PRODUCT MANAGEMENT PROJECT

LAUNCH OF

MOBILEPHONE BACK COVERS WITH PEPPER SPRAY

Submitted by Section: D Group: Apoorva Chopra Ekta Sheoran Kirti Kalra Puneet Bhandari Vikas Sachdeva

12BSP1770 12BSP0384 12BSP0574 12BSP2381 12BSP1641

Product Brief
The new product ready for launch is a Mobilephone back cover/case with add on safety features of a pepper spray, location tracker and alarm. The safest, most intense and effective defense product you can buy! The product has been designed keeping in mind the safety concerns of women in the society. Mobilephones are one such product that every individual irrespective of gender carries whenever and whenever they go. Thus, mobilephone covers with add-on safety features would be one such product that will keep the consumers would have in reach in case of an emergency. The product comes in with certain basic and additional features. Basic features include: o Availability in a set of colours and designs. o Refillable catridges with pepper spray. Each refillable catridge being 10ml in quantity. Additional features include: o Location tracker, that sends the location of the consumer to the desired persons mobile or email id as soon as the consumer uses the pepper spray. o Loud alarm, not be similar to other mobile application alarms. The alarm in this cover comes with a inbuilt battery , it will also work when the mobile is switched off. o Camera, when the spray button is used , the mobile camera automatically switches on and clicks a pano photograph and immediately sends to the desired person mobile or id. A pano photograph basically covers wide angle pictures. Also, the product would initially be produced for the best selling mobilephone producing brands of Samsung, Apple and Nokia. Further, once readily accepted the production would be increased to other brands as well, with an aim to readily reach out to all female customers. *The pepper spray formulas are non-flammable, taser safe, and environment friendly not damaging the ozone layers.

Target consumers
The target consumers for our product would be working and non- working women, school and college going girls. As in day to day life it has become very important for women to look after their own safety.

Segmentation
Our market segmentation is on the basis of: Demographic : in demographic segmentation we are focusing on two factors: o Age: The age group we are targeting for our product is from 14 to 40+ . o Gender: our product is primarily meant for women; however this is not a gender specific product anyone can use it. Geographic: In geographic segmentation we are going to launch our product in metropolitan cities like Delhi, Mumbai, and Bangalore. After the feedback of the consumers in metropolitan cities we will further go ahead in other geographic segments.

Customer Analysis
Before rolling out a plan for the launch and creating a positioning statements for our product, it is important to create a clear target customer definition. Identifying and describing buyers The product has been designed keeping in mind the much needed safety of women. The customer segment to focus on would thus be the female segment of the population. The age of the target customer would mostly vary from a teenage girl to any older lady. The occupation ranging from a student to a working lady to a home maker. The geographical location currently to be put down to metropolitian cities where maximum number of crimes are reported. Particularly aiming to reach out to any female prospect who uses a cell phone. Customer need assessment On conducting a survey (only women as respondents) it was found that, in the past 82% respondents purchased a similar product. And we also found that 71% respondents said that they would buy our product (Cellphone cover/case with additional safety features). Because 82% prospects use a normal cellphone cover/case which our product not only enhances but also adds safety features, then atleast 71% need our product. Customer decision making drivers When the safety of women came into the picture, the product is expected to be reliable and thus of premium quality, with the consumer being ready to pay a price as high as 1000-2000 INR for the new product. However, when a prospect recognizes the need of a particular product, he/she is bound to search for information and look for alternatives. In this case, as of now our product is exclusive and

does not have probable substitute that provides all features, but products like only cellphone covers/cases, pepper sprays and cameras can act as substitute for some of the features in our products. Also, as far as decision making is concerned the often the consumer may consult others because the of the features the product possesses and also because of the price of the product. Nevertheless the consumer may make the purchase on their own too. Environmental influences As far as the external factors that may influence the buyers needs or wants are concerned, they could be: Change in buying patterns for cellphone back covers/cases. A techonology that offers them better safety measures. Competitors trying to bring in several substitutes for our product thus inducing search of the prospects for alternatives. Current and potential users In terms of who buys and who uses our product, keeping in mind the constant safety concerns of females in the society the initiator, influencer, decider and purchaser could be any of the family members or the woman herself. While the final user mostly being the women. Most of the customers are using the cellphones back covers/cases because they keep the phone safe and avoid any damage to the body of the phone, also since these covers are available in plenty of designs and colours it has also become some sort of a fashion statement. The customers show no specific channel to buy these covers neither do most of the customers prefer any specific brands, it varies from the covers available from the mobile phone companies like Samsung, Nokia, to brands like Capdase, Elago, Incase and covers available at any local vendor or shops in malls or markets like gaffar. The usage pattern again a personal preference. The following is a screenshot survey that was taken up to scrutinize the buying preference and habits of customers in terms of are they using any back covers/cases, any specific brands they prefer, etc. :

Category analysis
The category analysis identifies factors that can be used to assess the attractiveness of a product category in which the product competes at a given point of time. Right now this product is very new so can develop a big market for itself. As mobile phone covers are convenient products and concerning the safety of females, pepper spray has become a necessity product. So our product is a combination of convenience and necessity product. Any possible competition we can face will be in future that too from Companies manufacturing phone covers: For instance, Elago, Capdase,etc. Companies producing pepper spray.

Factors that increases the attractiveness of our product are : No need to carry pepper spray separately, it is always in your hand with your phone. Location tracker : we can let friends and family know where we are that too with in a second by just a click. Self supported alarm system which does not require phones battery.

Camera which will help us mail the photo of the person from whom we sense a threat. And we already have the technology and out product is ready, by the time competitors launch the product we will capture the market.

And in the category of phone covers and pepper spray our product is: Innovative Unique Eco friendly User friendly Increases a girls safety Covers two basic requirements of female customers: o Style o Safety Sales cyclicity The course of time between the initial contact being make with a customer, the identification of services or goods to be procured, the acceptance of the intended purchase, and the transaction that completes the sale is said to be sales cycle. It is a measure of the efficiency of a sales department within an organization when compared with industry standards. And for our product we will Seasonality This product has a market 12 months a year irrespective of festivals, summers, wedding season etc. Category factors : New entrants will not possess so much of threat as by the time they will launch their product consumers will already be familiar with the existing product. When safety is concerned customers are willing to pay the price, so fixed price is not a problem. Current category rivals are mobile phone cover and pepper spray market, but our product is a combination of both ,so it gives us an edge. Pressure can be faced from pepper spray market, as not all customers will be willing to spend 1200 INR when they can have a pepper spray for 400 INR. Category capacity is large. Category rivalry: We dont have any rivals as of now. Growth will be high as there is a lot of potential for our product. Moreover where safety is concerned people will be willing to pay the price as long as they are sure about the quality.

Competitor analysis
The competitors for our product would be mobile phone covers companies and pepper spray companies, in future they can be a threat to us, as both the companies have not brought the product together. We have collaborated both the products and introduced a product i.e. mobile phone cover with pepper spray plus additional features added to it. Objective of mobile phone cover: Is to protect the mobile cover from any damage. Objective of pepper spray: Is used for safety.

Positioning
The positioning of our product will be done on the basis of age group i.e. 14 to 40+ for all working and non-working womens, school and college going girls as they are more prone to risk. Our product is a perfect self defense device for girls and anyone can use it who feels unsafe. With our product in hand, customers can fight against the attacker to keep a safe distance.

Product, Price, Place & Promotion (4Ps)

Product Mobile back cover with pepper spray. The product comes in with certain basic and additional features. Basic features include: Availability in various colours and designs. Refillable catridges with pepper spray. Each refillable catridge being 10ml in quantity. Additional features include: Location tracker, that sends the location of the consumer to the desired persons mobile or email id as soon as the consumer uses the pepper spray. Loud alarm, not be similar to other mobile application alarms. The alarm in this cover comes with a inbuilt battery , it will also work when the mobile is switched off. Camera, when the spray button is used , the mobile camera automatically switches on and clicks a pano photograph and immediately sends to the desired person mobile or id. A pano photograph basically covers wide angle pictures. Price A back cover with basic features (any colour, design, pepper spray) costs 1000-1200* INR. A back cover with basic as well as the additional features (location tracker, alarm and camera) costs 2000-2200* INR A 10ml refillable catridge costs 350-400* INR *Cost varying with the size of the cover (Mobile phones from different brands having different sizes).

Promotion Publish in newspapers news publish in newspapers helps in gaining more trust of the customer and people believe more on product reliability and efficiency. Advertisements in television advertisements in between prime time and programs like crime patrol. Using digital media , sponsored ads on fb and fb pages like women safety pages. Canopies in colleges and campuses like amdocs (covering colleges and working girls and women). Tie up with brands like Samsung and send it through schemes. For instance, buy an s3 and pay additional 750 INR and you will get a special cover worth 1100 INR. Place Will use spice retail chain for distribution initially It would create: Product reliability and quality by selling in retail stores like spice hot spots. Wide chain will help reaching more audiences as it has stores all over india. Intelligent sales staff After the product gets popular, will also come up with regional dealerships in markets like gaffar to widen the product reach.