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Essay: 'CRITICARE' a division of 'BRITISH BIOLOGICALS' – 'CUSTOMER SATISFACTION FOR NUTRITION PRODUCT'

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EXECUTIVE SUMMARY
The aim of the study is to understand the level of customer satisfaction towards the services provided by British Biologicals. This study will help us to get a better picture as to what customers perceive about companies services and their awareness about the same.
The project incorporates taking feedback from already booked customer’s to know their satisfaction level towards services provided by company.
The sample was decided based on simple random sampling method. The responses were recorded by conducting a survey with the help of a questionnaire. The questionnaire has been designed in such a way so as to bring out the most accurate data, which will enable the study to get the closest vicinity of its objectives. The data collected from the survey has been appropriately analyzed and has been interpreted in a meaningful way to offer some suggestions and recommendations on improving performance.
CHAPTER : 1
INTRODUCTION
What is an internship?
Under the guidance of experienced practitioners, SPPA interns apply the skills and theories learned in the classroom to real-world issues. An internship is a paid work experience that also has academic value in one’s program of study. Preparation for an internship (Internship Seminar–UAPP860) includes practical advice on career research, r??sum?? writing, networking, and interviewing.
What are some benefits of an internship?
Internship benefits include:
‘ Developing personally and professionally while gaining confidence and real-world experience
‘ Meeting and networking with practitioners in one’s area of interest
‘ Mentoring and performance feedback from the site supervisor
‘ Earning academic credit while getting paid.
What is a successful internship?
Successful internships can be found in diverse settings and involve widely varying projects and assignments. All successful internships, however, share three traits.
1. The host organization receives significant assistance as a result of the intern’s contributions.
2. The site supervisor provides feedback about the intern’s performance and potential career path.
3. The intern is challenged to develop professional skills, knowledge, and ability
CUSTOMER SATISFACTION
Customer satisfaction is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as “the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.” In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses.
It is seen as a keyperformanceindicator within business and is often part of a BalancedScorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.
“Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers’ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability…. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective.”
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction.
“In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel even though its facilities and service would be deemed superior in ‘absolute’ terms.”
The importance of customer satisfaction diminishes when a firm has increased bargainingpower. For example, cellphone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fineprint with provisions that they would never get away if there were, say, 100 cell phone plan providers, because customer satisfaction would be far too low, and customers would easily have the option of leaving for a better contract off.
PURPOSE
“Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.” “Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold:”
1. “Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company’s goods and services.”
2. “Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes.”
On a five-point scale, “individuals who rate their satisfaction level as ‘5’ are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as “The percentage of surveyed customers who indicate that they would recommend a brand to friends.” When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.) “Individuals who rate their satisfaction level as ‘1,’ by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers. Willingnesstorecommend is a key metric relating to customer satisfaction.”
Theoretical Ground
“In literature antecedents of satisfaction are studied from different aspects. The considerations extend from psychological to physical and from normative to positive aspects. However, in most of the cases the consideration is focused on two basic constructs as customer’s expectations prior to purchase or use of a product and his relative perception of the performance of that product after using it.
Expectations of a customer on a product tell us his anticipated performance for that product. As it is suggested in the literature, consumers may have various “types” of expectations when forming opinions about a product’s anticipated performance. For example, four types of expectations are identified by Miller (1977): ideal, expected, minimum tolerable, and desirable. While, Day (1977) indicated among expectations, the ones that are about the costs, the product nature, the efforts in obtaining benefits and lastly expectations of social values. Perceived product performance is considered as an important construct due to its ability to allow making comparisons with the expectations.
It is considered that customers judge products on a limited set of norms and attributes. Olshavsky and Miller (1972) and Olson and Dover (1976) designed their researches as to manipulate actual product performance, and their aim was to find out how perceived performance ratings were influenced by expectations. These studies took out the discussions about explaining the differences between expectations and perceived performance.”
CONSTRUCTION
Organizations need to retain existing customers while targeting non-customers.Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.
“Customer satisfaction is measured at the individual level, but it is almost always reported at an aggregate level. It can be, and often is, measured along various dimensions. A hotel, for example, might ask customers to rate their experience with its front desk and check-in service, with the room, with the amenities in the room, with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask about overall satisfaction ‘with your stay.’
Customer Satisfaction Measurement Touch Screen Device in a Hotel
As research on consumption experiences grows, evidence suggests that consumers purchase goods and services for a combination of two types of benefits: hedonic and utilitarian. Hedonic benefits are associated with the sensory and experiential attributes of the product. Utilitarian benefits of a product are associated with the more instrumental and functional attributes of the product (Batra and Athola 1990).
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization’s products.
Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer’s expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction “gap” which is objective and quantitative in nature. Work done by Cronin and Taylor propose the “confirmation/disconfirmation” theory of combining the “gap” described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation.
The usual measures of customer satisfaction involve a survey from software providers such as Confirmit, Medallia, Opinionmeter and Satmetrix with a set of statements using a LikertTechnique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured. Their satisfaction is generally measured on a five-point scale.
“Customer satisfaction data can also be collected on a 10-point scale.”
“Regardless of the scale used, the objective is to measure customers’ perceived satisfaction with their experience of a firm’s offerings.” It is essential for firms to effectively manage customer satisfaction. To be able do this, we need accurate measurement of satisfaction.
Good quality measures need to have high satisfaction loadings, good reliability, and low error variances. In an empirical study comparing commonly used satisfaction measures it was found that two multi-item semanticdifferential scales performed best across both hedonic and utilitarian service consumption contexts. According to studies by Wirtz & Lee (2003), they identified a six-item 7-point semanticdifferential scale (for example, Oliver and Swan 1983), which is a six-item 7-point bipolar scale, that consistently performed best across both hedonic and utilitarian services. It loaded most highly on satisfaction, had the highest item reliability, and had by far the lowest error variance across both studies. In the study, the six items asked respondents’ evaluation of their most recent experience with ATM services and ice cream restaurant, along seven points within these six items: ‘pleased me to displeased me’, ‘contented with to disgusted with’, ‘very satisfied with to very dissatisfied with’, ‘did a good job for me to did a poor job for me’, ‘wise choice to poor choice’ and ‘happy with to unhappy with’.
A semanticdifferential (4 items) scale (e.g., Eroglu and Machleit 1990),] which is a four-item 7-point bipolar scale, was the second best performing measure, which was again consistent across both contexts. In the study, respondents were asked to evaluate their experience with both products, along seven points within these four items: ‘satisfied to dissatisfied’, ‘favorable to unfavorable’, ‘pleasant to unpleasant’ and ‘I like it very much to I didn’t like it at all’. The third best scale was single-item percentage measure, a one-item 7-point bipolar scale (e.g., Westbrook 1980).Again, the respondents were asked to evaluate their experience on both ATM services and ice cream restaurants, along seven points within ‘delighted to terrible’. It seems that dependent on a trade-off between length of the questionnaire and quality of satisfaction measure, these scales seem to be good options for measuring customer satisfaction in academic and applied studies research alike. All other measures tested consistently performed worse than the top three measures, and/or their performance varied significantly across the two service contexts in their study. These results suggest that more careful pretesting would be prudent should these measures be used. Finally, all measures captured both affective and cognitive aspects of satisfaction, independent of their scale anchors. Affective measures capture a consumer’s attitude (liking/disliking) towards a product, which can result from any product information or experience. On the other hand, cognitive element is defined as an appraisal or conclusion on how the product’s performance compared against expectations (or exceeded or fell short of expectations), was useful (or not useful), fit the situation (or did not fit), exceeded the requirements of the situation (or did not exceed).
