Table of Contents
I. Executive Summary -------------------------------------------------------------------- Page 3 II.
Product Overview ------------------------------------------------------------------------ Page 4
III. Market Plan ------------------------------------------------------------------------------- Page 5 3.1
Research and Analysis
3.1.1 Problem
3.1.2 Target Market
3.2 Strategy ------------------------------------------------------------------------------- Page 7
IV. Bibliography----------------------------------------------------------------------------------- Page 8
2
I. Executive Summary
Company Overview
The name of our company is Sanctuary Co. Our company strives to aid in the global mission to
put an end to gender-based violence, an extremely prevalent issue in Cambodia. We wish to
donate a portion of our proceeds to Planete Enfants & Developpement, an organization dedicated
to protecting victims, empowering women, and raising community awareness.
Mission Statement
Sanctuary Co. aims to provide traveling women a tool that can bring them protection and safety
in a world where they are neglected and taken advantage of, even in the most unexpected places.
We wish to equip, prepare, and empower women everywhere — one Safety Bank at a time.
Problem
Cambodia has had several cases of gender-based violence in the past few decades, the majority of
which is concentrated in its capital city, Phnom Penh. Despite the measures taken to prevent these
incidents, these incidents haven’t reduced. Women in Cambodia have been demanding and
fighting to have attention brought to this issue. A new, feasible solution to this problem must be
made available to the women of Cambodia.
Product
Our company’s proposed product named the “Safety Bank” is a portable tracker and alert device
with a built-in siren, SIM slot, strobe light, flashlight, and power bank. It is meant for the potential
victims of gender-based violence in Cambodia and would serve as a readily accessible safety plan
for traveling women.
Marketing and Sales
In Cambodia, the gender-based violence and violence against women issue has been long-awaited
by women to be properly addressed. Recent events from Cambodia have shown women
expressing their dismay and anger towards the treatment and violation they have dealt with for
years. These young women, who wish to have a contingency plan during threatening situations,
are our target market. The “Safety Bank” caters to the 15-year-old to 30-year-old age
demographic. The sales market stretches from students, wage earners, and frequent travelers. We
plan to market our product through a Facebook page and website that will serve as both
distribution and promotion channels.
Competition
Our main competition is the SLFORCE Personal Alarm Sound Siren Song, better known as the
3
“Rape Whistle.” When activated, it produces a piercing sound of 130-dB. However, our
company’s advantage is the multi-feature aspect, making it multifunctional.
II. Product Overview
The proposed product is the “Safety Bank,” a compact tracker and alert device with a built-in
power bank to allow its users to charge their mobile devices on-the-go. The product acts as a
preprogrammed contingency plan, which allows women to prepare for threatening situations.
Each feature of the device may be activated manually (by sliding buttons or triggers) or
automatically (through the Sanctuary app) when the user feels unsafe while traveling,
commuting, or walking alone. The device includes a flashlight, strobe light (which flashes the
S.O.S. signal in Morse code), and siren/alarm (reaching 115dB). To set up the device, users will
be prompted to download an app, called the Sanctuary app, which is accessible on phones or
smartwatches. The app allows them to input all their necessary information (e.g. name, phone
number) as well as the information of emergency contacts. This is meant for when users wish to
notify authorities and selected contact person/s of their exact whereabouts with the text message
alert feature. To use the text message alert feature, the user inserts a SIM card inside the
dedicated SIM slot at the side of the device. Then, they open the app, upload all their emergency
contacts into it, and type out the message they want the contacts to receive in the event that they
activate this feature. Once activated, the device automatically sends the preloaded message to all
emergency contacts stored in the SIM. Because of the integrated SIM card slot on the device, the
user will still have the ability to send text message alerts to their emergency contacts even if they
don’t have their phone with them. In case of situations where the user cannot manually activate
the device, an optional panic feature will also be available. With this optional feature, the
Sanctuary app will be able to get information from the heart rate tracker of smartwatches and set
off the siren once the victim’s heart rate reaches an
4
above-average point. The siren which is meant to gather attention or drive suspected perpetrators
away can also be manually accessed by a “twist and pull” trigger seen in the photos above.
The suggested retail price for our “Safety Bank” will be $49.99 which is 203,209.35 Cambodian
riel when converted. We decided on this price because if we are to factor in the cost of the siren,
flashlight, strobe lights, power bank, tracking device, sim card slot, and the app development - the
overall cost of manufacturing the end product increases. Meaning, we will have to reach a certain
quota if we are to produce the product consistently.
III. Market Plan
3.1. Research and Analysis
3.1.1 Problem
Safety work refers to the measures taken by women—consciously or unconsciously—in an
attempt to protect themselves from sexual harassment or violence (Bischof, 2018). Safety work
includes observing how their drinks in bars are being handled, avoiding large groups of men, and
taking specific routes while walking. From an article by Bischof, multiple women in Cambodia
cited experiences of being uneasy while jogging or leisurely walking on isolated roads due to the
unwanted comments, advancements, and efforts made by men in public. According to a 2020
report by OSCA, a significant number of women who walk alone in areas of Phnom Penh City
reported receiving unwanted attention (in a sexual context) and non-consensual physical contact.
Many people have also presented reports of sexual assault within the vicinity of public drinking
establishments and the likely use of date rape drugs for the immobilization of potential female
victims. In an entry from the Journal of Peacebuilding and Development published in 2019,
harassment against women in public places remains very high. Garment workers, who make up
most of the female migrants in Phnom Penh, faced many obstacles including physical and sexual
violence around the factories, in their residential areas, and in public places (UNFPA, 2014). A
2014 study by the Ministry of Women Affairs on Cambodian women stated that every participant
each experienced a minimum of 5 incidents of public abuse (committed by strangers or
gangsters), wherein over 50% of the reports occurred on the roadside. A fourth of the participants
felt unsafe in public areas, 22% reported having experienced physical or sexual harassment in
5
public, where 77% cited it as verbal, 25% as physical, and 21% as violent physical attacks.
