Transcript
Safe SilverCaroline HinmanKaitlyn Turkett
Morgan Gatzemeyer
Jewelry that won’t let you down
Safe Silver • Necklace & Rape Whistle– Safety tool– Fashion statement
• Both Safe and Stylish• Can be Silver, Bronze, Gold • Two different shapes– Circular and Bar shape
Brand Overview/Brand Value Proposition
• Sleek, Sophisticated, eye catching, dainty
• Function: Fashion statement and safety tool
• Emotion: Reassurance of Safety• Self Expressive: Ability to be in
control but still be inconspicuous
Jewelry that won’t let you down
Competitor AnalysisJewelry• Pandora
– Hand Finished modern jewelry
– Price: $40-$300• Alex and Ani
– All types of jewelry– Crafted in America– “Charity by Design”– Price: $30-$80
Anti Rape Products• Apps
– Anti-rape App• Clothing
– Buckle• Whistle
Target Market• 16-22– “Ready-for-anything Tyro”
• 23-27– “College Educated Extrovert”
• 28-34– “Conscientious Trendsetter”
Positioning• Combining Safety and Jewelry to
ensure piece of mind • Stay up-to-date on fashionable
trends for young girls• Seen as safety net
Product Strategy• Three product lines– 1: Traditional– 2: Celebrity Designers– 3: Customized monogrammed necklaces
Price Strategy• Between $30-$40• Can range a little bit higher: $80-
$100 depending on design• Money we make, a percentage will go
to charities for Rape Victims
Place distribution• Accessible channels• National Distribution
Promotion• Intense advertising campaign• Social media• Celebrity partnerships• Colleges/Universities– Product placement where appropriate
Jewelry that won’t let you down
Expected Outcomes• Growth– Spread Awareness– Sales
• New trend• More Designer Partnerships• To make the world a safer place
Potential Risks/ Contingency Plan
• Problems– Lack of interest– Keeping up with trends– Legal Issues– Gaining trust of potential partners– No control over customization
Safe Silver
Jewelry that won’t let you down
top related