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Contents
Contents
THE IDEA BEHIND THIS PRODUCT 2
OUR TARGET MARKET 3
OUR REVENUE STREAM 3
CUSTOMER SEGMENTATION AND PROFILING 4
TRENDS AND RELEVANCE OF THIS SEGMENT 4
VALUE PROPOSITION 4
COSTING 5
BRANDING AND POSITIONING 6
MARKETING AND DISTRIBUTION OF OUR PRODUCT 7
APPENDIX 10
REFERENCES 15
STRIDE
Personal safety bangle and App by team Bengal
ABSTRACT
Stride is a product with a focus of women safety.
The product idea is developed with the
collaborative UK team. The product is a bangle
which is comes with a SOS devise which when
pressed calls the police and some family
members so that the women is safe and secure.
The idea came up because of the growing
concerns of women safety in the country and the
product exactly solves the problem.
Submitted to:
Prof. Dhruva Chak
Submitted By:
Ayush Manan Vishwakarma (13DM049)
Sumit Rekhi (13DM195)
Surinder Singh (13DM197)
Tushar Mittal (13DM205)
Udit Jain (13DM206)
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Stride: Personal Safety Bangle
Contents Page
THE IDEA BEHIND THIS PRODUCT 2
THE PRODUCT FEATURES 2
USP OF THE PRODUCT 3
OUR TARGET MARKET 3
OUR REVENUE STREAM 3
CUSTOMER SEGMENTATION AND PROFILING 4
TRENDS AND RELEVANCE OF THIS SEGMENT 4
VALUE PROPOSITION 4
COSTING 5
BRANDING AND POSITIONING 6
MARKETING AND DISTRIBUTION OF OUR PRODUCT 7
Marketing and distribution Channels 7
Distribution Stages 7
Stage 1 7
Stage 2 9
Stage 3 9
APPENDIX 10
Questionnaire 10
Analysis of responses 12
REFERENCES 15
2
Stride: Personal Safety Bangle
THE IDEA BEHIND THIS PRODUCT
Capital recorded 1,330 rape incidents till October 15 this year as against 706 in 2012.
Molestation cases have gone up from 727 in 2012 to 2,844.
The city saw a phenomenal increase not only in rapes and molestation but other crimes too.
Eve-teasing cases had gone up from 238 in 2009 to 793 this year while kidnapping/abduction
of women has risen from 1,655 in 2009 to 2,906 this year
The figures released by the Delhi Police reveal that a woman is raped every 18 hours or
molested every 14 hours in the Capital. Shockingly, the majority of the attackers are below
25 years.
*source Delhi Government (http://www.thehindu.com/news/cities/Delhi/rape-cases-double-
molestation-up-4-times-in-delhi/article5298622.ece)
Our product is designed to tackle this problem by allowing instantaneous help to the victim
in any part of the city and to make women feel confident and secure while they are out in
the city.
THE PRODUCT FEATURES
A bangle and a Band with built in Bluetooth technology personal safety device links to free
App on Smartphone. When pin is pulled from bangle (attached with small chain) in an
emergency
3
Stride: Personal Safety Bangle
 Bluetooth is activated
 This activates App on Smartphone
 A loud high-pitched noise is emitted from the Smartphone
 SOS messages are sent with GPS location to pre-determined contacts Voice recording
is activated
USP OF THE PRODUCT
 Good looking, inconspicuous and fashionable whereas there are wearable safety
accessories available, they don’t blend as seamlessly into an outfit as our bangle
does.
 Remote connectivity to our App
 Personalized App setup with customisable features
OUR TARGET MARKET
Young middle-class women in Delhi in the age group of 16-30 years which are more prone to
be the victim of criminal activities like rape, molestation, abduction.
