Swargadwari Sewa Sadan

Brand Positioning Report

Submitted by:

AmritAryal

Sagar Chand

BishalGurung

AnuDeshemaru

SofinaHumagain

Submitted to:

Ashish Tiwari

Ace Institute of Management

23rd February, 2020

 Swargadwari Sewa Sadan

(Caring, sharing and empowering)

Swargadwari Sewa Sadan is an ideal place for enhancing the lives of seniors. It aims to give
personalized professional care with love, warmth and understanding to all elderly people
associated with them so that they spend their days happily, in the warmth of their care. It not
just provides health care but also the social care to help keep elderly people's soul young and
quivering right up to old age. This day care service has been started keeping in view that most
of us are living busy lives and there is one to take care of our loved ones who need assistance
for their daily routines. Not just this, even the elders who are totally able can come to
Swargadwari and empower themselves through our intergenerational learning and technology
classes. Hence, Swargadwari Sewa Sadan will ensure all of these for their healthy and active
ageing.

Vision

The Swargadwari Sewa Sadan will be recognized locally and nationally as an innovative
aging center which aims to change the way our culture views aging and keeps families
together and our communities intergenerational.

Mission

The mission of the Swargadwari Sewa Sadan is to provide a positive life affirming
environment in our facilities that encourages social interaction and recreational facilities. It is
also committed to providing quality service with excellence in whatever it takes for elder
generation to feel a day care as their real home, to give volume to the voices of the elderly
people and to empower senior citizens for their healthy and active life.

Brand mantra: Caring, sharing and empowering

Tagline: Giving compassionate care and fostering empowerment

In brief, our basic services will include:

• Day care services

• Health services (Physiotherapy, counselling, and nurse services)
• Social environment and companionship (Gathering, cultural celebration)
• Regular yoga classes and meditation.

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 • Refreshment program (Picnic, religious tour)
• Chatting, singing and fellowship (Bhajan, kirtan and satsanga)

We will also provide some different services to our customers, which include:

• Pick and drop services.

• Semiannual magazines to represent elders’ voice.
• Technology classes for the elders
• Intergenerational learning center.
• Special care and services for needed customers.

We are also planning to arrange and celebrate Old Age Day for the refreshment of elder
people.

Target Segment

The segmentation is done on the basis of age group (demographic segmentation) and their
location (geographic segmentation). The target customers are old people living alone and
above 60 and those who fall under the following categories:

• Who are retired from their job

• Whose families have to go outside frequently
• Whose caretakers have to go for work
• Whose children live abroad

Similarly, our niche targeting involves the people who live within the territory of Kathmandu
nearest to Kapan area and Ring-road.

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Primary difference of Swargadwari Sewa Sadan

The Bull’s Eye

Values/Personality/Character
Equality

Substantiators Empowerment
RTB

Caring
POPs
Trained Social Respect
Medical Day Care,
Professionals Secured Life
Social Day Care,
Therapeutic
Refreshments Activities
Caring,
sharing and
empowering

Technology Magazines
classes
Intergenerational
Learning
PODs
Brand
Color: Logo
Green Good
Infrastructures

Executional
Properties/Visual Identity

Swargadwari Sewa Sadan offers both the social daycare i.e. providing participants
therapeutic and recreational activities to promote their socialization and emotional well-being
as well as the medical adult daycare where medical staff is used to provide therapeutic
medicine as well as the special care for those with dementia and Alzheimer's.

Besides these services, what sets Swargadwari Sewa Sadan apart is our mission to give
volume to the voices of the elderly people. We will be launching a semi-annual magazine
wherein elderly people will get an opportunity to share their life stories and bring out their

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unheard emotions through different articles. In Nepal, isolation of the aged population is one
of the major concerns around ageing. This magazine will bring the issues of the elderly into
mainstream discourse for us to understand. We also believe that there is nothing quite as
powerful as a personal story to engage and motivate by bringing out emotion which are
silenced due to various reasons.

