Ray-Ban Aviator Plans Book

Free From the Shadows Ad Campaign

Cassidy Davis12/10/13

MSCM 349: Principles of Advertising

Situation Analysis

The Company

In the mid 1930s, major advances were made in airplane technology. American

planes were able to go faster, higher and further than ever before. However, these

advancements proved to be physically challenging for Air Force pilots, particularly due

to their lack of eye protection. In order to protect servicemen, Ray-Ban developed a

special pair of glasses designed to cut the harsh glare of the sun with a unique shape and

lens color. With the success amongst servicemen, the sunglasses were then remodeled for

the public as the Ray-Ban Aviator. Decades later, the company has produced hundreds of

eyewear models, but the Aviator is always remembered as the first.

The mission of Ray-Ban is to continue to pioneer innovative eyewear designed

with quality materials and techniques that reflect Ray-Ban’s celebrated history of leading

with style and technology. Since the Ray-Ban mission is not very concrete, its parent

company, Luxottica Group, offers a more well-rounded company description:

“We at Luxottica aim at protecting the eyes and enhancing the faces of men and

women all over the world, by manufacturing and selling ophthalmic eyewear and

sunwear characterized by their high technical and stylistic quality, in order to

maximize our customers' wellbeing and satisfaction” (Luxottica Group, 2013).

In 1999, Luxottica Group acquired Ray-Ban. Luxottica is a global company that

employs more than 65,000 people. Luxottica specializes in performance eyewear and

owns other companies such as Sunglasses Hut, Oakley and Revo (Gale, 2013). Luxottica

Group is completely dedicated to manufacturing products with the highest quality

possible and meeting the wishes of all customers. The company has high profitability, a

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characteristic that goes hand in hand with the favorable reputation that has been built over

the course of Ray-Ban’s existence. The reputation of Ray-Ban is one of class and culture.

Through the decades, Ray-Ban eyewear has become a staple in many elements of the

fashion, film and music culture. Ray-Ban has a reputation of authenticity, suave and

style.

The Product

The Ray-Ban Aviator is characterized by semi-oval shaped lenses, surrounded by

a thin metal frame. Sized approximately three times that of the average eye, the lenses are

also slightly curved in order to protect the eye from various angles of sunlight. Every pair

displays the Ray-Ban logo, clearly printed on the top corner of the right lens.

The Aviator is the original model of Ray-Ban eyewear. Because of this it is held

to a high standard of quality. In order to achieve this quality, Aviators are put through a

durability performance test. Both the lens and the frame have high impact and scratch

resistance as well as advanced flexibility and weather durability. The lenses come in

many different shades and finishes, but all offer superior features such as eliminating

glare, increasing visual clarity, enhancing contrast, and reducing overall eye strain. These

many advances to performance insure that the Ray-Ban Aviator is held to its reputation of

quality and style.

Depending on the color or finish of the Aviator, the price of the model varies. The

common price ranges from $145 to about $250 (Ray-Ban, 2013). This is a high price, but

Ray-Ban has taken many steps to insure that the Aviator continues to deliver style and

satisfaction to its customers.

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Luxottica Group had $8.315 billion in annual sales in 2012 (Gale, 2013). In 2011,

Luxottica held a 77 percent share in retail sales of designer eyeglasses (Gale, 2013). As

for the Aviator style specifically, Ray-Ban produces about 40 million units per year

(Farioli, 2012). While this number represents international sales, the United States is a

top consumer of the product, with 4,800 retail stores in North America alone (Company

Profile, 2012).

The Market

The target market is men and women ranging from 18 to 39 years old, who are

financially responsible and style conscious. Aviators can be bought online, in Ray-Ban

stores and other retail stores, such as Sunglasses Hut and Nordstrom. The market is

buying Aviators at times when eye protection is needed, such as the summer months and

spring. However, the market also buys the product during typical holiday seasons. The

Aviator is a classic model that has delivered quality and performance for decades earning

the trust of the market. The market appreciates this reliability, and they buy the product

because of what it offers. In addition, the longstanding tradition of the model is a trait that

provides comfort to the customer.

