• Visited various Doctors in Pune and made them aware of the Software (Doctors Opinion).
• Promoted Sales activity in Pune.
• Generated leads for Doctors Opinion.
• Project involved understanding the overall Marketing Mix for Doctors Opinion.
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"A study of Consumer Awareness, Strategies& Market Potential of Software Development Business (Doctors Opinion)”
1. A Summer Internship Project Report on
“A Study Of Consumer Awareness, Marketing Strategies& Market Potential
Of Software Development Business (Doctors Opinion)”
Submitted in partial fulfillment of the requirement for the degree of
Master of Business Administration
(Affiliated to Savitribai Phule Pune University)
By
Sanket Vaijinathrao Khade
Roll No.D2M - 08
Under the guidance of
Prof. Mangesh Dande
A study conducted for
Xmetric Solutions Pvt. Ltd.
At
Indira School of Business Studies
Tathwade, Pune – 411033
2015-2017
2. i
Acknowledgement
Every single moment; whether of a success or a failure during my project work is shared by a lot
many people who helped me throughout this project work. This is the most important page of my
report in which I try to express my sincere gratitude towards people.
I would like to Thank Pune University for giving me the opportunity to undergo my Summer
Internship Project work.
I am very grateful to the whole hearted co-operation extended to me by Prof. Manmohan Vyas,
(Head of the M.B.A Department) and Prof. Mangesh Dande (Project Guide) of Indira School
of Business Studies Pune, for his constant co-operation throughout the project work.
This piece of work would have never been a reality without my colleagues and associates at
Xmetric Solutions Private Limited , Pune whose wisdom and generous help had an important
impact on my thinking.
I would like to thank Mr. Parag Kondhare (Director) For being my Company Guide, giving all
the guidance, unconditional support, encouragement and valuable contribution required in
preparation and completion of the project and facilitating with me with the required information
needed for the successful completion of the project.
At the end, I hereby take an opportunity to convey my thanks to all employees of Xmetric
Solutions and all Respondents who have directly or indirectly guided with their moral support
and active participation along with their whole hearted co-operation for the completion of my
project.
3. ii
Certificate from ISBS
Date: 1st October, 2016
To Whomsoever It May Concern
This is to certify that Mr. Sanket Khade, student of Indira School of Business Studies, Pune has
successfully completed his project Titled “A Study Of Consumer Awareness, Marketing
Strategies & Market Potential Of Software Development Business (Doctors Opinion)”for
the period from 16th May 2016 to 18th July 2016 in partial fulfillment of Master in Business
Administration (MBA) course.
Dr. Renu Bhargava Prof. MangeshDande
Director, MBA Internal Project Guide
ISBS, Pune ISBS, Pune
5. iv
Executive Summary
This project report is the planning activity for the summer project at Xmetric solutions Private
Limited in Pune, India. The report provides a comprehensive knowledge about healthcare
industry it’s scope and weaknesses in healthcare system in India. The report focuses on the
awareness of healthcare system in India.
India being a country with a population over a billion and such a vast population requires
large number of medical services but it’s not the case. Only a fraction of Medical service
providers are there to serve such a large population and even the people of the country is also not
aware about the healthcare facilities provided by private players in the market. People living in
an area find hard to locate a doctor, ambulance and other services mainly outsiders, until and
unless they are living in that specified area for a longer period of time. To help under such
circumstances, Xmetric entered with a solution by building a Healthcare Information System and
also started to create awareness among the people of the country especially in Pune city. So by
seeing this there is multiple opportunities are available in healthcare industry for employment
and future business. Xmetric came with a web portal called Doctorsopinion.in to act as
middlemen between healthcare facilities seekers and the healthcare facilities providers.
This Information System not only provides the information about medical service providers
but will also help in monitoring and improvement for the Health of populations. It will act as a
single platform where all medical stakeholders can interact with each other. As internet is not
available at everywhere for the patients to avail the information about health facilities, so for
availing the information they have two more options via phone call and SMS. It gives
outstanding functions such as selecting and searching the faculty and facility available at various
healthcare stakeholders. This service will provide patient a new kind of connectivity with
healthcare service providers with an additional option for maintaining Electronic Health Records
for them.
