Specsavers - marketing

Topics: Marketing, Eyewear retailers, Marketing management Pages: 11 (1681 words) Published: February 9, 2015
The Open University

B203 Business Functions in context




Jan Polak (B6939804)

Part 1
Specsavers was founded in 1984, when was deregulated opticians market by political forces. Co-founders Doug and Mary Perkins took advantage of the marketing opportunity and built global strong brand. The company was established as a joint venture partnership where each Specsavers opticians is legally a separate business, with 50 per cent of the shares owned by the Specsavers Optical Group. The way of integrated marketing led to increase the partnership as well as sells and profits. Today is Specsavers leaders of most its markets with its strategic objectives bring and drive more customers year to year. The idea of partnership with optometries and manufacturers gave Specsavers competitive advantage at opticians market. Marketing opportunity of co-founders of Specsavers

Doug and Mary Perkins are a couple of far-sighted optometrists who seized the opportunity to change the optical care industry in 1984. In 1984 Margaret Thatcher's government loosened regulation of the professions, including opticians. When before opticians had been banned from advertising products and services, now they were allowed to do. (Dibb and Simkin, 2012 p 51) “We were the first to advertise, have showrooms and let people know what our prices were. Buying glasses then was quite expensive so people were not visiting opticians. There is a health aspect as well, so we wanted to get people to visit opticians on a regular basis and provide more choice at affordable prices for everyone” (Hanson, 2009). Perkins' brought the world of entrepreneurship closer to these people by establishing the Specsavers Optical Group. The idea introduced two main innovations in the optical care industry: the joint venture model and the retail service concepts. In Specsavers model each practice is an independent business owned jointly by Specsavers and the practitioner. Specsavers offers training, support services, experience, expertise, information and promotion, whereas the practitioner is responsible for delivering professional eye care and for the day-to-day running of the business (Specsavers, 2014). Integrated marketing of Specsavers

Opticians have historically been either independent or worked in small chains. Only a few have achieved national coverage. The Specsavers' business solution enables professionals to enjoy professional and business ownership with national integrated marketing strategies. Integrated marketing points of Specsavers:

1. It does not matter in which channel or country the customer shops; it is one brand adjusting to the local context. 2. The brand experience is consistently of service or value. 3. The brand provides value that no competitors offers.

4. All parts of the brand service (including products and services, advertising and packing, availability, sales and service) work together. 5. Marketing/business objectives balance stakeholders needs. 6. The values expressed in the brand are the same as people experience in the company culture. 7. Objectives are coherent with the brand/company's competence 8. The company acts on the belief that the motivation of people is a major asset. 9. Each and every business process is actively aligned to the brand value promise 10. Leader

Are experts in their field
Have a win-win attitude
Select new members of the organization carefully
Reward good results
11. The company and its agencies work together in partnership 12. Communication planning initially gives primacy to 'discipline neutral' or 'common currency' objectives (such as customer/market equity) over the discipline/media related means to achieve them (such as awareness or response). 13. All parties/agencies contribute ideas/solutions to the same brief at the outset of each major communication project. 14. Evaluation of all communication...

References: Dibb, S. & Simkin, L. (2012) Marketing essentials, The Open University, Oxford Brookes University
Hanson, S
Specsavers (2014) Annual report 2013-2014
Green, P
Jenkinson, A. & Sain, B. (2003) An integrated marketing business model, Luton, University of Luton
Appendix 1
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