The other major service provided by the old age center is the intergenerational leaning center
to counterbalance the loneliness and boredom that so often characterize life in an old age care
center. Seniors commonly say the hardest part of retirement and aging is losing the sense of
usefulness, even worse than diminished physical abilities. They tend to withdraw from
society, and this can be mutual, with society being less likely to engage with and include
older people. Our intergenerational learning program unites children of playgroup to 1 with
seniors from the old age home. This unique program provides purpose, connection and
community for both children and seniors. On one hand the presence of little ones brings out
wonder and amusement as well as the teaching instinct in older adults and on the other the
little ones gain an early appreciation for traditions, storytelling and history, and they learn
patience from the slower pace and diminished physical abilities of their senior companions.

Swargadwari Sewa Sadan also provides technology classes to empower senior citizens to
become active users of new technologies which open up a whole new world of information
and opportunity. An increasing number of seniors requesting assistance in using these
devices necessitate such classes. Research indicates that social isolation and loneliness have a
negative effect on health and wellbeing among older people. Having regular contact with a
close circle of friends or family can alleviate this feeling of loneliness. The use of technology
for enabling social contact and participation can be very successful, but many older people
need help at the start and some need ongoing support or reassurance and Swargadwari Sewa
Sadan will ensure all of these for their healthy and active ageing.

Market category

Swargadwari Sewa Sadan provides care and service pertaining to the medical, social and
religious needs of its senior people. Swargadwari Sewa Sadan older people are provided with
nutritious meals prepared under health norms and served with love and care. Accommodation
includes clean room, recreation area, special ward for Dementia and Alzheimer’s treatment
and a space for yoga and meditations. Our mission is to provide a positive life affirming
environment in our facilities that encourages social interaction and recreational facilities.

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Older adult often experience chronic aches and pain as they grow older that impact standing
and walking or movement. Swargadwari Sewa Sadan provides physiotherapy services for
those aged parents who experience chronic aches and pain on a regular basis, or depending on
the need. Our trained caretaker and medical staff are used to provide therapeutic medicine as
well as special care and support for those with dementia and Alzheimer’s. When an aged
parent has dementia, it can often be challenging adjustment for the whole family. Through
one on one consultation, our medical staff gives families the education, encouragement and
practical tools they need to navigate the path ahead.

People of all ages need opportunity to retreat from the hustle and bustle, breath fresh clean
air, immerse themselves in nature, smell wild flowers and visit different religious temple.
Swargadwari Sewa Sadan recognize this and host a field trips to museum, lake, zoo, Drama
Theaterandalso arrange a Picnic or Banbhoj program. Swargadwari Sewa Sadan will be
arranging a religious tour so that old aged people will have a chance to go to the temple and
pray for their healthy life ahead.

Bhajan and kirtan are popular among senior people. Swargadwari Sewa Sadan will be
conduct a one hour Bhajan/kirtan program on a regular basis so that it’s senior people enjoy
singing bhajan and dancing on it. Singing bhajan/kirtanis not only for fun but it also helps to
keep old people happy.

When the people get older, they are searching a same age people for chatting. We understand
this problem and we frequently conduct get together program or social gathering after the
meal time so that senior citizens participate and share their experience, tell their real life
stories, and chatting in certain topic or situation. In this program outside elder people can also
participate and share their experiences, tell interesting stories to remove an isolated feeling.
This program likes experience sharing, talking in certain topic and other group activities
make them more open and will strengthen the friendship among them.

Competitive alternative

Some major competitors of old age day care center in Nepal are as follows:

• The Hope Hermitage

• Orchid Care Home
• Arogin Care Home
• Siddhi Shaligram Senior Citizens’ Home

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Competitors Analysis

Competitors Strengths
• Special care for elders who are
suffering from Alzheimer’s and
related dementia
• Medical services provided by an
The Hope Hermitage adjoining care from Chirayu Hospital
• Pick and drop off facility
• Speech therapy services
• Nurse services delivered at the
residence of senior citizen within
Kathmandu valley

• Assisted living service where they

manage the daily routine of elderly
people who have difficulty in
managing them.
• 24x7 Nursing care by highly trained
Orchid Care Home and professional nurses
• Provide recreational room where the
senior citizens can watch television
and do some stretching
• Physiotherapy and rehabilitation
• Food menu prepared by nutritionist
• Post-surgical and disability
rehabilitation
Arogin Care Home • Palliative care, stroke care, spinal
injury care, intermediate and long
term care

• Regular yoga classes and meditation

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Siddhi Shaligram Senior Citizens’ Home
• Religious and cultural celebrations
• Medical attention by trained
healthcare staff
• Daytime activities like bhajan
(singing), satsang (religious
discourses), space for communal puja
in order to promote socialization
• Provision of a reading room/library,
lounges and recreation areas.

