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Senior Project - Clinicas Opticas Chevalier

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Marketing Plan for Clinicas Opticas Chevalier
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S Clinicas Opticas Chevalier “Vea bien y luz mejor”
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Page 1: Senior Project - Clinicas Opticas Chevalier

S

Clinicas Opticas Chevalier

“Vea bien y luz mejor”

Page 2: Senior Project - Clinicas Opticas Chevalier

Introduction

Clinicas Opticas Chevalier is an eyewear retailer and prescription manufacturer with over 50

years in the industry.

The company is located in Panama City, Panama, and has been in business since 1962.

As their mantra states itself “see well, and look even better” the idea is to help consumers have a better quality of life by introducing eyewear while looking exceptional.

Page 3: Senior Project - Clinicas Opticas Chevalier

Mission

The mission to deliver excellence in their products and services while helping those with their eyesight conditions.

Its business is both, product and service base.

They deal directly with the customer as well as a manufacturer for other smaller retailers.

Page 4: Senior Project - Clinicas Opticas Chevalier

Situation Analysis

Clinicas Opticas Chevalier has managed to generate a loyal clientele.

They have stayed behind in the digital world, creating a gap between the company and the younger audience.

Develop a digital platform to market and communicate our products while reaching a broader audience.

Page 5: Senior Project - Clinicas Opticas Chevalier

Market Analysis

We now understand the needs of the younger target we want to reach and supply.

The mid age audience has two crucial concepts which are based on saving time and money.

The elder market is looking for excellence in customer service and location facilities.

Page 6: Senior Project - Clinicas Opticas Chevalier

Industry Analysis

The industry is divided into: distributors, manufacturers, and retailers.

Eyewear retailers sell eyeglasses, contact lenses, sunglasses, safety eyewear and optical accessories.

The stores has trained optometrist to exam patients.

They also provide fitting, lens processing services and manufacturing.

Page 7: Senior Project - Clinicas Opticas Chevalier

Market Analysis

Geographic

The immediate geographic target is the city of Panama with a population of two million in the city.

Demographics

-Male and Female

-Ages 7-70+

-Have or are getting a school education

Page 8: Senior Project - Clinicas Opticas Chevalier

Market Analysis

Behavioral Factors

-Enjoy recreational activities such as reading or watching TV

- Prefer personalized service rather than machine

- Consider it a necessity, rather than a commodity

- Have hereditary eye sight disease

Page 9: Senior Project - Clinicas Opticas Chevalier

Market Needs

Clinicas Opticas Chevalier is providing the customer with a wide variety of products, services and accessories at their most convenient facility.

Clinicas Opticas Chevalier seeks to fulfill the following benefits that are important to their customers:

Accessibility

Customer Service

Competitive Pricing

Page 10: Senior Project - Clinicas Opticas Chevalier

Market Growth

There is a day-to-day growth in the industry based in everyday life factors.

For kids who attend school for the first time.

Heavy machinery workers who labor long hours tend concentrate in detail and force the eyesight.

Adults over 40 who reach a stage where a degenerative condition called presbyopia.

And other hereditary proven cases where an eye condition might appear creating the need to find a supplementary aid.

Page 11: Senior Project - Clinicas Opticas Chevalier

SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company, and describes opportunities and threats the company currently face.

Page 12: Senior Project - Clinicas Opticas Chevalier

Strengths

Strong relationships with clientele

Large portfolio of solid licensed brands and product diversity

Customized services

Multiple locations

Discount packages for all needs and payment facilities

Competitive prices

Page 13: Senior Project - Clinicas Opticas Chevalier

Weaknesses

Constant rotation of staff leading to poor customer service

Un experienced personnel due to lack of training

Weak presence among young demographic

Slow response to customer complains

Alternative treatments – corrective surgery

Rising counterfeit goods or generic glasses sold in pharmacies

Page 14: Senior Project - Clinicas Opticas Chevalier

Opportunities

A growing need in the 24-hour service market. In places as airports, pharmacies. Safety eyewear for companies who use them for workers.

The opportunity to decrease customer acquisition costs over time as more customers are acquired through referrals. Elder people as part of our clientele can recommend us, and their opinion is usually taking into consideration.

A growing digital community that has less time to invest in visiting retailers and shops, trying to satisfy their needs from the commodity of their homes.

The ability to leverage from small retailers with no manufacturing laboratory. And further acquisition of licensed brands.

Page 15: Senior Project - Clinicas Opticas Chevalier

Threats

Competition from regional giants setting up business in the country. Which will make our prices considerably more expensive to consumers.

A significant increase in minimum wage in the country, which consequently makes the labor as well as final manufacturing price rise.

Inflation from product distributors.

Since the optometry field, as a career is not popular in the country, competitors tend to make offers to the small group of qualified professionals.

Page 16: Senior Project - Clinicas Opticas Chevalier

Competitors

Currently in Panama City there are four major types of competitors:

Optica Sosa y Arango

Optica Lopez

Optica Metro

Econo Optica

Page 17: Senior Project - Clinicas Opticas Chevalier

Service Offering

Clinicas Opticas Chevalier would like to open their market to the 2-hour service eyewear manufacturing.

It is a rapid growing market in the United Stated, and could benefit those with little time in their hands and a necessity.

The best option would be to set up a store in a facility with high traffic and demand, as the International Tocumen Airport. Since connecting flight have time to spare, even more so with Panama as an International Hub for many destinations.

Page 18: Senior Project - Clinicas Opticas Chevalier

Critical Issues

Its critical issues are to find a strategic location in the airport facility, which are given by the government through concessions.

The investment in the manufacturing devices and products have a higher price than the one in use, which can lead to a rise in the price of retail products and services.

Have a number of proven tests to certify the accuracy and time management of the process, since it is crucial to deliver the product on time for customers with departing flights.

Page 19: Senior Project - Clinicas Opticas Chevalier

Survey Results

 Of the 150 people who were interviewed 60% were females over the age of 30 years old to 59 years old.

The remaining 40% were males from the range of 21 – 49 years old.

Male

18 - 2930 - 3940 - 4950 +

Female

18 - 2930 - 3940 - 4950 +

Page 20: Senior Project - Clinicas Opticas Chevalier

Eyewear Users

From the 150 people questioned, 80% of them were all eyewear users, which were mostly bought at a local eyewear store.

However a small percent of this users would risk they sight by shopping at a local pharmacy for pre-prescribed glasses. Which meant they have no budget planned for eyewear.

Among the female users interviewed a considerable percent were employed and would pay for these glasses themselves.

They would consider spending over $200.00 in glasses. While the male individuals would have someone else buy it for them or be driven to.

Page 21: Senior Project - Clinicas Opticas Chevalier

Decision Making Process

The female users tend to take longer in the process.

-From a few days to a few weeks before making a final decision and coming back to the store.

-Stated the main factor when attending a store was distance, followed by customer service.

Males users would most likely make a decision right away.

-Tend to have a notion towards quality and price when asked.

-They want a higher quality for a lower price and would most likely tend to keep the same glasses for a longer period of time.

Page 22: Senior Project - Clinicas Opticas Chevalier

Consumer Patterns

 All have visited Opticas Chevalier at least once.

a pattern of attending different stores all based on their last visit.

Females of 59+ years old was the only group who showed loyalty.

Quality Price Customer Service

0

10

20

30

40

50

60

70

Opticas ChevalierOpticas Sosa y ArangoOptica Lopeaz

Page 23: Senior Project - Clinicas Opticas Chevalier

Facts

A small minority would consider a higher price an issue in order to buy prescription glasses.

An older demographic is looking for price even if the product takes longer to deliver.

A significant majority values promotional advertisement and has buying patterns based on these practices – social media.

A large percent agreed on the use of a digital tool linked with social media.

Page 24: Senior Project - Clinicas Opticas Chevalier

Facts

About one quarter of those surveyed expressed interest in having their prescription glasses delivered in a shower period of a time for a small percentage of raise in their total price.

Conflict: Schedules and accuracy in addresses.

By far the largest number of those questioned responded positively to the idea of having a mechanism, which would save them time.

Conflict: An automatized service could increase final price. And force the company to have a large stock of pre

made prescribed glasses.

Page 25: Senior Project - Clinicas Opticas Chevalier

Facts

A small proportion of the people found an interesting option to shop their prescription glasses through a virtual shop. http://nicolechevalier.wix.com/opticaschevalier

However they did find useful the sale of accessories and contact lenses ordered online and delivered to their homes.

Page 26: Senior Project - Clinicas Opticas Chevalier

Marketing Objectives

Create website traffic by adding social media content

Increase email list sign ups through social media channels

Increase the number of visitors who purchase. In person or online.

Increase online and print mentions

Increase audience connections through social media tools

Create a presence and support active fans on social fundraisings

Page 27: Senior Project - Clinicas Opticas Chevalier

Target Marketing & Positioning

Target Marketing

The current target can be divided into loyal costumers we want to retain which belong to an elder demographic, and attract the potential target which is a younger demographic.

Positioning

The company is currently positioned as an eyewear retailer, however we would like to reposition the organization as a place where they can find all the necessities related to their eyewear care, though a variety retail channels.

We are also positioning ourselves as the online retailers for eyewear products.

Page 28: Senior Project - Clinicas Opticas Chevalier

Short-Term Investment

The initial investment would be of $4,000.00

Divided into the following areas:

$2,000.00 - Design and development of a beta webpage with a retail section, and a PayPal redirected payment system.

$1,000.00 - Creating and managing the social media presence in the following: Facebook, Instagram, Twitter.

$1,000.00 - Advertisement and promotional campaigns in social media. Analyzing statistics and tracking results.

Page 29: Senior Project - Clinicas Opticas Chevalier

Short-Term Recommendations

The campaign will utilize advertisements in social media tools, such as Instagram, Twitter and Facebook.

Will encourage promotional ads and codes for potential costumers to visit the store to trade in the promotions and buy the products.

Social media campaigns can also be linked to printed ads in the primary media based on the survey results, which is the newspaper.

Secondly magazines and local billboards in bus stops where there is a high traffic of viewers from low to mid income who would benefit from promotional codes.

“Forty percent of social media searches by brand are driven by sales, promotions and deals. But the report stresses that marketing plans may also benefit from old-fashioned media including print yellow pages.”

Page 30: Senior Project - Clinicas Opticas Chevalier

Long-Term Investment

The initial investment would be of $450,000.00

Divided into the following areas:

$250,000.00 – On site laboratory and Satisloh equipment set up to run with specific factory products.

$200,000.00 – Initial down payment for the airport commercial space on a concession based.

$50,000.00 – Additional retail space equipment, and training personnel.

Page 31: Senior Project - Clinicas Opticas Chevalier

Long-Term Recommendations

As a long-term recommendation I would consider set in up an on site laboratory with a Satisloh equipment which specialized in small labs and one hour processed equipment.

Clinicas Opticas Chevalier is still in the speculative stages to the 2-hour service. 

Strategic location in the airport facility, which are given by the government through concessions.

The investment in the manufacturing devices and products have a higher price than the one in use, which can lead to a rise in the price of retail products and services.

Proven tests to certify the accuracy and time management of the process, since it is crucial to deliver the product on time for customers with departing flights.

Page 32: Senior Project - Clinicas Opticas Chevalier

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