1 INTRODUCTION

CHAPTER
Rationale of the study Objectives of the study Research methodology Limitations of the study

1.1 RATIONALE OF THE STUDY

In a situation where youre selling to multiple personalities, its best to first connect everyone on a common ground then articulate clearly whats in it for each of them. The goal is to stimulate an engaging conversation that allows us to change perception, diagnose expectations and bring clarity to the dialogue. Thats the essence of developing a brand strategy the foundation of your communication that builds authentic relationships between you and your audience. It is by defining your brand strategy that allows you to utilize marketing, advertising, public relations and social media to consistently and accurately reinforce your character. Without defining the core strategy, all channels of communication can often become a hit and miss expense. In this project the main purpose of the study was to have a thorough understanding of the theoretical concept and their practical application by being placed in the actual market environment To understand their relevance and find the extent to which they are To have an in-depth knowledge of the function of the organization actually being applied in the market situation; through actual work experience.

1.2

OBJECTIVES OF THE STUDY

The project apart from a brief overall review of the organization, and the theoretical concepts, was an analysis of the general medically aware public. The main issue of concern was related with the consumers perception, at the same time analyzing different causes and other incentives regarding advertisement and services offered to them as well as judging the impact of these strategies on them, which surely creates a reason for determining their loyalty and long time relation towards the organisation. To know about the major strategies adopted by Pushpanjali Crosslay Hospital. To assess the impact of these strategies on the clientele of PCH i.e. brand awareness, positioning, image etc. To ascertain deficiencies in these strategies in comparison to the competition of PCH.
To find out about the plans for future strategies to be adopted by the

hospital.

1.3 RESEARCH METHODOLOGY

A detailed survey of patients as well as people from surrounding areas of PCH was conducted to ascertain the position, image, awareness, of brand PCH among them. The details of the methodology are stated below:-

1.3.1

RESEARCH DESIGN: Exploratory and Descriptive 1.3.2 SOURCES OF INFORMATION: Primary data 1.3.3 DATA COLLECTION APPROACH: Structured Non Disguised Questionnaire 1.3.4 TYPE OF QUESTIONS USED: Open Ended Multiple Choices Close ended 1.3.5 TARGET GROUP: Retired senior citizens, Middle aged working people, from both middle as well as upper economic classes.

1.3.6 SAMPLING METHOD: Non-Random Sampling (specific areas) Sample Size: 50

1.3.7

TOOLS FOR ANALYSIS: Graphical Representations Statistical Techniques

1.4

LIMITATIONS OF THE STUDY

The study was a taxing and time consuming process, in addition it was difficult to convince the participants of the study to answer and to answer truthfully.

The research is carried out on customers who are human beings. Human beings have a tendency to behave artificially when they know that they are being observed.

Due to less time only a few customers could be reached. A larger size and extended time period could have presented a clearer picture of the customer.

CHAPTER 2 ORGANISATION PROFILE

Pushpanjali Crosslay Hospital: an overview Inception of Pushpanjali Crosslay Hospital Nature of services Vision and mission

2.1 PUSHPANJALI CROSSLAY HOSPITAL: AN OVERVIEW

Pushpanjali Crosslay Hospital is a multi super-specialty and tertiary care facility that offers comprehensive care through both modern and complimentary alternative systems of medicine with a concentrated focus on preventive measures. The associated Pushpanjali Medical Center, Vikas Marg Extn, Delhi and Family Clinics at Ramprastha and Indirapuram provide secondary and primary health care, adding to the scope of services to the community. Pushpanjali Crosslay Hospital is a tertiary care facility designed to serve the medical needs of the nation and beyond. It offers an unparalleled spectrum of preventive, diagnostic and treatment alternatives with follow-up care in virtually all medical specialities. Its exceptional medical expertise is matched only by its commitment to provide personalized care. From the patient's initial inquiries, to customized healthcare management and follow-up a one-stop service that promptly attends to all the health related needs. The team of experienced Guest Relations Officers provides a broad spectrum of services for patients and their family members to provide a pleasant and comfortable experience from pre-arrival to discharge and follow-up care. The hospital has well defined policies and processes and a robust web based Hospital Information system to support them. This institution has a presented a unique model of Cooperative Corporate wherein more than 100 physicians have contributed to its equity and is governed by doctors on corporate lines.

