cryosave

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Cryo-Save (India) Private Limited, Unit No 502, 5th Floor, Reliaable Phoenix Tower

No 16 & 16/1, Museum Road, Bangalore 560 001

Office: +91 80 4123 6670 / 71

Segm enting the Ba nga lore m a rk et to f ind the

potentia l custom er for the br a nd Cryo Cord & Cryo

Cor d +

Ma rk et resea rch rep ort

for Cryosa ve, Ba nga lor e

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2Cryo-Save (India) Private Limited, Unit No 502, 5th Floor, Reliaable

Phoenix Tower


Office: +91 80 4123 6670 / 71

Market Research Repor tCryosave

March 2013

Table of Contents

Sr. No. Topics

1.0 Introduction

2.0 Survey objective

3.0 Methodology

4.0 Report

5.0 Bangalore :IT Hub of India

5.1 Secondary Research: South Bangalore

5.2 Secondary Research: North Bangalore

5.3 Secondary Research: East Bangalore

5.4 Secondary Research: West Bangalore

5.5 Primary Research: Cross tabulation data

6.0 Conclusion

7.0 Suggestion

8.0 References

9.0 Appendices


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1.Introduction:

The global stem cell market is estimated to be $88.3 billion by 2014, growing at aCAGR of14.8 % from 2009 to 2014. The U.S. currently holds a 60% share of the globalstem cell market; and forms an especially lucrative market for areas such as bone marrow

transplantation through stem cells.

The stem cell banking is called as biological health insurance in local as well as global

perspective. Stem cell banking is a Rs100 crore business in India and at an annualgrowth of over35%, it is expected to touch Rs140 crore by 2010.

With approximately 72000 births daily, resulting in discarding of 72000 umbilical cords a

day-the storage of stem cell rich blood derived from these umbilical cords can prove to be

the best possible insurance against life threatening diseases.

A babys umbilical cord is a rich source of stem cells capable of regenerating hundreds oftypes of tissues that can help in curing some serious ailments such as leukemia, anemia,

non-Hodgkins lymphoma and several other deficiencies of the immune system.

The procedure to extract cord blood is quite simple that can last up to 10 minutes and

involves collection of cord blood from the umbilical cord after it has been clamped and

cut post delivery. Cord blood is preserved in Cryo-vials and is available for use by the

donor and their immediate family.

2. Survey objective

This market research was to segment the market in order to target potential customers forits products for Cryo cord and Cryo cord+.

3. Methodology

The questionnaire was administered physically as well as online in Bangalore. Total 232

respondents data across Companies, Maternity centers, Residential apartments/colony,

Lamaze and Toy centers in Bangalore were collected and analyzed during the research.

The questionnaire was administered in different zones of Bangalore in February 2013.

To approach, we divided Bangalore into 04 zones such as North, South, East and West.

Secondary research was done on in order to collect available information on internet or

published literatures related to all the variables were considered.

Primary research was conducted to collect relevant data from the respondents by

administering questionnaire using physical as well as electronic medium.


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4. Report:

This report presents the survey results through:

- Pie Charts: The primary as well as secondary data collected during the research are

presented as Pie charts in the report.

- Cross tabulation: the correlations between two variables were analysed on theprimary data collected in the research report.

The different variables considered during the study were:

- Socio Economical status.- Awareness about stem cell banking and stem cell research.- Awareness about the product- Preferred way of communication

- Willingness to avail the product.- Awareness about the competitor.


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5. Bangalore: Information Technology Hub of India

The above shown is map of Bangalore in which the areas encircled with red colour are the

potential area which have potential customer base for Cryosave.

The cities encircled in red colour as shown above are considered or selected on the basis ofdata available after the secondary research and proved by primary research.


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5.1South Bangalore: Secondary Research

Target areas in South Bangalore:

Jayanagar: The solidly middle to upper middle class suburb.

A majority of the city's billionaires call this South Bangalore patch of land, home.

The Jayanagar billionaire brigade includes :

o Infosys co-founder and chairman emeritus N R Narayana Murthy, and

two other co-founders K Dinesh and SD Shibulal, GM Rao, chairman,

GMR Group, Wipro's Azim Premji lives inside the Wipro Campus at

Sarjapur.

o Former Infosys CEO and UIDAI chairman Nandan Nilekani stays in

Koramangala, Wipro CFO Suresh Senapathy, Infosys vice-chairman Kris

Gopalakrishnan ,Vijay Mallya's ancestral home, currently beingredeveloped in to a swanky White House in the sky, is located on Vittal

Mallya Road.

