WEST BENGAL UNIVERSITY OF TECHNOLOGY
SUMMER PROJECT REPORT CONSUMER PERCEPTION ABOUT RETAIL MEDICINE PROVIDED BY APOLLO PHARMACY AT
BY SANTU DEY WBUT REGI NO: 092320710082 OF 2009-2010 WBUT ROLL NO: 09232009049 INDUSTRIAL GUIDE: Mr. MANAS SINHA
FUTURE BUSINESS SCHOOL
This project work would not have been great experience to explore my potential and knowledge without encouragement of the persons who teach and guide me through the project duration. That’s why I am acknowledging towards these respected persons with my inner feeling of heart. With immense pleasure I pay my gratitude to the faculties of our college FUTURE BUSINESS SCHOOL for their co-operation and guidance. I pay my immense gratitude to Mr. Anirban Majumdar, Faculty of FUTURE BUSINESS SCHOOL for giving me his valuable time for guidance. I would like to special thank Mr. R. S. Senthil Kumar, Manager of Apollo Pharmacy, A unit of Apollo Hospitals Enterprise Limited, for his continuous guide through out the project work. I also want to thank Mr. Koushik Kumar Maity, Sr. Executive of Apollo Pharmacy, A unit of Apollo Hospitals Enterprise Limited, for giving me a healthy work environment to complete my project.
I pay my gratitude to the all Marketing staff & Colleagues of Apollo Pharmacy, A unit of Apollo Hospitals Enterprise Limited, for their co-operation and guidance. And thanks to them who inspired me at Apollo Pharmacy & FUTURE BUSINESS SCHOOL.
Project Overview No.
Introduction ……………………………………….. 2 Aims and Objectives……………………….……. 6
Overview of the Organization
Introduction………………………………………… 8 History of the Organization………………….….... 9 Special features………...………………………….. Departmental study………………………………. 10 14
Detailed study of department Related to my specialization………..………….... 15
Competitor’s details……………...……………….. Methodology…………………………………….... Analysis………………………………………….….
Conclusions ……………………………………….. 51 Recommendations……………………...…….... 53 Appendix……………………………………..…...… References………………………………………….. 55 59
The retail revolution has brought in changes to the way average urban Indians shop for a host of products and services — from routine groceries to attractive apparels, & from petrol & lubricants to books & magazines. But a majority of Indians still visit the crowded neighborhood pharmaceutical store to buy a vitamin pill or a painkiller, and in some of the smaller cities have to double-check to ensure that the medicines are according to the doctor's prescription, cosmetics like shampoos and creams are genuine, and the chocolates are not past the 'best before' date. The $5-billion pharmaceutical retail market in India is, however, priming itself for major changes. Nine out of 10 blockbuster drugs in the future will be biotech based, requiring special storage facilities and transportation. Most of the existing pharmacies in India would be unable to meet the stringent requirements. Apollo Pharmacy believes that over the next five years, "there will be a very strong boom in organized pharmacy retailing, where the pharmacy models will start following the western world." Apollo Hospitals has established a formidable network of 900+ stores under the Apollo Pharmacy brand, India. Consumers today are far more discerning. Along with quality products they are also looking for ambience and convenience in shopping. Our outlets have been designed keeping this in mind.
Consumers today are far more discerning. Along with quality products they are also looking for ambience and convenience in shopping. Our outlets have been designed keeping this in mind. Apollo Pharmacy, a unit of Apollo Hospitals Enterprise Limited acquire specialized products from the manufacturer, transport them to its warehouse in temperature-controlled conditions, and store them at the pharmacies in refrigerators. Importantly, they also ensure free home deliveries to registered patients anywhere in Kolkata and suburban areas. Indian economy is the third largest economy in the world, in terms of purchasing power, is going to touch new heights in coming years. As predict by Goldman Sachs, the Global Investment Bank, by 2035 India would be the third largest economy of the world just after US & China. The India Industry Sector and agricultural sector now comprises of more than half of India's GDP which amounted to 51.16 per cent in 1998-99. The number of Industries in India has multiplied by a large amount in the last few years. The various Sectors in Indian Industry are gaining more and more importance. As India is a developing country the Retail sector in India, IT Industry in India, Pharmaceutical sector in India, Food and Beverage Industry in India and various other types of industries are coming to the forefront and taking the center stage. The Indian economy had grown by 5.4 per cent in 200102, which included a growth rate of 3.3 percent in the India Industry Sector. While the Indian Industry Sector grew by 3.3 per cent, the various segments in the industry like construction showed a lower growth in 2000-01, whereas, there was a marked improvement in the growth rates of manufacturing (from 4.2 per cent in 1999-2000 to 6.7 per cent in 2000-01) and mining and quarrying (from 2 per cent to 3.3 per cent during the same period). The growth rate of electricity, gas and water supply remained almost unchanged at around 6.2 per cent for both 1999-2000 and 2000-01.
