Professional Documents
Culture Documents
CHENNAI
Submitted by
T.GAYATHRI
(7NBCT006)
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DECLARATION
T.GAYATHRI
(7NBCT006)
ACKNOWLEDGEMENT
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I thank Mr.LAKSHMI NARASHIMSN faculty guide ICFAI NATIONAL COLLEGE
GUINDY for his constant guidance with the project
And also thank my family members and my friends who help to completion of
the project in successful way
Table of contents
s.no Contents Page no
1 INTRODUCTION
2 REVIEW OF LITERATURE
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3 INDUSTRY AND COMPANY PROFILE
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RESEARCH DESIGN - METHODOLOGY
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DATA COLLECTION, TABULATION, ANALYSIS AND
INTERPRETATION
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FINDINGS
7 SUGGESTIONS
8 CONCLUSTION
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APPENDIX.
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BIBLIOGRAPHY
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INTRODUCTION
INTRODUCTION
I am very happy that I have been doing this project in Apollo hospitals in
Chennai this is a project done on topic “A STUDY ON BRAND IMAGE OF
APOLLO HOSPITALS IN CHENNAI”
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or key markets to rate the company and its competitors on factors they
consider important, such as:
• Overall reputation
• Quality and appeal of products or services
• Convenience (location, hours, etc.)
• Sales and marketing effectiveness
• Customer service
• Delivery
• Timeliness
• Costs
• Resolution of problems and complaints
INDUSTRY PROFILE
Today, hospitals are usually funded by the state, health organizations (for
profit or non-profit), health insurances or charities, including direct charitable
donations. In history, however, they were often founded and funded by
religious orders or charitable individuals and leaders. Similarly, modern-day
hospitals are largely staffed by professional physicians, surgeons and nurses,
whereas in history, this work was usually done by the founding religious
orders or by volunteers.
History
A physician visiting the sick in a hospital. German engraving from 1682.
In ancient cultures, religion and medicine were linked. The earliest known
institutions aiming to provide cure were Egyptian temples. Greek temples
dedicated to the healer-god Asclepius might admit the sick, who would wait
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for guidance from the god in a dream. The Romans adopted his worship.
Under his Roman name Æsculapius, he was provided with a temple (291 BC)
on an island in the Tiber in Rome, where similar rites were performed.
Ancient Asia
The Sinhalese (Sri Lankans) are perhaps responsible for introducing the
concept of dedicated hospitals to the world. According to the Mahavamsa,
the ancient chronicle of Sinhalese royalty written in the 6th century A.D.,
King Pandukabhaya (4th century BC) had lying-in-homes and hospitals
(Sivikasotthi-Sala) built in various parts of the country. This is the earliest
documentary evidence we have of institutions specifically dedicated to the
care of the sick anywhere in the world. Mihintale Hospital is perhaps the
oldest in the world.
Institutions created specifically to care for the ill also appeared early in India.
King Ashoka is said to have founded at least 18 hospitals ca. 230 BC, with
physicians and nursing staff, the expense being borne by the royal treasury.
However, there are historians who strictly dispute the claim that Ashoka built
any hospitals at all, and argue that it is based on a mistranslation, with
references to 'rest houses' being mistaken for hospitals. The error is thought
to have occurred because similar edicts and records talk of Ashoka importing
medicinal supplies.
Infrastructure
The surgical, special procedures, radiological, intensive care unit, and patient
rooms typically have medical gases, emergency and normal electrical power;
and heating, air conditioning and ventilation systems.
Electrical
Information
Pneumatic tube conveying systems are often used to move the actual paper
prescriptions for medicines to the Pharmacies, and to move medicines,
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especially intra-venous, IV, bags to the patient care rooms. Tissue samples
can be sent to the Laboratory. Medical notes can be transcribed, printed, and
then transported via a Pneumatic Tube Conveying System.
Etymology
During the middle Ages the hospital could serve other functions, such as
almshouse for the poor, hostel for pilgrims, or hospital school. The name
comes from Latin hospes (host), which is also the root for the English words
hotel, hostel, and hospitality. The modern word hotel derives from the French
word hostel, which featured a silent s, which was eventually removed from
the word. (The circumflex on modern French hotel hints at the vanished s)
Grammar of the word differs slightly depending on the dialect. In the U.S.,
hospital usually requires an article; in Britain and elsewhere, the word is
normally used without an article when it is the object of a preposition and
when referring to a patient ("in/to the hospital" vs. "in/to hospital"); in
Canada, both usages are found.
The word is also similar to Sanskrit word "Ispital" and German "Spital."