Product SWOT Analysis

The Aviator has strengths that allow for success in sales. Maybe the most

important is the tradition of excellence that Ray-Ban has built for decades. Through

movie appearances and celebrity endorsements, the company has also made a name for

itself throughout pop culture. After 76 years, the Aviator style is now seen as an iconic

accessory (Ray-Ban, 2013).

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Another strength is the commitment to improvement. The Aviator is constantly

being tested and improved in order to satisfy the needs to the customer. The Aviator style

is also one that in gender neutral, allowing for more sales from both sexes. Because of

this, the Aviator is a best seller for both sexes (Ray-Ban, 2013). Ray-Ban is a company

that originated in the USA and is one that’s committed to American tradition. This is also

a large strength in terms of American sales. As for the Aviator, strengths are a seen in the

product design and reliability. The Aviator comes with a one-year warranty (Ray-Ban,

2013), but is specifically build for durability.

Another strength comes with the basic design of the Aviator, which offers the user

an optimal amount of sun protection. The Aviator is characterized by dark, oval lenses,

about three times the size of the eye. The lenses are curved in order to block light from

different angles, making the style a leader in eye protection. All of these strengths must

be acknowledged and directly marketed toward in campaign efforts.

Major weaknesses for sales have to do with the price of the product. Although

Ray-Ban produces a quality product, the price point is higher than that of competitor

brands such as Polo and Juicy Couture (Luxottica Group, 2013). While the Aviator is a

luxury product, it is priced at $140 to $250 per pair. The target market may be detoured

from a luxury purchase when it’s for an item that is not as frequently used. After all,

sunglasses are a seasonal product. In addition, external threats such as trends or cultural

shifts can also hurt sales of the Aviator. The product is aimed at style conscious

consumers. If the style choices of the general public begin to change and the Aviator is

viewed as unfashionable, product sales would be greatly weakened.

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The recession is a major economic condition that affects Aviator sales. It is hard

for potential customers to justify spending money on high-end sunglasses when bills need

to be paid. This economic external factor, as well as social and seasonal factors

surrounding the necessity of glasses, all hurt sales. Protective eyewear is used more in

warmer and favorable weather. While the Aviator can be used for style year-round, the

functionality is low in seasons with less sun.

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Target Market Analysis

Primary and Selective Demand

The primary demand for sunglasses in the United States is rising each year. This

is largely due to the national movement toward leading healthy lifestyles. This is

especially true with emphasis on vision health. In 2012, The Vision Council launched a

UV protection campaign, in an effort to warn of UV harm and provide the public with

stats and information to influence the protection of eyes (Vision Monday, 2012). The

campaign was helpful in generating awareness of the need for eye protection because

both the national and global demand for sunglasses is growing.

In fact, the global eyewear market is expected to reach $113.2 billion by 2018

(Global Industry Analysts, 2012). More specifically, in the United States, this market is

also successful. In 2012, sunglasses sales in the United States generated $3.49 billion in

retail, selling 95.9 million units of sunglasses (Schulz, 2011). Growing popularity for

sport glasses and luxury glasses are a driving force for this number. The selective demand

for the Aviator is sizable as well. This is because Ray-Ban is doing better than ever. For

five years in a row, the company saw double-digit growth (Farasciano, 2011). In 2011,

Ray-Ban saw a 16% increase in sales (Farasciano, 2011). The Aviator is a best selling

model of Ray-Ban. As the brand continues to grow, the demand for the model does as

well.

Target Market

The target market that presents the most potential for Aviator sales is men and

women ranging from 18 to 39 years old, who are financially responsible and style

conscious. This age group is appropriate because they have reached a life stage where

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social influence is a major factor in personal appeal. In other words, this age demographic

is still impressionable and is open to new ideas and styles. Since the Aviator is a style of

eyewear worn by males and females, both sexes will be equally targeted. In regards to

ethnicity, White, African American and Asian demographics will be targeted. However,

since Aviators are more expensive than eyewear from competing brands, the product will

be aimed at a high income demographic.

