MAKING JENA A PURPLE COW

THE PROBLEM

• Make Jena Brand a Purple Cow
• Create a Blue Ocean market
• Increase Value of Jena brand
• So... Why Jena

STATUS QUO

• Emphasis on technology and innovation
• Emphasis on functionality
• Classic Red Ocean market (compete on price and quality)
• Value can only be added in small amounts

WHO ARE WE MARKETING TO?

• Eye Care Professionals
• ECPs care about variations in quality
• ECPs can read technical jargon
• Can Jena be marketed further down the buying chain?
• Can we make Jena "Sneezable" to end users?

ARE THERE PURPLE COWS IN PROGRESSIVE LENS MARKET?

• NO.
• No one "Sneezes" about their new Progressive Lenses
• David's Dad doesn't know anything

THE SOLUTION

BUY ONE GIVE ONE

• For every pair of Jena lenses purchased we give a pair of spectacles to charity
• Create an emotional connection to Jena brand
• Set Jena apart by NOT marketing technological benefits to the individual
• Instead, focus on how the patient is helping others

TOMS SHOES

TOMS SUCCESS

• Started in 2006
• Last year sold $220 million

BUY ONE GIVE ONE SPECATCLES

• Toms has expanded into sunglasses
• Warby Parker is also major success in 1 for 1 spectacles
• Both focus on fashion frames not lenses

CANADIANS LOVE GIVING

• Canadians donate $10.6 Billion yearly
• 87% of Canadians over 35 give $500 annually
• The % of givers and average $ amount increases with age
• 56% of donations are made to health care charities
• (Do you notice the similarity in givers and progreesive wearers?)

WHY WILL PATIENTS CARE?

• Simple and comprehensible message about the product
• Great talking point about their lenses that others will actually care about
• Responds to desire people already have to give and be givers
• Dramatically increases perceived value of product
• Therefore makes Jena a "Sneezable" brand

WHY WILL ECPs CARE?

• Higher perceived value equals easier sell
• Better profits as patients will "Sneeze" Jena to others
• ECPs are people too. They want to be givers

BENEFITS TO OPTIK K AND R

• Minimal investment to make Jena a Purple Cow
• We give stock lenses mounted into already aquired frames
• Buy one give one is an emerging but proven stategy
• It has been successful in similar markets but not ours, YET
• Dramatically increases perceived value of Jena brand

WHAT WE NEED TO DO TO MAKE THIS WORK

• Communicate the message clearly!!!
• ECPs and Patients have to be made aware
• Patients need to be able to "Sneeze" Jena
• Patients will seek out Jena and ECPs will seek out Optik K and R
• Sales will grow exponentially

BECAUSE I CARE

THE END