Divya Ray Ban
Divya Ray Ban
Divya Ray Ban
Page 1
Prepared by:
Servansing Divya
Page 2
TABLE OF CONTENTS
INTRODUCTION 4
QUESTIONNAIRES 5
INTERVIEWS 5
ASSESSING SECONDARY INFORMATION 5
ANALYSIS 6
PRIMARY HYPOTHESIS 6
RAY-BAN CUSTOMERS 6
AGE 6
GENDER 7
HOW DO CONSUMERS VIEW SUNGLASSES? 7
WHAT DO PEOPLE LOOK FOR WHEN BUYING SUNGLASSES? 8
GENERAL PUBLIC 8
RAY-BAN CONSUMERS 10
CONTEXTUAL AND SITUATIONAL FACTORS 10
CONCLUSION 15
BIBLIOGRAPHY 16
APPENDIX 1 18
APPENDIX 2 21
Page 3
Introduction
Ray-Ban is one of the most popular manufacturers of sunglasses of the
century. Bausch & Lomb created the brand in 1937, on commission of the United
States Air Force.1 The first model was introduced under the trade name “Ray-Ban
Pilots’ Glasses”. The green glasses absorbed the light from the yellow range of the
spectrum – or sunlight, therefore Ray Ban. In 1999, Bausch & Lomb sold Ray-Ban to
the Italian luxury group Luxoticca.
The purpose of this essay is to observe, quantify and analyse the consumption
behaviour of Ray-Ban customers. To achieve this goal, a structured research was
conducted: directly addressing the customers and interviewing two salespersons.
Observation and discussion with these two actors (of the process of buying
sunglasses) allowed me to verify and sometimes contradict the hypothesis and
perception I had of Ray-Ban customers.
Indeed being a Ray-Ban owner myself, I was naturally drawn to choosing this
product. I first discovered Ray-Ban sunglasses in a 1961 movie, “Breakfast at
Tiffany’s”, starring Audrey Hepburn as Holly Golightly - a fashion forward New-
Yorker – who sported a pair of Ray-Ban Wayfarers. This apparition participated to a
formidable success-story, starring the Wayfarer as the best-selling style in history.
Bearing in mind the image and status of the brand, this study aims at
answering the following questions: How, When, Where and Why do customers
consume Ray-Ban sunglasses. These questions will be examined in the context of
buying sunglasses in general, then focusing on Ray-Bans. Furthermore the factors
(personal, situational and contextual) that influence consumers to buy such a product
will also be studied.
This essay will address the topic of Ray-Ban consumers’ profile and patterns
by describing the methodology used. I shall then proceed to the findings analysis and
eventually highlight the role of the brand image and advertising campaigns.
1
Ray-Ban - History of Branding, The History of Branding – Corporate Internet Branding History
Identity & Logo Design
2
Sunglasses, Wikipedia, the free encyclopedia
Page 4
Methodology
Questionnaires
Interviews
The last technique used to gather information used throughout this document,
was to research several websites, books and other material (short videos for the
advertising campaigns). Examining this secondary source of information was more
complicated as selecting relevant information amongst the company’s history and
financial situation, the brand’s marketing strategies, and fashion articles was more
complicated than I expected. Moreover studies/surveys carried out on Ray-Ban are
not easily available (nor free of charge).
Page 5
Analysis
Primary Hypothesis
Sunglasses are a means of protecting our eyes from sunlight and glare (UV
rays, etc.). However nowadays sunglasses are more than ever a crucial item in
fashion. In many fashion magazines, it has often been reported that a pair of
sunglasses can define a whole look or enhance an outfit! Ray-Ban is no exception to
this statement. It is a historical brand whose position has evolved since the creation of
the first pair of Aviators. Indeed Bausch & Lomb, founders of Ray-Ban, manufacture
mainly eye care products (contact lenses, medicines, implants for eye diseases). The
first pair of sunglasses was developed specifically for pilots and was used by the
military.Today Ray-Ban has an inherited image of classic/vintage elegance, and
fashion-forward innovator. This could be associated to cultural symbols in the sense
of cultural icon. So the Ray-Ban customer is likely to be a medium fashion-conscious
individual, aged between16-393.
Ray-Ban Customers
The questionnaire was addressed to every one regardless of whether they were
Ray-Ban customers or not. This enables a better comparison to the rest of sunglasses
consumers. Nonetheless a cross-section analysis of the results will allow an analysis
of consumption patterns specific to Ray-Ban. Here Ray-Ban consumers account for
± 62 % of the sample. In other words, 52 out of the 84 people questioned own or have
owned a pair of Ray-Bans.
Age
The scale of age was divided into 5 parts: 16-21; 22-29; 30-39; 40-54; 55 and over.
Age is an important item in defining the customers’ lifestyles and degree of interest in
fashion. As shown on the graph below, most of Ray-Ban consumers were aged 16-39
(± 77%).
