a study of cryo stemcell banking in mumbai – awareness and acceptance by customer
DESCRIPTION
A STUDY OF CRYO STEMCELL BANKING IN MUMBAI – AWARENESS AND ACCEPTANCE BY CUSTOMERTRANSCRIPT
1
PROJECT REPORT
ON
“A STUDY OF CRYO STEMCELL BANKING IN MUMBAI –A STUDY OF CRYO STEMCELL BANKING IN MUMBAI – AWARENESS AND ACCEPTANCE BY CUSTOMER”AWARENESS AND ACCEPTANCE BY CUSTOMER”
IN CRYO STEMCELL (K) PVT. LTD. MUMBAI
TOWARDS FULFILLMENT FOR THE POST GRADUATE DEGREE IN MASTER OF MANAGEMENT STUDIES (MMS)
AS PER
UNIVERSITY OF MUMBAI
SUBMITED BY
SHIVAJI DATTATRAYA KADAM
MARKETING
(2012-2113)
SUBMITED TO
KOHINOOR BUSINESS SCHOOL,KOHINOOR BUSINESS SCHOOL,
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
2
KURLA (W), MUMBAI. KURLA (W), MUMBAI. UNIVERCITY OF MUMBAI UNIVERCITY OF MUMBAI.
A PROJECT REPORT ON
“A STUDY OF CRYO STEMCELL BANKING IN MUMBAI –
AWARENESS AND ACCEPTANCE BY CUSTOMER”
SUBMITED BY
SHIVAJI DATTATRAYA KADAM SHIVAJI DATTATRAYA KADAM
MARKETING
ROLL NO. (B) 51
(2012-2113)
UNDER THE GUIDANCE OF
PROF.BHARTI DESHPANDE
CORE FACULTY
UNIVERCITY OF MUMBAI.
KOHINOOR BUSINESS SCHOOL,
KURLA (W), MUMBAI.
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
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CERTIFICATE
This is to certify that the project entitled “A STUDY OF CRYO STEMCELL
BANKING IN MUMBAI –AWARENESS AND ACCEPTANCE BY CUSTOMER”
is successfully completed by “Shivaji D Kadam” during the second year of her course,
in partial fulfillment of the Masters Degree in Management Studies, under the University
of Mumbai, through KOHINOOR BUSINESS SCHOOL, Kurla, Mumbai-400070.
Date:
Place: Mumbai “Dr. Bharati Deshpande”
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
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ACKNOWLEDGEMENT
“Gratitude is the noble response of one’s to kindness or help generously rendered by
Another and it s acknowledgement is a duty and joyance .so it is that, express briefly my
debt to those who leave made the creation of this project possible” .
I want to express my sincere gratitude to my college ,which has provide me with an
excellent opportunity to achieve the most cherished goal in my life ,That is the study on
the “A study of Cryo stem cell Banking In Mumbai-Awareness and acceptance by
customer”.
On the occasion of complete and submission of project, I would like to express my deep
sense of gratitude to college HOD Dr.Ms.Bharati Deshpande for providing me the
platform of management studies.
I wish to express my sincere thanks to Mr.Koushik Dutta (Sales Manager) and
Mr.Govidsing chavan Cryo stem cell (K) Pvt.Ltd. Who provide the opportunity to add
more practically in Business organization? And last but not least thanks to all my
supporting customer and friends that help to me to complete my valuable project.
I acknowledge my gratitude those who conceived me project idea and guided by
Dr.Bharti Deshpande provide me valuable guidance and inputs, which help me to
complete this project.
SHIVAJI D.KADAM (MMS)
KBS-KURLA (W) 400070
MUMBAI
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
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DECLARATION
I hereby declare that the project entitle “A study of Cryo stem cell Banking In
Mumbai-Awareness And acceptance by customer “carried out of “Cryo stem cell (k)
Pvt. Ltd” is my work submitted in partial fulfillment of the requirement for Degree of
UNIVERSITY OF MUMBAI from KOHINOOR BUSINESS SCHOOL, KURLA, and
MUMBAI and not submitted for the award of any Degree, Diploma, fellowship or any
Similar titles or prizes.
Date: Signature:
Place: Mumbai Student Name: Shivaji D. Kadam
INDEXINDEX
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CHAPTER TOPICS PAGE NO.
1 EXECUTIVE SUMMARY 1
2 RESEARCH OBJECTIVE 2
3RESEARCH METHODOLOGY
DATA SOURCESSCOPE OF THE STUDY
LIMITATION
3
4 INTRODUCTION 7
5COMPANY PROFILE
8
6 STUDY OF STEMCELL 16
7DATA ANALYSIS AND INTERPRETATION
23
8 FINDING & CONCLUSSION 34
9 SUGGESSION 35
10 APPENDICES
QUESTIONNAIRES
BIBILOGRAPHY
36
11ABBREVATION
39
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
CHAPTER .1 EXECUTIVE SUMMARY
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There are enormous and irreversible changes sweeping through the world today.