This high-income group includes those who work full-time or part-time jobs,

allowing them to have enough discretionary income to purchase Aviators. The educated

demographic is also a worthwhile point of focus for the target market. Those who have

earned a high-school degree or higher are more likely to participate in the norms of

society, this includes keeping up with style trends. This degree of social awareness goes

hand in hand with the behaviors of the target market.

The target market cares about socializing, and makes time to do so. They meet

with friends and family regularly and keep up with social media outlets. An additional

behavior of the target market is the benefit they seek from purchase decisions. The target

market buys for convenience and prestige, but knows how to be realistic when making a

purchase decision. Since the target market is already familiar with Ray-Ban Aviators, the

user status of the target market ranges from potential user to first-time user. The ultimate

goal is to make the potential customers regular users of the product.

The psychographics of the group have a close correlation with the relevant

demographics. Most young adults are driven to succeed. In relation to the target market,

they represent their success through decisions and purchases that express this drive. The

target market is made up of young, active adults who enjoy leading exciting lifestyles.

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The target market is independent, living in their own households. With their purchase

decisions, they intend to show this individuality and express status. The target market

also has an eye for fine items, including luxury sunglasses.

When purchasing sunglasses, the main benefit is eye protection. This is a logical

benefit that everyone seeks in the purchase of sunglasses. However, while the target

market is buying sunglasses for protection from harmful rays, they are also buying for the

benefit of status and expression. That is where Ray-Ban is different from other

competitors. The long history of style and popularity offers the customer status when they

wear the product. Since sunglasses are worn more commonly in seasons and areas where

protection from the sun is necessary, the geographic focus of the target market will be on

those who live in areas with more sun exposure. This includes the Eastern and Southern

points of the United States.

Taking into consideration the demographics, psychographics and behavior

qualities, I believe that this target market holds the most potential for Ray-Ban Aviator

sales. I chose this target market because they will benefit most from the product and will

respond best to the product. This market is one that will be open to new ideas and styles,

and appreciate the value of the Ray-Ban Aviator.

In identifying the target market, I found that psychographic segmentation was the

most useful. I was able to take a close look at the needs and attitudes of the group and

then compare that with the service of the product. I was able to think critically about

whether the product would actually be of value in the eyes of the potential customer

based upon analyzing their personal attitudes.

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Advertising objectives

1. Convince the target market that the Ray-Ban Aviator is an elite eyewear product,

worth the price.

2. Inform potential customers of the benefits the Ray-Ban Aviator offers.

3. Strengthen brand and product loyalty.

The overall goal is to get potential customers to believe in and buy the Ray-Ban

Aviator. These objectives will help the target market form a connection with the

Aviator. By stimulating a sense of superiority, the ad will reinforce the belief that the

Aviator is not only a reliable product, but also a luxury product that the target market

can obtain. After the target market is exposed to this message, informing them of the

benefits that the Aviator offers will be key in solidifying a positive opinion. Lastly, it

is vital that the target market continue to support the Aviator. Strengthening the

product and brand loyalty is necessary to create sales and continue the success of the

Ray-Ban Aviator.

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Creative Brief

Problem

The Ray-Ban Aviator is in competition with knock-off sunglasses that resemble

the Aviator style. These generic sunglasses are made with less quality and sold at lower

prices. But given the current economic period, these low prices greatly appeal to some

members of the target market. The ad must address this problem and reassure the

consumer that the authentic Ray-Ban Aviator is a style well worth the cost.

While keeping the campaign’s advertising objectives in mind, the advertisement

should reach the audience on a personal level. We want the target market to form a

connection with the product so that when faced with a purchase decision (especially one

between the Aviator and a generic style), they will choose the authentic Aviator. The ad

must communicate a sense of product superiority. It should be reinforced that the Aviator

is not only a reliable product, but also a luxury product that the target market can obtain.

After the target market is exposed to this message, informing them of the benefits that the

Aviator offers will be key in solidifying a positive opinion. Lastly, it is vital that the ad

motivates the target market to show support for the Aviator over that of the generic

competition.

