EXECUTIVE SUMMARY

This project is based on research work done on the brand image of the Apollo
pharmacy and the objective is to find the position and value of the Apollo pharmacy
over other competitors in the market and the level of customer satisfaction so that we
can get to a result thereof. The research methodology was both through primary and
secondary data but the analysis and findings have been done through primary data
only and reached to a conclusion accordingly.

Description of project in brief:

In this modern age one needs to master the “CUSTOMER SATISFACTION” to find a
good deal, the right business and the right people. This project will help us to
understand aspects like:

 Brand image of the company

 Customer satisfaction from the company

Objectives of the project:

 Studying the needs of the consumers.

 Study the buying patterns of the consumers.
 Identify various areas to improve the services to increase market share.

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Methodology:

Methodology adopted has been divided in two sections. To have a clear

understanding of every aspect of customer satisfaction and services. Secondary
research would be done by collecting the data from sources like:

 Books
 Net surfing
 Annual report of the company

To study the buying patterns and preferences of the customers primary research
would be done through conduction of interviews, questionnaires.

Limitations of the study

 Data collected from secondary sources may be biased.

 Scheduled time may be insufficient for an extensive study on the subject
 Sometimes the secondary data is not relevant for the research, which would
affect the whole data.
 Data redundancy
 Respondent bias
 Monetary constraint

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 CHAPTER-1
(INTRODUCTION)

3
 INTRODUCTION

I am very happy that I have been doing this project in Apollo pharmacy in Delhi this
is a project done on topic “A STUDY ON BRAND IMAGE OF APOLLO
PHARMACY”

The project entitled topic “A STUDY ON BRAND IMAGE OF APOLLO PHARMACY”

WHAT IS BRAND IMAGE?

Brand Image includes the totality of consumers' opinions about, experiences with,
and attitudes toward a company or organization and their brand as compared with
that of competitors. Market Street Research often measures a company's brand
image by asking consumers, decision-makers, or key markets to rate the company
and its competitors on factors they consider important, such as:

 Overall reputation
 Quality and appeal of products or services
 Convenience (location, hours, etc.)
 Sales and marketing effectiveness
 Customer service
 Delivery
 Timeliness
 Costs
 Resolution of problems and complaints

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 INDUSTRY PROFILE

Apollo Pharmacy is a part of Apollo Hospitals - Asia's largest healthcare group. It

is India's first and largest branded pharmacy network, with over 3000 plus outlets in
key Locations.

Accredited with - International Quality Certification, Apollo Pharmacy offers

genuine medicines round-the-clock, through their 24-hour Pharmacies. Apollo
Pharmacy also provides Customer Care any time of the day.

Quality is the cornerstone of their existence. They have gained experience in

pharmacy operations management over the last 2 decades and are committed to
delivering best service in the industry.

Apollo Pharmacy is well stocked with medicines OTC and FMCG products, manned
by competent staff with computerized system.

Apollopharmacy.in has more than 5000 products in various categories like Vitamins
and supplements, Baby care, Personal care, Health foods and OTC. In addition to
this they have more than 400 Apollo Brand Products in the following categories like
vitamins and supplements, health food, Oral care, skin care, personal care, baby
care, OTC etc.

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 CHAPTER-2 : COMPANY PROFILE

Apollo Hospitals was established in 1983 by Dr. Prathap C Reddy, renowned as the
architect of modern healthcare in India. As the nation's first corporate hospital, Apollo
Hospitals is acclaimed for pioneering the private healthcare revolution in the country.

Apollo has emerged as Asia's foremost integrated healthcare services provider and
has a robust presence across the healthcare ecosystem, including Hospitals,
Pharmacies, Primary Care & Diagnostic Clinics. The Group also has Telemedicine
units across 10 countries, Health Insurance Services, Global Projects Consultancy,
Medical Colleges, Medvarsity for E-Learning, Colleges of Nursing and Hospital
Management and a Research Foundation. In addition, 'ASK Apollo' - an online
consultation portal and Apollo Home Health provide the care continuum.

