A project report on Savior Device

Submitted in partial fulfillment of the requirement for the award of

the degree of

MASTERS OF BUSINESS ADMINISTRATION

DEPARTMENT OF BUSINESS ADMINISTRATION SESSION

(2022-2023)

Under the guidance of:- submitted by :-

Mr. Rohit Verma Neetu samudre
(Assistant professor) MBA – First year
Roll no. -

MAHARANA PRATAP ENGINEERING COLLEGE, KANPUR

Affiliated to AKTU University

i
 CERTIFICATE

Certified that the Project report titled “ Savior Device” is the bonafide work of

NEETU SAMUDRE, MBA-1st YEAR who carried out the work under my supervision.

Certified further that to the best of my knowledge the work reported here in does not

form part of any other project report or dissertation on the basis of which a degree or

award was conferred on an earlier occasion on this or any other candidate.

Signature of Guide Signature of Head of the Department

ii
 DECLARATION

I declare that this written submission represents my ideas in my own words and
where others' ideas or words have been included, I have adequately cited and
referenced the original sources. I also declare that I have adhered to all principles
of academic honesty and integrity and have not misrepresented or fabricated or
falsified any idea / data / fact / source in my submission. I understand that any
violation of the above will be cause for disciplinary action by the Institute and can
also evoke penal action from the sources which have thus not been properly cited
or from whom proper permission has not been taken when needed.

Signature of the Student

MBA-1st
YEAR
Roll no. -

iii
 ACKNOWLEDGEMENT

I hereby take this opportunity to express my sincere gratitude to the following

eminent personalities who supported me to complete this project work successfully
without any difficulty.

I am indebted to Mr. Rohit Verma, Maharana Pratap engineering college,

Kanpur for his expertise guidance and valuable suggestions which enable me to
submit this project report.

I would like to express my deep regard to our beloved HOD (Head of

Department) Dr. Mamta Shukla, Maharana Pratap engineering college, Kanpur for
providing us better support in my academic endeavors.

Finally, I would like to thank one and all who have helped me directly or indirectly in
preparing this report.

iv
 Table of Contents
 Analysis

 Introduction

 Road accidents in india

 Case study

 Market Analysis

 Competitive Landscape

 Development of Saviour

 Market Planning

 Financial planning

 Financial Analysis

 Conclusion

v
Analysis

Every year more than 1.35 million people die on the roads and some millions
suffers serious injuries. Also, road accidents are the leading cause of fatalities for
people aged 15–29, worldwide. The objective of halving the number of road deaths
and serious injuries has been renewed towards the 2050 „Vision Zero‟ From a
technical-scientific viewpoint, road accidents analysis aimed at increasing road
safety can be performed by using two main approaches: a „model-centered‟
approach, in which mathematical models are adopted to estimate frequencies and
severity and to define and apply preventive measures, and a „data-centered‟
approach aiming at defining better safety measures by analyzing historical road
accident data. As for the „model-centered‟ approach, researchers usually propose
and apply accurate and sophisticated quantitative models and methods, specifically
aimed at analyzing road safety risks, predicting accident frequency and severity
and measuring the impact that risk factors have on accident occurrences The
American Highway Safety Manual (HSM) is one of the main references worldwide
for what concerns accident prediction models. Owing to their predictive
capabilities, such methods have been largely applied in several studies to test the
transferability of the HSM approach to conditions other than the American ones,
both for rural and urban networks Although such calibration resulted to be fairly
satisfying (for rural rather than urban road), site-specific models are largely
recommended, as they enable more accurate predictions for the specific contexts.
The „model-centered‟ approach is not often of immediate use, especially
considering that decision-making subjects (i.e., public administrations, road
managers, etc.) do not have sufficient technical skills and competences to apply
them and interpret their results. As for the „data-centered‟ approach, it is crucial to
vi
record and collect accurate data from different sources, verify and integrate them
according to specific needs. This approach can be applied when a representative
time horizon is available. On the one hand, complex analytical models are
generally not required, thus data processing can be done quickly and easily. On the
other hand, it is necessary to stress the importance of recording and collecting data
properly and continuously for the analysis and evaluation of the safety of different
types of road infrastructures (i.e., open air sections, tunnels, etc.) The importance
of data collection process is also highlighted by Imprialou and Quddus who
critically analyzed data shortcomings due to accident-reporting issues, data
incompleteness and accuracy, referring to the principle of „Garbage in garbage
out‟, and by Schlögl and Stütz who classified accident information into three main
categories (accident location, vehicle and person-related information). Focusing on
the „data-centered‟ approach, this paper proposes an operational straightforward
methodology for the evaluation of the road infrastructures safety performances and
the definition of road safety measures to increase road safety. Moreover, the
overall methodology relies on road accident official statistics data, which are
standardized and generally publicly available, to make the whole process widely
replicable. The user-friendliness of the method enables to easily identify the most
critical road segments so that resources can be allocated more efficiently and in a
prioritized way. In doing so, the proposed method represents an effective decision
support system capable of helping both public and private stakeholders – such as
road managers and Administrators – in dealing with road safety. The remaining of
the paper is structured as follows. In Section 2 the proposed methodology is
explained, whereas in Section 3 the application of the approach to a real case study
is provided.

