PROJECT REPORT                               ON       ―A STUDY OF CRYO STEMCELL BANKING IN MUMBAI –        AWARENESS AND A...
KURLA (W), MUMBAI.                       UNIVERCITY OF MUMBAI.                       A PROJECT REPORT ON            ―A STU...
CERTIFICATE        This is to certify that the project entitled ―A STUDY OF CRYO STEMCELLBANKING IN MUMBAI –AWARENESS AND ...
ACKNOWLEDGEMENT“Gratitude is the noble response of one’s to kindness or help generously rendered byAnother and it s acknow...
DECLARATIONI hereby declare that the project entitle ―A study of Cryo stem cell Banking InMumbai-Awareness And acceptance ...
CHAPTER                        TOPICS                   PAGE NO.        1                   EXECUTIVE SUMMARY             ...
There are enormous and irreversible changes sweeping through the world today.These changes are redefining the way in which...
 To understand stem cell donation in Indian scenario.    To understand, analysis the level of perception & awareness of ...
The data is an important part of in any research work. Data is collected through twosources that are:-1) Primary Data2 Sec...
“When the investigator does not collect data originally for the research but uses dataalready collected and available in p...
Now a days there are numerous brands are available in stem cell banking like life cell,Sai Prasad satara, Reliance etc. bu...
The study has following limitation This study is restricted one small area of Mumbai. The study was completed within sho...
INTRODUCTION TO THE STUDY         In today’s cut throat competition buyer is a king of market. Day by day there is increas...
History of Stem Cell Research       In 1968, the first bone marrow transplant was performed to successfully treat twosibli...
 CSKPL is India’s first exclusively antilogous stem cell bank established in May         2003. With the first sample bank...
To excel in everything we touch and handle - is visible in their many charitable andpioneering initiatives, under the supe...
 For nine months the umbilical cord plays a vital role in the care of a childs        health.    Cryo-Save is officially...
educated, trained and experienced in the field they operate. We have more than 20medical doctors amongst our staff.Custome...
 With more than 80,000 births a day or 26 million births a year, India is poised to      be the largest source for umbili...
should also develop a strong scientific base too for application in genetic      disorders, cancer therapies or other tran...
Arnoud van Tulder (The Netherlands, 1961) Executive Director, ChiefExecutive Officer   Marc Waeterschoot (Belgium, 1949) E...
At the beginning of life is the "FIRST CELL." This first stem cell or locate is totpotent. It is capable of generating eve...
Stem cells are the building blocks of our blood and immune systems. They form thewhite cells (white blood corpuscles) that...
 We are talking about what goes waste after each birth.    With 25 million births happening in India, it is an opportuni...
Amongst the six existent players, Life cell and Reliance Biotech both havepartners with experience in pharma industry. The...
Step 1. Getting ready to donate:-Proceed, we will ask you about your health and schedule more testing to see if you arethe...
Hospital benefit-     Stem cells are being researched upon globally and there are exciting prospects of      their usage ...
Bangalore-based Narayana Health City also recently came up with a public stem cellbank named the Rotary Narayana Tissue Ba...
CHAPTER .7 DATA ANALYSIS & INTERPRETATION                                   DATA ANALYSIS       CRYO stem cell was establi...
Table1- TABLE SHOWING CUSTOMER AWARE ABOUT ORGAN DONATION.Data analysisCUSTOMER                         FREQUENCY         ...
Table 2- TABLE SHOWING FOLLOWING SOURCES CUSTMER HAVEHEARD ABOUT ORGAN DONATION.Data analysis                 RESPONSE    ...
Table 3- CUSTOMER AWARENESS ABOUT STEM CELL DONATIONData analysis            RESPONES                   FREQUENCY         ...
Table 4- CUSTOMER AWARE THAT STEM CELL SAVES LIFEData analysis  RESPONSE                       FREQUENCY                  ...
Table 5- CUSTMOER THINKING ABOUT DONATING ORGANS ORSTEMCELL IS NOBLE CLAUSEData analysis  RESPONSE                      FR...
Table 6- CUSTOMER THINKING WISH TO KNOW MORE ABOUTSTEMCELL DONATIONData analysis  RESPONSES                     FREQUENCY ...
Table- 7-- CUSTOMER READY TO ATTENTED 1 DAY FREE WORKSHOPPROGRAMME TO KNOW MORE ABOUT STEM CELLData analysis  RESPONSE    ...
Table 8- CUSTOMER READY TO SPREAD AWARENESS ABOUT STEMCELLTO OTHERSData analysis  RESPONSE                     FREQUENCY  ...
Table 9- CUSTOMER OPINION ABOUT THE STEMCELL DONATIONData analysis RESPONSE                     FREQUENCY                 ...
Table 10-CUSTOMERS OPINION ABOUT DONATE THE STEMCELL INFUTUREData analysis  RESPONSE                       FREQUENCY      ...
CHAPTER .8                FINDING & CONCLUSSION           After completion of the study I observed that, Generally people...
CHAPTER. 9 SUGGESSION           Following are the suggestion    Company’s try to increase tie- up quantity of hospitals t...
CHAPTER. 10 APPENDICES                                 QUESTIONNAIRESName: ____________________________Location: _________...
Q.7) will you attend 1 day free workshop to know more about stem cell            Yes                        No Q.8) Are yo...
BIBILOGRAPHYBook Reference:-                 Sr. No.     Name of the Book          Author                   1       Market...
CHAPTER .11 ABBREVATIONASS: - AssistanceESS: - Employees Self ServiceGM: - General ManagerMR: - Marketing ResearchMC: - Ma...