In the India Industry Sector the most striking force has been the IT Industry sector. The Indian software industry has grown at a massive rate from a mere US $ 150 million in 1991-92 to a staggering US $ 5.7 billion (including over $4 billion worth of software exports) in 1999-2000. No other Industry in India has performed this well against the global competition. The IT sector has helped the India Industry Sector to move ahead in leaps and bounds. The BPO industry has also been a pillar of success for the India Industry Sector. As more and more industries come up the future holds good prospects for the India Industry Sector. Indian Economy grew by 5.4 per cent in 2001-02, which is considered to be one of the highest growth rates in the world for the year. This growth is supported by a growth rate of 5.7 per cent in agriculture and allied sectors, 3.3 percent in industry and 6.5 per cent in services. Overall agricultural output is estimated to increase by nearly 7 per cent in 2001- 02. Food grains production is expected to rise to 209 million tons compared with 196 million tons in 2000-01. Prospects of agricultural production in 2001-02 are considered to be bright as a result of normal monsoon and relatively favorable distribution of rainfall over time and regions.
While the Indian industry sector grew by 3.3 per cent, with in industry sector segments like construction showed a lower growth in 2000-01, there was marked improvement in the growth rates of manufacturing (from 4.2 per cent in 1999-00 to 6.7 per cent in 2000-01) and mining and quarrying (from 2 per cent to 3.3 per cent during the same period). The growth rate of electricity, gas and water supply remained almost invariant at around 6.2 per cent for both 1999-2000 and 2000-01.
During 1993-94 to 1999-2000 the service sector had achieved consistently high growth rates in the range of 7.1 per cent to 10.5 per cent. But for the first time in 2000-01, the growth rate of the service sector declined to 4.8 per cent due to poor performance by financial sector, trade hotels and restaurants, and community and social services.
In India there are so many pharmaceutical company those who are providing better service but APOLLO PHARMACY provides the best.
AIMS & OBJECTIVES
This project is based on “Consumer’s Perception about Retail Medicine Services provided by Apollo Pharmacy”. In every retail field so many consumers or customers are procuring their needs every day and every moment. Their needs are different and the processes by which they fulfill their needs are also different. So every retail body is trying to update themselves by which they can fulfill their customers’ needs and wants. For updating themselves these companies are recruiting some surveyors for continuous process of market survey. By this survey they easily come to know the exact position of their buyers, competitors’ position, consumers’ demands and as well as the drawback of the concern company. These information help the company for re- organized their schemes and policies for executing the consumers’ desires.
Apollo Pharmacy, a unit of Apollo Hospitals Enterprise Limited, is one of largest medicine chain of Asia as well as the World. Every day and every moment 1000 of consumers or patients are enjoying the services provided by the Apollo Pharmacy only. But among them a few percentage of consumers are also here who are not so satisfy due to unavailability of medicines, misbehavior by the staffs or some other reasons. This very project is trying to find out the exact frame of mind of the regular or irregular consumers of the Apollo Pharmacy. “Consumers’ perception” is the key word of the recent trend of Retail World and this project makes a clear storyline of the perception of Apollo’s consumers.
An overview of the organization
Chairman’s Voice In 1979, An Indian who could not go to US for a heart surgery, devoid of required medical attention here, died on the Deepavali day. This was the turning point in the life of an entrepreneur, who carved the corporate healthcare niche in India - Dr. Prathap C Reddy Dr. Pratap C. Reddy is a doctor and businessman who founded the first corporate chain of hospitals in India, the Apollo Hospitals Group. He is the Executive Chairman of the company. Dr. Reddy graduated from the prestigious Madras Christian College. He is a trained cardiologist with international experience; Dr. Reddy worked at the Missouri State Chest Hospital, where he headed several research programs. The absence of world-class medical facilities in India spurred him to set up the first Apollo Hospital in Chennai in 1983, at a time when private healthcare institutions were virtually unknown in India. Over the years, Dr. Reddy has been able to attract the best medical talent to India including doctors from hospitals in the US and UK. For his contributions, Dr. Reddy was awarded the Padma Bhushan in 1991. Vision To develop a community of care and concern that caters to our customers with the most innovative retail management programs, services and technology. Mission
To be a responsive round-the-clock pharmacy retailer to our prospective customers
Quality Policy “Apollo Pharmacy” with the largest retail pharmacy network, is committed to servicing its customers, ensuring:Reliability : High quality drugs, Cold Chain Informed Customer Care : Trained Manpower Convenience : Home Delivery, ATM, Call Center
History of the Organization
Recent Credentials Apollo Pharmacy is awarded ‘Star Retailer for the year 2007 in the Health & Beauty’ instituted by Franchise & Retail Holding India. Ms. Shobana Kamineni is awarded ‘Women Entrepreneur of the year 2007’ Awarded the ‘Modern Medicare Excellence Award 2006-07’, by ICICI Group.
Awarded Sir Neel Ratan Sarkar award for Medical Excellence in 1998 Awarded Padma Bhushan in 1991
First to introduce corporate chain of hospitals in India Awarded Padma Vibhusan to Dr. Prathap C Reddy in 2010
Pharmacy Evolution….. Started operations in 1983 as a Hospital Based Pharmacy providing pharmacy services to the patients coming to the corporate Apollo Hospital, Chennai
An Integrated Healthcare Apollo Group
Spectra Clinical Telemedicine Apollo Health AHERF Research Education & Street Ltd Centre (SCRC) Research
Nation wide Apollo Pharmacy presence
Unique Selling Proposition
• • • • • • •
Genuine Medicine Refilling of Prescription 24 Hours Customers Services Well Stocked Pharmacy Manned by Competent Staff Computerized System Cold Chain Maintenance Protocols Internal Quality Certification
Merchandising @ Apollo • • • • Moving from Curative to Wellness Customer Engagement Enhanced Product Mix In-store Experience
Pharmacy assistance through Any Time Medicine (ATM) Apollo Pharmacy provides round the clock pharmacy assistance to doctors, who are keen to enhance medicine delivery to their patients.
Benefits of ATM Our ATM service benefits both doctors and patients enabling them improve doctor-patient relationships and foster feelings of trust and dependence. There are no extra charges for this service to either doctor or patient.
Marketing Activities • Free Health Check Camps • Door to Door campaigns in the Neighborhood of all the Pharmacies • TV scrolling in the Local channels • News paper advertisements, Pharmacy / ATM Fliers inserts • Screening the slides in City Theaters • ATM banners at Prominent city locations • Flute boards display within 1 KM radius of next pharmacy.
Call Centre ➢ Call center manned by qualified Pharmacist ➢ Running at Chennai, New Delhi, Bangalore, Kolkat and Hyderabad. Service Regular and ATM customers for prescription reminders.
Corporate Tie Ups Private Ltd Co. Banks Defence IT Govt. Org. Hospitals • • • • • TI Group, TVS Group RBI, ICICI, SBI, NABARD Military, Air force, Navy, ICF - Infosys, Satyam, HCL Indian Airlines, NMDC, Railways SRM, St. Anthony Hospitals
Godrej Aadhaar tie-up in Maharashtra & Punjab IRDA-(Indian Rural Development Authority) tie-up in AP IOCL-(Indian Oil Corporation) for petrol pumps countrywide ITC E- choupal tie- up in MP Tie-ups with Birla Super mart, Spencers Daily, Kendriya Bhandar and Bharat Petroleum are in progress.
Classification of Pharmacies l Hospital Based Pharmacy (HBP)
2 Clinic Based Pharmacy (CBP) 3 Stand Alone Pharmacy (SAP) Pharmacy Evolution Contd.….. • 1983 • 1988 • 1990 First HBP in Apollo Hospital, Chennai First SAP started in Mandaveli, Chennai, April 04 Computerized Networking in all Retail pharmacies
• 1991 First CBP inaugurated in T-nagar, Chennai, December 05 Pharmacy evolution …Till Date • 1992
First SAP in Hyderabad in RTC X roads, April 03 First Expansion phase Introduced Doctor’s ATM
• 2005 • 2007
1. Introduced ATM (Customer Loyalty Program), Hyderabad 2. New format store introduced in Hyderabad, Banjara Hills, January 24
3. Second Expansion phase
Detailed study of department related to my specialization
Types of SAP There are three types of Stand Alone Pharmacy
• High street pharmacy (in commercial and business places
with av. Area of 300 - 400 sq. ft)
• Convenience pharmacy (in residential places with av. Area
of 300 sq. ft)
• Flagship pharmacy (one stop shop for pharmacy &
wellness with av. Area of 1000 sq. ft)
Apollo hospital is the largest healthcare group in Asia. It has 41 hospitals in & around India. Today Apollo Hospital Enterprise Ltd. Is the leading private sector healthcare provider in India and owns and manages a network of speciality hospitals and clinics.
Group Companies of Apollo Hospitals Apollo Health Street Limited: It is a global healthcare services company that offers business process outsourcing and IT solutions and services to a global clientele. Apollo Pharmacies: It is the largest retail pharmacy chain in India with over 70 round-the-clock retail outlets in India. Apollo Pharmacies is moving towards offering e-prescription based services to the end user and the doctor. Apollo Health & Lifestyle Limited: Apollo Health & Lifestyle Limited (AHLL) is engaged in establishing a network of clinics in India and neighbouring countries. It intends to address the day-today health needs of common people by providing a range of superior quality healthcare services at affordable prices. MedVarsity Online Limited (MOL): MedVarsity Online Limited is promoted by Apollo Hospitals and NIIT Ltd. MedVarsity has developed over 1500 hours of medical content that is accessible to the medical community anytime and anywhere. Apollo Telemedicine Enterprises Limited (ATEL): Apollo Telemedicine Enterprises Limited has developed the 'Apollo Telemedicine Network' that allows the participant sites to collaborate with institutions in the country and abroad and provides their clientele access to better healthcare in areas not adequately served by the medical community. Family Health Plan Limited (FHP): The company deals in the healthcare insurance sector and is the largest Third Party Administrator (TPA) in Asia. Equipment World: Equipment World sources and selects highend medical equipment, catalogues and provides expert advice
and services on technology, techno-commercial issues. Keimed.com Limited: Keimed.com Limited is a unified national pharmaceutical procurement and supply chain management company for a wide range of medical goods, consumables, drugs, surgical, health and personal care products. Major Achievements of Apollo Hospitals • Apollo Hospital, Chennai is the first Indian hospital to be awarded the 1S0 9002 and ISO 14001 Certifications. • Apollo Hospital, Chennai is the first Indian hospital to introduce newer techniques in coronary angioplasty, stereotactic radiotherapy and radio-surgery (for CNS tumors). • Apollo Hospital, Chennai is the first to perform liver, multiorgan and cord blood transplants in India. • Apollo Hospital, Delhi is first Indian hospital to receive the Joint Commission International (JCI) USA accreditation-the gold-standard in hospital certifications worldwide. • Apollo Hospital, Delhi performed the first successful liverkidney transplant in the Indian sub-continent.
