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Taser pen 2
Taser pen 2
Taser pen 2
Taser pen 2
Taser pen 2
Taser pen 2
Taser pen 2
Taser pen 2
Taser pen 2
Taser pen 2
Taser pen 2
Taser pen 2
Taser pen 2
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Taser pen 2

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a new product to be launched in India but it should be simple, direct and economical. it also cover all the prespective of marketing.

a new product to be launched in India but it should be simple, direct and economical. it also cover all the prespective of marketing.

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  • 1. Taser Pen “The Guard Protecting You” INSTRUCTOR: PROF BIBHAS BASUMATARY A MARKETING PLAN REPORT MUSHTAHID ALI VARUN NIGAM HITESH JAIN P IYUSH CHIRMURKAR RAVI GARG ROHIT MAHIND
  • 2. Table of Contents A MARKETING PLAN REPORT ....................................................................................................................... 1 Executive Summary ................................................................................................................................................ 3 Scope....................................................................................................................................................................... 4 Segmentation .......................................................................................................................................................... 5 Demographic Segmentation................................................................................................................................ 5 Geographical Segmentation ................................................................................................................................ 6 Target Market ......................................................................................................................................................... 7 SWOT Analysis: ....................................................................................................................................................... 8 Strengths:............................................................................................................................................................ 8 Weaknesses: ....................................................................................................................................................... 8 Opportunity: ....................................................................................................................................................... 8 Threats ................................................................................................................................................................ 8 Promotion ............................................................................................................................................................... 9 Integrated Marketing Communication (IMC)..................................................................................................... 9 Competitive Advantage ........................................................................................................................................ 10 Distribution channels ............................................................................................................................................ 11 Marketing Mix....................................................................................................................................................... 12 Budgeting .............................................................................................................................................................. 13 Page 2 of 13
  • 3. Executive Summary Now-a-days crime rate against women is increasing day by day. Government is doing whatever it can to stop these crimes but is hardly helping. Thus the responsibility has come on us to do our part in helping the government in stopping these crimes. It wouldn’t be practical for women to carry guns as their cost is high and using them would even cause death. In this case the country would become more violent. A better solution is required to deal with this problem. We need something that wouldn’t cause death but also save women from the crimes. We have just the product: Taser pen – easy to use and easy to carry, small but powerful. A Taser is an electroshock weapon sold by Taser International. It uses electrical current to disrupt voluntary control of muscles causing "Neuromuscular incapacitation". Someone struck by a Taser experiences stimulation of his or her sensory nerves and motor nerves, resulting in strong involuntary muscle contractions. It is a device of the shape of a pen. It can be very useful for people in their protection. This device does not cause death but demobilizes an individual for about 20 minutes no matter how muscular or fat the individual is. On contact with the body, this device produces a sinusoidal voltage of about 50kV to 100kV at a frequency of 100kHz. This device comes with two electric darts about 3mm long, both connected to a wire about 5 meters long. These 2 darts when fired to the subject pierce the body of the subject which completes the circuit and fires the electrical charge for 5 seconds. These 5 seconds of electric current makes the person demobilized for about 20 minutes. The person cannot even move a muscle. After our analysis of the target market and the number of units to be imported, we were excited to find that the taser pen, imported from USA will cost around $23, which is Rs. 1,495 assuming $1 = Rs. 65. This price is affordable to most of our target market. We believe this product can help in reducing much of the crime against women in India. But for this project, the scope is limited to India as the company already exists in other countries. But since the Indian market is very big, we can still be profitable. There are also a lot of future opportunities for this product. We can further target this product to security personnel, army and police. Page 3 of 13
  • 4. Scope The scope of a taser pen will be very wide as everyone wants their security & safety. Taser pens can be used by:       Women Security Guards Police Senior citizens Army People in general There will be a huge demand for tasers. Anyone who wants to protect themselves can use the product. Tasers also become an ideal choice of self protection because these don’t kill the person but freezes them for 20 minutes. These 20 minutes are enough to take necessary action against them. Women can use a taser pen to protect themselves from chain snatchers and molesters. Women can demobilize them and either call the cops or flee away from the scene. Security guards can use a taser pen to demobilize a thief for 20 minutes. In that time the guard can call the cops and get the thief arrested. Police can use taser pens against all kinds of criminals to control them inside the prison and to arrest criminals without firing gun shots. This also helps in public safety which can be hampered due to firing of gun shots. This is like trapping mice in your house, where there are children, in mouse traps rather than give them something to eat. This is more effective. Senior citizens and people in general can use taser pens to protect them from buglers, pick pockets and kidnapers. Army can use taser pens to catch terrorists and spys. Terrorists and spys often carry some chemical to kill themselves if caught. Demobilizing them using a taser gun will prevent them from taking chemicals to kill themselves. This can help the military to get more information from them. The scope of taser pens is definitely huge. Page 4 of 13
