A

Project Report

On

Market Survey to understand willingness of healthcare startup

industry for listing their product and services in Insights Care
Magazine
At
INSIGHTS SUCCESS MEDIA AND TECHNOLOGY PVT. LTD.
Submitted to

University of Pune

In the Partial Fulfillment of the

Requirement for

Master of Business Administration

Submitted By

Anjan Yadav
Under Guidance of
PROF. VILAS NAVALE
Saibalaji International Institute of Management Sciences

Academic Year
2017 – 2019
 ACKNOWLEDGEMENT

“Success can never be attained without proper guidance.”

“It is not possible to prepare a project report without the assistance &
encouragement of other people. This project is certainly no exception.”

On the very outset of this report, I would like to extend my sincere & heartfelt
obligation towards all the persons who have helped me in this endeavor.
Without their active guidance, help, co-operation & encouragement, I would not
have made headway in this project.

I am ineffably indebted to Ms. Akansha Garewal for conscientious guidance and

encouragement to accomplish this assignment.

I extend my gratitude to our director Dr. Dhananjay Bagul, SBIIMS for giving
me endless support. I am extremely thankful and pay my gratitude to my guide
Prof. Vilas Navale for his valuable guidance and support on completion of this
project.

I also acknowledge with a deep sense of reverence, my gratitude towards my

parents and member of my family, who has always supported me morally as
well as economically. Last but not least gratitude goes to all of my friends who
directly or indirectly helped me to complete this project report.

Any omission in this brief acknowledgement does not mean lack of gratitude.

Thanking You!
 PREFACE

The curriculum of MBA is so designed that it besides providing theoretical

knowledge gives practical experience to the participants, with an opportunity to
deal with real life situation through field visitor or as research project
dissertation are enriched and well equipped to face the future challenge and
counting excise which are enriched and inseparable and unavoidable in
business. It is a prerequisite for the Successful completion of MBA course.
Students get a chance to understand business organization working style and
they learn skills to survive in this competitive corporate world. In training,
management students perform tasks and duties allocated to them under the
guidance of guide from the industry. Actually training is the opportunity to
sharpen their skills and to adjust them in highly competitive situations.

I was guided to perform search for data and sending e-mail in healthcare sector
for

“INSIGHTS SUCCESS MEDIA AND TECHNOLOGY PVT. LTD.”

 DECLARATION

I undersigned solemnly declare that the report of the project work entitled
“Market survey to understand willingness of healthcare startup industry
for listing their product and services in Insights Care magazine.” based on
my own work carried out during the course of my study under the supervision
of Prof. Vilas Navale. I assert that the statement made and the conclusion
drawn is an outcome of my research work. I further declare that to the best of
my knowledge and belief, the report does not contain any part of any work
which has been submitted for the award of MBA degree certificate in this
university or any other university or college.

Date: - Anjan Yadav

Place:-
 INDEX

Chapter Title
No.
1. Executive Summary

2. Company Profile

3. Objectives of the study

4. Theoretical background of topic

5. Research Methodology

6. Data Analysis and Interpretation

7. Findings & suggestions

8. Limitations & Conclusion

9. Bibliography

10. Questionaire
 CHAPTER–Ι

EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
Insights Success Media and Technology Pvt Ltd. is print media and advertising
company. It is an archway that caters to Entrepreneur’s quench of technology
and business updates which are currently ruling the business world. Insights
Success is a Pune based Organization founded in 2015. The total number of
Workers in entire Organization is 200.

This project has been done in Sales department of Insights Success Media and
Technology Pvt Ltd. The work assigned to me was to study willingness of
customer to feature their company product and services in magazine.

My project is based on data collected during the tenure of 2 months (4 June

2018 to 3 August 2018). The data is collected date-wise in excel sheet keeping
some parameters under consideration, such as company name, company URL,
C’ level professional name, e-mail ids.

This research work is for analysing interest of healthcare start-up companies in

print and online advertisement, which is one of the major factors to invite the
clients for Insights care magazine.

