Subject - Marketing Management

Case Study

EyeSense is an eyewear and contacts lens clinic and consumer outlet established over 20 years back in downtown Boston. It was a family business. In 2018 Peter Ruderman took over the business from his aging father.

While closing his outlet on a Friday evening, he pondered over the business and progress. He was unhappy. Despite a wide range the numbers of footfalls were dismal. His store was located in the prime avenue and hence accessibility was not an issue.

His store had 5 salesmen and an optometrist for eye testing which was offered free. Despite being a first mover he had lost out new competition with over 7 new stores in the immediate neighbourhood.

Peter Ruderman pondered on the falling margins. Analyzing further he realized in comparison to his competition his promotion strategy was not up to the mark. He guessed that over years the profile of the international students coming to Boston University had also changed.

Also his competition offered branded products in a larger number. While his pricing was

true and honest, the younger crowd was carried away by promotions and discounts.

1. Design a better store positioning for EyeSense
2. Comment and suggest the sourcing strategy for EyeSense
3. Suggest a promotion Strategy for EyeSense