METHODOLOGIES
AmericanCustomerSatisfactionIndex (ACSI) is a scientific standard of customer satisfaction. Academic research has shown that the national ACSI score is a strong predictor of GrossDomesticProduct (GDP) growth, and an even stronger predictor of PersonalConsumptionExpenditure (PCE) growth. On the microeconomic level, academic studies have shown that ACSI data is related to a firm’s financial performance in terms of returnoninvestment (ROI), sales, long-term firm value (Tobin’sq), cashflow, cash flow volatility, humancapital performance, portfolio returns, debt financing, risk, and consumer spending. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth recommendations, and purchase behavior. The ACSI measures customer satisfaction annually for more than 200 companies in 43 industries and 10 economic sectors. In addition to quarterly reports, the ACSI methodology can be applied to private sector companies and government agencies in order to improve loyalty and purchase intent. ASCI scores have also been calculated by independent researchers, for example, for the mobile phones sector, higher education, and electronicmail.
The Kanomodel is a theory of product development and customer satisfaction developed in the 1980s by Professor NoriakiKano that classifies customer preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some insight into the product attributes which are perceived to be important to customers.
SERVQUAL or RATER is a service-quality framework that has been incorporated into customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction Barometer] to indicate the gap between customer expectations and experience.J.D. Power and Associates provides another measure of customer satisfaction, known for its top-box approach and automotive industry rankings. J.D. Power and Associates’ marketing research consists primarily of consumer surveys and is publicly known for the value of its product awards.Other research and consulting firms have customer satisfaction solutions as well. These include A.T. Kearney’s Customer Satisfaction Audit process,] which incorporates the Stages of Excellence framework and which helps define a company’s status against eight critically identified dimensions.ForB2B customer satisfaction surveys, where there is a small customer base, a high response rate to the survey is desirable.
CUSTOMER SATISFACTION FOR NUTRITIRON PRODUCTS
The project is undertaken to measure the customer satisfaction level of British Biological around Bangalore, measuring the Customer satisfaction level of particular company’s brand is of vital importance since it indicates the number of people who are Satisfied with a particular brand in a given period of time and it also highlights the effectiveness of the different advertising or promotional tools used for the purpose.
Customer satisfaction is the consumers’ ability to get satisfied with the brand within given product category in sufficient detail to make a purchase decision. This also means that the consumers can propose, recommend, choose, or use the brand. The objectives of most advertising campaign are to create and maintain brand preference. The first step is to make potential consumers satisfied with a brands’ existence.
One of the prominent goals of any business should be to build brand image and awareness of its product.
The project aims towards increasing the customer satisfaction since its one of the effective tool to effect the final purchase decision and the volume of sales. I will use the topic to find out or measure the customer satisfaction level among the customers and ways to increase the satisfaction level.
PROBLEM STATEMENT:
In the emerging knowledge based economy it has become necessary to know how much market power lies with the brand name. The study of customer satisfaction is essential in market planning. Customer needs and preferences keep changing where brands ultimately command customer’s loyalty.
The realistic side of the problem is to know the acceptance level of the customer satisfaction towards the product. This study will help us to understand the customer satisfaction and what problems are being faced by the consumers, to which appropriate to be taken to solve the problem.
This project has mainly been taken up to understand the customer satisfaction. Buying motives to ensure the ‘CUSTOMER SATISFACTION FOR NUTRITION PRODUCTS’ apart from this, it is to understand the new opportunities in the market for the improvement.
OBJECTIVES:
‘ To judge the satisfaction level of the prospect customer.
‘ To know how they are satisfied regarding the product.
‘ To judge in which way they have developed satisfaction.
‘ To judge which promotional tool is effective to increase the satisfaction level among the people.
‘ To see whether customer satisfaction influences the buying behaviour or not.
‘ What factors and variables of brand influence them to purchase.
‘ To know how to maintain and improve customer satisfaction and to build brand loyalty.
RESEARCH METHODOLOGY
INTRODUCTION:
Research methodology is a way to systematically solve the research problems. It guides the researcher to do the research scientifically. It contains of different steps that are generally adopted by a researcher to study his research problem along with the logic behind them. Data become information only when a proper methodology is adopted. The research methodology includes the logic behind the methods we use in the content of our research study.
RESEARCH DESIGN:
A research design is the arrangement of condition for collection and analysis of data in a manner which may result in an economy in procedure. It stands for advance planning for collection of the relevant data and the techniques to be used in analysis, keeping in view the objective of the research availability of time.
There are three types of research designs. They are,
‘ Exploratory research design.
‘ Conclusive research design.
1. Descriptive research design.
2. Causal research design.
‘ Performance monitoring research.
The Research design used in this study was descriptive research design. It includes surveys and fact-finding enquiries of different kinds. The main characteristic of this method is that the researcher has no control over the variables; he can report only what has happened or what is happening.
SAMPLING TECHNIQUES:
The simple random sampling technique was employed in the selection of the sample.
SAMPLE SIZE:
The study was done on 156 booked customers of the company of which effective responses were gathered from 100 booked customers. Therefore the sample size which was drawn was 100 out of 156.The data of 156 booked customers was obtained from the customer database maintained by the company from 2013-2014 and 2014-2015..
DATA COLLECTION METHOD:
The data collection method for the study the researcher should keep in the mind the two sources of data.
‘ Primary data
‘ Secondary data.
PRIMARY DATA COLLECTION:
Source of primary data:
1. Experimentation
2. Observation
3. Questionnaire schedule
Primary data has been collected through structured questioner. The questionnaire consisted of a variety of questions that lay consistent with the objective of the research. .
‘ Questionnaire
The questionnaire was prepared keeping in view the objectives of study. Different questions were so arranged to know satisfaction level of customers towards services provided by company. The questionnaire not only focused gathering information on the above mentioned areas but also about the service suggestions to be envisaged under support, update and engage.
Questionnaire contains four types of questions
1. Open Ended
2. Dichotomous
3. Fixed Alternative Question
STUDY CONDUCTED
The primary data was gathered through Tele research. The information was gathered from the semi structured questionnaire.
SECONDARY DATA:
Secondary data has been collected from the Company Website, Internet etc.
LIMITATIONS OF THE STUDY
‘ Survey was been conducted in Bangalore city, in villages they will not give that much preferences to brands
‘ Media advertisement is not adopted by British Biological.
‘ This nutrition available in reputed retails & in e-commerce only.
REVIEW OF LITERATURE
Hans C. M. van Trijp(2009)
conducted a study on’ Consumer understanding and nutritional communication’Aim of the study to review some of the key issues in consumer understanding of nutritional communication as a basis for reflection on the consumer understanding element of the new EU legislation on nutrition and health claims. The study conclude that there is a need for more methodologically advanced research in consumer understanding of nutrition and health claims, as a basis for truly assessing the real-life use of such information and its actual effect on consumer food choice.
Herne, Sally (1995)
conducted a study on ‘Research on food choice and nutritional status in elderly people’ for this study nutrition education and health promotion have increasingly focused on the influence of diet on the quality of life in old age. The study was conducted on the social, economic, psychological, physiological, educational and personal factors that mediate food choice in later life. Indications are that it is the structural influences on choice that have the greatest impact on education, income, class and access to good health care. As a result of the study isaction at the national level in the form of health and social policy designed to taken into account the needs of older generations is highlighted.
‘ SA Taylor, TL Baker – Journal of retailing, 1994 ‘ Elsevier.
‘ A Neely, M Gregory, K Platts – International journal of ‘, 1995.
‘ GHG McDougall, T Levesque – Journal of services marketing, 2000
‘ AEggert, W Ulaga – Journal of Business & industrial marketing, 2002.
‘ H Oh – International Journal of Hospitality Management, 1999.
‘ RA Peterson, WR Wilson – Journal of the Academy of Marketing science, 1992.
‘ R Hallowell – International journal of service industry ‘, 1996.
‘ EWT Ngai – Marketing Intelligence & Planning, 2005.
CHAPTER: 2
INDUSTRY AND COMPANY PROFILE
INDUSTRY PROFILE
Nutraceutical, a portmanteau of the words ‘nutrition’ and ‘pharmaceutical’, was coined in 1989 by Stephen L. DeFelice, founder and chairman of the Foundation of Innovation Medicine .The term is applied to products that range from isolated nutrients, dietarysupplements and herbalproducts, specific diets and processed foods such as cereals, soups.
