kế hoạch marketing cho dịch vụ vui tuổi già của công ty homecare bình an eng

KẾ HOẠCH MARKETING CHO DỊCH VỤ VUI TUỔI GIÀ CỦA CƠNG TY HOMECARE BÌNH AN MARKETING PLAN FOR SERVICE THAT MAKE OLD PEOPLE FEEL HAPPY OF BINH AN HOMECARE COMPANY I Introduce about Binh An Home Care Joint Stock Company II Marketing plan for “Happy Old Age Services” Objective Product Name: Happy Old Service Description 3.1 Elderly care including .4 3.2 Lessons for the elderly care and the elderly psychology 3.3 Nutrition of the elderly 3.4 Some basic job tracking, health care for the elderly rehabilitation 3.5 Describle specific products .9 Estimated revenues – Costs .10 Specific strategies for 4P of “Happy old age services” 13 5.1 Product 13 5.2 Price 14 5.3 Place – Distribution channels 14 5.4 Promotion 15 Action Plan .15 III Conclusion 17 TABLE OF CONTENT IV I Introduction of Bình An Home care Joint Stock Company - The process of formation and development of Home care Joint Stock Company based on the essential majority needs of the population in urban areas Company established under business license No 0301611742 issued by Department of Planning and Investment of Hai Phong city on 15/08/2009 Head Office at 56 Le Loi Street, Gia Vien Ward, Ngo Quyen District, Hai Phong City Business Type: Joint Stock Company Telephone: 0313.838066 Website: homecarebinhan.com.vn Email: homecarebinhan@gmail.com Company's slogan: “Parents happy old age - meaning gift’’ - Capital charter of the company is 5,000,000,000 - Number of employees: + 20 formal employees: including the managerial, market staff and departmental staff management + Number of collaborators: the collaborators are the doctors, leading experts on the disease of the elderly come from prestigious hospitals in the country, the women workers, the elderly, the population group leader until now has up to 200 people - Founded in 2009, the company has not stopped growing By 2012 the business had revenue of over $ 10 billion However, the stability of business efficiency is not high, the development path is not clear - With the goal of providing services towards health care for elderly in Hai Phong, the company has a clear mandate to gradually improve and enhance the quality of products and services aimed at best serve help the elderly live happy, healthy, happy, sane are the criteria that the company is set out principles and actions of each employee II Marketing plan for “Happy Old Age Services” Objective: Dominate and assert position in the market services for the elderly, the market provides service quality, reasonable prices, given the company's brand Homcare Bình An increasingly known wider in Hai Phong market, bringing the company to stable development and effective Product Name: Happy Old Services Market analysis, target market & customer objectives 3.1 Market analysis * Analysis of overall market: Hai Phong population is 1.837 million people in 2009 which the urban population is 847,000 people, the rural population is 990,000 people Per capita income close to $ 1,800 / year (source: 2009 data, http://www.haiphong.gov.vn) Through market research, up to 60% of households have a need to help people to take care of the family But over years, the family care was initially developed but the organization and implementation of a professional not exist leads to more weakness affects the rights of service users and workers as employees voluntarily quit, damage to property as well as the health of the host and in the opposite direction landlord assaulted, abused or not paying wages to employees According to market research from the beginning of 2008, businesses have noticed people's incomes are growing rapidly Children in families increasingly less time caring for parents, increase people's life expectancy and a part of the old high-income retirees are missing the necessary living space Every year, there are thousands of people turning age of 65 in the city, so now decided to go into providing health care services and make good playground for the elderly * Analysis the factors that affected demand for aging services: - Regarding the structure of population: 1.837 million people in total, the proportion of population by age as follows: + People of working age: 60% of the city's population, equivalent to 1.1022 million people + The number of people aged 1-15 years old: 30% of the population, or 544.800 people + Number of elderly people account about 10% of the population, or 190,000 people, including the elderly ratio in the city is around 85,000 people, occupies 44.7%, and the rest in rural areas (Source: 2009 date, http://www.haiphong.gov.vn) Thus, the potential demand for aging services is huge * Psychological and traditional values: the value of traditional oriental culture and mentality of people majority will appreciate the care and respect older people The family lived there for generations are very serious about the best conditions for health care, the need for physical and spiritual elder of the family * Analysis of opportunities, challenges, strengths and weaknesses - Opportunities-Threats Business opportunity is large customer, with the need to take care for older age is more And here is the client group businesses have not been enough attention Vietnam encourages law services towards elderly subjects (paragraph and of Article of Act No 39/2009/QH12 elder law) - In addition, customer's use of services is now common Business services are superior to the current services available on the market According to a survey of businesses, demand will raise 15-20% per year and which