Marketing Management

Final Project report on

AfterLife Services
Because we Care

Submitted to
Prof. Subhadip Roy

Submitted By

Group C2
Akshay Sori (166007)

Anmol Sharma (166015)

Joydeep Sil (166059)

Naman Ranka (166086)

Tejeswara Rao (166056)

Section C

Submitted on

19-09-2016
Introduction
AfterLife Services is aimed at providing a
hassle free funeral and other related services
in order to help the family members and
relatives maintain their peace of mind in the
case of sad demise of a person. The
company will take care of all the formalities
and manage all the processes which include
providing the necessary care to the family
members of the deceased and ensuring that
the final rites of the individual justify the
dignity with which the person lived.

Need, Want and Demand: India has seen a significant shift in terms of the lifestyle of people.
With an increase in the per capita income, increasing number of micro families and a
significant section of young generation leaving their city/country in pursuit of better pay has
created a requirement for facilitating events such as marriage, birthday celebrations, and
funerals. Old age generation is concerned because their son or daughter do not live with
them in the same city, young people face the issue of their immediate availability and
guidance in terms of rituals, rites, and processes that need to be performed in case the
unfortunate event of death occurs. With the event being very traumatic and draining it
becomes extremely difficult for people to make all the required arrangement in the mental
state of shock.

The Idea: Death is a delicate and emotional matter and the Company will address above-
mentioned demands of the people by providing an end to end service which will help people
cope with such an event. The company plans to provide the following services to people:

Offer consolation to the family and other relatives.

Arrange care and transportation of the deceased's body
Arrange the required material to conduct the final rites as per the underlying customs
File death certificates, settle insurance claims, transfer of pensions and other legal
documents or processes
Print obituaries in media, arrange for post-funeral services, send invitations etc.

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 Provide videos of the ceremonies conducted for close family members who live
outside the country.

The amount and extent of the services will depend on the plan for which the person or the
family decides to subscribe. The company also plans to provide augmented services like
submerging ashes to a particular holy place of the choice of deceased, satisfying the dying
wish of the person etc. in the latter stages.

Macro environment analysis

A detailed analysis is needed to identify the needs, behaviours and perceptions of people in
order to decide on the services the company will be offering them. As funeral service is
relatively new and unrecognized in India, the scope of marketing and expansion is extensive.
The firm needs to monitor following six major forces of the environment so that the company
can market and position its brand accordingly.

1. Demographic environment: The population of the country needs to be analyzed across

various domains. These domains include size and growth rate, different regions, ethnic mix,
and lifestyle patterns. Being the second most populous country in the world (according to
World Bank), India has a death rate, the percentage of the population dying in a year, of
about 5 percent. Although this rate is declining due to improvement in health facilities, the
total number of deaths per year in India is high. Apart from that Indias old age population is
projected to increase dramatically (Reference 3). From about 6% in 2015, it is expected to be
about 19% in 2050 which serves as an opportunity in the funeral services sector.

2. Economic environment: Purchasing power of a consumer is identified by his/her income,

savings, willingness to spend, etc. India being the country with one of the highest GDP
growth rate in the world (Reference 4), the purchasing power of people in India is certainly
on the rise. This effect is even more significant for the middle-class population as their
psychology towards spending is also rapidly changing along with an increase in income.
They are willing to provide as much comfort as possible for the people they are going to lose.
Apart from a dignified funeral, the company is also offering all the related services when the
survivor is facing the reality of death which is significant in overcoming grief.

3. Sociocultural environment: In India, the social and cultural factors are critical as their
beliefs are deeply rooted in the families. These beliefs include both religious and non-
religious beliefs. Since the company is providing service to all the core religious groups of

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the country, analyzing their culture and beliefs becomes quite critical. For example In
Hindus, after the cremation, the family needs to host a lunch on the 13th day of cremation.
Apart from that, they also need to take care of the guests for those 13 days. In Muslims, the
burial and the prayers are followed by the mourning period. Similarly, in Christianity, the
burial of the deceased is done with specific Christian rites. The family needs to arrange for a
ceremony followed by lunch where the people mourn for the deceased person. Keeping in
mind the difference in these religions, other services like transportation, catering, obituary,
etc. the company is providing cremation or burial service for the family of the deceased
accordingly. Also, it poses enormous financial pressure in the families at the time of
grievance. The company aims to collate all the services provided at the time, to decrease the
overall cost using economies of scale and provide smooth proceedings to each and every
customer.

4. Natural environment: In recent times, the limited space of burial grounds has been
getting congested. Moreover, cremation requires burning of wood logs which result in
environmental pollution. The company aims at making this whole process more efficient and
environment-friendly by the use of innovative technologies and ideas. It can be achieved by
providing the options of electrical cremation, internment crypts etc.

5. Technological environment: The advancement in technology has facilitated the whole

process of funeral arrangement. To make it more memorable, the company is giving customer
various options like video tributes, online broadcasting, etc. It also aims at advertising the
concept of green burial, which obviates chemical preservatives and wooden caskets used in
tradition methods.

6. Political-legal environment: There are many legal issues associated with the funeral.
These include administration of will, probate, estate settlement, death certificates, and
executors.

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Competitor Analysis
The industry is still at the nascent stage and there are only a few competitors in the market.
Following is the analysis of some of the major competitors:

Indian Funeral Service: IFS, started in 1989, was one of the first funeral service agencies to
go online to reach a wider audience. It proudly displays that it is Indias first on undertakers
and funeral directors.
Strengths: IFS has placed its offices strategically in the heart of major cities of India. It has
used the first movers advantage to the fullest. It already has broad media coverage in India
and abroad. TV media channels like NDTV, Sky TV, and BBC have done shows with IFS
while newspapers like the Hindustan Times, the Herald, and the Times of India have covered
the efforts and services of IFS in their dailies. IFS offers funeral services to people of all
faiths. They offer cremation and scattering of ashes as well as diverse range of coffins and
burial services. Their special services include mobile morgue service, sending floral tributes,
embalming bodies, exhumations, and building tombstones.

Weaknesses: Despite having a plethora of diverse services, there are things which can prove
detrimental to the business efforts. The website is poorly designed and only has basic
components displayed. In todays tech-savvy market, this can be perceived negatively for
IFS. Even if IFS offers its services to people of all faith, the images in the website are of
flowers and caskets. Also, all their team members are of the Christian faith. This may again
prove detrimental as it can turn away a lot of Hindu and Muslim customers.

Kashi Moksha Incorporation: Kashi Moksha Inc. is a registered Indian Society that
provides funeral services to Hindus. The companys headquarter is located in Varanasi.

Strengths: The services offered are Asthi Visarjan, Varshik Shradh, Tripindi, Brahmin bhoj,
Narayan bali and Rudrbhishek. There is a team of learned Acharyas who perform these
rituals for the family members of the deceased.

Weaknesses: The services offered are limited to Hindus and exclusive to NRIs only. The
website is poorly designed and doesnt create an appeal in the mind of the consumer of this
generation.

Mokshshil.com: Mokshshil has a wider range of services than those offered by IFS. It offers
a personalized and dignified service before, during and after the funeral. It caters to six

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religions it total; Hinduism, Islam, Christianity, Jainism, Sikhism, Buddhism and
Zoroastrianism.

Strengths: There is Mokshshanjali platform to create a page of ones deceased family

member and upload it on the internet to serve as a digital memorial. It also has a Mokshyatra
platform to book tickets and plan tours. There is a Mokshstore from where you can buy
rituals, antimkriya kits or book various services. Three salient features which Mokshshil
offers but is not present for other competitors are a live chat support for anyone who visits
their website, organ donation assistance, and the choice of planning and booking your own
funeral in advance.

Weakness: Mokshshil named the company, all its services, and products according to Hindu
rituals. This may turn away many customers from other faiths.

Consumer Behaviour Analysis

Funerals are an occasion of complete distress for the closed ones of the deceased. In this
grief-stricken state, people are expected to host funeral events and invite people who are only
remotely related to the deceased. Hosts of the funeral event are influenced by many social,
cultural and personal factors which need to be understood to serve them better.

CULTURAL FACTORS

In India, funeral needs to be carried out according to the rituals of the respective culture.
Even in the same culture, there are many different ways it is done based on demographics,
sub- culture and social class. Failing to do so will invite the wrath of the society and bad
mouthing for the family. People of newer generation are unaware of these rituals. They
depend on their relatives and elders to understand the intricacies involved. Also in many
cases, there is hardly time to consult the elders and arrange things so fast given that the
people are also grief-struck.

SOCIAL FACTORS

Indian families are exceedingly following the western culture. Joint families and children
living with their parents are slowly decreasing in the society. This is leading to couples
having to live with only each other for support. In these kinds of situations, the neighbours,
and other close people play an important role in helping with different aspects involved in the
funeral events. These close people play an important role in influencing the decision of the

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family. In the case of funerals, the trust factor is very important because there is hardly any
brand or organization marketing funeral service. Word of mouth becomes a very powerful
tool in such a niche category.