Nutraceuticals are treated differently in different jurisdictions.
Canada
Under Canadian law, a nutraceutical can either be marketed as a food or as a drug; the terms “nutraceutical” and “functional food” have no legal distinction referring to “a product isolated or purified from foods that is generally sold in medicinal forms not usually associated with food and is demonstrated to have a physiological benefit or provide protection against chronic disease.”
United States
The term “nutraceutical” has no meaning in USlaw. Depending on its ingredients and the claims with which it is marketed, a product is regulated as a drug, dietarysupplement, food ingredient, or food.
International sources
In the global market, there are significant product quality issues. Nutraceuticals from the international market may claim to use organic or exotic ingredients, yet the lack of regulation may compromise the safety and effectiveness of products. Companies looking to create a wide profitmargin may create unregulated products overseas with low-quality or ineffective ingredients.
Market
A market research report produced in 2012 projected that the worldwide nutraceuticals market would reach US$250 billion by 2018,defining that market as “Dietary Supplements (Vitamins, Minerals, Herbals, Non-Herbals, & Others), and Functional Foods & Beverages”
Classification of Nutraceuticals
Nutraceuticals are products derived from food sources that are purported to provide extra health benefits, in addition to the basic nutritional value found in foods. Depending on the jurisdiction, products may claim to prevent chronicdiseases, improve health, delay the aging process, increase lifeexpectancy, or support the structure or function of the body.
Dietary supplements
Dietary supplements, such as the vitamin B supplement shown above, are typically sold in pill form.
A dietary supplement is a product that contains nutrients derived from food products that are concentrated in liquid or capsule form. In the US, the Dietary Supplement Health and Education Act (DSHEA) of 1994 defined the term: ‘A dietary supplement is a product taken by mouth that contains a “dietary ingredient” intended to supplement the diet. The “dietary ingredients” in these products may include: vitamins, minerals, herbs or other botanicals, amino acids, and substances such as enzymes, organ tissues, glandulars, and metabolites. Dietary supplements can also be extracts or concentrates, and may be found in many forms such as tablets, capsules, softgels, gelcaps, liquids, or powders.’
Dietary supplements do not have to be approved by the U.S. Food and Drug Administration (FDA) before marketing, but companies must register their manufacturing facilities with the FDA. With a few well-defined exceptions, dietary supplements may only be marketed to support the structure or function of the body, and may not claim to treat a disease or condition, and must include a label that says: ‘These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.’
Functional foods
Functional foods are designed to allow consumers to eat enriched foods close to their natural state, rather than by taking dietary supplements manufactured in liquid or capsule form. Functional foods have been either enriched or fortified, a process called nutrification. This practice restores the nutrient content in a food back to similar levels from before the food was processed. Sometimes, additional complementary nutrients are added, such as vitamin D to milk.
Health Canada defines functional foods as ‘ordinary food that has components or ingredients added to give it a specific medical or physiological benefit, other than a purely nutritional effect.’ In Japan, all functional foods must meet three established requirements: foods should be:
(1) Present in their naturally-occurring form, rather than a capsule, tablet, or powder.
(2) Consumed in the diet as often as daily.
(3) Should regulate a biological process in hopes of preventing or controlling disease.
History
Considered a father of Western medicine, Hippocrates advocated the healing effects of food.
The Indians, Egyptians, Chinese, and Sumerians are just a few civilizations that have used food as medicine. Hippocrates, considered by some to be the father of Westernmedicine, said that people should ‘Let food be the medicine’.
The modern nutraceutical market began to develop in Japan during the 1980s. In contrast to the natural herbs and spices used as folkmedicine for centuries throughout Asia, the nutraceutical industry has grown alongside the expansion and exploration of modern technology.

COMPANY PROFILE
Corporate Overview
Popularly known as ‘The Protein People’, British Biologicals was founded in 1988 by Mr. VS Reddy, who, with his exceptional values and hard work, has placed the company on a pedestal of excellence. British Biologicals took flight as a small venture in the Nutraceutical field, and has been soaring to great heights. We, at British Biologicals, offer a wide range of nutritional supplements that are distinctive, reliable and 100 per cent safe for human consumption. We strive to achieve perfection in all our endeavours, and this reflects in our products.
Spread across a large area, British Biologicals boasts of a world class manufacturing facility located in Bangalore, India. The company is administered by a highly-experienced, innovative team of professionals who are dedicated to the ideology of excellent human health and well being. A considerable number of skilled employees are employed to contribute their diligence to the field of Nutraceutical science. We are technologically advanced with the latest production and packaging equipment. With a high volume production capacity per day, our facility is the largest and the most advanced of its kind in the whole of South East Asia.
British Biologicals is an ISO 22000: 2005 certified company that meets all food safety management requirements as an organization that falls under the food chain. Our facility is GMP Certified and has been registered with the USFDA. We produce the finest nutritional supplements and adhere to industry standards.
Chairman’s Note
CHANGE is inevitable. Change is the only constant. And with a rapidly changing environment, it makes eminent sense to embrace change.
Change is also a business strategy at British Biologicals. In keeping pace with the world, we have adopted innovation and diversification as our change agents for growth. With this thought in the backdrop, we invite you to our redesigned website. Our new website gives you a glimpse of our company’s fast evolving business in various disciplines and in a dynamic environment.
WELCOME
We have always maintained and once again reiterate that all our nutritional products are based on a science. We manufacture scientifically proven preventive nutritional products for specific diseases and health conditions. Today, we are the most trusted and the only branded range of disease specific nutritional supplements in over 21 countries across the world. This stems from our commitment to research and development in the field of nutrition. With an aggressive approach to consolidating our leadership position, in the coming years, we see ourselves at the pinnacle of preventive nutrition in India.
At an elementary level, British Biologicals works on the foundation of TRUST – a trust that we instill in all our stakeholders namely, doctors, patients, distributors, retailers and institutions. With the Nutraceutical industry’s environment becoming more and more challenging, the way forward is innovation. The onus and responsibility rests with companies such as ours to innovate and create newer nutritional products. This way, at a larger level, we can contribute to the healthcare industry and the health of people, both in India and the countries where we are present.
INNOVATION at British Biologicals endures restructuring and reforming, not just in its processes and practices, but also the in the mindset. It helps us improve our operational efficiencies and strengthen our competitive power. In many ways, innovation is built into our DNA.
A company that invests in EMPLOYEES is one that can shift gears and seamlessly move into the future. In fact, we believe that employees are the future. In order to grow in a global market scenario, the way forward is to nurture individual skills and harness the diverse cross-cultural experiences that employees bring with them. British Biologicals’ human resources system identifies leadership abilities and encourages individuals to attain their potential through an exposure to global level knowledge and expertise. We fulfill our social responsibility by helping each of our employees to uphold his or her vision by overcoming adversities and accomplishingtheir dreams.
VISION
Our VISION is to add exceptional value to people’s lives through creation of innovative medical nutritional products for the benefit of mankind. Our ASPIRATION is for British Biologicals to become synonymous with ‘Nutrition’ and the day is not far when we shall achieve our purpose. We say this because of our faith in the belief that a business is never always about products and services; it is about people and their well-being.
Your continued support and understanding of British Biologicals is greatly appreciated.
GLOBAL PRESENCE
British Biologicals has a significant global presence achieved through marketing and distribution of its products in more than 21 countries. We are truly emerging as a leader in the Neutraceutical segment, with our products being available across the country and globe.
Collaboration Efforts
At British Biologicals, we firmly believe in growing investments and maximizing returns through the policies and practices we adopt in our partnerships. We adopt targeted and proactive programs to achieve our marketing objectives. Our top management recognises that reputation and credibility take time to build, and we emphasize on communication, consistency, and candor to realize our aims.
As a growing company, we are always on the lookout for strategic business partnerships with locally established business majors in different markets towards expanding our international marketing efforts. We cater to all customer requirements, to the extent of manufacturing custom made nutritional supplements designed to suit the requirements of specific customers.