Availing core information about new-fangled business solutions, products &

services, latest technological advancements, etc., Insights Success is an
impeccable platform firmly focused on organizations of all sizes and sectors
thriving in the business world.
 CHAPTER-II

COMPANY PROFILE
INSIGHTS SUCCESS MEDIA AND TECHNOLOGY PRIVATE
LIMITED

Insights Success is an arch that is sustaining Entrepreneurs quench regarding

technology and business update that is currently ruling the business world.

Insights Success is providing the best platform for the fastest growing
companies, while creating meaningful learning experiences for the visitors and
invaluable brand awareness for the clients.

Availing core information about new-fangled business solutions, products and

services, latest technological advancements, etc., Insights Success is the
impeccable platform firmly focused on the start-ups of all the sectors working in
the business world out there, as well as the well-established business magnate’s
of the business world.

Insights Success is providing a platform to all the ‘C’ Level professional,

Managers and HR’s of the companies, to flaunt their confrontational style of
doing business and the way of delivering effective and collaborative solutions to
strengthen the market share.

Insights Success Magazine aims to be a thorough guide to all the diverse

challenges of businesses. The Magazine is one of the best mediums, which
customize itself according to the reader’s choice every single month. With the
Magazine we want to share with the readers the information of their particular
industry, as well the critical information they require and demand to grow their
businesses.

Insights Success aim at is to create a best platform for top leaders and
executives to talk and share their experiences, views and mantra of success
which will help the young and dynamic bloodline of professionals to learn, cater
and deliver business needs for customers in order to become futuristic market
leaders.

Insights Success is the Best Business Magazine in the world for enterprises,
being a platform it focuses distinctively on emerging as well as leading fastest
growing companies, their confrontational style of doing business and way of
delivering effective and collaborative solutions to strengthen market share.
Here, we talks about leader’s viewpoints & ideas, latest products/services, etc.
Insights Success magazine reaches out to all the ‘C’ Level professional, VPs,
Consultants, VCs, Managers, and HRs of various industries.

Insights Success Business Magazines has divided into 3

categories

1. Insightscare (Healthcare Solution Hub)

2. Knowledge review (education and innovation)

3. Insights success business (corporate magazine)

FACTSHEET OF THE COMPANY

Year off Establishment – 2015

Legal Status of Firm – Private Limited Company

Nature of Business – Service Provider

Authorized Capital – Rs. 1,00,000

Paid up Capital – Rs. 1,00,000

Number of Employees – 200 People

Turnover – Rs. 1 - 2 Crore

OUR MISSION

Our mission is to help our clients make distinctive, lasting, and substantial
improvements in their performance and to build a great firm that attracts,
develops, excites, and retains exceptional people.

We believe we will be successful if our clients are successful.

Manish Bansal, Co-founder & CEO, currently has an approval rating of 100%.
Who runs it with a simple agenda: focus and get ahead and live up to your
name.
THE HONOURABLES OF THE COMPANY

1) Mr. Pramod Kumar Garg – Director

2) Mr. Manish Bansal – Co-Founder & CEO

3) Mrs. Pooja Mittal Bansal- Co-Founder

4) Mr. Barun Kanta Borad – Co-Founder

Following is the hierarchy of Insights Success Media and Technology Pvt.

Ltd, Pune:

ORGANIZATION
CHART

Manish Pooja Pramod Barun

Bansal Bansal Garg Borad

Night Sales Editorial Day Sales SEO,

Department Department Department Designing, Web
Development
Contents of the Magazine

The Contents of our Magazine is as follows:

• Cover page

• Normal Profile

• Special Category

• Article ( CXO )

• Advertisement
Advertisement
- Format for the Ad Material: In PDF 300 dpi)

- Full pages Bleed: 8.5" x 11"

- Full Page Non Bleed: 8" x 10.5"

 CHAPTER-III

OBJECTIVES OF THE STUDY

OBJECTIVES OF STUDY:
Primary Objective

a) The main objective of the study was to conduct a survey of Startup

companies in healthcare sector in Pune region and know the willingness
for listing their product and services in Insights Care magazine.