vii
Introduction
The increasing number of accidents on roads is a
matter of concern globally. Bikes have become one
of the most preferred modes of transportation,
especially in developing countries. The increasing
number of bike riders on roads and the lack of
awareness regarding traffic rules and safety
measures are the major reasons behind bike
accidents. The Saviour is an innovative product that
aims to address this issue by providing an advanced
safety system for bikes.
This project report aims to explore the market
potential and feasibility of Saviour, a product
designed to prevent accidents in bikes. The product
is an advanced system installed in bikes that can
detect accidents and alert the rider to take necessary
vii
i
precautions. The system works by giving
instructions to the rider to slow down and stay aware
while riding the bike. The report will evaluate the
product's feasibility, market potential, and financial
viability. The report will also analyze the
competitive landscape and suggest strategies for
marketing and distribution.

ROAD ACCIDENTS IN INDIA AND MAJOR

CAUSES : AN OVERVIEW
ix
INTRODUCTION
India is home to the second largest road network in
the world with a total road length of approximately
62.1 lakh kilometres. This massive network serves
as the nation‟s lifeline transporting over 64.5% of all
goods within the country in addition to being the
preferred option for move of over 90% of India‟s
passenger traffic. While roads remain synonymous
with development and growth in the country, they
have also been a nemesis for users with India also
carrying the dubious distinction of leading the global
tally of annual deaths and injuries on account of road
accidents. An asymmetry exists between number of
vehicles and deaths due to road accidents with
India‟s one percent global share of number of
vehicles accounting for almost 11% deaths due to
road accidents. Road accidents
x
continue to remain
the leading cause of deaths, disabilities and
hospitalisations in the country despite concerted
efforts at all levels to contain these.

xi
ROAD ACCIDENTS IN INDIA

India‟s road network, besides being the lifeline of

the Nation and a major contributor to socio-
economic growth and development, also has the
largest contribution to accidental deaths in the
xii
country with road accidents accounting for 36-38%
(average of 1,50,000 each year) deaths due to other
causes during the period from 2015-19.
Global Trends and India. Road accidents have
been the leading cause of deaths worldwide with the
last three decades seeing a substantial increase in
this regard. The WHO‟s World Report on Road
Traffic Injury Prevention lists Road Accidents as the
third leading contributor to the global burden of
disease, up from ninth position in 19901. India‟s
contribution in this regard is amongst the highest in
the world with the country accounting for the second
highest number of road accidents globally and the
highest number of deaths. A total of 1,51,113 people
were killed in India in 4,80,652 road accidents as
against China whose figures of 63,093 deaths from
2,12,846 place it a distantxiisecond2.
i
Historical Overview.
Statistical data available from 1970 onwards brings
out the trend with respect to road accidents based on
various parameters such as increase in road length
over the years, number of vehicles registered as also
the population growth. The trend indicates a
consistent increase in the number of road accidents,
accidentrelated deaths and injuries upto 2010
following which the figures have been relatively
stable with marginal fluctuations. While increase in
population has shown a resultant increase in the
risks rate for road accidents and deaths, the increase
in the number of vehicles surprisingly shown a
downward trend during the same period.
Road Accidents in 2019.
A total of 4,49,002 road accidents were reported
across the country in 2019
xi resulting in 1,51,113
v
deaths and 4,51,361 injuries to road users. This
averages to almost 1230 accidents 414 deaths daily
and 51 accidents and 17 deaths every hour although a

marginal decline has been registered when compared

to the corresponding figures for 2018.
Trends in Type of Injuries Caused in Road
Accidents.
Road accident impacts may range from the most
severe resulting in death to the relatively negligible
involving no injuries. Over the years, the share of
fatalities and grievous injuries has increased while
that of minor injuries and no injuries have registered
a decline.
Accidents as per Road Category.
5.04% of total roads in India comprise of National
and State Highways and have cumulatively
xv
accounted for almost 54% accidents and 60% deaths
in the country with the balance 94% of Indian roads
contributing to 45% of road accidents and 39% of
deaths. The high number of accidents on highways
are indicative of overspeeding being the primary
cause for such accidents.
Road Accidents as per Type of Impacting
Vehicles and Type of Collision.