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“A STUDY OF CRYO STEMCELL BANKING IN MUMBAI – AWARENESS AND ACCEPTANCE BY CUSTOMER” IN CRYO STEMCELL (K) PVT. LTD. MUMBAI

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“A STUDY OF CRYO STEMCELL BANKING IN MUMBAI – AWARENESS AND ACCEPTANCE BY CUSTOMER” IN CRYO STEMCELL (K) PVT. LTD. MUMBAI

  1. 1. PROJECT REPORT ON ―A STUDY OF CRYO STEMCELL BANKING IN MUMBAI – AWARENESS AND ACCEPTANCE BY CUSTOMER‖ IN CRYO STEMCELL (K) PVT. LTD. MUMBAITOWARDS FULFILLMENT FOR THE POST GRADUATE DEGREE IN MASTER OF MANAGEMENT STUDIES (MMS) AS PER UNIVERSITY OF MUMBAI SUBMITED BY SHIVAJI DATTATRAYA KADAM MARKETING (2012-2113) SUBMITED TO KOHINOOR BUSINESS SCHOOL,KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 1
  2. 2. KURLA (W), MUMBAI. UNIVERCITY OF MUMBAI. A PROJECT REPORT ON ―A STUDY OF CRYO STEMCELL BANKING IN MUMBAI – AWARENESS AND ACCEPTANCE BY CUSTOMER‖ SUBMITED BY SHIVAJI DATTATRAYA KADAM MARKETING ROLL NO. (B) 51 (2012-2113) UNDER THE GUIDANCE OF PROF.BHARTI DESHPANDE CORE FACULTY UNIVERCITY OF MUMBAI. KOHINOOR BUSINESS SCHOOL, KURLA (W), MUMBAI.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 2
  3. 3. CERTIFICATE This is to certify that the project entitled ―A STUDY OF CRYO STEMCELLBANKING IN MUMBAI –AWARENESS AND ACCEPTANCE BY CUSTOMER‖is successfully completed by ―Shivaji D Kadam‖ during the second year of her course,in partial fulfillment of the Masters Degree in Management Studies, under the Universityof Mumbai, through KOHINOOR BUSINESS SCHOOL, Kurla, Mumbai-400070.Date:Place: Mumbai “Dr. Bharati Deshpande”KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 3
  4. 4. ACKNOWLEDGEMENT“Gratitude is the noble response of one’s to kindness or help generously rendered byAnother and it s acknowledgement is a duty and joyance .so it is that, express briefly mydebt to those who leave made the creation of this project possible” .I want to express my sincere gratitude to my college ,which has provide me with anexcellent opportunity to achieve the most cherished goal in my life ,That is the study onthe ―A study of Cryo stem cell Banking In Mumbai-Awareness and acceptance bycustomer‖.On the occasion of complete and submission of project, I would like to express my deepsense of gratitude to college HOD Dr.Ms.Bharati Deshpande for providing me theplatform of management studies.I wish to express my sincere thanks to Mr.Koushik Dutta (Sales Manager) andMr.Govidsing chavan Cryo stem cell (K) Pvt.Ltd. Who provide the opportunity to addmore practically in Business organization? And last but not least thanks to all mysupporting customer and friends that help to me to complete my valuable project.I acknowledge my gratitude those who conceived me project idea and guided byDr.Bharti Deshpande provide me valuable guidance and inputs, which help me tocomplete this project. SHIVAJI D.KADAM (MMS) KBS-KURLA (W) 400070 MUMBAIKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 4
  5. 5. DECLARATIONI hereby declare that the project entitle ―A study of Cryo stem cell Banking InMumbai-Awareness And acceptance by customer “carried out of ―Cryo stem cell (k)Pvt. Ltd‖ is my work submitted in partial fulfillment of the requirement for Degree ofUNIVERSITY OF MUMBAI from KOHINOOR BUSINESS SCHOOL, KURLA, andMUMBAI and not submitted for the award of any Degree, Diploma, fellowship or anySimilar titles or prizes. Date: Signature:Place: Mumbai Student Name: Shivaji D. Kadam INDEXKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 5
  6. 6. CHAPTER TOPICS PAGE NO. 1 EXECUTIVE SUMMARY 1 2 RESEARCH OBJECTIVE 2 RESEARCH METHODOLOGY 3 DATA SOURCES 3 SCOPE OF THE STUDY LIMITATION 4 INTRODUCTION 7 COMPANY PROFILE 5 8 6 STUDY OF STEMCELL 16 DATA ANALYSIS AND INTERPRETATION 7 23 8 FINDING & CONCLUSSION 34 9 SUGGESSION 35 10 APPENDICES 36 QUESTIONNAIRES BIBILOGRAPHY ABBREVATION 11 39 CHAPTER .1 EXECUTIVE SUMMARYKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 6
  7. 7. There are enormous and irreversible changes sweeping through the world today.These changes are redefining the way in which people work and interact with oneanother. Today’s innovation & changes are very important part of each and everybusiness organization. Cryo stem cell is one of the best examples of innovative idea instem cell banking So it is very necessary to train people in new technology, new methods;and art the same time makes them to adopt the change so that the organization grows.This method also adopts Cryo stem cell in Indian. Cryo is the first stem cell companystarted own R&D department. They guide their employees is very effective manner. Thisis my own experience. In this my project I found awareness level of customer about stemcell donation. Very few people knowing about stem cell donation and aware about Cryostem cell banking.In my project I have tried to study marketing research in Cryo stem cell banking, areaswhere it is effective and efficient where some change will make it more effective andefficient that will help the organization. Which is in growth phase after been in revivalphase for nearly 1 year Based on that information I have presented this small project.My work is supplemented with the responses that I got from the customer whileconduction survey, informal discussions, website and other print material . It is divided innumber of section the overview of the company; basic information about Cryo stem cell-meaning, introduction, need, forecast, benefits; methodology and data analysis;suggestion and conclusion. The questionnaire used for survey is also attached to thereport in the last page.My tenure as vocational trainee in Cryo stem cell has helped me in understanding the roleof marketing research in an organization and to understand the customer view, opinion todevelopment which will be of great benefit to me when I join the corporate world as amarketing research. People working in organization have been very helpful and friendly.They were always ready to help me in my project CHAPTER .2 RESEARCH OBJECTIVEKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 7
  8. 8.  To understand stem cell donation in Indian scenario.  To understand, analysis the level of perception & awareness of stem cell donation among people in Mumbai.  To understand, the level of brand awareness of Cryo stem cell. CHAPTER .3 RESEARCH METHODOLOGYDATA SOURCESKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 8
