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

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