Product launch- Pepper spray with GPS

Presented By:
Sulbha Wadhwa-02
Meghavi Mehta-03
Aakansha Prasad-20
Vaibhavi Shinde-29
Rushin Shah-37
Aditya Datt -57

Contents:-
 Introduction-Crime rate in India
 About the Company
 About the Product
 Major Competitor’s Analysis
 Target Market
 Market Demand
 Marketing Strategies
 SWOT
 Conclusion

INTRODUCTION:
CRIME RATE
IN INDIA

Crime rate in India
 As the country is growing economically, crime rate is also moving
rapidly. The main reason is that economy is growing haphazardly
leading to social imbalance.
 It includes drug trafficking, money laundering, extortion, murder for
hire, fraud, human trafficking, poaching and prostitution. Many
criminal operations engage in black marketing, political violence,
religiously motivated violence, terrorism, and abduction. Other
crimes are homicide, robbery, assault etc. Property crimes include
burglary, theft & motor vehicle theft
 Crimes against the elderly include fraud, burglary, forgery.

Statistics
 Burglary has decreased over 53 years by 38%
 Murder has increased by 356%
 Robbery increased by 120% and riots increased by
176%

Crime against women
“A society that is unable to respect, protect and nurture
its women and children loses its moral moorings and
runs adrift.”

 Increase in crime rate by 14.1% of total in the
country.
 Kidnapping and abduction- increase of 15.7 %
 Dowry death cases- increased by 0.1 %
 Torture- increased by 5%
 Molestation-increased by 4.9% (Madhya Pradesh
being the highest)
 Indecent representation of the women-increased by
5.9%
 Crime against women in cities-The rate of crime in
cities at 22.6 was comparatively higher as
compared to the National rate of 18.0.

2012 Delhi gang rape case
This incident is known to all of us, but just to refresh your memory –
 On 16 December 2012 in Delhi
 A 23-year-old female physiotherapy intern with her male companion
 Only six others in the bus, including the driver, all of whom raped the woman
 Woman suffered serious injuries in her abdomen, intestines and genitals
 The woman died from her injuries thirteen days later while undergoing
 Emergency treatment in Singapore.
This case was one of the most nerve wrecking & an eye opener & people through out India
Especially women are forced to think , in fact worry, about “safety of their dignity”.

Approach towards safety of women
 To increase reporting of rape and assault cases
 Law enforcement agencies
 Exemplary punishment
 Proper planning of the city
 Self defence techniques
 Public awareness about the safety products

Who Are We?
 Our brand, Streetwise Security Products, is
currently one of the most recognizable and
respected brands in the self-defense industry.
 We have kept our customers on the “cutting edge”
by manufacturing, importing, and wholesaling the
world's most effective security products.

MISSION
 Our mission is to be the most trusted provider of products for
self-defense and security. In a time when organizations are
willing to do anything to make a “quick buck,” we prefer to do
business the old-fashioned way.
 We believe that virtues like honesty, fairness, and
truthfulness never go out of style and are still the best
foundation on which to grow a business.

VISION
Our vision is simple, that is, to provide people with a weapon
which is useful in self defense.
Defensive tools like pepper sprays are non lethal, highly effective
and is enough to handle a small mob of up to 12 people.

CODE OF CODUCT AND ETHICS
 The Code of Conduct is intended to establish & clarify the standards for behavior
in the organization, together with its compliance with legal requirements.
 Decisions made, & action taken, must be consistent with company values &
objectives.
 Streetwise Security competes to win, but only within the framework of integrity,
transparency & compliance with all applicable laws & regulations.
 If ever in doubt about a decision, it should be escalated to a higher level of
management for broader consideration.
 It is critical to our business and it is your responsibility to respect and
adhere to these practices.
 No adverse action will be taken against anyone for complaining about, reporting,
participating or assisting in the investigation of a suspected violation of the Code.
To the maximum extent possible, the Company will maintain utmost the
confidentiality in respect of all the complaints received by it.

IPC
(Indian Penal Code) Sections:
Sections relevant to SELF DEFENSE in India.
The following are the IPC sections of relevance in matters of self defence:
Section : 96,97,102,105&106
Section 96:Of the right of private defence, things done in private defence:
Nothing is an offence which is done in the exercise of the right of private
defence.
Section97:Right of private defence of the body and of property.
Every person has a right, subject to the restrictions contained in section 99, to
defend - His own body, and the body of any other person, against any offence
affecting the human body.

WHAT IS PEPPER
SPRAY?
•Pepper spray is a non-lethal aerosol spray made with the pepper
derivative oleoresin capsicum (OC).
•A pepper spray will put an attacker down and out, allowing you to
escape or take control of the situation.
•Its inflammatory effects cause the eyes to close, taking away
vision. It causes temporary blindness and incapacitate an attacker.
•It is used in policing, riot control, crowd control & personal self
defense.

HOW DOES THE PEPPER SPRAY WORK?
• Pepper spray is an inflammatory agent. When the spray comes into
contact with mucous membranes (eyes, nose, throat and lungs), it
causes immediate dilation of the capillaries.
• Temporary blindness and instant inflammation of the nose, throat and
lungs will occur immediately after the spray comes into contact with
the mucous membranes. The attacker will experience difficulty in
breathing he would experience coughing, choking, sneezing, severe
burning sensations to the eyes, nose, throat and skin, and nausea.
• The inflammation will last from 15 to 60 minutes.
• The immediate impact may be intense but after a few hours it should
wear off completely. This makes it a generally safer option than using
guns ,chemical deterrents or tasers ,which in some cases can lead to
permanent health problems or even death.

INGREDIENTS OF
PEPCON PEPPER SPRAY
•Oleoresin capsicum (OC) : It is an oily residue from hot cayenne
peppers. Capsaicin is a naturally occurring ingredient that causes
a burning sensation when sprayed in the eyes of the attacker.
•Base fluid :It is mixed with OC to dilute it. Its typically oil-based
to prevent separation from oily OC.
•Aerosol propellant : It is used to eject the ingredients from the
can to the threat.
•These Ingredients are packed into a Canister with a trigger and
safety to make sure that no unwanted sprays occur.

HOW TO USE PEPCON PEPPER SPRAY??
•Firstly make sure you have distance between you and the threat if at all
possible.
•Aim the spray at the eyes and facial region of the threat then release a 1 to 2
second burst of spray. After you have done this MOVE out of the way but
keep your eyes on the threat. Pepper spray ingredients can take a couple of
moments to cause a reaction and by watching the reactions of the threat you
will be able to determine if you will require another shot of pepper spray.
Keep Your Eyes Open When Firing Pepper Spray -Don´t ever shut your
eyes! You may have to correct your aim slightly. After shooting your pepper
spray, the assailant will normally stop within seconds, blinded and virtually
helpless due to uncontrollable coughing spasms. Once the assailant
disables, stop spraying. Continue backing and concentrate on getting away!
You should only use pepper spray if
you are threatened or your life is in
danger.
DO NOT USE pepper spray for any
malicious acts.

FEATURES OF PEPCON PEPPER SPRAY
•TYPE OF PEPPER SRAY :FORCED CONE TYPE: It is a fine mist
that comes out in a forceful spray pattern.
•SPRAY DURATION : Approximately four to nine seconds per
canister.
•REACH : Approximately 8-12 feet.
•COST : Rs 650/- (10% DISCOUNT for women)
•COLOURS:
•SIZE : around 4.5 inches (11.4 cm) tall and about 1.5 inches (3.8
cm) wide, with a button or trigger to release the spray.
AND THE MOST IMPORTANT FEATURE OF OUR PRODUCT IS THE
GPS SYSTEM.

GPS
 The Global Positioning System (GPS) is a space-based satellite
navigation system that provides location and time information in all
weather conditions, anywhere on or near the Earth where there is an
unobstructed line of sight to four or more GPS satellites.
 Each GPS satellite transmits data that indicates its location and the
current time.
 We use Real Time GPS Tracking Device.
 It will immediately track the route and location of the person and
know exactly where the person is going and how fast in Real Time.

 The person can search for the routes of the nearest police station ,
fire station & hospitals in times of emergency.
 In case of a “MISSING” complain , police can also track down the
person with the help of GPS system.
 When it comes to GPS auto tracking
systems, reliability, smart technology
and easy-on-the-budget pricing is
needed.
 It’s our TravelEyes2 GPS auto-
tracking system package that has it
all, including the accuracy of about +/-10m.