These changes are redefining the way in which people work and interact with one
another. Today’s innovation & changes are very important part of each and every
business organization. Cryo stem cell is one of the best examples of innovative idea in
stem cell banking So it is very necessary to train people in new technology, new methods;
and art the same time makes them to adopt the change so that the organization grows.
This method also adopts Cryo stem cell in Indian. Cryo is the first stem cell company
started own R&D department. They guide their employees is very effective manner. This
is my own experience. In this my project I found awareness level of customer about stem
cell donation. Very few people knowing about stem cell donation and aware about Cryo
stem cell banking.
In my project I have tried to study marketing research in Cryo stem cell banking, areas
where it is effective and efficient where some change will make it more effective and
efficient that will help the organization. Which is in growth phase after been in revival
phase for nearly 1 year Based on that information I have presented this small
project .My work is supplemented with the responses that I got from the customer while
conduction survey, informal discussions, website and other print material . It is divided in
number of section the overview of the company; basic information about Cryo stem cell-
meaning, introduction, need, forecast, benefits; methodology and data analysis;
suggestion and conclusion. The questionnaire used for survey is also attached to the
report in the last page.
My tenure as vocational trainee in Cryo stem cell has helped me in understanding the role
of marketing research in an organization and to understand the customer view, opinion to
development which will be of great benefit to me when I join the corporate world as a
marketing research. People working in organization have been very helpful and friendly.
They were always ready to help me in my project
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
CHAPTER .2 RESEARCH OBJECTIVE
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To understand stem cell donation in Indian scenario.
To understand, analysis the level of perception & awareness of stem cell donation
among people in Mumbai.
To understand, the level of brand awareness of Cryo stem cell.
DATA SOURCES
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
CHAPTER .3 RESEARCH METHODOLOGY
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The data is an important part of in any research work. Data is collected through two sources that are:-
1) Primary Data
2 Secondary Data
1) Primary Data:-
“Primary Data is first hand information collected originally by the researcher. Primary
Data is defined as the data that are collected for a specific purpose from original
purchase’’.
For this study Primary Data was collected from survey method
Sampling Plan:-
Sample Size was taken 60 respondents from sampling technique Mumbai and followed
by convenience sampling technique
Sample Unit: - Preserve consumer and non preserve consumer of Cryo stem cell.
Research Instrument:- Structured Questionnaire is prepared for collecting data from
respondents.
Sampling Technique:- Convenience sampling method is used for selected sample unit.
This is supported by
Informal discussion with employees
Interview
Keen observation.
2) Secondary Data:-
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“When the investigator does not collect data originally for the research but uses data
already collected and available in published and unpublished from such data is called
secondary data”.
Secondary data is important for researcher because it saves considerable time, money,
finance, labor and efforts.
I) Internal data sources:-
Company’s magazine
Pamphlets
Prospects
Websites etc.
II) External data sources:-
Books
Journals
Articles- times of India
Newspaper
Websites
SCOPE OF THE STUDY
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Now a days there are numerous brands are available in stem cell banking like life cell,
Sai Prasad satara, Reliance etc. but study was only Cryo stem cell Banking.
The study has following scope
Even though stem cell preservation process is all over India, But study is limited
only Mumbai city.
The study helps company to know the market for Cryo stem cell & similarly
position of the competitors.
The study reveals customer perception & awareness towards stem cell banking.
The study helps Cryo to prepare new strategies to enhance the customer
satisfaction.
LIMITATION OF THE STUDY
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The study has following limitation
This study is restricted one small area of Mumbai.
The study was completed within short period of time.
Due to time limit only 30 respondents are selected for study. So based on small
sample size it is difficult to make judgment about whole population.
Respondents are chosen according to convenience of researcher.
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
CHAPTER .4 INTRODUCTION
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INTRODUCTION TO THE STUDY
In today’s cut throat competition buyer is a king of market. Day by day there is increase in demand of customer. Customers attract, purchase, and buy a particular brand of product or service due to combination of utility in it. Price, Quality, service, output, design, packaging, promotion etc. attract the customer.
‘‘Customer is a king of market’’.
Marketing actually starts and ends with Customer. Knowing the Customer is now crucial factor for companies. Studying the customer views or opinion is very important to enhance customer satisfaction, to increase market. Share and to identify new strategies. Customer perception is totally concerned with Customers post- purchase opinion or views on the product.
It is all about what. Customer thinks about the Quality, service, design, packaging, promotion product etc. Customer preference reveals which brand is largely consumed by market or which brand has more demand in the market. Studying customer preference and perception is very important to know where the company product stands in market as compare to their competitors.
Customer perception helps company to modify their strategies to enhance satisfaction. So by considering the importance, the study was made to know
“A study of stem cell banking in Mumbai- Awareness &acceptance by customer”.
