brand promotion and market anlysis of aanchal hospital
TRANSCRIPT
PREFACE
I had undergone partial training to familiarize the work of the aanchal fertility mother
care hospital. During the course of familiarization we learn about detail working of
hospital operation as well as the patient appraisal procedure. The aanchal fertility
mother care hospital as to comply with various statutory equipment of Register of co-
operatives also. We have also found that these compliances Ensure dieses control over
the hospital.
In the last part of report the author has also given some suggestion about the
corporation.
Acknowledgement
I express my sincere thanks to my project guide, Ms.SWATI JANGID, Designation
Assist. professor, for guiding me right from the inception till the successful completion of
the project. I sincerely acknowledge her for extending their valuable guidance, support
for literature, critical reviews of project and the report and above all the moral support
she had provided to me with all stages of this project.
I would also like to thank the supporting staff of my college Department, for their help
and cooperation throughout our project.
(SONAM VIJAY)
Name of the Students
INTRODUCTION TO THE INDUTRY
INTRODUCTION
Human lives weigh in the balance every day in hospitals. For hospital patients and their
families, the hospital experience is often a central point in their life –where their child
was born, their beloved died, where they received life-saving treatment, rejuvenating
therapy or care to overcome an episode of illness. The hospital is the setting of oft-told
tales among friends and family through the generations. It is no wonder that hospitals
are often used to depict human drama – and even comedy -- for popular consumption
across the panorama of entertainment media.
In reality, hospitals are the setting where cutting-edge medical advances relieve
suffering, and bring healing and even new life for those whom, even a few short years
ago, there would be little hope. Feather weight babies, born eight weeks prematurely
can now survive and even thrive. Minimally invasive surgeries allow patients to heal
quickly with less risk of complication, and speed their journey home. The evolving
science of organ transplantation brings a second shot 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 an
increasingly challenging environment. There are many issues with which hospitals must
now contend. 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 and quality data, and workforce shortages. At the same time, the
conditions and care needs of hospitalized patients are more complex. The rise in
patients with chronic illness, older age adults, and medical interventions and therapies,
are already influencing hospitals today and that influence will deepen well into the
future.
In the Constitution of India, health is a state subject. Central govt’s intervention to
assist the state govt is needed in the areas of control and eradication of major
communicable & non- communicable diseases, policy formulation, international health,
medical & Para-medical education along with regulatory measures, drug control and
prevention of food adulteration, besides activities concerning the containment of
population growth including safe motherhood, child survival and immunization Program.
The plan outlay for central sector health programme in the Annual Plans 1997-98 is
Rs.920.20 crore including a foreign aid component of Rs.400 Crore. 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 Central
schemes through which financial assistance is given to institutions engaged in various
health 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.
The Hospital Industry
Some Facts
India’s healthcare industry is currently worth Rs 73,000 crore which is roughly 4 percent
of the GDP. The industry is expected to grow at the rate of 13 percent for the next six
years which amounts to an addition of Rs 9,000 crores each year.
The national average of proportion of households in the middle and higher middle
income group 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
higher middle 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
Indians who are spending more on healthcare.
THE SERVICE MARKETING TRIANGLE:
Company : Here, the hospital is the company that dreams up an idea of
service offering (treatment), which will satisfy the customer’s (patient’s) expectations (of
getting cured).
Customer : The patient who seeks to get cured is the customer for the hospital as he is
the one who avails the service and pays for it.
Provider : Doctor, the inseparable part of the hospital is the provider, as he is the one
who comes in direct contact with the patient. The reputation of the hospital is directly in
the hands of the doctor. A satisfied patient is a very important source of word of mouth
promotion for the organization.
HOSPITAL
DOCTOR PATEINT
Classification of Hospitals
1. On the basis of the OBJECTIVE there are three types: -
A. TEACHING CUM RESEARCH: - For developing medicines and promoting
research to improve 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 of PATH 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. HOMEOPATH
D. OTHERS
4. On the basis of the SIZE there are:
A. TEACHING HOSPITALS: – Generally have 500 beds, which can be adjusted in
tune with number of students.
