Lacoste's PR plan involves using online marketing tactics to promote the brand locally and internationally. This includes optimizing Lacoste's website with features like product recommendations and creating an online store. Other tactics are running a blog, email newsletter, social media presence on platforms like Facebook, Instagram and Twitter, and content marketing using infographics and memes. Online advertising using platforms like Facebook ads, Google Adwords and retargeting will promote the brand. Search engine optimization and a mobile app are also recommended.

1. LACOSTE
PR PLAN
Inessa Shaeva,
413 group BA SBMT

2. About Lacoste
• VISION
• Primary goal is to be the leader in the premium casual wear market. Company dedicated to
achieving this ambition in the years to come.
• GIVE RISE TO OPTIMISM AND ELEGANCE
• Optimism and elegance are the core values of Lacoste, promoted with enthusiasm and passion.
Company's mission is to share this positive view of life with customers and partners.
• A QUEST FOR EXCELLENCE
• Constant search for excellence is reflected in the high-quality, modern collections we design,
create and market. The natural elegance and unique style of our products enhances the beauty
and freedom of movement of all those who enter the world of Lacoste.
• MISSION
• Sharing our vision of casual elegance, and our optimism and faith in the future, is the purpose of
our business. It is the pride and passion of each person who works for Lacoste.
• BUSINESS
• With two products sold every second, Lacoste benefits from a global distribution network.
• The brand achieved a turnover of 2 billion euros in 2015.
• Two Lacoste products are sold every second: textile, leather goods, fragrances, footwear, linen,
sunglasses, watches and underwear, including the iconic Classic Fit Polo.

3. Target audience
• Lacoste’s Primary target audience would be young adults
(F/M) at the age of 25-34. A lot of their casual wear is
designed with this age range and style in mind.
• On the other hand, it also aims for the people that are
higher up the socio-economic who have social status and
more money to spend.
• Secondary target audience for Lacoste would be tennis and
golf players and generally, people who are interested in
sports;
• Lacoste have recently released their Live! brand, which is
aimed at a slightly younger audience of 18-24 years.
• Market positioning: Luxury, sportive.

5. PROMOTION
• Currently Lacoste is running the ‘Unconventional Chic’
campaign as an attempt to reposition itself amongst the
youngsters. In Belarus, Lacoste is not doing aggressive
print advertisement. Ad agency handles the Lacoste
brand globally and has never created any ad locally.
• Outside Belarus, Lacoste does an arena of PR activities.
Usually they sponsor or host events that are related to
sports such as the Superbowl. They also sponsor
tournaments such as US Open and Wimbledon. Apart
from this they have a initiatives to fight counterfeit
products, promote sports amongst children (Rene Lacoste
Fondation) and save the crocodile which is their logo. In
Belarus, however, except for store openings they do not
do any PR activities.

6. PROMOTION
• Lacoste is a brand that is targeted at ‘affordable luxury’. It
cannot promote its sales to an extent that people start
thinking it is cheap and degrade its reputation. This is the
reason why the brand goes on sale only 2 times in a year
and promotes these sales through print or online
advertisements. The brand does not have any form of
loyalty cards.
• Lacoste is one of the brands which is not up to the mark
when it comes to CRM. It does build a database of the
customers that purchase it but it doesn’t send out any
special mailers or sales notifications to them. Also, there
is no after-sales follow up with the customers.

7. PR campaign
• To promote Lacoste both locally and internationally I
recommend to use online marketing tactics.
Old vs. New Retail Business Models:

8. Online Marketing Tactics
• Following tools and tactics will be used in order to
increase traffic on the website and engage customers with
Lacoste’s brand on daily basis.
Website Features
Website Promotion in Offline space
Blog
Email Newsletter
Social Networking Platforms
Niche Social Networking Platforms
Content Marketing
Social Media Posting Plan
Online Advertising Platforms
Online Word of Mouth
Search Engine Optimization
Mobile App

9. Website Features
• Website will sell all products that Lacoste produces (Big
Head + Long Tail).
• It will make suggestions and recommendations of Long
Tale while consumer is browsing the website.
• Store traffic will be minimally affected as the website will
be primarily targeted to new younger audiences who
already have habits of online shopping;
• It does not mean that old customers cannot buy from the
website, but it is less likely that they will change their
buying habits.
• Overall sales will increase with the help of online store;

11. Website Promotion in Offline space
Website will be promoted online and offline (through stores):
• Brand Cards with QR codes (that contain link to website)
could be handed to the customers upon purchases;
• Website address should be printed on shopping bags,
posters, desks, labels, etc.;
• Monitors should promote website by video and photo content;
• A touch screen monitors can be installed with an opportunity
to order from the website directly from the store (i.e. if the are
out of stock or color or size)

12. Blog
• A corporate blog must be created on Lacoste’s website
which will provide interesting content and prolong the time
users spend on the website.
Why is this important?
• participation in discussions on Lacoste brand
• direct contact with the consumers
• contact with opinion leaders fans of Lacoste
• gain better understanding of how customers feel about
the brand - impressions, associations
• better understand the customer needs

