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WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT & RESEARCH
SUMMER PROJECT
ON
“UNDERSTANDING CONSUMER BUYING BEHAVIOUR THROUGH
CORPORATE EYE SCREENING PROGRAMMES AND SOCIAL MEDIA”
-LAWRENCE AND MAYO OPTICALS PVT.LTD.
BY
TEJASA MADHAV KHAMBETE
PGDM BD 2013 – 15 TRIMESTER IV
ROLL NO:
21

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CERTIFICATE
TO WHOM SO EVER IT MAY CONCERN
1. This is to certify that Mr Tejasa Madhav Khambete a student of Welingkar
Institute of Management Development & Research and pursuing two years full
time Post Graduate Diploma in Management (PGDM) Business Design,
underwent two months of internship with us from May 01, 2014 to June 28th,
2014.
2. During the internship, Mr. Tejasa Madhav Khambete has successfully completed
the project titled “Understanding Consumer Buying Behaviour through
Corporate Eye Screening Programmes and Social Media” under the guidance of
Mr. Vivek Mendonsa (Marketing Director, Lawrence and Mayo).
3. The Students performance during the internship and comments on his project
work are as under:-
_______________________________________
(Signature of the Authorized Company Official)
Name: Mr. Vivek Mendonsa
Designation: Marketing Director.
Date: June 28th, 2014.

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ACKNOWLEDGEMENT
I would like to take this opportunity to thank the team at Lawrence and Mayo for guiding and
assisting me in this particular project assigned to me during my summer internship.
My heartfelt gratitude to my mentor, Mr. Vivek Mendonsa, Marketing director at Lawrence
and Mayo for having given me this opportunity to work on the project titled, ‘Understanding
Consumer Buying Behaviour through Corporate Eye Screening Programmes and Social
Media’.
I would also like to thank Mrs. Mary Gupta, for having given us guidance and assistance
throughout the duration of our project.

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TABLE OF CONTENTS
Sr.
No.
Topic Page No.
1 Overview of Optical & eyewear sector India 6
2 About Lawrence & Mayo 9
3 Executive Summary 15
4 Corporate Eye Screening Programme
a. What is a Corporate Eye Screening Programme?
b. Lawrence & Mayo’s Precision Eye Testing Programme
c. CESP Process & Itinerary.
d. B2B Sales ( CESPs)
16
18
20
22
5 Private Home Visits 24
6 Research Methodology 25
7 Segmentation Analysis 26
8 Social Media Impact 28
9 Insights 32
10 Recommendations and Opportunity Spaces 35
11 References and Bibliography 36

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OVERVIEW OF OPTICALS & EYEWEAR SECTOR IN INDIA
The eyewear industry in India is set to be worth US$14.856 million by 2018, a massive
growth on its 2007 figure of just US$1.247 million. According to a study by The Associated
Chambers of Commerce and Industry of India (ASSOCHAM), the total 2013 value of the
Indian eyewear market (including contact lenses, intraocular lenses, lasik, and lenses cleaning
solutions, spectacle lenses, frames and sunglasses) was US$3.5 billion. It is estimated it may
be worth as much as US$7.2 billion by 2018.
India's eyewear industry is highly segmented, comprising various manufacturers that
specialize in designing and producing eyewear products in different sectors. Despite the
presence of a number of leading eyewear companies in the regulated sector, the optical
market in India is primarily driven by the revenues of a huge number of smaller
manufacturers in the more informal, largely unregulated sector.
Figure 2.1: Indian Eye Wear Market

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Even as leading players are setting up base in the country, all these companies still import
lenses from Europe or from their production facilities in low-cost countries, such as Hong
Kong, China and South Korea. Indian companies also import raw products and items for
finishing and assembly, especially from Hong Kong and China. Top Indian sunglass brands
Fastrack and Vintage also import sunglasses from the China.
Hong Kong is the most popular source for import of spectacle frames. Medium sized
European brands for eyeglasses will also find the Indian market opportunity attractive in the
second-tier markets outside the large metro cities, although they will be volume markets.
There is also a huge parallel market in unbranded imported eyewear. This includes
products that are mainly imported from the China, and are available in the unorganized
market at very low prices ranging from USD 2 to USD 10. These are mainly ophthalmic
spectacles and usually feature low-quality plastic lenses. A large variety of unbranded
sunglasses are also available in this segment. This is in tune with the fact that the Indian
optical sector is still largely unorganized
Figure 2.2: Indian Optical Market according to products (source ASSOCHAM)