Basically there are two types of project. These are:
Door to door Project. Market research and Survey Based Project.
Door to door Project:
Door to door project is that kind of project where it is basically based on Sales Promotion. Sales promotion considers some important factors before launching the promotional scheme. Before introducing a sales promotion scheme, markets must have to consider the following points –
Size of the sales promotion: Survey says either 10% decrease in price of medicine and other p/L product only can attract the customers. So this point should be considered carefully.
Duration: Sales promotions are to be introduced for a short period only so that it can not dilute the brand image of the product.
Choose the proper distribution vehicle: Decide how many channel members and who are they involved in the promotion.
Timing: when the promotion will be offered, such as a promotional offer of medicine and other product during the diabetic camp or any special day.
Sales promotion process: There are different stages of
sales promotion, these are – Identify the target customer
Determine the communication objectives
Design the message
Select the communication channel
Deciding on the marketing communications mix Stage 1: Identify target customer: The process must start with a clear target customer. In case of medicine it is now become a daily usage of household. But there are some audience those who are the potential buyers of the company’s product. Basically they are maintaining the brand name APOLLO PHARMACY. We have to target those audiences. On the other hand we have to target the current users, individuals, groups, general public. In my project work I have targeted the above mentioned customers and the feedback was excellent. Stage 2: Determine the communication objectives: The representative of the company can be seeking a cognitive, affective and behavioral response. That is the person might
want to put something in to the customer’s mind to change the mind. Example: During my project work of sales promotion when I communicate with a customer who is the user of other pharmacy. But when I am talking about the 10 % discount on medicine price and other product provided by APOLLO PHARMACY then the customer have shown some extra interest on it. Stage 3: Design the message: Having defined the desired response, the communicator moves to developing an effective message.
communicator must select efficient channels to carry the message. In the case of pharmaceutical company sales person can rarely wrest more than 5 minutes’ time from a customer or a busy physician. The presentation must be crisp, quick, and convincing. These include placing medical journal or pamphlets about the medicine or the specialty provided by Apollo pharmacy. Stage 5: Deciding on the marketing communications mix: Company must allocate the promotion budget over the give promotional tools – advertising, sales promotion, public relation, and publicity.
Market research and Survey based project:
This type of project is totally based on marketing
research. It can be defined as is the systematic gathering, recording, analyzing of information about organizations. Here this project is a Research Project from “Apollo Pharmacy, A unit of Apollo Hospitals Enterprise Limited”. This project is trying to find out consumer’s perception on Retail Medicine Chain. For that reason a proper market research require.
Values of market research: A wide variety of information used to support the marketing decisions can be obtained from market research. The values are – • Information about the market • Information about product • Information about pricing • Information about promotion in the market • Information about distribution in the market Types of marketing research: Ad Tracking: This is periodic market research to monitor the brand image. Brand Equity research: It unveils how favorably do consumer view the brand?
Brand name testing: What do consumers feel about the names of product? Concept testing: To test the acceptance of a concept by a target consumer. Buyer decision processes research: To determine what motivate buyers to buy the product. Price elasticity testing: To determine how sensitive customers are to price changes.
Marketing research process: Marketing research briefly refers to all type of marketing activities conducted in the field of marketing. It is a function which links the consumer customer and public to the marketer through information.
Consumer Customer Public
Some point regarding the marketing research design process still need some more explanation and they are provided below1. Exploratory Research. 2. Qualitative Research 3. Descriptive Research.
• Exploratory Research:
Exploratory research is used when one is seeking insights into the general nature of a problem, the possible decision alternatives, and relevant variables that need to be considered. Typically there is little prior knowledge on which to build the research methods which are highly flexible, unstructured and qualitative. Exploratory research is also useful for establishing priorities among research questions and for learning about practical problems carrying out the research. Studies may involve reviewing published data, interviewing people, conducting focus groups, investigating literature. The output of an exploratory research will not be answered but more specific questions or statement of tentative relationship will be addressed.
