MARKETING

MANAGEMENT – II
5th January 2022
Project on

SENIOR CITIZEN SAFETY

PRODUCT
STAGE 1

Submitted to: M R SURESH

Group 2
PGDM 21-23 - Section B

R SRINIVAS PRASAD 21100

S KABILA VARMAN 21107
SWAPNIL ANAND 21113
V VIDYA 21119
ANURIMA SHARMA 21068
FATHIMA HANAN V P 21076
 ACKNOWLEDGEMENT

We are grateful to our institute for giving us this opportunity to work on and gain some knowledge on
the “MARKETING MANAGEMENT II” and we have indeed gained new experience and knowledge on
the same.

We would like to express our sincere thanks and gratitude to our respected Director, Dr N.R.
Parasuraman sir, and our professor and guide Dr. M R SURESH for their constant help in the
preparation of the report and their endless support while we faced any difficulties.

We would also like to convey our gratitude to other faculty members and our batch mates for their
teachings, inputs, and encouragement and for making us understand our courses efficiently and
holistically.

Last but not the least, our sincere gratitude towards our parents for their kind cooperation and
encouragement which helped us in the completion of this project.
 SAFE PILLS
INTRODUCTION: -

The medical bottle cap is designed for people over a particular age who must take pills daily,
as well as young people who must take daily medication or vitamins. Instead of setting an
alarm to remind you to take your medications, this bottle cap displays them so that every
time you hold the bottle to drink your water, you can see them - no more forgetting. The pills
are placed in a container that fits within the medical bottle's top. There is no possibility to
forget to take your prescriptions unless you forget to refill the container for the next day's
medications because the container is large enough to hold multiple pills. We all lead hectic
lives that cause us to overlook various tasks that we need to complete during the day. Some
of them, on the other hand, are necessary for our health to remain stable and strong. That's
why we came up with this bottle cap. It is appropriate for anyone heading to work or school
because they will always require a bottle of water with them.

MARKET PERCEPTION: -

As people age, their vision and memory deteriorate. Some people may forget to take their
medications on time or may forget what medications they need to take. We sought to
discover a simple, portable, and efficient solution to eliminate the causes of constant need
for surveillance, such as nurses, or the chance of a missed dose. Pill container is a great way
to keep track of your medications and avoid forgetting to take them. By extracting and
organizing, it makes it simple to keep track of your medication. It provides peace of mind and
eliminates the worry of needing to check your medications on a regular basis. This water
bottle with pill container is a combination of a water bottle and a pill box container. It has a
streamlined design that makes it portable and easy to transport.

PIC: -

Background: Pill containers are a great way to keep track of your medications and ensure that
you don't forget to take them. It gives you peace of mind and removes the stress of constantly
checking your medications and doses. This water bottle with a pill container combines the
functionality of a water bottle with the convenience of a pill container. The pills are placed in
a container that plugs into the inside of the bottle cap in this water bottle. The transparent
plug-in container and water bottle allow people to see their pills, and the plug-in container
has enough space to hold 5-7 pills. The bottle can hold up to various liters of water, and the
plugin pill organizer can hold short-term pills, allowing users to carry their medications
without needing any additional storage space while exercising or traveling. Everyone knows
that pills must be swallowed with water, and this design combines the pill and the water,
making it easy for people to take pills at any time. It has a compact design that makes it
portable and transportable. The bottle is made of BPA-free, odorless, and strain-resistant
copolyester plastic.
Focus

A) Technology – A transparent container that fits inside the bottle cap will be included. It's
well-crafted (the transparency helps the user see whether the container is full or not).
The bottle is made of BPA-free, odorless, and strain-resistant Copolyester plastic. It can
also withstand a large impact and will last for a long time.

B) Target Market – We target the product primarily on senior citizens who might not have
someone to take care of them or due to age, they might forget to take their daily pills.

GOALS AND OBJECTIVES:

The goal is to create a water bottle with a pill container that is frequently used by senior
citizens, and to gain maximum market share for our product. The long-term goal is to maintain
market dominance by gaining momentum, while the short-term goal is to popularize the use
of water bottles with pill containers

Guidelines:

Our product is new to the market, but the pill organizers are already available which is a
competition for our product. We must ensure that we differentiate ourselves from the
customer's perception of the product through branding and marketing efforts, given that the
product is already marketed as an essential product.

SCREENING: -

New product type

Improvement and Revision to existing Products

• Here the company is upgrading current product. The current product is made better
so that it offers a great array of customer benefits.

• The market already has a product named Water Bottle with Pill Organizer which is
similar to our product.

• The company thrives to have improvement in the existing product so as to stay ahead
in product offerings and competition.

• The bottle holds 1 litre of water and holds pills from 5-7 which would allow customers
to take pills for up to a week.

• The bottle is very light so it will be easy to carry for the potential customers.
Growth

The greying population has been increasing day by day and for very obvious reasons it doesn’t
seem to stop growing as the population itself is increasing in that pace , and it’s not only about
the senior citizens this product is all about, it’s about all those people who tend to forget to
take their medicines on time as discussed in the introduction of the product.

This brings us to a market that will be ready to welcome this product with open arms as this
is the need of the hour. This product holds great potential as the busy lives of many people
has made them this forgettable which not only is affecting them but ultimately affecting the
country in broader aspect. There are so many disease which become worse if the medicines
are not taken regularly.

