The project describes the process of new product development from scratch, the marketing of the new product including the pricing, the target market and effective media for its communication.
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)
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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
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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
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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)
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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
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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
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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
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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.
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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
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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
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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
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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