Post on 10-Aug-2015
description
“EYE-Mazing!”
A Marketing Plan for New Market Development
Submitted by:
Ando, Hanna Mari
Cabucos, Trisha Marie
Igat, Sandra Marie
Pullon, Danica Anna
Regis, Geneva
Santiago, Gio Andro
Suarez, Angel
Submitted to:
Prof. Angelo Alfonso Abejero
A. Market Analysis
Demographic/Population Developments
An estimated 180 million of the World’s population are visually disabled.
The 3rd.Philippine National Survey of Blindness conducted last year showed that
about 3,500,000 (4.62%) Filipinos are visually impaired in one or both eyes. They
are either afflicted with bilateral low vision (1.64%), monocular low vision
(1.33%), monocular blindness (1.07%), or bilateral blindness (0.58%).
The highest ratio of people wearing glasses is in their 20s but only 17% wears
glasses.
10s 20s 30s 40s0%
5%
10%
15%
20%
25%
7%
10%
13% 13%
9%
24%
17%15%
8%
17%15%
14%
Ratio by age
MenWomenAverage
Metrosexuals are slowly becoming good potential market because of their
buying capabilities as well as their purchasing power and their growing
population. Close to four out of five consumers can be considered a part of the
metrosexual segment, spending more time and money on looking good than any
average male. In the Philippines, about 84% of the male population is mindful of
their physical appearances. The table below shows the population of males that
are relevant for the product to be introduced along with the possible population
growth in the coming years.
Total Philippine Male Population by Age: 1990-2015 (in thousands)
1990 1995 2000 2005 2010 2015
0-4 yrs 4,530 4,813 4,956 5,007 4,990 5,000
5-9 yrs 4,119 4,527 4,888 5,107 5,117 5,003
10-14 yrs 3,736 4,111 4,527 4,920 5,104 5,038
15-19 yrs 3,327 3,675 4,030 4,405 4,771 4,884
20-24 yrs 2,911 3,202 3,532 3,865 4,213 4,529
25-29 yrs 2,555 2,836 3,102 3,392 3,701 4,009
30-34 yrs 2,169 2,486 2,791 3,059 3,336 3,619
35-39 yrs 1,807 2,147 2,480 2,801 3,064 3,323
40-44 yrs 1,417 1,754 2,110 2,445 2,777 3,021
45-49 yrs 1,099 1,375 1,708 2,063 2,413 2,727
50-54 yrs 884 1,064 1,314 1,622 1,985 2,331
55-59 yrs 714 842 988 1,192 1,503 1,867
60-64 yrs 531 644 766 893 1,095 1,411
65-69 yrs 376 453 552 663 782 981
70-74 yrs 254 303 366 446 550 660
75-79 yrs 157 184 221 268 341 439
80+ yrs 154 172 194 218 248 285
TOTAL 30,730 34,558 38,524 42,374 45,992 49,156
Male as %
of Total
Populatio
n
50.41 50.41 50.36 50.30 50.23 50.12
Source: National Statistics Office, Euromonitor International as of January 1st
Growth Rate %
% of Total Male
Population
1990 1995 2000 2005 2010 1990 0.415
15-19
yrs
10.46% 9.66% 9.31% 8.31% 2.37% 1995 0.415
20-24
yrs
10.00% 10.31% 9.43% 9.00% 7.50% 2000 0.414
25-29
yrs
11.00% 9.38% 9.35% 9.11% 8.32% 2005 0.414
30-34
yrs
14.62% 12.27% 9.60% 9.06% 8.48% 2010 0.415
The two tables above show that the male population from ages 15-39
consists of 41.5% of the entire Philippine population, taking into consideration
that this age group is constituted of males who are entering or have entered into
puberty and are aware of their personal appearance. In fact, 100% of our
respondents who have responded positively to the survey belong to this age
group.
