final satis report

8/7/2019 final satis report

1/55

1

CHAPTER I

INTRODUCTION


2/55

2

1. INTRODUCTION:

Today, wide research is being conducted to increase the lifespan of human beings.

Many biotechnological products and services have come about, which have changed our

quality of life drastically. S.D. Bio Standard Diagnostic India has a well-equipped researchand development center, where the experienced team of scientists andprofessionals bring

their wealth of industrial experiences to develop new and improved products at regular

intervals.

These days, Diabetes has become a very common and known word to everyone and

due to various reasons like changing lifestyle and food habit, inheritance etc. are leading to

increase in the number of Diabetic patients every day.

Hence many Pharmaceutical companies are planning to grab this segment by

introducing more and more Diabetic solution in the market.


3/55

3

1.1 INDRODUC T ION T O T E ORGANIZA T ION:

Lowe Lintas India Private Limited engages in ou t oor adver tising, marke t research,

direc t marke ting, rura l commun ications, pub lic re lations, and even ts. Founded in 1939 as a

par t of H indus tan Un ilever, Lowe L intas is one of Ind ias larges t and mos t stor ied

commun ication groups. Headed by Cha irman and Ch ief Crea tive Off icer R. Balakr ishnan

(Balk i) and CEO Char les Cade ll, Lowe L intas emp loys over 650 peop le across e ight divisions and n ine c ities a ll over Ind ia.

Today, Lowe L intas Ind ia is a who lly owned subs idiary of the In terpub lic Group, and

one of the s tar off ices in the Lowe Wor ldwide ne twork. Headquar tered ou t of London, Lowe

Wor ldwide has over 80 off ices in 73 coun tr ies and a c lient ros ter that includes Un ilever,

Johnson & Johnson, Nes tle, Er icsson, Sharp, Saab and many more.

Lowe L intas Ind ia leads g loba l and reg iona l commun ication for severa l Unilever and

Johnsons Baby brands. We are a gu iding light for Lowe off ices in Sou th As ia.

Lowe L intas Ind ia is known as the commun ications group that has turned many sma ll

brands into marke t leaders. Our s treng th lies in our ab ility to deve lop wha t we ca ll the h igh-

va lue idea an idea that transforms a marke ting propos ition into an endur ing brand asse t.

The h igh-va lue idea evo lves from our un ique prob lem-b iased think ing approach.

Here, we burrow deep into the c lients marke ting cha llenge, immerse ourse lves in it,

unders tand it inside-ou t and then deve lop commun ication so lutions for it.

1.1.1 COMPANY PROFIL E :

In our ear ly days, the h igh-va lue idea was ep itom ised by icon ic charac ters such as

La litaji, the L ir il Gir l, the MRF Man and Cherry Char lie; today, it is seen in h igh-vo ltage


4/55

4

campaigns like Tata Teas Jaago R e, Lifebuoys Koi Darr Nahin, Idea Cellulars What

An Idea, Ba ja js Hamaara Ba ja j, Surf Excels Daag Acchhe Hain and many more.

Throughout our history we have been a company of firsts, leading many

developments within the advertising industry. Most recently, we augmented our StrategicPlanning division with the discipline of Channel Planning. Channel Planning allows for the

strategic and efficient selection of the relevant media channels for any given task within the

context of the brand idea. This helps us deliver the high-value idea seamlessly across all

relevant touch-points within the Lintas group in a cost-efficient manner.

BRAND BUI L D:


5/55

5

1.1.2 L OWE L INTAS

Lowe Lintas is the advertising arm of the group. We were the agency that gave the

country its very first Indian commercial, and are today a household name, synonymous

with exceptional communication platforms.

The agency has been home to Indias brightest talent Shyam Benegal, R ama

Bi japurkar, Gautam R a jadhyaksha, Alyque Padamsee, Sumantra Ghoshal and many more.

Most of the big names in Indian advertising and marketing today began their careers at Lowe

Lintas.

As an agency, we believe in the philosophy Brand Above All Else. We aim to

develop communication programmes that are both strategically astute and creatively brilliant.

We are adamant that we only will seek recognition or awards as a result of our clients

business success, as opposed to creative work alone. For us, the power of a high-value idea is

the best service we can give our clients.

The results are for all to see. Over the years, weve helped build some of Indias most

successful brands, several of which were fairly small to begin with. I CICI Prudential

Indias largest private life insurance company. Johnsons baby Indias largest baby care


6/55

6

brand. Britannia Indias largest foods company. Lifebuoy the worlds largest-selling

health soap. Titan Indias largest watch brand. Maruti Suzuki Ltd. Indias largest car

manufacturer. Wheel the worlds largest-selling detergent brand. M R F Indias largest tyre

manufacturer. Tanishq Indias largest-selling branded jewellery brand. And many more.

This approach has brought us success and with it, loyalty. Today, a ma jority of our clients have been with us for over ten years.

1.1.3 L INTRACTIVE:

Conceptualize, design and execute marketing and communication strategy and

solutions for the fast-growing digital medium.

The team at Linter active is a blend of professionals from the fields of advertising,design and technology. This makes up a company with brand and communications expertise,

as well as the technical know-how to deliver cutting-edge digital solutions.

