Ralph Lauren needs to expand their business into European and Asian markets. They have one of the strongest brand names but due to the “all-American” image it is hard to integrate into other foreign markets. If Ralph Lauren were to succeed in broadening their audience this would offer a great opportunity to further expand their success.
Maximize Mobile and Online Presence Utilize their advancement in mobile and online presence to their full advantage. Have blogs geared toward European and Asian markets. Another example is to have an app where you can pick your models and dress them in your favorite styles (have a diverse group of models to choose from) Trendy Models/Professionals in Europe and Asia Launch a new line with a Famous trending model in Europe and Asia Make “corporate” feel “local” European markets still prefer homegrown designers - make Ralph Lauren stores in Europe have a local “boutique” feel
Use social media to target European and Asian markets. Apply Ralph Lauren to the European and Asian demographics. Use mobile apps to reach this audience. For instance engage European and Asian audience into mobile app fashion games, etc.
A great way to diversify and broaden Ralph Lauren’s audience is to utilize You Tube, Twitter, and Facebook to create a contest and ask the audience who should be the new face for Ralph Lauren’s Europe and Asian campaign. This will strike interest to a lot of Asian and European viewers. Ralph Lauren will pick a select few European and Asian models and actresses and display their summaries (including backgrounds, runway shows etc.) on Ralph Lauren’s YouTube Channel This mini series will be advertised using Twitter and Facebook Viewers will vote for the next face of Ralph Laurens Campaign on Facebook/Twitter This will create buzz and engage European and Asian markets
Use Twitter, YouTube, Facebook and other Social Media as well as Mobile devices to expand virally into European and Asian Markets. Take Ralph Lauren 4D viral. It is an amazing futuristic marketing venture that needs to expanded its viewers. Have the YouTube contest go viral: Launching a new face for the European market segment of Ralph Lauren as well as the Asian market segment should be included and decided upon the audience. Similar to how Obama used the media to talk to the people first using Twitter. Ralph Lauren should use the communicate with the media to find the new “faces.”
Research - finding the market to target in Europe and Asia and how to implement the YouTube contest for maximized potential Social Media - maintaining and further developing the YouTube Channel. Also, the infrastructure for the YouTube contest which will be complemented by Twitter and Facebook Campaign - get the word out there Continue development - maintain the new campaign and work out any gliches
Reveling in Ralph Lauren: Final Adv 492 Project
Reveling in Ralph Lauren New Media Marketing Proposal By: Molly Mann
<ul><li>Strengths </li></ul><ul><li>Brand image: premier </li></ul><ul><li>American luxury clothier </li></ul><ul><li>Strong presence online </li></ul><ul><li>Mobile Applications </li></ul><ul><li>Weaknesses </li></ul><ul><li>- N arrow audience </li></ul><ul><li>Expensive </li></ul><ul><li>Opportunities </li></ul><ul><li>Expanding mobile and online </li></ul><ul><li>presence </li></ul><ul><li>- Diversifying the buyer market </li></ul><ul><li>Threats </li></ul><ul><li>Competition </li></ul><ul><li>Downturn in the economy </li></ul>
Ralph Lauren’s Greatest Challenge BROADENING THE AUDIENCE
<ul><li>Ralph Lauren's mission is </li></ul><ul><li>to redefine American </li></ul><ul><li>style, provide quality </li></ul><ul><li>products, create worlds </li></ul><ul><li>and invite people to take </li></ul><ul><li>part in our dreams. </li></ul><ul><li>Invite Who? </li></ul><ul><li>Europe & Asia </li></ul>GOAL
HOW TO ACCOMPLISH THIS? Maximize Mobile and Online Presence Trendy Models/Professionals in Europe and Asia Make “Corporate” feel “Local”
Key Components Captivate Asian and European Markets through Social Media
YOU TUBE CONTEST <ul><li>Who will be the next face for the Ralph Lauren Europe and Asia Campaign? </li></ul>