Polo Ralph Lauren Women's Products
Added on 2021-01-01
6 Pages1489 Words259 Views
Polo Ralph Lauren Women'sProducts
Table of ContentsINTRODUCTION ..........................................................................................................................1LITERATURE REVIEW ...............................................................................................................1a) Identification and definition of key marketing concepts used for Ralph Lauren womenproducts.......................................................................................................................................1b) Buying decisions made by women customers when purchasing Polo Ralph Lauren products.....................................................................................................................................................2CONCLUSION AND RECOMMENDATIONS ...........................................................................3REFERENCES................................................................................................................................4
INTRODUCTION Polo Ralph Lauren has introduced a new range of polo t-shirts, basic tops and leatherleggings for their women customers , as Lauren wanted to sell chic and sophisticated productsthat he can offer to his valuable buyers (Amatulli and et.al., 2017). These polo products havebeen designed by using aesthetic elements such as plaids, florals and ruffles that give a vintageand bohemian look. They will be retailed by using marketing concepts so that they can aim atdelivering their products to customers in a successful manner by understanding their buyingpatterns and making effective marketing decisions. This assignment will identify and definethose marketing concepts and buying decisions of Ralph Lauren's women customers. There willbe 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 womenproductsAs per the views of Kennedy (2017), Ralph Lauren can use various marketing conceptsso 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 isproduct orientation, as they have to give emphasis on the new Polo t-shirts that they havedesigned for women customers. Ralph Lauren uses this marketing strategy as it helps them increating products of the highest quality with the best price. D'Souza (2015), on the other handstated that societal marketing orientation is a key concept that will effectively help the brand tomarket and sell their new Polo products. Women customers that purchase from luxury brandshave specific wants and it is hard for them to find products that they like. Therefore, this strategycan help Ralph Lauren in determining their designs for the new line, so that they can attractwomen buyers. Kapferer, Klippert and Leproux (2014) argued that Ralph Lauren has been usingproduction 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. Thiscan help them in selling their new Polo line, but it might not be as successful as opting for otherconcepts of marketing. While The Five Marketing Concepts Explained (2017) stated that a mixof all marketing strategies can be used by Ralph Lauren, as there are different aspects that need1
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