Crowleys Opticians are experienced, eye health experts who have been providing the very best eye health consultations: marketing strategy Report, UCC, Ireland

Crowleys Opticians are experienced, eye health experts who have been providing the very best eye health consultations and advice to the people of Ireland for over 100 years. Crowleys Opticians is a long-standing optical services business headquartered in Cork. The business exists in a very competitive industry, where margins are tight and change is slow.

There has been a change in ownership of the business, and Crowleys have begun to expand their store network. They have now four stores located in Cork and Kildare, and are beginning to grow a corporate service aim at large corporate clients. They underwent a significant re brand in 2017 in a bid to modernise their look and feel. This included total store refits and an improvement in their digital presence.

They now require an agency to help them grow their corporate services business. This is a vital next step for them in growing their customer base. By bringing eye care services to employees of large corporate organizations, Crowleys hope to expose their brand and high quality to professionals who may choose them over their multinational competitors.

Crowleys are asking for a comprehensive corporate services strategy that will allow them to market this “Workplace Eye Care” service – which is utterly unique – to prospective blue chip corporate businesses in Cork, Leinster, and the greater Dublin area.

They want it to compliment their high street brand, but have its own identity too. Your task is to create a marketing strategy and approach that will achieve what Crowleys Opticians require.

Part A— Market Research

Crowleys Opticians are entering an untapped area of a competitive market. As a client, Crowleys Opticians require you to do in-depth market research and analysis of the potential commercial customer base available to them.

The client will require you to research and investigate the current market and market trends to discern the best path forward for Crowleys to not only establish themselves in this unique space but innovate their offering.

Remember, the “Workplace Eye Care” service is aimed at prospective blue chip corporate businesses, this will require a unique perspective and approach to the brief.

In your research consider (but do limit yourself to) the following:

° Competitor analysis

° Situational analysis

° Customer insight

° Trend analysis

It is imperative you understand the audience and market in order to generate the best possible solution(s) for your client. It is important to consider your learnings throughout your time in MTU and your experience to date.

Part B – Communication Strategy

Based on the research conducted and data collected your group are required to develop and propose an integrated marketing strategy that aligns with Crowleys Opticians goals.

Crowleys stated that they ‘want it to compliment their high street brand, but have its own identity too.’ This new service for the B2B sector needs to align seamlessly with Crowleys established brand, but also attract anew customer base and therefore needs to be able to stand on its own. Your proposal should guide the company on how to strategically engage with the target consumer to reach the objectives of building awareness of the new venture and lead generation. Your proposal should take into consideration market, consumer insight and any other relevant research.

It is important to consider your learnings throughout your time in MTU and your experience to date, but as this is a unique B2B venture for a niche and competitive market it is an opportunity to be creative and innovative in your approach.

Careful consideration should be given to the communication channels, marketing mix and the actionable quality of the proposed strategy. Although this is a unique proposal, your solutions should be within the scope of the business and measurable.