ZOOJOO.

BE
Design Thinking Based Launch Plan

GROUP: A04
ANKITA SINGH H18070
NITISH KHANNA H18092
VIBHAV ROY H18119
TABLE OF CONTENTS

EMPATHISE ............................................................................................................................. 2
MARKET ENVIRONMENT ANALYSIS............................................................................ 2
IDENTIFIED OPPORTUNITIES AND THREATS ............................................................. 2
DESIGN ..................................................................................................................................... 2
COMPANY ANALYSIS (SWOT) ........................................................................................ 2
IDEATE ..................................................................................................................................... 3
PRODUCT IDEA GENERATION........................................................................................ 3
GAP ANALYSIS ............................................................................................................... 4
VALUE PROPOSITION ................................................................................................... 5
SEGMENTATION .................................................................................................................... 5
TARGETING ............................................................................................................................. 5
POSITIONING .......................................................................................................................... 6
COMPETITON ANALYSIS ................................................................................................. 7
IDENTIFYING THE COMPETITORS: ............................................................................... 7
PREDICTING COMPETITOR BEHAVIOUR:.................................................................... 9
MARKETING MIX ............................................................................................................. 10
1. PRODUCT ................................................................................................................... 10
2. PRICE .......................................................................................................................... 11
3. PLACE ......................................................................................................................... 12
4. PROMOTION .............................................................................................................. 12
PROTOTYPE AND TEST ...................................................................................................... 14
BRAND EQUITY ................................................................................................................ 14
MONITORING, EVALUATION & MEASUREMENT .................................................... 15
EMPATHISE

MARKET ENVIRONMENT ANALYSIS

A marketing environment analysis using the PESTEL Framework allows us to obtain a
holistic picture of the conditions that our product zoojoo.be functions and thrives in. It helps
us identify the opportunities and threats that we face from that environment:

Category Statistics Opportunity/Threat

Demographic A large number of companies now employ Opportunity: Large
young crowd, who are required to work Customer Base
extraneous number of hours affecting their
health and overall wellness.
Economic The earning per employee of many Opportunity: To get good
companies is very high. This allows the margin from customers
companies to spend on employee wellness (companies investing in
wellness)
Political/Legal Many government-based programs are also Opportunity: Companies
promoting the message of wellness via are forced to look for
yoga-day etc. programs for their
employees due to their
demand
Technological Availability of high-end technology in Threat: Low cost of entry
cheap, i.e. Heart rate monitors and AI and for other companies
ML based profiling to generate
recommendations.
Social Mostly favored by private companies
Cultural Wellness programs are appreciated by all
age groups and are associated with quality of
employment

IDENTIFIED OPPORTUNITIES AND THREATS

We identified the following opportunities for our market:

- Large Customer Base

- To get good margin from customers (companies investing in wellness)
- Companies are forced to look for programs for their employees due to their demand

We also identified the following threats for our market:

- Low cost of entry for other companies

DESIGN

COMPANY ANALYSIS (SWOT)

After we have identified the opportunities and threats from the environment, we can map
these to the strengths and weaknesses of the product zoojoo.be using the SWOT framework.
The mapping process provides us with a set of action points for the feasibility and launch of
product.

Variable Remarks Threat/Oppo What needs to be Company's

s rtunity done? Internal
Capability
Custome Companies Opportunity: Leverage the high Strength: Delivery
r Reach looking for better Large demand-supply ratio ready product
employee Customer to capture market
wellness Base and take first mover
advantage
Price Low price Opportunity: We can set a high Strength: High
Elasticit elasticity makes Decent price point due to Quality
y it possible to Margin differentiated nature
increase price of product
Pull Customers are Opportunity: Launch innovative Strength: High
Demand forced to buy Employee product with wide Product
product Demand variety of features. Functionality
Threat Low cost of entry Threat: Low Try to capture Weakness:
for other cost of entry market before other Technology is
companies companies estalish cheap and we do
not hold the power
to make it
expensive

IDEATE

PRODUCT IDEA GENERATION

Consumer Journey Mapping Exercise can be conducted to see the potential of wellness
programs in the market. Since the product is already present in the market we are conducting
a theoretical journey map instead of surveying customers in the market:

TYPES OF CUSTOMERS
Three main categories of customers were identified based on need:

1. Health as a necessity: Old age employees consider health and wellness as a necessity
and participate in basic programs
 2. Health as a precaution: Middle Aged employees view health as a precaution and will
engage in exercises along with a variety of health monitoring activities like diet
management
3. Health as a hobby: Young employees, ore and more aware, now are exploring health as
a hobby and engage in many health-oriented activities.
Wellness products are used to varying extents by employees in all the three categories and
hence companies want to subscribe to a product with a wide range of features.

