PUBH 992,

PRACTICUM 2014 Submitted by Akshit.R.Shah

INCLUDES: The final executive summary, role- reflection essay

and the deliverables appendix.

Practicum Site Cindy and Jana Human Resources Co.

Contents

Executive summary: ........................................................................................................................ 1

Role and reflection essay: ............................................................................................................... 3

Appendix

Executive summary:

Nuunest application profiles the baby while making the account and smartly asks relevant

questions and compares it with the typically observed numbers. For example the baby loses some

weight in the first few days, the marconium stools stop after a few days. Hence if the stools still

continue or the weight does not deviate the application would alert the mother. Thus we can see

Nuunest serves a niche health need and henceforth a need arised to actively promote NuuNest

among its target population.

Initially a feedback survey was necessary to know how the product is and what could be added

before carrying out the promotional activities. So a qualitative analysis was decided. Inclusion

and exclusion criteria were figured out and it was decided to carry out only one qualitative survey

rather than pre and post-partum so that the promotional activities can begin on time. The survey

was designed and also several concepts from health business marketing were incorporated

especially from literature by Philip Kotler and Michael E Porter. Once the surveys were done,

both the datas i.e. from past and present surveys were collected, and their evaluability was

assessed. After that they were analyzed using qualitative discussions and systematic analysis

using health and business expertise of Cindy and Jana.

A detailed qualitative report was developed explaining the consumer feedback and response.

And analysing other related factors like, how could the market be improved, the gap between

perceived demand versus perceived need etc A road map of lengthening the product life cycle

was also created from the survey analysis. An interaction plan including information regarding

cost to access the market channel and probable return was also analyzed.

Once the survey portion was complete the practicum focused on creating a promotional effort

for educating the target population about NuuNest and all possible efforts were carried out

including heavy internet based social media networking. The interned based medias especially

owner of the blogs, Facebook pages, twitters, private portals etc were contacted and were

requested to help in this promotional effort. All the media had followers ranging from 25000 to

250,000. More than 20% of the owners contacted supported to feature NuuNest by creating

shoutouts for a particular day. To further support the efforts, NuuNest was priced for CAD$.99

from CAD$3.00 including lifetime membership and updates. As per the current statistics an

average shout out leads to anywhere from 500 to 1000 downloads and generates awareness

among at least 40% of the following (the typical visit rate of the page per day). The application

for a brief period took over the download rate of angry birds, thus giving us an idea regarding

efficiency of the internet based media. The downloads were also being bundled at services

provided by health regions and hospitals in the USA. Saskatoon Health Region being the first,

several negotiations are being carried on to include NuuNest in the service pack of hospitals.

There were several conferences and radio shows, interviews conducted in effort to feature

NuuNest.

Role and reflection essay:

Promotional strategies of the Nuunest application were meant to help its existing and potential

customers realize the potential of the application. The application has a unique feature of

profiling which records certain data of the baby/babies while creating the account. As the

application moves on , it prompts for several notifications including types of stool (dry/wet) ,

number of stools, expected baby weight on that particular time and when to worry. The

application also gives warnings based on the data entered if it deviates from what to expect

ideally. Such a potential application can prompts mothers way earlier and help them take

decisions faster regarding when to call for a medical practitioner. Thus a need arised at Cindy and

Jana Human Resources Co. based on official comments from several health organizations

regarding creation of a promotional effort for improving awareness of the potential Nuunest

carries. The application gives unbiased reviews regarding baby feeding techniques, including

breastfeeding and formula feeds. Rather than purely advertising formula feeds, the application

only gives formula feed information when asked by the user. Breast feeding remaining the main

and healthy methodology promoted by WHO, the application supports the same. It encourages

mothers to educate regarding breast feeding and also keeps records regarding the feeds such as

number of feeds, type of feeds, and time pattern of the feeds. These information is also

presented as a simple analysis and presented both via graphs and tabulated format. All these

information can be found by ones own effort, however one has no guarantee that the

information is relevant, valid and approved by certified health professionals. After decades of

experience the information provided by Cindy and Jana on Nuunest can be apparently accounted

as correct and knowledgeable. Moreover only the right information is given at the right time,

avoiding excess clutter and confusion in minds of new mothers.