  9. 9. The data is an important part of in any research work. Data is collected through twosources that are:-1) Primary Data2 Secondary Data1) Primary Data:-“Primary Data is first hand information collected originally by the researcher. PrimaryData is defined as the data that are collected for a specific purpose from originalpurchase’’.For this study Primary Data was collected from survey methodSampling Plan:-Sample Size was taken 60 respondents from sampling technique Mumbai and followedby convenience sampling techniqueSample Unit: - Preserve consumer and non preserve consumer of Cryo stem cell.Research Instrument:- Structured Questionnaire is prepared for collecting data fromrespondents.Sampling Technique:- Convenience sampling method is used for selected sample unit.This is supported by Informal discussion with employees Interview Keen observation.2) Secondary Data:-KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 9
  10. 10. “When the investigator does not collect data originally for the research but uses dataalready collected and available in published and unpublished from such data is calledsecondary data”.Secondary data is important for researcher because it saves considerable time, money,finance, labor and efforts.I) Internal data sources:-  Company’s magazine  Pamphlets  Prospects  Websites etc.II) External data sources:-  Books  Journals  Articles- times of India  Newspaper  Websites SCOPE OF THE STUDYKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 10
  11. 11. Now a days there are numerous brands are available in stem cell banking like life cell,Sai Prasad satara, Reliance etc. but study was only Cryo stem cell Banking.The study has following scope  Even though stem cell preservation process is all over India, But study is limited only Mumbai city.  The study helps company to know the market for Cryo stem cell & similarly position of the competitors.  The study reveals customer perception & awareness towards stem cell banking.  The study helps Cryo to prepare new strategies to enhance the customer satisfaction. LIMITATION OF THE STUDYKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 11
  12. 12. The study has following limitation This study is restricted one small area of Mumbai. The study was completed within short period of time. Due to time limit only 30 respondents are selected for study. So based on small sample size it is difficult to make judgment about whole population. Respondents are chosen according to convenience of researcher. CHAPTER .4 INTRODUCTIONKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 12
  13. 13. INTRODUCTION TO THE STUDY In today’s cut throat competition buyer is a king of market. Day by day there is increase in demand of customer. Customers attract, purchase, and buy a particular brand of product or service due to combination of utility in it. Price, Quality, service, output, design, packaging, promotion etc. attract the customer. ‗‗Customer is a king of market‘‘. Marketing actually starts and ends with Customer. Knowing the Customer is now crucial factor for companies. Studying the customer views or opinion is very important to enhance customer satisfaction, to increase market. Share and to identify new strategies. Customer perception is totally concerned with Customers post- purchase opinion or views on the product. It is all about what. Customer thinks about the Quality, service, design, packaging, promotion product etc. Customer preference reveals which brand is largely consumed by market or which brand has more demand in the market. Studying customer preference and perception is very important to know where the company product stands in market as compare to their competitors. Customer perception helps company to modify their strategies to enhance satisfaction. So by considering the importance, the study was made to know―A study of stem cell banking in Mumbai- Awareness &acceptance by customer‖. CHAPTER .5 COMPANY PROFILE KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 13
  14. 14. History of Stem Cell Research In 1968, the first bone marrow transplant was performed to successfully treat twosiblings with severe combined immunodeficiency. Other key events in stem cell researchinclude:  1978: Stem cells were discovered in human cord blood  1981: First in vitro stem cell line developed from mice  1988: Embryonic stem cell lines created from a hamster  1995: First embryonic stem cell line derived from a primate  1997: Cloned lamb from stem cells  1997: Leukemia origin found as hematopoietic stem cell, indicating possible proof of cancer stem cells  In 1998, Thompson, from the University of Wisconsin, isolated cells from the inner cell mass of early embryos and developed the first embryonic stem cell lines were developed from both sources.  1999 and 2000, scientists discovered that manipulating adult mouse tissues could produce different cell types. This meant that cells from bone marrow could produce nerve or liver cells and cells in the brain could also yield other cell types.  These discoveries were exciting for the field of stem cell research, with the promise of greater scientific control over stem cell differentiation and proliferation.Cryo banks International IndiaKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 14
  15. 15.  CSKPL is India’s first exclusively antilogous stem cell bank established in May 2003. With the first sample banked on August 25th 2003.  A JV between Cry banks International USA and RJ Corp founded in 2006.  Cry banks International is a leader in the collection, processing and banking of umbilical cord blood stem cells.  Cry banks International provides a Private Cord Blood Storage Program for expecting families that wish to privately store their babys precious stem cells and a Public Cord Blood Donation Program for those who prefer to donate.  Founded in 1993, Cry banks International, Inc., a pioneer in the collection, isolation, and storage technologies for cord blood stem cells, is located in Altamonte Springs, Florida, a suburb of Orlando.  The company is focused on providing high-quality umbilical cord blood stem cell processing, and storage for both private family use and public donation purposes.  The Technology used by the parent company (Cry banks International , USA ) & JV company Cry banks India is approved by USFDA , which further confirms the high quality standard’s being used in our day to day business and is also approved by DCGI (Drug Controller General of India).  Other facilities of the group are in Greece, India and Thailand.  RJ Corp is a well diversified Indian MNC, with business interests in soft beverages, breweries, real estate, hospitality, healthcare, education, dairy, food service and retail, with an annual turnover of over 15 billion rupees.  The first signs of economic liberalization signaled the entry of Pepsi into India in 1991 and with it started the journey of partnering Pepsi in their beverages business in India.  In 1993 Devyani Beverages Ltd was set up to take the Pepsi bottling operations forward. Currently there are 9 bottling plants operating across the country.VisionKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 15
