Post on 04-Dec-2014
description
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.
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