Writing about a new product not existed in the market
The target market can be narrowly defined as all customers, whom the company wants to sell its products or to deliver services, and who are the target of company’s marketing efforts. Clearview On-the-go Eyeglasses Cleaning Case can be potentially used by the majority of people, who wear glasses, no matter what glasses they use. Therefore, there is a large potential in the future to extend the product to a variety of customer segments. At the moment, however, in order to categorize potential buyers and to limit the target market, it is possible to identify three primary markets that the product will target first: people with eyesight problems, sunglasses wearers and frequent travelers.
People with eyesight problems
People with eyesight problems represent the primary market for the Clearview. These customers are the most active users of glasses and at the same time they are most vulnerable category of glasses wearers, as their sight is already imperfect, and spots or smudges on the lenses could significantly impair their vision. That is why they should be the first to target by the Clearview On-the-go Eyeglasses Cleaning Case.
This category of potential customers is the most numerous and diverse. For them sunglasses are both an essential device to protect one’s eyes from the sun, and a stylish accessory that is popular among people of almost all ages and genders. Although sunglasses wearers represent the greatest part of the market, their demand is highly unstable and seasonal. Mostly this is because sunglasses are used for a brief period in summer. Secondly, as sunglasses are mainly an accessory and not a corrective eyesight device, minor spots and smudges are not as dangerous for the clients and are perceived as a minor nuisance, rather than a significant problem. Considering these facts, Clearview’s marketing efforts should aim not only to create awareness about the product among this group, but also to emphasize the benefits and the convenience of the clean lenses of the sunglasses.
Frequent travelers targeted by the Clearview On-the-go Eyeglasses Cleaning Case are glasses wearers, no matter whether these glasses enhance vision or protect form the sun. This customer group is particularly vulnerable to the issue of spots and smudges on their lenses. As people, who travel frequently, usually have problems with luggage space, and often leave tissues and liquids for cleaning their glasses behind, the Clearview Case could be a unique solution for them.
Target audience Analysis
Although in theory the geographical application of the Clearview On-the-go Eyeglasses Cleaning Case is not limited geographically, however as a first step the product will be introduced US-wide in all major cities of the country. This strategy has been chosen as cities traditionally attract more business people, who make up the majority of frequent travelers and have no time to waste on cleaning their glasses with more traditional means, such as tissues and cleaning solutions. Moreover, the inhabitant of big cities are more fashion conscious; therefore, they are more likely to buy and wear sunglasses, as well as to take a good care of their lenses. Finally, the average income of people in cities is relatively higher than that in smaller towns and villages. This fact makes cities a perfect place to launch Clearview On-the-go Eyeglasses Cleaning Case. The product will be simultaneously rolled out in city main supermarkets, in the shops in airports/train stations as well as in the shops specializing in selling different kinds of glasses.
The first customer group that Clearview On-the-go Eyeglasses Cleaning Case targets is comprised of people with eyesight problems, who regularly wear glasses to enhance their vision. It is important to note, that for this and subsequent groups, the main focus is on people older than 25 years with an annual income above $30,000. These consumers are believed to have entered the workforce and can afford buying the Clearview Case, which in the short-run is more expensive than more traditional cleaning methods. In addition to that, people in this age group are more sensible to spots and smudges on their lenses, since they are usually wearing glasses for work or during driving. People with eyesight problems represent potentially the most loyal customer group, as they use glasses most very frequently if not always. That is why a lot of effort should be put into attracting them.
In order to extend the product reach and to target as many customers as possible, Clearview will use a variety of distribution channels. Thus, the product will be simultaneously sold in major supermarkets, pharmacies as well as in dedicated shops for glasses. In this way people with eyesight problems will get to know the product rather quickly and will always be able to purchase it easily at the most convenient location. This customer group is not only the primary market for Clearview case, but it is also the first one to roll the product into. The knowledge gained in this market and with customers with eyesight problems will be further applied to sunglasses wearers and frequent travelers.
Sunglasses wearers are the biggest group of potential customer for Clearview On-the-go Eyeglasses Cleaning Case. However, their demand is seasonal and unpredictable. Within the category it is possible to distinguish users, who wear sunglasses solely to protect their eyes from the sun and people, and those, who wear sunglasses as a fashion item. For the purpose of this segmentation, this category would also include other special glasses, such as anti-glare glasses. Although the market for special glasses is relatively small, it is possible to promote it together with that of sunglasses. Considering that people, who view their sunglasses as an accessory, value the way their sunglasses look much more than their utility, this segment is perfect for promoting Clearview On-the-go Eyeglasses Cleaning Case. However, with these customers it is important to emphasize that the Clearview case does not only allow keeping lenses clean but also does not damage the glasses and helps to improve the way they look. In this way sunglasses wearers will be willing to invest in a Clearview case.
Frequent travelers represent the next important category for the Clearview case. These people often do not have enough luggage space or time to pack all the necessary items to keep their glasses clean during the trip. Here it is possible to distinguish three main categories of travelers depending on the purpose and the duration of their trip: business travelers, holidaymakers and commuters. Business travelers are the group with the biggest potential, as such customers can afford Clearview and are very sensitive to the cleanliness of their lenses. For the convenience of frequent travelers Clearview On-the-go Eyeglasses Cleaning Case will be sold in the main stations and airports of the country.
TARGET MARKET SEGMENTATION BOX
People with eyesight problems