18085513" "ongTyu (YKan) Wee18057678" ±heng Sung ±hit Nicholas18075033" Pang Sze Man ±rystal18070725" ±hang Yuet Ting Priscilla18079946" Ria Ma18085658" Wee Sangok YKreneOAroup 4Marketing ±ommunication1
±ontÖnt1.YKntroduction2.Marketing communication of Ray-²an (from past to present)³.Promotion methodsË.MessagesÌ.Reason for changes3.±onsequences of changes4.Suggestions5.Regional ±omparison (UGT, ±hina, & the United States)6.±onclusion2
YKNTRO"U±TYKON-²³ÌkgrounÒ:an ³merican brand ofsunglassesandeyeglasses-ed³frigin: in 1937 by the ³merican company²ausch & Womb-N³mous linÖs:Wayfarerand³viatorlines of sunglasses-±orÖ v³luÖs:timeless style, authenticity & freedom of expression.-m^]¬_³rkÖting ÌonÌÖpt:“Wive by our own rules, standing apart from thecrowd and showing what our really believe in.”-Û³rgÖt ³gÖ group: from 20 to 503
ʉNet sales worldwide from 2007 to 2017.ʉYKn 2017, the global net sales amountedto approximately 9.16 billion euros.The income before provision for incometaxes is :UR $1,318,693,000.While the net income is :UR $852,321,000._^`Öt ³lÖsandÖvÖnuÖof Ray-²an4
UGow Ray-²an started?´vi³tor-Protection against optical harm-±an be used day and night-"id notfog up-³nti-OAlareMarketed mainly using magazines. ³viator became known asthe "pilot's glasses" . The marketed message was that lighter,thinner, “more elegantly designed” and “made for heros”OAÖnÖr³l m^]¬_³Ì´rthur6
Promotion with Media¨¦³yf³rÖr- worn by Rohn N. Tennedy and. ³udrey UGepburn."onUGenley's 1984 song "The ²oys Of Summer", which contained the lyric"You got that hair slicked back and those Wayfarers on, baby" = cool,trendy, pop culture icon´vi³tor-marketed using Sci ﬁ shows = escape from reality, gave afantasy like feel´mËÖrm³tiÌs- used celebrities like Tom ±ruise and "avid ²eckham =glasses were sporty, manly,masculine look¨¦ings- unisex style - revolutionary, showed gender equality, has astyle for everyone, fashionable to be yourself7
±hoice of Mediam^]¬_³g³zinÖs/ }Ì}ostÖrs (1930s ~ 1950s)ʉMore wide spreadʉ±heaperʉUGigher readership rate±ÖlÖËritiÖs/ UGollywooÒ (1950s ~)ʉ±an connect to fansʉ:asy to target generation X, Y and Zʉ±an show glasses are business,trendy, casual, high-end, sleek,stylish depending on how is itportrayed in ﬁlmsʉ³n accessory for UGollywood "ivasand style icon for both male andfemales8
Promotion (Nowadays)Ray-²an follow the trend of digital marketingʉPosting videos and advertisements on social medias andchannels like Youtubeʉ±reate their own ofﬁcial website-promoting their products with clear detail fromcolor,size, price , frame material and thickness-YKn 2013, launched Re-mix , allowing customer for the ﬁrsttime to customize their glasses themselves by mixingdifferent frames, materials and styles in 220,000permutations-Remix now generate 40% of the brand’s online revenue9
Ö³son of Ìh³ngingto"igit³l m^]¬_³rkÖtingʉ
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- Spring '14
- Marketing, Sunglasses, Ray Ban, Ray-Ban, Ray-Ban Wayfarer