Kế hoạch marketing cho dịch vụ vui tuổi già của công ty homecare bình ane

Marketing plan for service that make old people feel happy of Binh An Homecare
Company

TABLE OF CONTENT

1


I.

Introduce about Binh An Home Care Joint Stock Company.................................. 3

II.

Marketing plan for “Happy Old Age Services”...........................................3

1.

Objective...................................................................................................3

2.

Product Name: Happy Old Service...........................................................4

3.

Description................................................................................................4

3.1

Elderly care including...............................................................................4

3.2

Lessons for the elderly care and the elderly psychology...........................6

3.3

Nutrition of the elderly..............................................................................7

3.4

Some basic job tracking, health care for the elderly rehabilitation............7

3.5

Describle specific products.......................................................................9

4.

Estimated revenues – Costs.......................................................................10

5.

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

6.

Action Plan...............................................................................................15

III. Conclusion...................................................................................................17

I. Introduction of Bình An Home care Joint Stock Company
2


- 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:
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”
1. 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.
2. Product Name: Happy Old Services.
3


3. 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, ).
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 trong 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, )
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
4

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 6 and 7 of Article 4 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 5 years.
- The challenge for businesses: consumer sentiment also reluctant to use services
and psychology do 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.
5


3. 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 do 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 do 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.
6


5- Use gestures to show you are listening as nod, pat on the shoulder.
6- When dealing with older people do not attitude, humility reluctantly.
7- When the elderly have not explained or not exaggerate, do not make hasty
conclusions. If you do 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 6 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 4 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 3 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.
7


- 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
8


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 1. 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 2. 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 3. 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 4. 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
9


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.

4. 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

10


Service 1 demand

60

70

100

200

280

Service 2 demand

140

180

250

325

400

Service 3 demand

30

50

65

75

105

Service 4 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 1
Serv
ice
2.
Serv
ice
3.
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

6

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

4.

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.
11


+

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 2 - 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 4 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 3 Estimate Cost, Profit and loss

The Enterprise loan 3 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

12


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 3 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.
5. 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.
13


- 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 / 1 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 ...
14


- 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.
6. Action Plan.
The specific
job
1. Products
Investigating
needs, design

Human
Resour
ces

Other
Resources

Budget

3 The
peoples organization

Rate of

Evaluation

progress

Criteria

80 2 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
3 Hire Expert

60 2 times/year

peoples

million/y

i

ear

peoples Department

receives service.

ear At least 2

specialist skill
2. The product pricing
Market
2 Sale
investigation,

The customer

Skill of staff,

collaborator.
The statisfy of
customer

50 Maximum in
million/y 2 weeks.

synthesis,

ear Make at least
15

Information is
specific, clear,
scientific


analysis and

2 times/year

evaluation

analysis, with
specific
recommendation

Product Pricing

2 Sale

people

10 3 days

Department

million/y

s.
The price is
competitive and

ear

effective

30 Implement

Seaching people

3. Distribution channels organization

Searching, set
up a team of

3 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
3 Rent outside

35 In 2 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

2 Rent and buy

25 3 weeks

peoples form outside

million

exchange
4. Sale Promotion
Advertising
1 Rent
person newspaper,

500 2 weeks

Increasing

million/year continuousl number of

radio,

y when

clients. The

television,

conducting

popularity of

website

program.

the brand

Perform

increased

16


periodicall
y at least 4
times /
Making Event

2 Business
people Department

Advertising on
website

month
200 For each
million/year event and

increase

giving gifts
50 Everyday
The number of

1 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.

17