Documente Academic
Documente Profesional
Documente Cultură
By Team Akatsuki
Pradeep R
Mohammed Gassali
Vignesh R
Akatsuki
--IIM UDAIPUR --
EXECUTIVE SUMMARY
BHC
Brand diluting can avoided by giving exclusivity and Profitability can be cast
aside by focussing on Market share
A recommendation six states have given with deciding factors like per capita
consumption ( health and general) , Population and distance from Chandigarh
Marketing Mix-Product
A combination of these three marketing mix will help to achieve the goal of
selling a service rather than a product and hence compete against Price wars
A initial survey to check the understanding and video to create awareness and
the second survey to know the change in mindset
Interacting through social media , Increasing the digital presence , Cooperative collaboration with E-retailers
Akatsuki
& of course my
product quality
Akatsuki
+
Price Wars is something that cannot be avoided
PriceWARS
Akatsuki
The answer is by adding value to the basic and most important marketing
mix
BHC is also in high service ( high end equipments) and High Price segment
apart from the low cost entry
If BHC need to capture the market , it has to provide value and elevate itself
to the next position where customers are willing to buy
Population
Rural Population
Urban Population
Population Density
MPCE Rural
MPCE Urban
Age 0-14
Age 15-59
Age 60+
Distance from
Chandigarh
Akatsuki
3
4
1
2
4
1
1
3
2
6
This excel is scalable and has the necessary weightage , new factors can also be added
Haryana
Uttar Pradesh
Punjab
Best 4
Best 5
Best 6
Microsoft Office
Excel Worksheet
Akatsuki
Few innovations in
hearing aid are
listed
Hearing Aids in the
type of
1.Earrings
2. Spectacles
3.Bluetooth
Akatsuki
Bhargava Hearing Aid Centre How do I increase the Awareness Survey Part 1
To create awareness the first
step is to know what is
current understanding or view
of the people
7%
98%
only
sympathizes people
wearing specs
Majority of people believed
that hearing problems are less
in India and it is less
dangerous than eye problems
Akatsuki
But
sympathizes people
wearing a hearing aid
While everyone would visit doctor if
they eye sight problems , only
Bhargava Hearing Aid Centre How do I increase the Awareness Survey Part 2
To understand how we can increase the awareness , we showed all the participants a video
The video in brief describes a feeling of person who is sympathized because he is wearing a hearing aid
Later a questionnaire was floated to understand the behavioural change in the participants
https://www.youtube.com/watch?v=4Cx1SMBxCcs&feature=youtu.be
There are no drastic change in the participants who sympathized people wearing spectacles
BUT the previous
98% people who sympathized people with hearing aid got reduced to 61%
Awareness through mass media
and Use that as a channel to sell
do to educate and
Also educate people to change
their
mindset
of
showing
create awareness
sympathy to people wearing
hearing aid
Microsoft Office
Word Document
Akatsuki
Increasing
Online
Visibility
E-Commerce
supply chain
Digital
Channels
SEO
SEM
Social Media
Digital
Marketing
Mobile
Marketing
Akatsuki
Integrated
supply chain
Click and
collect
Pop-up
stores
Anchor
store
Loyalty building to
retailing initiatives
By provision of
loyalty programs,
personalized
experiences,
hospitality, etc.
Issues pertaining to
doctors
Relationship
retailing
Traditional retailing
Supply chain involves BHC, external retailer
and wholesalers and their integrated
collaboration
Akatsuki
Unaware of the
latest technology
due to which much
needed suggestion
of hearing aid
purchase not given
Competitors give
cuts to doctors
Solution
Unified Brand
Experience
Establishing a
single
consistent
brand via
different
marketing
channels
Being close to
customers to
the possible
extend
Hiring the
doctors as
audiologists for
selected retail
outlets Thus
providing expert
advice after
testing
The cuts from
competitors is
eliminated.
Thereby
audiologists
becoming a part
of BHC
Designing
sophisticated and
stylish ads for retail
outlets rather than
portraying as a dull
one and connecting
to ailments
THANK YOU
Akatsuki
Appendix
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2009-2014
INR bn
2009
Pharmaceuti
cals, medical
733.3
appliances/e
quipment
2010
800.9
2011
858.8
2012
979.0
2013
1,088.8
2014
1,237.0
Outpatient
517.8
571.4
617.6
707.6
790.0
902.0
services
Hospital
264.9
291.5
314.4
359.7
401.1
457.3
services
1,516.1
1,663.8
1,790.8
2,046.2
2,279.9
2,596.4
Total
Source: Euromonitor International from official statistics, trade associations, trade interviews
Akatsuki