Ray Suspend Case Study
CASE 2 RAY-BAN SUNGLASSES: CHOOSING
THE PROSPECTIVE AUDIENCE PLUS THE
The case has become prepared to enable you to appreciate the following: вЂў What is an agency brief and exactly what its different components вЂў To account the market Sections and select the most attractive by carefully examining the interpreting consumer data
вЂў Selection of communication objectives and development of a communication technique to achieve a ideal response.
2 . 0 Objectives
2 . one particular Introduction
2 . a couple of Agency Short
2 . 3 The importance
2 . 4 Connection Strategy
2 . 5 Discussion Concerns
2 . 1 INTRODUCTION
In such a case an attempt have been made to allow you to appreciate the marketing campaign planning method. This case is at two parts. The first part is a agency brief, in which the company has attempted to analyze the marketing problem. The company seems that since Ray-Ban is usually technologically remarkable in quality, and identified by the consumer as such, a product modify is not required. The brand is seen as expensive, but the same buyer does pay out as much of a premium for top-end brands consist of product types. Therefore there is also a need.
for the conversation to change this kind of
The second part of the case can be on interaction strategy as proposed by advertising company, has analyzed and explained the complete `planning cycle'. installment payments on your 2 THE AGENCY QUICK
Ray-ban was launched in India in mid-1992. Today the brand does reasonably very well, but still has to cross the main hurdle.
2 . 2 . 1 Historic Background
In 1930 the initial Ray-Ban lenses were developed for US Military services Air Corps fliers - this is the genesis of Ray-Ban's most popular/keystone design generally known as " Aviato". Rayban glasses became the most preferred choice of The show biz industry stars by one end, and outdoorsmen (pilots, ' policemen, yachtsmen, fishermen, predators, etc . ) at the opposite end.
Technology of B& L
Bausch & Lomb, the maker of Ray-Ban, has been a head in the building and quality manufacturing of optical structures and lens for over 100 years. They comply with strict quality and technological requirements вЂ“
Case prepared by Doctor Ravi Shanker, professor, IIFT for class discussion simply 17 The Ray-Ban sun-glass must Ray-Ban Sunglasses
пЈ§ Absorb or reflect at least 65% of visible light.
пЈ§ Provide completely ultra-violet safety
пЈ§ Meet American standards intended for colour reputation, to ensure safe driving, and so forth 2 . installment payments on your 3 The Market
The sun-glass marketplace in India is largely under-developed:
пЈ§ The organized sector is incredibly small - it quite simply consists of international brands just like Ray-ban (Rs. 1000+) and large local brands like Monalisa and Sunlit. These sun glasses are charged anywhere upwards of Rs. 350.
пЈ§ The unorganised segment offers two types of players:
(a) About 1000 minor manufacturers selling sunglasses between Rs. eighty and Rs 400.
(b) Retailers and hawkers selling products manufactured in Taiwan and Hong Kong and sold while " Beam Ban".
2 . installment payments on your 4 The brand name
Ray-ban is a high quality international brand - really competitive edge is derived from superior technology and an established manufacturer.
installment payments on your 2 . 5 The Competition
Ray-Ban in India, competes not with various other sunglasses, but with premium brands from other categories. This is because it is far from necessary that the person who acquisitions a premium manufacturer in a particular category may wish to or be able to do so in other categories - there is a trade-off done by the buyer between high quality brands in different product types.
What therefore turns into important is the priority of the category in the purchasing holder. Sunglasses figure low in the list of priorities of premium personal goods, as shown in desk 1 .
Table you: Prioritization of Purchases
Item List 1 Not really Ranked Indicate Score
Camera twenty two 56 1 . 0
Designer-wear 18 54 1 . 0
Quartz watches seventeen 48 1 . 0
Leather briefcases 10 65 zero. 7
Sports accessories 11 74 zero. 6
Shoes and boots (premium) 6 68...