"A new concept in eyewear"
The 4 P's of Marketing
Product
Price
Promotion
Facebook, Twitter, Fashion Blogs, Instagram, Coverage on Fashion Magazines, Celebrities.
Danielle Levitt Project - share your story.
Place
Follows an online-business model; branching out to retail stores.
Affordable, high-quality, fashionable prescription eyewear.
Each pair - custom fit, with anti-glare and polycarbonate prescription or polarized lenses.
Includes frame and anti-glare, polycarbonate lenses.
Free shipping, both ways.
Free 5-day trials with 5 different frames.
Selective showrooms throughout the US.
S.W.O.T Analysis
Internal Strengths and Weaknesses
Direct interaction with manufacturers maintains high quality, low cost
Fosters positive company culture - high retention rate, creative minds
External Opportunities and Threats
Opportunities
Overseas expansion into foreign countries
Social mission becoming more appealing to customers
S
trengths.
W
eaknesses.
O
pportunities.
T
hreats.
Threats
Lower price, cheaper quality alternatives
Warby Parker name unfamiliar abroad
Market Product Focus
Marketing and Product Objectives
Partnership with VisionSpring
Does not focus too much on advertisement - word of mouth, blogs, reviews, Danielle Levitt Project
Target Market
Primary - both men and women who have individual income of $90,000 and above.
Not limited to primary target market - businessmen, entrepreneurs, college students, hipster-like styles
Early Adopters, Generation Y, Millennials
Points of Difference
Online Business Model
Positioning
Engineers high-fashion, but affordable eyewear at the fraction of the price
Strengths
Weaknesses
Branding - high quality and affordable eyeglasses.
Online Business Model
- exceptional customer service
- free home try-on program
- 30-day satisfaction guarantee
- free shipping both ways
Small company in comparison to competition
Online business model may be unfamiliar to people
Competitor's Price Comparison
- accessible to general public
VisionSpring - Buy One, Give One
One-year no-scratch warrenty
Marketing
Product Objectives
Expand their markets, internationally
Created by:
Rebecca Tedja
Sharmaine Serrano
Joyce Tang
Mario Solano
Arin Sirimongkol
Michelle Sou
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