A CLEAR VIEW ON THE TARGET GROUP. Rodenstock & sky
Berlin, 5 June 2015 Kilian Manninger, Head of Communications, Rodenstock Group
THE RODENSTOCK GROUP.
FACTS & FIGURES. Leading designer, manufacturer and supplier of optical lenses, ophthalmic frames and sunglasses. Only company worldwide offering the combination of lenses and eyewear.
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Branch:
Optical industry
Market position:
Lenses #4
Sales:
€408 m
Employees:
4,500
Distribution:
85 countries
PHILOSOPHY.
» Defective sight is not a disease and
can be overcome when the system of vision is fully understood « JOSEF RODENSTOCK 1877
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HISTORY. First consumer goods brand in optical industry. Innovation leader for lenses and frames technologies made in Germany for more than a century.
1877
1880
1959
Foundation
First Patent for advertising diaphragma campaign in spectacles industry
1968 Invention of selftinting lenses
1970 Pioneer of plastic lenses
1981
1996
1998
2003
Breakthrough: progressive lenses
Invention of reading spectacles ProRead®
Awarded 50th frame design prize
Ti-Lite, the lightest EyeLT frame on the 100% market vision
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2011
2013 Launch of two new Rodenstock eyewear collections
THE “SYSTEM OF BETTER VISION”. Only Rodenstock offers a perfect symbiosis of high-precision lenses and timelessly elegant frames in a one-of-a-kind “System of Better Vision”.
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EYEWEAR. • The perfect spectacles with the perfect fit • More that 135 years of experience • Design, engineering and quality testing in Germany • An average of 135 perfectly matched production steps per model; 85% of them are performed manually • Exclusive use of premium materials such as super-light titanium, finest Italian acetate, high tech polyamide and modern stainless steel
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BRAND HERITAGE. • Registered in 1887 • First to run a newspaper advertisement in 1913 • First optical brand to leverage testimonials in 1959 • Effie Award for communication in 1998 • High profile image amongst opticians around the world • Awarded “German Brand of the Century” and “Major German Brand”
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BRAND COMMUNICATION.
AN EFFICIENT MEDIA STRATEGY IS KEY. MEDIA OUTSPEND OF RETAILERS BRAND AWARENESS UNDER PRESSURE
Source: Mediacom based on Nielsen, 12/14
Source: Rodenstock online survey for consumers in DE, July 2014, 14-65 years, n=1000
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OUR CONSUMER TARGET REQUIRES A SMART COMMUNICATION APPROACH.
Population > 14y 70 Mill. (100%)
Wearing glasses & contact lenses 36 Mill. (51%)
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Relatively narrow target
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Low purchase frequency ( every 2-3 years)
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In general highly involved purchasing desicions
EFFICIENCY =
Quality Seeker 9 Mill. (13%)
No broad mass media advertising Targeted approach
