Ralph Lauren Online Marketing Strategy
•Télécharger en tant que PPTX, PDF•
6 j'aime•6,735 vues
Recommandé
Contenu connexe
En vedette
En vedette (17)
Dernier
Dernier (20)
Ralph Lauren Online Marketing Strategy
- 2. Goal To create quality products and stores that advertise the Ralph Lauren lifestyles and to encourage customers to participate in it.
- 3. Challenge To introduce a younger generation to the timelessness of Ralph Lauren
- 4. Introduce the Ralph Lauren lifestyle to a younger generation through their “younger brother” brand Rugby.
- 7. Marketing Strategy Rugby Radio Campus Style Online Contests Discounts
- 8. Metrics E-Commerce Tracking Mobile Tracking QR Tracking Contest Entries
- 10. Budget(6 months) Social Media: $25,000 Blog: $25,000 University Flyers: $150,000 Rugby Radio: $25,000 Online Contests: $5,000
Notes de l'éditeur
- -Different social media platforms and blogs will be used in order to reach a younger, more internet savvy demographic.
- -Currently Rugby Ralph Laurens already has a Twitter and Facebook page-We will add to their social media and include Google+ -Through becoming friends or giving Rugby Ralph Lauren a +1 you will be able to submit your student e-mail address and receive 15% off your next sale priced purchase through Rugby as well as 15% off a Ralph Lauren Polo. -The Ruby website also includes a blog featuring music, culture, social action, and video -This marketing plan will include Rugby Radio in this blog. Flyers will be passed out on university campus’ to incoming students, these will include QR codes which will direct them to the blog where they can see artists, that live up to the “Ralph Lauren lifestyle,” and their music videos.
- -Contests will also be held annually at the beginning of Fall. -Example contest: Participants will take pictures of their “Campus Style” explaining what their campus style means to them, and upload them to the Campus Style portion of the Rugby Style Blog. The winner would receive a flight for themselves and 1 guest to Georgetown, DC where they will be given a shopping spree at the Rugby Store and Dinner at the Ruby Café.
- -Discounts would include: -15% off full priced Ruby clothing/accessories -An additional 15% off sale clothing/accessories and/or 15% off a Ralph Lauren polo (after adding/+1-ing on Google+) -Rugby Radio and Campus Style can be found on the Ruby Style Blog -Campus Style will be a new portion of the blog where customers can post pictures of themselves and friends in their campus styles at their university. -Online contests will be found on the Rugby Style Blog, Facebook, Twitter, or Google page but will be submitting through Campus style on the Blog
- -Tracking via Google Analytics and Hootsuite.com -Number of contest entries can also be tracked
- -This slide represents when a larger portion of the marketing budget will be spent, in the fall. -Rugby Ralph Lauren was created with the college student market in mind and fall is when we all go back to school -Fall is when contests will be held, most contests having something to do with the participants University. -This is also when any flyers including QR codes or information on discounts will be handed out.
- -6 Month Budget: $230,000.00 -Annual Budget: $460,000.00