  16. 16. To excel in everything we touch and handle - is visible in their many charitable andpioneering initiatives, under the supervision of Mrs. Dhara Japura. All to meet thegenuine needs of the community and society.Goals and Objective  To be the largest inventory holder of cord blood stem cells in India for both family storage & public donation Have a total of seven cord blood banks all over India to homecoming major source of all types of stem cells to various research institutions with in the country.  Offering World class banking facility service for storing of umbilical cord blood stem cells, thereby ensuring you and your newborn’s future need.  Short-term cryopreservation of mobilized peripheral blood stem cell for use in treatment of cancers, arranging for appropriate stem cell therapies as and when needed.  Establishing research collaborations with academic institutions in India & abroad for promoting basic research in stem cell and with other cord blood banks.  Supporting of NGO’s such as the Thalassemia Society.  To create awareness by arranging lectures and seminars.  Establishing a WORLD CLASS SPECIALITY HOSPITAL for stem cells based transplants therapy and related clinical research.MissionThe mission of the CRYO is to organize sports programs through its member parishes foryouth to reinforce Catholic values taught in parish schools and religious educationprograms. BusinessKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 16
  17. 17.  For nine months the umbilical cord plays a vital role in the care of a childs health.  Cryo-Save is officially accredited by the Dutch Ministry of Health as Licensed Tissue Establishment for collection, analysis, processing, preservation, storage, packaging and distribution of stem cells from the umbilical cord.  A of 2010 Cryo-Save also offers the storage of adult stem cells from adipose tissue for use by patients undergoing a surgical procedure. Strategy The Group operates a growth strategy via:  Organic growth in existing markets Geographic growth into new markets Growth by acquisitions  Development of new services Cryo-Save is financially stable and is a publicly listed company at NYSE Euro next Amsterdam. Products Cryo-Save, as the international leading family stem cell bank, offers collection, analysis, processing and cryogenic preservation of three sources of human adult stem cells: 1- Hematopoietic stem cells obtained from the umbilical cord blood 2-Mesenchymal stem cells obtained from the umbilical cord 3-Mesenchymal stem cells obtained from adipose tissue Facilities  Cryo-Save endeavors to ensure that all its facilities meet the highest quality standards and are properly accredited.  Cryo-Save currently has processing and storage facilities in Belgium, Dubai, Germany, India, France (validation in progress) and South Africa.EmployeesCryo-Save employs around 270 employees across the Group. Our employees are highlyKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 17
  18. 18. educated, trained and experienced in the field they operate. We have more than 20medical doctors amongst our staff.CustomersSince the first samples of our customers were stored in 2000, Cryo-Save has grown intoone of the world leaders in family stem cell storage, with a record number of over200,000 customers.  Our customers are expectant parents who are well informed by their treating physician and Cryo-Save about the current 80 treatments of blood diseases with HSCs from UCB and the potential of regenerativeBanking on Stem Cells  With more than six private players emerging in stem cell banking and public stem cell banking also taking off, the stem cell market is poised to explode.  Sonal Shukla analyses the future potential of the stem cell banking market.  Stem cells were in the limelight when recently US President Barak Obama lifted an eight-year-old ban on Government-supported funding for embryonic stem cell research, opening floodgates for millions of dollars in research.  In the Indian research turf too, stem cell banking is gaining momentum. "In India the industry put-together has banked about 25,000 cord blood units over the last three years.  This number is set to increase substantially with increased market reach and awareness, increase in regulatory approvals for stem cells based products and lowered resistance to private banking will together encourage more clients to choose stem cell banking," shares Mayur Abhaya, President and Executive Director, Life cell International. India: A Growing PotentialKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 18
  19. 19.  With more than 80,000 births a day or 26 million births a year, India is poised to be the largest source for umbilical cord blood in the world.  Its no surprise then that leading stem cell banking companies are keenly eyeing India.  The investments are considerable and mostly run into millions of dollars.  Analysts estimate that Indian stem cell banks, which are currently at Rs 100 crore, would generate Rs 2,700 crore in revenues by 2012, accounting for 17 per cent of the world market.  "Companies with foreign funding are entering the market and are planning to capture at least 21 per cent of the total market," states Dr Jyothsna Rao, MD, Cryo stem cell Karnataka, Bangalore. As of now, there are more than six players in this five-year-old market.  Most of these cord blood banking companies are having an overseas parent company which is responsible for the initial investment. Awards and Achievements LEADERSOFTOMORROW Certificate of Nomination presented to Cryo banks International (I) Pvt. Ltd. amity Institute of Biotechnology - INCYTE 2009 Challenges  The Indian Council of Medical Research had issued stringent guidelines for stem cell research and therapy; they are yet to be legislated. The Union Health Ministry is planning a law to regulate this sector. The guidelines have to become law in a strict sense to attract global attention.  "New technologies, such as stem cell research, are a grey area in India and we are working to establish a regulatory environment," KK Tripathi, Senior Advisor, Department of Biotechnology, said in FICCI seminar in Mumbai. According to Ahuja, it is also important that along with cord blood banking, market playersKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 19
