Reveling in Ralph LaurenNew Media Marketing Proposal

By: Molly Mann

Strengths - Brand image: premier

American luxury clothier

- Strong presence online- Mobile Applications

Weaknesses- Narrow audience- Expensive

Opportunities- Expanding mobile and online presence - Diversifying the buyer market

Threats-Competition-Downturn in the economy

Ralph Lauren’s Greatest Challenge

BROADENING THE AUDIENCE

Ralph Lauren's mission isto redefine Americanstyle, provide qualityproducts, create worldsand invite people to

takepart in our dreams.

Invite Who? Invite Who?

Europe & AsiaEurope & Asia

GOAL

HOW TO ACCOMPLISH THIS?

Maximize Mobile and Online Presence

Trendy Models/Professionals in Europe and Asia

Make “Corporate” feel “Local”

Key ComponentsCaptivate Asian and European Markets through

Social Media

YOU TUBE CONTEST

Who will be the next face for the Ralph Lauren Europe and Asia Campaign?

Viral Marketing Campaign in Europe and Asia

METRICS OF SUCCESS

• Google Analytics

• Twitter Polls/Surveys

• Number of Votes

• Increased Sales?

CAMPAIGN BUDGETTimeline0--------------------------6 months----------------------1 yrResearch, Organize, Create Launch, Implement, Begin Evaluation

Budget 1,000,000

Research 25%

Social Media 50%

Campaign 20%

Continuing development 5%