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Executive Summary-执行概要
随着装饰眼镜的流行，我们也该好好介绍这一时尚配件。眼镜不再是眼镜有问题人的专利。当你想在面试时看起来更有范儿，更聪明，想在郊游中看起来更有趣，或者是夜晚的时候看起来更迷人，你都可以尝试戴一副装饰眼镜。
戴上一幅眼镜，你就可以轻轻松松的改变你的外表，唯一的选择就是去找你当地的验光师和咄咄逼人的销售人员。我们想改变这一切，我们要让消费者在我们的购物网站不想离去，在我们的网站，他们可以免费观看一些关于时尚的免费视频，这些视频能教他们如何根据他们自己的风格来搭配和选择框架的设计和颜色。我们的眼镜售价都在250 - 750左右，一般人都能负担得起，我们还提供一些搭配的时尚手提箱，并且承诺当天发货。我们有大概20到40种不同的选择，这些都是当下最潮流的新品，消费者完全不用担心会有“选择恐惧症”.我们的眼睛也可以是送礼佳品，对于不同的消费者和定价有不同的折扣。
Introduce non-prescription eyewear as a fashion
Executive Summary
The time is excellent to introduce non-prescription eyewear as a fashion accessory.No longer are glasses are associated with being “geeky”.Consumers want to look more intelligent for an interview, more playful for an outing, or more glamorous for an evening on the town. All of these looks can easily and affordably be accompalished with pogo's non-prescription eyewear.
There is no easier way to alter your appearance than to put on a pair of glasses. The only option is to visit your local optometrist and battle the pushy sales people. At PoGo we want to change all of that. We want to allow consumers to make an easy stop at our website where they can view free video tutorials regarding fashion and how to select frame designs and colors based on their own physical features. Our glasses will be sold affordable at 250-750 and will include a stylish carrying case and will be shipped the same day. Our selection will be limited to 20 to 40 of the most current and fashionable styles which will ease the decision making process for consumers.
Our glasses represent a great gift giving opportunity, and are priced to allow consumers to own 2, 3, or 4 pairs.All of these will be supported by 1-800 customer service. PoGo's goal is to be the frontrunner in bringing fashionable and affordable non-prescription eyewear to India.
Mission :To provide stylish eyewear at an affordable price to consumers who want to augment their appearance with glasses but do not need prescription lenses. We can and will make well considered sacrifices on quality, and service to make sure that our product is piced as reasonably as possible.
Keys to Success :
Current, functional, and attractive ecommerce website Pervasive and memorable branding program Targeting prices between Rs 250 and 750 Building a strong association with fashion through public relations, participation in events, viral marketing, and press coverage. Promptly shipping orders and processing returned products.
General Business Description
Pogo Eyewear will be in the business of retailing non-prescription optical grade eyewear to consumers throughout the world. Our mission is to provide quality stylish eyewear to those consumers who desire to augment their appearance with glasses but do not need prescription lenses. Initially we will market our products exclusively online through our website. In the future we plan to expand distribution to independent accessory shops and select national chains. Our products are designed to be a fashion accessory rather than a medical device and will be priced to retail between 250 and 750.
Our goal is to provide this market with an easily accessible and affordable product. Because this market is relatively undeveloped there is little evidence to support initial annual sales volume. So far there has been no concerted attempt that we know of to market glasses solely as an accessory.
At Pogo our business philosophy will be to sell fun. We want to breakaway our product from the traditional classification as a medical device and brand it in our customer's minds as a hip and fashionable accessory. Our products will be designed and priced so can affordably own a variety of styles and colors of frames to compliment their wardrobe.
Our target market will initially be limited to women, but may be extended to include men in the future as demand warrants. Customers will include individuals in any age bracket who desire to augment their appearance with glasses. Our primary target market will be limited though to women ages 16 to 40.
In the long term we see this as a growth industry. Pogo Eyewear hopes to be the major brand to market. Our goal is to define the market for fashion optical eyewear.
Products
Our frame offerings will fall under three different categories:
Glamour.