When the promotional strategies were started to be strengthened further, an evaluation of the

application program was considered necessary. Before the promotional efforts were dynamically

pursued, it was necessary that the existing product was improvised based on previous and

current feedback analysis. Thus a combined evaluation was carried out, based on past and

present survey. The surveys had many feedbacks which were utilized to tweak the product and

polish it to a great extent.

As a practicum responsibility I had to design a feedback survey to help the company know what

consumers think about the product and what features remain unused and which are used the

most. The survey initially was designed to be pre-partum and post-partum however a combined

feedback survey was carried out so as to start the promotional activities on time. A combined

qualitative analysis of older and newer feedback surveys was done to improve the application.

Several reviews were used to sort out certain bugs that were previously unknown, certain

features on request of several users were added. Though there were some features that were

not incorporated, however in the information section it was clarified regarding why the features

are absent. As an example, several mothers requested incorporating a timer to time their breast

feeding time. However timer has a very little correlation with the nutritive intake, the main factor

is the suction and the volume that the baby intakes. Thus mothers were educated regarding this

factor in the information section; that please do consider the way baby intakes the fluid rather

than just the time baby sits around while feeding. Feedback survey analysis also gave several

insights even regarding the future direction of the application. Currently the application supports

the early infant hood/neonate stage, i.e. from day one to the first month. However several

mothers who previously used the application suggested that few changes could help the

application support mothers even after the first month. Also the application is right now

supported on App store which can be again expanded to the Play store for the convenience of

android users. Hence though it was a feedback evaluation, detailed qualitative analysis was much

more informative and directive in several aspects which werent in the consideration before. As

a public health professional I realized that even though public health is more of a government

field, private companies especially those serving certain health needs, have great scope for public

health professionals. Promotional strategies were designed based on demand generation and

need realization concepts. These concepts though sound familiar terms for an MBA its relative

application to health businesses seems innovative. The promotional strategies were divided

basically into two sets, non-internet based promotional activities, such as conferences, seminars,

radio shows and secondly promotional activities through internet based social media such as

blogs, Facebook, twitter and portals. During the practicum I was responsible to create

promotional approaches, these approaches were based on the efficiency of the promotional

channel. The efforts were aimed at an objective to reach maximum people in proportion to given

inputs. Resource efficiency was another factor, i.e. maximum coverage in comparison to the

amount of resources utilized. Thus majority of promotional efforts were internet based social

media. Internet based social media channels were heavily used to feature NuuNest shout outs.

A typical shoutouts led to around 1000 downloads per day. The company targeted several blogs

and Facebook with followings from 25000 to 250,000 and more. The promotion was mainly

oriented towards shoutouts which included an AIDA note (Attention, Interest, Desire, Action)

explaining Nuunest and its use in a terse manner, followed by a link to the App store. During the

period of shoutouts the application was promoted at a reduced offer price to further motivate

target audience to try out Nuunest. Nuunest basically is priced at CAD$2.99 however during the

shoutouts the target audience was given a chance to purchase Nuunest at just CAD$0.99 with a

life time service and unlimited upgrades. Several such blogs, Facebook pages, twitter, pinterests

and private portals were covered during the time span. An initial offer were made to the owner

of the respective Medias to provide support in promoting Nuunest. Realizing its potential and

helpful features, several media owners agreed to initiate shoutouts.

The application for a brief period overtook Angry Birds, thus giving an indicator regarding

efficiency of the internet based Social Medias in the promotional efforts. Overall several mothers

now know and as the efforts continue even after the practicum period, even more would get to

know about Nuunest in the future. The strategies even include the approach of bundling.

Bundling Nuunest with services provided at several health regions and even in several hospitals

in the United States. This will help improve the benefits the target audience would expect whilst

improving Nuunest credibility i.e. being a part of the services at several health regions and

hospitals would add value in furthering its approval and recognition by newer venues. The entire

promotional campaign helped me realize the potential of social media and techniques to use for

creating maximum awareness. This is highly important in public health as social media requires

very little monetary resources and can create unprecedented amount of promotion and

educational discussion among the people. Several radio shows, interviews and conferences were

also conducted, such exposure helps polish presentation acumen and also improved

communication skills which is important especially if you land in an area where you have to deal

with the media.

