2021
Group 12 Marketing
Report
COURSE: MKTG1200 – FALL 2021
ASHLYN REUBEN, JANNETH YAMBOT AND, MENUSHA THAMBAWITA
Table of Contents
Introduction ................................................................................................................................................... 3
Marketing environment ................................................................................................................................. 3
Target Market Selection (Segmentation) ...................................................................................................... 7
Consumer Behavior ....................................................................................................................................... 0
Positioning ..................................................................................................................................................... 5
Marketing Mix................................................................................................................................................ 7
Introduction
This marketing repot is to show the work of Group 12 and our product of blue light
blocking glasses by Barner Company. In this report you will see our marketing environment
including our SWOT analysis and, Competitor analysis. Our target market selection and our
segmentation including our two personas, consumer behavior analysis, positioning statement
and, a marketing mix including a possible promotional ad.
Marketing environment
SWOT Analysis
•
•
•
•
Strengths
Options – sells blue light glasses that
are prescription and non – prescription
compared to Blu Light where they
only sell non-prescription. (Barner,
2017)
Clear Mission and vision statement –
Mission (To empower the life of
digital generations) Vision (“We strive
to be a company with soul every
single day; We aim to help people live
lives that are vibrant and fun as they
are functional, and we dream of
building a world where technology
and sustainability go hand in hand”)
(Barner, 2017)
Opportunities
Expanding - Could expand with the
rising trend for blue light glasses.
Increase in usage of technology – Due
to the pandemic We use more
technology i.e., work, school, etc.
therefore the glasses can help prevent
eye strain.
•
Weaknesses
Not very well known – As a company
it is a very big strength to be well
known and it is not well known
Barner is not well known. It is a
European country. (Barner, 2017).
•
Expensive – The lowest price of
glasses they have is 63 dollars USD.
•
Eye doctor – No scientific data to
support eye health
Threats
•
Blu light company – Blu light sells
affordable glasses as their lowest is 20
USD where the lowest for Barner is
63.58 USD. (Blu Light, 2021)
•
Felix Gray – This company was rated
#1 on Insider to get blue light glasses.
(Insider, 2021)
•
Big eye glass companies don’t provide
the product or as much as a selection –
Not much of a selection at popular
brands such as Ray-Ban and some
large companies such as Hakim don’t
sell blue light glasses at all.
•
Cyxus – Sells clip on versions of blue
light glasses. (Insider, 2021)
•
Changes in technology – Most tech
will change to add in blue light
protection (no need for the glasses)
Competitor Analysis
ZENNI
Company
Profile
Founded in 2003 by
two scientists. Born
in San Francisco Bay
Area. (Zenni Optical,
2003)
Company
Highlights
Key
competitive
advantages
Has very strong
reviews on the
glasses sitting at an
average rating of 4.44.5.
Target
Anyone who wishes
Market
to experience eye
strain, headaches,
blurry vision when
using technology.
Who want a
fashionable design.
Market Share
40 million / 140
Market
billion = 0.002857 X
Information
100 = 0.02857%
Marketing
strategy
Online, No physical
stores
FELIX GRAY
Direct Competitors
Founded in May of
2016 by David Roger
and his coworker.
They wanted to
spread awareness for
digital wellbeing.
(Felix Gray Company
, 2016)
Got voted #1 for blue
light glasses. Has a
strong established
brand loyalty to
customers.
Anyone who wishes
to experience eye
strain, headaches,
blurry vision when
using technology.
Who want a simple
design.
2million/140billion=
0.00001428 X 100 =
0.001428% (Owler,
2021)
Online, Shops in US,
voted #1 on insider
magazine for best
blue light glasses,
uses influencers
CYXUS
An American brand
founded in 2009.
(Cyxus , 2009)
A lot of YouTube
influencers have done
strong positive reviews
on these glasses.
Anyone who wishes to
experience eye strain,
headaches, blurry
vision when using
technology. Who want
an original design.
5.2 million / 140
billion = 0.00003714 X
100 = 0.003714%
Online, found in some
wal-marts.