It is usually exploratory and diagnostic, and then the research designed primarily for exploratory purposes, such as getting oriented to the range and complexity of consumer activity, clarifying the problem and identifying likely methodological problems. Group Interviews Case Studies Projective Techniques
Descriptive research refers to a set of methods and procedures that describe marketing variables. Descriptive studies portray these variables by answering who, what, why, and how questions. This type of research studies may describe such things as consumer’s attitudes, intentions, behaviors or the number of competitors and their strategies. The great majority of descriptive studies are cross sectional, although some use longitudinal information. These types of studies generally employ a structured questionnaire and the emphasis is on generating an accurate picture of relationship between and among variables. Consumer’s attitude Intentions Behaviors
Causal research design is conducted by controlling various factors to determine which factor is causing the problem. It allows you to isolate causes and effects. By changing one factor, say price you can monitor its effects on a key consequence such as sales. Although casual research can give you a high level of understanding of variable you are studying, the design often require experiments that are complex and expensive.
There are two ways to do market research. 1. Primary Research.
2. Secondary Research.
➢ Primary Research
Primary Research involves collecting new information to meet your specific needs.
Primary research can be:
Gathering descriptive information, usually represent verbal or narrative data through open-ended interviews or focus groups. ○ Open-ended interviews are composed of questions that can not be answered with a simple yes or no. This type of interview gives you a lot of information, but is time consuming for both you and the person you are interviewing. The greatest benefit to you is that you will learn a lot about the group you are studying including common trends, emotional motivators, and general likes and dislikes of your primary market.
○ Focus groups should be lead by professionals skilled in leading small groups of 6 to 12 people through a series of questions ranging from specific to general in nature. Usually, focus group sessions last for at least an hour. Since focus groups must be lead by trained professionals to be most effective, they are the most expensive form of market research.
Quantitative: these can be analyzed
Gathering numerical information statistically through surveys.
○ Surveys take longer to develop, but are generally
easier to administer than other types of market research. Since they take less time to complete, people are usually more willing to answer them. Also, surveys provide excellent information if they are wellconstructed with thoughtful questions. The easiest and most cost effective way to conduct surveys is either by telephone or where the product is sold.
Primary data sources:
Individual. Target Customer. Actual Customer. Potential Customer. Users. Employees. Competitors. Distributors. Suppliers.
Method of Primary Data collections:
1. Interviews 2. Product Tests 3. Projective Techniques 4. Focus Groups
In secondary market research you analyze information that has been gathered for some other purpose. This saves you the cost of gathering the data so it is more economical, given that you can find data in the form that you need it. The data used may be a study, a group of articles on a topic, or demographic or statistical data gathered by someone else. For example, the demographic data about car owners in your county available from your Chamber of Commerce may be just the information you need - and it is already available.
Secondary Research Activities:
1.Review and analyze the existing data on your target markets available from magazines, books, published research studies, and government publications 2.Evaluate the competition. 3. Assess social, economic, and political environmental factors.
There are two types of secondary data, one is Internal Secondary Data and another is External Secondary Data.
Internal Secondary Data: Internal Secondary Data are generated within the organization itself such as sales persons call report, sales invoice and accounting. External Secondary Data: On the other, External
Secondary Data are generated from out side of the organization. Such as Govt. report, trade union journal etc. Sources of Secondary Data Newspaper. Internet. TV advertisement. Journal (In house). Printed books and brochures. Certificate issued by various Universities and Health Institute Telephone Interview and Personal Interview. In house CDs.
There are four types of basic measurement technique used in market research: Questionnaire Method. Attitude Scale. Observation.
Depth Interview and Projective technique. By the help of Questionnaire Method the project is prepared. Questionnaire Method: A Questionnaire Method consist of a set of question presented to the responded for the answers because of its flexibility the answer is by far the most common instrument used to collect the primary data. Its need to carefully develop tested and debugged before they are administered on a large scale.
Characteristics of good questionnaire:
It should be designed in such a manner that helps to collect data without effecting the quality of information.
2. Does not insist any body to provide biased information. 3. Enable interviewer to understand the question. 4. Ensure that respondents can also understand the question.
There are various steps involved in process of questionnaire design. These are – ♠ Determine specific data to be sought. ♠ Determine the interview process. ♠ Collection of information. ♠ Evaluate the question content. ♠ Determine the response format. ♠ Determine the wording of the question. ♠ Determine the question structure. ♠ Pretest. ♠ Interview. ♠ Analysis. These steps are discussed below: ----32
Determine specific data to be sought: This is the very first step in the questionnaire method. It is the method of study that involves finding out the specific data from the secondary data. In this method it is also determine the respondent. After completion of the above steps now analyze the data. Now Retail Medicine Chain is one of the booming sectors in Indian economy so, the subject “Consumer’s Perception on Retail Medicine Chain provided by Apollo Pharmacy, A unit of Apollo Hospitals Enterprise Limited” is very suggestive.
Determine the interview process: After a proper sought of the data the main thing is the determine the interview process. This is very vital steps to take the interview. Researcher has to decide the communication media. Collection of information: The next step of the processing is Collection of information. A lot of hard work has been done in this step. The information about the history of the company, departmental study, competitors details are collected from the senior employee of the HDFC Standard Life Insurance Company Ltd. and from--- Business journals. Website. Newspaper. Brochures.