business is expected to grow approximately 30% of annual sales in the next years - The challenge for businesses: consumer sentiment also reluctant to use services and psychology not want to put parents to the nursing center There are no regulations in the field of industry and business in Vietnam currently has no product support for the elderly In terms of the economy is difficult, the competition began marketing is the big challenge for enterprise - Strengths - Weaknesses - The strength of the business is very significant, Binh An has built a good reputation in the area that customers live in the city, a further advantage also necessary to mention customer approach across organizations social and business partners are flexible and effective Another advantage is corporate employees who have good quality, skilled professional - As a relatively small business, business resources are limited to brand Bình An care is not widely known in the suburban districts While the demand in this district quite large, with a market size of more than 120 billion / year - Target market of the product is in the area of Hai Phong city Special attention to businesses located in districts such as Ngo Quyen, Le Chan, Hong Bang, Hai An, Kien An According to the official investigation in is 85,000 elderly people in the areas (according to the source of the city's elderly, labor room, Invalids and Social Affairs) - Target customers are subject to the population aged 65 years or older Description The products in service packs have been happy old age research, specifically designed for each type of beneficiaries in each age level and health status With all the zeal and we draw all employees in businesses when providing services When lives are so busy, you not have much time to care for grandparents, parents were elderly Let us help you Because we love this job and has all the qualities, as well as the expertise to this job for fun, and your peace of mind 3.1 Elderly care including: - Take care, talk to the elder - Shopping, food options for the elderly - Prepare meals (prepared, processed ingredients, cooking) - Serve elderly eating - Elderly hygiene, bathing - Change diapers, dressing - Wash, dry, fold, iron is stored - Take elderly to walk - Dealing with situations involving the elderly 3.2 Lessons for the elderly care and the elderly psychology * The general rule: 1- For older people, you see them as a father, grandparents This helps you are not tired and relaxed at work 2- Always polite, respectful Do not hesitate to contact with older people, older people needed joy, your cheerful face always cheerful attitude courteous, gentle in work to hard, clean, neat, really rather, humbly * The principle of treating the elderly 1- Words should be concise, hear more talk less 2- Helping older people say all thing that keep in heart, noting the level of expression is necessary Storytelling or reading, transmission of news for old people listening 3- When old people speak: eyes look straight and listen that means you care bout what they say 4- Must patience replied slowly, avoid rush through 5- Use gestures to show you are listening as nod, pat on the shoulder 6- When dealing with older people not attitude, humility reluctantly 7- When the elderly have not explained or not exaggerate, not make hasty conclusions If you not understand the question, you should ask again 8- Do not be afraid to contact with the elderly Example: Using the hand grip always encouraging older people peace of mind to talk 9- Using objects to convey as clock, calendar 3.3 Nutrition of the elderly: 1- Reduce the amount of food in a meal, increase the number of meals a day 2- Every day should be used: fruits and vegetables, fish, eggs, oil and milk 3- Should reduce animal fat, meat should be eaten moderately 4- Easily digestible food items 5- Before bed, drink a cup of milk, eat some snack 6- For the elderly: should drink plenty of water (at least cups per day) should eat plenty of fruit (to avoid constipation) 7- Eat more protit of: milk, tofu, fish, chicken 3.4 Some basic job tracking, health care for the elderly rehabilitation 1- Massage: The massage methods including ways: - How to massage: when rubbing palms pressed leather, rub from the lower back slowly moved upward, use a mild to strong massage - How to massage: hands pressed by the epidermis, the only way to apply or massage the shoulders, biceps calves - How to clap: clap hands for constant average speed, wrist loose, not too powerful When clapping hands bunched up like eggs, heart empty hands, patted backs This applies to patients with sputum, cough shortness of breath - Beat time: two hands put together, the same finger on each hand, wrist loose at the same time repeatedly tapping or use middle fingers slightly flexed repeatedly tap 2- Massage rehabilitation - using blood pressure monitors, heart rate * Massage - Massage is an applied science rhythm method mentioned above, the purpose is stimulating blood circulation, increase blood supply, prevents disease, observed on the skin has any signs injured or not - Massage adapt to these symptoms: + Mitigation, pain, making scars fade conjoined + Osteoarthritis + Edema due to bad circulation + Due to illness and neurological diseases should move without effort - Principles of massage + Let patients lying down posture relaxed, room to warm + Remove pants to reveal where necessary to pressure massage + Patients and massage need to relaxed + Massage time is 30 minutes, 10 minutes for hands, 10 minutes for legs and 10 minutes for back - Massage combined