Brand Audit Report from VOZIQ with comprehensive assessment of overall brand, products and services to identify improvement opportunities. VOZIQ (http://voziq.com) provides social media analytics solutions & services to protect brands, improve marketing & PR effectiveness, generate sales leads & maximize your social media ROI.

1. Brand Audit for Ralph Lauren
Social media analysis of Ralph Lauren by VOZIQ

2. Contents
Social media analysis overview
Business Intelligence Opportunity with Social Media
How companies use social media?
VOZIQ social media analytics solution
Solution objective
Key findings
Detailed findings
Contact VOZIQ
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3. Business Intelligence Opportunity with Social Media
Let me listen to other
people’s experience Let me go through the
and ask my doubts reviews in various news
about this product in articles.
the forum.
Let my friends know I wonder what famous
what a wonderful personalities and other
experience I am having experts have to say
using this product. about this brand!
That TV commercial was so
Let me review this
product for others cool! I wonder if it is
available on the net
and let them know
the pros and cons in
my blog.
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4. Contents
Social media analysis overview
Business Intelligence Opportunity with Social Media
How companies use social media?
VOZIQ social media analytics solution
Solution objective
Key findings
Detailed findings
Contact VOZIQ
4

5. How Companies Use Social Media
Source: Altimeter Report. A Framework for Social Analytics : Including Six Use Cases for Social Media Measurement, August 10, 2011 5

6. Contents
Social media analysis overview
Business Intelligence Opportunity with Social Media
How companies use social media?
VOZIQ social media analytics solution
Solution objective
Key findings
Detailed findings
Contact VOZIQ
6

7. VOZIQ Social Media Analytics Solution
Gather Uncover Improve
Social Media Actionable Business
Data Insights Performance
VOZIQ automatically aggregates social media content related to your products
Quantitative, actionable information is uncovered from those qualitative postings
Businesses leverage these voice of customer insights to improve performance
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8. VOZIQ Social Media Analytics Solution
The Social • Customer discussions from Facebook, Twitter, Blogs, News, Comments
Web • Discussions about your products & services (and your competition's)
• Automatically harvests persistent database of content
VOZIQ • Automated analysis and measurements per your configuration
Platform • End user insights, alerts, reports
Your • Integrate with your business processes
Business • Improve marketing effectiveness, sales performance,
Processes customer loyalty & much more
Realize value throughout your enterprise by integrating this valuable data and analysis
with your key business processes from marketing, sales and service to improve
business performance
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9. How VOZIQ Works
Your Business + Competitors + Customers + Prospects
Marketing Sales
Sentiment
Analysis
Measurable Results
Media Share & Automatic
Key Websites Categorization
3
VOZIQ Engine
Reporting & 2
Analysis Platform 1
Competitive Frequent
Intelligence Topics
Brand Protection
Influencer
Customer Loyalty
Identification Effective Marketing
& Lead Generation
Customer Product
Service Development
9

10. VOZIQ Solution Stack
VOZIQ
Solution Stack
10

11. Ralph Lauren: Social Media Analysis

12. Contents
Social media analysis overview
Solution objective
Key findings
Detailed findings
Contact VOZIQ
12

13. Solution objective
Measure social media buzz trends for Ralph Lauren
Identify the main brand attributes discussed on social media
Identify the top sources / authors contributing to social media by brand
attributes
Analyze the sentiments associated with mentions of Ralph Lauren
Extract the top themes emerging from social media discussions of Ralph
Lauren
Analyze competitor performance and set benchmarks
Profile top tweeters of Ralph Lauren
Qualitatively analyze the reasons for admiring and criticizing Ralph Lauren
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14. VOZIQ Brand Assessment Approach
Comprehensive assessment of Brand, Products and Services
to identify improvement opportunities
Brand Buzz Men’s clothing
Products & Attributes
Mentions about men’s and boys
Overall mentions for Ralph Lauren
clothing line
Brand
Overall
Positive Sentiment Women’s clothing
Mentions about women’s and girls
Mentions with negative sentiment
clothing line
Strategic
Negative Sentiment Pricing
Mentions with negative sentiment Mentions about pricing of products
Customer Service Offers
Services
Value-add
Mentions about customer service and Mentions about special offers and
support reward schemes
Online shopping Quality
Mentions related to online shopping Mentions about quality of products
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15. Contents
Social media analysis overview
Solution objective
Key findings
Detailed findings
Contact VOZIQ
15

