MARKETING

MANAGEMENT - II
Group Assignment on: Safety Device for Women

Product Name: SMART SAFETY BAG

SUBMITTED TO:
DR. M.R. SURESH

Stage 2

GROUP-1
SECTION- A
LEON VARGHESE-18016
SANDEEP B T-18023
ATHUL B-18035
BHOOMIKA M S-18037
JUHI SINGH-18040
MOHHAMMAD MANSOOR-18053
SHIVANGI CHOUDHARY-18059

1
Contents

PIC ....................................................................................................... 3
Design Chunk ...................................................................................... 7
End User Experience…….……………………………………………………………….…9
Concept ............................................................................................ 10
FTB Model ........................................................................................ 11
Questionnaire……………………………………………………………………………..12

2
PRODUCT INNOVATION CHARTER

Background

India is the country with most accelerating Crime rates and is also listed as the most dangerous place
for women in the world. For the safety of Indian women, it is necessary to have a newly developed
safety device that will helpful via its defence mechanism. Catering to this need it is necessary to
introduce a new product into the market. Our product is a Safety Ladies Hand Bag integrated with a
built-in sensor, alarm and a Pepper Spray which is incorporated with a built-in camera. Making this
product accessible and affordable is the most needed responsibility of our company. The background
of the product is analysed based on 3 C’s of Marketing Strategy:

3 C’s

The Customer

Customers are the prime aspects of every business. A company has to decide upon their marketing
strategies based on the type of customers they are targeting. Marketing Strategies differs based on the
customers.

Target Customers: Women (Especially working-class women who are engaged in night shifts and
who go back home alone)

Need of the Product for Customers: Safety is a concern for all the women out there. With this device
women can protect themselves by using the Self Defence Mechanism under undesirable situations. As
this product is new to the market, we can induce an impact on the target customers who are very much
in need of the product. Multiple needs of the customers are fulfilled with the help of this product.

The Competitors

There are many competitors in the field of Women Safety like KARAM, SURE SAFETY, RITZ
SAFETY, TRACKYFI. To survive in between these competitors, it’s necessary to create a unique,
value adding product for the market. Our product is new to the market which caters to multiple aspects,
hence it is priced slightly higher than the usual price. Products which are offered by the competitors
only fulfils one of the need only and they are priced at that range based on function.

Advantages among competitors:

• Product is new to the market and there are no exact competitors

• First of the kind product with integrated features
• More features at affordable price.

Disadvantage among competitors: Priced at a comparatively higher price than competitors

3
The Company

Our company is a well-established MNC who are into Women Safety Products for years. Our company
has versatile ideas to overcome safety concerns. Pepper Spray, GPS Trackers, Smart Rings etc, are few
of the products by our company. It is clear from this wide range of products that we are well updated
about the technologies. When research was conducted by our R&D division it was found that there was
no Women Safety Product that caters multiple features. For filling this gap, we have developed our
product “SMART SAFETY BAG”. This product is a Ladies Hand Bag integrated with a sensor, alarm
and a pepper spray which is incorporated with a camera. From the market study it was evident that
women prefer devices that have multiple features. Product Diversification Strategy is used in depth for
the innovation of this product. As we are a well reputed and well-established company it is easy for us
to stand out of crowd and reach the target customer easily.

4 P’s
Product

The Product is a Ladies Hand Bag integrated with a built in Alarm, Sensor and a Pepper Spray which
is incorporated with a VGA camera. During an emergency the victim can pull out the spray from the
Bag and can use it against the attacker. When the Pepper Spray is pulled out from the bag the sensor
gets activated this initiate the alarm and the camera also. Alarm is used for getting the attention of
people nearby and camera captures footage from the time the sensor is activated. This footage can be
used as an evidence and for identification of the attackers. This sensor is also connected with the app in
the smartphone. Once the sensor initiates it will send the location of the victim through the app using
the network in the phone to the selected contacts. This is a first of the kind product which is made by
integrating couple of safety devices. This integration is a key part that helps to stand out among the
competitors.

Place

We target the ladies who are engaged in late night office shifts who have to travel alone back to their
home and also every categories of women who are facing threats by anti-social elements of society.

Initially this product will be available in the tier 1 and tier 2 cities.

Price

The product is priced at Rs.2500 which is affordable to all, with good quality and technology which is
assured at its best.

4
Promotion

Promotion will take place through Digital Marketing, Newspaper ads, Television ads, Social Media
Campaigns and through NGO’s. The product is also promoted through Hyper market Departmental
Stores and even Lady Zone Places. It is even possible to conduct awareness sessions jointly with the
help of Police Department. The company can make use of public places where we can get good attention
with the help of Banners and posters.

