I.

Introduction
Who can forget Tom Cruise’s iconic roles in Risky Business, Top Gun, and Rain Man
where he sported an iconic eyewear brand? Established in the 1930s with an inherent
commitment to quality, Ray-Ban has successfully earned and maintained its reputation as a
market leader in eyewear. Over time, Ray-Ban has developed various styles of eyewear to
cater to its broad clientele. With the rising impact of travel, the optical market is flourishing
in the Philippines. Alongside other brands such as Sunnies and Owndays, Ray-Ban has
helped the optical market peak in the past few years.
II. S.T.P. (Segmentation, Targeting, Positioning)

Quadrant I (Expensive & Fashion)

The demographic of this said quadrant are mainly members of the high income class.
They are at the center of progress, innovation and the latest fashion trends. This quadrant has
heightened image awareness and is thus conscious of how they present themselves to the
public eye. They are also financially equipped with the means to attain their necessities and
indulge in luxuries as well. The current increased culture of travel is deemed to be a notable
luxury, and has helped the eyewear industry boom. Tied alongside the culture of travelling is
the boom in various forms of social media which may serve as a medium to showcase one’s
luxuries or one’s high fashion items.
Quadrant II (Fashion & Cheap)
The demographic focuses mainly on individuals that are bound by a budget and have
to be more conscious or their daily purchases, especially when it comes to luxuries. These
people come from the Class B to C and have a generally stable financial status. Majority of
the consumers from this bracket are younger and are more updated with the current and latest
fashion trends. Thus, they prioritize style over quality when purchasing eyewear.
Quadrant III (Performance & Cheap)
This demographic includes those who have just entered the workforce who are newly
able to earn money and provide for themselves. They value practicality, so they would choose
to spend on excellent quality items for a reasonable and affordable price.
Quadrant IV (Performance & Expensive)
This demographic caters to those from the upper brackets A & B from a generally
older crowd, including fathers or serious athletes. They are less concerned with aesthetic and
style and more concerned with investing in highly functional, durable and practical products.
They also prefer special functional features such as photochromic and transition lenses.
Target Market
Summing up, the target market of Ray-ban is generally comprised of those with
higher incomes who prioritize style when purchasing eyewear. Thus, they fall into the
demographic described in Quadrant I: Expensive and Fashion.
Consumer Truth
Eyewear is a consistent necessity, whether it is in the form of sunglasses that shield
from the harmful rays of the sun, or in the form of corrective glasses that aid in impaired
vision. Beyond that, consumers also gravitate towards eyewear because of the style aspect -
the aesthetic of these products allow consumers to feel fashion forward and thus socially
validated. Over the years, Ray-Ban has adeptly provided functionality with a sense of
fashion, but at a rather exclusive expense.
III. Problem Statement
While Ray-Ban has been a staple in the Philippine optical industry, the challenge the
brand faces now lies in the accessibility of its rising competitors, specifically Owndays and
Sunnies. Owndays, marked by its functionality especially for prescription eyewear,
and Sunnies, known for being on trend, both have distinct and relatable brands with strong
social media presences. Thus, these two brands stay on the radar for a wider market. In
addition, Sunnies and Owndays have individual boutiques in many major shopping centers
across the metro and sell their eyewear at price points that are more affordable and thus more
inclusive. This is contrast to Ray-ban, which is only typically found within other optical
stores or department stores. Even then, Ray-ban is pitted against other luxury eyewear brands
like Prada, Oakley, Vera Wang and many others, and is not the only choice for eyewear at
that price level — regardless if a consumer is prioritizing functionality or style.

I. The Big Idea/Campaign (3 minutes)

 A. Having your insight, communicate it in a CREATIVE WAY. Propose an IMC that
addresses the Key Challenge.
B. A good IMC ties strategy with execution by leveraging on a CREATIVE ANCHOR that
ties everything together! Make sure that the “message” or “personality” of your
creative executions or phases are consistent all throughout.
C. Just like what was mentioned in your IMC talk, a campaign isn’t merely a collection of
TV commercials nor guerilla marketing stunts. Consider all 4 Ps of Marketing
(Product, Price, Place, and Promotion). Also consider using different forms of media
that are appropriate to your message.
D. Consider also dividing your campaign into different stages with a unified message per
stage

I. Conclusion (1 minute)
A. Justify your IMC in how you POSITION the brand. To position your brand effectively,
recall how your IMC takes advantage of your consumer insight and successfully
addresses the tension of your consumer and thus the Key Challenge.

Hey Group 1! here are your comments from TMS on MA2:

- Make sure that what you’re saying is backed up, not just mema or made-up statistics
- The case is about Ray-Ban x Vision Express, so please include Vision Express as the source for Ray-Ban
eyewear.
- Good job on being pretty specific with your STP! Might be better to add even more about what consumers from
each quadrant do and think
- Don’t forget to connect your STP with the problem and how you can solve it!
I think it would really help to look into people’s buying patterns and where they usually buy their eyewear