B. DISTRICT HOSPITAL: – Generally have 200 beds, which can be raised to 300 in
contingencies.
C. PRIMARY HEALTH CENTERS: – Generally have 6 beds.
7 Ps of marketing for hospitals
Product:
The service product is an offering of commercial intent having features of both
intangible and tangible, seeking to satisfy the new wants and demands of the consumer.
Hospital industry is action oriented and there is a lot of interaction with the customers
(patients). The service product of the hospitals normally have the following features:
o Quality Level: When we talk about marketing hospitals, it is natural that we are very
particular about managing our services in the right fashion. Supportive services play an
important role in improving the quality of medicare. These services which include
laboratory, blood-banks, catering, radiology and laundry, in a true sense determine the
quality of services made available 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 that equipments are properly sterlised. In addition, the
dresses and clothes are also required to be made bacteria free. The patients are
required to wear disinfected linen which should be made available. The radiology
department should have hi-tech facilities keeping in view the pressure of work. Of late,
we find sophisticated equipments and unless hospitals make the same services
available the same, the quality of services cannot be improved.
o 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 Special. Certain hospitals provide services for the family members of the
patients (when they are not from the same city) – accommodation and catering.
o Packaging: It is the bundling of many services into the core service. E.g.: Apollo
hospital offers a full health check-up to the patients. Similarly other hospitals also offer
package deals for health check-ups. For example if a person has to undergo a bypass
surgery, he can pay a lump sum amount during admission, say rupees 1 lakh for all
procedures, tests, stay, etc, at once.
o Product line: hospitals through their services offer many choices to the patients and
cover a wide range of customer needs. For example: Apollo hospital has dental
department, cardiology department, etc. and within the dental department it has dental
surgery, root canal, etc.
o 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 the hospitals to do so.
Place
Under hospital marketing, distribution of Medicare services plays a crucial role. This
focuses on the instrumentality of almost all who are found involved in making services
available to the ultimate users. In case of hospitals the location of hospital plays a very
important role. The kind of services a hospital is rendering is also very important for
determining the location of the hospital.
E.g. Tata memorial hospital specializes in cancer treatment and is located at a centre
place unlike other normal hospitals, which you can find all over other places.
It can be unambiguously accepted that the medical personnel need a fair blending of
two important properties i.e. – they should be professionally sound and should have in-
depth knowledge at psychology. A particular doctor might be famous for his case
handling records but he may not be made available for all the patients because of the
place factor. Now in this case the service provided, that is the doctor may be a visiting
doctor for different hospitals at different locations to beat the place factors.
Unlike other service industries, under hospital marketing all efforts should be for making
available to the society the best possible medical aid.
In a country like India, which is geographically vast and where majority of the population
lives in the rural areas, place factor for the hospitals play a very crucial role. A typical
small village / town may be having small dispensaries but they will not have super
speciality hospitals. For that they will have to be dependent on the hospitals in the urban
areas.
People
Under hospital marketing the marketing mix variable people includes all the different
people involved in the service providing process (internal customers of the hospitals)
which includes doctors, nurses, supporting staff etc. The earliest and the best way of
having control on the quality of people will be by approving professionally sound doctors
and other staff.
Hospital is a place where small activity undertaken can be a matter of life and death, so
the people factor is very important. One of the major classifications of hospitals is –
private and government. In the government hospital the people factor has to be
specially taken care of. In Indian government hospitals except a few almost all the
hospitals and their personnel hardly find the behavioural dimensions significant. It is
against this background that even if the users get the quality medical aid they are found
dissatisfied with the rough and indecent behaviour of the doctors.
Under hospital marketing a right person for the right job has to be appointed and they
should be adaptable and possess versatility. The patients in the hospitals are already
suffering from trauma, which has to be understood by the doctors and other staff. The
people of the hospital should be constantly motivated to give the best of their effort.
Process
Process generally forms the different tasks that are performed by the hospital. The
process factor is mainly dependent on the size of the hospital and kind of service it is
offering. A typical process involved in a medium sized hospital can be as follows.