Types
Some patients in a hospital come just for diagnosis and/or therapy and then
leave ('outpatients'); while others are 'admitted' and stay overnight or for
several weeks or months ('inpatients'). Hospitals are usually distinguished
from other types of medical facilities by their ability to admit and care for
inpatients.
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General
Specialized
Teaching
Clinics
A medical facility smaller than a hospital is called a clinic, and is often run by
a government agency for health services or a private partnership of
physicians (in nations where private practice is allowed). Clinics generally
provide only outpatient services.
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Departments
Empty Chamber and the iron bed in a hospital the city of Kharkov, Ukraine.
Cardiology
Coronary care unit
Dentistry
o Oral and Maxillofacial Surgery
Dermatology
Dispensary
Emergency Department
o Trauma Center
Gastroenterology
Intensive Care Unit
Internal Medicine
o Endocrinology
o Epidemiology
o Immunology
Laboratory Services
Neurology
Nursing unit
OB/GYN
o Neonatal Intensive Care Unit
Orthopedic Services
Outpatient Department
Pathology
Pediatrics
Pharmacy
Plastic Surgery
Psychiatric ward
Rehabilitation Services
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Physical Therapy
Post anesthesia care unit
Radiology
Respiratory Therapy
Surgery
Urgent care
Urology
Hospitals in Chennai
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ESI HOSPITALS
Ayanavaram Pallavaram
Chetpet Thiruvottiyur
Choolai Villivakkam
K. K. Nagar
GENERAL HOSPITALS
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Childs Trust Hospital K. J. Hospital
India's healthcare sector has been growing rapidly and estimated to be worth
US$ 40 billion by 2012, according to Pricewaterhouse Coopers in its report,
'Healthcare in India: Emerging market report 2007'. Revenues from the
healthcare sector account for 5.2 per cent of the GDP, making it the third
largest growth segment in India.
The sector's growth will be driven by the country's growing middle class,
which can afford quality healthcare. Over 150 million Indians have annual
incomes of more than US$ 1,000, and many who work in the business
services sector earn as much as US$ 20,000 a year. Today at least 50 million
Indians can afford to buy Western medicines-a market only 20 per cent
smaller than that of the UK.
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The growing purchasing power of Indian patients is revealed in the increased
business of air ambulance services. Around 365 airlifting worth several
millions of rupees happen in Delhi in a year on average.
To meet this demand, the country needs US$ 50 billion annually for the next
20 years, says a CII study. India needs to add 2 million beds to the existing
1.1 million by 2027, and requires immediate investments of US$ 82 billion.
Funds in the sector have been largely private. In fact, it is believed that the
private sector provides 60 per cent of all outpatient care in India and as
much as 40 per cent of all in-patient care. It is estimated that nearly 70 per
cent of all hospitals and 40 per cent of hospital beds in the country are in the
private sector, says PWC.
Investments
• Medical care services provider Apollo Hospitals group will invest about
US$ 235.69 million in the next 18 months to set up 15 hospitals in tier-
II and tier-III cities in India.
• The Indian government plans to invest US$ 177.22 million across the
golden quadrilateral (GQ) project, to develop nearly 140 trauma care
centers on the 6,500 km long north-south and east-west corridors.
• Competitor Fortis Healthcare Ltd will add 28 hospitals to its 12-hospital
chain by 2012.
• George Soros's fund Quantum and Blue Ridge bought 10 per cent in
Fortis Healthcare.
• Manipal Health Systems raised over US$ 20 million equity from IDFC
Private Equity Fund.
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• Bangalore-based HealthCare Global Enterprises rose over US$ 10
million in equity from IDFC.
• Metropolis Health Services, a diagnostic chain, rose over US$ 8 million
in equity from ICICI Venture.
• Investment firms Apax Partners, IFC and Trinity Capital have invested
over US$ 200 million in hospital firms.
Private healthcare
With private healthcare driving a large chunk of healthcare in India, the stage
is set for private healthcare players to take wing.
Health insurance
With less than 10 per cent of the population having some sort of health
insurance, the potential market for health insurance is huge. Indian health
insurance business is fast growing at 50 per cent and is expected to continue
growing at this pace. The sector is projected to grow to US$ 5.75 billion by
2010, according to a study by the New Delhi-based PHD Chamber of
Commerce and Industry.
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According to the report by McKinsey on the Indian pharmaceutical
healthcare, one-fifth of India's population is likely to have a medical
insurance by 2015, leading to an estimated increase in consumer spending
on healthcare from US$ 2,054 per household in 2005 to US$ 3514 per
household by 2015.
With the potential of the healthcare sector being what it is, ancillary
industries such as healthcare equipment and information technology in
healthcare are also witnessing a spurt.
