WellApp&Healthy(Living(&(Marketing(

1(

(
The(WellApp(Healthy(Living(Application(&(Network(
Weight(Loss(&(Healthy(Living(Industry(
Group(8(
Mariam(Aslam,(Modupe(Dina,(Guadalupe(Garcia,(Francisco(Morgan,(Brenden(Palmer(
MKT(3300.010(
(

Professor(Alina(Ferecatu(

(
Table&of&Contents&
Introduction..2(
Situation(Analysis..3(
(

SWOT(Analysis.3(

Environmental(Scanning....5(

Competition/Industry(Analysis.........6(

Customer(Analysis...............................8(

STP(Analysis8(
(

Market(Segmentation..............................9(

Targeting..10(

Positioning...11(

Conclusion11(
References12(
10#pages#content#total&+&3&pages&for&Title&Page&and&References&

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Introduction&
Well&&&Health&is(a(businessZtoZbusiness(service(and(online(mobile(application(platform(that(
helps(consumers(diet,(eat(healthy,(and(ultimately(live(better(lives.(Well(&(Health(serves(
consumers(looking(to(diet(and(eat(healthy(by(empowering(small(businesses(and(the(
producers(of(healthy(foods(to(reach(their(intended(market(through(our(mobile(smartphone(
app,(WellApp.(WellApp(has(two(functions:((
1)! A(dieting(app(that(helps(consumers(construct(plans(for(healthy(living,(as(well(as(
accurately(find(related(items(they(need(in(grocery(stores.((
2)! An(advertising(platform(for(small(businesses(and(producers(looking(to(
collaborate(and(sell(products(related(to(healthy(living.((
How(it(works(
Basically,(consumers(can(go(into(WellApp(and(pick(a(diet(they(like.(After(selecting(a(diet(or(
related(change(in(lifestyle,(WellApp(generates(an(appropriate(list(of(products(and(foods(to(
meet(that(need.(Next(to(those(products(will(be(an(interactive(timeline(for(the(selected(diet,(
as(well(as(information(on(price,(location,(and(nutrition.(Similarly,(the(location(will(have(the(
aisle(number(and(section(number((if(relevant),(which(we(will(obtain(by(partnering(with(
grocery(stores(and(markets.(WellApp(will(be(free(for(everyone(to(download(with(a(couple(
of(basic(diets(preinstalled. (
On(the(businessZtoZbusiness(side,(organizations(we(partner(with((small(businesses,(local(
producers,(etc.)(will(be(able(to(collaborate(and(advertise(within(our(smartphone(app.(Well&
&&Health(will(charge(businesses(to(advertise,(which(is(how(we(will(make(the(majority(of(our(

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revenue.(Our(goal(is(to(empower(small(businesses(and(local(healthy(food(producers(to(
reach(their(communities,(collaborate,(and(build(sustainable(economic(ecosystems(around(
healthy(living(and(weight(loss.((

SWOT&Analysis&
Strengths(
(
! Convenience(for(consumers(
! Potential(advertising(&(
marketing(capabilities(
! Geographic(smartphone(app(
! Daily(deals(&(coupons(
! Our(online(resources/app(are(
free(

Weaknesses(
&

Opportunities(

Threats(

! Partnership(with(retailers(
(Walmart,(Target,(etc.)!
! Advertising(partnership(between(
startZup/early(development(
products(and(select(retailers!
! Concisely(expand(into(new(
cultural(market(segments(via(
specialty(product(advertising!

&
&

! Dependence(on(mutually(
profitable(partnerships!
! Lack(of(vertical(integration(!
! IT(requirements(for(
smartphone(apps!

&

! Competition(&(Scaling!
! Unexpected(changes(in(the(
retail(space!
! Unexpected(changes(in(
government(policy(that(
would(affect(producers!

&
&
&
&

(
One(of(WellApps(greatest(strategic(strengths(is(that(we(operate(via(partnerships(
and(business(to(business(transactions(in(a(way(that(is(unique(to(suburban(American(
markets.(Business(to(business(transactions(allow(us(to(empower(wholesale(producers,(
improve(customer(relations,(and(ultimately(create(value(for(the(brands(we(partner(with.(In(
short,(WellApp(is(as(much(an(open(marketing(platform(as(it(is(a(service(we(ourselves(run.(
Thus,(we(have(the(capability(to(become(substantially(more(agile(than(our(competition(by(

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crowdsourcing(data(and(regional(consumer(trends,(not(unlike(Facebook(or(Twitter.(The(
difference(is(that(we(are(less(a(peerZtoZpeer(relational(network(that(businesses(can(use,(and(
more(a(network(of(businessZtoZbusiness(partnerships(that(empower(consumers(to(eat(
healthy(and(engage(in(community.((
On(the(other(hand,(one(of(our(greatest(weaknesses(is(that(we(are(so(dependent(on(
mutually(beneficial(partnerships(and(IT(infrastructure.(While(partnerships(and(IT(
infrastructure(are(significant(obstacles(to(early(growth,(we(expect(to(outgrow(these(
problems(long(term(once(our(network(and(consumer(base(grows.(In(order(to(grow(our(
consumer(base(early(and(market(our(service,(the(brand(WellApp(focuses(primarily(on(
partnerships(between(niche(producers(and(retail,(with(the(purpose(of(creating(a(kind(of(
healthy(living(goods(index(for(stores.((
One(notable(threat(to(WellApp(is(the(possibility(of(new(competition(and(unexpected(
scaling(in(the(market.((If(a(larger,(more(established(brand(that(focuses(on(consumers(
entered(the(marketplace,(wed(have(a(difficult(time(creating(comparative(value(early(on(in(
our(business.(For(example,(companies(like(Amazon(or(Pinterest(are(well(known(amongst(
consumers(looking(for(products(to(create(value(in(and(of(themselves.(Although(we(think(it(
is(unlikely(such(large(companies(would(move(into(local(markets,(its(vital(that(we(establish(
mutually(beneficial(relationships(with(small(businesses(to(futureZproof(ourselves(against(
regional(competition.((

&
&

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Environmental&Analysis&
Given(that(we(are(planning(on(marketing(exclusively(in(the(urban(and(suburban(United(
States,(we(are(primarily(concerned(with(scanning(our(social(and(economic(environment.(
Social:(
"! We(know(there(is(a(growing(cultural(demand(for(healthy(foods(&(fitness,(as(related(
industries(are(growing.((Marketdata(Enterprises(Inc.,(2014)(
"! There(is(a(growing(appetite(for(authentic(community(in(American(society((especially(
in(suburbs).(
"! According(the(Food(Marketing(Institute,(in(2012(the(internet/mobile(apps(exceeded(
cooking(shows(as(the(primary(method(Americans(gather(recipes(and(dieting(
information.((
Economic:((
"! ObesityZrelated(illness(treatments(cost(roughly($192.2(billion(annually,(according(to(
a(2013(study(by(the(National(Institute(of(Medicine.((
"! 2/3(of(Americans(are(overweight(or(obese((Centers(for(Disease(Control(&(
Prevention,(2014).(
"! 57%(of(people(try(new,(healthy(recipes(each(year((Food(Marketing(Institute,(2012).(
As(we(can(see(by(these(statistics,(there(is(definitely(a(demand(and(need(for(healthier(living(
and(more(effective(dieting(options(in(the(United(States.(In(addition,(growth(in(the(market(
for(healthy(foods(and(exercise(has(coincided(with(the(rise(of(modern(smartphones(and(
more(portable(computing((more(info(below).(We(believe(that(WellApp(and(the(small(
businesses(we(partner(with(will(thrive(in(our(online(ecosystem,(given(that(more(and(more(
consumers(use(smartphones(every(day((Statista,(2014).((

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Industry&&&Competition&Analysis&
The(weight(loss(industry(is(growing(and(is(expected(to(be(valued(at($586.3(billion(by(
the(end(of(2014.(However,(according(to(the(Bharat&Book&Bureau,(the(value(of(the(weight(
loss(market(actually(declined(by(1.8%(by($60.5(billion(last(year,(owing(to(the(growing(do(
it(yourself(dieting(movement(amongst(consumers.(Nowadays,(market(trends(show(us(
(Marketdata(Enterprises(Inc.,(2014)(that(people(would(rather(come(up(with(the(least(costly(
method(of(losing(weight,(as(opposed(to(signing(up(to(be(a(member(of(a(single(weight(loss(
company.(In(our(estimation,(based(on(the(companies(we(saw(come(up(most(frequently(
during(our(online(research,(the(leading(weight(loss(companies(are(Weight(Watchers,(Jenny(
Craig,(Nutrisystem,(and(Herbal(Life.((
The(biggest(competition(for(WellApp(would(be(Weight(Watchers(because(its(known(
all(around(the(world(and(it(holds(classes(in(about(thirty(countries((Weight(Watchers,(2014).(
The(WellApp(application(would(help(market(the(thousands(of(weight(loss(websites(who(
have(yet(to(see(profit.(While(in(some(supermarkets(Weight(Watchers(has(half(of(an(aisle(
devoted(to(their(products,(WellApp(aims(allow(smaller(healthy(living/eating(companies(to(
compete(in(local(markets.(For(example,(one(major(hook(of(Weight(Watchers(is(that(they(
often(provide(prepackaged/preZmanufactured(foods((Weight(Watchers(Simply(Works,(
2014).(While(helpful(in(losing(weight(in(the(short(term,(recent(studies(on(Obamas(
Affordable(Care(Act(that(recommend(Weight(Watchers(show(only(a(2%(average(decrease(
in(weight,(or(about(5(pounds((Hellmich,(2013).(In(comparison,(obesity(is(generally(defined(
as(35(pounds(or(more(overweight((Hellmich,(2013).((
Alternatively,(WellApp(helps(promote(healthier,(sustainable(living(by(engaging(
consumers(in(community(with(small(businesses(and(healthy(food(producers.(For(example,(

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one(of(the(major(criteria(for(losing(weight(and(maintaining(a(healthy(lifestyle(is(to(cook(
your(own(food.(While(our(competitors(do(offer(programs(to(meet(that(need,(campaigns(like(
The(Weight(Watchers(Challenge(is(not(the(most(reliable(way(to(lose(weight(long(term(
(Hellmich,(2013).(In(contrast,(WellApp(allows(users(to(locate(fresh(products(and(prepare(
their(own(food(without(conceptually(separating(lifestyle(from(community.(In(terms(of(
longer(term(positioning,(we(plan(on(adding(a(crowdZsourced(recipe(section(to(each(diet(
plan(that(helps(consumers(network(with(each(other(in(new(ways.(We(will(include(several(
recipes(for(users(to(choose(from,(with(user(reviews(that(empower(people(to(cook(
confidently(with(ease.((
With(gradual(popularity(and(success(of(WellApp,(we(will(be(able(to(increasingly(
market(advertising(space(to(weight(loss(companies(who(are(interested(in(generating(
greater(consumer(engagement.(WellApp(may(also(host(monthly(community(weight(loss(
challenges(and(games,(in(order(motivate(customers(collaborate(and(support(each(other(for(
their(weight(loss(goals.(The(winner(of(each(challenge(would(receive(points,(ideally(leading(
to(discounts(and(greater(clout(when(advocating(products(and(recipes(via(our(mobile(
smartphone(app.(We(anticipate(a(large(potential(consumer(base,(as(according(to(the(Center(
for(Disease(Control(and(Prevention,(More(than(oneZthird((34.9%(or(78.6(million)(of(U.S.(
adults(are(obese.(The(leading(weight(loss(companies(cannot(reach(everyone.(Thus,(we(
hope(to(bring(a(different(approach(to(the(healthy(living(industry(that(will(proactively(
benefit(both(consumers,(small(businesses,(and(their(communities.((
(
(
(

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Customer&Analysis&
Because(WellApp(is(one(product(that(largely(focuses(on(building(healthy(living(
communities(between(consumers(and(small(businesses,(we(will(target(a(wide(audience.(
Demographically,(we(expect(our(users(to(come(from(a(multitude(of(different(socioeconomic(
backgrounds,(though(primarily(from(those(who(earn(under($50,000(annually(because(low(
income(families(are(more(likely(to(experience(lifestyle(related(health(issues((Kennedy,(
2013).(The(age(group(for(our(consumers(will(almost(certainly(fall(between(young(and(
middle(aged(adults((18Z50),(given(WellApp(will(be(released(for(smartphones.(Similarly,(the(
most(health(and(fitnessZconscious(consumers(will(become(be(catalysts(for(WellApp(
communities,(driving(engagement(and(brand(loyalty(amongst(small(businesses(we(partner(
with.((
It(is(especially(important(to(note(that(the(demographics(of(our(customers(will(vary(
by(region(depending(on(what(demographic(gets(involved(and(what(partnerships(we(are(
able(to(form.(Because(so(much(of(WellApp(will(be(based(on(partnerships(between(smallZ
businesses(and(consumers(to(build(a(community(around(healthy(living(and(dieting,(each(
community(is(going(to(be(unique,(albeit(with(some(level(of(geographic(overlap.(