with a sauna - Things to note when have a massage: + Before massage to briefly explain to the patient knows + Hands have to warm, clean fingernails and take off jewelry + You can use powder or cream as massage, so it will not scratch patient's skin + Gentle massages movements + Massage vertical vein + Do not apply patients with: Skin injury, malignant tumors, acute arthritis, phlebitis, blood vessel blockage formation * Using blood pressure monitors, heart rate: Blood pressure, heart rate is one of the important factors to monitor the health of the elderly Based on the heart rate, blood pressure in normal mature adults, caregivers need to be aware of unusual customers to apply the appropriate care measures For example: Blood pressure in mature adults is to be "stuck" when blood pressure is maximum and minimum blood pressure below 20 mm Hg difference of VD: 140/120 mmHg Note: High blood pressure, low blood pressure, blood pressure can be dangerous stuck to the life of the patient eg high blood pressure causes paralysis, stroke Employees in business are never voluntarily patients, client’s medication, must be reported to a doctor or emergency room patients promptly Blood pressure in mature adults is difference Blood pressure maximum and minimum blood pressure was 30 mm Hg is good 3.5 Describe specific products Along with market research, the attention is drawn We were crystallized in following services make difference and customer satisfaction - Service 1: Service exchange, resort, community activities - Services 2: Services comprehensive health care - Services 3: Services care 24/7 - Services 4: Nursing Services Service Exchange services, leisure, community activities: a guide to the level of service from 65 years old to become healthy When customers select the service pack will be focused activities during 15-20 days at the resort and tourist industry Son, Cat Ba, customers will be involved with the exchange of single elderly in district, city, to participate in activities: cycling for community activities 'Liberty Blue sea' campaign to protect marine environment, living environment in Hai Phong areas, the contribution of political institutions, civil society, philanthropists and businesses to build roof of kindness, gifts for elderly particular, the small child with particularly difficult situations rise in life, good education along with customer care to eat, rest, exercise, sauna, reflexology massage to improve health, according to a scientific mode under advices of experts Service Health Services Comprehensive Guide to all the customers are still going to be healthy and see a little bit difficult to take care of tessential needs of the body such as food, clothing, hygiene activities They will be support staff during office hours, with activities such as dining, bathing, hygiene, exercise support, nutritional counseling, reflexology massage simple, be heard storytelling, listening to the radio, the center, skills of all employees are trained and professional service with a dedicated Service Services 24/7: A service for customers advanced age in poor health, had expressed confusion with families, children have better economic conditions In addition to inherited characteristics from product comprehensive health care for the service, the employee will be in the care and customer service all day with the special regime, and trained workers creating special skills in first aid disaster, accident of the elderly Service Nursing Services: The staff made the class who graduated nurses Customers will have access to a service with the most attentive service and devotion, such as the patient's own body to provide the highest peace of mind for patient 10 When customers come to medical services will be general health advice and counseling should choose appropriate services With the characteristics of each type of service is needed to benefit how to use the service object Customers will be advised of the product selected, documents provided detailed description and assessment services, unbiased reviews of people who have experience of Peace Home Care Services Estimated revenues - costs - Business products has been deployed since 2009 and constantly evolving, the number of customers is constantly increasing through, each quarter has increasingly asserted clear strategic vision of leaders in business investment growth implementation services - Through market research in the area of Hai Phong City's business division saw the needs of the current market is very large with over 85,000 potential customers and target customers who are more than 2,000 full convergence factors to access and use the services of business This is the potential development of future services - Regarding the number of clients aged 65-75 in the target market is over 52,000 people, in this age of the elder up to 73%, the elder needs to access services according to survey for participants, the needs of enterprise services to 43% of that rate and may be able to use the services of the business is quite high, but the service pack is to use tools like like to participate in exchange activities resort, community activities and most of the tools he likes the service - At the age of 75 to 80 years old, the customers surveyed through questionnaires showed that the rate of approach to business services have increased 55% and the demand for more diverse types of services And at the age of 80 after investigating the family obtained results specific to use of business services is quite high up above 63% Research showed that the city market has no