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Letter of Transmittal

26th July, 2017

Kohinoor Biswas

Assistant Professor

Department of Business Studies


East West University

Sub: Submission of the Project Paper

Dear Madam,

With due respect, I would like to submit the project paper on marketing plan of a new service. While
preparing the project paper, I have closely focused on the topic & tried mostly to collect the complete
information available. I believe that it will provide you a clear scenario of the marketing plans for a new
service.

Thank you for giving me such opportunity to do a project paper on the above mentioned topic. This paper
will definitely give me an experience which I can use in my professional life. I will always be available
for any further query and to answer any of the questions on this paper.

Truly yours,

Kanaya Pankti
ID : 2013-1-10-242
Bachelor of Business Administration
East-West University

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Acknowledgement

At first I express our deep sense of gratitude to almighty God for His infinite grace that allowed
me to complete this paper successfully. I sincerely express my thankfulness to my honorable
course instructor Kohinoor Biswas maam for giving me the task to prepare this project paper. It
is an experience which will certainly help me in future. It will enhance my skill to a great extant.
I am very grateful for her invaluable and caring guidance and suggestions. Without her guidance
and support it would not have been possible to come this far.

While conducting the study, I had visited many websites, social networking sites and journals to
prepare a resourceful assignment. I thank those entire people who prepared those informative and
ingenious places which really help me in all the steps of the study.

Finally, I would like to thank y respected family for their numerous supports in both financially
and mentally which helped me a lot to finish y entire term paper successfully. My sincerest
gratitude to all the other persons who have helped me directly and indirectly in preparing this
project paper.

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Table of Contents

Executive Summary............................................................................................................................ 4
1.Introduction.................................................................................................................................... 4
1.1 Background of the study ..................................................................................................................... 5
1.2 Objectives of the study ....................................................................................................................... 5
1.3 Methodologies of the study ................................................................................................................ 5
1.4 Limitations of the study ...................................................................................................................... 6
1.5 Scope ................................................................................................................................................... 6
2.Company Overview. ........................................................................................................................ 7
3. Market Analysis. ......................................................................................................................... 8
3.1 SWOT Analysis..................................................................................................................................... 8
3.2 PEST Analysis ....................................................................................................................................... 9
3.3 Category Analysis .............................................................................................................................. 10
3.4 Competitor Analysis .......................................................................................................................... 10
4. Marketing Strategies. ................................................................................................................ 13

4.1 Target Market Segment .................................................................................................................... 13


4.2 Differentiation & Positioning............................................................................................................. 16

5. Marketing Mix ............................................................................................................................. 17

5.1 Product .............................................................................................................................................. 17


5.2 Place .................................................................................................................................................. 18
5.3 Price................................................................................................................................................... 18
5.4 Promotion ......................................................................................................................................... 19
6. Budget Allocation ......................................................................................................................... 22

7. Conclusion ................................................................................................................................... 24

8. Reference .................................................................................................................................... 25

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Executive Summary

Using mobile application is the biggest trend in this generation. Therefore we have designed our
service, based on the mobile application which is very user friendly. Now the biggest hospitals
located at the cities are only a click away. Now people need not to come mile across the sea to
the cities only to take the appointments of the doctors. We have simplified the whole thing. We
are introducing a mobile app especially for them who are living in distant part of the country.
This application will provide them with the opportunity to book any of the doctors appointment
sitting at their home. Through the application we will let the user know the possible date for
having an appointment with that particular dr. We will also let them know the estimated time and
schedule of the appointment. This is the main feature of this application. Apart from this mobile
based application have more features. Hello Dr. is also proving 24/7 consultation for any
emergency or primary aid. People sitting at home can get consultancy through live chat with us
using this application. we are providing with the ambulance services also. In any kind of
emergency, user can request us for an ambulance. Accepting their request, we will send them an
ambulance with the shortest possible time. So Hello Dr. can become the ultimate health
assistant of our life.

