Ray Ban Case Study
16
Case Studies
CASE 2 RAY-BAN SUNGLASSES: SELECTING
THE TARGET AUDIENCE AND THE
COMMUNICATION OBJECTIVES
Objectives
The case has been prepared to help you to appreciate the following:
• What is an agency brief and what are its various components
• To profile the market Segments and select the most attractive by carefully analysing the interpreting consumer data
• Selection of communication objectives and development of a communication strategy to achieve a desired response.
Structure
2.0 Objectives
2.1 Introduction
2.2 Agency Brief
2.3 The Need
2.4 Communication Strategy
2.5 Discussion Questions
2.1 INTRODUCTION
In this case an attempt has been made to help you to appreciate the campaign planning process. This case is in two parts. The first part is the agency brief, in which the company has tried to analyze the marketing problem. The company feels that because Ray-Ban is technologically superior in quality, and recognized by the consumer as such, a product change is not required. The brand is seen as expensive, but the same consumer does pay as much of a premium for top-end brands in other product categories. Therefore there is a need. for the communication to change this consumer perception.
The second part of the case is on communication strategy as proposed by the advertising agency, has analyzed and described the complete `planning cycle'.
2.2 THE AGENCY BRIEF
Ray-ban was launched in India in mid-1992. Today the brand is doing reasonably well, but still has to cross the main hurdle.
2.2.1 Historical Background
In 1930 the first Ray-Ban lenses were developed for US Army Air Corps fliers - this was the genesis of Ray-Ban's most popular/keystone design known as "Aviato". Rayban sunglasses became the preferred choice of Hollywood stars at one end, and outdoorsmen (pilots,' policemen, yachtsmen, fishermen, hunters, etc.) at the other end. Technology of B&L
Bausch & Lomb, the manufacturer of Ray-Ban, has been a
Case Studies
CASE 2 RAY-BAN SUNGLASSES: SELECTING
THE TARGET AUDIENCE AND THE
COMMUNICATION OBJECTIVES
Objectives
The case has been prepared to help you to appreciate the following:
• What is an agency brief and what are its various components
• To profile the market Segments and select the most attractive by carefully analysing the interpreting consumer data
• Selection of communication objectives and development of a communication strategy to achieve a desired response.
Structure
2.0 Objectives
2.1 Introduction
2.2 Agency Brief
2.3 The Need
2.4 Communication Strategy
2.5 Discussion Questions
2.1 INTRODUCTION
In this case an attempt has been made to help you to appreciate the campaign planning process. This case is in two parts. The first part is the agency brief, in which the company has tried to analyze the marketing problem. The company feels that because Ray-Ban is technologically superior in quality, and recognized by the consumer as such, a product change is not required. The brand is seen as expensive, but the same consumer does pay as much of a premium for top-end brands in other product categories. Therefore there is a need. for the communication to change this consumer perception.
The second part of the case is on communication strategy as proposed by the advertising agency, has analyzed and described the complete `planning cycle'.
2.2 THE AGENCY BRIEF
Ray-ban was launched in India in mid-1992. Today the brand is doing reasonably well, but still has to cross the main hurdle.
2.2.1 Historical Background
In 1930 the first Ray-Ban lenses were developed for US Army Air Corps fliers - this was the genesis of Ray-Ban's most popular/keystone design known as "Aviato". Rayban sunglasses became the preferred choice of Hollywood stars at one end, and outdoorsmen (pilots,' policemen, yachtsmen, fishermen, hunters, etc.) at the other end. Technology of B&L
Bausch & Lomb, the manufacturer of Ray-Ban, has been a