Formative Presentation slides

(introduction)

First we will define the brand. Mr Foureyes is a online eyewear store. Their points of difference to the typical eyewear store is they offer a quick and affordable reglazing service and they work with a charity doing a buy one give one to a child in need. The company values transparency and good customer service. Mr foureyes also has a competitive advantage in the local market being one of the very few online eyewear stores based in New Zealand. 

Mr Foureyes aims to target customers in their 20s and 30s as they are the ones who most likely have had experience with online purchasing. Their market is also likely to go online for a wider range of products. The late majority are in the 40s as they tend to purchase their goods at physical stores.

Here are two examples of how we have defined a possible Mr. Foureyes customer:

Sarah is a 28 year old primary school teacher. She is a free spirit that is environmentally and socially aware. She sees everything for its worth and has a keen eye for detail. On sunday mornings she spends it at the local market buying fresh produce. In the weekdays she typically works a 8 to 4 day therefore she wants convenience when purchasing personal goods - hence why purchasing from Mr. Foureyes online is most efficient for her.

Chris is a 34 year old city planner. In the workplace Chris prefers to hold business meetings over coffee in a cafe instead of the office meeting space. Chris is aware of how he presents himself to the public eye and values a good balance between work and life. Chris is stylish and cost effective and wants to update the prescription of his current glasses. Chris knows that reglazing is expensive but has found out that Mr Foureyes does this service quickly and charges less.

Mr Foureyes has the right demographic in mind but we think they could target them in more effective ways. Also their quirky name does not match their brand aesthetic therefore creating a gap between the brand’s values and its visual identity.

concept 1 -deliverables/ moodboard

• Our proposition is to emphasize themselves as a local brand. This would be done by drawing inspiration from local sources such as Wellington culture. We want real people wearing the glasses in an everyday situations and locations. We believe that this will make Mr Foureyes more approachable and relatable to its target audience while sticking to their brand values of transparency, community, value and style.

• We plan to use social media to do this. Specifically instagram and facebook -two popular social media platforms that will be the most effective in reaching the audience they want.
• We also plan to advertise through stickers, posters and other inexpensive visual material that compliments the local identity we are attempting to portray. Also  making these communications interactive to emphasise the personal and quirky nature of the brand.

Mr. Foureyes requires three different types of packaging for their products that are innovative, practical and appropriate for the targeted user - something more personal, creating a more exciting experience for the user.

The first type is HOME TRIAL packaging - a case which holds several pairs of glasses

• Cost effective
• Sturdy
• Sustainable
• Preferably Re-usable
• Lightweight

The second type is PERMANENT PACKAGING, ideally being...

• Durable
• Sustainable
• Something DISTINCTIVE  - not a generic case like most companies provide, however something that will be remembered not only for beauty however function and practicality

The third type is Kids packaging - something colourful, interactive and sturdy as kids tend to be more reckless with their belongings. However something exciting to use - encouraging them to be proud and wear their glasses.

Packaging Budget

We have experimented with materials based on our first Mr. Foureyes meeting where we discussed the use of wood and cardboard.

• Easily sourced and manufactured here in NZ
• Eco friendly

Cost of materials (MDF, Corrugated Card) is low and easily sourced, however might get expensive in certain areas of manufacturing

• Eg. Laser cutting is based on the quantity ordered, also assembly which could be done in house or outsourced.

Relating back to our marketing, we would like provide a personal touch with our packaging - pamphlet etc.

(showing our prototypes)

So far Mr Foureyes has the foundations to create a solid business and has the potential to be successful. With our help in the refinement of the overall consistency of all their touchpoints with the consumer and in the innovation of the products and services they provide. We are sure that Mr Foureyes can become a locally known and trusted brand.