A.HILL MARKETING CO.

,

RALPH RALPH LAURENLAUREN

GET INSPIRED CHALLENGE

Online Strategy Proposal for the

Get Inspired Challenge

RALPH LAURENRALPH LAUREN Introduction

Agenda: Background/History of Ralph Lauren

Company Online Proposal for RL Get Inspired

Challenge Campaign Goals/Objectives Marketing Strategy Budget Plan Evaluation Conclusion

RALPH LAURENRALPH LAUREN Background 1968: Polo Fashions are created by tie salesman Ralph

Lauren 1986: Flagship store opens up on Madison Ave. in NYC 1997: Ralph Lauren goes public 2003: European HQ moves from Paris to Geneva 2003: RL introduces “Create Your Own” feature to

customize polos, hats, and shirts Positioned as high end but yet accessible trendy fashion Offer home décor, children’s clothes, fragrances, and giftsTarget Market: Current: Upscale Professionals from affluent communities

who sail, ride horses, and participate in sports such as rugby.

New Positioning: Market to Upscale shoppers 18-25 years of age with new brand RL RUGBY

RALPH LAURENRALPH LAUREN GET INSPIRED GET INSPIRED Challenge created to promote “Create Your

Own” polos, shirts, and hats for the RL RUGBY line. A.HILL Marketing Co. specialists are in charge of planning and

implementing an online proposal for the “GET INSPIRED” contest

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.

Winning designs may also qualify to be sold at RUGBY stores The online proposal will highlight the “GET INSPIRED”

marketing strategy specifically for target marketTarget Audience: Upscale and trendy college aged students 18-26 Interest in fashion design and Style

RALPH LAUREN RALPH LAUREN Campaign Goals Deliver an effective online strategy for the RL Get

Inspired Challenge. Utilize social media networks in order to adequately

reach target markets. Generate plenty of buzz and online discussion

regarding the Get Inspired Challenge. Launch Campaign by December 2010Limitations: Low Participation Rate generated from social networking

campaign efforts Need a specific amount of participants to partake in contest

in order to be effective.

RALPH LAUREN RALPH LAUREN Marketing Strategy

The 4 P’s will be implemented for the Online Proposal:

Product, Place, Promotion, and Price

Product: Promote the Get Inspired Challenge Details among College aged students 18-26Place: Use Facebook, Twitter, and YouTube to promote and spread buzz for the Get Inspired ChallengePromotion: Emphasize and promote the winning prizes and free gifts as a benefit to motivate participants to take part in the challenge Price: Utilize the RL marketing budget that is set a side specifically to promote the new RUGBY brand and products.

RALPH LAUREN 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.

RALPH LAUREN RALPH LAUREN Budget Plan Generates $10 Billion at retail

worldwide Operating Income: $613 Million Net Income: $406 Million Set a $50,000 budget to promote the

“Get Inspired” challenge online Utilize these funds towards marketing

the social networking efforts in various areas (in-store, direct mail, email, etc.)

RALPH LAUREN RALPH LAUREN Evaluation Launch a Survey on Facebook and

twitter to gain feedback from participants who took part in the challenge.

Give winning participants an opportunity to tell their story on the RUGBY YouTube channel and display their designs.

Give out an evaluation in RUGBY stores to find out if consumers were aware of the Get Inspired Challenge.

RALPH LAUREN RALPH LAUREN Conclusion

Resources:http://www.ralphlauren.com/home/index.jsp?directhttp://en.wikipedia.org/wiki/Polo_Ralph_Laurenhttp://www.learningfrombigboys.com/2009/07/understanding-your-target-market-polo.htm

lhttp://retailtrafficmag.com/mag/retail_conceptual_art/

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