Target Audience

The target market for the Ray-Ban Aviator is men and women ranging from 18 to

39 years old, who are financially responsible and style savvy. The target market is still

impressionable and open to new ideas and styles. Social influence is a major factor in

what they find appealing. In turn, this means that consumers in the target market value

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the opinions of their peers, especially with regard to style. Since the Aviator is a style of

eyewear worn by males and females, both sexes will be equally targeted.

In addition, white, African American and Asian demographics will be targeted.

However, since Aviators are more expensive than eyewear from competing brands, the

product will be aimed at a high-income demographic. The geographic focus of the target

market will be on those who live in areas with more sun exposure. This includes

California as well as the Eastern and Southern parts of the United States.

The target market is made up of young, energetic adults who enjoy leading active

lives. The target market has taste for fine items and is independent. With their purchase

decisions they intend to show this individuality and express personal success. Socializing

is important to the target market. They meet with friends and family regularly and keep

up with social media outlets. An additional behavior of the target market is the benefit

they seek with purchase decisions. While the target market is buying Aviators for sun

protection, they are also buying for the benefit of status and expression. The target market

buys for prestige, and the Aviator can fulfill this desire for social approval.

Product personality

The shared need is to make a positive impression on others. The Aviator meets

this need because the model itself is one of authenticity. After many years of popularity,

the product stands apart from the competition, setting a tradition of originality. The

product experience should be defined in unison with this tradition. The product

personality is iconic, reliable and authentic. Because the Ray-Ban Aviator is a dependable

product that expresses a cool and casual style, the brand personality appeals to the target

market with similar personalities. Since the target audience is also looking for self-

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expression and social approval, the ad should focus on the product’s reputation of being

authentic. The tone of the ad can match the personality of the product by highlighting the

Aviator’s well-established tradition of style.

The product has many benefits. However, one that this ad should be focused on is

that the Aviator allows the consumer to make a style statement. The Aviator was the first

model of Ray-Ban, the pioneer product of the entire company. For 76 years, the Aviator

has been a bestseller—a classic (Ray-Ban, 2013). Because the product is a classic, the ad

should demonstrate innovation, inspiring the consumer to express their originality

through the use of the Aviator.

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This classic aspect also plays largely into the prestigious characteristic of the

product. The ad should reinforce the longstanding tradition of the product, demonstrating

that the Aviator is a leading style throughout many generations. The ad needs to be cool

and timeless, grabbing the attention of consumers from any age. Once this is obtained,

the underlying message of authenticity will be delivered to the target audience more

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effectively.

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Creative Concept

The concept of the ad relies on the basic purpose of all sunglasses; protection

from the sun. Because of this, the creative concept for the campaign plays heavily on the

theme of light and dark. The overall idea is that when one wears Aviators, they don’t

have to hide in the shade, but instead they are free to go out in the sun and live life

without restriction.

Explanation

The full-page magazine ad is set to a black background. Centered in the ad is a

close-up image of a man wearing Aviators. With dramatic lighting, only the face of the

man is illuminated, while the background remains dark. The man’s facial features,

expression and sunglasses (including the trademark Ray-Ban logo in the right lens), are

all clearly visible. The natural light in the forefront of the shot makes it appear as though

the man is walking out of the shadow and into the sun.

The copy is placed in the dark area surrounding the man’s face. The largest, and

most important message appears above the rest of the copy. In all capitals it reads, “Free

From The Shadows.”

This line was specifically chosen to play into the light and dark theme but also to

help explain that the man is walking out of the shadow. Since “shadow” is a word that is

often associated with hiding, its placement is intended to reinforce the product benefit of

self-expression, demonstrating that when wearing Aviators, the user doesn’t have to hide

in the shadow, but instead they are given the ability of freedom.

To appeal to the prestigious benefit of the product, “The First. The Original. The

Aviator,” is also included in smaller print.

