NEW APP IDEA FOR SONIN APP DEVELOPMENT

Name of the Student: Elena Isabela Vasile

Student ID: C100049564

 Executive Summary
The given report has given a new idea to Sonin App Development for developing an app –
FitnessAmi, for "Fitness and Well-Being". GenZ is the tech-savvy generation, believing in social
impact and struggling with mental health issues. Therefore, a fitness and well-being app will
allow users to connect with the app by considering its features and function. The app will be
integrated with AI for providing assistance and support to GenZ 24/7. The target users spend
most of their time on mobiles and are more active on social media platforms. Thus, social media
marketing will turn out to be an effective strategy for marketing. The digital marketing strategy
of m-marketing and e-marketing will be used for marketing the app. The 7Ps of marketing mix
strategy will also be used for developing the app's strength.

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 Table of Contents

Introduction ..................................................................................................................................... 3

Literature ......................................................................................................................................... 4

Research .......................................................................................................................................... 6

Discussion ....................................................................................................................................... 8

Findings......................................................................................................................................... 12

Conclusion and Recommendations ............................................................................................... 15

Recommendations ..................................................................................................................... 15

References ..................................................................................................................................... 17

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Introduction

Maintaining fitness is one of the integral parts of life which people should focus on in order to
lead a healthy and safe life. Developing applications that can ensure health and fitness to people
can prove to be quite beneficial in saving a lot of time for the common people. In this context,
Sonin App Development will focus on developing FitnessAmi, a fitness app with artificial
intelligence for GenZ people. The tech-savviness of the GenZ people will certainly prove to be
quite effective in terms of ensuring success for the launch of this application. According to the
findings of Georgiou and Chheda (2020), more than 2/3rd of GenZ people are aware and
conscious about their respective health. In this context, FitnessAmi will certainly become quite
helpful and attractive for GenZ people across the United Kingdom. This report will focus on the
features and functions of the application as well as the reason behind designing and launching
the same. This report will also analyse the market and individual strategy to mitigate the
challenges. The segment targeted by the app will also be discussed in this report in which various
digital marketing strategies such as E-marketing and M-marketing will be covered.

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Literature

Description of the app to be introduced into the market

The idea for the app to be introduced in the market is an application that provides Home-Fitness
and Well-being to generation Z. It will be a "fitness-focused" platform aimed at providing
interactive forums and gamified experiences to the target audience. The app will be developed
assuming the requirement of gen Z. It will be an "All-In-One App" with different categories of
fitness for functioning as a monetised convenient app for users. The app will be integrated with
Artificial Intelligence (AI) for creating a personalised experience for the GenZ audience. The
monetisation and freemium model of the app will be used for enabling functions by their users.
The "paid subscription" of the app will be allowing the users to access the advanced features
such as details of their calories burnt in an activity or tracking their sleeping cycle. In contrast,
free access to the app will allow the users to use basic features of the app such as counting steps.
Each category will be kept in a different section that will include the following:
Training and workout: It will include workout plans and videos along with explanatory
comments for a better understanding of the audience. This category will allow the user to adapt
to the app easily. Chiu and Cho (2021, p.807-825), suggested it will also create an individual
training plan for each individual depending on their data and goals. It will allow individual users
to monitor their progress from time to time.
Diet and nutrition: It will contain the essential tools that will include a calorie counter, progress
tracker, and video recipe collection. It will also provide tips or suggestions to users on their
nutrition and supplements.
Branded fitness club: It will be offering a convenient way for the Gen Z audience to subscribe to
their training by making the minimum payment. The video instruction along with the article
instruction will be provided. They will be able to stream live seminars or sessions on training
along with tracking their progress (Baumel et al. 2019).
Wellness: In this section, yoga, spiritual practices, meditation, and exercise photos and videos
will be provided. It will include exercising techniques, various timers, and motivational content
to allow users to practise well.

