YKncrease the visibility of theirproduct worldwideʉ³ble to reach their main targetaudienceɱTeenagers and young adultswho spend most of their timeonlineʉ:-commerce is being morecommonɱ³llow consumers to purchaseonline and is easier forcompany to share and updatenewest information10
_^`:ô§¥: UGYK":Ì³mp³ign•Nocus on the concept of “individuality’’ and advertised internationally•Targeted the younger crowdżUse of uppercaseĺemphasize the activity (N:V:R UGYK":)•:ncourage people to be conﬁdence enough to express themselves freely andbe true to their own belief and personality11
_^`:ô§¥: UGYK":Ì³mp³ign•²est marketing strategy for Ray ²an launched in2007, being creative, eye-catching, realistic (dailylife)•³im to make the brand more compelling andrefreshing, each main character in the imagewears a pair of Ray ²an icons•UGashtag#_^`:ô§¥: UGYK":supported the campaignby featuring images and videos of users wearingthe product, sharing their own personal story toinspire othersż}Ì}romotion pl³tform: website, ﬁlm, social media,mobile application , billboards (minor)12
YKÛ Û´dUT: ±ed³fà ´OA:Ì³mp³ignżTarget audience - adult , mainly from age 20-50•:ncourage people to be brave, live your life withauthenticity and no fear of judgement-“ ±ourage is not the absense of fear, but thetriumph over it”żNollow up of never hide campaign•Reﬂect current society situation (real life) thatpeople tend to hide themselves and it is time for achangeż±onsist of 8 componentsOpen your heart , Night perfection, Nace critics , "oyour part,Push yourself, Start new, Unplug, Nace yourfear13
Ö³sons of Ìh³ngÖ toYKnspiringmÖss³gÖsżRepositioning - Target on everyday consumers, but not a speciﬁc target segment-Ray ²an ﬁrst started to make protective eyewear for the pilot, the message focus onfunctionality instead-Ray ²an ﬁrst started with making products for niche customers (small group) andtransformed itself into a universal brandż:mphasize that sunglasses and eyeglasses can be a fashionable product and suitablefor different occasion,personality, age, gender, skin tone and occupationż:mphasize that style should be deﬁne by ourselves, but not others. Wearing Ray ²anproduct able to let each individual be yourself14
ĺà±±: NàgXW¦Y! ËÖÌ³usÖ...ʉMessages are clearly expressed through theiradvertisement/campaignɱ²ÖforÖ(at the beginning): mainly focus on functionality -eliminating damage on pilot’s eyes from sunlight at highaltitudesɱ´ftÖr: mainly focus on style, self-awareness and self-acceptanceʉShow that Ray ²an is a glasses company that satisfy the needs of alltarget customers after repositioning-Not only being stylish and able to show the personality of theindividual, but the product also acts as a protection for their eyeswith good qualityà±±: NàgXW¦Y orà_^` à±±: NàgXW¦Y ?
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- Spring '14
- Marketing, Sunglasses, Ray Ban, Ray-Ban, Ray-Ban Wayfarer