Apart from this flow there are other allied activities like record keeping administration at
services etc which fall under the process factor. These stages do not exist separately
but are interlinked. The most important elements are lines of communication within the
setup. The experience of the patient depends on the final interplay of all these factors.
Physical evidence
It does play an important role in health care services, as the core benefit a customer
seeks is proper diagnosis and cure of the problem. For a local small time dispensary or
hospital physical evidence may not be of much help. In recent days some major super
speciality hospitals are using physical evidence for distinguishing itself as something
unique.
Physical evidence can be in the form of smart buildings, logos, mascots etc. a smart
building infrastructure indicates 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 the
people, the impression that it is the safest option among the different hospitals available
to the people.
2. Fortis and Apollo hospitals have a unique logo, which can be easily identified.
Physical evidence also helps in beating the intangibility factor.
Promotion:
Hospitals for promotion use either advertisement or PR or both after taking into
consideration the target customers, media type, budget and the sales promotion.
Since a few years the prime times in T.V. are reserved for advertising social issues like
family planning, use of different types of contraceptives, care for the girl child and so on.
These commercials use the common man approach for reference group appeal. In case
of health care products and services use for “common man” appeal is widely prevalent.
The use of celebrities is not as effective as that of a common man. An ordinary person
thinks that if it works well for people like him, it will also work equally well for him. The
identification with the common man is easy and quick.
Besides TV, other media of promotion are to be used innovatively. Unlike the urban
area, in rural areas newspapers and magazines do not have the same impact in
conveying messages. In villages, hoardings and wall writings near the markets and
recreation centers attract the attention of villagers. This market consists of 180 million
strong middle income group and a small income group. This group has a large
discretionary income.
These discerning consumers are very careful in choosing health care services. The last
decade has witnessed a health, appearance and nutrition conscious population.
The health care field has become very competitive. Although around one-fourth of our
population stays in urban India, three fourths of the total doctors have engaged
themselves in this part. Many of these doctors visit the contiguous rural areas, but they
may operate from the urban area. The patients of upper middle and upper income group
have a wide choice to make from a number of clinics and hospitals. Therefore, many
hospitals have abandoned traditions and adopted marketing strategies to woo more and
more patients to their clinics.
Word-of-mouth plays a very important role in promotion of hospitals. A person in need
of a health care service does not know for sure where to search for relevant information.
He consults his family members, relations and friends first. The patients who come to a
hospital generally have the old patients of that hospital as referrals. Word-of-mouth
plays an important role during information acquisition stage of the customers as there
are no objective performance measures to judge the various alternatives available to
them. Therefore, satisfied past patients of a hospital can bring more number of patients
to that hospital than a number of advertisements.
In a competitive market place, the images of the firms swill affect their competitive
standing. One factor that is likely to have a significant impact on the health care scene
is the growth of hospital chains such as Apollo Hospitals, Birla Health Centres ,etc.
Artificial heart transplants and other complex operations although are few in number
and generate a small portion of the total revenue, they help in generating word-of-
mouth which health care providers are actually interested. Many of these companies are
spending a lot in corporate advertising for Image building.
Marketing hospitals
“Marketing in Hospitals is unethical” was the frequent refrain in the eighties, when very
few hospitals realized that it was necessary to incorporate marketing as an integral
function in the hospital operations. But the major argument at that time lay in
understanding whether this professional orientation was really required for its viability,
profitability and sustainability. This argument however became favorable in the late
nineties as corporate companies like Wockhardt and Max India started venturing into
the hospital industry, apart from the ongoing mergers and acquisitions that were already
taking place at that time. Even the TPAs started building tie-ups with corporate clients
and there was already an abysmal utilization of resources in the existing hospitals. In
addition to the above a major factor that contributed to the acceptance of marketing in
hospitals was an increase in the delivery of services.
‘Perception of patients’ was another important consideration for hospitals, as they felt
that the patients would take them as profit oriented organization rather than service
oriented organization. Ultimately, marketing was accepted only by a few while the
others discarded the concept. Hospitals who accepted marketing also carried out their
functioned by concentrating around corporate clients. Lately it has been felt that many
Indian hospitals have a dilemma regarding the functions of marketing. In an era where
hospitals are experiencing a major shift in their clientele, they are worried more about
the patients’ perception of hospitals and therefore the concept of brand restructuring
and brand engineering is vital.
