A PROJECT REPORT

ON
A Strategic Analysis of Marketing and Branding
Activities at Paras HMRI, Bihar.

Submitted in partial fulfilment of the requirements for the award of

Master of Business Administration (MBA)

Submitted To,
Lalit Narayan Mishra Institute of Economic Development and Social Change 1,
Jawaharlal Nehru Marg, Bailey Road, Patna – 800001

BIHAR GOVERNMENT AUTONOMOUS INSTITUTE AFFILIATED TO

ARYABHATTA KNOWLEDGE UNIVERSITY, PATNA
APPROVED BY AICTE & RECOGNIZED AND AIDED BY THE M.H.R.D., GOVT. OF INDIA

UNDER THE GUIDANCE OF, SUBMITTED BY,

DR.SD Singh Midhat Firdous

Professor & Dean Management Faculty Roll No. 220041
L.N.M.I, Patna MBA
Session: 2022-2024
 DECLARATION

I hereby declare that the project entitled “A Strategic Analysis of Marketing

and Branding Activities at Paras HMRI, Bihar” has been prepared by me
under the guidance of my project Guide Dr.S.D. Singh

I also declare that this project is the result of my effort and has not been submitted
to any other University or Institution for the award of any degree, or personal
favors whatsoever. All the details and analysis provided in the report hold true to
the belt of my knowledge.

MIDHAT FIRDOUS
No._____ Date. __________

GUIDE CERTIFICATE
This is to certify that Miss Midhat Firdous, student of MBA, Third Semester,
bearing Roll, No-220041 for the Session-2022- 2024, has worked on Project
entitled, “A Strategic Analysis of Marketing and Branding Activities at Paras
HMRI, Bihar” in the partial fulfilment of the requirement for the award of the
degree of "Master of Business Administration" from L.N. Mishra Institute of
Economic Development and University, Patna.

She has completed his project work successfully under my supervision and
guidance.

I recommend her project report for evaluation.

I wish her all success in his future endeavor.

Dr. S.D Singh

Professor & Dean
School of Management
Teachings AKU, Patna
__________________________________________________________________________________________
Phone: 0612-2505200, 2504500, 2504600(Fax) website:www.Inmipat.ac.in email: Inmipat @ gmail.com

BIHAR GOVERNMENT AUTONOMOUS INSTITUTE AFFILIATED TO ARYABHATTA

KNOWLEDGE UNIVERSITY, PATNA
UNDER SECTION 2(F) AND 12(B) OF THE UGC ACT 1956
APPROVED BY AICTE & RECOGNISED AND AIDED BY THE H.R.D. GOVT OF INDIA
 CONTENTS
NUMBER TOPIC PAGE NO.
CHAPTER 1 INTRODUCTION 1
1.1 Introduction of the Study 2
1.2 Objectives of the Study 3
1.3 Scope of the Study 4
1.4 Hypothesis of the Study 4
1.5 Research Methodology 5
1.6 Limitations 6
CHAPTER 2 ORGANIZATIONAL PROFILE 7
2.1 Industry Profile 8 - 11
2.2 Company Profile 11 - 16
2.3 Services Offered 17 - 18
2.4 Specialist 19 - 20
2.5 Competitors 21- 22
2.6 SWOT Analysis 23 - 24
CHAPTER 3 CONCEPTUAL FRAMEWORK 25
3.1 Marketing 26 - 28
3.2 Service Marketing 29 - 32
3.3 Marketing Mix (7 P) 33 - 36
3.4 Customer Satisfaction) 37 - 39
CHAPTER 4 DATA ANALYSIS AND FINDINGS 38
4.1 Data Analysis and Interpretation 41 - 50
4.2 Findings 51
CHAPTER 5 CONCLUSION & SUGGESTONS 52
5.1 Conclusions 53
5.2 Suggestions 54
Bibliography 55
ANNEXURE 56
Questionnaires 57 - 59
 ACKNOWLEDGMENT

I would also like to thank my project guide Dr. S.D. Singh for his helpful hand in
the completion of my project.

The research report will be incomplete without acknowledge giving by sincere,

gratitude to all persons who have helped me in the preparation of this report. I'm
thankful to my industry mentor who guided during my work.

I would like to thank faculty member of L.N.M.I., Patna for having given me this
opportunity to put the practical, the theoretical knowledge than I imparted from
the program.

Lastly, I would like to thank my parents and my friends for their constant support
during the duration of my training.

MIDHAT FIRDOUS
 EXECUTIVE SUMMARY

This executive summary provides a concise of the Summer Internship Project in

the field of Sales and Marketing within the organization. I have made this project.
as an essential part of my Summer Internship Program of MBA. The Tittle of my
project is A Strategic Analysis of Marketing and Branding Activities at Paras
HMRI, Bihar.

Paras Health is a network of hospitals having India's finest and most experienced
medical experts who provide compassionate care using advanced technology.
Paras Health tested track record, be it the introduction of the latest technology to
deal with the most complex diseases, best doctors and paramedics, state-of-the-
art infrastructure, or digital pervasiveness has resulted in its leadership position
and is perceived as a premium health care brand.

This Report contains a brief introduction of Paras HMRI Patna and a detailed
view of tasks, which have been undertaken to analyze the functional marketing
area of the organization, in order to understand how the marketing activities are
carried out in a service organization.

Working with the Paras HMRI was great experience for me since my role at Paras
HMRI extended beyond traditional marketing responsibilities, encompassing
community engagement, doctor management, and direct interaction with patients.
Additionally, I played a pivotal role in enhancing Paras HMRI's communication
strategies by actively participating in the design process of various pamphlets and
news articles. This comprehensive approach reflects the hospital's commitment
to holistic healthcare and patient-centric services. The experience garnered during
my tenure has not only enriched my skills but has also contributed to the ongoing
success of Paras HMRI as a trusted healthcare institute.
 CHAPTER -1
INTRODUCTION

1
CHAPTER -1
1.1 INTRODUCTION TO THE STUDY

Marketing and branding are two closely related concepts that play crucial
roles in the success of a business. While they are distinct, they often
overlap and work together to create a strong and recognizable identity for
a company.