The study is done with the help of primary data given by respondents during survey and
secondary data was collected through the Internet and various magazines to know the scope of
healthcare industry in India. Primary data collected through personal interview using structured
questionnaire provided by Xmetric Solutions Private Limited.
From the findings we came to know that the scope of healthcare industry is immense and
there are so many business opportunities are present for IT industry.
6. v
Index / Table of Contents
Sr. No. Contents Pg. No.
1 Introduction / Project Outline 1-4
2 Industry / Company overview 5-12
3 Objectives 13-14
4 ResearchMethodology 15-17
5 Data Analysis and Interpretation 18-25
6 Conclusions 26-27
7
Learnings & Contribution /
Recommendation
28-29
8 References / Bibliography 30-31
9 Annexure 32-34
7. vi
List of Tables
Sr. No. Figure Pg. No.
Table 5.1
Information Oriented
19
Table 5.2 Changes expected in existing website 20
Table 5.3 Platform Based 21
Table 5.4 Budget 22
Table 5.5 Intended Client 23
Table 5.6 SEO and SMO 24
Table 5.7 Paid Service 25
8. vii
List of Figures
Sr. No. Figure Pg. No.
Fig. 5.1
Information Oriented
19
Fig. 5.2 Changes expected in existing website 20
Fig. 5.3 Platform Based 21
Fig. 5.4 Budget 22
Fig. 5.5 Intended Client 23
Fig. 5.6 SEO and SMO 24
Fig. 5.7 Paid Service 25
9. viii
Abbreviations
1. MCP: Microsoft Certificate Professional
2. MCP+I: Microsoft Certificate Professional + IIS
3. MSCE: Microsoft Certified System Engineer
4. CCNA: Cisco Certified Network Professional
5. CCDA: Cisco Certified Design Associate
6. CCNP: Cisco Certified Network Professional- SW
7. CFS: Cisco Firewall Specialist
8. CCIE: Cisco Certified Internetwork Experts
11. 2
Introduction
Health care industry:
The health care industry, or medical industry, is the sector of the economic system that
provides goods and services to treat patients with curative, preventive, rehabilitative, palliative,
or, at times, unnecessary care. The modern health care sector is divided into many sub-sectors,
and depends on interdisciplinary teams of trained professionals and paraprofessionals to meet
health needs of individuals and populations.
The health care industry is one of the world's largest and fastest-growing industries. Consuming
over 10 percent of gross domestic product (GDP) of most developed nations, health care can
form an enormous part of a country's economy.
In the greater India, the hospitals are run by government, charitable trusts and by private
organizations. The government hospitals in rural areas are called the (PHC)s primary health
centre. Major hospitals are located in district head quarters or major cities. Apart from the
modern system of medicine, traditional and indigenous medicinal systems like Ayurvedic
systems are in practice throughout the country. The Modern System of Medicine is regulated by
the Medical Council of India, whereas the Alternative systems recognised by Government of
India are regulated by the Department of AYUSH (an acronym for Ayurvedic, Yoga, Unani,
Siddha & Homeopathy) under the Ministry of Health, Government of India. PHCs are non-
existent in most places, due to poor pay and scarcity of resources. Patients generally prefer
private health clinics. These days some of the major corporate hospitals are attracting patients
from neighboring countries such as Pakistan, countries in the Middle East and some European
countries by providing quality treatment at low cost. India spent 5% of GDP on health care, or
US$36 per capita. Of that, approximately 19% was government expenditure.
Healthcare in India features a universal health care system run by the constituent states and
territories of India. The Constitution charges every state with "raising of the level of nutrition
and the standard of living of its people and the improvement of public health as among its
primary duties". The National Health Policy was endorsed by the Parliament of India in 1983
and updated in 2002.
Malnutrition
47% of India’s children below the age of three are malnourished, almost twice the statistics of
sub-Saharan African region of 28%. World Bank estimates this figure to be 60 million children
out of a global estimated total of 146 million. Although India’s economy grew 50% from 2001-
2006, its child-malnutrition rate only dropped 1%, lagging behind countries of similar growth
rate. Malnutrition impedes the social and cognitive development of a child, reducing his
educational attainment and income as an adult. These irreversible damages result in lower
productivity.