OUR REVENUE STREAM
 Budget: approximately £1,00,000 (INR 1,00,000)
 Our App will be available for free with an estimate set up cost of between £600-
£2,500 (Thomas, 2014)
 Based on research on competitors we estimate our retail price at around £20
(approximately INR 2024)
4
Stride: Personal Safety Bangle
 Research suggests the cost of the Bluetooth chip will be $3 per chip (£1.80) (INR 185)
(Kaplan, 2007)
CUSTOMER SEGMENTATION AND PROFILING
Our primary research data give a strong idea of our target market. Based on preliminary
research, we envision our target audience to be Independent, possibly recent graduates and
full-time working middle class women in Delhi looking to improve their personal safety and
increase their confidence and sense of freedom. (Refer Abstract)
TRENDS AND RELEVANCE OF THIS SEGMENT
 Middle class Indians are defined as having a monthly income of between
Rs20,000- Rs1, 00,000 a month. It is estimated that the size of the middle class
segment of the Indian market is in excess of 160 million and by 2015, its numbers
are expected to go up to 267 million (Varma, 2013).
 Members of the middle class segment own mobile phones and tend to be avid
users of social media (Varma, 2013).
 10% of women in Delhi are employed so that’s around 2 million women going out
to work. This is below the national average of 25.5%. One of the major reasons
heard from young women (and their families) as to why they don’t work is
because the city is too unsafe to negotiate on their own (Singh, 2013).
 Delhi has a notorious reputation as one of the most unsafe cities in India yet only
16% of women use currently safety apps available (The Times of India, 2014)
We therefore should position our brand to target this segment.
VALUE PROPOSITION
Our product is designed to give women confidence and safety assurance when they are out
of the home. Emotional and functional attributes
 Inconspicuous Bluetooth-enabled bangle that is activated via the removal of a pin,
which activates the Smartphone app and emits a high-pitched noise, activates voice
recording and GPS and will also contacts the user’s chosen friends and relatives with
their location - all through their Smartphone.
 As well as being a functional personal safety device, the product also gives women a
sense of security and confidence when out of the home around Delhi. It will also give
5
Stride: Personal Safety Bangle
piece of mind to concerned friends and relatives and if need be, collect evidence in
the event of a prosecution.
COSTING
6
Stride: Personal Safety Bangle
BRANDING AND POSITIONING
Perceptual map of our competitors
7
Stride: Personal Safety Bangle
MARKETING AND DISTRIBUTION OF OUR PRODUCT
Our marketing and distribution strategy is focused through three channels and in three
stages.
Marketing and distribution Channels
 E-commerce portals
 Digital multi brand retail stores and company owned mobile phones outlets
 Multi brand Retail stores
Distribution Stages
Stage 1
Focus on launching the product and advertising through e-commerce portals and other social
media sites and through display counters at digital and apparel multi brand retail stores. The
pricing of the product is positioned as the Bata pricing and priced at ₹ 1999.
Marketing and Distribution through e-commerce portals
India’s e-commerce industry is booming and lots of investment is flooding in. According to
new figures from the Indian commerce group ASSOCHAM, the nation’s e-shoppers spent $16
billion in 2013. That’s a rise of 88 percent from the $8.5 billion figure in 2012. Some Facts
related to e- commerce are
1. India’s Internet base, as of August 2013, was at 150 million users, representing about 10
percent of the country's total population. [Source: IBNLive.in.com]
2. Popular products sold in India include those in tech and fashion categories, such as mobile
phones, iPads, accessories, MP3 players, digital cameras and jewellery. [Source:
IBNLive.in.com]
3. Indians spend 8 hours per day online according to a study conducted in 2012. [Source:
TimesOfIndia.com]
4. The mobile audience in India is growing with 78 percent of shoppers preferring to shop on
mobiles for deals on purchases and with 60 percent shopping on mobiles to save fuel.
[Source: eBay Survey via PitchOnNet.com]
Top cities for e-shopping. This is based on the number of e-commerce users:
1. Mumbai
2. Delhi
3. Kolkata
8
Stride: Personal Safety Bangle
Top e-stores in India-
1. Flipkart
2. eBay India
3. Snapdeal
4. Amazon India
5. Myntra
6. Freecharge
7. Jabong
8. Tradus
Generation-Y buying behaviour
“This age group is open to risk and is willing to try anything and, as a result, marketers are
willing to try innovative strategies. These are described as trysumers (consumers who are willing
to try new products) of the Indian market”
According to Ashish Dikshit, president, Madura Garments, a division of Aditya Birla Nuvo Ltd,
at the India launch of Esprit Holdings Ltd.’s youth brand, EDC, in October.
