Brand and Premium Segment

Topics: Brand, Marketing, Watch Pages: 9 (2299 words) Published: September 23, 2012
Lakshya 2012
…A Corporate Crossroad

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Product launch, promotion & market acquisition strategy of Lawrence & Mayo Lawrence & Mayo, an India based 112 Cr turnover company, successfully completing its 135 years of passionate progress in eyewear and eye care products, operates with a significantly bigger band of loyal customers and deep-rooted brand sense. L&M has been a two Divisional company in the business of Ophthalmic Optics & Contact Lens Clinics and in the specialized technical field of Engineering, Scientific Vacuum Instruments. L & M have served Royalties, Viceroys to Visionaries like Mahatma Gandhi, Pandit Nehru, Rabindranath Tagore, J.R.D Tata in the past. Today it continues to serve eminent persons like K. Narayan Murthy, Azim Premji, Kiran Shaw Mazumdar to sport stars like Saurav Ganguly, Anil Kumble, V.V.S. Laxman to stars from the film industry like Amitab Bachchan, Celina Jaitly, Prabhudeva, Upendra to name a few. Its Instrumentation division has supported India’s large and important infrastructure development projects like the Konkan Railway and also numerous flyovers across cities, where its ‘Total Solutions and Automatic Level” expertise was deployed. L&M’s efforts in brand building: Today, L & M is a responsible corporate citizen contributing its might at the grass root level attempting to provide support for better eye sight to the underprivileged through its various Corporate Social Responsibility projects like:  Initiated in 2002, L & M has donated over 9,000 spectacle frames and sunglasses to Sight Savers, the International N.G.O. in India through its ‘Spectacles Donation Drive’.  L & M’s ‘Vocational Guidance and Training Program’ helps young engineers gain exposure to world-class engineering and instrumentation equipment and technology.  India being the world’s capital of preventable blindness, L & M has taken the lead to set up school and colleges of optometry by providing capital, equipment, computers, and libraries to enable them take off from the ground level.  Recently on the occasion of its 130th year anniversary celebrations, for the first time ever, L & M introduced an ‘Exchange Offer’ inviting it’s customers to donate their un-used spectacle frames and sunglasses to charity.

Lakshya 2012

 Through its new CSR initiative ‘Art Sight’ on the occasion of Children’s Day in 2007, L & M sponsored and organized paintings exhibition of Art created by students from the Pune School and Home for the Blind. These paintings were auctioned and of the funds collected, 85% was given to the student artists with investment advice to enable them get long term support and balance 15% was given to the school. Perhaps this was the worlds first such initiative to recognize and promote Art Created by the visually challenged. Focus on Indian Market: L & M sensed tremendous growth opportunities in the Indian market. With 10% market share in the partially organized 900 crore-eyewear segment, L & M has about 89 showrooms in 32 cities out of top 200 cities across India with a strong total workforce of 1180. It has 13 engineering centers across India. It ambitiously targets to increase the reach to customers by opening 3 showrooms a month especially in tier II & tier III cities. Apart from established brands, the company also sells spectacles, sunglasses and contact lenses under its own brand name “Lawrence & Mayo”. The revenue from its own brands is 6-7 per cent and 8-10 per cent in volume. Many a First Cult:    1st to introduce computerized eye testing in India 1st to introduce contact lenses in India 1st to introduce Ray Ban in India L & M has always been remembered for its excellence in product, delivery and service differentiations among its customers, which sets them apart from the rest. Now, Lawrence & Mayo aims to venture into new business capitalizing the potential of the brand perception of the stakeholders. They foresee...
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