REPORT SUBMISSION

EMERGENCY AMBULANCE SERVICE

Course Title: Introduction to marketing

Course Name: MKT202
Section: 7
Semester: Summer 2018
Submitted to: FAIRUZE CHOWDHURY
SUBMITTED BY:

NAME ID
Munif Ittehad Tanim 1731285630
Sajal Sheikh 1731526630
Abdul Ahad Pieash 1711294630
Tawfique Ahmed Zaman 1712386630
Fahad Hasan 1811549630
Mohammad Khalid Bin Habib 1811554630

SUBMISSION DATE: 31st August, 2018

Ms. Fairuze Chowdhury,

Lecturer,

Department of Marketing and International Business,

North South University.

Dear Madam,

With due respect we, the students from BBA of your mkt-202 section 7 have reported
on the Marketing report “Emergency ambulance service through mobile application".

Though we are still learning, it has enabled us understand such kind how to make a
business successful in this competitive market. So, it has been a very important and
interesting experience. Thank you for your supportive discretion for approving our
topic. Without your animation this report would have been a sketchy one.

Finally we would be thankful once again if you please give your judicious advice on our
effort.

Your obedient,

Munif Ittehad Tanim 1731285630

Sajal Sheikh 1731526630

Abdul Ahad Pieash 1711294630

Tawfique ahmed Zaman 1712386630

Fahad hasan 1811549630

Mohammad Khalid Bin Habib 1811554630

Acknowledgement:

First and fore most we would like to thank Almighty Allah whose blessings had given us
the strength to work on our business report. Then our parents who supported us
relentlessly and most importantly our honorable faculty Ms. Fairuze Chowdhury who
helped us in every step of the way. Taught us the proper way to do a report and helped
us a lot about our report topic and guided us properly throughout the whole process
and without whom this would have not been possible.
 TABLE OF CONTENTS

Executive Summary:..........................................................................................................................4

Introduction:......................................................................................................................................5

SWOT Analysis:..................................................................................................................................6

Current Marketing Situation:..........................................................................................................7

Objectives............................................................................................................................................8

Issues:..................................................................................................................................................8

Marketing Strategy:...........................................................................................................................9

MARKETING MIX:.............................................................................................................................11

ACTION PROGRAM:..........................................................................................................................17

Budgets:.............................................................................................................................................17

Conclusion:........................................................................................................................................18

APPENDIX:.........................................................................................................................................19

REFERENCES:....................................................................................................................................20
Executive Summary:

Our company’s name is “THE SAVIOR”. It is an emergency ambulance service

application. Emergency Ambulance Service through mobile application is a new service
in Bangladesh that has created a new dimension in the field of medical services. Our
objective is to provide affordable, quick and proper ambulance service.

So, we are preparing ourselves to launch a new service known as the Emergency
ambulance service through mobile application named THE SAVIOR. Although there are
many ambulances in Dhaka city which belongs to different medicals or hospitals and
also independent ambulance providers but connecting to them is a huge hassle for a lot
of people.

Through our application people can connect to their desired hospitals easily and go
there for treatment for an affordable price. Since our service is completely new in the
market our objective is to create the primary demand of the service and make it known
to people. For this we will follow various promotional strategies. Our tagline says it all
“YOU ARE NOT ALONE WE ARE WITH YOU”. Along, with the service we are providing
well trained doctors and other emergency medical equipment to assist the patients.

There will also be two types of options for ambulance service. Standard service for less
price and normal ambulance services and premium service for higher price premium
ambulance service. A lot of patients can not get the proper treatment in time because of
not getting an ambulance on time or sometimes the ambulance dose not have the
necessary equipment and medical personnel and eventually the patient who needs
instant treatment dies.

We are going to change this problem through our emergency ambulance service
application.
Introduction:

Nowadays, Traffic problem in Dhaka city is massive. Connecting with a hospital and
their ambulance is a huge hassle for us. So, we decided to come up with the one very
important way to serving the nation with online emergency ambulance service through
mobile application named “THE SAVIOR”.

This ambulance service is totally different and first time we are bringing it in
Bangladesh. It will be like - Pathao, Uber, Shohoz etc but it will focus on only in
emergency ambulance services.

A survey showed that great number of people in our country face hassle of taking the
patient in hospital in emergency situations and the available ambulances often does not
have the necessary equipment and paramedics.

So, we would introduce an application by which we will give faster and better service.
This application can be easily installed from the internet. By using this application
people can be easily connected with us within a very short period of time through gps.