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
CHAPTER .5 COMPANY PROFILE
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History of Stem Cell Research
In 1968, the first bone marrow transplant was performed to successfully treat two
siblings with severe combined immunodeficiency. Other key events in stem cell research
include:
1978: Stem cells were discovered in human cord blood
1981: First in vitro stem cell line developed from mice
1988: Embryonic stem cell lines created from a hamster
1995: First embryonic stem cell line derived from a primate
1997: Cloned lamb from stem cells
1997: Leukemia origin found as hematopoietic stem cell, indicating possible
proof of cancer stem cells
In 1998, Thompson, from the University of Wisconsin, isolated cells from the
inner cell mass of early embryos and developed the first embryonic stem cell lines
were developed from both sources.
1999 and 2000, scientists discovered that manipulating adult mouse tissues could
produce different cell types. This meant that cells from bone marrow could
produce nerve or liver cells and cells in the brain could also yield other cell types.
These discoveries were exciting for the field of stem cell research, with the
promise of greater scientific control over stem cell differentiation and
proliferation.
Cryo banks International India
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CSKPL is India’s first exclusively antilogous stem cell bank established in May
2003. With the first sample banked on August 25th 2003.
A JV between Cry banks International USA and RJ Corp founded in 2006.
Cry banks International is a leader in the collection, processing and banking of
umbilical cord blood stem cells.
Cry banks International provides a Private Cord Blood Storage Program for
expecting families that wish to privately store their baby's precious stem cells and
a Public Cord Blood Donation Program for those who prefer to donate.
Founded in 1993, Cry banks International, Inc., a pioneer in the collection,
isolation, and storage technologies for cord blood stem cells, is located in
Altamonte Springs, Florida, a suburb of Orlando.
The company is focused on providing high-quality umbilical cord blood stem cell
processing, and storage for both private family use and public donation purposes.
The Technology used by the parent company (Cry banks International , USA ) &
JV company Cry banks India is approved by USFDA , which further confirms the
high quality standard’s being used in our day to day business and is also approved
by DCGI (Drug Controller General of India).
Other facilities of the group are in Greece, India and Thailand.
RJ Corp is a well diversified Indian MNC, with business interests in soft
beverages, breweries, real estate, hospitality, healthcare, education, dairy, food
service and retail, with an annual turnover of over 15 billion rupees.
The first signs of economic liberalization signaled the entry of Pepsi into India in
1991 and with it started the journey of partnering Pepsi in their beverages
business in India.
In 1993 Devyani Beverages Ltd was set up to take the Pepsi bottling operations
forward. Currently there are 9 bottling plants operating across the country.
Vision
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To excel in everything we touch and handle - is visible in their many charitable and
pioneering initiatives, under the supervision of Mrs. Dhara Japura. All to meet the
genuine needs of the community and society.
Goals and Objective
To be the largest inventory holder of cord blood stem cells in India for both
family storage & public donation Have a total of seven cord blood banks all over
India to homecoming major source of all types of stem cells to various research
institutions with in the country.
Offering World class banking facility service for storing of umbilical cord blood
stem cells, thereby ensuring you and your newborn’s future need.
Short-term cryopreservation of mobilized peripheral blood stem cell for use in
treatment of cancers, arranging for appropriate stem cell therapies as and when
needed.
Establishing research collaborations with academic institutions in India & abroad
for promoting basic research in stem cell and with other cord blood banks.
Supporting of NGO’s such as the Thalassemia Society.
To create awareness by arranging lectures and seminars.
Establishing a WORLD CLASS SPECIALITY HOSPITAL for stem cells based
transplants therapy and related clinical research.
Mission
The mission of the CRYO is to organize sports programs through its member parishes for
youth to reinforce Catholic values taught in parish schools and religious education
programs.
Business
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For nine months the umbilical cord plays a vital role in the care of a child's
health.
Cryo-Save is officially accredited by the Dutch Ministry of Health as Licensed
Tissue Establishment for collection, analysis, processing, preservation, storage,
packaging and distribution of stem cells from the umbilical cord.
A of 2010 Cryo-Save also offers the storage of adult stem cells from adipose
tissue for use by patients undergoing a surgical procedure.
Strategy
The Group operates a growth strategy via:
Organic growth in existing markets Geographic growth into new markets
Growth by acquisitions
Development of new services Cryo-Save is financially stable and is a publicly
listed company at NYSE Euro next Amsterdam.
Products
Cryo-Save, as the international leading family stem cell bank, offers collection,
analysis, processing and cryogenic preservation of three sources of human adult stem
cells:
1- Hematopoietic stem cells obtained from the umbilical cord blood
2-Mesenchymal stem cells obtained from the umbilical cord
3-Mesenchymal stem cells obtained from adipose tissue
Facilities
Cryo-Save endeavors to ensure that all its facilities meet the highest quality
standards and are properly accredited.
Cryo-Save currently has processing and storage facilities in Belgium, Dubai,
Germany, India, France (validation in progress) and South Africa.
Employees
Cryo-Save employs around 270 employees across the Group. Our employees are highly
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educated, trained and experienced in the field they operate. We have more than 20
medical doctors amongst our staff.
Customers
Since the first samples of our customers were stored in 2000, Cryo-Save has grown into
one of the world leaders in family stem cell storage, with a record number of over
200,000 customers.
