Find your niche means narrowing your target market to a specific group of people. In this case, Millennials and Generation X are the current target markets for Ray Ban. However, most of the people in Generation X now need anti-wear glasses instead of sunglasses. Ray Ban should market for a younger generation because sunglasses to them are very hip, cool and stylish. They should also market to sports enthusiasts and motorcyclists. Sports enthusiasts need protection when playing sports especially cycling, beach volleyball and tennis. If Ray Ban can capture their attention by marketing their glasses that can be lucrative to their needs while playing sports. The same could be said of motorcyclists. When they are on their bikes, they need sunglasses to protect their eyes from the sun and to look cool while they are on a motorcycle. For them, it is part of their culture and it distinguishes them from other motorcyclists. If a group of different people think that your sunglasses will satisfy their needs, this can give you an advantage and set you apart from your competitors. Sunglasses do more than protect your eyes from rays of the sun. It is a sense of style, safety and a commitment to health. Using these values, market your sunglasses as a valuable tool to those who need it as well as want it. Integrated Marketing Mix
RAY BAN SUNGLASSES 8 Ray Ban’s integrated marketing mix uses different forms of communications such as “Never Hide” and “Stay Golden.” Never Hide slogan gives insight into how the company has grown its target market over the years and how they have profited from their products. The irony of the slogan was to make sure that people would stand out while wearing their product, whether it be Aviators, Wayfarer or anti-wear glasses. The Stay Golden campaign was launched when technology evolved. With new technology, it is easier to access products online and compare them with their rivalries. “Using the tag line Stay Golden, the target audience should be reminded to continue being true to themselves, innocent, uncorrupted, while remaining an individual through all the clutter” (Wahba, 2016, para.5). Ray Ban advertises their products through ad campaigns and commercials. Like every big name brand, they use commercials along with celebrities to market their products. Once people see celebrities marketing a certain product on a commercial, this will push them to buy the product. When Ray Ban glasses first came out, they were advertised by big name celebrities such as Michael Jackson, Madonna and Audrey Hepburn. Over the years, the appeal for celebrities advertising the product was not working out due to the high cost of a pair of glasses. Nowadays, Ray Ban has shifted their audience from using celebrities to using commoners. On recent ads, there are changes made by presenting common people on ads and commercials instead of using celebrities. This appeals to the public as they feel they can connect to these individuals instead of celebrities.
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- Winter '11
- Sunglasses, Ray Ban