Professional Documents
Culture Documents
A study on brand
Positioning
Prachi Sharan
Roll No. 2015164
Section-C
Company Overview
Why Ray-Ban?
Memorable: Ray-Ban has a classy and stylish look with Ray-Ban printed
on its edge which makes its identification easy and consumers can
easily recall.
Meaningful: Highly meaningful in terms of the product performance
Target Market
Demographic:
The primary targets for Ray-Ban are the customers between the age
group of 18-34 and who have enough discretionary income to buy a
The target customers comprise of people who opt for stylish products
and have an active lifestyle. The set of people who strive mainly for
success and look up to this brand as a representation of the same.
Behavioristic
Consumers Perception
Competitors
Figure 3: Competitors
Present
Positioning
Perceptual Mapping:
The
brand
is
currently
premier fashion
positioned
brand
as
which
gears
distinguished
brands
yet
by
its
offers
eye
which
is
competing
contemporary
quality
lower and more chic in their designs. Therefore, it caters mainly to the
customers who are in the age group of 15-25, whereas Ray-Ban is mostly
sought after by people who are in the age group og 20-45 and are income
affluent.
Recommendations:
Ray-Ban as a brand has successfully identified its target
customers and is positioned well. However, the following
suggestions can be considered:
1. Ray-Ban, as we know, is a product in the premium price range can
emphasize how important it is for the consumers to buy an eye