direct competitors of professional products and services that still exist only in the form of brokerage center Most centers active for seasonal, single product, less stable and less transparent Table 1: Forecasted demand table Unit: People Year Target Total demand 2013 2014 2015 2016 2017 250 325 450 650 850 11 Service demand 60 70 100 200 280 Service demand 140 180 250 325 400 Service demand 30 50 65 75 105 Service demand 20 25 35 50 65 (Source: Home care Bình An Joint Stock Company – Sales Department) Above is forecast of demand for business products in the next year showed that an increase in demand of business services Along with the demand forecasts made expects sales table cost of business as the table below Table 2: Estimate Revenue-Cost Unit: (million VND) Year 2013 Criterion Serv Revenue ice Serv ice Serv ice Serv ice Total 2015 2016 2017 1,440 1,680 2,400 4,800 Cost 1,224 1,428 2,040 4,080 Revenue 6,720 8,460 12,000 15,600 5,712 times/year 19,200 12 5,712 7,191 10,200 13,260 16,320 months/ye Cost Revenue Cost 3,240 5,400 7,020 8,100 2,754 4,590 5,967 6,885 6,720 11,340 ar 12 9,639 months/ye ar 1,920 2,400 3,360 4,800 6,240 1,632 2,040 2,856 4,080 5,304 Revenue 13,320 17,940 24,780 33,300 43,500 Cost 11,322 15,249 21,063 28,305 36,975 Revenue Cost 2014 Frequency of using service 20days/m onth Revenue 1,998 2,691 3,717 4,995 6,525 - The service cost is calculated and estimated occupy maximum 85% of revenue, including major items as below: + The payment of salaries and cost of living of workers and collaborators who take care for customer + Cost of marketing, advertising, promotional and product distribution 12 + The cost of insurance, rents, buy tools, small equipment in place + Other costs (Resource: Sale Department of Binh An Home Care JSC) - With the prospect of increased market demand, sales are forecast to grow rapidly over the years However, the proportion of revenue of service - Total Health care services are accounting for 50% and were identified as major products and services According to forecasts of the future, prospects of the service 3, and service in the coming years will achieve rapid growth in revenue and increasingly high proportion of the total revenue of the business Forecast also indicates that the packet of communication services, convalescence, community activities tend to be focused on promoting and this is a service package which have high profitable for business in the near future and this is the package services have the potential to go deep and developed, to contribute to raising revenue as well as contributing to the success of 'happy old age services' of Binh An company Table Estimate Cost, Profit and loss The Enterprise loan billion for long-term with the bank interest rates is 16% / year Unit : (million of VND) Year Quota 2013 2014 2015 2016 2017 Managing expenses (salary for staff, permanent staff, electricity, water, 1.200 1.200 1.200 1.300 1.300 480 480 480 480 480 200 200 300 400 500 100 100 100 100 100 telecommunications, public relations costs ) Financial Expense Expenses, purchase of equipment, tools, instruments, rental expense vehicles Cost for renting office 13 Training Cost Depreciation of fixed 50 60 80 80 80 80 80 80 80 80 130 220 300 480 680 daily for activities…) Total 2,240 2,340 2,540 2,940 3,240 Profit from service 1,998 2,691 3,717 4,995 6,525 -242 351 1,177 2,055 3,285 assets Other expense (advertising, brokerage, commissions, expenses Profit before tax (Resource: Sale Department of Binh An Home Care.,JSC) - Breakeven point: Table shows that after 2013 were subject to the small hole, the breakeven point is at the end of 2014.To achieve the goal of revenue as well as cost and profit before tax of the enterprise, the enterprise should pay special attention to the work of marketing for the service Specific strategies for 4P of 'happy old age services' 5.1 Product - Invest for studying, developing the new attribute to increase for product to best care health of old people The sale department will get the information from market, from customers about demand, consumer preferences kinds of services which enterprises have or not yet have serve, from which design out suitable services and products, attractive customers, have salient features, and different from competitors - This is a type of health services so business pay special attention to the human factor, are recruited who have the best ethics, best qualified, enterprise should build the description of tasks, required to perform the work as well as building standard for performance and assessment team work of the employees with each service specific - Workers are trained every year to raise skill levels to thereby select the best employees and training them into trainers of the business - The enterprises should build the rules and regulations explicitly to employees based on the editing of their behavior - The employee is provided the handbook of health care for the elderly as well as the most modern equipment, the guidelines used to support for the job 14 - Every year, the company hires the experts in suitable field to implement appropriate training programs to improve employee skills, in addition to save the cost as well as training for all business units and build team training for trainers, training for new staff - The elderly according to age will be taken care of to reduce the aging by the imported product For the group aged 65-70 who have a stable income in retirement pension and economic conditions will be audience to applly, provided the guaranteed nutrient for maintaining healthy