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International marketing management - Essay Example

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The sunglasses were attractive and effective when it came to blocking harmful rays and excess light (polaroideyewear.com). The sunglasses market was crowded. Many companies were producing sunglasses for a ready market that was willing to spend on them. Success was brought about by the fact that many movie stars loved putting on shades. The movie stars embraced them as they gave them a chance to participate in activities while at the same time maintaining a distance. For Polaroid Corporation to be successful in their endeavor, they had to come up with a unique product. This they achieved through the polarized sunglasses. This came at a time when the threat of global warming and ozone depletion was becoming all too real. Ozone depletion meant that people would be exposed to harmful radiation from the sun and other surfaces. They were perfect for driving to protect the eyes from reflection from the hood of vehicles. They were also effective in protecting people from reflection of light from the ocean or any other water body. The possibility of Polaroid sunglasses making a comeback is imminent. The following that it commanded over the years has maintained though somewhat suppressed. The best way to make a comeback is by reminding the customers of the qualities they once loved about a product. In this case, Polaroid can serve to remind the customers of the good old days. Remind them of the memories and the reasons why they used to appreciate their product. Brand positioning In the present generation,

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we have seen the fashion industry adopt popular trends from the past. They have adopted many concepts, under the retro category, that we see celebrities don in present time. From classic watches to old style themed dressing, people are slowly embracing trends from the past. This shows that there is great probability for Polaroid sunglasses reestablish itself. They can give a classic aspect to an industry dominated by modernized sunglasses from companies like Ray Bans. They embraced the production of modern sunglasses to accompany their old products. This can serve to capture a greater demographic of both the younger and older generations. The company’s main focus segment is fashion and prescription sunglasses but are looking to venture into the manufacture of 3D viewing glasses for TVs. There have been negotiations with companies like Disney to have Polaroid eyewear make some glasses for them. They are interested in making passive 3D glasses that are getting wider acceptance as opposed to active ones. The company is trying to focus more on the 3D glasses since it is a new area with limitless possibilities. They intend to target the growing market of 3D TVs in the UK and US (Marketingweek.co.uk). In the spirit of reestablishing itself, the company came up with a new piece of technology for their sunglasses. This new technology, thermo-fusion, is used to make their newest product called ultra-sight lenses. This technology offers efficient polarizing and better optics. The polarizer is protected under a layer of shock absorbing lenses and UV filtering lenses. This process allows them to make better lenses that let the user distinguish shapes and sizes without getting headaches. This type of lens is exclusively developed by Polaroid. It is a perfect strategy to try and captivate the market by giving them an edge over their competition. Polaroid targets the population of sunglass lovers who have been
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Polaroid sunglasses to come back Name: Instructor: University: Course: Date: Polaroid Sunglasses to Come Back Polaroid sunglasses are a product of the Polaroid Corporation which is under the Italian company Safilo Group. The Polaroid stands for the polarization of celluloid…
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