brand promotion and market analysis

8/9/2019 brand promotion and market analysis

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1. INTRODUCTION TO THE INDUSTRY

INTRODUCTION

Human lives weigh in the balance every day in hospitals. For hospital patients and theirfamilies, the hospital experience is often a central point in their life where their child was borntheir beloved died, where they received life-saving treatment, rejuvenating therapy or care toovercome an episode of illness. The hospital is the setting of oft-told tales among friends andfamily through the generations. It is no wonder that hospitals are often used to depict humandrama and even comedy -- for popular consumption across the panorama of entertainmentmedia.

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In reality, hospitals are the setting where cutting-edge medical advances relieve suffering, andbring healing and even new life for those whom, even a few short years ago, there would belittle hope. Feather weight babies, born eight weeks prematurely can now survive and eventhrive. Minimally invasive surgeries allow patients to heal quickly with less risk of complicationand speed their journey home. The evolving science of organ transplantation brings a secondshot at life for an increasing number of people whose lives would otherwise be foreshortened.

Hospitals will have to meet the high expectations of the public and all stakeholders in anincreasingly challenging environment. There are many issues with which hospitals must nowcontend. These include escalating health care costs that are no longer publicly or politically tenable, changing trends in reimbursement for services, demands for transparency of cost andquality data, and workforce shortages. At the same time, the conditions and care needs ofhospitalized patients are more complex. The rise in patients with chronic illness, older ageadults, and medical interventions and therapies, are already influencing hospitals today andthat influence will deepen well into the future.In the Constitution of India, health is a state subject. Central govts intervention to assist thestate government is needed in the areas of control and eradication of major communicable &

non- communicable diseases, policy formulation, international health, medical & Para-medicaeducation along with regulatory measures, drug control and prevention of food adulterationbesides activities concerning the containment of population growth including safe motherhoodchild survival and immunization Program. The plan outlay for central sector health programmein the Annual Plans 1997-98 is Rs.920.20 crore including a foreign aid component of Rs.400Crore. A major portion of outlay is for the control and eradication of diseases like malaria, blindness being implemented under Centrally sponsored schemes.

Another major component of the central sector health programme is purely Centralschemes through which financial assistance is given to institutions engaged in varioushealth related activities. These institutions are responsible for contribution in the field of

control of communicable & non-communicable diseases, medical education, training,research and parent -care.

In our project our focus has been the hospital sector.

1.1 The Hospital Industry

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me Facts

Indias healthcare industry is currently worth Rs 73,000 crore which is roughly 4 percent of theGDP. The industry is expected to grow at the rate of 13 percent for the next six years whichamounts to an addition of Rs 9,000 crores each year.

The national average of proportion of households in the middle and higher middle incomegroup has increased from 14% in 1990 to 20 % in 1999.

The population to bed ratio in India is 1 bed per 1000, in relation to the WHO norm of 1 bed per

300.

In India, there exists space for 75000 to 100000 hospital beds.

Private insurance will drive the healthcare revenues. Considering the rising middle and highermiddle income group we get a conservative estimate of 200 million insurable lives.

Over the last five years, there has been an attitudinal change amongst a section of Indianswho are spending more on healthcare.

E SERVICE MARKETING TRIANGLE:

Company: Here, the hospital is thecompany that dreams up an idea of

service offering (treatment), which wilsatisfy the customers (patients)expectations (of getting cured).

Customer : The patient who seeks to get cured is the customer for the hospital as he is theone who avails the service and pays for it.

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HOSPITAL

DOCTOR PATEINT


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Provider : Doctor, the inseparable part of the hospital is the provider, as he is the one whocomes in direct contact with the patient. The reputation of the hospital is directly in the handsof the doctor. A satisfied patient is a very important source of word of mouth promotion for theorganization.

CLASSIFICATION OF HOPITALS

1. On the basis of the OBJECTIVE there are three types: -A. TEACHING CUM RESEARCH: - For developing medicines and promoting research toimprove the quality of medical aid.B. GENERAL HOSPITAL: - For treating general ailments.C. SPECIAL HOSPITALS: - For specialized services in one or few selected areas.

2. On the basis of the OWNERSHIP there are four types:A. GOVERNMENT HOSPITAL: - Which is owned, managed and controlled by government

.B. SEMI-GOVERNMENT HOSPITAL: - Which is partially shared by the government.C. VOLUNTARY AGENCY: - Also runs hospitals.D. PRIVATE CHARITABLE: - Also runs hospitals.

3. On the basis ofPATH OF TREATMENT there are:A. ALLOPATH: - which is the system promoted under the English system.B. AYURVED: - Which is based on the Indian system where herbals are used for preparing

medicines.C. HOMEOPATHD. OTHERS

4. On the basis of the SIZE there are:A. TEACHING HOSPITALS: Generally have 500 beds, which can be adjusted in tunewith number of students.B. DISTRICT HOSPITAL: Generally have 200 beds, which can be raised to 300 incontingencies.

7 Ps of marketing for hospitals

Product:service product is an offering of commercial intent having features of both intangible and tangible,

king to satisfy the new wants and demands of the consumer. Hospital industry is action oriented ande is a lot of interaction with the customers (patients). The service product of the hospitals normally havefollowing features:

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Quality Level: When we talk about marketing hospitals, it is natural that we are very particularabout managing our services in the right fashion. Supportive services play an important role inimproving the quality of medicare. These services which include laboratory, blood-bankscatering, radiology and laundry, in a true sense determine the quality of services madeavailable by medical and para-medical personnel. They get a strong base for treatment since

the diagnostic aspect determines a direction. To get the best result from OT, it is natural thatequipments are properly sterlised. In addition, the dresses and clothes are also required to bemade bacteria free. The patients are required to wear disinfected linen which should be madeavailable. The radiology department should have hi-tech facilities keeping in view the pressureof work. Of late, we find sophisticated equipments and unless hospitals make the sameservices

Accessories: This is a very good way of segmenting customers. Many hospitals provide

additional services such as catering, laundry, yoga sessions,cafeterias, etc. for the customers(patients) who are willing to pay extra. Hospitals have different wards - General and SpecialCertain hospitals provide services for the family members of the patients (when they are not

from the same city) accommodation and catering. Packaging: It is the bundling of many services into the core service. E.g.: Apollo hospita

offers a full health check-up to the patients. Similarly other hospitals also offer package dealsfor health check-ups. For example if a person has to undergo a bypass surgery, he can pay alump sum amount during admission, say rupees 1 lakh for all procedures, tests, stay, etc, atonce.