Economic Changes and Developments
The availability of business process outsourcing (BPO) jobs is increasing
for most part of 2012 and has benefited eyewear on several counts. Firstly, these
BPO jobs involve an extensive usage of computers, resulting in a greater
prevalence of eye problems. According to industry sources, computer use is the
main driver of eyestrain that requires the use of spectacles. Secondly, many
Filipino workers at these BPO companies also enjoy an eyewear allowance,
typically given on an annual basis, which allows them to purchase new eyewear
products every year. Spectacles has benefited more than contact lenses from
these developments as glasses are more often recommended for computer
users.
Eyewear in the Philippines was expected to end 2012 with strong growth,
mainly supported by the booming business-process outsourcing industry. Apart
from higher incomes, workers at many of these outsourcing companies also
receive an annual eyewear allowance, which has encouraged them to have their
eyes checked and treated accordingly. This has translated into a stronger
performance for certain types of eyewear, although, overall, the playing field has
become much more dynamic in 2012.
Socio-cultural Developments
Computer-linked lifestyle boosts sales of eyewear
Using the computer and any other gadgets has now been part of Filipinos’
daily lifestyle. Filipino culture has been slowly moving from traditional to a more
visual one. As of 2012, the use of computers has infiltrated nearly all households
in the country. Not only have computers become a necessity among workers,
particularly those in the outsourcing industry, but just about everyone is
increasingly reliant on computers. This is true especially in terms of social
networking and keeping in touch with family and friends. This increased
dependence on computers has resulted in greater eyestrain incidences, which
has also benefited eyewear sales in the country.
Nerdy Glasses Trend
The “Nerdy Eyeglasses” as the name suggests, is the type of glasses
which is usually assumed as those that nerd but intelligent people wear. They are
pretty common and lots of guys are fond of wearing them. One of the primary
reasons why many guys wear them is because of the known fact the most
women are easily turned on by intelligent guys. And vice versa. Which is why
most men think that if they looked more intelligent, more women will be attracted
to them. A lot of people (not only males but also females) wear eyeglasses even
if they have perfect vision and does not really need it because of this notion.
Gone are the days that wearing glasses is such a shame. With school in
full swing and popular television shows like "Glee" back from summer hiatus and
different influential personalities and celebrities, the current "geek chic" trend in
fashion and eyewear is popping up everywhere. People are actually wanting to
wear their glasses and even say, “the geekier, the better”. Now, wearing glasses
is no longer disturbing. In fact, it has been very stylish. Men and women just like
their appearance and feel very comfortable when wearing spectacle as their
fashion statement just like their idol celebrities.
K-Pop Fashion Trend
Another evident reason of the emergence of this trend is because of the
“K-Pop Virus”. In the past five to ten years, Korean drama has been a trend in
our country. A lot of Filipinos are hooked on it that the remakes of popular
Korean dramas have been franchised in the Philippines. And in today’s
generation, it seems that Filipinos, particularly the teenagers, are now avid fans
of Korean music or what we all know as K-Pop, thus paving the way for the K-
Pop Fashion. Filipinos are exposed to Korea’s hip and trendy dresses and style
because many have been inspired by the stylish and funky appearance of
Korean pop stars. They want to feel and look like them, and simply following the
current trend, no more, no less. Indeed, this definitely took the Philippine fashion
scene by storm. Of course, K-pop fashion is not just for us girls. The men have
been wearing accessories, sporting Korean hairstyles and large and colorful
sunglasses and eyeglasses.
Anime Trend
Since the year 2000’s, the “anime” trend of Japan has influenced the
Philippine culture a lot and in fact, has stayed present in the society through out
the years. Cosplay events are evident since Filipinos want to experience how it is
to be like their favorite fiction characters. Because of this, Special-effects contact
lenses like Black sclera contact lenses, white contact lenses, wild eyes, cat eyes,
and many more emerged. Also the “big eye lenses”which is inspired by the doll-
eyed anime cartoon characters came out the Circle lenses which are a relatively
recent phenomenon. It has been so much of a fad that even street vendors and
tiangges like Divisoria are even selling these kinds of contact lenses. But since
these products from the streets of Divisoria were said as not approved by the
Food and Drug Administration, selling such items are now prohibited because it
has negative and unpleasant effects to the cornea and can even lead to
blindness. The government then advised the public to only purchase contact
lenses from licensed optical shops in order to assure safety.