ZENNI
Products &
services
Pricing
Blue light glasses for
prescription,
nonprescription, as
well as basic glasses
accessories,
engraving on the
frames.
Product
Information 9.95-77.95 CAD
Distribution
channels
Direct online
•
Strengths
•
•
Weaknesses
•
SWOTT
Information
Opportunities
•
•
FELIX GRAY
Direct Competitors
Blue light glasses for
prescription,
nonprescription and
readers, as well as
basic glasses
accessories.
119.37 – 182.19
CAD
Direct online and
with franchises in
close range
Lower price
compared to
competitors
More in
person stores
than
competitors
•
Doesn’t
appeal to the
luxury
consumers
like
competitors
Only sells
blue light
glasses
•
Has the
ability to
expand with
rising trends
Could create
holiday
themed
frames and
engravings
for holiday
season.
•
•
•
•
Higher price
appeals to the
more luxury
consumers
Has a strong
established
brand loyalty
Only in store
shops in the
states
Doesn’t
appeal to the
right target
market
Could start
switching
their designs
to a more
formal/luxury
style to fit a
new target
market
section
Can expand to
neighboring
countries
CYXUS
Blue light glasses for
prescription,
nonprescription and
anti-fog glasses.
29.00-120.00 CAD
Direct online and with
franchises and other
companies in close
range
• Has a range of
prices from
cheaper to
expensive
• Has strong
presence both
online and in
person stores
• Missing out on
the opportunity
for more profit
by not
including
accessory
options for
glasses.
• Not very well
known
• Could expand
into more
products such
as glasses
accessories
• Could expand
to own stores
instead of in
Walmart’s
ZENNI
•
Threats
Barner
company
• Felix Gray
• Cyxus
Increased tech usage
making blue light
glasses seem more
useful
Trends
KATE SPADE
Company
Profile
Key
competitive
advantages
Target
Market
Market Share
Marketing
strategy
Products &
services
Pricing
Distribution
channels
Strengths
Company
Highlights
Launched in 1993
starting with
handbags and grew
to glasses +
accessories. (Kate
Spade, 2021)
Has over 140 stores
in the USA and,
more than 175 stores
internationally.
(Kate Spade , 2021)
Women who want
more of a designer
look and feel.
Market
5.7 million / 140
Information billion = 0.00004071
X 100 = 0.004071%
Online and in store
Glasses, handbags,
wallets, shoes,
clothes, jewelry, etc.
Product
87.26 – 205.31 CAD
Information Direct online and
with franchises in
close range
• Strong brand
name
FELIX GRAY
Direct Competitors
• Barner
company
• Zenni
• Cyxus
Increased tech usage
making blue light
glasses seem more
useful
HAKIM
Indirect Competitors
At 19 Mr. Hakimi
founded Hakim. He
moved to Canada in
1967 and decided to
open his own business.
(Hakim, 2019)
Has 161 outlets in
Canada including 140
one-hour factory
outlets as well.
Men and Women who
want stylish, good
quality eyeglasses
(Hakim, 2019)
6.3 million / 140 billion
= 0.000045 X 100 =
0.0045%
Online and in store
Eyeglasses, eye tests
(in store), glasses
accessories.
Approx. 200 CAD
Direct online and with
franchises in close
range
• Very strong
brand name and
consumers
CYXUS
•
Barner
Company
• Zenni
• Felix Gray
Increased tech usage
making blue light
glasses seem more
useful
PEARLE VISION
Started in 1961, from
Dr. Stanley Pearle.
(Pearle Vision, 2018)
400 Locally owned
and operated optical
practices.
Men and Women
who want stylish,
good quality
eyeglasses
4.6 million / 140
billion = 0.00003286
X 100 = 0.003286%
Online and mostly in
store
Eyeglasses, eye tests
(in store), glasses
accessories.
Approx. 150 CAD
Direct online and
with franchises in
close range
• Very wellknown brand
KATE SPADE
SWOTT
Information
Weaknesses
•
Has a strong
bond with
consumers
•
Not too many
choices so
room for
competitors
to sneak in
Quite
expensive
and only do
low
prescription
eyeglasses
To make
more choices
to fill what
their
company is
missing
Could
acquire
larger
prescriptions
•
Barner
Company
• Hakim
• Pearle Vision
Glasses help people
see and this
company fills the
need for this in a
stylish way.