Industrialists operating in Kanakpura Road, Jigani and Bomasandra; senior IT/ITeS

professionals; and doctors and chartered accountants working in the CBD as well as

in Bangalore South.

Koramangala: One of the largest and a highly sought after residential locality with its wide

tree-lined boulevards with a mix of luxury apartments, commercial structures

and posh bungalows. Infosys, Wipro, NDS, Siemens VDO, Microland, ThoughtWorks, Zenith

Software, Tally Solutions Pvt. Ltd, Methode electronics India Pvt. Ltd., Texas

Instruments, Robert Bosch, Mindtree, Lucent Technologies, Toshiba

Embedded Software India (TESI), Tavant Technologies, Ciber, and the Indian

e-commerce firm Flipkart.

J P Nagar:

Home to many prominent singers, actors and artists. Well known residents ofthis locality include Kannada actor and politician Ambareesh, playwright andactor Girish Karnad, former Karnataka Chief Minister H.D. Kumaraswamy,

former Indian cricketer Javagal Srinath, actor Sudeep and actress Tara.

5.2 North Bangalore: Secondary Research

North Bangalore is fast becoming a bustling business corridor dotted with office and

retail spaces. Once seen as a pre-eminent centre for research and industrial activity, it hastransformed into a knowledge hub and is home to several Fortune 500 companies.


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Ever since the Bengaluru International Airport (BIA) work began, companies have been

migrating in that direction. Rentals were also then moderate compared to the traditional

IT hubs in the south and east.

Prominent area:

RT Nagar - Hebbal :o Stretch is fast emerging as a premium residential hub.o Companies like IBM, Target and Cognizant have large operations in the tech

park. The park hosts 70,000 IT employees now and this number is expectedto go upto 1.20 lakhs.

o Puravankara has 2000 units and70 limited edition apartments coming up inRMV II stage priced at Rs 1.47 crore onwards.

o Sobha Developers has launched a Mediterranean-themed township, SobhaCity, on Thanisandra Main Road near Hebbal.

5.3 East Bangalore: Secondary Research

Well renowned business houses and industries like Wipro, Hinduatan Lever ResearchCenter, Padmini Industries, Container corporation of India, Bol Refrigeration, IFB

Industries, Jaico Automobile Engineering, United Telecom and Vishakhapatnam SteelPlant dot this region.

It's because of this reason, eastern Bangalore is growing as a business center in

Bangalore.

Prominent areas:

Indira Nagar :

A cosmopolitan locality with people from all parts of India living in harmony witheach other.

Indira Nagar is an important residential and commercial hub of Bangalore.

Indira Nagar is one of the most expensive localities in Bangalore

Whitefield: Major hub for the Indian technology industry.

EPIP zone has offices of other IT and R&D giants. International Tech Park, Bangalore (ITPB) which houses offices of many IT and

ITES companies.

Shopping malls like Forum Value Mall, Phoenix Market City, Park square malland In orbit Mall resides in Whitefield area.

5.4 West Bangalore: Secondary research

Western part of Bangalore is primarily an industrial area with a few residential colonies.

This region is housing several important industries of Bangalore. Premier Engineering

Group, Surya Electro Controls, Selvas Industrial Estate and Galaxy.


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This area has a mixed land usage with industries and residential areas set together.

Prominent area of West Bangalore : Malleshwaram:

Characterized by mixed demographics, sustaining a substantial middle class, uppermiddle class, and elite residential areas.

The middle and lower class populations live to the east of Malleshwaram.

The elite residential areas are on the west.

is an industrial-cum-residential area

Pie Chart: Distribution of IT Companies and Maternity centres across Bangalore.