INTERNATIONAL OPERATION
We have a large team of field marketing and sales executives. These serve a vast network of medical specialists and a significant number of retail outlets through more than several distribution centers. We currently export our products to South East Asia, the Middle East, East Africa, and the West Indies, and are growing our base in the European and American markets. Currently, we are the only Indian company exporting nutritional supplements to the United Kingdom.
We have always emphasized on quality as our single most important asset, and this asset has best projected our image. To continue maintaining and enhancing it, we have embarked upon a project to build an ultra-modern plant to manufacture higher quality products. Our plant is compliant with USFDA and GMP guidelines and practices. Our strengths include our commitment to customer service, up-to-date knowledge base, and our technological expertise.
CSR ACTIVITIES
Corporate social responsibility (CSR), also known as sustainable responsible business (SRB) is a self-regulating practice followed by responsible businesses as part of their business model. Businesses following this policy are expected to proactively promote community growth and development while also eliminating practices that harm the public and the environment. By adopting CSR practices, a business includes its stakeholders in its corporate decision making towards achieving the triple bottom line of people, planet, and profit.
At British Biologicals, we believe in preventive nutrition by being proactive in understanding the nutritional needs of our consumers. We get to the root of health problems with our in-depth research, and create solutions that prevent their spread and recurrence.
Our employees contribute to welfare programs orientated towards children, students, and patients. We also continuously support the activities of NGOs and other institutions involved with healthcare, education, sports, skill development and community welfare. At British Biologicals, we understand that our future is dependent on the welfare of the community, and make all efforts toward improving its quality of life. Some of our public welfare initiatives include working with the Parikrama Foundation and Akshaya Patra initiatives in Bangalore, Nanhi Kali at an all India level, diabetic awareness camps, and ante-natal camps for pregnant women, building schools and colleges, educating children, cultivating gardens, and more. We aim to organize more social welfare programs that will add value to society.
Business as a service
We have pioneered a ketogenic diet supplement, the first of its kind in India, to tackle the dreadful neurological disorder – Epilepsy. In India, the incidence of epilepsy is about 2.5-5.6 per population of 1,000; and the chronic or intractable cases are 6-7 in a lakh. Bangalore-headquartered British Biologicals is India’s first and the world’s third company to manufacture a ketogenic product that holds abundant hope for epileptic patients. As a CSR initiative, British Biologicals offers free services of nutritionists and dieticians to all doctors and hospitals treating intractable epilepsy through a ketogenic diet.
Procuring and managing a proper ketogenic diet is a daunting task for both parents as well as nutritionists. Moreover, the unavailability of such a supplementary product in the Indian market, as well as the sheer cost of importing them from abroad has hindered patients from accessing this treatment in the past. We are proud to have successfully introduced this essential supplement in the country as a yeoman service with very little focus on the business side of it.
In its quest to make this treatment available at affordable prices, British Biologicals is selling the kit at a much lower cost. We are glad to state that with the help of our special supplements, more than 50 cases of intractable epilepsy have been cured successfully.
Having created this supplement with the sole aim of serving society, we have brought back smiles on the faces of many mothers across the country by helping children regain their vitality and lead healthy lives. Our efforts have helped change the lives of many afflicted children for better, and we continue to strive to positively impact many more.
Healthy children for a healthy nation
As a nutrition company, our primary commitment is towards a healthier future generation. Hence, tackling the issue at the grass root level meant offering a healthy product, specific to the health condition, which is not only affordable but also palatable. After years of research in medical nutrition, we arrived at the perfect blend of nutrition for pregnant and lactating mothers – ProPL, which stands for ‘Proteins for Pregnancy and Lactation’. Doctors have appreciated the science behind the product and mothers are only too happy to take ProPL instead of a handful of tablets, to sustain a healthy pregnancy & motherhood. We are indeed thankful to all doctors for their overwhelming support.
Pregnant women who have poor access to healthcare are also the beneficiaries of our social initiatives. Every month, under the guidance of Medical Professionals, special ante-natal camps are held in-clinic, across India. The implementation of these camps is through trained dieticians and nutritionists. Regular weight check-ups and diet counseling is given free of cost, at the doctors’ clinics. Recipe booklets are distributed, which contain easy-to-prepare dishes rich in iron, calcium and essential proteins.
Say ‘yes’ to the girl child
India might be progressing globally, but when it comes to protecting its own daughters, the country shows no mercy.
Mr. V.S. Reddy rightly says, “We are heading towards a generation where small / nuclear families are preferred, but at the cost of the girl child who is ‘given up’ to make way for a male child. At British Biologicals, we felt that we could go a longer way in bringing about a change.”
Commenting on British Biologicals’ efforts in this direction, Mr. Reddy says, “Our field force interacts with over 2 lakh doctors in India every month. With such a strong base to rely on, we began a campaign called ‘We Pledge’ which asks the Doctors to pledge their support in ensuring that the girl child is born. This, in fact, goes to the heart of the problem by ensuring that Doctors willingly join hands in refusing to determine the sex of the foetus”.
What is encouraging is that the company has seen an overwhelming response from Doctors. Communication against sex-determination tests has been formalized and framed in the clinics of 9000 doctors across India. This is probably the only effort of its kind, which has been made by a company, backed by the willing support of doctors themselves. The team hopes to see a day when a natural balance is restored in the female: male ratio of this country.
British Biologicals has taken its Corporate Social Responsibility to another level. The company is associated with Mumbai based NGO ‘Nanhi Kali’ which was initiated in 1996 by the K. C. Mahindra Education Trust (KCMET) with the aim of providing primary education to underprivileged girl children in India. This association has helped give momentum to the efforts of the NGO. At the brand level, Kids Pro and ProPL, are engaged in this activity. With every prescription of Kids Pro and ProPL, the company donates a part of the proceeds towards the ‘Nanhi Kali’ initiative.
Through this social initiative, we are taking over responsibility of educating the girl child for at least 10 years.
Other social initiatives
‘ Corporate Social Responsibility for British Biologicals does not end with encouraging the birth of healthy children.
‘ We believe in an individual’s right to education, and to this end, we have funded the primary and high school fees of children hailing from below the poverty line (BPL) in Bangalore.
‘ Besides this, every year, we sponsor twenty students in Bangalore towards getting their Bachelor’s degrees in Pharmaceuticals.
‘ Yet another of our initiatives is the Diabetes Camp, wherein we administer our D-Protein supplement, the first of its kind in India, to patients in need of this nutrient.
‘ Thanks to this supplement, diabetics can continue to feel normal and healthy, as it helps control their sugar levels while also satisfying their nutrition requirements.
‘ Our Diabetic Camps are especially valued in smaller villages where awareness of the disease and its symptoms are limited.
‘ We conduct mandatory blood tests in such places to detect the presence of diabetes, and give away a free sample of the D-Protein supplement to those needing it.
CritiCare
Critical Care nutrition is increasingly recognized as a key to effective disease management and improving clinical outcomes. Specialized nutritional support plays a key role in both the prevention and treatment of chronic diseases. Numerous studies have demonstrated that nutrition in critical care plays an important role in treating common chronic diseases. Specialized nutritional intervention can improve patients’ clinical outcomes and improve their quality of life.
Eminent as “Protein People”, British Biologicals is a leading global Nutraceutical company engaged in the discovery, development, manufacturing and commercialization of innovative medical nutrition products for disease specific conditions.
With a belief that nutritional support has now come to be recognized as sine qua non in management of critically ill, CritiCare was started. CritiCare – a division of British Biologicals was started in 2009 with the vision of bringing a new dimension to medical nutrition by developing innovative products to support growth, health and wellness of people of all ages through disease prevention and management. The products are specialized nutritional support designed to help the healthcare professionals to cater the needs of patients of diverse therapeutic areas. These include burns, cancer, diabetes, kidney disease, cardiovascular disease, refractory epilepsy, surgery and the others. We aim at not only bringing down the incidence of chronic diseases but also reducing the cost of treating them and transforming the quality of lives of millions of patients
Products:
RESEARCH AND INNOVATIONS
State-of-the-Art Manufacturing
Our manufacturing facility is a large state-of-the-art building and adheres to all regulations of the International Food Safety (IFS) standards. The facility is ISO 22000:2005 and WHO-GMP certified. It also complies with global cleanroom standards in the manufacturing area, so that our customers can be assured of getting high quality medical nutrition products.
