The document provides an analysis for developing a brand identity for Max Healthcare. It includes: 1) An overview of Max Healthcare's vision, mission and values which focus on medical excellence, ethical practices, and being the principal choice for physicians. 2) An analysis of Max Healthcare's capabilities including its team of qualified doctors and nurses, modern equipment, and financial details like revenue growth and funding. 3) Insights about Max Healthcare's target consumers which are affluent individuals in Delhi seeking high quality private healthcare. 4) An examination of India's healthcare environment including factors like lower spending and health indicators compared to other countries, and competitors in the private healthcare sector.

1. Brand Presentation on Max Healthcare By Group ‘3’ 1 st April, 2006 A nil tin nubha rchita

2. A Passionbrand…..

8. Analytical Phase PASSION POINT Ideology Environment Capability Consumer The Governing four-corner model with its point of intersection The Perfect Position for Brand Identity Internal Factors External Factors

11. Ideology PASSION POINT Ideology Environment Capability Consumer

20. Value Integrity Grid (Ideology Grid) Values Business Activities People Service Delivery Partners Community Communications Value1 Unparallel Standards Courtesy and caring always Train Train train Caring Medical Excellence Value2 Principal Choice of Physicians Customer Comes first Partnership with Medical community Openness and Transparency Service Excellence – Patient Centric Value3 Ethical Practices Do it right First time Build lasting Customer relationships Seamless service In your community near you Value4 Int. Image Standards Efficient Process Fun at work Consistent and Customized Care Comprehensiveness Value5 Dominant player in NCR Direct & Open Teamwork Convenience & accessibility Value for money

23. Capability PASSION POINT Ideology Environment Capability Consumer

32. Consumer PASSION POINT Ideology Environment Capability Consumer

39. Environment PASSION POINT Ideology Environment Capability Consumer

41. Micro: Category: Healthcare Industry: The Healthcare Paradox in India HEALTH SPEND: INDIA Health Care Market: 103000 crore (5.2% GDP) Pharma Market: 17% Healthcare Delivery Market: 83% DEVELOPING COUNTRIES PER CAPITA SPEND Korea 6.7 Brazil 6.5 Thailand 5.7 India 5.2 China 2.7 Figures indicating % of GDP US$, PPP, 2001 Korea 720 Brazil 453 Thailand 349 China 143 India 94

42. INDIA LAGS BEHIND ON KEY HEALTH INDICATORS Micro Though there’s been significant improvement, India has a long way to go. Life Expectancy at birth Years 63 37 78 65 India 1951 India Today Developing Countries Developed Countries 70 146 6 56 India 1951 India Today Developing Countries Developed Countries Infant Mortality Deaths per ‘000 births

43. PRIVATE HEALTH CARE SPEND BY TYPE OF PROVIDER (In %, 2001) Micro 100% = Rs. 64000 crore*

49. AVG ANNUAL HOUSEHOLD INCOME MACRO Delhi 157374 All India 70082 AVG PER CAPITA INCOME Delhi 28885 All India 12128 PER CAPITA ANNUAL INCOME: DELHI Urban…………………………………………………………………34509 Rural………………………………………………………………….27256

50. ANNUAL INCOME PER HH MACRO SEC PROFILE Upto Rs. 35000…………………………………………………………2.18% 35001 – 70000………………………………………………………….16.25% 70001 – 105000…………………………………………………………22.69% 105000 – 140000………………………………………………………..20.65% Above 140000…………………………………………………………...38.24 SEC (URBAN) A1…………….………………………………………………………8.4% A2…………………………………………………………………….8.6% B1…………………………………………………………………….12% B2…………………………………………………………………….8.8% C……………………………………………………………………...21.9% D……………………………………………………………………..19.5% E1…………………………………………………………………….7.9%

54. The Line Of Dynamic Trajectory INFORMATION IMAGINATION INSIGHT INSPIRATION

55. INFORMATION IMAGINATION INSIGHT INSPIRATION

68. INFORMATION IMAGINATION INSIGHT INSPIRATION

75. Fragrance Colour Taste Sound Frontline service delivery CSR Employees (non frontline) Sponsorship Sales promotion Recommendation Word of mouth Ambient Co-promotions TV Ads Radio Ads Events Outdoor Ads PR Slogan & Imagery Press ads Events Website Point of Sale Digital Ads Zone of Intemacy Zone of Discovery Zone of Mediation

77. Sensory Branding

95. Be consistent and cohesive: Media Plan

102. Hoardings

108. Total Budget

109. INFORMATION IMAGINATION INSIGHT INSPIRATION

111. BRAND BELIEF FOREVER VALUES IDEALIZED SELF COMING CONTEXT EXTRAORDINARY CORE

117. MAX Healthcare: Passionbrand BRAND BELIEF Caring for you… for Life FOREVER VALUES Courtesy and caring always, Seamless service, Medical Excellence IDEALIZED SELF Healthy and Cared for COMING CONTEXT Healthy Planet EXTRAORDINARY CORE Your Doctor, One Doctor

119. Thank-You