Figure 1: IT Companies distribution (%)

Figure 2: Maternity centres distribution(%)

36

24

19

21

Number of IT company

South Bangalore

North Bangalore

East Bangalore

West bangalore

40

23

17

20

Number of Maternity Hospitals

South Bangalore

North Bangalore

East Bangalore

West bangalore


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5.5Primary Research: Cross tabulation results

A)Companies : Zone Vs. Socio-economic classSocio-EconomicClass

EastBangalore

NorthBangalore

SouthBangalore

WestBangalore

GrandTotal

Analyst 0.00% 0.00% 100.00% 0.00% 100.00%Area sales manager 100.00% 0.00% 0.00% 0.00% 100.00%

Asst Mgr 0.00% 0.00% 0.00% 100.00% 100.00%

Bank 0.00% 0.00% 100.00% 0.00% 100.00%

Business Analyst 100.00% 0.00% 0.00% 0.00% 100.00%

CEO 0.00% 100.00% 0.00% 0.00% 100.00%

HR professional 0.00% 0.00% 100.00% 0.00% 100.00%

HR team 0.00% 0.00% 100.00% 0.00% 100.00%

IT 28.57% 0.00% 14.29% 57.14% 100.00%

Logistic designer 100.00% 0.00% 0.00% 0.00% 100.00%

Manager 0.00% 25.00% 0.00% 75.00% 100.00%

Manager HR 0.00% 0.00% 0.00% 100.00% 100.00%

petroleum eng 0.00% 0.00% 100.00% 0.00% 100.00%

Research 0.00% 100.00% 0.00% 0.00% 100.00%

Sales manger 0.00% 0.00% 100.00% 0.00% 100.00%

Sales team 0.00% 50.00% 0.00% 50.00% 100.00%

Senior consultant 0.00% 0.00% 100.00% 0.00% 100.00%Senior softwareengineer 0.00% 100.00% 0.00% 0.00% 100.00%

software engineer 11.11% 11.11% 77.78% 0.00% 100.00%

Tech lead 0.00% 0.00% 100.00% 0.00% 100.00%

Tech Support 0.00% 0.00% 100.00% 0.00% 100.00%

Technical Analyst 0.00% 0.00% 100.00% 0.00% 100.00%

Technical Consultant 0.00% 0.00% 100.00% 0.00% 100.00%TechnologyConsultant 0.00% 0.00% 100.00% 0.00% 100.00%

Grand Total 14.29% 14.29% 46.94% 24.49% 100.00%

Inference: As per data from respondent, South Bangalore (46.94%) leads other zone interms of socio-economic conditions.

B) Companies : Zone Vs. ANC Sessions

Row Labels No Yes Grand Total

East Bangalore 0.00% 100.00% 100.00%North Bangalore 0.00% 100.00% 100.00%

South Bangalore 43.48% 56.52% 100.00%

West Bangalore 0.00% 100.00% 100.00%

Grand Total 20.41% 79.59% 100.00%

Inference: Companies across Bangalore are interested (79.59%) in organizing Antenatalsessions.


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C) Companies : Zone Vs. Awareness for Cryosave

Part of Bangalo re NO YesGrandTotal

East Bangalore 100.00% 0.00% 100.00%North Bangalore 100.00% 0.00% 100.00%

South Bangalore 95.65% 4.35% 100.00%

West Bangalore 100.00% 0.00% 100.00%

Grand Total 97.96% 2.04% 100.00%

Inference: There is lack of awareness in employees working in different parts ofBangalore. About 97.96 % of respondents were unaware of Cryosave. South Bangalore

has the highest level of awareness in Bangalore.

D)Companies : Zone Vs. Willingness to buy the product

Part of Bangalore Cant say May be No YesGrandTotal

East Bangalore 71.43% 28.57% 0.00% 0.00% 100.00%

North Bangalore 71.43% 28.57% 0.00% 0.00% 100.00%

South Bangalore 30.43% 30.43% 34.78% 4.35% 100.00%

West Bangalore 0.00% 41.67% 58.33% 0.00% 100.00%

Grand Total 34.69% 32.65% 30.61% 2.04% 100.00%

Inference: Employees working in companies showed various degrees of willingness tobuy the product. 2.04% of employees showed willingness. South Bangalore respondents

showed most positive willingness to buy the product.

E) Companies: Zone Vs. Medium of updates

Part of Bangalore Internet Newspaper TelevisionGrandTotal

East Bangalore 57.14% 0.00% 42.86% 100.00%

North Bangalore 14.29% 14.29% 71.43% 100.00%

South Bangalore 82.61% 4.35% 13.04% 100.00%

West Bangalore 75.00% 16.67% 8.33% 100.00%

Grand Total 67.35% 8.16% 24.49% 100.00%

Infrence : 67.35 % respondents choose Internet as the preferred way ofcommunication. Internet is the most preferred way in South Bangalore

(82.61%) followed by West Bangalore.


