Ray Ban Case Study

Their premium price has been defended by delivering premium quality with added

Strong branding- They have a strong presence in the European, American and Asian market as an established firm. They have been able to create a unique brand image in the minds of consumers by differentiating themselves from other companies through the ensuring of the best premium quality products.

everyone already likes their brand, so they do not need to try as hard. They also target peoples affective social identities. This is when a brand targets your true, inner identity. They aim to use peoples personal ideals, and personalities to get them to buy products. Then again they can

the success of the company. The pricing strategy adopted by the company for its highly durable

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

Easy visibility of the company and recognition of its brand name, due to unparalleled marketing strategies

makes them add value to reputation of their brand. Their main strength is an ingenious

Since the demand for the brand has traditionally outstripped supply, the company can easily and without loss charge a premium from its customers. As mentioned the company sells its products at a 100% markup and which in turn translate into increased revenues.

Competitive pricing: because HN has a large share of the market they are “price leaders” and other businesses follow them

“Marketing communication is an ever changing field. New theories, new techniques, cultural changes and technological advances all combine to create a dynamic environment within which marketers try to ensure that their messages get through to their target audiences” (Blythe, 2006, p.2). Fill (2005) argues that marketing communications is the way in which organisations reach their target audiences or it is an “audience-centred activity” (Fill, 2005, p.9).

designer price and quality bracket and are regarded as highly elite and special. These is reflective of the

What can we assume for the BDI (Brand Development Index) and CDI (Category Development Index) of the company?

The company has also been accredited for having maintained a high degree of diversity coupled by its ability to maintain top quality in the standards of its products. Not only has the company retained a good reputation with its clients but also maintained an excellent corporate responsibility track record. This has built the public trust in the brand and is proud to be associated with it. To the wonder of many, the company has year over year continued to yield profits way over its competitors. To maintain such a success has been pre-determined by the way it has a strict, slow growth policy which ensures that it dominates a market before moving on to dominate another market, and despite the slow nature, the company has now emerged to be one of the fastest growing companies in the United States.

* Have a lot of choices: a lot of brands are available which allow the current customers to choose from a lot of alternatives, that makes them very careful of small details and what the brand has to offer.

Price is an important factor in Burberry as price affects the value that costumers perceive they get from buying a product (Jobber & Ellis-Chadwick, 2012). Burberry uses competitive pricing similar to its competitors which produces a psychological effect on Burberry customers (Jacobson, n.d). If Burberry for example lowered its price dramatically then customers may believe the quality has decreased and may presume it’s not worthy to be named a luxury brand. However by being expensive it suggest better quality and desire to sustain its customers as well as making there products seem exclusive.