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Hospitals have realized that information technology (IT) can be an effective
tool towards efficient systems. According to a report by Springboard
Research, India has the fastest growing healthcare IT market in Asia, with an
expected growth rate of 22 per cent, followed closely by China and Vietnam.
In fact, the Indian healthcare technology market is poised to be worth more
than US$ 254 million by 2012.
Medical Tourism
Indian hospitals are fast becoming the first choice for an increasing number
of foreign tourists. Over 150000 medical tourists travelled to India in 2002
alone, bringing in earnings of US$ 300 million. India's growing reputation as a
major medical tourism destination is attracting more and more visitors from
Gulf countries with many travel agents now offering packages combining
treatment with a vacation.
However, the Indian healthcare story is not about cost advantage only. It has
a high success rate and a growing credibility.
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• A new category of visa "Medical Visa" ('M'-Visa) has been introduced
which can be given for a specific purpose to foreign tourists coming
into India.
• Guidelines have been formulated by Department of AYUSH prescribing
minimum requirements for Ayurveda and Panchkarma Centers.
Consequently, easy access to visa facilities coupled with the best emerging
medical infrastructure in large and tertiary towns will lead to an increase in
foreign exchange earnings through medical tourism. Annual earnings from
medical tourism are estimated to rise from the current US$ 815.32 million to
US$ 1.87 billion by 2012.
Ratings
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A brand is also a collection of perceptions in the minds of the customer.
Hence a brand is something that is intangible and lies in the minds of the
consumer. Different people have different perceptions about medical
treatments and hospitals. By positively influencing these perceptions,
hospitals can attract patients to use their services. It is therefore, extremely
important to understand what a patient is looking for.
These days many hospitals are including ayurveda and yoga as special
treatment techniques for their patients. The people in western world are
crazy about these treatments. These are accepted as a healthy way of life.
Hospitals like Apollo and Escorts, famous for heart treatments, have already
adopted the same for their patients. Most of the foreign patients coming to
India are from Asia, Africa, the UK, Europe and the US. For example, nearly
60% of the patients in Escorts hospital are citizens of these countries. The
number of patients from the US and the UK are comparatively low as the
poverty and hygiene is a matter of concern for them. The big hospitals have
the advantage: they’re able to attract patients even from the US or the UK.
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New procedures and treatment techniques are being adopted by Indian
doctors. One can find oneself being treated by the best doctor.
Nowadays, the hospitals have tie ups with reputed guesthouses and hotels to
provide comfort and luxury to patient’s family. The tour operators too are
joining hands so that patient’s family can visit India’s finest tourist spots. The
family can enjoy India’s rich cultural heritage, wonderful architecture and the
scenic beauty. The government, on its part, is trying to rationalize the whole
process and certain amendments are being made in this regard.
Today, every patient is aware about the certifications and looks for
an accredited hospital. This gives hospital brand positioning, especially in
the international arena. Accreditation experts analyze hospital for
everything, from surgical hygiene to various other systems and resources.
Experts also check the credentials of medicine staff and nurses. Joint
Commission International (JCI) is recognized internationally. The
international arm of JCI is Joint commission on Accreditation of healthcare
Organization (JACHO). For providing accreditation, it reviews and checks
the organization. Their checklist includes over 350 standards and they
send a team to re-review the accredited hospitals at three-year intervals.
It has popularity the across the world. Individual countries also have their
own accreditations. International Organization for Standardization (IOS)
certification can also be used as a testimony to the quality of care being
provided by the hospital, as people around the world are aware of the IOS.
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The website should be user-friendly and provide all the
information required to make a decision. Therefore, it is important to
update the content on the website regularly. A dynamic website that
allows questions would definitely provide an edge. A virtual tour would
also be helpful so that prospective clients can see what the hospitals
actually looks like.
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COMPANY PROFILE
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Company profile
AHEL today, is the leading private sector healthcare provider in Asia and
owns and manages a network of speciality hospitals and clinics, a chain of
Pharmacy retail outlets across the country, and provides Consultancy
Services for commissioning and managing hospitals.
The overview of operations can be summarized as follows:
Over the years, Apollo Hospitals has also founded various group companies
to empower its flagship concern, Apollo Hospitals Enterprise Limited, to
create a healthcare powerhouse that has a leadership position in every
sphere of healthcare it has entered.
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Our mission is to bring healthcare of international standards within the reach
of every individual. We are committed to the achievement and maintenance
of excellence in education, research healthcare for the benefit of humanity –
Dr. Prathap C Reddy- Founder Chairman Apollo Hospitals Group
Logo: The logo shows a nurse holding a torch of flame. Nursing plays a
phenomenal role in the delivery of healthcare and the flame is the symbol of
leadership, pioneering and innovation.