There will be two types of ambulance service available in this application & it is done
based on the customer’s income stature. These two types of service are-Premium and
Standard. premium customer will get the better service compare to standard service but
premium service costs more than standard. By using THE SAVIOR application the user
can see the nearest ambulance and how much they have to pay to take the patient in
hospital and also, they can choose their desired hospital which they want to get
treatment. The ambulance driver will navigate through the application to go to the user.

Tagline: You are not alone, we are with you.

Mission: To serve the nation with fast and better ambulance service.
SWOT Analysis:

SWOT analysis on ambulance transport through App

Strength Weakness

 Wide range of hospitals through  Driver’s ethical issues.

app.
 IT problem.
 24x7 hours services.
 Mechanical issues.
 Expert drivers.
 Vehicle maintenance system.
 Air condition available.

 User friendly interface.

 Better service.

 Strong ethical values.

Opportunities Threats

 No local competition.  Unstable political scenario.

 Strong social impact.  Traffic jam problems in Dhaka

city.
 Expanding the project all over the
country.  Rising fuel cost.

 Co-sponsorship with many  Future competitors.

hospitals and also independent
ambulance service providers.
Current Marketing Situation:
Currently, the market scenario for ambulance app service is seemed to be favorable. The
political, economic, social and technological circumstances for ambulance app service is
overall sound. There are no companies which are providing emergency ambulance
services through mobile applications so the marketing situation is quite good.

-PEST:

1. Political: Moderate. Because of our country will give support for running this
app.and this app will nott go against current politics. Means it will not take any threat of
our current political situation.

2. Economical: Favorable. Because of our country is free economy and we can get easily
loan for this start up business. This is very important for a business.

3. Social: Highly favorable. Because now a days every age group people of our country
are using smartphone. And this app is very available for every smart phone and every
one can use this app so easily.

4.Technological: Favorable. Because every ages of our country are using smart phone
and this is technologically favorable. Everyone can use this anytime anywhere.

-Competitor Analysis:

There are no mobile applications available for ambulance services. So, our initial
competitors are independent ambulance services but their service quality is not so
good.

They are providing ambulance service in DHAKA city for 350BDT but they do not have
the quality and also the necessary equipment. There is no air conditioning, sometimes
they run out of oxygen in their oxygen cylinders, their ambulance is not in good shape.
Objectives:

1.Quick emergency ambulance service: As people can see easily the nearest
ambulance through the app .as a result we will able to connect the people within very
short period of time.

2.Connect the users with various top-grade hospital: There will be a list of top grade
hospital in app That’s why people don’t have to waste time looking for better hospitals
and can connect easily with their desired hospital.

3.Provide service for both low and high-income customer: There will be two types
of service like -Economic and premium. Some people are looking for extra facilities
premium service is for them. It will cost more compare to economic service.

4.On demand ambulance service: Customer will easily get the ambulance through the
app without any hesitation.

5.Sales target: We will initially do business in commission basis. We will get 15%
commission from the hospitals for each ride and also 15% from the independent
ambulance service providers.

Issues:
There are some issues which are not in our hand like-

Traffic issue: Customer may face traffic jam in the road and where patient may have to
wait for a long time. If any problem created regarding traffic we will not take any
liability.

Ethical behaviour of the driver: It’s not possible to guess the ethical behaviour of any
person. Though anything happens regarding driver behaviour we will take
responsibility for that based on proof we will ban the driver.

Ethical behaviour of the user: Sometimes users can refuse to pay bills. If that happens
we will take legal action against the user and compensate the driver for the unpaid ride.

Mechanical problem: If any mechanical problem happen during the driving company
will not take the responsibility.
Marketing Strategy:
Segmentation, Targeting and Positioning

-SEGMENTATION:

In this part, we have chosen multiple segmentation bases.

Why did we select multiple segmentation? We select multiple segmentation bases

because it is an effective way to identify smaller & better-defined target groups. The
market is segmented through geographic, demographic and behavioral segmentation.
We are segmenting our business demographically on the basis of income,
geographically based on Dhaka city. We are also dividing our market into behavioral
segmentation on the basis of usage rate. For these above combinations, we can call it as
multiple segmentation.

SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES

GEOGRAPHIC SEGMENTATION

Region Dhaka city.

City size Dhaka metropolitan area only.

DEMOGRAPHIC SEGMENTATION

Income 20,000BDT to 40,000BDT and 40,000BDT to

60,000BDT

BEHAVIORAL SEGMENTATION

User status New users, regular users and ex-users.