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Features and Functions of the app
The features and functions of the health and fitness app to be developed will be user-friendly for
GenZ. The design and the model of the app will be aimed at securing high engagement rates and
user acquisition.
User Personalisation: It will be an integral part of the app that will be collecting the personal
information of the users (Wang et al. 2019, p.3). The information will include their gender,
weight, age, height, fitness goals, category of fitness to be adopted, and others. It will be for
tailoring the workout and nutrition plan for the GenZ users and improving their experience. It
will be addressing the personal needs of the users for allowing them to reach their fitness goals.
"Virtual personal AI coach" will be provided by the app to its users for setting their new
standards in personal training. The virtual trainer will be made available to the users 24/7 for
suggestions with tips to lead a healthy lifestyle.
Goal setting: The main purpose of this feature will be to allow GenZ users to set their desired
results themselves. It will help in bringing the users to visit the app by bringing themselves and
their bodies to measurable results. The users of the app will be allowed to choose their tasks as
well as set the target by specifying their actions to achieve the goal. The task performance
statistics will be provided to the GenZ users at the end of the week or month based on the value
of their goals.
Tracking metrics: It will include measurable units such as calories, kilometres, hours, pounds,
miles, and others. It will allow the users to track their progress by highlighting important
information that will keep them motivated to use the app. Caboni and Hagberg (2019) argue One
of the options provided for getting their fitness summary routine will be a "graphical overview
metrics". The route map will be given to users for measuring their active segment of the route
with colour codes.
Push notification: It will turn out to be an integral part of the successful toolbox for setting up
marketing automation. Along with increasing the engagement of the users with the app, it will
also increase their average time spent on the app. The push notification will be for reminding the
users of important events such as the start of a workout or the next mealtime and others.
Video tutorials: These will be for giving support and guidance to the GenZ users virtually
showing the technique of the specific workout. The videos will contain music that will help in

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motivating the users. A lot of training and workout videos will be provided to the users ranging
from 20 to 40 minutes.
Tech-enabled community: This particular feature will allow GenZ to build a community where
like-minded people will be joined by interest groups. It will help in engaging and retaining the
users by making them find friends with shared interests or principles. Jayatilleke et al. (2019,
p.145-168) explain the updates will be posted to the users about their activities on a weekly and
monthly basis. The app will also include a specialised tool such as activity feeds for creating a
community. It will provide the opportunity for users to connect with fitness trainers and friends
for sharing their thoughts and workouts based on their category.
Research

The rationale for the app

The bottom line of the app will be to evolve a new generation of fitness by gaining insight into
the GenZ. The shift of people to mental and physical well-being is increasing the importance of
holistic wellness and fitness.
Generation Z post lockdown: GenZ is soon to become one of the most popular generations on
the earth suppressing the millennials. Post covid-19 the world of fitness and well-being has
changed at a faster rate and created a new world of "Home Fitness and Well-Being". Liu et al.
(2021), argued the needs and expectations of GenZ are shifting towards home fitness and have
high motivation to exercise mainly for social reasons. Therefore, this app will help in attracting
GenZ as it will provide them with a "fitness-focused platform" needed by them.
Tech-Savvy GenZ: The growing popularity of technology among the GenZ population has
increased making them stick to their phones (Persada et al. 2019). According to the studies it has
been found around 30% of the GenZ population starts feeling uncomfortable if parted from their
phones. They do not think of life without a phone and will thus help the app in gaining a
presence among Gen Z.
Believe in GenZ in Social impact: GenZ considers the business to a higher standard and believes
in supporting society. The purchasing decision of this generation is based on embracing inclusion
and diversity for expressing their value (Chillakuri, 2020, p.1277-1296). Therefore, presentation
of the fitness will as more than a fitness professional will make the target audience participate
more. The social cause of the app in making people attain fitness will help in making the target
customers feel connected.

