The purpose of this final thesis was to create a marketing plan for Specsavers Opticians Seinäjoki. The title of the final thesis is Creation of a marketing plan for the company Specsavers Seinäjoki for the local market of Southern Ostrobothnia.
Thesis objectives and restrictions
Strength for this final work is my close interaction with the management in the company. When it comes to making a marketing plan for this business, one must be aware of the whole chain concept; all Specsavers stores in the world operate under the same international concept.
Structure of the final thesis
In the marketing plan, I will focus on the two main market segments of Specsavers Opticians Seinäjokis. This company has a clear goal in the future: to become a leader in the local and, of course, the entire domestic market.
The international marketing task
The 308 million euro turnover of the optical retail trade in 2009 was divided between the old and some of the new businesses. Fenno Optiikka is a new chain and took 5% of the market share with a turnover of 16 million; the united.
Business idea, values and organization
Company image and core values
When it comes to marketing, I think the message of the company name, logo, colors, advertising and. According to Doug Perkins: "The best thing to do is to get regional people to run their own business - the ultimate motivation".
Resources and structure of the organization
Additionally, senior management appreciates that meetings need to be handled differently to move the business forward and successfully pursue company values in their local operations. The family nature of the business means that joint venture partners are free to disagree with senior management and express their options.
Specsavers globally
Also, the concept in people's minds of the fact that you can go shopping for glasses as well as shopping for new shoes or a jacket is not yet understood. It is the simplest method of pricing by adding a standard markup to the cost of the product. First, the staff must be aware of the current campaigns at all times.
For example, many associations have "Tupperware invites" or other gatherings such as "the retirees" or "entrepreneurs" so that a salesperson or other entrepreneur can show the products especially for them, talk about the products or show some frames or other solutions that might be suitable for their purpose. The company must network with the associations and inform management members in a targeted manner (read marketing). It's also important for them to remember that they represent the company they work for, even outside of working hours.
The company decides which customers to serve (segmentation and targeting) and how (differentiation and positioning). Today's trend is for the company and the customer to be in partnership with each other. It is important that the customer feels that the company is trying to help him with its operations.
Product range
The company‟s current-state analysis
Specsavers entered to Finnish market
The company
Marketing tools
A company must consider how to reach its old customers and how to reach new customers from selected segments. The company must think that the old customers it has are the most important customers. The company must keep a register of its old customers, know exactly what they are.
It is always to the company's advantage if the staff is educated and they are sure about what they are doing. Creating a nice general look in the store affects the customer's joy and enjoyment when making purchases.
Operating environment analysis
Consumers think old-fashioned and as I mentioned above, Specsavers as well as the other companies in the field are obliged to change. Incomes are not at the same level as before due to reduced working hours, even though the level of education of the consumer is higher than before, which increases the chances of a better job. One of the most important things is changing lifestyles and habits when it comes to Specsavers' business.
It is a big challenge to make people think in a different way from what they are used to. The development affected communication development, data acceleration, the development of replacement products and production development.
Customers needs, wants and demand
According to Kotler (2008, 9), people want to choose and demand the product that provides the most satisfaction for their money that they are able to pay. It is a big step for many people to realize and admit that near vision is so poor that you need to get multifocal glasses for it. According to Kotler It is impossible to make one product that is the first choice of consumers in all segments.
For international markets, Specsavers uses "intermarket segmentation"; it forms segments of consumers who have similar needs and buying behavior even if they are located in different countries. It works very well with Specsavers; they offer high quality products at the low price, it is a good method in all countries, besides, the need is the same everywhere, even the style of the product was different.
Competitors
The strength of Specsavers is that they are offering the same high quality products from famous manufacturers at a lower price than others.
Marketing strategy
The multifocal market, because that's where the euros come from for the company, and Specsavers aims to be the largest provider of contact lenses in Finland. In terms of product positioning, the company first identifies potential customer value differences that provide competitive advantages on which to build the position. Effective positioning begins with differentiation, actually differentiating the company's market offering in order to deliver more value to consumers.
Once the company has chosen the desired position, it must take strong steps to deliver and communicate that position to the targeted consumers. In terms of marketing, the company uses entrepreneurs and Specsavers has created a strong marketing awareness in the region and relies on the good service and pleasant treatment of the customer.
Objectives
The company's aim is to offer the best value for money and the service will be similar no matter which Specsavers you go to. Also trying to get old customers to come back to the store for the new eye test and buy glasses as well as reach as many new customers as possible. The customer service is excellent at this store, with this fact they have made their customers so many competing customers.
For example, if you buy two for one pair of multifocal glasses you can have a free eye test, I'm sure it would attract the middle-aged and elderly people in this region of Southern Ostrobothnia to the Specsavers store. It is generally known that people in this region are scarce, so if they can even get something for free, I am sure they will come to the store.
Defining the target groups
When it comes to contact lens wearers, the company can offer them, for example, three months for the price of two months of lenses. Contact lenses are suitable for everyone," says Specsavers Opticians Seinäjoki entrepreneur Anssi Kivistö. There are only one or two diseases in the world that are making the use of contact lenses impossible, notes optician and entrepreneur Kivistö.
To name a few of the most likely groups of contact lens wearers are for example athletes, middle aged ladies and people with very high power lenses. There are many different contact lenses: multifocal, single vision, day-night, one-day solutions, etc.
Budgeting
It is a huge advantage for people to get to see without glasses, it is comfortable. Most of them have never known that it is possible to live without glasses on the face. When it comes to sponsorship and image marketing, which is a kind of long-term marketing, it is slowly productive and difficult to measure.
A good aspect of this is also the staff's customer service and sales skills development. Of course, a little extra must always be added to the budget, there will be surprises during the year.
Planning the marketing operations
In marketing it is important to generate repetitions from different media, for example the chain's TV marketing must be confirmed in local newspaper marketing at the same time. For example, other eligible implementation plan might be to give gift cards to new high school graduates in the spring. For example, Specsaver Seinäjoki gives the VIP discount card to some sports association and lets them forward it to their members, supporters and their friends.
For example, if the segment is women, the organization could be a fashion store or hairdresser. This slightly opens up the B to B marketing opportunities for Specsavers Seinäjoki; moreover, it increases recognition among the entrepreneurs in Seinäjoki.
Operation‟s responsibilities, implementers and scheduling
The company must be constantly aware of what is going on in the minds of the competitor. The company must be very resourceful to shake up the market in a positive but different way. As a whole, it is important that the company creates credibility and a reliable image of itself and its own actions through its marketing.
The various elements in the foreign environment that affect the marketing plan were explained mainly to guide the company in considering various factors. The product implementation plan in the foreign market is designed to provide ideas on how to expand the company's market offerings to different levels.