GEOGRAPHIC SEGMENTATION: We are currently planning to provide our services

only in Dhaka metropolitan area. In future, we will expand our services throughout the
whole country. In Dhaka city, we can further segment near hospitals, educational
institutes and residential areas etc as accident can occur in any of these places. Our
services will be available 24 hours for helping people with medical help. Thus, any
patient at any given time will get our services when needed.
 Demographic segmentation: On the basis of income, we can disseminate our
services demographically. We provide two types of ambulance service and they
are standard ambulance service and premium ambulance service. Our standard
ambulances are for people with low income keeping their affordability in mind.
The people with higher income can choose to take our premium ambulances. The
costs for both the services are as follows:

 20,000 to 40,000 Taka only (For people who want to avail our general services
provided by standard ambulance).

 40,000 to 60,000 Taka only (For people who want to avail our premium services
provided by luxury-based ambulances).

Behavioral segmentation: On the basis of user rate, we provide our services as per
three criteria which are new users, regular users, ex-users. New users will get discounts
when they open an account in our application and also the regular users will get
discounts based on their usage.

-TARGETING:

After completing the segmentation part, our purpose is to target the market.

Our first purpose is to target middle-class people from all the major places in Dhaka
because, majority of our population is middle-class people; who can afford to have
medical treatment through our services. This ambulance service is very essential for
them because our purpose is to save life, provide better treatment on time and help a
patient in an emergency. The population of middle-class people is really high in
Bangladesh and the targeted consumers can easily afford our services. We will also be
targeting upper middle-class people and will provide them with our premium
ambulance services. Different advertisements will be done for different segments. For
example, for people living inside of Dhaka our advertisement will aim to focus more on
saving life. For people living outside of Dhaka our advertisement will mainly aim to
inform target consumers that our service is also a social work. However, the price will
remain same for all the segments.

-POSITIONING:

What are our customers actually buying?

Customers will be buying a service provided by ambulances used as a vehicle to
transport patients with immediate paramedic care that he or she needs in case of an
emergency to reach a hospital safely.

. How are our ambulances different and better than the other ones already
existing?

. Offering better service at a lower price.

. Provides emergency medical service, oxygen cylinders and an emergency doctor to

cure patients at the spot.

. We have a special app with our emergency doctors.

. We charge a minimum price for the services we provide to our patients.

-VALUE PROPOSITION:

. Our value proposition is to offer more for less.

. We are introducing an ambulance service which serves the patients better than the
existing ones by offering an economical rate.

MARKETING MIX:
PRODUCT, PRICE, PLACE, PROMOTION

-PRODUCT:

An emergency ambulance service is an essential service in our society as they save

hundreds of lives daily by responding to emergency calls. This ambulance plays a vital
role in our bad situation or moment so customers will prefer to have this service very
quickly without any delay. Ambulance services are the primary providers of a 24/7
response to medical and trauma related emergencies. Even a delay of a fraction of a
second may cost the patient’s life. To cope up with this situation a series of
improvements have been made by our service to serve people in a more efficient
manner in critical emergency medical situations. Therefore, we would like to introduce
our service and the benefits of using our service than others.
The main target of our service is to take the patient as early as possible to assist them
with immediate care and take them to the nearest hospital.

There are many benefits of using our emergency ambulance service than others such as:

-Our service provides a free application to the customers mobile where they can touch
the emergency button and our system will detect the current location of the patient
from GPS and we will send our ambulance to that location. So, the driver can go to the
right location without wasting any time by searching the address.

-The customer will have two option for them one is premium service and another is
standard service where the customer can select from the application. The two services
is available so that every people of our society can afford our service.

-Also, the customer can see all the nearest hospital from our application and the
customer can choose the hospital very easily. Our Special emergency ambulance service
crew includes a well-trained certified technician and a paramedic. Once the paramedics
arrive at the emergency scene they evaluate the situation and the condition of the
casualty and can provide emergency primary treatment if the situation demands it.

Brand Sponsorship

As our service is connected to many hospitals so our main focus is to get sponsorship
from different hospitals. Also, we will make a commission-based system (CBS). Each
patient that we send to our connected hospital we will get 15% commission from the
hospital.

-PRICING:

Emergency Ambulance service undertook hybrid pricing strategies, a combination of

both competitive pricing and value-based pricing, to set the price of the product. The
reason behind using such a pricing strategy is to ensure that we can grab attention and
create a perceived value in client’s mind, by ensuring we deliver the value promised by
our value proposition. We also offering bundle pricing, customized price and corporate
price as other options.

