Market Strategy and Market Segmentation

Oakley Pro-Lenses Marketing plan

Market Strategy and Market Segmentation

Presenting the brand

It is important to know what role plays one product in our lives, that's why to fulfill all the customer needs requires a set of processes. In order to see how the new product will fit in the market, we conducted a marketing plan for releasing successfully Oakley ProLenses.

Oakley is one of the most loved brands of sunglasses, being known worldwide for design and quality. Oakley ProLenses is considered to be an innovative product, that's why the company needs to decide how to launch the product on the new market.

Presenting the product:

Oakley Prolenses, are made from a high quality materials, the lenses being made from a modified glass, and the arm glasses from special non-allergic substance called " biogen." The product comes with the latest designs, diverse models, different colors, and the latest technology which consist in allowing the wearers of our glasses to be notified immediately about incoming calls or text messages. Therefore, the person will know if he/she has to grab the cell phone or not. This technology allows our customers to stay always focused on their ongoing work and is not distracted by incoming calls or text message. We also offer a 3 months warranty for our product. Furthermore, the glasses are waterproof and shock resistant.

Market segmentation:

From a social-demographic view, we are addressing both men and women, over 20 years, from urban areas, which are employed or entrepreneurs, taking into account to have an active job, and don't want to be distracted from it, such us business people, drivers, sportive people, military people etc. Income-based segmentation addresses mainly high-income people (who will opt for special products quality and special design) but we won't exclude people with medium financial options. ( Their monthly income should be over 1000$ ).

Geographically, we can segment our market in different regions from USA, starting with the busiest cities, because we need to make our glasses available to customers.

Psychographic segmentation leaves the assumption of the differences noticed in consumer behavior and marketing product. We are looking for people with a modern lifestyle, who understand the benefits of our Oakley Pro-Lenses.

Behavioral segmentation: The user profile is a definitely workaholic type, who doesn't want to be disturbed by annoying calls or messages. The potential user can be formed by people for whom Oakley Pro-Lenses are satisfying some needs. The non-users are persons who never want / need to wear Pro-lenses, such as blind people.

After analyzing the segments of the market, we decided to direct our efforts to youngsters. Our target market, the people we hope to attract as customers, through our marketing mix, is represented mainly by working people. They are the ones interested in building a future, thus investing in their time and appearance, but also clever enough to appreciate and enjoy the innovative glasses that will make life easier.

Differentiation

The key of our success lies with our customers. If we manage to attract customers and keep our consumers satisfied, we will become an important part of USA economy and not only.

Considering the nature of our product, we are the only firm on the market which came up with sunglasses containing such technology. Having this big advantage, we will monitor customer needs and try to anticipate how these will develop so that we can meet these requirements effectively now and in the future.

Taking into account the fact that there will be people who need glasses because of their sight imperfection, our company comes with the possibility to adjust their glasses to their needs.

Besides providing modern glasses, we will also create special glasses according to our clients' preferences, using customization at an affordable price.

What differentiates our product from others offered by our market is the innovative technology. Our interest is to surprise the customers with unique, smart glasses which will make not only look good but will also save time and avoid stress. These types of glasses are intended for people who want both themselves and their lifestyle to be unique and modern.

Competiton.

Even though for Oakley Prolenses we don't have direct competitors; our competition is an indirect one, being represented by the well-known brands of sunglasses such as a Ray-Ban, Prada, Polaroid etc.

Objectives

Our objective is to promote a new type of sunglasses: smart, modern, having a unique technology especially designed for people who are open-minded, having a busy lifestyle, full of energy and who know that technology can make your day! Also, another objective is to increase our market share, becoming the leaders on the market.

Oakley ProLenses wants to make an easier and more comfortable life for all consumers. Considering that the product is new on the market and doesn't have any competition, one of Oakley's objectives is to be the market leader in sun glasses and to implement the latest technology.

Positioning

In order to have success, Oakley Pro-Lenses needs to position itself in the mind of the consumer as a high-quality product. We want our product to catch the interest of those passing by, even though they are not even looking for this product: this is why we intend to open our own small shop in the center of each city. Another channel of distribution will be represented by our online web page, through which we will transmit our customers all necessary information about the products: price, products catalogues, transportation.

Promotion

As we mentioned earlier, we considered that our product addresses mainly tyoung people in who have an active lifestyle. But we want a wider variety of people to be familiar with our brand. This is why we decided to adopt an out of home (outdoor) media type, meaning we will try to reach people in public places through flyers. The main purpose of these flyers will be first of all, to announce the opening of our shop, taking into account that people should be aware that we provide a different kind of product. Also, we want to transmit the main reason for which people should visit our store: our sun glasses are unique.