3
“To coincide with their 70th birthday, Ray-Ban sought to reinforce the brand as a cutting edge fashion
leader amongst people 16-39”, Communication Objective,
http://www.mcn.com.au/Resource/CaseStudyDetail.aspx?IdDataSource=47
Page 6
Gender
Gender analysis shows that Ray-Ban customers are mainly male (± 57.7%); although
generally speaking a sunglasses customer would tend to be female (± 52,4%).
Gender
50
44
45
40
40
35
30
30
Male
25 22
Female
20
15
10
5
0
Total RayBan
Consumer Group
However Ray-Ban has been a popular brand consistently (amongst the top 3
best-selling brands) for the past 5 years. Compared to other brands Ray-Ban is very
successful with men and women. “Many Ray-Ban models are in fact unisex” as the
American sales-man, pointed out in our interview.
The result of my questionnaire also confirms the leading position of the brand.
To the question “In general, which brand(s) of sunglasses would you buy out of the
following?” (8 brands were listed), 40% answered Ray-Ban.
Page 7
Which brand(s) would you consider buying?
Guess
3%
VogueE
HugoBoss
7%
0%
Oakley
7%
Ray-Ban
Tom Ford 40%
11%
D&G
12%
Gucci
20%
Surprisingly, Ray-Ban is followed by Gucci (20%) and Dolce & Gabbana (12%) -
none of the brands mentioned by the salespersons I have spoken to. One of the
salesperson I’ve interviewed after computing the results of the questionnaire
explained that her answer was based on the sales figures which she couldn’t disclose.
She also added that these brands are more expensive and more fashion oriented than
Ray-Ban.
General public
The importance given to these criteria helps to define a consumer profile. Here are the
results:
Page 8
Importance of the product
100%
90%
80%
70%
Strongly di
60%
Disagree
50%
Agree
40%
Strongly Ag
30%
20%
10%
0%
Design U.V. ProtectionPrice Reputation Robustness Previous Peers' Advice
Experience
Product Chara
In general people strongly agree with the Design (±71%) and the U.V. protection
criteria (±57%). It clearly highlights the importance of the aesthetic but also shows
that customers are still conscious of the primary utility of sunglasses. The practical
aspects of buying sunglasses are important but do not come forward as a critical
decision criterion.
350+
17%
300-350
No answer
17%
5%
100-
26%
35% would consider a middle price range (100-299 CHF) however 34% chose the
two highest price ranges (300-350 CHF; 350+ CHF).
Page 9
Ray-Ban Consumers
Ray-Ban Consumers P
0 0 0
100% 2 2
4 4
90% 12 6 10 6
80% 10
26 18
70%
60% 24 Strongly disa
28 Disagree
50% 36 24
Agree
40% 40 22 Strongly Agr
30%
26
20% 18
14 14
10% 8 8
0%
Design U.V. Price Reputation
Robustness
PreviousPeers' Advice
Other
Protection Experience
Characteri
Ray-Ban consumers also value the aesthetic and the U.V. protection as very
important or important.
Page 10
other brands before or being guided by a salesperson. However the American
salesman has a different view. The Ray-Ban corner is almost never empty during
prime shopping hours and people often ask for advice on the Ray-Bans before any
other brands.
The situational factor denotes the consumers’ anterior state of mind, physical
condition, money available when buying and a temporal perspective (period of the
day/season, time passed since the last purchase, etc.)5. This was difficult to assess, as
you have to question people while they are buying their sunglasses.
Ray-Ban also brought upon another revolution in fashion with the introduction
of the Wayfarers transformed into a “cult object” by Marilyn Monroe6. However it
was in 1961 movie “Breakfast at Tiffany’s”, when Audrey Hepburn wore the
Wayfarers that they turned into a legend accessory. In the 1980’s “Ray-Ban is said to
5
Principes de Marketing: Polycopié officiel 2007, Prof. Dr.: B. Müller, J-E. Denis & J-C. Usunier,
Université de Lausanne (Faculté des HEC)
6
How lifestyles product became rooted in the Finnish consumer market – Domestication of Jeans,
Chewing gum, Sunglasses and Cigarettes, Visa Heinonen, Jukka Kortti, Mika Pantzar, National
Consumer Research Center
Page 11
have experienced difficulties in meeting demand, following a sudden 50% rise in its
sales”7, the year following the release of the movie “Risky Business”, in which Tom
Cruise sports the classic Wayfarer model.
As fashion took over utility it is interesting to
observe the change in the need of sunglasses in the
Hierarchy of needs by Maslow. The original need of
sunglasses could be related too Safety needs as
protection of one’s eyes. Today it can also be
classified as Belonging needs. People wear
sunglasses to look a certain way thus belonging to a
certain group depending on one’s fashion interests.
However celebrities who use sunglasses to hide
(many celebrities have been photographed wearing
several models of Ray-Bans) could be qualified as a return to utility and Safety needs.