Focus

Technology

The pepper spray as a single unit has two parts. The upper part of the spray is designed in a way that
once the liquid content is drained out after usage then the upper part is replaceable or can be refilled.
The bottom part is integrated with camera and a storage unit which is detachable. Once after the
complete usage of the pepper content then the bottom part which consists of camera, storage unit is
retained. The camera we are using is a 3 mega pixel camera and it uses a battery of capacity 1000mAh
to function. A charging port is positioned underneath the base to recharge the battery after the charge is
drained out. The camera captures the footage and is stored in the storage device which has a capacity
of 2GB. This is used as an evidence and all the recordings are stored on the memory chip and the
recorded clips can be viewed to take necessary actions.

The Hand bag has a separate space allocated to hold the pepper spray. An alarm kit is installed in the
bag. The alarm kit has sensors connected to the bag which makes an alarming sound which is loud
enough to get attention from our surroundings. As soon as the spray bottle is detached from the handbag
the GPS location of the user is shared with the synced contacts that user has paired with the device with
the aid of an application to the synced contacts.

Commercial

Our primary goal is to ensure every woman in our society to feel safe and secured. Making cities and
communities safe for women and girls so that they can expand their full social, economic, cultural and
political participation as equal citizens.

According to the survey in India 53% of working women are feeling insecure.

Women working in rotational shift (Bangalore-56%, Chennai-28%, Hyderabad-35%, Mumbai-26%).

In Overall 86% of working women in India, women facing hurdles are high in Delhi, Mumbai,
Hyderabad, Kolkata and Pune comparatively to other places.

5
Our product will play a major role by providing women a safe environment in all situations for example
(physically threatened, harassed, robbery, stalked). Implementing real time application and usage of our
product can solve the problems to an extent.

Marketing goals:

Increase sales: Being a new product in the market inculcation of features together will help to boost
sales. Marketing play a major role in increasing the sales. The Safety spray bag is integrated with
multifeatured product like alarm kit, paper spray and in addition to it, the bag is connected to the GPS.

Increase customer satisfaction: We are producing product which protects women and helps them to
defend themselves. It has been designed in a way that the major concerns of the users are addressed.

Launch a new product or solution: The safety spray bag is new and unique product in the market place
and our company is selling the product through B2B. And, we are building brand awareness to the
customer.

Communicating Product Value: We are planning to market our product aggressively so that it not
only helps to boost our sales but also to create awareness among women.

Guidelines:

This product has an additional feature along with the pepper spray being available with the bag. It is a
handbag, the bag contains the spray which has sensor and an inbuilt camera at the bottom of the bottle
and it contains the memory card, as soon as the spray is taken out of the bag the GPS tracker in the
phone gets activated and it sends the location to the selected persons through app, the alarm which is
in the bag gets activated and persons nearby gets to know that there is a kind of danger.

The breakdown of the cost for the product goes like this, the bag costs around RS.700, the pepper spray
costs RS.400 and the camera along the memory card costs RS.400 and the sensor costs around RS.300.
Looking at these aspects the price of the product is RS.2500. At the beginning of the product there will
be a discount given on the product.

Degree of innovation: It is safety hand which has a GPS tracker, alarm kit and the pepper spray which
has camera which helps in taking the photo of the person who attacks which is a of great use.

Timings: This product will be first in the market to produce the safety and spray hand bag which has
GPS connection along with the spray with the camera.

Competition: This will be low because as the product is new to the market their won’t be much
competition, thought there are other products available in the market in relation to the safety of the
women, as the features available in our product which helps the person not only to protect but the person

6
who attacks can also be identified this will make the product unique, this makes the competition less in
the market.

The weakness of the product is that when the phone battery is dead the GPS tracker cannot be sent to
other persons as that runs through the app.

Design of chunks

The final product is a combination of two products physically,

1.Pepper spray can

2.Hand Bag

Pepper Spray Can

The pepper spray contains 6 major components

Spray can with detachable part

The can is made of aluminium,with detachable part contains,camera,battery and storage.

Dimensions: Height 170mm, Diameter 55mm

Actuator

Actuator is the part which is made of plastic,we press it to dispense the pepper spray.

Dimensions:Base: diameter 22mm,height 5mm,top portion: Diameter 17mm,Height 10mm.

7
Cap

The cap is made up of plastic,it is used to cover the actuator from accidental pressing.

Dimensions:Diameter 55mm,Height 40mm.

Camera, Battery and memory card

Camera details:3Mega pixel camera with video recording enabled.