After analysing the survey feedbacks, improvising Nuunest and strongly carrying out the

promotional approaches. Nuunest as a product was further analyzed to improve its product

lifecycle i.e. how and which certain modifications should be done to allow Nuunest provide

benefits to upcoming new mothers even in the long term future. During the entire exercise it was

realized that furthering the application utility in the time line and secondly making it available

broadly in different cross platforms would be significant steps taken to lengthen the application

life cycle. Current timeline is to serve mothers having neonates from day 1 to the first month.

Tweaking the application little bit can improve the time line utility for as far as two years. Thus a

mother now could take the utmost benefit of the program from the first day till the baby is two

years old. Also expanding the availability in cross platform markets such as play store in the

android market, Store in the Windows platform (both Windows mobile and Windows OS) would

help maximize its availability to the target audience.

The nature of the Nuunest application serves a health need which is restorative in nature, in

other words the target population renews from time to time, giving new set of mothers and thus

improving the potential life span of Nuunest as a program to a great extent. However this also

comes with a responsibility to constantly engage in the promotional efforts unlike other health

needs like hospital services which once promoted are known to the community for the coming

long term. Nuunest however would be required for constant promotion as the target population

refreshes from time to time. Hence with an added pro, there is a need of a constant promotional

vigilance to keep up the Nuunest awareness among the target community.

The feedbacks and the promotional efforts also indicate that Nuunest serves the health need to

an outstanding extent. Many mothers were highly impressed by the information and efficiency

Nuunest provided in upbringing of their new born babies. The application has a wide variety of

uses which can only be explored once used, and once the potential gets realized by the mothers,

they not only get satisfied with Nuunest but actively help providing positive word of mouth to

related audiences around them. Hence once Nuunest is promoted to a certain threshold, the

application is expected to grow by itself thorough positive experiences and feedbacks by its past

users.

Appendix

_ SUBMITTED TO CINDY AND JANA HUMAN

RESOURCES CO.

ABSTRACT A small guide book with all the relevant marketing

tools that can be applied to the NuuNest business

model. It also includes a discussion of the survey

questions and demand analysis.

Akshit Shah SUMMER PRACTICUM COURSE

Contents

Starting from the easiest and most reliable marketing concepts and tools ............ 2

Four Ps of Marketing: ........................................................................................ 2

Porters Diamond Model: .................................................................................... 4

Codifying time: ....................................................................................................... 6

Customers and Stake holders can be of five types ................................................. 8

(Diffusion of innovation) ........................................................................................ 8

Types of attitudes as per the diffusion model: .................................................... 8

Bullwhip effect ..................................................................................................... 10

Other concepts for efficiency of new ventures: ................................................... 12

Strategic Partnership: ....................................................................................... 12

Prevention of time delay: ................................................................................. 12

Managing market evaluations........................................................................... 12

Best practices management: ............................................................................. 13

Qualitative market rearrangement screening: .................................................. 13

Discussion analysis of the survey conducted: ................................................... 14

Conclusion of demand ......................................................................................... 19

Starting from the easiest and most reliable marketing concepts and tools

Four Ps of Marketing: This is the first thing which a marketer thinks about when he

sits to decide marketing strategy. Product, Price, Promotion, Place. When these

four things are tweaked, a lot of revenue can be generated compared to past

situation.(1)

Product: Whenever we start marketing, it starts with a product which could be

either tangible or intangible (service). In context of NuuNest it is a service. The

better the product the better the customer retention and word of mouth. The

poorer the product, more is the chance of a decreased product life cycle. Many

times in business a product is ready more than enough to get it marketed, hence it

is very important to realize at what point the product should be started to roll out.

Sooner the roll out, sooner the breakeven is achieved and less is the threat from

the related competitors. In other words, the more you delay to launch a product.

The more time competitors get to strengthen their already existing products and

services.

Price: Price sensitivity is a universal phenomenon. Almost every consumer is price

sensitive to some extent. The extent to which the majority of the consumers would

be unaffected by the change of price will define the price elasticity of your target

population. For the application market, a price range from CAD$0.99 to CAD$3.49

is perfect. Anything above could be justifiable depending on the size of the market

and the popularity of the product.