Set in 3.46 acres of land with ample space for parking, the hospital has a very soothing overall ambience. The building has been designed to welcome the
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public with an experience that is positive, and has a contemporary exterior that blends well with the surrounding area. Clear, clean, simple and straight circulation systems with a large atrium provides a friendly environment. Spaces have been allocated for visitors and attendants to minimize interaction with patients and staff. Special attention has been paid for the provision of adequate comfort for attendants and employees. The building is eco-friendly with electricity back up from CNG fired generators. Inpatient and Outpatient services are placed on the same floor for each of the major specialties to facilitate speed and efficiency of service. Its super specialty Trauma Care facility, the only such centre on NH 24, facilitates quick response to any natural or man made disasters in this region. The 24-hour Emergency services with an adjoining 10-bed ICU, Blood Bank, Radiology unit and an Emergency Operation Theatre makes for comprehensive acute care. Pushpanjali Crosslay Hospital presents a unique model of Cooperative Corporate wherein more than 100 physicians have contributed to its equity and is governed by doctors on corporate lines. The hospital promises to be a partner in its patients Journey to Good Health.

2.2 INCEPTION OF PUSHPAJALI CROSSLAY HOSPITAL

Pushpanjali Crosslay Hospital is a unit of Pushpanjali Healthcare & Crosslay Remedies Ltd. It is a 400 bed tertiary care facility. The idea of developing PCH is the brain child of Dr. Vinay Agarwal (MD) visualized at a very young stage in his life. It came on paper by year 2005-06 and turned into reality only in year 2008. It is one of its own kinds in east Delhi & NCR region.

TIMELINE
1980 1985 1990 2003 2005 2008 A clinic in Krishna Nagar Clinical Pathological Centre Pushpanjali Medical Centre Pushpanjali Family Clinic Clinical Diagnostic Centre Pushpanjali Crosslay Hospital

2.3 NATURE OF SERVICES

The hospital includes multi specialty Centers of Excellence providing tertiary healthcare in key specialty areas like Cardiac Care, Orthopedics, Neurology, Obstetrics and Gynaecology, Pulmonology, Aesthetic Surgery and many more. The Physicians and support staff at Pushpanjali Crosslay follow a set of carefully developed standard operating protocols to offer standardized and consistent service to its patients. The units and teams work together with a multi-disciplinary approach in caring for patients. The consultants are supported by a clinical and technological environment of highest standard. SERVICES OFFERED BY PCH Aesthetic and Plastic surgery Anesthesia and Pain Management Blood Bank and Transfusion Medicine Cardiology Cardio-Vascular Surgery

Crosslay Wellness Programme

Dental Dietetics and Nutrition Emergency and Critical Care ENT Polistic Medicine Laboratory Medicine Medicine and Allied Specialty

Nephrology and Dialysis

Neuro-Sciences
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 Obstetrics and Gynaecolgy Oncology Opthalomology Orthopedics and Joint Replacements Paediatrics

Physiotherapy and Rehabilitation Psychiatry and Psychology

Radiology Surgical and Allied Specialty Urology

SPECIAL SERVICES FOR INTERNATIONAL PATIENTS Trained Specialists: A large percentage of our doctors and surgeons have been educated, trained or have worked in leading medical institutions around the globe. Their commitment to providing top class medical care has won several of national and International awards and recognitions. New Age Equipment: State of art equipment manufactured by world leaders for all diagnostic and therapeutic procedures is available under one roof adding to the efficiency of diagnosis and treatment and also adding to patient comfort and convenience. Price Value Equation: Advanced western technology at Asian prices is what one gets at Pushpanjali Crosslay. The total cost of treatment and all other expenses including travel is significantly lower than similar services in the USA, UK or any European country, without compromising the quality of treatment or the standards of facilities. No Waiting Period: There is no waiting period for treatment. Our International Patient Services department ensures that appointments for consultation and surgeries are confirmed even before you leave your country. Also the ready
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availability of the large pool of specialists across several medical disciplines assures you immediate access to top consultants. Excellent patient care facilities: Cutting edge medical treatment and services apart, PCH also goes out of its way in making sure that you have a comfortable and hassle free stay. . Air conditioned private rooms with attached washrooms, cable television showing several satellite channels, beds for companion, room service, laundry service etc add to the convenience. High speed internet is also available for international patients to communicate with their kith and kin. Alternate systems of medicines: We have state-of-the-art facilities for the alternative processes like yoga and meditation used in the healing of various diseases, be it physical or mental. The experts in the field not only provide consultation but personally ensure that you get cured completely.

