Ralph Lauren Discusses Why He Likes Watches

Week 7's~Business Marketing

The marketing of goods and services to individuals and organizations for purposes other than personal consumption is Business marketing.This concept also translates to business on the internet.The facilitating among organizations is called business-to-electronic commerce.Business marketing on the internet is probably thee most vital cast of  marketing in today's society.For the sole reason in that the internet is the most popular gateway for Advertising & use for our daily news,music sources,entertainment & purchases,etc.A company such as Internet Marketing Inc. assist companies compete  and captivate  new consumers forced by listings provided by the internet's major search engines.The better a brand is acknowledged the more the company's message can gravitate to consumers.

~RALPH LAUREN on FaceBooK~

A case of internet marketing is how Ralph Lauren uses social media as outlets to advertise.Their official Twitter( @RalphLauren & @RugbyRL) & Facebook accounts are alternative's of expanding their brand(giving a sample of R.L offerings,displayed in their images and style guides.Social media's consumption and great influence on the world is vast,prime example here showing the total amount of Facebook users worldwide is estimated at 1.2 billion.Nowadays i'd confidently bet 8/9 out 10 people out there would have said they've had or currently have a social media account.And companies aren't just marketing with have official pages but along with side Ad's or Ad's headlining atop the website.Other than social media the actually products from R.L can be purchased at Rugby.com/Ralphlauren.com and various other department store websites that sell R.L merchandise  Head of advertising,marketing and corporate communications David Lauren said at R.L they wanted to change the perception and get people more acquainted with the idea that luxury items are also available online.Lauren said " creating  advertising that is appropriate for the internet" and "using technology as an excuse to push further boundaries".Eleven years ago when Ralph Lauren released their website retailers questioned if the internet would be a true viable option as a sales channel according to Lori Keller(SVP of retail industry unit at SAP).Lauren said about how the internet is"not just a cheap place to get coupons,but a place to get Luxury brands". Pinpointing that R.L consumed over 4 million impressions globally online from more than 350 placements.

The Art of the Automobile - Masterpieces from the Ralph Lauren Collection

Ralph Lauren FW2012-13 collection

Week 8's~Segmenting & Target Markets

Segmentation is the process of grouping people or organization within a market according to similar needs,characteristics or behaviors. Polo Ralph Lauren's brand segmentation takes a pretty diverse approach.To the culture it's consumers buy from, the sphere in which they target  from a particular gender,age range or group of people doesn't finger out and establish one main basis as a target.But an example where Polo targets its brand is to some of the likes to professionals,people of wealth and leisure ,globally and those who are associated with sports as rugby,polo & horseback riding. The segment expands from boys to men & girls to women,anywhere from the ages of 10 to 65.In this target market Polo reaches from kids going into their& adolescences to teenagers being associated with their rugby branch to professional adults,even going on to even senior citizens.Ralph Lauren's clothing collection when it started to first becoming popular and a brand stamp was sought out to have the style and appearance such as those of a preppy,well-groomed to tailored fashion in the 80's.Influenced by the Ralph Lauren catalogs presenting models wearing attire that resembled those in a high class country club of some sort.And on the other hand what has made the brand image appealing to consumers is not just the classic looks,its the added sex appeal it'll have in Ads once in a while.Also the contrasting styles & colors they aren't afraid to blend.For example,Polo's color scheme is known a prime deal for its bright mix up variation of color.Polo is the only brand that comes to mind where i remember seeing a plaid with yellow,a few pink stripes along side orange and a shades of light teal.With Ralph Lauren's Geographic segmentation being as strong as it is in backing the identity of the brand,this gave R.L plenty of space to expand its boundaries.Speaking on R.L's worldwide and geographic perspective by 2010,the corporation has accounted for having 631 worldwide locations(including major cities.)Again making Ralph Lauren hands down one of the world's most widely recognized clothing brands.