We offer end-to-end digital services such as:

y Websites: Strategy, design, development ; Campaign sites ; Search Engine

Optimization ; Web analytics

y Social media strategy and implementation

y V iral marketing: V iral, remailers, banners, widgets (web, desktop, mobile

y Online Media Marketing: Planning and buying ; Lead Generation and

Management ; Email Marketing ; Search Engine Marketing

y Interactive CD-R OMs: Applications, Presentations

y Digital hoardings, kiosks

y Mobile marketing

y Online reputation management

y Technology solutions: Content Management Systems ; Web applications.


7/55

7

Clients weve worked with include Surf Excel, Pure it, Fast rack, Ginger Hotels,

Woodland, Birla Sun Life Asset Management, Maruti Suzuki, Fair & Lovely, V aseline,

Sterlite, I CICI Prudential, LI C Housing Finance, Lifebuoy, and MPEDA.

To know more about the work weve done for these clients ; do get in touch withMehboob Kasim.

Clients weve worked with include Unilever (India, NAMET, APA C), IT C India Ltd,

TATA Group, ESSA R Group, Hindu ja Group, ABG India, V IP Industries, GPI India Ltd,

Mantri Developers, Kaya Skin clinic, The Mobile Store and R ohan Life capes.

To know more about the work weve done for these clients, do get in touch with Arun

Ahu ja. LinOpinion is the public relations wing of Lowe Lintas India, and one of the countrys

leading P R firms. Established in 1994, LinOpinion is the exclusive Indian partner for Golin

Harris, one of the worlds leading public relations firms and a member of the IPG Group. We

employ over a hundred experienced communication professionals in three offices across

India.

LinOpinion currently partners over 75 prestigious Indian and multinational companies

as a brand image consultancy. We aim to develop innovative brand solutions and

communication campaigns that pro ject the goals and vision of a clients organisation.

Clients weve worked with include MM R DA, Asset R econstruction Company India

Limited, JP Morgan Asset Management, Principal Asset Management, Financial Planning

Standards Board, Milestone Capital Advisors, Wartsila, V iacom 18,

Discovery, Travel & Living, Animal Planet, Bloomberg-UT V i, Dish T V , Wizcraft-

IIFA, Whistling Woods, Bose Music Systems, Starwood R esorts & Hotels, R adisson R esort

& Spa (Alibaug ), Dabur Pharma, Avesthagen, SuperMax, TopsGrup, Seiko Watches,

William Penn, Manipal Speciality Hospitals, HUL-Pureit, Dunlop Tyres, R io Tinto, among

others.

To know more about the work weve done for these clients, do get in touch with

Kavita Lakhani.


8/55

8

G ET IN TOUCH:

CONTACTS:

CHENNAI:

BUSINESS DEVE L OPMENT

V IJAY XA V IER

+91 44 39881577

V IJAY.XA V IER@ LOWEWO R LDWIDE. COM

SHAKTI TOWE R S III, 4 TH FLOO R ,

766 ANNA SALAI, CHENNAI 600 002

L OCATED IN INDIA: MUMBAI, AHMEDABAD, PUNE, BENGALU R U, DELHI,

HYDE R ABAD, KO CHI, AND KOLKATA.

1.3 INTRODUCTION TO THE STUDY:

A glucose m eter (or gluco m eter ) is a medical device for determining the

approximate concentration of glucose in the blood. It is a key element of home blood

glucose monitoring (HBGM ) by people with diabetes mellitus or hypoglycemia. A small

drop of blood, obtained by pricking the skin with a lancet, is placed on a disposable test strip

that the meter reads and uses to calculate the blood glucose level. The meter then displaysthe level in mg/dl or mmol/l.The cost of home blood glucose monitoring is substantial due to

the cost of the test strips.

In 2006, the consumer cost of each glucose strip ranged from about 30 R s to 50 R s.

Manufacturers often provide meters at no. cost to induce use of the profitable test strips.

Type 1 diabetics may test as often as 4 to 10 times a day due to the dynamics of insulin

ad justment, whereas type 2 typically tests less frequently, especially when insulin is not part

of treatment.

D i b etes Stat ist ics : Ind ia I s Th e D ia b et ic C ap i tal Of Th e W orl d:

The In ter n at ion al D iab etes Federat ion recently published findings revealing that in

2007, the country with the largest numbers of people with diabetes is India (40.9 million ),

followed by China (39.8 million ), the United States (19.2 million ), R ussia (9.6 million )


9/55

9

and Germany (7.4 million ). In this study I have analyzed that what are the various

promotional strategies, which is been adopted by the various Pharmaceutical companies, how

they are planning to promote their Diabetic solutions in the market.

1.3.1 OBJECTIVES OF THE STUDY:

y The primary ob jective of the study was to understand the promotional strategies

adopted by various companies.

y Apart from that another ob jective was perceptual mapping of buying behavior of

Diabetic patients with respect to Blood Glucose Monitoring System (Glucometer ).

1.3.2 NEED OF THE STUDY:

y There is enough awareness about Glucometer among diabetic patient, and Approx

72.3% knew about Glucometer. Out of total respondents, 2/3 rd of community in

Chennai city, where is aware about Glucometer.

y Awareness campaigns play a very important role and are a strong promotional tool

because most of the person, who purchases Glucometer is because of awareness

campaigning, promotional offer and chemist advice.

y Then Efficacy, past experiences and peer references are very important factors

which help consumer buying a product. Brand plays ma jor role to purchase any

Glucometer.