According to the
same source, 1 in 5 women in the textile industry has been sexually harassed or humiliated
especially when walking along isolated roads and poorly lit areas. The gathered information
clearly dictates that Cambodia is a dangerous and uncomfortable environment for the women in
it. There is unsafe mobility of Cambodian women when they are in transit and they face constant
harassment everywhere. Women all over the country have already become so anxious to be
around male strangers, walk along roads, or take public transportation because of the threats they
know they could go through if they aren’t prepared for them. An emergency travel product that
allows women to quickly contact the people they trust and have a preprogrammed contingency
plan for when they are in danger is desperately needed.
3.1.2 Target Market
This product targets Cambodian women aged 15 to 30 years old, which includes students and
women in the workforce who travel and commute frequently. This group of women is the most
prone to experiencing or already have experienced sexual, emotional, and physical harassment or
violence. With 51% of Cambodia’s population being women, it is time that someone gives them a
product that will be useful to them in an uncomfortable or threatening situation they experience.
They are in need of a tool that can reduce the harm they could experience while traveling and
inform contacts in emergencies. With the target market being so young, research has determined
that they are tech-savvy and avid users of social media platforms such as Facebook. 98.5% of the
population uses Facebook, which ranked as the top website in Cambodia. E-commerce & digital
monetization have gained popularity in Cambodia in the last two years, which includes sales and
businesses found on Facebook. In the 2017 Consumer Trends Millennial report, it was stated that
the buying intentions of female Cambodians who were born in 1980-2000 were influenced by
Facebook and YouTube. The report observed predominant trends among them, labeling them as
value hunters, explorers, “me” consumers, digital socialists, and change-makers. In 2013, the
average household size in Cambodia was 4.6 persons. Additionally, 35% of the household
6
members are children under age 15. Through thorough research, the best approach would be
using the most relevant platforms already being used by young women in Cambodia.
3.2. Strategy
The marketing strategy is to concentrate on advocating for providing comfort for women in
Cambodia, advocating for change towards the silenced gender-based violence issue, and
establishing the truly efficient nature of the device. The company’s tactics to achieve this would
be showcasing the “Safety Bank’s” practicality, safety functions, and the real-life scenarios it
could be used in. We want to focus on these instead of visuals because the goal is to give women
an effective tool instead of an attractive tool. We will also show the device’s quality instead of a
supposed cheap price since the target market would want a product that actually works, or will
not malfunction in the midst of a threatening situation where they could be in need of it. A
product must be effective and prove to be worthy of popularity. Our company wishes to
coordinate our marketing campaign with local Cambodian cultural norms and values such as
family and time while simultaneously empowering Cambodian women and addressing the
silenced issue of sexual and physical violence in Cambodia.
With this information in mind, the marketing tools we wish to utilize are the following: social
media marketing, data reporting, and video marketing. This will be done through product
demonstration videos to teach buyers how to effectively use it, sharing or posting statistical
evidence related to the issue being addressed, and product tests and testaments by consumers to
collect results that could be used for both data reporting and video marketing. They will be
featured on our dedicated website and Facebook page, Sanctuary Co., our main distribution lines.
This would be the most viable approach thanks to our target market, who has allowed
e-commerce and Facebook purchases to gain popularity in Cambodia. Social media marketing
will be beneficial to the business because it will help humanize the brand and create an
interactive bridge between the target market. It is also relevant to the target market. Through our
video marketing, the videos would be informational, but short to keep within the range of the
buyers’ short attention spans. Data reporting and social media marketing would allow us to
spread awareness on the issue we are addressing, which would bring attention to the brand and
attract potential buyers.
7
IV. Bibliography
Business2Business. (2020, March). Marketing & advertising in Cambodia: Media, market
research, digital, agencies. Business2Business. Retrieved November 14, 2020, from
[Link]
61c30880-e72f
Cambodian Center for Human Rights. (2018, December). Fact sheet: Violence against women in
Cambodia. Cambodian Center for Human Rights. Retrieved November 13, 2020, from
[Link]
Violence%20Against%20Women_ENG.pdf
Eisenbruch, M. (2018, January 17). Violence against women in Cambodia: Towards a culturally
responsive theory of change. Culture, Medicine, and Psychiatry, 42(2), 42(2): 350-370.
US National Library of Medicine National Institutes of Health.
[Link]
Numbeo. (n.d.). Crime in Phnom Penh, Cambodia. Numbeo. Retrieved November 13, 2020,
from [Link]
Overseas Security Advisory Council. (2020, March 2). Cambodia 2020 crime & safety report.
OSAC. Retrieved November 13, 2020, from
[Link]
b468-181a219a75c2
Prempipat, N. (2014, April 23). Consumer behavior in Cambodia. issuu. Retrieved November
13, 2020, from
[Link] Wagner, N.
(n.d.). Selling points for safety products. Chron. Retrieved November 14, 2020, from
[Link] You, S. (2019, May
21). Women's unsafe mobility in public transport in Phnom Penh, Cambodia. Journal of
Peacebuilding & Development, 14(2), 222-227. SAGE journals.
[Link]
8
Than, C. (2013, August 15). Release of preliminary results of 2013 inter-censal population
survey of the Kingdom of Cambodia. Retrieved November 16, 2020, from
[Link]
Kotoski, K. (2017, February 8). Millennials seek unique experiences. Retrieved November 15,
2020, from [Link]
experiences
9
