Sunday, September 03, 2006

Ray-Ban : Change Your View

Brand : Ray-Ban
Company :Luxottica Group
Agency : Law & Kenneth

Brand Count : 121

Ray-Ban is one of the major brands in the Rs 1200 crore Indian Eye Care market.Ray-ban came to India in 1990's .At that time the brand was owned by Bosch & Lomb. In 1998-99 the brand was acquired by the Italian Major Luxottica group.

Ray-Ban originally was born in 1937. Over these years it has created a cult status worldwide. The brand also have a huge fan following in India. Ray-Ban was created as a brand for US Air force during 1937. The Aviator brand became an instant hit and the brand attained a huge cult status after the Movie Risky Business had Tom Cruise wearing the Wayfarer range. All these years, RayBan used movies to popularise the ranges of sunglasses.
The brand had tough times in India. During the late nineties the brand had quality problems. The brand also faced problems in the pricing also. The Shade range of RayBan priced below Rs 1000 eroded the premiumness of the brand.

After taking over the operations in India, Luxoticca group revamped the Indian operations.The brand was aligned to the global positioning and the company decided to have a single positioning worldwide.The quality level was raised. The brand also shed its segmentation based on price points. The low priced brands were removed and the minimum price point was fixed at rs 1500.

In India Ray-Ban had lot of interesting positioning statements. It had the famous tag line " My Ray-Ban and Me" which highlighted the individualism to the latest tag line " Change Your View".
The brand is now trying to consolidate its premium positioning while appealing to the youth.
Although the Indian eye wear market is worth 1000 crores, the organised sector is only worth Rs.400 crores .Sunglass market is worth only 80 crores. With premium brands like Gucci and Armani rules the super premium segment, the lower segment is ruled by unbranded cheap sunglasses. Ray-Ban is in the mid segment range . Titan has ventured into the sunglasses segment with its mass market range with its Fast Track brand extension.

With over 1200 models and an established brand image, Ray-Ban is ready to explore the rising lifestyle market in India. It is again surprising that no Indian brands is existing in this category ruled by Ray-Ban. The sunglass market is facing the culture issue rather than the competition. Unlike other accessories like watches, Indian consumers have a social stigma with the sunglasses. Eye care against sun rays are not popular concept with the Indian consumer . Still sunglasses are just a fashion accessory rather than a necessity. The tendency to use cheap glasses which is more harmful still remains a habbit with the Indian consumers. RayBan have to spent lot of money to keep sunglass as a priority purchase for Indian consumers.

Will Rayban can change the view is something to wait and watch

Source: Indiatoday.com, magindia,agencyfaqs, rayban website,ebay