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1. Introduction

1.1 Background of the Study


Project paper (BUS-498) is an important part for completing the Bachelor of Business
Administration (BBA) program. For project work, students are assigned on a particular topic by
his/her supervisor. Then students have to do huge research and apply their theoretical knowledge
into the project work. This report enables a student to apply the bookish learning & their
analytical skills in a practical way. At the end of the day it reflects what they learned throughout
the paper. Through this paper we learned how we can develop marketing plans for a very new
service brand.

1.2 Objectives of the Study


Our prime objectives are given in following categorized format -

To develop marketing plans for a new service brand.


To analyze the factors related with the marketing.
To broadly understand the strengths and weakness of the service.
To analyze the competitors.
To have a deep understanding of marketing strategies.

1.3 Data Collection Method


Source of secondary data are websites, printed material, articles, journals, catalogs and
online social media of various company.

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1.4 Limitations of the Study
I tried my heart and soul to give a quality work regarding the paper on Helli Dr. but faced
some obstacles that hindered from obtaining the objective of the paper. In brief the problems
those were faced:

Time constraint
Limited information.
An uncommon service.
Lack of competitive analysis
There is no structured data for this study
Lack of practical skills

1.5 Scope

The study is focused on the development of marketing plans for a new service naming Hello
Dr. in Bangladesh. This study will explain how we can build marketing plans for a service
which is totally hypothetical and based on electronic medium. This report has covered various
characteristics of Hello Dr. for marketing its service. It also includes possible marketing
strategies regarding the criteria.

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2. Company Overview

Nobody can overlook the growing use of internet and technologies in each and every field. the
Internet and related technologies are also playing a great role in the medical and health care
services. To take this healthcare service one step ahead e-Health has been emerged.

e-Health is a relatively recent term which refers to the healthcare service supported by electronic
processes and communication. in the narrower sense,e-health is a healthcare practice using
the internet. e-health includes healthcare related websites, applications and links on mobile
phones.

Our service Hello Doctor is an e-health related application. This application is easily
accessible through the computer and smart phones using internet.

By using this application one can get the following services

doctors appointment from remote areas


e-consultation for primary aid
ambulance services on emergency

According to the studies 65.72 % of the total population lives in the rural areas in Bangladesh.
But all the famous and good hospitals are located at the big cities. So it becomes quite tough and
time consuming for the rural people to go to the city hospitals for taking one appointment of a
doctor and waiting for many days for the check up.

To simplify the whole process, we are emerging with a service which is mainly an application
naming Hello Dr. People from remote areas can download and use this application. Without
coming direct to the hospitals, saving their time and avoiding all the hassles people can take an
appointment of their desired dr. When anyone will ask for an appointment with a particular dr.
the apps will let the user know the possible date and time for the appointment with that dr.

Hello Dr. is also proving 24/7 consultation for any emergency or primary aid. People sitting at
home can get consultancy through live chat with us using this application.

Except these services, we are providing with ambulance services. In any kind of emergency, user
can request us for an ambulance. Accepting their request, we will send them an ambulance with
the shortest possible time.

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3. Market Analysis

3.1 SWOT Analysis


One of most widely used strategic planning tools is a SWOT (Strengths, Weaknesses,
Opportunities, and Threats) analysis. Most companies use it in one form or another. SWOT
analysis is often used as basic guide for strategic planning. For new a business, this analysis is
critical to the organization's planning process. However, SWOT analysis helps to get a new
business on the right track.

Strengths

a) Provides rapid services


b) 24/7 hours available consultancy
c) Easy Usage

Weakness

a) New to the market


b) Trust issues with the consultancy

Opportunity

a) Competition is Less
b) remote locations can be seen as major markets

Threats
a) People with no internet connection
b) Low social willingness to accept this innovation

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3.2 PEST Analysis
A PEST analysis is a business measurement tool. PEST is an acronym for Political,
Economic, Social and Technological factors, which are used to assess the market for a
business.

