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Marketing Mix: Ray-ban Sunglasses
Transcript of Marketing Mix: Ray-ban Sunglasses
PILOTS IN THE 1930s
• US Army Air Service pilots reported that glare from the sun gave them headaches and altitude sickness.
• In 1929, US Army Air Corps Lieutenant asked a medical equipment manufacturer to create aviation sunglasses that would reduce the headaches and nausea experienced by pilots.
• Ray-Ban remained popular during the 60s and 70s, and gained popularity during the 1980s with cameos in the movies The Blues Brothers, Risky Business, and Top Gun.
SOLD TO LUXOTTICA
• During the late 90s, as rivals like Oakley gained popularity among younger customers, Ray-Ban started to struggle and, in 1999, owners Bausch & Lomb sold the brand to Italian eyewear company Luxottica for $640 million.
The design attempts to cover the entire range of the human eye and prevent as much light as possible from entering the eye from any angle.
Temple Length: 135
Frame material: Metal
Lens colors: Crystal brown, crystal green, G-15 polarized
Lenses originally developed for military use.
Plastic molding technology
Design was revolutionary break from metal eyewear of the past.
Frame material: Acetate
Lens colors: crystal green, crystal grey gradient, G-15 polarized and more.
Browline glasses so upper portion of frame is thicker than lower portion.
Draws attention to the wearer's natural brow line.
Temple Length: 140
Frame material: Acetate/metal
Lens colors: crystal green
Temple Length: 145
Frame material: Nylon
Color options: Traditional as well as statement-making
Inspired by the Wayfarers
Redesigned with larger rectangle lenses
new frame colors, colored lenses
Both classic and bright rubber fronts
Tone-on-tone temple tips
Temple Length: 145
Frame material: Nylon
Extra coverage and 100% UV protection
High end retailor websites
Eyewear distributor websites
Rue La LA
Lens crafters, Pearle Vision, Sunglass Hut
Also owned by Luxottica
Nordstrom, Macy's, etc.
NEVER HIDE CAMPAIGN
"In its every form, the Ray-Ban campaign portrays regular guys and girls living their day to day lives with authenticity, with the courage to express themselves and their unique individuality, which is the most precious thing we have, because the most fashionable thing to be is yourself.” – Press Release for the NeverHide Campaign
This campaign has “legs”!
Aiming to create and maintain customer relationships
This is all part of their content marketing plan.
Hire Artists, Musicians, and Cinematographers
Never Hide Noise, Never Hide Films
Invite everyday people to share their story
Never Hide Competition
Run International Events
Run Effective Print Campaigns
Never Hide Campaign
NEVER HIDE FILMS
RAY-BAN VS. OAKLEY
RAY-BAN VS. PRADA
RAY-BAN VS. POLO
RAY-BAN VS. MAUI JIM
RAY-BAN VS. PERSOL
RAY-BAN VS. WARBY PARKER
RAY-BAN VS. TOM FORD
One fo the Sunglass Hut flagship stores opened in Sydney, Australia on October 26, 2013.
Luxottica deals with two sectors manufacturing and wholesale distribution:
Ray ban is one of its "house brands” meaning it is manufactured and sold by Luxottica and its subsidiaries
The Group's products are designed and manufactured at its six manufacturing plants.
One plant in Italy
Two wholly-owned plants in China
One plant in Brazil
One in India
One plant in the United States
Devoted to the production of sports eyewear.
Luxottica runs a tight ship, supervising every step of process.
Luxottica also owns Lens Crafters, Pearle Vision, Target and Sears Optical and basically every high end designer sunglasses chain including Versace, Prada, etc.
THE ORDER OF NEVER HIDE