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F) Maternity centre: Zone Vs. Awareness for Cryosave

Part of Bangalore No YESGrandTotal

East Bangalore 33.33% 66.67% 100.00%

North Bangalore 66.67% 33.33% 100.00%South Bangalore 40.00% 60.00% 100.00%

West Bangalore 60.00% 40.00% 100.00%

Grand Total 45.71% 54.29% 100.00%

Inference: 54.29 % respondents of maternity centres were aware of Cryosave. EastBangalore (66.67%) is leading followed by South Bangalore (60%).

G)Maternity centre: Zone Vs. ANC sessions

Row Labels NO YES

Grand

TotalEast Bangalore 0.00% 100.00% 100.00%

North Bangalore 16.67% 83.33% 100.00%

South Bangalore 0.00% 100.00% 100.00%

West Bangalore 0.00% 100.00% 100.00%

Grand Total 2.86% 97.14% 100.00%

Inference: 97.14% of the respondents of maternity centres arefine with organizing ANCsessions.North Bangalore maternity centres show little resistance (16.67%).

H)Maternity centre : Zone Vs. preferred medium of Updating

Row Labels Internet Magazine Newspaper Grand Total

East Bangalore 33.33% 22.22% 44.44% 100.00%

North Bangalore 66.67% 0.00% 33.33% 100.00%

South Bangalore 37.50% 62.50% 0.00% 100.00%

West Bangalore 60.00% 40.00% 0.00% 100.00%

Grand Total 46.43% 32.14% 21.43% 100.00%

Inference: Internet (46.43%) is the preferred medium of updating followed by Magazines(32.14%) amongst maternity centres across Bangalore.


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I) Residential apartments : Zone Vs. Awareness for Stem cell banking


East 90.91% 9.09% 100.00%

North 100.00% 0.00% 100.00%

South 30.77% 69.23% 100.00%

West 100.00% 0.00% 100.00%

Grand Total 70.31% 29.69% 100.00%

Inference: 70.31% of respondents from residential apartments were not aware of stemcell banking. South Bangalore (69.23%) respondents were aware of stem cell banking.

J) Residential apartments : Zone Vs. Preferred updates

Row Labels Internet Magazine Newpaper Television Grand TotalEast 72.73% 18.18% 9.09% 0.00% 100.00%

North 50.00% 40.00% 10.00% 0.00% 100.00%

South 42.86% 19.05% 23.81% 14.29% 100.00%

West 81.82% 18.18% 0.00% 0.00% 100.00%

Grand Total 58.49% 22.64% 13.21% 5.66% 100.00%

Inference: Internet (58.49%) remains the most preferred way of communicationfollowed by Magazine (22.64%) across the residential apartments across Bangalore.

K)Residential apartments : Zone Vs. Awareness about CryosaveRow Labels No Yes Grand Total

East 90.91% 9.09% 100.00%

North 100.00% 0.00% 100.00%

South 91.67% 8.33% 100.00%

West 100.00% 0.00% 100.00%

Grand Total 96.00% 4.00% 100.00%

Inference: 96% respondents from residential apartments are not aware about Cryosave. EastBangalore (9.09%) of respondents followed by South Bangalore (8.33%) were aware about

Cryosave.


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L) Residential apartments : Zone Vs. WillingnessRow Labels Cant say May be No Yes Grand Total

East 0.00% 36.36% 36.36% 27.27% 100.00%

North 31.25% 43.75% 25.00% 0.00% 100.00%

South 46.15% 15.38% 34.62% 3.85% 100.00%West 45.45% 54.55% 0.00% 0.00% 100.00%

Grand Total 34.38% 32.81% 26.56% 6.25% 100.00%

M)Lamaze class: Zone Vs. Preferred updatesRow Labels Internet Magazine Newspaper Grand Total

East Bangalore 75.00% 25.00% 0.00% 100.00%

North Bangalore 100.00% 0.00% 0.00% 100.00%

South Bangalore 75.00% 16.67% 8.33% 100.00%

Grand Total 76.47% 17.65% 5.88% 100.00%

Inference: Lamaze classes respondents across Bangalore preferred Internet (76.47%) astheir preferred medium for updates. North Bangalore (100%) is leading followed by

South and East Bangalore.