Product line: hospitals through their services offer many choices to the patients and cover awide range of customer needs. For example: Apollo hospital has dental department, cardiologydepartment, etc. and within the dental department it has dental surgery, root canal, etc.

Brand name: The hospitals, to differentiate themselves, and their services from others use a

brand name. The intangibility factor of the service makes it all the more important for thehospitals to do so.

Placeer hospital marketing, distribution of Medicare services plays a crucial role. This focuses on therumentality of almost all who are found involved in making services available to the ultimate users. Ine of hospitals the location of hospital plays a very important role. The kind of services a hospital isering is also very important for determining the location of the hospital.

Tata memorial hospital specializes in cancer treatment and is located at a centre place unlike othermal hospitals, which you can find all over other places.

an be unambiguously accepted that the medical personnel need a fair blending of two importantperties i.e. they should be professionally sound and should have in-depth knowledge at psychology. Acular doctor might be famous for his case handling records but he may not be made available for all the

ents because of the place factor. Now in this case the service provided, that is the doctor may be ang doctor for different hospitals at different locations to beat the place factors.

ke other service industries, under hospital marketing all efforts should be for making available to theety the best possible medical aid.

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country like India, which is geographically vast and where majority of the population lives in the ruralas, place factor for the hospitals play a very crucial role. A typical small village / town may be havingll dispensaries but they will not have super speciality hospitals. For that they will have to be dependenthe hospitals in the urban areas.

Peopleer hospital marketing the marketing mix variable people includes all the different people involved in theice providing process (internal customers of the hospitals) which includes doctors, nurses, supportingf etc. The earliest and the best way of having control on the quality of people will be by approvingessionally sound doctors and other staff.

pital is a place where small activity undertaken can be a matter of life and death, so the people factor isimportant. One of the major classifications of hospitals is private and government. In the government

pital the people factor has to be specially taken care of. In Indian government hospitals except a fewost all the hospitals and their personnel hardly find the behavioral dimensions significant. It is against thiskground that even if the users get the quality medical aid they are found dissatisfied with the rough andcent behavior of the doctors.

er hospital marketing a right person for the right job has to be appointed and they should be adaptablepossess versatility. The patients in the hospitals are already suffering from trauma, which has to beerstood by the doctors and other staff. The people of the hospital should be constantly motivated to givebest of their effort.

Processcess generally forms the different tasks that are performed by the hospital. The process factor is mainlyendent on the size of the hospital and kind of service it is offering. A typical process involved in aium sized hospital can be as follows.

rt from this flow there are other allied activities like record keeping administration at services etc which

under the process factor. These stages do not exist separately but are interlinked. The most importantments are lines of communication within the setup. The experience of the patient depends on the finalrplay of all these factors.

Physical evidenceoes play an important role in health care services, as the core benefit a customer seeks is propernosis and cure of the problem. For a local small time dispensary or hospital physical evidence may not

of much help. In recent days some major super speciality hospitals are using physical evidence fornguishing itself as something unique.

sical evidence can be in the form of smart buildings, logos, mascots etc. a smart building infrastructurecates that the hospital can take care of all the needs of the patient.

Examples -

1. Lilavati hospital has got a smart building, which helps, in developing in the minds of thepeople, the impression that it is the safest option among the different hospitals availableto the people.

2. Fortis and Apollo hospitals have a unique logo, which can be easily identified.

sical evidence also helps in beating the intangibility factor.

Promotion:1


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pitals for promotion use either advertisement or PR or both after taking into consideration the targetomers, media type, budget and the sales promotion.

e a few years the prime times in T.V. are reserved for advertising social issues like family planning, usefferent types of contraceptives, care for the girl child and so on. These commercials use the common approach for reference group appeal. In case of health care products and services use for common

appeal is widely prevalent. The use of celebrities is not as effective as that of a common man. Annary person thinks that if it works well for people like him, it will also work equally well for him. Thetification with the common man is easy and quick.

des TV, other media of promotion are to be used innovatively. Unlike the urban area, in rural areasspapers and magazines do not have the same impact in conveying messages. In villages, hoardingswall writings near the markets and recreation centers attract the attention of villagers. This market

sists of 180 million strong middle income groups and a small income group. This group has a largeretionary income.

se discerning consumers are very careful in choosing health care services. The last decade hasessed a health, appearance and nutrition conscious population.

health care field has become very competitive. Although around one-fourth of our population stays inan India, three fourths of the total doctors have engaged themselves in this part. Many of these doctorsthe contiguous rural areas, but they may operate from the urban area. The patients of upper middle and

er income group have a wide choice to make from a number of clinics and hospitals. Therefore, manypitals have abandoned traditions and adopted marketing strategies to woo more and more patients tor clinics.

d-of-mouth plays a very important role in promotion of hospitals. A person in need of a health careice does not know for sure where to search for relevant information. He consults his family members,tions and friends first. The patients who come to a hospital generally have the old patients of thatpital as referrals. Word-of-mouth plays an important role during information acquisition stage of theomers as there are no objective performance measures to judge the various alternatives available to

m. Therefore, satisfied past patients of a hospital can bring more number of patients to that hospital thanmber of advertisements.

competitive market place, the images of the firms will affect their competitive standing. One factor that isy to have a significant impact on the health care scene is the growth of hospital chains such as Apollopitals, Birla Health Centres, etc. Artificial heart transplants and other complex operations although arein number and generate a small portion of the total revenue, they help in generating word-of-mouth

ch health care providers are actually interested. Many of these companies are spending a lot in corporateertising for Image building.