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Struggle with Health: The members of the GenZ are considered to have poor mental health
among all the generations. Moreover, the target audience is well aware of the relationship
between mental health and exercise (Szymkowiak et al. 2021). Thus, the promotion of the app
will create awareness among the audience motivating them to improve their mental health. The
"fitness and well-being" app will have a significant impact on GenZ making them use the app to
improve their lifestyle.
The appeal of the app to its target segment(s)
Influencer marketing: It is one of the ways for appealing to GenZ by presenting the app as a
professional fitness expert. The consistent presence of the app on social media needs to be made
for making the app grow. As opined by Vrontis et al. (2021, p. 617-644), the collaborator or
influencer from the health and fitness industry will be approached for promoting the app on
social media. The recommendation by the influencers will increase the presence of the app
among GenZ.
Referral marketing: The recommendation of the friends and relatives of the users will help in
appealing to GenZ. It will help in creating “Personal Influence” on the targeted audience by
making them participate in the referral program (Tong et al. 2020, p. 64-78). It will allow the
users to generate a custom link to the app in exchange for a reward. It will help in inviting their
acquaintances, making the app grow by maximising its reach.
Paid advertising: The paid ad campaign will be used for displaying the app on various social
media channels. It will include popular ad networks, paid press releases, Facebook-targeted ads,
and others. It will help in getting the potential users for the app in an effective and efficient
manner.
Offer the freemium option for a Limited time: It will be another way that will be applied for
appealing to the target audience. As stated by Morgan et al. (2019, p.4-29), it will help in getting
the app to the top category by increasing the number of downloads. The app will be offered to
customers for free for a brief period of time. It will be with the intention to make the app known
among GenZ with an effective marketing strategy.
Engage in social media marketing: A maximum of the GenZ is active on social media and will
thus turn out to be a valuable approach to targeting the audience. It will allow the app to get its
potential users by wanting them to connect with the app. It will ensure reaching the target
audience and making them benefit from the app.

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Discussion

Brand-new marketing mix for the app

The framework of the marketing mix will help the company in making an effective marketing
strategy for the app. It will help in mining the risk of the app by developing its app strength. It
will help in improving the competitiveness of the fitness app by making it a suitable app.

Product The product to be offered to the GenZ

audience through the fitness and well-being
app is the service or experience. It does not
involve any physical product for influencing
the aspect of the marketing mix. The various
factors considered for the services are special
features and the quality of the app for
reaching GenZ. The “Fitness and Well-
Being” application to be developed is the
main product for reaching the ultimate
generation Z. The launching of a new fitness
app will help in creating a significant impact
on the audience (Ferrell et al. 2021).

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Price Initially, for a limited time period, all the
features of the app will be provided to the
users free of cost following the Freemium
model. Later, subscription fees will be
charged to the users for offering them
advanced features of the app. The pricing
strategy or structure to be applied for the app
will be cost-plus pricing. It is for obtaining
the desirable ROI by correlating it with the
budget and ensuring profit (Darmawan and
Grenier, 2021, p.75-80). The cost-plus pricing
strategy will include the cost of producing the
app along with markup costs to avoid loss.

Place The fitness application will be available to the

customers on online platforms for targeting
GenZ. Zhu (2021), explained most of the
target audience for the app resides online
therefore will help in reaching the audience
globally. The platforms, devices, and
operating systems used by a maximum of
GenZ users are considered. The majority of
the target audience uses either an android or
an iPhone. Therefore, the app will be
launched on iOS and Android platforms for
developing the app successfully. The fitness
application will be compatible with users to
be used both tablets and smartphones.

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Promotion The communication strategy will be utilised
for increasing awareness of the application
among GenZ. The promotion strategy will
include social media marketing. Influencer
marketing, referral, and paid promotion.
Popular applications such as Instagram,
Twitter, and Facebook will be used for
engaging potential users. It will help in
increasing the recognition of the app for
catching the eyes of the target audience
(Abedian et al. 2022, p. 139-158). Referrals
and reviews from the friends and family of
users will encourage more downloads of the
app.

People A marketing and sales team will be formed for

gaining the trust of GenZ in the fitness app to
be of professional expertise. The people
passionate and committed to the growth of the
app will help in making the app establish
successfully. The members of the team
working together in achieving the success of
the app will prove to be beneficial for the app.