Emergence of the Modern Narcissistic Filipino
Far from the traditional, conservative and very masculine Filipino man, the
metrosexual man has strong desire for fashion, fitness and male cosmetics. A
perfect physique, clear complexion and branded wardrobe are mandatory to the
new male model- the upgraded version of the pretty boy archetype embodied by
the so-called SNAG or the “sensitive new-age guy”. This is a new subculture of
men that are going mainstream with their lifestyle which includes excessive
grooming and interest in fashion, which have typically been regarded as feminine
behaviors.
Known to have egoistic and proud personalities, Filipino men of our
society today are just as conscious about their looks as the women. The
“metrosexual” phenomenon has recently caught on in urban centers. They have
now been very meticulous and prefer designer brands since they are very
particular on how they would look. From their hair, eye wear, clothes and down to
the tip of his toe, he ensures perfection. Color combination, style and grooming is
now a very important routine and way of life for them. Known personalities, both
local and international has largely influenced the men of today proving that the
“narcissistic Filipino,” in fact, is now part of popular culture.
Consumer buying behavior
Amid budget concerns, Filipinos continue to be largely bargain hunters,
looking for best deals on items that would otherwise cost more during regular
days, according to a study.
Filipinos also tend to canvass more often in the last five years with 72
percent of those studied canvassing first before buying. This is an increase of 13
percent since 2005. Consumers who compared prices before making purchases
slightly increased to 79 percent in 2010, up from 77 percent in 2005.
Filipino buyers are also very loyal to the brands that they have purchased,
often buying their favorite brands first than competing brands that offer
promotions. During markdown sales of their favorite brands, Filipinos tend to
purchase more than the normal period, stocking them up for future use until
perhaps the next sale. More Filipinos have also turned to promotional offerings to
cut their expenses.
While Filipinos have a high degree of loyalty towards brands -- only 9%
are likely to buy different brands due to promos -- close to 30% say they actively
search for discounts when shopping and 40% say they purchase items on promo
if it is the brand they like.
One surprising aspect of the report on Filipino buying habits is that health
and beauty products were top priority despite low income. Based on the study,
Filipino's demand to look physically better increased since 2005 by as much as
21 percent.
Metrosexuals are a good potential market and marketers are responding
fastly to it. Since the most important thing for them is appearance and his body
image, these men are more visible than ever in traditional venues such as
department stores and specialty stores. They are increasingly spending money
on appearance related products and in making themselves neat and smart-
looking. Most metrosexuals have relatively high purchasing power when it comes
to making themselves look good. What they buy is highly influenced by
celebrities and world-class male models. They favor highly fashionable things to
wear, which drives them to favor designer and even international brands but are
very meticulous in choosing products to buy.
