Quando rilanciare un BRAND?
Quando il ricordo è ancora vivo o sedimendato nella testa del consumatore e sopratutto quando l’immagine non è compromessa!
Analisi del caso di rilancio dal 2000 ad opera di Luxottica !!!
www.marcosaracino.com
lavoro finalizzato all’analisi di un caso aziendale di prodotti nicchia durante il Corso di Marketing presso l’Università di Pavia, con la successiva discussione e presentazione in pubblico del progetto. L’azienda analizzata è stata la Ray Ban della Luxottica Group.
Luxottica, A long way to growth - Investors & Analysts presentation Luxottica Group
Luxottica reported record results in fiscal year 2012, with all-time high sales of €7 billion, up 14% year-over-year. Operating income increased 22.3% to over €1 billion. Free cash flow generation exceeded €700 million. Demographic and economic trends in emerging markets and developed countries are fueling long-term expansion in the eyewear industry.
This document lists the names of several musical artists and bands such as The Big Pink, The Virgins, We Are Scientists, as well as the terms "Free Energy" and "Plastiscines". It does not provide any additional context around these names or terms.
Ray-Ban has created a campaign to convey that their sunglasses help users achieve their dreams and express their individuality. The campaign aims to show how Ray-Bans are both a trusted lifestyle accessory and help bring out users' uniqueness. It will do this through three print ads showing the diverse interests and visions of Ray-Ban wearers, and how the glasses are an essential part of their personalities. The ads will direct people to a website to share their own visions.
Luxottica FY14 Analyst & Investor presentationLuxottica Group
Luxottica reported record sales and profits in 2014. Sales increased 4.6% reported and 5.3% adjusted to over €7.6 billion, driven by strong growth in North America, Europe, and emerging markets. Adjusted operating income rose 14% and adjusted net income increased 15%, with free cash flow exceeding €800 million. Looking ahead, Luxottica expects another year of mid to high single-digit sales growth in 2015 at constant currencies.
Ray Ban was founded in 1937 by Bausch & Lomb to create sunglasses that protected aviators from sun damage while looking elegant. In 1952 they broke tradition with the Wayfarer style. They struggled with competition in the 1970s/80s but product placements in movies in the 1980s helped sales. After falling behind Oakley in the 1990s, the Wayfarer was reintroduced in 2007. Ray Ban is now owned by Luxottica and has a strong presence in India through their subsidiary with annual turnover of $10 million in 2005. The brand maintains high brand awareness and association with sunglasses.
lavoro finalizzato all’analisi di un caso aziendale di prodotti nicchia durante il Corso di Marketing presso l’Università di Pavia, con la successiva discussione e presentazione in pubblico del progetto. L’azienda analizzata è stata la Ray Ban della Luxottica Group.
Luxottica, A long way to growth - Investors & Analysts presentation Luxottica Group
Luxottica reported record results in fiscal year 2012, with all-time high sales of €7 billion, up 14% year-over-year. Operating income increased 22.3% to over €1 billion. Free cash flow generation exceeded €700 million. Demographic and economic trends in emerging markets and developed countries are fueling long-term expansion in the eyewear industry.
This document lists the names of several musical artists and bands such as The Big Pink, The Virgins, We Are Scientists, as well as the terms "Free Energy" and "Plastiscines". It does not provide any additional context around these names or terms.
Ray-Ban has created a campaign to convey that their sunglasses help users achieve their dreams and express their individuality. The campaign aims to show how Ray-Bans are both a trusted lifestyle accessory and help bring out users' uniqueness. It will do this through three print ads showing the diverse interests and visions of Ray-Ban wearers, and how the glasses are an essential part of their personalities. The ads will direct people to a website to share their own visions.
Luxottica FY14 Analyst & Investor presentationLuxottica Group
Luxottica reported record sales and profits in 2014. Sales increased 4.6% reported and 5.3% adjusted to over €7.6 billion, driven by strong growth in North America, Europe, and emerging markets. Adjusted operating income rose 14% and adjusted net income increased 15%, with free cash flow exceeding €800 million. Looking ahead, Luxottica expects another year of mid to high single-digit sales growth in 2015 at constant currencies.