Battery details:1000mAh,Li-Ion battery,dimensions 45mm*40mm*5mm.

Memory card:1 GB micro SD card.

Hand Bag

8
Details

Material:Sythetic Leather

Dimensions:

Bag:Height 220mm,Width 300mm,Base depth 150mm.

Strap:60mm length,70mm diameter

Speaker

Details:130db,3Watts speaker with inbuilt battery 1000mAh

Sensor

Dimensions:40mm length,22mm diameter

End User Experience

Problem-

1. The battery of the cell phone can be dead and it won’t be able to send the current location to
the specific contacts.

9
Solutions-

1. We can provide power banks with 2000 Mah just a source to charge the cell phone so that it
can send the location to the specified contacts
2. We can include GPS within the bag, but it will be a bit costly

Concept

PIC (Product Innovation Charter): PIC is a strategic document at the time of launching a new
product. It contains the goals, guidelines, objectives and boundaries of the project. It is the “who, what,
where, when and why” of the product development project. The purpose of a new product strategy is
to-

• Set the background of the product and industry.

• Understand the contribution of new product development within the company’s wider goals.
• Define the technologies, markets and product scope.

3 C’s of marketing Strategic Concept: These are 3 variables dynamic in nature and are
interdependent. A change in any of the variables affects the other variables as well. The variables being:

• Customer: The main focal point for whom the product is designed. Different segments of the
market and target the major segment.
• Competitors: Value propositions of the competitors, their strength and weaknesses.
• Company: By attaining competitive advantage by way of cost leadership strategies or product
differentiation, companies can achieve their goals more effectively.

Marketing Mix: It helps to understand what the product and service can offer and to plan accordingly
for a successful product offering. It is executed through the 4 P’s of marketing

• Product: It can be tangible or intangible. It outlines the benefits offered by the product and
explains the features. The potential buyers need to be identified and understood.
• Price: it contains the actual amount the end user is expected to pay for a product. That is whether
the user perceives the product worth the money.
• Place: It deals with identification of the placement strategy to make the product available to the
end users.
• Promotion: Once all the stages are through, the marketing communication strategies and
techniques are to be though through. These include advertisements, sales promotions, special
discounts, etc.

10
Sources of information for new product ideas: It can be internal or external:

Technology for activating internal and external sources of information are Brainstorming technology.
It consists of the deferral of judgement, group idea building, quality is the focus considering the duration
of the session.

1. New product concepts and New Product: It is a new product and it is formed at the
intersection point of need for a product for woman’s safety, by inculcating new technology to
enhance the form of such products.

FTB Model

Form

• The pepper spray bottle will be in two parts, the above part will be the pepper spray and the
other detachable part will contain the camera and storage device to store the footage recorded.
• The hand bag contains siren which activates as soon as the spray is pulled out of the bag and it
also send the location of the person to the synced contacts as well.
• The location of the person is shared to others by way of a connected application with the
smartphone.

Technology

• The pepper spray has a camera with 3 mega pixel with a battery of 1000mAH lithium ion
battery.
• A storage capacity of 1 GB to store the footage.
• The handbag has a built-in sensor in it which triggers alarm as the spray is removed from the
bag and the camera on the pepper spray gets activated when it is pulled out of the bag.

11
 • In addition to it, the sensors send the location of the user by way of app to the selected contacts
of the user as the spray is removed from the bag.

Benefit

• It acts as a self-defence for women, they can defend themselves from adverse situations.
• It triggers an alarm as soon as the spray is removed from the bag, so it immediately grabs the
attention of others and thereby the situation can be avoided.
• It also sends the location of the user to the synced contacts so that they can trace the user.
• It has a camera which gets activated as soon as the spray is removed from the bag, so the footage
can be of great help in future to punish the miscreants.

Market Survey Questionnaire

1. Name

Ans-

2. Are you a regular commuter?

➢ Yes
➢ No
3. Do you believe you have been treated differently by your co-workers because you are a
woman?
➢ Yes
➢ No
➢ Not working in office
4. Are your working hours flexible?
➢ Yes
➢ No
➢ Not working
5. Do you feel safe while returning home at night ?
➢ Yes
➢ No
6. Have you been sexually harassed (sexually-oriented comments,advances, or touching)?
➢ Yes
➢ No
7. If so, did you report it?
➢ Yes
➢ No
➢ Not sexually harassed

12
8. Have you ever tried using a safety device?
➢ Yes
➢ No
9. If no, given a chance would you use or recommend others to use it?
➢ Yes
➢ No
10. How much are you willing to pay for such products?
➢ 1000-2000
➢ 2000-4000
➢ 4000 and above

13