Promotion: For small businesses promotion can cost a fortune, but if done using

available resources smartly, the cost can be minimized to as much as zero. Higher

the efforts, better the returns. Remember one should not confuse effort with cost.

Efficient effort in right direction with minimum cost and expenditure should be the

target for small to medium businesses.

Place: More the availability of the product, more is a chance to get a willing

customer pay for the service. Expanding NuuNest to different platforms such as

Playstore (android), Store (Windows). However this should only be done, once

enough revenue gets generated and is spent organically.(2)

Porters Diamond Model: Porters diamond is a concept that states that every

Country has its own strength and efficiencies. For example Canada has great

amount of natural resources such as wood, uranium, oil etc and hence a country

like Singapore can utilize resources from Canada if it sets out to be cheaper than its

own production. Similarly China in terms of electronic appliances, plastic goods,

and almost any tangible domestic items can be produced cheaply due to extended

labour laws and excess human resource. Hence companies like Walmart, Sony etc

prefer outsourcing the manufacturing to China rather than producing goods in non-

labour intensive regions. So forth a small business should include this strategy to

get its products manufactured at cheaper prices by looking trans nationally and

nationally, foraging for best producer at the best price.(3)

Porters diamond model :

SWOT: As in any scenario, SWOT i.e. strength weakness, opportunities and threat

analysis plays a simple but highly important role for resource realization. Strengths

and weakness should support internal analysis and opportunities and threats

should refer to the external situations surrounding the company.

Codifying time:

Any small business has a crucial resource called time, which if spent in right

direction can lead to faster fruition and growth. Any small business owner should

keep a note on the tasks he or she plans to do and allotting sufficient time to it in

advance. And when the tasks are carried out, make sure the time limit is not

extended. This way many tasks gets accomplished in a shorter time. Hence making

resource utilization effective and faster.(4)

Processing the road map: Codifying time not only includes short term

activities, but can be integrated to design a long term road map.

o Step 1 : Tasks this week

o Step 2 : tasks this month

o Step 3 : task this quarter

o Step 4: Task for this year

o Step 5: Possible situation in the fifth year from now.

https://www.youtube.com/watch?v=hHvSCe4C5KA

Customers and Stake holders can be of five types

(Diffusion of innovation)(5)

Its very necessary for us to predict the customer/stake holder attitude before

expecting anything from them. This helps us in pre preparation and helps us

recognize what output can be expected after the interaction.

Types of attitudes as per the diffusion model:

1) Innovators: these are the first customers that would try out the product

without deep study of the product and its reviews. They themselves judge

the product and take decisions. These are the key target audience especially

for new businesses. The innovators rely on the information given by the

product company. They appreciate detailed materials and discussions if any.

https://www.youtube.com/watch?v=hHvSCe4C5KA

Hence forth providing sufficient information and resources at the market

place for the product would help innovators to get attracted.

2) Early adopters: once reviewed by the innovators the early adopters take

charge to buy the product. They usually rely on reviews of the innovators and

do a little to no investigation. They usually rely only on the reviews. Hence

provision of good reviews on the application page will help attract early

adopters.

3) Early majority: once reviewed by early adopters and innovators the early

majority kicks in. The factors they consider are reviews and promotions. Thus

good promotional efforts on blogs , Facebook, portals etc with good

reviews on the application page will help satisfy the investigations carried

out by the early majority and can successfully attract them.

4) Late majority: This part of audience starts to use the product once an active

word to mouth suggestion is passed on by the early majority. They then look

the reviews, promotions and finally decide to purchase the product. Hence a

good product which satisfies a customer to a great extent motivating him to

actively promote the product by word of mouth will help attract late majority

eventually.

5) Laggards: This part of audience takes little to no interest in knowing about

the product. They would only use the product if it is included in a bundled

service package. For example if the customer purchases a service and the

product is included as a part of the service package only then would the

product be accepted for usage by the laggard population. Hence little to no

efforts should be made to attract this section of the market.

