INTRODUCTION 2 0 0 9opticbrands.com/images/Prego_2009.pdf · History Frands Jensen A/S was founded in 1966 by Frands Jensen. His son Carl Kristian joined the company in 1976 and it

INTRODUCTION

2 0 0 9

Prego is a registered trademark of Frands Jensen A/S (Vat.Reg.No. 11881238) © All rights reserved 2009

OUR COMPANY

Management

Carl Kristian Jensen Managing Director | OwnerJesper Jensen Sales & Marketing Manager - Design | Owner

SalesDorthe Smedegaard Area Manager | ExportCamilla Støchkel International Sales SupportCharlotte Kj. Kjær Sales representative | West DenmarkPer Lykke Jensen Sales representative | East DenmarkJan Otten Area Sales Manager | HollandAnette Malmqvist Area Sales Manager | Sweden

FinanceJane Keller Administration & Finance

WarehouseJan Eshøj WarehouseTove Jensen Warehouse


History

Frands Jensen A/S was founded in 1966 by Frands Jensen. His son Carl Kristian joined the company in 1976 and it was decided to focus solely on sunglasses to the Scandinavian market.

Frands Jensen A/S is today owned and run by Carl Kristian. However the tradition as a family run company will continue as Carl Kristian’s son Jesper was employed in 2001.

Ever since the beginning the company has been located in the city of Odense on the Danish island of Fynen. The location of the company is important as its is a part of our heritage and identity.

Since the beginning Frands Jensen A/S has emphasised to design products of which quality and price are easily comparable, along with the desire to build up close relationships with customers as well as collaborators.

Frands Jensen A/S has grown steadily through the many years and it has been possible to adjust the company by a controlled growth which has resulted in Frands Jensen A/S being recognised as a serious, reliable and resourceful partner.

Own brands such as Bluepoint and Prego have been developed and promoted and today both brands can be found in more than 30 different countries.


Frands Jensen A/S operates in:

Austria ⋅ Belgium ⋅ Bulgaria ⋅ Brazil ⋅ Canada ⋅ Cyprus ⋅ Czech Republic ⋅ Denmark ⋅ Estonia

Egypt ⋅ Iceland ⋅ Italy* ⋅ Iran ⋅ Kuwait ⋅ Lithuania ⋅ Finland ⋅ France ⋅ Germany ⋅ Greenland

Greece ⋅ Netherlands ⋅ Latvia ⋅ Norway ⋅ Poland ⋅ United Kingdom* ⋅ Romania ⋅ Ukraine ⋅ USA*

Russia ⋅ Spain ⋅ Sweden ⋅ Switzerland ⋅ Slovakia ⋅ Syria ⋅ Saudi Arabia ⋅ Tunisia ⋅ Morocco

Prego is a registered trademark of Frands Jensen A/S (Vat.Reg.No. 11881238) © All rights reserved 2009 * No distributor


AGENDA | PREGO PRESENTATION

Introduction to Prego

Spring & Summer 2009

Marketing

Packaging

Year Plan


INTRODUCTION


THE DNA OF PREGO

Prego brings commercial innovation to eyewear and daring designs to the preemptive consumer

Prego Eyewear is designed in Denmark and owned exclusively by Frands Jensen A/S

Using only the best materials for frames and lenses ensures that the quality of Prego exceeds the price

All Prego can be used as optical frames

The target group is men and women who wants nice design and high quality - at affordable prices

Complete package with hard box and micro fiber pouch

Extensive marketing materials – ideal for creating an experience for the consumer





Marketing

Packaging

Year Plan


DESIGN PROCESS 2009

Inspiration

The designs are inspired by international trends in fashion and society

Feed back from our dealers, distributors and consumers is taken into account

Important issues

To incorporate elegant commercial details – key selling feature to each style

To focus on the use for prescription – create fashionable sunglasses suitable for prescription

To allow the consumer to express his / hers individuality

Design Universes

Prego Nordic Philosophy

Prego By Nature

Prego Decadence


KEY POINTS FOR 2009

Technical

To continue the combination of fashion and multiple usage (sunglass and prescription)

To create more styles in base curve 6 in metal and acetate/metal combinations

To create more styles with suitable index for progressive lenses

To continue the technical line

To create more fashion styles

Design

To incorporate the logo as part of the design – new logo plaques and combinations

To further strengthen the men's collection – more masculine styles / combinations

To focus more on lifestyle instead of age – the consumer can be from 15 to 70 yrs old

To continue 3 universes within the Prego collection to “widen” the range

To incorporate unique details, patterns and combinations

All styles must have at least one key selling feature which can be used for story tellingPrego is a registered trademark of Frands Jensen A/S (Vat.Reg.No. 11881238) © All rights reserved 2009

