Vision Care Market Segment
Marketing Plan
EX3 Super High Vision Lens Coating
By: Valerie Ross
Athabasca University
Copyright by: Valerie Ross
Contents
1.0 Executive Summary 5
2.0 Situation Analysis 6 2.1 Company Analysis 7 2.1.1. Goals 7 2.1.2. Focus 7 2.1.3. Culture 7 2.1.4. Positives 8 2.1.5. Negatives 8 2.1.6. Market Situation 9 2.1.7. Market Share 9 2.1.8. Image Analysis 9 2.2 Competitor Analysis 10 2.2.1. Market Positioning 10 2.2.2. SWOT Analysis 10 2.2.3. Market Shares 11 2.3 Customer Analysis 11 2.3.1. Types of vision disorders 11 2.3.2. Numbers 13 2.3.3. Value Drivers 14 2.3.4. Decision Process 14 2.3.5. Customer Learning Mediums 14 2.4 Collaborators 14 2.4.1. Distributors 14
3.0 Market Segmentation 15 3.1 Segment 1 - Age group 4-14 (children) 15-25 (students) 16 3.1.1. Description 16 3.1.2. Percent of Sales 17 3.1.3. What they want 17 3.1.4. How they use the product 17 3.1.5. How to reach them 17 3.1.6. Price sensitivity 18 3.2 Segment 2 – Age group 25-64 (active adults/working professionals) 19 3.2.1. Description 19 3.2.2. Percent of Sales 19 3.2.3. What they want 19 3.2.4. How they use the product 19 3.2.5. How to reach them 19 3.2.6 Price sensitivity 20 3.3 Segment 3 – Age group 65+ (seniors) 20 3.3.1. Description 20 3.3.2. Percent of Sales 20 3.3.3. What they want 20 3.3.4. How they use the product 20 3.3.5. How to reach them 20 3.3.6. Price sensitivity 20
4.0 Alternative Marketing Strategies 21
5.0 Selected Marketing Strategy 21 5.1 Product 21 5.1.1. Brand name 21 5.1.2. Quality 22 5.1.3. Scope of the Product line 22 5.1.4. Warranty 24 5.2 Price 25 5.2.1. List price 25 5.2.2. Discounts 25 5.2.3. Payment terms and financing options
EX3 Super High Vision Lens Coating
By: Valerie Ross
Athabasca University
Copyright by: Valerie Ross
Contents
1.0 Executive Summary 5
2.0 Situation Analysis 6 2.1 Company Analysis 7 2.1.1. Goals 7 2.1.2. Focus 7 2.1.3. Culture 7 2.1.4. Positives 8 2.1.5. Negatives 8 2.1.6. Market Situation 9 2.1.7. Market Share 9 2.1.8. Image Analysis 9 2.2 Competitor Analysis 10 2.2.1. Market Positioning 10 2.2.2. SWOT Analysis 10 2.2.3. Market Shares 11 2.3 Customer Analysis 11 2.3.1. Types of vision disorders 11 2.3.2. Numbers 13 2.3.3. Value Drivers 14 2.3.4. Decision Process 14 2.3.5. Customer Learning Mediums 14 2.4 Collaborators 14 2.4.1. Distributors 14
3.0 Market Segmentation 15 3.1 Segment 1 - Age group 4-14 (children) 15-25 (students) 16 3.1.1. Description 16 3.1.2. Percent of Sales 17 3.1.3. What they want 17 3.1.4. How they use the product 17 3.1.5. How to reach them 17 3.1.6. Price sensitivity 18 3.2 Segment 2 – Age group 25-64 (active adults/working professionals) 19 3.2.1. Description 19 3.2.2. Percent of Sales 19 3.2.3. What they want 19 3.2.4. How they use the product 19 3.2.5. How to reach them 19 3.2.6 Price sensitivity 20 3.3 Segment 3 – Age group 65+ (seniors) 20 3.3.1. Description 20 3.3.2. Percent of Sales 20 3.3.3. What they want 20 3.3.4. How they use the product 20 3.3.5. How to reach them 20 3.3.6. Price sensitivity 20
4.0 Alternative Marketing Strategies 21
5.0 Selected Marketing Strategy 21 5.1 Product 21 5.1.1. Brand name 21 5.1.2. Quality 22 5.1.3. Scope of the Product line 22 5.1.4. Warranty 24 5.2 Price 25 5.2.1. List price 25 5.2.2. Discounts 25 5.2.3. Payment terms and financing options
References: • Kotler, Phillip, Keller, Kevin Lane, Marketing Management, Thirteenth edition, 2009, p.2-661. • www.betterthanglass.com, (retrieved Nov 21, 2010) • www.hoya.ca, (retrieved Nov 21, 2010) • http://www.hoyavision.com/home.aspx, (retrieved Nov 23, 2010) • http://www.hoya.co.jp/english, (retrieved Nov 23, 2010) • http://www.visionhealth.ca/faq.htm#Eye Diseases, (retrieved Nov 24, 2010) • http://video.healthination.com/wrongdiagnosis/vision-eye-health/types-vision-problems.html, (retrieved Nov 25, 2010) • http://www.wrongdiagnosis.com/v/vision_disorders/intro.htm, (retrieved Nov 25, 2010) • http://www.parijnoglasses.com/vision-loss-crisis.html, (retrieved Nov 25, 2010) • http://www.cibavision.com/eye-health-care/vision-statistics.shtml, (retrieved Nov 25, 2010)