Bullwhip effect: As per the definition of bull whip, a demand can be over expected

by the producer. Whenever a comment regarding a product or a need is made to

the producer; he or she might expect the need to be ubiquitous, repetition of the

comments from various more audience strengthens this notion and hence forth it

may lead to over investment of a good or service. The additional expectation also

enhances the figures of financial and other monetary projections. Hence forth a

small business should monitor for bull whip.(6)

Hence whenever a new idea is surveyed in the market the producer should keep

in mind that it is usually overestimated than actual. Hence forth as a rule of

thumb one should reduce the expectation by 1/10 of what he or she actually

thinks about the demand availability (i.e. without any advanced research

technique to predict demand). Hence any small business should keep in mind

bull whip effect when forecast driven ideation is carried out. Henceforth getting

the least conservative estimate would help us determine appropriate

investment. This would help us recover the investment in due time with

minimum recovery efforts.

Other concepts for efficiency of new ventures:

Strategic Partnership: In certain situations small business can benefit a lot with

strategic partnerships apart from the porters diamond. Whenever production

is shared with stakeholders which have better expertise. This could efficiently

help save resources and help give small businesses a chance to pick up the

revenue soon and organically develop rather than getting the profit repooled to

recover the production cost.(7)

Prevention of time delay: As per this concept a small business has limitation in

all resources including time. Thus prioritizing time in activities aligned to cost

recovery will help reach the breakeven sooner and efficiently. Henceforth it is

necessary for small business owners prioritize activities and quantify them in

terms of their efficiency. Once known such activities with better time returns

should be repeated efficiently with greater frequency.

Managing market evaluations: Time and time every small business should look

behind and try quantify the market activities they carried out and quantify them as

against time spent vs returns gained. The better the ratio, more should be such

activities carried out keeping in mind monetary efficiency too. As and often re-

evaluating marketing activities help us select the most efficient one and recognize

their potential sooner. (8)

Best practices management: A business has several activities and operation in each

section. They could be broadly classified as process management, operations

management, marketing management and financial management. Though all these

functions are highly inter-affective, the activities a company does can be inputted

in each of these sections. Every activity then should be monitored, and the one that

have higher contribution should be prioritized. Soon enough the business starts to

practice only the best of the activities, and thus making the management and

organization highly effective.(6)

Qualitative market rearrangement screening:

For several markets including the health need NuuNest serves, the target

population refreshes on a continual bases. Hence the demographics and trends

should be kept in mind. I.e. not just the trends in the market place and product

delivery (paid vs unpaid apps) but also the change in mindset of the users.

Constantly updating the information (every 2 to 3 years), would ensure that it

meets the currently expected communication delivery. The screening would also

help predict any shift , for example change in technology, change in the prominent

market place etc for example, currently Play store has highest number of

consumers, however a totally new store might come in place in the coming future.

Screening the market rearrangement could help predict such change , which will

ultimately affect our investment decisions.(9,10)

Qualitative analysis of the survey conducted:

Survey sample size 15, survey response rate 63.33%

Q1: How helpful was the Nuunest Application:

All the respondents found Nuunest extremely helpful or very helpful, thus the

responses show that Nuunest is a product with excellent customer satisfaction

capability.

Q2. Were you aware of the notification setting for NuuNest? (In the settings, you

can select notices based on data entered". This triggers notifications if the data

entered for diapers, feeds and weight is not what we would expect.)

Only 1/3rd of the respondents knew about this feature. Hence this information may

be included in the Nuunest description page and in the help section.

Q3. How easy was it to understand NuuNest?

None of the users said it was difficult or not at all user friendly and hence one can

expect NuuNest to be a simple and lucid application to understand.

Q. How easy was it to input information?

Most of them realized it to be easy to moderately easy, so forth justifying that the

application is not cumbersome and has easy input utility.

Q. How old was your baby when you downloaded NuuNest?

One in every two users downloaded Nuunest when their baby was 0-3 days old.

Hence we can say significant amount of users downloaded Nuunest at the right

time, i.e. when Nuunest can be most helpful.

Q. How long did you use the NuuNest app?

62.5% users used Nuunest till their baby was one month old. Hence majority of the

users used Nuunest for its most applicable time frame.