Customers categories were also identified based on the size of the companies:

1. Companies with more than 10000 employees

2. Companies with 1000 to 10000 employees
3. Companies with 100 to 1000 employees
4. Companies with less than 100 employees

It can be observed that companies with more employees get more advantage in buying the
products. Smaller companies can afford to pay the employees more and ask them to engage in
their own wellness at a personal level. Also, larger companies would rather provide wellness
as an EVP instead of providing a higher compensation.

CUSTOMER TOUCHPOINTS
Since face wash is a consumable product, below are the touchpoints for the consumers
(Exhibit 2):

1. Pre-Purchase:
a. Advertisement
b. Sales Pitch
2. Point of Sale:
a. Contract Settlement
3. Post-Purchase:
a. Service
b. New Updates and Features

CUSTOMER’S EMOTIONAL STATE OF THE PERSONA

Information Convenience Simplicity Effectiveness Adaptability
Positive

Neutral

Anxiety

Annoyed

GAP ANALYSIS
As per the perceived theoretical journey map, there is not enough information available in the
market for a consumer to be able to make meaningful decision. Also, the ease of setting up
the product and getting used to (adopting) the product is very low. A new customer might
feel uncomfortable while adopting the product.

VALUE PROPOSITION
An easy to use plug and play app which can synchronize with the user’s phone would be the
key to providing value to the consumer.

SEGMENTATION

The segmentation of the market can be done firstly on the basis of the size of the company,
and secondly on the basis of the average age group of the employees within that company.
Companies with different average ages will be interested in different features of our product.

Below is the segmentation of employees who will use the product

Segmentation Sample Segments

Method
Demographic Average Age 18-30,30-45, >45
of Employee
Gender Male, Female

Income Low Income, Middle Income Group, Upper Middle

Income, High Income Group
Cosmetic Self-Aware, Fashion directed, Green Goddesses,
Lifestyle Unconcerned, Conscience stricken, Dowdies
Psychographic Confident Decision Makers, Love to Socialize, Go
Outdoors, Enjoy Life, Willing to Spend

Benefits Health, Beauty, Hygiene

Geo-demographic Rural, Urban

TARGETING

We have to target all age groups in all companies above the strength of 1000. That is where
this product makes more sense.
 Registered
Companies in India

Employee Strength Employee Strength Employee Strength Employee Strength

> 10000 1000 - 10000 100-1000 < 100

Age Group > 45 Age Group > 45

Age Group 30-45 Age Group 30-45

Age Group 18-30 Age Group 18-30

POSITIONING

FeetApart

Walkingspree

ZooJoo.be
Quality

Sprout

Jiff

Limeade

Price
COMPETITON ANALYSIS
Wellness landscape is largely unregulated in India & the wellness industry has a low entry
threshold. These factors are leading to a flood of wellness providers of all sizes and shapes
trying their luck in the market. Most of them would be aggregators owning no wellness
infrastructure asset, hence accountability and quality being an ongoing challenge. Business
models are still evolving & an established blue-print of a successful well-rounded wellness
company does not exist.

The Wellness space is being usurped by technology companies. Cheap data and faster
processing power of personal devices have led to a huge uptake of wellness related apps.
Most technology companies in wellness space are trying to cash out on this opportunity.
Most of the competitors of Zoojoo.be can be characterised as follows:

Organisations with small employee base with little or no health-related infrastructural

investment

Specializing in a one or two product lines, however pivoting every year.

Significant investments on engineers and product developers

Most organisations are young start-ups with early rounds of funding

For our product RoundGlass Zoojoo.BE which is a fully integrated employee wellbeing &
coaching solution that helps its clients drive positive, healthier behaviour changes within their
organizations in order to create a happier and more engaged workforce, we carried out
competitor analysis focusing on the following two broad facets:

1. Identifying the competitors

1.1 Types of Competitors

1.2 Porter’s framework

2. Predicting competitor behaviour

IDENTIFYING THE COMPETITORS:

1.1 Types of Competitors
Most new age companies are eager to capture market however they are still experimenting
with the best strategy would work for them to get scale. Most wellness companies are trying
to start off as B2B companies moving on to becoming B2C via B2B2C route. This can also
happen in reverse direction. Which model will ultimately last in the long run is yet to be
seen. We tried to classify the organisations according to the type of services that they offer
and were able to cluster them in the following segments.

