COMPETITOR RESEARCH Researcher:

GENERAL MARKET INFORMATION

USA – biggest market

for the optical industry

The Photochromic Lens

Manufacturing industry:

average annual rate of

1.7% to $669.8 million

from 2007 to 2012 (IBIS)

OPTICAL INDUSTRY IN 2014

Retail value: €68 bn

4.3 bn people in need of vision correction (+2%

CAGR)

1.8 bn people wearing eyeglasses (+3% CAGR)

1.6 bn myopes (+3% CAGR)

2 bn presbyopes (+2.5% CAGR)

FACTS IN EYEWEAR IN THE US

VALUE-ADDED LENS CATEGORIES ARE

UNDERPENETRADET

FUTURE Solid Growth Potential Driven

by Demographics, Ageing,

Urbganization and Lifestyle

Presbyopia and Myopia – two

Segments with Structural

Growth

COMPANIES

Younger Optical (http://www.youngeroptics.com/)

Vision-Ease Lens (https://www.vision-ease.com/)

Essilor (http://www.essilor.com/)

Hoya (http://www.hoyavision.com)

Zeiss (http://www.zeiss.com/vision-care)

YOUNGER OPTICAL

world leader in Rx

polarized sunwear

with NuPolar® brand

lenses

leader in specialty

products

3rd in the world in

Transitions

Adage

Image

Camber

NuPolar

Trilogy

Transition Drivewear

Brands

VISION-EASE LENS

subsidiary of Merck &

Co

Vision-Ease Lens is

dedicated to

establishing and

maintaining strong

partnerships with eye

care professionals,

retailers, wholesalers,

and distributors.

Advanta

Anthology

Coppertone

Changerx

Sunrx

Liferx

Outlook

Illumina

Continua

Tegra

Thindex

Vela

Brands

ESSILOR

Varilux

Crizal

Optifog

Xperio

Definity

Kodak

Foster Grant®

Brands

ESSILOR

ESSILOR

ESSILOR – ONLINE PRESENCE

ESSILOR IN 2014.

value creation strategy - product innovation, consumer marketing, the development of a high-quality sunwear range and the deployment of unique partnership model

acquisitions - Transitions Optical and Coastal.com

popular new products, such as the Crizal® Prevencia™ lens, the new Transitions®Signature™ photochromic lens and the Xperio® range of polarizing lenses.

a powerful dynamic in fast-growing markets, such as Brazil, China and India, and a recovery in their export business.

an upturn in demand in most developed markets, especially the United States.

a very good performance by the progressive lens line-up, especially products made using digital surfacing technology.

ESSILOR

HOYA

10 % - US Market

12 % - Europe Market

iD Single Vision

Single Vision iQ

LifeStyle 2

Summit IQ

Computer

Kids

SYNC

Blu-Tech

Brands:

HOYA

HOYA

HOYA – UNIQUE VALUE PROPOSITION

pursues innovations in the development of ever higher performance materials with Japanese chemical manufacturers

HOYA innovated the order process of custom-order lenses by taking over the burden from optical shops

HOYA simplified the ordering process for opticians by developing an on-line ordering system

also built factories for undertaking final processing close to the market, thereby enabling shortened delivery times and speedy responses to individual customer requests

HOYA – ACTIVITY SYSTEM MAP

ZEISS

Revenue in 2012/13:

841 milion EUR

(vision care)

World’s second largest

eyeglass lens provider

Spheric

Classic

Aspheric

Superb

Plus

Individual

Brands:

ZEISS

Vision Care business

group

Consumer Optics business group

SOCIAL MEDIA COMMUNICATION

Facebook: https://www.facebook.com/Younge

rOptics (244 likes, 3 posts in 3

Months)

https://www.facebook.com/NuPolar

(207 likes, 0 new posts in last 3

Months)

Linkedin: https://www.linkedin.com/company/yo

unger-optics (346 followers)

Twitter: https://twitter.com/YoungerOpticsBR

(49 followers, 0 tweets in last 2

Months)

YOUNGER OPTICS

SOCIAL MEDIA COMMUNICATION

Facebook: https://www.facebook.com/VisionEa

se (1.157 likes, daily posts)

Linkedin: https://www.linkedin.com/company/vis

ion-ease-lens (503 followers)

Twitter: https://twitter.com/visionease (359

followers, tweets daily)

VISION EASE LENS

SOCIAL MEDIA COMMUNICATION

Facebook: https://www.facebook.com/Essilorgrou

p (15.332 likes, daily posts)

Twitter: https://twitter.com/Essilor/status/4998

14018832674816 (7.938 followers,

daily posts)

Youtube: https://www.youtube.com/user/Essil

orCorp/about (173.554 views)

ESSILOR

SOCIAL MEDIA COMMUNICATION

Facebook: https://www.facebook.com/pages/HOY

A-Lens-Promotions/244023782369564

(4.423 likes; 7-8 posts per week)

Linkedin: https://www.linkedin.com/company/ho

ya-vision-care (2.367 followers)

Youtube: http://www.youtube.com/user/HOYAVi

sion/about (51.130 views)

HOYA

SOCIAL MEDIA COMMUNICATION

Facebook: https://www.facebook.com/zeissbettervision (1.883, 2 posts per week)

Twitter: https://twitter.com/bettervision (265 followers, 2 tweets per week)

Google + : https://plus.google.com/114186173876881166997/posts (108 followers, 2 posts per week)

Youtube: https://www.youtube.com/user/zeissbettervision (117.914 views)

ZEISS

PHOTOCHROMICS POTENTIAL

PROGRESSIVE LENSES - PRICES

All progressive lenses are not the same. They differ in price, depending on brand, size and function.

Standard Progressive Lenses

$175-250

Short Corridor Progressive Lenses

$250-350

Computer Progressive Lenses

$150-250

Premium Progressive Lenses

$400-800

PROGRESSIVE LENSES - PRICES

average price paid for progressive lenses is $226

By comparison, the average price paid for bifocal lenses is $88 — $138 less than for PALs.

The average price consumers pay for top-of-the-line free-form lenses is $298.

PROGRESSIVE LENSES – BRAND

COMPARISSON (HOYA VS OTHER BRANDS - 1)

PROGRESSIVE LENSES – BRAND

COMPARISSON (HOYA VS OTHER BRANDS - 2)

PROGRESSIVE LENS – COMPARISON CHART

-1

PROGRESSIVE LENS – COMPARISON CHART

-2

PROGRESSIVE LENSES – PRODUCT

DATASHEETS ESSILOR

PROGRESSIVE LENSES – PRODUCT

DATASHEETS HOYA

PROGRESSIVE LENSES – PRODUCT

DATASHEETS YOUNGER OPTICS

PROGRESSIVE LENSES – PRODUCT

DATASHEETS ZEISS

GLOBAL ONLINE OPTICAL

POTENTIAL

Major growth drivers: Internet penetration, increased comfort with online payments,

technology improvements

BRAND COMMUNICATION – YOUNG

OPTICS 1

Younger Optics offers two high-quality videos with information on Drivewear:

60-second looping video for the patient waiting room and

three-minute Drivewear training video for eyecare professionals.

The first explains the benefits of Drivewear technology at the consumer level, showing and explaining how Drivewear lenses react in real life situations—from driving in overcast and daylight conditions to boating and bike riding outdoors in bright light conditions.

The second adds important information about complimentary marketing materials available for your practice through Younger Optics.

Both videos come in DVD format and are offered at no charge.

BRAND COMMUNICATION – YOUNG

OPTICS 2

Participation on Vision Expo East

Messages (gifts):

Visit daily to enter to win an Apple iPad Mini!

ECPs who have the free NuPolar app on their iPad or Android tablet can receive a free thank you gift ($5 Starbucks gift Card)!

Younger optics on Vision Expo East (New York)

BRAND COMMUNICATION – VISION EASE 1

Vision-Ease Lens recently introduced its first bilingual web site enhancement, specialized to serve its growing Latin American client base.

“With everything from sell sheets to technical specifications, we’re able to inform all of our key audiences about Vision-Ease Lens products—without any communication barriers.”

Vision-Ease Lens Debuts Bilingual Web Site Additions

BRAND COMMUNICATION – VISION EASE 2

Vision Ease launched a new consumer website, coppertonelenses.com .

consumers can learn more about the premium protection benefits and proven technology used in these products.

Several videos educate consumers on the importance of sun protection.

Website includes a provider lookup tool, allowing customers to locate COPPERTONE prescription sun lens providers in their area.

Vision-Ease Lens Partnership With Coppertone

BRAND COMMUNICATION – ESSILOR 1

Finola Hughes Promotes Varilux Crizal at

Fashion Week

Essilor launched a major integrated marketing

initiative for Varilux and Crizal lenses at New York’s

Fashion Week in February by introducing style

maven Finola Hughes as the brands’ spokesperson.

Hughes conducted more than 25 radio, print,

television and online interviews on behalf of the

Essilor brands, with media across the country,

resulting in news segments that aired on more than

150 television stations, reaching more than 20 million

viewers.

BRAND COMMUNICATION – ESSILOR 2

New Crizal protect your lenses and your eye health

Scratch-proof, smudge proof, no-glare lenses now have E-SPF 25 – to help protect your eyes 25 times more from the damaging rays of the sun

Results:

Crizal grew 9.1% in Q1 2014

Penetration increased 3 % in Q1 2014

Establishing Brand Awareness (Crizal, US)

BRAND COMMUNICATION – ESSILOR 3

Key messages Polarized Sun lenses are

avalaible in your presciption

Xperio UV eliminates 100%glare offers crisper vision and brighter colors

Results 2013: polarized lens unit

2x segment growth rate

2014: Xperio UV growth 21%

2014: polarized lens unit growth 12.7 %

Building a Brand with a Seasonal Campaign (Xperio UV, US)

BRAND COMMUNICATION – HOYA

being part of VSE will mean

that when you spend

£500/€600 a month we will

give you 1 point for every

£10/€12 you spend.

You will be able to collect

your points to spend on a

great selection of rewards.

VSE Loyalty Club

BRAND COMMUNICATION – ZEISS 1

Zeiss has started a consumer marketing campaign that includes outdoor media, magazine advertising and retail sponsorship to raise awareness of the Zeiss brand among progressive wearers in the southern counties.

The company added that the aim was to drive patient footfall into participating practices, with the key message that consumers’ eyes deserve the best.

The campaign is timed to coincide with the launch of the new Zeiss portfolio and naming structure, with seven new product launches and easier-to-understand names.

THE END