IMC Presentation on Metropolis Healthcare Ltd.

Submitted by •VIKAS SAINI•PIYUSH CHANDAK•VAIBHAO TADURWAR•VIGAN REDDY•SHIVANI KARWAL•VARUN MALHOTRA CEO & MD METROPOLIS LTD

Young Entrepreneur of the year

Ms Ameera Shah

COMPANY BACKGROUNDFounded as Dr. Sushil Shah’s Lab in 1981.Only multinational chain of diagnostic centers

across India and abroad.More than 10,000 laboratories, 50,000 doctors

across 125 cities in India, 350 collection points and processing more than 12 million tests annually.

multinational chain of 65 diagnostic centers with 550 collection centers across south Asia, Middle East and Africa

About 2500 employees

SERVICES OFFEREDPathology Testing ServicesImaging & Nuclear MedicinePreventive HealthcareClinical TrialsPublic Private Partnership Site Management OrganizationHospital Laboratory ManagementHome Health Services

SWOT ANALYSIS

IMC OBJECTIVES AND TARGET AUDIENCE

ObjectiveTo get more new customers to visit the

Metropolis Healthcare. To achieve excellence in diagnostic across

emerging markets.Creating and building healthy customer

relationship.

Target AudienceMale and female of all age group.

SURVEY CONDUCTEDSAMPLING DISTRIBUTION

The sample included IBS Hyderabad students and people in Metros city. A special thanks to Ernst & Young employees across all these cities to make this survey possible.

IBS students in survey.

RESULTS

CRITERIA FOR SELECTING PATH LAB

DECISION TO VISIT PATH LAB

AWARENESS LEVEL

PROMOTIONAL MEDIUM

PROPOSED IMC

ADVERTISEMENTS

Television marketing: Metropolis Healthcare will have advertisements running on family channels especially @ 8pm to 11pm when all family members sit together and watch T.V

Radio: we have created a radio ad to reach to

our audience.

InternetWe are proposing to launch a new website

www.metropoliscare4u.com.This website is an online portal where a customer can

connect to a doctor 24*7.

MagazinesPlacing our advertisements in various health related magazines and journals so as to aware the target audience about our specialty and new offerings.

NewspapersNewspaper twice a week for three months to increase awareness about the company and its new offerings among audience and build better relationship.

PUBLIC RELATIONSProduct publicity: unique offering

Public affairs

Health Camp

Buzz marketingSocial networking group

SALES PROMOTIONCoupons:

Price packs: multi test discounted price offer

e.g. 4 tests in price of 3 tests

Advertising specialty/promotional products:

DIRECT MARKETINGTie – ups

Mutual Tie-upsProfit-Sharing Tie ups

Catalogues Direct Mail Marketing

Promotional CDs/DVDs Mobile Marketing

Personal Selling

Sales Presentations

Web Conferencing

BUDGET ALLOCATION