Secondary Objective

a) Finding most potential companies which may use space in magazine for
their visibility in market.

b) To know the awareness of various magazine in market.

c) To find satisfaction level of current magazine used in market.

Scope of project:

a) To understand organization objectives for this study.

b) To see the potential market for Healthcare magazine.
c) To expand the business in startup industries and find out new
customers.
d) To increase business turnover.
e) To study how to search new market for magazine.
f) To know how an organization creates communication channel with C’
Level professionals and how they find new market for magazine
publication.
 CHAPTER-IV
THEORETICAL BACKGROUND OF THE TOPIC
THEORETICAL BACKGROUND OF THE TOPIC

Marketing:

Marketing is a social process by which individuals and groups obtain what they
need and want through creating, offering, and freely exchanging products and
services of value with others.

Marketing management:

Marketing management is the process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods and services to create
exchanges that satisfy.

Individual and organizational goals.

Marketing management takes place when at least one party to a potential

exchange thinks about means of an achieving desired response from the parties.
We see marketing management as the art and science of choosing target markets
and getting, keeping and growing customers through creating, delivering, and
communicating superior customer value.

Market survey:

Definition: The study of the spending characteristics and purchasing power of

the consumer who are within your business's geographic area of operation; a
research method for defining the market parameters of a business.

A market survey is an objective and systematic collection, recording, analysis

and interpretation of data about existing or potential markets for a
product/service.
During the course of market survey, one needs to focus on the following:

1. Size of the market and the anticipated market share in terms of volume
and value;
2. The pattern of demand –seasonal or fluctuating in time (in a month, day
etc.)
3. Market structure
4. Buying habits and motives of buyers
5. Unique selling proposition of certain products/services

Process of conducting a market survey:

Fig: Process of conducting a market survey

Market survey where you actually speak to members of your target audience are
an important part of market research. You can choose to hire a company to do it
for you, but conducting the interviews yourself will most likely give you a much
better idea of the needs of your target audience and will provide you with
insights that you might not otherwise have gleaned.

If you're going the do-it-yourself route, you'll probably want to act as the focus
group moderator. As the moderator, you'll want to encourage an open-ended
flow of conversation and be sure to solicit comments from quieter members, or
you may end up getting all your information from the talkative participants
only. Also, when conducting any type of survey, whether it's a focus group, a
questionnaire or a phone survey, pay particular attention to customers who
complain or give you negative feedback. You don't need to worry about the
customers who love your product or service, but the ones who tell you where
you're going wrong provide valuable information to help you improve.

Telephone interviews: This is an inexpensive, fast way to get information from

potential customers. Prepare a script before making the calls to ensure you
cover all your objectives. Most people don't like to spend a lot of time on the
phone, so keep your questions simple, clearly worded and brief. If you don't
have time to make the calls yourself, hire college students to do it for you.

Direct mail interviews: If you want to survey a wider audience, direct mail can
be just the ticket. Your survey can be as simple as a postcard or as elaborate as a
cover letter, questionnaire and reply envelope. Keep questionnaires to a
maximum of one page, and ask no more than 20 questions. Ideally, direct-mail
surveys should be simple, structured with "yes/no" or "agree/disagree" check-
off boxes so respondents can answer quickly and easily. If possible, only ask for
one or two write-in answers at most.

Fax/e-mail interviews: Many of the principles used in direct-mail interviews

also apply to these surveys. One exception: Never send an unsolicited fax that is
more than one page. Give clear instructions on how to respond, and be
appreciative in advance for the data you get back.
 CHAPTER V

RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research methodology is the specific procedures or techniques used to identify,
select, process, and analyze information about a topic. In a research paper, the
methodology section allows the reader to critically evaluate a study’s overall
validity and reliability

Method of data collection:

There are two types of data collection primary and secondary. For this particular
project both the method are used to collect the data. Primary method is
observation, within this project period it was possible to observe certain things
which was understandable and very helpful. Then there was questioning section
to some clients about their Interest of listing there product and services in
Insights care magazine. Secondary method is used for collecting various data
from Google, various magazines, directories, websites etc.

