Marketing

Management
Project on Ray-Ban

Presented by : -
Group 7:-
Abhishek Sharma-163005 Presented To :-
Pune Nand Sinha- 163042 Dr. Rajarshi Debnath
Siddhant Jha- 163043
Tannushree- 163046
Mandar Avachar- 163051
 Ansoff Matrix

We can position Ray-Ban® as a follower of a market penetration strategy in

which the company sells the same product in the current market
 PLC STRATEGIES
2007
Ray-Ban in 2007 launched the ‘Never Hide’
campaign. It came with a series of YouTube
adverts that featured cutting-edge pop bands
like the iconic Guns ‘N Roses and Slash.
https://www.youtube.com/watch?
v=vM4ORTCf07E
2013
In 2013, it launched the Re-Mix campaign which
allowed customers for the first time to
customize their glasses themselves by mixing
different frames, materials, and styles in
220,000 different possible permutations.
 Targeting
Ray Ban target audiences are youth and college students.They speak to college
students, who are heavy users.However, we should not ignore other types of users.
Like, infrequent and competition's users.
• The intended market is fashion and style, since they target youngsters (relevancy).
• Ray Ban are targeting and starting with customers, who are the youth as mentioned
Gefore, as well as prospects.
 Positioning
To teenagers and their need for casual and
cheap but yet ray ban style glasses, Ray Ban
needs to provide a new product category of
everyday eyewear from which the people
wearing don't need to worry about damaging
their glasses in any way as it won’t cost them
too much to get another pair.
Segmentation
Old age workers and Teenagers are both a
part of the group of people that don't buy
Ray ban products due to their high-end
pricing. Ray ban doesn't market to these
consumers as most of their products are
for the professional environment and
appeal to young workers and office goers.
If Ray Ban is able to appeal to these new
consumers, then they will increase their
profitability greatly