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Opticians are the key influencers in consumers’ decision on selection of eye wear including
contact lenses, which are not prescription products, and can be sold through the OTC route.
Companies engage market research agencies for preparing databases of potential consumers
in select cities (such as Lawrence & Mayo, Ogilvy One for Ciba Vision and Carvodraft for
Bausch &Lomb).
In a country where the car market is growing exponentially, with consumers wanting better
cars, not cheaper cars, where nearly everyone has his own mobile phone, it is no longer right
to say that price is the only consideration and not quality, comfort and wearing satisfaction.
Even the small towns and villages have their own share of beauty parlours. Young boys and
girls in these places also want to look good and presentable. Their average monthly expense
in these beauty parlours would easily exceed Rs 500 to Rs 1000.
Young, urban, affluent customers hold the key. Over the years, the age profile of contact lens
users has come down. Currently, the average user tries on contact lens for the first time
around 15 years of age - when s/he enters 11th grade or junior college. Even three years ago,
a first-time buyer of contact lens was a little over 20 years - about to start his /her first job.
The teenaged user needs parents' approval (and funding), but there's a whole new set of
IT/BPO/Financial Services consumers that is now flush with funds and to whom appearance
is critical.

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LAWRENCE & MAYO
Mission
“To be a good corporate citizen by scaling the heights of excellence in providing value for
money to customers with trust on service and faith in people”.
About the Company
Lawrence and mayo is a 137 year old company with a network of 90 store covering 32 major
cities in the country. Lawrence and Mayo are in consumer’s service from last almost 137
years and providing them with the best quality services and products. Established in 1877,
Lawrence and Mayo has always been a two division company one being in the field business
of ophthalmic optics and contact lens clinics and other being in the business of engineering,
scientific and vacuum instruments. The company which once used to cater to the royalty with
exquisite handcrafted eyewear has since carved a niche for itself as India’s leading dispensing
optician, with diversification in scientific and industrial instrumentation. Today, Lawrence
and Mayo is a responsible citizen contributing it’s might at the grass root levels attempting to
provide support for better eye sight to the underprivileged through its various corporate social
responsibility projects , one such important project being “ Free vision screening programs”.
India, being the world’s capital of preventable blindness, Lawrence and Mayo has taken the
lead to set up schools and collages of optometry by providing capital, equipments, computers,
and libraries to enable them to take off from the ground level till sky.
Vision screening is conducted across schools, collages, senior citizen homes, traffic police
authorities, spastic societies and special schools. Lawrence and Mayo extend its eye care
services through awareness talks and eye screening for all the students and faculty of the
school being screened. Lawrence and Mayo, over the years have taken the initiative of
spreading the need for quality primary eye care among the most critical segment of the
society, CHILDREN. By ensuring that children are free of vision problems, they are given
the best chance to perform to their fullest potential. Young children with vision problems
often don’t know the world is different from the way they see it. They may never have seen it

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Clearly, and they have no way of knowing their vision is not normal. Vision problems are
treated more successfully during the growth and development of a child’s visual system. By
the time children reach school age, their visual system has completed its development, so a
delayed eye exam can spell trouble.
Annual eye tests are therefore very important for children, as studies have shown that
undetected eye conditions can have serious effects on children’s educational performance.
When a child’s visuals faculties aren’t working properly, learning can suffer. Put more
simply, if children have difficulties seeing what’s on the board or computer screen, they are
far more likely than other children to become frustrated with the whole learning process and
consequently to underperform.
As already mentioned, Lawrence and Mayo optical division has 92 stores in 32 major cities
and the instrument division has 12 sales and service centres in 12 major cities.
Company History
Lawrence and Mayo optical, a two-divisional company, pioneers in ophthalmic optics and
instrumentation, has entered its third century of operations and is poised to make rapid strides
in the 21st century. Established in 1877, Lawrence and Mayo had branches in England, India,
Pakistan, Burma and Srilanka. Mr.I.C.Mendosa, the founder of Lawrence and Mayo, bought
over Indian operations in 1943. Lawrence and Mayo once used to cater to the Royalty with
exquisite handcrafted eyewear, has since carved a niche for itself as India’s leading
dispensing optician, with diversification in scientific and instrumentation. Today, the
organization stands tall and is well equipped to meet the needs of the rapidly growing market
for eye care and precision instruments.