The cornerstones of Apollo's legacy are its unstinting focus on clinical excellence,
affordable costs, technology and forward-looking research & academics. Apollo
Hospitals was among the first few hospitals in the world to leverage technology to
facilitate seamless healthcare delivery. The organization embraced rapid
advancement in medical equipments worldwide, and pioneered the introduction of
several cutting edge innovations in India. Soon the country's first-ever Proton
Treatment Cancer Centre will be launched by Apollo, and it will serve over 3 billion
people.

Since inception, Apollo Hospitals has been honoured by the trust of over 65 million
patients from 141 countries. At the core of Apollo's patient-centric culture is TLC
(Tender Loving Care), the magic that inspires hope amongst its patients. As a
responsible corporate citizen, Apollo Hospitals takes the spirit of leadership well
beyond business and it has embraced the responsibility of keeping India healthy.
Recognizing that Non Communicable Diseases (NCDs) are the greatest threat to the
nation, Apollo Hospitals is continuously educating its fellow Indians on personalized
preventive healthcare as a key to wellness. Dr. Prathap C Reddy's initiative aptly
named the “Billion Hearts Beating Foundation” endeavors to keep Indians heart-

6
healthy, over half a million people have taken a pledge
on www.billionheartsbeating.com

for the benefit of humanity"

Apollo Hospitals has always championed social initiatives and a few would include
“Save a Child's Heart Initiative (SACHi) which provides quality paediatric cardiac
care to children from underprivileged sections of society. SAHI (Society to Aid the
Hearing Impaired) and the CURE Foundation focused on cancer care assist children
from financially challenged homes. Also, envisioned by Dr. Reddy, to introduce
population health into the Indian narrative, the Total Health Foundation is piloting a
unique model of healthcare in the Thavanampalle Mandal of Andhra Pradesh. It aims
to provide "holistic healthcare" for the entire community starting from birth, through
one's journey into childhood, adolescence, adulthood and old age.

In a rare honour, the Government of India issued a commemorative stamp in

recognition of Apollo's widespread contributions, the first for a healthcare
organization. Dr. Prathap C Reddy, Founder Chairman of the Apollo Hospitals Group
has been conferred with the prestigious Padma Vibhushan, India's second highest
civilian award.

MISSION of Apollo hospitals group

Our mission is to bring healthcare of international standards within the reach of every
individual. We are committed to the achievement and maintenance of excellence in
education, research healthcare for the benefit of humanity – Dr. Prathap C Reddy-
Founder Chairman Apollo Hospitals Group

Tagline: Touching lives.

Colour: Green, as it is soothing.

Logo: The logo shows a nurse holding a torch of flame. Nursing plays a phenomenal
role in the delivery of healthcare and the flame is the symbol of leadership,
pioneering and innovation.

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Brand Mantra: Not just confines to curative care, but lets people know how not to
fall prey to illness.

Apollo’s Business Model

-600 Hospitals family Health Plan Apollo AHLL Clinics

-409000 Clients
-1400 Doctors Health Education

-Apollo Health street Technology

-Apollo life
-med varsity Pharmacies Hospitals Clinic
Trials own managed Projects

Apollo Pharmacies

Apollo Pharmacies is the largest retail pharmacy chain in India. Apollo has over 70
round-the-clock retail outlets in India striving to maintain a stock of prescription
drugs, OTC medicines and other health and body-care related products. Additionally,
the retail business is moving towards offering e-prescription based services to the
end user and the doctor.

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Apollo is Super brand

Apollo Hospitals, the healthcare service provider, is now recognized as a ‘Super

brand of India’ in the Healthcare Sector, for the year 2003.

The brand has been selected out of a national list of 711 brands across 95
categories. The selection was undertaken by an independent Super brands Council,
comprised of India’s leading Marketing and advertising professionals.

The Apollo Hospitals Group is the third largest health service provider in the world.
The group is present in over 37 locations in India. Some of the segments where
Apollo is present are, hospitals and clinics, pharmacies, IT Outsourcing and medical
education. To reach out to the rural populace, Apollo has a special division called
Telemedicine. The Family Health Plan is covered under the Apollo Hospital
Management Projects and Insurance.

Today, Apollo Hospitals is a name synonymous with superior medical technology

and superior service quality. It has worked towards providing the best service to
those who come to their hospitals.

The team of doctors associated with the Apollo Hospitals is recognized in their
respective fields, both within India and abroad. The Apollo team of doctors and
medical assistants provide world class treatment, care and support to patients who
go to them.

