Road Safety - Helmets

Group 9
Riya Saha A052
Priyanka Jalan A030
Apoorva Somani H058
Rukmini Singh B061
Ashutosh Singh H055
Manbir Wahan F064
Contents
❏ Problem Statement
❏ Outline and Importance of Intervention
❏ Analysing Target Audience Behaviour
❏ Cost Benefits Analysis
❏ Behavioural Goals
❏ Marketing Objectives
❏ Core Proposition and Marketing Mix
❏ Promotional Campaign
❏ Budget
❏ Implementation Plan Timelines
❏ Monitoring and Evaluation
Problem Statement

The political system sometimes doesn’t permit the correct implementation to appease the
votebanks

People belonging to certain faith do not have to wear helmets due to religious reasons. For
example, the sikhs who wear turbans are exempted from wearing helmets. Hence, people
of other religions too want the same freedom of choice whether they want to wear or not.

Psychological factor that comes into play is that people are willing to choose convenience
over safety. The tropical humid climate in most parts of India added to people using
two-wheelers to travel small distances mostly within the local areas is also a major factor
contributing to the problem.
Outline of Intervention

INITIATORS - Government and Legislative

bodies

OPERATORS - Standard Regulatory Agencies

COORDINATORS - Police, NGOs, Industry

ADVOCATES - Mass Media, Professionals,

Industry, Users/Citizens
Outline of Intervention
Assess the Develop plan of Monitoring and
situation action Evaluation

1 3 5

2 4

Establish a Implement
working group individual activities
Importance of Intervention

4 48, 746 73.8% 35.22%

People die every Two-wheelers Of those who died Of those who did
hour in India died in road did not wear a not wear a helmet
because they mishaps in 2017 helmet and died were pillion
don’t wear a riders
helmet

In such a scenario, wearing a standard, good quality helmet in a proper manner becomes the choice between
life and death

➢ Discomfort, cost and ignorance often are cited as major reasons for not wearing helmets
➢ Wearing helmets of poor quality, not fastening the helmet properly are additional issues
➢ Intervention through social marketing of helmets becomes important to change such behaviour

The aim is to inculcate the practice of wearing standard safety helmets in a proper manner to reduce
damage caused to life and overall well being in two-wheeler accidents
 Analysing Target Audience Behaviour
Target audience: Two wheeler drivers and pillion riders in Pune, India

Pune is one of the cities with a large number of two wheelers in India (constant in top 5 cities)

Behaviour:

➢ Find two-wheelers convenient for commuting and are heavily dependent on them
➢ Carry one or more pillion riders (children, elderly, etc)
➢ Do not wear proper helmets/no helmets at all/do not fasten helmets
➢ A considerable percentage engages in risky behaviour- violating traffic rules, drunk driving,
over speeding
➢ Has wrong information or opinion associated with discomfort due to helmets, thus does
not wear helmets
 Marketing Mix
•Helmets
CORE PROPOSITION
•Worn when riding any two-wheeler
To protect 2 wheeler riders •Available in different variants, basic purpose is same for all
•Protects your head in the event of accidents and from dust and rain

•Core Product –
PRODUCT Head protection gear
•Actual Product –
Made of hard plastic fibre with cushioning for the head
and a transparent plastic visor
•Augmented Product –
Comes in modern designs with Bluetooth
speakers. Might have a voice
controlled display in the future
Marketing Mix

•Helmets are available across a wide price spectrum

PRICE •Basic non-branded helmets are sold along the roadside for Rs.250-700
•Branded high-end helmets cost up to Rs.5000-7000

•Given free with many two-wheelers

•Two-wheeler showrooms and service stations are a good place for
PLACE
promoting helmets
•Sold on road sides, in sports stores, exclusive helmet stores, bike
accessory stores and online
Marketing Mix

•Fear, Education and Inspiration can be used to promote the

use of helmets
•Doctors clinics, hospitals, ambulances, two-wheeler
PROMOTION showrooms, service centers are some of the place that can be
used for promotion
•Also, movies, TV shows, racers etc. can be used to promote
helmets
•Hefty fines or mandatory social service for people not wearing
helmets can be used as punishments for flouters
Marketing Mix

PEOPLE

All the 2 wheeler users will be targeted to PARTNERSHIPS

adopt our product in their behaviour
We can partner with Bloomberg to
provide statistics so that we can promote
our campaign in the accident prone areas
POLICY