PERSONAL FACTORS

The younger generation faces the problem of increased travel and living away from families.
This leads to the problem of deaths in far off locations and also the problem of performing
last rites of the close ones keeping the closed setup in mind. In the case of unexpected deaths,
there is extreme pressure on the family to perform the last rites being in such a sad state in the
first place. With increased urbanization, people can no longer afford to live in big and lavish
homes. This becomes a problem when inviting a large number of people for the funeral event.
Moreover, the cost involved in these rituals and hosting people cannot be afforded by most of
the middle class and urban Indian families which add to their stress. Hindu families have a
Sutak for 13 days for the purity of soul and in these 13 days, the family is expected to be host
to guests who will come all over the day. All these factors contribute towards making
funerals a very stressful experience for the closed ones of the family.

Customer Perception Towards The Industry

Pre-paid or on-demand funeral service is presently not a big market in India. It has very high
potential to grow in the coming future. 22,500 people die per day in India, according to CIA
factbook. People have problems which can be addressed by companies who can offer funeral
services but these customers are reluctant to approach or dont use them because of 2 main
reasons:

1) Lack of visibility: Customers are unaware of most the funeral service companies. Since
funerals are tough to market directly to the mass audience in India only, word of mouth
marketing has been used to spread the word regarding the service. Moreover, they are also
not sure about the services being offered by the clients. People have specialized needs
according to the socio-economic situation, demographics, and culture and have apprehensions
if they would be satisfied. Adding to that, the money charged and details of the company are
also not clear. Due to these reasons people prefer to manage the event and think they will be
able to complete it within a lesser budget.

2) Trust Factor: Customers dont know how to believe in the promises being made by the
funeral service company.

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 What if they dont turn up on the day of the funeral?
Will they be able to handle the proceedings on such short notice?
Who are these people who are in-charge of these services?
Which culture do these people belong to?

These are some of the questions which pop up while deciding on whether to take up the
service.

Segmentation
Market segmentation helps in using the marketing resources effectively and creating financial
and non-financial assets for the company. The service we are providing is best fit for the
people who cannot make it and arrange funerals for various reasons. Below is a brief
discussion on the segmentation we did before arriving on prospective targets.

Geographic Segmentation

Geographic segmentation is the predominant segmentation method used for segmenting

customers for AfterLife Services. Below are the details of Indian overseas population to
identify the countries that have a significant number of Indians living. Most of these NRIs
are unable to reach India on short notices such as the death of family members and hence are
not able to perform the last rituals. The company plans to branch into each major region,
across the globe, to reach this Indian population. Countrys distance from India is another
factor considered as it reduces the probability of a person being able to make it or arrange for
the funeral.

Tentitive Marketing Resource Allocation

USA(3.5 Million)
Saudi Arabia(3 Million)
Malaysia(2 Million)
South Africa(1.2 Million)
Kuwait(0.5 Million)

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Psychographic Segmentation

Another important segment which is considered here is based on psychographic

segmentation. In this analysis, two segments have been identified. Firstly, there are a lot of
Indians who take great interest in planning events. Most of them have also planned their
funerals and have shared their plans with their children. Secondly, a section people who dont
wish to be a burden to their children. They keep away some money for their children to spend
it on their funeral. They request their relatives and neighbours to help their children in their
funerals. Besides the elders, the children also vary on psychographic levels. There may be
children who wouldnt want to organize a decent funeral for their parents and rather complete
the necessities with the bare minimum. These psychographic groups play an important role in
building a better product with better services which can cater to the needs of most of these
groups.

Demographic Segmentation

Funeral services to be delivered also depend a lot on consumers way of living. Various
Demographic variables play important roles in identifying the customer requirements and are
able to develop the best consumer value proposition. Among different demographic
parameters below play most important role in the market analysis.

DEMOGRAPIC PARAMETER REASON FOR SELECTION

Family Size It links them with people living in India
Age and Life Cycle Stage Older age group
Religion The way to carry out the funeral service
Generation Values associated with funeral
Income Affordability for the service

On the basis of the segmentation techniques, the company wishes to target these kinds of
customers.

The NRIs who are not able to reach home in time and request others to perform the
last rites for them.
The older age group who would like to pre-book their funerals because of different
reasons.

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 People who take pride in being self-dependent and want to take care of the
responsibility on their own.

