blood donation

1. BLOOD DONATION
Introduction About Blood Donation:
What is Blood Donation?
Definition:
“Blood donation refers to the process of collecting,
testing, preparing and storing blood and blood components.
Donors are most commonly unpaid volunteers, but they may also
be paid by commercial enterprises. Blood registry refers to the
collection and sharing of data about donated blood and ineligible
donors.”
Have you ever dreamed about being superhero? To have all
those amazing abilities: to fly, see through walls, hear everything and a
lot of more, just to be able to help someone. Wouldn‟t it be great to see
someone smiling just because you saved his life? Well, there is one
way we could all be superheroes, way we could all save some ones
life just in a few minutes and all of that without using any superpowers
we mentioned till now. All you need is power of Compassion, Charity
and power of Love.
Purpose:
 The purpose of the blood collection and distribution system is to help
ensure an adequate supply of blood for accident victims, people
needing surgery, and people suffering from certain diseases, as well
as for medical research.
 Sometimes, donors give blood specifically to benefit a particular
person. People preparing for elective surgery may donate their own
blood to be held and then returned to them during surgery. This is
known as autologous blood donation. Directed donor blood has been
donated by someone known to the intended recipient, such as a
family member or friend.
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2. BLOOD DONATION
 Each year, more than four million Americans receive blood
transfusions involving more than 26 million units of blood (one unit
equals 450 milliliters, or about one pint), or an average of about
32,000 units per day. All of that blood must be collected, tested,
prepared, stored, and delivered to the appropriate sites. Roughly
eight million people in the United States donate blood each year;
about half of the total amount needed is provided by the 36 regional
blood centers of the American Red Cross.
 Whole blood and the various blood components have many uses.
Red blood cells, which carry oxygen, are used to treat anemia.
Platelets, which play a role in controlling bleeding, are commonly
used in the treatment of leukemia and other cancers. Fresh frozen
plasma is also used to control bleeding in people deficient in certain
clotting factors. Cryoprecipitate AHF, made from fresh frozen
plasma, contains a few specific clotting factors.
 A blood donation occurs when a person voluntarily has blood
drawn and used for transfusions or made into medications by a
process called fractionation.
 The amount of blood drawn and the methods vary. The collection
can be done manually or with automated equipment that only takes
specific portions of the blood. Most of the components of blood used
for transfusions have a short shelf life, and maintaining a constant
supply is a persistent problem.
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Types of The Blood Donation:
 Blood donations are divided into groups based on who will receive
the collected blood.
1) “Homologous” Donation
2) “Directed'‟ Donation
3) “Replacement Donor” Donation
4) “Autologous” Donation
1) “Homologous” Donation:
A 'Homologous' donation is when a donor gives blood for storage
at a blood bank for transfusion to an unknown recipient. It is also called
“Allogeneic” Donation.
2) “Directed'‟ Donation:
A 'Directed' donation is when a person, often a family member,
donates blood for transfusion to a specific individual. Directed
donations are relatively rare when an established supply exists.
3) “Replacement Donor” Donation:
A 'Replacement donor' donation is a hybrid of the two and is
common in developing countries such as Ghana. In this case, a friend
or family member of the recipient donates blood to replace the stored
blood used in a transfusion, ensuring a consistent supply.
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4)”Autologous” Donation:
When a person has blood stored that will be transfused back to
the donor at a later date, usually after surgery, that is called an
'Autologous' donation. Blood that is used to make medications can be
made from Allogeneic donations or from donations exclusively used for
manufacturing.
But Blood Donation is also related with Blood Bank.
What is Blood Bank?
“A blood bank is a place designed especially for the storage
of blood and blood products.” Large coolers hold these products at
a constant temperature and they are available at a moment's notice. A
blood bank stores whole blood, packed red cells, plasma and other
blood products. These products are used for trauma patients,
surgeries, blood transfusions that treat disease and a host of other
applications.
Types of Blood Banks:
There are four different models of blood banking service which
have been tried successfully. These are:
 Centralized
 Regionalized
 Coordinated hospital services
 A coordinated mixed system.
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In India there are three types of blood banking service:
 Government blood banks
 Private non-profit making blood banks run by trust/society or
non-government organization.
 Commercial blood banks.
Government blood banks run on tax payers money from the public
exchequer and therefore, they do not have to depend on total cost
recovery from the patients. Non-profit making blood banks have to be
funded from different sources including cost recovery from the patients.
Commercial blood banks trade in human misery. Often their blood
banking practices are unethical. Commercial blood banks have a high
price for blood to meet the salary bills and the profit of the owners.
Ideally, there should be a National Blood Transfusion Service (BTS)
based on the existing model of National Health Service (NHS) in the
United Kingdom.
History Of Blood Donation:
43 B.C. to 1400
There are many early documented references to the use of blood, for
what can be at best described as „medicinal‟ purposes. One of the first
of these relating to a „transfusion‟ is contained in the seventh book of
the Metamorphoses, by Ovid, who wrote in 43BC.
It is believed that the ancient kings of Egypt apparently bathed in
blood, believing such baths to “… resuscitate the sick and rejuvenate
the old and incapacitated”, as well as believing it to be a cure for
elephantiasis!
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This older history is based on the traditional idea of blood as being the
„living-force‟ of the body. Man must have recognized that loss of blood
was frequently associated with weakness and death. This was
manifested by Greeks and Romans committing suicide by „opening a
vein‟ (involving cutting their wrists).
Early attempts at replacing lost blood involved the drinking of blood by
the patient. By choice, this was from a young, healthy, fit person or
animal. In classical times the Romans and Greeks, as well as bathing
in blood, have reportedly drank it. Their spectators also rushed into the
arena to drink the blood of dying gladiators. These people did this
because they felt that such blood was especially beneficial since the
athletes were strong and brave. The legend of the vampire originates
from this concept. This somewhat mystical fascination with the
properties of blood is to some degree still with us today.
1400 to 1500
One of the most frequently quoted candidates for this noteworthy
honor is Pope Innocent VIII, Giovanni Cibo, who was reputedly
„transfused‟ some time between 1490 and 1492.On one occasion, after
all means to revive the Pope had failed.
1600 to 1630
One of the most important discoveries permitting the
transfusion of blood was then made, that of the
formulation of the theory of the circulation of blood,
discovered by William Harvey in 1628. William Harvey
was a doctor who identified that that blood flowed
through blood vessels in one direction.
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1658
Microscopist Jan Swammerdam observes and
describes red blood cells.
1665
The first recorded successful blood transfusion occurs in England:
Physician Richard Lower keeps dog alive by transfusing blood from
other dogs.
1667
Jean-Baptiste Denis in France and Richard Lower and Edmund King in
England separately report successful transfusions from sheep to
humans.
1818
British obstetrician James Blundell performs the first
successful transfusion of human blood to a patient for the
treatment of postpartum hemorrhage.
1901
Karl Landsteiner, an Austrian physician, discovers the
first three [A, B, and O] human blood groups.
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1907
 Ludvig Hektoen suggests that the safety of
transfusion might be improved by cross-matching
blood between donors and patients to exclude
incompatible mixtures.
 Reuben Ottenberg performs the first blood
transfusion using blood typing and cross-matching.
1936
The first blood bank in the United States opened in 1936 in Cook
County Hospital in Chicago. Blood banks were mostly found in
hospitals at first by American Red Cross society.
1939 – 1940
The Rh (Rhesus) blood group system is discovered by
Karl Landsteiner, Alexander Wiener, Philip Levine and R.E.
Stetson.
John Elliott develops the first blood container, a vacuum
bottle extensively used by the Red Cross.
1944
Dried plasma becomes a vital element in the treatment of wounded
soldiers during World War II.
1948
The Red Cross begins the first nationwide blood
program for civilians by opening its first collection
center in Rochester, N.Y.
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1971
Hepatitis B surface antigen (HbsAg) testing of donated blood begins.
1983
 Additive solutions extend shelf life of red blood cells to 42 days.
 The U.S. blood banking groups issue their first warning about
Acquired Immune Deficiency Syndrome (AIDS).
1985
Immediately after the Food and Drug Administration (FDA) licenses the
first test to detect the antibody to HIV on March 3rd, Red Cross Blood
Services regions begin testing all newly donated blood.
1992
 Testing of donor blood for HIV-1 and HIV-2 antibodies (anti-HIV-1
and anti-HIV-2) is implemented.
 First National Testing Laboratory, applying standardized tests to
ensure safety of Red Cross blood products, opens in Dedham,
Mass.
2002
Nucleic acid amplification test (NAT) for HIV and
hepatitis C virus (HCV) licensed by the Food and Drug
Administration.
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Competitive scenario in the particularIndustry
List of blood blank in Gujarat
Gujarat have 153 total listed Blood Bank in that 31 are under
government control and 122 are in private hand following are some
name of Blood Bank with their operative city.
1) Civil hospital, Ahmedabad.
2) V.S .hospital, Ahmedabad.
3) Prathama blood blank, Ahmedabad.
4) Indian red cross society, Anand.
5) Indian red cross society, Amerli.
6) Bhoomi voluntary blood blank, Palanpur.
7) Kumarpal Gandhi blood blank, Ankleshvar.
8) Bhavanagar blood blank, Bhavnagar.
9) Purna blood blank, Anjar.
10) Raktdan Kendra voluntary blood blank, Godhra.
11) Red cross blood blank, Rajkot.
12) Lok samarpan raktadan Kendra, Surat.
13) Shree Rang Pathology laboratory and blood blank Surendranagar.
14) Jamanbhai Blood blank, Vadodara.
15) Patel voluntary blood blank Vadodara.
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List of blood bank in India
S .No Name of the No of Govt No of Private Total No of
 State/Union Blood banks Blood Banks Licensed Blood
 Territory Banks