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1.2 MARKETING HOSPITALS

rketing in Hospitals is unethical was the frequent refrain in the eighties, when very few hospitals realizedit was necessary to incorporate marketing as an integral function in the hospital operations. But the

or argument at that time lay in understanding whether this professional orientation was really required for

iability, profitability and sustainability. This argument however became favorable in the late nineties asorate companies like Wockhardt and Max India started venturing into the hospital industry, apart fromongoing mergers and acquisitions that were already taking place at that time. Even the TPAs startedding tie-ups with corporate clients and there was already an abysmal utilization of resources in theting hospitals. In addition to the above a major factor that contributed to the acceptance of marketing inpitals was an increase in the delivery of services.

ception of patients was another important consideration for hospitals, as they felt that the patients wouldthem as profit oriented organization rather than service oriented organization. Ultimately, marketing was

epted only by a few while the others discarded the concept. Hospitals who accepted marketing alsoed out their functioned by concentrating around corporate clients. Lately it has been felt that many

an hospitals have a dilemma regarding the functions of marketing. In an era where hospitals are

eriencing a major shift in their clientele, they are worried more about the patients perception of hospitalstherefore the concept of brand restructuring and brand engineering is vital.

hospitals spend millions of rupees in technology and infrastructure, it becomes necessary, that theyact patients and generate funds. In order, to do the same, the hospitals follow various marketing andd building exercises. Some of them are listed below:

Many hospitals have eminent personalities from the industry in their Board of trustees.This indirectly leads to increase in, inflow of patients, working in the companies of theseTrustees. Besides the presence of eminent personalities creates a sense of confidencein the minds of people.

Private hospitals can attract their shareholders by offering discounts. For example, a speciadiscount of 20 % on all preventive health checks is offered to all shareholders of Apollo

Hospitals Limited.

Hospitals have long-term understanding with PPOs (Preferred Provider Organization),which further have understanding with corporate. Any case of sickness found in theemployees of these corporate refer them to the PPOs , which further sends them to thehospital for check-ups and treatment.

The success rate of crucial operations and surgeries, reflect the technological andknowledge- based edge of the hospital over the competitors. Such successes arediscussed in health magazines and newspapers, which becomes a natural advantagefor the hospital.

Some hospitals by means of their past track record have created a niche market for

themselves. For example, Hindu Hospital is known for its high-quality healthcare atreasonable rates, whereas Lilavati Hospital is known for its five-star services.

Hospitals hold seminars and conferences relating to specific diseases, where they invitethe doctors from all round the country, for detailed discussion. This makes the hospitalwell known amongst the doctors, who could in future refer complicated cases to thehospital.

Hospitals can also promote medical colleges. This helps them to generate extraresources in form of fees, using the same infrastructure.

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IS OF HOSPITAL INDUSTRY

INTANGIBILITY

Intangibility indicates that the service has no physical attributes and as a result, impossible forcustomer to taste, hears, feel or smell before they actually use it. Hospital industry is where thecustomers (patients) get treated for physical problems they have. The customers cant reallyrealize the service provided until they get well. For this they have to provide goodsupplementary services. The only way they can provide tangible clues to make the serviceprovided a success. For e.g. the hospitals provide extra facilities like television, or then friendlypersonnels can make a difference.

INCONSISTENCY

Its also referred to as heterogeneity or variability. The inconsistency occurs largelybecause of different service providers perform differently on differentoccasions.Interaction between customer and provider may vary from customer tocustomer. Standardization is hard to maintain. Every doctor is not the same and maynot give the same diagnosis. Also a patient may not each diagnosis in a different way.Also since the quality of work done can be determined only after the service isperformed the providers have to be well trained in case of performing the serviceprocess.

INSEPARABILITY

Inseparability means that the service cannot be separated from the creator-seller of theservice. In fact there are many services which are created, delivered and consumedsimultaneously through interaction between customer and service producers. Here too thecustomer, i.e. the patient has to come up to the hospital to get the treatment. The customerhas to be present when the service is performed. In fact in case of hospitals the service is

created and delivered simultaneously. The type of service to be provided depends on thecustomer.

INVENTORY

Services cannot be easily saved, stored or inventoried. This is all due to the perishablenature of the services. Also theres cost also associated with the carrying of inventory.Here the costs are more subjective and are related to capacity utilization for e.g. if a

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doctor is available but theres no patient during that period, the fixed cost of the idlephysicians salary is a high inventory carrying cost. Also due to demand fluctuations theservices cannot be stored. E.g. theres a lot of rush at the dentists clinic in Decemberand January as thats the time when there are lots of tourist visiting India.

OPPORTUNITY

Healthcare delivery isone of the largestservice sector industry inIndia

World-class healthcarefacilities are available inIndia

OUTLOOK

The industry is expected to grow to US$79 billion by 2012 Medical tourism is expected to become a US$2.2 billion industry by 2012

POTENTIAL

Increasing health awareness: share in total private consumption expected to increase by 10% Increasing penetration of health insurance

Rapid growth in private sector companies owning and managing hospitals High-growth in medical tourism Cost of comparable treatment is on average 1/8th to 1/5th of those in western countries. Opportunities exist in multiple segments along the value chain Service providers: curative and preventive in primary, secondary and tertiary care. Infrastructure: hospitals, diagnostic centres Health insurance: less than 10% of the population is covered by health insurance.

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2. INTRODUCTION TO THE ORGANIZATION

GT GROUP OF COMPANIES

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With an objective of providing employment oriented training programmes in computerHardware & networking GT group has launched GT Computer Hardware Engineering College(P) Ltd. in 1994.

Currently, with more than 70 centers all over India GT is the largest ISO 9001:2000 certifiedvocational training company, having academic alliances with the global IT firms &organizations. GT group is a technical conglomerate consists of various divisions like GTRadio TV Training Centre, GT Publication, GT Computer Hardware (P) Ltd. and GT LinkInternational.

DIRECTOR DESK

Success is a journey, not a destination

Success is basically what, when opportunity meets preparation. Apparently for

consistent success one should have an eye on opportunities and then to start the

preparations accordingly. Now whether it will be a success or a failure depends all on

your preparations and if you have a committed team of people it will definitely be a

success. Rapid changes have been taken place as far as technical advancements and

engineering are concerned within two decades. We at GT are always committed to

incorporate all such advancements not only for the growth of the organization but alsoto serve the society as a whole.