Week 11's~Developing & Managing Products

A Basic R.L Rugby Long Sleeve

Developing Products has been a forte of Ralph Lauren,so much that over the years some of their product line have been discontinued,for whatever the reason.Many product models have been manufacture-red underneath the brand that is the Horse logo.Products from Outer wear,polo shirts, fragrances,eye wear,footwear to home furnishings are several offerings R.L make available merchandise .Back in 2004 parent company Ralph Lauren launched their American clothing brand Rugby Ralph Lauren.Rugby is exclusively entitled in Preppy/Rugby inspired lifestyle attire for male and female consumers from ages 15-25.The rugby affair inspired way for the encompassing of Rugby Food & Spirits(small cafe modeled after the brand)Rugby has a book load of that allows consumers to buy and personalize their rugby shirt,which includes free tailoring.Its offers items such as their customary "rugby shirt" sought out to also be known as the rugby jersey.Luxury items include vintage leather jackets and high quality blazers with bullion patches.

Week 16's ~Integrated Marketing Communications

Ralph Lauren's promotion has always been known as the class act when it comes to promoting their brand image.Ralph Lauren's promotion sells off of its elegant image,diverse styles,its target markets and in some ad cases how sex sells,as their ads add a bit of flirtatiousness flavor to spice things up. Integrated Marketing Communications is assembled with a few components.An IMC components feature a company's corporate culture,brand focus,consumer experience,communication tools,promotional tools and integration tools.A case in which of a promo tool RL uses is its Family & Friends avenue.This avenue is exercised when a Ralph Lauren employee forwards the promo code via email or mails a coupon to a friend or family member.The discount would usually go for 30%-40%  off your upcoming purchase at Ralph Lauren.Ralph Lauren's immense competitive advantage hits the market in which ways other industrial retailers can not keep up to par with.For instance with its wide consumer reach. RL offers products at every price mark from the discount(Chaps) to luxury(Ralph Lauren Collection) fourth widening target demographics.International Expansion will help growth as RL shifted its focus in expanding emerging market especially Asia's South East market.Polo's extensive competitive advantage has been their brand identity for the past 20 years,also leveraging the name internationally.Ralph Lauren's makes sure its consumer experience is one to remember.I personally know when somethings purchased on their website,the packaging with which its in goes within 3 boxes and they add a thank you for shopping label.Making the consumer feel special & appreciated.

Week 10's~Product Concepts

Classic!...
One of the few
widgets i'll always remember  in
my father's arsenal of cologne's from childhood

I'm sure that any company would admit,a top priority must be trademarking its brand.Once a trademark right is set into play,the only way other companies may use that brand is having to be granted permission.For instance if Burberry wanted to use Polo's horse logo in one of its Ad's.The Ultimate consumer can purchase clothing from R.L without them pondering questions about its quality.Prime example is that of my fathers closet.Their are still shirts that were purchased over 15 years ago that are in good shape,except for the only con that wears on clothing which is fading.Consumer products that are made available by R.L range from  

Throwback gear
,Vintage Polo
Sport Windbreaker
(#The~90's!)

Colognes,Clothing,Glasses/Sunglasses,ties,shoes,bags,jackets & other accessories. Also there home commodities are  another popular comfort that's sold under the umbrella. Dominating sections in department stores with products ,they've made almost every product that one could think of,off the top of your head.Leaving consumers to keep in mind, that Polo is truly one of the most reliable and convenient brand that's ever hit the market. Specialty products are products that consumers search extensively for a specific item and will abstain for settling for less other than what they are looking for.An example of a Ralph Lauren specialty product would be of a vintage collectors catalog,an accessory or clothing.I once remember being placed in this position,last summer when i was looking for a Polo Sport Windbreaker jacket..but failed to find it.

