Ray ban report free essay sample

My marketing report will be based around the American brand Ray Ban. Ray Ban were founded in 1937 by Bausch Lomb were the glasses first purpose were protecting US army pilots from glare of the sun and altitude sickness when flying high. A new type of glasses were introduced to stop this from happening called Aviator this name of sunglasses is still living strong in 2013. In 1999 Bausch Lomb sold the sunglasses grand to an Italian group called Luxottica for a reported $640 million. Ray Ban is now a well-known and successful company and it holds a large share in the global eyewear market. They now own 35 brand names in eyewear and are continuously expanding. Part 1 Target market Ray Bans target market changed over time as in the 1930s ray ban specifically made the sunglasses for US air pilots the first photographs that were taken of the product were of army generals from then on the success of Ray Ban continued. The 1940’s-1950’s Ray Ban had been seen as a symbol of rock and roll and worn by the top artist. It then progressed in the 1960’s of an accessory for Hollywood stars and a large accessory for females. In the 1970’s ray ban was perceived as a glamorous item and extremely stylish and modern to both men and women. Then from the 1980’s onwards ray ban markets to the everyday person from every background. In the year of 2013 Ray Ban generally targets everyone from any age as it is a well-known brand appeals to most of the market. Marketing communuctaions Ray Ban have been known to use various different marketing communications to convey there message the most recent marketing capagn launched in 2007 by them is called Ray Ban ledgends communication campain where it tells the history and spirit of 75 years of Never hide. Never hide is a motto Ray ban use and Is based on having the courage to be yourself and freely express your personality. Seven pictures were released to show the icons and ledgends of the past present and future. These are seven legendary moment in time all inspired by real life and every character wears ray ban. The pictures were named on the company wesite these were, A group of pilots, the Blue Devils, in the 1930s; a writer’s â€Å"relationship† in the heart of America in the 1940s; a singer-songwriter who worked with Elvis Presley in the 1950s; an English socialite in the 1960s; a boy and girl falling in love during a protest in the 1970s; the nightlife of three girls in the 1980s, and a courageous rapper in the 1990s. (Luxottica 2012). In april 2012 the Ray Ban ledgends campain was released and used across a wide range of communication channels including both traditional and digital communications stratergies. These were as follows Press Posters Rayban. com website Iphone apps (Ray-Ban Never Hide) Facebook How do they cmpliment the messege Marketing mix Product The product helps with the marketing campaign as is shown that Ray Ban are still a market leader and have been around for over 70 years. The pictures from the campaign are in different eras so the Ray Ban products show the different styles and types of glasses is has created from when it began in 1937. Price Ray ban offer a wide range of products that differ in pice depending on the style and type of glasses/lenses. In the pictures shown in the marketing campagn the pictures show different ages and working classes so this compliments the fact that Ray Ban can offer affordable but also expensive glasses to suit all. Place Where the marketing promotion was posted via traditional and digital stratergies which all lead to the Ray Bans website were a purchase can be made. This contributes to the place on the marketing mix as it gives access to the different distribution channels arounfd the worlds where customers can buy the product. Promotion The campaign compliments the promotion by using these pictures of people wearing a Ray Ban product and sending it across all of the communication strategies were people can see the product being worn by different people with different styles. It also reaches most of the audience as Ray Ban has used a wide range of strategies. Recommendations The recommendations I would give to Ray Ban would be to use more sources of social media within marketing communication this way it can reach more people as most people don’t just use Facebook they may use for example Twitter. Another great idea would be to activate an Instagram account this is a social media that uses only pictures to communicate and would be a great tool to get the marketing message across. I would also recommend Ray Ban in using video to advertise and possibly tell the story clearer than you can from just looking at a photo. Although these photos have seem to work I would think a clearer understanding can be made of the message they are trying to get across this can be done via TV advertisement or social media i. e. uploading videos to Facebook, Twitter, Instagram and YouTube. I think a great way for Ray Ban doing a great job in marketing communications but don’t have much feedback from their customers on how they think the glasses are and why there a great buy. I think Ray Ban should use an incentive for example a discount on their next purchase or a chance to win a free pair of Ray Ban sunglasses to leave feedback on their experience with Ray Ban and use this in there marketing strategy. I think this a great way of communicating with the customers and gives a new customer an idea of how good the glasses really are. Overall the company are doing a great job in marketing communications from what I have researched they have almost every aspect covered. Part 2 Television Advertising A commercial advertisement on television usually abbreviated in the UK as an advert. This is a span of television programming paid for by an organisation for example Ray Ban which produces a message typically to market a product or service. This type of advertising has been used to promote a wide variety of products, services and ideas since the making of television. As said in the Journal of