A SUMMER TRAINING PROJECT REPORT ON

Aesthetic Laser market in India

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF

POST GRADUATE DIPLOMA IN MANAGEMENT2011-13

SUBMITTED BY

ABHISHEK PATHAK
ROLL NO.M2011010
BATCH NO. 2011-13

UNDER THE SUPERVISION OF

Dr. NEETU MITTAL

Assistant Prof. AIT-School of Management

Mr. BHARAT SACHDEV

Manager-Marketing & Business development

APEEJAY INSTITUTE OF TECHNOLOGY SCHOOL OF MANAGEMENT

Greater Noida, (UP) 2012

Table of Contents

List of Tables List of Graphs List of Charts Declaration Certificate Acknowledgement Executive Summary

(i) (ii) (iii) (iv) (v) (vi) (vii)

Chapters Title

Page No.

Chapter 1. INTRODUCTION 1.1 About the Industry 1.2 About Organization/ Company Profile

1-13 1 2

Chapter 2. Literature Review 2.1 Literature Review 2.2 About the Topic

14-24 14 16

Chapter 3. RESEARCH METHODOLOGY 3.1 Purpose of the study 3.2 Research Objectives of the study 3.3 Research Methodology of the study 3.3.1 Research Design 3.3.2 Data Collection Techniques 3.3.3 Sample design 3.3.3.1 Population 3.3.3.2 Sample size 3.3.3.3 Sampling method

25-28 25 25 25 26 26 26 26 26 27

3.3.4 Method of data collection 3.3.4.1 Instrument for data collection 3.3.4.2 Drafting of a questionnaire 3.3.5 Limitations

27 27 27 28

Chapter 4. ANALYSIS & INTERPRETATION 4.1Analysis & Interpretation

29-36 29

Chapter 5. FINDINGS & SUGGESTIONS 5.1 Findings 5.2 Suggestions

37

Chapter 6. CONCLUSION 6.1Recommendation 6.2Conclusion

38-39 38 39

BIBLIOGRAPHY

40

ANNEXURES Questionnaire

41 42

List of Tables

S No. 1)

Title List of products

Page No. 6-11

List of Graphs

S No. 1)

Title Ans off Matrix

Page No. 19

2)

The Matrix

BCG

Growth-Share

24

3)

Interpretation in Which skin 29 problems and the laser

treatments is prescribed by Doctors 4) Interpretation of different 30

treatment of laser (Cutera) use by Indian Doctors

ii

List of Charts
S No. 1) Title Page No.

Indian Cutera Market unit- 29 wise

2)

Interpretation of Causes of 30 these skin problems

3)

Interpretation

about 31

awareness about Cutera in India 4) Interpretation of Percentage 32 of problems of skin can be cured by Cutera 5) Interpretation of Sources by 33 which a people get

awareness about Cutera laser technology 6) Interpretation of satisfaction range of Cutera treatment after use on Patients by dermatologists 7) Interpretation of percentage 35 breakup of different services of Cutera laser machines in India 8) Interpretation of Percentage 36 Growth of Cutera Market in India Annually 34

iii

STUDENT DECLARATION
This is to certify that I have completed the Project titled Market Analysis and strategic planning- Aesthetic Laser market in India under the guidance of Dr. Neetu Mittal in the partial fulfillment of the requirement for the award of the Post Graduate Diploma In Management from Apeejay Institute Of TechnologySchool Of Management, Greater Noida. This is an original work and I have not submitted it earlier elsewhere.

Course: Roll no. Batch:

(Sign)

iv

CERTIFICATE

This is to certify that the project titled Market Analysis and strategic planningAesthetic Laser Market In India is an academic work done by Abhishek Pathak submitted in the partial fulfillment of the requirement for the award of the Post Graduate Diploma In Management from Apeejay Institute of Technology-School of Management, Greater Noida (UP). under my guidance and direction. To the best of my knowledge and belief the data and information presented by him in the project has not been submitted earlier elsewhere.