Comprehensive Wellness App Based Health Check

Corporate Aggregator Engagement Chains
Wellness Firms Platform Platform

In addition to this several partnership scenarios can be formed that can serve as a competitor
for the firm. The complementary nature of services of many such firms when clubbed
together can pose a competition to the firm.

1.2 Porter’s framework

We used Porter’s framework to identify the strategies, assumptions, capabilities, threats and
bargaining power of competitors. Due to this framework we were able to identify the key
strengths and strategies that they possess.

The competitors that have the following features pose as a major challenge to us-

1) Greater Personalisation

With the crowding of the wellness market there is availability of programs and products that
were hitherto difficult to find and deploy. Technology led delivery platforms have aided and
abetted this shift. Now there are programs relevant to specific subgroups that are possible to
deploy. Some examples are as follows:

i) Maternity Care
 ii) Sugar Management
iii) Obesity Management

2) Shift Towards Technology

Wellness landscape is increasingly being usurped by technology companies. The primary

features and strengths of our competitors are:

i) Lower cost of delivery

ii) Location Agnostic Solution
iii) Addresses the issue of access by ensuring employees have access to wellness apps or
web-portals
iv) Ability to centralize, create and make meaningful inferences out of data
v) Ability to create networks on the platform

PREDICTING COMPETITOR BEHAVIOUR:

The competitors building a ‘trust-based relationship’ for wellbeing programmes based on the
following were will be able to perform better-

Competitors are expected to work in the area of Employee & Admin Friendly Program
Structuring to ensure the competitiveness of their products is enhanced. Some examples are
as follows:

1) Employee health checks simplified, unnecessary tests that inhibit employee & costs are
being rationalized

2) Graded covers are increasingly becoming less popular

3) Including programs such as health checks and maternity care within the insurance program
4) Running programs on a ‘mission-mode’ instead of keeping it open year round

5) Creating OPD structures that offer greater flexibility instead of designing a ‘One size fits
all’ approach.

MARKETING MIX

Marketing Mix is defined based on the current position of the brand and the customer
segment that we are targeting. 4Ps are extremely useful in determining this.

1. PRODUCT

There is clutter in the wellness market leading to an acute information asymmetry between
the buyer & seller. Owing to increased focus on wellness at work coupled with increased
pressure on resource allocation for this initiative, organizations are looking to specialized
wellness partners with strong industry & clinical as well as HR consulting exposure to
manage wellness programs on a turn-key basis. The product that we have developed will
focus on end to end Wellness program implementation focussing on:

1) Organization Wellness Needs Assessment

2) Program Conceptualization & Design

3) Wellness Market Exploration

4) Vendor Competency Analysis

5) Program Oversight

6) Management Report out

Another focus of the product is on focussing on Increased Gender Sensitivity. Women’s
wellness has long been subject to disproportionate emphasis on sexual health. Organizations
are beginning to question that philosophy with a question – ‘Are we doing enough?’
Perspectives on Social determinants of health are going to be in greater focus while designing
wellness interventions for women at workplace. This is the focus of the product.

2. PRICE

The pricing for WWB Engage – Enterprise, the technology and expert coach led holistic
employee wellbeing program that focusses on driving positive behaviour change and health
outcomes that are meaningful to employees and the organization will be divided into sub
modules. The basic package would include the following:

1. Habit formation –
• 300 different habit challenges across areas like nutrition, fitness, mindfulness,
stress management etc.
• Social features – Groups & communities, peer to peer challenges, Social feed
• Gamification features – Points, Badges, Leader board

2. Coaching –
• 30-day expert led coaching and personalized wellbeing plan for Diet, Weight
management, Fitness, Work stress management
• Diet/fitness plan creation, fortnightly check-ins, online chat with coach

3. Awareness activities –
 • Newsletters
• Webinars

The pricing that the firm has kept for the basic package extremely competitive with the
industry. The current cost of the package for an organisation with approximately 1000
employees is Rs. 150000/- paid annually

Over and above that they have Service Add-ons & flexi top up plan for coaching sessions
costing approximately Rs. 75000 for a 1000 employees firm.

3. PLACE

The wellness programs today need online as well as offline presence. The firm has focussed
on enhancing our presence in both arenas either through our own initiatives or through
collaborative partnerships with hospital chains. The focus of the wellness solution that we
provide will be:

1. PROGRAM MANAGEMENT: They manage end to end delivery of the program

including deployment, communication, rewards etc. both online as well as offline.

