marketing project
- 2. ACKNOWLEDGEMENT: This has been a meticulous journey to develop and launch 2 products for the cause of women safety. We want to extend our heartfelt thanks to Mr. GurbakshLal Kotwani Sir for his constant support & guidance. Special thanks to : Sub Inspector: Jagroshni Sub Inspector: Brijesh Member of Delhi Commission Of Women : Santosh
- 3. What does Safety means? Safety is the state of being "safe", the condition of being protected against physical, social, spiritual, financial, political, emotional, occupational or consequences of failure, damage, error, accidents, harm or any other event that could be considered non desirable. Safety is common for men and women. But women safety is more important, because of increasing number of crimes.
- 4. THE STATUS OF WOMEN IN INDIA: Women in India continue to face numerous problems, including violent victimization through rape, acid throwing, dowry killings, and the forced prostitution of young girls. According to a report by Thomson Reuters, India is the "fourth most dangerous country" in the world for women.
- 5. MAJOR PROBLEMS FACEDBY WOMENIN INDIA Horrific grouping and touching in overcrowded buses, trains and metros. Getting home late at night when you dont have own car or a bike. Domestic Violence & Dowry killings. Crimes like sexual exploitation for economic gains like prostitution, trafficking, adultery, confinement etc. The most burning topic of problem of women in today's scenario is the rape and abduction .
- 6. Statistics of crimes against women
- 8. AN INTERVIEW WITH DELHI POLICE:
- 9. COMMENTS OF DELHI POLICE: READY TO COOPERATE WITH US WITH DUE PERMISSION FROM THE CENTRAL GOVT. TO INSTALL GPS IN 186 POLICE STATIONS. THEIR BURDEN WILL BE LESSENED BY OUR APP & THEY CAN IMMEDIATELY REACH FOR HELP THEY APPRECIATED THE WORK DONE BY US AND ARE LOOKING FORWARD FOR THE LAUNCHING.
- 11. WHAT IS OUR WOMEN SAFETY APP ALL ABOUT ? It IS A GPS BASED MOBILE SECURITY APPLICATION TH AT ENABLES YOU TO SEEK HELP FROM THE CONTA CTS YOU TRUST THE MOST FROM ALMOST ANYWHE RE. This app arms you with extremely strong weapons whi ch you can use at just a click of a button. Like watsapp have contacts list , the same way the app have : a contact list, Google map and a button of emergency . In case of emergency , you have to just click on the eme rgency button & sms will be delivered to all the favorite s contacts.
- 12. We have a special welfare known to be women safety volunteer , those people who are willing to help the women for societal cause . those will too install the app , and as in case of any eme rgency they will come. Suppose , take an example of a girl going to her home from metro . The evening time, darkness and less people around. In that case, if a girl is being tortured, eve teased shell press th e button and the sms will be sent to all the volunteers, say there are 4000 people of west Delhi volunteers, then at least 5- 10 can reach to her . What we need is a single person to help out , think of it no need of police or anything, just your family, friends, and those volu nteers who are willing to help out women.
- 13. This concept is basically took from a small area like colleg e that if a girl is eve teased and she have registered hersel f to a women safety volunteer group than out of 200 volunteers, 6-12 can come to help out. Sms alerts will be sent to all the favorites + volunteers Sms alert system is basically that system in which the contacts will receive message as hey , there is an emergency . please help. And along with the location comes if the person is availabl e on internet at that particular time. It is the most easiest way to communicate to your near & dear ones in the case of emergency .
- 14. The first page of our app which appears on clicking the app with its logo of our brand and our slogan- YOUR SAFETY, OUR RESPONSIBILITY.
- 15. It contains your favorite contacts whom you contact often. THIS IS THE MOST IMPORTANT FEATURE:THE EMERGENCY ALARM BUTTON WHICH YOU NEED TO PRESS WHEN YOU ARE IN DANGER CONNECTED VIA GPS. This button will redirect you to the menu section which contains more features. List of all the contacts of your phone will be synced here.
- 16. It will give a detailed info. Of a place via Google maps. RISK PRONE ZONES of Delhi are given here with maximum details of crime rates . List of contact numbers of all the 186 police stations of Delhi Police station is given here. Some tips &tricks are given for women by experts to use in danger situation .