10/55

10

1.3.4 L IMITATIONS OF THE STUDY:

Every research has it own limitation. It is not possible that a research is accomplished

without having bounding and limitation. There are always some shortcomings, which come

into the way of accomplishment of a particular research study. It is almost impossible for

research to get away from it.

Following are the few limitation of the particulars research study.

In the particular research the study duration was limited to time of a six weeks, so

having a limited time span is the big limitation the pro ject.

Since the data collection was only done in Chennai hence it is a bit time taking

process, because respondents give responses as per their ease of time, which ultimately make

it a bit longer process.

Sample size taken was only 50. Hence it has its own limitations.

Human error is unavoidable.


11/55

11

CHAPTER II

REVIEW OF L ITERATURE


12/55

1 2

1. REVIEW OF L ITERATURE:

Gluco m eter C on cept :

Many glucose meters employ the oxidation of glucose to gluconolactone catalyzed byglucose oxidase (sometimes known as GOD ). Others use a similar reaction catalysed

instead by another enzyme, glucose dehydrogenase (GDH ). This has the advantage of

sensitivity over glucose oxidase but is more susceptible to interfering reactions with other

substances.

F uture prospects of Gluco m eter :

No. of diabetes patients are increasing day by day number of lifestyle factors are

known to be important to the development of type 2 diabetes like busy lifstyle,Obesity,less

nutritive diet, abnormal routine,late night parties,alcohol,smoking. Environmental toxins may

contribute to recent increases in the rate of type 2 diabetes. In one study, those who had high

levels of physical activity, a healthy diet, did not smoke, and consumed alcohol in moderation

had an 82% lower rate of diabetes. When a normal weight was included the rate was 89%

lower. In this study a healthy diet was defined as one high in fiber, with a high

polyunsaturated to saturated fat ratio, and a lower mean glycemic index.Obesity has been

found to contribute to approximately 55% type 2 diabetes,and decreasing consumption of

saturated fats and trans fatty acids while replacing them with unsaturated fats may decrease

the risk.The increased rate of childhood obesity in between the 1960s and 2000s is believed

to have lead to the increase in type 2 diabetes in children.

M ajor BG MS b ra nd s in Ind i a-

R oche Accucheck, accucheck Go, accucheck senser, Accucheck active.

Bayer - Countor TS, Ascensia Entrust

Abb ott - Optium xceed, Optium omegaJ & J One touch ultra, one touch ultra 2, One touch horizon, one touch sure step.

SD - SD Check, SD Code Free

O thers : Accu sure, Dr.Jenny, Nicolas Piramal


13/55

1 3

CHAPTER III

RESEARCH METHODO L O G Y


14/55

1 4

3. RESEARCH METHODO L O G Y

3.1 RESEARCH DESI G N:

This pro ject is based on descriptive as well as exploratory research. It involves

qualitative as well as quantitative analysis. The data collection began with collecting datafrom 100 respondents. Having direct conversation with the Diabetes patients collected

primary data. Questionnaire was designed for this purpose, which was administered towards

the customers.

3.2 SAMP L IN G DESI G N:

y Sampl ing F ra m e: The sampling frame is the pool from which the respondents are

chosen with the company database of customers providing the Sampling Frame.

y Sample S iz e: The sample size of 50 Diabetes patients.

y Sample Area : In Chennai- Alwarpet, Egmore, T.Nagar, Teynapet, Nungambakkam.

y Sampl ing P roce d ures : To obtain a representative Sample, a probability sample of the

population was drawn. The sampling procedure used was R andom Sampling.

3.3 DATA CO LL ECTION METHOD AND INSTRUMENTS:

The instrument for data collection was a structured questionnaire and a copy of

questionnaire has been duly attached towards the end of the report.

3.4 DATA CO LL ECTION METHOD:

y P r im ary Data :Primary data was collected from the persons who participated in awareness

campaign, Hospitals, Door to Door.

y Seco nd ary Data :Secondary data was collected from various websites. Data were collected to

get information about various types of competitors promotion strategies. This data

was utilized for designing questionnaire for primary research.


15/55

1 5

3.5 DATA CO LL ECTION TOO L & TECHNIQUE :

In-depth interviewing technique: Data was collected through in-depth interview of

patients through questionnaire.

3.6 QUESTIONNAIRE DESI G N:

A structured questionnaire was designed covering, close as well as open-ended

questions. The questionnaire included the questions in reference with product requirement

and factor affecting choice of the Glucometer.


16/55

1 6

CHAPTER IV

DATA ANA L YSIS

AND

INTERPRETATION


17/55

1 7

4. DATA ANA L YSIS AND INTERPRETATION:

The analysis of questionnaire is divided into two categories i.e.

y Graphical Analysisy Statistical Analysis

4.1 Grap h ical An alys i s :-

R espondents response regarding Glucometer Knowledge:

1. PEOP L E WHO AWARE ABOUT DIABETES

TAB L E -5.1

AWARE ABOUTDIABETES

NO OFRESPONDENTS PERCENTA G E

Know 50 100.0

Dont know 0 0

Total 50 100.0

Inf ere n ce : From the above figure we can observe that ma jority of respondents (100% )

aware about diabetes.

CHART -5.1

Aware about Diabetes

Know

D on t Know

100

%


18/55

1 8

2. P E OPL E WHO HAV E DIA BETE

T A BL E 5.2

DIA BETE P E OPL E

NO OF

R E POND E N T P E RC E N T AG E

Y es 24 48.0

No 26 52.0

TOTAL 50 100.0

Inference : From the above f igure we can observe that major ity of responden ts (48% ) have a

diabe tes wh ile 52% of the responden ts were no t have d iabe tes.