1 Andaman and Nicobar 2 1 3
islands
2 Andhra Pradesh 70 194 264
3 Arunachal Pradesh 7 l 8
4 Assam 39 25 64
5 Bihar 38 29 67
6 Chandigarh 3 1 4
7 Chhattishgarh 19 24 43
8 Dadra and Nagar Haveli Nil 1 1
9 Daman and Diu 1 Nil 1
10 Delhi 22 43 65
11 Goa 2 2 4
12 Gujarat 31 122 153
13 Haryana 19 44 63
14 Himachal Pradesh 19 1 20
15 Jammu & Kashmir 25 2 27
16 Jharkhand 24 19 43
17 Karnataka 39 139 178
18 Kerala 34 129 163
19 Lakshadweep Nil Nil Nil
20 Madhya Pradesh 51 79 130
21 Maharashtra 81 212 293
22 Manipur 3 Nil 3
23 Meghalaya 6 2 8
24 Mizoram 8 2 10
25 Nagaland 4 Nil 4
26 Orissa 67 21 88
27 Puducherry 3 10 13
28 Punjab 49 48 97
29 Rajasthan 47 40 87
30 Sikkim 2 1 3
31 Tamil Nadu 96 175 271
32 Tripura 7 Nil 7
33 Uttara khand 21 4 25
34 Uttar Pradesh 94 118 212
35 West Bengal 74 39 113
Total 1007 1528 2535
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India have many Blood Bank in their different states. Total
number of listed Blood Bank are 2535 in that 1007 are maintain by
government and remaining 1528 by private organization. following
are some Blood bank of different sates.
 Bhatrat blood blank Chennai 600006,Tamilnadu, India
 Caring people Mobradabad-244001,Uttarpradesh, India
 India blood blank Taminadu, India
 Indian blood donars Maharashtra, India
 Jeevan blood blank royaprttah, Chennai
 Red cross Red crescent societics New Delhi
 Sankalap blood donation organization Bangalore
List of blood bank in international
1) Salt river valley blood bank
United Blood Services was founded in 1943 as the Salt River
Valley Bloodbank in Phoenix, Arizona by Opal Davis and Kitty
Baldwin. Today, the national headquarters is Blood Systems,
located in Scottsdale, Arizona. Blood Systems is a founding
member of the AABB. and was a driving force in the creation of the
America's Blood Centers. Both organizations play a major role in
communicating advances in transfusion medicine nationwide.
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2) American red cross
The Red Cross symbol
Fonder: Clara Barton
Formation: May 21, 1881
Purpose/focus: Humanitarian aid
Headquarter: Washington, D.C., U.S.
President: Gail J. McGovern
The American Red Cross (ARC), also known as the
American National Red Cross, is a volunteer-led, humanitarian
organization that provides emergency assistance, disaster relief
and education inside the United States. It is the designated U.S.
affiliate of the International Federation of Red Cross and Red
Crescent Societies.
Prathama Blood Bank
Prathama Blood Centre was conceptualized in late 90s to
establish a modern benchmark for blood banking in India. Our
dedicated team of professionals studied many blood banking models in
industrialized nations. When we began our journey in the field of blood
banking the blood banks in India were generally characterized with
following features:
 Small scale of operation, poor infrastructure, lack of hygiene and
economically unstable.
 Excessive dependence on replacement donors. Blood shortage.
 Poor quality of testing, resulting in high percentage of transfusion
transmitted diseases like HIV, Hep.B, HCV, Malaria etc.
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 Only 5% blood was used as blood components. Low awareness
amongst the clinicians to use the blood components.
 Attached to hospitals, and so a blood bank would not grow beyond
hospital's requirement of blood.
 Lack of management systems.
 We planned adequate and rugged infrastructure to make
Prathama collect, process and distribute 50,000 units of blood per
annum.
The blood centre designed to expand in a modular manner
accommodate 150,000 units of blood per annum. Our objective of
making Prathama (which is Sanskrit means 'First and the
Foremost') was to create a modern blood bank, which operates with
high efficiency, accuracy of the modern blood banks in the developed
countries, but still runs at cost which developing country's economy
can absorb.
The blood centre was conceptualized to cost us Rs. 7.5 Crore. This
required indigenous design and development of technology and
systems. We floated our idea to Ahmedabad Municipal Corporation
(AMC) to set up a modern blood bank for the city of Ahmedabad that
runs as non profit Organisation. Key members of AMC immediately
appreciated the objective and collaboration was established with AMC.
A free plot of land was allotted to build Prathama Blood Centre.
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Ahmedabad;
a Blood Centre is blood bank situated at Ahmedabad, jointly
established in 2000, by Ahmedabad Municipal Corporation and
Advanced Transfusion Medicine Research Foundation as non-profit
voluntary organization. About 50,000 voluntary blood donors
donate blood annually at Prathama which is India's first fully
automated blood center. Infrastructure of Prathama is also
congratulated by Japan. Tag line of Prahama is “surakshit Rakt Kisi
Bhi Vakt”.
The blood centre designed to expand in a modular manner to
accommodate 150,000 units of blood per annum. Prathama Blood
Center is non profit organization registered as Section–25 company
and Charitable Trust. 100% Voluntary blood collection. About 125,000
blood & blood components are distributed annually without
replacement. It has launched its Thalassemia Eradication Program
in January2009.
For the first time in the country, Prathama Blood Centre also has
declared a universal hepatitis B vaccination Program on Sunday. As
part of this program 7,000 regular blood donors of Prathama will be
vaccinated against hepatitis B from June 14 onwards. Ahmadabad
Municipal Corporation [AMU] provide 1500 s.m. land to prathama
for initial operation, Prathama is more liberal to AMU. Prathama is
south Asia’s one of good ISO Certified Blood Bank, Who provide
different Blood component (3-4) separately. Prathama build the
image with with three base Art, Management and Technology.
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The three fundamental philosophies guiding Prathama
Blood Centre:
Encourage only non- remunerated voluntary blood donors
(NRVBD) and accept no replacement donation ever.
100% component preparation and their distribution.
Keep the scale of operations reasonably high to bring down the
processing cost of blood components.
Prathama Today
 A non profit organization registered as Section - 25 company and
Charitable Trust.
 100% Voluntary blood collection. Collecting about 40,000 units per
annum.
 About 80,000 blood & its components are distributed annually
without replacement.
 Highest quality of blood components comparable to any developed
country at Indian cost of Rs. 300 - 750/- per unit.
 India's leading, modern blood centre on 30,000sq.ft. of constructed
area having largest voluntary blood collection, processing and
