ray ban custom - product concept presentation
DESCRIPTION
This is an old presentation from 2006, still done in PowerPoint 2003 I think. It's a concept presentation for Ray Ban / Luxottica regarding a new line of modular Sunglasses called Ray Ban Customs. Was a fun project for Marketing Class @ ESADE MBATRANSCRIPT
• Market of reference• Market environment• Research• Micro segmentation• Positioning• Product Concepts
Table of Contents
Market of Reference
Luxottica 22%
Sáfilo 17%
Indo 8%
Kadima 1%
Others 68%
MANUFACTURERS' SHARES OF SUNGLASSES BY VALUE - SPAIN
Source: Euromonitor/Industry estimates 2004
Market Environment
Research
– Needs are protection from the sun and fashion
– Branding is mildly important but not a key decision factor
– Style and price perception are key factors
– Alternatives sampling is high– Validation– Brand loyalty is low
– Needs are protection from the sun and fashion
– Branding is mildly important but not a key decision factor
– Style and price perception are key factors
– Alternatives sampling is high– Validation– Brand loyaly is low
Main Findings & Consumer Behavior
Variables Selection
Target Segment
Positioning
Sub-branding added value
Sexy, retro-modern, lifestyle accessory,lower price
Retro cool, classicExtrinsic cues
Shape, quality association, innovation, design
Shape, quality associationIntrinsic
cues
Ray Ban logoRay Ban logoBrand cues
Product Ideas
Interchangeable
• Sunglasses w/ interchangeable parts
– Interchangeable lenses – Interchangeable fames– Various combinations
• Opportunities for accessorizing
• Large growth potential
• The “LEGO” of sunglasses
Design your own style
On-Line
Design your own pair of Ray Ban Customs on line– Upload photo of self– Pick and accessorize
Key benefits– Create your own trend– Intimacy & Convenience– The “DELL” of sunglasses
New Line
• Sold in stores• Trendy updatable styles• Keeping and building off Ray
Ban styles• Adaptable lifestyle accessory• The “ZARA” of sunglasses
Accessorize your life with the custom line
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