9
 CHAPTER-2

OBJECTIVES & SCOPE OF WORK

1. To study about people perception about Apollo pharmacy in Delhi.

2. To identify the factors that influence people to choose the Apollo pharmacy for
medicines.

3. To study the various service provided by Apollo pharmacies and their impact
towards patient whether they aware of the services offered by the pharmacy.

From this study the researcher, will come to know about people perception about
Apollo pharmacy in Delhi. What they need from the pharmacies in addition to
services provided by them and whether they satisfied with the present service
provide by Apollo pharmacies in Delhi.

DESIGINING THE RESEARCH METHODOLOGY

Research methodology depends, to a large extent, on the target population, and how
easy or difficult to access it is.

The major parts of the research methodology are:

Research method – secondary and primary

Sampling plan
Questionnaire design
Field work plan
Analysis plan

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Secondary and primary research

Secondary research is any information we may use, but which has not
been specifically collected for the current marketing research.
This includes published sources of data, periodicals, newspaper
reports, and nowadays, the internet.
Primary research can be defined as research which involves collecting
information specifically for the study on hand, from the actual sources
such as consumers, dealers or other entities involved in the research.

Sampling plan

This is the statement of what will be the sample composition and size. This is the
most critical of all decisions in the marketing research process, because we are
usually trying to make a statement about the target population based on our study of
the sample.

The researcher is going to prepare a questionnaire of around 10 questions. The

researcher is going to meet at least 100 persons who are loyal to single pharmacy,
who are not loyal to single pharmacy, and they can change pharmacy according to
their need and financial status. The researcher is going to find what is the main
reason for them to change the pharmacy. The researcher is going to use SPSS
(statistical package for social science) package for getting result to interpret the
information collected from the public.

Methodology

Primary data: through questionnaire

Collecting information through
1. Questionnaires
2. Internet

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Sample composition

Consumers of Apollo pharmacies as well as from some of the other customers.

Sample size

 Convenience sampling: No sampling technique was employed in arriving at a

sample size. It is a convenience sampling our use.
 Public sample size-50 (75% Apollo + 25% others).

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 DATA ANALYSIS & INTERPRETATIONS

Means

Case Processing Summary

Cases

Included Excluded Total

N Percent N Percent N Percent

VISITING *
50 92.6% 4 7.4% 54 100.0%
SEX

HOWOFTEN *
50 92.6% 4 7.4% 54 100.0%
SEX

PHARMACY *
50 92.6% 4 7.4% 54 100.0%
SEX

INFERENCE:

The case processing summary shows the percentage of people who visit pharmacy,
how often they visit and which pharmacy.

Which in this case is 92.6% of people do all these three activities.

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 Report

SEX VISITING HOWOFTEN PHARMACY

Mean 1.16 2.63 1.63

MALE N 19 19 19

Std. Deviation .375 1.012 .831

Mean 1.16 3.03 1.97

FEMAL
N 31 31 31
E
Std. Deviation .374 1.048 1.169

Mean 1.16 2.88 1.84

Total N 50 50 50

Std. Deviation .370 1.043 1.057

INFERENCE:

We can conclude from this table that the numbers of female consumers are higher
than the male consumers and they visit the pharmacy more than the male members.

This can help us to understand that the focus should be more on the female
consumers to increase more market share.

14
 Means

Case Processing Summary

Cases

Included Excluded Total

N Percent N Percent N Percent

QUALITY * SEX 50 92.6% 4 7.4% 54 100.0%

PRICE * SEX 50 92.6% 4 7.4% 54 100.0%

DELIVERY * SEX 50 92.6% 4 7.4% 54 100.0%

Report

SEX QUALITY PRICE DELIVERY

Mean 4.42 2.00 4.32

MALE N 19 19 19

Std. Deviation .607 .745 .749

Mean 4.32 1.77 4.26

FEMAL
N 31 31 31
E
Std. Deviation .909 .717 1.032

Mean 4.36 1.86 4.28

Total N 50 50 50

Std. Deviation .802 .729 .927

15
INFERENCE:

According to this report we can conclude that the female members have rated the
Apollo pharmacy on a better scale in each areas which is Quality, Price and Delivery
respectively.