CHAR T- 5.2

Di t s P pl

Yes

No

5 2%48%


19/55

1 9

3. P E OPL E AWAR E A BOU T GLUCOM ETE R

T A B L E- 5.3

AWAR E A B OU T GLUCOM ETE R

NO OF

R E POND E N T P E RC E N

T AG E

Y es 38 76.0

No 12 24

TOTAL 50 100.0

I nference : From the above f igure we can observe that major ity of responden ts (76% )

unaware abou t glucome ter wh ile 24% of the responden ts were aware abou t it.

CHAR T- 5.3

Aware Abou t Glucome t er

Y

No

2 4 % 76%


20/55

2 0

4. P E OPL E WHO AR E USING GLUCOM ETE R

T A B L E- 5.4

USING GLUCOM ETE R NO OF

R E SPOND E N T SP E RC E N T AG E

Y es 18 36.0

No 32 64.0

TOTAL 50 100.0

Inference : From the above f igure we can observe that major ity of responden ts (64% )were

not us ing the g lucome ter wh ile 36% of the responden ts were us ing it.

CHAR T- 5.4

Us ing l c meter

Y

No

64 %3 6 %


21/55

2 1

5. PEOP L E WHO PREFER ABOUT G L UCOMETER BASED ONPAST EXPERIENCES :

TAB L E -5.5

PASTEXPERIENCE

NO OFRESPONDENTS

PERCENTA G E

Yes 18 36.0

No 32 64.0

TOTAL 50 100.0

Inf ere n ce : From the above figure we can observe that ma jority of respondents (64% ) had

past experience about glucometer while 36% of the respondents had not have a past

experience about it.

CHART -5.5

P ast experie ce

Yes

No

64%3 6%


22/55

22

6. P E OPL E WHO PR E F E R T O BUY T H E GLUCOM ETE R INFU T UR E :

T A B L E- 5.6

FU T UR E NO OF


Y es 37 74.0

No 4 8.0

Cant say 8 16.0

TOTAL 50 100.0

Inference : From the above f igure we can observe that major ity of responden ts (74% ) prefer

to buy the g lucome ter in fu ture wh ile 8% of the responden ts had no t prefer to buy it.

CHAR T- 5.6

B uy i Future

Yes

No

Can't s ay

1 6 %

74 %

8%


23/55

23

7 . BRAND INFLU E NC E T O PURCHAS E T H E GLUCOM ETE R:

T A B L E- 5. 7

BRAND

INFLU E NC E NO OF

R E SPOND E N T S P E RC E N T AG E

Strong ly D isagree 12 24.0

Disagree 3 6.0

Neither Agree nor Disagree 1 2.0

Agree 18 36.0

Strong ly Agree 16 32.0

TOTAL 50 100.0

Inference: From the above f igure we can observe that major ity of responden ts (36% ) were

agree to buy g lucome ter us ing brand inf luence and rema ining fa lls under the leve l 24%-

strong ly disagree, 6%-d isagree, 2%-ne ither agree nor d isagree, 32%-S trong ly agree.

CHAR T- 5. 7

0 %

5 %

10 %

1 5 %

2 0 %

2 5 %

3 0 %

3 5 %

4 0 %

S tr ngly Di sagree

Di sagree Ne ither Agree n r Di sagree

Agree S tr ngly A gree

2 4 %

6 % 2%

3 6 %32%

B rand Inf luence


24/55

2 4

8 . PACKAGING OF T H E GLUCOM ETE R INFLU E NC E T O B UY:

T A B L E- 5. 8

PACKAGINGINFLU E NC E

NO OFR E SPOND E N T S

P E RC E N T AG E


Disagree 12 24.0


Agree 3 6.0


TOTAL 50 100.0


strong ly d isagree abou t packag ing inf luence to buy and rema ining fa lls under the leve l 24%-

disagree, 8%-ne ither agree nor d isagree, 6%-S trong ly agree, 6%-agree.

CHAR T- 5. 8

0 %

10 %

0 %

3 0 %

4 0 %

5 0 %

6 0 %

trongl Di s agr ee

Di s agr ee Ne ith e r Agr ee nor Di s agr ee

Agr ee S trongl A gr ee

56 %

4 %

8 % 6 % 6 %

Packa ging Inf luence to Buy


25/55

2 5

9 . PRAISING OF T H E GLUCOM ETE R INFLU E NC E T O B UY:

T A B L E- 5. 9

PRICING

INFLU E NC E NO OF



Disagree 13 26.0


Agree 2 4.0


TOTAL 50 100.0


strong ly d isagree abou t pr icing inf luence to buy and rema ining fa lls under the leve l 26%-


CHAR T- 5. 9

0 %

1 0 %

2 0 %

3 0 %

4 0 %

5 0 %

6 0 %

S trongl Di s agr ee

Di s agr ee Ne ith e r A gr ee nor Di s agr ee

Agr ee S trongl Agr ee

5 8 %

2 6 %

6 % 4 % 6 %

Pricing Inf luence


26/55

2 6

10. PROMO T IONAL OFF E RS INFLU E NC E T O BUY:

T A B L E- 5.10

PROMO T IONALINFLU E NC E

NO OF



Disagree 9 18.0


Agree 5 10.0


TOTAL 50 100.0


strong ly d isagree abou t promo tiona l inf luence to buy and rema ining fa lls under the leve l

18%-d isagree, 6%-ne ither agree nor d isagree, 24%-S trong ly agree, 10%-agree.