According to the American Marketing Association (AMA), marketing is

defined as: "Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large." Marketing is
the strategic and multifaceted approach that businesses use to promote
and sell their products or services. It involves understanding the needs and
desires of the target audience and then tailoring various elements to meet
those needs. These elements, often referred to as the four Ps - product,
price, place, and promotion - encompass everything from designing the
right product, determining an appropriate price, selecting the right
distribution channels, to creating effective promotional strategies.
Essentially, marketing is about making a product or service known,
desirable, and accessible to potential customers.

"Branding is the process of creating a strong, positive, and distinctive

identity for a product, service, or organization. It involves shaping
perceptions, emotions, and experiences to build a lasting connection with
the target audience and establish a unique position in the market."
Branding is the process of creating a unique and recognizable identity for
a product, service, or company. It goes beyond just logos and visual
elements; branding involves establishing a distinct personality, values, and
positioning in the minds of consumers. A brand is like the personality of a
business, reflecting its character and principles. Successful branding aims
to create a positive and memorable association with the brand, fostering
loyalty and trust among consumers. It's not just about what a product
does but also about how it makes people feel.

2
1.2. OBJECTIVES OF THE STUDY
• To understand various marketing activities performed at Paras

HMRI Patna.
• Evaluate the effectiveness of current marketing strategies

employed by Paras HMRI Patna.

• Gain insights into the patient experience at Paras HMRI by

examining feedback and experiences

• Identify ways to make the hospital's information, like pamphlets

and news articles, clearer and more understandable for everyone.

• Examine the role and impact of employees, in implementing

marketing and branding strategies, ensuring alignment with the

hospital's overall objectives.

• Pinpoint specific areas where Paras HMRI can enhance its

marketing and branding strategies, fostering a more effective and

positive connection with the community.

• Find out if the events and community activities organized by the

hospital are making people happy and engaged.

• See if the doctors' involvement in marketing and community

activities is making a positive impact.

3
1.3 SCOPE OF THE SUDY

• The scope of the study is only confined to the area covered under
Patna and only confined in studying about the marketing activities

towards Paras HMRI.

1.4. HYPOTHESIS OF THE STUDY

• The marketing activities performed by Paras HMRI Patna positively

contribute to the hospital overall benefits.

4
1.5. RESEARCH METHODOLOGY
Research methodology is a way to systematically study and solve the
research problem.

Sources of Data Collection

Primary sources
• Questionnaire
Secondary sources
Information has been collected from Secondary Sources such as Internet,
newspapers, Company Brouchers and Magazines. Etc.

Sampling Techniques
• Sample has been taken on Convenience Sampling.
• Research Type: The Project has been used descriptive type of
research.
• Sample Area: Patna
• Sample Size: 100

Tools for analysis

• Pie- Chart

5
1.6. LIMITATIONS FOR THE STUDY
• It is very difficult to check the accuracy of the information

provided.
• We're only studying Paras HMRI, so what we find might not be true

for all hospitals.

• Data collection relies on subjective perceptions from the

community, patients, and employees, which might be influenced

by individual experiences and biases.

• Privacy concerns may limit access to detailed patient feedback,

impacting the study's ability to explore certain aspects of patient

experiences.

• Shortage of time factors one of the biggest constraints.

• The sample size is very limited i.e. 100 thus may not provide the

holistic view.

6
 CHAPTER 2
ORGANIZATIONAL PROFILE

7
CHAPTER -2
2.1 HELTHCARE INDUSTRY IN INDIA
In between the 1950's and 1980's the health care facilities and personnel
increased substantially, but gradually due to the fast population growth,
the number of licensed medical practitioners per 10,000 individuals had
fallen in the 1980's to 3 per 10,000 from the 1981 level of 4 per 10,000.
There were approximately ten hospital beds per 10,000 individuals in 1991.
Primary health centers are majorly the cornerstone of the rural health care
system.

In the year 1991, India constituted about 22,400 primary health centers,
11200 hospitals, and 27,400 dispensaries. Such facilities were the part of a
tiered health care system which funnels more difficult cases into urban
hospitals while attempting to provide routine medical care to the vast
majority in the countryside. Primary health centers and sub-centers would
majorly rely on trained paramedics to meet most of their needs.

Indian healthcare industry operates in both of the private and public

sectors. The public sectors are healthcare system consists of facilities run
by the central and state governments. The facilities are provided freely or
at subsidized rates to lower income families in rural and urban areas.
However, further the Indian healthcare industry is going through a growth
phase due to its healthy economy. As the country's middle class continues
to grow this industry's growth will increase. India's ever-growing middle

Indian health care industry growth story is moving ahead neck to neck
with the pharmaceutical industry & the software industry of the nation.
There has been much done in the health care sector for bringing the
improvement like till date, approximately 12% of the scope offered by the
8
industry has been tapped. In the years to come the health care industry in
India is reckoned to be the engine of the Indian economy. Today the
Health care industry in India is worth $17 billion and there are anticipation
& expectation of it to grow by 13% every year. The health care sector
consists of health care instruments, health care in the retail market,
hospitals enrolled to the hospital networks. etc.

Indian healthcare Industries include systems like ayurveda and

homeopathy which are increasingly gaining prominence overseas.
Another major area for investment in India is the research industry of the
Health Care. In India there is a tremendous prospect with a huge talent
pool and the rise of biotechnology and bioinformatics. India is a rising and
expanding destination for medical tourism. With affordable medical
expenses and a sound technology in place goes good with the growing
sector which would be bode well for the healthcare industry in India.

Size of the industry:

Indian healthcare industry comprises of hospitals and allied sectors which
is projected to grow 23% per annum to touch US$ 77 billion by 2012 and
according to the current estimated size of US$ 35 billion. The industry has
registered a growth of 9.3% between 2000-2009, as compared to the
sectoral growth rate of emerging economies such as China, Brazil and
Mexico. There would be increase in number of public and private
healthcare facilities which are expected to propel demand for the industry,
accounting for another US$ 6.7 billion.

Total contribution to the economy/ sales:

Indian Government Expenditure on health care is the highest amongst all
the developing countries. The expenses of this industry comprise 5.25% of
the GDP. There are even chances that the health care market could
experience a hike and attain a figure ranging between $53 to $73 billion
five years later. This would in turn reflect an increase in the gross domestic
9
product to 6.2%. The Indian Health Care Industry earns revenues
accounting for 5.2% of gross domestic product.