  20. 20. should also develop a strong scientific base too for application in genetic disorders, cancer therapies or other transplantation cases. This would become imperative with regards to creating a strong position amongst competitors.  Currently, umbilical cord blood and cord-tissue banking are more popular amongst the affluent clients. "The uptake of this concept would be faster in the upper class and tier III cities with comparatively higher disposable incomes," opines Ahuja.  With stem cell therapy proving to be an emerging treatment for the future, cord blood banking is one of the cheapest alternatives.  Stem cell transplantation facilities are increasing in India, but for optimal utilization of these facilities, it is important to create concept awareness. It is still considered an ultimate preventive healthcare luxury due to high cost barriers.  Selling the concept and its future benefits requires that the target respondents have a higher than average concern when it comes to preventive healthcare. As such preventive healthcare is becoming order of the day. Having said this, the next challenge in market penetration is to educate expectant parents and give them confidence about the medical benefits.  Lack of awareness among the common people about the huge potential to be gained from the storage of cord blood stem cells and highly technical nature of the process is the key reason for a small customer base in the country.  "However, the market has tremendous potential that could be tapped by initiating an awareness campaign and a customized marketing plan," says Dr Nagaraja. To overcome this challenge, companies like Cryo Banks India intend to involve doctors practicing in the towns.  Unfortunately, investments are mainly happening only in marketing area without much science in it. "The major thrust involves getting more people to bank, without much regard to their clinical utilization. Board of Directors:KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 20
  21. 21. Arnoud van Tulder (The Netherlands, 1961) Executive Director, ChiefExecutive Officer Marc Waeterschoot (Belgium, 1949) Executive Director Johan Goossens, (Monaco, 1955) Non-Executive Director, Chairman of the Board Walter van Pottelberge (Belgium, 1944) Non-Executive Director Ronald Lorijn (Switzerland, 1951) Non-Executive Director Dr Jyothsna Rao MD Cryo stem cell Karnataka Dr C V Nerikar CEO Cryo banks International India Dr Prem Anand Nagaraja Director-Operations CHAPTER. 6 STUDY OF STEMCELLKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 21
  22. 22. At the beginning of life is the "FIRST CELL." This first stem cell or locate is totpotent. It is capable of generating every other cell of the body. As this first stem celldivides, it becomes different embryonic layers - the ectoderm, mesoderm and endoderm.The ectoderm layer becomes specialized into neurons and glia cells. The glia helpsnourish and protect the neurons and divide into oligodendrocytes that produce myelin.Myelin sheaths are layers of insulation around nerves, much like the black insulationaround electrical wires in a house. Instead of being black, the glia cells are white andform the "white matter" of the brain and the blood-brain-barrier. This white matter isdestroyed in multiple sclerosis but appears to be stem cells that come from the mesodermlayer make red blood cells, white blood cells and platelets, as well as bone, muscle, fat,cartilage and skin. Stem cells of the endoderm layer develop into cells for the digestivesystem and lungs. epairable with umbilical cord stem cells. Neurons are considered "greymatter." Many of these different types of primitive stem cells are also present in theumbilical cord blood of newborn baby since 1988; this cord blood has been usedexperimentally in the United States and other countries to replenish the blood and bonemarrow in cancer patients after radiation and chemotherapy. Over the past three years,technologies have been developed that isolate the stem cells from the cord blood. Theseisolated stem cells from healthy type O (universal donor) cord blood produce little or noimmune reactions. This research has opened new horizons for stem cell research. Cordstem cells are the safest stem cell. They are multipotent, able to divide into a variety ofcells, and they show great promise as therapies for brain injuries and disorders, especiallyin young people.Stem cellsKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 22
  23. 23. Stem cells are the building blocks of our blood and immune systems. They form thewhite cells (white blood corpuscles) that fight infection, red cells (red blood corpuscles)that carry oxygen and platelets that promote healing. Stem cells are present in our bonemarrow and they generate new cells throughout our lives.Life Cell, in collaboration with CRYO-CELL International, USA facilitates the cryogenicpreservation of stem cells at its unique facility in Chennai. Life Cell has set up a 21,000sq ft laboratory at the cost of Rs 14 crore on the outskirts of Chennai city.Public stem cell bankIn Europe and in the United States many private stem cell banks like Life Cell operate asdual banks; that is as a private bank where individuals keep their stem cells by paying anamount, and also a public stem cell bank from where anybody can buy stem cells if theycan get a match.LifeCell has only a private stem cell bank currently, but now for the firsttime in the country, they are planning to have a public stem cell bank also.What is a public stem cell bank?"In our private stem cell bank, customers store their umbilical cord stem cells for theirfuture use by paying us an amount. But if they do not want to store it for their own futureuse, they can donate the stem cells to the public bank. We can also collect stem cells fromvarious hospitals and store them for the public to use," V R Chandramouli, CEO of LifeCell, explained.How do they get stem cells from hospitals?"We have tie-ups with 300 hospitals in the country. So, any mother delivering in thesehospitals can donate her umbilical cord to us. She has two options, either donate it for thepublic or let it go waste. There are no hurdles as far as the hospitals and doctors areconcerned. But what we need now is to form a trust that can handle public stem cellbanking,"Chandramouli opinion about stem cell banking:-KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 23