Political and Legal Factors

In Bangladesh, political turmoil like strikes etc. are a serious barrier in the smooth
functioning of a company. Hello Doctor must be able to take positive output from the
political factors and maintain a strong relationship with different political party leaders.
Therefore, Hello Doctor can get some benefit from political factor as well.

Economic Factors

Through this factor, Hello Doctor examines the economic issues that have impact on the
company. This would include factors like inflation, interest rates, economic growth, policies
and business cycle followed by Bangladesh Economy.

Social and Cultural Factors

Peoples lifestyle is changing with the education and the blessing of modern technology.
People are becoming more conscious and the world is now in to their hand. They want
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everything close to them. As people are becoming smart, so we can launch our brand through
internet and social media also. . Social and cultural indicators are positive signal for the
future prospects of our organization.

Technological Factors

Due to vast improvements in the information technology system, we mainly focus on it. Now-a-
days Internet is a main and easy way to communicate people and instant reach to the targeted
customers.

3.3 Category Analysis

Hello Doctor is a service providing platform, where we are offering different categories of
services. At this moment we are providing following category:

24 Hours Consultancy
Doctors Appointment
First Aid Tips
Symptom Checker
Free Treatment
Blood Bank
Ambulance Service

3.4 Competitor Analysis

Hello Doctor as a new brand in market, here competition is not as high as other sector. Few
competitors exist in the market. Some competitors we have. They are-

Doctorsbd.com
Health Prior 21.com
Doctorola.com
E - Clinic.com.bd

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Askapollo.com

Doctorsbd.com

Doctorsbd.com is fast growing website. They provide only doctors appointment. They have list
of different specialist. And they also have list of hospitals in Bangladesh. So they are targeting
whole Bangladesh, and capturing all hospitals in Bangladesh.

Healthprior21.com

Health prior provides doctors appointment. They are covering only Dhaka city. They dont have
strong website. They have limited number of doctors and hospitals.

Doctorolla.com

Doctorolla is an established website. They are fast growing also. They are covering whole
Bangladesh. They have the facility of 24 hours consultancy. They are providing service for
hospitals of Dhaka city only. They are well known in media.

E-clinic.com

E-clinic is our indirect opponent. They are website based. And only provide service through
internet. They are like internet medical service. They provide medical service through website.

Askapollo.com

Askapollo is a website of Apollo hospital. They only cover the doctors of Apollo hospital.

They take appointment for Apollo hospitals patients.

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Here the competitive analysis is shown between the competitors and Hello Dr.

Brand Name Strength Weakness Covering Other


Hospitals services

Doctorsbd.com Fastest Lack of promotion Hospitals in No other


growing Bangladesh services
website
Doctorolla.com Media Poor financial Hospitals of Dhaka 24 hours
Coverage condition consultancy

Healthprior21.com Financial Limited coverage Hospitals of Dhaka No other


condition services

E-clinic.com.bd Directly Dont have other No Hospital Only e-


provides facilities medical
health tips service
Askapollo.com Website of Covers only one Apollo Hospital Keeping
renowned hospital records
hospital
Hello Doctor Provides Covers upper and Hospitals of Dhaka Several other
several middle class only. services
services

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4. Marketing Strategies

App marketing is a complex procedure that takes up a lot of time and effort for the marketer
involved. However, it can also yield immense benefits if a properly planned and executed
marketing strategy works among the masses. So, how do you go about planning out a mobile app
marketing strategy that can also guarantee success to a large extent.

4.1 Target Market Segmentation

Target market is a group of customers towards which a business has decided to aim
its marketing efforts and ultimately its merchandise. Our target customer is upper class, upper
middle class.

a) Geographic Segmentation

Our targeted area will be whole Bangladesh. Both urban and rural people of Bangladesh are our
target.

b) Demographic Segmentation

Dividing a market in terms of personal characteristics such as age, income, education occupation,
sex, race, social class, marital status etc. so we have divided our target market based on
following elements:

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Age

Our service is for any age of people, but we will target those aged people who surfs on
websites. So our target people will be aged between 18-50 years.