CHAR T- 5.10

0 %

5 %

10 %

1 5 %

0 %

5 %

3 0 %

3 5 %

4 0 %

45 %



A gr ee S trongl A gr ee

42 %

1 8 %

6 %10 %

24 %

Promo ti ona l Inf luence


27/55

2 7

11. PAS T E P E RI E NC E INFLU E NC E T O BUY:

T A B L E- 5.11

PAS T INFLU E NC E NO OF

R E SPOND E N T SP E RC E N T AG

E Strong ly D isagree 38 76.0

Disagree 7 14.0

Neither Agree nor Disagree

0 0

Agree 2 4.0


TOTAL 50 100.0

Inference : From the above f igure we can observe that major ity of responden ts (76% ) were

strong ly d isagree abou t pas t exper ience inf luence to buy and rema ining fa lls under the leve l

14%-d isagree, 0%-ne ither agree nor d isagree, 6%-S trong ly agree, 4%-agree.

CHAR T- 5.11

0 %

10 %

2 0 %

3 0 %

4 0 %

5 0 %

6 0 %

7 0 %

8 0 %




7 6%

1 4 %

0 % 4 %6%

Pa s t I nfl e n ce


28/55

2 8

12. PR E F E R ONLY WH E N DOC T OR ADVIC E :

T A BL E- 5.12

DOC T OR INFLU E NC E

NO OF


Strong ly D isagree 0 0

Disagree 2 4.0


Agree 23 46.0


TOTAL 50 100.0


agree abou t prefer on ly when doc tor adv ice and rema ining fa lls under the leve l 0%-s trong ly

disagree, 4%-d isagree, 10%-ne ither agree nor d isagree, 40%-S trong ly agree.

CHAR T- 5.12

0 %

5 %

1 0 %

1 5 %

2 0 %

2 5 %

3 0 %

3 5 %

4 0 %

45 %

5 0 %


Di s agr ee Ne ith e r Agree nor Di s agr ee

Agr ee S trongl Agree

0 %4 %

1 0 %

46 %4 0 %

Doc tor Inf luence


29/55

2 9

13. ADV E R T IS E M E N T INFLU E NC E T O B UY:

T A B L E- 5.13

ADV E R T IS E M E N T INFLU E NC E

NO OF



Disagree 8 16.0


Agree 7 14.0


TOTAL 50 100.0


strong ly agree abou t adver tisemen t inf luence to buy and rema ining fa lls under the leve l of

16%-d isagree, 6%-ne ither agree nor d isagree, 14%-agree.

CHAR T- 5.13

0 %

5 %

10 %

1 5 %

2 0 %

2 5 %

3 0 %

3 5 %

4 0 %

S tronl Di s agr ee

Di s agr ee Ne ith e r A gr ee nor Di s agr ee


24%

1 6 %

6 %

1 4%

4 0 %

Adv ert is eme nt Infl e nce


30/55

3 0

14. CH E MIS T ADVIC E INFLU E NC E T O BUY:

T A B L E- 5.14

CH E MIS T INFLU E NC E

NO OF



Disagree 8 16.0


2 4.0

Agree 0 0


TOTAL 50 100.0


strong ly d isagree abou t chem ist inf luence to buy and rema ining fa lls under the leve l 16%-


CHAR T- 5.14

0 %

1 0 %

2 0 %

3 0 %

4 0 %

5 0 %

6 0 %

7 0 %

8 0 %

Strongl Di s agr ee

Di s agr ee Ne ith e r Agree nor Di s agr ee

Agree S trongl Agree

76 %

1 6 %4 % 0 % 4 %

Ch em ist Inf luence


31/55

3 1

15. C E R T IFICA T ION OF VARIOUS AU T H E N T IC ORGANIZA T ION/INS T I T U TE S INFLU E NC E T O BUY:

T A B L E- 5.15

INS T I T U TE INFLU E NC E

NO OF



Disagree 9 18.0


7 14.0

Agree 8 16.0

Strong ly Agree 5 10.0TOTAL 50 100.0


strong ly d isagree abou t institute inf luence to buy and rema ining fa lls under the leve l 18%-


CHAR T- 5.15

0 %

5 %

10 %

1 5 %

2 0 %

2 5 %

3 0 %

3 5 %

4 0 %

45 %




4 2%

1 8 %1 4 % 1 6 % 10 %

Instit u t e Inf luence


32/55

32

16. LOYAL T Y T OWARDS INFLU E NC E T O BUY:

T A B L E- 5.16

LOYAL T YINFLU E NC E

NO OF



Disagree 17 34.0


Agree 9 18.0


TOTAL 50 100.0


disagree abou t loya lty inf luence to buy and rema ining fa lls under the leve l 26%-s trong ly


CHAR T- 5.16

0 %

5 %

1 0 %

1 5 %

2 0 %

2 5 %

3 0 %

3 5 %



Agree S trongl Agr ee

2 6 %

3 4 %

1 2%

1 8 %

1 0 %

Loya lt y Inf luence


33/55

33

1 7 . AWAR E N E SS INFLU E NC E T O B UY:

T A B L E- 5.1 7

AWAR E N E SSINFLU E NC E

NO OF



Disagree 4 8.0


Agree 23 46.0


TOTAL 50 100.0


agree abou t awareness inf luence to buy and rema ining fa lls under the leve l 8%-d isagree,

16%-ne ither agree nor d isagree, 22%-S trong ly agree, 8%-s trong ly d isagree.

