Marketing Management

Marketingmanagementiscenteredoncreating,planningandimplementingstrategiesthatwillhelp
achieve wider business objectives.

Thesebusinessobjectivescaninvolveincreasingbrandawareness,boostingprofit,orretrieving
previously untapped markets.

MarketingManagementoffersastandarddefinitionofmarketingmanagementas“thedevelopment,
design, and implementation of marketing programmes, processes and activities that recognise the
breadth and interdependence of markets.”

4Ps of Marketing Mix

Product: These are products or services you offer to your customers, including their physical
attributes, what they do, how they differ from your competitors and what benefits they provide.

Price:[Link]-balancedpriceallowsyoutoremain competitive
while still making a good level of profit.

Place:Whereacompanymakesdecisionsregardingplace,theyaretryingtodeterminewherethey
[Link] their
products in front of consumers that are mostly likely to buy them.

Promotion:Promotionincludesadvertising,[Link]
campaign usually results in good sales of a product.

Packaging

Our product comes with 3 layers of packing – primary, secondary and transportation.

Primary:[Link] carry
wherever you go. It also contains a microfibre cloth (used for cleaning).

Secondary:Thesecondarypackagingisawoodencasewhichcontainsthebrandingonthe outside of
the box.

Transportation: This layer of protection consists of a cardboard box covering the wooden box.
In [Link] is
covered by a layer of protective bubble wrap.

Logo & Tagline

Tagline: Protecting views for all

Reason for Choosing This Product

Alsoitcanbecustomisedtoconsumerneeds,e.g.,foruserswithpower,anti-glareshadesthat help
drivers see clearly on a sunny day, etc.
Theabovementionedreasonsandbenefitsmakesunglassesafavourableproductandcreatea market for it.

List of Products

Standard Product
Regular Shades (Basic) — ■2,499/-

Special Product
Regular shades with power — ■3,499/-
3-D visual glasses with power — ■5,999/-

Signature Product
AI-powered smart glasses — ■29,999/-

Pricing ₹
Pricing strategies are the methods and procedures companies employ to determine the rates they charge for
their goods & services.
We at RAKSH price our products keeping in mind our target category of people (i.e. middle income category).
We price our price economically affordable and can generate that our products are of the best value for your
money.
The least price for our product is ₹ 2,499, it comes with a facility of free replacement if there are any defects.
For eg. a company like Ray-Ban who is considered the best in this industry charges ₹ 5000+ for its most least
product, which we feel unnecessary as our product offers better features at almost half the price.
Promotion
* Advertisement: We advertise our products with the help of video advertisement or the magazines &
newspapers. The video advertisements or the picture of products will be worn by our Brand Ambassador -
Hrithik Roshan. The other products will also be displayed by him.
* Sales promotion: During the initial sales of our product stalls will be set up in malls and other shopping
centers where we will get feedback from potential buyers. These stalls will also offer discounts to push sales.
* Public Relation: After initial sales of our product we expect a good amount of buyers to be satisfied with the
quality and rates offered by it. This makes them refer our product to people they know. In this way we are able
to maintain brand loyalty while promoting.
Channels of Distribution
For the first 24 months after the launch of the brand the product will only be sold by stores directly run by the
company. The sales promotion in each store will explain to the customers the features of the products.
After the initial 24 months period we will use 1 level channel distribution along with exclusive stores. The
choice of retailers will depend on the amount of sales, proximity to areas of demand, quality of stores and
services offered by them.
Eg: GKB opticals, Lenskart, Vision Optics, Titan Eye+ etc.
Competitive Brands
* Ray-Ban
* Titan
* Scott
* Oakley
* Carrera
* Fastrack
* Prada
Ray-Ban
In 1929, US Army Air Corps Colonel John A. Macready worked with Bausch & Lomb, a Rochester, New York
based medical equipment manufacturer to create aviation sunglasses that would reduce the distraction for
pilots caused by the intense blue and white hue from the sky. Specifically, Macready was concerned that pilots'
goggles would fog up, greatly reducing visibility at high altitude. The prototype was created in 1936 and was
known as "Anti-glare". It had plastic frames and green lenses that could cut out the glare without obscuring
vision.
In 1999, Bausch & Lomb sold the brand to Italian eyewear conglomerate Luxottica Group for a reported $640
million.
Titan Eyewear
Titan Eye+, the eyewear business from Titan Company, was launched in March 2007. The move was an
initiative to redefine the industry and straddle the marketplace with exacting quality standards unparalleled in
India's prescription eyewear industry.
Benchmarked against the best in the world, Titan Eye+ holds standardization in the eyewear industry.
Following Tata's principles of quality standards enhanced practices such as transparency in pricing,
contemporary design and styling in the highly fragmented and undifferentiated Indian optical retail segment.
Scott Eyewear
Scott believes in democracy of fashion. Their journey is inspired from the fashion capitals of the world. The
cultural influences from the cities across the world sparks their innovation to craft eyewear which is classic and
chic with a true global appeal.
Each frame at Scott is designed through skillful working techniques and their unparalleled expertise. At Scott
you will find eyewear which is as unique as its owner. They believe in creating premium eyewear at affordable
prices. Scott eyewear is for those who don't follow the crowd but want to get noticed in a crowd.
Oakley
Oakley was started by James Jannard in 1975 in his garage with an initial investment of $300.
In 1980, Jannard released a pair of goggles called the O-Frame with the 'Oakley' logo present on the strap, the
brand gained industry recognition. In 1983 they started selling ski-goggles.
The name 'Oakley' came from Jim's English Setter 'Oakley Anne'.
The company went public in 1995, raising $230 million.
Carrera Eyewear Since 1956
Carrera was founded in 1956 in Austria by Wilhelm Anger. In 1964, Wilhelm Anger developed and patented the
'Optyl' material which was heat-hardened plastic weighing 20% less than acetate.
In 1974, the company was renamed Carrera International and established a headquarters in Traun, Austria,
and went to partner with automobile designer Ferdinand Alexander to develop the sunglass collection Carrera
Porsche Design.
In 1996, Safilo Group S.p.A. purchased Carrera and now have HQ in Padova, Italy. In the same year, the
company established its assembly plant in the province of Henan in China.
Fastrack
Fastrack is an Indian fashion accessory retail brand, launched in 1998 as a sub-brand of Titan. In 2005, Fastrack
was spun off as an independent brand targeting the youth and growing fashion industry in India. Fastrack
began opening retail stores throughout the country. The first store was opened in 2009.

