Polo Ralph Lauren overview and analysis

Individual Report

Contents
1. INTRODUCTION.......................................................................................................................1
2. LITERATURE REVIEW............................................................................................................1
a) Presenting the key marketing concept used by The Ralph Lauren Corporation.....................1
b) Explaining how Polo Ralph Lauren women consumer make their buying decision...............2
3. CONCLUSION AND RECOMMENDATION..........................................................................3
REFERENCES................................................................................................................................4
1

1. INTRODUCTION
Marketing has their own importance in the every business. The present report main aim is
to provide the deep knowledge related to the marketing concepts and their customer buying
power which affect the purchasing of polo product. Report deal with the case scenario of The
Ralph Lauren Corporation that offer different variety of products for men. The report introduce
the Polo t-shirt for women which the report is going to examine and for this report the marketing
strategy is social media marketing which uses the internet, application such as Facebook and
social media.
2. LITERATURE REVIEW
a) Presenting the key marketing concept used by The Ralph Lauren Corporation
As per the view of Kumar and Reinartz (2018) marketing is the concept of production
concept which is consider as the most oldest and highly affordable concept that guide the seller.
Companies also adopting the orientation in order to run the major risk and it also focus too
narrowly for their operation and also losing sight for the real objectives. Even, the marketing
concept also refers to achieving the defined goals and objectives for the welfare of the company.
In the context of The Ralph Lauren Corporation, the company chooses the social marketing
concept because it is going to introduce new product which is also offered for women. Hence the
marketing concept is takes as a customer first approach and also considers the customer centred.
It has been analysed that selling a concept and market concept are two different aspect which a
company uses.
However, it has been critically evaluated by Dahl (2018) social marketing concept is pure
marketing concept that overlooks and also find out different possible conflicts between the short
run wants and for customers long run welfare. In addition to this, if The Ralph Lauren
Corporation uses this concept as marketing then it will be helpful to deliver the values to
customers in such an appropriate way in order to maintain or improve the customers as well as
society's well being. The social marketing concept is further calls for sustainable marketing,
socially and environmentally responsible for marketing that meet out the needs of their
customers present needs and the business in order to produce best outcomes for their future
development. This marketing concept also upholds the growth of the business in such a way that
2

it helps to satisfy the needs of their customer as well as society so that the correct product The
Ralph Lauren Corporation will deliver to the users (Heggde and Shainesh, 2018 ).
b) Explaining how Polo Ralph Lauren women consumer make their buying decision
As per the view of Hasić, De Smedt and Vanthienen (2018) Polo Ralph Lauren produces
t-shirts for women and it will affect the buying process of the customers in such a way that it
consist of five process i.e.
Need recognition: The purchase of the women cannot take place without identifying the
need of their customers. Therefore, the quoted company needs to creates opportunities in order to
identify the actual need of their customers and further this buying problem is generally arises
Information search: As per Kumar and Reinartz (2018) if the first process is completed
then the customers who are willing to buy the products will try to seek the information and they
uses newspaper and magazines and many other resources in order to find out the products which
Polo Ralph Lauren is introduces.
Evaluation of alternatives: After search, customer will compare different brands who
exactly offer the same products and then concluded in which brand they will buy the product. In
3
Illustration 1: Buying process
(Source: Buying process, 2018)

this stage a factor is also influence their buying process i.e. customer's attitude. Such that if their
involvement is positive then it will help to raise the product but on the other it is not then it will
affect the probability of the company.
Purchase decision: It is the stage where the purchasing done. Zhang, Zhao and Gupta
(2018) states that final purchase factor can be affect by two factor which are negative feedback
from other and level of motivation in order to accept the feedback. For example, the customers of
Polo Ralph Lauren will purchase the t-shirts and some other people gives negative reviews
about the brand then other will also not purchase the same brand. Therefore, the purchase
decision is affected by the customer buying process and this will also help Polo Ralph Lauren to
determine the view of their customers towards a product offer.
Post purchase decision: In this stage, customers will compare their previous expectation
and analysed whether they are satisfied or not. Therefore, this stage is consider the critical stage
for retaining the customers. This stage is affect the decision making process of the suppliers. If
the customers are satisfied with their products then it will help Polo Ralph Lauren to sustain their
brand image in market (Buying process, 2018). But on the other side, it is not then they have to
take further action for their improvement of their products offering.
3. CONCLUSION AND RECOMMENDATION
Polo Ralph Lauren needs to provide best quality of products in order to attract wide range
of customers. Therefore, the quoted company has to develop new strategy so that it will help to
draw attention of many customers. Therefore, to attract such type of customers Polo Ralph
Lauren also introduce new product for women especially that help to maximizes their sales and
generate more revenue for the welfare of the company.
By summing up above report it has been concluded that Polo Ralph Lauren is one of the
leading company that now wants to deals with Polo T-shirt specially for women and for this
reason the report concluded that social marketing is the best concept for the company and it will
also affected the buying process of the customers. Report also describes the exact concept of
marketing that needs to be followed by the company in order to attract wide range of customers.
4

REFERENCES
Books and Journals
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Hasić, F., De Smedt, J. and Vanthienen, J., 2018. Augmenting processes with decision
intelligence: Principles for integrated modelling. Decision Support Systems. 107. pp.1-
12.
Heggde, G. and Shainesh, G. eds., 2018. Social Media Marketing: Emerging Concepts and
Applications. Springer.
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and
tools. Springer.
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and
tools. Springer.
Zhang, H., Zhao, L. and Gupta, S., 2018. The role of online product recommendations on
customer decision making and loyalty in social shopping communities. International
Journal of Information Management. 38(1). pp.150-166.
Online
Buying process. 2018. [Online] Available through: <
https://www.b2bmarketing.net/en/resources/blog/5-steps-understanding-your-
customers-buying-process >
5