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BUILDING THE COMMUNITY

FINAL REPORT
INDEX

1.Introduction
2.Problem Definition
3.Methodology
3.1 Issue Tree
3.2 Market Research
3.3 Porter 5 Forces of Theory
3.4 Community Type
3.5 Digital Marketing Research of
Competitors
4.Entry Into B2C Segment
5.Digital Marketing Plan
6.Six Steps For Successful Marketing
7.Digital Marketing Estimated Budget

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Introduction
Maxx Wellness is the health and fitness service providers for complete family. They have
multiple solutions ranging from yoga to weights training and for all the age groups from kids
to entire family. The main purpose of company is to bring entire family together and help
them live fit and healthy lifestyle while having lots of fun in the process. Our work scope is
to come up with the best possible idea for a community, where and how to launch it.

Company Vision
“Indian families are a unit that stay together and grow together. We aim to celebrate the
spirit of the Indian family with our fun fitness regimes customized especially for the varied
requirements of different families. We wish to inject ‘fitness’ into the daily schedules of a
common Indian household, all the while endorsing a fun-filled process towards health and
wellness”.

Company Mission
“Our mission is to help families like you come together with the help of fitness training,
happy lifestyle, and a ton of co-curricular activities. We aim towards providing you and your
family with the support you need to have a fun time together as a close-knit unit”.

Problem Definition
To find the whether the single or category wise community will be the best fit and to build a
road map for community building and plan a successful launch and budget for the
community.

Methodology
For entering in to B2C segment, we will be following the action points as mentioned below:
I. Issue Tree of the Problem statement
We will be breakdown the problem and look at the various parameters related to
the problem statement. The tree will breakdown the problem into quantitative and
qualitative factors to understand the source of problem. In addition, it will also help
us to identify the data required so as to answer the various level of issue tree.
II. Market Research
In the research, we will look at overview of India fitness and wellness market and
customer data base overview for the same. The research will include comparison of
various competitors in B2C segment in terms if market share, price and features.
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 III. Porter 5 Forces of Framework
This frame of work will help us to identify the various factors when entering into the
Online B2C segment of fitness and wellness Industry. We will look the various forces
which hinders the entry of player into online segmentation of fitness and wellness
Industry.
IV. Comparison of E-Commerce websites of Competitors
In this study, we will analyse the different features available on the websites of
various companies in B2C segment of fitness and wellness market. Features in terms
of customer engagement, structure of website, and different payment gateway
availability to customers.
V. Digital Marketing Research of Competitors
In this study, we will analyse the incoming customer traffic to main websites of the
Competitor companies through various sources such as social media platforms,
referral websites and other factors. We will try to find the various sources used by
competitors to divert the incoming customer traffic to their main websites.

1. Issue Tree of the Problem statement

How should company enter in

health and wellness market?

How is the health and Should company enter in What is value addition
wellness market? health and wellness market? from the project?

What are firm

What is demand of health What are the Can firm meet the demand capabilities?
Can the project turn What are
and fitness service? regulations? and expectation? profitable in 1 year? expected cost?

What is target segment? What they want?

Level 1: Highlighted with Orange seeks to

explore the major questions which will define if the strategy chosen is lucrative and feasible
one.
Level 2: Highlighted with Green seeks to explore the answers to the Level 1 questions by
creating multiple MECE events which have a direct effect on the Level 1 questions.
Level 3: Highlighted with grey seeks to explore the answers to the Level 2.
Level 3,4: This are the questions which will help in explaining the Level 3 questions in details.
We start with these questions first and then move backwards in the issue tree to arrive at
the main strategy via Level 3, 2, 1. This are highlighted in Blue.

2. Market Research
Health and wellness industry in India is expected to grow at 14% CAGR an reach a estimate
of 15.91 billion US dollars by 2023.