Source of Data Collection:

Data was collected from the Google, various magazines, and directories.

Data Collection:

Sample size: 128

Sampling Method: Convenience sampling

Technique: Interview Questionnaire

Total Number of Response: 60

Sample used of study: 60

Area: Pune
 CHAPTER-VI

DATA INTERPRETATION AND ANALYSIS

DATA ANALYSIS & INTERPRETATION

1) Do you know about space selling in magazine?

Sr. No. Response/ Respondents Percentage

Opinion

1 Yes 35 58.3%
2 No 20 33.3%
3 Not Sure 5 8.4%
Total 60 100%

Awareness about space selling in

magazine
Yes No Not Sure

8.4

33.3

58.3

Interpretation:

The above chart shows that, 58.3% of respondent’s aware about space selling
for magazine and 33.3% are unaware and 8.4% are sure about space selling in
magazine.
 2) How much are you aware of healthcare magazine?

Sr. No. Response/ Respondents Percentage

Opinion

1 Yes, I am 31 51.6%
2 No, I am not 23 38.3%
3 Hardly heard off 6 10.1%
Total 60 100%

Awareness of healthcare magazine

10.1

Yes, I am
No, I am not
51.6
38.3 Hardly heard off

Interpretation:

The above table shows that, maximum no. of respondents aware about using
healthcare magazine i.e. 51.6% , 38.3% are unaware and 10.1% are hardly
heard off.
 3) Which magazine would you like to prefer most?

Sr. No. Response/ Respondents Percentage

Opinion

1 Healthcare 16 26.6%
Radius
2 Healthcare India 14 23.3%
3 Express 11 18.4%
Healthcare
4 Insights care 9 15%
5 Other magazine 10 16.7%
Total 60 100%

Various magazine used by customers

Healthcare Radius Healthcare India Express Healthcare
Insights Care Other Magazine

16.70%
26.60%

15.00%

18.40% 23%

Interpretation:
The above table shows that the no. of respondent used various magazine and
there are 26.6% respondent used Healthcare Radius, 23.3% respondent using
Healthcare India, 18.4% respondent using Express Healthcare, 15% using
Insights care and 16.7% using other different magazine.
 4) What factor affects the most to take issuing decision?

Response/
Respondents
Sr. No. Opinion Percentage

1 Price 26 43.5%
2 Quality 10 16.6%
3 Scheme 15 25%
4 Other 9 14.9%
Total 60 100%

Factor affecting for decision

Price Quality Scheme Other

33% 33%

12%
22%

Interpretation:

The above table shows factor that affects most during taking decision i.e. 43.5%
respondent decide on basis of Price, 25 % respondent decide on basis of
scheme, 16.6% respondent decide on basis of quality, 14.9% respondent decide
on basis of other opinion.
 5) What will be the best medium for business advertisement?

Sr. No. Response/ Respondents Percentage

Opinion

1 Internet 23 38.3%
2 Print Media 16 26.6 %
3 Outdoor media 8 13.4%
4 Radio 4 6.7%
5 Television 9 15%
60 100%

Best medium for advertisment

15
Internet
Print Media
6.7 38.3 Outdoor Media
Radio
13.4 Television

26.6

Interpretation:

The above table shows that 38.3% respondent use internet for advertisement,
26.6% use print media,13.4% use outdoor media, 6.7% use radio and 15% use
television for advertisement.
 6) What would be the best approach to reach the client?