Two wheeler passengers comprised 37% (56,136) of

the total number of people killed in road accidents in
2019 (1,51,113) implying the need for greater
control measures in this category of vehicles through
legal and penal provisions.
xv Of these, 19,190 died in
i
impacts with another two wheeler while impact with
LMV resulted in deaths of 12,480 individuals. An
analysis of the type of collision to include hit and
run, head on collision, hit from back etc indicate the
nature of preventive measures that need to be
adopted to ensure reduction in the number of
accidents. 2019 saw the 19.5% deaths being
attributed to hit Fatal Accidents Grievous Injury
Accidents Minor Injury Accidents Non-Injury
Accidents 0 5 10 15 20 25 30 35 40 45 2015 2016
2017 2018 2019 Type of Road Injuries and run
accidents while hit from back and head on type of
collisions led to 18.4% and 17.7% fatalities
respectively.
Road Accidents as per Age and Gender Profile of
Fatal Victims. Majority of the fatal victims belong
to the age categories between
xv
18-45 years of age
ii
with the numbers remaining more or less the same
over 2017 to 2019. 69.3% of the fatalities in 2019
were in the age group of 18-45 years while the
working group comprising people of ages 18-60
years formed 84.3% of the total fatalities in the same
year. Male road users were among 84-85% of the
fatalities on account of road accidents.
Accidents as per Road User Category. The degree
of vulnerability of a road user to accidents varies
over the various categories with the pedestrians and
cyclists falling in the most vulnerable group and
deaths of these categories of road users in 2019 were
17.1% and 2.8% respectively. Two wheelers
accounted for the most number of accident deaths at
37% with LMVs contributing 16%.
Urban and Rural Spread of Road Accidents.
Road accidents and related
xv deaths emerge more of a
iii
rural phenomenon than an urban one with 67.1%
people dying in accidents in rural areas as compared
to 32.9% in urban areas. While the higher population
in rural areas would most certainly be a contributory
factor, the high vehicle density in urban areas offsets
this relative edge. Further, urban areas have
registered a decline in the number of accidents and
deaths as compared to rural areas.
Time-Interval Wise Analysis of Road Accidents.
Maximum road accidents in 2019 occurred during
the time period of 1800-2100 hours with 86,432
(19.3%) accidents and the period from 1500-1800
hours accounting for the next higher number at
78,513 (17.5%) accidents. Data over a five year
period also corroborates these figures indicating that
afternoon and early part of the night account are the
most dangerous times to xibe on the road. The least
x
accidents have occurred between 0000-0300 hours.
CAUSES OF ROAD ACCIDENTS IN INDIA
Road traffic injuries are the eighth leading cause of
death globally. In its study highlighting the larger
share of Low and Middle Income Countries in road
accident fatalities, the World Bank underscores a
distinct co-relation between socio-economic status
and road use patterns in low and middle income
countries such as India. The report states that daily
wage workers and those employed as casual
labourers in informal activities are more prone to be
defined as vulnerable as compared to workers
engaged in regular activities. It is often the poor,
especially male road-users of working age that
constitute the vulnerable road users (VRU) in India
where VRUs share road space with other less
vulnerable users with their
xx
income level having a
direct bearing on the mode of transportation used
and resultant risk faced by them on that account.
Numerous factors can be attributed to be the
causative factors of road accidents and can be
broadly classified into road environment factors,
human factors and vehicular factors.
Accidents on Account of Road Environment
Factors.
Road Features. The various road features such as
straight stretches, curved roads, location of culverts,
bridges, potholes etc also cause accidents. Straight
road stretches, which allow for movement of
vehicles at high speeds, have accounted for the
highest number of accidents (64-66%) in 2018 and
2019. Categories such as curved roads, culverts,
potholes and ongoing works have shown an increase
in 2019 vis-à-vis the figures
xx obtaining in 2018.
i
Road Junctions and Type of Traffic Control.
Road junctions, by virtue of being traffic merging
points, are theoretically prone to more accidents.
However, an analysis of the data from 2019 reveals
that various types of road junctions accounted for
only 28% of road accidents with 72% falling in the
Others category. Within the road junction categories,
Tjunctions account for the largest share in road
accidents, deaths and injuries. As regards traffic
control, the largest number of accidents (92,654),
deaths (28,727) and injuries (87,489) have taken
place at uncontrolled crossing places in the year
2019.
Ongoing Construction Works. Ongoing road and
other construction works on or astride the road result
in availability of restricted space to the road user.
Improper road markings, lack
xx
of traffic control etc at
ii
such sites further complicates the safety environment
around these construction sites.
Speed Breakers. Presence or absence of speed
breakers are amongst a major cause of road
accidents. Incorrect location, poor construction and
possibility to avoid the speed breaker result in a
large number of accidents.
Weather Conditions. Weather impacts not just the
road surface condition but also the visibility of the
road user thereby increasing chances of road
accidents. Heavy rain, dense fog and hail storms
reduce visibility and make the road surface slippery
thus posing serious risks to the road users.
Poor Lighting. Lack of lighting on roads is a major
cause for accidents. Dim lighting, particularly during
night and in adverse weather conditions, impinges
on visibility and increases
xx the chances of road
iii
accidents.
Lack of Adequate Road Signs. Correctly placed
road signs are necessary to provide road users with
advance warnings wrt road conditions, ongoing
works, road features such as turns and sharp bends
etc. Absence of such road signs results in the road
users being unaware of the requirement of reducing
speed or taking additional care in driving.
Sidewalks
Constructed for use by pedestrians, poor
maintenance and encroachment by residents and
street vendors has resulted in the sidewalks not
being available for pedestrian use who then move on
the roads thereby becoming vulnerable to accidents.
Neighbourhood Environment
Residential, institutional and market/ commercial
