1

Hope Rehabilitation centre

Hope rehabilitation Centre is for recovery from

alcoholism, drug addiction etc. located in New
Delhi. It provides effective, ethical and
confidential treatment for addictive behavior and
dual diagnosis with high recovery rate.

SUBMITTED TO

SUBMITTED BY

DR.KHALID SAMADI

Group: 2, SIEGER
ALIYA JAMAL HASHMI
AREEBA KHAN

ARJUN RAI
PALLAVI SHARMA

INDEX

S.No

Topic

Page No

1.

Introduction

4-6

2.

Recognition

7-9

3.

Communication Channels

Location

5.

Determine our Objectives

6.

Promotional Message

20

7.

Promotion Budget

21

10-16

17

18-19

8.

Minutes of meeting

22-23

9.

Appendix

24-31

INTRODUCTION

Hope rehabilitation centre is located in Rajendra Nagar near Salwan girls

senior secondary school, New Delhi-60. The location of this business is decide
to be there because it is located between two corporate hospitals namely SIR
GANGA RAM HOSPITAL AND BL KAPOOR SUPER SPECIALITY HOSPITAL. It
is a newly formed one so everything is started from the beginning. This centre is
at start up stage for the moment and the most important thing is that there is a
clear picture about what are going to bring into market and the perfect way of
starting. The aim of this business is to induce in the country the ideal
rehabilitation methodology which will effect positively in all aspects of the society
by improving the quality of life for all people categorization that are addicted from
alcohol ,drugs and smoking.

The building will be a third floor one, where the first floor is the reception which
responds to every patient that will visit the centre along with the office of
managers and board of directors. The second and the third floor will serve as
space of rooms for addictive patients with a capacity of 20-30 beds and other
environments for gyms and recreation activities. As mentioned before, the
building will be rented and construction in this existing building will be made in
order to adapt the circumstances to the centre needs and in the right premises
for addressing the patients problems. The business hours are 8:00 16:00 for
president vice president of each field and other managers. While the service
hours are 24/7 as it is mentioned above that this Rehab Centre is non-stop
service provider toward addictive people.

This is a big opportunity to protect these people categorizations of different ages

and to allow them to escape from these bad habits.

The building will be with three floors which will contain

Therapy centre
Two clinics
Psychologist office
Conference hall
Economist office,

 Yoga and meditation hall,

Five rooms for patients to complete the rehabilitation
Two alternative meeting rooms and the main meeting room.

Products/Service Description
Our service exactly is based on the program as follows

Adolescent Treatment
Lifestyle Transformation Program
Behavioral Health Services
Medical Detox
Aftercare Treatment

This centre is preparing to maintain the capacity for approximately fifty patients
that will need care to save their life from being addicted to these bad habits.

All the staff hired is well qualified. The business is going to be arranged by

Five doctors
Five nurses
Two psychologist
Two receptions because it will be open 24 hours, two cleaner, one human
resource manager, one economist and the president.

Furniture equipment's and services

Hope Rehabilitation Centre possesses all the required furniture and office
equipment that provide a proper work management in daily operations..
Despite this in the way to improve the activity end the efficiency level on the
offered services the company needs some new investments in this equipment
as below:

Scanner Equipment's

Beds
Conditioners
Gym Equipment's
Other Equipment's

By focusing on drug addicts, alcoholics and smokers who have difficulties on

staying clean. Since we will be offering the best quality of staff, quality of
substances, service, environment and everything there will give them all the
reasons to pick out the power and to let them know that they have all the
chances to restart.
This rehabilitation centre also will be part of all improvements that may be
needed during its lifetime .Doing the best in the mission of this centre want to
be on the top. So it will be very contemporary business

Unique Features of Service

A unique and competitive side of this centre stand on the fact that the offering
Lifestyle Transformation Program and After-Care Treatment Program. The
program is designed to help everybody who really needs the service anytime.
Hope Rehabilitation Centre is a customer focused premier rehabilitation
centre, that uses a team approach to provide quality occupational health,
safety and rehabilitation services that addresses a person's total health--body,
mind -while developing partnerships with regional businesses. Moreover
service of our centre is unique because the aim is to help patients achieve and
maintain optimal health through physical therapy programs delivered in a
friendly & supportive environment.

