Table of Content
Brand Overview
• Based on prior Brand Audit, key findings are listed such as product category, target market, and
positioning.
Opportunity Identification
• Product Opportunity Gap model & Brand Audit findings were utilized to identify opportunities based
on social, technological, and economic factors.
Concept Generation
• Developed three new product ideas based on market gaps/needs: Ray-Ban Pro, Earth, and Icons.
Concept Evaluation
• 3&4 Factor Model, Purchase Intent Model, Value Opportunity Chart, and market research(2 focus
groups + survey) employed to evaluate success of each product.
Recommendations
• Ray-Ban Pro in need of further research
• Ray-Ban Earth continue with development
• Ray-Ban Icons do not continue
Brand Overview
POPs: high-end eyewear, accessory, UV
protection, fashion, lenses
PODs: pioneer, unisex, stylish sunprotection
Positioning Statement: Ray-Ban is the only
unisex high-end sunglasses brand that
fuses Classic-American style with UV
protection, targeting 18-25 year olds.
Brand Mantra:
Emotional, Descriptive, Category
Mental Map
Perceptual Map
Young
Ray-Ban
Functionality
Wayfarer
Badass
Red
ClassicAmerican
Chanel
Functional
Sunglasses
Style
Ray-Ban
American
Style
Classic
Generic
Oakley
Concept 1: Ray-Ban Pro
Product Opportunity Gap
Social
Increased
snowboarding
popularity
Customized
products trend
Economic
Increased
spending on
Extreme sports
Go-Pro
Technological
http://www.youtube.com/watch?feature=player_embedded&v=A3PDXmYoF5U
Consistently
improving
snowboard
technology
Product Opportunity Gap
Go-Pro
Ray-Ban
CuttingEdge
Actio
n
Adventu
re
Sports
Establishe
d
Young
Badass/
Rebel
Style
Fun
Original
Americ
an
Classic
3 Factor Model
Stylis
h
Sports
American
Stylish
Wayfarer
Ray-
Cool
Badass
Versatile
Ban
Speed
Ray-Ban
Pro
Badass
Adventure
Classic
Young
Salience
Potential
Extension Equity
Favorability
•
• Based on our results, we found that the
salience was strong in terms of its
alignment with Ray Ban but weak in
terms of the awareness of Go Pro --Moderate.
Young
Based on our results, we found
that the favorability was strong
for the most part, only faltering
where our target markets lack
interest in snowboarding/skiing
– Strong Moderate.
Cool
High
Tech
Uniqueness
Points of Difference:
• Based on our results, we found that
our uniqueness was our strongest
aspect as almost every respondent
agreed on its originality – Strong.
4 Factor Model
Compelling: Reinforces or Adds CLEAR Meaning to parent brand
Imagery:. We reinforce the young and cool aspect of Ray-Ban with our new added culture
of skier/snowboarders.
Performance: Functionality with their high quality UV Ray protectant interchangeable
lenses + proven high performance of the Go Pro camera = ADDED CREDIBILITY
Relevant: If it is able to impact judgments/feelings to parent brand.
Judgment: Modern and High-Tech vs Straying from Parent Brand
Feelings: Added sportiness = fun.
Consistent: Level of fit with parent brand.
Continue reputation of high quality, stylish eye-wear
Strong: Ability to change associations for parent brand .
Issue: Lack of awareness of GoPro among those surveyed.
Pro: Added associations of GoPro added to Ray-Ban brand
Value Opportunity Chart
Value Opportunity
Low
Medium
High
Value Opportunity
EMOTION
IDENTITY
Adventure
Point in Time
Independence
Sense of Place
Security
Personality
Sensuality
IMPACT
Confidence
Social
Power
Environmental
ERGONOMICS
CORE TECHNOLOGY
Comfort
Safety
Reliable
Ease of Use
Enabling
AESTHETICS
Visual
Auditory
Tactile
QUALITY
Craftsmanship
Durability
OVERALL IMPACT
Olfactory
PROFIT
Taste
BRAND
EXTENDABLE
Low
Medium
High
Sales Forecasting
US Industry Snapshot
(2012):
• Eyewear Revenue:
$9.1BN
• Sunglasses Share:
7.9%
• Sunglasses
Revenue:
$718.9M
• Avg. cost of
sunglasses: $165
• ~4,356,970M units
sold in the US
*IBISWorld Report
Based on Survey +
Focus Group
Responses
Purchase
Intent
Ray-Ban Pro
Definitely Buy: 25%
Probably Buy: 37.5%
(0.8)(25%) + (0.33)(37.5%) =
32.375%
Atar
Model
(Market
Share)
Awareness: 100%
Trial: 32.4%
Availability: 100%
Repeat Rate: 100%
Avg. cost of sunglasses ($165)
(100%)(32.4%)(100%)(100%)
= 32.4%
Annual
Sales
Forecast
Market Share: 32.5%
Projected Annual Category Unit Sales*: 87,139.4
Revenue per Unit: $300
(32.4%)(226,848.50) ($300) =$8,469,950 Million
Integrated Marketing
Communication Strategy
Event Marketing
Ray-Ban Pro goggles will be
sold in all places that one
would
regularly
find
snowboarding goggles as
well.