“These trysumers are also trendsetters, an attribute that has been accentuated by their growing
purchasing power. “The young always had the power of voice, but today they also have wallet power.
And they decide how they want to spend, and what they want to spend on.”
According to Manish Sinha, vice-president, strategic planning, Bates David Enterprise.
Marketing and Distribution through electronic multi brand retail stores and company
owned outlets of mobile phone brands
This include stores like Reliance digital, Jumbo electronics, Chroma store, etc.
And stores like Nokia priority dealers, Samsung outlets etc.
The advertising of product will be done through separate stalls inside the centres which will
demonstrate the product to attract the buyers so they can try the product. The product is
available at these counters for purchase.
Marketing and Distribution through retail multi brand stores
The advertising of product will be done through separate stalls inside the muulti brand retail
centres such as Lifestyle, Shoppers stop, Globus, Reliance trends etc. which will demonstrate
the product to attract the buyers so they can try the product. The product is available at
these counters for purchase.
9
Stride: Personal Safety Bangle
Stage 2
Focus on increasing sales of our product and indirect advertising by placing it as a
complementary product with different main products available at different channels. The
price at which we make our product available is less than that of original MRP.
This Stage will start after two quarters of FY-2014 once the stage 1 is executed successfully.
After introduction of this stage, both stages will run in parallel to give a good market share
and profitability.
Marketing and Distribution through e-commerce portals
As a complementary mobile accessory- The product will be given along with the purchase of
mobile phones through e-portals by just paying ₹ 999 extra.
As a complementary designer accessory- The product will be given along with the purchase
of apparels (exceeding definite amount) through e-portals by just paying ₹ 999 extra.
Marketing and Distribution through electronic multi brand retail stores and company
owned outlets of mobile phone brands
As a complementary mobile accessory- The product will be given along with the purchase of
mobile phones through these stores by just paying ₹ 999 extra with any smartphone.
Stage 3
This stage would include reaching out to local mobile dealers and local retail stores in local
market in Delhi for deeper penetration. The product will be sold at its original MRP of ₹1999,
dealers would be given a slightly higher margin because local dealers have a power to
influence the customer.
This Stage will focus on expansion of market to other metro cities by channelling through e-
portals, multi brand apparels stores and electronic multi brand stores.
This stage will start in FY-2015 and after introduction of this stage, all the three stages will
continue in parallel.
10
Stride: Personal Safety Bangle
APPENDIX
Questionnaire
What is your gender?
 Male
 Female
 Other
 Don’t want to say
How old are you?
 Under 25
 26-40
 41-55
 56-70
 Don’t want to say
What is your marital status?
 Married
 Single
 Other …………………………………………
 Don’t want to say
What is your occupation?
 Government Sector
 Business
 Student
 Free Lancer
How much do you earn
 Less than 1 lakh
 1 lakh - 2.5 lakh
 2.5 lakh - 5 lakh
Do you own a smartphone?
 Yes
 No
 Don’t want to say
11
Stride: Personal Safety Bangle
Do you currently own a personal safety alarm?
 Yes
 No
Would you feel safer out of the house with a basic personal safety alarm (emits loud noise
when triggered) rather than with no alarm?
 Yes
 No
 Don't Know
Would you be more likely to carry a personal safety alarm if it was disguised and easily
accessible in the form of a bangle/wristband?
 Yes
 No
 Don't Know
Would you be more likely to carry a personal safety alarm if it had the ability to send a
message to chosen contacts with your location as well as emitting a loud noise?
 Yes
 No
 Don't Know
Would you feel comfortable to wear a wrist band specifically for safety?
 Yes
 No
 Don't know
How much would you be willing to spend on this device, assuming that you had a
smartphone to work with it?
 below 500 र
 500र - 1000र
 1000र - 2000र
 above 2000
If you were to buy this device, in what form would you prefer?
 Simple plain gold colored bangle
 Decorative bangle
 Wrist band
12
Stride: Personal Safety Bangle
 Others......