Brand Mantra: Not just confines to curative care, but lets people know how
not to fall prey to illness.
Patients 10mn
Total number of employees Over 10000
Total number of surgeries 280,000 major + 500,000 minor
Heart surgeries 48,000 – success rate of 98.5%
Nuero surgeries 10,538
Total number of renal transplants Over 5000
Total number of hospitals 45
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Apollo’s Business Model
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Location No.of.beds Location No.of.beds Own hospitals
Chennai 550 New Delhi 695 Ahmadabad 300
Hyderabad 350 Ranchi 100 Managed
Chennai 275 New Delhi 153 Luck now 350
Hyderabad 75 Pune 202 Dhaka 330
Hyderguda 43 Jodhpur 65 Goa 200
Vikrampuri 80 Chengannur 161 Vijayawada 223
Madurai 125 Erode 70 Kolkata 200
Vizag 66 Vijayawada 127 Raichur 200
Arangonda 60 Kolkata 160 Chengannur 139
Tondaropet 40 Mysore 120 others 954
Chennai 111 Indore 100
Bilaspur 250 New Delhi 100
Chennai 64 Raichur 150
Colombo 105 others 169
Total 2193 Total 2372
Source: Company, ENAM estimates
Executive Directors
Non-Executive Directors
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Mr. Rafeeque Ahamed
Mr. Khairil Anuar Abdullah
Mr. G Venkatraman
Source: www.apollohospitalgroup.com
Apollo Pharmacies
Apollo Pharmacies is the largest retail pharmacy chain in India. Apollo has
over 70 round-the-clock retail outlets in India striving to maintain a stock
of prescription drugs, OTC medicines and other health and body-care
related products. Additionally, the retail business is moving towards
offering e-prescription based services to the end user and the doctor.
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Med Varsity Online Limited was incorporated in the year 2000. Backed by
two giants, Apollo in medicine and NIIT Limited in the field of electronic-
educationMedVarsity act as a catalyst for students and is complementary
to the existing education system in the country. It has developed in-house,
over 1500 hours of medical content that is accessible to the medical
community anytime and anywhere. Med Varsity today addresses the
needs of over 5000 doctors across India.
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on fostering cardiac health has been launched. This specialized centre is a
pioneer in providing diagnostic services in a spacious and elegant
environment. This centre was inaugurated at Greams Road, Chennai on
14th April 2006.
The Apollo Heart Centre advocates prevention rather than treatment and
offers specialized, customized and comprehensive health packages,
including services such as the 64 slice CT Angio scan that, in a non
invasive manner, provides a very accurate image of the heart and detects
narrowing of the cardiac blood vessels. Timely preventive health checks
could logically forestall major complications, improve chances of full
recovery and prove extremely cost effective
Through its Projects and Consultancy division, Apollo now manages more
than 30 hospitals - a number that is increasing at a rapid rate. It assists
new and existing hospitals in their day-to-day activities. All managed
hospitals become part of the Apollo network and benefit from central
marketing and purchasing programmers. The Apollo managed hospitals
network is present across India and the following international locations
like Nigeria, Kuwait, Yemen, Colombo and Dhaka.
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Services include:
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Acrossthe Healthcare Spectrum
These include:
• Administrative Support
• Nursing Skills Development
• Medical Equipment Consultancy
• Service Quality and Clinical
• Improvement Consulting
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With over 8000 beds in more than 41 hospitals, a string of nursing and
hospital management colleges and dual lifelines of pharmacies and
diagnostic clinics providing a safety net across Asia, Apollo Hospitals is a
healthcare powerhouse you can trust with your life. At Apollo Hospitals we
unite exceptional clinical success rates and superior technology with
centuries-old traditions of Eastern care and warmth, as we truly believe the
world is our extended family-something our 14 million patients from 55
countries can warmly affirm.
SPECIALITIES LIST
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• Anesthesiology
• Cardiology
• Diagnostics
ℵ Laboratory
ℵ Bio Chemistry
ℵ Haematology
ℵ Clinical Pathology
ℵ Microbiology
• Medical specialties
ℵ Dermatology
ℵ Dialectology
ℵ ENT
ℵ Gastroenterology & Hepatology
ℵ General Surgery / Laparoscopy
ℵ Hand Surgery/Microsurgery/Plastic Surgery
ℵ Internal Medicine
ℵ Minimal Invasive Surgery
ℵ Neonatology
ℵ Nephrology
ℵ Neurosurgery
ℵ Obstetrics & Gynaecology
ℵ Ophthalmology
ℵ Orthopaedics/Traumatology
ℵ Paediatrics
ℵ Paediatric Haematology
ℵ Paediatric Neurosurgery
ℵ Psychiatry
ℵ Radiology
MRI
CT Scan
Doppler
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AWARDS AND ACCOLADES
Over the years, Apollo has received many awards and accolades in recognition
of its pioneering achievements in Indian healthcare.