Our customers are expectant parents who are well informed by their treating
physician and Cryo-Save about the current 80 treatments of blood diseases with
HSCs from UCB and the potential of regenerative
Banking on Stem Cells
With more than six private players emerging in stem cell banking and public stem
cell banking also taking off, the stem cell market is poised to explode.
Sonal Shukla analyses the future potential of the stem cell banking market.
Stem cells were in the limelight when recently US President Barak Obama lifted
an eight-year-old ban on Government-supported funding for embryonic stem cell
research, opening floodgates for millions of dollars in research.
In the Indian research turf too, stem cell banking is gaining momentum. "In India
the industry put-together has banked about 25,000 cord blood units over the last
three years.
This number is set to increase substantially with increased market reach and
awareness, increase in regulatory approvals for stem cells based products and
lowered resistance to private banking will together encourage more clients to
choose stem cell banking," shares Mayur Abhaya, President and Executive
Director, Life cell International.
India: A Growing Potential
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With more than 80,000 births a day or 26 million births a year, India is poised to
be the largest source for umbilical cord blood in the world.
It's no surprise then that leading stem cell banking companies are keenly eyeing
India.
The investments are considerable and mostly run into millions of dollars.
Analysts estimate that Indian stem cell banks, which are currently at Rs 100 crore,
would generate Rs 2,700 crore in revenues by 2012, accounting for 17 per cent of
the world market.
"Companies with foreign funding are entering the market and are planning to
capture at least 21 per cent of the total market," states Dr Jyothsna Rao, MD, Cryo
stem cell Karnataka, Bangalore. As of now, there are more than six players in this
five-year-old market.
Most of these cord blood banking companies are having an overseas parent
company which is responsible for the initial investment.
Awards and Achievements
LEADERSOFTOMORROW
Certificate of Nomination presented to Cryo banks International (I) Pvt. Ltd.
amity Institute of Biotechnology - INCYTE 2009
Challenges
The Indian Council of Medical Research had issued stringent guidelines for stem
cell research and therapy; they are yet to be legislated. The Union Health Ministry
is planning a law to regulate this sector. The guidelines have to become law in a
strict sense to attract global attention.
"New technologies, such as stem cell research, are a grey area in India and we are
working to establish a regulatory environment," KK Tripathi, Senior Advisor,
Department of Biotechnology, said in FICCI seminar in Mumbai. According to
Ahuja, it is also important that along with cord blood banking, market players
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should also develop a strong scientific base too for application in genetic
disorders, cancer therapies or other transplantation cases. This would become
imperative with regards to creating a strong position amongst competitors.
Currently, umbilical cord blood and cord-tissue banking are more popular
amongst the affluent clients. "The uptake of this concept would be faster in the
upper class and tier III cities with comparatively higher disposable incomes,"
opines Ahuja.
With stem cell therapy proving to be an emerging treatment for the future, cord
blood banking is one of the cheapest alternatives.
Stem cell transplantation facilities are increasing in India, but for optimal
utilization of these facilities, it is important to create concept awareness. It is still
considered an ultimate preventive healthcare luxury due to high cost barriers.
Selling the concept and its future benefits requires that the target respondents have
a higher than average concern when it comes to preventive healthcare. As such
preventive healthcare is becoming order of the day. Having said this, the next
challenge in market penetration is to educate expectant parents and give them
confidence about the medical benefits.
Lack of awareness among the common people about the huge potential to be
gained from the storage of cord blood stem cells and highly technical nature of the
process is the key reason for a small customer base in the country.
"However, the market has tremendous potential that could be tapped by initiating
an awareness campaign and a customized marketing plan," says Dr Nagaraja. To
overcome this challenge, companies like Cryo Banks India intend to involve
doctors practicing in the towns.
Unfortunately, investments are mainly happening only in marketing area without
much science in it. "The major thrust involves getting more people to bank,
without much regard to their clinical utilization.
Board of Directors:
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Arnoud van Tulder (The Netherlands, 1961) Executive Director, Chief
Executive Officer
Marc Waeterschoot (Belgium, 1949) Executive Director
Johan Goossens, (Monaco, 1955) Non-Executive Director, Chairman of the
Board
Walter van Pottelberge (Belgium, 1944) Non-Executive Director
Ronald Lorijn (Switzerland, 1951) Non-Executive Director
Dr Jyothsna Rao MD Cryo stem cell Karnataka
Dr C V Nerikar CEO Cryo banks International India
Dr Prem Anand Nagaraja Director-Operations
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
CHAPTER. 6 STUDY OF STEMCELL
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At the beginning of life is the "FIRST CELL." This first stem cell or locate is tot
potent. It is capable of generating every other cell of the body. As this first stem cell
divides, it becomes different embryonic layers - the ectoderm, mesoderm and endoderm.
The ectoderm layer becomes specialized into neurons and glia cells. The glia helps
nourish and protect the neurons and divide into oligodendrocytes that produce myelin.
