1. ZEEBRACROSS
SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL
FULFILLMENT OF PGDBM DEGREE
DESIGN AND DEVELOPMENT OF STRATEGIC MARKETING
PLAN & LAUNCH OF RETAIL CLINIC SPECIALIZING IN DRUG
DE-ADDICITION
HYDERABAD
(A Quality Product of B.V.Reddy )
Submitted by:
MYAKA RAMAKRISHNA
PGDBM (2011-2013)
2011143
INDUSTRY GUIDE FACULTY GUIDE
Mr. vishy, Prof. Manjeeth Kumar,
CEO -Zeebracross Department-IS,
Hyderabad NIILM-CMS
NIILM-CMS, NOIDA
UTTAR PRADESH
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INFORMATION SHEET
Name of the company :Zeebracross Pvt Ltd
Address of the company :Begumpet, Hyderabad
Phone No. of the company : 040-65555860
Date of internship Commencement :02-05-12
Date of internship Completion :18-06-12
Signatures & Name of the industry Guide:MR.Vishy
Designation of the industry Guide :CEO
Student’s Name :Myaka Ramakrishna
Student’s Roll Number :2011143
Student’s E-mail ID :myakaramakrishna@gmail.com
Student’s Mobile/ residence numbers :9990944773,9492010282
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DECLARATION
I Myaka Ramakrishna student of PGDBM from NIILM-CMS, Uttar Pradesh hereby declare
that I have completed summer internship on “Design and Development of Strategic
Marketing plan & launch of Retail Clinic Chain Specializing In Drug De-addcition” as part
of the course requirement.
I further declare that the information presented in this project is true and original to the best
of my knowledge.
Date: 30-07-2012 MYAKRAMAKRISHNA
Place: Hyderabad 2011143
PGDBM Class of 2011
NIILM-CMS UTTAR PRADESH
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CERTIFICATE
I hereby certify that Myaka Ramakrishna, student of PGDBM at NIILM-CMS
Business School, Uttar Pradesh has completed internship on “Design and
Development of strategic Marketing Plan & Launch Of Retail Clinic Chain
Specializing in Drug De-addiction ”, under my guidance.
Manjeet kumar,
Assistant Professor,
Dept. Of Information,
NIILM-CMS.
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ACKNOWLEDGEMENT
I would like to take this opportunity to thank a lot of eminent personalities, without whose
constant encouragement, this endeavor would not have become a reality.
Firstly, I would like to thank our prestigious institute the NIILM-CMS, NOIDA for including
the Project as part of its curriculum, which provided us with a wonderful opportunity to
nurture & improve upon our research and presentation capabilities for providing us with
such excellent facilities, without which, this project could not have acquired the shape it has
now done.
I would like to thank Mr.Vishy , CEO (Zeebracross) for his continuous support, timely advice
and guidance.
I also convey my regards to Mr. Rakesh Rai,COO & Mr. Abhishek Thoar (BDM) for their
Suggestions.
Last but not the least, I express my sincere gratitude to Mr.Manjeeth kumar (Faculty
mentor) and Ritu Madam for providing me with much needed encouragement & motivation.
I Am also grateful to my parents and all my friends who directly or indirectly helped &
supported me through valuable suggestions for the completion of this project.
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EXCUTIVESUMMARY
The project focuses on tying marketing and sales to business strategy to improve performance
throughout the company lifecycle. The project organizes around 30 marketing subjects into
three categories: Strategy Development; Development of Marketing Tools and Process and
Generating and Managing Customers. The project involves in-depth understanding of
marketing functions which enables organization to carry out its business goals effectively and
efficiently.
Milestone Description brief
Milestone-1 1. Profiling of DR.B V REDDY’S CLINICS market
2. Segmenting DR.B V REDDY’S CLINICS market
3. Competitive Study
4. Market Survey – Interviewing Target segment/
groups.
5. Defining the value proposition
Milestone-2 Development of Brand Strategy
Milestone-3 Evolution and plan for setting up distribution
Channels
Milestone-4 Development of Marketing and
Communication Strategy and sales process
Milestone-5 Design and Development of marketing
collaterals and tools
1. Website
2. Marketing collaterals design and development
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INDEX PAGE NO
Ch.# 1. Introduction of topic 08
Ch.# 2. Company Profile 09 - 11
Ch. # 3. Critical Review Of Literature 12 - 19
a) Health care
b) De-addiction
Ch. # 4. Field Work- Exploiting Hyderabad 20 -21
i. Project Objective
ii. Segments Covered
Ch. #5. Market Survey- Hyderabad 22-43
i. Research Methodology
ii. Graphical Representation & Interpretations Of Various Responses
iii. Milestone1
iv. Milestone2
v. Milestone3
vi. Milestone4
vii. Milestone5
Ch. #6. Limitations 44
Ch. #8. Recommendations 45-46
Ch. #9. Conclusion 47
. i. References 48
ii. Annexure
i. Questionnare 48-50
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INTRODUCTION OF TOPIC
The project of on “Design and Development of strategic Marketing Plan & Launch Of Retail
Clinic Chain Specializing in Drug De-addiction” a milestone in the journey of
ZEEBRACROSS brand building as it demonstrates the power of an 'Idea' by looking at De-
addiction and its benefits for society and many families will benefit .
The our team intends to create brand awareness to the customers by continuously achieving
excellence through individual insights that connect with the end consume, thus Freedom
medicine of positive discussion and empathy.
Zeebracross connects with consumers beyond transactional offers by looking at welfare of
society as more than a mere routine. Through, Freedom brands Zeebracross aims to convey
the message and deliver the promising
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Company PROFILE
ZeebraCross – An extension of your marketing division. We believe that every client‟s
marketing and communication requirement is unique. Therefore, we explore and analyze your
requirements and customer insights thoroughly to offer a simple solution for creating a great user
experience. We focus our efforts on seeing the world from the customer‟s point of view and
translating that insight into developing a brand experience along the touch points thereby, engaging
the customer with continuous innovation in the way they want it.
Our customer experience driven approach allows us to develop customized marketing and design
solutions that exceed your business goals in the long-term and ensure continuous expansion of your
business.
ZeebraCross: An additional „e‟ in ZeebraCross indicates an “E”- The experience factor
Zebra
Zebra is a unique animal with the characteristic white and black stripes which helps
distinguish it from animals of its own class. Inspite of being wild animals, Zebras are the
most sociable and prefer to live in groups. Zebras are also well known for their ability to
communicate through their high pitched barks and whinnying.
Signifies:Uniqueness,Adaptability,Team,Work,Effective,Communication
ZebraCross
Zebra Cross is crosswalk meant to keep pedestrians together and help them cross the road
safely. Likewise, at ZeebraCross we help our clients reach their goal in a distinct pathway,
using the best management practices.
Signifies: Discipline ,Respect, Communication, A Bridge
Success stories of zeebracross
RetailSector DairyProducts
The client is a premier dairy producer offering a complete range of milk and dairy products.
They were exploring opportunities for setting up Retail outlets across major zones in
Hyderabad – Secunderabad. The scope included identification of location, design of its
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outlets, in store branding and development of brand elements in accordance with the
positioning strategies.
Designing retail outlets which would be a one stop solution for a complete range of milk
products requires an approach which incorporates customers‟ insight. An effective
positioning can only be achieved if customer‟s view points are taken into consideration at
eachdevelopmentstage. Foreseeing the client to be a Benchmark for others in the same
market, ZeebraCross recommended a store design on the basis of experiential research by
studying customer‟s real time behaviour and actions. The proposed approach took into
account several factors- consumer buying habits, attitude & preference, competitors‟
strategies, touch-points and others. The analyses were carried on data collected & compiled
through actual customer interactions. The study supported client with a clear idea on the
much needed apprehensions about their customers‟ understanding & experience. The store
design helped to attract & draw customer & the positive experience at the outlets fostered
customerloyaltyresultinginstreamlinedrevenue.
ConsumerHealthSector-NutritionSupplements
A leading dietary & nutritional company was seeking support to market its range of weight
loose dietary supplements in Indian market. Internationally the company has a strong
reputation in the weight loss market backed with strong clinical research & product
development. Though the Indian healthcare market offers huge potential which several
Brands wish to tap, but identifying the correct target segment & determining the best channel
for reaching out to them is a mammoth of task. In order to reap benefits of the huge market
potential it is important to optimize the Marketing Mix.
The project involved a gigantic task of studying the Indian Market potential ( Diabetes ) ,
understanding & determining the most feasible business model & distribution network,
demand assessment, effective promotional platforms & cost effective means of launching the
product. Leveraging the in-house expertise & experience ZeebraCross team presented a
marketing plan which successfully combated all the prevailing market challenges well within
the stipulated timeframe. The plan was substantially backed with factual data collected
through primary research- (End users, Retailers, Wholesalers and Sales Representatives
interview), focused group discussion, Customer Satisfaction Survey and others. A well
prepared roadmap enabled the client to effectively reach out to the Target segment & carve a
niche for itself in an already overcrowded market. By successfully bridging the gap between
customer expectations & desires it was able to taste similar success in the Indian market as
well.
RetailSector-EmploymentOpportunities
The client was seeking research study and forecast plan on the potential Livelihood
Generation in the Retail sector in Hyderabad – Secunderabad to augment the Government of
A.P (India) in its livelihood generation scheme. The scope included estimating the number of
retail jobs opportunity in GHMC (Greater Hyderabad Municipal Corporation), types of retail
jobs. ( Direct jobs and Support jobs ) , the various retail segments in GHMC , types of Retail
formats in Hyderabad and their future expansion plans and forecast on retail sector job the
next five years.
ZeebraCross team conducted an extensive secondary research collecting & compiling of
industry /sector news, government data and other official statistics. We listed the existing
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organized retail chains in Hyderabad and also their future expansions plans & the
development roadmap for 2012. The scope included creation of database of retailer‟s segment
and format wise, real-estate developer – property services /consultants. HR /CXO contact
details. We carried a detailed interview with the Hyderabad‟s largest employers, real estate
developers and property dealers. We did brainstorming sessions with an Expert Panel drawn
from retailers, academia, Government and management consultancy to present and forecasts
offuture retail employment opportunities in Hyderabad.
The study supported a detailed insight retail sector investment, retail real estate plans, FDI
role and impact, skill man power requirement, necessary training, curriculum design, training
program, recruitment, retention and turnover of current and emerging people resourcing
practice in the Retail Sector in Hyderabad.
Retail Sector - Positioning and in-store branding
In a market which is dominated with several key players & intense competition, one of the
key supermarket stores in Hyderabad strived to differentiate itself from others & carve out a
space for itself. The client needed a competitive positioning which augmented customer
loyalty by reflecting the brand USP. The Services seeked were- general communication
consultancy-, professional advice on store design & decoration & developing policies for
defining & conveying the Brand promises to the customers.
ZeebraCross helped the client in developing a positioning strategy based around customer‟s
emotional benefits. The strategy effectively communicated the value propositions which the
customers were seeking & which client promised to deliver. The store design & internals
were also based on Themes which best reflected the Brand Value- providing a pleasing
experience to customers every single time. The Client benefitted with an exponential growth
on Customer count. Unique value propositions, creativity & pleasing visuals supported with
positive in-store experience drastically improved Customer‟s loyalty & supported retention &
new customer Acquisition.
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Literature Review
2.1.1 The Role of Organizational Infrastructure in Implementation of Hospitals'
Quality Improvement.
Alexander, Jeffrey A. Weiner, Bryan J.Shortell, Stephen M.Baker, Laurence C.Becker, Mark
P.
Hospital Topics;( Winter2006, Vol. 84 Issue 1, p11-20.)
This article examines the role of organizational infrastructure in implementation of quality
improvement practices and structures in hospitals. The authors focus specifically on four
elements of hospital support and infrastructure for QI--integrated data systems, financial
support for QI, clinical integration, and information system capability. These macro level
factors provide consistent, ongoing support for the QI efforts of clinical teams engaging in
direct patient care, thus promoting institutionalization of QI. Results from the multivariate
analysis of 1997 survey data on 2,350 hospitals provide strong support for the
hypotheses. Results signal that organizations intent upon improving quality must attend to the
context in which QI efforts are practiced, and that such efforts are unlikely to be effective
unless appropriate support systems are in place to ensure full implementation.
2.1.2 Judicious financial management decision on hospital (private ward infrastructure)
renovation boosts patients' welfare (happiness) combined with profitability - - case
study of sanjay gandhi post graduate institute of medical sciences: lucknow, India.
Chandra, Hem Singh, Naini Masih, Leela Tripathi, Divya Srivastava, Nishant Ji Jamaluddin,
Khwaja
Journal of Financial Management & Analysis; Jul-Dec2009, Vol. 22 Issue 2, p85-92.
This study is aimed to justify the effectively of decision of renovation as well as the patient's
perception about the facilities now being provided in the private wards. The effectively of
decision was analyzed on the basis of utilization of services, financial outcome as well as
patient satisfaction. The study was carried out during September 2007-November
2007.Selected group of patients (50) was contacted for feedback on the facilities available in
private rooms and their satisfaction. The study shows that the occupancy rate per month
during fiscal year 1997-98 was as low as 21.25 per cent but it has been increased up to 56.18
per cent after renovation. Total revenue from May 2001 to March 2007 was found to be
Rs. 89.36 million. Revenue generated after breakeven point was Rs.58.31
million. Maintenance cost was Rs. 13.88 million and thus total profit was Rs. 44.43 million
after renovation.
2.1.3 Specialty Hospitals and Uncompensated Care in General Hospitals.
Carey, Kathleen, Burgess Jr, James F.Young, Gary J.
Journal of Health Care Finance; Fall2009, Vol. 36 Issue 1, p61-69.
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This article examines the effects of physician-owned hospitals specializing in cardiac,
orthopedic, and surgical services (specialty hospitals) on provision of uncompensated care
and charity care by community general hospitals in California during 1997-
2006. Uncompensated and charity care grew over the period in markets both with and
without specialty hospital presence. However, for the average general hospital located in a
market with a cardiac hospital, changes in uncompensated and charity care were 25.9 percent
and 40.5 percent lower compared to hospitals in markets with no specialty
hospitals. Orthopedic or surgical hospital presence did not appear to affect either
uncompensated or charity care.
2.1.4 TITLE: From the Emergency Department to the General Hospital: Hospital
Ownership and Market Factors in the Admission of the Seriously Mentally Ill.
Shen, Jay J.Cochran, Christopher R.Moseley, Charles B.
Journal of Healthcare Management; Jul/Aug2008, Vol. 53 Issue 4, p268-280.
This study examines the relationship among hospital ownership, market forces, and
admission of the SMI patient from the emergency department into the general hospital. This
was a cross-sectional study of a large sample of SMI patients from the 2002 State Inpatient
Datasets for five states. Multiple logistic regressions were applied in the multivariable
analysis. After controlling for patient, hospital, and county covariates and when compared
with not-for-profit hospitals, public hospitals were more likely to admit while investor-owned
hospitals were less likely to admit SMI patients. Hospitals in competitive markets were less
likely to admit while hospitals with capitation revenues were slightly less likely to admit
these patients. Policy options that can address this "market failure" include strengthening the
public psychiatric inpatient care system, making private health insurance coverage of the SMI
more equitable, revising Medicare prospective payment system to better reimburse the
treatment of the SMI, and allowing not-for-profit hospitals to count care of the SMI as a
community benefit. Results of this study will be useful to healthcare managers searching for
ways to reduce unnecessary administrative costs while continuing to maintain the level of
administrative activities required for the provision of safe, effective, and high-quality care.
2.1.5 Challenges to Access of Primary Health Care in Hilly Terrains of Himachal
Pradesh, India.
Sonu Goel, S.R. Mazta (2007) Challenges to Access of Primary Health Care in Hilly Terrains
of Himachal Pradesh, India, The Internet Journal of Healthcare Administration, Volume 5
Number1
In this article, authors Sonu Goel and Mazta focuses on how people residing in hilly terrains
of Himachal Pradesh, India, have limited access to primary health care. Around nine-tenth of
the population is rural with very limited accessibility to modern health services. One sub-
center covers a population of around 2838 which also varies between 974 to 3421. The sub-
center is a peripheral outpost of existing health care delivery system in rural area, which are
established for every 5000 population in general.
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2.1.6 Quality management in a healthcare organisation: a case of South Indian hospital.
Usha Manjunath, Bhimaraya A. Metri, Shalini Ramachandran (2007) Quality management in
a healthcare organisation: a case of South Indian hospital, TQM Magazine, Vol. 19 Issue 2,
P129-139
The purpose of this article is to provide an analysis of quality management using the
Malcolm Baldrige National Quality Award Criteria (MBNQA) criteria in a 300-bed hospital
in South India. Design/methodology/approach - Based on Malcolm Baldrige National
Quality Award (MBNQA) criteria in-depth interviews are conducted with the heads of the
departments in the case hospital. Data is analyzed and compared with the MBNQA points to
evaluate the performance of the hospital in all the seven criteria's of MBNQA. Findings -
The paper presents the strengths and opportunities for improvement through MBNQA
criteria. The total points scored are 753 out of 1,000 points. This reveals that quality
performance of case hospital is of higher level. However among all the seven criteria, the
hospital has still more opportunity to improve the quality in MBNQA criteria no. 4, i.e.
measure, analysis and knowledge management. Research limitations/implications - This
study brings out a potential area of research about how the ratings and activities in the case
hospital compares with other health care organizations. Practical implications - The outcome
of this paper clearly indicates that MBNQA criteria act as a powerful tool to analyze the
quality performance of the hospital. The health care organizations can use MBNQA as self-
assessment tool to evaluate and to improve the health of the hospitals. MBNQA as self-
assessment tool help the hospitals to lay the road map for world-class performance.
