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Warby Parker

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by

JENNA MOON

on 11 February 2014

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Transcript of Warby Parker

Combining the World of Business
and Social Change

I. Social Responsibility
II. Target Market
III. Marketing Mix
IV. SWOT Analysis
V. Suggestions
GET TO KNOW WARBY PARKER
An eyewear designer and provider
To revolutionize the eye-wear market
To create a high quality product at a revolutionary price point
With several non-profit partners like
VisionSpring
WP's Biggest, Non-Profit Partner
B Corporation
"WP is also environmentally responsible."
One of the only carbon-neutral eye wear brands in the world
Reducing the amount of greenhouse gas emissions
Redefine the idea of success in the world of business
Promote social-change while maintaining quality
TARGET MARKET
between the ages of 20 and 35
with a concern for style and a high quality product
at a revolutionary price point
motivated by helping others
value the opportunity to use the internet and convenient home try-on program
?
How this Market is reached
Buy a pair, Give a pair Program
Home Try-On Program
CONTENTS
SUGGESTIONS
THANK
YOU!

Marketing to College Students
Textbook Credits
Insurance Acceptance
SWOT ANALYSIS
Cost competitive advantage
Service differentiation
Unique, fashionable design
Socially & environmentally responsible Image
Innovative environment for employees
High quality materials
Marketing strategy
New Company / Low Experience
Narrow target market due to style
Informal office environment
Extracurricular activity funds
Shopping option only online
Does not accept insurance
Movement toward social value of green and socially responsible products
Technological change : Online shopping is becoming more popular
Product moves from the upper to lower to mid-income levels
VisionSpring works with local governments of other countries
The development of new styles
Style can be deemed as “Hipster”
which can have a negative connotation
TOMS has a similar one-for-one program with sunglasses
Small sector of a largely dominated market
Continued economic downturn
MARKETING MIX
P
roduct
P
rice
P
lace
P
romotion
:

The

4
P
s
WEAKNESSES
STRENGTHS
OPPORTUNITIES
THREATENS
PRODUCT
Cutting Out the Middlemen
PRICE
PLACE
Cellulose acetate
Ion-plated titanium
Lenses made from polycarbonate
100% UV protection
Anti-reflective and anti-scratch coatings
1-yr-no-scratch guarantee
Mostly through their online store
Home Try-On Program
13 showrooms in eight States
Every pair of their vision glasses is sold for $95
(Compared to the average three hundred-plus price of other companies)
WP's limited operating costs; most of their transactions occur online.
But, HOW?
PROMOTION
Remarkable promotional strategy
Mainly word of mouth
Social networking
Google AdWords.
Interactive Infographics reporting their year-end stats.
Full transcript