As hospitals spend millions of rupees in technology and infrastructure, it becomes
necessary, that they attract patients and generate funds. In order, to do the same, the
hospitals follow various marketing and brand 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 these
Trustees. Besides the presence of eminent personalities creates a sense of confidence
in the minds of people.
Private hospitals can attract their shareholders by offering discounts. For example,
a special discount of 20 % on all preventive health checks is offered to all shareholders
of Apollo Hospitals Limited.
Hospitals have long-term understanding with PPO’s (Preferred Provider Organization),
which further have understanding with corporate. Any case of sickness found in the
employees of these corporate refer them to the PPO’s , which further sends them to the
hospital for check-ups and treatment.
The success rate of crucial operations and surgeries, reflect the technological and
knowledge- based edge of the hospital over the competitors. Such successes are
discussed in health magazines and newspapers, which becomes a natural advantage
for 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 at
reasonable rates, whereas Lilavati Hospital is known for its five-star services.
Hospitals hold seminars and conferences relating to specific diseases, where they invite
the doctors from all round the country, for detailed discussion. This makes the hospital
well known amongst the doctors, who could in future refer complicated cases to the
hospital.
Hospitals can also promote medical colleges. This helps them to generate extra
resources in form of fees, using the same infrastructure.
I’S OF HOSPITAL INDUSTRY
INTANGIBILITY
Intangibility indicates that the service has no physical attributes and as a result,
impossible for customer to taste, hears, feel or smell before they actually use it. Hospital
industry is where the customers (patients) get treated for physical problems they have.
The customers can’t really realize the service provided until they get well. For this they
have to provide good supplementary services. The only way they can provide tangible
clues to make the service provided a success. For e.g. the hospitals provide extra
facilities like television, or then friendly personnel’s can make a difference.
INCONSISTENCY
It’s also referred to as heterogeneity or variability. The inconsistency occurs largely
because of different service providers perform differently on different
occasions.Interaction between customer and provider may vary from customer to
customer. Standardization is hard to maintain. Every doctor is not the same and may
not 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 is
performed the providers have to be well trained in case of performing the service
process.
I
INSEPARABILITY
Inseparability means that the service cannot be separated from the creator-seller of the
service. In fact there are many services which are created, delivered and consumed
simultaneously through interaction between customer and service producers. Here too
the customer, i.e. the patient has to come up to the hospital to get the treatment. The
customer has 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 the customer.
INVENTORY
Services cannot be easily saved, stored or inventoried. This is all due to the perishable
nature of the services. Also there’s 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
doctor is available but there’s no patient during that period, the fixed cost of the idle
physicians salary is a high inventory carrying cost. Also due to demand fluctuations the
services cannot be stored. E.g. there’s a lot of rush at the dentists clinic in December
and January as that’s the time when there are lots of tourist visiting India.
OPPORTUNITY
Healthcare delivery is one of the largest service sector industry in India
World-class healthcare facilities are available in India
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.
INTRODUCTION TO THE ORGANIZATION
GT GROUP OF COMPANIES
With an objective of providing employment oriented training programmes in computer
Hardware & 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 certified vocational training company, having academic alliances with the
global IT firms & organizations. GT group is a technical conglomerate consists of
various divisions like GT Radio TV Training Centre, GT Publication, GT Computer
Hardware (P) Ltd. and GT Link International.
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 also
to 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.
Journey continues.
Mr. Siddharth Gupta
VISION
To qualitatively develop highly skilled, competitive and industry oriented manpower that
can 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 background
as per the industry demand and set quality standards.
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 today
commands 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
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 serve those 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.
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.
QUALITY POLICY
“ To Provide most-progressive and industry specific technical & professional training oriented
towards current employment needs."
Standards we keep to manage our business .The Quality Management Systems established by the institution has been compliant with ISO 9001 :2000.
The scope of the certification includes the courseware design, development and conduct of the short term, career and occupational (technical/professional) courses in Electrical, Electronics and Computer Hardware including repairing & servicing.