Originality/value - The paper illustrates the measurement of quality performance through
MBNQA to the healthcare administrators that is the first step for managing and improving
quality in health care organizations. It provides lessons for those hospitals that have already
started quality initiatives.
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DE-ADDICTION
Alcohol has plenty of romantic associations. The gold-and-scarlet glow of liquor
advertisements, the fizz of the champagne opened by a victorious sportsman, the toast at a
party or the thrill teenagers feel over a secret beer bash – they all make for the feel-good
image of alcohol.
Many people drink socially, or occasionally, and are able to stop after a few drinks. It does
not interfere with any other aspect of their life. But for some others who drink, things go
awry.
We do not know for sure why some people are more susceptible to alcohol abuse than others.
An alcoholic is not just the man in tatters, knocked flat on the road after a binge. Alcoholism
is an age no bar, economic status/ social status no bar disease.
An alcoholic is one, whose drinking causes continuing problems in any area of his life (such
as family relationships, job, financial status or health) and who continues to drink in spite of
these problems because he has developed a physical and psychological dependence on
alcohol.
This section aims to inform people who may be having problems with alcohol, or know
people who have problems with it. We would like you to know that alcoholism is a disease
that needs multi-pronged therapy
• The Highs And Lows of Alcohol
• Physical Damage caused by Alcohol
• Alcoholism: a Disease, but Treatable
• Phases of the Disease
• Dry Drunk
• Abstinence and Physical Problems
• What Exactly is a Relapse
• A Toast to Teens
• Avoiding Relapse
• Controlling Anger
• Relaxation Techniques
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This is the good news. You can get help and kick the habit. Treatment that will aid the
alcoholic to stop drinking without experiencing severe withdrawal problems is available in
India. But you have to get one thing straight: If you have a problem with alcohol, stay away
from it. Drinking even a small quantity of alcohol after years of abstinence will lead you back
to obsessive drinking. Alcoholism is a permanent condition. Only total abstinence will help in
arresting the disease.
The Phases of the Disease
There are three distinctly noticeable phases in alcoholism. Each phase has its signs
and symptoms.
• The Early Phase
• The Middle Phase
• The Chronic Phase The Early Phase
• Increased Tolerance: This is the first warning sign of the development of alcoholism. You
would need more drinks to get the same pleasurable feeling, which you got earlier with just
one or two drinks.
• Blackouts: This is not going unconscious or falling flat. During a black out, you may go
through many activities like walking, talking, even driving a vehicle „apparently normally‟,
but have no recollection of them afterwards.
• Preoccupation with Drinking: Even when you are not drinking, you are preoccupied with
when and how you will you can get the next drink.
• Avoiding Any Talk About Alcohol: Despite the preoccupation, you do not want to discuss
your craving with anybody. Even if you have boasted earlier of you capacity to drink, you
want to avoid the subject now.
The Middle Phase
• Loss of Control: Initially, there is a loss of control over the amount of alcohol consumed.
Later on, you lose control over the time, place and occasion of drinking.
• Justifying Your Drinking: You feel guilty and depressed. You justify drinking by giving
excuses such as unhappy married life, tension at office, pressure from friends to drink, etc. In
an attempt to reduce the feeling of guilt, you keep giving different reasons, but your drinking
continues.
• Grandiose Behaviour: You talk big and spend big; more than you can afford. Quite often,
alcoholics in this phase, do not provide even basic needs for the dependent family, but spend
what little they have in extravagant gestures among friends.
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• Temporary Abstinence: By this time, your drinking has lead to plenty of problems, at home
and in the office. You are at the point of losing your job and perhaps your marriage. This
might make you abstain for a while.
• Changing the Pattern: Some make a change in the pattern of drinking. They try to change
what they drink; arrack to brandy, whiskey to beer. They try a change of place or time. But so
long as it is alcohol, no matter how many changes are made, they continue to be immersed in
the same problems that haunted them before. The Chronic Phase This phase is characterised
by noticeable physical, mental and social deterioration. There is a total breakdown in
relationship with the family.
• Binge Drinking: You drink continuously for days together, do not eat and do not involve yourself in
any other activity. At the end of each binge you are left shaken, frightened and guilt-ridden, You
promise never to drink again. Soon enough you go on another binge. • Ethical Breakdown: You
borrow, lie and even steal to keep liquorin supply.
You have no qualms about being unethical. Your sole aim is to get enough to drink, whatever the
means.
• Paranoia and Hallucinations: You begin to suspect people around you with little reason. You
imagine they are plotting against you. You may imagine voices speaking to you. You may see things
that do not exist or may feel things crawling on you.
• Lack of Motor Co-Ordination: Your hand trembles as you hold the coffee cup. Even to shave you
have to „steady‟ yourself with a few drinks. You drink to feel better, but it only makes you feel worse.
This is the end of the road. Those who do not stop alcohol consumption even at this stage get mentally
ill or die a slow, painful death.
Dry Drunk: Unhappy Abstinence
You‟ve had enough problems with drink. You decide to pull yourself out of the mess. That‟s easier
said than done. In the initial stages there are several problems. The disease of alcoholism has two
sharp edges. The first edge attacks you when you drink excessively. You face problems in several
areas of your life. These are obvious and are easily noticed by others. The other edge is that part of the
disease that attacks you when you are struggling to recover. These problems are felt by you alone.