Top leading Companies:

Private players have made significant investments in setting up of the
private hospitals in cities like Mumbai, New Delhi, Chennai and Hyderabad.
There is emergence of latest medical technology and have created a
competitive environment. The government's share in the healthcare
delivery Industry is 20% while 80% is in the private sector. The emergence
of corporate hospitals has led to increased professionalism in medical
practices and use of hospital management tools.

Apollo Group

Fortis

Max

Wockhardt

Piramal

Duncan

Ispat

Escorts

Ranbaxy Group Company

10
 2.2 COMPANY PROFILE
Paras HMRI Hospital is a well-known healthcare facility in Patna, India. It
is part of the Paras Healthcare group, which operates several hospitals
across India. Paras HMRI Hospital is known for providing a range of
medical services and specialties. The hospital is equipped with modern
infrastructure, advanced medical technology, and a team of skilled
healthcare professionals. Paras HMRI Hospital Patna is the first corporate
hospital of Bihar located in Raja Bazar, Patna. It is 350 bedded multi-
specialty tertiary care institute

Paras Health is a network of hospitals having India's finest and most

experienced medical experts who provide compassionate care using
advanced technology. Paras Health tested track record, be it the
introduction of the latest technology to deal with the most complex
diseases, best doctors and paramedics, state-of-the-art infrastructure, or
digital pervasiveness has resulted in its leadership position and is
perceived as a premium health care brand.

Paras Health’s mission is to make affordable and quality tertiary health

accessible to communities that lack such services. Paras Health’s visual
identity emphasizes its 4 brand values - Compassion, Accessibility,
Affordability and Quality that converge to make its vision a reality for all
Bhartiya’s. Paras Health has been delivering world-class clinical outcomes
by staying abreast with the latest developments in the scientific field and
combining cutting-edge technology with our extensive & renowned
medical expertise.

Paras Health has established a leadership position in the healthcare sector,

attributed to its tested track record in introducing the latest technology to
address complex diseases. The hospital prides itself on having the best
doctors and paramedics, state-of-the-art infrastructure, and a
commitment to digital pervasiveness. This combination has contributed to
its reputation as a premium healthcare brand.

11
Paras HMRI Hospital, often engage in community outreach programs,
health education initiatives, and collaborations with academic institutions
for medical research and training. Additionally, these hospitals may
participate in various health awareness campaigns and contribute to the
overall well-being of the communities they serve.

HISTORY
The first Paras Hospital was opened in Gurgaon in 2006. Since 2006, The
healthcare organization was founded by Dr. Dharminder Nagar. Paras
Health has worked to create a healthier Bharat by offering high-quality,
easily accessible healthcare services. The goal of Paras Health is to provide
tertiary healthcare that is both inexpensive and of high quality to
underserved areas. The four brand values of Compassion, Accessibility,
Affordability, and Quality that come together to make Paras Health's
vision a reality for all Bhartiya’s is highlighted through the company's
graphic identity. By keeping up with the most recent advances in science
and fusing cutting-edge technology with our substantial and well-known
medical knowledge, Paras Health has been able to produce world-class
clinical outcomes.

The business is a network of six hospitals in Northern India that currently

manages 1500 beds. After opening its first hospital in Gurugram in 2006,
the company quickly expanded to Patna, Darbhanga, and Udaipur,
Panchkula, Ranchi, and now Kanpur and Srinagar are included in the
expansion. By 2031, Paras Health hopes to have 9000+ beds under its
network and be the largest private healthcare provider in North India.
Through organic and inorganic growth 5000 beds will have been added
by FY 2028. The expansion at Kanpur, Srinagar, and Panchkula will be used
to fill the 2,000+ bed expansion pipeline that has been pledged.

12
VISION

The four brand qualities of compassion, accessibility, affordability, and

quality that make up Paras Heath's vision are highlighted by the
company's visual identity.

MISSION

Paras Health's goal is to provide populations without access to tertiary

care with cost-effective, high-quality care.

ACHIEVEMENT
• The first corporate hospital to open in the state of Bihar.
• With 350 beds and more than 30 super specialties, the institution
offers a full range of tertiary care medical and surgical operations.
• This is the first hospital in Patna in which offer a full-service cancer
care program and BMT (Bone Marrow Transplant) also included.
• First hospital in the state of Bihar to have a top-of-the-line LINAC
(Linear Accelerator) and PET CT.
• First hospital to receive ResCCU (Responsible Critical Care Unit)
certification from Bureau Veritas.
• This is the first hospital in Bihar and Jharkhand that offer ten DNB
seats or more across specialties.
• The first hospital in Bihar to have a modern, 100+ bed critical care
unit.
• The first hospital in Bihar to do the cardiac procedure TAVR
• Bone marrow transplant (BMT) and kidney transplant units are
housed in the first hospital in Bihar.

13
PARAS GROUP COMPANIES

Paras Dairy

• Chaudhary Ved Ram Nagar ji, the founder and promoter of our

company is one of the connoisseurs in the dairy farm industry. Ved

Ram & Sons established their first unit in 1987 under company’s
name VRS Foods Limited and since then the latest equipment and

facilities enable them to cater to the needs of their clients by selling

over 2, 50,000 liters of milk per day in Delhi Metro.

At the heart of the entire network of Paras are hundreds of Village level

collection centers covering 5000 villages across Western UP, Haryana,

Rajasthan, Maharashtra and Gujarat. The farmers are assisted financially,
to buy cattle, feed, veterinary services and other infrastructure support.

Paras Buildtech

• Backed by a decade’s worth of experience and an abundance of

expertise, Paras Buildtech has pioneered the conceptualization and

14
 execution of upscale real estate projects in the retail, commercial

and residential space.

Adding to the array of services offered, it also sees the project through
each stage right from site acquisition, designing and development to

construction, marketing and sales.

Today, Paras Buildtech is known to be one of the leading names in Indian

real estate development and has done so by assuring its clients and

business partners a sense of utmost quality and reliability.