When an organization expands itself in multiple facets, then the responsibilities also

shoot up to an extent that you have to fulfill the expectations of all those who have

generated faith on you. Through this annual magazine Yatharth what we reveal is the

quantitative and qualitative analysis of our achievements in a year gone by.

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Journey continues.

Mr. Siddhartha Gupta

VISION

To qualitatively develop highly skilled, competitive and industry oriented manpower thatcan cater the entire technical world and acquire a highly respectable position globally.

MISSION

To innovatively upgrade the training, education and development pathway along with

the technical advancement through the core competency of the electronics backgroundas per the industry demand and set quality standards.

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2.1 COMPANY PROFILE

Mr.S.K.Gupta, now Chairman & MD, GT Group in 1980 started with

an institute"GT Radio TV Training Centre". With an idea to provide self-employment,

Mr. Gupta set this institute to train students into basic house wiring to electrical fittings

to the maintenance of the then common household electrical and electronic devices like

radio and television.

Gradually with increased success, the institute kept reckoning its horizons

and today with its widespread Electrical Division, GT trains students into

complete electrical engineering now also with refrigeration, air conditioning,

washing machines, pumps and industrial electric appliances like control

panels etc

Today, with a distinct Electronic Division, GT trains students into basic electronics like

diodes, transistors, integrated circuits and progressively trains the students into color

television to analog, digital and microprocessor based circuits like emergency lights

telephone systems, STD/PCO machines, EPBX systems, to the most complicated

circuits like digital music system, VCD and DVD players., mobiles, colour labs,

electronic weighing machines etc.

In 1984, GT started with a monthly bulletin. Its tremendous response

prompted GT to start its Publication Division in 1984. Today GT publications

has over 450 volumes in various subjects both in English and Hindi read by

more than 10,00,000 readers across the country & abroad. This division todaycommands a network of 850 dealers and distributors across India &

neighbouring countries.

Driven by continuing updation and ongoing response, GT started with

Computer Hardware Division with the name of GT Computer Hardware

Engineering College (P) Ltd. in 1994 under the guidance of Mr. Siddhartha

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Gupta, an Electronics & Telecom Engineer. Today, GT Computer Hardware

Engineering College offers the students the best curriculum and unparalleled

methodology; it provides the students with the best placement opportunities in industry

in India and abroad. Our mission and goals are to provide quality programs that are

sound in concept and implemented by competent and dedicated faculty geared to servethose seeking a solid foundation.

GT Link International is the new venture of GT group started in the current year 2006 for

the distribution of mobile products in India through their distribution network. Within a

very short span of 3 months more than 13 distributors and 26 dealers of Rajasthan

have joined the network. Expansion in MP, UP, Punjab & Haryana has been planned

and within a year this network will be established all over India. This division covers the

distribution of Books, documentation and diagrams for Mobiles along with Instruments

for Software, Devices and Tools for repairing, Accessories, Batteries and Travel

Charger. The consignment of the products has been imported from China under the

said division.

ALLIANCE

GT has collaborated with redhat for its courses like RHCT

(Red Hat Certified Technician) & RHCE (Red Hat Certified Engineer) the most

respectable internationally recognized certification. The curriculum covers RH033 - Red

Hat Linux Essentials, RH133 - Red Hat Linux System Administration & RH253 - Red

Hat Linux Network & Security Administration.

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GT Link is the collaborative effort of GT Export and Guangzhou Link

Electronic Technology Co. Ltd for the distribution of technical products, technical books

and documentation diagrams related to Computer Hardware, Mobile phone, Data

Transmission and Software Repair in the Indian subcontinent through their distribution

network. The joint effort is in the direction with a dream of cohesion of technical and

domain expertise from two entirely different continents of diversified cultures and

environment with a vision of bringing new technologies in the developing markets of

Asian countries.

QUALITYPOLICY To Provide most-progressive and industry specific technical & professional trainingoriented towards current employment needs."

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Standards we keep to manage our business .The Quality Management Systemsestablished by the institution has been compliant with ISO 9001 :2000.

The scope of the certification includes the courseware design, development andconduct of the short term, career and occupational (technical/professional) courses inElectrical, Electronics and Computer Hardware including repairing & servicing.

GROUPCORE VALUES

FUTURE CENTRICTo be a preferred brand in the field of technical education by creating a benchmark process inupgrading and spreading technical knowledge.

RESPECTWe honour the rights and beliefs of our fellow associates, our customers and our stake holders.GT group believes in treating others with the highest degree of dignity, equality and trust.

TEAM WORKGT group promotes and supports a diverse, yet unified team. We work together to meet our

common goals through conscious efforts and teamwork.

ACCESSIBLEGT group ensures accessible, value for money services that meet people's needs.

LINKS IN THE CHAIN

2009: Alliance with Prometric & Launch of Mother care Hospital.

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2007: Alliance with PEARSON VUE for testing centers

2006: Launch of GT Link International & International Certification

2005: Windows 2003, Netware 6.X, CD writer, CCNA

2004: Laptop Maintenance

2003: Mobile Phone Repairing

2002: Scanner, Zip Drive, Unix, Linux, WAN

2001: UPS, CD Player, Inkjet Printer, Laser Printer, NT

2000: Domestic Equipment & Refrigeration

1999: Cyber Technology

1998: Networking (Novell)

1997: Telecom Engineering

1994: Launch of GT Computer Hardware Engineering College (P) Ltd.

1992: Satellite Technology

1987: Video Camera

1986: VCP/VCR

1985: Colour TV

1984: Launch of GT Publication

1983: Solid State B/W TV

1982: Hybrid B/W TV

1980: Launch of GT Radio TV Training Centre

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2.2 AANCHAL MOTHER CARE AND FERTILITY HOSPITAL

The aanchal hospital was established on 31st may 2009 Jaipur.Aanchal Fertility & Mother Care Hospital is committed to delivering most modernmedical expertise with utmost care and believes in maintaining positive outlook. AtAanchal people believe in enveloping the care-seekers with warmth and understanding.