Dr. Neetu Mittal Assisstant Prof. (Project Guide)

Prof. D.N.Bajpai (Director) Apeejay Institute of Technology-School of Management

ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to APEEJAY INSTITUTE OF TECHNOLOGY SCHOOL OF MANAGEMENT, GREATER NOIDA (UP) for making this experience of summer training in PGDM in an esteemed organization like LEADER HEALTHCARE INDIA possible. The learning from this experience has been immense and would be cherished throughout life. My heartfelt thank are also towards my guide Dr.Neetu Mittal without her

continuous help and enthusiasm, the project would not have materialized in the present form. I am thankful to her as she has been a constant source of advice, motivation and inspiration. I would like to thank my Corporate Mentor Mr. Bharat Sachdev for his valuable and enlightened guidance. The successful completion of this project would not have been possible without his constant support. I would like to thank all other people who are in some way or the other involved with my internship. These include my friends and other colleagues. Finally, I am highly thankful to my parents and my entire family, who have shown all kinds of support at all points of time.

vi

EXECUTIVE SUMMARY

I have completed this project titled MARKET ANALYSIS AND STRATEGIC PLANNING- AESTHETIC LASER MARKET IN INDIA after an in-depth study marketing strategies. For this project I have studied the various marketing tools used to avoid wealth risk so that I can suggest a good marketing instrument to the company which may help them in future when they take any decision regarding this. Firstly I have given a brief introduction about the healthcare industry after that about company in which I have included companys mission, ideology, values, policy, various products which company supply to their clients, services provided by them and their partners. Then I have given a detailed description about my topic in which I explained about marketing, various types of risks, marketing tools with examples so that one can understand about these tools easily. I also explained advantages and disadvantages of marketing instruments. Then I talked about my research methodology in which I discussed about the purpose and objectives of my research, primary and secondary method of data collection. I did a primary data collection through Questionnaire for which I drafted a questionnaire in which I asked questions related to my topic. I have also explained about limitations that I faced during my project. Then I analyzed & interpreted data that I have collected through questionnaire. I also used some graphs and tables in this project with the help of which I was able to explain marketing tools examples so as to have a better clarification & understanding. I have also discussed about my findings and knowledge which has been enhanced during this training through this project report. I also tried to give some suggestions & recommendations which might be beneficial for the company. At last I have given a conclusion about which hedging tool is best for the company along with some valid reasons as per my knowledge and skill by comparing between the various marketing instruments. I have also attached my questionnaire that I used for my primary data collection in the annexure

vii

CHAPTER- 1 INTRODUCTION
1.1 About the 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 or palliative care. The modern health care sector is divided into many sub-sectors, and depends on interdisciplinary teams of trained professionals and Para-professionals 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. Health care industry plays an important part in the economy of a country. The health care industry determines the GDP or the gross domestic product of any country. It also determines exports status, employment, capital investment etc. Health care segment provides employment openings to many individuals directly associated with the health care sector or other associated sectors, related to the health care industry in some way or the other. Efforts are usually made to keep the dollars rolling within the country economic set up. Businesses dealing in health care adds to the already existing economy by buying utility programs, by paying taxes for property etc.,. The world health care industry consists of the following: 1. Dentists and doctors 2. Protective care and nursing 3. Pharmacies 4. Allied medical, health services 5. Hospitals 6. Physicians 7. Health care services at home. 8. Medical practitioners
1

9. Outpatient departments 10. Ambulant health care facilities 11. Diagnostic laboratories and medical services

There are generally five primary methods of funding health care systems: 1. General taxation to the state, county or municipality 2. Social health insurance 3. Voluntary or private health insurance 4. Out-of-pocket payments 5. Donations With the invention of latest technological developments, the world health care industry is catching up with the other leading industries of the world. World health care industry is one of the largest industries catering to the medical needs of innumerable people around the globe. World health care industry includes any medical institution which includes either a single medical assistant to the medical practitioner or medical practitioners attached to different hospitals and other medical establishments.

1.2 About Organization/ Company Profile

Overview Leader Healthcare caters to the Specialty Healthcare needs of the Medical Fraternity in the Middle East. Headquartered in Dubai. They have a strong network in the GCC countries and nearby countries. Leader Healthcare success is noted in its vision, dedication and entrepreneurial spirit. The Company places high value on the relationships with its business partners and is committed to long terms mutual success. The company has invested significant
2

amounts for imparting knowledge based education & skill transfer to its customers and staff. Leader Healthcare is a leader & pioneer in number of medical fields. The company markets and services a broad line of surgical and diagnostic equipment and devices used in Operating Room/Emergency Room, Ophthalmology, ENT, Aesthetic Dermatology, Plastic Surgery, General Medical, Orthopedic and Home Healthcare department. All their branches will be successfully engaged in marketing, servicing, and customer support. Major product range catered to by Leader Healthcare includes, complete range of instruments, equipment and consumables for Ophthalmology, ENT, Dermatology Lasers & Consumables, & General Medical equipment that includes among others Defibrillators, Patient Warmers, Complete solutions for Modular OR / OT Tables, Pendants, Lighting Solutions, Storage / Shelving / Cart systems, Home Health Care & Turnkey solutions for all above. Leader Healthcare represents on exclusive basis world leading manufacturers as depicted in our product range. In accordance with the group work culture, Leader Healthcare will provide its customers with quality products, efficient & prompt services and after sales support