Sr. No. Response/ Respondents Percentage

Opinion

1 Meeting 11 18.3%
2 Telephone 14 23.3%
3 Email 32 53.6%
4 Letter 3 4.8%
Total 60 100%

Best approach to reach client

4.8
18.3

Meeting
Telephone
Email
23.3
53.6 Letter

Interpretation:

The above table shows that 18.3% respondent would like to get approached by
meeting, 23.3% respondent by telephone, 53.6% respondent by email and 4.8%
respondent by letter.
 7) How much you are familiar with Insights care magazine?

Sr. No. Response/ Respondents Percentage

Opinion

1 Familiar 17 28.2%
2 Unfamiliar 27 45%
3 Hard off 16 26.8%
Total 60 100%

Familiar about Inisghts care magazine

Familiar Unfamiliar Hard off

27% 28%

45%

Interpretation:
The above table shows that, maximum no. of respondents i.e. 45% are
unfamiliar about Insights care magazine , 28.2% are familiar and 26.8% are
hard off familiar.
 8) How much would you like to invest in magazine advertisement?

Sr.No. Response/ Respondents Percentage

Opinion
1 Rs. 70000- 8 13.3%
100000
2 Rs. 40000-60000 10 16.6%
3 Rs. 20000-40000 28 46.6%
4 Less than Rs. 14 23.5%
20000
Total 60 100%

Cost Preffered by Customers

70000-100000 40000-60000 20000-40000 Less than 20000

13%
23%

17%

47%

Interpretation:

The above table shows customer cost preference i.e. 46.6% can make
investment of Rs.20000-40000, 23.5% can make investment of less than 20000,
16.6 % can make investment of 40000-60000, 13.3% can make investment of
Rs.70000-1lakh.
 9) Do you consider about quality of magazine before getting featured in?

Sr. No. Response/ Responden Percentage

Opinion ts

1 Strongly Agree 15 25%

2 Agree 32 53.4%
3 Neither agree nor 7 11.6%
disagree
4 Disagree 5 8.3%
5 Strongly Disagree 1 1.7%
Total 120 100%

Quality prefered by customer

Strongly Agree Agree Neither agree nor disagree Disagree Strongly Agree

1.7

8.3
25
11.6

53.4

Interpretation:

The above table shows 25% customer strongly agree on consideration of quality
of magazine, 53.4% customer agree, 11.6% customer neither agree nor
disagree, 8.3% customer disagree and 1.7% customer strongly disagree on
consideration of quality.
 10) Which type of profile are you interested in?

Sr. No. Response/ Respondent Percentage

Opinion
1 Cover Page 9 15%
2 Normal 22 36.7%
Profile
3 Special 16 26.6%
Category
4 Interview 13 21.7%
Total 60 100%

Scheme prefered by customer

Cover Page Normal Profile Special Category Interview

15
21.7

26.6 36.7

Interpretation:

The above table shows customer scheme preference i.e. 36.7% are interested in
Normal Profile, 26.6% are interested in Special Category, 21.7% are interested
in Interview, and 15% are interested in Cover Page.
 11) Interested customers to get feature in Insights care magazine.

Sr. No. Response/ Respondents Percentage

Opinion

1 Yes 32 53.4%
2 No 17 28.3%
3 Not sure 11 18.3%
Total 120 100%

Customer Interest for Insights care magazine

Yes No Not sure

18%

54%

28%

Interpretation:

The above table shows that, maximum no. of respondents are interested to get
featured in Insights care that is the 53.4% are interested, 28.3% are not
interested and 18.3% are not sure.
 12) Would you like to recommend insights care magazine to others?