Brand Positioning
The brand positioning technique of AfterLife Services will be in a manner that it clarifies the
main essence of the brand. The imagery that the company will portray to the target customers
will bring out the essence of a funeral service but at the same time, it will not hint on any
particular religion (discussed earlier as weaknesses in Mokshshil or IFS). Death and funeral
are unfortunate events. In these times what people need most is hope or assurance that the
deceased will go to someplace better. Keeping this in mind, the companys homepage is
trans-religious and promises the customers that we believe that people go to a better place
after death.

Points of Parity - The funeral services the company offers are in parity with the services
offered by its competitors. It is because the exact procedures are already written and
established in every religion. The religious experts elaborate and explain the funeral team the
required procedures and formalities. They ensure that the funeral rites are carried out in
precision.

Points of Differences The Company has worked on improving on the weaknesses of its
competitors and created unique service models for pre and post-funeral services. The website
of the company is also designed keeping in mind the ease of use of the customers when they
visit the website. The Let Us Tell You More button, when clicked, gives the visitor a

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complete navigation of the website. It shows them where to book, what services they can
choose from, payment options, etc. in a step by step manner. The Services option has the
services sorted into three sections pre-funeral, funeral, post funeral. Thus the customer may
select the services easily from the three section based on their need.

The company has also worked on making the brand relevant and desirable to the customers.
IFS had his team only of people from the Christian faith. To cater customers from various
religious faiths, the company has formed a team of experts with at least one expert from each
religion. They are trained in the religious procedures and possess great knowledge of the
books and rituals pertaining to the respective religions. Thus the company ensures that
customers from all religions are provided the best possible services.

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NAME OF THE EXPERT RELIGION HE IS CATERING TO
MOHAMMED Islam
SHANKAR Hinduism
JOSEPH Christianity
MAT THIEU Buddhism
AJITCHANDRA Jainism
SRI M Parsi
POUYA MONSEFI Zoroastrianism
GURBACHAN Sikhism
BINYAMIN Judaism

The company has also worked with psychologists to train a unique set of people who can visit
the bereaved and offer consolation. They provide warmth and affection to the grieving and
make them feel hopeful. Their service has been tested as very useful when treating orphaned
children.

Brand Mantra: The brand mantra of the company Because We Care iterates the core
brand promise made by the company to its consumer.

Death leaves people lonely and sad. The bereaved needs to be taken care of. At the same
time, death requires certain formalities like arranging for the last rites, filing death
certificates, settling claims, etc. which the bereaved may not be emotionally prepared to do.
The consolation team is there to be with the person, the legal team takes care of all the
official formalities and the religious expert along with his team takes care of the last rites, etc.

Strong brand mantra will help in the positioning strategy as it can be used as building blocks
for the marketing campaigns. It will not only deliver the core brand promise but will also help
the customer develop a deep resonance with the companys values.

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Below is the bulls-eye diagram of the companys brand positioning strategy:

Brand Equity
As the first step for creating brand equity, the company will focus on creating brand
awareness. The strategies that the company will be working upon are:

Promotion through events. The people who spend their time in old age homes are
living away from their children and family. It may be because their children live in
different countries or continent and cant take them there. The other reason may be
that their children and family are too busy to take care of them. In these cases, the old

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 people feel aloof from their family and dont wish to burden them with funeral rituals
after their death. These people form a considerable amount of the customer segment
the company is targeting. In association with old age homes, the company will
organize various engaging events for the residents. These events will not only create
brand awareness but will also create a positive attitude for the brand among these
people.
Promotion through testimonials. The company wishes to get testimonials from
people who have availed the services. They will be asked to share their experience.
These testimonials will be published in company website, blog, Facebook and other
similar community forums. The company will also capture people sharing their stories
on videos to be put up on YouTube. Storytelling has a great impact on people as it
touches peoples thoughts and feelings. Storytelling and testimonies create a strong
brand association.

The brand awareness activities will likely create a brand knowledge among the people.
The positivity of it can be monitored by assessing customer responses. After judging the
responses, the next step will be to converting customers brand responses to active
loyalty.

The company desires to promote its brand salience and brand loyalty through superior
customer satisfaction. Unlike other regular products and services, the customer may use
the companys services once or twice in their lifetime. So the companys success heavily
depends on whether it can satisfy the customer to the extent that he/she refers it to others.