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Corporate Philosophy
Our corporate philosophy, “Quality, Value and service”, guides every single member of our
trained and experienced staff. It is a goal that is put into action by every employee at
Lawrence and Mayo. It is our commitment to this philosophy that has led our customers to
accept our perfection as tradition.
Quality Policy
The most important ingredient for quality and excellence is undoubtedly, passion. With a
passion to offer the best service and highest quality products and services, we at Lawrence
and Mayo, strive to satisfy all the needs of our customers with utmost delight. To achieve
these levels in quality and services, we have listed a few policies that are to be followed by
each of our colleagues in the organization.
 Continual improvement in machinery, process, services and satisfaction.
 Successful collaboration with suppliers.
 Nurturing, developing and empowering our people.
 Finding new ways to satisfy the needs of our customers.
Products
Lawrence and Mayo have a solution for every corrective eye care needed. Every Lawrence
and Mayo store showcases an extensive range of traditional, fashionable and specialist
eyewear products to suit the style of every individual. As specialized retailers, they dispense
custom-made spectacles using products from the world’s best manufacturers. They provide
everything in eyewear, spectacle frames, spectacles lenses, contact lenses, sunglasses, contact
lens care solutions, accessories etc. They specialize in special products like progressives, high
index lenses, polycarbonates, Polaroid’s and coated lenses. The company will be launching a
new product line of premium pens soon.

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Customer Services
The service mentality is the foundation of Lawrence and Mayo. Our focus from centuries is
to provide the best customer service for which the company is constantly making innovation
in marketing, quality production and delivery schedules. We have our own state of the art
labs, which can finish both plastics and mineral lenses spread across the country so as to
provide quality lenses on time to our customers. We provide free lifetime cleaning and
adjustments of your spectacles to maintain the comfort and fit.
Eye Care Services
Holding the fort in the field of eye testing, contact lens practice and dispensing, Lawrence
and Mayo have kept abreast with global ophthalmic technology. The experts use
sophisticated ophthalmic equipments for conducting precision eye tests.
Dispensing Technology
 Equipments: All Lawrence and Mayo labs use the most technologically advanced
equipment.
 Highly trained technicians: Crafting quality glasses takes precision and expert
knowledge in the art of crafting. Our eye associates receive extensive training and
certification.
 Quality checks: Checks are made throughout the crafting process to ensure
accuracy and the proper fit.
 IOA standards: Our labs adhere to the standards of accuracy set by the Indian
optical association.

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Instruments and Scientific Instruments Division
Lawrence and Mayo manufactures and sells a wide range of Geotechnical Instrumentation
which embodies the highest standards of engineering, the latest technology and accredited
quality control systems to achieve maximum reliability and long term performance.
This division is an integral part of the Lawrence and Mayo house since its inception in 1877.
The division is at the forefront in providing state-of-the-art scientific and engineering
instruments and has tie-ups with international companies for their wide range of instruments.
It provides geometric and engineering instruments, general Laboratory Instruments and
accessories. The company supplies these instruments to Railways, Collieries, Oil Industry,
Universities and Engineering Collages, Quality control and research laboratories. Lawrence
and Mayo is one of the biggest importers of these instruments and understand the market
well. Lawrence and Mayo has manufacturing unit at Bangalore which exclusively
manufactures student’s microscope.
Having tied up with the best across globe, Lawrence and Mayo is acclaimed as one of the
biggest importers of the instruments in the field of survey, material testing, Hydro-
meteorology, vacuum, scientific and vocational training.
Each Lawrence and mayo venture is undertaken with dedication and unwavering
determination is it optical or instrumentation. Lawrence and Mayo aims at retaining and
enhancing its position in the Indian market through significant quality and service leadership
by continuously investing in technology and people. According to Mr. R. H. Mendonsa,
“Lawrence and Mayo will be expanding its retail network in a planned way to maintain the
competitive edge, while upholding identity and image through ethical and professional
service”. The vision to excel underlines each and every facet of Lawrence and Mayo. This is
evident from its mission statement.

