Its large brand portfolio and vertically integrated business model are some key strengths that helped the brand achieve growth globally. Besides the strategy of M&A, in China, Luxottica endeavors in the primary line of business, conducts vigorous propaganda to the original brands, makes efforts to strengthen the brands in China, pays more attention to the pre-sales and after-sales service. even small and medium optical shops around the world. RayBan is the leading brand in its portfolio which includes several more in house and licensed brands. Over time, I’ve had the opportunity to lead CRM & Web analytics and market mix modeling. The achievement of high standards in quality reflects the Group’s strong technical and manufacturing expertise - the result of over 50 years of experience - and its constant commitment to technological innovation, style and design, the study of changing consumer tastes and the interpretation of fashion trends. It stems from a notion of universal beauty, visible to everyone, that assumes a tangible form in the search for a balance between well-being, respect for the environment, ethics and the transparency of relations. If you want to know more or refuse consent to all or some of the cookies, consult the cookie policy. Weakness are the areas where Luxottica Group S.p.A. can improve upon. The Company will continue to focus on the following strategic pillars: vertical integration, design and technological innovation, brand portfolio management, market expansion, financial discipline and the development of talented and committed employees. Mason Director Category Strategy - OH, 45040. Overall, Luxottica is in a strong position to retain its market leadership. Luxottica is a globally recognised brand with a strong and large brand portfolio. STRATEGY. Ray Ban’s Facebook page has 14 million followers. THIS STRATEGY IS BASED ON A VISION OF SUSTAINABILITY WHICH HAS ALWAYS INSPIRED LUXOTTICA'S BUSINESS APPROACH. The international marketing strategy used by Luxottica is similar to what Professor Piercy will call 'the process of going to the market' (Piercy 13). Strategy is about making choices and weakness are the areas where an organization can improve using SWOT analysis and build on its competitive advantage and strategic positioning. Direct distribution enables Luxottica to offer its products in the major developed and emerging markets and achieve a unique understanding of consumer needs and tastes. (data in millions of Euro)** Net income attributable to Luxottica Group Stockholders at December 31, 2016 was restated to include Euro 2.4 million from the Salmoiraghi & Viganò’s acquisition required by IFRS 3 - Business Combinations, For addistional disclosures please see the press release. Multi-sport marketing exp; Upon request and consistent with applicable laws, Luxottica will provide reasonable accommodations to individuals with disabilities who need assistance in … Its wholesale and retail network is located primarily in North America, Latin America, Asia-Pacific and Western Europe. Net Income has grown continuously and the brand is well positioned for faster growth in future. Still, to find faster growth in the current market, attracting he lower end segment of customers through more competitive pricing will be good. So, the brand is not only for the higher end but also the middle-tier consumers. Luxottica also owns several manufacturing facilities all around the world for product design, development and manufacturing. THIS STRATEGY IS BASED ON A VISION OF SUSTAINABILITY WHICH HAS ALWAYS INSPIRED LUXOTTICA'S BUSINESS APPROACH. In short, Luxottica has begun to control the whole supply chain. Its brand portfolio includes some of the world’s best known eye wear brands including Ray Ban, Oakley, Vogue Eyewear, Persol, Oliver Peoples, Alain Mikli and Arnette. Get help with your writing. It has been listed on the Borsa Italiana since 2000. Mission and Strategy Being a global leader in the design, manufacture and distribution of sun and prescription eyewear with high technical and design standards, Luxottica’s mission is multifold. By closing this banner, scrolling this page, clicking on a link or continuing browsing in any other way, you will agree to use of the cookies. The store manager focused on asking me questions about how I worked in a professional setting as opposed to focusing on numbers and past experience. Luxottica also uses social media creatively to execute its marketing and promotions strategy. Lux has always positioned itself as a soap which gives a good fragrance and leaves one with a beautiful feeling. 1. They adopted Blue Ocean Strategy One of the competitive advantages underpinning the Group’s past and future successes is the vertically integrated structure that Luxottica has built over the decades. Luxottica also has its own YouTube channel for brand promotion and customer engagement. First, by distributing frames directly to retailers. 