competitor research - final step marketing · information on drivewear: 60-second looping video for...
TRANSCRIPT
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COMPETITOR RESEARCH Researcher:
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GENERAL MARKET INFORMATION
USA – biggest market
for the optical industry
The Photochromic Lens
Manufacturing industry:
average annual rate of
1.7% to $669.8 million
from 2007 to 2012 (IBIS)
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OPTICAL INDUSTRY IN 2014
Retail value: €68 bn
4.3 bn people in need of vision correction (+2%
CAGR)
1.8 bn people wearing eyeglasses (+3% CAGR)
1.6 bn myopes (+3% CAGR)
2 bn presbyopes (+2.5% CAGR)
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FACTS IN EYEWEAR IN THE US
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VALUE-ADDED LENS CATEGORIES ARE
UNDERPENETRADET
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FUTURE Solid Growth Potential Driven
by Demographics, Ageing,
Urbganization and Lifestyle
Presbyopia and Myopia – two
Segments with Structural
Growth
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COMPANIES
Younger Optical (http://www.youngeroptics.com/)
Vision-Ease Lens (https://www.vision-ease.com/)
Essilor (http://www.essilor.com/)
Hoya (http://www.hoyavision.com)
Zeiss (http://www.zeiss.com/vision-care)
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YOUNGER OPTICAL
world leader in Rx
polarized sunwear
with NuPolar® brand
lenses
leader in specialty
products
3rd in the world in
Transitions
Adage
Image
Camber
NuPolar
Trilogy
Transition Drivewear
Brands
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VISION-EASE LENS
subsidiary of Merck &
Co
Vision-Ease Lens is
dedicated to
establishing and
maintaining strong
partnerships with eye
care professionals,
retailers, wholesalers,
and distributors.
Advanta
Anthology
Coppertone
Changerx
Sunrx
Liferx
Outlook
Illumina
Continua
Tegra
Thindex
Vela
Brands
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ESSILOR
Varilux
Crizal
Optifog
Xperio
Definity
Kodak
Foster Grant®
Brands
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ESSILOR
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ESSILOR
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ESSILOR – ONLINE PRESENCE
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ESSILOR IN 2014.
value creation strategy - product innovation, consumer marketing, the development of a high-quality sunwear range and the deployment of unique partnership model
acquisitions - Transitions Optical and Coastal.com
popular new products, such as the Crizal® Prevencia™ lens, the new Transitions®Signature™ photochromic lens and the Xperio® range of polarizing lenses.
a powerful dynamic in fast-growing markets, such as Brazil, China and India, and a recovery in their export business.
an upturn in demand in most developed markets, especially the United States.
a very good performance by the progressive lens line-up, especially products made using digital surfacing technology.
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ESSILOR
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HOYA
10 % - US Market
12 % - Europe Market
iD Single Vision
Single Vision iQ
LifeStyle 2
Summit IQ
Computer
Kids
SYNC
Blu-Tech
Brands:
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HOYA
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HOYA
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HOYA – UNIQUE VALUE PROPOSITION
pursues innovations in the development of ever higher performance materials with Japanese chemical manufacturers
HOYA innovated the order process of custom-order lenses by taking over the burden from optical shops
HOYA simplified the ordering process for opticians by developing an on-line ordering system
also built factories for undertaking final processing close to the market, thereby enabling shortened delivery times and speedy responses to individual customer requests
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HOYA – ACTIVITY SYSTEM MAP
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ZEISS
Revenue in 2012/13:
841 milion EUR
(vision care)
World’s second largest
eyeglass lens provider
Spheric
Classic
Aspheric
Superb
Plus
Individual
Brands:
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ZEISS
Vision Care business
group
Consumer Optics business group
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SOCIAL MEDIA COMMUNICATION
Facebook: https://www.facebook.com/Younge
rOptics (244 likes, 3 posts in 3
Months)
https://www.facebook.com/NuPolar
(207 likes, 0 new posts in last 3
Months)
Linkedin: https://www.linkedin.com/company/yo
unger-optics (346 followers)
Twitter: https://twitter.com/YoungerOpticsBR
(49 followers, 0 tweets in last 2
Months)
YOUNGER OPTICS
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SOCIAL MEDIA COMMUNICATION
Facebook: https://www.facebook.com/VisionEa
se (1.157 likes, daily posts)
Linkedin: https://www.linkedin.com/company/vis
ion-ease-lens (503 followers)
Twitter: https://twitter.com/visionease (359
followers, tweets daily)
VISION EASE LENS
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SOCIAL MEDIA COMMUNICATION
Facebook: https://www.facebook.com/Essilorgrou
p (15.332 likes, daily posts)
Twitter: https://twitter.com/Essilor/status/4998
14018832674816 (7.938 followers,
daily posts)
Youtube: https://www.youtube.com/user/Essil
orCorp/about (173.554 views)
ESSILOR
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SOCIAL MEDIA COMMUNICATION
Facebook: https://www.facebook.com/pages/HOY
A-Lens-Promotions/244023782369564
(4.423 likes; 7-8 posts per week)
Linkedin: https://www.linkedin.com/company/ho
ya-vision-care (2.367 followers)
Youtube: http://www.youtube.com/user/HOYAVi
sion/about (51.130 views)
HOYA
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SOCIAL MEDIA COMMUNICATION
Facebook: https://www.facebook.com/zeissbettervision (1.883, 2 posts per week)
Twitter: https://twitter.com/bettervision (265 followers, 2 tweets per week)
Google + : https://plus.google.com/114186173876881166997/posts (108 followers, 2 posts per week)
Youtube: https://www.youtube.com/user/zeissbettervision (117.914 views)
ZEISS
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PHOTOCHROMICS POTENTIAL
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PROGRESSIVE LENSES - PRICES
All progressive lenses are not the same. They differ in price, depending on brand, size and function.
Standard Progressive Lenses
$175-250
Short Corridor Progressive Lenses
$250-350
Computer Progressive Lenses
$150-250
Premium Progressive Lenses
$400-800
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PROGRESSIVE LENSES - PRICES
average price paid for progressive lenses is $226
By comparison, the average price paid for bifocal lenses is $88 — $138 less than for PALs.
The average price consumers pay for top-of-the-line free-form lenses is $298.
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PROGRESSIVE LENSES – BRAND
COMPARISSON (HOYA VS OTHER BRANDS - 1)
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PROGRESSIVE LENSES – BRAND
COMPARISSON (HOYA VS OTHER BRANDS - 2)
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PROGRESSIVE LENS – COMPARISON CHART
-1
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PROGRESSIVE LENS – COMPARISON CHART
-2
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PROGRESSIVE LENSES – PRODUCT
DATASHEETS ESSILOR
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PROGRESSIVE LENSES – PRODUCT
DATASHEETS HOYA
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PROGRESSIVE LENSES – PRODUCT
DATASHEETS YOUNGER OPTICS
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PROGRESSIVE LENSES – PRODUCT
DATASHEETS ZEISS
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GLOBAL ONLINE OPTICAL
POTENTIAL
Major growth drivers: Internet penetration, increased comfort with online payments,
technology improvements
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BRAND COMMUNICATION – YOUNG
OPTICS 1
Younger Optics offers two high-quality videos with information on Drivewear:
60-second looping video for the patient waiting room and
three-minute Drivewear training video for eyecare professionals.
The first explains the benefits of Drivewear technology at the consumer level, showing and explaining how Drivewear lenses react in real life situations—from driving in overcast and daylight conditions to boating and bike riding outdoors in bright light conditions.
The second adds important information about complimentary marketing materials available for your practice through Younger Optics.
Both videos come in DVD format and are offered at no charge.
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BRAND COMMUNICATION – YOUNG
OPTICS 2
Participation on Vision Expo East
Messages (gifts):
Visit daily to enter to win an Apple iPad Mini!
ECPs who have the free NuPolar app on their iPad or Android tablet can receive a free thank you gift ($5 Starbucks gift Card)!
Younger optics on Vision Expo East (New York)
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BRAND COMMUNICATION – VISION EASE 1
Vision-Ease Lens recently introduced its first bilingual web site enhancement, specialized to serve its growing Latin American client base.
“With everything from sell sheets to technical specifications, we’re able to inform all of our key audiences about Vision-Ease Lens products—without any communication barriers.”
Vision-Ease Lens Debuts Bilingual Web Site Additions
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BRAND COMMUNICATION – VISION EASE 2
Vision Ease launched a new consumer website, coppertonelenses.com .
consumers can learn more about the premium protection benefits and proven technology used in these products.
Several videos educate consumers on the importance of sun protection.
Website includes a provider lookup tool, allowing customers to locate COPPERTONE prescription sun lens providers in their area.
Vision-Ease Lens Partnership With Coppertone
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BRAND COMMUNICATION – ESSILOR 1
Finola Hughes Promotes Varilux Crizal at
Fashion Week
Essilor launched a major integrated marketing
initiative for Varilux and Crizal lenses at New York’s
Fashion Week in February by introducing style
maven Finola Hughes as the brands’ spokesperson.
Hughes conducted more than 25 radio, print,
television and online interviews on behalf of the
Essilor brands, with media across the country,
resulting in news segments that aired on more than
150 television stations, reaching more than 20 million
viewers.
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BRAND COMMUNICATION – ESSILOR 2
New Crizal protect your lenses and your eye health
Scratch-proof, smudge proof, no-glare lenses now have E-SPF 25 – to help protect your eyes 25 times more from the damaging rays of the sun
Results:
Crizal grew 9.1% in Q1 2014
Penetration increased 3 % in Q1 2014
Establishing Brand Awareness (Crizal, US)
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BRAND COMMUNICATION – ESSILOR 3
Key messages Polarized Sun lenses are
avalaible in your presciption
Xperio UV eliminates 100%glare offers crisper vision and brighter colors
Results 2013: polarized lens unit
2x segment growth rate
2014: Xperio UV growth 21%
2014: polarized lens unit growth 12.7 %
Building a Brand with a Seasonal Campaign (Xperio UV, US)
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BRAND COMMUNICATION – HOYA
being part of VSE will mean
that when you spend
£500/€600 a month we will
give you 1 point for every
£10/€12 you spend.
You will be able to collect
your points to spend on a
great selection of rewards.
VSE Loyalty Club
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BRAND COMMUNICATION – ZEISS 1
Zeiss has started a consumer marketing campaign that includes outdoor media, magazine advertising and retail sponsorship to raise awareness of the Zeiss brand among progressive wearers in the southern counties.
The company added that the aim was to drive patient footfall into participating practices, with the key message that consumers’ eyes deserve the best.
The campaign is timed to coincide with the launch of the new Zeiss portfolio and naming structure, with seven new product launches and easier-to-understand names.
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THE END