ISTITUTOMARANGONI Marketing Communication T1Ana Fernández – Trejo Sánchez Lilia L. Sevilla Meza
• Ray-Ban was founded in 1937 by the American Bausch & Lomb Group.• The first models of sunglasses were created for the United States Army Air Corps.• The first model introduced on the market were the Aviator.• The Wayfarer model was introduced in 1952.
The Way We Were Introduction Growth New Product Development£REVENUE Decline Market Penetration Product Redesign 1952 1960s 1970s 1980s 1990s 2005 2008
The 7 Ps Ray Ban Product Wayfarer Price £ 50 - £80 Place Sunglasses Stores, Department Stores, Ray Ban Stores. Promotion
•Males and Females •Between the Ages of 15 – 80People •Who like and share classic yet modern style even though their age difference.PhysicalEvidence • The same design since the 90s and utilising the same material (plastic).Process •Warranty against defects, breakage and •Workmanship for one year •Quality process that warrantees that the product will be durable (i.e. High quality materials).
Necessity /Luxury-Feel part of a group - What brands are trendy-Look like a Celebrity now?-Do they accomplish the -Qualityrequirements I asked -Durabilityfor? (i.e. Quality, colour, -Mass Media Informationdurability) (Advertising) -Accessibility to the product -Ray Ban Black Wayfarer Sunglasses -Prices -Where can I find them? - How others think about the product -How do I look wearing them -Does the design suits me?
• Celebrity blogs (gossip), Media InfluencesAwareness (i.e. Magazine pictures and articles). • Mary Kate Olsen, Mischa Barton, Lindsay Lohan, Agyness Deyn, Kirsten Dunst, JudeInterest Law, Heath Ledger, Brad Pitt, Tom Cruise, Kate Moss, Sienna Miller, Adam Brody, Paris Hilton, Chloë Sevigny. Are among the celebrities wearing them and making them trendy again.Evaluation • The old pair that belonged to mom or dad. • The trendy friend that has a pair of Wayfarers. • Going to a store and try them on, see how Trial they look and ask questions to the sales assistant such as price, colours. • Ask a friend/relative how does the pair look on them. • Try them on virtually at the Ray Ban Adoption Website. • The person checks if the price is affordable. • See if they are still trendy or not, before the purchase • Make the final purchase.
Today and Tomorrow CUSTOMERS TODAY (Brief movie about all of types of customers) http://www.rayban.com/UK/ NEXT SPRING COLLECTION (Brief movie of Tara Mc Pherson, one of Colorized Project designer, for Ray Ban Wayfarer) http://es.youtube.com/watch?v=M34nYVdbTgc (Brief movie of Joanna Coles, Editor Marie Claire Magazine) http://es.youtube.com/watch?v=M34nYVdbTgc