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 MBA

2. Table of Contents
• Market of reference
• Market environment
• Research
• Micro segmentation
• Positioning
• Product Concepts

3. Market of Reference

4. Market Environment
MANUFACTURERS' SHARES OF
SUNGLASSES BY VALUE - SPAIN
Luxottica 22%
Sáfilo 17%
Indo 8%
Kadima 1%
Others 68%
Source: Euromonitor/Industry estimates 2004

5. Research

6. Main Findings &
Consumer Behavior
– 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 sampling is high
Alternatives
– Brand loyalty is low
Validation
– Brand loyaly is low

7. Variables Selection

8. Target Segment

9. Positioning

10. Sub-branding added
value
Ray Ban logo Ray Ban logo
Brand cues
Shape, quality association Shape, quality association,
Intrinsic cues innovation, design
Retro cool, classic Sexy, retro-modern,
Extrinsic cues lifestyle accessory,
lower price

11. Product Ideas

12. Interchangeable
Design your own style
• Sunglasses w/
interchangeable parts
– Interchangeable lenses
– Interchangeable fames
– Various combinations
• Opportunities for
accessorizing
• Large growth potential
• The “LEGO” of
sunglasses

13. 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

14. New Line
Accessorize your life with the custom line
• Sold in stores
• Trendy updatable styles
• Keeping and building off Ray Ban
styles
• Adaptable lifestyle accessory
• The “ZARA” of sunglasses

15. interchangeable