1. ISTITUTOMARANGONI
Marketing Communication T1
Ana Fernández – Trejo Sánchez
Lilia L. Sevilla Meza

2. • Ray-Ban was founded in 1937 by the American
Bausch & Lomb Group.
• The first models of sunglasses were created for
the United States Army Air Corps.
• The first model introduced on the market were
the Aviator.
• The Wayfarer model was introduced in 1952.

3. The Way We Were
Introduction Growth
New Product
Development
£
REVENUE
Decline
Market Penetration Product
Redesign
1952 1960s 1970s 1980s 1990s 2005 2008

4. The 7 Ps
Ray Ban
Product
Wayfarer
Price
£ 50 - £80
Place Sunglasses Stores, Department
Stores, Ray Ban Stores.
Promotion

5. •Males and Females
•Between the Ages of 15 – 80
People •Who like and share classic yet modern style
even though their age difference.
Physical
Evidence
• The same design since the 90s and
utilising the same material (plastic).
Process •Warranty against defects, breakage
and
•Workmanship for one year
•Quality process that warrantees that
the
product will be durable (i.e. High
quality
materials).

6. Consumer
Behavioural
Influences

7. Cultural

8. Social

9. Personal

10. Psychological

11. Decision
Making
process

12. Necessity /Luxury
-Feel part of a group - What brands are trendy
-Look like a Celebrity now?
-Do they accomplish the -Quality
requirements I asked -Durability
for? (i.e. Quality, colour, -Mass Media Information
durability)
(Advertising)
-Accessibility to the product
-Ray Ban Black Wayfarer Sunglasses -Prices
-Where can I find them?
- How others think about the product
-How do I look wearing them
-Does the design suits me?

13. Decision
Making
Unit

15. The Final
Purchase
Decision

16. • Celebrity blogs (gossip), Media Influences
Awareness (i.e. Magazine pictures and articles).
• Mary Kate Olsen, Mischa Barton, Lindsay
Lohan, Agyness Deyn, Kirsten Dunst, Jude
Interest Law, Heath Ledger, Brad Pitt, Tom Cruise,
Kate Moss, Sienna Miller, Adam Brody,
Paris Hilton, Chloë Sevigny. Are among the
celebrities wearing them and making them
trendy again.
Evaluation • The old pair that belonged to mom or dad.
• The trendy friend that has a pair of
Wayfarers.
• Going to a store and try them on, see how
Trial they look and ask questions to the sales
assistant such as price, colours.
• Ask a friend/relative how does the pair look
on them.
• Try them on virtually at the Ray Ban
Adoption Website.
• The person checks if the price is affordable.
• See if they are still trendy or not, before the
purchase
• Make the final purchase.

17. CONCLUSION
•Evolution

18. Today and Tomorrow
CUSTOMERS TODAY
(Brief movie about all of types of customers)
http://www.rayban.com/UK/
NEXT SPRING COLLECTION
(Brief movie of Tara Mc Pherson, one of Colorized
Project designer, for Ray Ban Wayfarer)
http://es.youtube.com/watch?v=M34nYVdbTgc
(Brief movie of Joanna Coles, Editor Marie Claire
Magazine)
http://es.youtube.com/watch?v=M34nYVdbTgc