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Process The marketing mix of processes will allow the
customers to receive all the information on the
go. The design of the app is such that it will
allow the users to save time. The instructional
guide will be provided to the users for making
the app easy to use. The app will be "user
friendly" with the high-quality operation. It
will allow GenZ to navigate and access the
app easily by making it more responsive. The
sign-in process for the application is simple,
only requiring some of the personal details of
users (Tong et al. 2020 p.64-78). The
“customer service” and “troubleshooting”
strategies have been developed to resolve any
kind of issue arising in the app. The high
performance of the app is ensured for
increasing satisfaction among users.

Physical evidence It includes intangible components such as the

app, store, and logo for making the target
audience recognise the app. The simple colour
palette is used for making the icon of the app
communicate the app. It will help in
increasing the social media interaction of the
app offering relevant information required by
the GenZ audience.

Table 1: Marketing Mix strategy for the app

(Source: Learner)
Specific individual strategies recommended for the app based on the segment(s)
Constructing marketing strategy: At the reach launch stage of the app the awareness and
visibility of the fitness app are built. The list of different stages should be followed for

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formulating an appropriate marketing plan. As suggested by Lee and Kotler (2019), the
following steps should include determining the release date by foreseeing the anticipated
contingencies or setbacks. Secondly, market research needs to be conducted followed by creating
user personas. It is followed by catering to the pre-launch landing page along with the outreach
initiatives to promote the app on social media. The content marketing strategy helps in driving
traffic and catering awareness about the app.
Produce MVP (Minimum Viable Product): The viability of the app should be tested to prioritise
the most essential features of the app. It will help in determining the features that are needed or
not needed by the app. It will help in ensuring GenZ enjoys using the app for increasing
customer satisfaction and experience. It will thus ensure the development of a successful app
targeting the audience.
Findings

Evaluation of appropriate digital marketing strategies for the organisation

Digital marketing will turn out to be one of the crucial strategies for reaching the target audience
GenZ. The use of digital and social platforms will help in achieving the strategic goals of the app
to gain popularity among the targeted audience. The two main forms of digital marketing which
are E-marketing and Mobile marketing will be chosen for marketing the app.
E-marketing strategy
Social media marketing strategy: It will be one of the most appropriate strategies as most of the
GenZ are using social media. Therefore, it will provide a great way for the organisation to reach
the target users on different levels. As per the view of Kingsnorth (2022), the social media
platforms that are most used by the target audience are Facebook, Snapchat, Instagram,
YouTube, and others. Therefore, using social media along with using paid ads will help in
building awareness about the fitness app.
Search engine optimization (SEO): it is ranking the app in the search and bringing it among the
top-ranking results. The micro strategy of an organisation to market its brand should be keyword
research, internal linking, and page speed optimization (Rafieian and Yoganarasimhan, 2021,
p.193-218). The site page of the company will be interconnected with the app for increasing the
number of users visiting the app. Implementing SEO will necessarily help the app in gaining a
high rank in search.
Mobile Marketing

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In-app Marketing: it is one of the most preferred choices of communication to reach the target
audience. It will prove to be one of the key m-marketing strategies that will include different
types of advertising. The display marketing will be used for making the app appear at the bottom
of the mobile screen as a banner. The ad will be set to appear on the mobile screen of GenZ by
using videos, text, or images. It will help in improving the experience of the target audience by
offering them easy abscess to the app. The Live Chat feature will enable the users to connect
immediately for enhancing customer experience.
SMS Marketing: It is also known as text message marketing where the marketing is done via
message. Chaffey and Ellis-Chadwick (2019), opined it will be a permission-based strategy for
increasing the engagement rate of the users with the app. Sonin App Development is one of the
reputed tech companies that have a potential number of users. Therefore, identifying the GEnZ
and appealing to them via SMS will help in altering the app. The short messages will be provided
with a link that will provide the users with the information and benefits of the fitness app.
Analysis of E-marketing and M-marketing strategies