Paras World School

• State of the art school with international facilities to ensure that your
children get the best education, learning environment and direction.
Paras World School aims at facilitating the growth and development

of every child that enters its portals. The aim of the school is to touch

the lives of the children and the community to envisage a brighter

future for all.

15
With a rich history, valuable business experience, industry knowledge and
a tradition of achievement under its wing, Paras views its participation in

the educational sphere with optimism and resolve.

Paras Health

• Paras Health initiated with the inception of Paras Hospitals, Gurgaon

in the year 2006, with the vision of providing specialized super

specialty tertiary care services to the community at large. The aim of

Paras Health is to ensure that the dream of ‘Healthcare for All’ is a

reality.

We aim at establishing specialized centers at locations where access to

healthcare is difficult and super specialty tertiary care is not available.

16
2.3 SERVICES OFFERED
Paras HMRI has a renowned healthcare institution that offers wide range
of medical services and specialties.

1. Medical Specialties: Paras HMRI likely offers a broad spectrum of

medical specialties, including but not limited to:

• Cardiology
• Gastroenterology
• Neurology etc.

2. Surgical services: Hospitals like Paras HMRI typically have state-of-

the-art surgical facilities and offer various surgical services,
including:

• General Surgery
• Cardiac Surgery
• Neurosurgery
• Orthopedic Surgery
• Laparoscopic Surgery
• Plastic and Reconstructive Surgery
• Urological Surgery
• Gynecological Surgery

3. Emergency and Critical Care: The Paras HMRI Hospital most likely
has an emergency room and intensive care units (ICUs) to offer quick
medical response in urgent situations.

4. Diagnostic Services: This category contains high-tech diagnostic

services like:

• radiology and imaging (CT scans, MRIs, and X-rays)

▪ Laboratory and Pathology Services

▪ Colonoscopy and Endoscopy

17
5. Wellness and preventative care: preventative care and wellness
initiatives are prioritized by many hospitals. This could include
wellness consultations and health checkup packages.

6. Physical Rehabilitation: Hospitals often have rehabilitation centers

to help patients recover after surgeries or manage chronic
conditions.

7. Pharmacy Services: An in-house pharmacy is typically available for

convenient access to medications prescribed by doctors.

8. Blood Bank; Hospital often have blood banks to meet the needs of
patients requiring blood transfusions.

9. Maternity and Neonatal Care: Services related to childbirth,

including delivery room and neonatal care units.

10. Telemedicine Services: In some cases, hospitals may offer

telemedicine consultations for remote healthcare.

11. International Patient Services: Hospitals like Paras HMRI may

have specialized services to assist international patients, including
interpreters and assistance with medical tourism.

12. Cafeteria and Accommodation: Facilities like a cafeteria and

patient accommodations for those requiring extended stays.

18
2.4 SPECIALIST
cardiovascular disease

Cardiology

Applied Psychology

Dentistry

Dermatology

Dietetics

ENT

Acute Care Medicine

Endocrinology

Gastroenterology

Surgery, both general and laparoscopic

Gynecology

BLOOD ONCOLOGY

Medical Practice

Health Oncology

Nephrology

Neurology

19
Neurosurgery

Atomic Medicine

Pregnancy and gynecology

Ophthalmology

Orthopedics

Chiropractic spine surgery

Sports injuries in orthopedics

Pediatrics

Cosmetic Surgery

Psychiatry

Oncology of Radiation

pulmonary medicine

Spine Surgical

Operative Oncology

Urology

20
2.5 COMPETITORS
• Big Apollo Spectra Hospitals
BASH (Big Apollo Spectra Hospitals) is a multi-specialty

hospital that offers a variety of services, from gastroenterology

to trauma, fracture, orthopaedics, neurology, urology,

cardiology, and more. BASH is also NABH accredited, which

means it meets the highest standards of quality & safety in

healthcare.

• Medanta Hospital Patna

Medanta is a well-known multi-specialty hospital chain in

India.

• Shri Sai Hospital

Shri Sai Hospital, Patna, provides quality healthcare services to

patients from various parts of the country. Established in 2012,

the hospital has achieved several milestones in a short period.

• Mediversal Multi Super specialty Hospital

Mediversal Multi Super specialty Hospital, Patna, offers a wide
range of medical services in various specialties. It is a NABH

and NABL-accredited facility with a team of well-experienced

doctors, nursing staff, and state-of-the-art equipment

21
• Asian City Hospital
Asian City Hospital, Patna, offers a wide range of super-
specialty services and treatments. The hospital is managed by

the Asian Group of Hospitals, North India’s most trusted

healthcare group, and has been accredited by NABH for its

quality standards.

• Nirog Hospital
Nirog Hospital is a multi-speciality 54-bed hospital that offers
a wide range of medical treatments across various specialties.

Nirog Hospital was established in the year 2018 and has been

providing affordable and inclusive diagnostic, curative and

preventive services for its patients ever since.

22
2.6. SWOT ANALYSIS

This SWOT analysis provides a holistic view of Paras HMRI Hospital's

internal strengths and weaknesses, as well as external opportunities and
threats, offering a strategic foundation for the hospital's decision-making
and planning.

Strengths:
Pioneer in Bihar: Paras HMRI Hospital holds the distinction of being the
first corporate hospital in Bihar, establishing a strong regional presence.

Comprehensive Services: The hospital offers a broad spectrum of medical

specialties, including advanced technologies and specialized care.
Advanced Technology: Paras HMRI boasts modern infrastructure with
advanced medical technology, such as LINAC and PET CT.

Accreditations and Certifications: The hospital's achievements include

ResCCU certification, NABH accreditation, and offering ten or more DNB
seats, showcasing a commitment to quality and standards.

Leadership Position: Paras HMRI has established a leadership position in

the healthcare sector, attributed to its tested track record and a
commitment to digital pervasiveness.

Weaknesses:
Limited Geographical Presence: The hospital's geographical reach may be
confined compared to nationwide hospital chains.

Potential Resource Constraints: Being a standalone hospital might pose

challenges in resource allocation and scalability.
Opportunities:
23
Medical Tourism: Paras HMRI has the potential to attract patients from
neighboring regions and enhance medical tourism with its advanced
facilities.

