Marketing Strategies A. Product i. Helios Sunglasses- The Helios Sunglasses brand is a collection of Wayfarer sunglasses with interchangeable temples. Each “startup” package will include one set of frames, either black or white, two sets of interchangeable temples, and a small bag to store the extra sets of temples in. Additional temples will be sold separately in coordinating sets of one, two, or three. Temples will be offered in a wide variety of colors and patterns1. ii. Benefits- This product is beneficial to its customers because it solves the
problem of having too many pairs of sunglasses that clutter free space. Because each consumer will likely have at most two pairs of frames and a bag to keep all additional temples, sunglasses storage will be much more effective. In the long run, Helios Sunglasses with interchangeable lenses will also save money. Instead of spending about $25 on each pair of new sunglasses, a “startup” package only costs $40 and each additional set of temple only costs $102. This allows the customer to have more pairs of sunglasses at a lower cost to them. Finally, one of the reasons people constantly have to replace their sunglasses is because the temples easily break and are unfixable. Our sunglasses are designed to have removable temples which virtually eliminates this issue. B. Place i. Online- At the launch of our product, we will begin by strictly selling our sunglasses from our website heliossunglasses.webs.com. ii. Retail- After six months of projected high sales, we will start moving our product into retail stores. The store we will begin selling our product in our second year of production will be Pac Sun3. We hope to expand our retail presence after our third fiscal year. iii. Trade Shows- In order to become a well-known brand, we will also participate in trade shows to present our product directly to the consumer. We plan to take part in three trade shows over the summer of 2014. 1
See appendix for examples
2
Information on pricing in financial report
3
Interview with Pacific Sunwear representative in appendix