  • 5. Segmentation Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them. As everyone knows we have to segment the market for the product, for our product we have segmented the market on the basis of two criteria. 1. Demographic 2. Geographic These segmentations can be explained as follows: Demographic Segmentation Page 5 of 13
  • 6. Geographical Segmentation Segmentation is done on the basis of demographic and geographic basis. The demographic segmentation is segmented on income, age, working, non-working, safety concern, benefit seekers, potential users, victim of molestation and some other parameters, as the product is only for women so we only took the women majorly. The geographical segmentation is on the basis of crime rate correspond to their area, that how much crime in that particular area. We choose the top crime states/city for our product. The crime rate is given in the chart above (source: Indian crime bureau). Page 6 of 13
  • 7. Target Market First of all we will target the Metro Cities and then the states where the crime rate is very high. The female will be our main target. Our target market in the form of Pie Chart can be explained as follows: 20% 50% 30% FEMALES TEENAGERS SENIOR CITIZENS Females are our main target as this product is mainly for them. Females are divided in subcategories teenagers, working and non-working women and these are in the ratios of 5:3 respectively. The other targeted group is senior citizen which is also a very target part because they also want the safety and security of their selves. In Percentage terms women, teenagers, senior citizen are in the 50%, 30% and 20% respectively. Page 7 of 13
  • 8. SWOT Analysis: Strengths: 1) 2) 3) 4) A unique and eye catching product. Easy to handle Affordable cost. High utility. Weaknesses: 1) The range of the product is limited. 2) Battery discharge after 8 hours, needs to be recharge again and again. 3) Can be misused and create havoc. Opportunity: 1) 2) 3) 4) Can be used in further states. Can be used by security guards, police, and senior citizens. Technology will enhance the product. Will make it global. Threats 1) Foreign companies like USA, UK. 2) Chinese companies are the biggest threats. 3) Online retails and websites. Page 8 of 13
  • 9. Promotion Product promotions are designed to increase sales of a product or service.Promotion involves ongoing advertising and publicity. This product will be promoted by using the below line promotion which are very cost effective, memorable & easy to convey the message. Below-the-line methods are very specific, memorable activities focused on targeted groups of consumers. They are under the control of the organisation. Kia uses these techniques to target clearly defined consumer groups rather than a mass audience like its above-the-line activity. The purpose of these activities has been to develop the brand by creating awareness and building a brand profile. Below-the-line methods include:  sponsorship  sales promotions  public relations  personal selling  direct marketing.  events We will also use the imc (integrated marketing communication) which is a very essential part of promotion but it all depends on budget and the situation and the strategy we use, so we are using the some of the IMC tools not all. Integrated Marketing Communication (IMC) The objective of marketing communications is to enhance brand equity. The IMC goal is to deliver the right message to the right audience at the right time in the right place. It consists of advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. a) Mass media: These would include newspaper ads, brochures and leaflets distributed with newspapers. b) Events: These would include public demonstrations in malls and other places. A stunt man can be hired to demonstrate the effect of the taser else an already available video can be played. Posters can be displayed in rallies. c) Public Relations: Word of mouth and direct relations. d) Direct Marketing: Door-to-door sales and email marketing. e) Sales Promotions: Discount to first few customers. Page 9 of 13
  • 10. Competitive Advantage As we are new in Indian market so we have any kind of direct competition. We are new in this kind of product. But following can be our competitors Chinese Manufacturers – As China is expert imitating any product in the world, their manufacturers may come up with the same in lower prices.  Competitors from USA – As Taser are an U.S.A. company. These pens are sold in U.S. already. In future, if we go globally, we may face a direct competition from the U.S.  Pepper spray – Pepper spray is an old item used for the same purpose. We can conclude that we do not have a huge competition as of now. Page 10 of 13
  • 11. Distribution channels We will be selling taser pens online to reach the customers where we cannot find suitable retailers, for example, villages. For selling taser pens through retailers, at first we will try to use Pull-up channel, creating enough awareness and excitement amongst consumers that they go and demand taser pens from retailers who in turn will demand from distributors and us. We will keep an option to sell our product directly to retailers in case a relevant distributor channel is not available or the distributor is not ready to distribute our product. However, in such a case, retailers can also order our product online and sell at about 10% profit or an amount that is suitable to the retailer and also the consumer. This will also help in discovering the cost at which people in such places want to buy our product. Afterwards, we would go for a Push-down channel to promote the product where it is not picking up a good demand. Page 11 of 13
  • 12. Marketing Mix Product: - Taser Pen. It’s really a different product. The features themselves work as ‘product differentiation’. Price: We will incur with various costs like buying cost, freight, distribution charges & marketing expenses. We will have two prices i.e. retailer price & online price. Place: Our places for the product will be retailer stores, e-commerce web sites & trade fairs. Promotion: We will do our promotion through brochures, direct leaflets, billboards in local trains & metros. Page 12 of 13
  • 13. Budgeting At an early stage we will import our product directly from the U.S. from the company Taser. It manufactures the same pens. Since we are importing we will incur the following costs. Buying cost: This is the cost at which we will buy from the company. Freight: These are the charges for air delivery. Customs: Customs duty charged by the government for importing a product from USA. Marketing & promotional charges: These are marketing and promotion expenses. Other charges & distribution charges: These include charges for distribution and retailer profit. The cost of importing & selling one taser pen will be: Buying cost: $15 per unit Freight: $ 1 per unit Custom: $ 1.5 per unit Marketing & promotional charges: $ 1.5 Other charges & distribution charges: $ 2 Profit: $ 2 Total Retailer cost: $ 23 Total cost of selling online: $ 22 Page 13 of 13

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