xx
iv
areas tend to have higher amounts of traffic
congestion and are therefore more prone to road
accidents. However, the data received showed larger
share of accidents and persons killed in open areas in
both 2018 and 2019, perhaps as open areas have
lower enforcement presence and may be prone to
driving and traffic rule violations.
Accidents on Account of Human Factors
Violation of Traffic Rules. Overspeeding remains
the major cause of road accidents in the country with
almost 71% (3,19,028) accidents in 2019 occurring
due to high speeds and resulting in the death of
1,01,723 (67.3% of total deaths) persons while
causing injuries to another 3,26,850 (72.4% of total
injuries) individuals. Lane indiscipline was the next
major human factor accounting for 5.4% (27,431) of
road accidents, 6.1% (9,201)
xx of total deaths and
v
5.5% (24,628) of total injuries. Balance violations
like drunk driving, jumping of traffic signal and use
of mobile phones together accounted for 6% of total
accidents and 8% of total deaths although these
factors have shown an increase in 2019 from the
corresponding figures of 2018 highlighting the need
for stricter enforcement measures. Traffic accidents,
deaths and injuries on account of other causes such
as road environment, vehicular condition etc
accounted for 17-18% of the total figures with the
figures for 2019 showing a substantial reduction as
compared to those caused by human factors.
Invalid Driving License. Vehicles driven by
untrained and unqualified drivers are a serious traffic
hazard and can cause accidents, death and injuries.
Though the problem is basically an enforcement
issue, it must also be addressed
xx
with better facilities
vi
and opportunities for training/skilling and
evaluation/ testing. While the number of accidents
by owner‟s with valid/ learner‟s license has shown a
decline, the corresponding figure for individuals
without a license has shown an increase from 8% in
2018 to 9.9% in 2019 despite a decrease from 2017
(10.4%).
Non-Use of Safety Devices – Helmets and Seat
Belts. While safety devices such as helmets and seat
belts do not cause accidents by themselves, they are
instrumental in reducing the number of fatal and
grievous injuries. 29.82% (44,666) of the total road
accident related fatalities in 2019 were on account of
the driver/ passenger not wearing safety helmets and
indicates a callous attitude amongst the population
as well as inadequate enforcement measures.
Triple Riding. This is a major
xx factor accounting for
vii
the large number of two wheeler accidents. Besides
being illegal, triple riding amounts to contributory
negligence as it renders the vehicle unstable and
more accident prone.
Distracted Driving A distracted driver is a motorist
who diverts his or her attention from the road,
usually to talk on a cell phone, talk to the
passengers, send a text message or eat food or even
applying makeup. Distracted driving is especially
dangerous because, unlike cases of drunk driving
which usually occur at night, automobile accidents
caused by distracted drivers can occur at any time of
the day. Teens and young adults tend to engage in
cell phone tasks much more frequently, in riskier
situations than adults and therefore are more likely
to indulge in distracted driving.
Negligent Parking. Vehicles
xx are usually parked
vii
negligently on the side of the roads without any kind
of warning or reflectors thus causing inconvenience
for the easy plying of other vehicles. Also, the
vehicle which break down are also left unattended /
carelessly parked leading to accidents, fatalities and
injuries.
Not Crossing Roads at Pedestrian Crossings The
high quantum of fatalities and injuries to pedestrians
are on account of non-use of designated crossing
places along the roads.
Road Rage. Road rage is aggressive behaviour by a
motorist towards other road users. This behaviour
includes rude gestures, verbal insults, physical
threats or dangerous driving methods targeted
toward another driver in an effort to intimidate or
release frustration. Road rage can lead to assaults
and collisions that result xx
in serious physical injuries
ix
or even death. Overloading/ Overcrowding of
Passenger Vehicles. Overloaded luggage and
passengers beyond the mandated capacity of the
vehicle are also reasons that lead to road accidents
and cause fatalities and injuries. Such overloading/
overcrowding disturbs the centre of gravity of the
vehicle and causes accidents due to loss of balance.
Hindrance to the driver‟s view of the rear is also a
result of overloaded passenger vehicles.
Improper Use of Headlights. High-beam from
headlights, particularly used during low visibility, is
one of the causes of traffic accidents at night.
Though the high-beam lights in cars are prohibited
within city limits, people continue to use them even
when not required.
Accidents on Account of Vehicular Factors
Accidents in Over-Age xx
Vehicles. Old vehicles are
x
relatively more prone to breakdown and malfunction
and therefore require greater care and maintenance
on the part of the owner. A study of the data for
2019 reveals that vehicles in the 10-15 year age
range accounted for 12.5% of total accidents and
12.6% of total deaths while those above 15 years of
age were involved in 11% accidents and 12.3%
deaths.
Overloading. Overloaded vehicles, those with
improperly secured loads and vehicles with loads
protruding beyond their body structure pose a
serious hazards to themselves as well as other road
users. Overloaded trucks can be the cause of
accidents on account of various effects of the excess
load which include bursting of tyres due to excess
weight, wearing out of brakes due to excessive
friction, road collapse xx due to extra weight,
xi
overturning/ roll-over of the vehicle due to shifting
of the centre of gravity and increase/ decrease of
speed/ momentum while going downhill/ uphill due
to the excessive load. 7.9% of the total accidents,
9.5% of deaths and 8.2% of injuries in 2019 were
attributable to overloaded vehicles. A study and
listing of the causes of accidents in India indicate
that the reasons for the large numbers fall primarily
in two categories namely road conditions/ features
and human factors. Even the aspect of road
environment/ features is finally influenced by human
factors in terms of the road user‟s adherence to laws,
level of awareness and alertness etc. Mitigatory steps
therefore have to address the human factor to a much
greater level while simultaneously ensuring that
contributory factors in terms of suitability of the
roads are also taken care off with the seriousness
xx
xii
they require.

