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RAYBAN : diagnostic de marque

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Diagnostic de la marque RAYBAN.
Étude de cas Master 2 Celsa, en formation continue, juin 2011.
Empreinte de marque, échelle de valeur de marque, positionnement systémique, bilan de santé & recommandations stratégiques.
Auteurs: Valérie Graff, Soukeyna Gueye, Yoon-Hee Allez, Adélaïde Magalhaes Alves de Lima

Veröffentlicht in: Business
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RAYBAN : diagnostic de marque

  1. 1. PLAN! !"#$%&! ($%)*+),#-,."$/00+1)$"2)/1! (03#,)12,-,."0"#*+,! 4/5)2)/11,0,125652&0)*+,! 7/,88)$),12-)88&#,1$)"2,+#! ($%,..,-,9".,+#-,."0"#*+,! :,$/00"1-"2)/15
  2. 2. MARCHE SOLAIRE EN FRANCE 7>? =B @A<!! -+7>?/32)*+, 2/2". @CD! E+-F,20/6,1 3")#,59,1-+,5 D<G!7%)88#,5;<<=
  3. 3. MARCHE! !"#$%&-/0)1&3"#HF#"1-5F#/+3,5)2".),15 ! I&9,./33,0,12)03/#2"12-,59,12,55+#)12,#1,2 4
  4. 4. SEGMENTATIONLuxeMode 5
  5. 5. Lifestyle Sportives
  6. 6. RAY BAN EN BREF
  7. 7. (7QNRSN(:I(T?7O!!SUN7?VNOU N152)2+2)/11,. !"#*+, 7#&"2)/1-,O1,J)F%2 7"03"F1,5$/-&,5$)L."12 .,5M,+1,52/+2,1#,53,$2"12 5/1%&#)2"F,$+.2+#,.C#&$)25 de l’a(iate+r et -ar la $#&"2)/1-,8,52)9".5 (12#,3#)5,KP#/+3, 4#/-+)25 7%)88#,5"11+,.5C52#"2&F),5 J26.,K-,5)F1C"#F+0,125 0/6,1$/+#2,20/6,12,#0, 2,$%1)*+,5,2-&0/152#"2)/1 -)53/1)L.,5 3#/-+)255+#.,+#5)2,)12,#1,2C ?+2%,12)$)2& ?+-"$, Q&#/W50, T)L,#2& ?12)X$/18/#0)50, J)1F+."#)2& I&3"55,0,12-,5/)
  8. 8. Modèles iconiques EMPREINTE Signatures sur le produit Pochettes, estampille Logo, codes couleurs BODY Campagnes publicitaires ESPACE TIME« Genuine since 1937 »Noir & blancRécentes campagnes POSTUREAvant-gardiste dans sa Orientée clientcommunication « Toi » ; « Never hide » ;= Intemporelle Symétrie NORMES PROJECT RELATION Proximité , complice Social média Interactivité Co-production du message Sponsoring musique et artistique Marque « complice »
  9. 9. POSITIONNEMENT SYSTEMIQUE Complexité Order ChaosRigidité ! Montée en gamme / technicité Turbulence ! Réseaux de distribution performants ! Publicités percutantes ! Modèles iconiques / Nouvelles créations
  10. 10. COEFFICIENT DE DIFFERENCIATIONNote de 7/10 sensorialitévaleurs associatives communication innovation notoriété qualité/prix distribution 0 1 2 3 4 5 6 7 8 9 10
  11. 11. RAY BAN : UNE MARQUE UNIVERSELLE! U/2/#)&2&,23#&5,1$,)12,#1"2)/1".,! :&8&#,1$,-"155"$"2&F/#),! :&$)25/.)-,0,1252#+$2+#&"33#/3#)&3"#."$)L.,! .i/-0/ant de 20de/ d’attri3+ti0n f0rt/ ! :,$/11+,3/+#5/15"9/)#X8")#,,25"*+".)2&! 4#&5,12,"+3#Y5-,5,5$)L.,5! 5i/t0ri6+e 6+i /’in/2rit dan/ la d+r7e ! V#"15F&1&#"2)/11,..,
  12. 12. RECOMMANDATIONS Universelle Culte! Expérience! Personnalisation Engagements forts Sens et contenu! Image Innovation Flagship store! Notoriété Services ! Emblème! Conquête Rupture (pôle NORMES) ! Vitrine! Virtuel/réel
  13. 13. !(:7N
  14. 14. ?UU(Z(J
  15. 15. DISTRIBUTION! T,5#&5,"+[-/32)$),15$"32,12@=B-,59,12,5! .,5F#"1-,55+#8"$,5D]B! .,50"F"5)15-,5/+9,1)#5,2-"#2)$.,5-,3."F,DDB! .,5,15,)F1,5-+53/#2@B
  16. 16. OFFRE RAY BAN! J/.,). ! O32)*+, ! M+1)/#5 ! 7/./#)5C0"2&#)"+[C2,$%1)$)2&
  17. 17. COMMUNICATION
  18. 18. NEVER HIDE - REAFFIRMER SON STATUT! +1,)-&,$.")#,C! +1,#,2#"15$#)32)/1,88)$"$,-,$,22,)-&,,1)0"F,5! +n e/-a2e d’e8-re//i0n ada-t7 et (i/i3le
  19. 19. LES VALEURS DE MARQUE?+2%,12)$)2&T)L,#2&?+-"$,Q&#/W50,J)1F+."#)2&?12)X$/18/#0)50,I&3"55,0,12-,5/)

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