Nicole S. Tester November 20‚ 2010 Marketing 201 Promotion Strategies Ray-Ban in the 20th century has been able to prove its ability to maintain parallelism between its products and the century’s style determined by the American Culture. A decade breakdown will prove this parallelism successful. In the 1930’s to the 1940’s the Aviator style was introduced‚ perfectly complementing the number of social phenomenon pertaining to this decade. There was a dramatic increase in interest for aviation
Premium
Introduction • Ray-Ban is an Italian owned brand of sunglasses founded in 1937 by Bausch & Lomb. They were introduced for the United States Army Air Corps. Ray-Ban has popularized the aviator sunglassess and now creates sunglasses to suit everybody. • In 2007‚ Ray-Ban re-introduced the original Ray-Ban Wayfarer design‚ but expanded the colour options beyond the traditional palette to include patterns like checks and camouflage and colours like navy‚ white‚ turquoise‚ red‚ and blue. • You can see
Premium
Our objectives for Ray-Ban included increasing consumer awareness of the Ray-Ban brand to its core demographic (males & females 25-39) and to reinforce Ray-Ban’s position as a classic‚ desirable style that is a must-have accessory for confident consumers. Additionally‚ we sought to extend our product placement efforts wherever possible through promotional opportunities and story points for publicity. We worked with major studios and television/cable programs to place Ray-Ban products in programming
Premium
RAY-BAN: ThE hISTORY Of ThE TOp SELLING EYEwEAR BRANd wORLd wIdE 1936 Birth of Ray-Ban Eyewear For aviation‚ both military and civil‚ the 1920s was a decade of remarkable advances. Air traffic grew as a result. With the development of new aeroplanes that could fly higher and higher came altitude-related problems. Pilots were suffering from headaches and nausea because of glare and the great distances that they had to traverse. In 1929‚ General MacCready asked Ray-Ban for a new type of air force
Premium
RAY-BAN: THE HISTORY OF THE TOP-SELLING EYEWEAR BRAND WORLDWIDE Throughout its seven-and-a-half decades‚ Ray-Ban has been instrumental in pushing boundaries in music and the arts‚ forging the rise of celebrity culture‚ and creating the power of the rock and movie stars to influence fashion. From James Dean to Audrey Hepburn to Michael Jackson‚ Ray-Ban has proven indispensible for cultural icons who don’t want to be seen - but definitely want to be noticed. Ray-Ban has left an indelible mark on culture
Premium
Ray ban report Introduction My marketing report will be based around the American brand Ray Ban. Ray Ban were founded in 1937 by Bausch & Lomb were the glasses first purpose were protecting US army pilots from glare of the sun and altitude sickness when flying high. A new type of glasses were introduced to stop this from happening called Aviator this name of sunglasses is still living strong in 2013. In 1999 Bausch & Lomb sold the sunglasses grand to an Italian group called Luxottica for a reported
Premium Marketing Advertising
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
Premium Brand
INTRODUCTION Promotion has been defined as the co-ordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.(Ray‚1982) Promotion is an important part of any marketing strategy. You can have the best product or service out there‚ but unless you promote it successfully‚ no one will know about it. There are three basic types of promotional strategies a push strategy‚ a pull strategy or a combination of the two
Premium Marketing
Background of the company Ray-Ban‚ irremovable leader in the sunglasses and eyeglasses market‚ is an American company. It has been founded by Bausch&Lomb in 1937 when the US Army Air Corps asked them to come out with a new model of lenses able to guarantee to avoid headaches and sickness when pilots fly high in the sky. Obtaining the patent and the copyright for this new sunglasses technology‚ the first “Ray-Ban Aviator” came out. Following this powerful flow and the popularity reached with
Premium Brand Brand management
Promotion strategy Promotion is to attract customers to purchase‚ and it involves communicating information between distribution channels. Promotion Objectives There are three promotion objectives which are inform‚ persuade and remind (MKT303 Lecture notes‚ Sem.3‚ 2008‚ P.14-9). Since there are existing competitors to produce safety cars‚ Toyota should use persuade objective to show customer Prius is better than other brands cars. Factors that affecting Promotion Mix • Nature
Premium Marketing Sales