Expansion of Services: There are opportunities to expand service offerings

or introduce specialized clinics to address emerging healthcare needs.

Collaboration for Research: Paras HMRI can explore collaborations with

academic institutions for medical research, contributing to scientific
advancements.

Threats:
Intense Competition: The healthcare sector is highly competitive, with
local and national healthcare providers posing a constant challenge.

Economic Factors: Changes in economic conditions and healthcare

policies can impact the financial sustainability of the hospital.

Public Health Challenges: Outbreaks of diseases or public health crises

may require quick adaptability to changing circumstances.

Overall Strategy:
Paras HMRI Hospital should leverage its strengths in innovation and
technological advancements. Focusing on quality care, compassionate services,
and community engagement will solidify its position as a premium healthcare
brand. Exploring opportunities for geographical expansion, collaborating for
research, and continuously adapting to changing market dynamics will be
essential for sustained success.

24
 CHAPTER 3
CONCEPUAL FRAMEWORK

25
CHAPTER -3

3.1 MARKETING

Marketing is a multifaceted business activity that involves creating,

communicating, delivering, and exchanging offerings that have value for

customers, clients, partners, and society at large. It encompasses a wide

range of activities and processes aimed at promoting products, services,
or ideas to meet the needs and wants of a target audience. Marketing is

not limited to selling products; it also includes building and managing

relationships with customers, understanding market trends, and creating

strategies to influence consumer behavior.

Marketing refers to any actions a company takes to attract an audience to

the company's product or services through high-quality messaging.

Marketing aims to deliver standalone value for prospects and consumers

through content, with the long-term goal of demonstrating product value,

strengthening brand loyalty, and ultimately increasing sales.

Marketing is a dynamic field that continually evolves to adapt to changes

in consumer behavior, technology, and the business environment.

Successful marketing requires a deep understanding of the target

audience, effective communication, and the ability to adapt strategies to

meet the ever-changing demands of the market.

26
Marketing definition includes activities undertaken by a business

establishment or an individual to promote their services and products.

Marketing includes promotion, advertisement and selling products and

services to the consumers.

Marketing is the key component of any venture and includes aspects like

writing product descriptions, designing website pages, improving

customer services, establishing business & market segments and
conducting market research. Marketing involves strategies that aid in the

growth of a business venture.

Definition of Marketing Management:

Marketing Management is a business discipline which is focused on the

practical application of marketing techniques and the management of a

firm's marketing resources and activities. Rapidly emerging forces of

globalization have compelled firms to market beyond the borders of their

home country making international marketing highly significant and an

integral part of a firm's marketing strategy. Marketing managers are often

responsible for influencing the level, timing, and composition of customer
demand accepted definition of the term. In part, this is because the role of

a marketing manager can vary significantly based on a business' size,

corporate culture, and industry context. For example, in a large consumer

products company, the marketing manager may act as the overall general

manager of his or her assigned product To create an effective, cost-

efficient Marketing management strategy, firms must possess a detailed,

objective understanding of their own business and the market in which

27
they operate. In analyzing these issues, the discipline of marketing

management often overlaps with the related discipline of strategic

planning.

Traditionally, marketing analysis was structured into three areas: Customer

analysis, Company analysis, and Competitor analysis (so-called "3Cs"

analysis). More recently, it has become fashionable in some marketing

circles to divide these further into certain five "Cs": Customer analysis,

Company analysis, Collaborator analysis, Competitor analysis, and analysis

of the industry Context.

In Customer analysis is to develop a schematic diagram for market

segmentation, breaking down the market into various constituent groups

of customers, which are called customer segments or market

segmentations. Marketing managers work to develop detailed profiles of

each segment, focusing on any number of variables that may differ among
the segments: demographic, psycho graphic, geographic, behavioral,

needs-benefit, and other factors may all be examined. Marketers also

attempt to track these segments' perceptions of the various products in

the market using tools such as perceptual mapping.

28
3.2 SERVICE MARKETING

Services marketing is a form of marketing businesses that provide a

service to their customers use to increase brand awareness and sales.
Unlike product marketing, services marketing focuses on advertising
intangible transactions that provide value to customers.

Advertisers use effective services marketing strategies to build trust with

their customers and show them how their service can benefit them.
Businesses may base their services marketing strategies on the promotion
of ideas, benefits and promises to help them sell their services. Service
marketing is a type of marketing which is used to promote and showcase
the intangible benefits and offerings delivered by a company to drive end
customer value. This can be for standalone service offerings or
complementary services to tangible products. Service marketing is a
concept which focuses mainly on the business of non-physical intangible
goods. It is done for company given benefits which cannot be seen,
touched, felt etc. These are benefits which are driven mostly by people,
process & cannot be kept by a customer.
Sectors like hospitality, tourism, financial services, professional services
etc. use service marketing to drive their business.

For example, a company that provides wellness coaching may promote

the benefits of adopting a healthier lifestyle, the promise that they can
help their customers achieve their fitness goals and the idea that
incorporating an effective wellness routine is easier with the help of a
certified coach.

29
Nature of Services
• Intangibility: Services are intangible in nature. It means that the
services provided to a consumer cannot be touched, seen, or felt,
instead, they can be experienced only. As individuals cannot taste,
feel, or touch a service, they cannot determine its quality before
consumption; hence, it gives rise to the purchase. Therefore, it is
essential for the service providers to continuously work on their
services to provide desired results to the customers. For example,
a doctor should provide a favorable experience to a patient.
• Inconsistency: As there is no tangible product in the services, they
are inconsistent in nature and have to be exclusively performed by
the service provider every time. Besides, different customers have
different expectations, wants and demands. Therefore, the service
providers should alter their offer to meet the customers’
requirements as closely as possible. For example, beauty parlor
services, etc.
• Inseparability: The production and consumption of services are
inseparable as they co-occur. For example, if we manufacture a
television today, we can sell it at a later date. However, we
cannot do the same with services, as they have to be consumed
as and when they are produced. Even though the service
providers can design a substitute for their services as per the
requirements, customer interaction is an essential part of
services.
• Inventory: As discussed earlier, services do not mean any
tangible component; therefore, we cannot store them for future
use. In simple terms, services are perishable in nature, and one
cannot store the service itself but can store some associated
goods to the service for future use.
• For example, one can purchase an airplane ticket and store it,
but can experience the journey only when the airlines provide it
to the customer.
30
Involvement: A customer is involved in the production of the
service. In simple terms, as the customer is the recipient of the
service, their participation at the time-of-service delivery is a must.
However, the service providers can make necessary changes in the
services as per the need of the customer. For example, Urban Clap
cannot provide massage service if the customer is not present or
does not participate.