RECOGNITION

We Hope Rehabilitation was working as a NGO from last two years and are
registered under Societies Registration Act, 1860 so, we are willing for the
terms and conditions under SCHEME FOR PREVENTION OF ALCOHOLISM
AND SUBSTANCE (DRUGS) ABUSE run by Ministry of Social Justice and
Empowerment as per according to their objectives and hence eligible for the all
assistance under this scheme.
According to the objectives:

It is recognized that the primary responsibility in this regard rests with the
management and trade unions. In order to encourage these activities, a
financial assistance up to 25% of the expenditure for the setting up of a 15Bedded or 30-Bedded Treatment-cum-Rehabilitation Centre shall be
provided to the industry/enterprise. The balance of the expenditure
accordingly to the norms, shall be borne by the industry/enterprise.

Funds from the Ministry shall be released in two installment as usual.

However, in this case, 15% of the Recurring grant, constituting first
installment shall be released, after the industrial enterprise submits the list
of Non-recurring items purchased(applicable for the first year) and also
incurs 50% of expenditure on Re curing items. Similarly, the second
installment of 10% of the Recurring grant shall be released after the
industry has incurred 50% of the balance expenditure. The Non-recurring
grant shall be released in one-lump sum (25%) along with the 1st
Installment for Recurring grant. The other conditions for release of grantin-aid will be as usual.

De -addiction Camps.
An organization running a Treatment-cum-Rehabilitation Centre may organize Deaddiction camps in areas prone to drug abuse especially in rural areas with the
objective of mobilizing the community; promote awareness and collective initiative
towards the prevention of alcoholism and substance abuse. They would utilize
their staff and community resources for this purpose. However, certain additional
inputs shall be necessary for which an additional grant may be sanctioned under
this Scheme.

NORMS FOR SETTING UP OF 15-BEDDED TREATMENT-CUMREHABILITATION CENTRES (as per Government rules)

RECURRING EXPENDITURE (OTHER THAN ESTT.)

1

Rent

10000-15000

1,80,000

Contingencies

5000

60,000

6000

72,000

Transport

1500

18,000

TOTAL

29,000

3,48,000

(Water, electricity, telephone,

stationery, etc.)
3

Medicines

20% of re appropriation of expenditure among these heads would be permissible

within the total admissible allocation for Recurring Expenditure.
NON RECURRING EXPENDITURE
(Admissible once only during the setting up of the Centre)
20 beds, tables, 3 sets of linens blankets, other office equipment's etc 1, 50,000
Note:1. 10% of the total annual expenditure would be borne by the organizations
themselves.
2. The payment of Rent would be subject to the location of the centre in Type
A,B,C, and D cities. The rate of maximum rent would be as under or actual
whichever is less:A Class cities Rs.15000/- per month
B Class cities Rs.12000/- per month
C & D Class cities Rs.10000/- per month

3. In case of self owned buildings, no rent would be admissible. However, 10%

of the admissible rent would be payable as maintenance charges.
NORMS FOR EXPENDITURE ON HOLDING OF DEADDICTION CAMPS
FOR TREATMENT OF DRUG ADDICTS

1. Number of Patients Not less than 25 and not more than 40

2. Duration of each camp 15 (fifteen) days
S.N
o

Items

In Rural Areas

In Urban Areas

Allowances for the staff

12,000

7,500

Medicines

6,000

6,000

Transport

4,500

4,500

Contingencies (including rent,

water, electricity, charges,
hiring of beds and other
essential equipment's and
expenses on follow-ups)

7500

12000

TOTAL

30,000*

30,000*

20% of re-appropriation of expenditure within the heads of accounts would be

permissible subject to the overall allocation.