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Customer Research
Preference varies from one category to another. However, with increasing health and
mental awareness, people from kids to senior’s citizens are getting more aware and concern
about their wellness. For kids, parents want them to engage in activities which nourish and
help them to be fit and growth oriented while they can have fun doing such activities. Adults
requirements varies a lot from looking beautiful, stronger, flexibility to stress reliever. While
senior citizens are looking for the way to ease their pain or strengthen their body for rough
ride ahead.

Customer Segmentation
Age group Category Preference Benefits/Value

Below 12 Kids Fun Activities Health low value, Fun High value

13 to 17 Teenagers Look great, beautiful Health medium value, Fun High value

18-55 Adults or Moms Look great, beautiful, stronger, Varies a lot. Health and interaction high
flexibility, Stress reliever value
Above 55 Senior Citizens Flexibility, Strength Ease muscle pain

Primary Research: Survey and interviews Questions

 Name
 Age
 Gender
 Email id
 Which Online health and wellness service interest you the most?
 What would you say is your primary reason(s) for selecting above?

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  Which time you are most comfortable to attend ?
 How many times in a week do you want to do the training?
 How many persons do you prefer in group training?
 Would you like to involve your family members for online health and wellness
session?
 Would you prefer separate social (facebook, instagram etc) information page for
kids training(6 to 14 yrs)?
 If you have selected separate page above. Would you like to mention the reason?
 which fitness app/service you are using currently?
 Are You facing any challenges currently?
 Any suggestion to improve online health, fitness training and wellness service ?

Competitors
There are many players and the market is highly competitive. Following are the main
competitors:

Perceptual Map

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Images in perpetual map are taken from google. From results of the research, we have
concluded that India health and fitness market is dominated by well-established and
experienced players who have experience of more than few years in this field. They are
catering mainly to adult generation needs but slowly penetrating into younger generation
needs.

Sweet
spot

Value Proposition

Wider
Choice

Competitive
Price
Valu Custom
Workout

e
Health

3. Porter 5 Forces of Framework

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We applied Porter’s 5 forces to understand the attractiveness of health and fitness industry
of India.
A. Internal Rivalry
Competition in the industry is very high, with several well established and experienced
companies and influencers offering various solutions. Product differentiation, diversification
and strong promotion to attain brand loyalty can be done by the company to sustain in this
market.
B. Threat of Substitutes
Threat of substitution is medium to high. Since other options such as walking, cycling, sports
etc. are easily available without much switching costs. Introducing new non monotonous
regime and blends time to time, arranging fitness ceremonies or events, health awareness
sessions on benefits can prevent customers searching for alternatives and switching easily
to other products.
C. Threat of new entrants
Threat of new entrants is low due to minimal government regulation that impose strict
adherence to quality and safety standards. It is less capital intensive and requires some
expertise, but once successful, the business can reap good profits. The company needs to
invest in CSR activities and also get themselves certified for quality purposes.
D. Bargaining power of suppliers
Since there are multiple suppliers across the globe such as US, India, Indonesia etc. offering
varieties of heath benefits, hence bargaining power of suppliers is low.
E. Bargaining power of buyers
As a variety of brands are available in the market, buyers have the options to choose what
they prefer and switch easily giving high bargain power to buyers. To mitigate this the
company needs to build the brand loyalty among its consumers.

4. Community Type
The major question in front of us is whether to go for a common community or to go for
individual segment wise community. Our final recommendation is independent community
for the following reasons:
Super Kids Super Mom Make me fit All in one

Advantages Focused approach in
based on Limited market
secondary More Chance of delivery
research of message
Content is totally different
Many Adults may don’t
want to see non related
content frequently
Focused approach in Focused approach in highly Cover adults and kids- Mix market
Limited market competitive market
More Chance of delivery of More Chance of delivery of Delivery depends on frequency of
message message message
Content tend to same as of Content tend to same as of In balanced moderation, adults and
man time to time Mom time to time kids may appreciate all the content
Man can relate with the Moms can relate with the Adults may find kids stuff useful for
content content their kids. Kids may be motivated
by adults

