Marketing StrategiesMarketing Strategies

How Image FX Fits Into theHow Image FX Fits Into the

Broader Marketing PictureBroader Marketing Picture

Broad Marketing StrategiesBroad Marketing Strategies

Niche Strategy: Niche Strategy: Firms do not chase Firms do not chase

the market leader. the market leader. Rather, they find a Rather, they find a niche of customers niche of customers underserved by underserved by current offerings.current offerings.

Defensive Defensive Strategy:Strategy:

Organizations Organizations maintain the maintain the leadership position leadership position by developing by developing brand loyalty, mass brand loyalty, mass distribution, and distribution, and economies of scale economies of scale and scope.and scope.

Our Marketing StrategyOur Marketing Strategy

Growth Strategy: Growth Strategy: Companies capture Companies capture

more revenue from more revenue from existing market existing market niches and deliver niches and deliver better offerings to better offerings to new, related target new, related target markets.markets.

By incorporating By incorporating our product into our product into Target stores, we Target stores, we hope to capture hope to capture revenue from the revenue from the traditional sunglass traditional sunglass markets as well as markets as well as consumers buying consumers buying from target.from target.

Specific Marketing Specific Marketing TechniquesTechniques

Market penetrationMarket penetration Increases sales of a Increases sales of a

firm’s present products firm’s present products in its present markets in its present markets through a more through a more aggressive marketing aggressive marketing mixmix

Product developmentProduct development Offers new or Offers new or

improved products to improved products to the firm’s present the firm’s present target marketstarget markets

Market developmentMarket development Increases sales by Increases sales by selling present selling present products in new products in new markets, possibly to markets, possibly to satisfy new consumer satisfy new consumer needs or to identify new needs or to identify new market segmentsmarket segments

DiversificationDiversification Moves a firm into Moves a firm into direct lines of direct lines of business, whether business, whether related or unrelated related or unrelated to current market to current market strategiesstrategies

Learning About the MarketLearning About the Market

Segmentation: IdentifyUnique Markets

Positioning: Defining theRole a Brand Will PlayWithin a Given Market

Targeting: MatchNeeds of a Targeted

Audience

A Direct Distribution A Direct Distribution ChannelChannel

Manufacturer (Image FX)

Retailer (Target)

Consumer (Target customers)

Selective DistributionSelective Distribution

Defined as selling through only one Defined as selling through only one middle-man focused on the productmiddle-man focused on the product

By selling through Target, we hope to By selling through Target, we hope to find an area where our product would find an area where our product would sell bestsell best

We are benefited by the Target We are benefited by the Target name, while Target is able to keep name, while Target is able to keep much of our proceedsmuch of our proceeds