12. 3
Diseases
Diseases such as dengue fever, hepatitis, tuberculosis, malaria and pneumonia continue to plague
India due to increased resistance to drugs. India is ranked 3rd among the countries with the most
number of HIV-infected. Diarrheal diseases are the primary causes of early childhood mortality.
These diseases can be attributed to poor sanitation and inadequate safe drinking water in India.
Poor Sanitation
As more than 122 million households have no toilets and 33% lack access to latrines, over 50%
of the population (638 million) defecates in the open. This is relatively higher than Bangladesh
and Brazil (7%) and China (4%). Although 211 million people gained access to improved
sanitation from 1990-2008, only 31% uses them. 11% of the Indian rural families dispose of
child stools safely whereas 80% of the population leave their stools in the open or throw them
into the garbage. Open air defecation leads to the spreading of diseases and malnutrition through
parasitic and bacterial infections.
Inadequate Safe Drinking Water
Access to protected sources of drinking water has improved from 68% of the population in 1990
to 88% in 2008. However, only 26% of the slum population has access to safe drinking water
and 25% of the total population has drinking water on their premises. This problem is
exacerbated by falling levels of groundwater, caused mainly by increasing extraction for
irrigation. Insufficient maintenance of the environment around water sources, groundwater
pollution, excessive arsenic and fluoride in drinking water pose a major threat to India’s health.
Development of Healthcare in India
In mid 80’s most of the hospitals in India were owned by the government and treatment was free
of cost. The implementation of the health policy in 1983 had encouraged private sector to
participate in healthcare delivery. Therefore, with private sector participation, various private
entities have blossomed in India of which 97% are in the unorganized sector and some are still not
registered. Such establishment has called for the provisions for regulations, standards and
accreditation. Through 1986–1996, growth in the private sector surpassed that in the public sector
by a wide margin as the private sector is a preferred choice compared to public healthcare due to
greater perception of ‘assurance’ in minds of the Indian consumer.
The Indian healthcare industry is seen to be growing at a rapid pace and is expected to become
a USD 280 billion industry by 2020. According to the Investment Commission of India, the
healthcare sector has experienced phenomenal growth of 12% per annum in the last 4 years.
Rising income levels and a growing elderly population are the driving factors of such growth. In
13. 4
addition, changing demographics, disease profiles and the shift from chronic to lifestyle diseases
in the country has led to the increased spending on healthcare delivery. Despite having centers of
excellence in healthcare delivery, these facilities are limited and are inadequate.
In order to meet manpower shortages and be on par with the world standards, India would
require up to USD 20 billion investments over the next 5 years. It has been estimated that 40% of
the primary health centers in India are understaffed. According to WHO’s statistics, there are
over 250 medical colleges in the modern system of medicine and over 400 in the Indian system
of medicine and homeopathy (ISM&H) and India produces over 250,000 doctors annually in the
modern system of medicine and a similar number of ISM&H practitioners, nurses and para
professionals. The existence of policy regulations and the establishment of public private
partnerships are solutions to the problem of manpower shortage to propel the growing healthcare
industry. India is now looking at establishing academic medical centers (AMCs) for the delivery
of higher quality care with leading examples such as The Manipal Group, Fortis Hospitals,
Appollo Hospitals, & All ndia Institute of Medical Sciences (AIIMS) which have been set up.
Xmetric group has entered in the national healthcare information exchange process to facilitate
the right healthcare information services to the citizens of India Doctorsopinion.in is a
comprehensive Voice and web based service powered by Xmetric Solutions Pvt Limited.
Doctorsopinion.in has the unique feature of Search, Compare, Evaluate, and Select. Xmetric is
also trying to go down the line in Tire 2 Cities of India to provide healthcare information
exchange.
15. 6
Industry / Company Overview
Organization Profile
Xmetric solutions was established in Jan 2009, offers Cisco and F5 certification networking
courses, featuring an advanced facilitated center for CCNA, CCNP, CCIP,CCIE (R&S) and F5
application delivery courses. We offer high quality training for students and seamless alumni
support.