16. VOZIQ Brand Assessment Dashboard
Jul y Aug Sept Oct Nov Dec
2012 2012 2012 2012 2012 2012
Brand Buzz 249,985
Positive Sentiment 66%
Negative Sentiment 34%
Men’s clothing 30%
Women’s clothing 9%
Pricing 18%
Offers 15%
Quality 2%
Customer Service 1%
Online shopping 7%
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17. Key findings
Conversation levels were fairly constant across the reporting period from
June 16 – July 20, 2012
Top attribute discussed on social media for Ralph Lauren was its men’s
clothing line (30% of total mentions)
More than half of total mentions were from Twitter
Two-thirds of mentions associated with Ralph Lauren were Positive in
nature
Top positive theme emerging from discussions of Ralph Lauren was ‘Polo
designer shirts’ and the top negative theme was ‘Controversial uniform’
Top competitors in terms of social media mentions were ‘H&M’ and
‘Calvin Klein’
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18. Contents
Social media analysis overview
Solution objective
Key findings
Detailed findings
Contact VOZIQ
18

19. Ralph Lauren daily mentions distribution
July 12 (Controversy
Social Media Mentions Trend over USA Olympic
25,000 team uniform)
20,000
# of mentions
15,000
10,000
5,000
0
16-Jun
17-Jun
18-Jun
19-Jun
20-Jun
21-Jun
22-Jun
23-Jun
24-Jun
25-Jun
26-Jun
27-Jun
28-Jun
29-Jun
30-Jun
01-Jul
02-Jul
03-Jul
04-Jul
05-Jul
06-Jul
07-Jul
08-Jul
09-Jul
10-Jul
11-Jul
12-Jul
13-Jul
14-Jul
15-Jul
16-Jul
17-Jul
18-Jul
19-Jul
20-Jul
Conversation levels were fairly constant across the reporting period from June 16 – July 20,
2012
Highest peak for daily mentions was observed on July 12, 2012 which corresponded to the
controversy over US Olympic team uniforms being manufactured in China
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20. Ralph Lauren day wise mentions distribution
Social Media Mentions by weekday
25%
20%
16% 17%
% of mentions
15%
15% 14% 14% 14%
11%
10%
5%
0%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Social media mentions for Ralph Lauren were fairly well distributed across different week
days
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21. Mentions for attributes of Ralph Lauren
1% 1%
2% 3% 9% 8% 4%
18%
30%
7%
15% 3%
Boys Catalog Customer Service Girls
Men News Offers Online shopping
Pricing Quality Website Women
Maximum mentions for Ralph Lauren on social media among different attributes was for
Men’s clothing and lifestyle products
Top 3 attributes creating social media buzz about Ralph Lauren are Men’s clothing (30%),
Pricing (18%) and Offers (15%)
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22. Top sources for social media mentions
Sources for mentions
100%
8% 10%
2% 1% 21% 18%
12% 3%
75% 2% 10% News
33%
% of Mentions
23% 26% Comments
19%
50% Blogs
17%
20% Facebook
55% 51% Twitter
25%
39%
31%
0%
Total Men Pricing Offers
Overall, Twitter is the dominant source for creating more than half of social media buzz for
Ralph Lauren
One-third of mentions relating to Men’s clothing are from blogs or non-social media
websites
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23. Sentiment distribution detail for Ralph Lauren
Catalog -12% 88%
Online shopping -16% 84%
100% Offers -19% 81%
34% Pricing -24% 76%
75%
Men -31% 69%
Website -32% 68%
50%
Quality -35% 65%
66%
Girls -37% 63%
25%
Customer Service -38% 63%
Boys -40% 60%
0%
Total Mentions
Women -50% 50%
Negative Positive News -70% 30%
-100% -50% 0% 50% 100%
Sentiment %
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24. Overall themes
Overall Top themes
“Need to know how to tell a
“ralph lauren is really going fake Polo Ralph Lauren from a
out of their way to show real one? Fakes are all around “Ralph Lauren white tee this
theyre not in the baby buying us and in a world where fakes aint american apparel”
business" seem to be more in supply
than the real deal ...”
@ princess_megsz www.mademan.com @ FrenchRontana
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25. Overall themes by sentiment
Positive themes
@TddyRoosevelt yes Ralph Lauren has great
colors that look well on dark skin men but that
Gucci pattern just doesnt look good to me
@_megscott gotta love the Ralph Lauren outlet!
Negative themes
Ralph Lauren is far too expensive. Sorry Im not
paying $80 for a shirt that is worth $30.
Designer Ralph Lauren already has infuriated
members of Congress by offshoring the U.S.
teams uniforms to China. Now he has caused
more head-scratching by including a classically
French beret in the U.S. look reminiscent of the
Roots berets
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26. Top tweeters of Ralph Lauren by number of followers
Number
User Followers Account Type
of Tweets
@BreakingNews 4,367,397 Breaking news alerts around the world from hundreds of sources 1
@InStyle 2,210,434 Tweets all the fashion, beauty and celebrity buzz 1
@nprscottsimon 1,230,359 Host of NPR's Weekend Edition Saturday 1
@CNBC 852,877 The Official CNBC Twitter Page 1
@JStaffz 513,211 Music Producer 1
@missfree 397,486 Accomplished media personality, television producer and philanthropist 1
@AdaDiskon 379,360 Online Media and Community for trusted shopping in Indonesia 4
US Olympic designer Ralph Denim & Supply Ralph Lauren
Lauren says future uniforms to Were obsessed with this Ralph unveiled their fall ad campaign
be produced in US starting with Lauren Modern Art Deco cuff! featuring Grammy nominated DJ
2014 Winter Games - @AP http://ow.ly/bEVj6 Avicii shot by Mark Seliger:
http://t.co/iPmzs6sv http://t.co/tsPo2kjJ
@BreakingNews @InStyle @nprscottsimon
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27. Top tweeters of Ralph Lauren by number of tweets
Number
User Followers Account Type
of Tweets
Handmade items from Designer Fabrics! Ralph Lauren, Laura Ashley, Tommy
@sandysgingham 1,062 251
Hilifger, Calvin Klein and more...
@ishopdesigner4u 168 Designer dress advisor 103
@Roseleekq2 188 Find the best US prices tour master heated gear, cowboy boots made in USA 84
@Sonjabp6 129 Selling most comfortable sandals for men 70
Selling white snow boots with fur, salsa dance skirt, discount men’s ski jackets,
@Carleexh20 197 68
rocky boots sale
Check out this great item: 2 Best Price for Polo by Ralph
EUC Lauren Ralph Lauren Black
Custom BOUDOIR Shams Ralph Lauren Quinta II Boot
& White Striped Short Sleeve
LAUREN Fabric HOME LAKE 300 (Toddler/Little Kid/Big Kid)
Crew Neck Shirt Large
Thread Count Brandy 5 M US Big...
http://t.co/U1HWt3y3
http://t.co/YpBkYBJY http://t.co/YfiiMV2o
@sandysgingham @ishopdesigner4u @Roseleekq2
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28. Competitors Social Media Analysis

