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ABSTRACT
The research was conducted on Customer Brand Perception to study and analyze the interest and
the recognition of Aster as Brand amongst its Patients and customers in various clinics and medical
centers. The research was done under the guidance of DR. Ravinder Singh and consisted the focus
on the Awareness, Appeal and Retention of the various Branding tools used in various clinics. The
three main in-house Branding tools considered were The Kiosk, The Television and The Brochures
and Newsletters. The analysis was made by conducting a survey amongst 400 patients in 6 different
clinics in Dubai and Sharjah during peak hours. The key findings of the project was the impact
and reach of various Virtual and Print in-house Branding tools and their relevancy to the patients.
Suggestions received by patients on various tools and the mediums of Branding are under
consideration to improve the reach and relevancy of the various Branding initiatives. Also the
reach of the Healthy Living Series on Sony/Set Max channel and recognition of Dr. Aster (Our
Mascot) was studied and analyzed in the survey.
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Acknowledgements
We would like to thank Dr. Ravinder Singh for guiding and motivating us in all the phases of the
project. We are also thankful to all the unit-in charges at the covered Aster clinics to support us
during every Branding Survey being conducted at the clinic. We are grateful to Mr. Gopinath for
investing his precious time and guiding us throughout the course of the project.
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Introduction
Branding is a function which enables an organization to establish itself in the market. The objective
of branding is to familiarize its customers with a brand and to incorporate the same in the
conscience of the customers which indirectly results in achievement of the organizational goal
through higher revenue. It helps the company to have its recognition and mark through various
mediums that becomes an identity for the company. The survey gave an overall view of the patients
towards the Branding tools used by Aster, its reach and its relevancy. The survey also provided
various suggestions that could be implemented to make the Branding activities more effective to
the Customers at various Aster Clinics.
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Background
Feedback Analysis specifically based on Branding gives us a brief idea regarding the reach and
effectiveness of branding. The surveys in 6 Aster clinics mainly consisted of field work, which
enabled us to have the customers view towards Aster Branding activities and its effectiveness.
Field work is one of the main components of taking feedback from various clients as it enables to
know the perspective of the customers and their view on the initiatives in reality. It also helps us
to improvise on the activities and make it more relevant to the customers by modifying the tools
according to their want.
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Research Methodology
The body of Report mainly consisted of three phases throughout the project.
Data Collection
This was done by conducting Customer Feedback Surveys in 5 Aster clinics at Dubai and in 1 at Sharjah.
A total of 400 patients were surveyed on their perception for Aster Brand and their view on how it is useful
to them. Every patient was spoken to personally and their suggestions have been given a great consideration.
It took 9 days to collect their feedback from various centers.
Data Analysis
The analysis of the feedback collected at various clinics is based on the Awareness, Appeal and the
Retention of various branding tools practiced. The three tools focused for the analysis were KIOSK,
Television, Brochures and the Newsletters. This focused more on the reach of the tools and the relevancy
of the same for the patients.
Trend Analysis
This shows the effectiveness of different tools at different clinics, and its reach. The number of people who
observed the television content, the KIOSK and the print material available there. This also includes the
availability of the same at different clinics, and the need to increase it if any. We also understand the
retention of earlier patients and the service provided to them and could study a positive past client retention
rate.
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Evaluation
Evaluation of this is based on the feedback received regarding the Brand perception of the customers for
Aster,and their view point on the same. The three key tools i.e. KIOSK,Television and Print material
were evaluated during the surveys conducted.
Evaluation was conducted on
Strategic placement of the tools
Suggestions to improvise on the content of the Kiosk (Visibility, language and reach)
o Patients have noticed KIOSK and have a positive opinion about the content. The concern
here is the language and the font visibility of the KIOSK.
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Content Appeal
o The televisions placed in Aster Jubilee has a great impact and is very effective. Majority
of the people were in favor of the content being played and suggested us to continue with
the same.
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Reach of these tools
o Availability of Brochures was a point of concern for the patients as not everyone could
see it.
Effectiveness of every tool placed individually – How effective is an individual tool placed in a clinic
and how can this be.