RECOMMENDATIONS
Most of the causative factors are indicative of the
fact that the road accidents in India are caused due to
either road environment related issues or due to
human factors. Accordingly, the recommendations
have been limited to addressing these factors
through incorporating certain corrective measures in
the construction norms for BRO roads as also
proposing measures towards improving road safety
awareness amongst the road users.
Recommendations Relating to Road
Environment/ Features.
Road Safety Measures. The roads constructed by
xx
xii
BRO fall in mountainous and hilly areas which are
also prone to landslides, snowfall, avalanches etc
and therefore provision of protective measures such
as crash barriers, parapets etc must be a compulsory
requirement for all new roads being constructed as
also for existing roads where these measures are
currently lacking.
Lighting Provision. Street lighting on identified
dark stretches must be ensured as part of jobs subject
to security considerations of the armed forces. Use
of solar powered street lights where feasible may be
considered where feasible.
Weather Proof Roads. The riding surface must be
so designed that it mitigates the weather related
problems a road user is likely to face. Anti-skid
surface in areas of heavy rainfall and snowfall must
be catered for even at greater
xx costs than the current
xi
specifications.
Provision of Road Safety Mirrors. Provision of
large mirrors on sharp curves, blind turns etc must
be ensured for better safety.
Accident Audit. A six monthly audit of all roads
must be undertaken to identify accident prone zones
and ensure provisioning of adequate warning
signages.
Signages and Safety Slogans. BRO has been
appreciated by the Hon‟ble Prime Minister for the
innovative and practical road safety slogans on its
roads. These must be further improved upon and
prominent signboards including, digital ones,
displaying road safety slogans must be placed all
along the road.
Road Illumination. Extensive use of fluorescent
xx
xv
paint for road marking, use of cats eyes etc must be
ensured to complement or offset street lighting
limitations. Avalanche/ Slide Protection.
Identification of avalanche and landslide zones and
construction of protective structures to mitigate their
damaging effect must be undertaken through careful
scientific study of the terrain and weather.
Provisioning of such structures.
Rest Shelters. Provision of suitable shelters as rest
locations at carefully chosen places along the road to
avoid fatigue to drivers must be catered for since
BRO roads are in remote areas and lack adequate
infrastructure for such purposes. Such structures can
also be created in conjunction with the local state
authorities. Revision of Road Construction Norms.
Areas identified as accident prone can be provided
with greater road width xx
including surface width in
xv
addition to protective structures to reduce the
probability of accidents. As far as possible sharp
curves and steep gradients be avoided and
provisioning of tunnels may be examined to obviate
requirement of multiple zigs and steep gradient.
Recommendations Relating to Addressing
Human Factors
. BRO Unit Locations to Serve as Road Safety
Awareness Hubs. The various detachments located
astride the BRO roads can be developed as road
safety awareness hubs through placement of large
signboards, posters and information boards to make
the road users aware of legal and safety
requirements.
Road Safety Awareness Campaigns. Road Safety
Awareness camps involving road side interaction
with road users, visits toxx population hubs, talks to
xv
local taxi and commercial vehicle drivers through
the local police/ administration etc are some
measures that can be adopted by the BRO units to
spread the message of road safety.
Interaction with Schools and Colleges. Regular
talks in schools and colleges on road safety
awareness issues must be conducted to target school
and college children.
Road Safety Cards. All BRO vehicles must be
provided with Road Safety Cards which include
Do‟s & Don‟ts that need to be adhered to. Placement
of such cards in BRO guest rooms at all levels is
also recommended.
Demonstrated Adherence to Road Safety Norms.
BRO vehicles and work sites must ensure that
precautions being taken for road safety are visible to
other road users to serve xxas an example and source
xv
of motivation/ encouragement.
Harnessing Social Media. BRO Social Media
handles must be extensively utilised to spread the
message of Road Safety Awareness. All measures
being taken in this regard must be shared through
Social Media for a wider reach.
Road Safety Marathon. A run for spreading
awareness may be conducted under the aegis of
various Projects in conjunction with local State Govt
officials. The culmination venue can be used to
showcase road safety awareness messages, rules and
legal provisions with respect to road safety and
accident prevention etc.

