Ralph lauren

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Ralph lauren

  1. 1. Ralph Lauren Appealing to the College MarketDylan Gersh
  2. 2. The RL Company2011 Revenue 5660.3 MillionRevenue Growth 21.6%
  3. 3. Goals Increase Revenue Increase Market Share Attain more Consumers
  4. 4. The College Market18 million• Ages 18 to 24$200 Million• Spent on Consumables
  5. 5. Social Media Advertising Used by majority of College students Facebook and Twitter PR Blogs
  6. 6. Social Networks Easy to Measure Through Followers Use Facebook to create individual groups for College Campuses  Ie: Ralph Lauren at Michigan State University Use Twitter to communicate back and forth with customers
  7. 7. Blogs Create a Blog  Talk about fashion trends Provide links to other Blogs  Encourages them to talk positively about RL Use other Blogs to find what others are saying  Damage control
  8. 8. PR Hire students to intern as Campus Reps  They update the Facebook group and Blog  They influence peers Hold events on campus  Contests and Giveaways  Keeps students talking about your brand
  9. 9. TimelineFeb. 1st Feb 8th March 1st • Campus • Group • First on reps Pages up campus Recruited activity completed
  10. 10. Cost and ProfitAction Cost/Campus Campuses Total/SemesterCampus Rep $0 50* $0Contests $500 50* $2,500Sales Price per sale Campuses Total/Semester40* $100* 50* $200,000** Projected

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