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2.4 VISION AND MISSION

VISION: Developing an affordable and efficient healthcare system and balancing preventive and curative measures; establishing an enduring Doctor-Patient relationship MISSION: Provide patient care i.e. innovative, compassionate and service oriented. Efficient quality and cost effective healthcare services. Respecting the patients and standing polite, caring and ready to help attitude of our healthcare team. Functioning with healthcare stakeholders as partners. Education opportunities that form a platform for constant professional development in our staff. Committing very high priority to patient safety and care. Total integrity, honesty and values in everything we stand for; in everything we do.

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CHAPTER 3 RESEARCH STUDY ON BRAND STRATEGY

Definitions Need for Branding Brand Strategy key concepts and steps Brand Strategy Principles

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3.1 DEFINITIONS
BRAND The American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. BRANDING Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. BRAND STRATEGY It is defined as a long-term plan for the brand including a determination of key audiences and an understanding of what those audiences need to know about the brand and experience. This should precede all other marketing, including naming, as everything should flow from the brand strategy. OTHER BRAND RELATED CONCPTS Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. Brand Awareness: Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo and so on to certain associations in memory. It consists of both brand recognition and brand recall.

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Brand Recognition: Brand Recognition is the ability of consumer to recognize prior knowledge of brand when they are asked questions about that brand or when they are shown that specific brand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or heard. Brand Recall: Brand Recall is the potential of customer to recover a brand from his memory when given the product class/category, needs satisfied by that category or buying scenario as a signal. In other words, it refers that consumers should correctly recover brand from the memory when given a clue or he can recall the specific brand when the product category is mentioned. It is generally easier to recognize a brand rather than recall it from the memory. Brand Identity: The outward expression of a brand including its name, trademark, communications, and visual appearance is brand identity. Brand Experience: The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The brand experience is a brand's action perceived by a person. Brand Image: The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them.

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Brand Positioning Brand Positioning refers to target consumers reasons to buy one brand in preference to others. It ensures that all brand activity has a common aim; and it focuses at all points of contact with the consumer. Brand Loyalty The extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands.

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3.2 NEED FOR BRANDING

Today, companies face their toughest challenge ever that is to ensure a loyal customer base in the presence of all the various competitive present. Consumers usually face a broad array of products and services that might satisfy a given need. How do they choose among these many market offerings? Customers form expectations about the value and satisfaction that various market offerings will deliver and buy accordingly.

Branding is necessary not only to build brand recognition, but also to build good reputations It is necessary to set a set of standards to which the company should strive to maintain or surpass. Branding is not just about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.

Branding is a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that.

Branding is crucial for products and services sold in huge consumer markets. Its also important in B2B because it helps you stand out from your competition. Your brand consistently and repeatedly tells your prospects and customers why they should buy from you.

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3.3 BRAND STRATEGY KEY CONCEPTS AND STEPS

KEY CONCEPTS 1. Category Trends To which category does the product belong what are the trends followed in that category. These facts determine the strategy to be adopted and also provide insights for planning and designing strategy. 2. Customer Definition Define the target customer group of the product the strategy will be constructed on the basis of the customer to be targeted. This is done by segmenting the market into sections of people depending upon their demographics, psychographics, etc. 3. Current Brand and Strengths What is the current brand of the company what are the strengths of that brand. To what extent can those strengths be used to support the current product what are the strengths of the current product.

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4. Potential Brand Positioning What is the potential position for the brand among customers. To define where a brand should sit in the market, we start with the commercial realities. What value does it deliver now? Is it a drive brand; or the orphan in a portfolio being prepared for sale? 5. Customer Insights, Needs, Feedback For any brand strategy to fall through it is important to have interaction with customers getting insights into their psyche, their needs from the product their feedback on the communication being made. STEPS Before you begin Before working on your brand strategy, make sure that a potential positioning strategy is determined which the brand strategy will bring to life. This positioning strategy will determine the brand strategy to be adopted.
1. Test the brand strategy, make sure its as effective as possible

Test the brand strategy for effectiveness by conducting polls on customers and general public alike. In case of deficiencies make sure they are taken care of, make the strategies fool proof and highly effective.

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Develop your brand around quality as well as emotional benefits

List the qualities and benefits of your product / service. A quality is an attribute a color, a configuration; a benefit is what that quality does for the customer.

