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Hipster group project
Transcript of Hipster group project
Way of Life
A typical hipster can be recognized from
their distinctive personality and fashion
Price Positioning Matrix
Hipsters could be wearing a
shirt and tight skinny jeans
with a pair of glasses.
Glasses are very important to hipsters.
They almost never leave their house
Increased consumer concern about
Ray-Ban is an Italian brand
of sunglasses founded in 1937
by Bausch & Lomb
In 1999, Bausch & Lomb sold the brand to the Italian Luxottica Group
The first Ray-Ban sunglasses ever produced was in 1936 named Anti-glare for the US Air force pilots to stop air sickness and nausea up in the air.
Economic standings of the
economy, do not concern hipsters
utilizes the latest LED technology to change the color of the frame
There are many rivals in the market. Thus customers have a wide range of alternatives to choose from.
If there are less number of suppliers in the market then the suppliers get a high bargaining power.
Millennials- technology based
- largest age segment of approximately 8.5 million
Much like a gecko, the user has the ability to change the color of their eyeglass frames
to what they are wearing/surroundings
or to their own individual taste.
Why buy different colored glasses when you can just have one???
Porter's Five Forces
Bargaining Power of Suppliers
Bargaining Power of Buyers
Customers have high bargaining power.
Substitute products can decrease the market. It may also force companies to limit their price level.
For our product, the substitute product could be buying more sunglasses instead of one.
There are always new companies entering in the market.
Brands like Lee Cooper and Micheal Kors which are were originally selling clothing and handbags are now days starting to manufacture ssunglsses as well.
Porter's Five Forces
Tribe - Hipster !!!!
High class people
High quality for
Medium range quality
Above the line:
Below the line:
Above the line
Below the line
Where talking people who want to maintain their lifestyle, a tribe who thrives a unique image nd the latest fashion
Millennial target market has
purchasing power of more than
you find hipsters where ever you find graffiti
for hipsters, new town is a number 1 priority ,
then Glebe, Alexandria, Bondi and where ever there is creativity and art.
Our product will be available throughout the Ray-Ban outlets in Australia and some retailers including Myer and David Jones.
Ray- Ban is a worldwide known brand. Therefore, their name itself is a big marketing tool.
Marketing Mix Strategies
It will also be sold on the official Ray-Ban online store.
Gecko glass is made from 80%
renewable plant based plastic
Environmently friendly product
Above the line Promotion
Ray-Ban uses both ATL (Above the Line)
and BTL (Below the Line) methods of promotion.
Packaged in an organic, cotton canvas pouch printed
with soy ink
100% organic cotton
Promotion is vital for product development as it makes consumers more aware of your product. If this is not achieved properly consumers will not know about the product and growth will not be reached.
Using Television Advertisements, Ray-Bans can show off their new product.
Can be used to influence hipsters
Boost sales during the maturity phase
Talking about the product in different radio shows also helps in promotion.
Below the Line Promotion
Popular celebrities who are under the sight of millions of people can be used to endorse the product.
Ray- Ban has been sponsoring different events, concerts, television programs, etc.
This beneficial to use because we don't have to worry
about pricing strategies - the price can never be too high
Ray-Ban could sponsor stereo sonic and use it as a marketing tool for the Australian market since a lot of hipsters attend it.
Ray-Ban can also conduct their own fashion events and use it to endorse their new product. A lot of celebrities, high - class people attend fashion shows. So, this could be a great promoting tool.
Product Life Cycle
Hipsters are a social stereotype of people typically in their 20s & 30s who enjoy music, clothing, food that they consider to be outside the norm.
They reject the “mainstream” culture and embrace an
independent culture and they tend to live their lives ironically.
They are often be seen to be wearing vintage and thrift store inspired fashions, tight-fitting jeans, old-school sneakers and thick rimmed glasses.
Hipster men usually have messy shaggy haircuts and the women have short hair and bangs.
Hipsters can be seen around Newtown, Surry Hills, Glebe and Bondi.
- Indie/rock music
- Fashion – vintage and second-hand clothing
- Friends – influence each other to differentiate from
- Independent thinking
- Well educated
Glass that changes its colour using sensor
and voice controls utilizing the latest
Especially designed in Ray-Ban's most popular
Gecko-Glass is priced at $1200
In comparison to our competitors pricing, our prices are set high
However this is mainly due to our value added pricing strategy
We add value through unique features
value to customers is also added by high price - conveying luxurious product
consumers feel unique, being able to afford the product
This creates more demand amongst hipsters
Armstrong, G, Adam, S, Denize, S, Kotler, P 2012, ‘Company and marketing strategy: partnering to build customer relationship’, in Principles of Marketing, Pearson, Frenchs Forest, pp. 42-73.
Molitorisz, S 2010, ‘Tribes of the Sydney’, The Sydney Morning Herald, 7 January