Road Safety Seminars. Seminars at local level

with an aim to spread awareness and address local
xx
xi
issues may be organised by BRO Projects in
conjunction with State Transport and Police
departments. Multi-agency seminars under the aegis
of CoERSA at national and state levels must also be
conducted to achieve the aim of reducing the number
of accidents.

Road Safety Mela. Conduct of such melas for locals

and tourists in important population centres and
tourist destinations may be planned. Incorporation of
local Transport and Police officials must be ensured
for better impact.

Conclusion
Road accidents have become a leading cause for
fatalities and injuries globally with India being the
xl
leading country in this regards. The huge loss of life
and attendant economic losses are highly avoidable
and require urgent measures to be adopted for
effective mitigation. The BRO, as a premier road
construction agency, is responsible to ensure that
road safety provisions on all its roads are made to
international standards and are aligned towards not
just reducing accidents but also preventing them
altogether. Spreading awareness on the aspects of
road accidents and road safety requirements must
become a key agenda for the BRO thereby
enhancing the scope of the organisation‟s
contribution to Nation Building.

CASE STUDY: STATE ROAD 36 IN ITALY

Case study and data description By using the data
collected by the Roadxli Police Department of
Lombardy Region (in Italy) over the period 2014–
2018, the proposed methodology has been applied to
the State Road 36 (SS36) in Italy, which is
considered as one of the busiest roads in Italy with a
very number of accidents [16]. This road segment is
located in Northern Italy in Lombardy Region,
connecting the suburbs of the city of Milan with
Switzerland (Spluga Pass), and is managed by
ANAS S.p.A. The route is about 141 km long and
represents the main access route to Valtellina and
Engadine Valleys in the Swiss canton of Grigioni.
The infrastructure consists of two divided
carriageways, with 2–3 lanes in each direction; in
addition, in the northernmost part there are several
segments passing under viaducts and tunnels. The
Average Daily Traffic (ADT) ranges from 19,723 to
73,095 vehicle per day. According to step 1, the data
xli
i
required to run the methodology were provided by
the Road Police of Lecco which has competence on
the stretch of the road under study in matter of road
accident recording. In fact, in the event of an
accident, the Road Police intervenes and carries out
surveys by completing standard forms, which are
subsequently cataloged and archived according to
the national official statistics road accident template.
In this work, the first 100 km of State Road 36 were
analyzed. Figure 2 shows the number of road
accident occurred over this road stretch over the 5-
year period considered (2014–2018). Although a
reduction in road accident was registered over the 5-
year period, still a high number (more than 200) of
accident occur over this segment. 3.1 Results and
discussion The data acquired in the previous step
have been checked and analyzed by spreadsheets.
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Moreover, using a Geographic Information System
(GIS) software, it was possible to map the recorded
road accidents so that each segment could be related
to the relative road accidents. According to step 2,
the track of the SS36 was divided in 1-km length
segments and, for each one, the road accident
frequency was computed according to eqn (1). The
five segments with the highest road accident
frequency were identified, according to a road
accident frequency threshold of 50 road accident/5
years. Figure 3 shows a colored-scale representation
of the five most critical segments. Figure 4 reports
the road accident frequencies for all the segments
analyzed, and the five most critical ones are
highlighted in red. According to step 3, after
identifying the five critical kilometers, it was
possible to proceed by compute the KPIs for the
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identification of the „black segment‟, according to
eqns. (2)–(6). Table 1 summarizes the calculations
of the KPIs for the five segments in the period
2014–2018. Moreover, they are reported according
to the ordered sequence described in section 2. The
segment associated to km 49.00–49.99 was
identified as the „black kilometer‟. Indeed, according
to the methodology rationale, this segment reported
the highest value of the road accident rate (i.e., 74.96
events/108 vehicles km), which is the first KPI to be
considered in the proposed procedure. Given that no
other segment showed a similar value of the road
accident rate, the KPIs cascading comparison ended.
In case the Social Costs Index should had been
considered in cascade, it would have confirmed the
previous result, since the km 49.00–49.99 is
associated with the highest
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social cost value (i.e.,
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21,690,410 €/5 years). Specifically, the Social Cost
index was computed according to the study
conducted by the Italian Ministry of Infrastructure
and Transport in 2017 [17], which returns the
average human cost per each death, per each injured
person, and the average general costs for a road
accident. Specifically, they are assumed to be equal
to 1,503,990 €, 42,219 € and 10,986 €, respectively.
As for the Mortality and Severity Indices, the only
non-null value was associated to km 43.00–43.99
since some deaths were registered in that segment
over the considered 5-year period. However,
according the methodology rationale, the road
accident rate and the social costs index associated to
km 43.00–43.99 are ranged third for road accident
rate and second for the Social Cost Index,
respectively. Hence, according to the cascading
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comparison they would have not been considered.
Once the „black segment‟ was detected, further data
were analyzed according to step 4, and additional
information were considered to obtain a more
complete picture of the safety performance of such
segment, so that the risk factors could be identified.
Based on the bullet points provided in step 4
(methodology section), detailed analyses were
performed, and the main results are reported in the
following. As for road accident location, Fig. 5
shows the actual position of each road accident over
the „black segment‟ by mean of the GIS software,
while Fig. 6 shows the distribution of the road
accidents by site types and travelling directions. As
for site type, the sections with the highest road
accident frequency are the straight (49) and turn (45)
sections. Also, the concentration of road accidents in
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correspondence to merging ramps (either entrance
and exit ramps) was registered; these accidents are
due to the interference between passing and merging
traffic. As for travel direction, 67 road accidents
occurred in South-North direction; in this direction
vehicles come from the Monte Barro tunnel, which
may generate difficulty for users to adjust their sight
to the light change, or distraction due to the change
of the road environment (from closed to open). As
for road segment design characteristics, due to the
lack of specific data from the road police records,
some on-field inspections have been carried out to
collect further site-related information. Specifically,
some of the road signs related to the merging
ramps/lanes were not fully visible and not
completely perceived (Fig. 7). Also, road surface
conditions were investigated and found to be poorly
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maintained in some sections. Considering drivers‟
behavior and violations, the possible causes of road
accidents were analyzed, as illustrated in Fig. 8. It
emerges that the most common cause is represented
by the high speed of vehicles (38). Actually, speed
limits have been reduced several times (currently the
limit is 70 km/h for a first stretch and then increase
at 90 km/h in the straight portion distant from the
ramps), but in many cases they are not respected by
drivers. As for the type of vehicles involved, Table 2
shows the average daily traffic and the percentages
of heavy vehicles (HV) and light vehicles (LV) in
some traffic detection stations along the State Road
36, for the year 2018; note that LV includes also
motorcycles and other powered two wheelers
(PTW). From the road accident data collected, it
emerged that many motorcycles were involved (and
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specifically 87.5 injuries/100 accident).
CONCLUSIONS
This paper proposes an operating and
straightforward methodology to perform road safety
analysis. By using simple KPIs, it enables to sort
road segments step-by-step to identify the most
critical one, defined as the „black segment‟. In doing
so, the approach enables to save time and resources
to perform road safety analysis, which is crucial for
local road Authorities. The type of road accident
data to be collected and how to use them are
indicated by the proposed methodology, which also
provides a set of KPIs with their relative priority to
identify the most critical road segments correctly
and efficiently. The methodology was successfully
tested on the State Road 36 located in Northern Italy.
Easy-to-read control dashboards
l showed the
viability of this methodology. In addition, this
methodology can act as a decision support system
for the evaluation and management of road safety.
First, it can support administrations and public
bodies to elaborate statistics and analyze the safety
status of road infrastructures to better allocate
resources accordingly. Second, it can help road
infrastructure managers to prioritize road safety
measures with the goal of drastically reducing the
number of road accidents. If, on the one hand, the
proposed methodology is easy to apply, on the other
hand, it shows some limitations and constraints.
First, it requires disaggregated data, and specifically
all road accident must be geo-localized along the
road; moreover, it is very important to have data
recorded and validated by official institutions. To
correctly apply the proposed methodology, all data
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must be listed, otherwise the KPIs cascading
comparison cannot be applied. Another constraint
concerns the format of data and information that
must be collected and recorded following an
accident: it is necessary to define a guideline for the
acquisition of data in order to support the personnel
in charge (e.g., road police). A further aspect
concerns the comparative approach of the proposed
method: it is necessary to divide the road
infrastructure into sections of homogeneous length
(e.g., 1 km), otherwise it is not possible to make a
comparison using the different KPIs. Further
research will be devoted to understanding how the
several KPIs here proposed can be combined to
return a composite index to evaluate road safety
performance in a single step.