GROUP CORE VALUES
FUTURE CENTRIC
To be a preferred brand in the field of technical education by creating a benchmark process in upgrading 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.
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
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 modern medical expertise with utmost care and believes in maintaining positive outlook. At Aanchal people believe in enveloping the care-seekers with warmth and understanding.
The Hospital is furnished with most modern equipment and the care-givers are most competent set with finest expertise in the field. Aanchal offers the best services in mother 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 Mission
To provide state-of-the-art Healthcare and Medical Infrastructure and attain excellence in providing best health care services to community.
Promoters
Aanchal is promoted by GT Healthcare Trust and is a venture of the GT Group. GT
Computer Hardware Engineering College, a flagship company of GT Group, is India's largest 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 fertility
which provides advanced treatment to related patients. It is inaugurated on Aanchal is
situated in chandpole at Jaipur .It’s main objectives is to provide best facility at minimum
cost to the patients. It introduced CASA (computerized analysis of sperm) technology
first 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 have
experience of more than 10 years.
This fertility centre has objective to find out the reasons of unproductivity with the help of
IVF and CASA technology. This hospital is full of facilities for the taking care of mother
and baby. The unique feature of this hospital is that it has pink color everywhere that is
the symbol of new born baby. There are three wards in this hospital which are named
as 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 and
one for attendant and a small freeze.
This hospital has 4 OPD’s 2 Operation theatre and IVF(in vitro fertilization) has its
separate operation theaters and there are all new machines and equipments in the
operation theaters and just after the operation theater there was recovery room where
patient is taken after the operation. In this hospital 10-15 LCD TV are equipped and by
which knowledgeable topics things are shown to the pregnant ladies and operation
procedure.
Aanchal hospital is on the introduction stage and in marketing four stages are exist. On
the basis of these stages strategies can be made regarding advertisement and researsh
So these stages can be understood with the help of PLC (product life cycle model)
which is given below.
PRODUCT LIFE CYCLE (PLC): -
Above all activities are the basic things, which are essential for the marketing so after
identifying the market and customer for Aanchal hospital. Aanchal hospital is on
introduction stage. Actually in marketing there is four stages for PLC (product life cycle),
which are as follows: -
1. Introduction stage
2. Growth stage
3. Maturity stage
4. Declining stage
So this hospital is at introduction stage so the right strategy in that stages is more
advertisement and build the brand so at this stage expenses will be very high and the
right strategy is to promote the brand as much as possible so that people could get to
know about the AANCHAL (brand). The main motive is behind to create the image in
people’s mind and can make them sure that this is the right place to start a new joy. So
it is very difficult to make the profit at this stage.
And if we talk about the GT GROUP than it is at growth stage it is growing and people
know that GT is for computer education, which is in hardware, and networking and
growing rapidly.
It is a venture of GT group of companies trust and if we talk about the GT group of
company than it Is on growing stage that’s why it is expanding its business further in
various segment as in hotel industry and in healthcare segment (Aanchal) so it is on the
growth stage and if we talk about the Aanchal mother care and fertility hospital than with
help of PLC model.
It is mentioned PLC model in which It is written that at introductory stage of any
business or product than there will be BEP or loss or minor profit could occur. So It can
be understood with the help of above graph that introduction stage an organization
could be on the losses or minor profit or at BEP level and after some time when an
organization starts working than it sharply earns good profits.
Main important thing is that for such time either firm earns profit or mostly at BEP level
but after some time people becomes aware about the product and give the response to
it and like the quality than it earns good profits in future.
Next is that an entrepreneur has a patience in that time and all he must be aware about
the product and what’s happening around the business must be known about all. And
he has to take care so many things, which are as follows-:
1. Must be aware about the new venture
2. Having all knowledge about that same industry
3. Keen regarding take the decisions
4. Have patience during the loss time
5. Take care of advisements of that product
6. Have keen eye on the competitors
7. Must be fair price of the product
Aanchal mother care and fertility hospital’s CEO Mr. Siddhartha gupta is so eligible in
terms of taking the decisions. He meets personally with all employees who are working
in the Aanchal mother care and fertility hospital and shared his thought with the
management trainees so have the all information regarding the competitors and take
quick decisions.