Imagine people dying or imagine the death rate increasing rapidly because people stopped
following the prescription by not taking medicines on time and this finally resulted in bad
health leading to death or if not necessarily death then multiple visits to different hospitals
every now and then.

Also, imagine how bad the economy in general will get affected if the large chunk of people
who work and contribute to economy in any sense start falling sick and not working anymore
because of serious health issues caused by not taking the medicines on time. This tells us how
important this product is for all the age groups and how this product holds the potential to
keep on growing in the long run as well as performing good even if launched today.
 SMART SENSOR DIAPER
INTRODUCTION: -

Smart devices, as we all know, are getting increasingly popular with each new product
introduction. Washing machines and refrigerators, for example, have begun to obtain "smart"
capabilities, allowing them to be much more than just stupid home goods. Despite the large
number of things that have been integrated into the smart network, there are still a few that
can utterly surprise us. One such product is the “Smart Sensor Diaper” which can be an
enormous safety tool for the senior citizen.

MARKET PERCEPTION: -

"Diapers are used not just for babies, but also for the elderly and sick who are bedridden and
unable to care for themselves.” According to Euromonitor, the market for adult diapers,
disposable underwear, and absorbent pads is rapidly expanding, increasing 9% last year to $9
billion after more than doubling in the previous decade.

Companies are attempting to change attitudes by making products more inconspicuous,

avoiding words such as diapers and nappies, and placing items in the personal care aisle, next
to deodorants and menstrual pads, rather than the baby products section. They're also using
advertising to try to normalise the topic's conversation. The interest market has been
especially interested in wooing women, who are more than twice as likely as men to suffer
from bladder weakness as a result of childbirth. The idea lies with the fact that a smart sensor
diaper can do detecting electronically, you can tell just by approaching the person — without
having to unclothe him or her. Due to the working mindset of the millennials and the younger
generations a constant eye on the elder generation at all the time would possibly seem to be
impossible. So, such a senor will enable them to keep the life at ease by, when a sensor
detects moisture in a diaper, it transmits a signal to a nearby receiver, which can then send
an alert to a smartphone or computer.

PIC: -

Background: A smart diaper is a type of underwear that includes a sensor that signals when
it's time to change the diaper. A passive radio frequency identification (RFID) tag is embedded
in the diaper's sensor, which is placed beneath a layer of super absorbent polymer, a type of
hydrogel commonly used in diapers to absorb moisture. This RFID sensor detects wetness in
the diaper and delivers a signal to a nearby receiver, which subsequently sends an alert to the
user or caregiver. This RFID sensor detects wetness in the diaper and delivers a signal to a
nearby receiver, which subsequently sends an alert to the user or caregiver. The Smart Diaper
App will assist you by estimating the optimal moment to change a wet diaper. It can also
automatically record a person's restroom habits, including the time and frequency.
Focus

A) Technology – A tiny RFID sensor that can detect diaper dampness, inform carers, and
signal a nearby receiver. Because this sensor can be made for less than 2 cents, it can
be used in disposable diapers without adding bulk.
The RFID tag can be inserted into the hydrogel used in disposable diapers. When the
hydrogel is wet, it expands and becomes conductive, allowing the tag to send a signal
to an RFID reader within a one-meter radius – all without the use of batteries.

B) Target Market – We target the product primarily on senior citizens who might wet
their bed and other accessories.

Goals and Objectives:

The goal is to create a smart sensor diaper that is frequently used by senior citizens, and to
gain maximum market share for our product. The long-term goal is to maintain market
dominance by gaining momentum, while the short-term goal is to popularize the use of diaper
with the sensor

Guidelines:

Our product for senior citizens is new to the market, but the traditional diaper manufacturers
are already available which is a competition for our product. We must ensure that we
differentiate ourselves from the customer's perception of the product through branding and
marketing efforts, given that the product is already marketed as an essential product.

SCREENING: -

New product type

Improvement and Revision to existing Products

• Here the company is upgrading current product. The current product is made better
so that it offers a great array of customer benefits.

• The market already has a product named SmartDiaper which is similar to our product.

• The company thrives to have improvement in the existing product so as to stay ahead
in product offerings and competition.

• The diaper holds the moisture or the liquid content for a longer time without allowing
the surroundings to get wet and also sends a sensor in order to change the diaper on
time.
Growth

The adult incontinence market is growing, and there are tremendous prospects in the field
across all markets. This ageing trend is driving demand, but it's also driving innovation in terms
of product formats for women and men, as well as a better understanding of what's needed.

In the hygiene market, smart diapers are proven to be a major changer. With worldwide adult
diaper sales of $8.2 billion in 2018, the launch of smart diapers has the potential to improve
the overall growth of the adult diaper industry, which is expected to reach $15.6 billion in
2027.

As many caregivers are unclear about when to change diapers, unchanged diapers raise the
risk of skin disorders, including diaper rash. Manufacturers of adult diapers are developing
smart diapers with wearable sensor technology to address this problem. This technology
notifies the caregiver when the diaper needs to be changed, minimising the risk of skin
irritation. Effective skin problem prevention saves the healthcare business, as well as
individual consumers, a lot of time, money, and resources.

Adult diapers with wearable sensor technology are an efficient management approach for
dealing with the rising incidence of adult incontinence. As a result, adult diaper producers are
developing micro-disposable hook fasteners that are soft on the skin. These fasteners prevent
diaper leaks and are equipped with sensors, making them a useful tool for consumers.