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Nmdl final presentation Nmdl final presentation Presentation Transcript

  • “We don’t just sell clothes, we sell a lifestyle that isexciting.”
  • Introduction¨  Background¨  Campaign Basics¨  Digital Marketing Budget¨  Social Media¨  Online & Mobile Marketing¨  Style Blog & App¨  Performance Indicators¨  Conclusion
  • Background¨  Founded in 1967 with the launch of men’s ties¨  1969- the 1st Polo emblem was seen¨  1971- Polo Ralph Lauren launched its 1st women’s collection¨  1981- Ralph Lauren went international¨  1997- Ralph Lauren went public on the New York Stock Exchange¨  2000- the official website & online shop was launched as polo.com ¤  Relauncehed in 2007 as ralphlauren.com¨  2010- 631 Ralph Lauren locations worldwide ¤  Flagship store is on Madison Avenue in New York City
  • The Campaign BasicsGoal- ¤  Deliver an effective online & mobile strategy to increase awareness and sales of Ralph Lauren Women apparel. ¤  To show possible consumers that Ralph Lauren is not just a clothing company, but a its a lifestyle to be achieved.Target Audience- ¤  Women ages 18-60+ ¤  Middle to Upper Class
  • Digital Marketing Budget (1 year)2012 Annual Revenue: ¤  $69,000,000,000Overall Advertising Budget: ¤  $60,000,000Digital/Internet Budget: ¤  $5,000,000Utilize funds toward social media,email, apps, blog, GoogleAdWords, QR Codes, etc.
  • On Social Media
  • Mobile & Internet MarketingRalph Lauren IPhone & Ralph Lauren QR Codes Ralph Lauren & New York Android App Times Partnership
  • Style Blog & App¨  Link to blog via website or app¨  All about achieving the Ralph Lauren look ¤  From runway to everyday¨  Tutorials, tips, & advice¨  Behind the scenes¨  Commentary by world-renowned fashion editors and stylists
  • Performance Indicators¨  Track traffic to Ralph Lauren website and online sales.¨  Assess effectiveness of social media networks by likes, follows, etc.¨  Track number of downloads of apps for IPhones and Androids.¨  Survey via email about the consumers thoughts of the digital marketing campaign.
  • Thank You¨  http://www.ralphlauren.com/shop/index.jsp? categoryId=1760782&ab=global_women¨  http://www.mobilemarketer.com/cms/news/strategy/ 11908.html¨  http://www.mediapost.com/publications/article/173082/ ralph-lauren-puts-digital-assignment-in- review.html#axzz2PFEFntcZ¨  http://en.wikipedia.org/wiki/Ralph_Lauren_Corporation