Brief description about the organisation: “sathana”
The hermitage has well designed rooms, a modern kichen that serves a pure veg food, spacious dining room to accommodate 65 people. The home also has a polyclinic attached to it and a periodic interaction with imminent persons from health,, psychology, human resources and spirituality subjects are also arranged. The concept of senior citizens’ homes varying in areas of services is very popular in developed countries. In the fast-changing society, such community living is becoming indispensable as the need emerges very fast with the realization of the increasing longevity. In today’s family scenario, many old couples are facing loneliness due to children staying a far or abroad, personnel problems or being issueless. In the evening of their lives, there is no one to take care of them. Hermitage home is a paradise for the old age people with all facilities.
Guerrilla Marketing Plan (GM)
Ø Purpose of marketing
· To give publicity about the hermitage and gain funds from the donor and funding agencies
· To attain a normal profit out of the enterprise
· To attract and find out the maximum clients for the enterprises
Ø How will you achieve it
· Giving ADD in the Local newspaper and gerontology magazines ( both national and international)
· A space advertisement in Television and internet
· Conduct market survey in the particular niche area
· Contact the NRI children
· Toll free number services
Ø . Your target markets
Target = Seniorcitizens ( the criteria for admission is above 60 years of age )
Segment = retired above middle level income family parents , NRI parents
Ø Your marketing Arsenal (weapons)
Before introducing the weapons the enterprise must conduct “MR” to penetrate the market needs and wants
· Maintaining international standard of quality at very normal price = mouth to mouth communication
· Diversify the portfolio of projects ( launching an “alzhimers care giving training institute”)direct sale through representatives
· It has a gymnasium, a laundry and an Internet connection in every room.
· 50% of the rooms are reserved exclusively for deserving people to whom all the facilities and amenities are provide totally free of charge
· The amenities at the hermitage are of international quality. All cleaning and kitchen staff are specially trained in five star hotels to meet stringent quality standards(add in internet )
Ø Your position/niche
The hermitage is concentrating their resources in a local area town and nearby city areas that greatly improve their chances for survival and success. The services that designed by the “hermitage” is getting a wide appeal from everybody even in the international market t also
Ø Identify your business
· The residents must make an interest free refundable deposited of Rs: 7 lakhs per room
· special package for NRI parents , having a get together programme in every consecutive 3 years
· The home is maintain a data base , including the profile of all retired high net worth senior citizens list
· The old age home designed lot of activities like
1) If the inmates are retired hands from govt officials = they can do the consultancy services
2) If they are collage professors = tuition cum resource person
Ø Budget:
The resort like home set up an investment of Rs.6 core , is nested on greenplation
|
Total marketing cost |
1 core |
|
Wider ADD / pamlets |
60 lakhs |
|
Guerilla marketing |
40 lakhs |
Land and building = Rs: 3 cores
Administration =Rs: 9000000
Marketing and ADD = 1 core
Maintains and miscellaneous = Rs: 1, 1000