Section 129 of Motor Vehicle Act makes it

mandatory to wear a protective gear
Marketing Mix

PRESENTATION

Presented as the safety gadget which will

prevent head damage during accidents POLITICS

GOI is making it mandatory for vehicle

sellers to provide helmets to customers
PROCESS

We can collaborate with 2 wheeler

manufacturers to provide and promote the
usage of helmets.
Promotional Campaign
“Want a Date with me?” Campaign

● A campaign with Alia Bhatt and Kartik

Aryan - offering a chance to go on a
Coffee Date
● Participants must take a selfie with their
helmet on their bike and tag the
celebrities on Twitter and Instagram
● The winner would be the one with the
maximum Retweets and Likes
Budget
Source of Funding Method of Funding

Some of the money from fines for non-compliance can be reinvested in a

central fund to support public education and to help train the police to enforce the law. Similarly,
Reinvestment
funds from fuel tax, motorcycle licence and registration fees can be earmarked for particular
purposes related to the helmet programme.

Corporate groups often sponsor activities they see as worthwhile, and they may fund a helmet
programme or specific components of it. Companies involved in manufacturing motorcycles or
Sponsorship
helmets, or those selling insurance, may benefit by being seen as a major sponsor of a helmet-use
campaign.

Development aid agencies and other charitable organizations are possible sources for funding a
Donor Organizations helmet programme. In a similar way, road safety organizations and educational bodies may
provide funding or contribute technical expertise.
Timeline & Implementation Plan
Stage 1 Stage 2 Stage 3
Introduction of Helmets & Increasing Helmet Usage Strengthening & Sustaining
Laws Helmet Usage
Less than 50 Percent Helmet 65%–75% of riders 75%–85% of riders wearing
Situation
users in Pune wearing helmets helmets

● Low awareness of ● Compliance with the ● Compliance decreasing

helmets and high law on the decline ● Enforcement resources
degree of resistance to ● Enforcement wearing diverted to other traffic
helmets off issues
Main Problem Identified ● Affordable helmets not ● Poor practices of ● Compulsory law
widely available and helmet wearing (such revoked
low standard of as unbuckled helmets)
Helmets ● A low standard of
● Low law enforcement helmets
Timeline & Implementation Plan
General & Specific ● Increase helmet use to
Objectives 60%-70%
● Significantly increase the
number of helmets sold
● Increase enforcement for
specific groups of Riders
● Reduce head injuries
● Among motorcyclists, as
shown by hospital
records
Time Frame From 1-2 years
● Increase helmet use to ● Increase helmet use to over
75%–85% 90%
● Increase general ● Campaign to have
acceptance of helmets compulsory law reinstated
to 80%–90% ● Achieve a positive attitude
● Increase rate of helmets towards helmet use
on market meeting ● Achieve near-universal
standard to 80%–90% correct wearing of helmets
● Reduce deaths caused ● Have almost all helmets
by head injury by a meeting standard
specified amount ● Reduce head injuries and
deaths by a specified amount
1–2 years Dependent on the circumstances
6 months to 1 year
 Monitoring
Activity
Increasing public awareness
of helmet-use legislation
Increasing capacity of police
to enforce
Designing awareness
campaign on road safety and
helmet use
Indicators for Monitoring
• number and frequency of publicity spots in the
media
• amount of feedback from target audience
• helmet-use rates
• extent of area covered by enforcement
• number of penalties issued
• ratio of traffic police to motorcycle riders
• level of awareness of traffic safety
• level of awareness of benefits of helmet use
• level of knowledge of helmet laws and their
enforcement
• level of knowledge of helmet standards
• observed (or self-reported) changes in behaviour
Actions to take if monitoring suggests
activity is below target
• improve persuasiveness of media
stories and messages
• increase size of traffic police force
• change enforcement areas
• improve system of issuing penalties and
collecting fines
• redefine target audience
• redefine message(s)
• evaluate the means of delivering the
messages and change it if necessary
 Evaluation Plan
Objective Performance Indicators Initial value of Indicator Target value of Indicator

To Increase Helmet • The frequency of helmet • 2 per month • 4 per month

Awareness publicity campaigns • 200 month • 1500 per
• Helmet sales • General month
• Public attitudes on helmet disapproval • General
use acceptance

To Increase Helmet • The number of helmet outlets • 10 • 50

Use • The number of helmets sold • 200 per month • 1500 per month
• The rate of helmet use • <10% • 30%

To reduce Head Injury and • The number of head injuries • 10 per day • 8 per day
Death among motorcyclists admitted • 250 per year • A realistic target to be
to the central hospital fixed
• The number of motorcyclist
deaths