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 Some adults may want to Most kids will not be able Most kids will not be able to Adults may like to see kids stuff
see the content for their to relate with this relate with this time to time but not frequently for
kids their kids
want to see kids related want to see woman want to see man related want to see kids and adults related
content related content content content
Can be used for cross bonding

Major Beat The Purpose of Beat The Purpose of Beat The Purpose of Too much content. Apart from for
Disadvantage complete family solution complete family solution complete family solution various segments among 18+,
content for <18 too
Reason

Primary Survey 70% people selected Category 18+ So that the content is segregated
Research separate page for kids and properly and does not lead to
adults information loss

Few of the reasons obtained from primary research are:

 It makes it better and easier to know that the entire content is for a certain age
group.
 better engagement
 To prevent unwanted messages sent to kids from unknown adults
 So that you can communicate differently and effectively to your different segments
 The training and look and feel as well as content are different for adults and kids
 Specific needs for specific ages and genders.
 Different category requires different attention
 More focused
 Exercises for kids will be different hence a separate page for them
 Focused

5. Digital Marketing Research of Competitors

Fittr: “fittr - it's one-stop online community for all health & fitness needs. stay home & move
towards healthier lifestyle. get diet, workout, tracking tools, motivation”.

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Cult fit: “visit cult.fit and learn fitness workouts & meditation online, join our gym centres
near you, get medical advice and lab test from our doctors & consultants, & eat healthy with
our recipes all in one place”.

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HealthifyMe: help from From weight loss to reversing lifestyle diseases.

Entry Into B2C Segment

With the booming market for health and wellness for India, at almost 16 billion US dollars in
2023, and an expected CAGR of 14% (2021 – 2025), entering the B2C market is a highly
promising venture. For a new entrant in the market, it is imperative to have a unique online
presence. For the company given its wide variety and strong foothold in the industry,
entering the India B2C segment is a promising opportunity.
The launch in the India B2C market will primary be the introduction of the brand, it’s legacy
and the Ecommerce website. The launch will be divided into 2 parts – Hype creation and
Website launch.
Part 1:
Part 1 of the launch campaign will entirely revolve around setting up a base of the actual
Community/website launch. Hype creation will be done by employing 2 different content
pieces – ASMR teaser (ASMR – no artificial sound effects) for the social media platforms &
partnerships, and static graphics for magazines. Duration of Part 1 will tentatively last for 3-
4 days and the engagement rate to be continuously monitored in order to plan and optimize
the channels for Part 2.

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Channels adopted for publishing and promoting the content for the entire campaign will be
the same. Social media platforms – Facebook, Instagram, Twitter, YouTube, LinkedIn
Marketing, to be adopted. An affiliation partnership to also be pursued with Talk Show, in
order to promote the introduction of the brand. Such partnership will enable the brand to
gather positive reviews from the vast health and fitness community in India. This will
eventually lead to more brand awareness and recognition.

Part 2:
Post analysing the response and engagement rate of Part 1, the final part of the campaign
will be rolled out on the same platforms, with necessary modifications in the budget
allocations (if any). The final part of the campaign will focus on delivering a more
comprehensive message and a visible reveal of the brand, highlights, logo and products.
Similar to Part 1, the final piece will cover both static and motion graphics. Each piece of
content will clearly deliver the brand messaging, in order to establish recognition amongst
customers. The introduction of Ecommerce website is the primary focus of the campaign.
On each platform, the messaging and the graphic will direct the user to the website, hence
generating maximum traffic.
The motion graphics for Part 2 will follow the same ASMR format but will be more detailed
out and include close shots of the products and brewing process.

