awareness of their offering among its
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consumers. An explanation of some of these strategies in the context of Health Track help is
mentioned below:
 SMS marketing: It is a strategy that consists the use of text messages for purpose of
marketing. It is also considered ae text message marketing which is based on the
permission from the user to the app to send the message. In this, business of Health Track
App can send different types of text messages which is based on promotions, coupons,
deals as well as alerts message to the customers based on the phone (Ortigueira-Sánchez
and Cárdenas-Egúsquiza, 2019). It is considered as one of the strong strategies as there is
higher chances of deliverability of these messages, higher engagement rates.
 Location based marketing: It is one of the marketing strategies which is consist use of
the GPS functions present in the smartphone. It is reflecting promotions as well as
content as per the location of the customers and is also known as the geotargeting
strategy. It is one of the important strategies which helps the business of the Health Track
App as value of this strategy is more then $62 billion USD in the year 2019 and also it is
expected to grow by around 197% more in the year 2022 to 2027.
E-marketing Strategies: It is one of the strategies which is considered as the most effective as
well as cost friendly strategy for purpose of promoting of offering of the company and also
provide the success. It is a strategy that helps businesses for purpose of understanding how to
influence the customers for purpose of purchase of products. An explanation of different E-
marketing strategies in the context of the Health Track App is mentioned below:
 Search engine optimisation: It is a process that adjusts the website of the company in
order to improve its natural, organic and free placement in the result of the search. It is
consisting as one of the On-page factors as well as off-page factors. It is a strategy that
allows the business to adjust different elements of the website in order to meet the
requirements of the google and also allow them to offer the best experience to the visitors
(Parsons and Lepkowska-White, 2018).
 Social media marketing: It is one of the marketing which is used by the business by
including use of the different platforms of the social media and websites to promote the
offering of the business. it also provide opportunity to business of Health Track App to
connect with the customers. It is not directly create impact on the sales of the company
instead it is focusing on increasing the engagement of the customers. It is building the
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links and also helps them to bring the content in order to gain the attention of the
customers.
Influencer marketing: It is also a strategy for the business which is focusing on the different
types of internet marketing strategies. It is including influencers over the social media who has
number of followers on the social media platform (Pencarelli and Forlani, 2018). It is a strategy
which allow business of Health Track App for purpose of promotion of products and services of
the company.
Above mentioned E-marketing and M-marketing strategies are contributing to the business in a
different manner for the success of the company. Explanation of some of ways in which business
of Health Track App can get success are mentioned below:
 These strategies help businesses for purpose of increasing the awareness of the products
and services among the customers. It is important for them in order to influence the
customers for purpose of purchase of the products and services.
 These strategies allow businesses to interact and connect with the customers whch is
important in order to build good relationships with them.
 It also helps the business for purpose of increasing the sales as well as the profitability of
the company (Quach and et. al., 2020).
CONCLUSION
From above mentioned project report, it can be concluded that marketing management can be
described as the one of most important activities for businesses as it allows them to increase
awareness of products and services. It is adopted by the business for the purpose of building a
strong image in minds of customers and also creating influence over the business for purpose of
purchase of products and services. Marketing is one of the strategies to be adopted by the
business in order to understand the offering of the company. Business is also using STP analysis
for purpose of identifying the specific target market. There are also different types of E-
marketing and M-marketing strategies to be adopted by the business in order to increase the
chances of the success of the efforts of the business.
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REFERENCES
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