Rural MarketingBusiness Plan
Nurture- Good Beginnings Never End
Introduction of NurtureA baby care mallproviding both mothersand their babies with resources to enhance both physical and social development.Day-care centers are like mashed potatoes at any restaurant, nothing fancy, but reliable and affordable compared to some other kind of care such asnannies or maids in Surat.We want to workfor a healthier community and for healthier babies.
Pehli Pukaar MAA
Vision & MissionVision- To create a safe and hygienic surrounding for mothers and babies and provide mothers time for themselves and their work and hobbies.Mission- To provide high quality care and expertise to mothers as well as children with experience, knowledge and research
Objectives & IssuesObjective- To reduce the child mortality rate and improve the health and well being of women and families undergoing pregnancy. Issues in attaining our objective-TrustLack of awareness/knowledgeOrthodox mentality
Problems Identifiedlack of quality care at public hospitals, no doctors available during delivery period.In this country of roughly 1 billion people, where women have on average about three children, some 440 women die of maternity-related complications for every 100,000 live births. The United Nations estimates that at current levels of fertility and mortality, one out of every 55 women in India faces the risk of maternal death, compared with one in 80 in Pakistan and one in 610 in Sri Lanka.Government initiatives, child survival.National Family Health Survey- In 2014, nearly 54,000 women passed away of childbirth in rural India. This could have been prevented if the women were getting the care they are entitled.
PartnersBetter Homes Pvt. Ltd. It is a home furnishing company based in Surat, Gujarat.Bill and Melinda Gates Foundation Maternal, New-Born & Child Health
Market DescriptionIn this country of roughly 1 billion people, where women have, on average, about three children, some 440 women die of maternity-related complications for every 100,000 live births. The United Nations estimates that at current levels of fertility and mortality, one out of every 55 women in India faces the risk of maternal death, compared with one in 80 in Pakistan and one in 610 in Sri Lanka.
Continued...Since many complications cannot be predicted, professional care during delivery is key. Most women in India deliver their babies at home without professional help. We emphasize the need for mothers to deliver babies in hygienic conditions under the supervision of skilled health professionals.
Service ReviewPre Natal Care & consultancyDelivery under Professionls Delivery in hygenic conditionsProper care and Guidance under complicationsWell Developed centersPost delivery Care & ConsultancyNutrition Consultancy for mother as well as the child
Competitors ReviewMidwivesElders of the HouseLocal HakimNo Corporate Competitor
Segmentation-Demographics- Women and families of all occupations and professions.Geographic- In urban India, now would like to enter rural India.Psychographic- Change in lifestyle of people, modernization resulting to increase in demand of products/services, changes in the mindset.Benefit- Better health care, reduced mortality rate, less complications.
Segmentation, Targeting and Positioning
Targeting-We plan to target the under-privileged, however, belonging to the higher income group. We believe steady growth is possible as per whom we are targeting.Positioning-We position our service as highly qualitative and economical.
The 4 AsAffordabilityAwareness- NGOs working actively in the region, TV ads, radio announcements, wall paintings, demos at melas, promotion trucks.Availability- The Hub and Spoke model.Acceptability- modernization, change in mindset, understanding the importance of the situation.
Channels & LogisticsNo channels & logistics as such.Only for the medicine- bought through C&F Agents.
Marketing StrategiesInfluence of partners.Get employees involved- employees belong to the rural area itself, they can promote through word of mouth.Co-optation- Get in their shoes.An achievable goal- One goal at a time.
Competitive StrategyFragmented Approach
Employ people from their own village, create a sense of bonding.Maintain quality of service delivered.Keeping it feasible.Making people feel at home.
Customer Relationship Management
Services & PricingFees : Consulting Fees Rs. 900 Operation Fess Rs. 600Nutritionist What to eat, How to eat.Gynaecologist Takes proper care of the baby and the mother.