Optical-Specific Consumer Buying Behavior
Knowing Filipino people are very meticulous and value-maximizers in
buying products and have such diverse and different preferences in making sure
that the product is worth buying, there are several reasons why they buy or prefer
specific optical products:
Design ETC Lens Optemetrist's Recommendation-10%
0%
10%
20%
30%
40%
50%
60%
59%
4%18% 20%
Sunglasses
Design Brand ETC Optemetrist's Recommendation
0%
10%
20%
30%
40%
50%
60%
51%
29%
3%
17%
Glasses Frames
Materia
l
Brand
ETC
Frien
d's Reco
mmendati
on
Optemetr
ist's R
ecommen
dation
0%
5%
10%
15%
20%
25%
30%
35%
40%
25% 27%
5% 3%
40%
Lenses
Design Frames Lens Price0%
5%
10%
15%
20%
25%
30%
35%
32%
15%18%
35%
Glasses
Design ETC Lens Optemetrist's Recommendation-10%
0%
10%
20%
30%
40%
50%
60%
59%
4%18% 20%
Sunglasses
Design Brand ETC Optemetrist's Recommendation
0%
10%
20%
30%
40%
50%
60%
51%
29%
3%
17%
Glasses Frames
Materia
l
Brand
ETC
Frien
d's Reco
mmendati
on
Optemetr
ist's R
ecommen
dation
0%
5%
10%
15%
20%
25%
30%
35%
40%
25% 27%
5% 3%
40%
Lenses
Design Frames Lens Price0%
5%
10%
15%
20%
25%
30%
35%
32%
15%18%
35%
Glasses
B. Industry Key Issues
Porter’s 5 Forces Analysis
Competitive Rivalry (high)
Eye care industry is highly competitive and rapid technological
change and evolving industry requirements and standards. The
competition goes within the quality and efficacy of their products,
innovation, relationship with eye care professionals and health care
providers and price. It have high barriers to entry because they are highly
technical, they need to have a good investment for this and also of
restrictions to enter market.
Threat of New Entrants(high)
Bargaining Buyers of Suppliers(high)
Threat of Substitute(l ow)
Bargaining Powers of Buyers(l ow)
Competitive Rivalry (high)
Threat of New Entrants (high)
Optical shop such as Executive optical and Optical Shop has built
their name in the industry many years and now. Due to the large product
differentiation and therefore high customer loyalty and brand recognition,
the tendency for new entrants is to compete and exert much effort
because it is hard to enter the market.
Threat of Substitute (low)
Corrective laser eye surgery provided competition to optical goods
retailers. Laser surgery provided a permanent solution to impaired vision.
But then, eyeglasses or contact lenses are still preferred since it is
cheaper compared to laser eye surgery. Wearing an eyeglasses or
contact lenses become as a fashion wear, so you are purchasing a two
offering which is for your impaired sight and for the style.
Bargaining Power of Suppliers (high)
Eye care industry sector is made of producers of optical products.
They are the providers of correctional lenses for glasses, frames for
glasses and providers of all sorts of contact lenses. Since the consumers
nowadays are brand conscious they tend to buy a branded frames and
lenses so, the suppliers have a bargaining power over the buyers. Eye
care providers are all dependent to the suppliers.
Bargaining Power of Buyers (low)
Consumers wanted to be satisfied on what they avail for their
money. They have a choice which and what brand should they use but still
the store or the eye care center are dictating the price but the consumer
wants a high quality product worthy of the cost for them to be satisfied.
Value Chain
Support Activities
Firm Infrastructure
This activity includes and is driven by corporate or strategic
planning. To avoid conflict, optical shops implemented Management
Information System (MIS) and other mechanism for planning and control
in different departments.
Human Resource Management
Employees are expensive and vital resources. Optical shops needs
to hire an optometrist in order for the satisfaction of the customer. They
consider their employees as a human capital because they are
knowledgeable enough to handle and to cater the customer needs. Here
are the following techniques to retain employees:
Recruitment
Selection
Training and development
Compensation
Maintenance
Technological Development
Technology is an important source of competitive advantage.
Optical shop need to innovate to reduce costs and to protect and sustain
competitive advantage. Also, they implemented production technology,
Internet marketing activities, lean manufacturing, Customer Relationship
Management (CRM), and many other technological developments.
Procurement
This function is responsible for all purchasing of goods, services
and materials. The aim is to secure the lowest possible price for
purchases of the highest possible quality. Optical shops will be
responsible for outsourcing lenses and frames. Acquisition of materials
must not be too long for the process of making an eye glasses.