- 17. WOMEN SAFETY WRISTBAND The Valiantia Safety Wristband is made with a rubber plastic fiber in all the exotic neon colors with 2 magnets attached on its ends that contain the GPS system. The small round button given at the ends is the main mechanism which creates a loud siren sound and sends the location signals to the nearby police station and all those people and NGOs who use Valiantia app and are near that area.
- 18. KEY FEATURES: 1.IN-BUILT GPS 2.AVAILABLE IN EXCITING 3.NEON COLOURS 4.LOOKS LIKE ORDINARY BAND SO NON -SUSPICIOUS FOR ATTACKER 5.EASY TO CARRY 6.SOFT MATERIAL
- 20. SUMMARY We are the first one to bring a product on women safety. We will get the first mover advantage, as govt. is not yet ready with this kind of product. Pankh Ltd. aspires to be a leading manufacturer of women safety bracelet and application. We will prove our authenticity, integrity and expertise.
- 21. SITUATION ANALYSIS MARKET SUMMARY :The founders know that the field of development is highly fragmented and has diverse requirements. Success in this field will depend on target and a clear, superior, and relevant value proposition for the target customer. TARGET MARKETS: Pankh Pvt. Ltd. has decided to cover the Delhi along with NGOs and 186 police stations including in it.
- 23. As per the stats our challenge is to reach those 28.2% of the women, who dont have android phones. Our product should reach every women irrespective of her class. We want that they should have our bracelet for their safety. To convince them to buy our product we will show them the demo of the product , we will tell them how it works . We will put our stalls in colleges, markets , NGOs, Police stations.
- 25. MARKET DEMOGRAPHICS- focusing on Delhi which is in central part of India. It is also the crime capital and women safety is a major issue here. With a population of more than 1 crore the rate of crime is high so we will focus to provide our application and device to a major portion of society.
- 26. MARKET NEEDS : The following are the major needs of the three major customer segments which Pankh is trying to fulfill. NGOs: More efficient working would be done by NGOS by our products. Individuals: self-security and protection with a deeper sense of protection. Police Stations: timely knowledge of crime event and thus increase in action.
- 27. CURRENT MARKET SCENARIO Applications based on women safety are available but they are ineffective when actually the crime happens. The so called women safety app and helpline launched by the govt. had bad responses from the individuals. The app only provides the basic theory on women safety and is not practically useful. Some apps cause slowing down of phone functioning due to its complicated software.
- 28. MARKET GROWTH The market for launching women safety application and devices is likely to increase at a rate of 35%-40% due to increase in number of crimes against women. In India the success rate of already present apps are not much worth. So we have the first mover advantage to launch our women safety band and app.
- 30. 2.WEAKNESS NO CAMERA USED ONLY BY LITERATE
- 32. 4.THREATS ENTRY OF OTHER FIRMS TOUGH COMPETITION
- 33. COMPETITION BY OTHER FIRMS All the big technical b-giants in the software field can enter the market to give a cut throat competition. New startups can also come with similar ideas and deal with similar products which we are offering.
- 34. KEY SUCCESS FACTORS: Based on the assessment of past successes and failures in this domain and of its future requirements, the key success factors are; Robust Technology Relevant for usage Visibility in terms of current scenario Flexibility to amalgamate in the techsavy and modern environment
- 35. CRITICAL ISSUES For excellence and success Pankh needs to : Establish its reputation among all the target customers Pursue excellence with cost control Monitor cash flows and customer feedback on regular basis
- 37. MARKETING PROGRAM: Pricing superior, value-based and affordable pricing. Distribution- GPS main server installations at 186 police stations on Delhi, availability of the application on Google Playstore on android operating system, iOS ; selling of safety wristbands on online domain on our official website & via NGOs.
- 38. Promotion: internet and social media would be leveraged, personal contacts and word-of-mouth, cost effective strategy. Product/service: relevance and user friendliness will be the key drivers of the product/ service design and offering. Customer/Client: will do our best to fulfill the desired expectations that the society possess for our product and service.
- 41. IMPEMENTATION: Plan implementation will be based on a detailed activity-wise execution schedule, specifying key activities, deadlines for completion, responsibility, and budget, wherever required.
- 42. GO ERROR Since we are developing a new product , then there are many chances of occurring go error. We have tried our best to minimize the cost and have developed the product efficiently. Rest we will get to know when the product gets launched in the market and what customers review about it.
