Sign Up Now
Get instant access to over 1 million+ study documents
OR
Already registered? click here to login
By creating your account, you agree to our terms of service, privacy policy and student honor code.
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$...
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…
DESIGN The customer experience coalesces here; all segments merge together in synthesis. Models move from the rote to the analytical, from the passive to the active, and from the manufacture driven to the service driven. To ensure long-term compatibility, perform continual needs analysis, understanding that consumer dynamics (demographics and psychographics) continually evolve. Conclusions -- Modern society is complex, and thus the types of choices consumers make on a minute by minute basis are
Market segmentation iPhone and blackberry market segmentation According to the Business Directory (2012), market segmentation is the process of defining and subdividing a vast market that is mostly homogeneous into segments that possess similarities in needs, demands, wants as well as characteristics. It is actually the opposite of a general market mix since it narrows the market mix to the specific targets. The purpose of the segmentation is to help match
Market Segmentation Product Positioning Impact on consumer Consumer Decision Process Marketing Mix In this paper, we present a marketing plan for My Wonderland, a specialty smoke shop based in Lancaster City, CA and which also operates as a gift shop. The marketing plan includes a detailed analysis of the company, its clients as well as the possible expansion/success strategies. The aim of the marketing plan is to make the business appealing to potential franchisees since
Market segmentation is often defined as "grouping people according to their similarity related to a particular product category" (Richardson). The most commonly used forms of segmentation are geographic, demographic, psychographic and benefit; demographic and geographic segmentation are descriptive while psychographic and benefit segmentation are behavioral. In order to determine the appropriate market for a particular product, you must be first be able to identity what sort of product you will
Market Segementation Market segmentation is a way to differentiate a group so that the seller of goods or services does not concentrate on the entire universe, but on a group of high potential customers that are more likely to purchase the product. A market segment, of course, is a sub-set of the entire marketing unit that is made up of individuals or organizations with characteristics that allow them to be grouped
Market Segmentation The Baby R Us brand is a store concept of Toys R Us, which is the largest retailer of toys. Baby R Us is a brand extension that specially focuses on supplies and toys for babies, so the under 2 crowd. The target market is different for this concept compared with the target market for Toys R Us. This paper will explain Baby R Us in terms of market