N)Lamaze class: Zone Vs. Awareness for Cryosave


East Bangalore 75.00% 25.00% 100.00%

North Bangalore 100.00% 0.00% 100.00%

South Bangalore 50.00% 50.00% 100.00%

Grand Total 58.82% 41.18% 100.00%

Inference: 58.82 % respondents from Lamaze classes in Bangalore are not aware ofCryosave. 50% of respondents of Lamaze classes from South Bangalore are aware of

Cryosave followed by East Bangalore (25%).

O)Toy Store: Zone Vs. Buying Pattern

Row Labels PricePrice andQuality Quality

GrandTotal

East Bangalore 40.00% 0.00% 60.00% 100.00%

North Bangalore 40.00% 0.00% 60.00% 100.00%

South Bangalore 0.00% 45.00% 55.00% 100.00%

West Bangalore 66.67% 0.00% 33.33% 100.00%

Grand Total 22.22% 25.00% 52.78% 100.00%

Inference: 52.78% respondents from Toy Store across Bangalore prefer Quality in theirbuying pattern which shows that Quality remains the most preferred choice when it

comes to new born babies.


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6. Conclusion :

From the data obtained through primary as well as secondary research, it can be

concluded that the southern part of Bangalore is populated by people who are educated,

working in industry and own luxury residential appartment in South Bangalore. Theyhave enough PDI (personal disposable income).

South Bangalore also has more number of maternity center, Lamaze, IT companies aswell as toy store when compared to other parts of Bangalore. So, it is advisable to

market the product in the southern part of the Bangalore.

7.Suggestions :

7.1 Product price customization :

Option 1 : Plan a different payment slab for the customers who store their stem cellsfor long term (greater than 20 years).

Option 2 : For initial deposit of stem cell banking, charge a reasonable amount andthen a minimal fee for renewal.

7.2 Social Media :Active presence on Facebook, Twitter, Linkedin and Youtube. Customer engagement

can be done by organizing discussion forums as well regular updates in terms of recent

updates in terms of technology, process as well as offers.

7.3Remarketing : Remarketing can be employed effectively inorder to attract morecustomers online.

7.4Print Media : Advertisements in Newspaper like Times of India (Sunday edition) andadvertisements in magazine like Womens Health, Femina India etc.

7.5Awareness programs : Organizing awareness campaign (Medical Camp, HealthMarathon), Air ballon and Road show.

7.6CSR activities : Performing Corporate Social Responsibility shall help to increase thevisibility of Cryosave and creating awareness and making its presence felt in theminds of corporates as well as people.

7.7Business to Business or exclusive tie up with leading hospitals such as Fortis,Apollo etc. : Tie up with leading corporate hospitals shall help in getting volumes ofsales.

7.8Local celebrity endorsement shall help to increasing the product visibility.


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8 References :

Stem Cell Global Foundation (2009). Stem cell banking, a Rs 100-crore business in

India. [Online] Available: http://www.ptinews.com/news/377548_Stem-cell-banking--a- Rs-100-crore-business-in-India.

International Journal of Management and Business Studies Vol. 1, Issue 1, March2011.

Tissue Engineering & Stem Cell Technology Report (2007). [Online] Available:http://www.bharatbook.com/Market-Research-Reports/Tissue-Engineering-Stem-Cell-

Technology-Report.html.

Marketing Research by Naresh .K. Malhotra

www.wikipedia.com


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9 Appendices :

Different Pie charts during the primary research.

Figure 3:Awareness of Cryosave in companies (%)

Figure 4: Awareness for stem cell banking in companies

Awareness

for Cryosave

Yes

47%No

53%

Awareness for cryosave in comapnies

Yes

70%

No

30%

Awareness for stem cell banking incompanies


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Figure 5: Density of maternity centres in Bangalore

Figure 6: Majority potential customers from which part of Bangalore

- : End of document :-

Part of

Bangalore

SouthBangalore

41%

East Bangalore

26%

West

Bangalore

15%

North

Bangalore

18%

Maternity centre in parts of Bangalore

57%

13%

16%

14%

Majority Customers from which part

of Bangalore

south bangalore north bangalore east bangalore west bangalore

cryosave

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