Marketing Strategies How Image FX Fits Into the Broader Marketing Picture

Broad Marketing Strategies Niche Strategy: Niche Strategy: Firms do not chase the market leader. Rather, they find a niche of customers underserved by current offerings. Firms do not chase the market leader. Rather, they find a niche of customers underserved by current offerings. Defensive Strategy: Defensive Strategy: Organizations maintain the leadership position by developing brand loyalty, mass distribution, and economies of scale and scope. Organizations maintain the leadership position by developing brand loyalty, mass distribution, and economies of scale and scope.

Our Marketing Strategy Growth Strategy: Growth Strategy: Companies capture more revenue from existing market niches and deliver better offerings to new, related target markets. Companies capture more revenue from existing market niches and deliver better offerings to new, related target markets. By incorporating our product into Target stores, we hope to capture revenue from the traditional sunglass markets as well as consumers buying from target. By incorporating our product into Target stores, we hope to capture revenue from the traditional sunglass markets as well as consumers buying from target.

Specific Marketing Techniques Market penetration Market penetration Increases sales of a firm’s present products in its present markets through a more aggressive marketing mix Increases sales of a firm’s present products in its present markets through a more aggressive marketing mix Product development Product development Offers new or improved products to the firm’s present target markets Offers new or improved products to the firm’s present target markets Market development Market development Increases sales by selling present products in new markets, possibly to satisfy new consumer needs or to identify new market segments Increases sales by selling present products in new markets, possibly to satisfy new consumer needs or to identify new market segments Diversification Diversification Moves a firm into direct lines of business, whether related or unrelated to current market strategies Moves a firm into direct lines of business, whether related or unrelated to current market strategies

Learning About the Market Targeting: Match Needs of a Targeted Audience Positioning: Defining the Role a Brand Will Play Within a Given Market Segmentation: Identify Unique Markets

A Direct Distribution Channel Manufacturer (Image FX) Retailer (Target) Consumer (Target customers)

Selective Distribution Defined as selling through only one middle-man focused on the product Defined as selling through only one middle-man focused on the product By selling through Target, we hope to find an area where our product would sell best By selling through Target, we hope to find an area where our product would sell best We are benefited by the Target name, while Target is able to keep much of our proceeds We are benefited by the Target name, while Target is able to keep much of our proceeds