Marketing and Digital Communication Plan: Ray-Ban Ferrari Sunglasses

This report presents a comprehensive marketing plan for the launch of Ray-Ban's Ferrari Scuderia sunglasses in the Australian market. It begins with an executive summary and table of contents, followed by an introduction outlining the product and target market. The report then delves into a SWOT analysis, competitive analysis, and defines Ray-Ban's mission, marketing, and financial objectives. The core of the plan is the marketing mix, detailing product features, pricing strategies, distribution channels, and promotional activities. A digital marketing communication plan is also included, outlining strategies for online promotion. The report concludes with an action plan, implementation strategies, and control measures to assess the plan's effectiveness. The report emphasizes the strengths of the brand names, the quality of the products, and the importance of digital marketing in reaching the target audience. This analysis aims to provide a roadmap for the successful introduction and promotion of the new sunglasses collection.

Running Head: Marketing Communication
Ray-ban
Marketing Management and Digital Communication

Marketing Communication 1
Executive Summary
Ray-Ban is a multinational brand involved in the production of high quality sunglasses in order
to provide the pleasured experience to its consumers. Under this report, Ray-Ban and Ferrari
Scuderia has planned to launch a special edition of sunglasses. The report has been segmented in
various sections which comprises of the crucial elements of marketing plan i.e. SWOT analysis,
competitive analysis, mission of the company, marketing objectives, financial objectives,
marketing mix tool to produce the promotional campaign for promoting the new range of
sunglasses in the target market. In the second phase of the report, appropriate action plan,
implementation and control measures are discussed in order to review the marketing plan’s
effectiveness.

Marketing Communication 2
Table of Contents
Introduction......................................................................................................................................2
SWOT Analysis...............................................................................................................................3
Competitive Analysis.......................................................................................................................4
Mission of Ray-Ban.........................................................................................................................5
Marketing Objectives.......................................................................................................................6
Financial Objectives........................................................................................................................6
Marketing Mix.................................................................................................................................7
Digital Marketing Communication plan..........................................................................................7
Action Plan......................................................................................................................................9
Implementation and control plan...................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Marketing Communication 3
Introduction
Ray Ban is famous for manufacturing and distributing sunglasses across the globe and Ferrari is
known for producing and distributing premium range of cars. They both have come up with an
idea of producing ray ban sunglasses with Ferrari Scuderia collection and this report will include
the components of marketing plan to promote and introduce the same in the Australian market.
Australian market was chosen with the result obtained from the armlet research analysis
conducted prior to developing the marketing plan in order to promote the Ray Ban Ferrari
Scuderia collection in sunglasses. Primary variants of sunglasses manufactured by Ray Ban are
wayfarers and aviators. In order to analyse the company’s situation in the competitive business
environment, SWOT and competitive analysis will be conducted. Additionally, the report will
include the mission developed in order to promote the new range of sunglasses and the
marketing & financial objectives will also be discussed. With the view to promote the product in
the market, marketing mix tool will be used for promoting describing the characteristics of the
product and the process through which it will reaches to the customers. In the end, the report will
include the action plan, implementation as well as the control measures in order to review the
marketing plan components’ effectiveness.

Marketing Communication 4
SWOT Analysis
Strength
 The major strength with the product launched by the Ray-Ban will be their brand name
as well as the Ferrari’s brand name. Combination of these two brand names will prove to
be a great competitive advantage for the Ray-Ban.
 Quality of the products cannot be doubted. Hence, huge goodwill across the globe.
 Organization does not need to put many efforts in terms of promoting the new product
as their products are already in demand due to the good market image.
 Ray-Ban and Ferrari Scuderia collection sunglasses will be a positive combination
(Mohammed, Rashid & Tahir, 2014).
Weaknesses
 Due to premium brand, Ray-Ban’s sunglasses are bit costly and with the effect of this,
these are non-affordable for medium class people.
 The major motive behind launching Ferrari Scuderia collection sunglasses are the
promotion of Ferrari cars as well as to enhance the preciousness of the organization and
this will also leads to increase in the price of the products.
 Only high-class people will be able to afford it.
 The motive of enhancing the sales may fail due to increase in the cost of the product as
two exclusive brands are involved in this process.
Opportunities

Marketing Communication 5
 As the design of the sunglasses will be unique and it may increase the demand of the
product because majorly Ray-ban produces wayfarers and aviators.
 Launching of Ferrari Scuderia edition in the sunglasses will result in the enhanced
demand for the product in the global market.
Threats
 Existing brands in the sunglasses may result as the big threat for the Ray-Ban.
 Aggressive advertisement and promotional strategies used by primary competitors may
decrease the demand of the new product launched in the target market (Klein, 2016).
 Oakley and Mauji Jim are the primary competitors of Ray-Ban in the international
market.

