POLO RALPH LAUREN

Adam Pyett

A40321346

4/16/12

POLO RALPH LAUREN

COMPANY OVERVIEW

Started by Ralph Lauren in 1967 when he took out a

$50,000 loan to start his tie company.

Ralph Lauren today is one of the most recognizable brands

in the world and has an estimated net worth of $5.8 .

Company Website: http://

www.ralphlauren.com/frontdoor/index.jsp

Has Men, Women, and children lines that vary from

swimwear to suit wear

COMPANY OBSTACLE

While the online market is

becoming a major source of

most companies sale revenues,

How will Ralph Lauren keep the prestige they are known for.

-What tools would they have to employ to keep the brand equity the same?

CORE COMPONENTS

Implementation of Social Media

Tools• Use of Company Representatives

Interactive Marketing and

Webpage design

Mobile Promotional Elements

SOCIAL MEDIATwitter

This is the most instrumental part of the new online approach. Not only must we safeguard our brand image, but we

must safeguard our name in general. By filling protective claims on brand name, logo and image we stay away from

impostures. We must delete all fake accounts must be eliminated from spreading false rumors of company

information. A company employee, or publicist will be handling these affairs on a need be basses. We will implement

a bullet proof plan what will to take charge of a new account to compose tweets that fill consumer information needs

,propose promotional activities, and other publications taken by the corporation.

Facebook

By utilizing the most popular website of all time arguably, we can connect with many more users cheaper, faster,

and in a more comfortable way. We don’t want to bully our users on this page, but simply promote style tips and

promotional ideas that we want to inform them about. The fan page will now be offering weekly coupons, discounts,

contests, sweepstakes, and free promotional products.

Google+

A new account has already been made that will incorporate the Google users and the tracking tools that they

exclusively present us. This will be much like the Facebook page and will offer the same promotional feeds to

consumers.

********NOTE- Presenting in all these forums can be complicated and cluttered. IT is imperative we are CLEAR

AND CONSISTANT with our messages.

INTERACTIVE WEB DESIGN

Ralph Lauren shows how a high-fashion brand can use a variety of social media

content to encourage consumer discussion. While content around their

revolutionary new 4D Light Show engages consumers, the Daily Gift ideas

actually get consumers discussing the brand and product range through various

outlets on twitter  or on their Facebook where they open discussion and

promotions to their fans. 

They are interacting, making a conscious effort to engage with their devoted

customers, while maintaining the "classy" brand image. The only thing I

would recommend is promotional tools and sales oriented messages to the

customers through the social media outlets.

I would focus solely on a Facebook/twitter/tumblr/pinterest campaign to connect

with the modern day individual who is looking through style tips, or sale tips.

Overall, Ralph Lauren is making a conscientious effort with social media and SEO.

MOBILE COMMUNICATION

With increasing awareness in phone applications, it seems as

if every company provides their consumers with an interactive

application that they can buy directly from their phone, see

future lines that are coming out, and even promotional codes.

Cash-Cow : Target Market at Exponentially Lower Price

Globally Reached

Constantly connected, can constantly listen, can constantly

sell=$

MEASURING TOOLS & BUDGET

Success will be based upon the measuring tools we will set up,

and by LISTENING to the consumers, as they are going through

the same evolution of Social Media that we are.• Focus Groups, Surveys, ROI, SEM, Response to New Strategy, Sales

Profits

Budgeting Plan based upon amount in Final Marketing Plan (10

Million) • Having an enormous advertising/marketing budget, they could

easily take the part of their $10 million dollar global ad budget and make an application that fits into the global plan mentioned above.

• In developing this one universal app, they provide cost saving initiatives, provide a unique opportunity for customer coupons and other various promotion ideas

Polo finds themselves in a interesting situation,

while companies are striving to catch up to the

changing online world, Polo seems to be the front

runner of ideas for other to go buy.

Tweaking minor practices, and building on their

successes, they have a tremendous opportunity to be

the innovator every fashion company they compete

against.

CONCLUSION