Others are not even aware of these problems. Abstinence-based edge is as painful as the alcohol-based
edge. You can‟t remember things. Life is very stressful. Mentally you start craving for alcohol. Your
irritable and demanding behaviour makes others feel that you are more tolerable when you are
drinking! You are in the dry drunk phase. Dry refers to the fact that you are not drinking now.
Drunk refers to the fact that you display the same deviations in behaviour and attitudes that you
exhibited when you were drinking. Recognise the dry drunk symptoms. You can then deal with the
problem. If you do not recognise the pattern and acknowledge it as a problem, you‟ll almost certainly
slip back. Warning Signs
• Thoughts About Associated Pleasures: You start thinking constantly about
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pleasures associated with drinking. Though you are aware that you have had problems with alcohol,
still you imagine that drinking was a pleasant
experience.
• Fear About Well Being: You feel a lack of confidence and extreme anxiety in
life without alcohol. If there is any stress, you seem to want a quick peg.
• Loneliness Leading to Depression: You experience intense loneliness. All these days, you were
drinking with your cronies, or you were drinking alone. All your highs had been in relation with
liquor. You had cut yourself off from many social relationships to be with the bottle. Now you are
alone. There are people around you but there is no communication.
• Irritation and Anger: You consider staying away from drink a major sacrifice. So you think everyone
and everything else should conform to your expectations. This, naturally, does not happen and this
leads to stress, anger and frustration.
• Impatience: Things cannot happen soon enough for you. You can‟t wait to get
your suspension order revoked, or the promotion that was delayed.
• Compulsive Behaviour: You try many mood altering activities. You talk continuously in the
presence of others or keep absolutely quiet. You might make impulsive and impractical purchases to
impress friends or family. You might take to gambling or some other route of escape from reality.
• Self Pity: This is the biggest and most negative rut you can get into. You seem to think you have
been singled out for injustice.
• Tunnel Vision: You try to drown yourself in work and escape from social or family obligations. Or
you shy away from responsibilities at work and try to integrate yourself with another aspect of life.
You do not look at the facets of your life with balance.
• Denials and Over Confidence: You deny that you have to make lifestyle changes. You deny that you
have to change your attitude to life. You do not want to discuss your problem. You boast that you
have kicked the habit. Quite recklessly, you even say that you can drink without getting addicted
again. You do not realise that at this point, you are not ready for this test at all!
Abstinence and Physical ProblemsThe Doctor Speaks
In alcoholism, problems experienced during recovery differ from patient to patient. These depend on
the physical condition of each patient and the amount of alcohol he had taken during the course of
time. Some of the most common problems are loss of appetite, sleeplessness and depression. Sexual
problems like decreased sexual urge during the first six months, premature ejaculation or impotence
are also not uncommon during recovery. These need not be frightening. These are a result of the long-
term use of alcohol and its impact on the cells of the body. With continued abstinence and proper
medical and psychological help, these problems can be definitely overcome.
To give you a clearer idea, I have listed out the most common physical problems experienced by
patients during recovery. Guidelines are also given as to the diet, and other simple things that may
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help you to maintain reasonable health. These are given in a tabular column below. However, if any
of the listed symptoms occur, consultation with a medical doctor is a must.
Let me repeat, it is absolutely essential to consult the doctor immediately. Problems Felt Diet to be
taken and other simple things to be followed
Name of the disease
General sense of discomfort or distension in the abdomenBring down intake of coffee or tea. Reduce
smoking Dull, gnawing pain in the chest Avoid hot and spicy foods. GastritisNausea and vomiting
Bland food to be taken at regular intervalsAcidic or sour taste in the mouth Antacids to be taken
under the doctor’s guidanceBurning, gnawing pain usually diffused through the upper part of the
abdomen (occasionally)Bed rest coupled with eating small meals. No coffee or tea; no smoking. You
may probably be required to take antacid tablets and ulcer healing drugs under medical adviceBouts
of pain, alternating with short pain-free periodsPeptic UlcerLoss of appetite leading to loss of
weightVomiting of acidic fluid which almost always relieves the pain (blood in the vomit – a serious
condition)Passing of black motionNausea or vomiting Low fat, high carbohydrate, moderate protein
dietFatty LiverVomiting blood (a serious condition) Low salt Alcoholic Hepatitis
General weakness Dietary and vitamin
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Project Objectives
• Increased communication that triggers purchase.
• Competitive prices.
• Branding with product development and pricing to enhance involvement.
• Distribution across modern trade and medical stores.
• Effective promotional strategies for Freedom Medicnies(DR. B.V.Reddy ),
• Logo and Tagline Desgin
• Web site design
Objectives- What It Wishes To Achieve?
Increase Profitability & Efficiency by doing more with less.
Rapidly & Effectively respond to changing market demands, thereby improving
organization’s agility.
Leverage itself as a Strategic Driver for Competitive Advantage, Not Just As A
Business Utility.
The freedom Difference- Strategies which
help it to achieve what it has
Zeebracross not only understands the client’s needs but also responds quickly in order to get
more strategic advantage. It is able to deliver its promise, primarily due to following three
Strategic Enablers:
o No Side Effects
o US PATENT DRUG (Awaited)
o More Than 1000 patients safisted
o EASY TO USE
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FILED WORK-HYDERABAD
Within the span of two months (allotted for the training), I wasn’t restricted to any
particular SEGMENT or AREA at Hyderabad. Tried my level best to cover as
much ground as possible
The main MARKET AREAS covered in Hyderabad are:
R.S RAO Nagar,New Ngo colony , Hayathnagar, Ganghinagar, , R.P Road, Kachiguda,
Vidya Nagar, Ram Nagar etc.
Segment covered
Medical Stores
Was mostly there to help Us at Medical stores. Interacted with both of them on regular
basis & intervals. Sorted out their problems, at times reviewed them & provided the
necessary guidance.
Also interacted with the Store Managers . Made them aware of the problems & also took
their response about the product & its sales.
