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
…show more content…
The composition of the target universe is given in Diagram 1. 18
Case Studies
The Ray-Ban owner profile is:
Male 20-45 years, educated
Businessman/executive/student
More affluent (durable ownership, air travel, foreign trips)
Likes to pamper self
Early adopter of durable
Fashion/style/appearance conscious
Likes to be distinctive in a crowd
A “Yuppy”or a "Puppy"
Table II gives the demographic profile and other characteristics of sun-glass owneers v/s Ray-ban owners v/s Non-owners (intending to buy a sun-glass at Rs. 501+) v/s
Non-owners (not intending to buy). 19
Ray-Ban Sunglasses 20
Case Studies
2.3 THE NEED
The marketing department of B&L has analyzed all the above data and arrived at the following conclusions:
A product change is not required because Ray-Ban are technologically superior in quality, and recognized by the consumer as such. 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 of "Nice, but not necessary".
Therefore value-for-money perception
`Indian' as good as `imported
'
Ray-ban is more than a sun-glass
Positive word-of-mouth
2.4 THE COMMUNICATION STRATEGY
A typical planning cycle has five stages. Each of the stage, for Ray-ban has been analysed and the details are as
makes them add value to reputation of their brand. Their main strength is an ingenious
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
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.
As the company continues to evolve, it still stays true to its attractive qualities that have earned millions of loyal customers around the world. They have a commitment to quality. By only carrying 4000 stocked units in the warehouse, compared to 30,000 at your local super market, it can carefully choose its products. This insightful selection is based on quality, price, brand and features. Therefore, having the ability to offer the ultimate best value to its members.
The high quality of their products and at the same time the great variety of them was the key to their great success around the world. Offering the same but in different countries, by just using distinct names.
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.
* 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.
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.
Easy visibility of the company and recognition of its brand name, due to unparalleled marketing strategies
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
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.
What can we assume for the BDI (Brand Development Index) and CDI (Category Development Index) of the company?