Each category will contain five to ten different frame designs and each frame will be offered in a variety of different colors and finishes. Frames will be of high quality that consumers would expect to receive from a traditional optometrist. We will offer a variety of both metal and acetate (plastic) frames which will all come preinstalled with clear polycarbonate lenses.
In addition to the three frame categories listed above we will offer a “customizable” frame package that will include a basic plastic frame with a package of adornments such as jewels and crystals. Consumers will have the ability to create their own customized designs by affixing the jewels to the basic
frame. This will make a great gift idea. The average optometrist's office carries over 1,500 frames. Many of these countless frames are very similar in style and features. At Pogo we will focus on less than 50 of the most popular designs in order to make the frame selection process more fun and less stressful. Since our products are optical grade our customers will be able to have them adjusted at their local optometrist if needed. Consumers will have the opportunity to select various style and color combinations from our website and place orders in real time. Due to compact packaging, shipping charges will be kept to a minimum. Glasses will ship with a very stylish case that will be embossed with various logos and designs.
Marketing Plan
Product
Men and women alike are constantly looking for ways to make themselves look and feel better. Whether it's working out at the gym, buying a new dress, or having a makeover there is no doubt that our generation places a high value on appearance. Whether or not you wear glasses plays a large role in ones appearance.
In the past glasses were often associated with being overly brainy. Now though glasses have evolved into a fashion statement for those who need them. What about those who don't? Based on our research there is a growing interest in using non-prescription glasses to alter your appearance. After all, what faster and easier way is there to alter your appearance than to put on a pair of glasses?
These consumers could easily visit their local optometrist and purchase a pair of frames with non-prescription lenses, but choose not to for a variety of reasons. This is because the optometrists are not selling the right product, in the right place, with proper promotion and sales techniques. At Pogo Eyewear our plan is to make non-prescription glasses available to everyone with catchy advertising, hip styles, and ease of purchasing. Pogo will breakaway from the established norms of the current eyewear market and establish something that is altogether new, fresh, and appealing to consumers.
Customers
There is a demand throughout many demographic groups for non-prescription eyewear that is worn for fashion at a reasonable price. Interest is highest among a few select groups who place high importance on fashion and appearance. Because of this fact we feel it is prudent to begin by targeting these consumers before expanding our reach to less receptive demographics.
To begin with we will target females aged 16 to 40. Because our product will be sold through pogoeyes.com it will be available to anyone in the world, but we will be specifically targeting US residents. According to the Census Bureau there are approximately 51 million females aged 15 to 40 in the United States.
We will not segregate our customers based on income or education levels because people rich and poor, educated or not have a desire to “look good.” In addition we have adopted a pricing strategy that makes our product affordable to all but the most impoverished families which should make economic status generally a non-issue. For the same reasons we will not segment our market based on marital status. In the future we may expand our target demographic to include men as well as older women. It should be noted that the purchasers of our product will not always be the end consumer. One of our strategies will be to position Pogo Eyewear as a very “giftable” product. As such we will develop marketing strategies to target gift givers such as children, coworkers, and spouses.#p#分页标题#e#
Competition
At this time we have been unable to identify any direct competition to our planned business model although we will compete with other companies indirectly. We will compete indirectly with prescription frame manufacturers/wholesalers who distribute their products through optometrists and national chains. Examples of these indirect competitors include Safilo and Marchon. In reality few if any consumers will make a direct comparison between our products. It would be like
comparing a Timex to a Rolex. Sure both products tell time, but they are so differentiated in terms of price, distribution, and brand imaging that few consumers would seriously consider both a Timex and Rolex as comparable products. Below is a table that includes a competitive analysis of Pogo Eyewear.
Niche
Pogo Eyewear is unique in that we do not seek to occupy a small niche within a larger market. Rather we seek to define the entire market for non-prescription eyewear. We will offer products delivered with a brand image that is so pervasive that Pogo and non-prescription eyewear will become synonymous.
Promotional Strategy
The single most important aspect of Pogo Eyewear will be our promotional strategy. Our strategy is founded based on “Breakaway” positioning. The idea is to breakaway non-prescription glasses from their current association with medical devices and to reclassify them as a fashion accessory. The essence of this strategy is based on building a very strong brand that consumers will associate exclusively with the non-prescription eyewear industry.
