1. Segmentation, Targeting & Positioning of Fortis Hospitals.

A. SEGMENTATION:
KIDS YOUTH MILLENIALS SENIOR/ WORKING YOUNG
S GREY OFFICIAL FAMILIE
S S
AGE 0-12 13-21 15-29 years 60+ years 25-55 years 25-35
years years years
GENDER M/F M/F M/F M/F M/F M/F

INCOME --- --- Med/ high high Med/ high Med/ high

BRAND --- Med Med/ high high high Med/high

LOYALTY

QUALITY high high Med/ high Med/high high Med/ high

SERVICE
AVAIBILITY Med/ Med/ High med med Med
OF High high
SPECIALISTS
ADVANCE Low/ Low/ Med Med Med Med/ high
TREATMENT high high

CLEANLINESS High Med / Med / high High Med/ high High

high
EXPERT Med/ Med/ Med/ high High Med/ high Med/ high
ADVISE high high
LOCATION --- Low Med Low High High
PREFFERENC
E

B. TARGETING:
 People across the whole world.
 People mainly needing wise range of services
 People not being able to afford the competitive hospitals like Apollo.

C. POSITIONING
 Benefits-
I. Patients are able to stay and get treated in peripheral set ups
more often.
II. Avoid expensive/ dangerous transfers.
III. Geography / weather challenges.
 Point of Parity:
I. Lower mortality
II. Fewer complications
III. Better bed utilization
 IV. Better patient care
 Point of difference:
I. Ranked no. 2
II. 43 healthcare facilities.
III. 9000 potentials beds.
IV. 400 diagnostics centres.

2. Buying behaviour process involved in buying Mercedes Benz and kitchen

utensils?
Ans. A. Mercedes Benz:
 STIMULI
For buying Mercedes Benz Economic and Technology will be stimulating factors, also social
factors can play a Big Role.
 In social factors: roles and status of a person will define or cut as stimulating agent.
 In economic factors Brand personality and lifestyle will be the stimulating agents.

 Consumer Psychology and Consumer charectistics:

The aforementioned variables will trigger motivation of a person to buy a car.
 The same economic factor according to brand personality and lifestyle, a person will
think of buying the car.
 PERSONAL FACTORS like Age and stage of family lifecycle will also affect the
buying behaviour of a person buying Mercedes Benz.

 BYUING DECISION PROCESS:

 Problem recognition- a financially sound person or even a normal person will be
stimulated and his will to buy a Mercedes Benz or a luxury car will roll a threshold
and will become a drive.
 Information search- A concerned unsatisfied or a needy person will start searching
for the luxury cars, he may use personal sources like asking friends or family who
owns a luxury car or mike check online for the luxury cars.
 Evaluation of alternatives- in previous step only he will opt for various alternatives
and now will do an evaluation based on various parameters. For ex-
Alt 1. Mercedes Benz
Alt 2. Range Rover Evoque
Alt 3. Jaguar F type
According to various attributes he will give weightages to each attribute and based
on that will conduct an analysis.

COMFORT FUEL TYPE PRICE

Alt 1 0.5(8) 0.3(6) 0.2(3)
Alt 2 0.5(7) 0.3(5) 0.2(4)
Alt 3 0.5(6) 0.3(5) 0.2(4)
 WEIGHT: Comfort- 0.5
Fuel type- 0.3
Price- 0.2
Based on above calculation he will prefer alternative 1- Mercedes Benz as it suits
what he requires.

 Purchase decision- size he has decided on Mercedes Benz and his purchase
intensions is that car only. If attitude of others like family members opinion and other
unanticipated situational factors plays in his favour he will surely make a purchase.
 Post purchase behaviour- after buying the car if his expectations are exceeded he
will be delighted. If not he will show dissatisfied behaviour and might get rid of the
product temporarily or permanently.

B. KITCHEN UTENSILS;
 STIMULI
For kitchen utensils distribution and communication will be stimuli. For e.g. A new
Hawkins pressure cooker that cooks food in very less time have saving resources.
 CONSUMER PSYCHOLOGY AND CONSUMER CHARACTERISTICS
Family ( of procreation and orientation) if a person / female has family of orientation he
will think of her family and then take a call and if it is family of procreation her parents
may affect her thought.

Personal factor- stage of lifecycle will also affect the mood/behaviour as if
she lives alone while working she might not buy that cooker or she may buy s
it saves her time
 BUYING DECISION PROCESS
 Problem recognition – May after seeing the condition of cooking food
quickly, one may think of buying utensils that help her cook food quickly and
help her save time and satisfy the hunger quickly.
 Information search- the women will start gathering information that ight help
her save time and cook food quickly. She may ask from her friends, family,
relatives or she may surf internet for gathering the preliminary information.
 Evaluation of alternatives- in the previous stage she will collect a few
alternatives to satisfy her needs. let’s take an example;
Alt1- Hawkins pressure cooker
Alt2- microwave
Alt3- prestige cooker
Weights: price-0.3
Efficiency-0.5
Cost savings-0.2

price efficiency Cost savings

Alt1 0.3(8) 0.5(7) 0.2(6)=7.1
 Alt2 0.3(3) 0.5(6) 0.2(4)=4.7
Alt3 0.3(6) 0.5(7) 0.2(6)=6.5

Based on above calculations she will prefer Hawkins pressure cooker.

 Purchase decisions- as she has decided to buy Hawkins however, this may not be her
final purchase decision, what if she goes to buy the product and its not available there,
on the shop, she may buy second alternative pressure cooker.
 Post purchase behaviour- if after buying the Hawkins pressure cooker she feels that
the product exceeded her expectations she will be delighted and will recommend the
same to her known. If not she will ditch the product either temporarily or permanently
(which can also means ditching brand completely).