Company History
On the road to success for over two decades. 'Leader Healthcare' Team of dedicated professionals have been operating in the UAE and nearby GCC countries over last two decades. Today Leader Healthcare offers a 'Technical Care Package' for the Specialty Medical Equipment installed all over the GCC countries. A reliable partner. Worldwide business connections in more than 70 countries attest to their customer service and flexibility. Fairness and partnership are the focus of all their activities. Together into the future. Leader Healthcare represents Technical Medical Products that are produced with highest quality standards at our principal facilities in close
3

coordination with world class physicians and key opinion leaders. Focusing on the future, competence developed from tradition and a great willingness for investment is the basis of all their activities. Technology that helps. Precision and a high measure are the basic maxim of products distributed by them. At Leader Healthcare, they guarantee and support their customers by a highly experienced Technical Team.

Mission Ideology & Values

Mission 1. Provide unrivaled Value Added Products & Services. 2. Pioneer the introduction of latest technologies. 3. Focus on specialized & professional services. 4. Plan succession & career development for all employees. 5. Treat all employees with highest standard of integrity. 6. Nurture friendly relationships with suppliers & deal with them with transparency & honesty. 7. Meet the commitments with all their Principals. 8. Deal ethically at all times. 9. Respect the local traditions & laws. Ideology 1. People are the main source of their Energy. 2. Adding Value is their main goal. 3. All their efforts are directed to achieve this Goal. 4. Profit is a measure of their success.
4

5. Their Success will be shared amongst the People.

Values 1. They work as a family. They consider all employees as members of this family 2. They deal with honesty with all stakeholders. 3. Customer satisfaction is their # 1 Goal.

Quality Policy Statement

Leader Healthcare is fully committed to being the leading provider of Specialty Medical Equipment and Technical services in the GCC countries and nearby region. A primary goal of Leader Healthcare is to achieve the highest standards of quality in all business units practices and operations without compromise. Their objective is to continually improve their company performance, while offering their customers a safe, cost effective and professional service. Quality performance is one of the cornerstones of their company culture, and is considered a personal responsibility of all employees. To maintain quality performance of all business units at the highest level, the following aims are pursued: 1. To fulfill or exceed Customer needs and expectations by delivering a quality product in a consistent and timely manner; 2. To cultivate and maintain the commitment to continual improvement and communicate their goals and objectives to every employee; 3. To promote a working environment where training and tools are provided for all work to proceed in a safe and efficient manner. 4. To furnish a system of policies which are periodically reviewed to ensure the ability of all groups to perform their work effectively.

PRODUCTS

DERMATOLOGY

Cutera Inc. (Nd:yag Laser, Cool glide Series/Vantage/Titan/Pearl fractional laser)

RaMed-("Excimer Laser" for treatment Of Psoriasis and vitiligo)

Edge Systems corporation - (Medical & Spa Esthetic products. Hydra facial Equipment and related supplies)

UV Biotek (UV light therapy Systems/Home phototherapy systems)

Miltex (provider of surgical Instrumement for various medical specialties)

OR/ER SOLUTION

Hypothermia management Devices, Hugger Therapy, Fluid Warming.

Suction pump for Homecare/Hospitals/ OR/WARDS. Portable suction devices for use in Ambulances
7

Operating Theatre Surgical Tables, SurgicalLight, Pendant System.

HT (Modular Operating Theatre Systems, Intensive care units, CSSD & Laboratories)

AED PLUS-Automated External Defibrillators,E series Defibrillators, Rseries Defibrillators, Auto pulse, AED PRO

ENT

Otology Instruments, Sinus Instruments, Surgery consumables

8

GENERAL MEDICAL

Derungs AG (Medical Lighting solutions)

HOSPITAL FURNITURE

Hospital Furniture in mild steel /stainless steel,Drug Cabinets, Drug/Medicine Trolleyg

CSSD wire shelving/Storage Racks for OR/ICU/CCU/EMERGENCY carts

HOME HEALTHCARE DEVICES

Stationary Oxygen concentrators, Portable Oxygen Concentrators

OPHTHALMOLOGY

Dorc (Vitreo-retinal Equipment/Phaco systemsand related supplies)

Duckworth & Kent Ltd. (Titanium surgical instruments for Ophthalmology)

