Marketing Plan

Presented by (Group 6):

2023BLP013 Aviral Singh

2023BLP051 Rythm Gaikwad
2023BLP076 Tanush Soni
2023HRLP007 Mehargeet Kaur
2023HRLP019 Vandana Aggarwal
Objective:
A healthcare platform for women and members of the LGBTQIA+ community to offer
accessible, personalized and confidential healthcare solutions.

Business Model:
Proactive for You has two distinct
products, with their revenue models:
-Healthcare Provider/Doctor facing practice
management software, sold as a
subscription-based product
-Consumer based interface, subscription to
which is offered at various price points.
-The platform also advertises details of
support groups (for various health affairs)
according to the location
5 C’s Analysis
1)Company
S W O T
Strengths Weaknesses Opportunities Threats

v Working with
females 15+ age v Lack of awareness
v Men segment v Other companies
v Unique value v Services not
v Old age patients coming in like
proposition for present in all
v Own clinic in Just for hearts ,
Transgenders cities
different cities Elawomen
v Confidentiality v Developing name
v Covid v Economic
of data in market
Instability
v Easy to access
2)Customers
Women are susceptible to diverse and complex health issues starting from
puberty and there is a large unmet need in many areas where patients lack
information and which require a more liberal, personalised, and empathetic
approach to diagnosis and treatment.

Who- Urban women and LGBTIQA+ community

What-Platform to offer accessible, personalized and
confidential healthcare solutions.
When-The target audience use the product when they want
urgent diagnosis and treatment.
Where-They use it by registering through our website or app.
Why-To give solution to the target population.
How-Patient will register through our app or website by
registering with their mobile no and email id
 3)Competitors
v Just for Hearts
v Elawomen
v Practo v Able to substitute
v Able to change
v Low barriers to Entry costs Threat of
v New entry quite easy. New Entry

v Easy to Switch
v Many upcoming competitors

Bargaining
power of
Supplier Competitive
Buyers- Power Rivalry

v High performance/cost ratio of

v High substitute availability.
substitute products.
v A wide number of alternatives. Threat of
substitutes v High availability of substitute
v Low economic and psychological products.
switching costs.
v Low switching cost.
4)Collaborators

Collaborators
include the
community
leaders,
doctors,
government
and the local
people.
5)Context
Political Context- Proactive for you to identify possible political issues such as labour
or tax laws, changing trade regulations or legislative problems. The present governance
system requires to study the changing government policies closely.
Social Context- Understanding the social context requires Proactive for you to analyse the
major trends in culture, education and demographic patterns. Population growth and rising
low-end market segments offer opportunities to the company.
Economic Context- Company to identify major economic issues like growth in important
economic indicators, changes in the labour costs and business cycle stages. Inflation
exerts a strong impact on the pricing structure. Changes in customers’ purchasing power
should be considered in planning marketing strategies.
Technological Context- Company to understand recent technological developments and their
impact on the organization’s cost structure and other business operations. The entrance of
new market players and their investment in research and development requires PRACTO to
protect their intellectual property rights. The technological advancement has shortened
the product life cycles, requiring PRACTO to enhance its value chain efficiency.
Segmenting/Targeting
/Positioning:
Segmenting–

We are dividing it on following factors:

1) Geographic – Start with metro cities of Delhi

and Mumbai (with the future plan of taking this
PAN India)
2) Demographic – 15+ to 30+ to start with; urban
women and LGBTQIA+; education level – grad
3) Psychographic – The potential customers are
menstruating members of the population

Targeting audience – Niche Market (urban women and

menstruating members of the LGBTQIA+ community)

Positioning – Experiential positioning

7 P’s Analysis

Price Process

Physical
Product Place
Evidence

Promotion People
Product/Services:

v App based and web based interface which

is used to connect consumers for online
consultation to doctors and medical
clinics

v It offers consumers to login through e-

mail and keep the personal data private.
Unique id will be given to consumer when
anyone connecting them to verified
doctors to seek medical advice, book
medical tests etc.
Place:
v It is available to any device connected
with internet and is available to
download for free from Google Play Store
and App store. It has headquarters in
MUMBAI and have operations in many cities
across India.

Promotion:
v It is majorly been promoted through
digital media with active presence on TV
Ads and social media platforms such as
Facebook, Instagram, YouTube. Have been
promoting itself by 'No worries'
campaigning ad which aims to break the
society stereotype.
Price:
Select a Proactive for you Plus healthcare plan

It is available to
any device connected
with internet and is
available to download
for free from Google
Play Store and App
store.

It has headquarters
in Mumbai and have
operations in many
cities across India.
People:
v It consists of different employees
responsible for its services such as
engineers, operations, business
development, sales, sample taking
service, doctors, customer services etc.

Physical evidence:
v It has physical location at Mumbai. The
majority of process is taken online and
physical reports for medical test is form
of evidence.
Process:

v The procedure requires doctors

and clinics to verify their
identities before providing
services, after which patients
can search through the listings
to select a relevant doctor based
on ratings supplied by others and
request guidance from them. They
can also schedule a lab test and
have us collect a sample. We also
offer medication delivery with a
description.
Financial and Marketing Goals:
Financial Summary Cost (Rs)
Market Research
Mobile and Website Development
Cost
Domain Name
Website Hosting Costs
Web Design
CRM & Payroll Software
Payment Gateway
Application Development &
Maintanence
App Store listing
Advertising Agency Cost
SEO
Organic Social Media
Content Marketing
Paid Social Media
PPC/ Google Ads
Marketing Strategy(One Time Pay)
Affiliate Marketing
Influencer Marketing
Partnerships for In-app
advertising
Licenses & Legal Cost
Registration Charges
Lawyer Fees
Insurance
LLC & Corporations
Office Space Expenses & Salaries
Total
Fixed Cost
Variable Cost
Variable Cost / Unit
1,00,000 Variable Cost
2,29,000
1,000 Fixed Cost
3,000 Variable Cost
15,000 Fixed Cost
90,000 Fixed Cost
85,000 Variable Cost
32,000 Fixed Cost
3,000 Fixed Cost
20,01,000 Variable Cost
7,00,000 Variable Cost
2,00,000 Variable Cost
1,20,000 Variable Cost
6,00,000 Variable Cost
1,20,000 Variable Cost
2,00,000 Variable Cost
11,000 Variable Cost
50,000 Variable Cost
3,00,000 Variable Cost
16,15,000 Fixed Cost
25,000 Fixed Cost
50,000 Fixed Cost
15,00,000 Fixed Cost
40,000 Fixed Cost
80,00,000 Fixed Cost
1,22,45,000
97,56,000
₹ 24,89,000
₹ 8,296.67
Projected Sales Revenue:
Breakeven Analysis
Population in Mumbai 30,85,411
Female and LGBT Population 14,00,803
Urban Female and LGBT
Population 280161
Cost of Services (One Time) 300
Total Revenue(Per Year) 29416863
Avg Revenue Per Month 2451405
Avg Revenue Per Day 8171
Per Day Patient visit 27
BEP/unit -1220
BEP sales -33230

The BEP Sales is Negative which means the expenses

are outweighing the total sales