Determine which qualities are most important to each of your customer segments.

Identify which benefits are emotional the most powerful brand strategies tap into emotions, even among business buyers. Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you. Thats what your brand should represent. Define your brand Think of your brand as a person with a distinct personality. Describe him or her, then convey these traits in everything you do and create. Write positioning statements and a story about your brand; use them throughout your company materials. Choose colors, fonts and other visual elements that match your personality. Determine how your employees will interact with prospects and customers to convey the personality and make sure your brand lives within your company.

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3.4 BRAND STRATEGY PRINCIPLES

A strong brand strategy can be a big advantage. By defining your brand strategy and using it in every interaction with your market, you strengthen your messages and relationships. Together with competitive positioning strategy, the brand strategy is the essence of what we represent. A great brand strategy helps us communicate more effectively with the market, so it should be followed in every interaction we have with our prospects and customers Here are 12 brand strategy principles that are key to achieve business success. 1. Define your brand It starts with your authenticity, the core purpose, vision, mission, position, values and character. Focus on what you do best and then communicated your inimitable strengths through consistency. There are many examples of companies acquiring other brands but only to sell them off later because they dont fit within the brand and its architecture. Microsoft acquired Razorfish in 2007 when it bought a Quantive, a digital marketing services company, for about US $6 billion then sold it a few years later for $530 million. Simply put, Razorfish isnt a good fit with Microsofts brand strategy. 2. Your brand is your business model Supports and challenge your business model to maximize the potential within your brand. Think of personal brands like Oprah, Donald Trump, Martha Stewart and Richard Branson.

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These individuals practically built their business right on top of their personal brand; everything they offer is an extension of their brand promise.

3. Consistency, consistency, consistency Consistency in your message is the key to differentiate. Own your position on every reference point for everything that you do. President Obama focuses on one message only during his campaign, CHANGE. BMW has always been known as the ultimate driving machine. 4. Start from the Inside out Everyone in your company can tell you what they see, think and feel about your brand. Thats the story you should bring to the customers as well, drive impact beyond just the walls of marketing. Thats example how McDonalds empowers employees to strengthen consumer perception on its brand. 5. Connect on the emotional level. A brand is not a name, logo, website, ad campaigns or PR; those are only the tools not the brand. A brand is a desirable idea manifested in products, services, people, places and experiences. Starbucks created a third space experience thats desirable and exclusive so people would want to stay and pay for the overpriced coffee. Sell people something that satisfies not only their physical needs but their emotional needs and their need to identify themselves to your brand.

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6. Empower brand champions Award those that love your brand to help drive the message, facility activities so they can be part of the process. If your brand advocate doesnt tell you what you should or should not be doing, its time to evaluate your brand promise. Go and talk to someone that works at the Apple retail store or an iPhone owner and youll see just how passionate they are about Apple. Its a lifestyle and a culture. 7. Stay relevant and flexible A well managed brand is always making adjustments. Branding is a process, not a race, not an event so expect to constantly tweak your message and refresh your image. Successful brands dont cling to the old ways just because they worked in the past; instead, they try to re-invent themselves by being flexible which frees them to be more savvy and creative. Here is an example: when the economy tanked this year automaker Hyundai came out with an assurance program that lets you return your car if you lose your job with no further financial obligation and no damage to your credit. The results? As of end of February, only two buyers have taken advantage of this program but it has boosted their sales by 14% year-over-year in Q1, only one of the two companies increased revenue while companies such as Honda experienced a drop of more than 30%. Follow by that campaign in July, as gas prices expected to push higher during peak summer travel months, Hyundai came out with another program that guarantees a years worth of gas at $1.49 per gallon on most models.
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8. Align tactics with strategy Convey the brand message on the most appropriate media platform with specific campaign objectives. Because consumers are bombarded by commercial messages everyday, theyre also actively blocking out the great majority of them. Invest your branding efforts on the right platform that communicates to the right channels. Television may be expensive but it has a broader reach, wider demographics and can produce instant impact. On the other hand, social media may seem cheap but it takes time, resources and may not give you the desire outcome. 9. Measure the effectiveness Focus on the ROI (return on investment) is the key to measure the effectiveness of your strategies. Often times it is how well your organization can be inspired to execute the strategies. It could also be reflected in brand valuation or how your customers react to your product and price adjustments. Ultimately it should resonate with sales and that means profitability. But dont just focus increasing sales when you could be getting a profit boost by reducing overheads and expenses as well. Give yourself options to test different marketing tactics, make sure they fit your brand authenticity and align with your strategy. 10. Cultivate your community Community is a powerful and effective platform on which to engage customers and create loyalty towards the brand. In an active community, members feel a need to connect with each other in the context of the brands consumption.
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We all want to be an insider of something, it excites us to tell people which community were part of and what knowledge we posses. In many ways its our ego that prides us to be part of a sports team or a professional group. Guess what car would members of the Porsche club consider first when its time to purchase their next vehicle? Brand communities allow companies to collaborate with customers in all phases of value creation via crowdsourcing such as product design, pricing strategy, availability, and even how to sell. 11. Keep your enemies closer Even if you have the most innovative, highly desirable product, you can expect new competitors with a superior value proposition to enter your market down the road. The market is always big enough for new players to improve what you deliver better, faster, cheaper. Call it hyper-competition or innovation economics, competition could be good for you believe it or not. It challenges you brand to elevate the strategy and deliver more value. Just look at how the Big Three (automobile manufacturers General Motors, Ford, and Chrysler) got crushed in the past decade by competitions from Germany and Japanese. Not only do their competitors make a better product, theyre more efficient doing it and command a higher brand loyalty. In 2008, Toyota overtook GM while Honda passed Chrysler in US sales.