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Market Survey- hyderabad
RESEARCH METHODOLOGY
Objective of the study:
To study, the current situation of “DE-ADDICTION TREATMENTS” in the markets of Hyderabad, how to
place the newly launched product keeping other brands already established in the market in mind and
how to promote the brand.
Research Design:
Research methodology is the arrangement of condition for collection and analysis of data in a manner
that aims to combine the relevance to the research purpose with economy in procedure. Research is
conceptual structure within which research is conducted. It is way to systematically study and solve the
research problems.
The research can be viewed from the following parameters:
The research is exploratory in nature. Explorative studies valuable means of finding out ‘what is
happening’ to seek new insights to ask questions and to access phenomenon in a new light’. It also
involves formulation of hypothesis.
The study involves finding out present data of demand for skincare wipes and prospective buyers and
consumers of the skincare wipes.
The research is also descriptive in nature. Descriptive study is an extension of exploratory study.
Research was done to find out Market feasibility of Kara skincare wipes, so that we can make strategies
to establish our products in the market in a better way, providing more awareness and place the product
properly as well as promote the brand and emerge as a competition in the market.
Sample Size:
The data was collected through filling up the questionnaires, getting data from retailers and thorough
market survey and market research study. The sample size for the study taken is 120.
Scope of study:
The data collected gives the clear picture of the product in the markets of hyderabad, under study in this
research, and gives the company an indication about whether it is feasible to move on with the persisting
movements and marketing strategies, and if no, then how to go about it and make it worthwhile for the
brand as well as the company. And conclude on what should be the most favored deal.
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Sampling Technique:
A close end questionnaire was constructed for my survey. A questionnaire consisting a set of questions
was presented to respondents for their answers.
Data Collection:
Primary Data:
The first hand information bearing on any research is the one which has been collected by the
researcher. The data here is collected through:
A structured questionnaire
Personal interview of both retailer and consumers.
Secondary Data:
The data which has already been collected, complied and presented earlier by any agency may be used
for purpose of investigation. The data collected through:
Various publications in form of annual reports, various papers and journals published from time to time.
Through internet and Books
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1)How much experience you have in selling Drugs?
experience in selling Drugs
80
70
60
50
40
Number of stores
30
20
10
0
1 to 2 2 to 4 4 to 6 above 6
By this chart most of them have more than one year experience in selling drug and
medicine
2)Do you aware of De addiction Medicine?
A)YES
B)NO
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Aware of De addiction Medicine
140
120
100
80
60 Number of stores
40
20
0
Yes No
Majority of seller aware of de-addiction medicine it shows that in market there is lot scope of
selling de-addiction medicine remaining 80 they aware of de-addiction medicine by our team
3)If yes ,How do you know?
A)News Paper
B)Media
C)Social networking
D)Others
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Came to Know through
100
90
80
70
60
50
40 Number of stores
30
20
10
0
News Paper Media Social networking Others
In drug industry word of mouth has impact on drugs because majority of seller they get aware by
word of mouth remaining people get aware of by other source very few seller get aware by social
media
4)Do you aware of B.V.REDDY De addiction Medicine?
A)yes
B)NO
Aware of B.V.REDDY De addiction Medicine
160
140
120
100
80
60 Number of stores
40
20
0
Yes No
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Majority people not aware of our client product which already famous in Kurnool .by this chart
our team has to make more aware of client product
5)If yes,What is your opinion on B.V.REDDY De addiction Medicine?
A)Very Good
B)Good
C)Average
D)Bad
opinion on B.V.REDDY De addiction Medicine
160
140
120
100
80
60 Number of stores
40
20
0
Very Good Good Average Bad Don’t know
Majority of people say that they aware of our client product but there is no impression on
product our team have lot work hard not only came aware of product but also positive feedback
and brand building
6)Did you have experience in selling De addiction Medicine?
A)Yes
B)No
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Experience in selling De addiction Medicine
200
150
100
Number of stores
50
0
Yes No
Majority already selling de-addiction medicine other competitor products cipla(nictronee)cipla
highly dominant in de-addiction medicine 80% seller are selling cipla product for de-addiction
7)If yes,Demand for De addiction Medicine?
A)Excellent
B)Good
C)Average
D)Bad
Demand for De addiction Medicine
80
70
60
50
40
Number of stores
30
20
10
0
Excellent Good Average Bad
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Demandfor de-addiction medicine is overall good from we can conclude that scope for market
8)Are you interested in selling our De addiction Medicine?
A)yes
B)No
interested in selling our De addiction Medicine
200
150
100
Number of stores
50
0
Yes No
Many people are interested to sell de-addiction medicine from this there is demand for de-
addiction medicine more than 85 seller are keen to sell de-addiction medicine
9)Are you interested in paying registration fee?
A)Yes
B)No
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interested in paying registration fee
250
200
150
100 Number of stores
50
0
Yes No
No retail medical store are not ready for paying registration fee it indicates that no retail ready to
take risk because our product not well know in the market
10)If no,Why you are not interested in selling De addiction Medicine?
A)No Demand
B)Less Profit Margin
C)other
Not interested in selling De addiction Medicine
200
180
160
140
120
100
80 Number of stores
60
40
20
0
No Demand Less Profit Margin other
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Even though there is demand of de-addiction due the less margin there are not selling product so we
can give better margin to them to sell our client product
11)Was any one approach you in past tom market this type of products?
A)Yes
B)No
New compitators
200
180
160
140
120
100
Number of stores
80
60
40
20
0
Yes No
Majority say no one approach in past to sell de-addiction medicine in homeopathy in past
12)If yes,How many are approach in past?
