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

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
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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.
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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.
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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
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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).
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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.
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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.
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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.
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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.
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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.
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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.
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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
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