UACTIV PUNE MARKET STRATEGY

MARKET OVERVIEW:

 Majority of the population in Pune is under 35 with a larger share of people between,
20- 34.
 People are moving towards getting healthy, working out and losing weight
 Area is densely populated with students and IT workers
 High literacy rate and no. of smart phone users
 Good infrastructure of sports & fitness venues such as turfs, grounds, studios.
 Professional sports training institutions opening up in Pune.
 Our target market will primarily be college students & young professionals.

STRATEGY SUMMARY:

We will launch Pune in manner similar to what we have executed in Mumbai. Focus will be on
brand building via collaborations with established instructors, studios and events.

 Build a college ambassador program of 10 students.

 Build partnerships with 30-40 venues, instructors by end of FY 17
 One – two monthly events with a minimum revenue of INR 10,000
 Bring exciting workout programs, never done before in Pune.
 Focus on sponsoring, partnering and organizing larger events.
 Digital Cross branding with established brands.
 Flyers and posters across colleges and sports & fitness venues.

The strategy for Pune will be focused on sponsoring, partnering and organizing in larger events
for corporates and colleges. This will help in escalating our reach and users.

APPROACH:

Social Media – Ads targeting audience in Pune area. Cross branding with established brands in
health & fitness space. Shout out to featured Pick Ups. Run engaging contest.

Bloggers/Influencers – Will work with bloggers and influencers in the health & fitness space to
promote app via posts on their blogs and social media.

College Ambassadors – We will leverage the large student population by building a college
ambassador program like the one in Mumbai. College Ambassadors will help promote UACTIV
in colleges and put together engaging events. College Ambassadors will be highly influential
students.
Events – As we’ve done in Mumbai, and successfully so, we will continue to build an offline
presence for brand visibility and connect directly with our target market. Our strategy will be
to:
 Focus on partnering or sponsoring larger events over the next 6 months.
 Limit our own events to maximum of two per month.
 Target revenue generating events and keep in mind a minimum footfall for each event
that we participate in.

Offline – Distribute flyers and put up posters at colleges, studios, parks and other popular
activity areas.

Resource Allocation

Bhavik Mehta – Strategy/Business Development

Will make monthly trips to Pune for to establish tie-ups, plan events, etc

Paulomi Bhansali – Online/Offline Engagement Planning and Co-ordination

Will be based out of Bombay, if required will make trips for events

Anshuman Sethi – Digital Marketing

Will be based out of Bombay. And make trips as required.

Timeline and Targets

March 31 FY17 1H FY18

Studios: 30 Studios: 60

Communities: 10 – 15 Communities: 30

Sports Facilities: 25 Sports Facilities: 50

UACTIV Events: 8 UACTIV Events: 16 - 20

Partner/Sponsored Events: 5 Partner/Sponsored Events: 10 – 12