Our plant is fully automated, and prevents quality problems caused by human intervention. The facility has three production lines based on packing and product type:
1. Line I – Products packed in glass bottles
2. Line II – Products packed in tins
3. Line III – Products packed in PET and plastic jars
From all three lines, we can manufacture several thousands of units per day.
Besides the above facility, we have a dedicated manufacturing unit for producing samples of all our products. This unit is also ISO 22000:2005 and GMP certified, and occupies an area of 12,000 sq. ft. The samples manufactured here are given free of cost to doctors, hospitals and other health centers for their evaluation and approval. We manufacture 400,000 to 500,000 sample sachets per month in this plant. These are distributed locally as well as exported overseas.
Both our plants have a Production Manager and a Dispatch Manager overseeing all operations.
RESEARCH AND DEVELOPMENT
At British Biologicals, we work on the principle of Advanced Product Quality Planning (APQP). We have adopted a well-structured design and development plan that covers:
1. Identification of clinical needs
2. Ingredient qualification
3. Formulation development
4. Stability and clinical studies
Following the above procedures helps us ensure both the quality as well as safety of new products introduced in the market.
We have a well-qualified research team, comprising PhD, MSc graduates and specialists in dietetics, nutrition, and food sciences. These experts are supported by more than a hundred practicing clinical dietitians. Our team conducts extensive testing and trials using the latest technology available in the nutrition field. This results in products having the best organoleptic properties, with proven synergy and efficacy.
Our research and development follows a multidimensional approach, supported by state-of-the-art analytical instruments such as HPLC, GC, AAC, UV-VIS, FTIR, NIR, Osmometer etc. Besides these, we also document and follow in-house stability studies.
Our R&D team derives cost advantages for our customers by driving these initiatives.
British Biologicals aims to develop disease specific nutrition formulas for conditions that can be cured directly by the intake of nutritional supplements, or can complement medical treatment to reduce hospitalization and aid quick recovery.
Our centralized R&D department helps develop new products for our British Nutrition and CritiCare departments. The former deals with fitness, wellness, and lifestyle products, whereas, the latter is involved with highly specific clinical nutritional formulas for patients in ICUs, including pre and post surgery nutritional needs, wound healing, burns, cardiac health, cancer, etc.
Our R&D team’s vision and focus is embodied in the following quote:
“The goal of thoughtful nutrition is not just to ease disease symptoms; it is also to allow one to continue to use nutrition as a source of pleasure in one’s life.”
We strictly follow the food safety guidelines laid down by the Food Safety and Standards Authority of India (FSSAI) and the WHO’s Good Manufacturing Practices (GMP). Every product goes through an Annual Product Quality Review (APQR), following which, corrective and preventive actions are taken based on our findings from the AQPR report, to avoid further recurrences of any observed deviations.
These procedures highlight our emphasis on stringent quality checks at every level of the manufacturing process:
1. Raw materials are thoroughly checked by a Quality Control Team at the entry point, and are they taken inside the stores only after the team’s approval.
2. The Quality Control Team samples the newly-arrived raw materials while they’re still in the truck and draws conclusions quickly.
3. If the raw material does not comply with our in-house criteria, it is rejected and sent back with a rejection note for the supplier, explaining the reasons for rejection.
4. The plant is kept spotlessly clean and is fumigated regularly; strict hygiene practices are followed. The entry and exit points are clearly defined and controlled.
Cleanliness and sterility is maintained round the clock to avoid any chance of contamination and to maintain the quality of the manufactured products.
QUALITY ASSESSMENT & QUALITY CONTROL
We are always striving to improve our quality; so, our focus is constantly on quality control and assurance. We have a strong QA & QC team, dedicated to maintain and improve the quality of our products and set new benchmarks using the latest technologies.
We use the latest equipment in our plant, including sophisticated instruments such as HPLC, AAS, NIR, UV-VIS, Osmometer, stability chambers, and more. This formidable arsenal of tools is used at every stage of the manufacturing process, including analyzing raw material, in-process samples, and finished products.
Each production line in our plant is supervised by a dedicated QA executive, who vigilantly monitors all production activities as well as coordinates with the Quality Control Lab and the production team. Our QA team ensures that quality standards are continually improved upon by providing structured training to the personnel of Production and other related departments on good manufacturing practices and food safety practices. The results of these trainings are monitored carefully by studying their implementation. Periodic follow ups and retraining are provided whenever required.
COMPETITORS
ABBOTT NUTRITIONS:
Abbott Nutrition support and salute the many dedicated health care professionals who actively seek current, science-based nutrition information to improve the well-being of their patients. It is for you and your patients that we have created this Resource Center. This page includes patient education materials, Abbott Nutrition product information, and professional enrichment opportunities in a variety of media. For additional professional resources, including online continuing education courses.
RANBAXY:
Ranbaxy are a vertically integrated company that develops, manufactures and markets Generic, Branded Generic, Value-added and Over-the-Counter (OTC) products, Anti-retrovirals (ARVs), Active Pharmaceutical Ingredients (APIs), and Intermediates. We have a large portfolio of over 500 molecules that cover multiple dosage forms including tablets, capsules, injectable, inhalers, ointments, creams and liquids. Our presence extends across therapies and includes Anti-infective, Cardiovascular, Pain management, Central Nervous System (CNS), Gastrointestinal, Respiratory, Dermatology, Orthopedics, Nutritionals and Urology. Biotech and Vaccines are two new segments that we have begun investing in. A stronger presence in these areas will add significant depth to the existing product pipeline.
Through our unique hybrid business model involving Daiichi Sankyo, we also introduce innovator products in markets around the world.
CIPLA:
Cross Fit is a new form of high intensity, principal strength and conditioning exercise program that has taken South Africa by storm, following its introduction in the USA in 2006. With its variety of aerobic and body weight exercise as well as Olympic weight lifting, the body is put through grueling fitness tests, and as such, many people have specific nutritional needs with such an intense workout.
‘The type of food we consume has a direct and immediate effect on how we perform while training. It also affects the amount of energy we have to get through the day, whether it is at work, at home or anywhere else.
‘Eating foods that support a hectic exercise regime instead of foods that only satisfy short-lived cravings, helps support nutritional needs while training,’ says Alan Foulis, who recently came 10th at this year’s Crossfit Games Africa Regionals in South Africa after only having begun CrossFit six months ago. Foulis, who competed as a Cipla Nutrition athlete, was one of 48 competitors invited to attend the competition. He will be competing at Fittest in Jozi and United We Stand Games later this year.
Foulis says, as a dedicated CrossFit athlete, that his nutritional needs differ hugely from when he played Eastern Province rugby.
‘As the CrossFit workout is high intensive, it is generally believed that the Paleo way of eating offers the best results when doing CrossFit. This diet is high in protein and low in carbohydrates and mimics what we ate as cavemen. This includes meat, vegetables, nuts and seeds, fruit and no sugar.
CHAPTER -3
Theoritical Background of the study
CUSTOMER SATISFACTION
Why Organizations Focus on Customer Satisfaction
Businesses monitor customer satisfaction in order to determine how to increase their customer base, customer loyalty, revenue, profits, market share and survival. Although greater profit is the primary driver, exemplary businesses focus on the customer and his/her experience with the organization. They work to make their customers happy and see customer satisfaction as the key to survival and profit. Customer satisfaction in turn hinges on the quality and effects of their experiences and the goods or services they receive.
Customer satisfaction
A company should always try to keep every customer happy. It is not enough getting the offered product right, there is so much more to customer satisfaction than the actual core product. Loyal customers that keep coming back bring a lot of revenue to a company with their repeat business. Even if you market your company in a way that a lot of new people come to check the business out and spend some money, a lot of work still needs to be put down on the customer service etc to make the customers keep coming back.