31
Types of Services

Business Services
The services used by business organizations to conduct activities are
known as business services. The business services assist the business but
do not deliver a tangible commodity. For example, transportation
services do not give a tangible result, but transport goods, inventory, raw
materials, etc., from one place to another. The major business services
are insurance, banking, warehousing, transportation and communication
services.

Social Services
The services provided by an individual or a group of individuals
voluntarily for the accomplishment of some social goals are known as
social services. The social goals include improving the standard of living
for the weaker section of society, providing educational and health
facilities to poor children and people, or providing hygienic conditions in
slum areas. The social service providers usually voluntarily provide the
services along with some considerations to cover their costs. Therefore,
these service providers do not have a profit earning motive. For example,
educational facilities or services provided by NGOs to poor children.

Personal Services
The services that give different customers’ a different experience are
known as personal services. These types of services are inconsistent in
nature and differ based on the service provider, customers’ demands,
preferences, etc. For example, restaurants, hotels, tourism, etc.

32
3.3 MARKETING MIX (7 P)
1. Product
The product in the marketing mix is intangible. You cannot measure
service products, as they differ from physical products like soap or
detergent. The tourism and education industries are excellent examples of
service products. At the same time, service products are diverse and
perishable as physical artefacts. Understanding the difference between a
product and a service helps you know what the organization offers to its
customers.
As a result, the service product is carefully designed. For example, service
blueprinting defines a service product. Before opening a restaurant, an

architect or designer creates a restaurant blueprint. This service blueprint

specifies how the product looks as a finished product.

2. Place
The second part of the marketing mix is place. In the case of services, place
refers to the service's location. To determine the best place for a service,

a marketer may conduct research. For example, a marketer may research

the most common places for people to fill their cars with petrol to

determine the best location for a new petrol station.

3. Promotion
Promotion is the third step in the marketing mix. A weakness of the service
industry is that services are easier to replicate than products, making it

hard to maintain a competitive advantage. Therefore, this leaves the brand

itself to be the differentiating factor between one service and another.

33
Promotion refers to advertising and marketing materials an organization

uses to showcase its brand to its target market. Some industries rely

heavily on promotion, including banking and IT services, as their offerings

are essentially the same.

4. Pricing
Pricing is a critical factor in differentiating one organization from the next.

Pricing is difficult to define and depends entirely on the brand itself. When

considering the price, you may consider the cost of your inputs but you
may also consider the experience of the staff, the cost of the location and
the reliance the customers have on the company's service.

Once you've determined base costs like labor, material and overhead
costs, you may set the amount of profit margin you want to have.
Furthermore, once you've placed your profit margin and factored in all
your expenses, you may determine your prices to reach your target.

5. People
People are a core aspect of the marketing mix. Generally, people define a
service. This includes the customers and the staff. If the organization
develops websites, back and front-end developers define company
offerings. Additionally, the organization cannot exist if it doesn't have
customers, making them integral to your business. Many organizations
recognize the importance of their employees and continuously invest
more time and money into training them to increase their skills. You may
use people as a unique selling proposition (USP) for the organization to
set them apart from their competitors.

34
6. Process
Process refers to how you deliver the service to customers. How the
company's approach differs from the competition may be a primary factor
in why customers choose one organisation over another. For example, the
organisation may offer the same service as another company but the
organisation delivers the service in a streamlined three steps instead of
four like the competition. The demand a customer base has for the
company's products may also impact service delivery. Being prepared for
peak times helps you deliver a better service.

7. Physical evidence
Physical evidence is part of services. By nature, services are intangible,
making them undefinable by physical elements. Apart from the service
itself, the other elements left by the service provider are the physical
35
elements like buildings, decorations or tools. For example, a restaurant is
part of the service industry but the restaurant is comprised of more than
just its service.

People may enjoy a restaurant for its ambience, the design of the chairs,
the dishes and the staff. Additionally, two hospitals may offer the same
service but people may be more likely to return to one with comfortable
chairs, bright lighting and other amenities.

36
3.4 CUSTOMER SATISFACTION

Customer satisfaction is defined as a measurement that determines how

happy customers are with a company’s products, services, and
capabilities. Customer satisfaction information, including surveys and
ratings, can help a company determine how to best improve or changes
its products and services.

An organization’s main focus must be to satisfy its customers. This

applies to industrial firms, retail and wholesale businesses, government
bodies, service companies, nonprofit organizations, and every subgroup
within an organization.

Model of Customer Satisfaction

Customer satisfaction is a part of customer's experience that exposes a

supplier's behavior on customer's expectation. It also depends on how
efficiently it is managed and how promptly services are provided. This
satisfaction could be related to various business aspects like marketing,
product manufacturing, engineering, quality of products and services.
responses customer's problems and queries, completion of project, post-
delivery services, complaint management etc.
Customer satisfaction is a focused strategy for many organizations
because happy, loyal customers help businesses earn more money.
37
Measuring customer satisfaction can help a company determine what’s
working well with its products, services and internal processes and what it
could improve or change. Learning about customer satisfaction can help
you improve your sales skills and provide stronger products and services
to consumers.
Customer satisfaction defined by Philip Kotler
Philip Kotler defines customer satisfaction as a ‘person’s feeling of
pleasure or disappointment, which resulted from comparing a product’s
perceived performance or outcome against his/her expectations’.
Although Kotler uses abstract terms like pleasure and disappointment, the
definition is by no means ambiguous.