Designing and Managing the Services

The service offered by the company is a pure service. It is intangible in nature. The
consolation team that spends time with the bereaved offers condolences, warmth and hope as
a service. The legal team files the death certificate, settles insurance claims, looks after the
transfer of pensions, and other legal documents and processes as a service. The funeral team
arranges for the care and transportation of the deceased, procures the necessary materials to
perform the last rites after consultation with the expert, and looks after the entire process as a
service. The media team sends out invitations to the relatives and other contacts, prints
obituaries in media and shoots video of the entire ceremony for close family members who
cant come as a service. Not only these services are intangible in nature, they are inseparable
as well. They are consumed at the same time, they are produced. The services are also

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perishable in nature. They cannot be stored. So in times of overbooking the company has to
refuse customers. The services offered can be variable in nature, as it depends on who
provides them, when, where and how the services are provided. To monitor customer
satisfaction and to standardize the service performance through best practices through the
organization, the company has decided on a service blueprint.

Log into the Collect necessary Need of care Call for Funeral Collect videos for
Perform last rites
website documents and hope Services ceremonies

Line of Interaction

Take information
Take Setup the
Deliver death Deliver about the
information arrangement, and
certificates, assurance, procedures the
about the guide the
insurance claim warmth, customer wants to Delivers videos
services that the bereaved
files, pension comfort, avail among the
customer wants throughout the
receipts, etc. condolences available
to avail entire process
procedures

Line of Visibility

Procure
Consolation
Process Materials Prints obituaries,
team visits the
Registration required for the shoots videos
bereaved
funeral services.

Line of Internal Interaction

Preparing Media team

Legal Team
Guidelines for prepares content
Registration works with
Funeral Ceremony for obituaries,
System various
with the help of and setup for
Authorities
expert videography

Management
Team

Communication Plan
The company has to strategically place its communication model to take care of the four most
important aspects of marketing communication: what to say, how and when to say, to whom,
and how often. As the service is not for every household, the marketing should be done in
such a way that, it doesnt intrude in the peoples lives. It should create a positive message so

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that people can spread and recommend the service to their friends and relatives who may be
in need of it.

The marketing communications environment has changed drastically in the 21st century. Now
advertisement has become just one aspect of the marketing communication. The company has
to take care that the costumers can comprehend the message it wants to spread, develop a
good perception for the service and also provide feedback.

Developing communication

1. Identifying target audience

The company in the initial stages of development is looking to target that audience
who need the services within hours. Hospitals are a reliable source to provide the
information about the families who need the funeral services for their deceased family
member.

2. Determining objectives
Communications objectives are needed to be established for influencing the
customers. The whole communication process revolves around the brand mantra
Because we care. To establish the need for the service in the costumers mind the
company has to make people aware about the undeniable end of life and how they
need to be prepared for it. Through the companys website, the people can get
information about the spiritual part of Afterlife Services and try to make peace with
the finality of death. Moreover, the company has a consolation team whose service
people can avail in case they need empathy and consolation.

3. Design communications
Before launching a full marketing campaign the company needs to research about the
ways of communication that are most effective in promoting the funeral service. The
conventional websites wont suffice to create awareness and reach the target audience.
A survey will be conducted to determine the perceptions of the audience about the
how comfortable they are in looking for the funeral services well before the expected
death of their beloved. There is a need to identify the peoples perception about the
company so that it can devise a plan to spread the awareness among people. People
need one of the four types of reward from the service: rational, sensory, social, and

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 satisfaction. Keeping in mind the type of service, apart from sensory the company will
focus on other three rewards. The marketing campaign will be designed such that the
people can get a sense these rewards before booking the actual service. The following
introductory banner is indicative of the same.

4. Selecting the communication channels

The company has the liberty to select from the wide array of modes of communication
to market its service. This is because there hasnt yet been a pan-country campaign to
promote the funeral service, so there is no risk of fragmentation or cluttering. The
company will be focussing on marketing the product through both personal and non-
personal channels.
Personal Channel: Company will be extensively promoting the service by
communicating through phone and surface mails. At the time of mourning, the
family needs both physical and emotional support. After getting the
information from the hospitals about the deceased, the company will contact
the family or the relative to provide these supports. As the bills will be sent

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 after a month, so it will also ease the economic pressure on the family. After
few months of service, if the quality is assured then the word of mouth will
also become an integral mode of the personal communication channel.
Non-personal (Mass) Channel: The service will also be extensively
promoted through advertisements, promotions, events and public relations.
The events for the spreading the awareness will be designed in such a way to
surprise the audience and create a buzz. It will be promoted with the help of
engaging events in old age homes, and by publishing testimonials on online
platforms. The company also has plans of promoting its services with the help
of technologically advanced and eco-friendly ways burial and cremation.