It was started with a vision to have international level training facilitates in Pune and to offer cost
effective training facilities to networking professionals and students. In a span of a year, we have
established ourselves as a well known knowledge oriented Academy.
Xmetric Solutions is a fast growing and emerging software development solution provider in
India. We provide software solutions to a start-up, a non-profit or a well-established business
sectors to help them to reach or surpass their organizational goals. Xmetric Solutions is a Web
Application Development Company in Pune, India. Our core strength or expertise is ASP based
web application, Word press and Content Management System development and customization,
implementation and consultation. Our determination, view and mission to continually upgrade
and migrate technology, has invaluably aided us in offering futuristic solutions to our clients.
Our business-driven approach, Strategic thinking, Personal attention, Competitive or affordable
prices makes Xmetric Solutions a leading software development company in Pune, India
16. 7
Vision and Mission of the company:
Vision statement:
To create networking professional with real - world knowledge.
To provide advanced learning facilities for networking professionals.
To impact quality training for the lowest cost.
To provide end to end our alumni.
Mission Statement:
Our mission is to be leading academy, through providing practical and theoretical knowledge,
well defined training processes, and advanced training methods.
Why Xmetric Solutions?
Highly credentialed training faculty with real world knowledge and having over 11years
of core networking experience with reputed MNC.
Advanced CISCO preparation lab with CISCO routers and switches.
Limited number of seats per batch (10 students per batch) for personal attention.
Customized practical workbook.
Guidance for interview preparation.
Free Latest training guides and study material.
High level of student interaction and class participation.
Public IPS to play with NAT and PAT, and 24 hours internet connection.
Most competitive pricing for all the courses.
Life time membership of Xmetric Solutions family
Central location of the institute which makes commutation easy.
17. 8
Last but not least anytime, anywhere support.
At Xmetric Solutions career academy, first we believe in strong Internetworking foundation and
more hands on experience, rather than just passing the certification. For us, it's beyond
certification.
Our promise to you
Complete understanding of the subject which will help building a firm base for the next
training levels.
Free usage of ours advanced internetworking lab facilities for self practice.
Intensive Instructor facilitated learning.
telephonic and support for alumni who problem on site.
Reasonable fees & the best value for money when you do any course with us.
Most of us our students come through refernces of others students who have been trained with us
before; which enables us to significance save on adervtisiing and marketing costs.
Facilities We Provide
1. Free updates of new and upcoming technology.
2. Free seminars on MPLS, VPN, IPv6, NAT/PAT, Protocol, Campus Security, Enterprise
Design.
3. Free access to the updated library.
4. Extra sessions for lab practical in presence of the instructor.
5. Free study material.
6. Periodic tests for students during the courses tenure.
7. Complete support till exams and even after exams.
18. 9
Authorized Pearson Vue Testing Centre
Our Services
1. Web Designing and Development
We provide a comprehensive range of web services, including design, development and search
engine optimization.
2. E-Commerce Online Solutions
Our Design Experts are available to provide a professional consultations for your existing online
store or future e-commerce project.
3. E-Learning Solutions
We provide e-learning solutions for everyone (i.e. schools, universities, corporate organisations).
4. Web Hosting
Whether you are starting a word press blog, or a typical website, we will get you up & running
without spending a time.
5. Logo and Banner Designing
At the heart and soul of our company is our logo. We turn your bright ideas into global solutions.
19. 10
6. Website Redesigning
“Are you unsatisfied with your current website that just is not up to your expectations?” We offer
you a one stop solution to all your website redesigning needs.