2. MONTHLY CAMPAIGNS: The team has created a custom monthly wellness

calendar for various organizations with fun and engaging themes

3. AWARENESS ACTIVITIES: Weekly online and offline activities planned and

delivered to create awareness about the program and wellness.

4. CUSTOM REPORTING: Monthly and quarterly reports and feedback meetings

with metrics that the customer would like to track.

4. PROMOTION
The firm followed a number of promotional pathways. We would like to throw some light on
them based on the following model.

Goal: The goal is to have a higher market share in the wellness domain and have maximum
clients under our product and service portfolio. The firm would like to increase our profits
buy providing a multitude of wellness services to our clients.

Outbound: Email marketing is the major area where the company focussed. The firm tracked
the email IDs of the HR managers who were handling wellness in various firms and then
reached out to them through E-mails specifying the portfolio of services that they offer.

Inbound: The firm decided to build an interactive website specifying the features of the
product. The website was modelled in such a way that the clients could get a demo of the
services that the firm offers as well as get to know about the special offers that the firm has
over and above the basic set of services.

Branding: Zoojoo.be has been projected as a vast resource of over 300 different habits that
can personalize itself for every member for the client’s employees giving them a journey,
unique to their needs. This brand message has been delivered in all the communications with
potential and present clients to strengthen the brand.
Strategy: The strategy was to project the firm’s product Zoojoo.be as a solution that drives
impacts across areas like healthy eating, fitter living, stress management, work life balance,
better sleep to increase the appeal to customers.

PROTOTYPE AND TEST

BRAND EQUITY

Zoojoo.be has worked on improving and enhancing its Brand presence and awareness by
focussing on the following 4 pillars of Brand Equity.

Differentiation: Zoojoo.be has achieved differentiation by customizing each habit as per

their need by setting their goals, reminders, frequency etc. Another differentiation strategy
adopted is by developing an AI powered game mechanics and social capabilities that create
employee engagement.

Relevance: Today’s world where increasing Stress levels is a major problem in the corporate
world, the relevance of Zoojoo.be is benefitted from the fact that it has helped in reducing
stress levels in its client’s workforce by 26%

Esteem: Zoojoo.be has been regarded as a trusted brand by 500000+ members over 7
countries due to the fact that it has been able to increase the job satisfaction levels in its client
workforce by 17%
Knowledge: This is the phase where Zoojoo.be is currently working. The firm wants to
develop a brand that is associated with its mission of Enabling the Journey of Holistic
Wellbeing & Meaningful Living by being a Wellbeing Company that enables individuals to
focus on celebrating life, on relationships, on enjoying experiences and living life holistically.

MONITORING, EVALUATION & MEASUREMENT

The success of any brand, technology and product can be judged by monitoring the impact
that it has made in monetary or non-monetary terms. The process through which these
measurements are made and the steps that are needed after understanding the impact are of
utmost importance.

The measures of monitoring that Zoojoo.be is using are as follows:

1) Lives Impacted
2) Number of Application Installations
3) Outcomes created
4) Number of Coaching Sessions conducted
5) Onsite and Offsite Initiatives conducted

The measures listed above have been finalised after interactions with experts in wellness, top
management of the firm, client and employee feedbacks.

Lives Impacted: In the recently concluded review of the services the firm found that it has
impacted over 500000+ employees in over 7 countries with its client base improving
significantly. The clients that the firm recently included in its portfolio are mentioned below:
Number of Application Installations: There have been over 50 percent increase in the
application installations in the past year. The management aims to increase it further to 70
percent in the upcoming fiscal year.

Outcomes created: One of the most successful ways of monitoring used by Zoojoo.be is by
measuring the outcomes created. There has been a 26% reduction in stress levels & 17%
increase in job satisfaction as per the data received from clients and after appropriate
empirical analysis.

Number of Coaching Sessions conducted: the number of coaching sessions is directly

impacted by the number of application installations and the new client base created. The fact
that there has been a huge upsurge in the client base has aided Zoojoo.be in this evaluation
parameter. The number of coaching session have gone up exponentially in the recent past.

Onsite and Offsite Initiatives conducted: Zoojoo.be offers Onsite Activities (1-2 hour
sessions on client premises) and offsite initiatives including Habit formation and
Gamification of Wellness activities conducted on the app. There has been a surge in the
onsite activities conducted by Zoojoo.be specially in Bangalore, Chennai, Hyderabad, Pune,
Delhi NCR & Mumbai. This supplemented by App based Offsite initiatives that Zoojoo.be
has been conducting has helped in enhancing its customer base.