Below here is the brief demonstration of the products pricing:

Charges Within Dhaka city

Services 7am to 7pm weekdays 7pm to 7am weekdays,
weekends & PH
Hospital Discharge (1 way) Tk400 - Tk600 Tk200 – Tk300
Medical Appointment (2 Tk500 – Tk600 Tk600 – Tk700
way)
Ad hoc booking Tk500 - Tk800 Tk60 – Tk120
Psychiatric cases Tk150 - Tk400, per case -
Ambulance Standby for Tk400 - Tk600, per hour Tk200 – Tk300, per hour
sports or social events evacuation Tk700 per trip Evacuation Tk180 per trip
(inclusive of medical Extra medic Tk300 - Tk400 Extra media Tk400 – Tk500
consumables) per medic hour Per medic per hour
Airport Cases Stretcher cases Tk220 - Tk430 per trip
Wheelchair cases Tk180 – Tk260 per trip

Monthly packages for Regular transport to dialysis centers (3x weekly):

regular trips (To dialysis ctr, Tk900 – Tk 1100 per month
eldercare ctr, rehabilitation)

Hence, we are providing our service at the rate of BDT 900. This price will be charged to
consumers who will purchase directly from our official branch. Usually the price of the
product will go to BDT 920 if the service is chosen via our mobile app which is available
at both “Google play store” and “App store”.

Presently in Bangladesh ambulance services are being provided at around BDT 200 to
350. Due to having other bonus features on our product which are the mobile app,
emergency medical services provided by an on-the-spot doctor and oxygen cylinders;
the product price went up to BDT 525. However, if consumers try and persuade the
other ambulance service providers about these bonus facilities, the price overall will be
really high. On that perspective our product is much cheaper. Due to High demand for
our product and having an USP, presently we are undertaking Market skimming
strategies to cover our Research and development cost. And the supply of ambulances
throughout the year will be in small quantity which is four hundred units. Our target is
to skim the revenue from the market layer by layer from the targeted segments that are
willing to pay high price. And making it in fewer quantities will enable us for more
profitable sales.

Pricing Strategies in near future

In near future we might undertake the discount and allowance pricing as a temporary
basis for our Targeted Business Markets to encourage bulk purchase, paying early or
also as promoting the service. The markup of the product will be reducing to 10% which
will gradually reduce the price of the product; however, this strategy will be only
applicable within Dhaka city. In the long run when the product will be in the national
market we will undertake zone pricing to adjust the price of the product on the basis of
distances from district to district.

-PLACE:

We will initially provide our services around Dhaka metropolitan area. Because, In
Dhaka city traffic is a huge issue. People can not get an ambulance in time when they
need it and sometimes they die because their ambulance did not arrive on time or the
ambulance did not have the necessary equipment. So, we are providing our service
around Dhaka city.

-PROMOTION:

 Advertising: The 2objects are crafted to help us achieve the reach, frequency and
impact.

1. Support our brand positioning in the industry as a social enterprise.

2. Raise brand awareness among public as well as non-profit

organization.

 Advertising message: Design advertising message focusing on services and our

advertising message is “You are not alone, we are here to help”
Ensure the same message is consistently reinforced via various medias. Ex: Medias like
health magazines, posters, digital platforms and exterior of our ambulance.

LEVELS OF PRODUCT:

-Core Product: Core product is basically the benefits of the product that makes it
valuable to the consumers.

Our core product is or benefits are instant ambulance service at your door step for
affordable price. Consumers can choose which hospital they want to go. They can also
choose what kind of ambulance they need. There will be standard ambulance service for
less price and premium ambulance service for higher price and premium facilities.
There will also be paramedics at the ambulance for primary treatments.

-Actual Product: Actual product is the tangible version of core product.

Our actual product is emergency ambulance services. Which will be available for service
through mobile application.

-Augmented Product: Augmented product is non-physical part of a product. Such as,

added value, customer services etc.

Our augmented product 24/7 customer service, mobile application.

-PROMOTIONAL MIX:

 ADVERTISING: The 2 objects are crafted to help us achieve the ‘reach, frequency
and impact’.

-Support our brand positioning in the industry as a social enterprise.

-Raise brand awareness among public as well as non-profit organization.

Advertising message: Design advertising message focusing on services. Our

advertising message is “You are not alone, we are here to help”

Ensure the same message is consistently reinforced via various medias. For example:
Medias like health magazines, posters, digital platforms and exterior of our ambulance.
  Sales promotion: In this promotion method, we will undertake our second
target market which is the business market. We will offer discounts to business
institutions who will avail services from us. The discount rate will depend on the
using time. Apart from discounts we will not undertake other methods of sales
promotion. We will also provide discounts to our customers based on their
usage.

 Public relation: Our company has decided to sponsor some social event in our
targeted areas, and we decided to organize a free medical camp for all. The name
of our service will be on the t-shirt.

 Direct marketing: This strategy will also be used when we target the consumer
markets and business markets. We have decided to outsource a call center for
mobile marketing in consumer and business marketing.