storage facilities.
 India‟s first fully automated blood centre with robotics, barcode
systems and fully integrated ERP software.
 India‟s leading blood centre professionally managed by best of
Doctors, Management graduates, IT professional & Finance
professionals.
 Introduced India‟s first fully integrated blood mobile vans with in
built blood collection facilities.
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Service, Location and Operation of Prathama
Following is business information of company such as business
address, contact Nos., contact persons, products & services and
nature of business etc.
Name of Business : Prathama Blood Centre
Business Address : Behind jivraj Mehta Hos., DR C V Raman road
Landmark : Jivraj Mehta Hospital, Vasana.
City : Ahmedabad
Pin code : 380 007
State : Gujarat
Country : India
Phone No : + 91- 079 – 26600101
Fax No : + 91- 079 – 26611850
Type of Business : Blood Centre
Business Category : Health
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Prathama Blood Centre is leading Blood Bank in Ahmedabad
provides services such as Blood Banks, 24 Hours Blood Banks, Blood
Donation Centres, Blood Collection Centres, Blood Plasma and more.
Some service and their description are as under.
NO. PRODUCT/SERVICE
Red Cells
(Concentrate of
1.
human RBC in
additive solution)
Platelets
2.
(Random Donors)
Fresh Frozen
3.
Plasma
Cryo Precipitate
4. (Cryoprecipitate anti
haemophillc Factor)
Cryo Poor Plasma
5. (Normal Human
Plasma)
Paediatric Unit
6.
(RBC, FFP, CPP)
Saline Washed Red
7.
Cells
Neonatal Exchange
8. Transfusion
Product
9. Door to Door vane
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Marketing Mix Elements
Basic Information About 7 P’S Of Marketing
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Today, as competitive pressures increase, marketing is more and
more key to being successful in business. It plays a key role in many
business success stories.
Most small business carry out a great deal of marketing. But don‟t
always recognize it as such and don‟t always plan it to its fullest. You
probably already know your customers well; you know that you should
be continually improving and extending your products.
All these are a part of marketing mix. Marketing is so much more
than just sells and advertising. Marketing allows your business to
identify, anticipate and satisfy customer requirements profitably. Get it
right and marketing will allow you to get the right product or service to
your customers at the right price, in the right place, at the right time.
Successful marketing depends on addressing a number of key
issues, including how your product reaches the customer, how it is
priced and how you tell your customers what is available.
The chartered institute of marketing [CIM] has produced a guide to
the seven things you should consider for successful marketing. These
are known as 7P‟s of marketing.
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Product or Service
Product: Anything that can be offered to a market for attention,
acquisition, use, or consumption that might satisfy a want or
need.
Examples: Soap, T.V. Cloths, Car, etc.
But here we talk about Blood Donation. It‟s come under the
Service.
Service: Any activity or benefit that one party can offer to another that
is essentially intangible and dose not result in the ownership
of anything.
Examples: Airlines, Banking, Education institutes, Retail,
Transportation, Communication, consultancy, etc.
Characteristic of Blood Donation: 1) Intangibility
2) Inseparability
3) Variability
4) Perishability
1) Intangibility: means we can‟t touch and see the service. Blood is
product so it is tangible, but Blood Donation is social service so we
can not see Blood Donation. When person is donating the blood we
only see or touch the instrument use in that process but not Blood
Donation.
2) Inseparability: it means the service is produce when it consume,
there is not variation between production and use. It produce when it
consume. When we donate the Blood service is produce, and use at
same time.
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3) Variability: there are verities in Blood Donation in terms of who
provide, when, where and how. When person donate blood in
prathama‟s Blood Donation camp it give different satisfaction
compare with Blood Donation in road side van, or donate blood in
civil blood center.
4) Perishability: service can not be stored for later sale or use. In case
of Blood Donation when we decide to donate Blood at particular
center at define time, if the opportunity is gone the service is expire.
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Levels of Product and Service
Levels of P/S shows the ability of product to satisfy human wand
and demand. On It the Customer value and profitable long run
relationship are depend. So, Product planners need to think about
Product and Service on Five levels. Each level adds more customer
value.
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1) Core Benefit
It is fundamental Level.
The actual reason for buying Product or Service. It refers to why
people prefer the particular product or service. Example when person
prefer airline the ultimate goal is Transformations from one place to
another.
2) Basic Product
Basic product is most common way to satisfy the ultimate need. The
marketer has to turn core benefit in to basic product. When we pursue
bus for transportation the basic product is the vehicle that have the
capacity to accommodate human being and leave them to mention
place.
3) Expected Product
A set of attributes and condition buyers normally expected when they
purchase the Product. It refers to the most usual condition available in
market for particular product or service.
When we prefer any airlines the expected product is a comfortable
seat with back side, safety during traveling good serve by air hostess
and good behavior of staff.
4) Augmented Product
That exceed customer expectation.
The Augmentation relate to user‟s total consumption system. As per
the „lavitt‟ new competition is not between what companies produce in
their factories but between what they add to their factory output in
form of packaging, service, advertising, delivery arrangement. Each
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augmentation add cost. It can create a fear to “striped down” by
competitor. After some time augmented product become expected
one.
5) Potential Product
Which encompasses all the possible expectation, augmentation and
transformation. The Product or offering might undergo in this category
in future. Here is where companies search new ways to satisfy
consumer and distinguish their offer.
