Principle of marketing
Individual assignment

Brief introduction and history of RAYBAN
INTRODUCTION
Ray-Ban is a brand of sunglasses and eyeglasses founded in 1937 by American company Bausch & Lomb. The brand is best known for their Wayfarer and Aviator styles of sunglasses. The founder of the RAYBAN is Lester Belisario. It’s headquarter is in Milan, Italy and formally Rochester, New York, USA. The owner of the RAYBAN is Luxottica group. In 1999, Bausch & Lomb sold the brand to the Italian Luxottica Group for a reported $640 million.
HISTORY
The history of the Ray-Ban Aviator dates back to the 1930s, when new airplanes allowed people to fly higher and farther. Many US Army Air Service pilots were reporting that the glare from the sun was giving them headaches and altitude sickness. In 1929, US Army Air Corps Lieutenant General, John MacCready asked Bausch & Lomb, a Rochester, New York-based medical equipment manufacturer, to create the sunglasses that would reduce the headaches and nausea experienced by pilots, which are caused by the intense blue and white hues of the sky and then a new kind of glasses were introduced. The model was created in 1936 and it was known as ‘Anti-Glare’ which had plastic frames and green lenses that could cut out the glare without obscuring vision. The sunglasses were again remodeled with a metal frame and rebranded as the ‘Ray-Ban Aviator’. On May 7, 1937, Bausch & Lomb took out the patent, and the Aviator was born.
In 1939, Ray-Ban then launched a new version of the aviator called the Outdoorsman. It was designed for specific groups such as hunting, shooting and fishing enthusiasts, and featured a top bar called a "sweat bar" that was designed to catch sweat from falling into the eyes. They also featured temple end pieces to distinguish it from the standard aviator. A few years later, in the 1940s, Gradient lenses were introduced. These were mirrored lenses which featured a special coating on the upper part of the lens for enhanced protection, but an uncoated lower lens for a clear view of the plane’s instrument panel.
In 1952, Ray-Ban created another classic style, the Ray-Ban Wayfarer this time with plastic frames.To compete with other manufacturers, Ray-Ban came out with a series of innovative and sleek looking wraparound designs shown in the series of the following models: Predators, Inertia, Prophecy, Gatsby, Sidestreet and Cutters.

MISSION STATEMENT
RAYBAN’s main aim is to protect the eyes and enhancing the faces of men and women all over the world, by manufacturing and selling ophthalmic eyewear and sun wear characterized by their high technical and stylistic quality, in order to maximize their customers' wellbeing and satisfaction. Their eyewear and their collections are the result of a continuous research and development process, aiming at anticipating and interpreting the needs, wishes and aspirations of people around the world.
VALUE STATEMENT
Our business is based on a continuous innovation of our manufacturing technologies, the research of style and design, the analysis of the evolution of people's lifestyles, and the interpretation of fashion trends.

Our widespread distribution network and our sales chains have been organized to offer a high-quality before and after-sales service, at all times and anywhere. A service that is homogeneous, yet non standardized, because it is designed and suited to meet the specific local needs.

MARKET SEGMENTATION
DEMOGEOGRAPHIC
Primary market is men and women between the ages of 18 and 34, who have enough income to purchase their product.
People who live in different areas that are often exposed to sun and wear sunglasses.
Psychographic
Market is comprised of adults who value an activewho value an active lifestyle and strive for success .
Behaviorist
Market puts a strong emphasis on individuality and self expression.