This document analyzes key marketing concepts for Polo Ralph Lauren's women's brands, Polo and Collection. It discusses the production, product, selling, and marketing concepts. Polo aims to show a cool, electric spirit while Collection offers luxury and modern allure. The target market for Polo is working women aged 16-60. It recommends launching the new Polo women's brand to replace Blue Label and create strong branding that attracts the target market with clear pricing.