Customer satisfaction = f (perceived performance, buyer’s expectations)

Here, customer satisfaction is a function of perceived performance and

expectations. Perceived performance is the consumer’s belief about the
product or service experience. Buyer’s expectations, on the other hand, are
influenced by:

• Performance of the product in the recent past

• Word of mouth, recommendations or testimonials
• Reviews
• What competitors say about the product or service
• What its own marketers promise

According to this definition, the satisfaction goals are established by the

customers themselves before they set out to make a purchase. This is also
why they start looking for more information at this point — reviews,
comparisons, alternatives, etc. Your website, content marketing efforts,
and presence on other review sites make a difference at this point. So do
customer stories and testimonials.

Once the customer selects the product or service, they’ll start evaluating
the actual experience against the expected one. This is where a trial period
38
and a well thought out onboarding process make a difference for high
ticket products and especially for low ticket products with low stickiness.

Customer satisfaction is the overall essence of the impression about the

supplier by the customers. This impression which a customer makes
regarding supplier is the sum total of all the process he goes through,
right from communicating supplier before doing any marketing to post
delivery options and services and managing queries or complaints post-
delivery. During this process the customer comes across working
environment of various departments and the type of strategies involved
in the organization. This helps the customer to make strong opinion about
the supplier which finally results in satisfaction or dissatisfaction.

Customer's perception on supplier helps the customer choose among the

supplier on basis of money value and how well the delivered products suit
all the requirements. The supplier's services never diminish after the
delivery as customer seeks high values post marketing services which
could help them use and customize the delivered product more efficiently.

39
 CHAPTER 4
DATA ANALYSIS AND FINDINGS

40
4.1 DATA ANALYSIS AND INTERPRETATION

1.) Awareness Source:

Most respondents first heard about Paras HMRI through:

Particulars No. of Percentage

Respondents
Online advertisements 18 18%
Community events 22 22%
Word of mouth 55 55%
Other 5 5%
Total 100 100%

Interpretation: The research data show, Primary awareness stems from

word of mouth (55%), Community events (22%) play a substantial role,

while online advertisements (18%) show moderate influence.

41
2.) Frequency of Marketing Materials Exposure:
The majority of respondents come across Paras HMRI's
marketing materials:

Particulars No. of Percentage

Respondents
Very frequently 18 18%
Frequently 45 45%
Occasionally 32 32%
Never 5 5%
Total 100 100%

Interpretation: A significant 63% of respondents (18% very frequently,

45% frequently) regularly encounter Paras HMRI's marketing materials. An

additional 32% come across these materials occasionally. Only 5% report

never encountering the materials, indicating a generally successful

dissemination strategy.

42
3.) Effective Marketing Channels:

The marketing channels considered most effective in

promoting awareness about Paras HMRI include:

Particulars No. of Percentage

Respondents
Social media 40 40%
Television 6 6%
Radio 15 15%
Print materials (brochures, 18 18%
pamphlets)
Community events 21 21%
Total 100 100%

Interpretation: Social media proves most effective (40%) in promoting

awareness for Paras HMRI, followed by community events (21%). While
television (6%), radio (15%), and print materials (18%) contribute, a
balanced, diversified strategy is crucial for optimal outreach.

43
4.) Effectiveness of Marketing Events and
Community Connects:

The perceived effectiveness of marketing events and

community connects in promoting awareness about Paras
HMRI is:

Particulars No. of Percentage

Respondents
Very effective 21 21%
Effective 46 46%
Neutral 29 29%
Ineffective 4 4%
Total 100 100%

Interpretation: Marketing events and community connects are seen

positively by 67% of respondents (21% very effective, 46% effective). A
minor 4% find them ineffective, indicating overall success in promoting
awareness for Paras HMRI.

44
5.) Communication Effectiveness with Hospital
Staff:

Respondents rate the communication effectiveness during

their interactions with hospital staff (receptionists, nurses,
etc.) as:

Particulars No. of Percentage

Respondents
Very effective 29 29%
Effective 26 26%
Neutral 31 31%
Ineffective 16 16%
Total 100 100

Interpretation: Communication with hospital staff is viewed positively by

55% (29% very effective, 26% effective). While 31% remain neutral, 16%
find it ineffective, pointing to opportunities for improved clarity and
effectiveness.

45
6.) Overall Impression of Paras HMRI:

The overall impression of Paras HMRI as a healthcare

provider is perceived as:

Particulars No. of Percentage

Respondents
Very positive 7 7%
Positive 35 35%
Neutral 41 41%
Negative 17 17%
Total 100 100%

Interpretation: Overall, Paras HMRI receives positive impressions from

42% of respondents (7% very positive, 35% positive). A significant 41%
remain neutral, suggesting potential for enhanced positive impact.
Negative impressions stand at 17%, indicating a generally favorable
sentiment.

46
7.) Awareness of Healthcare Schemes:

Respondents are:

Particulars No. of Percentage

Respondents
Aware 43 43%
Unaware 57 57%
Total 100 100%

Interpretation: The survey indicates a split awareness regarding

healthcare schemes, with 43% of respondents being aware and 57%
unaware. This suggests an opportunity to enhance communication and
awareness campaigns to reach a wider audience.

47
8.) Effectiveness of Healthcare Schemes:

The perceived effectiveness of healthcare schemes in

providing access to the underserved population is:

Particulars No. of Percentage

Respondents
Very effective 18 18%
Effective 39 39%
Neutral 27 27%
Ineffective 16 16%
Total 100 100%

Interpretation: The perceived effectiveness of healthcare schemes is

generally positive, with 57% expressing effectiveness (18% very effective,
39% effective). However, 27% remain neutral, suggesting a need for
clearer communication on the schemes' impact. A minority of 16% finds
them ineffective, indicating room for improvement in enhancing access to
the underserved population.

48
9.) Less Satisfactory Aspects:

Respondents find the following aspects or experiences

at Paras HMRI less satisfactory:

Particulars No. of Percentage

Respondents
Pricing of services 67 67%
Staff behavior 11 11%
Waiting times or service delays 19 19%
Facility cleanliness 3 3%
Total 100 100%

Interpretation: The majority of respondents identify pricing of services

(67%) as a less satisfactory aspect at Paras HMRI, Staff behavior (11%) and
waiting times (19%) also contribute to less satisfaction, indicating
opportunities for improvement in service delivery. Facility cleanliness is
mentioned by a minimal 3%, suggesting overall satisfaction with this
aspect.