Analysis of responses
13
Stride: Personal Safety Bangle
14
Stride: Personal Safety Bangle
15
Stride: Personal Safety Bangle
REFERENCES
 Amritapuri.org. 2014. Safety for women, Security for mentally challenged; a device by
Amrita - Amma, Mata Amritanandamayi Devi. [online] Available at:
http://www.amritapuri.org/16788/apps.aum [Accessed 10 Mar 2014]
 bSafe. 2014. bSafe - Personal Safety App. [online] Available at: http://getbsafe.com/
[Accessed:10 Mar 2014].
 Carter, T. 2014. How Much Does it Cost to Develop an App?. [Online] Available at:
http://www.bluecloudsolutions.com/blog/cost-develop-app/ [Accessed 10 Mar 2014]
 KVN, Rohit 2014. iBall Announces Women Safety Smartphone Andi Uddaan in India;
Features Dedicated SOS Button. [online] Available at:
http://www.ibtimes.co.in/articles/530955/20131218/iball-andi-uddaan-women-
safety-smartphone-india.htm [Accessed 10 Mar 2014].
 PRWeb, 2014. Bluetooth Bracelet Functions as Innovative New Way of Ensuring the
Safety of Loved Ones. [online] Available at:
http://www.prweb.com/releases/2014/01/prweb11491340.htm [Accessed 10 Mar
2014]
 Singh, S. 2013. ‘Delhi women too scared of city to step out and work’ Hindustan
Times June 17th [Online] Available at:
http://www.hindustantimes.com/comment/shivanisingh/delhi-women-too-scared-
of-city-to-step-out-and-work/article1-1077454.aspx [Accessed 10 Mar 2014]
 The Times of India, 2014. Delhi most unsafe for women travellers: Survey. March 6th
[Online] Available at: http://timesofindia.indiatimes.com/city/delhi/Delhi-most-
unsafe-for-women-travellers-Survey/articleshow/31533806.cms [Accessed 10 Mar
2014]
 Varma, P.K. 2013. ‘India’s middle class awakes’ The Times of India. November 23rd
[Online] Available at: http://timesofindia.indiatimes.com/home/opinion/edit-
page/Indias-middle-class-awakes/articleshow/26221440.cms [Accessed 10 Mar 2014]
 http://www.thehindu.com/news/cities/Delhi/rape-cases-double-molestation-up-4-
times-in-delhi/article5298622.ece
 http://www.livemint.com/Consumer/gJsf9bNntb4xR2YMoUZbvJ/Youth-Marketing--
Target-Gen-Y.html

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New product development

  • 1. Contents Contents THE IDEA BEHIND THIS PRODUCT 2 OUR TARGET MARKET 3 OUR REVENUE STREAM 3 CUSTOMER SEGMENTATION AND PROFILING 4 TRENDS AND RELEVANCE OF THIS SEGMENT 4 VALUE PROPOSITION 4 COSTING 5 BRANDING AND POSITIONING 6 MARKETING AND DISTRIBUTION OF OUR PRODUCT 7 APPENDIX 10 REFERENCES 15 STRIDE Personal safety bangle and App by team Bengal ABSTRACT Stride is a product with a focus of women safety. The product idea is developed with the collaborative UK team. The product is a bangle which is comes with a SOS devise which when pressed calls the police and some family members so that the women is safe and secure. The idea came up because of the growing concerns of women safety in the country and the product exactly solves the problem. Submitted to: Prof. Dhruva Chak Submitted By: Ayush Manan Vishwakarma (13DM049) Sumit Rekhi (13DM195) Surinder Singh (13DM197) Tushar Mittal (13DM205) Udit Jain (13DM206)
  • 2. 1 Stride: Personal Safety Bangle Contents Page THE IDEA BEHIND THIS PRODUCT 2 THE PRODUCT FEATURES 2 USP OF THE PRODUCT 3 OUR TARGET MARKET 3 OUR REVENUE STREAM 3 CUSTOMER SEGMENTATION AND PROFILING 4 TRENDS AND RELEVANCE OF THIS SEGMENT 4 VALUE PROPOSITION 4 COSTING 5 BRANDING AND POSITIONING 6 MARKETING AND DISTRIBUTION OF OUR PRODUCT 7 Marketing and distribution Channels 7 Distribution Stages 7 Stage 1 7 Stage 2 9 Stage 3 9 APPENDIX 10 Questionnaire 10 Analysis of responses 12 REFERENCES 15
  • 3. 2 Stride: Personal Safety Bangle THE IDEA BEHIND THIS PRODUCT Capital recorded 1,330 rape incidents till October 15 this year as against 706 in 2012. Molestation cases have gone up from 727 in 2012 to 2,844. The city saw a phenomenal increase not only in rapes and molestation but other crimes too. Eve-teasing cases had gone up from 238 in 2009 to 793 this year while kidnapping/abduction of women has risen from 1,655 in 2009 to 2,906 this year The figures released by the Delhi Police reveal that a woman is raped every 18 hours or molested every 14 hours in the Capital. Shockingly, the majority of the attackers are below 25 years. *source Delhi Government (http://www.thehindu.com/news/cities/Delhi/rape-cases-double- molestation-up-4-times-in-delhi/article5298622.ece) Our product is designed to tackle this problem by allowing instantaneous help to the victim in any part of the city and to make women feel confident and secure while they are out in the city. THE PRODUCT FEATURES A bangle and a Band with built in Bluetooth technology personal safety device links to free App on Smartphone. When pin is pulled from bangle (attached with small chain) in an emergency