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12. Practice brand strategy thinking IDEOs CEO Tim Brown calls design thinking a process for creating new choices. Essentially it means to not just settle for the choices currently available but to think outside the box without being limited. This concept actually applies to your brand strategy creation process that is called brand strategy thinking. Its always easier to execute tactics than coming up with a strategy because it implies the possibility of failure. Its much faster to emulate what worked for your competitor than to come up with something original and creative. But the truth is, thats not you and it violates the first principle of brand strategy. Brand strategy thinking is about creating the right experience that involves all the stakeholders to foster a better strategy. Leverage the ecosystem that includes your employees, partners and customers to help you articulate your brand strategy so they sync together. The take away: Having a brand strategy will bring clarity and meaning to your brand so you can focus on making, creating, and selling things that people actually care about. If you could do that, your brand would be unique and memorable on its way to become an esteemed brand.

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Your brand is more than your logo, name or slogan its the entire experience your prospects and customers have with your company, produce or service. Its what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market:

The images you convey The messages you deliver on your website, proposals and campaigns The way your employees interact with customers A customers opinion of you versus your competition

Branding is crucial for products and services sold in huge consumer markets. Its also important in B2B because it helps you stand out from your competition. It brings your competitive position and value proposition to life; it positions you as a certain something in the mind of your prospects and customers. Your

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brand consistently and repeatedly tells your prospects and customers why they should buy from you.

A strong brand strategy can be a big advantage. Successful branding also creates brand equity the amount of money that customers are willing to pay just because its your brand. In addition to generating revenue, brand equity makes your company itself more valuable over the long term. By defining your brand strategy and using it in every interaction with your market, you strengthen your messages and relationships.

Best Case
Prospects and customers know exactly what you deliver. Its easy to begin dialogue with new prospects because they quickly understand what you stand for. You close deals more quickly because your prospects experience with you supports everything you say. You can charge a premium because your market knows why youre better and is willing to pay for it.

Neutral Case

Worst Case

The market may not have a You dont have a brand strategy and it consistent view or impression of your shows. Its more difficult to product and company, but in general communicate with prospects and you think its positive. convince them to buy. They dont You havent thought a lot about have an impression of your product or branding because it doesnt why its better. necessarily seem relevant, but you What you do, what you say and how admit that you can do a better job of you say it may contradict each other communicating consistently with the and confuse your prospects. market. Competitors who communicate more Youre not helping yourself but youre strongly have a better shot at talking not hurting yourself either. with and closing your prospective customers.