Ray Ban was founded in 1937 by Bausch & Lomb to create sunglasses that protected aviators from sun damage while looking elegant. In 1952 they broke tradition with the Wayfarer style. They struggled with competition in the 1970s/80s but product placements in movies in the 1980s helped sales. After falling behind Oakley in the 1990s, the Wayfarer was reintroduced in 2007. Ray Ban is now owned by Luxottica and has a strong presence in India through their subsidiary with annual turnover of $10 million in 2005. The brand maintains high brand awareness and association with sunglasses.
Sunglasses are protective eyewear designed to prevent damage to the eyes from bright sunlight. The document discusses the history, ideal properties, construction, functions and uses of sunglasses. It outlines the ANSI standard categories for sunglass lenses based on light transmission percentages and notes lenses should block over 99% of UVB and over 70% of UVA rays. The standard lens categories are cosmetic, general purpose, very dark special purpose and strongly colored special purpose. Common tint colors like grey, green, amber and brown are described in terms of their light filtering properties and best uses.
Sunglasses have existed since Roman times when Emperor Nero used emeralds to watch gladiator fights. They evolved to include polarized lenses in the 1930s. Today the sunglasses market in India is estimated at Rs. 4.8 billion and projected to grow to Rs. 11 billion in five years. Popular brands sold in India include Ray-Ban, Oakley, and Fastrack. Ray-Ban was introduced in 1937 for the US Army and gained popularity through use by celebrities in films like Top Gun and Men in Black. It has an estimated 50% market share in India.
•SAE Baja is an Inter-colligate off road racing competition where the top engineering colleges in India successfully fabricate and race there all-terrain vehicles.
•The competition has various automotive giants like Mahindra, General motors etc. powering the event.
•The contest challenges each team to function as a firm whose objective is to design, fabricate, market and race off their vehicles that would be evaluated on a variety of manufacturing angles by various professionals from the sponsoring automotive companies.
Ray-Ban was founded in 1937 in the USA and is now owned by Luxottica Group. It was commissioned by the US Army Air Corps to create protective sunglasses that also looked stylish. This led to the creation of the iconic Ray-Ban Wayfarer and Aviator styles. Ray-Ban is known for its authentic and unique DNA focused on individuality and self-expression. It targets fashion-conscious individuals aged 20-50 seeking status and style. Notable marketing campaigns include viral videos in the 2000s and a "Legends" campaign celebrating icons from each decade who embodied the brand's spirit.
An advertising plan for Ray Ban. The end product was a collaborative piece compiled by myself and my group members. I completed a majority of the design and layout work.
Sunglasses are protective eyewear designed to prevent damage to the eyes from bright sunlight. The document discusses the history, ideal properties, construction, functions and uses of sunglasses. It outlines the ANSI standard categories for sunglass lenses based on light transmission percentages and notes lenses should block over 99% of UVB and over 70% of UVA rays. The standard lens categories are cosmetic, general purpose, very dark special purpose and strongly colored special purpose. Common tint colors like grey, green, amber and brown are described in terms of their light filtering properties and best uses.
Sunglasses have existed since Roman times when Emperor Nero used emeralds to watch gladiator fights. They evolved to include polarized lenses in the 1930s. Today the sunglasses market in India is estimated at Rs. 4.8 billion and projected to grow to Rs. 11 billion in five years. Popular brands sold in India include Ray-Ban, Oakley, and Fastrack. Ray-Ban was introduced in 1937 for the US Army and gained popularity through use by celebrities in films like Top Gun and Men in Black. It has an estimated 50% market share in India.
•SAE Baja is an Inter-colligate off road racing competition where the top engineering colleges in India successfully fabricate and race there all-terrain vehicles.
•The competition has various automotive giants like Mahindra, General motors etc. powering the event.
•The contest challenges each team to function as a firm whose objective is to design, fabricate, market and race off their vehicles that would be evaluated on a variety of manufacturing angles by various professionals from the sponsoring automotive companies.