Primary Activities
Inbound Logistics
Here goods are received from company’s suppliers. They are
stored until they are needed. Optical shop imports raw materials from
different countries. In order to maximize the availability of raw materials,
optical shop should maintain good relationship with their suppliers.
Operations
This is where raw materials are being processed and assembled.
Optical shop must ensure that the quality of the output must meet the
expectations of the customers. This will help build a strong relationship
with the customers and also with the suppliers.
Outbound Logistics
The goods are now finished, and they need to be sent along to
other intermediaries that caters these final consumer.
Marketing & Sales
At this stage, optical shop prepares the offering to meet the needs
of targeted customers. This area focuses strongly upon marketing
communications and the promotion mix. This creates brand awareness
and makes people buy their products.
Services
This includes all areas of services such as repairs and adjustments
of frames, free check-up and warranties. Optical shop must value their
customers.
C. External Market Audit
Opportunities
Eyewear in the Philippines is in its growth stage due to the increase
of BPO jobs and the “computerized age” (according to Euromonitor)
and still has a lot of potential yet to be explored.
Modern fashion/trends increases the demand for eye wear
Threats
Alternatives like LASIK and Laser Eye Surgery which corrects
vision permanently and no longer requires the use of eyeglasses.
Emergence of fake, imitation and relatively cheaper eyewear
products sold in the streets of Divisoria and Quiapo.
Long-term usage of eye glasses
Seasonality
D. Competitive Analysis
Executive Optical Ideal Vision Sarabia OpticalMarket Position Market Leader Market Leader Market Challenger
Objective Business Emphasis
To provide a service with excellent customer satisfaction.
To provide top class products to meet the expectation of selective customers.
To provide comprehensive and convenient eye care of the utmost quality.
Key Success Factors
Quality- Offers good quality products and services that provide customer satisfaction by using state-of-the-art facilities and eye care equipment.
Product Feature/Design-Carrier of trendy and hippy brands like Hello Kitty, Lulu Castagnette, etc.
Price- Provides the best value for money by offering affordable products and services.
Distribution- EO has 75 branches present in key cities in the Philippines from Metro Manila to
Quality- Uniquely offering fast-paced excellent eye care service and quality products has elevated Ideal Vision Center as an "eye care specialist" that is highly trustworthy and reliable.
Product Feature/Design- Broad and exquisite selection of world-class eyewear products - from top designer eyewear to first-rate prescription glasses and only the finest contact lenses.
Price- Has a wide pricing range since it caters to SEC C-A .
Distribution- Has close to a hundred
Quality- Provides quality products and personalized services for the entire family.
Product Feature/Design-Each of our clinics carry complete fashion and luxury brands as well as tailor fit product lines.
Price- Products and services are available in a wide range of prices for different customer capabilities.
Distribution- Currently has over 40 branches conveniently located at world-class malls and shopping centers to continue the tradition of caring for the Filipino
Naga in Southern Luzon, Pampanga to Baguio in Northern Luzon, Cebu, Iloilo and Bacolod in Visayas, and Davao City and Cagayan de Oro in Mindanao.
After Sale Service- Lifetime service adjustments for frame screws.
branches nationwide; the company has established strong presence in key cities outside Manila like Baguio, Cebu, Cagayan de Oro, Dipolog and Davao to name a few. And to further widen the playing field, the company has set its eyes to conquer the international market. IVC has opened its first international branch in Guam.
After Sale Service- Lifetime service adjustments for frame screws and nosepads.
vision.
After Sale Service- Lifetime service adjustment for frame screws and nosepads.
Competitive Advantage
It gives reliable eye care services and value pricing. It offers affordable price of products compared to other competitors. It also offers popular fashion eye care products like sunglasses, prescription frames, contact lenses, reading glasses, and contact lens solutions.
It is pioneered in the concept of one-stop shop for vision care. They use Fast Cast Lens System to be able to deliver the fully fitted eyeglasses to clients for less than an hour. They also carry the widest assortment of brands and collection of styles that would be offered to their clients.