10

New World Medical (Ahmed Glaucoma valve)

SURGICAL INSTRUMENTS

Surgical instruments for General surgery and various surgical specialties

11

SERVICES
Installation Service Leader Healthcare Undertake Installation service for various medical equipments that are used in Hospital environment and in derma fields of beauty and skin too. Preventive Checks Leader Healthcare provides Preventive check services required for customer to ascertain whether the equipments are performing as per the performance standards. This includes Electrical safety check and performance tests for particular equipment. Any variation would be reported to the customer for quality control documentation and further repair. Preventive Maintenance Program Preventive Maintenance programs are offered for various medical equipments as per the manufacturers recommendation and industry standards. In addition to the checks, various spare parts required to be replaced as part of preventive maintenance would be performed. Any corrective measures would be recommended to the user. This program includes 1. Per call basis as per the need of the customer 2. Annual Maintenance contract basis

12

ASSOCIATE PARTNERS

13

CHAPTER- 2 LITERATURE REVIEW

2.1 Literature Review The Cutera laser Coolguide (1064 Nd:YAG) is the first laser cleared for the permanent hair reduction in all types and is endorsed by physicians worldwide. It treats the all skin types (IVI) including tanned skin in summer. Patented Power Flex technology provides fast treatments and high efficacy; allows independent control of fluence, pulse duration and repetition rates to tailor your treatment parameter. Copper cooling provides the most efficient method of cooling for optimal skin protection and comfort. Large spot size (10 mm) of maximum speed and optimal penetration at all follicle depths

14

Growth Drivers
The cutera is a consumer driven market, where the product's success hinges upon the ease-ofuse and the associated learning curve. Medical equipment manufacturers are increasingly recognizing this, and are now including significant design changes which fit into the purpose and the long term aspects of dermatologists so that they can serve the customers with ease and for long term. These changes allow Dermatologists to maintain the no. of treatments they offer, indirectly increasing compliance by reducing the adjustments one had to make with traditional systems.

Trends
In recent years, the ambulatory features are becoming popular with the skin medical equipment industry and patients alike. The real advancements in the modern dermatology systems are in the laser machines. Furthermore, equipment coming with the extended platform which is very helpful for the further customization or modification in then laser machines. With the technological advancements in skin treatments it is possible for an advanced skin treatment administered by professionals that have proven and immediate results, without the use of harsh chemicals or lasers. Cost reduction has become the primary theme of healthcare reforms globally. Rising healthcare expenditure as percentage of GDP is forcing consumers to look for alternatives. To survive and succeed in these challenging conditions, it is imperative for healthcare providers to look for ways to adapt and implement new strategies to help them save on costs.

Service facility by the vendors. The market participants are required to offer a wide range of products, services, training, and support, whose purpose is to make it easier and enjoyable for users to take advantage. Technological advancements are boosting the market and are beginning to yield greater reliability and convenience to the patient community. Technology lead innovations are setting the growth momentum for medical equipment, as manufacturers continue to technological advancements to innovate skin treatment equipment, which are reliable and convenient.
15

Our heritage in understanding how consumers think combined with our deep clinical knowledge, places us in a unique position to help address the modern day challenges of healthcare in groundbreaking ways. Cutera targets fine lines and wrinkles, congested and enlarged pores, all six type skins, tissue tightening.

The goal of cutera laser treatment is administered by professionals, that has proven and immediate results, without the use of harsh chemicals.

The cutera laser treatment is the most cutting-edge technology on the market and through a simple-step process of continued, consistent effort, it enables everyone to achieve healthy skin.

The Cutera laser treatment is an efficient treatment, gentle enough for all skin types, and reveals immediate results that help you attain Skin Health for Life

2.2About The Topic

Reasons for selling strategy There are a number of reasons that are favourable to the growth of sales strategy: 1. Increasing Competition: The air of change is gaining momentum after the introduction of
economic liberalization. Due to increase in competition, companies are finding it increasingly difficult to compete on quality. They are therefore resorting to more innovative methods of selling.

2. Customers Have Become More Price Sensitive: This increased price sensitivity is a direct
result of rampant inflation. Economic recession is likely to fuel this trend further, as consumers and dealers become more sensitive towards prices. If the customers get same raw-materials at less the actual price, then they are definitely going to make huge purchases that because they want value for their money, as they are price sensitive.

