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• Market of reference• Market environment• Research• Micro segmentation• Positioning• Product Concepts
Table of Contents
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Market of Reference
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Luxottica 22%
Sáfilo 17%
Indo 8%
Kadima 1%
Others 68%
MANUFACTURERS' SHARES OF SUNGLASSES BY VALUE - SPAIN
Source: Euromonitor/Industry estimates 2004
Market Environment
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Research
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– 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– Brand loyalty is low
– 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– Brand loyaly is low
Main Findings & Consumer Behavior
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Variables Selection
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Target Segment
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Positioning
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Sub-branding added value
Sexy, retro-modern, lifestyle accessory,lower price
Retro cool, classicExtrinsic cues
Shape, quality association, innovation, design
Shape, quality associationIntrinsic
cues
Ray Ban logoRay Ban logoBrand cues
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Product Ideas
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Interchangeable
• Sunglasses w/ interchangeable parts
– Interchangeable lenses – Interchangeable fames– Various combinations
• Opportunities for accessorizing
• Large growth potential
• The “LEGO” of sunglasses
Design your own style
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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
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New Line
• Sold in stores• Trendy updatable styles• Keeping and building off Ray
Ban styles• Adaptable lifestyle accessory• The “ZARA” of sunglasses
Accessorize your life with the custom line
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