Sr. No. Response/ Respondents Percentage

Opinion

1 Yes 27 45%
2 No 19 31.6%
3 Not sure 14 23.4%
Total 60 100%

Recommendation for Insights care

magazine
Yes No Not sure

23%

45%

32%

Interpretation:

The above table shows that, maximum no. of respondents i.e.45% will
recommend others for Insights care magazine , 31.6% will not recommend and
23.4% are not sure.
 CHAPTER-VII

FINDINGS & SUGGESTIONS

FINDINGS:
a) It was founded that people are aware about space selling magazine.
b) It was founded that people are more aware of Healthcare Radius and
Healthcare India magazine.
c) It was founded that people are unfamiliar about Insights care Magazine.
d) It was founded that maximum customers are willing to get feature in
Insights Care Magazine.
e) It was observed that maximum number of customers feel they can invest
Rs. 20000-40000 from marketing budget.
f) It was founded that respondent give first preference to price followed by
scheme to get featured in magazine.
g) It was founded that customers are more interested to get featured for
normal profile and special category.

SUGGESTIONS:
a) Company should do their own advertisement to spread awareness and
become familiar among people.
b) Company should target willing customer for new startup issue magazine
so that they can come up with different issue.
c) As more customers are willing to invest 20000-40000, so company should
plan pricing strategy accordingly.
d) Company should focus on reach of the magazine as reach to engagement
plays important role.
e) Company should invite startup companies for normal profile and special
category.
f) Startup companies are more interested to show their visibility among
middle size company so targeted audience should be choose accordingly.
 CHAPTER-VIII
LIMITATIONS AND CONCLUSION
LIMITATIONS:
a) The survey was restricted to healthcare solution providers only.

b) The time duration of survey was 60 days only.

c) The response from the respondents was fair enough but not upto the mark
or good enough.

CONCLUSION:
a) Most people are aware of space selling in magazine, had created
interest of startup companies to get featured in magazine.
b) Most people are interested to get featured hence new topic magazine
for startup issue can be launched.
c) Being in startup stage of company they are not able to invest more
money for marketing, so the price for this magazine should be less.
d) As 32 respondents are interested, company can launch magazine of 10
listing every quarter.
 CHAPTER-IX

BIBILIOGRAPHY
BIBLIOGRAPHY

Books:

 Kotler Phillip Marketing Management… eleventh edition, C.R. Kothari:

Research Methodology (Method and techniques)

Magazines:

 Healthcare Radius Magazine

 Healthcare India

 Express Healthcare

 ehealthcare

 Healthcare Global

 Food & Health

Websites:

 https://www.google.com/
 https://en.wikipedia.org/wiki/Market_research
 https://www.entrepreneur.com/encyclopedia/market-surveys
 https://in.linkedin.com/
 http://www.healthcareradius.in/
 CHAPTER-X

QUESTIONNAIRE
QUESTIONNAIRE:
1) Do you know about space selling in magazine?

a) Yes

b) No

c) Not sure

2) How much are you aware of healthcare magazines?

a) Yes, I am

b) No, I am not

c) Hardly heard off

3) Which magazine would you like to prefer most?

a) Healthcare Radius

b) Healthcare India

c) Insights Care

d) Express Healthcare

e) Other magazine

4) What are the Factor affecting during taking decision to get featured in
magazine ?

a) Price

b) Quality

c) Scheme

d) Other
5) What will be the best medium for business advertisement?

a) Internet

b) Print Media

c) Outdoor Media

d) Radio

e) Television

6) What would be the best approach to reach the customer?

a) Meeting

b) Telephone

c) Email

d) Letter

7) How familiar you are with Insights Care magazine?

a) Familiar

b) Unfamiliar

c) Hard off

8) How much would you like to invest in advertisement?

a) Rs. 70000-100000

b) Rs. 40000-60000

c) Rs. 20000-40000

d) Less than Rs. 20000

 9) Do you consider about quality of magazine before getting featured in?

a) Strongly agree

b) Agree

c) Neither agree nor disagree

d) Disagree

e) Strongly disagree

10) Which type of profile are you interested in?

a) Cover Page

b) Normal Profile

c) Special Category

d) Interview

11) Are you interested to get feature in Insights care magazine?

a) Yes

b) No

c) Not sure

12) Would you like to recommend our magazine to others?

a) Yes

b) No

c) Not sure