Ray-Ban was founded in 1937 in the USA and is now owned by Luxottica Group. It was commissioned by the US Army Air Corps to create protective sunglasses that also looked stylish. This led to the creation of the iconic Ray-Ban Wayfarer and Aviator styles. Ray-Ban is known for its authentic and unique DNA focused on individuality and self-expression. It targets fashion-conscious individuals aged 20-50 seeking status and style. Notable marketing campaigns include viral videos in the 2000s and a "Legends" campaign celebrating icons from each decade who embodied the brand's spirit.
An advertising plan for Ray Ban. The end product was a collaborative piece compiled by myself and my group members. I completed a majority of the design and layout work.
1. C AS E H IS TO RY - RAY-BAN BRAN D
A cura di Saracino Marco
2. INTRO
Quando rilanciare un BRAND?
• Quando il ricordo è ancora vivo o
sedimendato nella testa del consumatore
• Quando l’immagine non è compromessa
C AS E H IS TO RY - RAY-BAN BRAN D
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3. STORIA
• Nasce nel 1937 per l’aeronautica USA
• 70 anni di storia fatta di alta qualità
• Grandi personaggi storici
• Negli anni 90 il brand Ray-Ban viene
“consumato” ed inflazionato
• nel 1999 Luxottica acquisisce il marchio
C AS E H IS TO RY - RAY-BAN BRAN D
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4. RILANCIO
• Riscoprire i valori essenziali della marca
• Qualità senza compromessi
• Non seguire la moda ma essere se stessi
“NEVER HIDE”
• Creazione di comunità fondate sulla marca
C AS E H IS TO RY - RAY-BAN BRAN D
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5. POSIZIONAMENTO
• Moderno
• Dinamico
• Giovane
• Sensibile al design
• Attento alla qualità
C AS E H IS TO RY - RAY-BAN BRAN D
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6. STRATEGIA
• In concreto:
• Attenta ricerca dei valori essenziali
• Spostamento produzione in italia
• Scelta dei canali distributivi giusti
• Leader mondiale investimenti media
C AS E H IS TO RY - RAY-BAN BRAN D
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17. RIEPILOGO
• Cliente protagonista
• Rispetto e l’ascolto
• Essenza della marca
• L’autenticità
• La partecipazione del cliente
C AS E H IS TO RY - RAY-BAN BRAN D
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Editor's Notes
Ray-Ban è il brand più venduto al mondo per il sole e la vista
L'azienda venne fondata nel 1937 dall'azienda di lenti statunitense Bausch & Lomb, su richiesta dell' Aeronautica del proprio paese. Il primo modello prodotto fu il Ray-Ban Aviator, datato 1937, e fornito ai piloti dell'esercito. Film famosi - blues brothers - top gun Scelta di canali commerciali troppo di massa Immagine deteriorata Qualità costruttiva mediocre
IMPORTANTE
IMPORTANTE
Produzione a Agordo, Veneto, Italia Pulizia dei canali distributivi, interruzione per 6 mesi!!! > posizionamento corretto > valore marca > prezzo
Concorso musicale su web - vincitore votato dai visitatori in tour americano
Marketing non convenzionale… Da consumatore a prosumers (Consumatore Produttore)
Iniziative di upload fotografico, favorire il legame al brand, sviluppare la comunity
Altro concorso > push mailing > invito mandare foto > migliori proiettate a times square > reinvio foto al mittente campagna "Never Hide" di Ray-Ban che ha come protagonisti (testimonial) le persone che utilizzano gli occhiali Ray-Ban. Le persone sono state inviate a inviar mediante il sito una propria foto con indosso un paio di occhiali Ray-Ban dopo esser state selzionate, nella gallery ne sono contenute oltre 1.600 sono state quindi mostrate per una quindicina di secondi su un tabellone elettronico in Times Square a New York. Inoltre andando sul sito di Ray-Ban è quindi possibile effettuare una ricerca per vedere la propria faccia campeggiare in Times Square.