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Digital Marketing Plan
The marketing plan we have divided into 2 categories namely digital and conventional.
Digital marketing being need of the hour, affordable, effective and having high reach is our
prime focus as shown below:

Marketing

Digital Conventional
Marketing Marketing

Social Platform Affiliate/Influencer SEO Email/Call SEM Others Tv/Radio

1. Social Platform: Need a local company social platform to connect with target
segment.
2. Affiliate/influence: Right selection based on target audience and agenda is
important. Bloggers, influencers on Facebook Instagram, YouTube etc., Amazon,
local e sellers etc., can really act as a catalyst.
3. SEO: Organic : Keywords is the key here. We need to optimize our writing on any
platform as much as we can by including maximum keywords in best possible ways.
Right URL, Title & Description of each page
Anchor keywords: Complex keywords which directly take user to relevant
slides/page for meaning and understanding.
“Alt Text” to images: Google search engine is not compatible to read images.
However, it can read the “Alt text” assigned to it.
Use maximum best keywords for headers/sub headers and content.

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 4. Email/Call: Keep it personal, Promote subscription, Ask feedback, Festival e
cards/gifts
5. SEM: Promote website/products on google or various platforms.
6. Others: Brochure, online conference, Referral, VR/ AR experience of harvesting site,
store are some of the suggestion options which can be used.
7. TV/Radio: Advertisements/promotion can be done using these media. Also relevant
Magazines, newspapers, festival cards/gifts can also be used.

6 Steps for successful marketing

To implement the above marketing plan we have come up with easy, fast and effective 6 steps. The
steps are as follows:

1) Select A Social Platform:

 Facebook can be prime focus as it is the most used app by people for
communicating with each other. Followed by Instagram, YouTube and others.
 Presence on every platform is must to have the maximum reach as LinkedIn
will help in professional/corporate penetration while twitter can help in
related to political issues such as yoga promoted by Prime Minister.
 The online data supports the Facebook popularity and represent the same in
high advertisement sales on Facebook.

Competition/companies Start Instagram(photo/reel) Facebook YouTube

1. 3L+ 1. 6.5L+
1. 8L+ followers 2. avg 10 likes and 2. avg 20k views
2. avg. 3000 likes 20+comments comments 3. Frequency: 3post/week
1 Cult/Cure 2016 3. Frequency: 3post/D 3. Frequency: 3post/D 4. Only Woekout Videos

1. 1M+
1. 5L+ followers 2. avg 10 likes and 1. 1.5L+
2. avg. 200 likes 20+comments comments 2. avg 20k views
2 HealthifyMe 2012 3. Frequency: 3post/D 3. Frequency: 3post/week 3. Frequency: 4 post/week

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 1. 3.5L+
1. 1.5L+ followers 2. avg 100 likes and 10 1. 1.5L+
2. avg. 1000 likes 20+comments comments 2. avg 10k views
3 Fittr 2013 3. Frequency: 7 post/D 3. Frequency: 7post/day 3. Frequency: 3 post/week

1. 16L+
1. 3L+ followers 2. avg 10 likes and 5 1. 10k+
2. avg. 1000 likes 20+comments comments 2. avg 1k views
4 My Fitness Pal 2005 3. Frequency: 1 post/D 3. Frequency: 6 post/day 3. Frequency: 1 post/week

Nike Running/ Nike

5 training club 2011 18L+

6 Headspace 2012 9L+

2) Develop Rules And Norms: Members need to agree the joining terms and
conditions. Some points to consider are:
1. Members are not allowed to speak negatively to each others
2. Profanity is not allowed
3. Members can’t pitch their own products within the community.
4. Review
5. Trainers has to follow certain hygiene factors such as motivating background,
ambience etc.
For Users: Potential Costumers, Trainers/ Coaches, Employees
-The proprietor reserves the right to refuse admission to or to eject members as it should
think fit. Members shall observe such rules and obligations concerning membership as the
Proprietor may from time to time stipulate.
-the member shall bear full responsibility for their actions and may be heavily penalized for
breaking the agreement. Company hold no responsibility for member actions.
1. Violence, negativity and profanity will not be tolerated
2. Conduct yourself with decorum.
3. Treat all users and colleagues fairly and equally. Stimulate conversation, be
respectful of others’ views, and refrain from personal attacks.
4. Respect the company.
5. Respect other members.
6. Every member is responsible for the actions and behavior.
7. Drug talking will not be tolerated
8. Members can’t pitch their own products or ask price or any type of monetary benefit
to other members within the community.
9. Don’t engage with prospect/user directly. All the communication should be done via
community only.