Sarabia Optical chain of clinics has been in the Optical Service for over one hundred years (1906-2006), and has grown into a trusted and recognized retail clinic operation for most Filipinos.
E. Brand Development
“Eye-mazing!”, is a full-service optical store brand we will create in
order to penetrate and take advantage one of the emerging potential
markets which are the metrosexuals. Metrosexuals, being self-indulgent in
making themselves very presentable and improving their physical
appearance, can be considered as a very good market for the optical/eye
care industry, taking advantage of the current trends present in today’s
modern society like the fashionista glasses being worn by various famous
personalities local and international. Because of these trends, wearing
glasses is becoming more of a fashion statement, influencing both Filipino
men and women who are inclined to fashion and fads. “Eye-mazing!”
would attack the competitors by taking advantage of their weak points,
such as services and products that they are still not providing the market,
but can stimulate demand. In buying products, metrosexuals mainly
considers the cleanliness, especially the customer service. They are also
very fond of luxury, signature and designer brands with outstanding
quality. Which is why “Eye-mazing!” will be a full service store with highly-
trained staffs and professionals, offering the best brands, services and
customizable products that would be first in the Philippine market.
Points of Parity:
Like other existing optical shops in the market, “Eye-mazing!” would be
carrying and offering famous designer brands, aside from its house brands
of eye wear. From the affordable and cheap to the luxurious and premium
products, “Eye-mazing!” will use this strategy by other optical stores in
order to expand our market reach and further cater to the lower social
classes. Contact lenses and other services like eye check-up, repairs and
adjustments of eye frames are also included. And lastly, just like most of
the other optical stores, Eye-mazing! will be located at malls.
Points of Difference:
Aside from the usual eye care products offered by other optical shops in
the industry, “Eye-mazing!” offers products that will cater to all individuals
with buying capacity, giving specific emphasis on the metrosexual
segment, which is a very profitable potential market. Products that would
be new to the Philippine market like colorblindness and custom-made
glasses will also be introduced by “Eye-mazing!”.
Unique Selling Proposition
Since the primary target market (metrosexuals) thrive on individuality and
exclusivity, “Eye-mazing!” through its trusted eye care professionals and
opticians and reliable services, makes sure that every pair fits every
customer perfectly and also offers custom-made eye glasses, patterned to
customer’s face size and shape, eye and nose shape, skin tone, hair in
order to match the customer’s personality and preference. Measurements
are taken, and each pair is carefully sculpted and smoothly finished. “Eye-
mazing!” offers state of the art eye care products specially tailored for
customers.
F. S.M.A.R.T. Marketing Objectives
2013 Sales Objectives
To reach about 9M sales at the end of 2013
Market Share Objectives
To gain a position in the market and have a market share of about
3-5% by the end of 2013
Media Objectives
To produce print ads (posters and flyers) and use the internet
(facebook and website) targeting people in the urban areas and
create awareness by almost ½ among target market and
audiences.
Other Business Objectives
To provide personalized quality vision at exceptional value for
the customers and to be the preferred optical shop for
customizable eye wear in the Philippines.
G. Marketing Strategy
a.)Target Market
Geographic Urban dwellers in key cities in
Metro Manila
Demographic Individuals (particularly males)
belonging to SEC A-C, 15-39
years old
Psychographic Young professionals, vain and
narcissistic individuals with high
purchasing capabilities who are in
need for eye care products
Behavioral Reliable , one-of-a-kind and high-
quality optometry products and
services
Positioning
Eye-mazing! provides personalized eye care products and services
specifically made and patterned from customer’s tastes and preference.