Language and Relevancy – Different language preferences by the patients for the brochures to read.
Visibility – Visibility of the placement of different tools from distance.
The evaluation conducted drove towards different views of the patients waiting in the hospitals and the
subject that would interest them more. This also gave different points that will help us make our activities
more relevant.
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Conclusion and Future Works
This project gave us a wide scope to learn and analyze new things in a more creative manner. We
got an opportunity to study and understand the impact and relevancy of brand in the market, how
it can be more effective and how it can give better return on investment. The tools that are being
more effective and the tools we should try and focus on, and also the tools which need to be
modified and improvised were suggested by various patients here.
One thing we would like to try in another opportunity of the same kind is that both the team mates
can cover different regions of clinics to have a better sample to study. Another thing that could be
practiced is using technical way to conduct and analyze surveys faster and more accurately (e.g.:
Surveymonkey.com).
At the end of the project, with various ideas coming to us, and our analysis, we were left with some
creative ideas which could be implemented at various clinics to have an impacting Brand Reach.
Suggestion
o Free Wi-Fi connection - The medical centers can open to our company web-page which
will increase the customer's awareness about ASTER and its facilities.
Cost – 300 dhs/month
o Dr Aster stuff toys – Can be placed at pediatrics section for children to play.
Cost- 20dhs/toy
o Dr Aster's talk show - The videos of Dr Moopen talking to patients live which aired few
years ago can be played on Kiosks and Tv's.
o Aster pocket book - A 10-12 page pocket diary which will have a scheduler with important
health days marked. It can also act as a health tracker with health tips.
o Aster Mementoes – Mugs, Pens, Key-chain
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APPENDIX
There was a questionnaire to conduct the survey on Customer Brand Perception, which covered the
important points to analyze the three tools.
PATIENT SATISFACTION SURVEY
This questionnaire aims at testing -
Awareness/Retention
Appeal
Location effectiveness
Patient information
Date
Medical center name:
Name:
Gender:
E-Mail ID:
Mobile No. :
Nationality :
Are you a new patient? Yes No
1 How did you come to know about our medical centre? (If New)
Family Friends
Colleagues Website
Newspaper Ad. Internet
Other Aster clinic Aster hospital
Your Employer Aster pharmacy
Brochure/ Flyer Radio
KIOSK
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2 Were you aware that we have a Kiosk/Standing TV.
Yes No
3 Is the content visible to you from distance? (If yes)
Yes No
4 Do you find the content interesting (If no, Suggestions)
Yes No
PRINT
5 Do you have any of our Newsletters ?
Yes No
6 Did you see the small booklet attached to the end of the newsletter? (If yes)
Yes No
7 Did you like the content in the brochure?
Yes No
Suggestions
8 Were the brochures easily available to the customers? If not where do you think it should be
placed ?
Yes No
Suggestions
Television
9 Do you think the videos being played were informative ?
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Yes No
I did not see the TV.
10 What would you like to see on TV ?
11 Do you think these tools are useful ?
Yes No
12 Have you seen Dr Aster , on hoarding, newsletters,television etc ?
Yes No
13 Have you seen our Healthy living series on Sony/Set max ?
Yes No
In case the above modes of communication failed to attract the customer , these questions remain
valid-
14 What was your first point of contact ?
15 Which part of the clinic was he/she waiting in ?
Observations -
Whether these tools are reaching the target customers ?
Is the information presented relevant to them ?
Other suggestions -
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Jubilee clinic-Bur
dubai (Evening)-
Data collection
Jubilee clinic -Bur
dubai (Morning)-
Data collection
HOLIDAY !!! Union clinic-
Karama (evening
Data collection
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Data compilation of
Jubilee and Karama
Quises/Union -
(swat)-Jubilee
(Harsh)-(evening)
Discovery/ Aster
Jubilee
Diera
CHQ Compilation
HOLIDAY !!! Discovery
Garderns- Data
collection
Diera
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Sharjah
Union
Compilation and
Analysis of data
Preparing the
presentation
THE BIG DAY ! HOLIDAY !!! HOLIDAY !!!
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