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in the healthcare sector based on a nationwide polling exercise.
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• Performance Measurement
Medical Milestones
Quality assurance
ACE Model
The Apollo Clinical Excellence (ACE) Model has been conceived by the
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Apollo Hospitals group in order to ensure that international healthcare
standards are met and maintained across all the hospitals in the group.
Concept of ACE
The key areas that determine the quality of services provided at a
healthcare facility are -
• Clinical professionals
• Support personnel
• Equipment
• Patients
• Environment of care
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Sl. No
Category
Points
Quality
Indicators
200
Clinical
Pathways
100
Medical Staff
100
Sentinel
Events
50
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Vertebra brand consultants for Apollo Hospitals
Viswanath said that branding the identity for a premier group of hospitals like
Apollo becomes very vital because of the hectic activity in the healthcare
space with reference to several international players coming into the picture.
“The idea is to brand the image of the hospital way above practicing doctors
and the available facilities,” he felt.
The Apollo Group is the first corporate major in the healthcare sector that
Vertebrand is handling. Vertebrand has worked with leading brands like
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Subhiksha, Nilgiri’s and W in the retail sector, the Taj Group in the hospitality
sector, Murugappa Group (TI Cycles) and HP in the IT sector, among others.
About Vertebrand:
Vertebrand has a real edge that comes from the composition of our
personnel. Thanks to a unique combination of left-brain and right-brain
thinking, we have the capacity to add a creative edge that stems from our
scientific core. We have more than our share of engineers from IIT’s and
MBAs from IIMs and other premier business institutes. However, we also have
people with a strong background in branding and marketing creativity from
some of India’s top advertising agencies. This unique combination of
scientific process and right-brain thinking results in solutions that are
innovative, unusual and workable.
The brand has been selected out of a national list of 711 brands across 95
categories. The selection was undertaken by an independent Super brands
Council, comprised of India’s leading Marketing and advertising
professionals.
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The Apollo Hospitals Group is the third largest health service provider in the
world. The group is present in over 37 locations in India. Some of the
segments where Apollo is present are, hospitals and clinics, pharmacies, IT
Outsourcing and medical education. To reach out to the rural populace,
Apollo has a special division called Telemedicine. The Family Health Plan is
covered under the Apollo Hospital Management Projects and Insurance.
The Apollo Hospitals has been adjudged a Super brand for the following
reasons:
Apollo Hospitals continued to maintain its growth momentum during the year
2002-03 registering an impressive growth in its turnover and profits. The
turnover increased by 19% from Rs. 377 Crore to Rs. 448 Crore.
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Super brands is a concept that started 10 years ago in the UK to chronicle
case studies of exceptional brands; to pay tribute to them and their brand
guardians. The concept has been replicated in over 26 countries; some of
them are Australia, France, Hong Kong, US, UAE, Malaysia and India.
The criteria the Super brands Council adopted do not anything to do with
market share, but more with the brand image and perception. The
influencing factors were largely the brands’ mind dominance, goodwill,
consumer loyalty and emotional bonding.
From this study the researcher, will come to know about people perception
about Apollo hospital in Chennai. What they need from the hospitals in
addition to services provided by them and whether they satisfied with the
present service provide by Apollo hospitals in Chennai.
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Research methodology depends, to a large extent, on the target population,
and how easy or difficult to access it is.
• Sampling plan
• Questionnaire design
• Analysis plan
Sampling plan
This is the statement of what will be the sample composition and size. This is
the most critical of all decisions in the marketing research process, because
we are usually trying to make a statement about the target population based
on our study of the sample.
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their need and financial status. The researcher going to find what the main
reason for them to change of hospitals.
The researcher going to use SPSS (statistical package for social science)
package for getting result to interpret the information collected from the
public.
Methodology
1. Questionnaires
2. Face-to-face interviews
3. Internet
Sample composition
Sample size
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QUESTIONNAIRE
NAME:
AGE:
PRIVATE CO EMPLOYEES
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1. Are you concern about going to same hospital?
YES NO
9. Is the hospital is charging more cost compare for treatment compare to other
hospitals?
YES NO
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12.Is the hospital is having enough No.of.medicines available?
YES NO
References: