ClearFocus™ Marketing Plan: NZ 65+ Auto-Focus Eyewear
A comprehensive marketing strategy for launching auto-focus liquid crystal eyeglasses in New Zealand, targeting the 65+ market suffering from presbyopia.
MART 112 · MARKETING PLAN
ClearFocus™
Auto-Focus Eyeglasses
Bringing Perfect Vision to New Zealand's Ageing Population
Targeting the 65+ Market | NZ Launch Strategy 2026
MART 112 · Semester 1 2026
01 / PRODUCT
What is ClearFocus™?
ClearFocus™ is a premium auto-focus eyeglass designed for adults with presbyopia — the age-related loss of near vision. Using liquid crystal lens technology, the glasses automatically adjust focus in real time based on where the wearer is looking.
Auto-Focus Technology
Liquid crystal lenses shift focus instantly, near to far
Eye-Tracking Sensors
Infrared sensors detect gaze direction for seamless adjustment
No More Bifocals
Single lens replaces reading, distance & progressive glasses
Lightweight & Stylish
Premium frame design, comfortable for all-day wear
Addresses: Presbyopia — affects 83% of NZ adults aged 45+
02 / MACRO-ENVIRONMENT
Why Now? Market Conditions
Three key macro trends supporting the NZ launch of ClearFocus™
Ageing Population
NZ's 65+ population reached 950,000 in 2025 — 18% of total population. By 2028, this will exceed 1 million. Presbyopia affects 83% of adults 45+, creating massive unmet demand.
1M+ by 2028
Wearable Tech Growth
Global smart eyewear market is expanding rapidly. Liquid crystal auto-focus technology has matured, reducing production costs. Consumer acceptance of smart wearables is at an all-time high.
Smart wearables +22% CAGR
Healthcare Awareness
NZ eyewear & optical industry valued at $507M (2025). Growing awareness of preventive eye care. NZ seniors have strong disposable income and willingness to invest in health technology.
NZ Optical: $507M market
Customer Need: Convenient, stylish, all-in-one vision correction — no more multiple pairs of glasses.
03 / CUSTOMER ANALYSIS
Who Are Our Customers?
Market Segmentation
DEMOGRAPHIC
Age 65+, retired or semi-retired, New Zealand residents. Predominantly experiencing presbyopia. Mix of male/female.
PSYCHOGRAPHIC
Health-conscious, value independence & quality of life, early adopters of practical technology, willing to invest in premium health products.
BEHAVIOURAL
Currently purchasing reading glasses or progressive lenses, frequent optometrist visitors, frustrated with carrying multiple pairs of glasses.
🎯 Target Segment: NZ Adults 65–80
Population: ~750,000 NZ adults aged 65–80 (2025)
Presbyopia prevalence: 83%+ of 45+ age group
Est. addressable market: ~622,000 individuals
Likely buyers (5% conversion): ~31,000 units Year 1
NZ Optical market: $507M (2025)
Secondary data: Stats NZ 2025, WHO Global Eye Health Report
04 / OBJECTIVES
What Does Success Look Like?
Year 1 Targets — measured quarterly
UNIT SALES
31,000 units sold in Year 1
Based on 5% conversion of ~622,000 addressable NZ customers with presbyopia aged 65–80. Phased rollout: 5,000 Q1 → 8,000 Q2 → 9,000 Q3 → 9,000 Q4. Measured via POS data and distributor reports.
MARKET
5% market share of NZ optical market in Year 1
Build brand awareness to 25% among 65+ adults within 12 months. Target 200 optometrist partnerships across NZ. Achieve 4.0+ star rating on Google & health platforms. Measured via Nielsen surveys and optometrist sales data.
FINANCIAL
Target Revenue: NZ$9.3M Year 1
Based on 31,000 units × NZ$299 retail price. Break-even targeted at Month 8. Gross margin target: 45%. Measured monthly via financial reporting and compared to forecasted P&L.
All objectives reviewed quarterly — corrective action triggered if <80% of target achieved.
05 / MARKETING MIX
Price & Place Strategy
💰 Pricing Strategy
Premium Penetration Pricing
RRP: NZ$299
Cost-plus basis: COGS ~$120 + 45% gross margin
Competitive benchmark: Progressive lenses cost $400–$800+ per pair in NZ
Perceived value pricing — positioned as tech innovation, not commodity
Introductory offer: $249 first 3 months to drive trial
Import duties ~12%, freight ~$8/unit, retailer margin 30% factored into wholesale price of $209
📍 Distribution Strategy
Selective Distribution
Primary: 200 independent optometrists across NZ (Auckland, Wellington, Christchurch)
Secondary: OPSM & Specsavers NZ retail chains
Online: ClearFocus.co.nz DTC website + NZ-specific Amazon/Trade Me listings
Grey Power & Age Concern partnerships for awareness
Retailer margin: 30% | Distributor margin: 15% | Net to company: ~$130/unit
Phase 1: Auckland & Christchurch. Phase 2: Wellington, Hamilton. Phase 3: nationwide.
05 / MARKETING MIX
Promotion Strategy
TV & Radio
TVNZ + RNZ targeting 60+ viewers.<br/><br/>30-sec spots during news & current affairs.
Cost: ~$180,000
Print & Digital
NZ Herald, North & South magazine.<br/><br/>Facebook & YouTube ads targeting 55–75.
Cost: ~$95,000
Trade Promotion
In-clinic displays, co-branded brochures.<br/><br/>Optometrist incentive scheme, demo kits.
Cost: ~$45,000
PR & Events
Grey Power expos, Age Concern events.<br/><br/>Press releases, health media stories.
Cost: ~$30,000
Total Promo Budget Year 1: NZ$350,000
06 / FINANCIAL FORECAST
3-Year Financial Projection
All figures in NZD — focus on logic & transparency of assumptions
Cost Breakdown
VARIABLE COSTS (per unit)
COGS / Manufacturing:
$120.00
Import duty (12%):
$14.40
Freight & logistics:
$8.00
Retailer/distributor margin:
$69.00
Total variable cost:
~$211/unit
FIXED COSTS (Year 1 annual)
Promotion & marketing:
$350,000
Salaries (5 FTE):
$450,000
Overheads (office, software, legal):
$120,000
Total fixed:
$920,000
Revenue vs Net Profit
Break-even achieved in Year 2. Losses in Year 1 reflect investment phase. All assumptions available on request.
07 / CONTROLS
Tracking Progress & Taking Action
We won't wait until year-end — we monitor monthly and act fast.
Unit Sales KPI
Monthly POS reports from optometrist partners
2,580 units/month avg.
<2,060 units (80% of target) for 2 consecutive months
Brand Awareness KPI
Quarterly Nielsen consumer survey
25% unaided awareness among 65+ by Dec
<15% awareness at Q2 review
Revenue KPI
Monthly management accounts
$772,500 revenue/month
<$618,000 for any month
Corrective Action Plan
Monitor
Track KPIs monthly via dashboard
Diagnose
Identify root cause: pricing? awareness? distribution?
Respond
Tactical changes: increase ad spend, revise price, add channels
Review
Assess impact after 60 days
ClearFocus™ — Seeing Clearly, Living Fully | MART 112 · 2026
- marketing-plan
- new-zealand
- optical-industry
- smart-eyewear
- market-segmentation
- business-strategy
- product-launch