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Keeping in line with the ad theme, almost all copy is colored in grey. However,

the Ray-Ban logo, “First” and “The Aviator” are highlighted in gold. This color was

chosen to give contrast to the ad, but is also used to signify prestige. To make the ad

appear timeless, minimal colors are used, giving a classic look and reinforcing the theme

of originality.

Near the bottom of the ad, copy is included to give the viewer more information

on the product. It reads, “Ray-Ban Aviators are crafted by the finest, for the finest. Our

innovative design techniques insure durability and performance from every pair, giving

you the reliability, comfort and style needed to step out of the shadows and take on the

day.”

“Ray-Ban.com” is included at the bottom of the advertisement as a call to action.

Since a large majority of advertising for the campaign will be done through magazine, the

advertisement is adapted for print. This specific version of the ad is targeted toward the

male audience of the campaign and will be featured in GQ. However, the same creative

idea will be applied toward the female version of the ad, appearing in Cosmopolitan. The

only difference in the Cosmopolitan ad is that a female model will replace the male.

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Media Plan

Media Objectives

Audience Objectives:

-To reach American men and women between the ages of 18 and 39.

-To target independent men and women who are attentive to style and willing to

spend money on accessories such as sunglasses.

Message-distribution objectives:

-To reach 10 million men and women throughout the length of the campaign,

creating interest in the Aviator and demonstrating the functional and expressive benefits

of the product.

-To deliver advertising messages nationally with emphasis on areas with more sun

exposure. This includes California as well as the Eastern and Southern regions of the

United States.

-To begin the campaign on January 1, 2014 and end on December 31, 2014.

The campaign will run throughout the course of 2014, starting in January.

Advertising throughout this period will be steady but will increase to high frequency at

times when there is a higher probability for sales. Pre-Holiday months (November-

December), spring break (February-March), and pre-summer months (May-June), are all

periods in which people are more likely to purchase sunglasses and will therefore be

target dates of increased advertising efforts.

-To reach the audience an average number of two times per week.

-To engage the pulsing strategy for advertising in months when potential sales are

high. These months include December, March, May and June.

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Media strategy

Classes of media to use in the campaign:

For the Ray-Ban Aviator campaign, two classes of media will be utilized:

magazine and television. The target audience for this campaign has high participation in

both of these classes. Therefore the success of the campaign is contingent on the proper

utilization of advertising within the classes.

Print advertisements through magazines will be a large focus of the campaign.

Magazines act as an optimal advertising class for many reasons. The Ray-Ban Aviator

must be portrayed as a high-quality product, so advertising in a high-quality vehicle such

as a magazine will help to reflect this impression. Full color, clean graphics and glossy

paper are favorable characteristics that speak to the “prestige factor” of magazines

(Arens, 2012). In addition, by intentionally choosing a magazine publication, the

campaign will be directed to a selective audience.

Television holds great importance to this campaign as well. The media class is

widely popular and nearly any demographic can be reached through it. In the case of this

campaign, I will use prime time television and a well-known television show to advertise

to the target market. Aside from popularity, television is a clear choice in advertising

because it offers the viewer the important element of visual appeal. Picture, music and

movement are simultaneously used to appeal to the emotions and interests of the target

market, offering advertising while entertaining (Arens, 2012).

In addition, television allows for product demonstration to take place. Seeing the

product in action allows the viewer to get a sense of scale and functionality and form

more authentic opinions based on their observations.

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Media vehicles to use in the campaign:

The media vehicles for magazine advertisement will be GQ and Cosmopolitan.

Since the Aviator is an eyewear style targeted to male and female audiences alike,

magazines that appeal to both sexes will be used equally.

Cosmopolitan is a widely popular women’s magazine that offers content on

relationships, health, celebrities, fashion and style. In the U.S. alone the magazine has

over 3 million in circulation and the highest readership in women ages 18-34

(“Circulation,” 2013). Since the audience is nearly identical to the target market of this

campaign, Cosmopolitan is an optimal magazine choice for the campaign.

