manufacturing sunglasses produces a style of their own. From the large number of competitors, two have been chosen and will be analysed. These competitors have been chosen based on their price position as they lie both sides of the Wayfarer. The Oakley Frogskins are less than the Wayfarer and the Gucci GG0003S are more expensive. Selecting competitors who are on either side of the product allows for an accurate depiction of the market. Both company’s products are obviously based off or have taken inspiration from the Ray-Ban Wayfarer. Oakley Frogskins Strategy Elements Price Position Distribution Packaging Promotion Low relative to the branded sunglasses market $115 - $150 Surf apparel stores, sunglass retailers, online retailers, sporting goods stores, direct Standard box (clear plastic or cardboard), clearly branded, protective bag included Print media, sponsored sporting/adventure events, social networking ads Oakley Frogskins (Black) Oakley Logo Brand Elements Brand Logo Brand Promise Brand Colours Brand Personality Year Founded Large “O” for Oakley, often on temples on glasses “…driven to ignite the imagination through the fusion of art and science” Black and white Adventurous, outgoing, sporty/ energetic 1975 The Oakley Frogskins are Oakley’s answer to the Wayfarer but with an adventurous and outdoors personality. The product costs around half the price of the Wayfarer and is aimed at those involved in sports or adventure activities. Oakley targets the ‘experience’ market which shows in their product colour options which include reflective lenses and fluorescent colours. The various events Oakley sponsors such as surf and snow contests shape who the company targets as many of those who both and compete and spectate are attracted to their product. It is worth noting Oakley was established in 1975.
Gucci GG0003S Strategy Elements Price Position Distribution Packaging Promotion High price position, luxury priced $390 - $450 High end department stores, online retailers, some sunglass retailers, direct High quality box with insert, clearly branded, protective case included Fashion magazine ads, targeted social media, product placement Gucci GG0003S (Black) Gucci Logo (B&W) Brand Elements Brand Logo Brand Promise Brand Colours Brand Personality Year Founded Two intertwining “G”s with one mirrored to the other Their products are the leading items and height of fashion. Self- proclaimed as “cool” and “responsible” Black, white dark green, luxury red, gold Luxurious, height of fashion, worn by the rich and famous, their items are statements of fashion 1995 Gucci offers a product that is positioned above the Wayfarer in regards to price. Unlike the Frogskins but much like the Wayfarer, the GS0003S is aimed at a luxury market as opposed to adventurous. The products advertisements can often be found in the pages of fashion or trend magazines. The brand is also consumed by or given (product placement) to various high-profile celebrities allowing the brand to establish its position in popular culture. The
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- consumer behaviour, Assignment, Brand, ........., Sunglasses, Ray Ban Wayfarer