A)1TO 3
B)3 TO 6
C)Above 6
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New compitators
6
5
4
3
2 Number of stores
1
0
1TO 3 3 TO 6 Above 6
Majority retail seller that they have 1 to 3 people approach for selling de-addiction it clear
indicates that their other competitor in market also
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FINDINGS & ANALYSIS
MILESTONE 1
1)Competitive Study
2)Market Survey – Interviewing Target segment/ groups
3)Defining the value proposition
Competitive Study
1)Allopathic
2)Homeopathy
3)Ayverdic
TREATMENTS AVAILABLE IN ALOPATHIC
MEDICINES
NICTORETE E
LARPOSE
MEDYPRO
PRICING
RS 55 Per packet
DURATION OF COURSE
Six months or 1 year depend on patients
Procedure For Treatment
Counseling
Yoga
Starting for treatment
Tablet in morning /evening
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Restriction on food
Side Effects:YES
Headache
Vomiting
Success Rate:60%
HEMOPATHY
TREATMENTS AVAILABLE IN HEMOPATHY
AVAILABLE OF TREATMENTS:YES
LIST OF CLINILC VISTED IN HYDERABAD
HEMOCARE INTERNATIONAL
POSITIVE HEMEOPATHY
DR.BATTRA’S
ASHA REHABLIATION AND CENTRE
SINDHU HEMEOPATHY
DURATION OF COURSE
Three months to Six months depends on patients
FEE
12000 P.A
PROCUDURE FOR TREATMENT
FIRST SESSION: Counseling, Understanding the problem of patients
SECOND SESSION: Motivating towards the de-addiction starting for treatment
THIRD SESSION:Yoga,Excressies,etc
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SIDE EFFECT:NO
SUCCESS RATE:80%
AYVERDIC
AYVERDIC TREATMENT FOR DE-ADDICTION TREATMENTS
AVAILABLE OF TREATMENTS:YES
LIST OF CLINILC VISTED IN HYDERABAD
JANATA
SRI VENKATESHWARA
SUPER AYVERDIC
DURATION OF COURSE
.One to Six months depends on patients
FEE
40000 P.A
PROCUDURE FOR TREATMENT
FIRST SESSION: Counseling, Understanding the problem of patients
SECOND SESSION: Motivating towards the de-addiction starting for treatment
THIRD SESSION:Yoga,Excressies,etc
No Restriction on food
Tablet and Drops
Visiting Doctor one in month
SUCCESS RATE:90%
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DEFINING VALUE PROPOSTION
1. Without knowing to patients this medicine can given to patients easy to mix with water
(no taste difference, no color change)
2. Very less duration
3. He/She can have their regular habits like consumption of alcoholic smoking etc
4. Prices is very cheap when compare to other products
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Milestone2(Development of Brand Strategy)
1. Design the name of the product
FREEDOM (BRAND NAME)
WHY FREEDOM?
Name convey the message about the product
Easy to Remember
Easy to pronounce
Tag line
Free from alcoholism /smoking
SOLGAN
We care for u
Selling Feature
Homeopathy –No side effect
US Patent Drug(Awaited)
Easy to use
More than 1000 patients satisfied
No Restriction on Food
Location Of Clinic
Malakpet
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Why Malakpet
Area surrounded by many slum areas
Centre of the city
Availability of Transport
Cheaper cost for clinic
Near to Traffic counseling centre
HOW WE KEEP FREEDOM AS BRAND NAME
First we did secondary research on different brands name in india and some
foreign brands
Then we came out different names like Life ,s-zone, DE-ADS, etc
Group discussion before deciding name of the brand
Finally came up with freedom
MILESTONE3
Evolution and plan for setting up Selling Freedom Medicines
Traffic Police Department(counseling centre)
Medical stores
NGO ‘S
Why Traffic Police Depatment
Every Monday Traffic Police will give counseling to who caught under influences driving
vehicle with consumption of alcoholic /drug
We choose a good platform to explain about Product and promotional activities
Cost efficiency
Target customer
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Why NGO’S
Increases sales
Help for promotional activates
Cost efficiency
MILESTONE4
Development of Marketing and Communication Strategy and sales process
Marketing Campaigns
A marketing campaign is a series of touches with market to communicate a key message. The key
word is “series” since it usually takes multiple touches for DR.B V REDDY‟S CLINICS‟s
audience to recognize DR.B V REDDY‟S CLINICS‟s message and respond.
CAMPAIGN ON DON’T DRUNK N DRIVE
Why?
As Many co-operate companies use CSR for Brand Building in same way we use our campaign to
build brand of Freedom medicines through this campaign
Easy way to bring awareness to people
Free Media coverage
Response Will be fast
Less Investment
How we Make campaign success?
Our team did secondary research on No of Accidents Takes place due to the
consumption of Alcoholic
Based on secondary research our team create web site which shows the facts like no of
accidents and killed takes places due consumptions alcoholic
No of families suffered due to the drunk drive other facts
Creating awareness about this using social media networking such as facebook,Linkdin,
twitter etc
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Conducted signature campaign
Invited Traffic police commissioner , MLA and other Higher officials
Flag messages in Radios
Invited Media professional
Invitation format of “Don’t Drink AND Drive”
Location : Malakpet , Hyderabad
“Don‟t Drink N Drive Signature campaign” , an initiative by Dr.B.V.Reddy Research and
Rehabilitation Center to spread awareness on accidents caused due to DUI (Driving under the
Influence - Drug or Alcohol). The campaign was presided by Sri. Murgesh Kumar Singh, IPS,
DCP Traffic, Sri. Hanmanth Rao , ACP and their team. About 2000 citizens participated by
posting their views and taking an oath against DUI. The campaign was followed free alcoholism
/ smoking de- addiction camp where a proven medicine from the house of Dr. B.V.Reddy
Research was freely distributed.
The citizens‟ support messages would be handed over to Hyderabad Road Traffic Authority.