Marketing Communication 6
Competitive Analysis
Oakley and Mauji Jim are the two primary competitors of Ray-Ban. They all are trading across
the globe and with the trading, they have invested a huge part of their revenues in research &
development department in order to enhance the efficiency of their products and to decrease the
competitors’ products’ demand. Oakley and Mauji Jim have the largest market share in the
international market but both stands below in terms of international ranking. Oakley mainly
produces stylish and trending sunglasses and Ray-Ban and Oakley, they are Child Companies of
Luxottica group. Under this group, numbers of big brands are being included hence; Ray-Ban
will not find it difficult to promote their new about to be launched sunglasses with Ferrari
Scuderia edition in the target market. While evaluating the competitive analysis for the Ray-
Ban, it was found that, no such big competitor is present in the market which can affect their
market presence. Apart from this, if the plan for enhancing the sales and profits for the
organization fails due to no interest shown by the consumers in the newly launched product, then
it may affect the Ray-Ban’s market share and then their competitors can take over the brand
value by delivering adequate products which can fulfil their needs (Kim & Hyun, 2011).

Marketing Communication 7
Mission of Ray-Ban
Ray-Ban is known for producing premium class sunglasses in various designs and basically their
frames are known for the classy look (Johnston & Bate, 2013). This company was established in
1937 and till now it has a great market presence in almost every part of the country. Hence,
promoting and generating the demand for the Ferrari Scuderia edition sunglasses will not be a
difficult task for the organization. They are also known for delivering adequate quality products
and since their establishment, quality of the products have been increased regularly with
adopting various innovative strategies. The step of producing Ferrari Scuderia edition sunglasses
range will be turns to be a positive decision in terms of achieving the desired goals and the
objectives for the organization in the international market. Apart from this, it will also help the
consumers to feel and experience ore classy and exclusive sunglasses (Helms & Nixon, 2010).

Marketing Communication 8
Marketing Objectives
With the implementation off the new collection in the sunglasses range by Ray-Ban, following
will be the first few months’ marketing objective:
 Being on the top position in their industry as well as to enhance the revenues.
 Minimum of 10% enhancement will be expected in terms of consumers’ ratio across the
globe especially from the target market.
 Setting stores in the emerging markets from the view to gain the competitive advantage in
the market (Gregor & Hevner, 2013).
Financial Objectives
Ray-Ban’s expectations in terms of introduction of the exclusive imported edition sunglasses in
financial terms for the first few months’ will be:
 Expectations will be bit high due to involvement of two big brands. Adequate demand
and the positive response from the target market will be expected.
 Minimum of 20% rise in the revenues of the organization will be expected from the target
market (Greer & Ferguson, 2011).
 Reducing the cost of the production in terms of Ferrari Scuderia edition’s sunglasses
from the perception of making more profits (Fischer, et. al., 2011).

Marketing Communication 9
Marketing Mix
This is the special tool which is used to promote the products using the product’s uniqueness and
the special features involved in the product which can fulfils the consumer’s demand at the
optimum. Ra-Ban has introduced the new range of sunglasses which is an inevitable combination
i.e. Ray-Ban + Ferrari Scuderia edition. From the perceptions of the organization, this marketing
plan will help them to enhance the market value of the company as well as this combination will
also be liked by the consumers. Following are the basic components of marketing mix tool:
 Product: Ray-Ban is known for producing qualitative products and the main feature of
their sunglasses are the protecting of deadly ultra violet rays i.e. UV rays which are very
dangerous for the human eyes. This is the reason for high prices of the Ray-Ban’s
sunglasses. The combination launched by Ray-Ban with Ferrari will helps the existing as
well as the new customers of the organization to fulfil their needs and it will enhance the
perception of the organization in consumers. Under this unique product, consumer will
get the guaranteed quality product as both the companies have a great brand value as well
as they both are known for delivering qualitative products to its consumers (Czepiel &
Kerin, 2012).
 Price: This product has been introduced with the view to enhance the demand of the
products and to enhance the demand; price of this product has been set to the minimum.
This will help the medium-class people to feel and take experience of the qualitative
products as well as the uniqueness of the brand. This option will be adopted for the first
few months in order to increase the revenues for the organization and then the normal