Evaluate the question content: The next step of the processing is evaluating the question content. Questionnaire should consist of relevant question which will provide meaningful data considering1. Respondent must understand the question. 2. Respondent must have information to provide.
Determine the response format: The next step is determining the response format. Researcher has to decide the type of question he or she should use. There are two types of questions1. Open ended question • Free response • Probing • Projective techniques 1. Closed ended question •Ranking •Check list •Multiple choice •Scales
Determine the wording of question: Define the issue and each question should be checked against six points, i.e. who, what, where, when, why and how.
Researcher has questionnaire. Avoid Avoid Avoid Avoid
lengthy question ambiguous question double meaning question biased question
Determine the structure of the question: The general principle of setting a questionnaire is as follows 1. Lead questions: Start the flow of responses and gain rapport. 2. Qualifying questions: To find out whether the person is right or wrong. 3. Warm up questions: To direct thinking and memory. 4. Specific questions: About the feeling of respondent. 5. Demographic questions: About age, sex, name of the respondent
Pretest: In this stage researcher tests the questionnaire to determine whether the questionnaire is full proof or not. He should look after different aspect of the questionnaire i.e. sequence, understandability, of word and phrases, size of the questionnaire.
Analyze: The final step of the processing is analysis portion. In this step, all the results of the market survey are graphically and theoretically plotted. I have been done my analysis in Naihati where a diabetic camp was held and it was provided by APOLLO PHARMACY, A UNIT OF APOLLO HOSPITALS ENTERPRISE LTD.
This is the main part of the project. After doing all the market research and survey activities the result will be out. The all technical part has been done here. This is the backbone of the project. In this stage I am going to plot all the data in graphically which I have been collected from survey. The survey basically made in urban and semi-urban area. The conclusion and the result will be come out after this analysis. The analysis is based on CONSUMER PERCEPTION ABOUT REATAIL MEDICINE PROVIDED BY APOLLO PHARMACY, A UNIT OF APOLLO HASPITAL ENTERPRISE LTD. The analysis is based on questionnaire method. The data are collected from this method. The questions are as follows:
1. 2. 3. 4.
Awareness about Retail Medicine Chain. Acceptance of Apollo Pharmacy. Competitor’s position. Acceptance of 24 Hours Services Provided by Apollo Pharmacy. 5. Acceptance of Free Home Delivery Provided by Apollo Pharmacy. 6. After marketing customer’s feedback. 7. Consumer inflow through. 8. Age group of respondents. 9. How often do they visit the Apollo Pharmacy Outlet? 10.Why they do visit Apollo Pharmacy? 11.Satisfaction level of consumer based on post purchase behavior.
AWARENESS ABOUT RETAIL MEDICINE
After conduct my survey of 50 samples I have been found that the Awareness about Retail Medicine of the consumer is poor. 52% consumer said that they have no idea about it.
VERY GOOD 10%
ACCEPTANCE OF APOLLO PHARMACY
The acceptance of APOLLO PHARMACY on the consumer is very good. The survey shows that 66% consumer accepts APOLLO PHARMACY as very good.
VERY GOOD 66%
There are so many competitors of APOLLO PHARMACY. But during the survey I have been found that consumer mostly like APOLLO PHARMACY than our competitors. The competitors are as follows: 1. 2. 3. 4. MEDICA SYNERGYE MEDPLUS FRANKROSE DHANANTARI
EPTANCE OF 24 HOURS SERVICES PROVIDED BY APOLLO PHA
Apollo pharmacy has provided 24 HOURS SERVICES to the customer. The consumers are very much satisfied for this facility. 75% consumer said it is excellent.
VERY GOOD 20%
ACCEPTANCE OF FREE HOME DELIVERY PROVIDED BY APOLLO PHA
APOLLO PHARMACY has provided FREE HOME DELIVERY to the customer. Survey shows that 70% consumer said it is excellent. EXCELLENT 70% VERY GOOD 30%
AFTER MARKETING CUSTOMER’S FEEDBACK
The main thing is customers’ feedback about APOLLO PHARMACY. After doing the survey the 95% feedback are positive.
CONSUMER INFLOW THROUGH
There are various steps regarding consumer inflow. The steps are as follows: 1. 2. 3. 4. 5. 6. Marketing team. Door to door campaigning. Advertisement through banner & poster. Pamphlets paper inside. Medical camp. Others various sources.
The survey shows that the Door To Door Campaigning is the main process of consumer inflow.
AGE GROUP OF THE RESPONDENTS
There are several people I have been met during my survey. They are from different age group also. I have been divided the age group in following manner 1. 2. 3. 4. 18 26 41 60 to 25 years to 40 years to 59 years years & above
The survey shows that 44% people belongs to 41 to 59 years.
SCHEDULE OF VISIT TO APOLLO PHARMACY
The schedule of visit to APOLLO PHARMACY is different for different customers. The survey shows that 60% customer visit Apollo Pharmacy as per requirement.
