MKT202: Examine and discuss the customer perceived value (CPV) for those who use Homage services: Marketing Management Assignment, SUSS, Singapore

Gillian Tee, co-founder and CEO of on-demand healthcare services provider Homage, was, by her own confession, a “wild child”. Running through an abandoned field of overgrown grass near her childhood home at Old Bedok Road, she had ignored the demonstrations of her nanny – an elderly Malaysian lady who took care of her during her formative years.

No surprise about what happened next: Tee tripped and fell, practically ripping the skin off her left knee and her alarmed nanny immediately came to her aid. Yet despite the blood and pain, Tee remembers that day with great fondness. “I was such a wild child; I’m just getting into all sorts of trouble. You know, running outside and falling down for no rhyme nor reason, and she would always be the one who would clean up after my mess!” she laughs.

“This episode from my childhood has always stuck with me because I remember her being so loving and patient.” The reason this memory stands out, says Tee, is because of the care that her nanny had always shown her. “Her love was always unconditional, and the bond we had was beyond nanny and child,” adds Tee. It is with this unconditional love and care in mind that
Tee set up Homage, a Singapore-born healthcare service start-up which utilises technology to match those in need with the best possible caregiver or health provider.

Homage Care service is the start-up’s core nursing, caregiving and rehabilitation service. Aside from its focus on caregiving for the elderly, Homage also offers on-demand healthcare services – such as mobile medicine, teleconsultation, and medication delivery – through a combination
of certified care professionals and proprietary technology. Homage curates and screens all of the almost 2,000 caregivers, nurses, and healthcare professionals in its pool.

Recent reports that Singapore will be a “super-aged” country by 2030, where one in five people are aged 65 or older, have spurred increasing concerns about the rising need for long-term care. Furthermore, the need for robust, affordable, and holistic care is compounded by the increase in noncommunicable diseases which is growing in tandem with the aging population.

Question 1
(a) Examine and discuss the customer perceived value (CPV) for those who use Homage services for an elderly family member who needs home care after hospitalization or suffers from a long-term illness. Determine if the CPV is low, average, or high and provide your conclusion.

(b) Analyse and explain the five (5) steps of the buying decision process for a customer who has purchased and utilized Homage services. Propose two (2) marketing strategies based on any two (2) steps in the buying decision process to attract more customers to utilize their services.