The Hospital is furnished with most modern equipment and the care-givers are mostcompetent set with finest expertise in the field. Aanchal offers the best services inmother care and fertility with most-updated technology and modern infrastructure.

Our Vision

To become the most trusted name for reproductive healthcare and well-being.

Our MissionTo provide state-of-the-art Healthcare and Medical Infrastructure and attain excellencein providing best health care services to community.

PromotersAanchal is promoted by GT Healthcare Trust and is a venture of the GT Group. GTComputer Hardware Engineering College, a flagship company of GT Group, is India'slargest certified vocational training institute with over 120 centres all over the country.

INTRODUCTION OF AANCHAL HOSPITAL, JAIPUR

Aanchal is a venture of GT group of companies, that is related to maternity and fertilitywhich provides advanced treatment to related patients. It is inaugurated on Aanchal issituated in chandpole at Jaipur .Its main objectives is to provide best facility at minimum

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cost to the patients. It introduced CASA (computerized analysis of sperm) technologyfirst time in Rajasthan that is advanced technology in fertility. This hospital is fully AC.

Aanchal hospital has expert team of doctors who has specialization in gynecology,pediatrics, radiology, sonography and general medicine. These doctors haveexperience of more than 10 years.

This fertility centre has objective to find out the reasons of unproductivity with the help ofIVF and CASA technology. This hospital is full of facilities for the taking care of motherand baby. The unique feature of this hospital is that it has pink color everywhere that isthe symbol of new born baby. There are three wards in this hospital which are namedas Semi Deluxe, Deluxe and Super Deluxe.

Semi Deluxe: -This ward has 14 comfortable beds.

Deluxe: -This ward has 7 rooms and one bed and one convertible chair in each room.

Super Deluxe: - This ward has 4 rooms and 2 beds in each room one for patient andone for attendant and a small freeze.

This hospital has 4 OPDs 2 Operation theatre and IVF(in vitro fertilization) has itsseparate operation theaters and there are all new machines and equipments in theoperation theaters and just after the operation theater there was recovery room wherepatient is taken after the operation. In this hospital 10-15 LCD TV are equipped and bywhich knowledgeable topics things are shown to the pregnant ladies and operationprocedure.

Aanchal hospital is on the introduction stage and in marketing four stages are exist. Onthe basis of these stages strategies can be made regarding advertisement and researshSo these stages can be understood with the help of PLC (product life cycle model)which is given below.

PRODUCT LIFE CYCLE (PLC): -

e all activities are the basic things, which are essential for the marketing so after identifying the marketcustomer for Aanchal hospital. Aanchal hospital is on introduction stage. Actually in marketing there isstages for PLC (product life cycle), which are as follows: -

1. Introduction stage2. Growth stage3. Maturity stage4. Declining stage

this hospital is at introduction stage so the right strategy in that stages is more advertisement and buildrand so at this stage expenses will be very high and the right strategy is to promote the brand as much

ossible so that people could get to know about the AANCHAL (brand). The main motive is behind toe the image in peoples mind and can make them sure that this is the right place to start a new joy. So it

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ry difficult to make the profit at this stage.

f we talk about the GT GROUP than it is at growth stage it is growing and people know that GT is forputer education, which is in hardware, and networking and growing rapidly.

a venture of GT group of companies trust and if we talk about the GT group of company than it Is on

ing stage thats why it is expanding its business further in various segment as in hotel industry and inhcare segment (Aanchal) so it is on the growth stage and if we talk about the Aanchal mother care andty hospital than with help of PLC model.

mentioned PLC model in which It is written that at introductory stage of any business or product thanwill be BEP or loss or minor profit could occur. So It can be understood with the help of above graph

ntroduction stage an organization could be on the losses or minor profit or at BEP level and after somewhen an organization starts working than it sharply earns good profits.

important thing is that for such time either firm earns profit or mostly at BEP level but after some timele becomes aware about the product and give the response to it and like the quality than it earns good

s in future.is that an entrepreneur has a patience in that time and all he must be aware about the product ands happening around the business must be known about all. And he has to take care so many things,

h are as follows-:

Must be aware about the new ventureHaving all knowledge about that same industryKeen regarding take the decisionsHave patience during the loss time

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Take care of advisements of that productHave keen eye on the competitorsMust be fair price of the product

hal mother care and fertility hospitals CEO Mr. Siddhartha gupta is so eligible in terms of taking theions. He meets personally with all employees who are working in the Aanchal mother care and fertilityital and shared his thought with the management trainees so have the all information regarding the

petitors and take quick decisions.

is true that Aanchal mother care and fertility hospital will definitely get the success in the coming timegh the health care sector will be on boom in future.

1. RESEARCH METHODOLOGYMEANING

Research Methodology is a systematic design collection, analysis and reporting of dataand findings relevant to specific marketing situation facing the company.

A company can hire the services of a marketing research or conduct research increative and affordable way such as:-

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Engaging assistant professor or student to design and conduct studies. GT group of companies hiresummer trainees from management institutions of cost effective marketing research of new product( AANCHAL HOSPITAL).

Monitoring published information and actions systematically his may done by examining newspapers,websites, industry reports and by visiting competitive outlets.

RESEARCH PROCESS

3.1 TITLE OF THE STUDYStudy of consumer behavior with reference to health products.

INTRODUCTION TO THE PROJECT:CONSUMER BEHAVIOUR: - Customer is profit, all else is overload....The behavior that consumer display in searching for, purchasing, using, evaluating anddisposing of products and servicer that they expect will satisfy their needs.

It is the study of when, why, how, what, and where people do or do not buy products.This study is based on consumer buying behavior, with the customer playing the threedistinct roles of user, player and buyer.

The term consumer behavior describes two different kinds of consuming entities:-

The personal consumer buys goods and services for his own use, for the use ofhousehold, or as a gift for a friend. The organizational consumer includes profit and notfor profit businesses, government agencies (local, state, national) and institutional all ofwhich must buy products, equipment, and services in order to run their organizations.

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Healthcare is relatively insulated from the current downturn because of a highproportion of elderly among the population; they are wealthier than previous generationsand more health-conscious. In addition, there is an increasing trend for home-based,individual and long-term care which leads to higher demand for medical and healthcareproducts and services, regardless of the economic climate.

