Nmdl final presentation


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Ashley Hill
NMDL Final Project: Ralph Lauren
"Get Inspired" Challenge Online Proposal

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Nmdl final presentation

  1. 1. A.HILL MARKETING CO. , RALPH LAUREN GET INSPIRED CHALLENGE Online Strategy Proposal for the Get Inspired Challenge
  2. 2. RALPH LAUREN - Introduction <ul><li>Agenda: </li></ul><ul><li>Background/History of Ralph Lauren Company </li></ul><ul><li>Online Proposal for RL Get Inspired Challenge </li></ul><ul><li>Campaign Goals/Objectives </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Budget Plan </li></ul><ul><li>Evaluation </li></ul><ul><li>Conclusion </li></ul>
  3. 3. RALPH LAUREN - Background <ul><li>1968: Polo Fashions are created by tie salesman Ralph Lauren </li></ul><ul><li>1986: Flagship store opens up on Madison Ave. in NYC </li></ul><ul><li>1997: Ralph Lauren goes public </li></ul><ul><li>2003: European HQ moves from Paris to Geneva </li></ul><ul><li>2003: RL introduces “Create Your Own” feature to customize polos, hats, and shirts </li></ul><ul><li>Positioned as high end but yet accessible trendy fashion </li></ul><ul><li>Offer home décor, children’s clothes, fragrances, and gifts </li></ul><ul><li>Target Market: </li></ul><ul><li>Current: Upscale Professionals from affluent communities who sail, ride horses, and participate in sports such as rugby. </li></ul><ul><li>New Positioning: Market to Upscale shoppers 18-25 years of age with new brand RL RUGBY </li></ul>
  4. 4. RALPH LAUREN - GET INSPIRED <ul><li>GET INSPIRED Challenge created to promote “Create Your Own” polos, shirts, and hats for the RL RUGBY line. </li></ul><ul><li>A.HILL Marketing Co. specialists are in charge of planning and implementing an online proposal for the “GET INSPIRED” contest </li></ul><ul><li>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. </li></ul><ul><li>Winning designs may also qualify to be sold at RUGBY stores </li></ul><ul><li>The online proposal will highlight the “GET INSPIRED” marketing strategy specifically for target market </li></ul><ul><li>Target Audience: </li></ul><ul><li>Upscale and trendy college aged students 18-26 </li></ul><ul><li>Interest in fashion design and Style </li></ul>
  5. 5. RALPH LAUREN - Campaign Goals <ul><li>Deliver an effective online strategy for the RL Get Inspired Challenge. </li></ul><ul><li>Utilize social media networks in order to adequately reach target markets. </li></ul><ul><li>Generate plenty of buzz and online discussion regarding the Get Inspired Challenge. </li></ul><ul><li>Launch Campaign by December 2010 </li></ul><ul><li>Limitations: </li></ul><ul><li>Low Participation Rate generated from social networking campaign efforts </li></ul><ul><li>Need a specific amount of participants to partake in contest in order to be effective. </li></ul>
  6. 6. RALPH LAUREN - Marketing Strategy <ul><li>The 4 P’s will be implemented for the Online Proposal: Product, Place, Promotion, and Price </li></ul><ul><li>Product: Promote the Get Inspired Challenge Details among College </li></ul><ul><li>aged students 18-26 </li></ul><ul><li>Place: Use Facebook, Twitter, and YouTube to promote and spread </li></ul><ul><li>buzz for the Get Inspired Challenge </li></ul><ul><li>Promotion: Emphasize and promote the winning prizes and free gifts as a benefit to motivate </li></ul><ul><li>participants to take part in the challenge </li></ul><ul><li>Price: Utilize the RL marketing budget that is set a side specifically to promote the new RUGBY brand and products. </li></ul>
  7. 7. 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.
  8. 8. RALPH LAUREN - Budget Plan <ul><li>Generates $10 Billion at retail worldwide </li></ul><ul><li>Operating Income: $613 Million </li></ul><ul><li>Net Income: $406 Million </li></ul><ul><li>Set a $50,000 budget to promote the “Get Inspired” challenge online </li></ul><ul><li>Utilize these funds towards marketing the social networking efforts in various areas (in-store, direct mail, email, etc.) </li></ul>
  9. 9. RALPH LAUREN - Evaluation <ul><li>Launch a Survey on Facebook and twitter to gain feedback from participants who took part in the challenge. </li></ul><ul><li>Give winning participants an opportunity to tell their story on the RUGBY YouTube channel and display their designs. </li></ul><ul><li>Give out an evaluation in RUGBY stores to find out if consumers were aware of the Get Inspired Challenge. </li></ul>
  10. 10. RALPH LAUREN - Conclusion <ul><li>Resources: </li></ul><ul><li>http://www.ralphlauren.com/home/index.jsp?direct </li></ul><ul><li>http://en.wikipedia.org/wiki/Polo_Ralph_Lauren </li></ul><ul><li>http://www.learningfrombigboys.com/2009/07/understanding-your-target-market-polo.htm l </li></ul><ul><li>http://retailtrafficmag.com/mag/retail_conceptual_art/ </li></ul>THANK YOU