CHAR T- 5.1 7

0 %

5%

10 %

1 5%

2 0 %

25%

3 0 %

35%

4 0 %

4 5%

5 0 %



Agr ee s trongl Agr ee

8 % 8 %

1 6 %

46 %

22%

Awarene s Inf luence


34/55

3 4

1 8 . ASSOCIA T ION WI T H B RANDS LIK E ADIDAS INCURS AF EE LING OF FI T N E SS:

T A B L E- 5.1 8

B RAND INFLU E NC E NO OF



Disagree 4 8.0

Ne ither Agree nor Disagree

4 8.0

Agree 21 42.0

Strong ly Agree 15 30.0TOTAL 50 100.0


agree abou t brand inf luence to buy and rema ining fa lls under the leve l 8%-d isagree, 8%-

neither agree nor d isagree, 30%-S trong ly agree, 12%-s trong ly d isagree.

CHAR T- 5.1 8

0 %

5 %

1 0 %

1 5 %

2 0 %

2 5 %

3 0 %

3 5 %

4 0 %

45 %

Strongl Di s agr ee



1 2% 8 % 8 %

4 2%

3 0 %

B rand Inf luence


35/55

3 5

1 9 . T H E BE S T M E DIUM OF COMMUNICA T ION FOR GLUCOM ETE R:

CHAR T- 5.1 9

0 %

2 0 %

4 0 %

6 0 %

8 0 %

1 00 %


36/55

3 6

20. ON T H E B ASIS OF PO TE NCY OF ACCURACY ANDAVAILA B ILI T Y IN MARK ET :

CHAR T- 5.20

0 %

2 0 %

4 0 %

6 0 %

8 0 %

100 %

1 2 0 %

1 4 %2 6 % 2 4 % 22%

1 6 %

2 8 %

2 6 %1 8 %

2 8 %

1 8 %

2 6 %1 4 %

2 6 %

2 4 %

2 4 %

2 0 %32%

1 8 %1 6 %

1 8 %

1 2%2%

1 6 % 10 %

2 4 %

Hi gh es t 5

4

3

2

Low es t 1


37/55

3 7

4.2 Stat ist ical An alys is of D ata :

For Statistical analysis of data factor analysis is used:

4.2.1 Factor An alys is:

The factors Analysis include in the study for the following reasons-y To understand the factors which affects consumers (patients ) choice towards

the Glucometer

y To identify the smaller set of silent varibles from a larger set of the variablesy To check the Choice attributes of Glucometer which influence the customer in

best possible way.

4.3 F actor An alys i s

a) M easure m en t of sa m ple a d equacy b y K a iser- M eyer- O lk i n(KMO ) T est

KMO a nd B artlett's T est

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .695

Bartlett's Test of Sphericity Approx. Chi-Square 152.030

df 186

Sig. .002

Inf ere nce : Sufficiency and suitability test of data KMO for the extraction of factor

analysis for the various factors shows the data was reasonable because the acquired no is

approximately than 0.5 (.695 ). The chi-square value is 152.030, which indicate that the

variables are unrelated and hence the data is suitable for factor analysis. Similarly, number of

significant Bartlett test is equal to 0.02 and is smaller than significant level of 0.05 that is

indicator of correlation matrix possessing significant information and there exists minimum

essential condition for conducting the factor analysis. We can say that variables taken in our

research are correlated perfectly with it but have no correlation with the other variables.


38/55

3 8

C omm un al i t ies

Initial Extraction

BR ANDP R EF 1.000 1.000

EFFI CACY 1.000 .999

PA CKAGING 1.000 .062

PR IC NG 1.000 1.000

PR OMOTION 1.000 .998

PASTEXP 1.000 .999

DO CAD V ICE 1.000 .999

CHEMAD V ICE 1.000 .998AD V ER TISEMENT 1.000 .998

PEE R AD V ICE 1.000 .999

LOYALITY 1.000 .998

AWA R ENESS 1.000 .998

ASSO CIATION 1.000 .998

Ex tract i on M et h od: Principal ComponentAnalysis.


39/55

3 9

4.4 ANA L YSIS:

Analyzing the component matrix we can classify the statements under following

factors:

1 ) P ro m ot i on al Strategy :

y Promotional offers influence me to buy

y Advertisements influence me to buy glucometers.

y I prefer to buy glucometer if Chemist advice

y Awareness about the glucometer influences me to buy.

y Association with brands like Adidas incurs a feeling of fitness in me.

T otal Var ia nce Ex pla ined

Component

Initial Eigenvalues Extraction Sums of Squared Loadings

Total% of

V arianceCumulative

%Total

% of V ariance

Cumulative%

1 7.411 52.935 52.935 7.411 52.935 52.935

2 3.701 26.439 79.373 3.701 26.439 79.373

3 1.935 13.825 93.198 1.935 13.825 93.198

4 .952 6.802 100.000

5 1.453E-15 1.038E-14 100.000

6 4.953E-16 3.538E-15 100.000

7 3.694E-16 2.638E-15 100.0008 1.257E-16 8.982E-16 100.000

9 8.019E-32 5.728E-31 100.000

10 3.290E-32 2.350E-31 100.000

11 -1.757E-17 -1.255E-16 100.000

12 -2.220E-16 -1.586E-15 100.000

13 -2.220E-16 -1.586E-15 100.000

14 -2.221E-16 -1.586E-15 100.000

Ex tract i on M et h od: Principal Component Analysis.


