Pentax 2011 Annual Report Download - page 44

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One top priority in fiscal 2012 will be to achieve another double-digit increase in sales. To
accomplish this, we will aim to open 20 new stores while initiating measures to boost brand
awareness and penetration of Eyecity.
In fiscal 2012 we will consider investing in advertisements on new mass media, with the aim of
enhancing the service-oriented brand image of Eyecity. The contact lens industry tends to
primarily promote location and price. But, through out mass media advertising, we hope to bring
our superior service orientation as a new rule of games in the market competition. Mass media
advertising has been an issue at Eyecity for many years, but judging the present to be the
perfect opportunity, we have made the decision to embark on a campaign.
In China, fiscal 2012 will be the first year in the development of a five-year strategy. We intend to
formulate a manufacturing strategy with a global perspective that considers both where to
produce and where to sell.
The Great East Japan Earthquake caused store closings in March and April at numerous Eyecity
stores due to rolling power outages and shopping centers that closed. At present, all stores, with
the exception of one store operating in temporary quarters, have returned to business as usual.
We will not let this disaster stand in the way of moving aggressively forward in fiscal 2012.
ANNUAL REPORT 2011