Market Analysis: Data Analysis Case Study

 

Market Analysis: Data Analysis Case Study

Yogitva app

Ms. Aisha has been a yoga teacher for the past 7 years. She started her career by taking yoga classes in her neighbourhood gym, but now she has her own yoga show airing on Star  Fitness where she teaches yoga to celebrities. Ms. Aisha has become a household name in fitness and mindfulness. At the peak of her career, a year ago Ms. Aisha launched her own app, Yogitva, for yoga. She wanted people to have access to learning yoga from her anytime, anywhere. She approached a team of computer software engineers who succeeded in fulfilling her wish. Ms. Aisha had an offline yoga event (which was also aired live on TV) as an opening ceremony for the app. The event had various celebrities access the app on mobile phones and practice yoga together in a huge lawn in Mumbai. The event was met with a great response and Yogitva became the talk of the town. 

The first month after launch Yogitva had over 1 million downloads. The second month after launch the downloads were reduced to half, only fifty thousand downloads were made. The downloads kept declining in the third, fourth and fifth month and by the sixth month almost no new downloads were seen and people started deleting the already downloaded ones. Ms. Aisha could not figure out why her app was failing. Her classes on Star Fitness were still receiving a good TRP rating, she was still in demand as a yoga teacher, and her app was constantly being promoted by the several celebrities who took her yoga classes. In order to figure out what was going wrong, people who had used the app, but then deleted it were asked about their experience with the app. Among them was a thirty-year old female, who said that she had downloaded the app since she liked Ms. Aisha’s show on TV but then deleted it because the app did not work on her mobile’s operating system. This problem was reported by several other people who were accessing the app through iPhones, tablets and laptops. Ms. Aisha had asked her team of computer software engineers to develop an app which would work on her own phone which has an android operating system. The engineers used user device data for android as the base for their app. A twenty year old male narrated his experience with the app. He said that he also loved Ms. Aisha’s classes on TV but could not pay the membership fee required to access the app as he was still a student. A twenty-four year old woman said that she had stopped using the app because she was a first timer who wanted to learn from the basics of each yoga pose and this was not provided on the app. The app was made on the data provided by Ms. Aisha, who never thought the membership fee would be a problem since everyone who took her classes offline paid for them. It was found that a majority of users in need of the app were twenty year olds who did not have the time to go to classes regularly nor enough money to pay for them. 



Questions

Q1. Who all were involved in the production of the app?


Q2. What were the problems the app was facing?

Q3. Were there problems in the development of the app? If yes, then what were they?


Q4. Was Ms. Aisha completely aware of the fitness market? How did this affect the app?

Q5. Is collecting data about the market and analysing it needed? Why?


Q6. Are computer software engineers the only people needed to develop an app? Reason.


Q7. If you could make Yogitva from scratch and make it a success, how would you go about it?

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