AS PER REQUIREMEN T 60%
REASONS BEHIND VISIT APOLLO PHARMACY
There are several reasons behind why do they visited Apollo Pharmacy. The reasons are as follows: Quality Variety All under one roof Brand name Service Outlet ambience Friendly behavior Privilege scheme Easy access
The survey shows that the service is the main reason behind it.
SATISFACTION LEVEL BASED ON POST PURCHASE BEHAVIOUR
After doing all the hard work I have been found the satisfaction level of customer after post purchase behavior is satisfied. The survey shows that the 48% customers are satisfied and 34% are highly satisfied. SATISFIED 48% HIGHLY SATISFIED 34% UNSATISFIED 6% AVERAGE 12%
During my survey I have been found some STRENGTH, WEAKNESS, OPPORTUNITY and THREAT. I am now going to analysis this. This is called SWOT ANALYSIS.
Lack of stock in newly open outlets Not creative in respective fields Lack of knowledge about doctors Monotonous approach After sales service
Potential market availability Widening the business Brands for ads
Continuous monotonous approach Low pricing strategy Toughest competition
Service to the customer Quality of product
Systematic approach Provide general awareness
Tie up with other medicine company Adapt different strategy
The market research has been done in the Urban and SemiUrban area of Kolkata and other district. The survey reveals some points during my project days. Though my project based on Consumer Perception about Retail Medicine Chain Provided by Apollo Pharmacy, but I have been found some solution for betterment of the Pharmacy. These are as follows: 1. The customers are relatively new in the pharmacy. 2. The stock of the medicine should be increased. 3. The awareness has to be growing in the consumer. 4. Use the brand name as for promotion. 5. 24 hours service is the great idea. 6. Discount on medicine as well as other product it is another USP of pharmacy. 7. The survey reveals that the customers are satisfied and highly satisfied to the pharmacy, it needs to carry. When everybody is in sleep, Apollo Pharmacy works for the society 24hrs and 365 days. They work for the consumer & work for the society. So the only motto of the company is to evaluate consumers’ wants and needs everyday and night by which they can remain a deep impression on our society.
The survey has been gave me some extra opportunity to gather information about real market scenario which will give an extra mileage in future. But there are some limitations also during the project which I can’t overlook. The limitations are as follows:
1. Duration of the project by which I have been gathered some data but it is not sufficient. 2. The project has been done in the urban and semi-urban area for that the whole scenario of the consumer perception may not effective. 3. The survey reveals that the consumer has no idea about retail medicine chain so the answer of the questions may be biased. 4. The respondents were in hurry to give the answer of the questionnaire. 5. The customers were reluctant to give the answer. 6. Some respondents did not co-operate at all.
After doing all the hard work I have been reached to the conclusion part on consumer perception about retail medicine chain provided by Apollo Pharmacy. After doing the market survey I want to cite some point on thinking which helps the company. This project can’t change the entire scenario of the company but definitely it helps to some extent of the company’s future policies. The areas of this project are as follows: • • • • • • • • • • • Awareness about retail medicine chain Acceptance of Apollo Pharmacy. Competitor’s position. Acceptance of 24 Hours Services Provided by Apollo Pharmacy. Acceptance of Free Home Delivery Provided by Apollo Pharmacy. After marketing customer’s feedback. Consumer inflow through. Age group of respondents. How often do they visit the Apollo Pharmacy Outlet? Why they do visit Apollo Pharmacy? Satisfaction level of consumer based on post purchase behavior.
After doing all the hardcore market survey I have been found that the customer accept the Apollo Pharmacy very good way in some areas like 24 hour service, free home delivery, outlet ambience, service from pharmacy, easy access of medical as well as p/L product, honesty from the staff. But except these the survey shows that there is no awareness about the retail medicine chain among the customer. The survey was conducted in the urban and semi-urban area. They don’t have any idea about what is retail medicine chain. They don’t have any idea about brand name. The survey shows that the customer those who are visit Apollo Pharmacy because it is nearest to their residency, 24 hour service, discount on the medical as well as p/L, and another FMCG product. The survey also shows that the Free Health Check Up Camp provided by Apollo Pharmacy which is the great USP for the Pharmacy. The idea of this kind of camp will give the great mileage to the pharmacy in future also. Another USP of the company is the p/L product. The consumers are not able to get this kind of product from local medical shop or any other medicine shop. To some extent it gives the company some extra mileage. Consumer Awareness, Availability and variety of the products are two key working area of the company (Apollo Pharmacy). In future these two fields required more and more concentration for enhancing the business as well as the goodwill of the company. Electronic Media and Print Media can help the awareness of the consumers and regular monitoring required for the enhancement of the stocks. In the other hand the general awareness or the mass awareness need to be increase among the public. They should know what retail medicine chain is.
The project is based on Consumer Perception about Retail Medicine Chain Provided by Apollo Pharmacy. It has been done in the urban and semi-urban area. Though the reputation of the pharmacy in urban area is good but in the semi urban area it is very poor. The survey reveals that the customers visit Apollo pharmacy as per their requirements only other wise they used to go in the local medicine shop. So first of all some serious steps have to be take for the growth of the company. The steps are as follows: The general awareness and the mass awareness have to be increased. The company should use print media and electronic media to inform the customer about the pharmacy. The monotonous approach by the company should be rectifying.
company must have adopted some creative and innovative process for avoiding monotonous activity.