Name of the company: Xmetric Solutions Private Limited
Top Competitors: 1) Practo.com
2) Justdial.com
3) Doctorsin.com
Distribution Channels: Dealers, Online Availability
Name Of Product: Doctors Opinion
Date Of Setup:
Name Of Sponsor: Xmetric Solutions Private Limited
Name Of Trustee Co: Xmetric Solutions Private Limited
Name Of Director: Parag Kondhare
Chief Instructor: Nitin Kulkarni
Past Designations: 1) Hardware Engineer
2) System Engineer
3) Network Engineer
4) Sr. Network Engineer
5) Technical Specialist - Networking
20. 11
6) Technical Specialist- Security
7) Technical Specialist- Wireless
Certifications: Microsoft
1) MCP (Microsoft Certificate Professional)
2)MCP+I(Microsoft Certificate Professional + IIS)
3)MSCE (Microsoft Certified System Engineer)
Cisco
1)CCNA(Cisco Certified Network Professional )
2)CCDA(Cisco Certified Design Associate)
3)CCNP(Cisco Certified Network Professional- SW)
4)Cisco Firewall Specialist CQS-CFS
Computer Associate: CA Certified Unicenter Pre-Sales Consultant
Nortel Meridian: Meridian 1*11 Features and Administration
F5: F5 Product Consultant- Local Traffic Mangement
Pre - Sales Technical Consultaion
Watchguard: Watchguard Certified System Professional
Radware: Certified Radware IAS Specialist
23. 14
Objectives Of The Study
To Aware Customers for New website and application for doctors.
To know demand of websites to doctors.
To estimate market potential Of Xmetric Solutions PVT LTD.
To study the client centric view over the web application (Doctors Opinion).
To study Marketing Strategies related to price in order to increase sales of the product.
25. 16
ResearchMethodology
Research:
Generally the research is considered as an Endeavour to arrive at answer to intellectual and
practical problems through the application of Scientific methods of the knowledgeable universe.
It is the movement from the known to the unknown.
Definition of Research:
“Research is a scientific& systematic search for pertinent information on a specific topic.
Research is a systematized effort is given now knowledge.”
Meaning & Definition of Research Methodology:
Methodology means a particular set of methods used for collecting the information pertaining to
the objective of the project.
All methods for research are fact finding mission. Methodology is defined as “study of methods
by which we gain knowledge, it deals with the cognitive processes imposed on research by the
problems arising from the nature of its subject matter”.
Apart from this, the methodology applied to collect the necessary information is discussed
below.
Universe size (Population):
Potential Mutual Fund instrument buyers in the city of Pune within the age group of 24 – 60
would be the ideal Universe for the project.
Sample Size:
Sample size is 80.
Justification of sample size: During the sales that was undertaken, 80 people were interviewed.
26. 17
Sampling method and its justification:
Sampling method used is simple random sampling method, the mentioned method is used
because the target market for web application is not specific.
Sources of Data:
Primary Data:-The data which is collected for the first time is referred to as primary data.
With reference to the project undertaken the primary data is collected through questionnaire.
Secondary Data:-This is mainly concerned with the use of data which is already available. It
consists of collecting the relevant information from different documents, books, journals,
previous reports etc. The secondary data was collected through various websites, factsheet,
reports.
The methodology of this study has been adopted on the following basis:
Research Methodology can also be classified as:
Qualitative study: -This is mainly concerned with collecting theoretical information.
Quantitative study:-This is mainly concerned with collecting practical and numerical
information.
I have used both the studies as research methodology for my project report. Thus, these are the
methodology, which are used for preparing my project report.
28. 19
Data Analysis and Interpretation
Q.1) What various elements you are looking for in your website?
Table 5.1: Information Oriented
Figure 5.1: Information Oriented
INTERPRETATION:
1) Most of the respondent may go for the responsive kind of the website.
2) Other refers to the “Semi-Responsive” Website, which was preferred by 8 respondents.
3) And other 8 respondent were not ready to go for website.
17
13
4
8 8
0
2
4
6
8
10
12
14
16
18
Responsive Dynamic Static Other NA
NumberofRespondants
Elements
Required Elements
A Responsive 17
B Dynamic 13
C Static 4
D Other 8
E NA 8
29. 20
Q.2) What changes in various elements clients are looking for his website?
Table 5.2: Changes expected in existing website
Figure 5.2: Changes expected in existing website
INTERPRETATION:
1) Most of the respondents were looking for the change to dynamic, the reason is that they
get many option to make their website more attractive platform.
2) E-Commerce was highly preferred by the jewellery and fashion clothes respondents.
3) NA was also by many respondents because they may not change their solutions.