•
•
Opportunities
•
•
Threats
Trends
•
Target Market Selection (Segmentation)
Persona profiles
HAKIM
Indirect Competitors
• Is known to sell
quality eyewear
•
•
•
Not as updated
frames
Very known for
eye tests not as
much for their
glasses
Update some
frames to make
the company
more relevant
Could create a
deal when get
an eye test there
you ca get a
discount on
glasses.
Barner
company
• Kate Spade
• Pearle Vision
Glasses help people see
and this company fills
the need for this in a
stylish way.
PEARLE VISION
•
Usually only
takes 7-14
business days
to get glasses
• Very known
for eye tests
not as much
for their
glasses
• Glasses are
not as
popular as
other brands
such as
Hakim
• Produce more
advertising to
catch more
consumers
attention
• Could create
their website
more
accessible to
make
ordering
Pearle
Visions
glasses easier
• Barner
company
• Kate Spade
• Hakim
Glasses help people
see and this company
fills the need for this
in a stylish way.
Buyer Persona 1: ACCOUNTANT MAY
Favourite Social Networks
Figure 2 This Photo by Unknown Author is licensed under
CC BY-S
Figure 1 This Photo by Unknown Author is licensed under CC BY-SA
Background/Demographics:
Early 30’s
Manages a finance sub-department with 1015 employees
Income $70k+
Married with three children
Been in her role for 7 years
Hobbies
Yoga
Binge watching online/Netflix
Reading
Internet browsing
Goals:
Has high ambitions for her team
Likes to be her own boss
Challenges
Struggling to manage time in being a mom
and accountant
Worries on staying too much time in front of
her devices
Messaging
Likes to be reached by email, phone or in
person meeting
Favourite Brand
Apple, Sephora, Zara
Buying behavior influenced by
Google search, online reviews, peer
recommendation and accreditation
Purchasing barrier?
High price
Too busy to go to store
Buyer Persona 2: UNIVERSITY STUDENT JOE
Favourite Social Networks
Figure 3 This Photo by Unknown Author is licensed under CC
BY-SA
Challenges
Figure 3 This Photo by Unknown Author is licensed
under CC BY-SA
Background/Demographics:
rd
25 years old, 3 year student
Single
Cannot focus completely due to new
learning set up
Spending too much time in reading and in
his devices causes his headaches and eyes
feels so tired.
Lives in apartment in Toronto
Hobbies
Messaging
Online gaming
Likes to be reached by email, phone, or
social media accounts
Binge watching online/Netflix
Favourite Brand
Reading
Apple, Vans, The North Face
Internet browsing
Buying behavior influenced by
Goals:
Google search, online reviews,
Finish his bachelor’s degree on time
Stay aware on new technology innovation
Purchasing barrier?
Able to share technology knowledge to
people
High price
Prefer online shopping
Consumer Behavior
In modern marketing, marketers must fully understand both theoretical and practical aspects of
consumer behavior to sell their products and services better than their competitors. Jacoby (1976)
defined consumer behavior as a study of how individuals decide to acquire, consume, and dispose
of goods and services.
Consumer behavior is important for marketers to understand, evaluate and anticipate consumer
preferences. Kotler and Keller (2016, p.165) stated that a successful marketing orientation requires
a full understanding of consumer behavior, therefore the best products are always offered in the
right way to the right customer.
Consumer characteristics that influence buying behavior
The characteristics of consumer behavior are divided between, cultural factors, social factors,
personal factors, and psychological processes. What drives consumers to purchase a product does
not depend only on their financial ability. These factors are briefed below (Table 1).
Factors
Cultural factors
Definition
Values, views, wants and
behaviors that are found to be
common in a certain
population.
(Kotler and Keller)
Social factors
Effects of people and groups
influencing each other
through social connections.
(Kotler and Keller, 2016)
Personal factors
Distinct aspects that differ
from consumer to consumer
that strongly influences their
buying behaviours.
