2. Introduction
The main aim of the assignment is to analyse the key marketing concepts
which is involved in the production and marketing of women’s brand of Polo
Ralph Lauren.
The selected products which is considered for the case analysis is Polo and
Collection.
The Polo brand of women’s wear intends to show the cool and electric spirit
to the customer whereas the Collection brand will offer luxury and modern
allure to the customers.
3. Marketing management concepts
Production concept: The management is looking to manufacture two ranges of
the product brand: Polo and Collection. The Polo collection is in the price
range of $89 to $998 based on the type and nature of products, the company
intends to manufacture both the range of brands and sells them in their
stores.
The dresses are created with more unique style with silk georgette, for
example in hunting jacket it will have buffalo plaid, waffle knit is used in
olive coloured dress etc, these will capture a new vibe in the minds of the
customers.
4. Product concept: The product concept is that the Polo brand is intends to
show the cool and electric spirit to the customer whereas the Collection
brand will offer luxury and modern allure to the customers.
The management feels that the customers tend to prefer both the brands as
it offers various stylish look and elegance to the Women customers.
Selling concept: The management intends to sell both the brands in the retail
stores, the management feels that the brands Polo and Collection are
different and they offer the best in class fashions to the modern women.
The move is mainly focused to capitalise on the strength of Polo brand name
and the price range is between $89 to $998.
5. Marketing concept: The Polo women collection is intended to replace the
existing brand, the main target market is the working women in the suburban
area and the age group is between 16 to 60. The product offers a wide range
and depth in the products, the look and feel of Polo is intended to be
sophisticated.
Social marketing: the management need to look in providing a clear
communication to the customers about the offering of the products through
clear social marketing tools.
6. Buying decisions
Need recognition: It is considered as the first step in the decision making
stage, the customer discovers that there is a unmet need and it must be
fulfilled, previously the Polo brand was mainly concentrated on men’s
clothing, so the women apparel will enable the modern women to try the
new sophisticated materials to wear during work and weekends.
The product of Polo and Collection intends to provide a diverse mood to the
modern working women.
7. Information search: The customer can get the information regarding the
availability of the product through the advertisements in the televisions,
newspaper, magazines, hoardings, social networking tools etc. also the retail
stores also carry the diverse line items.
Therefore the information is available through both internal and external
sources, there will be more word of mouth communication from the friends
and families.
8. Evaluation of alternatives: The company is already offering women apparel
brands through blue Label, but this is going to get discontinued and Polo is
going to come out with the exclusive range of garments along with Collection.
Therefore the customers can choose the products based on their needs and
requirements, though there are other available women brands, the new brand
of Polo will offer the best products, convenience and elegance to the
customers, as stated earlier the company is targeting the working women in
the suburban area, who wants to look active even during weekends, the
target age is between 16 to 60, provides a clear target area, the customers
can evaluate the various alternatives of the products and can choose the best
suited for them.
9. Purchase decision: This is the stage where the purchase actually happens, the
customers can visit the retail stores and chose the selected products for
them.
The customers are possessed with Polo and Collection brands in the women
segments, the products are designed in a clearer and unique manner so as to
enable the women to dress for the occasion, it can be for a festival or
function, dressing for trekking, tourism etc.
10. Post purchase decisions: The post purchase behaviour mainly intends to
measure the overall satisfaction level of the customers after the purchase.
The company intends to understand the satisfaction level through social
marketing network lie Facebook etc, where in a separate page is dedicated to
the users who can post their views about the nature and usability of the
products, the comments and feedback are entertained in order to enhance
the usability of the product.
11. Conclusion and Recommendation
Based on the above analysis it can be suggested that the company need to
look in for the launch of the new brand “Polo” women by replacing the
existing brand of Blue Label. This will enable the management to create a
strong brand in the minds of the customers and then create a new fashions for
the working women.
The price of the product need to ascertained in a clearer manner so that it
attracts the target markets.