To be sure, people will still get sick and require medical care regardless of the state ofthe economy. Yet the inclination towards back to basics has an impact on consumerbehavior. To scale back expenses, consumers are looking for self-care health products,such as thermometers and blood pressure monitors. They also tend to favor over-the-counter medicines at the expense of prescription drugs, while relying more on diseaseprevention medicines like vitamins. Meanwhile, there emerges a budding trend towardsadvanced mother care products, which may provide a buffer to the health of a pregnantlady.

Some factors on which consumer behavior depend:1. Consumer Perception2. Consumer Attitude formation

3. Consumer Influencing factors

CONSUMER PERCEPTION

Individual acts and react on the basis of their perceptions, not on the basis of objective reality.

For each individual, reality is a totally personal phenomenon, based on that persons needs,wants, values and personal experiences. Thus, to the marketer, consumers perceptions aremuch more important than their knowledge of objective reality. For if one thinks is so, thataffects their actions, their buying habit, their leisure habits, and so forth. And becauseindividuals make decisions and take actions based on what they perceive to be reality, it isimportant that marketers understand the whole notion of perception and its related concepts tomore readily determine what factors influence consumer to buy. Before the introduction of IVFTECHNOLOGY consumer has no idea about the product. Because Mr. SIDDHARTH GUPTAunderstood the behavior of consumer, it provided the company with a way to interpret the newoffering in a manner congruent with their needs, which anybody else failed to do so for thesame product.

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QUESTIONNAIRE

1. Is brand name of a hospital is your first priority?a) Yesb) noc) Neutral1. Does satisfaction matters you for the health product?a) Yesb) noc) neutral1. Is private hospitals are better than government hospitals?a) Yesb) noc) neutral

1. Do you prefer quality hospitals?a) Yesb) noc) neutral

On the basis of my survey, I have given some grading according to the perception of consumerin the area where I have studied.

GRADING

1 2 3 4 5 6 7 8 9 10

YES NO NEUTRAL

SAMPLE SIZE: - 50

AREA NAME

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PERCEPTION

RAJAPARK

BAJAJNAGAR

GANDHINAGAR

MALVIYANAGAR

MANSAROVAR

BRANDNAME

1 - 3 7 - 10 7 - 10 1 - 3 4 - 6

SATISFACTION

1 - 3 1 - 3 1 - 3 1 - 3 1 - 3

GOVERNMENT /PRIVATEHOSPITAL

1 - 3 4 - 6 4 - 6 4 - 6 4 - 6

QUALITY 1 - 3 1 - 3 1 - 3 1 - 3 1 - 3

CONSUMER ATTITUDE FORMATION

To get to the heart of what is driving consumers behavior; attitude research has been used tostudy a wide range of strategic marketing questions. For example, attitude research isfrequently undertaken to determine whether consumers will accept a proposed new productidea, to gauge why a firms target audience has not reacted more favorably to its newpromotional theme, or to learn how target customers are likely to react to a proposed changein the firm s packaging design. Firm also regularly gauge reactions to their latest advertisingand other marketing messages designated to form and change consumer attitudes. All thesemarketing activities are related to the important task of impacting consumers attitudes.

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QUESTIONNAIRE

1. Do your buying decision depend upon religious factor?a) POSITIVEb) NEUTRALc) NEGATIVE

1. Are you often aware about the newly launched hospitals?a) POSITIVEb) NEUTRALc) NEGATIVE

1. Do you visit newly launched hospitals?a) POSITIVEb) NEUTRALc) NEGATIVE

1. Do you consult with your family for before visiting hospitals?a) POSITIVEb) NEUTRALc) NEGATIVE

1. Do you see the cost before your decision towards hospitals?a) POSITIVEb) NEUTRALc) NEGATIVE

Grading according to the consumer attitude in the respective areas.

GRADING

1 2 3 4 5 6 7 8 9 10

POSITIVE NEUTRAL NEGATIVE

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SAMPLING SIZE : - 50

AREA NAME

A

TTITUDE

RA

JAPARK

B

AJAJNAGAR

G

ANDHINAGAR

M

ALVI

YANAGA

R

M

ANSAROVAR

RELIGIOUSF

ACTOR

4 6

1-6

1-6

4

6

1-6

AWAREN

ESS

1 -6

1-6

1-6

1-6

1-6

NEWNA

1 -6

4-6

4-6

4-6

4 6

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ME

FAMIL

YFACTOR

4 -10

1-6

1-6

4-10

1-6

C

OST

7 -

10

1

-6

1

-6

1

-6

1

6

CONSUMER INFLUENCING FACTORS

Marketer may have divergent goals with regard to consumer conformity. Somemarketers, especially market leaders, are interested in the ability to change consumerattitudes and behavior by encouraging conformity. To be capable of such influence, theymust accomplish the following:-

1. Inform or make the individual aware of a specific product or brand.

2. Provide the individual with the opportunity to compare his or her own thinking with the attitudesand behavior.

3. Influence the individual to adopt attitudes and behavior that are consistent with the norms.4. Legitimize the decision to use the same products.

In contrast, marketers, especially those responsible for a new brand or a brand that isnot the market leader, may wish to elect a strategy that asks consumers to strike outand be different and not just follow the crowd when making a purchase decision.factors which affect the consumer behavior are:-

QUESTIONNAIRE

a. How much your reference group influence your behavior towards health products?

b. How much your family influence your behavior towards health products?

c. How much your opinion leader influences your behavior towards health products?

d. How much your culture influences your behavior towards health products?

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e. How much media influence your behavior towards health products?

SAMPLE SIZE : 50

AREA NAME

INFLENCINGFACTOR

RAJAPARK

BAJAJNAGAR

GANDHINAGAR

MALVIYANAGAR

MANSAROVAR

REFER

ENCEGROUP

10%

20%

20%

20%

10%

F

AMIL

Y

2

0%

3

0%

3

0%

2

0%

3

0%

OPIN

20%

10%

10%

10%

10%

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IONLEADERCULTURE

10%

20%

20%

20%

30%

MEDIA

40%

20%

20%

30%

20%

3.2 DURATION OF THE PROJECT: - Short term project

3.3 OBJECTIVE OF STUDY:

To know about hospital industry and know about its working.. To find out the Services provided by the hospitals in Rajasthan. To analyze the consumer behavior towards the services offered by various hospitals. To assess brand awareness among consumer while selecting health products. To bring out empirical analysis of the consumer behavior with regard to various importan

phenomenon such as brand loyalty, brand satisfaction, brand switching, decision maker inthe family and influence of the family member friends, relatives in decision.

