Beruflich Dokumente
Kultur Dokumente
BY
SANTU DEY
WBUT REGI NO: 092320710082 OF 2009-2010
WBUT ROLL NO: 09232009049
INDUSTRIAL GUIDE: Mr. MANAS SINHA
1
ACKNOWLEDGEMENT
INDEX
Introduction ……………………………………….. 2
Aims and Objectives……………………….……. 6
Overview of the Organization
Introduction………………………………………… 8
History of the Organization………………….….... 9
Special features………...………………………….. 10
Departmental study………………………………. 14
Detailed study of department
Related to my specialization………..…………....
15
Competitor’s details……………...……………….. 16
Methodology…………………………………….... 19
Analysis………………………………………….…. 36
3
Conclusions ……………………………………….. 51
Recommendations……………………...…….... 53
➢ Appendix……………………………………..…...… 55
➢ References………………………………………….. 59
INTRODUCTION
4
Consumers today are far more discerning. Along with quality
products they are also looking for ambience and convenience in
shopping. Our outlets have been designed keeping this in mind.
Apollo Pharmacy, a unit of Apollo Hospitals Enterprise
Limited acquire specialized products from the manufacturer,
transport them to its warehouse in temperature-controlled
conditions, and store them at the pharmacies in refrigerators.
Importantly, they also ensure free home deliveries to registered
patients anywhere in Kolkata and suburban areas.
Indian economy is the third largest economy in the world,
in terms of purchasing power, is going to touch new heights
in coming years. As predict by Goldman Sachs, the Global
Investment Bank, by 2035 India would be the third largest
economy of the world just after US & China. The India
Industry Sector and agricultural sector now comprises of
more than half of India's GDP which amounted to 51.16 per
cent in 1998-99. The number of Industries in India has
multiplied by a large amount in the last few years. The
various Sectors in Indian Industry are gaining more and more
importance. As India is a developing country the Retail
sector in India, IT Industry in India, Pharmaceutical sector in
India, Food and Beverage Industry in India and various other
types of industries are coming to the forefront and taking
the center stage.
5
In the India Industry Sector the most striking force has been
the IT Industry sector. The Indian software industry has
grown at a massive rate from a mere US $ 150 million in
1991-92 to a staggering US $ 5.7 billion (including over $4
billion worth of software exports) in 1999-2000. No other
Industry in India has performed this well against the global
competition. The IT sector has helped the India Industry
Sector to move ahead in leaps and bounds. The BPO industry
has also been a pillar of success for the India Industry
Sector. As more and more industries come up the future
holds good prospects for the India Industry Sector.
Indian Economy grew by 5.4 per cent in 2001-02, which is
considered to be one of the highest growth rates in the world
for the year. This growth is supported by a growth rate of 5.7
per cent in agriculture and allied sectors, 3.3 percent in
industry and 6.5 per cent in services.
Overall agricultural output is estimated to increase by
nearly 7 per cent in 2001- 02. Food grains production is
expected to rise to 209 million tons compared with 196
million tons in 2000-01. Prospects of agricultural production
in 2001-02 are considered to be bright as a result of normal
monsoon and relatively favorable distribution of rainfall over
time and regions.
6
During 1993-94 to 1999-2000 the service sector had
achieved consistently high growth rates in the range of 7.1
per cent to 10.5 per cent. But for the first time in 2000-01,
the growth rate of the service sector declined to 4.8 per cent
due to poor performance by financial sector, trade hotels
and restaurants, and community and social services.
7
Apollo Pharmacy, a unit of Apollo Hospitals Enterprise Limited, is
one of largest medicine chain of Asia as well as the World. Every
day and every moment 1000 of consumers or patients are
enjoying the services provided by the Apollo Pharmacy only. But
among them a few percentage of consumers are also here who
are not so satisfy due to unavailability of medicines, misbehavior
by the staffs or some other reasons.
This very project is trying to find out the exact frame of mind of
the regular or irregular consumers of the Apollo Pharmacy.
“Consumers’ perception” is the key word of the recent trend
of Retail World and this project makes a clear storyline of the
perception of Apollo’s consumers.