Figure 1: Social media usage by GenZ people in the UK

(Source: Dixon, 2023)

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E-marketing strategies: In this segment, social media marketing and search engine optimisation
(SEO) are the two strategies that the company will focus on in order to connect with the GenZ
population in the United Kingdom. As found by Dixon (2023) in the above statistics, around
71% of the GenZ population is active on different social media platforms such as Instagram. In
this case, social media marketing and SEO become extremely beneficial in terms of connecting
with the GenZ people and making them aware of the FitnessAmi app. On the other hand, both
these marketing strategies will also be helpful in terms of increasing the interaction levels with
the consumers and receiving valuable feedback from them. This further increases the
opportunities to address the shortcomings and glitches in the application in an effective way.
Therefore, both e-marketing strategies will help Sonin App Development to reach out to
potential consumers as well as gather their opinion regarding the product for further
improvements.
M-marketing strategies: In mobile marketing, in-app marketing and SMS marketing will be
beneficial for the company in increasing the level of awareness among the customers. The fact is
advertising the app at the bottom of the smartphones will certainly help in attracting potential
consumers in the concerned market. As per the reports, videos have a reach of over 90% across
the globe (Statista, 2023). In this context, in-app marketing will certainly prove to be effective in
attracting the attention of GenZ consumers in the UK market. On the contrary, SMS marketing
will also be beneficial in sharing links of the application with GenZ consumers, hence further
enhancing the reach of the same in an effective way. SMS marketing can also be helpful in terms
of conducting surveys of existing customers about the viability and service quality of the
application.

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Conclusion and Recommendations

The above discussion concludes that FitnessAmi will certainly attract the GenZ people regarding
taking care of their respective health. It has been observed that Sonin App Development will
focus on targeting the GenZ people in the United Kingdom for this particular application as the
former are quite a health conscious and active in taking care of the same. This strategy will
certainly make the company able to experience success in launching the application. In this case,
various marketing strategies will be opted for by the company such as considering the product,
place, price and promotional strategies. E-marketing, as well as M-marketing strategies, will also
be used by the company in order to enhance its reach in the market and attract potential
customers in an effective manner. It is also observed that social media marketing is the key
factor in connecting with GenZ consumers as they are highly active on different social media
platforms. This strategy will certainly prove to be beneficial as far as gathering feedback and
reviews from the consumers and developing the application accordingly. The fact is that
gathering feedback from the consumers will surely help in earning their trust and confidence to
some extent and gaining a competitive advantage in the market.
Recommendations

• Maintaining data privacy – In recent times, there have been several instances in which
people are suffering from data breaches and privacy issues in using different apps. As per
the findings of Petrosyan (2023), 13% of the businesses in the United Kingdom have
reported disruption in security as a result of cybercrime in the financial year 2022-23. In
such a scenario, there is a high chance that Sonin App Development and its users can face
certain cybersecurity challenges. Considering the above situation, it is recommended that
the company upgrade its software and systems and collaborate with companies such as
Crowdstrike so that the chances of any kind of data breach can be avoided. This strategy
will not only help in protecting the data but also the relationships with the users of
FutnessAmi. Retaining the customers will certainly help the company in gaining a
competitive advantage in the market.
• Continuous research and development – Enhancing research and development can be
quite beneficial for the company in improving the overall performance of the FitnessAmi
app. In that case, hiring proper software engineers and designers is also recommended for

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the company which will turn out to be beneficial in the long run. The fact is continuous
research and development on the application will prove to be quite effective in terms of
enhancing and upgrading its performance to a great effect. This strategy will also make
the company able to meet the satisfaction level of consumers and reduce the negative
comments and reviews on different social media platforms. In other words, continuous
research and development will become effective in terms of building a strong brand
image in the market and gaining a competitive edge over rival companies to a great
extent. Hence, in this case, engaging the employees can also turn out to be quite handy
for the management.

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