16

3. Products have become more standardized: In many product categories, there is a proliferation of brands; many of them are line extensions and me-too brands. Most brands are being perceived by consumers to be more or less similar within a given price range because of the inability of manufacturers to develop truly differentiated products. Under these circumstances, advertising messages are unable to strongly influence the consumers perceptions and create brand franchise. As a result of these perceptions of similarity among brands, marketers have no way but to compete on the basis of extra benefit offered through sales promotion. Competing companies struggle to capture market share by using every tool likely to bring sales success. 4. Consumer Acceptance: As competition intensifies and promotions proliferate, consumers have learnt to earn the rewards of being smart shoppers. Over a period of time, they have also learnt that brands on promotion are not necessarily of lower quality. 5. Advertising Has Become More Expensive And Less Effective: All the advertising media have become quite expensive. Audio-visual medium, which is considered as the most effective for short-duration ads, may cost in excess of Rs. 1 lakh for a 10 second exposure during prime time. In many cases, consumers have reached a point of boredom due to excessive advertising on TV. Some consumers even consider advertising as an intrusion into their privacy, leading to zapping (surfing channels). Firms with small budgets cannot compete with big companies, which spend huge sums of money on advertising. For these small budget firms, sellingstrategy like giving discounts, replacement, refund and credits to good clients is a more cost effective promotion method to produce sales results 6. Trade Has Become More Powerful: Retailers and wholesalers have become powerful and find themselves in a position to demand extra facilities from the companies. They Channel members demand more incentives to get the desired results. Manufacturers do not seem to have any alternatives but to concede to their demands, keeping in view the competitive market conditions. 7. Emphasis On Sales Volumes: Towards achieving the long-term profit goals, manufacturers try to attain high sales volume. Brand managers and product managers find themselves under pressure to achieve short-term sales results for the sake of their
17

careers. Compared to any other promotional method, sales promotion is a more effective method to generate short-term sales volume.\ 8. Selling strategy Maximise Profits: A number of economic theories conclude that a company can maximise profits by using selling strategy. Such promotions can permit price discrimination by allowing the brand to compete in 2 or more different market segments. 9. Impulse Buying Is Increasing: The number of marginal customers is increasing. Displays at the point of purchases lead to impulse buying by consumers, more so if the items on display are not expensive. There is a popular saying in Hindi, jo dikhta hai, voh bikta hai. 10. Sales strategy Specialists Are Available: As a result of economic liberalisation, the number of management institutions has increased. This has lead to the availability of specialists, who are not only well paid but can handle this specialised work more efficiently in the current market conditions, where sales strategy has become more important. 11. Excess Stocks: Because of increasing number of brands, it is difficult for manufacturers and dealers to anticipate future sales. This, at times, leads to excessive inventories, and the way to clear the excess stock is to develop such strategy which lead to WIN-WIN situation for both the parties like management give extra discounts to the printers and dealer to purchase the material in large quantity, so that management can invest that money in other products.

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Ansoff Matrix

To portray alternative corporate growth strategies, Mr. Igor Ansoff presented a matrix that focused on the firm's present and potential products and markets (customers). By considering ways to grow via existing products and new products, and in existing markets and new markets, there are four possible product-market combinations. Ansoff's matrix is shown below:

Existing Products

New Products

Existing Markets

Market

Penetration

Product

Development

(Presence for more than a (Signage industry always require decade) new and innovative products)

New Markets

Market (Through

Development dealers and by

Diversification (In the sports wear market)

opening our own branches)

19

Ansoff's matrix provides four different growth strategies:

Selecting a Product-Market Growth Strategy Market penetration The strategy is the least risky since it leverages many of the firm's existing resources and capabilities. In a growing market, simply maintaining market share will result in growth, and there may exist opportunities to increase market share if competitors reach capacity limits. However, market penetration has limits, and once the market approaches saturation another strategy must be pursued if the firm is to continue to grow. Leader Healthcare India has penetrated the market of Delhi (NCR), Mumbai, Bangalore because in this market they are already present for more than a decade. Almost of the printers are aware of this company and the product they offer. All the sales persons they regularly visit these printers get orders and to introduce new products. Sales strategy for market penetration 1. Regular visit of the sales personnel. 2. Taking part in the exhibition related to signage industry from where the company gets the data of the new clients, Moreover Company can easily showcase their entire range of products. And in exhibition company displays printing quality of its flex, vinyl and solvents inks etc by doing printing on the spot on different machines by which the clients gets the confidence on the quality of the products and help the company to close the deals. Advantages of market penetration 1. Company gets the continuous business because of the large customer pool, moreover the competitors gets denominated. 2. Even in the case of lean period company gets the business either from the Delhi market or from other market (Mumbai and Bangalore).
20

3. Help in the proper and effective utilization of resources of the warehousing facilities and help in the fast circulation of the material.