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Level Description
Core Benefit Perform social responsibility; give life to family member,
relative and some one.
Basic Any material made thing that can contain the Blood for
product specific time, not harm the Blood and component of it. It
also includes the needle and pipe to transfer Blood from
human to containing material.
Expected Any material made thing that can contain the Blood for
Product specific time, not harm the Blood and component of it. It
also includes the needle and pipe to transfer Blood from
human to containing material.
Augmented  Blood Donation machine which available in
Product foreign country. It analyzes donor‟s Blood.
Blood Donation Machine is also capable of
dropping an IV Bag [intravenous bag] instead
of a normal Blood Bag. It automatically take
300 to 350 ml blood from human body.
 Diploma courses for Blood Bank Management.
 Blood insurance policy.
Potential Blood pills that give Required amount of
product hemoglobin, platelets,
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Service Classification
We can categorize the Service in Two ways
1) Nature of Service.
2) Service Goods Continuum.
1) Nature of Service:
here the Service are classify as per the purpose of it, provider, user,
related industry etc.
Business Service
Communication Service
Construction /
Engineering Service
Distribution Service
Educational Service
Service
Environmental Service
Financial Service
Health related or Social
Service
Tourism and Travels
Transportation
Here, 10 types of Service are given BLOOD DONATION is cover
under the Health related and Social service, because it related to
human health and it also term as social responsibility when we give our
Blood for unknown person.
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2) Service Goods Continuum:
The goods and services continuum enables marketers to see the
relative goods/services composition of total products. A product‟s
position on the continuum, in turn, enables marketers to spot
opportunities. At the pure goods end of the continuum, goods that
have no related services are positioned. At the pure services end are
services that are not associated with physical products. Products that
are a combination of goods and services fall between the two ends.
As per the Service Goods Continuum service classify in five ways.
1) Pure tangible good
2) Good / accompanying services [Major goods with minor service]
3) Hybrid [same part of goods and service]
4) Service / accompanying goods [Minor goods with major service]
5) Pure service
Here, BLOOD DONATION comes under Hybrid category
because blood donation include same portion of service as well as
goods. Like Blood, Blood bags have equal importance as donor,
storage, labeling etc.
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Service Characteristic
Service Features
It refers to the varying features. The company can create high level
model by adding more features. Features are competitive tool for
differentiating the company‟s product from competitor‟s product.
Provide more value and satisfaction.
In case of Blood Donation features stand for Blood Cross Match and
Result Storage Facility, Donor Database-Blood Group wise and Area
wise, Complete Key Consumables Inventory Management, Searched
Facility for Destroyed and Expired Blood, Improve Blood Bank
processes by providing efficient and continuous software support,
Features also refers to the function of Blood Bank like inspire new
donor for Blood Donation, facility like Door to Door vane, personal
treatment, professional doctors team.
 Recruitment and retention of voluntary and replacement blood
donors.
 Collection, processing, storage and transportation of blood and
its components.
 Laboratory procedures.
 Participation in the clinical use of blood and blood components.
Teaching and training of personnel.
 Research and development.
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Service Quality
The characteristic of a product or
service that bear on it’s ability to satisfy
stated or implied customer needs.
Quality has direct impact on product or
service performance thus; it is closely
linked to customer value and satisfaction.
In case of Blood Donation Quality for the
Blood available or quality of Blood bank
primacies is also important.
 Quality Control
 Quality Assurance
 Quality Improvement
 Quality of blood available: proper inventory for different Blood
group with minimum failiour of blood expiry. Responsibilities of the
blood product requirements (anticoagulants and preservatives, shelf
life etc.) Specific requirements related to independent quality control
and quality assurance for overall quality of blood products and the
processes related to dispersion of those products.
 Equipment: Validation of new equipment.
Calibration and preventative maintenance
including standard equipment like refrigerators,
complex equipment and computer systems.
Continual monitoring of blood bank refrigerators
extremely important in both blood centers and
transfusion services.
Require degree of hygiene of place, material and
machine.
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Packaging
The activity of designing and producing the container or wrapper
for product. Traditionally, the primary function of package was to hold
and protect the product.
Incase of Blood Donation packaging is not necessary to innovative eye
catching. But it must be support and protect Blood plasma and other
element. In past the blood store in glass bottle but it have some
limitation like fear for broken, short life of plasma because of it is not
free from environmental air, etc. The Americans began to use
plasticized PVC bags in the Korean war, circa 1950, since 1990
other polymers have been considered.
Blow-extruded single blood bag type A
Rolled double blood bag
Rolled triple blood bag
Quadruple Blood Bag
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Labeling
Labels rang from simple tags attached to product to complex graphics
that are part of package. It shows the basic information about product,
use, safety instruction, brand, manufacture, ingredients, expiry date,
etc.
In case of Blood Donation labeling refers to the information printed on
blood bag, Each blood component carries a label that gives the name
of the component, the unit number, the ABO/Rh (black and white), the
expiration date, the Blood Center which collected and processed the
component. In addition special processing labels may be affixed to the
unit (see below). All information on the label should be accurate and
legible. Labels on units other than autologous will also state that the
blood is from a volunteer donor.
Red Blood Cells pooled platelets
32