- 43. DROP ERROR We have abandoned the feature of adding video recording that is our drop error. Rest errors we will get to know after the customer's review. Our main focus would be on core product and basic product. After getting in the market we will focus on expected product, augmented product and potential product.
- 46. 2. DETERMINING DEMAND PRICE SENSITIVITY : HIGH PRICE SENSITIVIT Y AS FOLLOWS: SUBSTITUTES ARE THERE BUYERS ARE AWARE OF SUBSTITU TES THE PRODUCT IS ABOUT SAFETY A ND VERY STANDARD , NOT OF PRESTIGE OR HIGH QUALITY.
- 47. ESTIMATING DEMAND CURVE SUR VEYS: THIS IS HELPFUL IN DETERMINING THE WILLING NESS TO PAY FOR NEW PRODUCT. DETERMININ G THE INNOVATORS. PRICE ELASTICITY OF DEMAN D: IT DEPENDS ON MAGNITUDE AND DIRECTION O F THE CONTEMPLATED PRICE CHANGE. IT IS NEGLIGIBLE WITH SMALL PRICE CHANGE
- 48. FIXED COST: Cost of app: The cost to be paid by the buyer for t he app will be nil i.e. Free download as it is for welfare of the people in e mergency especially girls. Cost of GPS Licensing: This is the cost incurred for obtaining the license for the GPS facility used. Such kind of permission is needed at the time of d evelopment of the app.
- 49. 3. ANALYZING COMPETITORS COSTS, PRICES, AND OFFER S THE PRODUCT IS VERY SIMPLE AND FOR SOCIETAL PURPOSE. COMPETITION IS NOT OF LARGE MAGNITUDE AS OUR PRODUCT IS VERY INNOVATIVE AT REASONABLE PRICE.
- 50. Variable cost 1.Salary Assuming 6 to 8 people needed for 6 months, and salary of R s.10000 per month, the salary to be paid will be in the range of Rs.60000Rs.80000 2.Cost per user This is the cost of the band per user. This will be around Rs.100 per user 3.Per usage (Telecom Calling cost) This is the cost charg ed by the Service provider for the GPS /SMS for which internet is requi red. 4.Per month maintenance cost This is the cost i ncurred for bug fixes and upgradation of the app.This cost depends upon the upgradation required. 5.Feedback system A well placed feedback system is needed so that people can easily give their feedback about the app . 6.In App purchasing Thiswill allow the app user to buy new content or full version of the app. This cost will be around Rs.70000.
- 51. External Costs An external cost is a cost that a producer or a consumer imposes on another producer or consumer, outside of any market transaction between the m. They are of following 2 types:
- 52. 1.Opportunity cost of c oncerned parties - This means that the conc erned parties will have ot her areas to invest their time in. 2.Less police - Less police will be requir ed so less manpower req uired to solve the cases since the crimes will red uce. 3.Hospital saving: Hospital costs will decrease if c rime is prevented as less patien ts would be admitted in the ho spital which will result in lesser costs of medicines etc. 4.Crime rate reduces : The crime rate will reduc e since criminals would not even think about doi ng something wrong to a nyone.
- 53. NEGATIVE EXTERNALITI ES 1.Legal expense - This will reduce as a result lawyers' salary reduces as le ss cases will be require to be fought by them since less crimes are committed. 2.Prison maintenance cost - This will increase as more inmates will be there as crimi nals would be arrested. 3.Prison security cost - Since inmates increase, more manpower will be required for the security of the prison. 4.Hospital costs - This might increase if the crime has already been commi tted increasing the number of patients.
- 54. There are multiple heads in development of an app: Software: An advanced software is required for development of thi s app like Java . This will cost around Rs.25000- Rs.50000 Research cost: Any app needs to be tested among prospective consume rs before launching it. This will require a one time cost of around Rs.100000. Developer/Platform subscription fee: This is the fee which needs to be paid to upload the app on ios/Android, as the case maybe . This will cost around Rs.25000. Domain fee: This is the fee for backend support/website of the app .i.e. the cost of buying a domain for the app. This will be aro und Rs.25000 Taking all the above estimates, the cost o f the development of the app would be around Rs. 200000
- 55. MAXIMUM RETAIL PRICE: APPLICATION: FREE OF COST WRISTBAND SAFETY DEVICE: Rs. 1000 ON ONLINE PORTAL Rs. 900 FROM OUR REGISTERED NGOs.