5. Establishing budget
The company is initially focussing more on the social media and personal channels of
communication as it is more effective and needs less monetary investment than the
non-personal (mass) channel.

6. Selecting the marketing communications mix

Although the company aims to promote its service over all the sources of marketing
communications, the initial focus will be on events and public relations. This is due to
the fact that the company needs to first create an understanding in the mind of the
customer for the service before extensively promoting it over other media like TV
advertisement or social media.

7. Measuring the results

The management team of the company has planned to review the marketing strategy
on a regular basis and devise ways to improve it through customer feedback, research,
and innovation. The effectiveness of the all the modes of marketing will be reviewed
and the new budget will be allocated accordingly. The company has planned to
allocate budget into promotion through mass media after some time, so the company
can understand the costumers side of recognition for the service.

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Setting the Price
The company needs to estimate the price for each of the services it will be providing its
customers. This is done by first understanding about the positioning of the service in the
market. As all the services are integrated, the cost of the funeral service as a whole can be
reduced substantially.

1. Selecting the market objectively

There are five major objectives for pricing: survival, maximum current profit,
maximum market share, maximum market skimming, and product quality leadership.
The company is focussing on attaining maximum market share as there is no
significant competition in this area. It expects to turn into a profit making firm
through economies of scale. This is due to the fact the Indian market, in general, is
highly sensitive towards pricing. People only go for high price products once they
have developed a trust in the brand. The low price will stimulate good market growth
and in two years the company expects to capture a substantial amount of market share
and establish a niche position in the market. Moreover, the augmented services will be
available for the upper segment of the society who can afford a high-quality service.

2. Determining the demand

The management team has decided to review the market demand on a regular basis as
there is not many historical data available to estimate the demand based on the price
for the funeral service in India. But it is expected to be fairly elastic as the company is
expecting to capture the market share by introducing the services at low prices.

3. Estimating the cost

As the company is providing a pure intangible service, the fixed cost associated with
it is negligible. Moreover most the services will be outsourced, and profits will be
shared.

4. Analysing competitors costs, prices and offers

Although there are many companies providing funeral services, most of them are
doing it on a small scale. The company will be integrating all the services associated
with the funeral to minimize costs. The company is expected to offer a powerful

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 combination of low price and high-quality service to capture the hearts and wallets of
the customers.

5. Selecting a pricing method

The company will be following the perceived value pricing method for selecting the
pricing for its services. To set the price the company will take a host of inputs like
service quality, channel deliverables, customer support, reputation, and
trustworthiness. This will also drive the company to deliver high-quality service that
will help in building the companys reputation. The firm will use extensive marketing
elements like advertisements and the internet to communicate and enhance perceived
value in costumers mind. Moreover, it will help the company to establish a loyal
customer base.

6. Selecting the final price

The pricing must take into account all the factors involved in generating and
providing the service including the marketing cost. Although the company is
focussing on providing low-cost service, it will also penalize the customers in the case
of last minute cancellations and damage to properties related to service. The prices
will be set such that, it will be reasonable for the customers and profitable for the
company.

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References

1) Marketing Management by Philip Kotler and Kevin Lane Keller, 15th Edition
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OWlxdEVoYlJCS0hUZzJyRUcvZEYxZz09&menu_id=L0pheU43NWJwRWVSZkl
WdzQ4TlhUUT09
3) World bank data
http://data.worldbank.org/indicator/SP.POP.65UP.TO.ZS?locations=IN
4) http://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG?year_high_desc=true
5) http://www.nriol.com/indiandiaspora/statistics-indians-abroad.asp
6) https://en.wikipedia.org/wiki/Non-resident_Indian_and_person_of_Indian_origin
7) http://timesofindia.indiatimes.com/business/india-business/Now-you-can-even-pre-
book-your-funeral-service/articleshow/49394986.cms
8) http://blog.cremationsolutions.com/funeral-directors-taking-care-of-everyone-but-
themselves/2013/04/
9) http://smallbusiness.chron.com/ethical-issues-todays-funeral-industry-62750.html
10) http://www.macmillan.org.uk/aboutus/healthandsocialcareprofessionals/newsandupda
tes/macvoice/spring2015/funeralpoverty.aspx
11) https://www.everplans.com/articles/how-to-make-sure-a-funeral-is-dignified-in-the-
face-of-adversity
12) http://www.wordstream.com/blog/ws/2015/07/10/brand-awareness

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