MBABI-2003 PRINCIPLES OF MARKETING

Assignment on

Product: Jarvis Smart Helmet

Submitted to: Submitted by:

UIAMS
South Campus, Behind P.U. Alumni House, Sector 25, Chandigarh, 160014
INTRODUCTION

A smart helmet is a piece of protective head gear which includes tech as a way of making the

rider experience safer and more use-friendly. This might include speakers and microphones

allowing calls to be made by connecting with a mobile phone via Bluetooth.

NEED

So, before stating some logical and analytical reasons for the need of our product in the present

time. I would first like to add what me and my team think the need of smart-helmet in the world.

Smart-helmet fall under the category of smart-wearable. Keeping that in mind we know that

today’s generation is well verse with variety of smart tools. For example, the smart phones which

started as luxury item now end up becoming necessity in our daily life. Then came the smart

watches which helped the masses around the globe to monitor the vital components of health.

But there is no such tech which covers most important aspect of human existence which is

prevention of loose of life and also protecting it. Filling this gap of market and taking on this

mammoth responsibility. Our product caters to such need.

Now let see how our product will fulfill different types of need. But before doing so let’s briefly

discuss what types of needs that we should now are:

1. Stated needs (this can be explained as what a customer wants from a particular product.)

2. Real needs (This component can be explained as after buying experience.)

3. Unstated needs (this can be explained as availability of product and ease of buying

process.)

4. Delight needs (these can be features or the value addition.)

5. Secret needs (The customer wants friends to see him or her as a savvy consumer.)
Now how our product fulfills all these needs:

1. The smart wearable market is gaining momentum and there are customer looking for

helmets which can provide safety to rider before and after occurrence of a road accident

this stated need.

2. The smart helmet is proven to user friendly and improve rider’s on-road experience, this

will fulfil the real need.

3. Because Indian government is starting the electronics manufacturing and more

importantly micro processer/ chips manufacturing in India the availability of such

product increase rapidly fulfilling the unstated need.

4. It is no brainier that such produces like smart-helmet come with a lot of features and

room for improvement in the future fulfilling the delight needs.

5. After stating all the above needs the smart-helmet give full chance to our customer to act

savvy in front of their friends by telling everyone feature packed new tool they bought

fulfilling the secret needs.

Now let us look at needs with respect to regions around the world:

North America is expected to lead the global market due to rising awareness about the benefits of

smart helmets coupled with stringent government rules for road safety. In the United States,

according to the Occupational Safety and Health Administration (OSHA) standards and Personal

Protective Equipment (PPE) at work norms are projected to propel the product demand in this

region.

Asia Pacific is projected to exhibit the fastest CAGR over the forecast period. This growth is

attributed to rising sales of motorcycles, and increasing awareness about personal safety in
developing nations. In addition, the growth of industrial and manufacturing sectors coupled with

stringent regulations for labor safety will propel the market growth in the next few years.

MODIFICATIONS

Let us first see what is Product Modification. Product Modification refers to the improvement of

the existing products by making necessary changes in the characteristics, nature, size, packing

and colour, etc., of the products so that the changes in demand of consumers may be dealt

effectively. The purpose of the product modification is to maintain existing demand, attract new

users and to face the competitors effectively. 

So, we as the marketers of smart helmet are proposing a new design for it. The main

modifications include –

1. The casing of the helmet will be made of carbon fibre that will be helpful in making it

more durable.

2. The helmet is GPS-enabled with google maps.

3. It has a rear-view camera which gives 360-degree view of the road.

4. It has a unique noise control system that helps to filter the environmental noise and road

noise to a safe level.

5. It has a unique feature of emergency S.O.S.

6. The helmet contains fastest Bluetooth connectivity system that helps to accept and reject

the calls from inside the helmet itself.

7. This smart helmet is adjustable and contains 4 padding options to ensure it fits perfectly

on riders.
In nowadays scenario, many accident cases of two-wheeler are occurred on road causing death.

Such accidents cause intensive head injuries in spite of availability of helmet anywhere,

individuals are not using them for shelter. The system of smart helmet is utilized to avoid motor

bikes accidents and to recognize them at real time in order to maintain safety of human being.

The modifications we are introducing in the helmets will help our customers in many ways. The

GPS enabled helmet with google maps would help them to find their locations easily. The casing

made of carbon fibre makes it more comfortable and durable than the normal helmets.

The main reason of accidents in today’s time is the increasing traffic on roads. One cannot look

both sides at the same time while riding the bike. Therefore, we felt the need of a rear-view

camera. Now there is no need to move your eyes anywhere while you ride. The rear-view camera

will give a 360° view of the road eliminating the blind spots.

There are incidents seen where an individual finds trouble on a road for example when the area

around that road is unfamiliar to the individual. During these trouble times the emergency S.O.S

in helmets will send an emergency alert and the location of that individual to his contacts in

seconds.

As we know Bluetooth was invented to replace wired connections over short distances. This has

resulted in a multitude of products, one of which involves implementation into motorcycle

helmets. Bluetooth technology enables a helmet-and-smartphone connection, allowing the user to

enjoy media and engage in communications while riding. The person can accept and reject calls,

get notifications and send messages, all from inside the helmet itself, with a single swipe.
The helmet must be such that its easy to wear and comfortable so that the riding is easy and

smooth. Therefore, we felt the need of making the helmet more spacious, adjustable, long –

lasting and helpful in greater movement.

MARKETING MIX

Product Our company, Jarvis Smart Helmet, offers a

premiere helmet to the industry by providing

capabilities which include crash detection

sensors, a GPS locator, and hands-free calling.

Due to the lack of similar products, our

helmet will offer added value to the

consumer, value that is not offered yet by our

competitors. he industry for our product is

directly influenced by the motorcycle,

recreational vehicle, and communication

equipment industries.

Kinds of helmet will be:

1) Helmet for Bike Drivers

2) Helmet for Bicycle Drivers

PRODUCT MIX

I. Breadth: This product deals in one

product line that will keep the driver

safe, drop him at his destination and

II. Depth: This product is customizable.

Certain features are provided in the

base model but the customer can

customize his helmet by adding

features provided by the company i.e.

there is a variety of sizes, colors and

models offered within the product line.

Price Smart Helmet will follow the skimming

pricing strategy as we come into the market

with the innovative concept for the safety of

the driver and targeting to the elite class and

professional racers. The company will follow

the skimming pricing strategy by selling the

product at higher prices

Promotional Style In order to create awareness about our

product, we plan to utilize the motorcycle and

recreational vehicle retailers to promote and

distribute our product. We will also use other

avenues including relevant magazines and

periodicals and will rely heavily on word-of-

mouth referrals and positive public relations.

The partnership with KTM will help us to

credibility that is needed to stimulate sales.

We will differentiate our product from

competitors by highlighting the value added

through association with KTM and GPS

capabilities, as well as our competitive

pricing.

Place The market segment will be our largest and

easiest to reach because they are already well-

educated and well-connected in this industry.

In addition to reaching out to current helmet

users, a secondary target market would be the

family members or loved ones of motorcycle

and recreational vehicle users who would

encourage their use of our product. Smart

helmets will be placed at showrooms of the

Racing bikes and cars. We will set up

exclusive showrooms for the sale of helmets.

To extend our reach will setup tie-ups with

stadiums where the races are conducted to

promote sales. Two distribution channels will

be used: online through website and offline

through showrooms.
STP (SEGMENTATION, POSITIONING AND TARGETING) STRATEGY

Market Segmentation

Market consists of buyers and they differ from one or another way. The consumer differs from

their wants, locations, resources, buying attitudes and buying practices. There is not a single way

to segment a market. Through market segmentation, we divide big market into various small

segments, so we can reach easily and do a work effectively and efficiently. Now Segment further

divided into various types and we’ll discuss the segmentation of SMART HELMET in detail.

Geographical Segmentation

Geographical segmentation calls for dividing the market into different geographical units such as

nations, region, state, counties, cities etc.

First of all, we promote this product in international market. Now days people have not too much

time. They are busy on their works and they want to reach early on their working location or

home and on any other place. Most of people use bike for reach their destination. Now a days we

saw daily in news about accident on road and most of people lose their lives. So due to that

reason we choose a product i.e., Smart Helmet. The need of these kind of helmet nations like

India, where the risk of road accident is too high.

Demographic Segmentation

Demographic segmentation divides the market into groups based on the variables such as age,

family size, family life cycle, income, occupation, education, religion, race, generation and
nationality. Demographic factors are most popular bases for segmenting customers groups.

Because of consumer needs, wants and usage rates often very closely with the demographic.

Smart helmet on the basis of Demographic segmentation is mostly based on young age group

population those who are from 18-35. Because people of this age group are runs bike very fast.

So Smart Helmet protect them in case of accident.

Psychographic Segmentation

Psychographic segmentation divides buyers into different groups based on social class, lifestyle

and personality characteristics. People in the same demographic group can have very different

psychographic makeups.

Raw material used in Smart Helmet of very high quality so it is also affecting the lifestyle of the

people.

Behavioral Segmentation

Behavioral Segmentation divides buyers into groups based on their knowledge, attitudes uses or

response to a product. Occasions segmentation we provide a special offer on occasions like

Diwali, Holi, Lohri etc.

Market Targeting

Market segmentation reveals the firm’s market segment opportunities. Now we must evaluate the

various segments and decide how many and which segment it can serve best.

In evaluating different market segments, we must look at three factors, segment size and growth,

segment structural attractiveness, and our objectives and resources.

After evaluating different segments, we must decide that which segments and how many

segment it will target. A target market consists of set of buyers who share common needs or
characteristics that we decide to serve. Here our target market is 18-35 years age group because

they have more risk while driving. Here this also need how we target this age group, so we need

to add those features which are accepted by the target consumer.

Positioning and Differentiation

After the segmentation and target market we must decide on a value proportion that how it will

create a differentiated value for the targeted segments and what position it wants to occupy in

those segments. A Product’s Position is the way how product is defined by consumers on

important attributes that the place-product occupies in consumers’ minds relative to competing

products. Smart Helmet is different because here we use carbon fiber that makes it more durable.

This Helmet also have a feature of GPS. It has rear view camera which gives 360-degree view of

the road.

RATIONALE FOR STP

Industry Segmentation

Our smart helmets will serve two primary markets, the motorcycle and the recreational vehicle,

or motorized sports vehicles, consumer markets. These vehicles are designed to drive over

rugged terrain such as trails, sand, snow and hills. The most common form of ATV’s and the

ones we’re targeting are four wheelers, dirt bikes and snowmobiles.

Target Market

People will make use of our smart helmets for ethical purposes and of course safety reasons

hence there will be loads of people who will make use of helmets. We will conduct our market

research and feasibility studies and we will have ideas of what our target market would be

expecting from us. We will target a wide range of smart helmet for the following people:
  People that engage in sports

 Workers who are engaged in dangerous work activities such as construction, mining, riot

police and fighters’ pilots

 Bikers

 Cyclists

 Canoeist

As a close study reveals that the market has become much more intensely competitive over the

last decade. As a matter of fact, we will have to be highly creative with the designs and market

approach, customer centric and proactive to survive in this industry.

Positioning

Smart helmets will position as a leader in motorcycle safety, comfort, and technology. We will

be the first helmet of this type to be on the market and will be able to quickly establish ourselves

as industry leaders in the area. We will be very effective when it comes to establishing this

position in a consumers mind due to the fact that is synonymous with safety and high-quality

service. When marketing the Smart helmet our primary focus will be the unique safety service

we provide. The secondary focus will be on the other high-tech features and luxury.

Marketing Strategy and Sales Strategy

We will conduct a thorough market survey and feasibility studies in order for us to be able to

penetrate the available market and become one of the preferred brands for consumers. We will

hire experts who have good understanding of the industry to help us develop marketing strategies

that will help us achieve our business goal of winning the larger percentage of the available

market
In summary Smart helmets will adopt the following sales and marketing approach to win

customers over:

 Introduce our helmets by sending introductory letters alongside our brochure to the

military, sports club, construction and engineering companies

 Ensure we have wide range of helmet

 Make use of attractive hand bills to create awareness and also to give direction to our

helmet’s showrooms

 Position our signage/ flexi banners at strategic places

 Create a loyalty plan that will enable us reward our regular customers

 List our business and products on yellow pages ads

 Leverage on the internet to promote our business

 Engage in direct marketing and sales

 Encourage the use of Word-of-mouth marketing