13. Email Newsletter
The newsletter - providing direct access to the website,
online store and blog.
Newsletter Creation:
• regular contact with the customer
• develop a distinct impression in customer’s mind
• by communicating the brand values, traditions,
innovations

14. Social Networking Platforms
• Content Marketing is the most recent emerging marketing tactic.
Lacoste is going to create interesting content (photo/video/graphic)
and distribute throughout all its digital channels.
• Facebook Page – It is going to be the largest traffic generator to the
website and/or other social media platforms. Pictures of Lacoste
products and Videos of new marketing campaigns will be posted
daily. Fun infographics and statistics will be reposted from Tumblr.
• Google Plus – This channel is important for Google Search and
Search Engine Optimization. Facebook efforts will be duplicated to
this channel.
• Twitter – 271m people use Twitter every month around the world.
78% of them are on mobile and 77% are outside the U.S. It is an
appealin global communication channel for Lacoste, especially for
connecting with young audiences.
• Youtube – Lacoste’s advertisements and video materials will be
hosted on this channel and distributed through other social networks.

15. Niche Social Networking Platforms
• Niche social networks are very popular among young internet
and smartphone users.
• Instagram – Daily photo updates from Lacoste Stores, Offices
and Runways will be posted to young mobile users.
• Pinterest – Photos of Lacoste’s fashion products, collages and
fashion tips will be Pinned to Lacoste Pinterest boards.
Pinterest works as an effective traffic generator to fashion blogs
and apparel web shops.
• Tumblr – Cool product photos, memes, infographics and ad
campaign graphics will be posted daily. Hashtags will be used
excessively.
• Polyvore – Fashion bloggers and stylists use Polyvore as a
tool for making fashion collages. Lacoste is going to add its
fashion items to the Polyvore’s product catalogue.

16. Content Marketing
• To gain more visitors, it is preferable to make memorable,
fun content and share through different online channels.
Examples:
• Infographics will consist of information about the brand,
the new collections, the history and interesting facts. They
may result in more shares, likes and comments on
Facebook, Twitter, Pinterest and the other Social
networks. The purpose is to show to people information
about the brand in an interesting and capturing way;
• Weekly Meme – “Man in a Polo” – fun stories of a man
with a supernatural powers who wears Polo as his
costume.

17. Online Advertising Platforms
• Facebook Ads – will be used for promoting Lacoste’s
Facebook Page and its important updates (Boost Post).
• Google Adwords – Can be used to promote Lacoste’s
new e-commerce website for specific keywords, i.e. ‘Polo
shirt’.
• Adroll Retargeting – Retargeting will keep track of
people who visit Lacoste’s site once and displaying its
retargeting ads to them as they visit other sites online, i.e.
blogs and fashion websites.

18. Online ‘Word of Mouth’
Lacoste needs to reach new target audiences through internet
opinion leaders and fashion bloggers, so they start mentioning
Lacoste in their updates.
• A few of the famous bloggers, video bloggers and online
celebrities from the field of fashion and style should be invited
to Lacoste’s special gatherings, store openings, presentations
and runways.
• Lacoste should assign a PR representative, serving as a direct
Contact Person for selected ‘bloglebrities’, so they get
response to all of their questions and feel special and cared.
• Lacoste can give out goodie bags and small gifts to these
people to create excitement around the brand.
• In no circumstances should Online Magazines, Youtube video
series and other types of publications about fashion and style
be forgotten while selecting the key people from the field.

19. Search Engine Optimization
Young target segments often conduct Google search while
shopping online or before making purchase decisions. First
links in the organic search results are considered of the
highest quality and credibility.
• If you conduct a Google search for ‘Polo Shirts’, neither
Lacoste’s website, nor the brand name mentions and
social channels are found.
• Being on the front page of search results will add
credibility and value to Lacoste’s brand.
• In order to reach SEO objectives, Lacoste’s website
should be technically optimized for several strategic
keywords, i.e. ‘polo shirts’.

20. Mobile App
The app will have for main features:
• Shopping Cart – browse Lacoste product gallery, add to
cart and checkout.
• Shop locator / opening hours
• About the company / blog updates
• “Lacoste Reader” – special barcode scanner for scanning
product labels

21. Mobile App
Lacoste introduces a new kind of labeling for its products
and presents augmented reality in its stores!
• Every piece of clothing and accessory will have a special
label for mobile scanning. Customer can scan the piece
and use mobile style chooser to find other complementary
products or personalized recommendations.
• Every stand, poster or marketing material could be
scanned and they contain coded information to release in
the augmented reality, such as videos, shop tours,
product care information, etc.
• Example: www.layar.com technology;
• Customers can share the links to the products by
scanning the label and sharing to social networks.

22. Thanks for your attention! 