Posters
advertisements and
Point of Purchase
placements
Social Media Marketing
Yielding
Attention
Exposure
Print advertisements
Comprehension
Desired Brand Knowledge:
YouTube
Channel with
Videos of the
week
Behavior
Intentions
Recommendations #1
Further Research and Testing Required:
18.9% of those polled said this line was their favorite. However, 22/26 respondents said they would choose
Ray-Ban over the competitor if they had to, indicating more research should be done. We recognize that out of
the target market polled, few were skiiers and snowboarders—the target that would actually be using this
product.
Advantages
• Stylish + unique
• Added benefit of
camera
• Improves brand
awareness breadth and
depth
Disadvantages
• Low repeat rate
• Few
skiers/snowboarders
polled
• Glasses seen as fragile
• Strong competition
from Oakley and
similar competitors
Suggestions: Further research and testing required.
Branding Strategy + Extension Type:
Ray-Ban Pro
Strategy
Extension
Classification
Co-brand
New target market
Established
reputation
Emphasis on Style
High quality, hands
free
Competition
Category
Extension
Concept 2: Ray-Ban Earth
Product Opportunity Gap
Social
Economic
Technological
+ Consumer
environmental
consciousness
Increased
spending on ecofriendly, go-green
initiatives
Capability to
expand existing
technology
Product Opportunity Gap
Nature Conservancy
Positive
impact
Change
Ray-Ban
Young
Initiative
Established
American
Diverse
Style
Ecofriendly
Trusted
Established
Classic
• 3 Factor Model: Ray Ban Earth
3 Factor Model
Stylish
Useful
Stylish
Cool
America
n
RayBan
Wayfarer
RayBan
Earth
Natural
Potential
Extension Equity
Salience
• Based on our results, we found
that the salience was very
strong as our product stayed
true to the Ray Ban
characteristics. ---Strong.
Wayfarer
Badass
Biodegradable
Classic
Classic
Young
Favorability
• Based on our results, we found
the favorability of our product to
be very strong; the only negative
is that some respondents are
not attracted to the styles. --Strong Moderate.
Cool
Ecofriendly
Uniqueness
• Based on our results, we found the
uniqueness of our extension to be
fairly strong for Ray Ban as 87%
would choose Ray-Ban over
competitors.—Strong
4 Factor Model
Compelling: Reinforces or Adds CLEAR Meaning to parent brand
Imagery: Stylish, fashionable, eco-friendly
Performance: Benefits of Wayfarer + biodegradable. Questioned the quality of the wood
Relevant: If it is able to impact judgments/feelings to parent brand.
Judgment: Survey takers “respect the fact that they are producing with recyclable material.”
Feelings: Independent, unique, making a difference
Consistent: Level of fit with parent brand.
Fitting of the brand, but some people prefer regular Wayfarers
Strong: Ability to change associations for parent brand.
“I would be more likely to buy it because it goes towards a good cause.”
Value Opportunity Chart
Value Opportunity
Low
Medium
High
Value Opportunity
EMOTION
IDENTITY
Adventure
Point in Time
Independence
Sense of Place
Security
Personality
Sensuality
IMPACT
Confidence
Social
Power
Environmental
ERGONOMICS
CORE TECHNOLOGY
Comfort
Reliable
Safety
Enabling
Ease of Use
QUALITY
AESTHETICS
Craftsmanship
Visual
Durability
Auditory
OVERALL IMPACT
Tactile
PROFIT
Olfactory
BRAND
Taste
EXTENDABLE
Low
Medium
High
Sales Forecasting
US Industry Snapshot
(2012):
• Eyewear Revenue:
$9.1BN
• Sunglasses Share:
7.9%
• Sunglasses
Revenue:
$718.9M
• Avg. cost of
sunglasses: $165
• ~4,356,970M units
sold in the US
*IBISWorld Report
Based on Survey +
Focus Group
Responses
Purchase
Intent
Atar Model
(Market
Share)
Ray-Ban Earth
Definitely Buy: 50%
Probably Buy: 25%
(0.8)(50%) + (0.33)(25%) = 48.25%
Awareness: 100%
Trial: 48.25%
Availability: 70%
Repeat Rate: 62.5%
(100%)(48.25%)(70%)(62.5%)
= 21.1%
Annual Sales
Forecast
Market Share: 21.1%
Projected Annual Category Unit Sales:
4,356,970
Revenue per Unit: $150
(21.1%)(4,356,970) ($150) =
$137,898,101
Integrated Marketing
Communication Strategy
Social Media + Buzz Marketing
Interactive Website
Print Advertisements
Point of Purchase set
ups in sunglass stores.
Yielding
Attention
Exposure
Event Marketing
Comprehension
Desired Brand Knowledge:
Sweepstakes
Behavior
Intentions
Recommendations #2
Continue with Development:
59.4% of those polled said this line was their favorite, and they would be likely to buy it.