Marketing Communication 10
pricing strategy will be implemented with adding a certain rate of profit over the cost of
the products.
 Place: This product will be available with exclusive and authorised sellers of Ray-Ban
and this decision is taken in order to remove the piracy of the original product.
Availability of Ray-Ban and Ferrari Scuderia edition sunglasses at the authorised dealers
will help the consumers to identify the original product and authorised dealers will
provide the certificate of assurance for the reliability of the product. Apart from this,
various other distribution techniques will be implemented through which consumers
could get the new edition of sunglasses easily.
 Promotion: This technique is the crucial element of marketing mix technique as this will
help organization to communicate in relevance with the new product to be launched in
the target market. As the promotion of the new range of sunglasses will not be a difficult
task for the organization as two premium brands are involved in the procedure of
producing new and exclusive range of products. Being an exclusive range, limited
number of pieces will be manufactured and this will be used as the effective tool for
promoting the product so that instant results could be seen in terms of increase in the
revenues for the organization (Cornelissen & Cornelissen, 2017).
Digital Marketing Communication plan
This is a vital element of the marketing plan and this element is bit trending in these days, most
of the companies use this technique for increasing the demand of the new products launched in
the target markets. Through this tool, Ray-Ban will promote its new edition sunglasses on their
official website, on numerous social media platforms, etc. As ray-ban has introduced the new

Marketing Communication 11
rage of sunglasses with the involvement of Ferrari, hence; promotional campaign will be bit easy
and attractive for the organization and this plan will help the organization to enhance the demand
of the exclusive range of sunglasses as well as it will also enhance the market share of the
organization in the global market (Brandt, Cazzaniga & Hann, 2011).

Marketing Communication 12
Action Plan
 Introduction of the diversity in the products launched will leads to enhancement in the
consumer ratio (Armstrong, et. al., 2015).
 Making qualitative and attractive, classy designs will attract the consumers towards the
exclusive range of t sunglass and it will leads to increase in the revenues for the
organization.
 Setting outlets in the prime locations as well as in the most emerging markets of the
target market will help the organization to enhance the demand of the new range of
sunglasses.
 Ray-Ban’s sunglasses can be purchased with having no doubt and this increases the trust
level for the company and the combination of Ferrari which is also known for delivering
high quality cars in the market will boost up the experience of the consumers. Hence,
customer satisfaction level will be achieved (Angeloska-Dichovska & Mirchevska,
2017).
 Adaptation of cost-effective techniques and high qualitative products will help the
organization to grow and expand its market value in the global market.
 To maximize the profitability of the organization, adequate strategies should be adopted
so that appropriate measures could be adopted and cost of the production could be
reduced as well as the wastages could also be managed in an adequate manner (Ang, et.
al., 2015).

Marketing Communication 13
Implementation and control plan
In order to implement the above elements of the marketing plan, available resources with the
organization needs to analysed and in order to achieve towards the goals and the objectives for
the organization, appropriate research and evaluation techniques must be used. In terms of the
controlling measures, whole plan will be analysed again with a view to detect any error (Akaka,
Vargo & Lusch, 2013). As the presence of error in the process of promotion of the new product
can break the momentum as well as it can affect the demand as well as the revenues of the
products. Hence, control measures will be adopted by reviewing the actual growth achieved by
the organization with the expected growth (Aaker, 2010).

Marketing Communication 14
Conclusion
Involvement of the two major premium brands in the process of manufacturing subclasses will
boost up the sales and the profitability of the organization will be achieved as expected. Ray-Ban
and Ferrari Scuderia edition in the sunglasses will provide adequate quality and safety from the
harmful UV rays. Thus, it can be concluded that the above marketing plan will help the
organization to convert the desired objectives into reality.

Marketing Communication 15
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Marketing Communication 16
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Marketing Communication 17
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