Marketing Strategy on Geriatric Care Startup

1. MARKETING
STRATEGY
GROUP 7
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FOSTEROOH
AFFORDABLE HEALTHCARE FOR EVERYONE
DURGESH 60144 | AYUSH 60114 | RASHI 60174 | JESWIN 60130
ADITYA 60103 | STEFENA 60170 | ANJU 60110 | KARTHIK 60132

2. 2020 FOSTEROOH REPORT
Table of
Contents
Presentation Outline
Introduction & Research
Marketing Strategies
Marketing Channels
Evidence
Post Crisis Strategy
Promotional Strategies
Trends & Projections
The Next Steps
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TOTAL AVAILABLE MARKET
SERVICEABLE AVAILABLE MARKET SERVICEABLE OBTAINABLE MARKET
6.21 Billion $ 19.2 % CAGR
954 Million $
01
Introduction
Fosterooh is a socio-economical venture
which aims to make the lives of senior citizens
better by providing healthcare products and
services to problems that they face post 50 yo
age.
2020 FOSTEROOH REPORT
Research
MARKET OPPORTUNITY IN INDIA 2020
8.8 %
Expected Growth of
60+ population
47.7 Million $

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Digital
Offline
Marketing
Strategies
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2020 FOSTEROOH REPORT
Facebook/ Instagram
Paid Marketing
Organic Social Media
Marketing
Content Marketing
Podcasts/ Interviews
Newspaper ads/ Print
Media
Flyers/ Brochures

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Facebook/ Instagram Paid Marketing
Post engagement – Several post engagement strategies are being
used. This is to spread brand awareness and for the people to
engage more with the brand.
Lead Generation - Advertising the products as well as marketing
the brand through video testimonials that directed potential
customers directly to the website for closing of the sales.
Organic Social Media Marketing
Instagram is one of the hottest and fastest growing social media
platforms. However, only 5% of small businesses in India use
Instagram for their online marketing activities. That means, it’s not
yet over saturated and brands that are using Instagram are very
likely getting noticed.
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2020 FOSTEROOH REPORT Digital Marketing

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04
2020 FOSTEROOH REPORT Digital Marketing
Content Marketing The brand image is also built using several blogs on topics of
user interest. In total 10 blogs were written and then marketed.
How To Convince Parents For The Need Of Assisted
Living
9 Old Age Perspectives That Will Change Your Life
7 Ways to Improve Mental Health in Senior Citizens
9 Most Useful and Easy-to-Use Mobile Apps for Senior
Citizens
Top 10 Attractive and Inexpensive Gifts for Senior Citizens
7 Important Reasons Why Should You Work After Retirement
6 Unknown Ways How to Prevent Corona That You Need
To Know
Ways For Solving Generation Gap That You Need to Know
What Traits to look for in a Great Home Caregiver
Reasons Why Support Groups for Seniors Necessary
https://fosterooh.com/blog/
Podcasts / Interviews
Marketing was also done
through a podcast through
Dare 2 Compete and converse
and articles about Fosterooh
were published on blogs of
SIBM Pune, IIM Kozhikode and
Punekar News.

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05
The
Evidences

8. fo The
Evidences
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07
Post Crisis
Strategy
2020 FOSTEROOH REPORT

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Promotional
Strategies
B2B Promotion Strategy
Hospital Promotions
Reach the hospitals to treat senior citizens’ patients with
fosterooh products and recommend the patients to continue
with the pack due to quality and affordability since
recommendations by doctors are highly impactful to patients.
Retailers/Pharmacies Promotions
Sponsor the retailers as well as big pharmacy chain such as
Medkart by providing not only at cheaper price of packs than
that of consumers but also provide them a certain percentage of
commission in accordance with the quantity of sales.
NGO Promotions
Providing it to the NGOs in order for them to use as gifting to
old-age homes as well as other old ones in need of healthcare
facilities.
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2020 FOSTEROOH REPORT

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Promotional
Strategies
B2C Promotion Strategy
Corporate Promotions
Corporate gifting by the company on retirement of an employee
can create a big impression on reputation of the company.
Fosterooh can tap into this type of gifting sector.
Exclusivity to Pharmacy Promotions
By making a few of the products exclusive to Pharmacy chain
such as medkart and other big chains, if and only if membership
of those chains are availed. With this, Fosterooh can not only
create its image in the market, but also contribute the
pharmacies to persuade its customers to purchase the
membership and avail exclusive products.
Retail Showcase Promotions
Showcasing the Fosterooh packs in retail outlets on a separate
base, making the end consumers to look at it as premium
product, attract and buy it.
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2020 FOSTEROOH REPORT

12. Trends &
Projections
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2020 FOSTEROOH REPORT

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Trends
&
Projections
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2020 FOSTEROOH REPORT
Estimated Market Projections (Segment Growth)
Estimated Market Projections
(Predicted Market Value/Estimated
Growth) (Monopolistic market setting)

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12
The Next Steps
Promotion
April, 2020 - December, 2021
- Social Media Promo
- Organic Growth
- Content Marketing
Conversion
March 2021 - November 2021
- Fosterooh Gold Membership
- Email Marketing
- E-Commerce Platform
2020 FOSTEROOH REPORT
Growth
Oct 2020 - January 2022
- Affiliate Marketing
- Video Advertising
- Franchisee Liscencing
Refferal
May 2020 - December 2021
- Customer Support Experience
- Website Marketing
- Programs