Gender

Everybody needs doctor regardless male or female, so while keeping this thing in mind we
have decided to target the both gender male and female.

Income

Consumers purchasing pattern, lifestyle and status largely depend on their occupation and
average monthly income of the family. The social class of the target respondents were
determined by their income or taking from family. We will target mainly middle class and
upper middle class people whose average monthly income is 50000+

Age: 18-50
Gender: male, female
Income: 50000+

AGE
45

40

35

30

25

20 AGE

15

10

0
18-25 26-35 35-45 45-60

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income
45

40

35

30

25
income
20

15

10

0
50000-150000 150000-250000 250000-350000 300000-500000

c) Psychographic Segmentation

Bases are a persons attitudes, personality, opinions, lifestyle, interests and motives. So in this
segment our target market will be Family oriented, Health conscious.

So we have targeted mainly young generation as well as adult, middle and upper class people
though we want to serve everybody by our affordable price.

Social class

Middle class and upper middle class

Lifestyle

Family oriented, Health conscious

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4.2 Positioning & Differentiation:

For creating a position over the users mind as a prospect Hello Dr differentiates its service in
such following ways

Maintaining status:
Hello Doctor is offering their service for getting appointment in top rated hospitals. Consumer will
able to get proper treatment and also maintain their class.

Market specialty:
There are several websites for getting doctors appointment but Mainly Hello doctor provides the
service through mobile application. This is very easy to use.

Keeping users informing and updating:


Rather than other application, Hello Doctor provided the facility to update records and advices.
Users have the access to update his or her physical condition and advices prescribed by the doctor.

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5. Marketing Mix

The 4Ps of marketing is a model for enhancing the components of marketing mix, the way in
which we take a new product or service to market. It helps us to define our marketing options in
terms of price, product, promotion, and place so that our offering meets a specific customer need
or demand.

5.1 Product
Our product is mainly a mobile application. To some extent this application is related to ehealth.
This application is easily accessible through smart phones or computer using internet.

The features our application is providing with are

Appointment of Doctors
24 Hours Consultancy
First Aid Tips

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Symptom Checker
Blood Bank
Ambulance Service
Notifying Free Treatment events

5.2 Place
The place is where the users can get this application & from where they can download it.
The users can download our app from

Google Play
App Store
Amazon App store
Blackberry World
Windows Store.

As the download is free users can easily share this app from one device to another by
Bluetooth or SHAREit.

5.3 Price
Pricing strategy takes into account segments, ability to pay, market conditions, competitor actions, trade
margins and input costs, amongst customers. It is targeted at the defined customers and against
competitors. There are different pricing strategies, such as:

Value based pricing (based on customers perception and demand)


Cost based pricing (based on cost of the product)
Competitor pricing (based on competitors price)

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Using the cost-oriented method, first we will calculate the average amount that will cost to create the
app and promote it and then also decide the amount of profits we would like to make from it. This will
give us the price we should charge from our customer. While this works if our calculation is absolutely
accurate, it can go haywire even if a small adjustment has to be made to it.

Our pricing strategy is reasonable for customers. Sign up for our website is free. As our business
is service based, so we are charging simple amounts to get appointments.

For fixing the very first appointment of any doctor, we charge simply 5% of the doctors total
visit.

From the second appointment we will charge 3% each time.

If any particular customer is taking appointment 5 times in a row, we are offering them a 1 time
charge free booking of appointment.

5.4 Promotion
Promotions play important roles in marketing, designed to produce certain desired
effects. Promotions typically include advertising, publicity, sales promotions and other
tactics. The key to producing results through promotions is ensuring that companies
target the right consumers -- those who can be the potential customers. Moreover, the
promotional message must be convincing and run frequently enough to achieve the
desired effects.

This is the final step to choose the right type of promotional strategies for our newly
designed application service Hello Dr. Right now we are focusing on direct marketing
and social media marketing.

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Direct marketing
For direct marketing. SMS is probably the best method to reach the maximum audience,
due to the fact that it is the cheapest method, which also adapts to almost all types of
mobile phones. This method of communication is the best way to be focused with ou
application Hello Dr.