Week 18's~Sales Promotion & Personal Selling

As far as prices go, you will almost always see a retail Ralph Lauren product full priced,whether it be cologne,shirts or shoes..etc.One of the few times besides the holiday's when you'll RL merchandise "discounted" will be through their Friends & Family approach.The Friends and Family approach is applied when a Ralph Lauren employee forwards the promo code via email or mails a coupon to a friend or family member.Usually the discount goes for 30% to 40% off your next buy at Ralph Lauren.These coupons and promo codes have fine stipulations as to where they can be used.The coupon evidently states that only at Ralph Lauren stores/factories this method can be used,excluding stores that just carry Ralph Lauren commodities.The most conventional form of sales promotion RL exercises is its online promo codes for free shipping.This is applied once your at the store's checkout stage.Relationship selling is one of the programs in RL personal selling's repertoire.Basically the clienteling strategy is used here.Client books are able to document transactions and detail customers sizes,colors,desires and selections.Polo's trunk shows are another way of the company's personal selling.What this is, is a pre-seasoned show to where clients may choose to pre-order or visit to view attire before it's released in stores.Product seminar showcasing is another medium in relation to personal selling.On a seasons basis RL sales rep would train department store attendants & employees on the new product.Discussed are fabric's,colors and adjustments to the attire.Reason for this is that the department store employee can thoroughly comprehend the product to boost sales.

Week17's~Advertising/Public Relations

Like father,
like son (David Lauren)

The act or practice of calling public attention to one's product,service, or need or paid announcements is what makes up advertising.Today son of Ralph Lauren,David Lauren is the head at administering Polo Ralph Lauren's advertising,marketing and corporate communications.Many have agreed in saying that Ralph Lauren's appearance has changed over the years from a vintage private club look to now being a trendy/preppy phoneonema. Being included in the nations number 3 overall print medium in the New York Times is another way to acquaint appeal to newsreaders(both online/print).The New York Times long enduring affiliation with RL also shows its longevity the brand has maintained.Continuing it's advertising schemes the brand contains a mobile app & website.In 2012 Ralph Lauren thoroughly advertised their brand through out the 12' Summer Olympic games & the US open(With RL being the premier brand for team USA's outfits)Famous for their classy catalogs that consists of models,in photo spreads that highlight some looks from specific collection with both men's and ladies apparel.Using different digital channels to editorialize content featuring a branded quarterly magazines that give users trends reports and articles that highlight the retailers current product line.Ralph Lauren's Web initiative uses its top editors at fashion magazines to walk users through the brands contemporary collection and let users shop looks directly.Within commercials,print,app & online outlets im sure their ad budgeting is undoubtedly ranged in the high millions.Embracing to advertise technology such as their QR(Quick Response) Codes(bar codes that cellphones are capable of to get content in association with the product).In addition RL won the luxury marketer award in 2010...Here's a look at Ralph Lauren's 2012 Big Pony Ad (http://www.youtube.com/watch?v=-PPr4iWLH9c&feature=related)

                                                 

Week15's~Retailing

Polo Ralph Lauren's retail sources

*Fashionistas & Upper East siders know this building as the
 Polo Mansion.The 16,000-square-foot flagship store features everything 
from made-to-measure suits to sports coats, custom formal 
wear and made-to-order accessories and leather goods*

Being a well recognized brand for many years nationally and globally Polo Ralph Lauren can possibly be found in most department stores or mall nowadays.For the most part many retail branches carry Polo's clothing line.Some department stores offer more of the brand itself than others.Just to name a few department stores that sell Polo's merchandise are Nordstrom, Bloomingdale's ,Saks Fifth Avenue,Bergdorf Goodman,Neiman Marcus,Lord & Taylor, Dillard's, Macy's and Boyd's.Discount Retailers in which Polo Ralph Lauren is available are places such as a T.J Maxx, Marshalls,Ross & Loehmanns .It's only appropriate that Bloomingdale's continues selling Polo by Ralph Lauren as they were established as the first shop within shop designer boutique to sell the iconic horse.Polo Ralph Lauren has stores  in outlet malls where products are profoundly discounted as well.By 2007 Ralph Lauren had  over 35 boutiques in the U.S.Our national flagships hold in The Madison Mansions in N.Y(867 Madison Ave.-men's brands/888 Madison Ave.-women's brands) & in North Michigan,Chicago.Their website ralphlauren.com holds as another retailing medium for the company's prosperous revenue.Their website offers merchandise for categories under men,women,baby, children, as well as a Style Guide for Men & Women.Also there, is a link provided for Rugby.com(extension of Polo brand).During last years holiday season R.L company Rugby line promoted customizable and shop-able holiday e-cards in the fashion of its online catalog.Giving it's consumers a creative way to shop for the holidays through e-commerce.

