Ray Ban Case Study

3406 Words14 Pages
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

More about Ray Ban Case Study

Open Document