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 10. Trainers has to follow certain hygiene factors such as motivating background,
ambience etc.
11. Membership is personal and may not be transferred
12. Respect legitimate intellectual property rights, do not plagiarize work, and give credit
to the originators of ideas.
13. Don’t share the posts of others without permission.
The enforcement policies:
What is the penalty for violations? Are there different penalties for users who violate the
guidelines multiple times? 
1. Option for members to enter as “user” or “trainer/coach” and evaluation criteria for
later option such as learning/experience certificate.
2. There can be strike system where member will get 3 strike before ant strict actions.
3. Actions can be in the form of:
a. Suspension/ban
b. Remove post
c. Downgrade rating
d. Give him a chance to apologies in public and set a example of good conduct. Apology
can be public or private message.
3. Review or approval process where admins review posts or comments for specific
topics before they are live on the site.

3) Define Motivation for members and UGC:

 Be purpose-driven
Target segment based solution/values, Goal oriented Programs based on target
segment
 Contribution based Reward
Cash, prize, points redeemable against purchase, reviews, ratings, referral benefits,
Challenge, Peer competition
 Story
Successfully story/testimonials of members or own.
 Enhancing overall Experience

4) Define Creative Content:

 Keep in mind the interest of different people.
 Simple, user friendly, interactive.
 Promote UGC-user generated content
 The most important part for continuous member engagement.
 Testimonial, before/after, content to which user can connect really inspire Facebook
users.
 In addition to above, versatility in content really appreciated by Instagram users.

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 Note: Use Content Elements such as Surprise, story, current affairs/festivals, emotional,
Natural & CSR, motivation, humor. E.g. surprise element by Contrex, cred and
movement marketing by Amul and story telling by paper boat and CSR/sustainable by
mama earth and humor by imperial blue.
5) Promote: Promotion of any mean(Affiliate, Influencers, SEO, Email, Cold Calls,
Electronic Billboards, TV, Radio etc.) can really act as catalyst. To start with mini
influencers having different public reach can be really effective.

6) Review: CRM Software to track, analyse & strategies. Collect Feedback. Review &
motivate internal team. Review competitor plan and strategy. Measurable targets
such as (impression/post, click/post, members/month, Creativity, frequency of
post/ads) can really help sticking to goal.

Content Calendar
The below calendar provides insight about the various activities for Online & Traditional
marketing for The Company. Content calendar will start from July 2021 to June 2022.

I. Product Launch

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 July 2021 will be focused on product launch in Indian market. This will be done
through starting with positioning statement so as to connect with targeted
segment. Company can collaborate with Celebrity who has huge fan following to
create the hype among the potential customer.
II. Brand Awareness
Aug 2021 will focus on increasing the awareness for the brand. Company can run
campaigns for live blogs for the user experience along with Live Podcast on
various social media pages. Considering the world photography day, Company
can run many competitions for best fitness related photo on various social media
platforms.
III. Fitness campaign
Company can collaborate with Popular marathons and cycling events in India by
becoming bronze sponsor so as to spread awareness for the brand. Sep 2021 will
focus on such campaigns. Considering the world Tourism Day in this month,
Company can organize various campaigns on social media pages promoting
travel and fitness for various tourists.
IV. Coupon Manic
Oct 2021 will focus on diverting the customer traffic from other websites such as
referral websites. Various coupon codes will be issued on social medial pages
along with advertisement of the same on referral websites. Plus, company use
the #Halloween day/Gandhi Jayanti so as to attract the customer.
V. Festival Season
Nov 2021 is festival season considering Diwali and Hannukah. So, company can
offer various gift boxes with combination of various types of T shirt or
accessories. Even custom-made cups can be offered as gift.
VI. Christmas Season
Dec 2021 to Jan 2022 is holiday season for most of the residents considering
Christmas and New year simultaneously. Citizens loves to do shopping in this
period of time. So, company can tie up with malls for their promotional event or
competition along with tie up with other shops to boost their sales.
VII. Love it & Spread Love
Valentines’ day will be Feb 2022. Company can run various campaigns around
the same theme. They can target various youth festival in this month along with
Tie up with B Schools for their upcoming Cultural fest so as to spread awareness
for the company.
VIII. Women Power
March 2022 can be described as women empowerment month based on
Mothers & Women’s Day in same month. Company can run various campaigns
on story telling and life experiences of Women which inspires the customer. Plus,
company can use the #Mother’s day #Women’s Day so as to increase the
customer engagement.
IX. Tea Festival