Myelin sheaths are layers of insulation around nerves, much like the black insulation
around electrical wires in a house. Instead of being black, the glia cells are white and
form the "white matter" of the brain and the blood-brain-barrier. This white matter is
destroyed in multiple sclerosis but appears to be stem cells that come from the mesoderm
layer make red blood cells, white blood cells and platelets, as well as bone, muscle, fat,
cartilage and skin. Stem cells of the endoderm layer develop into cells for the digestive
system and lungs. epairable with umbilical cord stem cells. Neurons are considered "grey
matter."
Many of these different types of primitive stem cells are also present in the
umbilical cord blood of newborn baby since 1988; this cord blood has been used
experimentally in the United States and other countries to replenish the blood and bone
marrow in cancer patients after radiation and chemotherapy. Over the past three years,
technologies have been developed that isolate the stem cells from the cord blood. These
isolated stem cells from healthy type O (universal donor) cord blood produce little or no
immune reactions. This research has opened new horizons for stem cell research. Cord
stem cells are the safest stem cell. They are multipotent, able to divide into a variety of
cells, and they show great promise as therapies for brain injuries and disorders, especially
in young people.
Stem cells
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Stem cells are the building blocks of our blood and immune systems. They form the
white cells (white blood corpuscles) that fight infection, red cells (red blood corpuscles)
that carry oxygen and platelets that promote healing. Stem cells are present in our bone
marrow and they generate new cells throughout our lives.
Life Cell, in collaboration with CRYO-CELL International, USA facilitates the cryogenic
preservation of stem cells at its unique facility in Chennai. Life Cell has set up a 21,000
sq ft laboratory at the cost of Rs 14 crore on the outskirts of Chennai city.
Public stem cell bank
In Europe and in the United States many private stem cell banks like Life Cell operate as
dual banks; that is as a private bank where individuals keep their stem cells by paying an
amount, and also a public stem cell bank from where anybody can buy stem cells if they
can get a match.LifeCell has only a private stem cell bank currently, but now for the first
time in the country, they are planning to have a public stem cell bank also.
What is a public stem cell bank?
"In our private stem cell bank, customers store their umbilical cord stem cells for their
future use by paying us an amount. But if they do not want to store it for their own future
use, they can donate the stem cells to the public bank. We can also collect stem cells from
various hospitals and store them for the public to use," V R Chandramouli, CEO of Life
Cell, explained.
How do they get stem cells from hospitals?
"We have tie-ups with 300 hospitals in the country. So, any mother delivering in these
hospitals can donate her umbilical cord to us. She has two options, either donate it for the
public or let it go waste. There are no hurdles as far as the hospitals and doctors are
concerned. But what we need now is to form a trust that can handle public stem cell
banking,"
Chandramouli opinion about stem cell banking:-
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We are talking about what goes waste after each birth.
With 25 million births happening in India, it is an opportunity for India.
In the process, the entire world will be benefited.
Life Cell gets paid only for the analytical and storage services.
All other benefits will go to the trust.
Many multinational companies in the US run such trusts but they also use the
umbilical cord stem cells for R&D because a lot of research is going on right now
on stem cells.
"At present, cure has been found for only six diseases, and there are 74 more
diseases where clinical trials are going on.
We are also in discussion with many such dharma companies and universities.
But we need government approval before we go deep into all this," he said."Once
that is done, India will be on the world map as far as stem cells are concerned.
Today, one stem cell costs about $25,000 (more than Rs 11 lakh).
Of the 25 million births that take place every year in India.
Life Cell is looking at a figure of 200,000-250,000 collections every year.
The 21,000 sq ft lab of Life Cell at present has the capacity to store more than
100,000 stem cells which, according to the CEO, can go up to 200,000 in a
month's time.
MARKETING CONCEPT
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Amongst the six existent players, Life cell and Reliance Biotech both have
partners with experience in pharma industry. These companies have established a sale
force where in trained medical representatives visit the prospective client's home and
explain the concept, collection and processing, and provide confidence on the storage
facilities. "They are aware of the fact that in India if any medical concept has to be rolled
out, the doctors have to be taken into the loop. Therefore, private players have set up a
marketing and sales force structure which is just like a pharma company that gets in
touch with the obstetrician, gynecologist on regular basis and get pregnant patient
population from them," says Rena Shukla Ahuja, Industry Analyst, South Asia & Middle
East Healthcare, and Frost & Sullivan.
The smaller companies are making some headway in creating infrastructure
through private funding. There are companies who are directly approaching prospective
customers for concept selling. Cryobanks International India has been following a model
of increasing direct client and doctor awareness. "For the same, we are offering our
services in more than 75 towns, which we plan to increase to 250 plus towns. We are also
conveying information on the concept through advertisements, advertorials in magazines
and papers. Further, we conduct direct mass outreach programmers which are aimed at
increasing mass awareness about stem cells," shares Dr CV Nerikar, CEO, and
Cryobanks International India.
