STUDYING CUSTOMER BUYING BEHAVIOUR OF PHILIPS ULTRASOUND IN METRO, TIER I & TIER II CITIES.

BY

M.BHARANIDHARAN AUTC

Final report preparation, 5

Basic study about Philips, 7

Field study in Tirunelveli, 15 Field study in chennai, 25 Field study in Madurai, 15

PROJECT WORK SCHEDULE

To analyze customer buying behaviour of PHILIPS ultrasound in Metro, Tier I & Tier III cities. To ascertain Philips ultrasound market share in identified cities/districts. To make a successful market strategy for PHILIPS for this business based on the customer insights & market analysis.

OBJECTIVE OF THE STUDY

To map the existing market and identify the strong players and come up with exact customer preferences. To form an effective communication pattern/marketing campaign to reach & sell to the decision makers of ultrasound that can be replicated in other geographies. Missing product in our portfolio and their desired price range with the ideal value proposition.

SCOPE OF THE STUDY

Competition benchmark exercise & Product portfolio gap analysis. Volume of customer interacted with & number of different setups of Nursing homes/ Small hospitals. Statistically derived critical factors which would be used in forming the communication. Quality of the marketing communication based on customer insight & reach issue.

Business impact / measurable benefits

Preliminary product knowledge and idea about ultrasound business. Developing market survey & analyse the same to build the marketing campaign. Will develop a unique experience of a blend of B2B marketing. Experience of interacting directly with the customers.

Knowledge, Skills and experience to be gained

Laid down in the year 1891 by Anton and Gerard philips in Netherlands. Operates in 60 countries. Operating in India for past 75 years with 4500 employees. The Indian healthcare market-size is estimated at 1 billion and expected to grow at 16% per annum. Healthcare contributes 30% to overall Philips business in India. It has four units in the country -- two in Maharashtra at Ambernath and Pune, and one each at Bhilad in Gujarat and in Goa. The company also has an R&D centre in Bangalore. In India, Philips holds an enviable market share of 40% in the patient monitoring business. Philips is setting up a greenfield site for the healthcare segment in India. Sales 25.4 euro billion in 2010. Source: http://www.livemint.com/2011/04/20202623 http://www.financialexpress.com/news

COMPANYS PROFILE

Philips is a simpler and more focused company with global leadership positions in key markets of Healthcare, Lighting and Consumer Lifestyle, addressing peoples Health and wellbeing needs and aspirations as its overarching theme.

Source:http://www.annualreport2010.philips.com

KEY MARKET

CLASSIFICATION OF PHILIPS HEALTHCARE

Basic sound is a mechanical pressure wave. Ultra-sound is upper limit of human hearing ie 20000hz. Diagnostic-ultrasound is wavelength smaller than distance b/w air particles.ie 2.5Mhz to 20Mhz.

Ultrasound for healthcare Healthcare Ultrasound for clinical imaging solutions. Healthcare Ultrasound for cardiology, regional anaesthesia, general imaging, emergency care, intervention, women's healthcare, and vascular ...

ULTRASOUND

Frequency-no of cycle per second Wavelength-length of one cycle Amplitude-height of one cycle Intensity-Square root of amplitude Smaller intensity - Red blood cell Larger intensity - Tissue interface

ULTRASOUND DEFINITION

Types Spatial- Detailed resolution and combination of axial and lateral. Contrast- Ability to resolve difference in intensity Temporal- Distinguish rapid event FREQUENCY V/S RESOLUTION Higher frequency - better resolution lesser penetration. Slower frequency poor resolution higher penetration. This is the complication in Ultrasound imaging.

RESOLUTION AND ITS TYPES