40/55

4 0

2 ) Q ual i ty

y Efficacy of the glucometer influence me to buy

y Packaging of the glucometer influences me to buy.

y Past Experience influence me to buy

y I prefer glucometer only when doctors advice

y I prefer glucometer with Peer references

y Credibility of the glucometer influences me to buy.

3 ) Bra nd E qu i ty

y Brand influence me to purchase the glucometer

y Pricing of the glucometer influence me to buy

y Loyalty towards glucometer influence me to buy.

M ed i u m M ea n

T. V . Advertisements 2.7

Print Advertisements & Hoardings and banners 2

R adio and FM & Internet 2

Peer references 4

Doctors and Chemists 4.6

INFERENCE : As per the mean obtained for various methods of communication we can

infer that Doctors and Chemists are the most influential persons followed Peer references,

T. V . advertisements and it is observed that Print media and R adio are equally influential

but least in effect.


41/55

4 1

For matrix

Stress = .04560 R SQ = .97445

Stimulus Coordinates Dimension

Stimulus Stimulus 1 2 Number Name

1 ACC U CHEK 1.4187 -.81782 ONE TOU CH 1.3403 .45353 OPTIUM X CEED -.4885 -.79764 COUNTE R TS -.6461 1.17705 ACC U SU R E -1.6244 -.0151

*Dimension 1: Efficieny(X-Axis ) *Dimension 2: Availability(Y-Axis )


42/55

4 2

INFERENCE: As per the ranking shown by graph we can infer that ONETOU CH is best

brand in terms of availability as well as EFFI CIEN CY while A CC UCHEK a bit lacking in

terms of availability. COUNTE R TS, A CC USU R E & OPTIUM X CEED follow the market

leaders but they are lacking in one or the other corner COUNTE R TS is better than other two interms of availability and efficacy, A CC USU R E is somewhat neutral in terms of availability but

it is the most negative one in terms of efficacy and OPTIUM X CEED is in negative quadrant

with respect to both the dimensions.

4.5 OTHER MARKETIN G STRATE G IES ADOPTED BY VARIOUS

COMPANIES:

4.5.6 ROCHE PRIVATE DIA G NOSTIC L TD:Established product, customers have faith, good word of mouth-publicity. Brand name

suggests accu check (accurate check ) that directly hit customers mind about product quality.

They have got a Hotline no. Also promote the SPONSER DIABETES AWARENESS

PRO G RAMME:

In 2008 They have tied up with Mankind Pharma to market their new diabetes

monitoring device Accu- Check Go.

Brand Ambassador: Wasim Akram (Famous Pakistani cricket player ).

Apart from that, Mankind in 500 towns will promote Accu- Check Go through doctors

across India. Mankind has also planned to hold road shows and about 2000 camps to create

awareness, especially in the rural areas and schools.

4.5.7 Delh i D ia b et ic R esearc h C en ter (DDRC )

D iab et icM atr i m ony. com is a social effort of Delh i D iab et ic R esearc h C en ter

(DDRC ), headed by Dr. Ashok Jhingan. He is promoting through the social media like

Diabeticmatrin-mony.com. DD RC Started organizing Diabetes detection & awareness camps

in different localities in Delhi. All the blood tests & E. C.G. are done free of cost. In awareness

drive, the doctors would explain to the public about diabetes and its short as well as long term

complications with the help of slide - shows and how the complications could be prevented

with a little care and caution.


43/55

4 3

For juvenile Diabetics, DD RC organize educational picnics. In these picnics Blood

Sugar testing is also done along with the fun filled games. Parents and children can clarify

their doubts & queries about insulins from diabetic educators. Psychologist. Prizes and awards

are distributed for the best painting in the painting competition and also to the children who

have excelled academically.

DD RC organizes Diabetes education programmes for the staff-nurses, Nursing aids

and the paramedical staff.

STANDARD DIA G NOSTIC INDIA PVT . L TD .

y This Glucometer is promoted on 14 th Nov. which is known as Diabetes day. So in

this day they promote Glucometer by doing promotional campaigns.

y It is promoted more and more through the doctors and chemist, since they are the

important channel intermediaries for SD.

y R ole of Nurses can not be ignored, they can be a very good Diabetic assistant and inmaking the Glucometer known among the chemist. They are designated as The

Diabetes Advisors by the SD.

y On every Friday, which is called sweet Friday, free health checkup camps should be

operated, so that more and more people can be aware about the Glucometer.

y SD is also using various social media like Twitter, facebook and orkut to make

awareness about the diabetes and Glucometer as well.

E - PROMOTIONS BY VARIOUS COMPANIES:

SNO

WEB PORTA L B ra nd s

1 e bay.com

Accu chek, One touchultra 2, Dr morpeneasy gluco, Bayer Glucosmile

2 Shopping india timesAccu chek, One touch

ultra 23 Indiaplaza.in One touch

4 R ediff.comBayer AscensiaEntrust Glucometer

5 Shopping.sify.com One touch horizion

6 Tradeindia.comSTANDA R DDIAGNOSTI C


44/55

44

CHAPTER V

RECOMMENDATIONSAND

SU GG ESTION


45/55

45

5. RECOMMENDATIONS:

Since we have seen that 1/3 rd of respondents were not aware of Glucometer, hence to

promote its products, company should like to use various advertisements and promotional strategy

like:

y This Glucometer can be promoted on 14 th Nov. which we also known as Diabetes day.