of gastrointestinal system, bones, the brain through traditional therapies such as sauna, therapy of point injection, physiotherapy, yoga 5.2 Price - As a special product on the market, the enterprise value of the services based on the desired level of profitability and the valuation of the product is delivered to the sale department - For each product of business and services 1, delivery services, leisure, community activities will valued at 4,000,000 VND / course for 20 days - With the second services: Total health care Services is valued at 4,000,000 VND / month (office hours) - Health Care Services 24/7 will be priced at: 9,000,000 / month - Nursing services are priced at: 400,000 / day 5.3 Place - Distribution channels - Enterprise actively building a network of collaborators, contracts mandate to collect data about the elderly with social and political organizations, such as veterans, the women, the agricultural people, and the elderly in the district The goal is to quantify the number of potential customers and plans to approach and how to promote sales of services appropriate for your business - Also, the enterprise should give all the information, features, special marketing programs to Website of business Provide updated information on issues related to elderly health care, the social activities of the elders, questions and answers provide functional advice on the basics of health, nutrition, sports, for the elderly In addition, design functional and management of online sales as online registration services, sending and receiving requests for specific network services, customer information and update care status of customer by customer number on the network 15 - Set the telephone system, perform the functions of sales, receive service requests by telephone, telephone marketing 5.4 Promotion - Through the mass media such as newspapers, radio and television transmission of the city to introduce information about the thoughtful, comprehensive services - Through the gift-giving and visiting activities for the elderly on the elderly day - Organize events to create a playground for the elderly as the poetry exchange, art, chess, plants, birds, and fish among the elderly or among the elderly club together - Organize to visits healthy for the elderly, health consultant for the elderly in the club who have signed commission contract to collect information with the business - The business always pays special attention to the promotion of their sales every year through the budget over $ 200 million annually for this operation and has been increasing over the years - Build own website to conduct advertise on website and internet Action Plan The specific job Products Investigating needs, design Human Resour ces Other Resources Budget The peoples organization Rate of Evaluation progress Criteria 80 months for million/y the first time and additional sign in attributes for authorized to times/year for service and next time Training and additional traning about collaborators Hire Expert 60 times/year peoples million/y i ear peoples Department receives service ear At least specialist skill The product pricing Market Sale investigation, The customer Skill of staff, collaborator The statisfy of customer 50 Maximum in million/y weeks synthesis, ear Make at least 16 Information is specific, clear, scientific analysis and times/year evaluation analysis, with specific recommendation Product Pricing Sale people 10 days Department million/y s The price is competitive and ear effective 30 Implement Seaching people Distribution channels organization Searching, set up a team of Recruitment people by self and collaborators, rent from conclude outside million/y during sale ear process website with requirement commission contract Set up a who suitable about speciality Rent outside 35 In months peoples company million Update and Attracting form with enough get sale function, information information, sale everyday and interaction The number of customer who register through website increase over time Setting telephone Rent and buy 25 weeks peoples form outside million exchange Sale Promotion Advertising Rent person newspaper, 500 weeks Increasing million/year continuousl number of radio, y when clients The television, conducting popularity of website program the brand Perform increased 17 periodicall y at least times / Making Event Business people Department Advertising on website month 200 For each million/year event and increase giving gifts 50 Everyday The number of Business person Department The customer million/year visitors and readers increased over time III Conclusion - For every business, the building a marketing plan identify your target customer, target market and market size of the business, designing a product attractive, the appreciation of customers but make a suitable price, competitive, the way to distributed to reach customers To implement above tasks, the business has been ensure largely success 18 ... Telephone: 0313.838066 Website: homecarebinhan.com.vn Email: homecarebinhan@gmail.com Company's slogan: “Parents happy old age - meaning gift’’ - Capital charter of the company is 5,000,000,000 - Number... Phong, the company has a clear mandate to gradually improve and enhance the quality of products and services aimed at best serve help the elderly live happy, healthy, happy, sane are the criteria... provides service quality, reasonable prices, given the company's brand Homcare Bình An increasingly known wider in Hai Phong market, bringing the company to stable development and effective Product