PRADA
Prada was originally started in 1913, by brothers Mario and Martino
Prada, as a leather goods shop importing handbags and steamer
trunks to England.
Prada won the ‘best designer of the year’ award from CFDA in the
1990’s.
The Prada sunglasses range is of outstanding quality and
craftsmanship which is expected from a powerful brand. Prada
Fashion sunglasses are the epitome of understated elegance for
cosmopolitan, in vogue men and women, who are seeking
exceptional quality and design.
SWOT Analysis
* Strength: The strength of the products made by us are that they
are made with the utmost care so there is no chance of defects. The
products are made of the best quality raw materials, so you are
guaranteed a good experience while using them. They offer you the
best value for money.
* Weakness: As we are a new company in a very competitive market
the only weakness we have is smaller amount of resources.
* Opportunities: For the time being, we have been using primarily
hardened plastic for all our products. We are in the works to expand
into more eco-friendly materials. We are currently testing the
benefits of woods as an alternative.
* Threats: RAKSH being a company that has recently joined the
market as a producer of eyewear falls under the threats of
domination by larger companies and also from takeover by
companies with large financial resources.
Future Plans
RAKSH is a company that has started out as an eyewear
manufacturer and will mainly focus only in this field of the vast
market. The future for us seems way bright as we have received
many positive remarks from our online campaign. Very minimal
complaints are received from the pilot survey.
The main goal is to grow in the Indian market right now before
entering the foreign market. Plans have been made and resources
have been allotted to achieve the desired goals.
Social Message
RAKSH is a company that mainly deals with products for the eyes.
We have decided to fund the running of eye camps that have already
been set up. We will also set up eye clinics in the backward regions of
India. These clinics will provide checkups and treatment at a very low
price.
We will also donate 2% of our profits to Cancer Research centers that
are trying to find a cure to the problem.
Conclusion
In the process of doing this project we can conclude that marketing is
a very broad concept that consists of 4 main elements:
* Product
* Price
* Place
* Promotion
Each of these elements have sub elements that Industries/firms can
adopt and use them in ways that helps them achieve their ultimate
goal.
Doing this project helped me understand how companies survive in a
competitive market and helped me understand 'Marketing' in its
actual meaning.
Bibliography
* [Link]
* [Link]
* [Link]
* NCERT BUSINESS STUDIES PART II
Q/R
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| Brand | Origin / Key History | Key Features / Positioning |
|---|---|---|
| Ray-Ban | Founded in 1929; created "Anti-glare" for US Army pilots
in 1936. | Known for green lenses and plastic frames that reduce
high-altitude glare. |
| Titan Eyewear | Launched in 2007 to redefine the Indian
prescription eyewear industry. | Focuses on transparency in pricing,
quality standards, and contemporary design. |
| Scott | Inspired by global fashion capitals. | Positioned as
"democracy of fashion"—premium eyewear at affordable prices. |
| Oakley | Started in 1975 in a garage by James Jannard with $300. |
Gained fame for the "O-Frame" goggles; originally specialized in ski-
goggles. |
| Carrera | Founded in 1956 in Austria. | Developed "Optyl," a heat-
hardened plastic 20% lighter than acetate. |
| Fastrack | Launched in 1998 as a sub-brand of Titan; independent
since 2005. | An Indian fashion accessory brand specifically targeting
the youth market. |
| Prada | Started in 1913 in Milan as a leather goods shop. |
Represents "understated elegance" and exceptional craftsmanship. |
RAKSH: SWOT Analysis Matrix
| STRENGTHS | WEAKNESSES |
|---|---|
| * Utmost care in production prevents defects. | * New company in
a very competitive market. |
| * Best quality raw materials used. | * Smaller amount of resources
compared to rivals. |
| * Guaranteed value for money. | |
| OPPORTUNITIES | THREATS |
| * Expanding into eco-friendly materials. | * Threat of domination
by larger companies. |
| * Testing wood as a sustainable alternative to plastic. | * Risk of
takeover by firms with larger financial resources. |
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of Contents to finish the project?