By combining these four promotional mix tools we are pretty much sure that our target
sales will be achieved within this year and thus we will skim the revenue from the
market.

-DISTRIBUTION STRATEGY:

We will provide our services directly to the final consumers. The consumers will avail
our services through our application and we will provide them our services accordingly.
So, our distribution strategy is

Service provider to final consumers (through app)

On this distribution strategy the consumer will get the service directly from us by a
mobile application. One can contract us easily through the internet and we will be able
to give him/her our services. The benefits are:

1. We can connect with our consumers directly.

2. More profit. Because we don’t have to pay any retailers.

ACTION PROGRAM:

Mainly our company is Online based where our source of income will be the
commission. Our job would be to talk with the authorities of personally owned and
hospital's Ambulance and to coordinate and bring those ambulances under our
company's apps. As a result, when a patient will be in a dire need of emergency
ambulance service can send a quick request for ambulance through our app. Then the
ambulance which is closest to that patient will accept the request and will provide the
service. this will reduce the time of searching an ambulance in a critical situation. If the
public gets help from this app, they will trust our app and at the same time the owners
of ambulances will also be able to earn some money. In the meantime, our app will also
become popular. our income will come from 15% commission of a successful ride's fare.
The ambulance owners will give us this 15% commission. In a business the primary
motive is to earn profit. But in our case, profit is not the only thing we are looking after,
rather we also have the intention of helping public. If earning profit is our primary
intention, instead of serving public we can do business with some other internet
platform. Primarily the precinct of our business will be Dhaka city. Later on, when our
income will increase, we have a plan to save money from that and buy our own
ambulances. We also have a dream of spreading our business at the same time this
noble service throughout the nation.

Budgets:
Our initial budget is 20lacs Taka.

 PROMOTION BUDGET: 2lacs Taka.

 CALL CENTER BUDGET: 3lacs Taka.
 OFFICE RENT: 1lac taka per month.
 APPLICATION BUDGET: 10lacs.
 APPLICATION MAINTAINANCE: 1lacs per month.
  OFFICE EMPLOYEE SALARIES: 3lacs per month.

Conclusion:
Due to traffic problems in Dhaka which is also a megacity is a terrible problem. One of
the problems that is associated with this traffic is ambulance services. Getting an
ambulance in a correct time and reaching hospital within a short span of time is nothing
less than a war. thinking of this social problem we came up an idea of launching a
mobile application named "The Savior".

According to the survey, it is divulged that many people have to go through a ton of
difficulties of getting an ambulance with proper equipment at the time of need. Thinking
on this we want to make this ambulance service faster, better and efficiently though our
new application "The Savior".

We are planning to include 2 types of ambulance services which will be based on

customer's income, Premium and Standard service. the patients can also choose their
desired hospital of getting treatment through this application.

This application like all other, have some strengths and weaknesses. Strength like wide
range of hospitals, 24*7 hours service, expert drivers. Weaknesses that we have to deal
with are like, IT problems, mechanical issues etc.

We have huge opportunities with this application such as still there is no local
competition, it will have a strong social impact, have the chance of spreading this
application throughout the nation etc. as there are opportunities there are also some
threats for this application. the major threat will be the traffic condition of Dhaka city.
Also, political situations.

We have some objectives in our mind while we came up with this idea.

1st of all to provide a quick emergency ambulance service

2nd helping patient to get connected with various top-grade hospitals.

3rd make this service available to both high and low-income customers.

We also have to face some issues that will be not in our hand while providing this
ambulance service. like, as mentioned earlier, traffic jams of the Dhaka city, and we
cannot make the situation good when there is a bad traffic jam. another important issue
is the ethical behavior of both the ambulance driver and the user. though we have some
policies like, banning the driver if any proof is found and taking a legal action against
any unethical user and paying the driver for the unpaid ride. regarding this problem.

Our main target customers will be middle-class people from the Dhaka. we will try to
target the upper middle-class peoples with our premium ambulance service. We also
have some advertisement policies for our ambulance service.

We have some bigger dreams with this "The Savior" application. initially we will launch
it Dhaka and later in future we have a plane to spread this ambulance service all over
the Bangladesh. not only that we also have plan of buying our own ambulances by
saving a portion of our income from this business.

Our main goal is not only to make profit through this application but also to provide an
important service to the common public of this country.

APPENDIX:
 REFERENCES:

https://vmedo.com/blog/ambulance-app-book-ambulance-click/

http://www.kumarcointernational.com

https://www.uber.com/en-BD/

https://pathao.com

https://rides.shohoz.com