Competitors unknown for the most part
Advantages
Disadvantages
• Adds social
responsibility and
positive impact
associations
• Twist on new style
• Legitimate partnership
• Limited offering
• Cannibalization
Suggestions: Craftsmanship + change “blood wood”
Branding Strategy + Extension Type:
Ray-Ban Earth
Strategy
Extension
Modification of
Wayfarer
Socially
Responsible
Image & Variety
Innovation
Classification
Line
Extension
Concept 3: Ray-Ban Icons
Product Opportunity Gap
“Cult of Celebrity”
Social
Economic
Increased spending
on apparel by
college students
Costly nature of
designing,
producing, and
marketing own lines
for celebrities
Technological
Ray Ban
Sunglasses
Technology
Product Opportunity Gap
Celebrated
Music Celebs
Diverse
Ray-Ban
Pop Culture
Music
Celebs
Established
Young
American
Style
Badass/
Rebel
Music
Fun
Expressive
Popular
•
3
Factor
Model:
Ray
Ban
Icons
3 Factor Model
Stylish
Wayfarer
Cool
America
n
Classic
Limited
Edition
Potential
Extension Equity
RayBan
Badass
Diverse
Popular
Culture
• Based on our results, we found
that our salience was fairly
strong, most of our
respondents agreed that they
would see Ray Ban go through
with this product. --- Strong
Moderate.
Badass
Young
Young
Salience
Stylish
Favorability
• Based on our results we found
that our favorability was split
with some respondents really
excited about the idea and
others turned off by it. --Weak Moderate.
Ray- Ban
Icons
Cool
Music
Modern
Uniqueness
Points of Difference:
• Based on our results, we found that
our uniqueness was not that high,
some liked the variety of choices,
but many just thought the idea was
already on the market – Weak
Moderate.
4 Factor Model
Compelling: Reinforces or Adds CLEAR Meaning to parent brand
Imagery: Celebrities conflicts with classic. Messy + stereotypes?
Performance: 75% of the market research said if they had to choose another brand over Ray-Ban
for one of the styles offered they would choose what they considered the competitor style.
Lacking performance
Relevant: If it is able to impact judgments/feelings to parent brand.
Judgment: Messy + high quality + reliable. Less superiority.
Feelings: Outdated and not youthful. Low fun. Sell out.
Consistent: Level of fit with parent brand.
Inconsistent
Negative: Ability to change associations for parent brand.
There is no indication from those polled indicating this would improve the brand.
Value Opportunity Chart
Value Opportunity
Low
Medium
High
Value Opportunity
EMOTION
IDENTITY
Adventure
Point in Time
Independence
Sense of Place
Security
Personality
Sensuality
IMPACT
Confidence
Social
Power
Environmental
ERGONOMICS
CORE TECHNOLOGY
Comfort
Reliable
Safety
Enabling
Ease of Use
QUALITY
AESTHETICS
Craftsmanship
Visual
Durability
Auditory
OVERALL IMPACT
Tactile
PROFIT
Olfactory
BRAND
Taste
EXTENDABLE
Low
Medium
High
Sales Forecasting
US Industry Snapshot
(2012):
• Eyewear Revenue:
$9.1BN
• Sunglasses Share:
7.9%
• Sunglasses
Revenue:
$718.9M
• Avg. cost of
sunglasses: $165
• ~4,356,970M units
sold in the US
*IBISWorld Report
Ray-Ban Icons
Purchase
Intent
Atar
Model
(Market
Share)
Annual
Sales
Forecast
Definitely Buy: 25%
Probably Buy: 37.5%
(0.8)(25%) + (0.33)(37.5%) =
32.375%
Awareness: 100%
Trial: 32.375%
Availability: 100%
Repeat Rate: 31.2%
(100%)(32.375%)(100%)(31.2%) = 10.1%
Market Share: 10.1%
Projected Annual Category Unit Sale*s: 4,356,970
Revenue per Unit: $200
(10.1%)(4,356,970) ($200) =$88,010,794
Integrated Marketing
Communication Strategy
Sponsored Music Festival
Incorporation into website
User generated
content competition
Print Ads:
In store purchase
points
Yielding
Attention
Exposure
Comprehension
Desired Brand Knowledge:
Our celebrity
endorsements
will also carry our
product to
fashion+music
blogs and gossip
magazines . PR
representatives
will monitor the
press.
Behavior
Intentions
Recommendations #3
Do Not Continue With This Line:
Least favorite
Not likely to buy
Not fitting with brand
Advantages
• Added target market
• Added variety of styles
Suggestion: Discontinue
Disadvantages
• Celebrities have their
own lines
• Never relied on celeb
designs in past
• Selling Out Association
• Not reflective of genre
Branding Strategy + Extension Type:
Ray-Ban Icons
Strategy
Extension
Classification
Co-brand
Music
Consolidation
Artist for each
genre
Celebrities
Limited Edition
Line
Extension