- Beginning of summer season -whenever a new product comes out -when they lose or break an old product How do we reach target market (preferred marketing channel)? Social media advertising
4) Differentiation and positioning strategy Competitors Names Competitors' Competitive Advantage Competitor 1: Oakley Larger product range Competitor 2: Prada Limited products Competitor 3: Maui Jim Larger product range 4.1) Proposed Differentiation bases Bases of differentiation Can your company use this? Why and how? Product Y Ray ban can make better quality glasses Service Y Ray ban can have a longer warranty Channels Y Ray ban can start advertising a lot more on billboards and in physical locations People N In store interactions depend on the retailer and Ray Ban cant control all interactions Image Y Stay a respectable and reasonable brand buy lowering prices for some products 4.2) proposed value proposition Proposed value proposition for Ray Ban is More for the same. Why? Please provide your justification here: Ray-ban prices are middle to high price range however the quality for the glasses is second to none. That is why I believe the brand is more for the same. 4.3) Positioning statement
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 wont cost them too much to get another pair. 4.4) positioning map High price PRADA Ray-ban Large product range Oakley Small product range Maui Jim Low price
Reference list , allied market research, august 2016, by Priyanka Bisht , Luxottica group ,
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- Sunglasses, Ray Ban