  • 4. 3 Stride: Personal Safety Bangle  Bluetooth is activated  This activates App on Smartphone  A loud high-pitched noise is emitted from the Smartphone  SOS messages are sent with GPS location to pre-determined contacts Voice recording is activated USP OF THE PRODUCT  Good looking, inconspicuous and fashionable whereas there are wearable safety accessories available, they don’t blend as seamlessly into an outfit as our bangle does.  Remote connectivity to our App  Personalized App setup with customisable features OUR TARGET MARKET Young middle-class women in Delhi in the age group of 16-30 years which are more prone to be the victim of criminal activities like rape, molestation, abduction. OUR REVENUE STREAM  Budget: approximately £1,00,000 (INR 1,00,000)  Our App will be available for free with an estimate set up cost of between £600- £2,500 (Thomas, 2014)  Based on research on competitors we estimate our retail price at around £20 (approximately INR 2024)
  • 5. 4 Stride: Personal Safety Bangle  Research suggests the cost of the Bluetooth chip will be $3 per chip (£1.80) (INR 185) (Kaplan, 2007) CUSTOMER SEGMENTATION AND PROFILING Our primary research data give a strong idea of our target market. Based on preliminary research, we envision our target audience to be Independent, possibly recent graduates and full-time working middle class women in Delhi looking to improve their personal safety and increase their confidence and sense of freedom. (Refer Abstract) TRENDS AND RELEVANCE OF THIS SEGMENT  Middle class Indians are defined as having a monthly income of between Rs20,000- Rs1, 00,000 a month. It is estimated that the size of the middle class segment of the Indian market is in excess of 160 million and by 2015, its numbers are expected to go up to 267 million (Varma, 2013).  Members of the middle class segment own mobile phones and tend to be avid users of social media (Varma, 2013).  10% of women in Delhi are employed so that’s around 2 million women going out to work. This is below the national average of 25.5%. One of the major reasons heard from young women (and their families) as to why they don’t work is because the city is too unsafe to negotiate on their own (Singh, 2013).  Delhi has a notorious reputation as one of the most unsafe cities in India yet only 16% of women use currently safety apps available (The Times of India, 2014) We therefore should position our brand to target this segment. VALUE PROPOSITION Our product is designed to give women confidence and safety assurance when they are out of the home. Emotional and functional attributes  Inconspicuous Bluetooth-enabled bangle that is activated via the removal of a pin, which activates the Smartphone app and emits a high-pitched noise, activates voice recording and GPS and will also contacts the user’s chosen friends and relatives with their location - all through their Smartphone.  As well as being a functional personal safety device, the product also gives women a sense of security and confidence when out of the home around Delhi. It will also give
  • 6. 5 Stride: Personal Safety Bangle piece of mind to concerned friends and relatives and if need be, collect evidence in the event of a prosecution. COSTING
  • 7. 6 Stride: Personal Safety Bangle BRANDING AND POSITIONING Perceptual map of our competitors
  • 8. 7 Stride: Personal Safety Bangle MARKETING AND DISTRIBUTION OF OUR PRODUCT Our marketing and distribution strategy is focused through three channels and in three stages. Marketing and distribution Channels  E-commerce portals  Digital multi brand retail stores and company owned mobile phones outlets  Multi brand Retail stores Distribution Stages Stage 1 Focus on launching the product and advertising through e-commerce portals and other social media sites and through display counters at digital and apparel multi brand retail stores. The pricing of the product is positioned as the Bata pricing and priced at ₹ 1999. Marketing and Distribution through e-commerce portals India’s e-commerce industry is booming and lots of investment is flooding in. According to new figures from the Indian commerce group ASSOCHAM, the nation’s e-shoppers spent $16 billion in 