Brand Evaluator. Real company example: Abele Optik

Applied marketing and branding tools

Seminar Paper, 2013

10 Pages, Grade: 1,3



1. Introduction

2. The optometrist industry
2.1 Competitive analysis

3. Positioning of Abele Optik

4. Rebuilding the brand
4.1 The target market
4.2 New positioning of Abele Optik
4.3 Brand Pyramid
4.4 Employer branding

5. Conclusion

1. Introduction

Abele Optik is a family owned business with currently 72 shops spread across Germany. Its product range includes primarily glasses, sunglasses and contact lenses, as well as the required services for the products.1

Even though the company has strong competitors, Abele Optik is successful in its business. A customer survey conducted by the "German Institute for Service and Quality" however found out, that the customer satisfaction with the service of Abele Optik is very low and therefore customers' overall experience with the brand is poor as well.

The following paper is going to evaluate the performance of the brand Abele Optik and will give some recommendations what steps it should take to improve the customer's experience and what it can do to bring it brand back on track. The aspect of the location and the interior design of the shops will not be evaluated.

2. The optometrist industry

Abele Optik is part of an industry with strong competition. In the year 2010 almost 12.000 professional optometrist shops were operating in Germany. Even through the financial crisis this number remained stable.2 In 2012, 12.300 shops with a total of 49.000 staff were located in Germany.3

Core product of optometrists are glasses, with an annual sales of approximately 11 million glasses in Germany. Besides, some optometrists offer additional products ranging from hearing aids over jewellery to cutlery. One in two Germans wear glasses. Among people aged 16+, the figure is 63 per cent, which are 40.1 million in total. More than 73 percent of the 45 to 59 age group wears glasses, and virtually all pensioners.4

The average survival of German glasses are four years. Reasons for buying a new pair of glasses every four years are altered prescription, wear and tear, loss, breakage as well as changing fashion trends.5 This means, glasses are no longer a simple item helping to correct vision, they rather communicate image and can even have a symbolic character. Furthermore, since people are getting older and older, and therefore more people need glasses due to their age, the market for glasses is growing.

A new threat for settled optometrists is the e-commerce business. So far only two percent of the glasses sold in 2012 were sold via internet. But approximately five percent of the customers can imagine buying their glasses via internet in the future - with this figure set to increase.6 Optometrist with settled shops cannot compete with prices from internet shops, but they have the opportunity to differentiate through their customer service.

2.1 Competitive analysis

The optometrist industry in Germany is shaped by companies with multiple branches, either company owned or through franchising, as well as many small local shops. Many of the companies are sellers and producers of optical glasses and eyeglass frames at the same time.

Abbildung in dieser Leseprobe nicht enthalten

Porter's 5 forces: Optometrist Industry

Biggest competitor for Abele Optik are the two biggest chains Fielmann and Apollo-Optik. Both companies together hold more than 30 per cent of the industry market share regarding revenue. Regarding numbers of units sold, the industry leader and known as discounter in the industry, Fielmann holds a market share of 50 per cent.

As evaluated above, Abele Optik is competing against large chains with a broad range of different glasses for a low price. Nevertheless the service offered by these companies is good throughout all shops. Abele Optik has to very clearly find a point of differentiation to be able to compete against the growth process of the other companies.

3. Positioning of Abele Optik

Target market:

Abele Optik is primarily addressing people with visual impairments who are putting emphasis on service, quality and customer orientation and less emphasis on low prices (see additional document for the translated version of Abele Optik's mission statement).

Frame of reference:

Abele Optik 's frame of reference are all people who want to improve their vision through either regular glasses or sunglasses.

Points of parity:

To compete in the industry, you have to have competent opticians in order to determine the right dioptre for the customer. Since even "discounter" optometrists such as Fielmann are providing excellent service (e.g. sales advice), professional service employees became a standard. Located in a rural area, companies have to have a broad range of glasses regarding prices and looks. Located in larger cities focusing on a niche segment is possible.

Points of differentiation:

Abele Optik is advertising with: "Service, advice and high quality standards are the guiding principles of our corporate philosophy."8 Nevertheless, surveys showed that customers are not


1 Abele Optik (2013)

2 Müller (2013)

3 Fielmann (2012)

4 Allensbach KGS (2012)

5 Fielmann (2012)

6 ZAV (2012)

7 Müller (2013)

8 Abele Optik (2013)

Excerpt out of 10 pages


Brand Evaluator. Real company example: Abele Optik
Applied marketing and branding tools
Catholic University Eichstätt-Ingolstadt  (WFI Ingolstadt)
Branding for Service Excellence
Catalog Number
ISBN (eBook)
ISBN (Book)
File size
1188 KB
Branding, Marketing tools, Service Excellence, Brand Pyramid, Perceptual Map, Abele Optik, Brand Evaluator
Quote paper
Maximiliane Gläsle (Author), 2013, Brand Evaluator. Real company example: Abele Optik, Munich, GRIN Verlag,


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