Ray ban swot_analysis

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Ray ban swot_analysis

  1. 1. Historical Context• Ray-Ban sunglasses were first introduced byBausch & Lomb in 1937• In 1999, Bausch & Lomb sold the Ray-Ban brandto the Italian Luxottica Group for 1.2 billiondollars• Originally created for protection purposes forpilots and were quickly adopted by the U.S. Army• They now offer a variety of bright colors andstyles reminiscent of all decades• Aviators and Wayfarers are Ray-Ban’s bestsellers
  2. 2. S.W.O.T analysisStrengths Opportunities-Long standing and well established -Raise awareness about the importance of thebrand protective lenses-High quality and durable -Chance for brand extension and expansion-Provide numerous styles and many -Emphasize Ray-Ban as a brand that valuescolor options individuality and self expression-Many of the sunglasses are gender -To create valuable partnerships with other brandsneutral with similar messages and target audiences-Appeals to many generations ex: tie up with “Royal Enfield”-Promise 100% anti reflective lenses -Campaigns such as Never Hide and Define yourselfwhich protect eyes against harmfulraysWeaknesses Threats-Costly product -In hard economic times, people buy less designer-Exclusivity of distribution channels products -Consumer brand loyalty to other sunglasses brands -Many stores sell cheaper versions of Ray-Ban inspired sunglasses -May be seen as a trend that will die out
  3. 3. Target MarketDemogeographic• Primary target is men and women between the ages of 18 and 34, who have enoughdiscretionary income to purchase their product• In terms of ethnicity, their target market encompasses White, African, American andAsian populations• Targets people who live in areas that are often exposed to sun and wear sunglassesoftenPsychographic (values, attitudes, lifestyles i.e. VALS)• Women and men in their target market share common qualities that make themimportant prospective buyers• Often make purchases to reflect their values, attitudes and lifestyles• Target is comprised of adults who value an active lifestyle and strive for successBehavioristic• Target market puts a strong emphasis on individuality and self expression• Majority of the target market is employed either part or full time but still has timefor leisure whether it is with friends, family or co-workers
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