2013. That’s a rise of 88 percent from the $8.5 billion figure in 2012. Some Facts related to e- commerce are 1. India’s Internet base, as of August 2013, was at 150 million users, representing about 10 percent of the country's total population. [Source: IBNLive.in.com] 2. Popular products sold in India include those in tech and fashion categories, such as mobile phones, iPads, accessories, MP3 players, digital cameras and jewellery. [Source: IBNLive.in.com] 3. Indians spend 8 hours per day online according to a study conducted in 2012. [Source: TimesOfIndia.com] 4. The mobile audience in India is growing with 78 percent of shoppers preferring to shop on mobiles for deals on purchases and with 60 percent shopping on mobiles to save fuel. [Source: eBay Survey via PitchOnNet.com] Top cities for e-shopping. This is based on the number of e-commerce users: 1. Mumbai 2. Delhi 3. Kolkata
  • 9. 8 Stride: Personal Safety Bangle Top e-stores in India- 1. Flipkart 2. eBay India 3. Snapdeal 4. Amazon India 5. Myntra 6. Freecharge 7. Jabong 8. Tradus Generation-Y buying behaviour “This age group is open to risk and is willing to try anything and, as a result, marketers are willing to try innovative strategies. These are described as trysumers (consumers who are willing to try new products) of the Indian market” According to Ashish Dikshit, president, Madura Garments, a division of Aditya Birla Nuvo Ltd, at the India launch of Esprit Holdings Ltd.’s youth brand, EDC, in October. “These trysumers are also trendsetters, an attribute that has been accentuated by their growing purchasing power. “The young always had the power of voice, but today they also have wallet power. And they decide how they want to spend, and what they want to spend on.” According to Manish Sinha, vice-president, strategic planning, Bates David Enterprise. Marketing and Distribution through electronic multi brand retail stores and company owned outlets of mobile phone brands This include stores like Reliance digital, Jumbo electronics, Chroma store, etc. And stores like Nokia priority dealers, Samsung outlets etc. The advertising of product will be done through separate stalls inside the centres which will demonstrate the product to attract the buyers so they can try the product. The product is available at these counters for purchase. Marketing and Distribution through retail multi brand stores The advertising of product will be done through separate stalls inside the muulti brand retail centres such as Lifestyle, Shoppers stop, Globus, Reliance trends etc. which will demonstrate the product to attract the buyers so they can try the product. The product is available at these counters for purchase.
  • 10. 9 Stride: Personal Safety Bangle Stage 2 Focus on increasing sales of our product and indirect advertising by placing it as a complementary product with different main products available at different channels. The price at which we make our product available is less than that of original MRP. This Stage will start after two quarters of FY-2014 once the stage 1 is executed successfully. After introduction of this stage, both stages will run in parallel to give a good market share and profitability. Marketing and Distribution through e-commerce portals As a complementary mobile accessory- The product will be given along with the purchase of mobile phones through e-portals by just paying ₹ 999 extra. As a complementary designer accessory- The product will be given along with the purchase of apparels (exceeding definite amount) through e-portals by just paying ₹ 999 extra. Marketing and Distribution through electronic multi brand retail stores and company owned outlets of mobile phone brands As a complementary mobile accessory- The product will be given along with the purchase of mobile phones through these stores by just paying ₹ 999 extra with any smartphone. Stage 3 This stage would include reaching out to local mobile dealers and local retail stores in local market in Delhi for deeper penetration. The product will be sold at its original MRP of ₹1999, dealers would be given a slightly higher margin because local dealers have a power to influence the customer. This Stage will focus on expansion of market to other metro cities by channelling through e- portals, multi brand apparels stores and electronic multi brand stores. This stage will start in FY-2015 and after introduction of this stage, all the three stages will continue in parallel.