WHY YOU SHOULD BUY OUR PRODUCT?
 Our spray has the best profile by virtue of forced cone technology ,the
distance it covers with value addition of GPS technology - can be considered
to be the best pepper spray in most situations.
 The brand name PEPCON signifies that our product would certainly lead to
Pep up the confidence of people in any situation of self defense or against
attack on modesty of a lady.
 PEPCON Pepper spray can be a good companion assuring safety to women at
any given time during her mobility outside the house.
 Even our organization name STREETWISE SECURITY clearly highlights the
commitment of our organization to the defense of civilians by providing them
appropriate self defense tools against the attackers .
 By virtue of the size ,weight and design ,our product can be conveniently
carried by any individual requiring self defense and it can also be kept
comfortably in the handbag or any other place where it can be easily
accessible at the time of need.

 Considering it as a social responsibility , our company donates 2% of
the annual profitability to CONSAF organization ( Contact for
safety)-women organization .
 We also take a small step towards our Environmental responsibility,
the container used in the product is Recyclable .
 To facilitate increased usage of our brand we offer 10 % special
discount for women.
 We offer to refill The PEPCON pepper spray at the rate of Rs 250/-
only.
 We provide excellent After Sale Service too – Information about the
service centre's are given on our website & also can be enquired
about it on the toll free number.

Govt. subsidy
 The government of India has made several administrative changes to
help setting up factories and Industrial units in India to set up
businesses.
 The Government of India has been supplementing the efforts of State
Governments for accelerating the industrial development of
backward areas and special category states through various policies
and packages of incentives.
 For women beneficiaries, margin money subsidy is provided at the
rate of 25 per cent.
 Our company receives 25% subsidy under this women & child
development programme. Thus we provide special discount for
women customers.

COBRA MAGNUM
PEPPER SPRAY
Manufacturer
 COBRA MAGNUM trademark by Scranton Manufacturing
Company Inc. in Scranton
Description
 Cobra Magnum EM Model has a different spray pattern which needs
not to be sprayed on the eyes of the attacker.
 The spray acts as an irritant affecting the eyes and skin of the
person.
 The bottle can be emptied in 6 seconds if sprayed continuously. ½
second burst is more than enough for keeping down the attacker.

AVAILABILITY
 Easily available on the online (www.healthkart.com).
Check for other websites.
Easily available at most chemist shops.
 Quantity & Price - 35g @499

KNOCKOUT
PEPPER SPRAY
Manufacturer
 Unisafe Technologies is a leading Manufacturer of Security Systems.
Some of the products sold by the company are Knockout Pepper
Spray.
Description
 Knockout Pepper Spray is a self-defense pepper spray which works as an
irritant and disables the attacker for more than 30 minutes.
 Knockout Pepper Spray helps you in dealing with unavoidable situations
where you need to defend yourself. It is non- toxic and is effective up to
10ft. It causes severe burning, excessive tearing, extreme coughing and
runny nose, which leaves the attacker helpless and gives you time to get
away from the attacker.

AVAILABILITY
 Easily available on the online (www.healthkart.com).
Check for other websites.
Easily available at most chemist shops.
 Quantity & Price - 35g @399

CHILLIGUARD
PEPPER SPRAY
Manufacturer
 ChilliGuard is a product manufactured by Defensive Enterprises.
Description
 ChilliGuard is a strong concentrate of Chilly pepper in an aerosol
spray and has 6 Ft Range. When sprayed on the face of the attacker,
it puts him “out of action” for at least 30 mins. Leaving you enough
time to run away/ call Police / Get help.

AVAILABILITY
 Easily available on the online (www.chilliguard.com). Check for other
websites. Easily available at most chemist shops.
 MRP Rs 200/- for 25G
 MRP Rs 300/- for 45G

CAUTION
 Pepper spray is a chemical compound that can be used to
control crowds or rioters, or for self-defense -- whether against
people, or animals such as bears or dogs. The spray, derived
from cayenne pepper oil, works by irritating the eyes--causing
pain, watering eyes, and in some cases blindness.
 Some states place restrictions on its use but it is Legal to use
in India for Self Defense.
 No other purpose is allowed.
 It can not be carried on the plane.
 Remember, it is not a Toy.
 Keep away from Children.
 Read instructions on the bottle.

Our spray is ideal for…
o Women
-Housewives
-College girls

o Women are 12 times more
prone to a muggling attack
than men and even worse have
to worry about sexual attacks
and assaults.
o Self defense for women is a
necessity and not really an
option.

o Jewelers
o Shopkeepers
o Senior citizens
o Security personnel at Hotels, Banks, BPO’s
Our product is not gender specific

Why personal selling ??
•Then comes other reasons as, personal selling provides a detailed
explanation or demonstration of the product.
•And the main thing that sets personal selling apart from other
methods of selling is that the salesperson conducts business with
the customer in person.
•Firstly, cause we don’t want the product to be sold to a wrong person,
who would misuse it.
•A personal sales message can be more specifically targeted to
individual prospects and easily altered if the desired behavior
does not occur.

•All of our salesperson would have forms, that is to be filled by the
customers, which would contain details to be known about the customer
with the identity proof of the same.
•Our salesperson would be going door to door in metropolitan cities like
Mumbai, Delhi , Kolkata & Bangalore , to reach maximum of the crowd.
•Even if the product is booked online , our salesperson would go to
the respected address & do the other procedures in personal before
handling the product to the customer.

Promotion
•As we are in the Introduction phase,
our objective is to create brand
awareness through Informative
Advertising.
•Use of Print Media,pamphlets, Radio
Advertisement, Hoardings in Public
Spots, TV Commercial, Tie Up with
major Cinema halls to promote our
products during Intervals etc.
•For enquiry & placing the order ,
toll free number would be provided by us
in all the above mentioned promotional events.

PRINT MEDIA
Ads in Newspapers as–
1. Business-Economic Times
2. English-Times Of India, Hindustan Times
3. Hindi-Dainik Jagran, Navbharat times
Ads in Magazines as-
1. Brand Equity
2. India Today
3. Women's era
4. Cosmopolitan
5. Meri Saheli (Hindi)
6. Chitralekha (Gujarati)

LINK : www.streetwisesecurity.com/product/pepconpepperspray
The website would include :
1)About the product
2)Where to use?
3)How to use?
4)Order
5)Suggestions
6)Reviews
7)Contact us
Customers can log onto our official website to reach us:

Advertise the product on social networking sites as on:
To create a fan page
To keep updating the customers with the recent development of
the product.
Followers will be encouraged to tweet their suggestions to upgrade
the product.
Tweet about their experiences .

CONSAF-CONTACT FOR SAFETY
We at CONSAF are in the business of gifting dreams to the unprivileged
women.
Every day women and girls face discrimination, poverty and violence
just because they are female. We’re working to change that.
Vision Statement - Gifting Dreams!
Mission - To improve the quality of life of the
underprivileged through relationship building,
care services, rehabilitation and integration into
society.

•Despite all the official proclamations about empowerment and the
numerous government schemes designed to improve women's
economic and social conditions, their present status still shows
much cause for concern.
•Although efforts have been made over the years by the Indian
government to empower women socially, economically, and
politically.
•Enactment of legislation has been difficult to implement due to
the vastness of the country, the wide distribution of the female
workforce, lack of education and literacy, and the indifferent
attitude of government bureaucracy.
Current Scenario

AIMS
1.Women Empowerment
2.Women Education Awareness
Generation Programs
3.Welfare for Widows
4.Compaign against Child Marriage
5.Education & Self Defense Training
programs
6.Compaign against Trafficking &
prostitution

WHAT IS OUR COMPANY DOING TO ENCOURAGE
MORE
FEMALE LEADERSHIP??
•We always try to find female candidates for new management positions.
•We have a female talent programme.
•We have set quotas to place female candidates in management positions.

Penetration Pricing Strategy
•Our product will rely on penetration strategy, “high quality & low price”.
•It is opted to enter the market, though not much of competition but useful
to create a demand.
•The selling price is set at Cost + Profit price.
•But , so as to follow penetration strategy the profit would be as low as 25%.
•As we are using penetration pricing strategy, competitors would not be
attracted to enter the market.

STRENGTHS
• Security
• Easy to carry
• Cheap
WEAKNESS
• Inefficient in wind
• Well trained
• Explodes at high temperature
OPPORTUNITIES
• High scope
THREATS
• Companies with newer
designs: more compact
SWOT

CONCLUSION
 In metropolitan cities, expect the unexpected.
 Our product is economical with great features.
 It is great tool of self defense & to be self independent.
 Debate over who can buy pepper spray would never reach to a result
that would justify & satisfy both the teams, in our view – we are “for”
pepper spray.
 The need of pepper spray cannot be ignored.
 The raised demand & market response is the proof to our justification.
 And above all “WE CARE FOR OUR SOCIETY AND THOSE LIVING IN
IT!”

Product launch- Pepper spray with GPS

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