So it is true that Aanchal mother care and fertility hospital will definitely get the success
in the coming time though the health care sector will be on boom in future.
RESEARCH METHODOLOGY
MEANING
Research Methodology is a systematic design collection, analysis and reporting of data
and findings relevant to specific marketing situation facing the company.
A company can hire the services of a marketing research or conduct research in
creative and affordable way such as:-
1. Engaging assistant professor or student to design and conduct studies. GT group of
companies hire summer trainees from management institutions of cost effective
marketing research of new product ( AANCHAL HOSPITAL).
2. Monitoring published information and actions systematically his may done by examining
newspapers, websites, industry reports and by visiting competitive outlets.
RESEARCH PROCESS
TITLE OF THE STUDY
Study of consumer behaviour with reference to health products.
INTRODUCTION TO THE PROJECT:
CONSUMER BEHAVIOUR:-
“The behavior that consumer display in searching for, purchasing, using, evaluating and
disposing 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 three
distinct roles of user, player and buyer.
The term consumer behavior describes two different kinds of consuming entities:-
consumer behaviour
personal consumer organizatinal behaviour
The personal consumer buys goods and services for his own use, for the use of
household, or as a gift for a friend. The organizational consumer includes profit and not
for profit businesses, government agencies (local, state, national) and institutional all of
which must buy products, equipment, and services in order to run their organizations.
Healthcare is relatively insulated from the current downturn because of a high
proportion of elderly among the population; they are wealthier than previous generations
and 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 healthcare
products and services, regardless of the economic climate.
To be sure, people will still get sick and require medical care regardless of the state of
the economy. Yet the inclination towards back to basics has an impact on consumer
behavior. 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 disease
prevention medicines like vitamins. Meanwhile, there emerges a budding trend towards
advanced mother care products, which may provide a buffer to the health of a pregnant
lady.
Some factors on which consumer behavior depend:
1. Consumer Perception
2. 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
person’s needs, wants, values and personal experiences. Thus, to the marketer,
consumers’ perceptions are much more important than their knowledge of objective
reality. For if one thinks is so, that affects their actions, their buying habit, their leisure
habits, and so forth. And because individuals make decisions and take actions based on
what they perceive to be reality, it is important that marketers understand the whole
notion of perception and its related concepts to more readily determine what factors
influence consumer to buy. Before the introduction of IVF TECHNOLOGY consumer
has no idea about the product. Because Mr. SIDDHARTH GUPTA understood the
behavior of consumer, it provided the company with a way to interpret the new offering
in a manner congruent with their needs, which anybody else failed to do so for the same
product.
QUESTIONNAIRE
1. Is brand name of a hospital is your first priority?
a) Yes
b) no
c) Neutral
2. Does satisfaction matters you for the health product?
a) Yes
b) no
c) neutral
3. Is private hospitals are better than government hospitals?
a) Yes
b) no
c) neutral
4. Do you prefer quality hospitals?
a) Yes
b) no
c) neutral
On the basis of my survey, I have given some grading according to the perception of
consumer in 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
PERCEPTION RAJA PARK
BAJAJ NAGAR
GANDHI NAGAR
MALVIYA NAGAR
MANSAROVAR
BRAND NAME
1 - 3 7 - 10 7 - 10 1 - 3 4 - 6
SATISFACTION
1 - 3 1 - 3 1 - 3 1 - 3 1 - 3
GOVERNMENT /PRIVATE HOSPITAL
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 to study a wide range of strategic marketing questions. For example, attitude
research is frequently undertaken to determine whether consumers will accept a
proposed new – product idea, to gauge why a firm’s target audience has not reacted
more favorably to its new promotional theme, or to learn how target customers are likely
to react to a proposed change in the firm’ s packaging design. Firm also regularly gauge
reactions to their latest advertising and other marketing messages designated to form
and change consumer attitudes. All these marketing activities are related to the
important task of impacting consumers’ attitudes.
