Marketing Strategy in South

Pranay Rai A Dasari

Roll No-188180
In Vitro Fertilisation (IVF)
IVF is a process of fertilisation where an egg is combined with sperm
outside the body, in vitro.

This process involves

monitoring and stimulating a
woman's ovulatory process,
removing an ovum or ova
from the woman's ovaries
and letting sperm fertilise
them in a liquid in a
laboratory
 IVF and South India
• South as of whole has a low fertility
rate, there would a demand for IVF
centres though it’s stigmatized
• No of centres in Chennai, Hyderabad,
and Bangalore are about 63 all
together while Mumbai alone has 70
• There is no one such market leader in
this field
• Market is expected to grow at a
CAGR of 20%

• This market is highly under penetrated in South India behalf of having 3 one
tier cities
• The success ratio of the IVF procedure is mainly depends of the doctor
experience, techniques they follow, drugs they used, there is no specific for
IVF as a segment
Market Strategy
• Affordability, access, awareness and assurance are the key barriers that limit
the adequacy of diagnosis and treatment in India
• People of South India are more connected to entertainment media, marketing
and raising awareness using this stream would create a high impact
• People are more price sensitive and IVF is felt as a taboo and are more
concerned of risk due to failure, financial schemes can be better option in
the initial days
• Awareness with help of celebrities as in case of movie Pad-man can help in
educating people in rural areas
• Using digital Media is the most cost effective with the highest reach, most of
the people are actively using social media
• The new government act can be a good motivation for IVF when used in a
effective way