Market development
Options include the pursuit of additional market segments or geographical regions. The development of new markets for the product may be a good strategy if the firm's core competencies are related more to the specific product than to its experience with a specific market segment. Because the firm is expanding into a new market, a market development strategy typically has more risk than a market penetration strategy. The company to increase its sales had their branches in the cities like Mumbai, and Bangalore to capture more and more market shares. Moreover, in various tier 2 and tier3 cities like Amritsar, Siliguri, Raipur, and Nagpur Company is expanding through dealers network. By this the company will be able to expand its network throughout the country and will be able to meet the requirement of more and more printers. Why Market development through dealers network is less riskier rather than opening its own branches because of the various factors like 1. The company is not aware of the local condition of that place example language barriers. 2. The company need not to invest in the infrastructure and company need not to hire staff. 3. There is no need to block high amount of money in inventory. 4. The company is not aware of the fact which client has good reputation in the market or bad. By this company can minimize the risk of bad debts because the local dealer is aware about the goodwill of the clients in that area. Sales strategy for market development 1. The company to motivate the dealers are giving them a yearly targets, if the dealer achieves that target they will get additional 2% discount on the entire amount of sales done by them throughout the year.
21

2. Providing them prompt service as well as all the sizes and variety in quantity. 3. When the dealers purchase the material regularly from the company and paying all the payment without making any delays then management provide them credit facilities by which they can sell more and can add more products in their portfolio.

Product development
This strategy may be appropriate if the firm's strengths are related to its specific customers rather than to the specific product itself. In this situation, it can leverage its strengths by developing a new product targeted to its existing customers. Similar to the case of new market development, new product development carries more risk than simply attempting to increase market share. Every year this company import various innovative products which help the to maintain its market share and increase the bottom line. Moreover, with innovative product company will be able to maintain the edge over the competitors. The major advantage of importing new product is the high amount of profit enjoyed by the company in the introduction stage and in the growth stage of the product because when the product become popular many other importer they start importing it by this the margins for that product start decreasing.

Importance of product development Through product development company has noticed that the clients are more satisfied because they dont have to call other suppliers for the products this saves their time and they dont have to pay additional transportation charges to the different suppliers. Moreover, with wide range of the products company clients dont shift to others suppliers because the other suppliers might not be in a position to offer such a wide range of products. By this company is able to retain its clients in the market despite of high competition in the market.

Sales strategy for product development

22

PUSH STRATEGY: 1. Additional margins given to all the sales persons and dealer on the sales of new products. 2. Giving them the additional credit facilities on the new product to motivate dealers. 3. Management also provide various free printed sample to their dealers so that they can get the clarity about the new product and that printed samples dealers can shows to the people who are the actual user of the product and once the actual user is satisfied with the usage of the product then will purchase it.

Diversification
This is the most risky of the four growth strategies since it requires both product and market development and may be outside the core competencies of the firm. In fact, this quadrant of the matrix has been referred to by some as the "suicide cell". However, diversification may be a reasonable choice if the high risk is compensated by the chance of a high rate of return. Other advantages of diversification include the potential to gain a foothold in an attractive industry and the reduction of overall business portfolio risk. Company also has started appointing dealers in the Northern region of India.

Sales promotion strategy as follows: PUSH STRATEGY:

1. Giving all the dealers maximum margin this will give the motivation to take interest in our brand. 2. Providing the dealers the wide range of products in market which the other competitors are enable to give.. 3. The management is also planning to take part in the various conferences of dermatologists.

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The BCG Growth-Share Matrix

The BCG Growth-Share Matrix is a portfolio planning model developed by Bruce Henderson of the Boston Consulting Group in the early 1970's. It is based on the observation that a company's business units can be classified into four categories based on combinations of market growth and market share relative to the largest competitor, hence the name "growthshare". Market growth serves as a proxy for industry attractiveness, and relative market share serves as a proxy for competitive advantage. The growth-share matrix thus maps the business unit positions within these two important determinants of profitability.

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CHAPTER 3 RESEARCH METHODOLOGY

3.1 Purpose of the study

1. To examine best instrument to analysis the Laser (Cutera) market in India. 2. To conclude the advantage of better risk management through marketing. 3. Company can reduce their risk exposure by entering into marketing contract.

3.2 Research objectives of the study

Primary Objective:1. To know about marketing. 2. To know how companies do marketing? 3. How to analysis wealth risk? 4. To understand marketing tools or instruments to reduce the risk. Secondary Objective:1. To determine the best tool or instrument of marketing before entering into a marketing contract. 2. To determine best marketing instrument for the company.