  • 11. 10 Stride: Personal Safety Bangle APPENDIX Questionnaire What is your gender?  Male  Female  Other  Don’t want to say How old are you?  Under 25  26-40  41-55  56-70  Don’t want to say What is your marital status?  Married  Single  Other …………………………………………  Don’t want to say What is your occupation?  Government Sector  Business  Student  Free Lancer How much do you earn  Less than 1 lakh  1 lakh - 2.5 lakh  2.5 lakh - 5 lakh Do you own a smartphone?  Yes  No  Don’t want to say
  • 12. 11 Stride: Personal Safety Bangle Do you currently own a personal safety alarm?  Yes  No Would you feel safer out of the house with a basic personal safety alarm (emits loud noise when triggered) rather than with no alarm?  Yes  No  Don't Know Would you be more likely to carry a personal safety alarm if it was disguised and easily accessible in the form of a bangle/wristband?  Yes  No  Don't Know Would you be more likely to carry a personal safety alarm if it had the ability to send a message to chosen contacts with your location as well as emitting a loud noise?  Yes  No  Don't Know Would you feel comfortable to wear a wrist band specifically for safety?  Yes  No  Don't know How much would you be willing to spend on this device, assuming that you had a smartphone to work with it?  below 500 र  500र - 1000र  1000र - 2000र  above 2000 If you were to buy this device, in what form would you prefer?  Simple plain gold colored bangle  Decorative bangle  Wrist band
  • 13. 12 Stride: Personal Safety Bangle  Others...... Analysis of responses
  • 16. 15 Stride: Personal Safety Bangle REFERENCES  Amritapuri.org. 2014. Safety for women, Security for mentally challenged; a device by Amrita - Amma, Mata Amritanandamayi Devi. [online] Available at: http://www.amritapuri.org/16788/apps.aum [Accessed 10 Mar 2014]  bSafe. 2014. bSafe - Personal Safety App. [online] Available at: http://getbsafe.com/ [Accessed:10 Mar 2014].  Carter, T. 2014. How Much Does it Cost to Develop an App?. [Online] Available at: http://www.bluecloudsolutions.com/blog/cost-develop-app/ [Accessed 10 Mar 2014]  KVN, Rohit 2014. iBall Announces Women Safety Smartphone Andi Uddaan in India; Features Dedicated SOS Button. [online] Available at: http://www.ibtimes.co.in/articles/530955/20131218/iball-andi-uddaan-women- safety-smartphone-india.htm [Accessed 10 Mar 2014].  PRWeb, 2014. Bluetooth Bracelet Functions as Innovative New Way of Ensuring the Safety of Loved Ones. [online] Available at: http://www.prweb.com/releases/2014/01/prweb11491340.htm [Accessed 10 Mar 2014]  Singh, S. 2013. ‘Delhi women too scared of city to step out and work’ Hindustan Times June 17th [Online] Available at: http://www.hindustantimes.com/comment/shivanisingh/delhi-women-too-scared- of-city-to-step-out-and-work/article1-1077454.aspx [Accessed 10 Mar 2014]  The Times of India, 2014. Delhi most unsafe for women travellers: Survey. March 6th [Online] Available at: http://timesofindia.indiatimes.com/city/delhi/Delhi-most- unsafe-for-women-travellers-Survey/articleshow/31533806.cms [Accessed 10 Mar 2014]  Varma, P.K. 2013. ‘India’s middle class awakes’ The Times of India. November 23rd [Online] Available at: http://timesofindia.indiatimes.com/home/opinion/edit- page/Indias-middle-class-awakes/articleshow/26221440.cms [Accessed 10 Mar 2014]  http://www.thehindu.com/news/cities/Delhi/rape-cases-double-molestation-up-4- times-in-delhi/article5298622.ece  http://www.livemint.com/Consumer/gJsf9bNntb4xR2YMoUZbvJ/Youth-Marketing-- Target-Gen-Y.html