Advertising, (Jin. H. S 2013 p243), television advertising still remains the most dominant which typical consumers are exposed. I agree with this as most of the UK population watch television and I feel this is one of the best ways to market any type of product or service as it will reach the most people. There are many different strengths and weaknesses of advertising on television but with this being arguably the best way of advertising I would say that the strengths overpower the weaknesses. Some of the strengths are that television is a convenient and flexible way of advertising to a widespread popularity with ease. It is also a great for reaching millions of viewers nationally and internationally. Strengths on television advertising are that it is possible to make a strong impact in a small amount of time. This can be done by organisations using visual and audio effects. Marketers use sound, drama, and motion in order to ensure that they produce a strong and persuasive message. To do this it also involves understand the customer in the book Beyond Traditional Marketing, (Kashani ,2005, p46) â€Å"in traditional marketing, we develop expertise in the customers differentiation and market segments, and in how the customer buys. † this meaning that the organisation studies the customer and determines how they can persuade them to buy their product or service. I believe this is one of the first and most important steps to take before planning and producing an advertisement on television. Advertising on television also has its weaknesses one of these being the cost. The cost of a television advert is considerably more expensive than any other forms of marketing such as magazine radio and internet advertising, in the academic journal (Srinivasan,S 2013 p93) â€Å"Marketers pay great sums of money for television advertising time, and it is in their best interest to increase the number of viewers who see their advertisements† . So even though it is an expensive way of advertising it will be worth the expense in the long run. The range of cost is normally the length of airtime being used on television. It also ranges from how many viewers a specific programme has at the time of year the advertisement is being shown. Online Advertising After reading the book online advertising (Behboudi,M 2012 p19) I realised that there can be just as efficient and cost efficient ways of advertising. This book states that the best form of advertising is where it is in best possible reach of customers and also possibilities for feedback. Online advertising uses the internet to access a range of sites to deliver a promotional marketing message to potential customers. This includes email marketing, search engine marketing i. e. Google and social media marketing. Internet marketing can also include many different types of displays on general sites and mobile sites such as a web banner. Much more companies have started using this type of advertising as it is a rapidly growing market and more and more people are using the internet every day. To show the amount of increase in users in the book (The Best Digital Marketing Campaigns in the World, Ryan and Jones p12) in 208 the researched how many of the population were using the internet worldwide and it was around 1. 3 billion people. They had stats on the amount of users in 2010 at 2 billion people worldwide. This shows an increase of 700,000 people and just proves how fast the internet is growing. In the journal (Journal of Advertising Research, Flosi, Stephanie; Fulgoni, Gian; Vollman, Andrea 2013 p192) it states â€Å"Across the globe, digital media have become an important component of many advertisers marketing mix. Just as there has been exceptionally tremendous growth in terms of the volume of digital advertising, the digital ecosystem itself also has experienced a profound evolution. † I think this is a perfect way of describing the importance of the growing market and distinguishes how important online marketing will be in the future. Within internet marketing there are again strengths and weaknesses. Strengths of internet advertising are that the internet allows an organisation to advertise and reach significantly more people than some of the traditional advertising techniques at just a small cost. Internet advertising is idea for a national and international target market as these can be accessed easily through the internet as if it was advertising in a UK magazine it wouldn’t reach international consumers or the amount of people that you could online. It is also arguably the most cost efficient way to advertise it is also easier to target consumers ensuring that the message is seen by the most relevant audience. Disadvantages of online advertisement are that organisations marketing materials are automatically available for anyone in the world to copy and use to their advantage regardless of any legal ramifications. Images such as logos and trademarks can be copied and used for commercial purposes even slander or to mock the company as for television and magazine this cannot be copied electronically. Another disadvantaging being that consumers receive a large amount of spam and web adds cluttering their computer or phone so in some cases the advertisement will be ignored. Conclusion The impact the digital media has made on the marketing and business has been huge and is still changing as digital media is still growing online and also through mobile marketing. (Digital Marketing, Chaffey, 2012) Talks about how digital marketing has changed ever since the first website in 1991 with over one billion people using the web to find products. I agree with this as finding products and services online is more efficient and convenient for a consumer. It also says â€Å"To succeed in the future organisations will need marketers, strategists and agencies with up to date knowledge of how to apply digital media such as web, email, mobile and internet TV. † I believe that in this day and future that these types of digital media will prove crucial in a businesses success.