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CHAPTER 4 BRAND STRATEGY OF PUSHPANJALI CROSSLAY HOSPITAL

Strategies used by Pushpanjali Crosslay Hospital

Channels of Communication used

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4.1 STRATEGIES USED BY PUSHPANJALI CROSSLAY HOSPITAL

Pushpanjali Crosslay Hospital being in the medicine industry uses its services and image as their brand strategy. It uses a very indirect approach to market this brand focusing on publicity by holding sponsoring social events, conducting seminars, health camps etc. Its strategy is to build its image as an A grade hospital but with affordability so that it can reach both upper as well as middle class pockets. Health For All Healthcare services are extended to lower income groups through the Pushpanjali Charitable Trust by regularly conducting Health Camps for diagnosis, treatment and education, both in the hospital and as an outreach in the community. Its presence on CGHS and ECHS panels also contribute to its intended motive. Training and Education To keep the medical services contemporary, Continuing Medical Education programs are regularly conducted in association with national and international faculty; and through educational material printed by Pushpanjali Publications. The training needs of para medical staff are addressed through the Pushpanjali Institute of Paramedical Sciences(PIPS). Eco-Friendly A key issue, is the eco-friendly design and functioning of the hospital through the use of equipment supporting minimal mercury usage, installation of CNG

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fired generators, LED lighting and usage of Plasma Sterilizers for energy efficient sterilization. Community Program

Senior Citizens: Community initiatives for senior citizens include the Pushpanjali Golden Years Program for personalized and subsidized care.

Friendly Neighbourhood Program: Under the aegis of this program, regular health screening, informative talks and activities related to health of family are carried out in clubs and associations of nearby areas. Special Facilities

International patients programs: PCH offers the complete range of service required to meet every need of international patients and their family members. These include airport transfers, multilingual interpreters, special packages, accommodations.

Crosslay Wellness Programme: PCH provides a dedicated area for health checks under the Crosslay Wellness Programme. All investigations are available under one roof and are carried out within a specified time period. Sophisticated Hospital Management System to enable better efficiency, greater patient convenience and easy retrieval of patient information. Specialized Physiotherapy and Rehabilitation Services that help the patient to return back to normal activity quickly after the surgery/treatment.

Alternate systems of medicines: We have state-of-the-art facilities for the alternative processes like yoga and meditation used in the healing of various diseases, be it physical or mental. The experts in the field not

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only provide consultation but personally ensure that you get cured completely.

Convenient Support Facilities Convenient support facilities such as ATM, Food Court, Bookshop, Rooms, Waiting Lounge, Dietary Services and round the clock Pharmacy, Diagnostics and Blood Bank.

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4.2 CHANNELS OF COMMUNICATION USED

Pushpanjali Crosslay Hospital is the latest product in the family of Pushpanjali Healthcare centers. It has endeavored to establish its image as a super speciality hospital at par with the likes of Apollo and Fortis but at an affordable cost. It has included itself in CGHS panel and EGHS panel for the same effect its other social responsibility tasks like free health camps and marathons have contributed to its image in enhancing it as a socially conscious organisation. Channels of communication used by the hospital are: Interviews: Both radio and newspaper

Testimonials: By patients and medical professionals in medical publications and online medical platforms.

Press Releases: From the hospital administration in various medical journals, and national and regional dailies.

Seminars and Camps: In communities and local areas about basic health issues, treatment, prevention. Seminars conducted in the hospital from learned guests.

Billboards and Hoardings: In the vicinity of the hospital communicating about the latest developments and facilities provided therein.

Website: An interactive and comprehensive web front providing all the necessary information and guidelines about the hospital and services offered.
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CHAPTER 5
ANALYSIS AND FINDINGS
Analysis and Interpretation Findings

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5.1 ANALYSIS AND INTERPRETATION

My study was strictly based on the primary data collection method collected by means of questionnaire involving an overall sample of 50 people residing in East Delhi area. The data has been interpreted on the basis of tally marking and thus deriving the percentage figures based on the answers given by the sample ingredients, represented below with the help of pie-charts.

ANALYSIS 1

Brand Recognition of Pushpanjali Crosslay Hospital among general public. Have you heard of PCH?
YES NO NO, BUT HEARD OF OTHER PUSHPANJALI CENTERS?

Number 35 5 10

The following pie-chart represents the above data

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INTERPRETATION

The above diagram shows that 70% of the sample population had heard of PCH.

There was still a 10% share who hadnt heard of PCH. But, there were 20% people who though not heard of PCH had heard of other Pushpanjali centers.

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ANALYSIS 2

Channels of communication used How did you come to know about PCH?
INTERNET NEWSPAPER/JOURNAL DOCTOR/FRIEND HOARDINGS RADIO

Medium 6 10 8 7 4

The following pie-chart represents the above data

INTERPRETATION

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 The above data shows that radio has been an effective channel on 17% of population. 29% of the population has been reached by newspaper/journal. There were 23% people who had heard of PCH by a doctor/friend. 20% of the sample population had seen the hoardings about PCH. 17% of them had heard about PCH on radio.