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EXECUTIVE SUMMARY
In the rapidly changing retail sector in India and in the challenging segment of eyewear and
opticals, this was a great opportunity to work with the pioneer in this space, which is
Lawrence & Mayo.
The scope of this project was to understand consumer buying behaviour and also increase
sales and brand presence by approaching corporate offices. This included B2B interactions
which were the major challenge.
When market leaders are claiming that the era of traditional brick and mortar retail is ending
or that we are fast approaching a more hybrid model of interaction with customers including
a unique blend of technology and human interaction, Lawrence & Mayo works with new
models of customer engagement which include the Corporate Eye Screening Program
(CESP) which is a unique way of approaching and tapping into customer segments going
beyond the traditional channels of brick & mortar retail stores as well as online retailing by
reaching out to the customers in the one place where it isn’t easy to reach them, their
workplace.
This project is the sum total of research, sales promotions, cold calling and customer
interactions over 2 months in Mumbai as part of the Lawrence & Mayo Optical Division.

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CORPORATE EYE SCREENING PROGRAMME
What is the Corporate Eye Screening Programme (CESP)?
CESP is a comprehensive eye care program for corporate companies. Designed, keeping in
mind the erratic work schedules of employees and subsequent neglect of their eyes due to
continuous use of computers, this program aims at generating awareness on eye care and
extending information about the straining effects of computers on our eyes in this modern
day living. The CESP kit entails: Precision Ten-Point Eye Test, counselling on vision
problems, ways to remedy eyesight and those who avail it get entitled to gift vouchers for
their families on spectacles, contact lenses and sunglasses purchased from any of the
showrooms of Lawrence and Mayo.
An experienced team, consisting of an optometrist, from Lawrence and Mayo visits the
company premises with all the required equipment. The space required to conduct such a
programme is approximately 200sq.ft. The optometrist can cover any number of patients
ranging between 80 to 100 in a day. The CESP programmes are conducted in such a manner
that the optometrist can comfortably cover about 80 employees a day.
CESP is a part of BTL promotion strategy of Lawrence & Mayo with the following
objectives
1. Corporate Social Responsibility by raising awareness about eye-care.
2. Creating potential customer relationships, databases and branding in B2B space.
3. Helping Customers get access to eye-care facilities and products in their workplace
thus being able to find time to take care of their eye-care needs within their busy
schedules.
4. Promoting Sales and offers (Sunglass Mela etc.) and generating walk-ins at stores.
5. Market Research to understand customer product preferences and gathering insights.

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Over 4000 corporates have undergone the Lawrence & Mayo CESP Program. Among which
Morgan Stanley, Deloitte, HPCL, Colgate, Palmolive, Larsen & Toubro, Deutsche Bank,
Price Waterhouse Coopers, Citibank, TCS, Edelweiss and Kotak Mahindra Bank are some of
the major companies and corporations that have benefited from this program.
As part of this particular project, CESPs were conducted at Edelweiss, Sakal Group, Indian
Express, Mahindra & Mahindra, Nerolac, State Bank of India, Axis Bank and other corporate
offices/factories in Mumbai.

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Lawrence & Mayo’s Precision Eye Test Program (PET)
The comprehensive precision eye test program consists of the following steps:
1. Determination of case history. (It is based on age, health patterns, lifestyle etc.)
2. Refraction by auto-refractometer.(computer test)
Figure: Autorefractometer AR-800 model being employed during CESP
3. Subjective refraction using snellen’s chart and implementing
a. Visual acuity test.(binocular distance vision test)
b. Duochrome test .(to check subjective refraction)
c. Pupillary reaction test (using torch light beam)
d. Muscular balance test,(to check squint)
Figure: Sample Snellen’s chart for testing subjective refraction

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4. Colour vision test. (A test to check colour blindness related to recognition of red &
green colour.)
5. Study of general condition of the eye.(allergy, eye strain)
6. Recommendation of best suited lenses and frames. (As per shape of face, refractive
error, profession, age, lifestyle etc.)