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3.4 TYPE OF RESEARCH

RESEARCH

EXPLORATORY DESCRIPTIVE

EXPLORATORY RESEARCH: These studies enhances the researchfamiliarity with the problem under consideration. He main purpose of suchstudies is to determine the general nature of the problem and variablesrelated to it and then to develop the working hypotheses and exploration ofplausible solutions from an operational point of view.

DISCRIPTIVE RESEARCH: These design are used for some definitepurpose. These design try to find out a complete and accurate description

of a problem situation by providing specified method for selecting thesources of information and procedure for collecting data from thesesources.

OUR RESEARCH WAS DESCRIPTIVE RESEARCH

SAMPLE

at is the sample?

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mple is the part of population or subset from a set of units which is provided by some process, usually byeliberate selection with the objective of investigating the properties of the parent population or set.

mples collected of hospitals, medical hall and diagnostic centers and future prospective in that particulara.

ectives of selecting samples:-

mple size

mple should be of proper size if the sample is either too small or too big it shall make study difficult. Sople should be of proper size from the particular area so the estimation becomes almost correct

ording to the sample. Small sample also not good because one can not take decision by fewer samples.

me factor

e limitation for the collection of samples also big issue so limited areas should be chosen and take thecient sample by which researcher can reach on the particular conclusion. Decision maker also haveed time frame to take the decision so time important for the collecting the sample. Sample must be takenording to the time framework.

alysis of data

m the samples gathered by researcher statistics is calculated and analyzed. This statistics is used as anmate of the population parameters or our future prospects. So by this researcher can make betteketing strategies to approach the resulted areas so that Aanchal can take its over there.

mparison with other players of industry

r analyzing the data Aanchal can compare its services, presence, marketing strategies and no. ofomer addition.

SAMPLING PLAN:After deciding on the research approach and instruments, themarketing researcher must design a sampling plan.

These calls for three decisions:-

SAMPLING UNIT:Who should we survey?

SAMPLE SIZE:How many people should we survey?

SAMPLING PROCEDURE: How should we choose the respondents?

3.5 SAMPLE SIZE AND METHOD OF SELECTING SAMPLESAMPLE SIZE:100 PEOPLEMETHOD OF SELECING SAMPLE:Simple, stratified random sampling & cluster (area) sampling.

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DATA TYPE: Primary data

PRIMARY DATA: Primary data are generated in an investigation accordingto the needs of the problem in hand. In the case of primary sources moreefforts and thinking is required for designing data collection procedure.

PRIMARY DATA COLLECTION METHOD

REACTIVE NON REACTIVE

QUESTION- INTERVIEW OBSERVE USED

NAIRE MATERIAL

QUESTIONNAIRE: - A questionnaire consists of a set of questionpresented to respondent. Because of its flexibility it is by far the mostcommon instrument used to collect primary data.

INTERVIEW: - Interviewing is the most versatile method. The interviewercan ask more question and record additional observation about therespondent such as dress and body line.

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3.6 SCOPE OF STUDY

manager through research, can quickly get the knowledge of the current scenario pertaining to a givenblem, which improves his information base for making sound decisions that may affect the future of theanisations various operations. The following are the major areas in which research plays a role in takingctive decisions.

1) Financial Management:- This is one of the most pivotal functional areas of management asefficient utilization of a business enterprise directly relates to the effectiveness of theenterprise. Financial management is now concerned with:

Determining financial needs

Raising funds at minimum cost

Making optimum allocation of funds

Developing control tools for financial performance

preparing financial data for decision- making

1) Production Management:- production means the conversion of input in the form of raw

materials, with the aim of machines, to output in the form of goods of services by the use ofmanpower. Frederic. W.Taylor advocated the use of scientific methods for determiningmethods of production in the early part of the present century. Currently, the production hasundergone tremendous change with the advent of new techniques and new methods.

2) Banking System:- Banking institutions have found it useful to setup research departmentsfor the purpose of gathering and analysing information for their internal operations for makingindependent studies on economic conditions of business. Reserve bank of india has set up anexcellent research department for planning and management. Currently the banks offeringmaster cards are using research methods on a large scale to increase their business.

3) Government:- the governments economic policy has a foundation of research. Research isused for economic planning, optimum utilisation of resources for the development of thenation. Research is applied in evolving the union budget and railway budget too. The indiangovernment has set up a wide network of research institutes in different fields to assess whatis happening in each field and how that will enrich the countrys progress.

4) Human Resource Management:- earlier human resource management was taken care of bypersonnel department with the realization that man play a role may be indirectly, in thecompanies profit, the scope the personnel department was widened to HRD.

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5) Marketing Management

6) Social Science

3.7 LIMITATION OF STUDY

1) Lack of resources

2) Conceptualization Problem

3) Lack of Training

4) Lack of Interaction

5) Lack of Confidence

6) Absence Code of conduct

7) Problem of co-ordination

8) Repetition9) Inefficient information system

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4. FACT & FINDINGS

People rated location as an important factor. 89 percentage of the populationsurveyed were in favor of this.people said that ambience is an important factor in selecting a hospital.Timings is again in considered as an important factor as people believe that in acase of pregnancy everything is uncertain..Same is the case with the technologies used. People want hospital should havelatest technologies.Information was rated as an important factor as people believe that they should havethe right information about the doctors and services that the hospital offers.

Service is the highest rated factor. 99 percentage of the people say that the kind ofservice the hospital offers influences their decision to select a hospital to a greatextent.

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5. ANALYSIS AND INTERPRETATION

1. Hospitals preferred for gynecologist by ladies in Jaipur?

ASONS

rovide all the latest technologies.

hey have experienced doctors.

hey have visiting hour doctors

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o you know about IVF technology?

sons

ck of awareness

ery less hospitals has this facility.

