information that is needed in order to formulate these advertisements so that the consumer develops a need for a pair of sunglasses. Each of the four segments shown below is also broad and open enough that the marketing group can develop effective programs for advertisements. Finally, each segment is differentiable, with each age group having different criteria for factoring in when looking to purchase sunglasses such as their purchasing power/ price bracket, the benefits that each age group seeks and thirdly, how much each age group uses sunglasses. The consumers of sunglasses all fit into one of these segments shown in the table below. This is a requirement to help marketers effectively advertise and promote their product to specific consumers and design advertisements to cater for each individual segment’s needs. Each person fits into an age bracket and exhibits certain behaviours towards sunglasses. As they grow older, these behaviours change and they then fall into a different segment. For example, the segment for 13-18 year olds shows that the benefit sought for sunglasses is to exhibit a ‘cool identity’ (Lili Wang, 2014) however, they get older and they begin to understand the sun-protection benefits of sunglasses more and more and this becomes a criteria when purchasing. Segments Profiling Segment Base: Demographic (AGE) Purchasing power Benefits sought Level of usage 1-12 Very little Everyone else wears them, why not us? Needs to be told when to wear them 13-18 Medium Fashion statement Whenever there is sun. 19-29 High Fashion statement, During sunny days
but also more about the sun protection sunglasses provide when they are outside or driving 30+ High Less as a fashion statement, and even more about sun protection needs During sunny days when they are outside or driving Section 3: Attractiveness With our brand being Ray-Ban and these sub-brand being Aviators. In order to assess the attractiveness of each consumer segment it is based on three factors, Size and Growth, Structural Attractiveness and Company Objectives and Resources. Size and growth Ray- Bans are the largest eyewear company in the world. They are a large-scale organisation with their 55,000 employees and having a revenue over 7.3 billion. They are an overly sized brand with many resources, which leads to profits being made without any difficulty. Structural attractiveness Ray Bans are under the Luxottica Group (LUX). This is the most successful and large eyewear company/ group in the world. They have no competitors as all of the most popular brands, Oakley, Vogues and Alain Mikli, are all part of the same group. Furthermore, they also have a connection, as they have contracts, with other popular brands such as Chanel, Prada, Dolce & Gabbana and Bulgari. This results in no strong competitors against the brand. Ray-Bans have influenced the brand, who wear either for protection or just as an accessory, get the world talking as they are promoting the brand without even knowing. There are lots of resources and very fashion through many celebrity icons that are well known. From, James Dean to Michael Jackson, this brand has been worn in movies, film, music and even the world of art. This had left
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