Users always carry their mobile phones with them. Most of the time, the user has his
mobile phone on as well, which means, he or she will receive our message at the very
moment it is sent. Even if it is in standby mode, the message will be received as soon as
the user turns on his mobile device. Hence, this marketing technique is almost instant

Website and social media marketing

At first we are developing a website to promote our app on the Web. We will name that
website, Hello Dr. too
Secondly ,we will be creating an app explainer video to showcase the our apps features
& benefits.

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We will use search engine marketing & optimization to increase the ranking of our
apps promo
We will be running online and mobile display advertising campaigns
We will be using social media; such as facebook,twitter etc to raise awareness of our
app hello dr. on social networks and on blogs
We will be producing a short promotional video of Hello dr. and sharing it on YouTube

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6. Budget Allocation

The 2017-18 Marketing Budget for the brand Hello Dr is set Tk, 50,00,000 The largest portion
of the budget, Tk. 21,12,500 will be spent on advertising media costs which is 65% of the total
budget. This 65% will be allocated in two parts. One for direct marketing which is 35% which is
11,37,500 tk and 30% for social media marketing which is 9,75,000 in tk. Rest of 30 % will be
spend for infrastructure, instrument and operation.15% for Infrastructure Cost , 12% for
purchasing instruments and rest of the 8% is for operating cost.

The total Budget and its allocation is as follows

Expenditure In Percent In Tk

Advertisement Total 65% 32,50,000

i) Direct Marketing 35% 11,37,500


ii) Social Media Marketing 30% 9,75,000

Infrastructure Cost 15% 2,62,500

Instrumental Cost 12% 2,10,000

Operational Cost 8% 1,40,000

Total 100% 50,00,000

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Sales

operating cost
8%

instruments
12%

infrustructure
15%

advertisement
65%

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7. Conclusion

As we are human being, the best creation of GOD, we have to go through many difficulties.
Feeling ill is one of those difficult situations. When people get ill, they and their family become
restless. They go to doctors, but its not possible to get a good doctor anytime. Sometimes people
become helpless, that they dont understand what they should do. At that time they seek help. To
simplify the whole process, we are emerging with a service which is mainly an application name
Hello Dr. People from remote areas can download and use this application. Without coming
direct to the hospitals, saving their time and avoiding all the hassles people can take an
appointment of their desired dr. When anyone will ask for an appointment with a particular dr.
the apps will let the user know the possible date and time for the appointment with that dr.
Hello Dr. is also proving 24/7 consultation for any emergency or primary aid. People sitting at
home can get consultancy through live chat with us using this application. Except these services,
we are providing with ambulance services. In any kind of emergency, user can request us for an
ambulance. Accepting their request, we will send them an ambulance with the shortest possible
time.

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8. Reference

1. A.k smith. (2016). pricing strategies. Available: https://www.lifewire.com/how-to-price-


your-mobile-application-2373275. Last accessed 5th July 2017.

2. AustinBFM. (2014). mobile-app-marketing. Available:


https://www.slideshare.net/AustinBFM/mobile-app-marketing-
presentation?next_slideshow=1. Last accessed 8th July 17.

3. B.F Stella. (2017). price-your-mobile-application. Available:


https://www.lifewire.com/how-to-price-your-mobile-application-2373275. Last accessed 4th
july 2017.

4. Hilton Geek. (2015). cost-to-promote-your-app. Available:


http://www.mobyaffiliates.com/blog/how-much-does-it-really-cost-to-promote-your-app/.
Last accessed 23rd june 2017.

5.Jessi Leon. (2014). setting app budget. Available: http://www.smartinsights.com/mobile-


marketing/app-marketing/creating-a-budget-for-a-mobile-app/. Last accessed 9th june
2017.

6.Zienun (2011). promotion. Available: http://smallbusiness.chron.com/roles-promotion-


plays-marketing-25878.html. Last accessed 4 aug, 2017.

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