Week6~Consumer Decision Making

 A Kanye line from the song.. Illest Alive-"the
 hood was struggling,
but then I blessed them with that Polo"

Style and purchase wise it's difficult to say to what a consumer is looking for when buying Polo Ralph Lauren (Clothing). Whether it being a shirt,short pants,jacket or long pants.With Ralph Lauren's clothing line having such plenty and broad variations of colors, styles & fits you never know why and how the consumer will make use of it.Call it options galore with R.L.I'll be glad to give you an example.Many youngster's of today's age...( and by youngsters i mean pre-teen to teenagers) might buy to  wear their Ralph Lauren attire with  predominately sneakers.And on the other side of things where  you  have the Adults, most likely out wearing Ralph Lauren along the likes of dress shoes,casual shoes,boat shoes, or even a pair of flip flops.I'm guessing it's not only age or a generation differential factors into how consumer's style their 

clothing but also your environment comes into account when dressing.Example,I honestly wouldn't be expecting a Upper class/wealthy teenager wearing a polo collared shirt and khaki pants along with tennis shoes..that would be a NO,NO! in my books.But then again "To each his own"  when it comes to fashion and preferences.Back then referring to past generations, Ralph Lauren's brand primarily would be targeted and worn by people of high and exquisite class . In contrast to nowadays where the name doesn't hold it's same prestige as it once did.I have a bit of an idea to whom was apart of "bringing" polo to the urban scene. Many including myself bless Kanye West with the title of  being one of Polo's "ambassador" for the youth,teens and young adults in urban areas worldwide.Making the trendsetter, Kanye today one of our most popular fashion mogul's(through brands of Louis Vuitton Polo & sneaker brand Air Yeezy etc.)Prime example was when Kanye is seen wearing/advertising the brand on all three of his mix-tape's Freshman Adjustment 1,2, & 3(before he blew up as a commercial Rapper/producer)Though the brand's popularity remained consistent for many decades and still is one of the most relevant brand's in the world.The consumer's purchase of the clothing is to have the impression of class & being yourself!

Week5~Global Vision

By April of 2010 Ralph Lauren Corporation has totaled for 631 worldwide locations(some incl. London, Milan,Tokyo & Paris).Polo Ralph Lauren's most important thread of it's current and future agenda holds in Asia.In Asia,Ralph Lauren assumed it's authority of their operations in eight countries,some featuring Hong Kong,China and Taiwan.The next main objective for the company is to gather direct control in the chief market that is South Korea.Company C.O.O. Roger Farah also saw the opportunities as another vital discovery to cap in on Asia's advancement strategy.If this comes to fruition South Korea & Asia in general would acquire  most of their distribution.As that part of the world is with out a doubt the fastest growing consumer market in the world concerning luxury goods.Statistics show that Polo Ralph Lauren's sales throughout Asia presently measures to $850,000,000. The company's goal in the long hall for  South Korea's division is for it to accumulate for one third of their global commerce.South Korea already is a key part of this expansion delivering $230,000,000 in revenue shares(Containing 175 shop in shops & a few standing outlets,making it R.L's 3rd largest market).Polo Ralph Lauren's global vision also consists of their Rugby manufactured shirts.With some of the world's popular countries headlining/featuring them.Countries such as England,Japan,Spain,U.S,Italy & New Zealand are just a few to name that contain the brand's international support and global connect.