  24. 24.  We are talking about what goes waste after each birth.  With 25 million births happening in India, it is an opportunity for India.  In the process, the entire world will be benefited.  Life Cell gets paid only for the analytical and storage services.  All other benefits will go to the trust.  Many multinational companies in the US run such trusts but they also use the umbilical cord stem cells for R&D because a lot of research is going on right now on stem cells.  "At present, cure has been found for only six diseases, and there are 74 more diseases where clinical trials are going on.  We are also in discussion with many such dharma companies and universities.  But we need government approval before we go deep into all this," he said."Once that is done, India will be on the world map as far as stem cells are concerned.  Today, one stem cell costs about $25,000 (more than Rs 11 lakh).  Of the 25 million births that take place every year in India.  Life Cell is looking at a figure of 200,000-250,000 collections every year.  The 21,000 sq ft lab of Life Cell at present has the capacity to store more than 100,000 stem cells which, according to the CEO, can go up to 200,000 in a months time. MARKETING CONCEPTKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 24
  25. 25. Amongst the six existent players, Life cell and Reliance Biotech both havepartners with experience in pharma industry. These companies have established a saleforce where in trained medical representatives visit the prospective clients home andexplain the concept, collection and processing, and provide confidence on the storagefacilities. "They are aware of the fact that in India if any medical concept has to be rolledout, the doctors have to be taken into the loop. Therefore, private players have set up amarketing and sales force structure which is just like a pharma company that gets intouch with the obstetrician, gynecologist on regular basis and get pregnant patientpopulation from them," says Rena Shukla Ahuja, Industry Analyst, South Asia & MiddleEast Healthcare, and Frost & Sullivan. The smaller companies are making some headway in creating infrastructurethrough private funding. There are companies who are directly approaching prospectivecustomers for concept selling. Cryobanks International India has been following a modelof increasing direct client and doctor awareness. "For the same, we are offering ourservices in more than 75 towns, which we plan to increase to 250 plus towns. We are alsoconveying information on the concept through advertisements, advertorials in magazinesand papers. Further, we conduct direct mass outreach programmers which are aimed atincreasing mass awareness about stem cells," shares Dr CV Nerikar, CEO, andCryobanks International India. The company has also on offer the public banking services to its clients who wishto bank their stem cells in public banks and intends to cater to all towns with populationof more than a lakh in the coming three years. New product services can be storage ofcord lining and cells from placenta, to name a few. These products can be collected at thetime of birth and is easy to target the same customer for more additional business," statesV R Chandra Mouli, Managing Director, and Cryo-Save India.Stem cell donation -processKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 25
  26. 26. Step 1. Getting ready to donate:-Proceed, we will ask you about your health and schedule more testing to see if you arethe best match for the patient  If you match a patient, we will contact you to ask if you are willing to donate. If you agree  If you are the best match, you will participate in an information session. You will be given detailed information about the donation and recovery process, including risks and side effects. If you agree to donate, you will sign a consent form.  Next, you will have a physical examination to make sure that donation is safe for both you and the patient.Step 2. Donating PBSC or marrow:- There are two methods of donation: peripheral blood stem cells (PBSC) and bone marrow. The patients doctor chooses the donation method that is best for the patient. 2) PBSC donation is a nonsurgical procedure that takes place at a blood center or outpatient hospital unit. For 5 days leading up to donation, you will be given injections of a drug called filgrastim to increase the number of blood-forming cells in your bloodstream. 3) Your blood is then removed through a needle in one arm and passed through a machine that separates out the blood-forming cells. The remaining blood is returned to you through the other arm. Your blood-forming cells are back to their normal levels within 4 to 6 weeks. 4) To learn more, watch the Marrow donation is a surgical outpatient procedure that takes place at a hospital. You will receive anesthesia and feel no pain during the donation. Doctors use a needle to withdraw liquid marrow from the back of your pelvic bone. The marrow replaces itself completely within 4 to 6 weeks. To learn more, watch.Step: 3 Recovery and follow-up:-  Recovery times vary depending on the individual and type of donation.  Most donors are able to return to work, school, and other activities within 1 to 7 days after donation.Benefits of stem cellKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 26
  27. 27. Hospital benefit-  Stem cells are being researched upon globally and there are exciting prospects of their usage in future. Hospitals naturally are interested in providing these facilities to their clients as the awareness of the concept is catching on.  Today, stem cell-enriched cord blood is used as a therapy for the treatment of diseases such as cancer, Parkinsons, Alzheimers, spinal injuries, Thalassemia, leukemia and sickle cell anemia and is an adjunct therapy for aggressive chemotherapy. Many hospitals like Sri Ramachandra Medical College, Chennai in association with Life cell has formed the therapy centre TRICell. It has been set- up as a state-of-the-art therapeutics facility to provide clinical applications through stem cell therapy.  Recently, StemCyte Inc, United States, joined hands with Apollo Hospitals Enterprise Limited and Cadila Pharmaceuticals Limited to set up a hybrid public and private umbilical cord blood stem cell bank and research institute — Stemcyte India Therapeutics in Ahmadabad. The company plans to build an inventory of approximately 25,000 ethnically diverse umbilical cord blood units to help treat critically ill patients in India and around the world.Society & individual benefit- Health is wealth First fast effect Reduce the cost & time Easy to store& apply Become happy familyTop Stem cell banks in India-Cryo stem cell is the Top Stem cell banks in India. They give different facilities&services to the customer than comparing to the competitors.Public v/s Private — will it survive? Even though it is a well-known concept in the Western world, public cord bloodbanking has just taken off in India a few months ago. Chennai-based Jeevan Stem CellBank has launched public banking service recently. Jeevan Stem Cell Bank is a unit ofJeevan Blood Bank and Research Centre, a 14 year old not for profit organization.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 27