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CESP Process & Itinerary:
CESPs Itinerary:
1. Edelweiss, Kalina
2. SBI, Malad(W),
3. Sakaal Media, Belapur.
4. Aditya Birla’s Madura Fashion & Lifestyle, Andheri(E)
5. Mahindra & Mahindra, Kandivali (W)
CESP Process Particulars:
1) The process of CESP , which includes following steps:
i. Filling of CESP data form by employee
ii. Understanding the case history depending upon the form and
conversation with the optometrist
iii. Precision Eye Test, conducted by the optometrist
2) Every CESP may only have outgoes in terms of transportation costs of equipment and
employees which is often borne by the client company itself, rarely exceeding Rs
3000.
3) Paid CESPs may be conducted at client’s request or based on sales executive’s
intuition to the cue of Rs 330-Rs 350 per person/patient depending on nature of the
client firm and negotiations that transpire.
4) The process was designed in a manner that the waiting time for the employees was
almost negligible.
5) Providing a 10% discount, this particular offer not being available in the stores,
helps tap new customers and results in on-the-spot bookings
6) If the customer is looking for any particular kind of frame, it is bought on the
following day and showcased.
7) Depending upon the average age group and the salary range of the employees at a
particular corporate office, the preference for contact lenses and spectacles and the
brands changes.

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8) Interaction with the customers provided an insight about the importance of CESP
programmes.
a. Due to lack of time and high stress levels, a number of the employees were not
able to visit their optometrists on a regular basis.
b. The CESP conducted at the office premises proved to be extremely convenient
and quick, which encouraged a most of the employees to participate in the
programme.
c. The orders placed during the CESP programme at any particular office
premises were delivered at the office premises itself, making it extremely
convenient for the customers, as they did not have to visit the store.
d. A large number of employees participated in the programme due to
recommendation from their colleagues and friends. This shows the importance
of word-of-mouth of publicity.
e. The brands of frames and sunglasses placed at the display counter also
attracted the customers, especially those who did not want to get their eyes
tested.
9) The data of the participants is collected and later used for purposes such as, sending
out promotional offers and customer delight programmes.

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B2B Sales (CESP)
The basic requirement to conduct a CESP at a company premises is that there are at least 50
employees in the said office premises.
The steps involved in a sale of a CESP included the following:
1. Setting up a call with the concerned official at a company
2. Mailing the proposal and conducting the required follow-ups
3. Fixing up an appointment , if the company showcases interest in conducting the said
programme and check for possibility of a paid CESP
4. Visiting the company’s office and fixing dates for the programme
5. Assessing the space required to conduct the programme
If the number of employees is less than fifty, Lawrence and Mayo offers the company walk-
in Programmes for the employees.
Walk-In Programmes:
In this particular programme, the same procedure followed in the CESP, conducted at an
office premises is followed, except that the employees need to visit the store rather than the
Lawrence and Mayo opticians and optometrists visiting the company premises.
The employees are sent personalized gift vouchers and they can avail the offers at the stores
nearest to them. The employees can visit the store during a particular set of days that are
fixed by the company official with Lawrence and Mayo and undergo the PET test and avail
the same discount offers that would be provided at the company premises.
CESP Programmes Converted and Fixed:
1. Indian Express Printing Press, KoparKhairne
2. Nerolac, Lower Parel
3. Borivli Police Station
4. Axis Bank, KalaNagar, Bandra East
5. Desmo Exports, Vashi

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Observations from the sales pitch:
BRAND / PRICE RANGE OFFER
LM specs & glasses flat 50% off
Rs 1000 - Rs 2000 Rs 150/- off
Rs 2000 - Rs 3000 Rs 250/- off
Rs 3000 - Rs 4000 Rs 350/- off
Rs 4000 and above Rs 500/- off
Table 4.1 Sales Promotional Offer used as part of Sunglass Mela in CESP at Madura Fashion & Lifestyle
1. The price range and brand of the frames, specifically requested by the company
varies depending upon the kind of corporate visited.
2. The preference between contact lenses and spectacle frames also varies depending
upon the office where the CESP was conducted.
3. The discount offered on the product range played an important part in the sales
pitch.
4. The time taken by the optometrist to test each employee was an important concern
to the company.
5. The number of employees that can be tested in one particular day at the office
premises plays an important role.

