Marketing Case Study Menrad

Csilla Brynkach, 168463 IBIS 5 Marketing Case StudiesWS09/10

The family business Menrad ever since its foundation was an expert in the production of innovative spectacle frames, maintained a permanent growth in worldwide sales with few stuff.

Through Menrad ́s licensing brands it reached a globally established high price segment brand image and enjoys a great position. However, the company has to fear the biggest challenge to strike the consumer’s habit, encouraging customers through limited advertising to refresh their custom.

Menrad maintains a clear goal in the highly competitive spectacle business as to keep producing high quality glasses and stay independent from suppliers. The main objectives the company should follow are staying in control of production influencing every step of it, strengthening corporate image by identifying and licensing trade names and trademarks from high profile brands. It is important to be considered targeting and capturing additional segments of the eyewear market as well as establishing relationships with marketing organizations. In the following there will be analysis of the options and opportunities how to reach the desired growth objective.

2. Analysis of the Marketing Mix

Product policy

Menrad ́s extensive product policy remains of high quality assurance. By individual production steps and technical challenges of manufacturing every frame, Menrad guaranties conformance and performance, reliability and durability, which on the other hand conceptualize an orientation and assurance of image and distinction from the customer’s view. Product range width consists of spectacle frames; on the other hand the product range depth includes different licensing brands with new shapes, colors and materials to each brand. Added value services, like customized service performed on glasses, nose supports availability or standardized service representing different brands vindicates the high retail price,

1. Definition of the Issues

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