  28. 28. Bangalore-based Narayana Health City also recently came up with a public stem cellbank named the Rotary Narayana Tissue Bank and Stem Cell Research Centre.Public stem cell banking is different from private stem cell banking in the fact that theclient does not need to pay for the banking and that the right of the sample is not with theclient which is so in private banking. Dr P Srinivasan, Chairman & Managing Trustee,Jeevan Blood Bank and Research Centre, Chennai. According to experts, public cordblood banking works only when the repository is huge and this requires extra large sharesof the financial pie. This money has to come from Governmental organizations, NGOs,philanthropists or open-ended research schemes, funded by foreign funds. A globalteaming up with other stem cell repositories across the world may make the publicbankingFeasible, in terms of funding and revenues from therapies. It is this financial burden thatis seen as a deterrent to organizations wanting to store cord blood publicly.Future Prospects All said and done, the concept of stem cell banking in India is here to stay, believeexperts. In 2003 less than 30 diseases were able to get cured or supported with stem cellshelp, but, today over 85 diseases can be cured or supported. In India the Department ofBiotechnology is taking initiatives to create Centers of Excellence in 35 medical teachingcolleges to foster research in both adult and embryonic stem cells. "The success observedin other countries such as China, Taiwan and Korea is a yardstick to indicate that theconcept of stem cell banking will also work in India," says Roy Chowdhury.Increased awareness levels among the masses about the concept and a strong legalizedand less commercialized environment can work positively towards making stem cellbanking an integral part of Indian healthcare.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 28
  29. 29. CHAPTER .7 DATA ANALYSIS & INTERPRETATION DATA ANALYSIS CRYO stem cell was established since2003. This company fundamentally based on hospital banking the main function of thiscompany is to change new innovative day by day; therefore this company lead todevelopment of service of the organization than other competitors such as life cell, SaiPrasad satara, Reliance, etc.The main part of company is that the visiting the hospital is very nice therefore it enhancethe customer satisfaction well in company. Past some period the new innovative can bechange in own R & D department to increase the customer satisfaction levelCRYO Stem cell is the first company start stem cell banking in India cryo is anorganization of principles. It imbibes & very strongly believes in following core values:  SERVICES  OWN RESEARCH &DEVELOPMENT DEPARYMENT  EXCELLENCE WORK  TRUST  MOTIVATION OF EMPLOYEES  COMMUNICATION The ultimate aim of cryo stem cell is increase the company’s growth with the help ofIndian population. Because every within the minute some child born in India &those arethe customer of cryo stem cell.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 29
  30. 30. Table1- TABLE SHOWING CUSTOMER AWARE ABOUT ORGAN DONATION.Data analysisCUSTOMER FREQUENCY PERCENTAGEYES 48 80%NO 12 20%TOTAL 60 100% ORGAN DONATION 20% YES NO 80%Interpretation From the above table and chart it is clear that, awareness about the organ donationof 48 customer means 80% customer know about the organ donation and12 people don’tknown about organ donation it means 20% people don’t know about organ donationtherefore organ donation knowing the people is high than comparing to not knowingpeople.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 30
  31. 31. Table 2- TABLE SHOWING FOLLOWING SOURCES CUSTMER HAVEHEARD ABOUT ORGAN DONATION.Data analysis RESPONSE FREQUENCY PERCENTAGE FAMILY & 22 46% FRIEND TELEVISION 10 21% DOCTOR 12 25% OTHER 4 8% TOTAL 48 100% HEARD SOURCES ABOUT ORGAN OTHERS DONATION 8% DOCTOR FAMILY & FRIEND 25% 46% TELIVISION 21%Interpretation From the above table and chart it is found that 22 people heard about the organdonation which is the source of family & friend and percentagewise 46% heard thissource, 10customer heard about organ donation source of that percentage wise 21%,12customer doctors and percentage wise 25% and two customer other sources means newpaper outdoor media ,print media etc.here family and friend more source available twoknowing the organ donation and other two means very low quantity to knowing organdonationKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 31
  32. 32. Table 3- CUSTOMER AWARENESS ABOUT STEM CELL DONATIONData analysis RESPONES FREQUENCY PERCENTAGE YES 48 80% NO 12 20% TOTAL 60 100% STEM CELL DONATION 20% YES NO 80%Interpretationfrom the above table and chart it is clear that stem cell donation heard are very lowcustomer, but when I can try to speak about stem cell donation more customer say I heardabout that, but here 48 people knowing about stem cell donation and 12 people notknowing about stem cell here considering to percentage wise 80% knowing and 20% notknowing about that.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 32
  33. 33. Table 4- CUSTOMER AWARE THAT STEM CELL SAVES LIFEData analysis RESPONSE FREQUENCY PERCENTAGE YES 48 80% NO 12 20% TOTAL 60 100% AWARENESS ABOUT STEM CELL SAVES LIFE YES NO 20% 80%Interpretation From the above table and chart it is shown now a day’s life is very important andthen here 48 people knowing stem cell saves life and 12 people don’t know about that.Considering to percentage wise 80% knowing and 20% not knowing about that.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 33