The company has also on offer the public banking services to its clients who wish
to bank their stem cells in public banks and intends to cater to all towns with population
of more than a lakh in the coming three years. New product services can be storage of
cord lining and cells from placenta, to name a few. These products can be collected at the
time of birth and is easy to target the same customer for more additional business," states
V R Chandra Mouli, Managing Director, and Cryo-Save India.
Stem cell donation -process
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Step 1. Getting ready to donate:-
Proceed, we will ask you about your health and schedule more testing to see if you are the best match for the patient
If you match a patient, we will contact you to ask if you are willing to donate. If you agree
If you are the best match, you will participate in an information session. You will be given detailed information about the donation and recovery process, including risks and side effects. If you agree to donate, you will sign a consent form.
Next, you will have a physical examination to make sure that donation is safe for both you and the patient.
Step 2. Donating PBSC or marrow:-
There are two methods of donation: peripheral blood stem cells (PBSC) and bone marrow. The patient's doctor chooses the donation method that is best for the patient.
2) PBSC donation is a nonsurgical procedure that takes place at a blood center or outpatient hospital unit. For 5 days leading up to donation, you will be given injections of a drug called filgrastim to increase the number of blood-forming cells in your bloodstream.
3) Your blood is then removed through a needle in one arm and passed through a machine that separates out the blood-forming cells. The remaining blood is returned to you through the other arm. Your blood-forming cells are back to their normal levels within 4 to 6 weeks.
4) To learn more, watch the Marrow donation is a surgical outpatient procedure that takes place at a hospital. You will receive anesthesia and feel no pain during the donation. Doctors use a needle to withdraw liquid marrow from the back of your pelvic bone. The marrow replaces itself completely within 4 to 6 weeks. To learn more, watch.
Step: 3 Recovery and follow-up:-
Recovery times vary depending on the individual and type of donation. Most donors are able to return to work, school, and other activities within 1 to 7
days after donation.
Benefits of stem cell
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Hospital benefit-
Stem cells are being researched upon globally and there are exciting prospects of their usage in future. Hospitals naturally are interested in providing these facilities to their clients as the awareness of the concept is catching on.
Today, stem cell-enriched cord blood is used as a therapy for the treatment of diseases such as cancer, Parkinson's, Alzheimer's, spinal injuries, Thalassemia, leukemia and sickle cell anemia and is an adjunct therapy for aggressive chemotherapy. Many hospitals like Sri Ramachandra Medical College, Chennai in association with Life cell has formed the therapy centre TRICell. It has been set-up as a state-of-the-art therapeutics facility to provide clinical applications through stem cell therapy.
Recently, StemCyte Inc, United States, joined hands with Apollo Hospitals Enterprise Limited and Cadila Pharmaceuticals Limited to set up a hybrid public and private umbilical cord blood stem cell bank and research institute — Stemcyte India Therapeutics in Ahmadabad. The company plans to build an inventory of approximately 25,000 ethnically diverse umbilical cord blood units to help treat critically ill patients in India and around the world.
Society & individual benefit-
Health is wealth First fast effect Reduce the cost & time Easy to store& apply Become happy family
Top Stem cell banks in India-
Cryo stem cell is the Top Stem cell banks in India. They give different facilities &services to the customer than comparing to the competitors.
Public v/s Private — will it survive?
Even though it is a well-known concept in the Western world, public cord blood
banking has just taken off in India a few months ago. Chennai-based Jeevan Stem Cell
Bank has launched public banking service recently. Jeevan Stem Cell Bank is a unit of
Jeevan Blood Bank and Research Centre, a 14 year old not for profit organization.
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
28
Bangalore-based Narayana Health City also recently came up with a public stem cell
bank named the Rotary Narayana Tissue Bank and Stem Cell Research Centre.
Public stem cell banking is different from private stem cell banking in the fact that the
client does not need to pay for the banking and that the right of the sample is not with the
client which is so in private banking. Dr P Srinivasan, Chairman & Managing Trustee,
Jeevan Blood Bank and Research Centre, Chennai. According to experts, public cord
blood banking works only when the repository is huge and this requires extra large shares
of the financial pie. This money has to come from Governmental organizations, NGOs,
philanthropists or open-ended research schemes, funded by foreign funds. A global
teaming up with other stem cell repositories across the world may make the public
banking
Feasible, in terms of funding and revenues from therapies. It is this financial burden that
is seen as a deterrent to organizations wanting to store cord blood publicly.
Future Prospects
All said and done, the concept of stem cell banking in India is here to stay, believe
experts. In 2003 less than 30 diseases were able to get cured or supported with stem cells
help, but, today over 85 diseases can be cured or supported. In India the Department of
Biotechnology is taking initiatives to create Centers of Excellence in 35 medical teaching
colleges to foster research in both adult and embryonic stem cells. "The success observed
in other countries such as China, Taiwan and Korea is a yardstick to indicate that the
concept of stem cell banking will also work in India," says Roy Chowdhury.
Increased awareness levels among the masses about the concept and a strong legalized
and less commercialized environment can work positively towards making stem cell
banking an integral part of Indian healthcare.
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DATA ANALYSIS
CRYO stem cell was established since2003.