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ANALYSIS 3

Brand recall of Pushpanjali Crosslay Hospital Have you been to PCH?

YES NO

Number 28 7

The following pie chart represents the above data.

INTERPRETATION

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 Of the 70% of people who had heard of PCH 80% had been there. 20% of the aware population hadnt been there.

ANALYSIS 4

Brand Experience of Pushpanjali Crosslay Hospital. What was the purpose of your visit?
TREATMENT/CONSULTATION VISITING SOMEONE

Number 22 6

The following pie chart represents the above data.

INTERPRETATION

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 79% people had been there for treatment/consultation. 21% people had been there to visit on the patients.

ANALYSIS 5

Brand Experience of Pushpanjali Crosslay Hospital. How did you find the facilities there?
EXCELLENT GOOD SATISFACTORY NON SATISFACTORY POOR

Number 3 8 10 5 2

The following pie chart represents the above data.

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INTERPRETATION

11% people who had been there found the facilities to be excellent. 28% people thought the facilities were good. People who thought the facilities were satisfactory made 36% of the sample. The people who thought facilities to be non-satisfactory were 18%. 7% people thought facilities to be poor.

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ANALYSIS 6

Brand Experience of Pushpanjali Crosslay Hospital. How did you find the attitude of the staff?
EXCELLENT GOOD SATISFACTORY NON SATISFACTORY POOR

Number 2 9 8 6 3

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The following pie chart represents the above data.

INTERPRETATION

7% people who had been there found the attitude of the staff to be excellent. 32% people thought the staffs attitude was good. People who considered the attitude was satisfactory made 29% of the sample. The people who thought attitude to be non-satisfactory were 21%. 11% people thought attitude to be poor.
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ANALYSIS 7

Brand Experience of Pushpanjali Crosslay Hospital. How did you find the ambience?
EXCELLENT GOOD SATISFACTORY NON SATISFACTORY POOR

Number 4 10 6 5 2

The following pie chart represents the above data

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INTERPRETATION

15% people who had been there found the ambience to be excellent. 37% people thought the ambience was good. People who thought the ambience was satisfactory made 22% of the sample. The people who thought ambience to be non-satisfactory were 19%. 7% people thought ambience to be poor.

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ANALYSIS 8

Brand Value of Pushpanjali Crosslay Hospital. What would you say about the chages?
VERY HIGH HIGH AVERAGE

Number 4 6 12

The following pie chart represents the above data.

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INTERPRETATION

18% of the sample population feel that the charges are very high. 27% people of the sample charges to be high. 55% people considered charges to be average.

ANALYSIS 9 Competitors of Pushpanjali Crosslay Hospital. Which other hospitals have you been to?
APOLLO MAX FORTIS ESCORTS

Number 10 6 8 4

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The following pie chart represents the above data.

INTERPRETATION

36% people had been to Apollo Hospital as well. 21% people had also been to Max Hospital. 29% people had been to Fortis Hospital. 14% people had also visited Escorts Hospital.

ANALYSIS 10

Brand Positioning of Pushpanjali Crosslay Hospital. How would you rate PCH in comparison with the above hospitals?
MUCH BETTER BETTER SIMILAR WORSE 50

Number 3 5 8 4

CANT SAY

The following pie chart represents the above data.

INTERPRETATION

When compared to other hospitals 11% people felt PCH to be much better. 18% people felt PCH to be better than other hospitals. Of the sample 28% people found PCH to be similar to other hospitals. 14% people thought PCH to be worse than PCH. 29% people couldnt say anything about it.
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ANALYSIS 11

Brand Loyalty of Pushpanjali Crosslay Hospital. Would you recommend PCH to your family and friends?
YES NO

Number 18 4

The following pie chart represents the above data.

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INTERPRETATION

82% people said they would recommend PCH to others. 18% people refused to recommend PCH to others.

