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Rayban Direct Marketing Project for the UAE

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Introduction

Direct Marketing Project Summer 2011 Jim Grant Adib Mourtada +971507757542 Moein Roughanimamaghani +971508709081 Mahmoud Walid Saoui +971504260992 Behnam Jaffari +971507194161 We pledge this is entirely our own work. Table of Contents Executive Summary...................................................................................................................................2 I. The Product....................................................................................................................................3 II. Customer List.................................................................................................................................4 III. Brand Image and Advertising Campaigns..................................................................................7 IV. Marketing....................................................................................................................................10 V. ......................................................................................................................................................12 Executive Summary We choose the list of customers from different views. One of the views is the 5 segmentation of DM. we explained the 5 meaning of each one with various examples. We obtained the list from different aspects such as "word of mouth", sending emails to everyone in your address book, telling them what we can sell and emailing to ask your happy and satisfied clients to refer to their friends and family. Loving your clients and giving them offer would secure them and maintain them, to maintain your list customer, you can make effective and attractive, and you can continuity to update their knowledge about the product so they would be loyal. Internet marketing is common way that most of the marketers and companies use it to sell their product. There is other way which is telemarketing and direct mail marketing which today most of companies use it to sell their product. Each of these markets has some advantages and disadvantages and company should see which one is better to choose it because it effect to how to sell our sunglasses. Still there are people who prefer to buy their sunglasses by phone instead of using internet. Our company can give good discount to people who buy our sunglasses because today most of people use computer and we will have lots of customer by selling in the computer. I. THE PRODUCT Ray-Ban is a high end manufacturer of sunglasses founded in 1937 by Bausch & Lomb. They were introduced for the U.S. Army Air Corps. In 1999, Bausch & Lomb sold the brand to the Italian Luxottica Group which is renowned for being the world's largest eyewear company including brands such as Persol and Oakley. ...read more.

Middle

From Utility to Image Sunglasses became a fashion statement in Europe as early as 1920s when sports like tennis, mountain climbing, sailing and tennis became popular and also sunglasses was used for protection against sun replacing hats, parasols, that are not practical for outdoor sporting activities. Sun glasses as a means of expressing one's uniqueness and individuality took place in the 1950s when Hollywood celebrities were seen wearing "Foster Grant" sunglasses or multi-colored jumbo sized frames in the 60s. Sunglasses became the symbol of identity which has replaced the primary function of protection. Sunglasses especially among the younger generation represent their identity rather than the more important function of ultra -violet protection. Ray-Ban also revolutionized the sunglasses industry with the introduction of the Wayfarers into a "cult object" by Marilyn Monroe. However, Wayfarers became legendary when it was worn by Audrey Hepburn in the movie "Breakfast at Tiffany". As utility became replaced with fashion, it is important to pay close attention to change in need of sunglasses using Maslow's Hierarchy of need. Initially, sunglasses are used for protection the eye against ultra-violet rays coming from the sun. In recent times, people wear sunglasses as a form of identification, means of differentiating themselves, or even for social status. The advertising Campaign Ray-Ban sunglasses are famous because of recurrent placement. Ray-Ban has its product advertised in about 160 movies and television shows yearly. Since early 2000s, the advertising budget for the firm has gone up considerably. For the purpose of this project, we are going to localize the global advertisement strategy of Ray-Ban. The first promotional tool we are going to use in the campaign involves using models from the UAE to advertise the products. These models would be shot at different location across the country and the photographs would be used for billboards, newspaper advertisement, as well on the television ( specifically Dubai One).Also, the models used will be from different age bracket because Ray-Ban caters to different age group (ranging from the young to ...read more.

Conclusion

However, the benefits are now being pushed in order to expand the market. The youths are drawn to brand names as it tells others that they are in fashion. Marketing Strategy Ray Ban's new marketing strategy is to continue to attract the younger age group. This group represents a large segment of the population. They are trendy and should be encouraged to look for items that will bring out their individuality. Ray Ban is already on YouTube and Twitter. Face book and other social media. The company should also seek to pair their new Ray ban product with a popular commodity that youths are interested in. Sunglasses have many benefits apart from making its wearers look smart. They should try to push the benefits of sunglasses on their web site. Customers will be convinced that they are knowledgeable on the product and will be encouraged to buy it. According to Dream Punch Buy (n.d.) writing articles on the benefits to be obtained from wearing sunglasses the impression that the company is knowledgeable on the topic will make them credible and this will help to build the company's reputation thereby allowing Ray ban to gain additional sales. A newsletter with topics that interest all target groups especially the youth's will drive Ray Ban's sales. These topics will include information on climate change and its impact on the environment with an emphasis on how we can help to protect the environment in terms of our energy use as well as how individuals can protect their eyes from the ultra-violet rays of the sun. The sun is getting hooter these days as a result of the depletion of the earth's ozone layer. Advertising Ray Ban is aware of the competition and so we will have a popular figure whom the youths adore advertising out brand on our website and on television. That personality will push the health benefits and indicate that Ray Ban cares not only about making people look trendy and fashionable but also want them to remain healthy. Encouraging customers to buy sunglasses for various outings will also be emphasized. ...read more.

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