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PRIVATE HOME VISITS
An interesting learning at the Lawrence and Mayo office was how the treated their VIP
clients known as MIP (Most important person) Clients
How do they identify their VIP clients?
Analyse the spending of customers at their retail outlets.
Any customer who has spent more than Rs. 20000/- is contacted after approximately two to
three years after their visit to the store.
Also includes loyal customers who have been spending Rs 50,000- Rs 1 lakh or more on a
regular basis.
Services Offered
These customers are the offered the provision wherein the Lawrence and Mayo optometrist
visits the residence of the customer with all the necessary equipments and products.
This particular programme results in not only, testing the eyes of the customer but also of the
entire family. The kind of products that are carried is such that it includes a range for an
entire family.

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RESEARCH METHODOLOGY
To understand customer’s needs and requirements the research was conducted in the
following parts.
1. Segmentation Analysis: Price Segmentation Analysis performing by analysing sales
figures, inventory and merchandising data in consultation with Retail and Marketing
Managers at L&M to identify key categories.
2. Observational research at CESP locations: By keeping a close eye on customer’s
interaction with the Sales representatives as well as selection of inventory items post-
PET we managed to understand what does a customer first look for when selecting a
pair of sunglasses or spectacles and which are the key metrics under consideration.
3. Open-ended conversations with customers at CESP locations: By having open-
ended conversations with customers rather than a traditional questionnaire we
managed to create good relationships with our customers as well as to understand
their needs and views in a professional as well as personal capacity to get raw
insights.
4. Online questionnaire: We posted an online questionnaire across the internet in
various forums and by email to gauge the importance given to particular features of
eye-wear by potential customers across the country.
5. Social Media monitoring: By analyzing impact data from Lawrence & Mayo
promotions and customer interaction on the Facebook Page.
6. Insights: Formulation of Key Insights based on analysis of data and views collected
from the above steps.
In course of the research a total of 500 potential customers were covered over the course of 1
month which includes direct sales as well as post-PET conversations.

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SEGMENTATION ANALYSIS
ABC Analysis of Segments
ABC analysis helps to exercise selective control when confronted with large number of items
it rationalizes the number of orders, items and reduce the inventory. This analysis is based on
stock seen in major retail outlets such as Lawrence & Mayo, Titan Eye and GKB Opticals.
It classifies products in three groups:
Item A: High cost and/or complex parts- require most management attention.
Item B: Medium cost and/or medium complexity- requires more management attention.
Item C: Low cost low complexity- requires least management attention.
Figure 7.1: ABC Analysis of Segments

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Item Name Monthly
Demand
Unit
Price
(₹)
Monthly
Revenue
(₹)
Monthly
Revenue (₹)
Percentage
%
Monthly
Revenue (₹)
Cumulative
%
Category
Transition lens 07 3000 21000 18.51 18.51 A
UV protection 11 1800 19800 17.45 35.96 A
Hi-index 10 1750 17500 15.42 51.42 A
Scratch
resistant
20 850 17000 14.98 66.36 A
Polarized 20 800 16000 14.10 80.46 B
Anti-reflective
lens
08 1600 12800 11.28 91.74 B
Aspheric lens 08 1050 7350 06.47 98.24 C
Photochromic 05 400 2000 01.76 100 C
Table 7.2: ABC analysis for eyewear using most common categories of lenses

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SOCIAL MEDIA IMPACT
Facebook is chosen as the sole social media platform as it has the highest reach and is the
most popular network in India.
Facebook Page Link: http://www.facebook.com/LawrenceandMayo
Table 8.1: Facebook Page Analytics
Page Analytics
1. No. of Updates: Weekly posts done by the page.
2. Impressions: Total no. of people who saw any content related to our page
3. Total Likes: Total number of fans
4. Comments: Number of comments received on our content
5. Shares: Number of times our content was shared (reposted) by the viewer
6. Total Reach: Unique no. of people reached through our content
7. People Talking about This: No. of Likes, Comments, Shares and stories generated
by users
All posts and updates were purely “organic”, as in no promoted posts were used and all
Facebook profiles in the Likes list are genuine.

