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Nmdl final presentation
 

Nmdl final presentation

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NMDL Final Project: Ralph Lauren GET INSPIRED Challenge

NMDL Final Project: Ralph Lauren GET INSPIRED Challenge

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    Nmdl final presentation Nmdl final presentation Presentation Transcript

    • A.HILL MARKETING CO. , RALPH LAUREN GET INSPIRED CHALLENGE Online Strategy Proposal for the Get Inspired Challenge
    • RALPH LAUREN Introduction
      • Agenda:
      • Background/History of Ralph Lauren Company
      • Online Proposal for RL Get Inspired Challenge
      • Campaign Goals/Objectives
      • Marketing Strategy
      • Budget Plan
      • Evaluation
      • Conclusion
    • RALPH LAUREN Background
      • 1968: Polo Fashions are created by tie salesman Ralph Lauren
      • 1986: Flagship store opens up on Madison Ave. in NYC
      • 1997: Ralph Lauren goes public
      • 2003: European HQ moves from Paris to Geneva
      • 2003: RL introduces “Create Your Own” feature to customize polos, hats, and shirts
      • Positioned as high end but yet accessible trendy fashion
      • Offer home décor, children’s clothes, fragrances, and gifts
      • Target Market:
      • Current: Upscale Professionals from affluent communities who sail, ride horses, and participate in sports such as rugby.
      • New Positioning: Market to Upscale shoppers 18-25 years of age with new brand RL RUGBY
    • RALPH LAUREN GET INSPIRED
      • GET INSPIRED Challenge created to promote “Create Your Own” polos, shirts, and hats for the RL RUGBY line.
      • A.HILL Marketing Co. specialists are in charge of planning and implementing an online proposal for the “GET INSPIRED” contest
      • Details: Ralph Lauren Fans have an opportunity to create a line of “Create Your Own” apparel. Winners have a chance to compete for $10,000 towards their very own clothing line.
      • Winning designs may also qualify to be sold at RUGBY stores
      • The online proposal will highlight the “GET INSPIRED” marketing strategy specifically for target market
      • Target Audience:
      • Upscale and trendy college aged students 18-26
      • Interest in fashion design and Style
    • RALPH LAUREN Campaign Goals
      • Deliver an effective online strategy for the RL Get Inspired Challenge.
      • Utilize social media networks in order to adequately reach target markets.
      • Generate plenty of buzz and online discussion regarding the Get Inspired Challenge.
      • Launch Campaign by December 2010
      • Limitations:
      • Low Participation Rate generated from social networking campaign efforts
      • Need a specific amount of participants to partake in contest in order to be effective.
    • RALPH LAUREN Marketing Strategy
      • The 4 P’s will be implemented for the Online Proposal: Product, Place, Promotion, and Price
      • Product: Promote the Get Inspired Challenge Details among College
      • aged students 18-26
      • Place: Use Facebook, Twitter, and YouTube to promote and spread
      • buzz for the Get Inspired Challenge
      • Promotion: Emphasize and promote the winning prizes and free gifts as a benefit to motivate
      • participants to take part in the challenge
      • Price: Utilize the RL marketing budget that is set a side specifically to
      • promote the new RUGBY brand and products.
    • RALPH LAUREN Marketing Strategy Promote Challenge on the RUGBY Facebook fan page for participants by posting contest details and posting daily updates in the FB status for fans to view. Participants can access daily statuses of the contest details, prizes, and giveaways and have a chance to interact with RL staff on the RUGBY twitter page . On the RUGBY YouTube channel , RL will feature commercials promoting the Get Inspired Challenge. Participants can comment on videos and generate buzz by subscribing to channel.
    • RALPH LAUREN Budget Plan
      • Generates $10 Billion at retail worldwide
      • Operating Income: $613 Million
      • Net Income: $406 Million
      • Set a $50,000 budget to promote the “Get Inspired” challenge online
      • Utilize these funds towards marketing the social networking efforts in various areas (in-store, direct mail, email, etc.)
    • RALPH LAUREN Evaluation
      • Launch a Survey on Facebook and twitter to gain feedback from participants who took part in the challenge.
      • Give winning participants an opportunity to tell their story on the RUGBY YouTube channel and display their designs.
      • Give out an evaluation in RUGBY stores to find out if consumers were aware of the Get Inspired Challenge.
    • RALPH LAUREN Conclusion
      • Resources:
      • http://www.ralphlauren.com/home/index.jsp?direct
      • http://en.wikipedia.org/wiki/Polo_Ralph_Lauren
      • http://www.learningfrombigboys.com/2009/07/understanding-your-target-market-polo.htm l
      • http://retailtrafficmag.com/mag/retail_conceptual_art/
      THANK YOU