So if the company focuses on keeping the services up to the level they can increase
their consumers as the female consumers are more influencing and spread the word
through word of mouth.

ANOVA

RATING

Sum of df Mean F Sig.

Squares Square

Between
2.367 1 2.367 2.529 .118
Groups

Within Groups 44.913 48 .936

Total 47.280 49

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 ANOVA

Sum of df Mean F Sig.

Squares Square

Between
1.331 1 1.331 1.197 .279
Groups
PHARMA
CY Within Groups 53.389 48 1.112

Total 54.720 49

Between
1.891 1 1.891 1.766 .190
Groups
HOWOFT
EN Within Groups 51.389 48 1.071

Total 53.280 49

Regression

Variables Entered/Removeda

Mode Variables Entered Variables Method

l Removed

1 ONLINE, STAFF, PRICE, QUALITYb . Enter

a. Dependent Variable: RATING

b. All requested variables entered.

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 Model Summary

Mode R R Adjusted R Std. Error of

l Square Square the
Estimate

1 .194a .038 -.048 1.006

a. Predictors: (Constant), ONLINE, STAFF, PRICE,

QUALITY

ANOVAa

Model Sum of df Mean F Sig.

Squares Square

Regression 1.778 4 .445 .440 .779b

1 Residual 45.502 45 1.011

Total 47.280 49

a. Dependent Variable: RATING

b. Predictors: (Constant), ONLINE, STAFF, PRICE, QUALITY

INFERENCE:

According to the regression analysis here, the dependent variable that is Rating is
completely dependent on these predictors or factors which are online, staff, price,
and quality. Now we can clearly see that if these independent factors that are if the
consumers are happy about the quality of drugs available at the store, its price
range, the services of staff and online order booking facility then the rating of the
pharmacy will be high. So, one need to look after all this factor to get the best rating
possible.

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 Coefficientsa

Model Unstandardized Standardized t Sig.

Coefficients Coefficients

B Std. Error Beta

(Constant) 5.109 1.571 3.251 .002

QUALITY -.064 .185 -.052 -.346 .731

1 PRICE .163 .203 .121 .802 .427

STAFF -.217 .262 -.122 -.831 .410

ONLINE -.031 .133 -.035 -.237 .814

a. Dependent Variable: RATING

INFERENCE:

According to the analysis we can conclude that the rating of the pharmacy depends
on various factors like quality, price, staff services and online payments and the level
up to which it affects is shown by the above table.

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 Correlations

Descriptive Statistics

Mean Std. Deviation N

PHARMACY 1.84 1.057 50

RATING 4.12 .982 50

Correlations

PHARMA RATING
CY

Pearson Correlation 1 .058

PHARMA
Sig. (2-tailed) .688
CY
N 50 50

Pearson Correlation .058 1

RATING Sig. (2-tailed) .688

N 50 50

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 Correlations

RATING PRICE

Pearson Correlation 1 .138

RATIN
Sig. (2-tailed) .339
G
N 50 50

Pearson Correlation .138 1

PRICE Sig. (2-tailed) .339

N 50 50

21
INFERENCE:

The graph shows the comparison of mean for male and female and how many of
them visit the pharmacy and how often they visit.

From the graph it is clear that more number of female consumers are there in the
market and they visit frequently as compared to the male consumers.

22
INFERENCE:

This graph shows that the female consumers have given more rating to the Apollo
pharmacy than the male consumers and they often visit more.

23
INFERENCE:

This graph represents the rating of the pharmacy and the price range of drugs
available; it shows the mean comparison between the two.

As we can conclude that more people have given higher ratings to the Care Chemist
since the price range of the drugs is low. We can easily analyse that to get the best
ratings and increase more number of consumers the pharmacy needs to have better
price range and number of options or offers like discounts or member discounts.

24
INFERENCE:

This graph represents the price range and quality of staff services of Apollo
pharmacy where the price range of drugs is low and has got the excellent rating and
also the staff services are highly appreciable.

25
INFERENCE:

This graph represents the hygiene factor in which case it is neutral and it can be
concluded that the delivery services of the Apollo pharmacy is not as good as
inferred. So, this could be the downfall of the market share of Apollo pharmacy and
the competitors can gain over this point.

26
INFERENCE:

The pie diagram shows the quality of medicines available at the Apollo pharmacy in
which case the majority have said it to be excellent and good.

