Introduction
Safety measures are important at for every citizen who uses public or private transport. This is the reason why several companies ensure that their customers are protected against ay harm be it external or internal. The following paper will evaluate the issues as well as objectives that led to the proposal of Kranium Helmet for transportation in London. Statistics illustrate that there have been increased number in those who use bicycle as a form of transport in London (Bicycle Helmet Research Foundation 2011). On the other hand, there have been several initiatives that have encouraged the use of bicycle in the city among them the London Cycle Hire Scheme, Cycle Superhighways and Biking Boroughs.
Main issues and Research objectives of the project
• The London Cycle Hire Scheme initiative has generated an extra 40,000 daily cycle trips, an indication that there are several users available.
• The Cycle Superhighways offers more space as well as safe infrastructures for all cyclists.
• The use of bicycles for making local journeys is greatly encouraged by the Biking Boroughs.
• The past year has witnessed tremendous growth in London transport. In which several people now prefer using this means of transport as a result of being faster and cheaper.
• Are the present users of Kranium Helmet satisfied with its composition and function, how is their experience and perception.
• Is the pricing on the product accessible by all those who use the bicycle means of transport
• Are there any alternative brand promises as well as the strength to call for action
• The solutions that are available in order to effectively limit the potential challenges involved through the use of the product.
Description and Rationale of the recommended research approaches
In order to effectively market the Kranium Helmet, the research will use the online website and through the vending machines which are allocated next to the Barclays bicycle. Other methods include having an affordable price for the users and incentives that encourage consumers to continue using the product (Anirudha 2010).
a) Online website
This is one of the best, fastest and effective ways of marketing the product. Though the Kranium helmet website, customers can buy the product in small, medium and large scale. They can as well have their way in purchasing the products in customized size. Furthermore, the online website answers the orientation that consumers have changed the way they perceive, search and acquire information. On the other hand, the research will use online website so as to reach a large, worldwide audience in the country. Consumers can easily establish a link with the product through the online website as a result of the descriptions and photos of the object.
b) Affordable pricing
Pricing is one vital factor in marketing a product. In the event that a higher pricing is placed on the product, then consumers might be discouraged from purchasing it. The approach used in pricing will be to sell it at £40 and the customer is the given the opportunity of keeping it by evaluating its use.
c) Replacement options
This will be the other way to entice consumers into purchasing the product. For instance, in the event of an accident, consumers will be allowed to purchase another helmet at a lower price that the initial purchase of £10.
d) Through the vending machines
Consumers are always in a hurry in their daily jobs and undertakings, and so using the vending machines that are allocated next to the Barclays bicycle will be an easier way to communicate with those who have limited time to use the online website. Just like in the online website, the same varieties of small, medium and large sizes will be available. The only limitations in this case are that there is no customized size like in the online website.
e) Different pricing for purchase at the vending machine
Customers are able to pay between £2 and £3 for the rent. The single recyclable wipe ensures that customers can clean the interior of the helmet before using it.
f) Sized measures and safety instructions
The availability of sized measures as well as safety instructions for use will endear the customers who will feel safer while using the product.
Type of Research available for selection
The research will use the Qualitative method to collect and analyze the research. The research proposed an online use of response as well as questionnaires.
? Online response
Having purchased the products, it will be vital to encourage the consumer to communicate back on how the product is fairing on. The communication will easily be acquired through the online response to the Kranium helmet website. This is one way of getting a quicker response within a short period of time and it will ensure a continuous link with the customer in case of any difficulty encountered (Mintel 2009). The online response will not only envision those who use the products but will encourage those who are not users.
? Questionnaire
This was developed to cater for bicycle users only and it required their response if they were willing and ready to part with £2 or £3 in hiring the helmet. On the other hand, using the questionnaires is a standardized way of collecting feedback from users unlike interviews. Potential information was as well collected through the use of questionnaires.
How to collect back the helmets for observation
The best way of collecting the helmets is by using the vendors who are located next to the Barclays bicycle. This is an easy drop off point where the consumers can be living in their details so as to get an immediate response from Kranium helmet. The other way will be to establish a drop off point in the City centre where bicycle users frequently use.
The number of helmets needed
In order to have an effective and quick response, the research prefers using 200 helmets to test the effectiveness of the product. The number of helmets is a manageable number considering that an effective study will be required.
• The cost of 200 helmets will be £8000
• The cost of a vending machine will be £1500 (Transport for London 2010)
Conclusion
The following plan has outline the most effective way to market the Kranium helmet which includes taking into consideration the demographic location and pricing. Furthermore, a marketing research ought to take into account the feedback on how consumers view the product so as to improve any difficulty encountered. One such option includes developing questionnaires and online response from the consumers.

References
Bicycle Helmet Research Foundation, 2011 Cycle helmets- an overview, http://www.cyclehelmets.org/1139.html, 2011. Accessed on 16th November 2011.
Anirudha Rao, 2010, Kranium-Effective Cycling Protection. http://www.anirudharao.com, 2010. Accessed on 16th November, 2011.
Transport for London, 2010, Analysis of Cycling Potential, http://www.TfL.gov.uk, 2011. Accessed on 16th November, 2011
Mintel, 2009, Bicycles – UK – June 2010, http://www.mintel.com. Accessed on 16th November, 2011