Polo Ralph Lauren Women's Products

Polo Ralph Lauren Women's
Products

Table of Contents
INTRODUCTION ..........................................................................................................................1
LITERATURE REVIEW ...............................................................................................................1
a) Identification and definition of key marketing concepts used for Ralph Lauren women
products.......................................................................................................................................1
b) Buying decisions made by women customers when purchasing Polo Ralph Lauren products
.....................................................................................................................................................2
CONCLUSION AND RECOMMENDATIONS ...........................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Polo Ralph Lauren has introduced a new range of polo t-shirts, basic tops and leather
leggings for their women customers , as Lauren wanted to sell chic and sophisticated products
that he can offer to his valuable buyers (Amatulli and et.al., 2017). These polo products have
been designed by using aesthetic elements such as plaids, florals and ruffles that give a vintage
and bohemian look. They will be retailed by using marketing concepts so that they can aim at
delivering their products to customers in a successful manner by understanding their buying
patterns and making effective marketing decisions. This assignment will identify and define
those marketing concepts and buying decisions of Ralph Lauren's women customers. There will
be recommendations for improving their applied strategies will be provided as well.
LITERATURE REVIEW
a) Identification and definition of key marketing concepts used for Ralph Lauren women
products
As per the views of Kennedy (2017), Ralph Lauren can use various marketing concepts
so that they are able to attract their women customers to buy the new line of polo products,
especially their t-shirts, tops and leggings. A key concept that is used by the organisation is
product orientation, as they have to give emphasis on the new Polo t-shirts that they have
designed for women customers. Ralph Lauren uses this marketing strategy as it helps them in
creating products of the highest quality with the best price. D'Souza (2015), on the other hand
stated that societal marketing orientation is a key concept that will effectively help the brand to
market and sell their new Polo products. Women customers that purchase from luxury brands
have specific wants and it is hard for them to find products that they like. Therefore, this strategy
can help Ralph Lauren in determining their designs for the new line, so that they can attract
women buyers.
Kapferer, Klippert and Leproux (2014) argued that Ralph Lauren has been using
production concept of marketing and must continue to do so, because their customer base is fixed
. They will purchase products that is sold by the brand, regardless of how their designs are. This
can help them in selling their new Polo line, but it might not be as successful as opting for other
concepts of marketing. While The Five Marketing Concepts Explained (2017) stated that a mix
of all marketing strategies can be used by Ralph Lauren, as there are different aspects that need
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to be focused on while selling their products and each concept can be specifically used to attract
women customers to buy their new Polo products.
b) Buying decisions made by women customers when purchasing Polo Ralph Lauren products
According to Kessous, Roux and Chandon (2015) women generally have the urge to buy
new products, regardless of the fact that they need it or not. This can occur due to seeing
something that their friends have recently purchased or on social media. Women's desire to make
decisions while purchasing products consists of a complete process. Once they find out about the
new launches at Ralph Lauren, they decide to gather more information about it. They either
search the Polo products on the brand's website or go to the store. They look at all the t-shirts,
tops or jeggings and decide one which products they would prefer to buy.
Bonaldi (2014) states that women customers buy more than one thing when they go for
shopping. When they recognise their needs, they decide to go fulfil them. There are many
options available at Ralph Lauren, which makes it a difficult task for women to make a purchase
decision. They continuously evaluate their choices before finally making the purchase. Ralph
Lauren Polo has designed many t-shirts, tops and leggings, making it even more tough to make a
choice. While shopping on online websites, women get confused as they are unable to evaluate
alternatives. They do not know which option would be best for them and take time in making a
purchase decision.
As per the view of Moreno-Gavara and Jiménez-Zarco (2018), post purchase decision is a
very important factor of buying decisions, especially in women customers. If they are not happy
and satisfied with the products of Polo Ralph Lauren, they may not want to recommend them to
their friends or families and might stop purchasing from the brand. Sometimes, needs are not
fulfilled of women customers and this makes them unhappy about their purchase decision. This
can cause them to return those products and give negative reviews about the new line. Ralph
Lauren will too, feel sad that they were unable to satisfy customer needs with their Polo
products.
On the other hand, Kapferer and Bastien (2017) stated that post purchase decisions can
help Ralph Lauren in understanding their weaknesses or strengthens, so that they are able to
successfully make changes in their marketing strategies. It will aid them in analysing women
customer preferences, which will enable them to design better Polo products as well as adopting
different marketing concepts. They can effectively achieve their goals of satisfying their
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customers, so that women will come back to shop for more products from the Polo line and
recommend them to their friends and families. Therefore, buying decision plays an important
role in the area of luxury brand products and their marketing.
CONCLUSION AND RECOMMENDATIONS
This report can conclude that Ralph Lauren has been successful in implementing
marketing concepts such as product and societal marketing orientation to sell their new Polo
products such as t-shirts, tops and leather leggings. They have created designs that attracts their
main customer target base of women. There are different buying habits of women and they
generally tend to make decisions of purchasing polo products that have been recommended by
friends or when they see these products on social media. Some recommendations for Ralph
Lauren include enhancing their social media marketing, so that they are able to attract even more
customers towards the Polo line. They can take feedbacks from their customers during purchase,
so that they can design products according to preferences of women buyers.
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REFERENCES
Books and Journals
Amatulli, C. and et.al., 2017. Inside luxury: Main features, evolving trends, and marketing
paradoxes. In Sustainable Luxury Brands (pp. 7-34). Palgrave Macmillan, London.
Bonaldi, M.R., 2014. Implications of cultural factors on the internationalization of a luxury
brand: the case of Ralph Lauren (Master's thesis, Universidade de Aveiro).
D'Souza, C., 2015. Marketing challenges for an eco-fashion brand: A case study. Fashion
Theory. 19(1). pp.67-82.
Kapferer, J.N. and Bastien, V., 2017. The Specificity of Luxury Management: Turning
Marketing Upside Down. In Advances in Luxury Brand Management (pp. 65-84).
Palgrave Macmillan, Cham.
Kapferer, J.N., Klippert, C. and Leproux, L., 2014. Does luxury have a minimum price? An
exploratory study into consumers’ psychology of luxury prices. Journal of Revenue
and Pricing Management. 13(1). pp.2-11.
Kennedy, E., 2017. I create, you create, we all create–for whom?. Journal of Product & Brand
Management. 26(1). pp.68-79.
Kessous, A., Roux, E. and Chandon, J.L., 2015. Consumer–brand relationships: A contrast of
nostalgic and non‐nostalgic brands. Psychology & Marketing. 32(2). pp.187-202.
Moreno-Gavara, C. and Jiménez-Zarco, A., 2018. Strategies for Luxury Fashion Brands'
Targeting the Young Audience: How to Link Celebrity Endorsements and Brand
Extensions With Social Media. In Fashion and Textiles: Breakthroughs in Research
and Practice (pp. 121-157). IGI Global.
Online
The Five Marketing Concepts Explained. 2017. [Online]. Available through:
<https://oxidian.ch/en/the-five-marketing-concepts-explained/>
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