Responsive Dynamic Static E-commerce NA
A Responsive 6
B Dynamic 20
C Static 4
D E-Commerce 12
E NA 8
30. 21
Q.3) What website would you prefer?
A Static website 3
B Dynamic Website 20
C E-Commerce 18
D E Learning 1
E Not Decided 8
Table 5.3: Platform Based
Figure 5.3: Platform Based
INTERPRETATION:
1) Most of the respondents were looking for the dynamic solutions.
2) And second preference was given to the E-Commerce solution.
3) Even E-Learning solution will be accepted if provided with good packages.
3
20
18
1
10
0
5
10
15
20
25
Static Website Dynamic E-commerce E learning NA
NumberofRespondants
Website Preference
Website Preference
31. 22
Q.4) What would be the budget for website?
A 20,000 8
B 50,000 6
C 75,000 9
D 125,000 17
E Not Decided 10
Table 5.4: Budget
Figure 5.4: Budget
INTERPRETATION:
1) Most of the respondents will go for the E-Commerce solution, if they are offered with
good packages.
2) And there were the respondents who are interested to go for the basic package.
20,000 50,000 75000 1,20,000
32. 23
Q.5) Who is your intended Client?
A Local 18
B National 17
C International 00
D All of three 15
Table 5.5: Intended Client
Figure 5.5: Intended Client
INTERPRETATION:
1) The high number of the respondents accepted that their prospective customers are local.
2) And some of the respondent were looking for both that respondents were the National or
International brands like Lotto
3) Some of the respondents were also grasping for all three customer types.
Local National International All of three
33. 24
Q.6) What amongst following would you like to go for?
A SEO 3
B SMO 15
C Both 9
D None of these 23
Table 5.6: SEO and SMO
Figure 5.6: SEO and SMO
INTERPRETATION:
1) Social Media Optimisation is very much popular.
2) Less awareness about these services.
3) Some respondent are looking for both option SEO & SMO
SEO SMO Both None of these
34. 25
Q.7) Have you ever use any service like?
A Justdial 13
B Practo 8
C DoctorsIn 8
D NA 26
Table 5.7: Paid Service
Figure 5.7: Paid Service
INTERPRETATION:
1) Most of the restaurants are registered with justdial
2) But most of the respondents are absents on this kind of services.
13
8 8
26
0
5
10
15
20
25
30
Justdial Practo DoctorsIn NA
NumberofRespondants
Type of Services Used
Number of Respondants
36. 27
Conclusions & Recommandations
1. The company should make the solutions simple.
2. When it comes to the website, the clients are not interested because they are lack of
awareness,
3. There is gap between the solutions available and they are using.
4. Converting the traditional customers is more difficult than the existing users.
5. Doctors Opinion can prove as one of the important platform for marketing and attracting
investments.
38. 29
Contribution To Organization
During the summer internship project at Xmetric Solutions Private Limited, I worked for 15 days
as member of marketing department where Marketing Strategies & Pricing policies were
decided.
Another major task that was undertaken by me was that, I did sales and was able to convert 6
customer and thus contributed towards the achievement of targets of my mentor.
Also as I met a lot of people during my survey and sales process, I created awareness of Doctors
Opinion brand.
42. 33
Annexure
Name :
Contact Person Name :
Email id :
Phone/Mobile No:
1) What various element you are looking for in your website? (NEW)
a) Responsive
b) Dynamic
c) Static
d) Other
e) NA
2) What CHANGES in various elements clients are looking for his website? (EXISTING)
a) Responsive
b) Dynamic
c) Static
d) E commerce
e) NA
3) What website would you prefer?
a) Static website
b) Dynamic Website
c) E Commerce
d) E learning
e) NA
4) What would be the budget for your project?
a) 20,000
b) 50,000
c) 75,000
d) 1,20,000
43. 34
5) Who is your intended client?
a) Local
b) National
c) International
d) All the three
5) Would you like to go for?
a) SEO
b) SMO
c) Both
d) None of these
6) Have you ever gone for the paid services like
a) Justdial
b) Practo
c) Doctorsin
d) Any other
7) Any recommendation?
8) Any special requirement?
Remark
__________________________________________________________________________________________
___
Place :
Date :
Signature/Stamp