New Look Eyewear

By: Jabir Arora

Prof: Allan Linklater

Company and Product

New Look Eyeware Inc. is a Canadian company, which deals with

sunglasses, contact lenses, eyeglasses etc. The company was founded

in 1963. The company has great reputation in Canadian market. It

provides products for men, women, and for kids. It’s a very popular

company among Canadians. Especially in Quebec because it is a

Quebec based company. The company’s headquarter is in Quebec.

Product Business Objectives

Increase in no of Stores.

Access to a new and valuable market with similar attitudes towards

product selection.

By the end of the year increase in market share by 10-20%.

To become a brand which is being operated internationally.

The company is trying to become a good alternative for the people

who rely on quality.

Country Research

The population of France is estimated at 64,641,279 in

2014. France ranks number 21 in the list of countries by

population.

The population growth was around 0.5% in 2012.

French is the main language of the country.

GDP per capita (US Dollars)

Competitive Analysis

In France, Luxottica France, and Essilor International dominate the

industry in terms of Company shares of Designer Eyewear, Spectacles

and Contact Lenses included.

Brands such as Ray-Ban and Oakley hold the most brand shares of

designer eyewear, but non-designer brands once again lead the way

with over 70% brand share in the French Eyewear Industry.

Product and Price

Sunglasses

Contact Lenses

Modern frames

Blink-activated moisture lenses

Product and Price

Sunglasses start from euros 45 only.

Price is lower than other brands like Ray Ban

Frames are available form euros 25 only. Which is a

revolutionary price.

Lenses price vary from 60 to 500 euros

Promotional Plan

Social Media (Facebook, Twitter, YouTube)

Email

Company’s own website

2 for 1 Event ( Company’s ongoing promotion)

Channel Plan

Method Strategy Results

Facebook Daily Updates Build Awareness

Twitter Follow randomly Increase Followers

YouTube Product videos Demonstration of Products

Email Newsletters New promotions

Financial Analysis

Promotional Budget

Promotions Dollar Amount Percentages of Budget

1. Publicity $406,700 13.56%

2. Fashion Show $671,596.11 22.40%

3. Advertisement $169,703.89 6%

4. Sales Force $1,752,000 58.4%

Total Expenses $3,000,000 100%

Anticipate Challenges

New Market with broad competition.

Consumer Behavior

Reasons to Invest

France is known for its fashion industry which is a

key reason to invest.

People with the same language so the company

can communicate well and use its past experience.