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Marketing Mix: Ray-ban Sunglasses

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Jillian Mullin

on 13 November 2014

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Transcript of Marketing Mix: Ray-ban Sunglasses

JILLIAN MULLIN | CLARA KOHRS | GRANT VOGEL | BEN DORE
HISTORY
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.

ON-SCREEN CAMEOS
• 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.
PRODUCT
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.


AVIATOR CLASSIC
$150
Temple Length: 135
Frame material: Metal
Lens colors: Crystal brown, crystal green, G-15 polarized

1937
Lenses originally developed for military use.
Plastic molding technology
Design was revolutionary break from metal eyewear of the past.
WAYFARER CLASSIC
$155
Temple Length:150
Frame material: Acetate
Lens colors: crystal green, crystal grey gradient, G-15 polarized and more.

1952
Browline glasses so upper portion of frame is thicker than lower portion.
Draws attention to the wearer's natural brow line.


CLUBMASTER CLASSIC
$150
Temple Length: 140
Frame material: Acetate/metal
Lens colors: crystal green



1980s
THE JUSTIN
$115
Temple Length: 145
Frame material: Nylon
Color options: Traditional as well as statement-making

MODERN
Inspired by the Wayfarers
Redesigned with larger rectangle lenses
new frame colors, colored lenses
Rubberized frame

Both classic and bright rubber fronts
Metal temples
Tone-on-tone temple tips




THE ERIKA
$115
Temple Length: 145
Frame material: Nylon
Extra coverage and 100% UV protection



MODERN
PLACE
ONLINE
High end retailor websites
Nordstrom.com
Macys.com
Eyewear distributor websites
ray-ban.com
amazon.com
framesdirect.com
sunglasseshut.com
Discount sites
Gilt
HauteLook
Rue La LA
WHERE?
PHYSICAL:
Lens crafters, Pearle Vision, Sunglass Hut
Also owned by Luxottica
"High-end" retailers
Nordstrom, Macy's, etc.
WHERE?
ONLINE
MANUFACTURING
SUPPLY CHAIN
PROMOTION
2007
1961
SOCIAL MEDIA
EARLY RAY-BAN
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
2007-Present.
This campaign has “legs”!
Aiming to create and maintain customer relationships
International Success

Storytellers
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
Social Media
Never Hide Competition
Run International Events
Polarized Tour
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 PRODUCTS
RAY-BAN VS. PERSOL
RAY-BAN VS. WARBY PARKER
RAY-BAN VS. TOM FORD
PRICE
http://www.forbes.com/sites/agoodman/2014/07/16/theres-more-to-ray-ban-and-oakley-than-meets-the-eye/
Pictured:
One fo the Sunglass Hut flagship stores opened in Sydney, Australia on October 26, 2013.
PHYSICAL
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.
http://www.luxottica.com/en/company/media/company-profile
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.
http://www.luxottica.com/en/company/our-way/our-business-model
CONTENT MARKETING
THE ORDER OF NEVER HIDE
REFERENCES
PROMOTION:
http://www.ray-ban.com/usa/
https://www.facebook.com/RayBan?ref=br_tf
http://www.bruceclay.com/blog/ray-ban-storytelling/


PRICE:


http://en.wikipedia.org/wiki/Luxottica#Brands
http://www.ray-ban.com/usa/sunglasses/aviator/clv#MT_RB_Menu02_MostPopular
http://www.ray-ban.com/ProductListingView?headerSubCategory=AVIATOR+FULL+COLOR&catalogId=10053&orderBy=13&groupBy=SECONDARYFAMILY&token1=aviator&beginIndex=16&token=sunglasses&pageTemplate=ProductListing&langId=-1&storeId=10151
http://www.ray-ban.com/usa/sunglasses/wayfarer/plp
http://www.ray-ban.com/ProductListingView?headerSubCategory=NEW+WAYFARER+COLOR+MIX&catalogId=10053&orderBy=13&groupBy=SECONDARYFAMILY&token1=wayfarer&beginIndex=16&token=sunglasses&pageTemplate=ProductListing&langId=-1&storeId=10151
http://www.ray-ban.com/usa/sunglasses/clubmaster/plp
http://www.ray-ban.com/usa/sunglasses/justin/plp
http://www.ray-ban.com/usa/sunglasses/erika/clv#MT_RB_Menu02_MostPopular
http://www.persol.com/usa/sunglasses
http://www.sunglasshut.com/SearchDisplay?searchTermScope=&searchTermScope=&searchType=1000&filterTerm=&orderBy=5&showResultsPage=true&langId=-1&pageType=&beginIndex=0&sType=SimpleSearch&metaData=&pageSize=63&manufacturer=&resultCatEntryType=&searchTerm=&pageView=image&catalogId=10101&categoryId=10543&storeId=10152
http://www.oakley.com/en/mens/sunglasses/lifestyle-sunglasses/holbrook/product/W0OO9102
http://www.oakley.com/en/womens/sunglasses/sport-sunglasses/flak-jacket/product/W0OO9008
http://www.oakley.com/en/mens-surf/mens-surf-sunglasses/frogskins/product/W0OO9013
http://www.oakley.com/en/mens/sunglasses/special-edition-sunglasses/gascan/product/W0OO9014
http://www.oakley.com/en/mens-surf/mens-surf-sunglasses/twoface/product/W0OO9189
http://www.oakley.com/en/mens/sunglasses/lifestyle-sunglasses/fives-squared/product/W0OO9238
http://www.sunglasshut.com/SearchDisplay?searchTermScope=&searchType=102&filterTerm=&orderBy=5&orderBy=5&maxPrice=&showResultsPage=true&pageType=&langId=-1&beginIndex=&sType=SimpleSearch&metaData=&pageSize=63&manufacturer=&resultCatEntryType=2&catalogId=10101&pageView=image&searchTerm=prada&minPrice=&categoryId=&storeId=10152&pageType=&pageSize=63
http://www.sunglasshut.com/us/polo-ralph-lauren/5/0/63
http://www.sunglasshut.com/us/maui-jim/5/0/63
http://www.sunglasshut.com/us/tom-ford/5/0/63
https://www.warbyparker.com/sunglasses/men
PLACE:



PRODUCT:


http://www.forbes.com/sites/agoodman/2014/07/16/theres-more-to-ray-ban-and-oakley-than-meets-the-eye/
http://www.luxottica.com/en/company/media/company-profile
http://www.ray-ban.com/usa/transparency-in-supply-chain-disclosure
http://www.luxottica.com/en/company/our-way/our-business-model
http://shop.nordstrom.com/c/ray-ban
http://www.ray-ban.com/usa/sunglasses/RB3025%20unisex%202-aviator%20classic-gold/805289602057
http://www.ray-ban.com/usa/customize/rb-2140-original-wayfarer-sunglasses?token=F5D4788C-DCDF-4BBF-97B6-6F27C96F0003
http://www.ray-ban.com/usa/sunglasses/RB3016%20unisex%201-clubmaster%20classic-black/805289653653
http://www.ray-ban.com/usa/sunglasses/RB4165%20unisex%201-justin-black/805289526575
http://www.ray-ban.com/usa/sunglasses/RB4171%20unisex%206-erika-tortoise/
https://en.wikipedia.org/wiki/Ray-Ban
Full transcript