Communication Channels

Hope rehabilitation was working as a NGO from last two years, so we have our
own website and now add on with rehabilitation services as a new concept.

COMMUNICATION
CHANNEL
Social media

Print media

COMMUNICATION MEANS
We are setting up a free listing of our
rehabilitation centre in search engine local
directories. We are doing this at
http://www.google.com/+/learnmore/local/,
https://www.bingplaces.com/, and
http://smallbusiness.yahoo.com/local-listings/.
We are including our website link and our
centre description in it.
We are setting our rehabilitation profile or
page up on LinkedIn, Face book, Google
Plus and Twitter. Our profile includes a good
description, keywords and a link to our
website. Look for groups or conversations
that talk about our type of products or
services and participate in the conversations.
PAMPHLETS
We are using pamphlets for our rehabilitation centre
promotion and its services.
We will be providing free services to first 20 patients
coming with pamphlet.

ADVANTAGES
Free of cost.
Growing by leaps
bounds.
An opportunity for
conversation.

A great way to rea

certain audiences.

A complement to t
messages we are s
through other chann

We are distributing these pamphlets with

newspapers, nearby metro stations, colleges,
schools etc.
POSTERS
We are using self design posters.

We are focusing the area nearby two corporate

hospitals, colleges, schools and societal area.
We are using multiple posters in one location to
increase our brand visibility.

We are putting posters on the back of auto

rickshaws.

Cheap as co
other means
Easy to acce
It almost cov
focused soci
Brief descrip
our services,
and address

It provides a
and cost effe
way of
communicati
particular tar
society.
Attractive as
ability to stick
viewers mind
They can be
about anywh
seen almost
anyone.
It is a good p
media as it o
wonderful ou
media.

LETTERHEAD AND ENVELOP

Digital media

FM/RADIO

We are promoting our rehabilitation services through

this media in two ways-

Audio tapping.
Through famous R.J (radio jockey).
These audio tapping will be played twice a
day on respective channels per month.
We are going to promote our services
through RJ itself, once in a week.
Audio Tapping will contain message and
rhyming which help in creating positive mind
set of listeners. This will be as following :
Searching for something that may never be
known, mental disturbance turns a heart back
to stone.
Rays of sunlight lead them way,
Hurts from the past only keep you away.
Discover a strength to start a new page,
Hope will help to set you free from this cage

Website Layout

It is eye catc
cost effective
In the situatio
boring signal
written on ric
gives people
relief.
It helps pass
to the despe
move.

Affordable
Necessary e
Improving th
corporate im
Increase rec
Separating o
from compet
It is cheaper
other digital m
Radio advert
content can b
change quick
according to
Radio reache
number of
commuters.
People easily
influenced by

Sample of Poster

Sample of pamphlet

HOPE REHAB CAN

HELP YOU

HELPING TEENS
CALL US NOW
1800 22 44 22 44

SAVING LIVES,
HEALING COMMUNITIES

LOCATION- RAJENDRA NAGAR

NEAR SALWANS GIRLS SENIOR
SECONDARY SCHOOL,
NEW DELHI-60

WWW.HOPEREHABI
LITATION.COM
* TAKE THIS PAMPHLET AND REGISTERED
FREE WITH US FOR SERVICES

Sample of Letterhead

 DISADVANTAGES OF OTHER MEDIA-

TV
Because of larger area of dominant influence relative cost will be higher-both in
terms of air time and production. During commercial breaks viewers may choose
to get a snack switch to other channel rather to watch a commercial.

Newspaper
Media competition
Low younger market leadership
Short shelf life
AD clutter

Banner and hoardings

Long term commitment
It takes lot of time, energy, money to constantly change bill board adds.

On wheel announcementIt is cheaper source but it creates a lot of noise pollution and also sometime
causes poor presentation of message.