Positioning Statement
To urban dwellers located in key cities of Metro Manila, ages 15-39
years old, individuals (particularly males) belonging to SEC A-C, who are
young professionals, vain and narcissistic individuals with high purchasing
capabilities and who are in need for eye care products. Eye-mazing! is a
full-service optical store that provides reliable , one-of-a-kind,
customizable and high-quality optometry products and services suited to
customers’ diverse preferences.
b.)Product Strategy
There are different products that Eye-mazing! will offer to the market
which are:
Eyeglasses- ColorMax, House and Designer brands (like Guess,
Calvin Klein, Gucci, RayBan, Burberry, Bvlgari, Prada, Salvatore
Ferragamo, D&G, Tommy Hilfiger, Armani Exchange and Esprit.)
Frames- Alloy, Classic, Rimless, Semi-rimless,
Sunglasses- Polarized, Anti-glare, Designer brands
Goggles- Carried brands
Spectacle lenses- Single vision, Progressive, Multi-coated,
Transition, Flat Top, Bi-focal, Coated, Un-coated
Contact lenses- Freshlook Colors and Color Blends, Optix
Lens care solutions- All, Freshlook, Solo Care Aqua
Aside from the house brands that Eye-mazing! will offer in which
supplies will come from China, it will also carry well-known designer
brands like Guess, Calvin Klein, Gucci, RayBan,Burberry, Bvlgari,
Prada, Salvatore Ferragamo, D&G, and Esprit.
Colorblindness Eyeglasses
Since the EYE-mazing! will cater particularly to metrosexuals who
are males and that majority of males are prone and susceptible to
colorblindness, Eye-mazing! will introduce to the Philippine market
“ColorMax”, the eyeglasses that have special features for colorblind
patients which originated from the US. It uses innovative system that filters
to change the wavelength of each color that goes into the customer’s
eyes. These filters are uniquely designed for each individual, and can be
worn as colorblind corrective glasses.
Custom-made Eye wear
People now live in the age of customization and almost anything
can be customized. Also knowing metrosexuals, they love individuality and
exclusivity. With this, Eye-mazing! will be introducing customization of eye
wear, which was inspired from European craftsmanship. Eye wear will be
design and crafted for each individual customer according to their
personal style.
For the customization process, the customers will need to take
check up first to know their optical grade and then the customers can
choose their preferred style of frame and set of artists will formulate
preliminary designs and options for customers. The process of crafting the
eye wear would take up 3-4 weeks and within that span of time, 3
meetings with the customer will take place. First is the measurement and
design formulation, second is for the fitting and last is for the final touches
and delivery of the product.
Service Strategy
Eye-mazing! is a full-service business. By the time a customer
enters a store, in not more than 5 seconds, a staff should approach and
talk to the customer about their concerns and must study and foresee
what the customer needs and what suits the customer best. Suggestions
must be given in order to help the customer to decide.
Eye-mazing! will be offering services like a free eye check-up
whenever a customer will make a purchase. Computerized check-up will
be Php300.00, but if the customer will avail a product, it will be regarded
as free. An Auto Refractometer will be used to make measurement over a
broader range. Additional service like contact lenses fitting is also offered
wherein optical assistants will guide the customers on how to properly fit
and gives instructions on proer care. Since Eye-mazing! will be offering a
new product for colorblind patients, another service is the colorblind test to
help detect it.
Eye examinations like Visual Acuity Test which is viewing from the
Snellen Chart, Eye Movement test, Iris and Pupil examination, and
Refractive Error Determination are also provided.
Follow-up services like repairs, frame and nosepad adjustments
will also be offered to customers who purchased our eyeglasses. Since
customers with vision problems typically need regular eye check-ups, Eye-
mazing! would establish good customer relationships by keeping track of
their customer’s records and reminding them about this and offering our
products and keeping them up to date through e-mail.
Eye-mazing! Store Layout
The layout of the store would be same as for the other optical
stores located in malls. It would be a simple outlook but exudes a neat and
elegant aura. The front desk is in front of the entrance so it will be much
easier for the staffs to greet and assist the customer. The theme colors
would be neutral colors, gray, black, and wooden surfaces. The store will
be well lit ang sale items would be near the entrance to entice customers.
