Goals:

• Address an unmet need through discreet, design-forward protective accessories

• Build a culturally relevant brand centered on empowerment, safety, and dignity

• Develop an affordable, scalable model supported by sustainability and community-based distribution

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Market Strategy & Product Concept:

• Identified Buenos Aires as the primary launch market and analyzed bottom-of-the-pyramid consumer behavior

• Built a differentiated positioning strategy combining self-defense functionality with culturally relevant, fashion-conscious design

• Created a line of discreet protective accessories and branded concepts designed for everyday wearability

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Activation Pillars:

• Community-Based Distribution: Neighborhood stores, local markets, women’s shelters, and pop-up shops

• Cause-Driven Promotion: Campaign strategy tied to the #NiUnaMenos movement

• Guerrilla Marketing: Impact-driven imagery and QR codes displayed on recycling bins

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Deliverables:

• 33-page go-to-market plan

• 40-minute presentation

• Branded product mockups

• Mockup website

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Highlights:

• Built a tiered pricing model ($0.70–$1.50 local, $10–$25 international) to support accessibility and cross-subsidization

• Developed a buy-one, give-one model to expand access and strengthen brand impact

• Integrated recycled aluminum sourcing to align product development with sustainability goals

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Impact:

• Delivered a comprehensive global marketing strategy from concept through execution planning

• Translated cultural, economic, and social insights into a differentiated, women-first brand concept

• Demonstrated end-to-end strategy development across consumer insight, positioning, and go-to-market planning