8
Introduction
Chairman’s Voice
Vision
Mission
9
To be a responsive round-the-clock pharmacy retailer to our
prospective customers
Quality Policy
Recent Credentials
10
Awarded Sir Neel Ratan Sarkar award for Medical
Excellence in 1998
Pharmacy Evolution…..
11
Telemedicine
Apollo
AHERF
Spectra Health
Clinical
Research
Education
Street Ltd
&
Centre (SCRC)
Research
12
Special
features
13
Unique Selling Proposition
• Genuine Medicine
• Refilling of Prescription
• 24 Hours Customers Services
• Well Stocked Pharmacy
• Manned by Competent Staff
• Computerized System
• Cold Chain Maintenance
• Protocols
• Internal Quality Certification
Merchandising @ Apollo
Benefits of ATM
14
Marketing Activities
Call Centre
15
Departmental study
Classification of Pharmacies
• 2007
16
3. Second Expansion phase
Types of SAP
17
COMPETITORS
18
Group Companies of Apollo Hospitals
19
and services on technology, techno-commercial issues.
METHODOLOGY
These are:
20
1. Door to door Project.
21
Determine the communication objectives
22
want to put something in to the customer’s mind to change the
mind.
23
Market research and Survey based project:
This type of project is totally based on marketing
research. It can be defined as is the systematic gathering,
recording, analyzing of information about organizations.
24
Brand name testing: What do consumers feel about
the names of product?
Marketer
Consumer Public
Customer
25
Some point regarding the marketing research design process
still need some more explanation and they are provided below-
1. Exploratory Research.
2. Qualitative Research
3. Descriptive Research.
4. Causal Research.
• Exploratory Research:
Exploratory research is used when one is seeking insights into
the general nature of a problem, the possible decision
alternatives, and relevant variables that need to be considered.
Typically there is little prior knowledge on which to build the
research methods which are highly flexible, unstructured and
qualitative. Exploratory research is also useful for establishing
priorities among research questions and for learning about
practical problems carrying out the research. Studies may
involve reviewing published data, interviewing people,
conducting focus groups, investigating literature. The output of
an exploratory research will not be answered but more specific
questions or statement of tentative relationship will be
addressed.
• Qualitative Research:
It is usually exploratory and diagnostic, and then the
research designed primarily for exploratory purposes, such as
getting oriented to the range and complexity of consumer
activity, clarifying the problem and identifying likely
methodological problems.
26
• Descriptive Research:
Descriptive research refers to a set of methods and
procedures that describe marketing variables. Descriptive studies
portray these variables by answering who, what, why, and how
questions. This type of research studies may describe such things
as consumer’s attitudes, intentions, behaviors or the number of
competitors and their strategies. The great majority of descriptive
studies are cross sectional, although some use longitudinal
information. These types of studies generally employ a structured
questionnaire and the emphasis is on generating an accurate
picture of relationship between and among variables.
• Causal Research:
Causal research design is conducted by controlling various
factors to determine which factor is causing the problem. It
allows you to isolate causes and effects. By changing one
factor, say price you can monitor its effects on a key
consequence such as sales. Although casual research can give
you a high level of understanding of variable you are studying,
the design often require experiments that are complex and
expensive.
Data Collection:
27
2. Secondary Research.
DATA
COLLECTIO
➢ Primary Research
28
○ Focus groups should be lead by professionals skilled in
leading small groups of 6 to 12 people through a series
of questions ranging from specific to general in nature.
Usually, focus group sessions last for at least an hour.
Since focus groups must be lead by trained
professionals to be most effective, they are the most
expensive form of market research.
• Quantitative:
Gathering numerical information these can be analyzed
statistically through surveys.
29
Method of Primary Data collections:
1. Interviews
2. Product Tests
3. Projective Techniques
4. Focus Groups
➢ Secondary Research:
30
There are two types of secondary data, one is Internal
Secondary Data and another is External Secondary Data.
➢ Internal Secondary Data: Internal Secondary Data are
generated within the organization itself such as sales
persons call report, sales invoice and accounting.
Internet.
TV advertisement.
In house CDs.
There are four types of basic measurement technique used
in market research:
Questionnaire Method.
Attitude Scale.
Observation.
31
Depth Interview and Projective technique.
Collection of information:
Business journals.
Website.
Newspaper.
Brochures.
33
Evaluate the question content:
• Free response
• Probing
• Projective techniques
•Ranking
•Check list
•Multiple choice
•Scales
34
Researcher has to concentrate on specific rules of
questionnaire.
Pretest:
35
Analyze:
ANALYSIS
This is the main part of the project. After doing all the market
research and survey activities the result will be out. The all
technical part has been done here. This is the backbone of the
project.
36
1. Awareness about Retail Medicine Chain.
2. Acceptance of Apollo Pharmacy.
3. Competitor’s position.
4. Acceptance of 24 Hours Services Provided by Apollo
Pharmacy.
5. Acceptance of Free Home Delivery Provided by Apollo
Pharmacy.
6. After marketing customer’s feedback.
7. Consumer inflow through.
8. Age group of respondents.
9. How often do they visit the Apollo Pharmacy Outlet?
10.Why they do visit Apollo Pharmacy?
11.Satisfaction level of consumer based on post purchase
behavior.
37
ACCEPTANCE OF APOLLO PHARMACY
28% 66% 6%
COMPETITOR’S POSITION
38
There are so many competitors of APOLLO PHARMACY. But during
the survey I have been found that consumer mostly like APOLLO
PHARMACY than our competitors. The competitors are as follows:
1. MEDICA SYNERGYE
2. MEDPLUS
3. FRANKROSE
4. DHANANTARI
75% 20% 5%
39
ACCEPTANCE OF FREE HOME DELIVERY PROVIDED BY APOLLO PHA
40
The main thing is customers’ feedback about APOLLO PHARMACY.
After doing the survey the 95% feedback are positive.
1. Marketing team.
2. Door to door campaigning.
3. Advertisement through banner & poster.
4. Pamphlets paper inside.
5. Medical camp.
6. Others various sources.
The survey shows that the Door To Door Campaigning is the main
process of consumer inflow.
41
AGE GROUP OF THE RESPONDENTS
There are several people I have been met during my survey. They
are from different age group also. I have been divided the age
group in following manner
1. 18 to 25 years
2. 26 to 40 years
3. 41 to 59 years
4. 60 years & above
42
The schedule of visit to APOLLO PHARMACY is different for
different customers. The survey shows that 60% customer visit
Apollo Pharmacy as per requirement.
Quality
Variety
All under one roof
Brand name
Service
Outlet ambience
Friendly behavior
Privilege scheme
Easy access
The survey shows that the service is the main reason behind it.
43
SATISFACTION LEVEL BASED ON POST PURCHASE BEHAVIOUR
After doing all the hard work I have been found the satisfaction
level of customer after post purchase behavior is satisfied. The
survey shows that the 48% customers are satisfied and 34% are
highly satisfied.
SWOT ANALYSIS
44
During my survey I have been found some STRENGTH,
WEAKNESS, OPPORTUNITY and THREAT. I am now going to
analysis this. This is called SWOT ANALYSIS.
FINDINGS
45
The market research has been done in the Urban and Semi-
Urban area of Kolkata and other district. The survey reveals some
points during my project days. Though my project based on
Consumer Perception about Retail Medicine Chain Provided by
Apollo Pharmacy, but I have been found some solution for
betterment of the Pharmacy. These are as follows:
LIMITATIONS
46
The survey has been gave me some extra opportunity to gather
information about real market scenario which will give an extra
mileage in future. But there are some limitations also during the
project which I can’t overlook. The limitations are as follows:
47
CONCLUSION
After doing all the hard work I have been reached to the
conclusion part on consumer perception about retail medicine
chain provided by Apollo Pharmacy. After doing the market
survey I want to cite some point on thinking which helps the
company.
This project can’t change the entire scenario of the company but
definitely it helps to some extent of the company’s future policies.