Perceptual Map

More no. of services

Orchid

Hope
Hermitage
Low empowerment High empowerment
Siddhi Saligram

Arogin

Less no. of services

Key Benefits that Swargadwari Sewa Sadan will offer to its target market
Swargadwari Sewa Sadan is committed in providing quality service with excellence in
whatever it takes for elder generation to feel a day care as their real home, a place to make
friends, a place to spent a day in solace and a place to build pride for their great time they
have spent when they were younger and mature. Swargadwari Sewa Sadan tries to connect
emotionally with each individual old scar, so it can know actually what history and
experience each old scars have carried, how they are unique with one another and what they
have got to pass it down to the new generation.

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Our target market is clear and simple. Swargadwari Sewa Sadan targets the old age members
of the family who are feeling isolated and have no one for them to take care, talk to and give
gentle company during day time when their grown up children go outside the home to earn a
bread for the family. Every member of the family who has reached a working age prefers do
work in today’s time. It is essential and necessary to contribute for the bread of family by
each family member. In this race, the old members of the family who have already retired are
often in disadvantageous position where they should have been getting special privilege. Old
people are left alone inside house during day time, nobody is there to pamper them well when
needed, they have no one to talk to and spent happy time and they just live a life as of
wooden log which is been left at the certain place. In other hand, it is equally difficult for the
old aged people, grown up children who go to work by leaving their old parents at home
alone when they needed him/her the most. Their body goes to work but their mind remains
present at home. They could not concentrate fully at work and should always hurry to return
back home just after the office hour is off. The old parents which are alone at home bound the
young children mentally and avoid their children from giving full energy dedication at
workplace.

Swargadwari Sewa Sadan understands this problem very well. We understand the old
people’s heart and their young working children’s mind. The bundles of benefit of our service
will be for both the old peoples and their working children. Old people will get “home” not
only house during day time and their working children will get assurance that their old
parents are in safe hands and then can spent tension free day time.

Old people will not feel isolated and alone during day time. They will have similar other old
peoples like them in the day care. They can have conservation with them and develop
friendship. It is true that in loneliness mind and heart can start to feed negative message but
when in company of others mind and heart will get engaged and probability of negative
message to sprout decreases. Beside this, our trained nurses and staffs will facilitate the
communication among each old member. The program like experience sharing, talking in
certain topic and other creative group activities will make the communication among them
more open and will strengthen the friendship among each other.

The old people will also have the benefit of remaining fit and regularly getting their health
checked up. The old peoples will be taught and facilitated for the kind of yoga they want to
do. They will also have good space to practice meditation. Swargadwari Sewa Sadan will

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conduct regular health checkup and then will follow the provided feedback on each member
to improve and correct the issues and make old people under us more secure and fit.

Empowering, representing their voice and intergenerational learning are among the key and
unique benefit that Swargadwari Sewa Sadan is offering to its old age peoples. Empowering
will help the old people to regain their value and will make them believe that they are still
contributing for the society. This will bring the happiness in their face and sense of
independency. Swargadwari Sewa Sadan will launch a semi-annual magazine that will
represent the voice of the old peoples of our society. The content of the magazine will be co-
created by our expert staffs and old peoples or solely written by the old age people of our day
care center. This will help to gap believe that the children of old peoples hold that the
ideologies, views and interests of their parents are outdated and incompatible with their own.
Intergenerational learning will surely help to feed the old peoples heart that is full of love and
compassion for the small children’s. Old people will reflect their own children’s childhood in
them and will recall good memories along with making new memories.

Old peoples working children will be another benefited party from our services. They will get
assurance that their old parents are in safe and careful hands. They can rely and trust upon us
and work at office and at their workplace without any stress for their old aged parents. Their
day will be spent with a smile in a face believing that their old aged parents are smiling at
Swargadwari Sewa Sadan.