202

Marketing Plan – Zarman 0

Marketing Plan

Zarman

“A revolutionary smart necklace to protect your child”

Group Members:

Dated:
 202
Marketing Plan – Zarman 0

Executive Summary

Advancement in the field of information technology has paved way for innovation
and companies around the globe are using the Artificial Intelligence, automation and
IT advancement to introduce differentiated offering aimed at providing comfort and
convenience to the consumers. ‘Zamran’ is one such innovation, which is a Smart
Necklace wearable by young children and teens. ‘Zamran’ is synonymous with Safety
in Sanskrit and is targeted towards parents and families (aged between 25-54) of
children. The worried parents and families can make their children wear these
necklaces and the necklace then allows them to monitor their children and raise
alarms in case they are exposed to potential harm or danger. The wearable necklace
can be synced with mobile phones and comes with location tracker by the help of
which parents can track their children. The device emits signals when the child is lost
(monitored from their usual locations and feeds into the device) and/or encounters
harm. The device uses smart technology to monitor the heartbeat of the child and raise
alarms when deemed fit. We will establish a firm with the help and efforts of youths
and we will begin the operations with a launch in the city of Dubai and then gradually
expand operations. The wearable necklace will face stiff competition from other smart
wearables in the market and we will be targeting a price of $25 to remain competitive
and profit from economies of scale. The marketing plan here attempts to study the
external environment in which we will operate, understand competition in the market,
determine the market segment and target audience and finally evaluate the consumer
behavior to decide on the product positioning, pricing, communication and
distribution strategy.
 202
Marketing Plan – Zarman 0

External Environmental Analysis

No business runs in isolation and thus it is imperative for companies to analyze the
external environment that affects the operations of the company directly and
indirectly. These forces in the external environment consist of demographical,
economical, cultural, political, technological and natural environment.

Demographical Environment

With a population of over 9.89 million people as reported by World Bank in 2020, the
country has 14.20% of its population aged 0-14 years and another 12.70% between
15-24 years. The country hosts 65.90% of people aged between 25-54 ("UNITED
ARAB EMIRATES POPULATION STATISTICS (2020)", 2020). Considering a
huge population of youth and middle-aged people in the country, it is quintessential
that there is a large number of parents who seek to protect their child from potential
harm and damage. In fact, the device is aimed at 65.90% of country’s population aged
between 25-54 who are either young parents or parents to be. Thus, we see that for the
inception ‘Zarman’ has a huge potential market to target. We will be launching our
product in Dubai initially, as the city holds 35.7% of total UAE’s population.

Economical Environment

UAE boasts of a open economy with an economic freedom score of 72.6 making it
18th freest economy in the world making it easier for businesses to operate. The
country has a high per capita income of $69, 382 and a low inflation rate of 3.1%
(Index of Economic Freedom, 2020). The country further has no federal corporate and
income taxes but has just made an addition of 5% VAT. The country has lenient one
roof regulatory systems that make it easy to run a business (Index of Economic
Freedom, 2020). All these economical aspects of the country are favorable to the
business that we intend to set up with ‘Zarman’.

Cultural Environment

UAE follows Islamic Law and majority of the population in the country are Sunni
Muslims. The country has diverse population with 27.49% expatriates from India
 202
Marketing Plan – Zarman 0

followed by 12.69% from Pakistan ("UNITED ARAB EMIRATES POPULATION

STATISTICS (2020)", 2020). Under the Islamic Law, men in the country are allowed
to have 4 wives but majority have only one. The country has culture that fosters care,
affection and physical contact with children. It is essential for them to be raised as
skillful, respect giving individuals. Parents have a tolerant attitude towards children
upto the age of 5 (known as Jahel) . Majority of the families houses a caretaker for the
child and influences of maids are seen as negative (UAE, Culture, 2020) and in such a
scenario ‘Zamran’ will be handy to parents.

Political Environment

UAE boasts of a stable political situation with Emir administering each of the 7
Emirati in the country independently. The country has no political parties and Emir
has the full control of the administration of the Emirati. Emir sets up rules and
regulations for their Emirati autonomously and there is a Federal Supreme Council
(council of 7 Emirati Emir), which holds the highest authority all the legislative and
executive powers (Political Outline, 2020).

Technological Environment

UAE beyond doubt is highly technologically advanced and is among the top 20
advanced digital economies in the world. With the advancement in the field of
Artificial Intelligence, automation, Information technology UAE has stepped up in the
digital transformation space. Dubai specifically relies on advanced technologies and is
aiming to be the smartest city in the world (Harris, 2018). Innovation is fostered at the
country and that will be an added advantage for us.

Natural Environment

UAE off late has started focusing on sustainability and is often seen implementing
new environment rules that aims at practicing sustainable operations that uses
resources effectively and efficiently. For example, Dubai launched an Energy Strategy
2030 that is aimed at use of substitute sources of energy in the city while using at least
5% power from renewable energy. This will be an added advantage to ‘Zamran’,
which is smart and uses IT resources efficiently.
 202
Marketing Plan – Zarman 0

Competitor Analysis

Direct and Indirect Competitors

‘Zarman’ is a smart wearable necklace that helps parents monitor their children,
protect them against any danger, and locate them in case they are lost. Since, the
product is new, there is no direct competitor for us. However, we have indirect
competition from Verizon GizmoWatch, which is a smart watch that lets the kids stay
in touch with their parents with automated alerts , GPS locator and wireless calling.

Competitor Analysis Table – Positions, Market Share and Strategies

Product/Company Zamran GizmoWatch

Target Customers

Key Features

Price Range

Market Share

Competitive Strategy