Our marketing & e-commerce teams execute programs and marketing strategies to promote all Luxottica brands, new products, and industry partnerships. The Group’s present structure, covering the entire value chain, is the result of a far-sighted choice made by the Company’s founder and current Executive Chairman, Leonardo Del Vecchio, who understood the potential of a vertical integration strategy when he decided to make entire frames rather than just components. From Persol to Óticas Carol, the history of the Group through its acquisitions. The brand also creates attractive marketing and social media campaigns for brand awareness and sales growth. Being a global leader in the design, manufacture and distribution of sun and prescription eyewear of high technical and stylistic quality, Luxottica’s mission is multifold: to improve the well-being and satisfaction of its customers while simultaneously creating value for its employees and the communities in which the Group operates. Luxottica Group S.p.A. (LUX) - Financial and Strategic SWOT Analysis Review provides you an in-depth strategic SWOT analysis of the company’s businesses and operations. The marketing strategies can either be push or pull in nature, depending on the Luxottica Group S p A’s business objectives, brand image, competitive dynamics and current standing in the market. Corporate Strategy: Luxottica Group are the world’s largest eyewear company, based in Milan, Italy. In 2012, it rolled out its Ray Ban Legends campaign. Another advantage is its ownership of Sunglass hut retail chain. Luxottica is an internationally famous brand of eyewear. Luxottica is committed to maintaining and strengthening its leading position in the markets where it operates. Its large brand portfolio and vertically integrated business model are some key strengths that helped the brand achieve growth globally. Most of these are major names in the fashion and luxury industry. “Over the years, Luxottica has achieved unique positioning in the North American market as a result of its vertical and horizontal integration strategy.” Andrea Guerra added . Experience in a strategy role ideally with a focus on operations, retail, wholesale, or health care International exposure (multiple languages and global experiences) Upon request and consistent with applicable laws, Luxottica will provide reasonable accommodations to individuals with disabilities who need assistance in the application and hiring process. BUSSQ Super see 360° view of member experience with integrated MarTech stack More from Triggerfish MarTech Luxottica Group is a leader in premium, luxury and sports eyewear. First, by distributing frames directly to retailers. Luxottica’s long-term strategy is to continue to expand in the eyewear and eye care sectors by growing its various businesses, whether organically or through acquisitions. Therefore an optical shop will paradoxically be customer of Luxottica and at the same time competitor. Weakness of Luxottica Group S.p.A. – Internal Strategic Factors . Luxottica is considered the king of the eyewear industry. Lux has always positioned itself as a soap which gives a good fragrance and leaves one with a beautiful feeling. Still, to find faster growth in the current market, attracting he lower end segment of customers through more competitive pricing will be good. Marketing Manager salaries at Luxottica can range from $63,261 - $104,218. In 2012, it rolled out its Ray Ban Legends campaign. contact: support@notesmatic.com, admin@notesmatic.com, http://www.luxottica.com/en/about-us/company-profile, https://www.forbes.com/sites/deancrutchfield/2012/11/27/luxottica-sees-itself-as-king-raising-questions-about-brand-authenticity/#5c82148313cb, https://courses.cit.cornell.edu/jl2545/4160/submitted%20presentations/2017/Eyewear%20Industry.pdf, How to Build a Sales & Marketing Funnel to Increase Sales Conversions, How To Make Online Marketing Your Business’s New Best Friend, How To Market Your Small Business Successfully. 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. Overall, Luxottica is in a strong position to retain its  market leadership. Conclusion: Learn more from this marketing mix of Luxottica : Luxottica owns a wide range of some among the most popular eyewear brands on earth. 10 Luxottica Marketing specialist jobs. This strong portfolio of a large number of brands caters to a large and varying segment of customers. The Group’s global wholesale distribution network covers more than 150 countries across five continents and is complemented by an extensive retail network of approximately 9,000 stores, including LensCrafters and EyeMed in North America, OPSM and LensCrafters in Asia-Pacific, GMO in Latin America, Salmoiraghi&Viganò in Italy and Sunglass Hut worldwide. Free Essays on Marketing Mix Adaptation Strategies In Luxottica. Luxottica is a leader in the design, manufacture and distribution of fashion, luxury and sports eyewear. The international marketing strategy used by Luxottica is similar to what Professor Piercy will call 'the process of going to the market' (Piercy 13). 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. Its Arnette brand is targeted at the sport market and Vogue at the fashion market. -----Teaching note for case study Luxottica: Excellence in eyewear distribution-----The case can be used to discuss and understand variety in distribution channels, and how they affect cost and efficiency in marketing and the overall company growth. Its extensive distribution network is complemented by a  large retail network of around 9,000 stores. STRATEGY. 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. 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. It has also grown its manufacturing capacities appreciably. Luxottica is known for stylish and innovative products. It also started a campaign to prevent counterfeiting which has resulted in better sales globally. "To see the beauty of life" is the Luxottica vision that inspires its sustainable business approach and an integral part of the Group’s strategy. THIS STRATEGY IS BASED ON A VISION OF SUSTAINABILITY WHICH HAS ALWAYS INSPIRED LUXOTTICA'S BUSINESS APPROACH. Ray-Ban® sunglasses are popular amongst people from different walks of life, … To serve the local Indian market, it has opened a small manufacturing facility here too. Some of the other brands in its portfolio that cater to the high end segment of the market are Persol, Oliver Peoples and Alain Mikli. Its business is spread over a large geographical region all around the world. In 2017, Luxottica posted net sales of more than Euro 9 billion and headcount as of year-end was about 85,000 employees. 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. Lux is involved in huge marketing be it through televisions, radio or print media. l Luxottica’s concentration strategy in China. In manufacturing, the Company has, over decades, vertically integrated all the phases of  the production process to attain a level of efficiency in line with the quality of products and  services it offers. There are at least 20 licensed brands in its portfolio. 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