Result Of Campaign
More than 200 people participated in signature campaign
Publish in all leading news paper in telugu
Broadcasted in major telugu news channel
RESPONSBLITY OF TO SUCCESS CAMPAIGN BY ME
Meet all electronic media
Meet the input editor of all electronic reprsentive
Giving presentation on campaign and invitation card to invite campaign
Follow up to media people through e-mail,phone,sms etc
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ELECTRONIC MEDIA COVERED BY ME
ETV2
TV9
TV1
TV5
I NEWS
HY NEWS
GEMINI NEWS
V6
CVR NEWS
T NEWS
Z 24 HOURS
MILESTONE5
Design and Development of marketing collaterals and tools
Website
Portal Design and Development
Deliverables include
1. About Dr.B.V.Reddy’s Clinic
2. Appointment scheduling Module
Select a service
Please select a service from the list:
Services 1. This brief about the service and other details
Services 2
Services 3
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Pick a date and time
On the click respective service with list of doctors and their brief
profile will be presented.
On click of the selected doctor calendar with Dr Availability will
shown
On click of the time availability the submit your ( patient )
request page will open
Submit your request
Time and date with Dr.Name and details will be presented and
user needs to fill out the form to request the appointment.
Email alert will come to administrator and doctor.
3. Informative articles on ( 20 articles )
a. Alcohol
b. Drugs
c. Tobacco
d. Other substances
4. Tobacco Manual for nurses and Health workers – Training demo
5. Helping People Quit Tobacco: A Manual for Doctors and Dentists – Training demo
6. Drug Abuse and Addiction
7. Preventing Drug Abuse
8. Treatment and Recovery
9. Online sale of Dr.B.V.Reddy’s medication
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How does Dr.B.V.Reddy’s medication work?
Dosage information
How to take Solution
Are there side effects?
Ordering Dr.B.V. Reddy’s medication online
Price
Order
o Step-1 Order Summary
o Online Medical Consultation
General Medical Questions
What is your height?
What is your weight?
Your body mass index (BMI) reading. This is calculated
automatically.
How would you best describe your blood pressure, in general?
Do you drink more than 21 units of alcohol per week?
Specific Medical Questions
Have you tried to stop smoking before?
How long have you been smoking?
It is in your best interest if our prescribing doctor can share
information with your regular GP. Do you wish for us to share this
information with your GP?
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Limitations of the study:
Research is based on the collection of data from both primary and secondary sources.
There may be a possibility of biasness on the part of some respondents, but very much care has
been taken to make this report unbiased.
Some respondents might not give the correct information due to their lack of interest and
shortage of time.
Time constraint.
All the information, which is taken, is biased on primary and secondary data that has its own
limitations.
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RECOMMENDATIONS
What could be done to make people aware of OUR BETTER
QUALITY?- RECOMMENDATIONS
PRINT MEDIA
Advertising in newspapers & magazines was in the ratio 92:8 in 2012, with SALES PROMOTION
forming only `14% of the total print ads. Within, sales promotion too only 19% was for VOLUME
PROMOTION, 29% for add on promotion & CONTEST PROMOTION with 32% formed the
highest category.
Thus, I personally feel that Print media would be a failure from both SALES & BRAND point of
view. Moreover, PRINT media lasts only for only a day i.e. 24 hours.
WHOM ARE THEY WATCHING & WHAT!
The total amount of time consumers spent on all media combined fell by 14.3% year in 2012as
compared to previous year. People spent an average of 3 hours 17 minutes per day consuming
TV & VIDEO in 2009, while in terms of online content, the average was higher at 4 hours 13
minutes per day.
A simple analysis of the consumer preference survey brings forth the fact that regardless of
online advertising employed by markets, consumer in 2010 are likely to read & act upon
advertising than they were a year ago.
Percentage Distribution in ONLINE ADVERTISING :-
1. Articles Including Brand Information
2. Email Offers
3. Sponsored Search Engine Links
4. Banner Ads
5. Pop-Up Ads
6. Social Networking
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JUST DIAL- Small Investment Big Revenues
ACTION: Get the BRAND registered in JUST DIAL. They have there own Website (a very
user friendly too........categorized product as well as city vice.)
Promotion: They themselves distinguish there companies (demarcation with colours.....blue
colours is for better quality products & white for not so good). The demarcation itself would
create an Image for PURETTA....thus, helping in promotion.
Working & Operations: They have a network in 240 cities in INDIA. Receive approximately
26,740 calls a day from a single city. At least 87% of internet users (mostly working couples
rely on them).
.
FEES: Approximately 1999/per month for the registering . They provide access to all the
cities.
With 26,740 calls per day probability of a customer asking for a Freedom product is quite high.
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CONCULSIONS
From our Project of we came through that our client product should be aware to the people
zeebracross bring awareness to the customer by conducting in campaigns, online advertising
,Bill Boards etc Flag message in Radios zeebracross should takes help from NGO’s customer
should need education about de-addiction for that we need to educate to customer by campaigns
,seminars,online adversting ,web site etc
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Questionnaire
Store name: .
Person Name: .
Phone No: .
Mail id: .
1)How much experience you have in selling Drugs?
A)1TO2 YEARS
B)2TO4 YEARS
C)4TO 6 YEARS
D)ABOVE 6
2)Do you aware of De addiction Medicine?
A)YES
B)NO
3)If yes ,How do you know?
A)News Paper
B)Media
C)Social networking
D)Others
4)Do you aware of B.V.REDDY De addiction Medicine?
A)yes
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B)NO
5)If yes,What is your opinion on B.V.REDDY De addiction Medicine?
A)Very Good
B)Good
C)Average
D)Bad
6)Did you have experience in selling De addiction Medicine?
A)Yes
B)No
7)If yes,Demand for De addiction Medicine?
A)Excellent
B)Good
C)Average
D)Bad
8)Are you interested in selling our De addiction Medicine?
A)yes
B)No
9)Are you interested in paying registration fee?
A)Yes
B)No
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10)If no,Why you are not interested in selling De addiction Medicine?
A)No Demand
B)Less Profit Margin
C)other
11)Was any one approach you in past tom market this type of products?
A)Yes
B)No
12)If yes,How many are approach in past?
A)1TO 3
B)3 TO 6
C)Above 6
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