Building brand plan MyHealth.com

Abstract

People in today's world are most prone to lifestyle-related ailments such as Diabetes, cholesterol, insomnia, fatigue, disorientation, and various other behavioral and emotional disorders. But by diagnosing these ailments early and following appropriate lifestyle regime these adverse diseases can be prevented and a healthy and happy lifestyle can be led. The working professionals in India are increasingly falling prey to sedentary lifestyle habits, the diet and calorie intake of the working class professionals also needs to be closely monitored. These are the main reasons for starting the company PlanMyHealth.com. This Contemporary concern study project aims to find ways to increase brand value of the company by servicing to the exact needs of the target segment/Market. The first part of the work deals with studying the different frameworks in New product/service development process and also different marketing and segmenting frameworks this will enable us to analyze the current stage and positioning of the company. The second part of the research deals with finding the attractive segments for the company. As a part of studying the needs of different target segments ten segments of customers were identified in the individual category and four segments were identified in the institutional category. A questionnaire based survey was done and responses from the entire target segment in the individual category were compiled. A focused group discussion with people in the target segment was also done to understand their needs. In depth interview were conducted for few people to understand their hidden needs. The study also gave an opportunity to conduct interviews with prominent doctors in Bangalore. The data from all the above sources were compiled. Finally the segment to target was narrowed down. The value propositions to be offered to the customers were also refined to better suit their needs.