“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