  34. 34. Table 5- CUSTMOER THINKING ABOUT DONATING ORGANS ORSTEMCELL IS NOBLE CLAUSEData analysis RESPONSE FREQUENCY PERCENTAGE YES 48 80% NO 12 20% TOTAL 60 100% CUSTOMER THINKING ABOUT STEM CELL DONATING YES NO 20% 80%Interpretation From the above table and chart it is found that 48 people say I know about organand stem cell donation. They are a noble clause and 12 told don’t know about that.Considering to percentage wise 80% knowing and 20% not knowing about that.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 34
  35. 35. Table 6- CUSTOMER THINKING WISH TO KNOW MORE ABOUTSTEMCELL DONATIONData analysis RESPONSES FREQUENCY PERCENTAGE YES 48 80% NO 12 20% TOTAL 60 100% CUSTOMER THINKING WISH TO KNOW ABOUT STEMCELL DONATION NO,DEFINITELY 20% YES,DEFINITELY 80%Interpretation From the above table and chart it is found that more people say that I will beready to knowing more information about stem cell donation out of 60, 48 people readyto knowing more information about stem cell donation and 12 people neglect thatconsidering to percentage wise 80% positive response and 20% negative response.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 35
  36. 36. Table- 7-- CUSTOMER READY TO ATTENTED 1 DAY FREE WORKSHOPPROGRAMME TO KNOW MORE ABOUT STEM CELLData analysis RESPONSE FREQUENCY PERCENTAGE YES 48 80% NO 12 20% TOTAL 60 100% ATTENDING ONE DAY FREE WORKSHOPE PROGRAMME YES NO 20% 80%Interpretation From the above table and chart it is clear that more people ready to attend one dayfree workshop programme. 48 people ready and 12 people don’t ready considering topercentage wise 80% positive response and 20% negative response.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 36
  37. 37. Table 8- CUSTOMER READY TO SPREAD AWARENESS ABOUT STEMCELLTO OTHERSData analysis RESPONSE FREQUENCY PERCENTAGE YES 48 80% NO 12 20% TOTAL 60 100% CUSTMER READY TO SpREAD NO 20% YES 80%Interpretation From the above table and chart it is found that more people ready to spreadinformation about that. 48people give positive response and12 people give negativeresponse considering to percentage wise 80% positive and 20% negative.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 37
  38. 38. Table 9- CUSTOMER OPINION ABOUT THE STEMCELL DONATIONData analysis RESPONSE FREQUENCY PERCENTAGE YES 48 80% NO 12 20% TOTAL 60 100% OPINON OF THE CUSTMER YES NO 20% 80%Interpretation More people opinion that I am ready to stem cell donation48 people positiveopinion and12 people negative considering to percentage wise 80% positive and 20%negative.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 38
  39. 39. Table 10-CUSTOMERS OPINION ABOUT DONATE THE STEMCELL INFUTUREData analysis RESPONSE FREQUENCY PERCENTAGE YES 36 60% MAY BE 10 16% MAY NOT BE 14 24% TOTAL 60 100% FUTURE DONATE STEM CELL MAY NOT BE 24% MAY BE YES 17% 60%Interpretation More people say that, I will be ready to donate stem cell in future.36 people readydonate stem cell in future and14 not ready about that considering to percentage wise 80%positive and 20% negativeKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 39
  40. 40. CHAPTER .8 FINDING & CONCLUSSION After completion of the study I observed that, Generally people not give response. Some people not give personal information. Some people think negative attitude. Some hospital not gives permission to enter the hospital. Doctor & Receptionist also not gives positive response. Some hospital time is very limited. Some customer listening all the information but finally gives negative response. Some customer told me I required my family permission. Customer asked negative question. Customer asked negative not related question. Customer awareness is very low. Cryo try to increase their brand name in the market.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 40
  41. 41. CHAPTER. 9 SUGGESSION Following are the suggestion  Company’s try to increase tie- up quantity of hospitals to increase the customer growth.  Cryo trys to advertisement through TV & media. Which has to be there so that people will get to know about the stem cell?  Companies will have to be required awareness programme one or two time within the one year.  Companies have to be train their employees with modern equipment & technology.  Companies have to arrange free seminar programmers to attract customer & doctors.  India is more populated country and then 25lakh lady are pregnant in every year.  This is the big opportunity of Cryo stem cell to attract the customer towards the Cryo stmcell.  Cryo stmcell send a particular message for the public. This message is Blood saves only one person’s life but stem cell saves total family life.  Cryo stmcell send another message are blood & organ donation are noble clause therefore stem cell donation also noble clause.  Cryo stmcell try to increase allotment of customer. Because they pay amount is very easily.  Companies have to offer the services which are affordable so that peoples get attracted towards company & its serviceKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 41
  42. 42. CHAPTER. 10 APPENDICES QUESTIONNAIRESName: ____________________________Location: ___________________________Q. 1) Are you aware about organ donation? Yes NoQ. 2) from which source you have heard about organ donation Family & friend Television Doctor others Please specify ____________________________Q.3) Are you aware about stem cell donation Yes NoQ.4) Are you aware that stem cell saves life Yes NoQ.5) Do you think donating an organ or a stem cell is a noble clause Yes NoQ.6) Do you think wish to know more about stem cell donation Yes, definitely No, definitelyKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 42
  43. 43. Q.7) will you attend 1 day free workshop to know more about stem cell Yes No Q.8) Are you ready to spread awareness about stem cells to others Yes NoQ.9) what is your opinion about stem cell donation? Yes NoQ.10) In the future, will you donate stem cell Yes May be May not beKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 43
  44. 44. BIBILOGRAPHYBook Reference:- Sr. No. Name of the Book Author 1 Marketing management Prof. S. A. Sherlekar 2 Marketing Research Prof. Philip KotlorWEBSITES:-WWW.Cryo stem cell. ComWWW.stemcell.comNewspaper:-Times of IndiaMagazine:- Health carePamphlets.KOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 44
  45. 45. CHAPTER .11 ABBREVATIONASS: - AssistanceESS: - Employees Self ServiceGM: - General ManagerMR: - Marketing ResearchMC: - Marketing ConceptKRA: - Key Result AreaCSC: - CRYO Stem cellCS (K) PT: - CRYO Stem cell Karnataka Private LimitedHP: - Hospital BenefitSM: - Sales ManagerKOHINOOR BUSINESS SCHOOL MUMBAI UNIVERSITY 45

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