Ar Wear Marking Report

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Contents

Executive Summary        iv

1. Current Market Situation        1

2. Market Segmentation and Targeting        1

3 Positioning and Differentiation        2

3.1 Positioning Strategy        2

3.2 Positioning Statement        3

4. Customer-Driven Marketing Strategy        3

4.1 Product        3

4.1.1 Product Overview        3

4.1.2 Product attributes        3

4.1.3 Branding        4

4.1.4 Packaging and labeling        5

4.1.5 Product Support Services        5

4.2 Price        5

4.2.1 Pricing Approach        5

4.2.2 New-Product Pricing Strategy using Market-Penetration Pricing        6

4.2.3 Price-Adjustment Pricing Strategies        7

4.3 Place        7

4.3.1 Channel Design Decision        7

4.3.2 Multi-Channel Distribution Systems        8

4.3.3 Logistics and Supply Chain Management        9

4.4 Promotion        9

4.4.1 Identifying trends in the communication landscape        9

4.4.2 Promotion Objectives        10

4.4.4 The Promotion Mix Strategies        10

4.4.5 Feedback and Evaluation        12

5. Competitive Advantage Analysis        13

6. Demand Projection        13

7. Breakeven Analysis        14

7.1 Product Life-Cycle Stage        14

8. Action Plan        15

9. Conclusion        15

Appendix A        16

Appendix B        22

Appendix C        28

Appendix D        29

Appendix E        30

Appendix F        33

Appendix G        35

Appendix H        36

Appendix I        36

Appendix J        39

Appendix K        40

Citations        41

Executive Summary

AR WEAR is a whole new concept of wearable protection in the Singapore Fashion and Accessories industry. We aim to be the pioneer in providing female travellers with confidence and protection, against sexual predators through the AR WEAR product line.

With increased reports of overseas rape cases, we at AR WEAR firmly believe that our products will be able to empower female travellers some peace of mind. AR WEAR undergarments create an effective barrier that allows female travellers to passively resist assaults, on top of other forms of resistance available to them at the time of assault.

Being the forerunner, we want to quickly establish a strong brand and product awareness in the Singapore market. Leveraging on the strong and unique quality of our material and locking mechanism, AR WEAR strives to be synonymous with being the trustworthy protector of females’ modesty. We want female travellers to associate our products with being the only brand for wearable personal protection against rape.

Singapore’s constant rise in overseas travels, the rising concern regarding overseas rape cases, the market survey results retrieved, and other factors have given us confidence that AR WEAR has the potential to succeed and bring about sustainable growth of the business in the long run.

1. Current Market Situation

Rise in number of Singaporean travelers: Overseas travel has become more prevalent among the Singapore resident population. In 2001, Singapore residents made a total of 4.4 million trips overseas by air and sea, up from 1.6 million trips in 1991. This represented an annual growth rate of 11 per cent during the decade, which was much higher than the population growth rate of 2 per cent.
Rise in rape cases in top visited countries by Singaporean travelers: The top visited countries by Singaporean travelers such as Malaysia (35%), China(13%) and Thailand(10%) has a steep rises in reported rapes offences. (Singstat, 2005) Despite the subtle decrease in cases reported in Thailand, these numbers still hint at the probable threats female travelers may encounter abroad. Besides, RAINN (Rape, Abuse and Incest National Network) has also underscored that 60% of these sexual crimes remain unreported. This highlights the need for more preventive measures to allow female travelers to better defend themselves in critical situations.
Current products in the market: Currently, there are two main anti-rape products - the personal alarms and personal safety apps(iWitness) on mobile phones. These products emit loud piercing whistle when activated and are indiscreet in use. They are not as effective in many settings of sexual assault as compared to AR WEAR. Such products including pepper sprays require alertness for it might be taken away or used against the targeted victim.