33. BLOOD DONATION
Product Support Service
Product support service stands for the additional supportive thing and
service. That enhance the use of product or service and create more
customer value and satisfaction. It can be minor or major part of
product.
Incase of Blood Donation product support service are.
 Blood Bank
 Pharmacy
 Orthotics and Prosthetics
 Nursing Services
 Physiotherapy
 Academics & Research
 Storage
 laboratory
 transfusion
 Separation of BLOOD component
 Re-call center for Blood donor
33

34. BLOOD DONATION
Service Hierarchy
Each product is related to certain other product. The product
hierarchy stretches from basic need to particular items that satisfy
those needs. We can identify six levels of the product hierarchy.
Item
or
SKU
Product
type
Product line
Product class
Product family
Need family
34

35. BLOOD DONATION
Service Hierarchy of Blood Donation
Level Blood Donation
Need social responsibility, responsibility
family towards family in case of emergence.
Way to fulfill social responsibility
Product
family ( financial donation, voluntary work,
donation of human body component )
Product
Health supportive activity
class
Product
Blood donation
line
Product Homologous, Directed, Replacement
type Donor, Autologous.
Item or “Prathama” Homologous Blood Donation
SKU in road blood collection van.
35

36. BLOOD DONATION
Service Line Decisions
Prathama
Blood Blood
Disribution
collection Proceessing
Whole Cross Match
O+/-
Blood Sample
B+/- RBC Packaging
A+/- FFP
AB+/- CPP
36

37. BLOOD DONATION
Pricing
The amount of money charged for a product or service, or the sum of
the values that customers exchange for the benefit of having or using
product or service. Price is also one of the most flexible marketing mix
elements. However, smart managers treat pricing as a key strategic
tool for creating and capturing customer value.
Adapting the price
Company usually do not set a single price, but rather develop a pricing
structure that reflects variation in geographical demands and costs,
market segment requirement, purchase timings, order level, delivery
frequency, service contracts, guarantees and other factor. Here
company will examine several price.
Adaption strategies:
1) Geographical pricing
2) Price discounts and allowances
3) Promotional pricing
4) Differentiated pricing
1. Geographical Pricing strategy
In geographical pricing, the company decides how to price its
products and sell to different customers in different locations and
countries.
Prathama Blood Centre is not using this pricing strategy because
it is located only in Ahmadabad.
2. Price-Discount and Allowances
Most companies will adjust their price and give discount and
allowances for early payment, volume purchase and off-season
buying. Company must do this carefully or find their profit much
lower than planned.
37

38. BLOOD DONATION
Prathama Blood Centre is using this strategy as they sell different
components of blood to different patients i.e. Hemophilia Patients,
Thalassemia Patients, etc. at different prices.
3. Promotional pricing strategy
Companies can use several pricing techniques to stimulate early
purchase.
Prathama Blood Center is not using this strategy to sell blood,
because the demand is more than supply of the blood, so there is
no need of promotion.
4. Differentiated pricing
Companies often adjust their basic price to accommodate
differences in customer, product and so on. Differentiated pricing
can be classified into four categories.
Image pricing
Channel pricing
Product-form pricing
Customer segment pricing
As such, differentiated pricing model is followed by Prathama as
follows.
 Thalassemia patients, hepatitis-B patients may get discount
 Regular donors and their family/relative get discount
 Regular camp organizer
 Government Hospital
 During natural calamities earthquake etc.
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39. BLOOD DONATION
Price of Prathama
 Prathama Blood Bank realized that against international price of
blood component which is anywhere from 100 to 350 $ per blood
component, Indians were getting low quality substitute at about RS
450 to 1000 (11-25 $) which is almost 1/10th.
 This reality of economy guides Prathama for tight planning of the
blood center, massive indigenization of even highly advanced
systems and equipments and development of our town automation
system including barcodes, software and other programs.
 With prathama‟s fundamental work on Blood bank infrastructure
creation, it managed to complete the blood center for less than RS.
750 lacks.
 The blood center produces blood components which are at par with
those of available in the developed nations, but only at a small
fraction of the cost i.e. 5-15 $ per unit or RS. 250-600. At these low
service charges Prathama blood center is still able to about 15% on
awareness campaign.
39

40. BLOOD DONATION
Price list of Prathama
Donor
Gener AMC. Hemo Thales
Blood Component Priority Donor
al Hos. phillia emia
Holder
RBC 850 590 425 425 700 Free
RDP-[Random Donor
Platelets] From 450ml. 500 350 500 500 500 Free
Blood
ROP From 350.ml 450 315 450 450 450 Free
Blood
FFP [Fresh frozen 650 450 350 650 650 Free
plasma]- large
FFP – Medium 600 420 350 600 600 Free
Cryoprecipitate 400 280 225 400 400 Free
CPP [cyro poor plasma] 450 315 280 450 450 Free
Pediatric unit RBC [Up 400 280 300 300 400 Free
to 150 ml.]
Pediatric unit FFT [UP 400 280 350 350 400 Free
to 100 ml.]
Cross Match Charges 150 150 100 100 150 150
[For RBC]
Every Extra Cross
Match will be charged 75 75 75 75 75 75
per C.M.
Production Cancellation 200 200 200 200 200 200
Charges
Packaging Charges- 30 30 30 30 30
Coolant Pack [per unit] 30
Effective from 20th June. 2012
As per donor insurance police, Cross Match Charges are applicable.
40

41. BLOOD DONATION
PLACE or DISTRIBUION
 Place is one of the main important factor of marketing.
 Prathama Blood Centre situated at Dr. C.V.Raman Marg, B/H Jivaraj
Mehta Hospital Vasna, Ahemedabad -380 007, Gujarat, India.
Phone: +91-79-26600101.
 The land 1500 s-m. was given by AMC (Ahmedabad Municiple
Corporation).
 A world class blood centre by the society for the society is Prathama
Blood Centre Ahmedabad, prathama‟s infrastructure is also
appreciate by JAPAN.
 Prathama Blood Centre is charitable trust and a registered „Not
Profit‟ organization.
 In this building model blood bank can be considered as a high
technology pharmaceutical manufacturing facility.
 There are also vanes are service available in Prathama Blood
Centre.
 There are 4 vanes available. Which is goes to different area of
Ahmedabad and collect blood by Donors.
 Prathama has not any branch it has many storage centre in
Ahmedabad city.
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42. BLOOD DONATION
The blood center was conceptualized to cost us
Rs 7 corer his require indigenous design and
development of technology and system. We
floated our idea to Ahmedabad municipal
corporation (AMC) to set up a modern blood
bank for the city of Ahmedabad that runs as
nonprofit organization. Key members of AMC
immediately appreciated the objective and
collaboration was established with AMC.
How can a Donor Donate Blood ?
 At Prathama blood center, Jivraj Park, Ahmedabad.
 In the blood vans like the Red van, Blue van, Yellow van
etc.
 On At the Blood Donation Camps/sites
How does a blood reach to the patient?
Hospital Patient
Direct to
Prathama/storage patient
Disribution
location
Delivery
and pick up Patient
Boy
42

