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RAY BAN

A study on brand
Positioning
Prachi Sharan
Roll No. 2015164
Section-C

Submitted to: Prof. Rajeev Kamble

Company Overview

Ray-Ban is brand of eyeglasses and sunglasses which was founded in 1937


by Bausch & Lomb, an American Company which is widely known for its
Aviators and Wayfarers styles of glasses. However, in the year 1999, this
brand was sold to the Italian Luxottica group for a reported $640 million.

Some Key Facts:


1. It has manufacturing units in Bhiwadi (Rajasthan) and has distribution
strength of 1,000 dealers across 95 cities in India.
2. The brand re-introduced the original Ray-Ban Wayfarers with an
expansion of color options and color patterns.
3. They launched a new marketing campaign Never Hide which
promotes the creativity of every new user/prospect through videos,
pictures etc.

Why Ray-Ban?

Memorable: Ray-Ban has a classy and stylish look with Ray-Ban printed
on its edge which makes its identification easy and consumers can

easily recall.
Meaningful: Highly meaningful in terms of the product performance

and the brand name suggests high credibility.


Likeable: The brand has an aesthetic appeal and is very sought after

because of its style, quality and protection.


Adaptable: The brand is adaptable across a wide span of age group as
well as across different centuries and timeline.

Brand Resonance Model

Figure 1: Brand Resonance Model

Target Market
Demographic:

The primary targets for Ray-Ban are the customers between the age
group of 18-34 and who have enough discretionary income to buy a

product like this.


People who are exposed to areas with sun and wear glasses often.

Psychographic (Values, Attitudes and Lifestyles)

The target customers comprise of people who opt for stylish products
and have an active lifestyle. The set of people who strive mainly for
success and look up to this brand as a representation of the same.

Behavioristic

Majority of the target population is employed, either full time or


partially, but still has leisure hours which they spend with family,
friends or co-workers.

Consumers Perception

Figure 2: Consumer Perception

Competitors

Figure 3: Competitors

Present
Positioning
Perceptual Mapping:

Brands Considereda. Rayban


b. Fastrack
c. Police
d. Poloroid

The

brand

is

currently

premier fashion

positioned
brand

as

which
gears

distinguished
brands
yet

by

its

offers

eye

which

is

competing

because of its unique retro

contemporary

look. The product belongs to

the category of premium price range which implies high

quality

of the product and sets it apart from the peers whereas


*Results
basedproducts
on a survey
done on
Fastrack being in the same product category
offers
which
aresunglasses
priced
users

lower and more chic in their designs. Therefore, it caters mainly to the
customers who are in the age group of 15-25, whereas Ray-Ban is mostly
sought after by people who are in the age group og 20-45 and are income
affluent.

Recommendations:
Ray-Ban as a brand has successfully identified its target
customers and is positioned well. However, the following
suggestions can be considered:
1. Ray-Ban, as we know, is a product in the premium price range can
emphasize how important it is for the consumers to buy an eye

accessory which is of superior quality as eyes is one of the most


crucial organs in a humans body and that Ray-Ban as a brand
stands zero tolerance for inferior quality products. Thus, sunglasses
can be sold as an investment than just a fashion accessory.
2. It can create valuable partnerships with brands of products in
different categories but similar target audience, for example Royal
Enfield, which will enhance its brand value.
3. Ray-Ban can also consider brand extension and expansion but in the
due course should be careful about not diluting the brand equity.