DESIGN DETAILS

Acetates

Introduction of new exclusive acetates

Special treatments and surfaces

Combinations of metal and acetate

Metals

Introduction of new colors – e.g. metal flake mocha and grey

Increase the styles using 2 tone color combinations

Materials

Special treatment to resemble natural materials such as wood and bamboo

Mother of Pearle (MOP)

Swarovski stones

Studs and rivets


PRODUCT DETAILS

Logo

Incorporate the logo as part of the design – new logo plaques and combinations

Continue use of the Prego Icon logo

Introduction of colored embossed logo

Printing

Continue the printing inside of the left temple – addition of Base Curve information (BC)

The BC information helps the optician and shop sales team to easily identify the styles suitable forprescription

12053-04 60 � 15 125 CR-39 BC 6


PRODUCT DETAILS - 2

Lens stickers

The lens stickers will be continued on all styles.

Polarized lens stickerClear sticker w. silver letters

Prescription lens stickerClear sticker w. silver letters

The Prescription lens sticker can be made on your local language. Stickers will be supplied separately onsheets of 60 stickers per sheet.

The Prescription lens sticker is to be put on the lens by the optician to help identify the styles suitable forprescription to the consumer and the shop staff.

EYEWEAR

POLARIZED100% UV PROTECTION

EYEWEAR

Suitable for

PRESCRIPTION100% UV PROTECTION


PRODUCT DETAILS

IMPORTANT

DO NOT USE LENS STICKERS ON GRADIENT LENSES

DUE TO RISK OF DIS-COLORATION


PRODUCT DETAILS - 3

Hinge screws

Continue to feature a new kind of non-loosening hinge screw to ensure that the temples are more firm

Flex hinges

Improvement of flex hinges by change to European flex hinges from Comotec and OBE

Stop hinges

Stop hinges has been used on all styles where it is structural possible. Stop hinges prevent the temple tipfrom touching the lens when temples are folded

Nose pads

All metal styles feature silicone nose pads to ensure optimum comfort and fit. The nose pads are allstandard nose pads


MENS COLLECTION


Added new styles combining Acetate and Metal

Featuring both CR-39 and Polarized styles

Competitors

Rayban

Polaroid

D&G

Etc.

Advantages of Prego

Lower prices

Same or higher quality of frame and lenses

Larger selection of different styles

Suitable for prescription

MENS COLLECTION


PREGO PHOTOCHROMIC POLARIZED LENSES

A lens that self adjust to the surroundings

TECHNICAL LINE


TECHNICAL LINE

Why

We want to introduce a technical line of products that aim at the consumer who is interested in technical features or who has a specific need.

Photochromic Polarized Lenses

The lenses are composed of linear polarizing film laminated with Triacetate cellulose (TAC)

The product has superior scratch resistant Hard Coating on the outer surfaces

The Photochromic effect is activated by UV light

Perfect for driving, sailing, fishing etc.

All the benefits for normal polarized lenses + the extra of self adjusting tint


TECHNICAL LINE


Poor TAC manufacturing processing will allow other TAC lenses to de-laminate very easily

Has superior lamination quality and does not de-laminate

Lamination of the Film

Again, not all TAC is the same…..as many chemical additives can be added that have an affect on the rigidity of the final TAC lens

Very rigid, allowing for base curves to remain stable

Stability

Not all TAC blocks 100% UV…. some only block up to 380nm

Block 100% of all UV up to 400nmUV Blocking

Not all TAC is the same…some with other chemical additives may incur shrinkage problems that lead to lenses falling out of frames

TAC is stable and retains it size when glazed in a sunglass frame

Shrinkage

Old technology TAC may have chemical additives in which allow the absorbing of Moisture, which adds more Haze

Absorbs less moistureMoisture

Old technology produced TAC film may have problems with Haze

TAC with very low haze valueClarity

Inexpensive TAC film produced in China with poor quality using very old machines and technology.

TFT – LCD TAC technology was formulated for superior visual clarity for use in Prego TAC

Material

OTHER TACPREGO TAC


TECHNICAL LINE


Makeup of the lens

Concave (inside)

Hard Coating

TAC Polarizer

UV400 Layer

Photochromic Dye

Hard Coating

Convex (outside)

Sunlight (UV)

The Photochromic Dye is in front of the UV 400 layer

The Photochromic Dye is only activated when exposed to UV light => the lens will change to darker tint

The UV 400 layer blocks 99,9 % of all UV light

The TAC Polarizer layer efficiency is > 99,5 %


TECHNICAL LINE


85 seconds25 seconds20%10%30%BROWN

85 seconds25 seconds20%12%32%G15

85 seconds25 seconds20%12%32%SMOKE

TIME -50% **

(EXPOSURE TO UV)

UV EXPOSURE

VLTTINT

RETURNACTIVATION

TIMEDIFFERENCE

IN VLTACTIVATED

WITH

NON-ACTIVATED

VLTNON

ACTIVATED

** RETURN ACTIVATION TIME IS BASED UPON THE TIME IT TAKES TO RETURN TO 50% OF THE NON-ACTIVATED STATE VLT

Standards

Independent Lab. testing. COLTS Lab in USSpecs to meet ANSI and EN 1836Transmittance: in tolerance of +/- 1% around the values listed as programmed itemPolarizing Efficiency: In average Efficiency is greater that 99. 5 %Color Deviation Standard: in dE average < 3 Optical Power: < 0.04 in flat


Advantages of Prego

Lower prices than competitors – RRP € 125,-

Same or higher quality of frame and lenses than our competitors

Large selection of different styles

Special Marketing Materials

Demo kit : 1 polarized demo + 2 UV lights

TECHNICAL LINE



Introduction to Prego Jesper

Spring & Summer 2009 Jesper

Marketing Jesper

Packaging Jesper

Year Plan Jesper


Prego Presentation Film

In order to promote the Prego brand

and identity we have made a 60 seconds film

The film is to be used as an eye catcher

during tradeshows or directly in retail shops

The film can be modified to incorporate local

language and distributor company details

The film is available free of charge as

DVD or AVI format

Release date: 1. December 2008

MARKETING


Prego Sponsoring

In order to promote our men's series we have made

a sponsorship deal with OB.

Players will be wearing the Prego sunglasses off field

Prego 2 x 6 meter logo will be seen on stadium and during National and International TV transmission

MARKETING


Catalogue

Each distributor will have their company / name printed in the catalogue

The catalogue will have detailed pictures of each style/colors

All styles will have the following information printed below the picture using the icons

Case size / type can be seen in the index

Release date: 1. October 2008

Horizontal measurement Example: 59 mm

Vertical measurement Example: 32 mm

BC Lens curve Example: 6

Distance between the lenses Example: 18 mm

Temple length Example: 140 mm

Sun lens category Example: 3

MARKETING


Consumer booklet

The consumer booklet is made to strengthen the branding towards the consumer

The dealer (optician) can hand out the

booklets to browsing customers or use

them as mailings to selected customers

from their customer database

The booklet will have detailed pictures

of selected styles and lifestyle pictures

The booklet is included for each Prego free

of charge for main orders. Booklets will

be packed separately. Available while stock last

Release date: 1. December 2008

MARKETING


Distributor Web site| www.frandsjensen.dk

Updated features on the web site

- Order directly online and avoid mistakes

- Search specific products on variables like size, curve etc.

- See all styles in full color and detail

- Get the latest news from Frands Jensen A/S

- Follow your account on line


MARKETING


Distributor FTP site | ftp:\\mail.frandsjensen.dk

- Download product- and image pictures from our FTP server

FTP address: ftp:\\mail.frandsjensen.dkLogin: distributorPassword: FJdistributorMaterials down loaded from the FTP server may only be used in 2009


MARKETING


Consumer Website | www.pregoeyewear.dk

Objective

To support the consumer marketing effort and intensify the awareness of the brand

Features

- Collection presentation

- Dealer locator by e-mail to distributors

- Brand DNA / Image presentation

- There will be no sales to consumers

- Language in English

Release date: 1. January 2009

MARKETING


Displays & Point of Sales materials (POS)

To make sure that retailers has the possibility to present Prego to the consumer we have designed a new series of displays.

Displays

- 40 unit floor display

- 40 unit floor display w. lock (not stock product)

- 60 unit floor display

- 60 unit floor display w. lock (not stock product)

Window materials

- 6 unit window display / kit

Posters & Counter cards

2 or 3 different posters will be available - size 70 x 100 cm

MARKETING



Marketing and POS material

Detailed

MARKETING ARTICLES – NO ORDERING – FREE OF CHARGE

Follows automatically the order


Catalogue

1 pcs per main order

Booklet

1 pcs per Prego on main order only(while stock last)

Extra booklets can be purchased:Price per pcs: 3 DKR / 3,75 SEK / 0,4 €Code: P-2009-BOOKLETEAN:

1 Hard box case and micro fiber pouch per sunglass

POS FOR DEALERS - MUST BE ORDERED - FREE OF CHARGE

Package of three posters


70x100 cm 70x100 cm 70x100 cm

Code: P-2009-poster

EAN code:

POS FOR DEALERS - MUST BE ORDERED – FREE OF CHARGE


• 60 seconds film to promote the Prego brand

• Useful in retail shops or tradeshows

•The film can be modified into incorporate local language and distributor company details

• The film is available as DVD or AVI format

Code : P-2009-DVDEAN code:

Lens stickersPrego presentation film

60 pcs per sheet

Translated into following languages

Codes:

