Maui Jim reveals plans for new marketing direction

Finding out about yourself isn’t always easy and while a major consumer research programme threw up a great many positives for Maui Jim, there were also a few uncomfortable truths that inspired a new marketing direction.

The company chose to reveal the findings at four UK roadshows (London, Bristol, Birmingham and Manchester) as well as giving customers the chance to hear about its marketing plans, prescription programme and to find out more about sister company Zeal Optics.

International marketing manager Martijn van Eerde explained that Maui Jim had come a long way since it started out selling its product on the beaches of Hawaii, with a lens sandwiching various technologies to boost colours while protecting against glare. While Maui Jim continued to do well, consumer research had given the impetus to change its strategy. ‘As a company you cannot stay still. You have to grow. Our strategy in marketing had been a push one with point of sale, training our retailers and trying to give them the best service and support.’