O You have your own diagnostic lab?

sons

s easy for patients to get the test done easily.

me saving

Which hospital do you refer in serious case?

sons..

ey have all the technologies.

ey have latest technology.

ey have ambulance facility.

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ow many gynae test are done in your diagnostic lab?

sonsa. Population size is small.b. Has a brand name.c. Less time consuming.d. Have all the latest equipments.

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6. SWOT

ANALYSIS

The SWOT of Aanchal maternity & fertility hospital is following;-

STRENGTH : - Casa technology,Financially sound,Rebound personalities,Experienced doctors,Latest technology,Diagnostic center, other facilities,Uniqueness,Location

WEEKNESS : - Space problemLack of experience staffExpensiveRecently launched

Parking facilities is not good,OPPORTUNITIES : - Location near by Zanana hospital

Visibility,Promotional activities.

THREATS : - Lack of Awareness in publicAll the people cannot afford itPlayers have similar strategy

In house facility

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7. CONCLUSION

Management is the youngest of sciences and oldest of arts and consumerBehavior in management is a very young discipline.Service with a smile: in todays health sector, a customer will settle for nothing less. Herealizes, somewhat belatedly, that he is a king. He demands from banks not just world-class products and services, but a red carpet as well.

1. People are not aware about IVF AND CASA technology.

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2. There is need of proper promotion of Aanchal hospital to make it a brand name.3. Future Potential of health care Services is very high in Jaipur.4. There is a much need to create awareness about health services and products.5. People hesitate in talking about fertility and they blame the women and think they are only

responsible for everything.6. IVF technology was appreciated by most of the Respondents.7. The customers attitude towards the health product and its advertising

8. RECOMMENDATION & SUGGESTION

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we have seen that the results could have been much and the reasons why our results were not excellentto the following reasons-:

1. Timing problem of advertisement: - advertisement timing was not the appropriate in my viewbecause on the same day we are advertising by the newspaper and by pamphlets so suddenlyit is not possible for every one to come in hospital. Because most of peoples planning alreadyhave been decided before couple of days, and at the same moment they can not change sothey could not come if we give the advertisement before couple of days than we can make firstpriority of confused but desired prospective.

2. Mental impression or image: - simple thing that if a person see one thing one time of thatsame day (event day) and other thing which he see twice thrice and four and five times beforethe event occurring than it leaves the impression on ones mind because a person always seethe advertisement of there nearest nursing home so it is very difficult to wash that image from

the mind of that prospective. So by watching the advertisement again and again we canchange theres mentality. So finally I would like to conclude that despite of givingadvertisement and pamphlets on the same day and together. It must have been given onalternative days so that we can change their mentality.

3. Must be focused on other way of advertisement such as:- Sandwich advertisement, quizcontest regarding mother care, fertility and child care in small colonies in evening time only forladies, pamphlets with special benefit on the medical shops.

4. Aanchal magazine: - I think that there should be the Aanchal magazine in which we mustmention all facilities and doctors experience and theirs achievements and why the patientshould come at Aanchal mother care and fertility center and all new technologies aredescribed in the magazine it should be of 10 pages.

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9. APPENDIX QUESTIONNAIRE FOR HOSPITALSNameArea.Established

Owner/trustyCMONursing sup.Front desk in charge..Conducted by..Date.

Q-1.How many doctors are in your hospital?

Q-2.How many gynae and pediatrics doctors are here?

Q-3.How many visiting doctors are here?

Q-4.What is the average inflow of patients in a day?a) For gynecology b) pediatrics

Q-5.What is the number of total staff members?

Q-6.Do you have your own diagnostic labs?

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Q-7.What advertising media do you use?

Q-8.Wow many ambulances does your hospital have and does it meet therequirements?

Q-9.Which hospital do you refer in serious case?

Q-10.What kind room facility do you provide?a) A.C b) Non A.C

Q-11.What is your fee structure?

Benefits:-

We got the contact no of the doctors that can be used by our management to recruit thebest and experienced hospitals.

Helpful in getting the inside information of the other hospitals so that we can developcore services that no body has.

Comparison with other hospitals in regard of consultation fees, front office staff locationand technology that is beneficial for any organization to make itself than others.

Identification of potential customer in particular area for gynecology and pediatrics. Number of hospital in the city and the strong competitors that are to be taken seriously. Facilities used by the other hospitals.

Weakness of the other hospital that can help us to make our hospital best.

estionnaire for the diagnostic centres

NameArea

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EstablishedOwner.CMO.Front desk inchargeConducted by.Date

Q-1. How many diagnostic tests are being done at your centre?

Q-2.How many patients are related to:-A) Gynecology B) Pediatrics

Q-3.How many visiting and fulltime doctors come at your center?

Q-4.Do you have collaboration with any hospital?

Q-5. What promotional activities do you use?

Q-6.How many staff members do you have?

Q-7.Which doctor do prefer if asked for the problem of pediatrics and gyne?

Benefits:-

Source of direct marketing that will open the way future customers. Interaction made it easy to negotiate with the diagnostic centre ower. Diagnostic centre could be used for the promotion of the Aanchal.

Questionnaire for medical hallsName

AreaEstablishedOwner/trustyCMOConducted by.Date

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Q-1.Which pharmaceutical do prefer?

Q-2.What kind of major patients come to you?

Q-3.Do you have collaboration with any hospital or diagnostic centers?

Q-4.How much experience do you have in medical line?

Q-5.Would you recommend any hospital to patient?

Benefits

Collaboration can be done for diverting the customers to the Aanchal. Helpful in future prospects

Indirectly helps in promoting of our brand.

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10. BIBILIOGRAPHY

WWW.WIKIPEDIA.COM

WWW.GOOGLE.COM

WWW.SCRIBD.COM

RESEARCH ME THODOLOGY C.R. KOTHARI

MARKETING MANAGEMANT KOTLER , KELLER

HEALTH MAGZINES

PERIDOCALS
http://www.google.com/http://www.scribd.com/http://www.google.com/http://www.scribd.com/

brand promotion and market analysis

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