3.3 Research Methodology of the study

25

3.3.1 Research Design Descriptive or Survey Research Design: This project is based on descriptive design so that one can know and become able to describe and explain conditions of the present by using many subjects and questionnaires to fully describe a phenomenon. 3.3.2 Data Collection Techniques Primary Data: The data was collected through following methods: 1. Structured Questionnaire which contained both open-ended and closed-ended questions. 2. Personal meeting with Dermatologists. 3. Discussion with friends & seniors.

Secondary Data: The data was collected from: 1. Books 2. Internet 3. Articles 3.3.3 Sample design 3.3.3.1 Population A population is a group of Skin Doctors/Dermatologists from which samples are taken for measurement. For my project population is 42. 3.3.3.2 Sample size

26

Sample size is the small portion of the population which possesses all the characteristics of that population. The number of individual units in the sample is called size of the sample. For my project sample size is 20. 3.3.3.3 Sampling method A sample of the population is taken to help in the conduct of the research. To select this sample there are different methods of choosing respondents, a mathematical approach called 'probability sampling' and a non- mathematical approach, simply called 'non-probability sampling'. Sampling method used in this project is convenience sampling. 3.3.4 Methods of Data Collection

3.3.4.1 Instruments of Data Collection 1. Primary data. 2. Secondary data. 3. 3.3.4.2 Drafting of a questionnaire

Questionnaire: -

A questionnaire consists of a set of questions prepared to respondents for their answers. Because of its flexibility, the questionnaire is by far the common instrument used to collect primary data. Closed Ended as well as Open Ended questionnaire were used in my market research

Drafting of a Questionnaire: T he fo r mu lat io n o f t he que st io nna ir e, i. e . , t he st r uct ur e a nd t he disguise to be used in the questionnaire depends upon the kind of informat ion that is desired. Questionnaire wa s pr epar ed o ver a period of some days by intensive

brainstorming. A copy of the questionnaire has been attached as an annexure to the project.
27

Guidelines for drafting a questionnaire: 1. Write a short questionnaire. 2. Use simple words. 3. Assure a common understanding. 4. Start with interesting questions. 5. Don't write leading questions. 6. Avoid difficult concepts. 7. Avoid difficult recall questions. 8. Use Closed-ended questions rather than Open-ended ones. 9. Put questions in a logic order.

3.3.5 Limitations 1. Time constraint. 2. People involvement. 3. Lack of company data. 4. Sample size is short. 5. Lack of knowledge about the topic.

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CHAPTER 4 ANALYSIS & INTERPRETATION

Q1.In which problems laser treatment is prescribed by Dermatology

Doctors and skin experts?

Interpretation: In this diagram it shows that Doctors mostly prescribe the laser treatment to that patient who is suffering from skin problems, hair problems and uneven skin tone mainly and then to the Patient who are suffering from wrinkles.
29

Q2. What are the Causes Of these problems?

Interpretation: The main Cause of these Diseases is due to hormonal changes and sun damage.

30

Q3.Do Dermatologists are aware about cutera laser in India?

Interpretation: In India there is awareness of cutera laser are more i.e. 75% dermatologists are aware about cutera laser whereas 25%dermatologists are not aware about cutera laser

31

Q4.How much Percentage of problems of skin can be cured by the cutera

laser?

Percentage

20%
Less than 90% Upto 90% 15% More than 90% Upto 95%

40%

25%

Interpretation: This diagram shows that the 40% chances are to get cure by less than 90% and 20% chances are to get cure almost 100%.

32

Q5.What is the Sources by which dermatologists get awareness about

cutera laser?

Percentage

8% 8% Word Of Mouth 72% 20% Internet 64% Exibition Sales Person

Interpretation: People in India are get awareness about Cutera laser through the sales persons i.e. 64% And rest will be get awareness from Word of Mouth i.e.20%.

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Q6.What is the satisfaction range of dermatologists after using the Cutera

laser?

Percentage

2%

8%

Dissatisfaction Satisfaction Highly Satisfaction

90%

Interpretation: After usage of Cutera laser dermatologists are Highly Satisfied with the kind of result and feedback they get.

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Q7.What is the percentage breakup of different services of Cutera laser in

India?

Interpretation: In India Cutera laser provide the no. of services i.e. 55% for hair removal, 34% skin resurfacing, 8% rejuvenation & 1% tissue tightening

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Q8.What is the Percentage Growth of Cutera Laser Market in India

Annually?

