Brand Extension Marketing Plan

2.0 SITUATION ANALYSIS

In the current economic downturn there have been drastic changes in safety and security in terms of victimization on many levels. Majority of women, teenagers and school aged children have a cellular phone in order to provide them additional safety and security, in hope that help can be just a phone call away. The Personal Security Alarm System (PSAS) makes that possible without even dialing the phone, but with a simple press of a button.

2.1 Market Summary

The consumer group consists of a very broad range of individuals. On a micro level, income level and environmental factors are two of my greatest influential factors; but household type/composition, educational background, and age are not going to be heavy in determining the need for my product, although they will be relative on a macro level. The target customer market will be females, children and parents with children of all races, age, and demographics. The event of personal violence is a regrettable mainstay in the United States. Despite decades of public policy advances and research into its causes and consequences violence against girls and adult women continues to beg investigation on many fronts. (Severson, Postmus, & Berry, 2009) In today’s world, many opportunities exist for children to be subjected to individuals wishing to take advantage of a young person’s innocence. (Bullens, 2009)

The Personal Security Alarm System (PSAS) is a product that could be useful to anyone that feels they need the added safety and security of a PSAS. If one had to equate the need for additional security to something, it would be a cell phone. Cellular phones started out for business people and those with extra income for “luxuries”; it is now a modern day necessity, so much so that the government has programs in place to help those that cannot afford the expense to have one for emergencies.

2.1.1 Market Demographics

• Demographics:

 Income level: those with expendable income;...