During the survey I have been found that the customer want the doctor should be there in the pharmacy. The company should think on this issue.
As per survey it reveals that our competitors have been take
some great idea on Free Health Check Up issue. They
have been done it on their pharmacy in very regular basis. Those who are coming to buy medicine they made the check up on there. This is the spot check up which is may give them some extra mileage. The company should adopt this kind of process to increase their position in the market. The list of doctor those who are visited in the Apollo hospital, it should be available in the pharmacy. The survey reveals that the customers want to get the information about doctors and their visiting hours and other issues also. So the whole information should be available in the pharmacy. The customers don’t know about what is p/L product. They don’t have any idea about these products. So attractive advertisements of these kinds of products and general awareness about these products should be increased. The company should think on it. Awareness among the sub-urban areas people should be increased. The company should use their brand image. Increase the motivational factors among the customers about the brand of Apollo Pharmacy, as well as Apollo Hospital.
Last but not the least Apollo Pharmacy has been served here for so long time in here, so they have some reputation among customers. If anybody said that I am from Apollo Hospital so the customer can’t neglect them for sure.
Name:…………………………………………………………………………… Phone Number:………………… ……………… Address:……………………………………………………………………………………………………………………………………… 1. Awareness about Retail Medicine Chain
Acceptance of Apollo Pharmacy
Awareness about the Brand Name of Retail Medicine Chain Yes No
a. b. c. d. e. 4.
Apollo Pharmacy Medica Synergye MedPlus Frankrose Dhanantari
f. Others Acceptance of 24 Hours Services provided by Apollo Pharmacy
Excellent Very Good Good Poor Acceptance of Free Home Delivery provided by Apollo Pharmacy
After Marketing Customer’s Feedback Consumer inflow through
a. b. c. d.
Marketing Team Door to Door Campaigning Advertisement through Banner & Poster Pamphlets Paper insert Medical Camp Others Various Sources
8. Age Group of the Respondents
18 to 25 Years
26 to 40 Years
41 to 59 Years
60 Years & above
9. Variety of the Product Movement
Medicine Surgical General Item (Misc.) others
10.Variety of the Medicine Movement
11.How often do you visited the Apollo Pharmacy Outlet
General (OTC Product)
As per requirement
12.Which Medicine Retail Outlet do you visited frequently
a. b. c. d. e. f. Apollo Pharmacy Medica Synergye MedPlus Frankrose Dhanantari Others Local Shop
13.Why do you visited Apollo Pharmacy
a. b. c. d. e. f. g. h. i. Quality Variety All under one Roof Brand Name Service Outlet Ambience Friendly Behavior Privilege Scheme Easy Access
14.Indicate Your Satisfaction Level Based on Post Purchase Behavior
Date : Place :
……………………………… Survey made by
SL NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18.
NAME MR.SOMNATH PODDAR MR.SANKAR SARKAR MR.M.M.TUDO MR.ARINDAM SAHA MR.SUBHAS CH. BISWAS MRS.ANU ROY MR.SANTANU DASGUPTA MRS.BAKUL SAHA MR.T.K. NATH MR.PRASANTA PAUL MR.GOUTAM DEBNATH MR.SANJOY DUTTA MRS.LALTI DAS MR.RATAN SAHA MR.TAPAN SAHA MR.SWAPAN DAS MRS.RANU BALA GHOSH MR.KAJAL BANDHOPADHAYAY
INTERVIEW DATE 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10
19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48.
MR.NARAYAN CHANDRA MR.ARINDAM NEOGI MRS.RANU SAHA MR.SOMNATH SAHA MR.S.NAG MR.J. NEOGI MR.GOPINATH SAHA MR.ANIL DAS MRS.LAXMI GHOSH MRS.ANU SAHA MR.ASHOK SIKDAR MR.BINOD RAJAK MRS.KALPANA ROY MR.SANTANU DAS MRS.SHAMASHREE MAJUMDAR MRS.MALATI KARMAKAR MR.SANJOY MUKHERJEE MR.S.K. MANI MR.BISWAJIT CHAKRABORTY MR.S. CHANDA MRS.MADHABI BHOWMICK MRS.JOTCHNA SARKAR MR.BHUPEN BHOWMICK MR.ASHIS BHOWMICK MR.PANCHANAN CHAKRABORTY MRS.SHILA BHOWMICK MR.ASHIM GHOSH MR.NARESH.CH.CHAKRABORTY MRS.PURNIMA GHOSH MRS.RITA SIKDAR
25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10 25/07/10
MR.TAPAN KR. DAS MRS.SADHANA BHOWMICK
1. http://www.apollopharmacy.in 2. http://www.apollohospitals.com
3. http://www.smallbusinessnotes.com 4. http://www.allbusiness.com
5. Kotler P., MARKETING MANAGEMENT, 13TH EDISION
6. ROBBINS S.P., ORGANISATIONAL BEHAVIOUR