English: P-2008-ukl EAN code for 1 sheet:Spanish : P-2008-esl EAN code for 1 sheet:Bulgarian: P-2008-bul EAN code for 1 sheet:Dutch: P-2008-nll EAN code for 1 sheet:Danish: P-2008-dkl EAN code for 1 sheet:Czech: P-2008-czl EAN code for 1 sheet:Arab: P-2008-arl EAN code for 1 sheet:

2,5 x 1,4 cm

POS FOR DEALERS - MUST BE ORDERED


Price per 12 pcs: 70 DKR / 95 SEK / 10 €Code: P-2008-pbagEAN code:

Prego IconPrego paper bagsNice thick cardboard quality, silver foil print on both sides and cotton string

Price per pcs: 6 DKR / 7 SEK / 0,8 €Code: Pr-07-00Pr-07-01Pr-07-02EAN code:

Polarized Photochromic kit

Price per kit: 150 DKR / 185 SEK /19€Code: P-2008-polEAN code:

Size : 23x21x10



AUTHENTICITY & WARRANTY CARD

Description: Credit card sized plastic authenticity & warranty card. White boxes to be filled by the dealer.Each card will be individually numbered allowing for tracking/register (to follow later)

Size: 86 x 54 mm (as credit card)Price per pcs: 3,00 DKR / 3,75 SEK / 0,50 €Code: P-2009-cardEAN code:

NEW ITEM

Front Back



Size: 28x45x10 cmPrice: 300 Dkr / 375 SEK / 40 €Code: D6-pregoEAN code:

Prego A-signsPicture on both sides

Price per pcs: 10 DKR / 15 SEK / 1,50 €Code: P-2009-A4EAN code:

6 unit window display / kit

Price per pcs: 15 DKR / 20 SEK / 2 €Code: P-2009-A3EAN code:

Reverse side

Size: A4

Size: A3

Reverse side



40 unit floor display

Size: 27x28x190 cmPrice: 1100 DKR / 1400 SEK / 145 €Code: D40W-pregoEAN code:

w/ lock – on special requestPrice: 1 1800 DKR / 2300 SEK / 240 €Code: D40W-prego-lockEAN code:

60 unit floor display

Size: 42x42x200 cmPrice: 1500 DKR / 1900 SEK / 200 €Code: D60W-pregoEAN code:

w/ lock - on special requestPrice: 2800 DKR / 3500 SEK/ 295 €Code: D60W-prego-lockEAN code:



Display brand card (not for original Prego displays)

Size: 9 cm x 5,5 cmPrice: Code: EAN code:

NEW ITEM



Price: 320 DKR / 400 SEK / 42 €** for 2 kg (170 pcs)

Code: P-2008-chocolateEAN code:

0,5 L Prego waterPrego chocolate

Price: 80 DKR / 100 SEK / 10 €** for 16 pcs

Code: P-2008-waterEAN code:

Exhibitions – Attended by FJ

SILMO France

When: October 2008

Objective: Give distributors the opportunity to invite the dealers to the Prego stand

Stand no. Hall In the Village 60 m2

MIDO Italy

When: March 2009

Objective: To continue building the brand mid Europe

Stand no. To be confirmed

MARKETING





Production

Marketing

Packaging

Year Plan


Prego Package

The Prego package will be continued

Hard box case

The hard box case has a mirror inside

Micro fiber pouch

Included into each hard case. Ideal for purse or pocket.

Can also be used to clean the sunglasses

Inlay card

The inlay card (black)

Lens category card

A lens category inlay card is packed with the Prego sunglass and

informs about the lenses / EU standards etc. in 15 languages

PACKAGING


Time line – part I

Below the main event for the 2009 season can be seen

September 2008

Collection launch (spring & summer)

Sales samples ready

Pre-sales start

October 2008

Silmo Show

Catalogue ready

Distributor web site updated

December 2008

Stock available (Spring & Summer)

Stock available (POS material)

Consumer web site updated

Press kit to be send

YEAR PLAN

15. October 2008

Deadline for December Deliveries

15. September 2008

Deadline for distributor 1. order

Deadline for campaign styles


December 2008

FJ warehouse move to new HQ

Time line – part II

Below the main event for the 2009 season can be seen

January 2009

Munich Show

Main bulk stock available

April 2009

Salesmen samples (High Summer)

Stock available (High Summer)

YEAR PLAN

March 2009

MIDO Show

February 2009

01. – 20. Chinese New YearPRODUCTION CLOSED


January 2009

FJ admin move to new HQ

THE END


Documents

INTRODUCTION 2 0 0 9opticbrands.com/images/Prego_2009.pdf · History Frands Jensen A/S was founded in 1966 by Frands Jensen. His son Carl Kristian joined the company in 1976 and it