Similar to this publication is the men’s magazine, GQ. The magazine’s audience

is comparable to the Ray-Ban Aviator’s target market, with the median age of readers

being 33 (“Circulation Demographics,” 2013). Though GQ is at a lower circulation than

Cosmopolitan (currently the GQ rate stands at 964,264 in circulation), the magazine

offers features on fashion, health and style, the same content that appeals to the target

market of the Ray-Ban Aviator (“Circulation Demographics”). An advertisement in GQ

is relevant to the target audience and would undoubtedly be helpful to this campaign.

The television advertisement for this campaign will be broadcast on two

television networks during two different television shows. The first and most reoccurring

show to be used in the campaign will be Criminal Minds on CBS. The crime drama

draws in a huge number of viewers every week, most of which fall in the same target

market as the Aviator. As of early November, the show attracted as many as 11.32

million viewers in its 9-10 p.m. time slot and was second in viewership in adults aged 18-

49 (Bibel, 2013).

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In addition to Criminal Minds, the campaign will use NBC’s Parks & Recreation

as a supplementary vehicle for advertising support. Though advertising on this program

will not be as heavy, Parks & Recreation is both a popular and useful outlet to reach the

target market of the campaign. The prime-time comedy attracts around three million

viewers every week and has recently seen a rise in male viewership as well. During the

show’s Thursday time slot at 8-8:30, it attracts the second highest amount of male

viewership, aged 18-49, across all networks (Kondolojy, 2013).

Size/Length of ads:

-Magazine: In both Cosmopolitan and GQ, the advertising will appear as a full-

color, full-page ad.

-Television: The ads will be 30 seconds in length. Being the normal length of

most television ads, 30 seconds is an effective amount of time to deliver messages to the

audience. Anything longer than 30 seconds has the potential to annoy the audience,

possibly adding negative response to the campaign.

Positioning of ads:

-Magazine: The ads will be placed in the fashion and accessory section of both

magazines.

-Television: The ad will be a spot, presenting the product in action and persuading

the audience though demonstration.

Schedule of insertions:

-Magazine: For both magazines, the ad will appear nine times per year. These

months have been specially selected in order to reach the target audience at times when

the purchase decision of protective eyewear is more likely to occur. The scheduled

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months will be October, November, December, February, March, May, June, July and

August. This will keep the Aviator present in the minds of potential buyers as they make

purchase decisions.

-Television: The ad will run during CBS’s prime time show, Criminal Minds.

Criminal Minds airs on Wednesdays at 9 p.m. The season of the show, from September to

early June, runs for a total of 25 episodes (Episode Guide: Criminal Minds, 2013).

Because of this, the ad will run 25 times, during all new episodes. In the months that the

show is not running (Mid June-August), ads in GQ and Cosmopolitan will take on the

full force of advertising efforts.

Parks & Recreation airs on NBC Thursdays at 8 p.m. It is a weekly show, but

advertising during the program will only be scheduled a total of seven times. Parks &

Recreation will not be used as the primary advertising vehicle but will instead be used to

reinforce the Aviator message during time periods of increased sales potential. Since the

Parks & Recreation season ends in April, the campaign will use the seven advertisements

to appeal to the purchase rush before Christmas and spring break. The selected weeks of

advertising are the last two weeks of November, first two weeks of December, last two

weeks of February and first week of March (Episode Guide: Parks & Recreation, 2013).

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BudgetMedia Vehicle

Ad size/length

Cost per insertion

Number of insertions

Total cost for schedule

Audience size (or rating)

CPM

Cosmopolitan Magazine

Full page, full-color

$289,110 9 2,601,990 3,017,987x 9 = 27,161,883

$95.80

GQ Magazine

Full page, full-color

$162,953 9 1,466,577 964,624x 9 =8,681,616

$168.92

CBS: Criminal Minds

:30 spot $105,000 25 2,625,000 11,620,000x 25 =290,500,000

$9.03

NBC: Parks & Recreation

:30 spot $82,000 7 574,000 3,300,000x 7 =23,100,000

$24.84

Totals 50 7,267,567 349,443,499

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http://www.cosmomediakit.com/r5/showkiosk.asp?

listing_id=4507689&category_code=rate&category_id=27809

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