SERVICE MARKETING

Team Members

Garima Dipti

Lal Bihari Prasad

Ravi Kumar Gupta

Shailja Singh

Rainbow Child Care

Industry: Education

INTRODUCTION

United nation has declared the previous decade 2001-10 as the international decade for culture of peace and non-violence for the children of the world. They realized that education will lead to the peaceful co-existence.

VISION

Creating a society with love and compassion and moving from relative happiness to true happiness.

What does it mean:-

Children are the future of the world and childhood is the incubation period for every human being.

Nurturing the childhood in such an environment where they can accept and respect there oneself as well as others.

Protecting the children from stress, ego centric and aggressive environment

How we will build? By understanding children through education, both at school as well

as at home. Getting inputs from researchers, child specialist doctors, teachers

and parents and grandparents. As true educator our responsibility don’t end and we are preparing

our children not for fancy degrees but develop them into truly happy human being.

Maternal care service will be our differentiated enhancing service which will provide us a competitive advantage.

Child care is the act of caring for and supervising minor children. There is no doubt that for all children the first few years are important to form a basis for good education, morality, self-discipline and social integration. Maternal and childcare is one of the most important tenets of healthcare in India. It involves the optimal use of household resources for child feeding, protection from infection, and care for the sick child. The issue of 'caring capacity' refers to all household members - male and female, who are potential caretakers of children. However, in practice, the main responsibility for childcare lies with the mother (who often also has a major role as an income-earner). The type of care received at childbirth is often critical for the health and survival of both infant and mother. We would like to integrate health care, education and mental and psychological development of children.

PORTERS FIVE FORCE MODEL

Threat of new entrants

Market for child care is in its growing stage so for time being new entrants may not find it too lucrative. In India, there is no legitimate restrictions or high licence fees involved so entry barrier is low, it makes very easy to enter in to this arena.

Bargaining power of suppliers

Though we have many supplier sides in this particular business but suppliers don’t play any decisive role. Some of the major suppliers are doctors, researchers on child education and human psychology and different stationery suppliers. We are not very much dependent on them.

Bargaining power of customers

In this business, customers (parents) have a very few options. They are looking for the best crèche available in the city. If any organization has a first mover

Threat of substitute

Substitute for our service is the home driven traditional service where family members play all the roles of midwife, dietician, educator, care taker and child’s friend. As both of the parents are working and living as a nuclear family, there is a great need of a service which can help them in nurturing a child in a proper way.

CONSUMER ANALYSIS

India is growing at a rapid pace. Each and every sector of economy either it is service or manufacturing it is growing. One of the factors behind this growth is the active participation of women. Today the market is very competitive. Life style is changing and people are lacking in time.

Child care centres will be run all day from morning to evening Children aged 1 to 3 will be enrolled and cared for in Crèches Children aged 3 to 6 will be enrolled in pre-primary centres. Initially in targeted city we will open 6 to 7 such centres which will

accommodate between 30 &40 children each. Teachers and care-takers will be hired from local areas and trained on

child care, nutrition and health activities. These centres will ensure that children’s nutrition and growth

requirements are met, by providing food and monitoring growth charts The centres will engage children in age appropriate learning activities

and inculcate the interest of education in them The centres will also hold community education sessions to spread

awareness on basic health care

SERVICE MODEL

Core service: To educate the child while taking care of his/her personal and spiritual growth.

Enhancing service: Apart from complete growth of child we will also furnish full health care, assistance during the pregnancy period and delivery of child and dietary consultancy.

PRICING AND REVENUE

Value based Pricing

In initial stage we can use the price skimming strategy and we have to enrich our service with many value added advantages so that our targeted parents perceive more benefit than the cost.

We will also do competitor research and after making proper analysis we can come out on the pricing of the service.

POSITIONING

Initially we will open our centres in single city. As we are new in the market, so we have to make customer aware about the centre, communicate the value proposition and also educate the customer.

For spreading awareness about the service centre we are going to use TV ads (prime time: between 7 to 11 PM) on local cable operator’s channel , print media like magazine, newspaper etc), Billboards etc.

SERVICE QUALITY

Quality is measured on the basis of gap between the customer expectation and the delivered.

Five dimensions of service quality

Reliability Responsiveness Assurance Empathy Tangibles

COMMUNICATION PLAN

Communication Objective

Build awareness of and interest in an unfamiliar service and brand. To provide reassurance about the service quality and facilities. Ascertain the maximum guest appearance in the seminars on child

health care and education. Create a memorable image of the mother teachers and organization

as a whole.

Target Audiences

Prospects can be reached by the help of different communication tools

Users can be touched upon membership relationship and direct mailing advantage.

Employees serve as secondary audience in communication campaign

MARKETING COMMUNICATION MIX

P e r s o n a l C o m m u n ic a ti o nS e l l in g , C u s t o m e r S e r v ic e ,T r a in in g , T e le m a r k e ti n g , w o r ld o f m o u t h

A d v e r ti z e m e n tB r o a d c a s t , P r in t , In t e r n e t , E m a i l in g

S a le s P r o m o ti o nE a r ly a d m is s io n f e e d is c o u n t , D is c o u n t in c a s e o f t w o o r c h i ld r e n

P u b l ic i t y a n d p u b l ic r e la ti o nP r e s s c o n f e r e n c e s , P r e s s r e le a s e , T r a d e s h o w s a n d E x h ib iti o n

I n s t r u c ti o n a l M a t e r ia lW e b s it e s , B r o c h u r e s , I n t e r a c ti v e s o ft w a r e

C o r p o r a t e D e s ig nS ig n a g e , in t e r io r d e c o r a ti o n , V e h ic le s , D r e s s , S t a ti io n e r y