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Research report for Ray Ban Date: 3-5-13 Researcher: Maxwell Mirabile

Background: Hispanic men are a relatively new audience that advertisers need to start to taking notes on and recognizing as a large consumer group with money to invest. Hispanic Americans keep several aspects of life very close to their heart such as family and their culture. Through embracing their culture and marketing to their needs hispanic men will feel recognized by us and therefore feel recognized when they wear our Ray Bans. The marketing goal that this research report supports is that we would like to make hispanic men feel recognized for their hard work and acknowledge what’s most important to them. The Audience:

The specific audience for our Ray Ban campaign are Hispanic/Latino men between the ages of 35-44 who have an average individual income between $60,000-90,000 a year. They reside on the coasts and in large cities such as NYC, LA, Chicago, San Francisco and Chicago. Our target audience are white collar, career focused, “yuppies” who are bilingual second-generation Americans managing existence in two cultures. Hispanic culture means a great deal to those a part of it. We would also like to deal with the discrimination and stereotypes our audience faces on a daily basis. Our target audience wants to differentiate themselves from their parents and older relatives by standing out and becoming noticed in today’s society. All while embracing certain parts of their culture that mean a lot to them such as family, music and food. Second generation hispanics also want to incorporate American open-mindedness into their everyday lives. What motivates our audience is that they feel overlooked and discriminated in today’s media and are given negative stereotypes. Hispanics are quickly becoming a good chunk of America’s population with an 43% growth over the past decade to 16.3% of the overall population. (Ballard) They understand that where they invest their money is catching the eyes of advertisers and businesses all over the country. Hispanics are the future of America and the hispanic market is growing faster then the general market itself by being 6.8% of all US media in 2010. (Ballard) They are being recognized and unlike their first generation relatives, are not going to settle for being acknowledged but respected when it comes to facing advertisers. Sixty-six percent of Hispanic men think that they are stereotyped by advertisers, while fifty percent think Hispanic women are positively reflected in media. (Wentz) Fifty percent of hispanic men aged 35-44, have the most influence on household purchasing decisions and pay more for their preferred brand. (Wentz) This means that our target audience is very loyal to the brands they trust and like to play it safe. They share similar characteristics like buying products they first sample in the store (44%), have made purchases after a family friend recommended the product (42%) and as a group our audience wants to become important pieces to society. (McLean)

Stereotypes have large impacts on our target audience and Hispanics general. From what people see in the media or most importantly in Hollywood, distort the publics perception of Hispanic Americans. They feel as though people acknowledge most hispanics as immigrants unless you have a lot of money and proof that you have made it here in America. Seventy-eight perfect of Hispanic men with an income of $100k or above, have purchased crucial amounts of clothing and food this year, like another other American, proving that they belong here like anybody else. Many stereotypes claim hispanic men to not have well paying or steady jobs, so by targeting men with individual incomes upwards of $60,000, it will hopefully make them feel as though they are above these stereotypes and stand out. Our secondary audience are hispanic women. Ray Ban makes glasses for all ages and genders and just because we have our target audience doesn’t mean hispanic women don’t have an impact on the buying market because they do.

Messaging: The most effective message we would like to get across to our audience is that Ray Ban embraces their hispanic culture and that if they wear our glasses they will definitely be recognized. We also want to show our audience that we care about them and their appearances. Appearance is a important part of hispanic image and when selecting which glasses to wear we want them to give our customer self confidence. When someone walks by and notices the wayfarers or aviators covering their eyes it will automatically engage the bystander and with Ray Ban comes respect and therefore our customer will feel respected just by owning a pair. We plan on advertising both in spanish and english so they don’t feel like were forgetting about their culture or focusing too much on their culture. When you wear our Ray Bans we want you to feel like you’re the center of attention and that you can be anything here in the land of opportunity. It’s one thing to afford Ray Bans, they are high market sunglasses, so we have to work together. If you invest in our glasses we will have you recognized.

Competition: Other similar companies and organizations are beginning to market towards hispanic men because many forget to do so and target Latina women. Through getting rid of hispanic stereotypes and emphasizing more on their cultures and the spanish language, companies are noticing that hispanic men are responding better to the ads then if they were just in english. The Newspaper National Network has encouraged national advertisers to make local Hispanic newspaper buys because more and more hispanic men are paying attention to them. The Medium: The media frequently used to reach our audience are usually through television and social media. Hispanic Americans spend a surprising amount of money at the movies, most specifically their opening weekend. By following Ray Ban’s decades long trend of having movie stars wear Ray Ban’s are audience will relate Ray Ban to successful and therefore feel the need to own a pair themselves. Internet Access is increasing for hispanic consumers and therefore becoming a useful media to advertise our products because they will notice them. Over 13.7 million Hispanic adults own a computer and around 21% have spent over one hundred dollars on internet purchases. The

television, especially networks such as NBC, FOX and others in only spanish such as ESPN Deportes where hispanic men can keep up on their sports. Since we are targeting men in larger cities, out-of-home ads are very prevalent to the area and will be noticed on their way to work. By placing ads on their usual commute they are more likely to be noticed. The other media we intend on placing ads in are newspapers, specifically hispanic newspapers and also the major papers of the city they are living in ( San francisco, LA, NYC, Boston, Miami).

References

Ballard, Jennifer. "Press Centre." Hispanic Men Present Opportunities for Marketers, Reports Mintel. Mintel Oxygen Reports, Fe . !"#$. %e . "& Mar. !"#$. Mc'ean, (arlen. "Focusing on Hispanics." Marketing Matters. Penta)ision, July !""*. %e . "+ Mar. !"#$. "Ray Ban." %ikipedia. %iki,edia Foundation, "$ Jan. !"#$. %e . "& Mar. !"#$. %ent-, 'aurel. .!"##, July !&/. 0d 0ge1s Hispanic fact pack2 3our guide to t4e 'atino ,arket. Retrie5ed fro, 4ttp266adage.co,6article64ispanic7,arketing6ad7age7s74ispanic7 fact7pack7guide7latino7,arket6!!*8"96 %estlund, Ric4ard. "Finding t4e :old in Hispanic Marketing." 0;%<<(. =.p., !+ 0pr. !"##. %e . & Mar. !"#$. >4ttp266???.ad?eek.co,6sa7article6finding7gold74ispanic7 ,arketing7#$"@#!A.