Q. Is there anything you would suggest we add, delete or change in the NuuNest

app? (Include any technical glitches that you might have faced)

* I would suggest more info for moms recovering from cesarean! Also, a link or two

didn't work for me.....I think it was when I was looking at nipple care through the

breast feeding section instead of the mom care section.

- Adding related articles to the above subject in future could be possible.

* Bigger button of 'Save'...sometimes forget to press.

- This is a good suggestion, an apparently observable bigger save button could be

more useful.

Q. When did you last download Nuunest?

- Nuunest was downloaded in the last month itself by 50% of the users. Thus

it could be expected that many users were aware of the changes made in

Nuunest in the last few months.

If you were searching for a similar baby app on the App Store, what search term(s)

would you enter?

Some valuable suggestions: infant care, infant feeds, newborn, breast feeding,

baby care, Baby, nursing, tracker, Tracking feeds, Feeding tracker, newborn, breast

feeding.

Q. Would you recommend NuuNest to your friends?

All the respondents answered that they are already doing it or are willing to tell

others, hence we can confer that NuuNest not only satisfies the customer

expectation but also brings customer delight which is reflected in the motivation

and enthusiasm they propagate in terms of referring Nuunest to others.

Q. How would you describe the graphics and appearance of the Nuunest app?

All of the responses say that the graphics were excellent to good, hence we can

expect that NuuNest could be highly regarded in terms of its graphics and

presentation.

Q. How many people do you know that have used NuuNest?

More than 70% of the respondents said that they know atleast one person who is

simultaneously using NuuNest. Hence we can expect that NuuNest as an

application is successful in creating a sensation and a topic of discussion among its

users and users are willing to open up and share their Nuunest experience with

others.

Q. How do you feed your baby? (Or if you are pregnant, how do you plan to feed)

More than 85% said that they will feed Breast milk exclusively or Breast milk most

of the times, with the former option being the majority. Hence we can see that

Breast feeding is still a preferred option by most of the mothers. Being a supporter

of the Baby Friendly initiative, NuuNest has many features that support mothers

who prefer breast feeding whilst providing unbiased reviews on various formula

feeds.

Q. Which of the following NuuNest features did you use? (Check all that apply)

All about the mom and Tracking of the breast feeds were the two most used

features. Hence we can see that Nuunest has a good usage of all about the mom

information section. Thus it should be noted that this section is of particular

interest and can help attract new users and can also help sustain existing users.

Q. What feature(s) did you find helpful?

The top two features here were the tracking feature and Information about what

to expect for baby (feeds, diapers, and weight or milk expression). Hence we note

that though all about mom feature was used more, users also found the

Information about what to expect for baby informative. Hence this section is

already impressive, and thus could be highlighted in the review page of the

application.

Conclusion of demand

From the above qualitative survey and the practicum experience and through past

survey results. It is clear that NuuNest is an excellent product and has got a great

potential. However though it seems like a general tracker, its much more than that.

This is what satisfies the customer i.e. by given crisp and useful information and

utility which she might not have expected while downloading this app. In business

there are times where people might actually not know what they want until we

show them the product and the corresponding need. NuuNest is one such product.

Once properly promoted, the excellence in the utilities and features will generate

a customer delight and word of mouth. However promotion comes with resource

investment, which could be time, money, talent etc Thus it should be noted that

NuuNest has a great potential however if promoted properly and giving

promotional efforts in the right direction would be necessary to generate need

realization in the customers. Once ubiquitous, NuuNest will definitely have greater

and sustainable revenue creation. Hence the demand does exist, however it is a

latent demand, i.e. customer has still to figure out that she needs something like

NuuNest to help her while she is a new mother. Thus NuuNest has two jobs unlike

traditional products, 1) Making customer that they need NuuNest 2) Once the need

is realized, convincing the customer to buy NuuNest. Both this steps should be

followed one after another in a single advertisement. I.e. in any promotional

activity, an effort should be made to present the features of the NuuNest that are

unique and then closing it with an action statement e.g.: its availability, best pricing

compared to the valuable information and utilities one gets etc

Thus NuuNest would need constant long term promotional efforts to help it

become ubiquitous and generate revenue.

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