A satisfied customer is either a customer that gets what he expected or that gets his expectations exceeded. The more customers a company can send away positively amazed the better. Customers that get their expectations exceeded are usually happy spreading the word about what great service they have received.
This also works the other way around, if a customer leaves unhappy, he will not hesitate to voice his negative opinion and this might scare off possible future customers.
Sometimes however it can be enough to keep customers within the zone of tolerance. The zone of tolerance means that the customer gets good enough service to be fairly satisfied. The zone of tolerance lies between what kind of service the customer actually wants and what he is willing to accept. When a customer is within the zone of tolerance he rarely goes out deliberately searching for a new service provider. However, if a customer like this stumbles upon a better offer, he might not be so faithful.
Measuring customer satisfaction
A company should always try to keep up with what is going on with their customers and in order to do that, research must be done every now and then. It is easy for a company to assume they know what their customers want, but what the customer wants and what the company thinks that the customers want can be very different at times. Measuring customer satisfaction can help make great improvements in the company. It is good to try to find out both current needs and future needs as these always keep changing.
A company should always remember not to make too big promises. It is always better to under market a bit in order not to fail the customer and to have a great chance to create an actual wow-experience for the customer, instead of making empty promises.
Different methods of doing a customer satisfaction research
There are many ways to measure customer satisfaction. You can study customer satisfaction by gathering either secondary or primary data. Secondary data is information that you can get from e.g. libraries or the government. A company can also have secondary data themselves if they have kept some information about their customers or they have made some previous studies. Primary data is a lot more time-consuming as it is done by collecting new information about a certain field through e.g. conducting interviews, making people fill out questionnaires or through making observations. To best measure customer satisfaction it is good to have both secondary and primary data. When collecting primary data there are two different techniques that can be used.
Primary data can be collected by either doing qualitative or quantitative research.
When doing qualitative research you do not study a large number of customers, instead you concentrate on getting as much information as possible from a smaller 16number of customers. In-depth interviews face to face or by telephone can be used for qualitative research. It is good to have some kind of a structure of what to ask the customer, but here you also have the chance to react to the answers and ask the customer to elaborate on his comments, leading into more insight.
When quantitative research is being carried out it is good to follow at least 50people in order to get a reliable and realistic result. This kind of research is usually done with the help of a questionnaire that can be left to fill out at a restaurant for example, it can be mailed or e-mailed to customers, you can phone customers and interview them or you can walk up to people asking them the questions and ticking their answers.
Designing a questionnaire
When designing a questionnaire there are many things to keep in mind. If a questionnaire is too long, too complicated or too boring, the customer might just fill it out without even thinking to get it over and done with. If a question is too long and complicated it might be misunderstood and therefore answered incorrectly. The questions should be easy to follow and in a logical order. A questionnaire should always start with the simplest questions for an easy start.
Some questions might also be a bit sensitive for some people and extra-attention should be paid to the forming of these questions so that the respondent does not feel the need to lie just to avoid feeling embarrassed. A poorly done questionnaire can end up just giving wrong information instead of helping the company.
A questionnaire should not be too long, but sometimes asking two or three questions instead of one is better. This is in the case of a complicated or ambiguous question. Confusing the respondents should be avoided as much as possible. A questionnaire should also be done in a way that it does not lead the respondents to give a certain answer. Routing, meaning that depending on an answer you move on to another segment, should be used carefully in 17questionnaires as they can easily be confusing.
Questions can either be open or closed and both types can be used in the same questionnaire. An open question gives the respondent the chance to answer in his own words and a questionnaire like this reminds a bit of a conversation. This method can bring more details, but open questions require more effort from the respondent and can risk being poorly answered or end up simply not answered at all. Open questions should preferably be placed at the end of the questionnaire if there is a use of both open and closed questions. This helps the customer to first warm-up a bit to the subject before moving on to trickier questions.
Questions that can only be answered ‘yes’, ‘no’ or ‘I don’t know’ are closed questions. Closed questions are also the kind that has ready-made suggestions and where you simply tick the right answer. Usually you can only tick one answer, but there are also questions where you can choose several options. This has to be clearly indicated in the questionnaire. These are the kind of questions that could not start a real conversation. Closed questions have the advantage of being fairly easy to analyze. (Brace, 2008, 40)
Paper-questionnaires can sometimes have an advantage because of the lack of interviewer. It is easier to be honest with sensitive questions when there is not a person in front of you and the questionnaire is anonymous. A written questionnaire also gives the respondent the chance to take his time thinking about the answers and filling out open-ended questions. There is also the possibility to add pictures if this suit the questionnaire. Disadvantages of a paper-questionnaire might in some cases be that the respondent can read through it before responding and that the respondent has too much time to think about the answers if the questionnaire is actually looking for attitudes and first thoughts. Whether to include an ‘I don’t know’ option or not in closed questions should be carefully considered. It makes the option an acceptable alternative and many people might end up ticking this alternative as it is the easiest. However, it might be needed at least in some questions, because the respondent might not actually know the 18answer or at all be familiar with what is asked. If this option is not offered the question might be left blank by many respondents.
The layout of a questionnaire should be neat. It should be written in a font that is easy to read and the paper should never be too crammed as it makes the questionnaire hard to follow. One should avoid too long questionnaires, but using more papers instead of cramming it all onto one page usually gives a better response rate. The questionnaire should include a presentation or a cover letter of who is doing the research and why if the respondents are made to answer it without an interviewer. If an interviewer is present, he should explain the aim of the research. This helps give a sense of purpose to the respondents and can help motivate them. A questionnaire should always also include a thank you to the respondents!
It is interesting how small details can influence the outcome of a research. If you ask a question like ‘How do you feel about the food offered on our lunch menu’? and then provide options from excellent to extremely poor or from extremely poor to excellent, this will influence the answers. One could think that it is the same question and the same answers, but people for some reason tend to tick some of the first alternatives, meaning that if you start with the positive, you will get a more positive outcome and vice versa!
Once you have the results of a study they need to be analyzed carefully. A well done questionnaire research can give a lot of insight to a company and shed light on problems a company did not know it had. With the help of open ended questions customers can be able to voice different needs that they have that the company was not aware of. Once the analysis has been done the company can start to think about how to address possible faults and how to be able to wow their customers in the future.
The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of the performance of the organization being measured.
CUSTOMER SATISFACTION IN 7 STEPS
It’s a well-known fact that no business can exist without customers. In the business of Website design, it’s important to work closely with your customers to make sure the site or system you create for them is as close to their requirements as you can manage. Because it’s critical that you form a close working relationship with your client, customer service is of vital importance. What follows are a selection of tips that will make your clients feel valued, wanted and loved.
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a customer. If you’re not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. It’s important to meet your customers face to face at least once or even twice during the course of a project. My experience has shown that a client finds it easier to relate to and work with someone they’ve actually met in person, rather than a voice on the phone or someone typing into an email or messenger program. When you do meet them, be calm, confident and above all, take time to ask them what they need. I believe that if a potential client spends over half the meeting doing the talking, you’re well on your way to a sale.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers’ queries within the space of a few hours, but at least email or call them back and let them know you’ve received their message and you’ll contact them about it as soon as possible. Even if you’re not able to solve a problem right away, let the customer know you’re working on it. A good example of this is my Web host. They’ve had some trouble with server hardware which has caused a fair bit of downtime lately. At every step along the way I was emailed and told exactly what was going on, why things were going wrong, and how long it would be before they were working again. They also apologized repeatedly, which was nice. Now if they server had just gone down with no explanation I think I’d have been pretty annoyed and may have moved my business elsewhere. But because they took time to keep me informed, it didn’t seem so bad, and I at least knew they were doing something about the problems. That to me is a prime example of customer service.
3. Be Friendly and Approachable
A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. It’s very important to be friendly, courteous and to make your clients feel like you’re their friend and you’re there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object – it happens to all of us. It’s vital that you keep a clear head, respond to your clients’ wishes as best you can, and at all times remain polite and courteous.