QUESTIONNAIRE
1. Do your buying decision depend upon religious factor?
a) POSITIVE
b) NEUTRAL
c) NEGATIVE
2. Are you often aware about the newly launched hospitals?
a) POSITIVE
b) NEUTRAL
c) NEGATIVE
3. Do you visit newly launched hospitals?
a) POSITIVE
b) NEUTRAL
c) NEGATIVE
4. Do you consult with your family for before visiting hospitals?
a) POSITIVE
b) NEUTRAL
c) NEGATIVE
5. Do you see the cost before your decision towards hospitals?
a) POSITIVE
b) NEUTRAL
c) 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
SAMPLING SIZE : - 50
AREA NAME
ATTITUDE RAJA PARK
BAJAJ NAGAR
GANDHI NAGAR
MALVIYA NAGAR
MANSAROVAR
RELIGIOUS FACTOR
4 – 6 1 -6 1 -6 4 – 6 1 -6
AWARENESS 1 - 6 1 -6 1 -6 1 -6 1 -6
NEW NAME 1 - 6 4 - 6 4 - 6 4 - 6 4 - 6
FAMILY FACTOR
4 - 10 1 -6 1 -6 4 - 10 1 -6
COST 7 - 10 1 - 6 1 - 6 1 - 6 1 - 6
CONSUMER INFLUENCING FACTORS
Marketer may have divergent goals with regard to consumer conformity. Some
marketers, especially market leaders, are interested in the ability to change consumer
attitudes and behavior by encouraging conformity. To be capable of such influence, they
must 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
attitudes and 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 is
not the market leader, may wish to elect a strategy that asks consumers to strike out
and be different and not just follow the crowd when making a purchase decision.
factors which affect the consumer behavior are:-
REFERNECE GROUP
FAMILY
OPINION LEADER
CULTURE
MEDIA
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?
e. How much media influence your behavior towards health products?
SAMPLE SIZE : 50
AREA NAMEINFLENCING FACTOR
RAJA PARK
BAJAJ NAGAR
GANDHI NAGAR
MALVIYA NAGAR
MANSAROVAR
REFERENCE GROUP
10% 20% 20% 20% 10%
FAMILY 20% 30% 30% 20% 30%
OPINION LEADER
20% 10% 10% 10% 10%
CULTURE 10% 20% 20% 20% 30%
MEDIA 40% 20% 20% 30% 20%
DURATION OF THE PROJECT
Training was of 40 days
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
important phenomenon such as brand loyalty, brand satisfaction, brand switching,
decision maker in the family and influence of the family member friends, relatives in
decision.
TYPE OF RESEARCH RESEARCH
EXPLORATORY DESCRIPTIVE
EXPLORATORY RESEARCH: These studies enhances the research familiarity with the problem under consideration. He main purpose of such studies is to determine the general nature of the problem and variables related to it and then to develop the working hypotheses and exploration of plausible solutions from an operational point of view.
DISCRIPTIVE RESEARCH: these design are used for some definite purpose. These design try to find out a complete and accurate description of a problem situation by providing specified method for selecting the sources of information and procedure for collecting data from these sources.
OUR RESEARCH WAS DESCRIPTIVE RESEARCH
SAMPLE
What is the sample?
Sample is the part of population or subset from a set of units which is provided by some
process, usually by a deliberate selection with the objective of investigating the
properties of the parent population or set. Samples collected of hospitals, medical hall
and diagnostic centers and future prospective in that particular area.
Objectives of selecting samples:-
Sample size
Sample should be of proper size if the sample is either too small or too big it shall make
study difficult. So sample should be of proper size from the particular area so the
estimation becomes almost correct according to the sample. Small sample also not
good because one can not take decision by fewer samples.
Time factor
Time limitation for the collection of samples also big issue so limited areas should be
chosen and take the sufficient sample by which researcher can reach on the particular
conclusion. Decision maker also have limited time frame to take the decision so time
important for the collecting the sample. Sample must be taken according to the time
framework.
Analysis of data
From the samples gathered by researcher statistics is calculated and analyzed. This
statistics is used as an estimate of the population parameters or our future prospects.
