EVANS COOPER
502 FASHION MARKETING AND ADVERTISING PRINCIPLES
Table of Contents
Summary of Purpose 3
Product Overview. 4
The Company 5
Customer Profile 6
Brand Proposition and Brand Positioning Statements... 7
SWOTs Analysis.. 8
Marketing Strategy.. 10
Industry Overview. 11
Marketing Mix Product. 13
Marketing Mix Price.. 14
Marketing Mix Place 15
Marketing Mix Promotions.. 16
The Competitive Landscape 18
Suppliers and Intermediaries. 19
Recommendations.. 20
Promotions.. 21
Citations.. 22
Summary of Purpose
u Our
mission is to offer a repositioning and strategic
marketing plan that will result in product sales success.
Product Overview
u When he pushes the side button again, the view changes back to
far sight vision.
u The
company owns the technology and design patents for the
emPower variable focus glasses. 1
Profile:
u Age: 45+ years old
u Income: $125,000 plus
u Professional occupations or entrepreneur
u Does considerable reading, writing, and/or drawing
u Heavy luxury brand consumer
u Examples of Target Customers: Career professionals,
executives, celebrities, doctors, lawyers, businessmen, and
retirees with high net worth.
Brand Proposition and Brand
Positioning Statements
Strengths IWeekness
Item
Weaknesses 3
u Based on our research, Gold & Wood (Luxemburg) and Cartier (France) are the
best two brands with whom to start a co-branding/ strategic alliance strategy.
u Gold & Wood is a premier Luxemburg luxury boutique eyewear company whose
customer base includes actor Samuel L. Jackson, rapper 50-cent, actor Will Smith,
and other well-known celebrities. Gold & Woods price point ranges from $850 to
$2,500.
u Cartier has been in business since 1847. Cartiers price point for glasses extends as
a high as $50,500.
Digital Device
Lenses by
emPowerTM
Marketing Mix - Product
u emPower lenses are variable
focus lenses that allow the
wearer to be in control of her
vision by the simple act of
touching the side of her
eyeglass frames.
u The average price of a pair of glasses from Gold & Wood and Cartier
is $1,500 - $2,500. Adding the emPower technology would increase
the overall price to $2,500 to $3,700 per pair.
u Later,
we suggest adding other brands through an alliance with
Luxoticca-Elissor, the leading brand in eyewear manufactering and
frame designing.
Marketing Mix - Place
u We will distribute through the following
sources:
LinkedIn - LinkedIn is a social media website for professionals. The company provides
statistical data to companies who wish to target market. emPower will target
executives and buy ads to run on the executives posts.
Pop-up ads - Google offers pop-up advertising based on search engine history.
emPower will run ads based on the click history of those searching for:
Luxury brands,
Luxury brand eyewear, and
Luxury travel,
Current Gold & Wood and Cartier shopper.
Client List: Luxury brands keep client data. Gold & Wood has been around since
1995 and Cartier since 1847. emPower will utilize their client list and send out specialty
pamphlets introducing the product.
Events
emPower will send out event invites, tour majors sites, and host private parties at
exclusive places, such as the W Hotel, the Ritz Carlton, and Cartier stores, and put on
demonstrations.
The Competitive Landscape
u Bifocals,Multifocal, and Reading Glasses are the current
alternatives to emPower lenses.
u Both Luxottica and Essilor (recently merged) provide various supplies to Luzerne.
u Paris-based Essilor was created in 1849. They provide global solutions for
correction, protection and prevention to ensure the visual health of over 7.4
billion people across the world. 5
Intermediaries: