The marketing strategy of the Dutch division of Specsavers is hard to understand. At one hand the company tries to be cool with activities like ’the spectacle wearer of the year’, collections with the name of Dutch designers and the sponsoring of television programs. At the same time the company proves to be a real discounter with a direct attack at Pearle and a price comparison based on a minor survey. What and who is the target of all these activities? It looks like Specsavers wants it all but we guess the marketeers should know that this mix of strategies can’t be successful.