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Type of Post/Communication
 Visual Communication worked best.
 Morning 11:30 am has been the best time to start with the 1st update.
 On 13th June 2014, Father's Day contest was held wherein participants had to send in
entries of an incident that put their father on a pedestal.
Fan Base
 The fan base has increased considerably compared to that of last month.
 A few fans have been conversing with the brand.
Overall Direction
 Multiple Choice Option posts worked really well with the fans.
 Most updates have started to get response in the form of likes, comments and shares.
 Brand Updates serve as conversation starters for our audience.
 Father’s Day contest received an overwhelming response in the form of 90 likes, 83
comments and 36 shares on the post.

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Top post for the week

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Table 9.2: Reach of the top post of the week on the Facebook page
 Reach: No. of unique people who have seen the post
 Engaged Users: No. of unique people who have clicked on the post
 People Talking About: No. of likes, comments, shares and stories generated

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INSIGHTS
Customer Demographic
The core customer demographic for the eye-wear segment and for Lawrence & Mayo as a
brand in particular is young males as the largest category with 35% in ages 18-24 and 14% in
the 25-34 age group closely followed by young females in 18-24 age-groups
Indian consumers prefer spectacles to contact lenses.
Over 52 % of people interviewed claimed they prefer using spectacles to contact lenses, out
of which a large portion are those who own or drive a two-wheeler.

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Indian consumers typically look to change their eyewear every two years.
The three primary factors in the selection of an eyewear outlet are (in descending order)
price, geographical proximity and brand.

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The three primary factors in the selection of individual optical items are (in descending
order) comfort, price and design.

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RECOMMENDATIONS AND OPPORTUNITY SPACES
Recommendations for Improvement in Existing CESP Process
1. Carry brochures, catalogues of all products and also provide discount offers for contact
lenses when conducting CESP at locations where clientele is largely young i.e. below 30
years of age and particularly women, such as Financial Services, IT/BPO firms and
Media agencies.
2. For above point, when fixing tentative dates for CESP, try to get employee demographic
information (average age, gender ratio etc) from HR/Operations Executive whom you are
coordinating with, or by observation when you visit their office premises, at least 2 days
in advance, this will ensure that we can choose inventory and sunglass models to be
displayed accordingly.
3. Do not put up posters of promotional offers as it gives undue attention to the Sales aspect
of the program rather than the CSR aspect, which creates a negative vibe among potential
customers especially those in the high-income segment, instead take time to explain
offers to the customer in person which also helps with insight gathering.
4. Possible innovations in the manner of display chosen, portable display cases with
different designs could help.
Opportunity Spaces
1. Wearable Intelligence: Lawrence & Mayo is the pioneer in eyewear in India, being the
country’s first optician (first store opened in 1877) and was also the first to introduce
contact lenses in the country. Keeping this history in mind, it is but natural that Lawrence
& Mayo must enter the retail segment which will be the future of eyewear, which are
intelligent glasses (google-glasses) and wearable devices (smart-watches) etc in a retailer
capacity in immediate future and maybe as a manufacturer in the distant future.
2. Future expansion into MIP home visits: This is a space which must be further worked
upon as it has the most potential, in many cases MIP visits generate more sales and brand
promotion that showroom visits. Also this model will help L&M compete against online
retailers such as Lenskart which has taken to following a similar model.

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REFERENCES & BIBLIOGRAPHY
 Associated Chamber of Commerce (ASSOCHAM) report on Eyewear in India 2012
 Valueshare
 Economic Times articles
 Social Impact Data created while working with Social Wavelength, Mumbai
 Primary Research as mentioned under Research Methodology
 BW- The Marketing Whitebook 2013-2014 issue.