(Kotler and Keller, 2016)
Characteristics
1. Cultures: Family, Other
important institutions,
Economic systems.
2. Subcultures: Geographical
areas, Nationalities, Racial
groups, Religions.
3. Social class: Upper class,
Middle class, Working class,
Lower class.
(Kotler and Keller, 2016)
1. Reference groups and
networks.
2. Word-of-mouth influence.
3. Opinion leaders.
4. Family.
5. Roles and status.
(Kotler and Keller, 2016)
1. Age.
2. Life cycle stage.
3. Occupation.
4. Economic situation.
5. Personality.
6. Values.
Group 12
Marketing report
11/05/21
7. Lifestyle.
(Kotler and Keller, 2016)
Table 1: Consumer characteristics that influence buying behavior
Source: Author developed (2021)
Key psychological processes that influence buying behavior
The consumer’s psychological factors are the fine tunings of the mind, based on past experiences
and combined information which impacts their purchase decisions. Brand loyalty, quality
sensitivity, financial insight, pleasure in shopping, product risk and value for money are some of
the past experiences and information on which the consumers’ psychological factors depend on
(Rathod and Bhatt, 2013). These factors are summarized below (Table 2).
Key factors
Summary
•
•
Motivation
•
•
Perception
•
Selecting, organizing, and interpreting information learned through our
five senses, sight, hearing, smell, touch, and taste, in a meaningful way
to make consumption decisions is known as perception in consumer
behaviour (Kotler and Keller, 2016).
The main goal of advertising is to assure that the consumers develop this
deepened desire to buy (Britt, 1950).
•
Learning is done through actions by acquiring information and
experiences. It indicates a change in the behavior of a human.
Depending on what a consumer learns from the experience he had with a
product his response to it could be positive or negative (Kotler and
Keller, 2016).
•
A belief is a conviction based on knowledge, faith, or opinion of a
consumer.
Learning
Beliefs and
Attitudes
Freudian motivation theory explains that motivation is what drives
consumers in a subconscious level to build up a buying behavior. The
level of motivation affects the buying behavior of customers (Ganti,
2019).
It is an expression of a need that persuades the consumer to satisfy it.
Some needs are most pressing than others. Needs become a motive when
it is more pressing directing the individual to seek satisfaction. A
marketing product should appear as the solution to the consumers need
(Kotler and Keller, 2016).
According to Maslow’s hierarchy of needs people are motivated by a
pyramid of needs (Kotler and Keller, 2016).
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Marketing report
11/05/21
•
The attitude describes how a consumer feels about a product or idea
(Stewart, 1974).
Table 2: Key psychological processes that influence buying behavior
Source: Author developed (2021)
Buying decision process: Five-Stage Model
A Buying decision process is a series of five stages a consumer goes through in different
purchasing situations (Bunn, 1993). It is a need recognition and a cost to benefit analysis that a
consumer starts long before the purchase (Kotler and Keller, 2016). The below (Table 3) will
summarize the five stages.
Process
Summary
Consumer identifies the need which is stimulated by an internal or an
external stimulus which can be a basic personal need or anything which
Need Recognition
inspires a thought of possibility to make a purchase respectively (Kotler
and Keller, 2016).
After the identifying the need, a consumer will be more open to
Information
information and then will actively search for it. Information sources are
Search
divided in to personal, commercial, public, and experiential (Kotler and
Keller, 2016).
The consumer assesses all the products available on a scale of features, to
Evaluation of
find the best possible option. The features of interest to a consumer may
Alternatives
change according to the product (Kotler and Keller, 2016).
The consumer forms an intention to buy the preferred brand after
evaluating all the alternative options. Negative feedback of others,
Purchase
perceived risk, or a disruption due to a situation that was not anticipated,
Decision
could cause customers to turn away at this stage (Kotler and Keller,
2016).
After making the purchase, the consumers will evaluate if the product met
their needs and if it was worth the cost. Depending on the evaluation the
consumer will be disappointed, satisfied or delighted. Sellers should
Post purchase
engage with the consumers after the purchase to get feedback on the
Behavior
product and to provide quick remedies if needed. If consumers are
disappointed it hey will reject the product and will share their negative
experience with others (Kotler and Keller, 2016).
Table 3: Buying decision process: Five-Stage Model
Source: Author developed (2021)
Recommendations
Group 12
Marketing report
Recommendation
Justification
Limited international distribution network
Expanding the international limits sales. Expanding can help Barner reach
more customers in the global markets and
store network
increase sales by aggressive marketing.
Distribution - Marketing Mix.
While maintaining the
Premium market segment represents only a
minority of the global market. It only attracts
premium segment of
eyeglasses, start focusing on the high income and sometimes the medium
income segment.
the midrange and the budget
Product diversification – Ansoff Matrix
options for affordable
prices.
Consumers tend to go for other new value for
money options because of the price tag. Higher
Limiting the rising 100$+
the bargaining power of customers, lesser the
price with every new
industry attractiveness would be.
design.
Porter’s competitive forces - bargaining power
of customers
Imitations of the products by multinational
firms is a critical hit to brand value globally.
Faster innovation and
These brands are catching up because of slow
moving from the current
innovation.
designs to updated designs Higher the threat of substitutes, lesser the
industry attractiveness would be.
of the same products.
Porter’s competitive forces-Threat of
substitutes.
11/05/21
Forecasted result
Higher sales
volumes based on
rising demand.
Higher sales
volumes based on
rising demand and
higher market share
can be obtained.
Higher sales
volumes based on
rising demand.
The imitated designs
will get obsolete
when Barner moves
on to an updated and
better design.
Persona #1: Accountant May – For Accountant May, it is a high involvement of purchase
because her recognition of the needs for eyeglasses is looking for its long-term usage for herself
and her children. She evaluates every alternative that is available in the market.
Persona #2: University Student Joe – For Student Joe it is just a low involvement it is more
like just purchasing an item that he uses every day.
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Need
Recognition
•Accountant May recognize the need of protective eyeglasses for her and her
children because of the pandemic her children will do online classes meaning
they will be in front of the monitor for the long period of time and she worries
about it might cause to her childrens eyes.
•SInce Student Joe is doing online classes for now he thinks he needs eyeglasses
to protect his eyes.
Information
Search
• Accountant May usually purchase online because she's so busy
with work and being a mom. So she will look this product
online. Read the reviews and see if there is discount she can
avail.
• Student Joe prefer buying this on company's website.
Evaluation of
Alternatives
• She finds a lot of option varies with prices and design. Price is
the top actor to consider for Accountant May. So she will look
for something that is affordable.
• Student Joe just want something to protect his eyes but only
willing to spend a minimum (the cheapest)
Purchase
Postpurchase
Behavior
• Accountant May will probably buy her product in company
which offer discounts and have a lot of option for style.
• Student Jow will most likely buy something that is on his
budget.
•Accountant May always leaves a review on company's website
whenever she buy products that satisfy her needs or disappoint her.
•Student Joe don't really pay much attention with this. If he didn't
like the product he will just stop using it or will not purhase again.
Since it is only a small purchase for him.
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Should I buy it
or not?
Situational
Socio-cultural
Psychological
Accountant May and Student
Joe prefer buying online, they
will probably read reviews of
the product. What Burner can
do is that encourage its previous
buyers to write a review in their
website so potential buyers can
have it as reference on deciding
whether to buy or not.
There
is
a
common
misconception in wearing an
eyeglass. Most people think
that only people withFigure
eye 4This Photo by Unknown Author is licensed under CC BY-NC
problem should wear an
eyeglass. Burner company
should work wisely on informing
and introducing the blue light
filter eyeglass in the market.
Focusing on what and how it can
Consumer Decision Making Process
help especially for those people
spending more time in front of
their computers or any devices.
Positioning
The desired image for blue light glasses is to increase eye health and to promote healthy online
usage while still having a cute fashionable look. 4.88 billion users used the internet in October
of 2021, which is 62% of the world’s population. (DATAREPORTAL, 2021). With all the
people using technology blue light glasses become very useful. Blue light block out
blue light, which is very harmful and can cause headaches, eye strain and overall discomfort. We
strive to continue this desired image of blue light glasses of being beneficial for health
reasons by creating a good quality blue light blocking lenses, creating comfortable frames to
keep the glasses secure but comfortable and, in different styles to accommodate various
Group 12
Marketing report
11/05/21
styles. Our product unlike our competitors will have a yellow tint to the lenses which known to
block out more blue light than the clear lenses.
Positioning statement
For the student or worker who uses technology on a regular basis and suffers from eye strain and
or headaches, Barner’s blue light glasses are more blue light blocking than other brands because
of the yellow tinted blue blocking lenses.
Positioning map
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11/05/21
Marketing Mix
Product
•
•
•
•
•
•
Make packaging more eco-friendly (71%
percent consider occasionally)
https://www.fooddive.com/news/consumers
-still-care-about-sustainability-amidpandemic-report-finds/576682/
Check in to the customer to see how they
liked the product and create more positive
reviews
Price
Make the prices even more affordable for
back-to-school times
Lower prices a little bit to make more
affordable for students or have student
pricing
Have group deals that are a fair and more
expensive price for instance to sell to
schools in a bundle
•
•
•
•
•
Place
Have more retail locations in
areas that have lots of offices
Keep a set of storing in Toronto
and BC for easy access to most
areas out of the UK.
Promotion
Create back to school sales
Black Friday sales
Advertise after looking up
certain things like blue light
effects
Advertise on social media sites
Description of product
Our product is blue light blocking glasses. These blue light blocking glasses are to increase likely
chance of eye strain and headaches from everyday use on technology. This specialty blue light
blocking glasses use yellow tinted lenses to excel at blocking the harmful light in a comfortable
and fashionable way.
Price for the glasses
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11/05/21
$43.99 CAD for a simple design $56.49 CAD for a complicated design.
Marketing communications
Social media, websites, blogs, emails and over all mostly digital marketing channels as our target
demographic spends most of their time on technology.
Distribution
As of right now Barner company has a distribution channel in the UK, we would like to open
their area by keeping a distribution in Ontario to be able to fill the demand in the Canada and
neighboring countries. Our environmental scan showed that one of the main problems we would
need to look out for was not being able to keep up with the demand of our product. Consumers
will access our product online as our target markets are very busy individuals who prefer
shopping online.
Promotional ad
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Brief paragraph behind ad
The message of our ad is to appeal to college students who are doing online schooling and
getting headaches and eye strain from technology. The message of this ad is supposed to show
students that Barner’s eyeglasses are the solution to their problem and that they can ease the
physical pains of studying online by blocking out the blue light. The goal of this ad is to attract
new consumers that are a part of our target market. This ad would be used as a social media post,
we would use this as a social media post because our target market being the younger generation,
they are on technology a lot and social media like Instagram is very popular for target
demographic.
Bibliography
Barner. (2017, February ). Retrieved from Barner Brand: https://barnerbrand.com/pages/our-story
Blu Light. (2021, Janaury ). Glasses.shop. Retrieved from https://blulightglasses.shop/collections/adult
Cyxus . (2009). Retrieved from https://www.cyxus.com/pages/about-us
Felix Gray Company . (2016, May ). Felix Gray . Retrieved from https://angel.co/company/felix-gray/jobs
Hakim. (2019, October 25). Retrieved from https://hakimoptical.ca/product/zetticci/
Hakim. (2019, October 25). History. Retrieved from https://hakimoptical.ca/about-us-company/
Insider. (2021, June 9). Insider. Retrieved from https://www.insider.com/blue-light-computer-glassesbrands#felix-gray-1
Kate Spade . (2021, January 5). About us. Retrieved from https://www.katespade.com/about-us/
Kate Spade. (2021, January 5). Retrieved from https://www.katespade.com/search?q=glasses
Pearle Vision. (2018, January 15). Retrieved from https://www.pearlevision.ca/pv-ca/glasses-frameslenses/frame-styles
Zenni Optical. (2003). Retrieved from https://ca.zennioptical.com/c/about-us