I then asked myself what is the importance of the advertising in discovering Ray-Ban
sunglasses.
7
Branded Entertainment, Jean Marc Lehu (p78)
8
Visual Intelligence, Ann Marie Seward Barry (Advertising Images p263)
Page 12
Then in July 2008 it launched the “Project Colorized” for the re-edition of
coloured Wayfarers.
The most important and interesting one though was the “Never Hide”
campaign. Launched in March 2007 and still going strong worldwide. It features
people, everyone from the celebrities to regular Ray-Ban consumers on pictures of the
campaign or videos. The best pictures are selected from Ray-Ban’s website and
displayed in Times Square in New York.
The success of Never Hide relied on the fact that it promoted the creativity of
every user via pictures, short videos and a music contest.
The majority did not discover Ray-Ban via advertisement but simply on the
shelf of a shop (18 out of 52 owners). However the number of users having
discovered Ray-Ban through media (Newspaper/Magazine, TV ad, Movie/TV)
amount to 38,5%. Surprisingly no one discovered his or her Ray-Bans on the
Internet. So the product placement does have an influence and Ray-Ban’s
Page 13
communication strategy is key to not only discovering its models but also buying
them, since this question were only addressed to Ray-Ban owners.
Page 14
Conclusion
Ray-Ban is more than a brand of sunglasses. Over time Ray-Ban grew into a
fashion icon. Countless have said or say they add a touch of retro and yet avant-garde
style. Many would say they define your personality. When you choose a Ray-Ban you
are often choosing an image shaped by history and strong personalities (or for some
merely by a clever communication strategy).
While carrying this survey, I asked people who own Ray-Bans why they
bought their sunglasses. Most of them simply answered that they liked them and
would not exchange them with another, except with another Ray-Ban! I have to agree
with that statement. Furthermore this survey confirmed that Ray-Ban is a staple in
one’s accessory collection.
I enjoyed doing this project and appreciate Ray-Ban even more now. My own
pair is waiting for me in its casing in my shelf. Although the sun is scarcely out
during this season I will take them out for a little stroll in the city!
Page 15
Bibliography
Books:
E-books:
http://books.google.ch/books?id=ZiTpRxkTMwUC&printsec=frontcover&dq
=Ray-Ban+studies+on&hl=en&source=gbs_summary_s&cad=0
Websites:
Page 16
10. Case Study - Ray Ban (Preview), MCN Multi Channel network,
http://www.mcn.com.au/Resource/CaseStudyDetail.aspx?IdDataSource=47
Page 17
Appendix 1
ABOUT YOU:
Gender: Female Male
Age
Group: 16-21 22-29 30-39 40-54 55 and over
YOUR SUNGLASSES:
n In general, which brand(s) of sunglasses would you buy out of the following?
p Do you own or owned a Ray-Ban pair of sunglasses? (If your answer is “No”,
please proceed to question n°r)
Yes No
r What price range do you consider when buying sunglasses? (In CHF)
Design
Page 18
U.V. Protection
Price
Reputation
Robustness
Previous Experience
Peers’ Advice
Other: _ _ _ _ _
DONNEES GENERALES:
p Possédez-vous, ou avez déjà possédé une paire de Ray-Ban? (Si votre réponse est
Non, veuillez procéder à la question n°r)
Oui Non
Page 19
s Quelle importance ont les critères suivants lors de l’achat de vos lunettes de soleil ?
Esthétique/Design
Protection U.V.
Prix
Réputation
Durée
Expérience précédente
Conseils d’amis
(Tierces personnes)
Autre: _ _ _ _ _
L Are Ray-Ban Sunglasses popular? Have you seen a change in the interest for
Ray-Ban products in the past 5 years?
L How do people qualify Ray-Ban as a brand and Ray-Ban products? Could you
give adjectives?
Page 20
Appendix 2
Question n 1
Most popular brands (In decreasing order)
Ray-Ban 47
Gucci 24
D&G 14
Tom Ford 13
Oakley 8
VogueE 8
Guess 4
HugoBoss 0
Question n 2
How often do you buy sunglasses?
Page 21
Question n 3
Do you own or owned a Ray-Ban pair of sunglasses?
Yes No
Number 52 32
% 62 38
Shelf 18
Newspaper/Magazine 8
TV ad 6
Movie/TV 6
Other 8 Other people 6
Internet 0
Question n 5
What price range do you consider when buying sunglasses? (In CHF)
Question n 6
How important are the following when buying your sunglasses?
Strongly Strongly
Agree Disagree
Agree disagree
Design 60 22 0 2
U.V. Protection 48 34 0 2
Price 22 40 16 4
Reputation 18 52 14 0
Robustness 34 40 10 0
Previous Experience 26 40 14 4
Peers' Advice 10 38 26 10
Other
Page 22