49
10.) Importance of Improvements:

On a scale of 1 to 5, the importance of improvements in

the identified less satisfactory areas is rated as:

Particulars No. of Percentage

Respondents
1 (not important at all) 12 12%
2 7 7%
3 18 18%
4 37 37%
5 (very important) 26 26%
Total 100 100%

Interpretation: Improvements in less satisfactory areas are deemed

crucial, with 63% of respondents rating their importance as 4 or 5 on a
scale of 1 to 5. A substantial 26% consider these improvements very
important, emphasizing the need for focused efforts in addressing
identified concerns.

50
 4.2 FINDINGS
• Many discovered Paras HMRI through word of mouth, highlighting
the power of personal recommendations.

• Majority of respondents have seen the advertisement of Paras on

social media showing that social media is highly effective, showcasing

digital strategy success.

• Paras HMRI has a positive overall impression, but activities need

translation into lasting positive impressions for stronger branding.

• Many regularly see Paras HMRI's marketing materials, indicating

success in maintaining widespread visibility.

• Staff communication is positive. Addressing pricing and waiting time

concerns is crucial for sustained satisfaction.

• Majority of the respondents claimed that the pricing of healthcare

service is very high as compared to other hospitals.

• Findings align with the hypothesis, indicating overall positive

performance with specific areas for targeted improvement.

51
 CHAPTER 5
CONCLUSION AND SUGGESTION

52
5.1 CONCLUSION

• Personal recommendations have a big impact, showing how positive

experiences help spread the word about Paras HMRI.

• Social media is doing great, proving it's the best tool for reaching a lot
of people and connecting widely.

• Paras HMRI has positive brand feelings, but there's a need to turn these
feelings into lasting impacts for a stronger brand presence.

• Paras HMRI is consistently visible, laying a good foundation. Efforts can

be boosted for more impactful and widespread reach.

• Staff communication is good, but addressing pricing and waiting time

concerns is crucial for sustained satisfaction and loyalty.

• High pricing is harming Paras HMRI's market reputation, demanding

immediate changes in pricing strategies and service delivery.

• Paras has a positive impact, but there's a lot of room to improve.

Despite well-designed strategies, there are gaps in implementation and
monitoring.

• Despite a substantial budget, Paras faces challenges in justifying

marketing activities due to strategic gaps, demanding a reconstruction
and analysis of overall service strategies.

• Reassessing service strategies is crucial for Paras to sustain in the

market and gain a competitive advantage.

53
5.2 SUGGESTIONS

• Patients should have enhanced positive experiences to encourage

more word-of-mouth referrals.

• The hospital should continue leveraging the success of social media

by refining strategies for broader outreach and engagement.

• Efforts should be directed towards translating favorable brand

sentiments into tangible and lasting impacts for a strengthened
brand presence.

• The hospital should amplify efforts to achieve more impactful and

widespread visibility.

• While maintaining effective staff communication, the hospital

should address concerns related to pricing and waiting times for
sustained patient satisfaction.

• Immediate changes should be implemented in pricing strategies

and service delivery to mitigate challenges affecting market
reputation.

• The hospital should improve the implementation and monitoring of

strategies for a more comprehensive and effective impact.

• The allocation and utilization of the marketing budget should be

reevaluated to optimize activities and enhance results.

• A thorough reconstruction and analysis of overall service strategies

should be conducted to ensure sustainability and gain a competitive
edge.

54
 BIBLIOGRAPHY

References Books
• G.C. Beri, Marketing Research 4th Edition, Me Milan Indian Ltd.

• Philip Kotler, Marketing Management, Pearson education, 2012

14th edition.
• Naresh K. Malhotra, Marketing Research (An applied orientation)

Pearson education, 2015, 7th edition.

• K. Rama Mohana Rao, Service Marketing, Pearson Education, 2004,

2nd Edition.

• Anam Faruqi, Healthcare Management, Orange Book Publication,

2001, 1st Edition.

• J V Vilanilam, A K Varghese, Advertising Basics! A Resource Guide for

Beginners, Sage publication, 2004, 1st Edition.

Internet
• www.wikipedia.org

• www.parashospitals.com

• www.mindtools.com

• www.investopedia.com

55
ANNEXURE

56
 QUESTIONNAIRE
Name : …………………………………………………………...

Address : …………………………………………………………...

Contact No. : ……………………………………………………………

1. How did you first hear about Paras HMRI?

a) Through online advertisements
b) Community events organized by Paras HMRI
c) Word of mouth from friends or family
d) Other (please specify)

2. How frequently do you come across Paras HMRI's marketing materials

(online/offline)
a) Very frequently
b) Frequently
c) Occasionally
d) Rarely
e) Never
3. Which specific marketing channels do you find most effective in
promoting awareness about Paras HMRI?

a) Social media
b) Television
c) Radio
d) Print materials (brochures, pamphlets)
e) Community events
57
4. How effective do you find the marketing events and community connects
in promoting awareness about Paras HMRI?
a) Very effective
b) Effective
c) Neutral
d) Ineffective
e) Very ineffective

5. How would you rate the communication effectiveness during your

interactions with hospital staff (receptionists, nurses, etc.)?

a) Very effective
b) Effective
c) Neutral
d) Ineffective
e) Very ineffective

6. How would you describe your overall impression of Paras HMRI as a

healthcare provider?

a) Very positive
b) Positive
c) Neutral
d) Negative
e) Very negative

7. Are you aware of any healthcare schemes or initiatives offered by Paras

HMRI specifically aimed at economically disadvantaged individuals?

58
 a) Yes
b) No

8. How would you rate the effectiveness of these schemes in providing

healthcare access to the underserved population?

a) Very effective
b) Effective
c) Neutral
d) Ineffective
e) Very ineffective

9. What aspects or experiences at Paras HMRI were less satisfactory for

you? (Select all that apply)
a) Pricing of services
b) Staff behaviour
c) Waiting times or service delays
d) Facility cleanliness
e) Other (please specify)

10. On a scale of 1 to 5, how would you rate the importance of

improvements in the areas you identified as less satisfactory?
a) 1 (Not important at all)
b) 2
c) 3
d) 4
e) 5 (Very important)

59
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