LOCATION

Hope rehabilitation centre is located in Rajendra Nagar near Salwan girls senior
secondary school, New Delhi. The location of this business is decide to be there
because it is located between two corporate hospitals namely SIR GANGA RAM
HOSPITAL AND BL KAPOOR SUPER SPECIALITY HOSPITAL. It is a newly
formed one so everything is started from the beginning. It is accessible by different
people as different means of transportation can easily send near the exact location
and it provides a sense of security. There is enough places for parking.

MAP OF OUR LOCATION

Contact Us: HOPE REHABILITATION CENTRE

Near, Salwan Girls School
Rajendra Nagar, New Delhi
Nearby metro stations: Karol Bagh & Rajendra Nagar Metro
Station.

Determine our Objectives

Future Goals and objectives

Plans for the future are to achieve success in recovering these addictive people
and bring them into healthy life again. This success will lead increasing number of
clients. After reaching these objectives will be opened other branches in other
cities to in order to be near clients .our strategy of growth for this centre will be
done by organizing meetings in schools and other public institutions and
promoting what our centre offer for all ages. Being near society makes easier for
these addictive people to be brave and come in our centre.
OBJECTIVES OF HOPE REHABILITATION CENTRE:
Enter the market to be well Known and building a brand name
Hiring of experienced and administrating skillful employees.
Commitment to continuously improvement of the quality service.
Provide a full continuous service that provides quality medical care.
Development and execution of successful marketing strategy.
Demonstrate a financial return on investment
Establish Rehab Centre for Health Service in its Service Area.
Expand the target market and become the provider best Rehab Occupation
System in the service area.
Targeting Strategy
Hope Rehabilitation Centre will serve to two groups of patients, those that are
adolescent and others who are more mature and adult. The strategy of the market
is differentiated to two market segments thus taking into consideration the needs
of these people are ill. Customized service will be served by the professional and
qualified staff.

Buying Factors and Sensitivity

Our rehabilitation has decided to offer reasonable prices that justify the quality of
the service and the brand name. In fact the decision done is that the rich people
will be priced with a higher cost compared to the poorer one. This decision is made
in order to compensate the costs of the service. Hope rehab is aware that if prices
are too high then the poor people will not afford to buy our service packages and
then will not have the opportunity to be cured near our Rehabilitation Centre.

Market Size and Trends

As mentioned above the target market of our rehabilitation centre is from 14 to 25
years old. The market size is relatively high as the fertility rate has experienced an
increase. Moreover according to some research study it is noticed an increase of
those people who find themselves in the bad condition of being depended by
drugs, alcohol. It is stated that the years that will come the numbers of these
people will increase steadily.

Pricing Strategy
Well, their prices are reasonable to the patients needs .They are neither too high
nor too low. This centre has chosen to put medium reasonable prices in order to
meet the patients expectations and un doubtfully to cover our expenses and debts
and in the end to gain profit. If the centre will put very much high prices, little
number of the patients will visit the rehab centre. On the other hand if we put low
prices the patients will think that this will not be the best service offered and will try
to avoid coming here. Also this centre will not cover their expenses and debts to
the third parties.

Promotional Message

The priority of our Rehab Centre is that the patient will be completely cured and
the family members are satisfied with the results.
Our motto is: The Patients deserve the high qualitative and effective service.
Moreover the implementation of the specific medical treatment is done according
to standards and diagnosis done from the doctors. They give them full and detailed
explanation about your health condition as the staff of the Centre is dedicated and
devoted to do the best for YOU.

