R.Elavarasi

MBA-2nd yr

Dr.V’s Background

Born in a small village in South India 1938 -Holds a B.A. in chemistry from American

College in Madurai 1944 -Obtained his M.D. from Stanley Medical

College in Madras 1951 - a Doctor of Ophthalmology at the Government

Ophthalmic Hospital in Madras

1956 - He was appointed head of the department of ophthalmology at the Government Madurai Medical College, and head eye surgeon at the Government Erskine Hospital in Madurai

• Performed 100,000 successful eye surgeries

• Pioneered the concept of eye camps and safe highly effective techniques, which have become models for blindness prevention and treatment programs worldwide.

• 1976 - He established the Aravind Eye Hospital.

• Under his leadership, Aravind has become the largest eye care training and research centre in the world.

• To date, more than 1.8 million eye surgeries have been performed and more than 16.1 million patients have benefited from services rendered.

Services includes…

• Aurolab, an ocular products manufacturing facility.

• Aravind Tele-ophthalmology Network, which has become a global online resource for Aravind and the entire field of ophthalmology.

• Lions Aravind Institute of Community Ophthalmology (LAICO), which focuses on promoting self-sustainable eye care services through teaching, training, research, and consultancy

• Aravind Medical Research Foundation• Rotary Aravind International Eye Bank

MISSION: To eradicate needless blindness by providing appropriate, compassionate and high quality eye care to all.

VISION: To eliminate unnecessary blindness not only in his home state, Tamil Nadu, but also in all of India and, perhaps, around the globe.      

Objectives

        Increase program awareness among the target audience . 

        Inform the target audience about benefits of the program, leading to the establishment of two functioning mobile units .

 

Product Offering

• Intracapsular surgery without intraocular lens and extracapsular surgery with intraocular lens (ECCE) both at reduced prices based on the ability to pay.

• Upon building Auro Lab, Dr. V. anticipated offering 100% ECCE surgeries for all patients, paying and free, since ECCE surgery yields a better result in regaining vision. 

    

Marketing Strategy

  Key strategy focuses - on companies desiring to expand their corporate social responsibility initiatives.

Aravind is able to address the entirety of the corporate market because, although each segment is distinct in terms of its mission, the restoration of sight in India has a national impact.

Target markets

the second-largest population in the world, there are approximately 20 million blind eyes in India with an additional two million added annually.

Due to a clouding of the lens in the eye, most commonly related to aging, cataracts account for 75% to 80% of these cases.

Presently doctors in India perform approximately 1.2 million cataract surgeries every year, which still results in a continual backlog of cases.

Aravind aims to maximize existing resources in an effort to absolve the nation’s backlog of cataract cases.

• Cataract blindness shows no discrimination among socioeconomic sectors,

60% of cataract surgeries in India are performed free of cost to patients by the government sector, volunteer groups

nongovernmental organizations leaving 40% performed in the private sector for a fee.  

• Aravind Eye Care is targeting corporations with an aspiration to support local, social responsibility.

Marketing Mix

• Pricing ,Advertising & Promotions

• Pricing : o It consists of four sponsorship tiers

available to donors wishing to contribute to the establishment of a single mobile unit.

o The tiers will be modeled as follows: o Svarna (Gold) – 100%, Rajata (Silver)

– 75%, Kaamsya (Bronze) – 50%, and Taamra (Copper) – 25%.

Advertising :  Several different methods will be

used for the advertising and promotion effort.

Web design will provide one method of advertising. Although a Website already exists for the Aravind, a section of that Web page will be dedicated to the most up-to-date information about Aravind .

Promotion : Press releases, networking,

presentations, and special events will be equally important in supporting promotion efforts. In addition, companies will be featured on each mobile unit in accordance will the level of sponsorship.