5.2 FINDINGS
The above analysis and interpretation has revealed the following facts:-

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 A major share of the population has heard of PCH even though if unaware have heard of the name Pushpanjali atleast. Hence, the Brand Awareness of PCH is quiet high. The most effective channels of communication print, word of mouth and hoardings were most effective. Brand Recall of PCH is sufficiently high as a major share of population had remembered the name PCH and also been there. People had experienced PCH both while as patients as well as from a spectators view. Of all the people who had experienced PCH maximum of them found its facilities to be either good or satisfactory. But yet there still is a share who believe they are non-satisfactory. Attitude of the staff though approved by many as satisfactory or good still has scope for some improvement. So, that the majority consider it to be good. The same can be said about the ambience of PCH it is considered good or satisfactory but still has a major scope for improvement. The charges were majorly considered average from the point of view of people who had been there as patients. Of all its competitors Apollo Hospital is leading followed by Fortis and Max Hospitals in being popular and established brands. When asked to rate PCH in comparison with its competitors majority population gave positive ratings. With a meager share considering it worse. Brand Loyalty of PCH was found out to be quiet high among its visitors and clients.

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CHAPTER-6 CONCLUSION AND SUGGESTIONS

Conclusion Suggestions

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6.1 CONCLUSION
Pushpanjali Crosslay Hospital is the latest product in the family of Pushpanjali Healthcare Services family. It has endeavored to establish its image as a multi-super specialty hospital in Delhi NCR region. Establishing itself as a top grade medical facility in the limited sector of A grade hospitals in the Delhi NCR region. Creating a place for itself opposite the likes of Apollo and Fortis but at an affordable cost. It has included itself in CGHS panel and EGHS panel for the same effect. The hospital takes upon a lot of social events like camps, marathons etc to establish itself as a socially responsible brand. The tasks like free health camps and marathons have contributed to the image as well as enhanced the publicity for hospital. The brand strategy though subtle and indirect has undoubtedly found its mark as the hospital now boasts of the varied and vast clientele that it serves. The patients range from foreigners to senior citizens of our country each happy with the treatment here. It is not limited to the medical staff only but also to the admin as well as support staff. It has succeeded in its mission by now and is constantly adding new features or coming up with new ideas for its brand strategy to strengthen and to add to the brand value of PCH. The formative steps in this direction have been
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programmes like WELLNESS PROGRAMS targeted at middle age or above groups which encourages them to undertake various tests and health check-ups from time to time and provides with doctors counsels in case of any irregularity.

6.2 SUGGESTIONS
To add to the organisations brand strategy and make it better following suggestions can be made:

Conducting drives or events that increase the awareness of PCH among the general public. Thus, enhancing the publicity.

Introducing and adding on more features or programmes that are designed attract well off classes. Therefore, establishing its identity of a top grade hospital.

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BIBLIOGRAPHY
Google

Wikipedia

Slideshare

Scribd

Pushpanjali Crosslay Hospital

www.PushpanjaliCrosslayHospital.co.in

Wordpress.com

Piercemattiepublicrelations.com
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ANNEXURE QUESTIONNAIRE
Dear Sir/ Madam, I Stuti Sharma, student of MBA from BPIBS, Guru Gobind Singh Indraprastha University, Delhi is conducting a survey on behalf of Pushpanjali Crosslay Hospital. I would request you to kindly spare some of your valuable time and answer the few questions mentioned below. I ensure you that the information furnished by you would remain strictly confidential and will be used for academic/research/official purpose only. QUES 1. Have you heard of Pushpanjali Crosslay Hospital?
YES NO NO, BUT HEARD OF OTHER PUSHPANJALI CENTRES

QUES 2. How did you come to know about PCH?

INTERNET NEWSPAPER / JOURNAL 59

DOCTOR / FRIEND HOARDINGS RADIO

QUES 3. Have you ever been to Pushpanjali Crosslay Hospital?

YES NO

QUES 4. Were you there for treatment/consultation or to visit someone?

TREATMENT/CONSULTATION VISIT SOMEONE

QUES 5. How did you find its facilities?

EXCELLENT GOOD SATISFACTORY NON SATISFACTORY POOR

QUES 6. How did you find the attitude of the staff?

EXCELLENT GOOD SATISFACTORY NON SATISFACTORY POOR

QUES 7. How did you find the ambience?

EXCELLENT GOOD SATISFACTORY NON SATISFACTORY POOR

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QUES 8. What would you say about the charges?

VERY HIGH HIGH AVERAGE

QUES 9. Which other hospitals have you been to?

APOLLO MAX FORTIS ESCORTS

QUES 10. How would you rate PCH in comparison with the above hospitals?
MUCH BETTER BETTER SIMILAR WORSE CANT SAY

QUES 11. Would you recommend PCH to your family and friends?
YES NO

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