Our Slogans are-

FEEL THE WORLD FULL OF COLORS

THE GREATEST WEALTH IS HEALTH
RECOVERY IS A JOURNEY... NOT A DESTINATION
HUGS NOT DRUGS

Promotion Budget

 Hope rehabilitation centre is using around 1.5 Lakh rupees from its total
budget for promotion strategy.
Total budget for opening this rehabilitation centre is kept to be around 10 lakh
out of which our rehabilitation is taking Grant in Aid as well as recognition from
Ministry of Social Justice and Empowerment (Govt. Of India).
Hope is taking 50% of loan from its Parental body which is working capital for
our rehabilitation and is working as NGO from last 2 years in the field of Drug
Abuse.
Liaising with other charitable organizations:
we would like to cover all expenses for all those who approach us as funds are
limited. Therefore, we help patients find sponsors, network with aid-giving
organizations, and guide them in circulating appeal letters in the proper channels.
Over the years, we have established a report with about 10 charitable trusts who
help us with one-time lump sum amounts towards the relief of Drug Trafficking and
other issues. These include: SHAFA House New Delhi, Rohini - 110085 (Services
Offered: Detoxification, Treatment, Residential, Substance Abuse Counseling,
Yoga and Meditation) , CENTRE Delhi - 110086 (Services Offered: 12 Step, Family
Services, Residential Rehabilitation, Substance Abuse Counseling) etc.

Budget according to strategies

S.No

Methods

Expenditure(Rs)

1.

Pamphlets

5,000

2.

Posters

20,000

3.

FM/Radio (Audio Tape)

20,000

4.

FM/Radio (famous RJ)

80,000

5.

Auto Banners

25,000

TOTAL

1,50,000

MINUTES OF MEETING
FOR

Campaigning of a Health centre

DATE OF
MEETING

TIME

LOCATION

MEMBERS
PRESENT

MEMBERS
ABSENT

28 Jan 2015

3:30
PM

Classroom
(Faculty of
management)

Aliya
Areeba
Arjun
Pallavi

1:00
PM

Classroom
(Faculty of
management)

Aliya
Areeba
Pallavi

Arjun

5 Feb. 2015

2:00
PM

Buddies cafe

Aliya
Areeba
Arjun
Pallavi

Discuss about the b

,Infrastructure for reha
centre

10 Feb. 2015

8:30
PM

Respective
places
(Watsapp
group)

Aliya
Areeba
Arjun
Pallavi

18 Feb. 2015

10;45
AM

Classroom
(Faculty of
management)

Aliya
Areeba
Arjun
Pallavi

Manpower plann
(Doctors, nurses, psy
etc.)
Operation manage
planning.
Types of services pro
Rehab centre
Discuss about Market
price strategy

23Feb. 2015

11:30
AM

Lawn
(Faculty of
management)

Aliya
Areeba
Pallavi

Arjun

30 Jan 2015

ISSUE FOR DISCU

Discuss about which

health centre to be
(thought about a phar
rehabilitation centre &
hospital)
Finalize the Drug reha
centre & discuss ab
Name, location & ob

Focus on promotional
like what communicat
channel we should ch
its budgeting & why w
the following channels

25 Feb. 2015

10:30
AM

Classroom
(Faculty of
management)

Aliya
Areeba
Pallavi

Arjun

Discussion over comp

the thoughts of above
in a sequentional man
report.

26 FEB 2015

12:00
AM

Classroom
(Faculty of
management)

Aliya
Areeba
Pallavi

Arjun

Finalize the report.

26 FEB 2015

6.00
PM

On Phone

Pallavi

Had some words with

Geeta Chaturvedi ( R
Head at Vishwas Orga
sec 45 Gurgaon) abou
with other organization
also discussed some
regarding budget of an

29 FEB 2015

4.00
PM

E-Mail
exchange

Aliya
Areeba
Arjun
Pallavi

Some changes in repo

regarding FM promoti
addition of letterhead
etc.

3 FEB 2015

3.00
PM

Aliya
Areeba
Arjun
Pallavi

Finalize the report.

Appendix
1. Application cum motoring form for grant-in-aid for scheme for prevention of

Alcoholism& substance abuse (1st installment and new cases)

2. Verification
3. Application form for 2nd installment
4. Verification