27
INFERENCE:

This pie diagram represents the rating of the Apollo pharmacy and the consumers
have given it a excellent rating.

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 Frequencies

Statistics

VISITING HOWOF QUALITY PRICE ONLINE DELIVERY

TEN

Valid 50 50 50 50 50 50
N
Missing 0 0 0 0 0 0

Statistics

PAYMENTON HYGIENE STAFF INFORMATIO SEX

LINE N

Valid 50 50 50 50 50
N
Missing 0 0 0 0 0

Frequency Table

VISITING

Frequen Percent Valid Cumulative

cy Percent Percent

YES 42 84.0 84.0 84.0

Valid NO 8 16.0 16.0 100.0

Total 50 100.0 100.0

29
 HOWOFTEN

Frequency Percent Valid Percent Cumulative

Percent

NEVER 7 14.0 14.0 14.0

RARELY 5 10.0 10.0 24.0

SOMETIMES 29 58.0 58.0 82.0

Valid
OFTEN 5 10.0 10.0 92.0

FREQUENTLY 4 8.0 8.0 100.0

Total 50 100.0 100.0

QUALITY

Frequen Percent Valid Cumulative

cy Percent Percent

BAD 2 4.0 4.0 4.0

NEUTRAL 4 8.0 8.0 12.0

GOOD 18 36.0 36.0 48.0

Valid
EXCELLE
26 52.0 52.0 100.0
NT

Total 50 100.0 100.0

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 PRICE

Frequen Percent Valid Cumulative

cy Percent Percent

HIGH 17 34.0 34.0 34.0

NORMA
23 46.0 46.0 80.0
Valid L

CHEAP 10 20.0 20.0 100.0

Total 50 100.0 100.0

ONLINE

Frequen Percent Valid Cumulative

cy Percent Percent

VERY
1 2.0 2.0 2.0
BAD

BAD 4 8.0 8.0 10.0

NEUTRAL 8 16.0 16.0 26.0

Valid
GOOD 11 22.0 22.0 48.0

EXCELLE
26 52.0 52.0 100.0
NT

Total 50 100.0 100.0

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 DELIVERY

Frequen Percent Valid Cumulative

cy Percent Percent

BAD 3 6.0 6.0 6.0

NEUTRAL 7 14.0 14.0 20.0

GOOD 13 26.0 26.0 46.0

Valid
EXCELLE
27 54.0 54.0 100.0
NT

Total 50 100.0 100.0

PAYMENTONLINE

Frequen Percent Valid Cumulative

cy Percent Percent

BAD 2 4.0 4.0 4.0

NEUTRAL 6 12.0 12.0 16.0

GOOD 9 18.0 18.0 34.0

Valid
EXCEELE
33 66.0 66.0 100.0
NT

Total 50 100.0 100.0

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 HYGIENE

Frequen Percent Valid Cumulative

cy Percent Percent

BAD 1 2.0 2.0 2.0

NEUTRAL 2 4.0 4.0 6.0

GOOD 20 40.0 40.0 46.0

Valid
EXCELLE
27 54.0 54.0 100.0
NT

Total 50 100.0 100.0

STAFF

Frequen Percent Valid Cumulative

cy Percent Percent

BAD 1 2.0 2.0 2.0

NEUTRAL 3 6.0 6.0 8.0

GOOD 38 76.0 76.0 84.0

Valid
EXCELLE
8 16.0 16.0 100.0
NT

Total 50 100.0 100.0

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 INFORMATION

Frequen Percent Valid Cumulative

cy Percent Percent

Valid YES 50 100.0 100.0 100.0

SEX

Frequen Percent Valid Cumulative

cy Percent Percent

MALE 19 38.0 38.0 38.0

FEMAL
Valid 31 62.0 62.0 100.0
E

Total 50 100.0 100.0

INFERENCE:

These are the frequency tables showing all the data containing the factors that affect
the ratings of a pharmacy and the mean, median, standard deviations of the findings.

The percentage of frequency and how many are in favour of the qualities and price
or the staff services of the pharmacy. This frequency table helps us to understand
the points where there is need for changes to be made and keep hold on the market
share or lose the customers.

