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Marketing Proposal Prepared by: Kortney Bolton, Kevin Hirsh, Michael Schwab, Tom Sweeney

Marketing Proposal Prepared by: Kortney Bolton, Kevin Hirsh, Michael Schwab, Tom Sweeney. Orange 21 is in Need for Expansion US Sunglass Market is Saturated Have Facilities for Expansion US Economy is Struggling United Arab Emirates is Prospering.

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Marketing Proposal Prepared by: Kortney Bolton, Kevin Hirsh, Michael Schwab, Tom Sweeney

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  1. Marketing Proposal Prepared by: Kortney Bolton, Kevin Hirsh, Michael Schwab, Tom Sweeney

  2. Orange 21 is in Need for Expansion • US Sunglass Market is Saturated • Have Facilities for Expansion • US Economy is Struggling • United Arab Emirates is Prospering

  3. International Structure Based on Product Lines

  4. Name is Arabic for: • Superiority • All-Mighty • Logo is Arabic Symbol for Om • Targets Emirati Population – 95% of UAE

  5. Will be based in the United Arab Emirates • Offers ultra-high fashion sunglasses • Targets Emirate Market

  6. Relatively new market – 1971 • Great market potential • Growing: Over 30,000 Construction Cranes are in Dubai – 25% of World’s Cranes

  7. Economic Scenario: Not Feeling Affects of Global Recession Opened $1.5 Billion Hotel in September Atlantis, The Palm, 2008

  8. Infrastructure • Free Trade Zones • Low Tariffs – 5% • Open to Foreign Investment • Modernized Cities

  9. 350% Sales Increase on Sunglasses • Sunglass Sales Grossed Over $500 Million in 2005 • Hold World-Renowned Fashion Weeks • Strong Base for Expansion • Tourist Influx

  10. Target Markets: Geographic Abu Dhabi Dubai Demographic Emirati High Fashion

  11. Demand For Product • Sunglasses: • Sunny Over 90% of Year • Fashion: • Market is Fashion Rich • Large Disposable Income • Americanized Style • Ultra-High Fashion

  12. Platinum البلاتين High End $400 and Up Gold الذهب Middle End $100 to $300 White أبيض Snow Line $100 to $300 Male and Female

  13. Dubai • Deira City Center • Burjuman City Center • Mercato Mall Abu Dhabi • Capitay City Mall • Marina Mall • Abu Dhabi Mall

  14. Fashion Shows Dubai Fashion Week Essa HSY Nili Zahar Luxecouture Abu Dhabi Fashion Week Albino Milia M Missoni Maison Rabih Kayrouz

  15. Celebrities • Events • Atlantis, The Palm • Billboards • Designed in California • Web Site

  16. Based on Competition • High Prices • Represent Quality • Status in UAE • Multiple Lines Offer Different Prices

  17. Sunglass Hut Other Designers: Dolce and Gabbana Versace Armani Gucci Ray Ban Oakley Points of Parity High Fashion Premium Prices Differences Focus on Sunglasses Targeted toward Arabic Population

  18. Lens Production San Diego, CA Raw Materials USA Railroad Manufacturing Warehouse Houston, TX, USA Truck Port of Houston Houston, TX, USA Ship- Maersk Line Gioia Tauro Terminal, Italy Dubai Importer/ Customs Jebel Ali, UAE Jebel Ali Terminal Jebel Ali, UAE Truck Foreign Warehouse Mina Jabal Ali , UAE Truck- E11 Retailers Dubai, UAE Retailers Abu Dhabi, UAE

  19. Retailer: Solstice Sunglass Boutique • Forwarding and Brokering: Kuehne and Nagel • Warehousing: Mina Jebel Ali • Bonded Warehouse • 24 miles from Dubai • 37 miles from Abu Dhabi

  20. Tariffs – 5% • Taxes • No Income Tax or Sales Tax • Free Trade Zones • 17 FTZs in UAE • Largest is Jebel Ali Free Zone • Import Regulations • Business License • Emirate

  21. Dubai Population: 1,241,000 • Abu Dhabi Population: 1,463,000 • 1/3 Population of UAE (4,300,000) • The 2 Cities are 63% of Total Population

  22. Sunglass Sales over $500 Million Annually • We Expect to Control at Least 0.5% of Sales Within the First Year • $2,500,000 In Sales • Goal is Control 1.9% by 2013 ($9,500,000)

  23. Expect Sales to Surpass Expenses by the End of 2009

  24. Orange 21 is in need of world expansion • UAE is prospering and open to foreign investment with limited Government Regulations • Orange 21 has the facilities for the project • Om Optical is marketed to appeal to consumers in the Emirates • We expect to break-even in the first year and make an annual of profit of $10 Million in 5 Years • UAE will be a perfect location for a regional headquarters for further Middle East expansion

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