43. BLOOD DONATION
 To get blood we must have doctor‟s prescription and properly labeled
blood sample in plain tube and EDTA tube.
 Get sample to Prathama Blood Centre at cross match laboratory.
 Depending upon blood component we need it take 45 minutes to 2
hours Delivery.
 We have to pay service charge as per the rate of Prathama Blood
Centre.
Sample pick up and Delivery
 Prathama offers to the facility of sample pick up and delivery of
components from distant hospitals.
 The patient need not come all the way to blood centre.
 A nominal charge is levied towards this service to accommodate the
cost.
 Prathama Blood Centre provides blood to most of hospitals in
Ahmedabad and other district also.
 More than 80% people get blood from Prathama Blood Centre in
Ahmedabad.
Number of Channel Level
Prathama Blood Bank mostly supply blood and it‟s component which
are perishable in nature, so the distribution channel is very short and
posses only one or Two levels. Prathama Provide Pick up and
Delivery boy to keep the channel narrow. And because of
perishability of Blood it is not possible to sent Blood far away then 50
to 60 km.
Type of Retail Outlet
Prathama provide Blood and Component only through their premises
or from Blood Storage held by Prathama in Different Area of
Ahmedabad City.
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44. BLOOD DONATION
The Promotion mix
A company's total promotion mix-also called its marketing
communications mix-consists of the specific blend of advertising,
public relations, personal selling, sales promotion, and direct
marketing tools that the company uses to persuasively communicate
customer value and build customer relationships. Definitions of the
five major promotion tools follow:
1. ADVERTISING: Any paid form of non personal presentation and
promotion of ideas, goods, or services by an identified sponsor.
2. SALES PROMOTION: Short-term incentives to encourage the
purchase or sale of a product or service.
3. PERSONAL SELLING: Personal presentation by the firm's sales
force for the purpose of making sales and building customer
relationships.
4. PUBLIC RELATIONS: Building good relations with the company's
various publics by obtaining favorable publicity, building up a good
corporate image, and handling or heading off unfavorable rumors,
stories, and events.
5. DIRECT MARKETING: Direct connections with carefully targeted
individual consumers to both obtain an immediate response and
cultivate lasting customer relationships-the use of direct mail, the
telephone, direct-response television, e-mail, the internet, and other
tools to communicate directly with specific consumers.
44

45. BLOOD DONATION
Advertising
Objective: Prathama·s mission of giving advertisement is to spread
awareness people about Blood Donation.
Message: Through advertisements Prathama blood centre gives a
very important societal message. The message that Prathama gives
is that ´YOUR ONE TIME DONATION CAN SAVE OUR LIVES.
Use of Different Advertising media
1) Radio: Prathama at the time of their Blood Donation camp on
14th june and on 1st October announces in RADIO MIRCHI to
aware people about the events.
2) Hoardings: Different Hoardings are prepared by Prathama on
various Blood Donation Camps. The hoardings which are
prepared are shown at the places to drag the attention of various
people where Blood Donation Camps are held.
3) Leaflets (brochures): Different Leaflets are prepared in which
basic requirements of the person to donate blood are shown. It
also shows the importance of blood donation. These leaflets are
given to the people who visits in-house and to those who donate
blood.
45

46. BLOOD DONATION
Example of Advertising By Prathama
Every Year Prathama Celebrates
National Voluntary Blood Donation
Day. This year the function organized
at Auditorium on 1st October 2011
where Silver Jubilee Blood Donors
(who donated 25 times or more at
Prathama) were felicitated.
Prathama also provide a certificate for
their regular donor and appreciate their
support to Prathama.
Prathama believes that if the donor
cannot come to the bank the bank must
go to the donor…either through the
donor consultants who have
performance targets or through the
mobile vans which also carries targets
for the call centre dept.
Prathama also believes in giving the
people a great experience during blood
donation and wants them to feel like
Kings! To implement the same, it runs
3 magnificent designer vehicles which
are called as blood mobile vans.
Sales Promotion
There are several ways of through which Sales Promotion can be done.
Prathama Blood Centre uses the following ways.
1) Campaign
2) Regular van
3) Schemes and gifts
4) Appreciation letter
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47. BLOOD DONATION
1) CAMPAIGN: There are many
camps/drives organize by
Prathama in various places.
There are many places for e.g.:
Mahalaxmi Complex, Gheekata
Char Rasta, Ahmadabad, where
awareness is necessary among
people before camp took place.
So for awareness among those
people Prathama volunteers personally go there and distribute leaflets
and spread awareness among them. They will also make big banners,
posters with different slogans on them for different camps. They are
also provide food, snakes and energy drink in their.
2) RECULAR VAN: Blood Mobile vans help the blood donors to
donate blood at their door step in a comfortable ambience. People
can sponsor various equipments, refreshment, gifts to attract more
blood donors to these vans so that Prathama can save more lives.
Prathama blood mobile vans are major attraction in the town and
people love to visit blood mobile vans. People can sponsor Rs 5 lakhs
- Rs 30 lakhs as corporate sponsorship for blood mobile van.
Prathama has 3 different vans, Different vans have different
schedules, van moves from area to area.
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48. BLOOD DONATION
3) SCHEMES AND GIFT: At the time
of blood donation all the donor are
given different gifts like Bags, T-shirts,
and Mug etc. The entire gift conveys
message that “I have Donate Blood”
These gifts motivate the donors but
not to attract donor to donate blood.
4) APPRECIATION LETTER:
In Prathama whenever any donor donate
blood for twice or thrice then the call
center staff will send appreciation letter
to that donor. At the recent time where
demand of blood is more appreciation
letter is helpful to collect blood.
Public Relation
There are different ways in which Prathama Blood Centre maintains
the Public Relation. These are as follows.
Call Center
Colleges
Thalassemia Drives
Blood Report
Helping Poor People
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49. BLOOD DONATION
1) CALL CENTER: The call center in Prathama is
since last 4 years and the Prathama was the first
to establish call center in blood bank. There are 8
employees in call center. They do 125 calls
individually per day.
 Objectives of call center:
Reminder of call
Give information about van schedule to donor
Grievances
Birthday call
Thanks call
2) COLLEGES: Prathama maintains good public relation by inviting
collages for visiting campus and sharing blood related information.
3) THALASSEMIA DRIVES: Prathama supports Thalessemia,
Hemophilia and economically non-affording patients by providing
components free or at subsidized charges. They ensure that the city
has enough of safe blood. They shall contribute to make the citizens
well aware and responsible to be regular blood donors and constantly
meet citys blood requirement.
4) BLOOD REPORT: Whenever donors donate blood, donors will get
blood report from Prathama Blood Centre. Blood report includes
blood group, hemoglobin percentage, red cell percentage, white cell
percentage, Coax, Platelets, and Plasma etc.
5) HELPING POOR PEOPLE: Prathama Blood Centre helps the
poor people. It helps economically non-affording patients by providing
components free or at subsidized charges.
49