10 Luxottica Marketing specialist jobs. Luxottica is known for stylish and innovative products. On Instagram, it has 5.1 million followers. As a part of the marketing & communications teams, you will develop digital and in store content, optimize website and operations systems, craft communications for business partners, and develop and measure integrated media strategies. Marketing & Communications Our marketing, communications, and e-commerce teams execute programs and marketing strategies to promote each brand, new products, and industry partnerships. Therefore an optical shop will paradoxically be customer of Luxottica and at the same time competitor. Its vertically integrated model acts as a critical advantage. It also focuses on evaluating opportunities to further penetrate emerging markets, a key driver of its long-term growth strategy. (Ghauri & Cateora, International Marketing, 2010) A strategy of high standardisation and low adaptation has certain benefits which are cardinal for a firm which is as large as Luxottica, a few of benefits being economies of scale in production and marketing plus a uniform brand image. Free Essays on Marketing Mix Adaptation Strategies In Luxottica. “We have the widest and most diversified distribution network combined with a portfolio of outstanding brands and an efficient organizational structure. Luxottica Marketing . COPYRIGHT ©2020 LUXOTTICA GROUP P.IVA 10182640150 / All Rights ReservedSubject to direction and coordination activity by EssilorLuxottica S.A. – 712 049 618 R.C.S. Its business is spread over a large geographical region all around the world. Direct control of the entire production platform makes it possible to verify the quality of the products and processes, introduce innovations, discover synergies and new operating methods, and optimize time and costs. Conclusion: In 2017, Luxottica spent around half a million Euros on advertising. Its portfolio includes proprietary brands such as Ray-Ban, Oakley, Vogue Eyewear, Persol, Oliver Peoples, Alain Mikli and Arnette, as well as licensed brands including Giorgio Armani, Burberry, Bulgari, Chanel, Coach, Dolce&Gabbana, DKNY, Michael Kors, Miu Miu, Paul Smith, Prada, Ralph Lauren, Starck Eyes, Tiffany & Co., Tory Burch, Versace and Valentino. Corporate Strategy: Luxottica Group are the world’s largest eyewear company, based in Milan, Italy. Abhijeet has been blogging on educational topics and business research since 2016. Luxottica is considered the king of the eyewear industry. Luxottica has always strived to make the best eyewear in the world, innovative in design and excellent in quality, so people can enjoy the beauty of life in every aspect of the world. The Company’s strategy is to continue to expand in the eyewear and eye care sector by growing its various businesses, whether organically or through acquisitions. Luxottica's international strategy brings the firm a sales of over $6.4 billion each year. Another is Oakley, a leading eyewear brand in sports and performance category. The brand’s financial performance has grown stronger over the last five years with revenue and net income growing steadily. Another advantage is its ownership of Sunglass hut retail chain. Now, it’s looking to take the next step by testing beacon technology in its stores. Sustainability in its wider meaning - environmental, social, economic - is a principle that has deep roots in the Luxottica story, becoming part of the company culture over the years and permeating the entire value chain. Effective and wisely integrated marketing activities can develop the brand equity of Luxottica Group S p A and help it stand out from the competition. Ray-Ban® sunglasses are popular amongst people from different walks of life, … The glamorous looks of Ray Ban sunglasses and their frequent appearance in the Hollywood movies on the eyes glamorous stars also help promote the brand. Luxottica is committed to maintaining and strengthening its leading position in the markets where it operates. Its Arnette brand is targeted at the sport market and Vogue at the fashion market. l Luxottica’s concentration strategy in China. Its market leading brand Ray Ban is a highly recognised brand, popular all over the world. Vertical integration of manufacturing was gradually accompanied by the expansion of distribution, first with wholesale, then in 1995 with retail and later with e-commerce, and by the creation of a key presence in the high value added business of lens finishing. The names include Giorgio Armani, Burberry, Bulgari, Chanel, Dolce & Gabbana, DKNY, Ferrari, Michael Kors, Miu Miu, Paul Smith, Prada, Ralph Lauren, Starck Eyes, Tiffany & Co., Tory Burch, Valentino and Versace. From the latest in design to the best in performance and the most innovative and advanced, Luxottica has products of all kinds including frames and lenses. At Luxottica Retail, the consumer insights team’s responsibilities gradually evolved to include some marketing analytics. The project brings state-of-the-art digital displays to retail stores to increase shopper … Most of these are major names in the fashion and luxury industry. 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