Week4~The Marketing Environment

U.S Water Polo player
 Shea Buckner cools with  Kobe & the camera!
#SAY~CHEESE

 Polo Ralph Lauren's target market cues in on professionals,people of leisure and wealth,persons of business savvy attire,those who enjoy the"preppy" look,sailors ,horse riders and participants who take part in sports demonstrated in rugby and polo.Celeb's & athlete's aren't "strangers" when familiarizing itself with the legendary horse.Polo Ralph Lauren played a huge role in being a sponsor to the entire 2012 United States summer Olympic team,providing them with sharp Polo Navy Blazer's(seen in the Olympic's opening ceremony) . Being the global market that is Ralph Lauren ,it's collection demographic also pertains to people of all age ranges from kids to teenagers to senior citizen's.Polo Ralph Lauren's advantage could be something such as it's expansive radius when it comes down to its  consumers.With it's various number of brand extensions,for example a more cheaper alternative is in it's Chaps brand(sold at Macy's & Kohl's) or top tier class in Polo's Purple Label.The company generates product's at any price margin to whomever consumer that may concern.Polo Ralph Lauren's prolonged asset has been its ability to establish brand strength for the past twenty years,meanwhile in the midst of 

Small glimpse of Polo's "Preppy" look..
Style it whichever way you want!

other fashion clubs struggles in maintain its customers with the diverging  fashion trends.Not only staying one of the strongest brands for the past twenty years ,Ralph Lauren has leveraged it's name internationally.Talk about longevity! Polo Ralph Lauren fluctuated  it's strategic focal point on expanding operations in emerging markets, predominantly in Asia.Asia's South East market region is vastly becoming the focus of the global retail industry.Consumers don't only go that extra mile to pay more for a Ralph Lauren item for it's "name" sorta say but more so the quality its clothes & products acquires.For example some Ralph Lauren shirts are popular for their amazingly soft cotton fabrics.Reason for it's consumer's to go out there way to spend $85 retail price on a shirt.

(below shows more numbers in regards to P.R.L's demographics)
http://www.quantcast.com/ralphlauren.com#!demo

Week3~ Ethics & Social Responsibilities

Ralph Lauren Corporation  takes part in many social contributions in the Ralph Lauren Foundation.Their Foundation  takes upon action in cancer care,education and underprivileged communities.Polo RalphLauren act in a plethora of philanthropic affairs such as the reusable organic tote,Polo Fashion school,Pink Pony Campaign,American Heroes Fund,Hope Help & Relief for Haiti,Habitat for Humanity,Polo volunteers,and the  Ralph Lauren Center for Cancer Care and Prevention.The P.R.L. Foundation helped in funding the preservation of the American flag that inspired the national anthem.


The reusable organic tote is made out of 100% cotton.These totes can be purchased at $10 at any P.R.L. factory store.The entire gross of the proceeds from the sale of the  totes are then donated to the P.R.L. foundation supporting 

philanthropic activities featuring the Pink Pony Foundation and the Nature Conservancy(worldwide conservation organization that contributes it's protection towards ecologically vital lands and waters for people and nature.) Established  in 2004 the Polo fashion school gave motivated/gifted students access to the world that is fashion.The fashion school is an after school series for inner city teens and since 2004  5groups have been participants along with the Polo fashion school.Polo Ralph Lauren raised $4 million in charitable donations for relief efforts and established a college scholarship fund for children of the attacks & the American Heroes Fund. Also Polo Ralph Lauren awarded gifts to the Twin Towers fund,the American Red Cross and the New York  Police and Fire Widows & Childerns Benefit Fund.Polo volunnteers dwell within developments with non profit community organization including AIDS walks, Food Banks,Park Improvement & Free Arts Day. P.R.L and Habitat for Humanity joined forces with the program launch named "G.I.V.E"(Get.Involved.Volunteer.Exceed).Polo's Pink pony fund was primarily for cancer care and prevention centers mainly breast cancer.These backup-ed programs for early diagnosis',education,treatment and research.In celebrating the 10th anniversary of the Pink Pony ,Ralph Lauren's first Pink Pony online auction took off alongside partnership with luxury charity auction site.The auction believe it or not offered 200 exquisite, once in a lifetime experiences,for example giving bidders an opportunity to access a little taste in Ralph Lauren's "shoes".The auction offered a personal tour of Ralph Lauren's world famous/well known automobile collection, a weekend at Ralph's round tree villa in Jamaica & front row V.I.P. seats  to Ralph's upcoming NYC fashion show.

