Ch. 7 - Business Marketing

Luxottica is a world leading brand that many people who should know they exist don't. They are responsible for about %80 of the worlds eyewear and yet are not a household name, however, the brands they own are. They own many of the industries major brands such as Ray Ban and Oakley and manufacture and distribute eyewear for high end luxurious brands such as Dolce & Gabana, Bvlgari, DKNY, and Versace. Aside from designing and producing the eyewear they also own major retail chain stores Pearle Vision and LensCrafters. Luxottica is very strategic in which they allowed themselves to be in control of every aspect of making and selling products from designing, manufacturing, distributing and selling. All of there brands have social media and for most of their retail shops you are allowed to shop directly from their website. It seems they utilize many of the opportunities that are out their to help bring in more sales.

Because of the market Luxottica operates in they have to appease to each individuals wants and needs. Most of the products they offer across their many different brands is a modified rebuy. For instance, Ray Ban sells a pair of lenses to a customer at LensCrafters. The customer needs to change certain of aspects of the frames and lenses to suit their personal needs. They may need to add scratch free lenses and frames or anti glare etc. Once a product is purchased they can modify it with endless options to best suit their needs. Most of Luxottica's offerings are like this and it definitely helps sell products especially in the eyewear market.  

Ch. 8 - Segmenting and Targeting Markets

A market is people or organizations with needs or wants and the ability and willingness to buy. Luxottica's market for the most part is fairly straightforward; for people who need and/or use eyewear. Oakley, Luxottica's brand, has a mainly male target market. They are aged 15-44 middle to upper class and usually have a household income of $100K or more. Given that is the main market for Oakley, the market segment is a much broader scope. Athletic eyewear is targeted to the younger generation of males and the casual eyewear is mainly targeted to the middle aged men.

To expand Oakley realizes it must aim outside of the male group it targets and set sights on women. To gain a higher market share they need to broaden their target market. Oakley is currently testing out products in big cities for women to learn more about the consumer and how to market and sell their items to the new target market.