So by this researcher can make better marketing strategies to approach the resulted
areas so that Aanchal can take it’s over there.
Comparison with other players of industry
After analyzing the data Aanchal can compare its services, presence, marketing
strategies and no. of customer addition.
SAMPLING PLAN: After deciding on the research approach and instruments, the
marketing researcher must design a sampling plan.
This 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?
SAMPLE SIZE AND METHOD OF SELECTING SAMPLE
SAMPLE SIZE : 100 PEOPLE
METHOD OF SELECING SAMPLE:
Simple, stratified random sampling & cluster (area) sampling.
.
DATA TYPE : Primary data
PRIMARY DATA : Primary data are generated in an investigation according to the needs of the problem in hand. In the case of primary sources more efforts and thinking is required for designing data collection procedure.
SIMPLE RANDOM SAMPLING
EVERY MEMBER OF THE POPULATION HAS AN EQUAL CHANCE OF SLECTION.
STRATIFIED RANDOM SAMPLING
THE POPULTION IS DIVIDED INTO MUTUALLYY EXCLUSIVE GROUPS (AGE) AND RANDOM SAMPLE ARE DRAWN FROM EACH GROUP.
CLUSTER (AREA) SAMPLE
THE POPUATION IS DIVIDED INTO MUTUALLY EXCLUSIVE GROUP(AREA WISE).
PRIMARY DATA COLLECTION METHOD
REACTIVE NON – REACTIVE
QUESTION- INTERVIEW OBSERVE USED
NAIRE MATERIAL
QUESTIONNAIRE :- A questionnaire consists of a set of question presented to respondent. Because of its flexibility it is by far the most common instrument used to collect primary data.
INTERVIEW :- Interviewing is the most versatile method. The interviewer can ask more question and record additional observation about the respondent such as dress and body line.
SCOPE OF STUDY
A manager through research, can quickly get the knowledge of the current scenario
pertaining to a given problem, which improves his information base for making sound
decisions that may affect the future of the organisation’s various operations. The
following are the major areas in which research plays a role in taking effective
decisions.
1) Financial Management:- This is one of the most pivotal functional areas of
management as efficient utilization of a business enterprise directly relates to the
effectiveness of the enterprise. 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
2) 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 of manpower. Frederic. W.Taylor advocated the use of scientific methods for
determining methods of production in the early part of the present century. Currently,
the production has undergone tremendous change with the advent of new techniques
and new methods.
3) Banking System:- Banking institutions have found it useful to setup research
departments for the purpose of gathering and analysing information for their internal
operations for making independent studies on economic conditions of business.
Reserve bank of india has set up an excellent research department for planning and
management. Currently the banks offering master cards are using research methods on
a large scale to increase their business.
4) Government:- the government’s economic policy has a foundation of research.
Research is used for economic planning, optimum utilisation of resources for the
development of the nation. Research is applied in evolving the union budget and railway
budget too. The indian government has set up a wide network of research institutes in
different fields to assess what is happening in each field and how that will enrich the
country’s progress.
5) Human Resource Management:- earlier human resource management was taken care
of by personnel department with the realization that man play a role may be indirectly, in
the companies profit, the scope the personnel department was widened to HRD.
6) Marketing Management
7) Social Science
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) Repetition
9) Inefficient information system
ANALYSIS & INTERPRETATION
1.Hospitals preferred for gynae by ladies in RAJA PARK and
MALVIYA NAGAR?
REASONS
a.provide all the latest technologies.
b.They have experienced doctors.
c.they have visiting hour doctors.
Do you know about IVF technology?
yesnodonot know
Reasons
a. lack of awareness
b. very less hospitals has this facility.
3..do you have your own diagnostic lab?
INBONUND OUTBOUNDDO NOT HAVE
a. its easy for patients to get the test done easily.
b. time saving
1. which hospital do you refer in serious case?
monileksonifortisparnami
a.they have all the technologies.
b. they have latest technology.
c. they have ambulance facility.
5.how many gynae test are done in your diagnostic lab?
less than 10more than 10less than 15
a. population size is small.
b. Has a brand name.
c. Less time consuming.
d. Have all the latest equipments.