Ralph Lauren supports the Hope Help & Relief as a campaign helping Shelter-Box to ship tents and sheler survival boxes to Haiti.The primary mission was to construct leaders in music,fashion,film,art and fiance in the community to become assistants of change for Haiti's rebuilding.One of the last programs would be the Ralph Lauren center for Cancer care and Prevention located on Madison Avenue.Established in 2003 the independents charitable organization provides screening for breast,cervical,colon and prostate cancer.The center is  also affiliated in assisting to facilitate diagnostic and treatment benefits in one of New York City's locations that holds one of the highest cancer mortality rates in the city as well as the nation.

(*Accredited  to Fashionwithaheart.wordpress.com*)

Week2~ Strategic Planning

*The Man himself perfecting
 his craft on a Global scale*
(ELITE Magazine)

Every industry before it is created must develop a strategic plan.This strategic plan consists of creating and maintaing a fit amongst the organization's objectives and resources,along with evolving market opportunities for the company to enhance future growth and longevity.I remember my high school business teacher once telling me the saying "If you fail to plan,you plan to fail".This particular phrase stuck with me as a reference to not solely the business world but also in it's regard to life.

Born Ralph Lipschtiz,who later at the age of 16 changed his last name to Lauren,would go on to name his company under his entire and more appealing name "Ralph Lauren".By 2007 Ralph Lauren Corp. had over 35 boutiques under its name in the U.S and other international locations including London,Milan,Tokyo,Moscow and Paris.Planning the opening of boutiques in dominant cities worldwide wasn't the only way R.L's popularity and demand increased as in 2007 companies like NBC's share/Ralph Lauren media relaunched it's website with the new name ralphlauren.com. In 2009 product licensing partners featured L'Oreal,Hanes brands, and Luxottica group(eyewear). As of April 2010 R.L Corporation has totalled for 631 worldwide locations, including 179 full-price stores,171 factory stores and 281 small shops within stores.The brand that is R.L has evolved immensely as the Ralph Lauren umbrella holds a plethora of divisions,starting with the flagship Polo Ralph Lauren,Black Label,Purple Label,Big and Tall,Tennis & Golf sportswear and Rugby Ralph Lauren(targeted for younger consumers)etc.Accompanying fashion brands that fall beneath R.L Corporation are those of Club Monaco,Chaps & American Living.

Ralph Lauren's S.W.O.T analysis consists of Strengths-Weaknesses-Opportunities and Threats.Given Strengths are sponsorships like Wimbeldon and targeting a wide range of customers via Asia to Europe to America as, well as their online store.Weakness' come into account by resulting in buying & selling different currencies leaving cost margins unstable & the cost of maintaining numerous head offices opposed to having no factories.Opportunities Ralph Lauren is capable for are launchings of new lines,maintaining it's brand strength.Supporting breast cancer & eco friendly campaigns create opportunity to advance and flourish campaigns.Perceived threats could come at the hands of competition in their target market like Hugo Boss,Michael Kors,Burberry & Armani. 

Week1~ History & Mission Statement

POLO RALPH LAUREN History:
The upscale & classy fashion retailer that is Polo Ralph Lauren was established by american fashion architect Ralph Lauren.Big branded department stores such as Macy's, Nordstrom & Bloomingdales carry the Ralph Lauren clothing line.

Origin:
The basis of Ralph Lauren Corp. began with the launch of the designers tie collection back in 1967.The first R.L store opened as a boutique inside of the department franchise Bloomingdale's in 1969.During the start time of the new boutique,the fashion innovator Lauren then delivered an ensemble of suits for women.During this collection release,the first Polo emblem was revealed.In 1981 the company would then barge the European/international scene with its store opening on New Bond Street in the West End of London,England. 

Mission Statement:

Ralph Lauren's main agenda keys in on high-end clothes & fabrics for both men and women,alongside products such as accessories,footwear,fragrances and home(robes,towels,bed casings,etc.).Ralph Lauren has always represented for distributing quality products,inviting people of all races and
walks of life from toddlers to teens to senior-citizens to take part in their vision.

POLO RALPH LAUREN



  Vintage/Iconic 
Ralph Lauren Polo Horse/"Big Pony" Logo