4. Have a Clearly-Defined Customer Service Policy
This may not be too important when you’re just starting out, but a clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, should they contact different people for billing and technical enquiries? If they’re not satisfied with any aspect of your customer service, who should they tell? There’s nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site — and anywhere else it may be useful.
5. Attention to Detail (also known as ‘The Little Niceties’)
Have you ever received a Happy Birthday email or card from a company you were a client. You ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch. These little niceties can be time consuming and aren’t always cost effective, but remember to do them. Even if it’s as small as sending a Happy Holidays email to all your customers, it’s something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued.
6. Anticipate Your Client’s Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship Take this as an example: you’re working on the front-end for your client’s exciting new ecommerce Endeavour. You have all the images, originals and files backed up on your desktop computer and the site is going really well. During a meeting with your client he/she happens to mention a hard-copy brochure their internal marketing people are developing. As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high resolution versions of all the images you’ve used on the site. A note accompanies it which reads:
It’s possible this is the most important point in this article. The simple message: when you promise something, deliver. The most common example here is project delivery dates. Clients don’t like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors don’t always deliver on time. In this case a quick apology and assurance it’ll be ready ASAP wouldn’t go amiss.
PRODUCT SPECIFICATIONS:.
In Hypercatabolic State, Gift Them a New Life
Promaxe is a calorie dense high protein formula enriched with glutamine that is specially designed to meet the high energy requirement of patients in hypercatabolic state esp. cancer, burns and surgery. Promaxe helps in faster recovery from illness, boosts the immune system to fight infections, promotes weight gain and builds lean body mass in hypercatabolic patients and is the ideal choice for nutrition post-surgery.
Ingredients: Whey Protein Concentrate, Soya Protein Isolate, Maltodextrin, Medium Chain Triglycerides, EPRO, DHA, L-Glutamine, Inulin, Micronutrient Mix, Vitamin Mix, Mineral Mix, Sucralose. Contains added flavour.
Promaxe contains:
‘ Macronutrients: Adequate amounts of macronutrients such as fats, carbohydrates and proteins are included to meet the requirements due to altered body’s metabolism after surgery for faster tissue generation and healing.
‘ Glutamine: Serves as a source of cellular energy, reduces oxidative damage post-surgery, increases muscle mass and also works as an immune modulator to prevent infections.
‘ Omega 3 & 6 fatty acids: Act as anti-inflammatory and regulate metabolism.
INDICATIONS:
‘ Hypercatabolic state including severe burns, cancer, multiple trauma, major surgeries (Upper GI, Lower GI, Head and Neck, Bone Marrow Transplant) and sepsis.
‘ As an adjunct to radiotherapy and chemotherapy.
‘ Cholecystitis, pancreatitis etc.
SOURCES OF ENERGY :
Nutrient SOURCES
Proteins – Whey Protein Concentrate and Soya Protein Isolate
Carbohydrates- Maltodextrin.
Fats –
Medium Chain Triglycerides, Vegetable Oil, Evening Primrose Oil Powder, DHA.
In Critical Malabsorptive State, Extend the Best Possible Care
Semital is a complete peptide based diet containing 100% Hydrolyzed Whey Protein (pre-digested protein), Dietary Fiber, 60% of the fat content from MCT (Medium Chain Triglycerides), Omega 3 and 6 fatty acids and 27 essential vitamins and minerals indicated for patients with inflammatory bowel disease, short bowel syndrome, pancreatic insufficiency, radiation enteritis, chronic diarrhea and intolerance to polymeric formula.
Ingredients: Hydrolyzed Whey Protein, Maltodextrin, Medium Chain Triglycerides, FOS, EPRO, DHA, L-Carnitine, Taurine, Vitamin Mix, Mineral Mix, Sucralo Malabsorption
‘ Inflammatory bowel disease
‘ Short bowel syndrome
‘ Pancreatic insufficiency
‘ Intolerance to polymeric formula
‘ Radiation enteritis
‘ Chronic diarrhea
Balanced Nutrition Supplement for Optimal Care
Optimaxe is a high protein energy dense nutrition supplement for patients with secondary protein energy malnutrition (PEM). Optimaxe is nutritionally complete with all essential micronutrients and is fortified with omega 3 & 6 fatty acids, alpha lipoic acid and dietary fiber.
Ingredients: Whey Protein Concentrate, Soya Protein Isolate, Maltodextrin, Dietary Fiber, EPRO, DHA, Vitamin Mix, Mineral Mix, Sucralose. Contains added flavour.
Optimaxe contains:
‘ High protein: 45g/100g of a combination of whey protein concentrate and soya protein isolate which are high biological value proteins with PDCAAS score of 1 that ensure highest bioavailability and are easily digestible. Adequate protein is essential for reducing the risk of weight loss, muscle wasting and faster recovery from illness.
‘ Dietary fiber: FOS serves as a prebiotic increasing the overall gut health, regulates bowel movements, reduces cholesterol levels and controls blood glucose levels.
‘ Omega 3 & Omega 6 fatty acids: Act as anti-inflammatory and lower the risk of heart diseases.
‘ Alpha lipoic acid: Acts as a super anti oxidant, serves as a coenzyme and repairs oxidative damage.
‘ Vitamins and minerals: The essential vitamins and minerals combat deficiencies of secondary PEM.
For Critically ill diabetics with or without complications.
Supplement ‘ D is a specialised nutrition supplement for a good glycemic control in diabetics with or without complications and also critically ill diabetics admitted to the ICU. Supplement ‘ D is a calorie dense formula with a unique slow release carbohydrate system for enhanced glycemic control. The formulation is based on the recommendations of the American Diabetic Association guidelines – 70% of the energy coming from MUFA and Carbohydrates and 20% from proteins and the remaining 10% from poly unsaturated fats.
Ingredients: Maltodextrin, Whey Protein Concentrate, Soya Protein Isolate, Oleic Sunflower Oil, Maltitol, Fructo Oligosaccharides, Resistant starch, Taurine, Carnitine, Inositol, Sucralose, Vitamins, Minerals and contains added flavour.
Supplement D contains:
‘ Slow release carbohydrate system: Prevents both hypoglycemia and hyperglycemia
‘ MUFA: Help increase HDL cholesterol and reduce post prandial glucose levels
‘ Fructo-oligosaccharides (FOS): Reduces mean fasting blood glucose levels, mean serum and total serum cholesterol levels.
‘ Chromium: Lowers fasting and post-prandial glucose levels
‘ Vitamins and Minerals: Vitamin C, Vitamin E, Selenium and Beta carotene improve insulin sensitivity.
‘ Dietary fiber: Helps maintain lipid profile
Break Free from the clutches of Epilepsy.
Ketokid is a nutritionally complete, ketogenic formula in a 4:1 ratio (fat: carbohydrate + protein) for the dietary management of refractory epilepsy in adults and children above one year.
Ingredients: Bonigrasa Fat Base Powder 80%, Oleic Sunflower Oil Powder, Whey Protein Isolate, DHA, EPA, Evening Primrose Oil powder, Sucralose, Vitamins and Mineral,. Contains Natural Vanilla Flavour.
Ketokid contains:
‘ Fats: Contains a blend of Fat powder (Bonigrasa 80), DHA, EPA and Evening primrose oil powder to improve efficacy and minimise side effects of Ketogenic diet.
‘ Protein: In the form of Whey Protein isolate helps maintain nutritional status and minimise complications of fat metabolism,
‘ Amino Acids – L-Taurine: Prevents excess activity of the brain cells by suppressing the release of excitatory neuro transmitters like nor epinephrine and acetyl choline.
‘ Dimethyl glycine: Has anti-convulsant effect.
‘ Vitamins & Minerals: Takes care of nutritional deficiency.
Fast on Healing, Quick on Recovery
Nutrizen is a calorie dense nutritional supplement designed for faster and quicker healing of wounds. Nutrizen is a nutrient-rich diet proving the essential proteins, carbohydrates, fats, amino acids, anti-oxidants and minerals in adequate quantities which promote faster development, maintenance and growth of new tissues in wound care management.