Percentage

5% 10%

15%

20-30% 30-50% 50-60% More than 60%

60%

Interpretation: The percentage growth rate of Cutera in Indian market is more than 55%.whereas it will increase in future because Dermatologists get awareness about Cutera.

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CHAPTER- 5 FINDINGS & SUGGESTIONS

5.1Findings 1. Cutera laser provide mostly skin and hair related laser treatments thats why dermatologists prefer Cutera over other laser machines. 2. Promotions for Cutera laser is not sufficient because of some dermatologists are not aware of Cutera. 3. There is good image of Cutera laser in dermatologists mind. 4. Sales is low because there is improper way to approach dermatologists. 5. Lack of planning for sales and promotion.

5.2Suggestions

1.

Explore your business in India in various regions in Delhi and also in other cities.

2. Reduce excessive use of stationary. 3. Increase your market share in India. 4. Increase sales. 5. Invest company can get a bulk of business because both the product got huge potential. 6. Focus on promotional strategies and planning.
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CHAPTER- 6 RECOMMENDATION &CONCLUSION

6.1Recommendation

1. Management should try to promote their cutera laser by advertisement, by attending some dermatologists conference etc. from which company can get a bulk of business. 2. Management must always focus on developing some innovative add on products by which they can have an edge over the competitors, moreover with new products they can get it approved in corporate to get more business. 3. Company need to focus more on the range of products, more discounts on bulk purchase and after sales services offered to the Dealers as the response of the Orders is neutral, management should try to shift their response to highly satisfied. 4. Management need to maintain bulk quantity to maintain its position because this remains in demand in all the 12 months. Moreover,

management must try to introduce new variant to fulfill the changing requirements of dealers.

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6.2Conclusion
Leader Healthcare is a leader & pioneer in number of medical fields. The company markets and services a broad line of surgical and diagnostic equipment and devices used in Operating Room/Emergency Room, Ophthalmology, ENT, Aesthetic Dermatology, Plastic Surgery, General Medical, Orthopedic and Home Healthcare department. All their branches will be successfully engaged in marketing, servicing, and customer support. Leader Healthcare represents on exclusive basis world leading manufacturers as depicted in our product range. In accordance with the group work culture, Leader Healthcare will provide its customers with quality products, efficient & prompt services and after sales support. As a management trainee I got a topic of Aesthetic laser market in India where I focused on one of the product of Leader Healthcare India named CUTERA which is a laser instrument which is used for laser treatment of the skin and permanent laser hair removal. While doing the summer training, I collected primary as well as secondary data to analyze the market of CUTERA.. I found certain points about Cutera as my summer project comes to end. I found that company is lacking in the field of planning for the sale and promotion of Cutera. I suggest that if there is proper planning for the sales and promotion of Cutera then the results will be much better than the present results.

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BIBLIOGRAPHY

Books Kothari, C.R.: Research methodology, 2nd edition, 1998, New Age International (P) Limited Publishers, New Delhi. Gupta S.L (2005), Advertising and Sales Promotion Management, Excel Books, New Delhi Mohan M, (1989), Advertising Management: concept and cases, Tata McGrawhill, India. Kotler Philip,(2000), Marketing Management, The millennium edition, Printice hall, India. Kapferer J. , (2009) Strategic Brand Management , Kogan page India Pvt. Ltd

Websites http//:www.leaderhealthcare.ae, Leader Healthcare. http/:www.marketing.net http/:www.google.com http://books.google.com/books?id=tyoHkKZ9ZsC&q=marketing&dq=marketing&cd=1 http://books.google.com/books?id=wAMsaLJoykYC&dq=marketin g&cd=3

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ANNEXURES

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Questionnaire

Name: Address: Phone: Email:

1. What laser treatment you are offering? Which laser you are using for treatment?

2. How is result?

3. What are the advantages that you have noted in this laser?

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4. What are the disadvantages that you have noted in this laser?

5. Are you satisfy with the service & clinical support?

6. What is operating cost (p.a approx.) a) 50,0001,00,000 b) 1,00,0001,50,000 c) 1,50,0002,00,000 d) 2,00,000 above

7. What is the source of information of that laser instrument? From where you got to know about this brand. a) Newspaper b) Internet c) Commercial d) Sales agent e) Telemarketer f) Others

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8. Did the sales agent give you any demo at the time of delivery and installation of this laser instrument?

a) Yes

b) No

c) Comment

9. Have you heard about Cutera or Cuteras product before?

10 . What are the treatments (laser) you are planning to add to clinic?

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