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“I am a common family man in pursuit of
providing safe and quality living to my family ”
Demography and Geography
Age:35-45 years
Education: Matric
Work: Daily Wager
Marital status: Married
Location: Delhi
Native Place: Madhubani (Bihar)
Psychographic details
Personality:
Hardworking, Responsible Family man
Interests: loves watching movies on
YouTube. Listening to radio while cooking in
the evening,
loves to watch DIY videos for appliance
repairing on You tube.
Lifestyle: He is unpretentious and spends
money only when he sees value.
Goals
Short-term: Trying to find ways to avoid excessive medical expenditure for his aging parents
2. To find a medical insurance scheme, which covers pre existing medical needs
3. The premium payment should be minimal and flexible.
Life-goals
? Buying his own home
? Buying his own car
? Savings for retired life
? Quality education and lifestyle to his children
Motivations [rank 1 for high, 5 for low]
Financial incentive:1
Social power2
Fear 3
Religious 4
Security 5
Bio
Sushil is an electrician working in Delhi or other major city centre and hails from a small village in Bihar. He lives in the city alone
in a shared accommodation. He is a hardworking and sincere person having a dream of providing safe, secure and quality life to
his family, which includes his kids, wife and parents. He is the only wage earner in his family. He wants to bring his family in city
so that his kids can get the quality education. However, his one of the major concerns is the expenditure on medical needs of his
family, particularly his parents.
The rising medical expenditure is affecting his other life goals and he is in search of a medical insurance scheme to overcome this
problem.
Sushil is in lower income bracket and earns approximately 15000/- per month. Ayushman Bharat Pradhan Mantri Jan Arogya
scheme is an initiate of government of India, which provides insurance coverage to eligible beneficiaries , urban wage earners
without social security benefit, to opt for IPD treatment at 30000 recognised hospitals across India for approximately 1500
medical packages. The challenge is to develop a solution for card creation which enables beneficiaries like Sushil to create card
on their own and download is at their convenient time and place without visiting anyplace
Marketing channels
Channel 1: Social Media
Channel 2: PDS shop
Channel 3: Radio or TV
campaign
Channel 4: ESIC hospital/Web
App
Influencers and brands
Sushil is brand agnostic and price sensitive. Instead of brand
loyalty, he prefers value for money.
He is inspired by the spectacular life of Prime Minister Shri
Narendra Modi
He is impressed by the user experience of registration process
of Star health insurance and ICICI Lombard but am not able to
subscribe due to financial constraints
Define a section
His biggest frustration is that sudden expenditure incurred for his
father’s sudden medical treatment has stressed his budget and all
medical insurance schemes available in the market do not cover the
pre existing diseases. Pradhan Mantri jan Arogya Yojana is one such
scheme, which can help Sushil and many like others, but biggest
challenge is that the kiosk and card creation activity is done during
the working hours and process is cumbersome. He needs a single
window solution from where he can apply for the scheme from a
location of his choice and at a time convenient to him.
Sushil browses internet on a android mobile device.

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ISB_PM_Week 3_Required Assignment_3.3_Template.pptx

  • 1. “I am a common family man in pursuit of providing safe and quality living to my family ” Demography and Geography Age:35-45 years Education: Matric Work: Daily Wager Marital status: Married Location: Delhi Native Place: Madhubani (Bihar) Psychographic details Personality: Hardworking, Responsible Family man Interests: loves watching movies on YouTube. Listening to radio while cooking in the evening, loves to watch DIY videos for appliance repairing on You tube. Lifestyle: He is unpretentious and spends money only when he sees value. Goals Short-term: Trying to find ways to avoid excessive medical expenditure for his aging parents 2. To find a medical insurance scheme, which covers pre existing medical needs 3. The premium payment should be minimal and flexible. Life-goals ? Buying his own home ? Buying his own car ? Savings for retired life ? Quality education and lifestyle to his children Motivations [rank 1 for high, 5 for low] Financial incentive:1 Social power2 Fear 3 Religious 4 Security 5 Bio Sushil is an electrician working in Delhi or other major city centre and hails from a small village in Bihar. He lives in the city alone in a shared accommodation. He is a hardworking and sincere person having a dream of providing safe, secure and quality life to his family, which includes his kids, wife and parents. He is the only wage earner in his family. He wants to bring his family in city so that his kids can get the quality education. However, his one of the major concerns is the expenditure on medical needs of his family, particularly his parents. The rising medical expenditure is affecting his other life goals and he is in search of a medical insurance scheme to overcome this problem. Sushil is in lower income bracket and earns approximately 15000/- per month. Ayushman Bharat Pradhan Mantri Jan Arogya scheme is an initiate of government of India, which provides insurance coverage to eligible beneficiaries , urban wage earners without social security benefit, to opt for IPD treatment at 30000 recognised hospitals across India for approximately 1500 medical packages. The challenge is to develop a solution for card creation which enables beneficiaries like Sushil to create card on their own and download is at their convenient time and place without visiting anyplace Marketing channels Channel 1: Social Media Channel 2: PDS shop Channel 3: Radio or TV campaign Channel 4: ESIC hospital/Web App Influencers and brands Sushil is brand agnostic and price sensitive. Instead of brand loyalty, he prefers value for money. He is inspired by the spectacular life of Prime Minister Shri Narendra Modi He is impressed by the user experience of registration process of Star health insurance and ICICI Lombard but am not able to subscribe due to financial constraints Define a section His biggest frustration is that sudden expenditure incurred for his father’s sudden medical treatment has stressed his budget and all medical insurance schemes available in the market do not cover the pre existing diseases. Pradhan Mantri jan Arogya Yojana is one such scheme, which can help Sushil and many like others, but biggest challenge is that the kiosk and card creation activity is done during the working hours and process is cumbersome. He needs a single window solution from where he can apply for the scheme from a location of his choice and at a time convenient to him. Sushil browses internet on a android mobile device.