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 Considering International Tea day in May 2022, Company can launch various
fitness and sip related campaign on this month with theme based on enjoy ur tea
while doing your workout.
X. Summer Campaigns
May 2022, Company can target various summer camps to be associated with as
these are planned in this month.
XI. Environment Month
June 2022 is treated an environment day, so Company can launch various
campaigns such as Tree plantation and celebrating with various Organizations
working in field of sustainable energy. Plus, company can use the #Environment
Day so as to increase the customer engagement.

Budget for Digital Marketing

After our market analysis of the traffic into a number of health and fitness company websites in
India, we derived at the following percentages of traffic for digital marketing:

1) Website Search - 71% 2) Social Media – 23 %

Organic – 85%
 You tube – 36%
• SEO  Twitter - 32%
• Referral Links  Reddit – 22%
• Guest Hosting
 Facebook – 10%

Paid - 15%
• SEM
• Ad words

3) Email Marketing – 2% 4) Ad agency – 4%

Assumptions for Budget preparation:

1) The Company will target all ages.

2) The Company targets to achieve an ambitious 5% market share or 5 digits community
members in the initial one year

Further we also bifurcated the broad areas of the budget into smaller goal-oriented fractions

Details Proposal 1 - Neutral Proposal 2 - Aggressive

Search Engine Optimization 51% 36%
Referral links 4% 4%
Guest Hosting 5% 5%
Search Engine Marketing 9% 9%
Ad words Research 2% 2%

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 You tube Advertising 8% 13%
Twitter Advertising 7% 12%
Reddit Advertising 5% 8%
Facebook Advertising 2% 4%
Email 2% 2%
Advertising Agency 4% 4%
TOTAL 100% 100%

Conclusion
Hence, We recommend house of brand solution for building community for Maxx. Under
house of brands, company can have different community catering particular segments and
remain focused with respect to that segment. Going forward we recommend company to
follow 6 step process for making the community successful while applying the content
calendar and communication budget.

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References:
https://maxxwellness.in/about-maxx/

https://www.statista.com/statistics/1061614/india-health-and-wellness-retail-market-value/

https://www.similarweb.com/website/fittr.com/#overview

https://www.similarweb.com/website/cult.fit/

https://cmxhub.com/build-a-thriving-community-from-scratch/

https://opensource.com/business/11/1/six-ways-build-solid-community

https://www.thnk.org/insights/building-a-community/

https://www.greenamerica.org/green-living/10-ways-build-community

https://www.thnk.org/insights/building-a-community/

https://sumo.com/stories/online-community-from-scratch

https://www.bigcommerce.com/blog/online-communities/

https://blog.hubspot.com/marketing/online-community-launch

https://www.thinkific.com/blog/how-to-build-an-online-community/

https://www.fittr.com/

https://www.cult.fit/

https://www.healthifyme.com/in/

https://www.facebook.com/HealthifyMe/

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