1. PROMOTIONAL STRATEGY OF RAYBAN

2. PERSONAL DETAILS NAME: SHRADDHA M. SHAH ROLL NUMBER: 505 CLASS: T.Y.BCOM DIVISION: E SUBJECT: MHRM TOPIC: PROMOTIONAL STRATEGY OF RAY BAN GLASS

3. MARKETING “is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.

4. MARKETING MIX

5. PROMOTION STRATEGY Promotion is one of the market mix elements. The specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objectives of promotion. These are: To present information to consumers as well as others. To increase demand. To differentiate a product.

6. THE RAY BAN STORY 1937 – Founded by Bausch & Lomb Army was looking for a sunglass to protect aviators from the damaging rays of the sun, that would also look elegant 1952 – broke tradition with Wayfarer Competition in disco era 1982 - $ 50,000 contract for placement in movies -> Risky business 1990 – Competition from Oakley, fell flat 2007- Reintroduction of Wayfarer

7. Ray Ban TimeLine Not many sunglasses are considered to be very important or famous in any culture as Ray-ban was and still until today. For example, we can see many famous movie stars, artists, fashion designers, and runaway models wearing any kind of ray-ban sunglasses. Since Ray-ban now can be owned by Hollywood actors an important people, the brand itself was not for everyone when it started. The beginning of Ray-ban was gentle, they started step by step.

8. THE NEVER HIDE CAMPAIGN Ray-Ban presents the new strategy and the worldwide communication plan: NEVER HIDE. Aiming at refreshing and making the brand more compelling, especially towards the younger target, Ray-Ban presents a very strong communication plan and an extremely innovative media plan. NEVER HIDE is the claim of the new campaign which effectively represents the Ray-ban core, sunglasses that place you at the centre of attention beyond trends, transcending time and strongly customizing whoever wears them. This campaign proved to be very successful, attracting large number of customers.

10. CURRENT PRINT ADVERTISMENTS – NEVER HIDE CAMPAIGN

11. Wear Ray Ban and colorize your life! The word "attraction" to represent Ray Ban, because when someone wears Ray Ban they pull people towards them because of their attractiveness. That is, they grab people's attention. Ray Ban acts as an attention-grabbing magnet. Again, it is attractive because of its stylish designs, polarized lenses and the logo attached on the top right of the lenses. Since no other brand succeeded in doing these fashionable styles like Ray Ban, all these features grab people’s attention unconsciously. So if you want to grab people's attention and look attractive, wear Ray Ban and colorize your life!

12. Reaching the audience All brands need advertising campaigns and advertisements to promote their products and reach many people. Different channels of communication can be used like television, radio, internet, banners, and others. The channel of communication used in Ray Ban campaign is television, because youth spend most their times on television. Also they communicate through print advertisements (posters) that can be attached in universities and social communities where most college students are there. They also use brochures that can be distributed among college students, to make sure that they are all aware of the brand's offers and benefits.

13. CURRENT PRINT ADVERTISMENTS – NEVER HIDE CAMPAIGN

14. PROPOSED PRINT ADVERTISMENT FOR THE NEW GAME RANGE

15. THE LATEST RAY BAN ADVERTISMENT Original Brand Image Tough & Masculine - Meant for Men Current Brand Image Extending the brand to youngsters & women Retaining the original image as a tough & masculine brand Risk of losing the existing loyalists/users

16. VIRTUAL MIRROR

17. RAY BAN IN INDIA Rayban Sun Optics India Limited 100% Subsidiary of Luxottica Group 2 Segments  Mid-premium Segment with a price band of Rs 2,500-Rs 5,000  Designer Segment with a price band of Rs 7,000-Rs 20,000 Manufacturing Unit in Bhiwandi (Rajasthan) Distribution Strength of 1,000 dealers across 195 cities in India Annual Turnover of Euro 10 mn in 2005 in India

18. PERFORMANCE OF BRAND Global sun glasses market in 2010 = $ 4.8 bn Estimated to grow to $ 11 bn in the next 5 years Rayban’s Facebook Page  Million followers  Rate of Average 2,300 new followers/day Present value of the brand globally estimated to be around $ 1.8 bn Luxottica in India received the Pinnacle Award as the Best Eyewear Brand for 2009 from Shoppers Stop

19. Promoting Ray Ban Glass through Salman Khan in Movie Dabangg- The BEST Promotional Strategy to attract all the youngsters.

20. Ray Ban's Latest Brand Ambassador!! A White Jumping Spider......Saw it scuttling on the tip of an umbrella.....:)

21. Ray-Ban Large Aviator - Michael Jackson The King of Pop Michael Jackson sported large Ray-Ban 3025 Aviator sunglasses during his announcement in March 2009 of his last shows in London. The glasses were black with mirror lenses, a style he used to wear quite often in the last few years of his life. In the 1980s Michael Jackson sported more Carrera style large sunglasses, and sometimes he could be seen with the classic Ray-Ban Wayfarers, for example during his surprise appearance in the Arsenio Hall talk show. This had impressed so many young boys and girls to buy new Ray Ban glass.

22. MICHAEL JACKSON AT HIS BEST IN ALL HIS CONCERTS WITH HIS AVIATORS.

23. Target audience Ray Ban target audiences are youth and college students. Theyspeak 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 before, as well as prospects.

24. OBAMA AT HIS BEST IN RAY BAN GLASS HAVING A LOOK AT WHITE HOUSE.

25. DABANGG FANS LARGEST CONSUMERS TO RAY BAN AVIATORS, JUST TRYING TO LOOK LIKE SALMAN KHAN.

27. Bibliography http://en.wikipedia.org/wiki/Ray-Ban_Wayfarer http://blogs.ubc.ca/xuezhang/2011/01/19/%E2% 80%9Cnever-hide%E2%80%9D- %E2%80%94successful-marketing-story-in-ray- ban/ http://blogs.ubc.ca/xuezhang/2011/01/19/%E2% 80%9Cnever-hide%E2%80%9D- %E2%80%94successful-marketing-story-in-ray- ban/ http://mirnadvertising.blogspot.in/p/ray-ban- creative-brief.html http://mirnadvertising.blogspot.in/p/ray-ban- creative-brief.html