Segmentation&&&Targeting&
Our(primary(target(market(segment(will(be(consumers(looking(to(lose(weight(and(
eat(healthy,(who(respond(positively(to(ads(by(commonly(engaging(with(local(communities(
and(love(interactive,(casual(smartphone(applications.(Essentially,(we(are(targeting(
consumers(who(are(comfortable(using(smartphone(apps(to(be(productive(and(want(to(
engage(with(other(users(as(a(result.((

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We(plan(to(initially(market(WellApp(in(large(urban(and(suburban(areas,(especially(
where(we(know(large(retail(stores((Walmart,(Target,(etc.)(are(dominant(and(ubiquitous.(
This(will(allow(us(to(focus(on(engaging(consumers(and(small(businesses(in(the(area,(since(
the(surrounding(grocery(store(market(cap(will(be(larger,(though(in(decline((Bailey,(2010).(
Similarly,(the(more(focused(our(partnerships(are,(the(more(detail(we(can(initially(put(into(
crafting(contextual(diets(and(healthy(living(plans(for(consumers.((
In(order(to(further(substantiate(our(marketing(strategy,(we(took(a(series(of(surveys(
at(local(grocery(stores(around(north(Dallas(to(sample(a(fairly(typical(American(suburban(
environment.(We(found(that(younger(adults((18Z35)(were(more(proactive(in(trying(to(find(
the(latest(healthy(trend(and(talk(to(their(friends(about(it.(In(contrast,(most(middle(aged(
customers((40+(years(of(age)(felt(comfortable(where(things(are(now(related(to(their(
health(and(shopping(habits.(We(also(asked(questions(like,(Why(do(you(think(many(people(
are(not(health(conscious(while(grocery(shopping?(Unsurprisingly,(the(majority(response(
was,(It(is(just(too(hard(and(takes(too(much(time(and(money.(
Target(Market(Segments:(
#! Demographic(Segments:(Young(adults(aged(18((35(in(suburban(environments,(
typically(with(a(population(density(exceeding(4000(people(/(square(mile.((
#! Psychographic(Segments:(Consumers(who(value(quality(and(health,(but(also(want(
convenient(plans(for(a(low(budget((household(income(likely(under($50,(000;(see(
Customer(Analysis).((
#! Behavioral(Segments:(Consumers(who(have(an(above(average(level(of(engagement(&(
usage(with(their(smartphones.(This(also(includes(first(time(dieters(and(new(

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smartphone(users(who(respond(to(their(need(to(lose(weight(by(engaging(in(our(
online(community(the(same(way(highZusage(smartphone(users(do.((

Positioning&
When(it(comes(to(positioning,(perception(matters.(So(when(we(examine(who(our(
customers(are(and(how(we(want(them(to(view(WellApp,(its(important(that(we(put(an(
emphasis(on(partnerships(with(small(businesses(and(how(users(build(community(together.((
For(example,(one(unique(quality(of(WellApp(is(that(it(locates(products(efficiently(and(
accurately(compared(to(our(competition((Weight(Watchers,(2014).(Similarly,(no(other(
product(on(the(market(gives(users(a(diet(plan(to(follow,(the(items(needed,(the(price(of(the(
items,(the(location(of(the(products(in(local(markets,(and(a(crowdZsourced(community(index(
for(healthy(living(all(in(one.(However,(if(our(target(demographic(perceives(WellApp(as(just(
another(short(term(weight(loss(program,(none(of(our(unique(features(are(going(to(matter(
much.((
As(a(result,(we(intend(to(position(WellApp(as:(
1.! A(fun,(engaging(way(to(lose(weight(
2.! More(effective(than(our(competition((Hellmich,(2014)(
3.! A(socially&responsible(way(to(eat(healthy(and(build(sustainable&communities(
In(terms(of(carrying(out(these(values(relative(to(our(competition,(eventually(we(hope(we(
hope(to(incorporate(other(weight(loss(programs,(like(Weight(Watchers,(into(the(WellApp(
healthy(living(index.(Ideally(we(would(catalogue(local(foods(and(market(offerings(relative(to(
such(programs,(and(then(make(the(data(exclusive(to(our(platform(in(order(to(attract(more(

WellApp&Healthy(Living(&(Marketing(
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users.((Thus,(for(Americans(who(are(looking(to(be(healthy(or(lose(weight,(WellApp(will(offer(
unparalleled(flexibility(and(local(social(benefit.((
Perceptual(Positioning(Chart:(