29. Ralph Lauren and Competitors
Ralph Lauren
• Revenue: US$ 4.97 billion
• Employee count: 19,000
Hugo Boss
• Revenue: US$ 1.73 billion
• Employee count: 9,940
H&M
• Revenue: US$ 126.97 billion
• Employee count: 59.440
Calvin Klein
• Revenue: US$ 1.1 billion
• Employee count: 1,200
29

30. Competitor analysis
100% 100%
22% 22%
40% 36% 35%
Calvin Klein
75% 75%
27%
% of Mentions
H&M
Negative
50% 50%
9% Positive
Hugo Boss 78%
60% 64% 65%
25% 25%
43% Ralph Lauren
0% 0%
Ralph Lauren Hugo Boss H&M Calvin Klein
Ralph Lauren had highest overall mentions for the moth of July – 2012
Calvin Klein had the highest proportion (78%) of Positive mentions amongst all competitors
while Ralph Lauren had the least (60%)
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31. Strengths from qualitative analysis of mentions
Strengths
(mentions on Twitter highlighting positive aspects of Ralph Lauren)
“ @PiiANOLiiFE – ” Been a while since I went
shopping.. #sheeesh.. Ralph Lauren on my
mind..”
” “ @ ForeignBroadss – RT @SkyHighTy__: `
Wearing USPA Instead Of Ralph Lauren Is Like
Deactivating Your Twitter To Go Back To
”
Myspace ”
“ @ash_cot –” RT @kny_beckman: Always a good
day when you can pick up some Polo Ralph
Lauren clothes on a good sale!”
”
“ @ F14Tommy – “RT @sistagirl2u: First Lady
Michelle Obama looks royal in this Ralph Lauren
”
gown; perfectly fit to dine with the Queen”
31

32. Weaknesses from qualitative analysis of mentions
Weaknesses
(mentions on Twitter highlighting negative aspects of Ralph Lauren)
“ @JetLifeStoned – “I need to go Polo shopping.
”
Ralph Lauren take so much of my money”
“ @bobbybnews– “@guypbenson Ralph Lauren
needs to be boycotted in America the uniforms
”
are a disgrace makes them look like girls. ”
“ @what_da_beck – RT @ray_hale: The worst is
the sketchy knock off Ralph Lauren horseman
that says YOLO instead of polo”
”
“ @sgordonxoxo – Its official Black people have
ruined the brand of Polo by Ralph Lauren.
”
#SoSad”
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33. Contents
Social media analysis overview
Solution objective
Key findings
Detailed findings
Contact VOZIQ
33

34. VOZIQ Social Media Analytics Platform
Thank you for your time.
For more information, please contact us at
info@voziq.com
VOZIQ (http://voziq.com) provides social media analytics solutions & services to protect brands, improve
marketing & PR effectiveness, generate sales leads & maximize your social media ROI.
Engagement Options: SaaS Product License | Monthly Custom Reports | On-Demand Research & Analysis
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