1. Marketing
for
optical businesses
Hossein Mirzaei
Msc optom
www.optiran.ir

2. Learning objectives
 Analyze and develop solutions to
problems in merchandising
 Sales promotion and store operation
 Assess and evaluate pricing strategies
economic problems and competition
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3. Eye Care Market
Facts
 In every community eye care is a large
market
 Eye care providers are plentiful. Most
of them have excess capacity.
 Most patients prefer independent
practice eye doctors.
 Presbyopes represent the majority of
patients served by eye care providers.
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4. Eye Care Market
Facts:
 Women purchase eyewear more
frequently
 Eye care product technology is
rapidly evolving
 In most optometric practices, the
sale of eyeglasses produces the
greatest share of revenue
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5. Eye Care Market
Facts:
 Contact lens patients generate
25-30% of gross revenue in the
average practice
 The Internet is transforming retailing
and business-to-business
transactions
 Eye care is a somewhat seasonal
business
 ……. wwww.optiran.ir

6. The size of your organization isnot important
The size of your bank account is
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7. Increasing Practice
Net Income:
 See more patients per day
 "Sell" more to each patient.
 Raise fees (or reduce discounts)
 Avoid costly errors.
 Reduce expenses
© South-Western Publishing

8. WHAT IS MARKETING?
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9. Marketing is:
 The process of creating products and
services
 The process of promotion those
products and services,pricing them and
distributing them in a specific
marketplace
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10. The Ps of Marketing
 Planning Strategy
 Product or service
 Price cost, profit
 Promotion creating desire for product
 Place location
 Positioning in marketplace
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11. PLANNIG
 The Strategy of Marketing
We must answer important questions
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12. Positioning
 The first marketing Question
What market position will I assume?
Or who am I?
Quality
price
Fast Service
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13. Marketing Identification
The second Marketing question :
 Who is my customer?
Market segmentation:
grouping people with the same needs or
wants
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14. Key segmentation questions:
 Geographic - where do they live?
 Demographic –what is their age
,sex,family size ,income, education
 Psychographic-what is their social
class,lifestyle,personality
 Behavioral –what usage rate do they
employ?are they loyal?
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15. Third question:
 What is my mission or purpose?
State in one or two sentences
This should become the foundation of your business
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16. An example of a mission
statement would be:
 We aim to specifically serve our
patients with only the highest quality
frames, lenses and contact lenses
© South-Western Publishing

17. Product (service)
The single most important marketing activity
is selecting right product for your market
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18. Product attributes:
 The physical elements :size color
weight
 The value elements:quality
,durability,reliabilty
 Style or Fashion
taste:modern,conservative
Marketing success will depend on knowing all
product attributes
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19. Generic and specific needs
Understanding the difference
Modern marketing tactics suggests that we
promote the specific attributes of products
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20. The product Mix:
The total product line that is offered for sale
i.e.frames, lenses ,sunglasses,etc
The mix represents everything needed or
desired by the customer
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21. The product portfolio:
 Group of closely-related products for
example the frame board
The key to managing a product potflio is to work
with it until it provides as much profit as possible
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22. The product life cyle
(George day)
 Introductory stage: new and exciting
 Growth stage:popular items-most wanted
 Maturity stage: profitable days behind
 Decline stage:cost you money to keep
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23. Introduction
 competing against older, established
products
 businesses need to identify those that are
dissatisfied with the current problems
 product should be basic and not too
complicated
 guarantee and warranties
 not widely distributed
 price usually high
 promotion needs to inform the customer
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24. Growth
 if product successful, competitors will
enter the market
 features and options must be added
 wider distribution
 adjustment in pricing
 promotion must attract customers,
advantages of the product
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25. Maturity
 sales peak, profit begin to decline, customers
have the product and there are many companies
in the market, competition becomes very intense
 all products features, option,
guarantees/warranties are similar (so customer
service options could be added)
 pricing become very competitive
 increase availability of the product becomes
wider
 promotion – why their product is better
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26. Decline
 product is no longer satisfying or they
discover new and better products, sales
drop, little or no profit
 try to identify other uses
 distribution is reduce
 price is usually reduced
 more selective and less promotions
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27. Stages in a Life Cycle
SALES
PROFITS
Introduction Growth Maturity Decline
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28. Adding to
your product portfolio
Marketing reasons
Technology reasons
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29. Promotion
 Promoting—in house programs
 Advertising—out of house ads
 Selling—the activity employed to gain
business
 Public relations—education and public
awareness activities
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30. Pricing
 What is your market position?
 Who is the target group?
 What is the marketing mix?
 What are the competetion prices?
 Do you need to make changes due to a
marketing condition?
 Any change due to economic condition?
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31. General pricing considerations:
 Cost factors
 Competition factors
 Supply / demand factors
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32. Product life cycle pricing
 Introductory high price
 Growth stage cont,ed high price
 Mature stage reduce price
 Decline cost or even lower
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33. place
 Location is the key to success
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34. SWOP-an analysis of your
competition and yourself
S stands for strength
W stands for weakness
O stands for opportunity
P stands for problems
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35. Some usefull sites:
 www.mba-ce.com
 www.reviewob.com
 www.optometricmanagement.com
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