Note(that(because(
WellApp(partners(with(
small(businesses(and(
producers,(consumers(
have(the(flexibility(to(
control(how(much(they(
wish(to(spend(based(
on(community(reviews(
&(feedback.((

Conclusion&
So(overall,(WellApp(is(a(fantastic(way(for(consumers(to(lose(weight(and(live(healthier(lives.(
As(weve(explained(throughout(this(proposal,(WellApp(will(be(unique(to(the(market(
because(of(our(emphasis(on(healthy(living(for(the(benefit(of(the(community,(as(well(as(the(
individual.(We(will(achieve(this(by(partnering(with(small(&(local(businesses(that(focus(on(
healthy(foods(&(related(products,(for(the(purpose(of(building(greater(relationship(and(
brand(loyalty(between(consumers(and(markets(that(benefit(their(local(economies.(Thus,(
we(intend(to(primarily(market(towards(young(adults((18((35)(who(want(to(eat(healthy,(
are(open(to(engaging(with(online(communities,(and(desire(to(be(more(socially(conscious(
consumers.(WellApp(has(the(potential(to(gain(a(substantial(install(base,(be(a(legitimately(
successful(business,(and(fulfill(the(need(for(greater(social(engagement(in(American(
communities.((

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References(
Center(for(Rural(Affairs.((2010,(October(8).(Importance(of(the(Rural(Grocery(Store(Z(New(
reports(highlight(the(importance(of(grocery(stores(in(rural(communities.(Retrieved(
from(http://www.cfra.org/newsrelease/2010/11/09/importanceZruralZgroceryZ
storeZnewZreportsZhighlightZimportanceZgroceryZstore(
Centers(for(Disease(Control(and(Population.((2014,(September(9).(Obesity(and(Overweight(
for(Professionals:(Data(and(Statistics:(Adult(Obesity.(Retrieved(from(
http://www.cdc.gov/obesity/data/adult.html(
Food(Marketing(Institute.((2012,(July(17).(Prevention(Magazine(and(Food(Marketing(
Institute(Reveal(20th(Annual(Shopping(For(Health(Survey(Results.(Retrieved(from(
http://www.fmi.org/newsZroom/newsZarchive/view/2012/07/17/preventionZ
magazineZandZfoodZmarketingZinstituteZrevealZ20thZannualZshoppingZforZhealthZ
surveyZresults(
Groud,(D.((2012,(May(11).(Infographic(of(the(Week:(Weight(of(the(Nation(&(Obesity(
Prevention(|(Food(+(Tech(Connect(|(National(Institute(of(Medicine.(Retrieved(from(
http://www.foodtechconnect.com/2012/05/11/infographicZweightZofZtheZnationZ
obesityZprevention/(
Hellmich,(N.((2014,(July(4).(Obamacare(requires(most(insurers(to(tackle(obesity.(Retrieved(
from(http://www.usatoday.com/story/news/nation/2013/07/04/obesityZdiseaseZ
insuranceZcoverage/2447217/(
Kennedy,(E.((2013,(November(10).(Children(from(poor(families(more(likely(to(be(
overweight(or(obese.(The(Washington(Post.(Retrieved(from(
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WellApp&Healthy(Living(&(Marketing(
(

13(

Marketdata(Enterprises(Inc.((2014).(The(U.S.(Weight(Loss(Market:(2014(Status(Report(&(Z(
Bharat(Book(Bureau.(Retrieved(from(https://www.bharatbook.com/healthcareZ
marketZresearchZreports/theZusZweightZlossZmarketZ2014ZstatusZreportZ
forecast.html(
National(Public(Radio.((2010,(December(3).(WeightWatchers(Faults(Processed(Foods(While(
Profiting(From(Them(:(Health(News(:(NPR.(Retrieved(from(
http://www.npr.org/blogs/health/2010/12/03/131782587/weightwatchersZfaultsZ
processedZfoodsZwhileZprofitingZfromZthem(
Statista.((2014).(Smartphone(users(in(the(U.S.(2010Z2018(|(Forecast.(Retrieved(from(
http://www.statista.com/statistics/201182/forecastZofZsmartphoneZusersZinZtheZus/(
Weight(Watchers.((2014).(Weight(Watchers(Z(Helping(People(Lose(Weight(for(50(Years.(
Retrieved(October(7,(2014,(from(http://www.weightwatchers.com/plan/index.aspx(
(