So in this day it can start promotional campaigns like Diabetes Mela , or Diabetes march

etc.

y It should be promoted more and more through the doctors and chemist, since they are the

important channel intermediaries in this.

y R ole of Nurses cannot be ignored also ; they can be a very good assistant in making the

Glucometer known among the chemist. They can be designated as The Diabetes Advisors.

y SD should like to use various social media, R oad shows etc. to promote the Glucometer.

y Doctors awareness programme should be run to time to time to make doctors aware about

the new product and features about the Glucometer.


46/55

46

CHAPTER VI

FINDIN G S


47/55

47

6. FINDIN G S

After going through the whole pro ject work, there are certain findings came in, which are:

y Study shows that there is enough awareness about Glucometer among diabetic patient,

Approx 76% knew about Glucometer.

y 1/3 rd of community in city CHENNAI is not even aware about Glucometer.

y Most of the person purchase Glucometer through awareness campaigning, promotional

offer and chemist advice.

y Diabetic patients purchase any Glucometer through customers is efficacy and credibility.

y Brand plays ma jor role to purchase any Glucometer (Most of the respondent believe in

accucheck ).

y As per the ranking we can infer that ONETOU CH is best brand in terms of availability as

well as EFFI CIEN CY while A CC UCHEK.


48/55

48

CHAPTER VII

CONC L USION


49/55

49

7. CONC L USION:

Now a day Diabetes has become a known word to everybody and this disease is spreading

worldwide. To cope-up with the problem every company is introducing new technology solutionsevery day. Since with the increase of this Diabetic threat, it is also leading to the vast marketing

opportunities for the Diagnostic and pharmaceutical companies. Every company is planning and

introducing various kinds of promotional strategies to grab the customers and to create the

awareness about the diabetes as well.

Now a day customers are more inclined towards technology and features, hence companies

are capitalizing on the factor by doing various promotional tactics like Brand Ambassadors

endorsement, V arious Diabetic awareness campaigns, use of Social networking websites to create

the awareness of the Diabetes and ultimately to create visibility of their product.


50/55

5 0

CHAPTER VIII

ANNEXURES


51/55

5 1

8 . ANNEXURE

QUESTIONNAIRE

T op ic - Comparative Analysis of BGMS equipment (Blood Glucose Monitoring System ),

advertisements and other promotion strategies adopted by various companies.

1. Do you know about diabetes?

a.) Yes b. ) No

2. Do you have diabetes?

a.) Yes b. ) No

3. Do you know about glucometer?

a.) Yes b. ) No

4. Do you use glucometer?

a.) Yes b. ) No

5. Do you prefer glucometer based on your past experiences?

a.) Yes b. ) No

6. If you know the purpose and use of glucometer however you are not

using the Drug, would you prefer to buy that in future?

a.)Yes b. ) No c. ) Cant say

FACTORS INF L UENCIN G THE PREFERENCE FOR G L UCOMETER?

(KEYS: 1= strongly disagree, 2= Disagree, 3= neither agree nor disagree, 4= Agree, 5= strongly

agree. ) F actors 1 2 3 4 5

7.) Brand influences me to purchase

the glucometer.


52/55

5 2

8.) Packaging of the glucometer

influence me to buy.

9.) Pricing of the glucometer


10.) Promotional offers influence me

to buy.

11. ) Past Experience influence me to

buy.

12. ) I prefer glucometer only when

doctors advice.

13. ) Advertisements influence me to

buy glucometer.

14. ) I prefer to buy glucometer if

Chemist advice.

15. ) Certification of various

Authentic organization/Institutes


16. ) Loyalty towards glucometer

influences me to buy.17. ) Awareness about the

glucometer influences me to buy.

18.) Association with brands like

Adidas incurs a feeling of fitness in

me.


53/55

5 3

19. ) According to you, which is the best medium of communication for glucometer?

(Keys: 1= lowest 5= Highest )

M ed iu m L 1 2 3 4 H 5

T. V . Advertisements

Print Advertisements & Hoardings and

banners

R adio and FM & Internet

Peer references

Doctors and Chemists

20 ) R ate the following question on the scale of 1-5. 1: Being least similar and 5 being most similar.

On the Basis of Potency of Accuracy and Availability in Market.

S .No Bra nd s 1 2 3 4 5

1Accucheck-

Counter TS

2Accucheck- Optium

Xceed

3Accucheck- One

Touch

4Accucheck-

Accusure

5Counter TS-

Optium Xceed


54/55

54

CHAPTER IX

BIB L IO G RAPHY


55/55

9. BIB L IO G RAPHY:

y Kotller Philip & Keller Kevin Lane, Marketing Management 12 th edition, Pearson

Education page No :335,405,440

y Shiffman Long G. & Kaunk Leslie Lazar, Consumer Behavior 9 th Edition, Pearson

Education page No:117,544

y Usha Arora and Girish Tane ja-An analytical study of physicians behaviour towards

marketing of OT C.

final satis report

Documents