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Market Analysis
The market potential for Saviour is huge,
considering the increasing number of bike riders on
roads. The product is expected to be in high demand
in countries where bike ridership is high. The market
potential for the product can be further increased by
targeting the youth population who are the primary
users of bikes. A SWOT analysis of the product has
been conducted to evaluate its strengths,
weaknesses, opportunities, and threats.
Strengths: Saviour is an innovative product that
addresses a significant concern in the market. The
product is easy to use and can be installed in any
bike. The product provides a unique value
proposition and can differentiate itself from
competitors in the market.
Weaknesses: The productlii requires a significant
i
investment in research and development. The
product's success is heavily reliant on the adoption
of the product by bike riders. The product's success
is also dependent on the effective marketing and
distribution of the product.
Opportunities: The market for bike safety systems
is relatively new, and there is a high potential for
growth. The product can be marketed to a wide
audience through various channels, including social
media, events, and bike stores.
Threats: The market for bike safety systems is
highly competitive, with established players offering
similar products. The success of the product is
dependent on the adoption of the product by bike
riders. The product's success is also dependent on
the effective marketing and distribution of the
product.
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Competitive Landscape The competitive landscape
for Saviour is fragmented, with a few established
players offering similar products. However, the
market for bike safety systems is relatively new and
provides ample opportunities for new players to
enter and establish themselves. The key players in
the market include:
1. Bosch: Bosch offers a range of bike safety
systems, including anti-lock braking systems and
electronic stability control.
2. Continental: Continental offers a range of bike
safety systems, including anti-lock braking systems
and tire pressure monitoring systems.
3. WABCO: WABCO offers a range of bike safety
systems, including electronic braking systems and
collision avoidance systems.
Saviour can differentiate itself from competitors by
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offering a unique value proposition. The product's
advanced system can detect accidents and alert the
rider to take necessary precautions, giving
instructions to the rider to slow down and stay aware
while riding the bike. To gain a competitive
advantage, Saviour can focus on effective marketing
and distribution strategies

Competitive Landscape
The competitive landscape for Saviour is
fragmented, with a few established players offering
similar products. However, the market for bike
safety systems is relatively new and provides ample
opportunities for new players to enter and establish
themselves. The report has analyzed the competitive
landscape and identified key players in the market.
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The report also suggests strategies for marketing and
distribution to gain a competitive advantage.

Development of Saviour
The development of Saviour took place over a
period of two years. The product development team
spent months researching the market and the needs
of the consumers. The team worked hard to ensure
that Saviour met the needs of the consumers and was
easy to use. The development team focused on
creating a product that was affordable and could be
used by anyone.
Features of Saviour
Saviour is a feature-rich product designed to provide
an added layer of safety to bike riders. The device is
equipped with several sensors that detect accidents
and provide instructions to the rider to prevent
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accidents. Some of the features of Saviour are:
• GPS Tracker: Saviour is equipped with a GPS
tracker that provides the location of the bike to the
rider.
• Audio Instructions: Saviour provides audio
instructions to the rider. The audio instructions are
designed to prevent accidents and keep the rider
safe.
•
• Mobile Application: Saviour comes with a
mobile application that allows the rider to monitor
the bike's status and receive alerts on their mobile
phone.
Target Market
The target market for Saviour is the bike riders. The
product is designed for anyone who owns a bike and
is concerned about their safety. Saviour is especially
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useful for those who ride in busy areas, where
accidents are more likely to occur.
Marketing Plan
The marketing plan for Saviour is designed to create
awareness about the product and reach out to the
target market. The marketing plan includes the
following strategies:
• Social Media Marketing: Social media
marketing is a powerful tool that can be used to
create awareness about the product. The marketing
team will create social media campaigns to reach out
to the target market.
• Influencer Marketing: Influencer marketing is
another effective strategy that can be used to create
awareness about the product. The marketing team
will collaborate with influencers to reach out to their
followers.
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• Print Advertising: The marketing team will
create print ads in popular magazines and
newspapers to reach out to the target market.
• Events: The marketing team will organize events
to showcase the product and create awareness about
its features and benefits.
Financial Plan
The financial plan for Saviour is designed to ensure
that the product is affordable and profitable. The
financial plan includes the following strategies:
• Cost Optimization: The development team has
focused on creating a product that is affordable and
easy to use. The manufacturing process has been
optimized to reduce costs and increase profitability.
• Price Point: Saviour is priced to be affordable
for everyone. The price point has been set to ensure
that the product is accessible to everyone.
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• Revenue Streams: The revenue streams for
Saviour include the sale
Marketing and Distribution
The report has suggested various strategies for
marketing and distribution of Saviour. The product
can be marketed through social media platforms,
bike forums, and events. The report has also
recommended the use of influencers and celebrities
to promote the product. The distribution strategy for
the product can be a combination of online and
offline channels. The product can be sold through
online marketplaces, bike stores, and service centers.

Financial Analysis
The report has conducted a financial analysis of the
product to evaluate its financial viability. The
analysis includes revenue projections, cost analysis,
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breakeven analysis, and return on investment. The
report has also suggested various funding options for
the product, including venture capital, angel
investors, and crowdfunding.

Conclusion
The Saviour is a product that has the potential to
revolutionize the bike safety system. The product is
innovative, advanced, and has a high demand in the
market. The report has evaluated the feasibility,
market potential, competitive landscape, marketing,
and distribution strategies, and financial viability of
the product. The report suggests that the product has
a high potential for success and can be a profitable
venture for investors.

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