This company fundamentally based on hospital banking the main function of this
company is to change new innovative day by day; therefore this company lead to
development of service of the organization than other competitors such as life cell, Sai
Prasad satara, Reliance, etc.
The main part of company is that the visiting the hospital is very nice therefore it enhance
the customer satisfaction well in company. Past some period the new innovative can be
change in own R & D department to increase the customer satisfaction level
CRYO Stem cell is the first company start stem cell banking in India cryo is an
organization of principles. It imbibes & very strongly believes in following core values:
SERVICES
OWN RESEARCH &DEVELOPMENT DEPARYMENT
EXCELLENCE WORK
TRUST
MOTIVATION OF EMPLOYEES
COMMUNICATION
The ultimate aim of cryo stem cell is increase the company’s growth with the help of
Indian population. Because every within the minute some child born in India &those are
the customer of cryo stem cell.
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
CHAPTER .7 DATA ANALYSIS & INTERPRETATION
30
Table1- TABLE SHOWING CUSTOMER AWARE ABOUT ORGAN DONATION.
Data analysis
CUSTOMER FREQUENCY PERCENTAGE
YES 48 80%
NO 12 20%
TOTAL 60 100%
80%
20%
ORGAN DONATION
YESNO
Interpretation
From the above table and chart it is clear that, awareness about the organ donation
of 48 customer means 80% customer know about the organ donation and12 people don’t
known about organ donation it means 20% people don’t know about organ donation
therefore organ donation knowing the people is high than comparing to not knowing
people.
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Table 2- TABLE SHOWING FOLLOWING SOURCES CUSTMER HAVE HEARD ABOUT ORGAN DONATION.
Data analysis
RESPONSE FREQUENCY PERCENTAGE
FAMILY &
FRIEND
22 46%
TELEVISION 10 21%
DOCTOR 12 25%
OTHER 4 8%
TOTAL 48 100%
FAMILY & FRIEND46%
TELIVISION21%
DOCTOR25%
OTHERS8%
HEARD SOURCES ABOUT ORGAN DO-NATION
Interpretation
From the above table and chart it is found that 22 people heard about the organ
donation which is the source of family & friend and percentagewise 46% heard this
source, 10customer heard about organ donation source of that percentage wise 21%,12
customer doctors and percentage wise 25% and two customer other sources means new
paper outdoor media ,print media etc.here family and friend more source available two
knowing the organ donation and other two means very low quantity to knowing organ
donation
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Table 3- CUSTOMER AWARENESS ABOUT STEM CELL DONATION
Data analysis
RESPONES FREQUENCY PERCENTAGE
YES 48 80%
NO 12 20%
TOTAL 60 100%
Interpretation
from the above table and chart it is clear that stem cell donation heard are very low
customer, but when I can try to speak about stem cell donation more customer say I heard
about that, but here 48 people knowing about stem cell donation and 12 people not
knowing about stem cell here considering to percentage wise 80% knowing and 20% not
knowing about that.
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
80%
20%
STEM CELL DONATION
YESNO
33
Table 4- CUSTOMER AWARE THAT STEM CELL SAVES LIFE
Data analysis
RESPONSE FREQUENCY PERCENTAGE
YES 48 80%
NO 12 20%
TOTAL 60 100%
80%
20%
AWARENESS ABOUT STEM CELL SAVES LIFEYES NO
Interpretation
From the above table and chart it is shown now a day’s life is very important and
then here 48 people knowing stem cell saves life and 12 people don’t know about that.
Considering to percentage wise 80% knowing and 20% not knowing about that.
Table 5- CUSTMOER THINKING ABOUT DONATING ORGANS OR STEMCELL IS NOBLE CLAUSE
Data analysis
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
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RESPONSE FREQUENCY PERCENTAGE
YES 48 80%
NO 12 20%
TOTAL 60 100%
80%
20%
CUSTOMER THINKING ABOUT STEM CELL DONATING
YES NO
Interpretation
From the above table and chart it is found that 48 people say I know about organ
and stem cell donation. They are a noble clause and 12 told don’t know about that.
Considering to percentage wise 80% knowing and 20% not knowing about that.
Table 6- CUSTOMER THINKING WISH TO KNOW MORE ABOUT STEMCELL DONATION
Data analysis
RESPONSES FREQUENCY PERCENTAGE
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
35
YES 48 80%
NO 12 20%
TOTAL 60 100%
YES,DEFINITELY80%
NO,DEFINITELY20%
CUSTOMER THINKING WISH TO KNOW ABOUT STEMCELL DONATION
Interpretation
From the above table and chart it is found that more people say that I will be
ready to knowing more information about stem cell donation out of 60, 48 people ready
to knowing more information about stem cell donation and 12 people neglect that
considering to percentage wise 80% positive response and 20% negative response.