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Histogram

35
36
37
38
39
40
Frequencies

Statistics

VISITING SEX

Valid 50 50
N
Missing 0 0

Mean 1.16 1.62

Frequency Table

VISITING

Frequen Percent Valid Cumulative

cy Percent Percent

YES 42 84.0 84.0 84.0

Valid NO 8 16.0 16.0 100.0

Total 50 100.0 100.0

41
 SEX

Frequen Percent Valid Cumulative

cy Percent Percent

MALE 19 38.0 38.0 38.0

FEMAL
Valid 31 62.0 62.0 100.0
E

Total 50 100.0 100.0

Frequencies

Statistics

HOWOFTEN SEX

Valid 50 50
N
Missing 0 0

Mean 2.88 1.62

Median 3.00 2.00

Mode 3 2

Std. Deviation 1.043 .490

42
Frequency Table

HOWOFTEN

Frequenc Percent Valid Percent Cumulative

y Percent

NEVER 7 14.0 14.0 14.0

RARELY 5 10.0 10.0 24.0

SOMETIMES 29 58.0 58.0 82.0

Valid
OFTEN 5 10.0 10.0 92.0

FREQUENTLY 4 8.0 8.0 100.0

Total 50 100.0 100.0

SEX

Frequen Percent Valid Cumulative

cy Percent Percent

MALE 19 38.0 38.0 38.0

FEMAL
Valid 31 62.0 62.0 100.0
E

Total 50 100.0 100.0

43
Histogram

44
 CHAPTER-3

MAJOR FINDINGS OF THE STUDY

45
 SWOT ANALYSIS

STRENGTH WEAKNESS OPPORTUNITY THREAT

Brand name Lack of stock in Potential market Continuous

newly open outlets availability monotonous
approach

Service to the Not creative in Widening the Low pricing

customer respective fields business strategy

Quality of product Lack of knowledge Brands for ads Toughest

about doctors competition

Systematic Monotonous Tie up with other

approach approach medicine company

Provide general After sales service Adapt different

awareness strategy

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 CONCLUSION

According to the research conducted for the Apollo pharmacy we can conclude the
following:

 The rating of the pharmacy is dependent on various factors like the quality of
medicines, price of the drugs, services of the staff and the knowledge about
the prescribed medicines, and online delivery services too.
 If all these factors are good and satisfy the customers the pharmacy is able to
maintain their regular customers.
 Also, female customers visit the pharmacy frequently more than the male
consumers. So, the pharmacy should focus on giving them more discount
offers.
 They can also offer membership discount by issuing them pharmacy cards
like Apollo does.
 The online booking and delivery services affect a lot on the consumer’s
perception because nowadays people want their products to be delivered at
home.
 If the pharmacy lacks in any of these factors then competitors can gain over
this point.
 Also, the Apollo pharmacy needs to work upon the staff services and hygiene
factors as we can conclude from the findings that they have a low rating in
these factors as compared to others.
 The list of doctor those who are visited in the Apollo hospital, it should be
available in the pharmacy. The survey reveals that the customers want to get
the information about doctors and their visiting hours and other issues also.
So the whole information should be available in the pharmacy.

 The customers don’t know about what is p/L product. They don’t have any
idea about these products. So attractive advertisements of these kinds of
products and general awareness about these products should be increased.
The company should think on it.

47
  Awareness among the sub-urban areas people should be increased. The
company should use their brand image. Increase the motivational factors
among the customers about the brand of Apollo Pharmacy, as well as Apollo
Hospital.

Last but not the least Apollo Pharmacy has been served here for so long time in
here, so they have some reputation among customers. If anybody said that I am
from Apollo Hospital so the customer can’t neglect them for sure.

48
CHAPTER-4

APPENDICES

49
50
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 BIBLIOGRAPHY

1. http://www.apollopharmacy.in

2. http://www.apollohospitals.com

3. http://www.smallbusinessnotes.com

4. http://www.allbusiness.com

5. Kotler P., MARKETING MANAGEMENT, 13TH EDISION

6. ROBBINS S.P., ORGANISATIONAL BEHAVIOUR

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 REFERENCES

 Marketing mastermind/ICFAI Journal/june2015 edition.

 Brand Image of Indian Hospitals/Advertising Express/ICFAI
Journal/August2015 Edition.

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