The Harvard Business Review (HBR) cites many notable success stories of Breakaway Positioning3 including: The Simpsons, Swatch, and EZ-Squirt Ketchup. Here are three outstanding examples of a business taking a product that was stagnant (cartoons, watches, and ketchup) and returning in to a period of growth by redefining it in consumers minds (cartoons for adults, watches for fun, craft food). According to HBR, after implementing a Breakaway strategy consumers no longer “see the breakaway product as simply an alternative to others in its category, consumers will perceive it as altogether different.”
In order to accomplish the breakaway strategy you must alter the marketing mix as a way to distance the product from its old class and associate it with a new one in consumer's minds. There are many tools that can be used in order to execute a Breakaway strategy. Our plan will be focused around three main areas: brand building and protection, viral marketing, and providing value to our customers by offering tips, tutorials, and other fashion and beauty information.
Brand Building and Protection
One of our first tasks is to develop the logo and packaging that will be associated with Pogo Eyewear products, materials, and web content. Once we have the initial branding package completed we will develop awareness through selective online advertising. We will protect our images, and trademarks, by filing them with the appropriate legal authorities. Our unique brand will establish Pogo eyewear as distinct in consumer's minds from traditional eyewear.
Viral Marketing
Pogo will utilize online networks, blogs, and discussion groups in order to develop brand awareness. In addition we will offer free product samples to opinion leaders (actors, the media, etc.) who will present a positive image of our products in the community. We will seek to place our product in features or segments in mass media such as news shows and magazine articles. In addition, we will develop promotional videos which will draw attention to our brand through channels such as YouTube and our website pogoeyes.com
Customer Value
Once potential customers reach our website we don't just want to sell them a product. Instead we want to offer our customers tips, advice, and information that will be of value to them in regards to fashion and beauty in general. Our information will emphasize how adding glasses to your wardrobe can dramatically improve your appearance. Glasses can add sophistication, playfulness, or glamour to your look.
Our website will also have specific video tutorials that cover topics related to eyeglass selection. We will have tutorials to cover topics such as face shapes, eyeglass materials, and eyeglass colors. Consumers will have the opportunity to learn how our various products may suit their specific features.
Pricing
Part of our Breakaway strategy is to differentiate the Pogo product based on price. Traditionally if you wanted to purchase a set of non-prescription eyeglasses you would visit an optometrist and place an order for prescription frames with non-prescription lenses. These frames are generally priced from $100 to $300 per pair with notion that most customers will be billing their insurance. This pricing strategy is not conducive to owning eyeglasses as a fashion accessory for the majority of people. Few people can afford to spend hundreds or thousands of dollars on eyeglasses as a fashion accessory.
Our plan is to make non-prescription glasses available to middle and lower income individuals. Our products will be priced to retail between $10 and $30 apair which will include a high quality case. At this price we hope to allow our customers to add 2, 3, or 4 pairs of Pogos to their wardrobes.
Distribution Channels
Another way for Pogo Eyewear to differentiate its products is with distribution. Traditionally non-prescription glasses have been distributed alongside prescription glasses in optometrist's offices and national eyewear chains. This distribution method is outdated and inefficient. In this setting consumers often feel pressured by commissioned salespeople. In addition consumers don't have a chance to fully consider how a specific frame or color may fit into their wardrobe leaving them with a pair of expensive frames that they later regret purchasing.
Pogo's products will be distributed entirely through our website. Our website will provide a rich shopping environment offering customers tips and advice on howto properly select glasses for fashion. Consumers can make their purchasing decisions based on what they like, not what a salesperson pushes to them. Our
customers are invited to take as long as necessary to make their buying decisions and will be able to create and save shopping carts and wish lists so that they can return later to shop and complete their purchases.
Once the Pogo brand and customer base are developed (1 - 2 years) we plan toexpand distribution to independently owned and regional shops and boutiques. In the future we also may explore distribution with national chains that exemplify our dedication to affordable fashion.
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