2. Historical Context
• Ray-Ban sunglasses were first introduced by
Bausch & Lomb in 1937
• In 1999, Bausch & Lomb sold the Ray-Ban brand
to the Italian Luxottica Group for 1.2 billion
dollars
• Originally created for protection purposes for
pilots and were quickly adopted by the U.S. Army
• They now offer a variety of bright colors and
styles reminiscent of all decades
• Aviators and Wayfarers are Ray-Ban’s best
sellers
3. S.W.O.T analysis
Strengths Opportunities
-Long standing and well established -Raise awareness about the importance of the
brand protective lenses
-High quality and durable -Chance for brand extension and expansion
-Provide numerous styles and many -Emphasize Ray-Ban as a brand that values
color options individuality and self expression
-Many of the sunglasses are gender -To create valuable partnerships with other brands
neutral with similar messages and target audiences
-Appeals to many generations ex: tie up with “Royal Enfield”
-Promise 100% anti reflective lenses -Campaigns such as Never Hide and Define yourself
which protect eyes against harmful
rays
Weaknesses Threats
-Costly product -In hard economic times, people buy less designer
-Exclusivity of distribution channels products
-Consumer brand loyalty to other sunglasses
brands
-Many stores sell cheaper versions of Ray-Ban
inspired sunglasses
-May be seen as a trend that will die out
4. Target Market
Demogeographic
• Primary target is men and women between the ages of 18 and 34, who have enough
discretionary income to purchase their product
• In terms of ethnicity, their target market encompasses White, African, American and
Asian populations
• Targets people who live in areas that are often exposed to sun and wear sunglasses
often
Psychographic (values, attitudes, lifestyles i.e. VALS)
• Women and men in their target market share common qualities that make them
important prospective buyers
• Often make purchases to reflect their values, attitudes and lifestyles
• Target is comprised of adults who value an active lifestyle and strive for success
Behavioristic
• Target market puts a strong emphasis on individuality and self expression
• Majority of the target market is employed either part or full time but still has time
for leisure whether it is with friends, family or co-workers