Table- 7-- CUSTOMER READY TO ATTENTED 1 DAY FREE WORKSHOP PROGRAMME TO KNOW MORE ABOUT STEM CELL
Data analysis
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
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RESPONSE FREQUENCY PERCENTAGE
YES 48 80%
NO 12 20%
TOTAL 60 100%
80%
20%
ATTENDING ONE DAY FREE WORKSHOPE PROGRAMME
YES NO
Interpretation
From the above table and chart it is clear that more people ready to attend one day
free workshop programme. 48 people ready and 12 people don’t ready considering to
percentage wise 80% positive response and 20% negative response.
Table 8- CUSTOMER READY TO SPREAD AWARENESS ABOUT STEMCELL TO OTHERS
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
37
Data analysis
RESPONSE FREQUENCY PERCENTAGE
YES 48 80%
NO 12 20%
TOTAL 60 100%
YES80%
NO20%
CUSTMER READY TO SpREAD
Interpretation
From the above table and chart it is found that more people ready to spread
information about that. 48people give positive response and12 people give negative
response considering to percentage wise 80% positive and 20% negative.
Table 9- CUSTOMER OPINION ABOUT THE STEMCELL DONATION
Data analysis
RESPONSE FREQUENCY PERCENTAGE
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
38
YES 48 80%
NO 12 20%
TOTAL 60 100%
80%
20%
OPINON OF THE CUSTMERYES NO
Interpretation
More people opinion that I am ready to stem cell donation48 people positive
opinion and12 people negative considering to percentage wise 80% positive and 20%
negative.
Table 10-CUSTOMERS OPINION ABOUT DONATE THE STEMCELL IN FUTURE
Data analysis
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39
RESPONSE FREQUENCY PERCENTAGE
YES 36 60%
MAY BE 10 16%
MAY NOT BE 14 24%
TOTAL 60 100%
YES 60%MAY BE
17%
MAY NOT BE24%
FUTURE DONATE STEM CELL
Interpretation
More people say that, I will be ready to donate stem cell in future.36 people ready
donate stem cell in future and14 not ready about that considering to percentage wise 80%
positive and 20% negative
After completion of the study I observed that,
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
CHAPTER .8 FINDING & CONCLUSSION
40
Generally people not give response.
Some people not give personal information.
Some people think negative attitude.
Some hospital not gives permission to enter the hospital.
Doctor & Receptionist also not gives positive response.
Some hospital time is very limited.
Some customer listening all the information but finally gives negative response.
Some customer told me I required my family permission.
Customer asked negative question.
Customer asked negative not related question.
Customer awareness is very low.
Cryo try to increase their brand name in the market.
Following are the suggestion
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
CHAPTER. 9 SUGGESSION
41
Company’s try to increase tie- up quantity of hospitals to increase the customer
growth.
Cryo trys to advertisement through TV & media. Which has to be there so that
people will get to know about the stem cell?
Companies will have to be required awareness programme one or two time within
the one year.
Companies have to be train their employees with modern equipment &
technology.
Companies have to arrange free seminar programmers to attract customer &
doctors.
India is more populated country and then 25lakh lady are pregnant in every year.
This is the big opportunity of Cryo stem cell to attract the customer towards the
Cryo stmcell.
Cryo stmcell send a particular message for the public. This message is Blood
saves only one person’s life but stem cell saves total family life.
Cryo stmcell send another message are blood & organ donation are noble clause
therefore stem cell donation also noble clause.
Cryo stmcell try to increase allotment of customer. Because they pay amount is
very easily.
Companies have to offer the services which are affordable so that peoples get
attracted towards company & its service
QUESTIONNAIRES
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
CHAPTER. 10 APPENDICES
42
Name: ____________________________
Location: ___________________________
Q. 1) Are you aware about organ donation?
Yes No
Q. 2) from which source you have heard about organ donation
Family & friend Television
Doctor others
Please specify ____________________________
Q.3) Are you aware about stem cell donation
Yes No
Q.4) Are you aware that stem cell saves life
Yes No
Q.5) Do you think donating an organ or a stem cell is a noble clause
Yes No
Q.6) Do you think wish to know more about stem cell donation
Yes, definitely No, definitely
Q.7) will you attend 1 day free workshop to know more about stem cell
Yes No
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43
Q.8) Are you ready to spread awareness about stem cells to others
Yes No
Q.9) what is your opinion about stem cell donation?
Yes No
Q.10) In the future, will you donate stem cell
Yes May be May not be
BIBILOGRAPHY
Book Reference:-
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44
Sr. No. Name of the Book Author
1 Marketing management Prof. S. A. Sherlekar
2 Marketing Research Prof. Philip Kotlor
WEBSITES:-
WWW.Cryo stem cell. Com
WWW.stemcell.com
Newspaper:-
Times of India
Magazine:-
Health care
Pamphlets.
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY
CHAPTER .11 ABBREVATION
45
ASS: - Assistance
ESS: - Employees Self Service
GM: - General Manager
MR: - Marketing Research
MC: - Marketing Concept
KRA: - Key Result Area
CSC: - CRYO Stem cell
CS (K) PT: - CRYO Stem cell Karnataka Private Limited
HP: - Hospital Benefit
SM: - Sales Manager
KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY