Marketing Plan

Topics: Glasses, Sunglasses, Corrective lens Pages: 19 (5520 words) Published: June 17, 2013
“EYE-Mazing!”

A Marketing Plan for New Market Development

Submitted by:
Ando, Hanna Mari
Cabucos, Trisha Marie
Igat, Sandra Marie
Pullon, Danica Anna
Regis, Geneva
Santiago, Gio Andro
Suarez, Angel

Submitted to:
Prof. Angelo Alfonso Abejero

A.
Market Analysis

* Demographic/Population Developments
An estimated 180 million of the World’s population are visually disabled. The 3rd.Philippine National Survey of Blindness conducted last year showed that about 3,500,000 (4.62%) Filipinos are visually impaired in one or both eyes. They are either afflicted with bilateral low vision (1.64%), monocular low vision (1.33%), monocular blindness (1.07%), or bilateral blindness (0.58%).

The highest ratio of people wearing glasses is in their 20s but only 17% wears glasses. Metrosexuals are slowly becoming good potential market because of their buying capabilities as well as their purchasing power and their growing population. Close to four out of five consumers can be considered a part of the metrosexual segment, spending more time and money on looking good than any average male. In the Philippines, about 84% of the male population is mindful of their physical appearances. The table below shows the population of males that are relevant for the product to be introduced along with the possible population growth in the coming years.

Total Philippine Male Population by Age: 1990-2015 (in thousands) | 1990| 1995| 2000| 2005| 2010| 2015| 0-4 yrs| 4,530| 4,813| 4,956| 5,007| 4,990| 5,000|

5-9 yrs| 4,119| 4,527| 4,888| 5,107| 5,117| 5,003|
10-14 yrs| 3,736| 4,111| 4,527| 4,920| 5,104| 5,038| 15-19 yrs| 3,327| 3,675| 4,030| 4,405| 4,771| 4,884| 20-24 yrs| 2,911| 3,202| 3,532| 3,865| 4,213| 4,529| 25-29 yrs| 2,555| 2,836| 3,102| 3,392| 3,701| 4,009| 30-34 yrs| 2,169| 2,486| 2,791| 3,059| 3,336| 3,619| 35-39 yrs| 1,807| 2,147| 2,480| 2,801| 3,064| 3,323| 40-44 yrs| 1,417| 1,754| 2,110| 2,445| 2,777| 3,021| 45-49 yrs| 1,099| 1,375| 1,708| 2,063| 2,413| 2,727| 50-54 yrs| 884| 1,064| 1,314| 1,622| 1,985| 2,331|

55-59 yrs| 714| 842| 988| 1,192| 1,503| 1,867|
60-64 yrs| 531| 644| 766| 893| 1,095| 1,411|
65-69 yrs| 376| 453| 552| 663| 782| 981|
70-74 yrs| 254| 303| 366| 446| 550| 660|
75-79 yrs| 157| 184| 221| 268| 341| 439|
80+ yrs| 154| 172| 194| 218| 248| 285|
TOTAL| 30,730| 34,558| 38,524| 42,374| 45,992| 49,156| Male as % of Total Population| 50.41| 50.41| 50.36| 50.30| 50.23| 50.12| Source: National Statistics Office, Euromonitor International as of January 1st Growth Rate %| % of Total Male Population| |

| 1990| 1995| 2000| 2005| 2010| 1990| 0.415|
15-19 yrs| 10.46%| 9.66%| 9.31%| 8.31%| 2.37%| 1995| 0.415| 20-24 yrs| 10.00%| 10.31%| 9.43%| 9.00%| 7.50%| 2000| 0.414| 25-29 yrs| 11.00%| 9.38%| 9.35%| 9.11%| 8.32%| 2005| 0.414| 30-34 yrs| 14.62%| 12.27%| 9.60%| 9.06%| 8.48%| 2010| 0.415|

The two tables above show that the male population from ages 15-39 consists of 41.5% of the entire Philippine population, taking into consideration that this age group is constituted of males who are entering or have entered into puberty and are aware of their personal appearance. In fact, 100% of our respondents who have responded positively to the survey belong to this age group.

* Economic Changes and Developments
The availability of business process outsourcing (BPO) jobs is increasing for most part of 2012 and has benefited eyewear on several counts. Firstly, these BPO jobs involve an extensive usage of computers, resulting in a greater prevalence of eye problems. According to industry sources, computer use is the main driver of eyestrain that requires the use of spectacles. Secondly, many Filipino workers at these BPO companies also enjoy...
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