People
Eye-mazing! will employ only the professional opticians and
optometrists and staffs/salespersons that will be provided with seminars
and orientations about goods, shop management and customer service.
Series of trainings would be first done in order to make sure that they are
ready to face the customers and guide them accordingly. When they are
already employed, in order to motivate them, incentives such as additional
pay when meeting the sales goal, will be provided to them.
Pricing Strategy
Since Eye-mazing! offers designer and premium brands aside from
their house brands, different pricing strategy would be implemented
depending on the type of product/services.
Store Manager
Optometrist Optician Cashier Salesperson
Premium Pricing
For designer brands like Guess, Calvin Klein, Gucci, Burberry,
Bvlgari, Prada, Salvatore Ferragamo, D&G, and Esprit, premium pricing
will be implemented to encourage favorable perceptions among buyers,
and not affecting the way they perceive the brand’s luxurious image and
quality.
Also for the customizable eye wear, this pricing strategy would also
be implemented in order to represent the product’s exceptional quality and
distinction among the rest since every pair is meticulously made and
sculpted. There should be premium price for a premium product.
Mark-up Pricing
For the other products like the lenses (transitional, bi-focal,
progressive, flat top, coated, uncoated, etc), contact lenses, solutions as
well as the house brands and the color blind eye glasses, mark-up pricing
would be implemented since generally, these are bought from certain
suppliers, therefore putting mark-up in order to cover up the costs of
acquiring the products. Therefore the prices of these products vary
depending on the cost of it given by the supplier.
c.)Location Strategy
Eye-mazing! will have its branches strategically located within Metro
Manila specifically at malls such as The Podium, Greenbelt, Rockwell,
SM Mall of Asia, SM North Edsa The Block and Lucky China Town,
which has high foot traffic and because it is where great portion of the
Primary Target Market goes to and these places are very much accessible
to them.
d.)Media Plan
Brand Campaign
Brand Logo
The brand logo’s background would be plain black and the
texts would be a metallic silver surface. It is plain and simple but
symbolizes elegance and sophistication. “Eye-mazing!” is the
brand name, applying pun to the word “amazing” since it offers
eye care products that provide wonderful solutions and can
make the customers say “amazing!”
Brand Tagline
“Eye wear that fits you perfectly.”
It is not your ordinary optical shop. Aside from trusted and
reliable services provided by eye specialists, Eye-mazing! offers
products and services that are custom-made for each individual.
Every piece is carefully made and is based from the customer’s
measurements, style and preferences, making it personalized.
Thus, creating more value to them.
Brand Endorser- Richard Yap
Richard Yap, a.ka. Papa Chen/Sir Chief is gaining even more
popularity especially to young male adults. Even in Facebook, a
lot of men change their profile picture with Richard Yap’s photo
typically because they want to be like him in some aspect. He is
aspirational and projects a very neat physique, and he looks
indeed smart and decent. He is a perfect representation of the
brand since Eye-mazing! is focusing on the metrosexuals, who
are technically males who are obsessed with grooming and the
way they look.
2013 Media Plan
Execution
Period
Media Strategy Budget Expected
Sales
Monthly issue
from January
2013- June
2013
Advertisement in
Esquire magazine
showing Richard
Yap as the
endorser. The
magazine
readership is more
on men so this is a
perfect medium to
Php
170,000
Php 5, 283,
764.79
communicate and
generate
awareness to the
brand. It would
only be for 6
months, because
the aim is to
introduce the
product at the start
of the year and
also cater to
summer season
because
sunglasses are in
demand for that
period.
January 2013-
December
2013
Flyers (size A5)
16,000 pieces to
be given out near
the
stores/branches
and posters to be
posted outside the
Php 19,800 Php 3, 716,
235.21
store showing the
endorser.
Total Php
189,800
Php 9,000,000