This presentation is about a brand that we created and found ways to market and brand our product.

1. Safe Silver
Caroline Hinman
Kaitlyn Turkett
Morgan Gatzemeyer

2. Safe Silver
• Necklace & Rape Whistle
– Safety tool
– Fashion statement
• Both Safe and Stylish
• Can be Silver, Bronze, Gold
• Two different shapes
– Circular and Bar shape

3. Brand Overview/Brand Value
Proposition
• Sleek, Sophisticated, eye catching,
dainty
• Function: Fashion statement and
safety tool
• Emotion: Reassurance of Safety
• Self Expressive: Ability to be in control
but still be inconspicuous

4. Competitor Analysis
Jewelry
• Pandora
– Hand Finished modern
jewelry
– Price: $40-$300
• Alex and Ani
– All types of jewelry
– Crafted in America
– “Charity by Design”
– Price: $30-$80
Anti Rape Products
• Apps
– Anti-rape App
• Clothing
– Buckle
• Whistle

5. Target Market
• 16-22
– “Ready-for-anything Tyro”
• 23-27
– “College Educated Extrovert”
• 28-34
– “Conscientious Trendsetter”

6. Positioning
• Combining Safety and Jewelry to
ensure piece of mind
• Stay up-to-date on fashionable trends
for young girls
• Seen as safety net

7. Product Strategy
• Three product lines
– 1: Traditional
– 2: Celebrity Designers
– 3: Customized monogrammed necklaces

8. Price Strategy
• Between $30-$40
• Can range a little bit higher: $80-$100
depending on design
• Money we make, a percentage will go
to charities for Rape Victims

9. Place distribution
• Accessible channels
• National Distribution

10. Promotion
• Intense advertising campaign
• Social media
• Celebrity partnerships
• Colleges/Universities
– Product placement where appropriate

11. Expected Outcomes
• Growth
– Spread Awareness
– Sales
• New trend
• More Designer Partnerships
• To make the world a safer place

12. Potential Risks/ Contingency
Plan
• Problems
– Lack of interest
– Keeping up with trends
– Legal Issues
– Gaining trust of potential partners
– No control over customization

13. Safe Silver