Taser Pen

“The Guard Protecting You”

INSTRUCTOR: PROF BIBHAS BASUMATARY

A MARKETING PLAN REPORT

MUSHTAHID ALI

VARUN NIGAM

HITESH JAIN

PIYUSH CHIRMURKAR

RAVI GARG

ROHIT MAHIND

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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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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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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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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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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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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:

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.

50%

30%

20%

FEMALES TEENAGERS SENIOR CITIZENS

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SWOT Analysis:

Strengths:

1) A unique and eye catching product.

2) Easy to handle

3) Affordable cost.

4) 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) Can be used in further states.

2) Can be used by security guards, police, and senior citizens.

3) Technology will enhance the product.

4) 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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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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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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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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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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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