Product Management Final

8/8/2019 Product Management Final

http://slidepdf.com/reader/full/product-management-final 1/24

Manipal Care And Cure

Presented By:

Akhilesh Gupta (2K81A05)

Deen Prakash(2K81A34)

Gudakesh(2K81A40)

Gaurav Singh (2K81A46)

Misbah Hussain(2K81A57)



Introduction

The focus of health care sector is

more towards curative approach

towards medicine rather than

preventive.

With a plan to propagate

wellness and change the

reactive attitude towards health,

Manipal Education and Medical

Group came out with theinitiative of Manipal Cure and

Cure.

It provides superior care and

other services all under one roof.



V ision

To revolutionize healthcare

delivery in India by preventive

monitoring with a focus on

wellness.

To educate people to be

proactive towards health issues

and in the process strive to

make every Indian a healthy

citizen. To be innovative in the

preventive healthcare industry.



A n Overview

Heralding preventive retail healthcare in India,

Manipal Care & cure is all set to change the way

healthcare is perceived in India. It provides world class health care products.

The centers cater to the healthcare needs of the

entire family and are located at places frequented by

youngsters and families.

Experienced professionals from varied fields are part

of these facilities.



S ervices Offered

Health check-ups and

advice.

Healthcare productsand beauty treatments

Health insurance

Health assessment

packages



Rural Marketing: Indian perspective



Why Rural marketing?

Agriculture¶s share in GDP is going down, but, India

still lives in her villages

Urban markets are crowded and saturated

The understanding of ³rural´ is diffused and

sometimes confusing

Is ³rural marketing´ different from ³urban marketing´ ?



Defining Rural India

OrganisatioOrganisationn

DefinitionDefinition LimitationsLimitations

NSSO (NSSO (Census)Census) P

opulation density < 400 / Sq KmP

opulation density < 400 / Sq Km 75 percent of the male working75 percent of the male workingpopulation is engaged in agriculturepopulation is engaged in agriculture

No Municipal corporation / boardNo Municipal corporation / board

rural not definedrural not defined

PlanningPlanningCommissionCommission

Towns upto 15,000 population areTowns upto 15,000 population areconsidered ruralconsidered rural

TownTowncharacteristics notcharacteristics notdefineddefined



Cont¶d

LG ElectronicsLG Electronics All places other than All places other thanthe 7 metrosthe 7 metros

Only clarifies what areOnly clarifies what arethe citiesthe cities

NABARDNABARD All locations with a All locations with a

population upto 10,population upto 10,000 considered rural000 considered rural

Village & town Village & town

characteristics notcharacteristics notdefineddefined

SaharaSahara CommercialCommercialestablishments locatedestablishments locatedin areas servicing lessin areas servicing lessthan 1000 populationthan 1000 population

PopulationPopulationcharacteristicscharacteristicsunknownunknown



Phases in Rural Marketing

Sr. NoSr. No Time FrameTime Frame Key Events & TrendsKey Events & Trends

11 Phase One( Pre 1960s)Phase One( Pre 1960s) Marketing ruralMarketing ruralproducts in rural andproducts in rural and

urban areasurban areas Agricultural inputs in Agricultural inputs inrural areasrural areas

Agricultural Agriculturalmarketingmarketing

Farming methodsFarming methodswere primitive andwere primitive andmechanisation was lowmechanisation was low

Markets unorganisedMarkets unorganised



Cont¶d

22 Phase Two ( 1960s to 1990s)Phase Two ( 1960s to 1990s) Green RevolutionGreen Revolution

Companies likeCompanies likeMahindra andMahindra andMahindra, Sri RamMahindra, Sri Ram

Fertilisers and IFFCOFertilisers and IFFCOemergeemerge

Rural products wereRural products werealso marketed throughalso marketed throughagencies like KVICagencies like KVIC

33 Phase Three( 1990s to Present)Phase Three( 1990s to Present) Demand forDemand for

consumables andconsumables anddurables risedurables rise

Companies findCompanies findgrowth in urbangrowth in urbanmarkets stagnating ormarkets stagnating orfallingfalling





Changes in Rural India

Diverse change levers in rural India

The ³ pull of the cities & towns´ ± migration and itsside effects

Effect of government programmes

Civil society interventions

Natural & manmade disasters

Slow but sure change



Transitions In Rural India

Food Grain Crops

On land activities

Farm Activities

Non food, cash crops

Livestock & fisheries

Manufacturing &services



Rural Employment Patterns(

Male)SectorSector Year Year 1987 ( % share in1987 ( % share in

employment)employment) Year Year --2004 ( % share2004 ( % share

in employment)in employment)

Agriculture Agriculture 7575 6767

Transport &Transport &CommunicatioCommunicatio

nn

22 88

Trade & HotelsTrade & Hotels 55 77

ConstructionConstruction 44 77

ManufacturingManufacturing 77 88



Rural India ± Population Trends

19711971 19811981 19911991 20012001

TotalTotalPopulation (inPopulation (in

million)million)

548.2548.2 683.3683.3 848.3848.3 1026.91026.9

RuralRuralPopulation (inPopulation (in

million)million)

524.0524.0 628.8628.8 741.6741.6

As a proportionAs a proportionof totalof total

populationpopulation

76.776.7 74.374.3 72.272.2

DecadalDecadalVariationVariation

19.819.8 16.716.7 15.215.2

Source: Census 2001Source: Census 2001



Cont¶d

The joint family system is being replaced by the

nuclear family system

The occupational pattern shows a predominance of

cultivators and wage earners

Cultivators( 40.86 %) and Wage Earners( 35.28 %)according to NCAER studies (2002)



Rural Settlement & Habitation

Trends

Key findings from 2001 census

Population density 253/ sq kilometer and total

number of villages is 638, 588

Villages having less than 500 population are falling

Villages having 2000 + population most prosperous

What are the implications of these trends?



Cont¶d

Size of villages/ habitations are changing

Role & influence of towns is changing

Social interaction is a mix of rural and urban

Let¶s look at some key trends in detail



Rural Income Trends

Annual Income ( Annual Income (at 1998at 1998--9999

prices)prices)

Income ClassIncome Class 19891989--90( %90( %Households)Households)

19981998--99 ( %99 ( %Households)Households)

<= 35,000<= 35,000 LowLow 67.367.3 47.947.9

35,00135,001-- 70,00070,000 Low MiddleLow Middle 23.923.9 34.834.8

70,00170,001 1,05,0001,05,000

MiddleMiddle 7.17.1 10.410.4

1,05,0011,05,001--1,40,0001,40,000

Upper MiddleUpper Middle 1.21.2 3.93.9

> 1,40,000> 1,40,000 HighHigh 0.50.5 3.03.0



Rural Marketing- Schools of

Thought

Determinist School

Activist School

What is the right approach?

Dependent on level of market development, stage in

the PLC and access to resources

Amul & ITC prominent examples

No water-tight compartmentalization





ICT in Rural Markets

CategoryCategory GovernmentGovernment PrivatePrivate NGO/ PPP NGO/ PPP

InfrastructureInfrastructureProvisionProvision

NICNIC NN-- LogueLogue SimputerSimputer

Rural ServicesRural Services Bhoomi(Bhoomi(Karnataka)Karnataka)

SewaSewa

Agri Marketing Agri Marketing Agmarknet Agmarknet EE-- ChoupalChoupal OzhwarOzhwarSandhiyesSandhiyes

Agri extension Agri extension UniversitiesUniversities EID ParryEID Parry



Thank You

Documents

Product Management Final