Ingredients: Whey protein concentrate, Whey protein isolate, Soya protein isolate, Maltodextrin, Oleic sunflower oil powder, EPRO, DHA, Cocoa Powder, L-Glutamine, L-Arginine, Collagen, Vitamin mix, Mineral mix, Sucralose. Contains added flavour.
Nutrizen contains:
‘ Macronutrients: Adequate amounts of macronutrients such as fats, carbohydrates and proteins are included to assist in the development, maintenance and growth of new body tissues and faster wound repair.
‘ Collagen: Increases the amino acid pool thereby accelerates wound healing, skin growth and tissue formation.
‘ Omega 3 & 6 fatty acids: Reduce inflammation and boost immune response for faster wound healing.
‘ Glutamine & Arginine: Boost immune responsiveness and assist in chronic wound healing.
Healthy Heart… Beats Longer
Cardiopro is a nutritionally balanced low fat supplement for patients with cardiovascular diseases and those undergoing CABG, angioplasty and thrombolysis.
Ingredients: Whey protein concentrate, Soya protein isolate, Maltodextrin, Resveratrol, L-Carnitine, Co-enzyme Q10, Evening primrose oil, Dietary fiber (Inulin), Resistant starch, Sucralose, Vitamin & Minerals, Contains added flavor’s.
Cardiopro contains:
‘ Resveratrol – a potent antioxidant known to have many positive benefits. This includes reduction in free radical formation, prevention of platelet aggregation and stimulation of nitric oxide production. It also prevents oxidation of LDL thereby reducing the risk of CV disease.
‘ Co-enzyme Q10: Helps steer metabolic processes in the body. It is a powerful fat soluble antioxidant necessary for the functioning of every cell in the body. Low levels of Q10 can induce hypertension, angina and Myocardial infarction.
‘ Omega 3 & 6 fatty acids: Prevent inflammation, lower blood pressure and decrease triglyceride levels.
‘ L Carnitine: Exerts a substantial antioxidant action, thereby providing a protective effect against lipid peroxidation and oxidative stress induced at the myocardial and endothelial cell level.
In Chronic Kidney Disease help them feel better each day
Reno-pro is a balanced nutritional supplement formulated exclusively to meet the needs of chronic kidney disease stage (1-4), Pre-dialysis patients and acute renal failure patients.Nutritionally complete, this renal supplement is rich in calories and low in proteins and electrolytes.
Ingredients: Whey Protein Concentrate, Soya Protein Isolate, Maltodextrin, Medium Chain Triglycerides, Vegetable Oil containing permitted antioxidants, Choline bitartrate, Glycine, L-Histidine L-Carnitine, Vitamin Mix, Mineral Mix, Sucralose. Contains added flavour.
Reno-pro contains:
‘ Protein: High biological value protein. Low protein levels in Reno-pro decreases protein load on Kidneys thereby preventing further damage to the glomerular apparatus, reduces the production of ammonia in the Kidney and circulation of toxic by-products of protein metabolism in the Kidney.
‘ Electrolytes: Low Electrolyte Content in Reno-pro reduces edema, controls blood pressue and also reduces the risk of CV complications due to hyperkalemia. L- Carnitine: – Significantly reduces the pre-dialysis concentration of serum urea nitrogen, creatinine and phosphorus.
CHAPTER- 4
DATA ANALYSIS AND INTERPRETATION
DATABASE OF DOCTORS
NAME HOSPITALS MOBILE NO. EMAIL
Dr. jayachandra Victoria Hosp. 9448901467
Dr.jayachandra@yahoo.com
Dr.Raghavendra Victoria Hosp. 9242093523
drgbm78@gmail.com
Dr. veraana gowda Victoria Hosp. 9242354123
drveeranna12@gmail.com
Dr.GB sahoo Yoga nanda hosp. 9483940486
drgbsahoo@gmail.com
Dr.pratibha Family doctor clinic 9886048321
drpratibhags@gmail.com
Dr.P satish rao Anand clinic 9448239253
pilarsatishrao@yahoo.com
Dr.Archana Nu clinic 9344593726
drarchananazre74@gmail.com
Dr.pv Raman Sneha clinic 9844593726
Dr.pvraman@gmail.com
Dr.Aradhana. Victoria hosp. 9900285997
Aradhana.ti@gmail.com
QUESTIONAIRE.
NAME : ___________ AGE : ____________
HOSPITAL /CLINIC : __________
By Survey / Sampling of 100 Doctors .
QUESTION : 1 WHICH NUTRITION PRODUCT WILL YOU PRESCRIBE TO YOUR PATIENT ?
British Biologicals { 90 } Ranbaxy { 5 } Cipla { 3 } Nesley { 2 }
Figure 1
PRODUCT DOCTOR (OUT OF 100)
British Biologicals 90
Ranbaxy 5
Cipla 3
Abbott 2
Questions : How often would yo buy medicines ?
Weekly { 60 } Monthly { 03 }
Daily { 20 } 10 Days { 17 }
Figure 2
DAYS DOCTOR
WEEKLY 60
10 DAYS 17
DAILY 20
MONTHLY 3
Question 3 : Are the patients satisfied with British biological products ?
Yes { 60 } No answer { 10 }
No { 30 }
Figure 3
RESPONSE DOCTOR
YES 60
NO 30
NO ANSWER 10
Question 4 : Are you ofently prescribe british biological product ?
Yes ( 70 )
No ( 30 )
Figure 4
Question 5 : How much will you grade our product out of ten ?
Less than 5 ( 20 ) 5 ‘ 7 ( 30 )
More than 7 ( 50 )
Figure 5
Question 6 : will you prescribe our product in future?
Yes ( 50 ) May be ( 40 ) No ( 10 )
Figure 6
Question 7 : what is your primary reason to buy our product ?
Price (30 ) Quality (40 ) Marketing (30 )
Figure 7
Question 8 : Which product of our you prescribe the most ? optimaxe (30) Supliment D ( 20 )
Promaxe ( 20) Renopro ( 30 )
Figure 8

CHAPTER 5
SUMMARY OF FINDINGS
CONCLUSION
RECOMMENDATION

SUMMARY OF FINDING
‘ Customer satisfaction is a very much important tool for any organization no matter which kind of business is that.
‘ Graphs and tables are the major tool for finding out the level of customer satisfaction.
‘ Doctors who are our customers play a major role in finding out the customer satisfaction.
‘ There is a high level of competition in the market.
‘ Lot of patience is required for dealing with the doctors.
‘ Time management is must for any work.
‘ Equal number of satisfied and dis satisfied customers.
‘ Proper and punctuality in delivering is very important.’
CONCLUSION
After conducting market research for British Biologicals .we came to know different needs of consumers, their valuable suggestions, responses to the different questions. With this information we can conclude that customers are somewhat satisfied by services provided by the company. The research gives an exemplary insight of the performance of the company.
The table depicts below mentions the customer satisfaction level towards their overall experience with the company.
Customer Satisfaction Level Percentage of Respondent
Extremely Dissatisfied 5%
Very Dissatisfied 10%
Somewhat Dissatisfied 27%
Somewhat Satisfied 24%
Very Satisfied 23%
Extremely Satisfied 11%

SUGGESTIONS
Suggestions for improvement in services provided by the company:
1. Continual update of the products on the website of products would build confidence in the customer.
2. Important information of the product should be highlighted on the webpage, so that it can catch the eye of the customer.
3. Website should be updated with current market analysis.
4. Images of the products should get updated every month, so the current constructed status could be clear.
5. Multimedia and Catalogues display of products should be there.
6. Proper communication of the products should be must.
7. Time management is must in regards with punctuality and discipline.

BIBLIOGRAPHY
MADE BY REFERING:
‘ Companies official website : http://www.britishbilologicals.com
‘ Guidance by respected Regional Manager Mr. Brajesh Sharma
‘ Customer satisfaction text book. By Philip kotler
‘ Newspapers information
http://www.google.com
 

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