50. BLOOD DONATION
People
 People are the most important element
of any service marketing and influence
the buyer‟s perception: namely firm
personnel, the customer and other
customer in any service environment.
 Remember people buy from people that
they like so the attitude, skills and
appearance of all staff need to be first
class thus it is an important element of
service marketing mix.
 People are also important for delivering
and maintain transactional marketing
and people play an important part in the
customer relationship.
 People deliver services in all sorts of
settings .People play an important role
to maintain long term customer
relationship.
 All the blood donors can be included in
service experience.
50

51. BLOOD DONATION
Roles and importance of service personnel
Management team
Doctors
technical team
Social marketing team
 Management Team: Management Team of Prathama include all the
all the management team as well as all people work at prathama for
valuable solution and improvement related suggestion so there as
connective team work and great work satisfaction among them result
in less bios.
 Doctors: Doctors team of prathama have excel in their work and
their work devoted to prathama for emerging image of whole
organization.
 Technical Team: Prathama has dedicated
team of internationally trained technicians to
help us round-the-clock for any transfusion
medicine related issue. In cattiva van there
are around 25 to 30 trained technicians.
51

52. BLOOD DONATION
 Social Marketing Team: This is special
department which plays an important role in
increasing awareness of blood donation in people
and decreasing the social factors such as
unawareness, fear of weakness which hinder
blood donation.
This team specially deals with regular donors to recall them to
donate the blood by sending email, messages, etc.
All the staff is specially trained by doctors and able to provide the
best service to donors.
The pleasant behaviour along with their skill largely affects the
donors in a way that donors even feel that they are giving their
blood.
52

53. BLOOD DONATION
Physical Evidence
 As we know services are largely intangible while marketing thus
customers rely on physical cues to help them evaluate the product
before they buy it.
 There for marketers developed what we called physical evidence to
replace these physical cues in a service.
 The role of the marketer is to design and implement such tangible
evidence. Physical evidence is the material part of a service.
 For example in our case we can illustrate the following examples are
as under.
1. The building itself: This includes the design of the building
signage around the building and parking at the building how the
building landscaped and the environment that surrounds the building.
2. The Ambience: The interior of any service environment this
includes the interior design of the facility how well it is equipped
internal signage how well the internal environment is laid out and
aspects such as temperature and air conditioning.
53

54. BLOOD DONATION
Internal View Donor seat Storage Area
Internal View Form fill up Area Testing Lab
Out sided water pond
54

55. BLOOD DONATION
3. Blood mobile van:
 Prathama has pioneered in India the concept of voluntary blood
donation in Blood Mobile Van.
 Blood Donors who love to donate blood at an appealing and
Comfortable place close to them.
 If their act of blood donation is also recognized, it peps them up and
motivates them to be a regular blood donor.
 They also love our attempt to entice the first time and regular blood
donors.
 Cattiva is a high end sculptured blood mobile van with 5-star lounge
like facilities inside.
 Cattiva has four comfortable donor couches, built in medical
examination room, refreshment area, chemical toilet, pipe music in
air-conditioned environment.
 The best part is all systems of the vehicle operate on electricity.
 You can plug this vehicle at the popular location in your city which
receive many visitors, plug it to 30 amp power point and you will get
absolutely silent and 5-star like blood donor room.
 This van includes following facilities.
 Air condition:
 This van is air conditioned with electrically operated hermetically
sealed 6 units of1 ton AC.
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56. BLOOD DONATION
 It is designed for long run without failure.
 The AC is good enough to with stand atmospheric temperature up to
47 degree centigrade.
 Donor bed:
 There are four fixed donor beds in this van.
 The space, which is available under these
beds, is utilized for storage.
 This under bed space is divided in to
drawers with telescopic channels. Upon
special request, we can also provide
automatic donor beds (at additional cost).
 The other drawers, under each bed also has the storing facility for the
following:
1. Empty Blood bags
2. Empty pilot tubes
3. Disinfectant swabs
4. Bar code labels
5. Bandage
6. Cotton
7. Disinfectant mops
8. Scissors
9. Syringe and needles
 Refreshment Area:
 Refreshment Area with a refrigerator and
Storage Space for Tea, Snacks, Drinking
Water etc.
 There are well-displayed rack of various
Snacks and a glass door refrigerator for cold
Drinks.
 An electric tea/coffee maker can also be
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57. BLOOD DONATION
provided. You can also stock mineral water.
 Water Wash Basin:
 A 200-litre water tank is provided for this.
 This will not be leaked to general atmosphere
and there is a provision to extract this waste
and disinfect the tank from inside.
 22 degree facility-for storing Blood in trays:
 A special 22-degree zone with blood storage trays is provided to
stock 100 units of blood.
 In this zone, the blood temperature is pulled down from 38 degree to
22 degree.
 This reduced the chances of bacterial contamination and still keeps
blood good for manufacturing platelets.
 Music system:
 The music system of the van has CD changer cum Radio with good
speakers for pleasant music.
 The van has two additional speakers on the left side.
 This is to provide entertainment to blood donors waiting outside or
those filling the form outside.
 This all is to make Blood drive as a fun event to recreate blood
donors.
.
 Emergency medicine:
 There is space provided for IV fluid-10 bottles, Oxygen Cylinder for
emergency requirement.
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58. BLOOD DONATION
 Seating for 5 people:
 A team of five makes up the Blood drive crew. They have a
comfortable drive allthrough. Their seats are front faced.
 Great Driver & Passenger Comfort:
 The vehicle is comfortable as any automobile in the road can be.
 Fully air-conditioned, power steering, air suspension for smooth ride,
good quality FM radio and other music, large, very comfortable,
hydraulically adjustable seats.
Process
Entry
Form Filling
Initial Screening
Secondary Screening
Blood Donation
Refreshment
Post Donation Care
58