48
After doing all the hardcore market survey I have been found that
the customer accept the Apollo Pharmacy very good way in some
areas like 24 hour service, free home delivery, outlet ambience,
service from pharmacy, easy access of medical as well as p/L
product, honesty from the staff.
The survey also shows that the Free Health Check Up Camp
provided by Apollo Pharmacy which is the great USP for the
Pharmacy. The idea of this kind of camp will give the great
mileage to the pharmacy in future also.
49
RECOMMENDATIONS
So first of all some serious steps have to be take for the growth of
the company. The steps are as follows:
During the survey I have been found that the customer want
the doctor should be there in the pharmacy. The company
should think on this issue.
The list of doctor those who are visited in the Apollo hospital,
it should be available in the pharmacy. The survey reveals
that the customers want to get the information about
doctors and their visiting hours and other issues also. So the
whole information should be available in the pharmacy.
Last but not the least Apollo Pharmacy has been served here for
so long time in here, so they have some reputation among
customers. If anybody said that I am from Apollo Hospital so the
customer can’t neglect them for sure.
51
APPENDIX
Questionnaire
Name:…………………………………………………………………………… Phone Number:………………… ………………
Address:………………………………………………………………………………………………………………………………………
1. Awareness about Retail Medicine Chain
Yes
No
a. Apollo Pharmacy
b. Medica Synergye
c. MedPlus
d. Frankrose
e. Dhanantari
f. Others
4. Acceptance of 24 Hours Services provided by Apollo Pharmacy
52
a. Marketing Team
e. Medical Camp
b. Medica Synergye
c. MedPlus
d. Frankrose
e. Dhanantari
b. Variety
d. Brand Name
e. Service
f. Outlet Ambience
g. Friendly Behavior
h. Privilege Scheme
i. Easy Access
53
Satisfied Highly Satisfied Unsatisfied Average
………………………………………………………………………………………………….…………………………………..
Date : ………………………………
Place : Survey made by
INTERVIEW DETAILS
54
19. MR.NARAYAN CHANDRA 25/07/10
20. MR.ARINDAM NEOGI 25/07/10
21. MRS.RANU SAHA 25/07/10
22. MR.SOMNATH SAHA 25/07/10
23. MR.S.NAG 25/07/10
24. MR.J. NEOGI 25/07/10
25. MR.GOPINATH SAHA 25/07/10
26. MR.ANIL DAS 25/07/10
27. MRS.LAXMI GHOSH 25/07/10
28. MRS.ANU SAHA 25/07/10
29. MR.ASHOK SIKDAR 25/07/10
30. MR.BINOD RAJAK 25/07/10
31. MRS.KALPANA ROY 25/07/10
32. MR.SANTANU DAS 25/07/10
33. MRS.SHAMASHREE MAJUMDAR 25/07/10
34. MRS.MALATI KARMAKAR 25/07/10
35. MR.SANJOY MUKHERJEE 25/07/10
36. MR.S.K. MANI 25/07/10
37. MR.BISWAJIT CHAKRABORTY 25/07/10
38. MR.S. CHANDA 25/07/10
39. MRS.MADHABI BHOWMICK 25/07/10
40. MRS.JOTCHNA SARKAR 25/07/10
41. MR.BHUPEN BHOWMICK 25/07/10
42. MR.ASHIS BHOWMICK 25/07/10
43. MR.PANCHANAN 25/07/10
CHAKRABORTY
44. MRS.SHILA BHOWMICK 25/07/10
45. MR.ASHIM GHOSH 25/07/10
46. MR.NARESH.CH.CHAKRABORTY 25/07/10
47. MRS.PURNIMA GHOSH 25/07/10
48. MRS.RITA SIKDAR 25/07/10
55
49. MR.TAPAN KR. DAS 25/07/10
50. MRS.SADHANA BHOWMICK 25/07/10
BIBLIOGRAPHY
1. http://www.apollopharmacy.in
2. http://www.apollohospitals.com
3. http://www.smallbusinessnotes.com
4. http://www.allbusiness.com
56