This document provides an overview of Eyewear.com, an online eyewear retailer. It discusses the company's mission to provide eye care through a variety of products like glasses, sunglasses, goggles and lenses. It outlines the management team and describes plans to use neuromarketing research. The document also discusses product details, branding elements, target markets, positioning, and building customer loyalty. The overall purpose is to present Eyewear.com's business strategy and approach to the eyewear market.
8. Market Research
Assuming that cost isn’t an issue we are going to
follow neuromarketing as market research method ,
it’s a method where customers brain is monitored
to find out what triggers them to a purchase
decision, upon seeing the advertisement or product
.
9. Needs and Trends
People use spectacles for different purpose some for
style some for eye problem and some for UV protection
so there is a present demand for spectacles in market
We serve in different segment in a market some of our
products regular fit series, fashion series are based on
current fad but Sporty and geek series are based on trend
and classic are based on megatrend and sunglass and UV
protected glasses for every day purpose
10. Given that we are serving different segment in
different market so we have huge verity of color
and sizes, color matters because different color go
with different person and symbolize different things
Red symbolizes energy, passion even danger, blue
symbolizes security, competence etc so color does
matter in branding.
Color Wheel
11. Product Level
Core benefit - Eye care, Protection, Style
Basic product – Goggles, Spectacles, sunglass
Expected product – UV protector, Water/
Scratch/Reflection/Dust free
Augmented product- Warranty, Service center, Home
delivery
Potential product –Depends upon fads and trends like
square goggles, Neon glasses etc
13. Brand Elements
Name: EW stands for Eyewear, generic name for
possible band expansion like clinic or medicine.
Sign: Rotated glass frame
Logo:
Color: Black and white mixed
Brand mantra: “Eye care, we care”
Slogan: “All that is new just for you”
Packaging: Unique, in a plastic bottle.
14. Brand Personality
Sincerity: EW FOCUS, NEON, NEURON EW ROGUE
Excitement: FWX, EW 2G, EW3G
Competence: EW PRO, SCOOP
Sophistication: EW UV, EW UV+
Ruggedness: EWS, EW RIDER
15. Brand dynamics pyramid
Presence: our advertisements, promotions, billboard,
innovative posters.
Relevance: Newness, Eye care
Performance: Heavy duty
Advantage: Recognized brand, superior quality product
Bonding: brand community, FNF facilities, Different offers
16. Segmentation
Demographic:
Age: 12-24,25-37,38 to above
Gender: both male and
female
Income: middle, upper
Occupation: student,
Professionals
Psychographic:
Lifestyle: fashion oriented
Sports oriented: Horse rider ,
biker
Behavioral:
Occasion: regular, special
Benefits: quality, economy,
Superior service
User status: regular, random
Attitude towards product :
Enthusiastic, positive
Geographic:
Class 1,2 cities and towns
18. Positioning, Bulls eye
Brand mantra: “Eye care, we care”
Pops:
Basic functions
Fair price
Pods:
Wide range of products
Based on fads and trends
Newness
Service center
Customize options
19. Positioning, Bulls eye
Reasons to believe(RTB):
24 hr call center for taking order
Secure online payment system
Home delivery
Produced from best raw materials
7 day money back policy
Values:
We care about our customer
Right on money products/ best value products
Visual identity:
Logo both sides of the frame
Exotic look
21. Building Loyalty
To deliver superior service, product & experience to consumer
Note the “voice of customers ” and “word of mouth” to know
more about what they think about us
Reward outstanding employees
Doing various CSR activities
Sponsoring related fashion shows and events
Build a community of consumers.
Organize, maintain customers information and greet them in
occasions