59. BLOOD DONATION
 The element of marketing mix
looks at the systems used to
deliver the service. All the
services need to be underpinned
by clearly defined and efficient
processes.
 This will avoid confusion and
promote a consistent service.
 Process is the actual procedures
mechanisms and flow of activities
by which the service is delivered.
 Processes essentially have inputs
throughputs and outputs.
1. Entry:
 People who want to donate blood come voluntarily and follow next
step especially in case of prathama. Primary secondary
2. Form filling:
 At this stage donors fill the form, presenting all the information
regarding their name, contact number, residential address whether
they are regular donors or not.
 Form also provide wider information for management for future
initiative and arrange camp site at related area.
3. Initial Screening:
 Donations are accepted only after rigorous screening of medical and
risk behavior.
 Thus donors with 50 kg or above and with 12.5 or more hemoglobin
are accepted.
 If conditions are fulfilled then next screening will be followed.
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60. BLOOD DONATION
4. Secondary screening:
 In this stage blood pressure, weight and past
history of donors are reviewed.
 The sample of blood is taken and testing of
HIV 1 & 2,Hepatitis,HCV or other diseases
are checked and if blood report is normal then
donor follow further step.
 If all turn out well then the next stage will
proceed.
5. Blood collection:
 At this stage donors are allowed to donate their
blood to blood bank for help the required people
or patients.
 At prathama automated blood collection monitors
are used to collect around 350ml to 450ml.
6. Refreshment:
 At this stage as a part of refreshment blood donor are given tea or
coffee with biscuits, especially at prathama donors are given hide
and seek biscuits.
7. Post Donation Care
Eat and Drinks something before leaving
Drink more liquids than usual in next 4 hours
Avoid consuming alcohol until you have eating something
Don't smoke for next 30 minutes
Avoid climbing steps for next 30 minutes
If there is bleeding from the phlebotomy site, raise the arm and
apply pressure
If fainting or dizziness occurs, either lie down or site with the head
between the knees
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61. BLOOD DONATION
Market Research Plan
 “Market Research Plan requires the most efficient plan for gathering
information.”
 “The Systematic design, collection, analysis, and reporting of
Data relevant to a specific marketing situation facing an
organization.”
MARKETING MEANS
• Money Motive
M
• All Customer Must be Satisfied
A
• Risk Must be Minimized
R
• Keep an Eye on The Competitor
K
• Easy Arability of Product
E
• Thoughtful Decision Making
T
• Importance to Advertisement
I
• Need Incredible Change All the Time
N
• Generation of New Idea
G
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62. BLOOD DONATION
Marketing Research Chart
Implimenting the
Defining the Developing the
research Plan Interpreting and
Problem and Research Plan for
Collecting and Reporting
Research objective collecting Data
Analyzing the Data
 It involves decision on:
1. Data Sources.
2. Research Approaches.
3. Research Instruments.
4. Sampling Plan.
5. Contact Methods.
Data Sources: It consists of Primary Data and Secondary Data.
 Secondary Data: These Data are already existed. This Data can
gather by Existing published document or pamphlet or relative
organization, Government sources, online information, Online
commercial agencies.
But first we have to indentify the purpose of collection of data, Method
Followed for Collection, Time period and other limitation otherwise
that can be misguide to researcher.
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63. BLOOD DONATION
For Example: Prathama has collected Blood Only from Hundred
percentage Voluntary Blood Donors greater than 46000 p.a.
Blood without replacement greater than 110000p.a.
Safe Blood greater than 40% Repeat Blood Donors.
In shortest span of time Prathama has largest number of Blood Donors in
Ahmadabad – More than 150000!!! And it meets about 50% Blood
Requirement of the city.
 Primary Data: These Data are those which are freshly collected for
specific purpose. This collected data provide important base for finale
conclusion of research. For primary Data we have to determine
following approach.
1 • Research Approach
2 • Research Instrument
3 • Sampling Plan
4 • Contact Metthod
1. Research Approach: Primary Data can be collected in any of five ways:
 Observational Research
 Ethnographic Research
 Focus Group Research
 Survey Research
 Experimental Research
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64. BLOOD DONATION
In our case we can use simply Survey Research the factors
which affect positively and negatively blood donation by
descriptive research.
We can easily learn people‟s knowledge, beliefs, preferences, etc.
by survey we can stated some factors as under.
2. Research Instruments: Marketing Researchers have choice of three
main Research Instruments in collecting primary data:
Questionnaires:- A Questionnaire consists of a set of a question
presented to respondents. Researcher need to carefully develop and
taste before administrating on a large scale.
Qualitative Measures:- Qualitative measurement is unstructured
approach that permits a range of possible responses.
Technological Devices:- Technological device are occasionally
useful in marketing research .
We use Questionnaires which consist of set of Question
regarding blood donation presented to respondents. Because of
its flexibility, it is by far the most common instrument used to
collect primary data.
They are basically two types of questions:
Open ended question: These allow respondents to answer in their
own words and often reveal more about how people think.
For example we can ask the following questions:
1) Have you donated blood ever? Explain your own view about blood
donation.
2) What is the importance of blood donation?
3) What is the social factors affecting blood donation?
Close Ended Question: These Questions specify all possible
answers and provide answers that are easier to interpret and tabulate.
For Example we can ask the following questions:
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65. BLOOD DONATION
1) Do you donate the blood?
a) Yes b) No
2) What are the reasons of donating the blood?
a) Social responsibility.
b) Special benefits.
c) a & b.
d) None of above.
3. Sampling Plan: After deciding on research approaches and research
instruments the marketing researcher must design a sampling plan
which calls for three decisions.
1. Sampling Unit: It Refers to the Best source from given population
by which we can gather the information.
We will select Sample unit as Adult and healthy population of
Ahmedabad, Gujarat
2. Sampling Size: As we know large population give reliable results,
but it‟s not necessary or possible to sample the entire target
population to achieve reliable results. We may be interested in
surveying the people who are living in cities from the total number of
people who don‟t donate blood due to fear.
The sample size for our will be 500 respondents and 20 Blood
camp Organizer.
3. Sampling Procedure: There are basically two types of sampling
procedures:
i. Probability Sampling: It allows the confidence limits to be
calculated for sampling error & makes the sample more
representatives.
Simple Random sampling
Stratified sampling
Systematic sampling
Cluster/Area sampling
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ii. Non Probability Sampling: When the cost or time to use
probability sampling is too high, marketing researchers will take this
method.
Convenience sampling
Judgmental sampling
Quota sampling
We will use convineonce shampleing for the serway
4. Contact Methods: Now, marketers must decide how to contact the subjects.
There are following various methods:
Mail Questionnaires
Telephone Interview
Personal or Focus Group Interview
Online approach
We may ask some questions personally regarding blood donation in
the camps or through mails.
In case of prathama blood bank, we find out as a special department
of social marketing, they use “Automated Recall Messages” to recall
their regular blood donors.
We will use personal interview for this survey.
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Conclusion
This Project is Related Blood Donation cum Prathama
Blood Bank. It gave us idea about the function of Blood bank
as well as the over all 4Marketing Mix Elements[Product,
Place, Promotion, Price] and 3 Extended service Marketing
Mix Element [People, Physical evidence, process] in full detail
about the Blood Donation.
As well as it gives idea about understanding of marketing
mix elements, Review of secondary data, Development of
research plan, Understanding of marketing concepts and
basic research methods. This project gave u best experience
about Marketing Mix for us and to the reader also.
At last we thank all who gave direct or indirect
contribution for preparing this project report.
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BIBLIOGRAPHY
 Kotler, Armstrong, Agnihotri and Haque (2010), Principles of
Marketing, 13th Edition, person Education
 Ravi Shankar, (2006), Service Marketing, Excel Book
WEBOGRAPHY
 www.Google.com
 www.wikipedia.com
 www.Americanredcross.com
 www.mahasbts.com
 www.medicaltrusthospital.com
 www.prathama.org
THE END
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