Marketing Analysis of Ralph Lauren's Brand

Running head: MARKETING ANALYSIS OF RALPH LAUREN’S BRAND
MARKETING ANALYSIS OF RALPH LAUREN’S BRAND
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1MARKETING ANALYSIS OF RALPH LAUREN’S BRAND
Table of Contents
Introduction......................................................................................................................................2
Literature review..............................................................................................................................3
The marketing concept used by the Ralph Lauren Corporation..................................................3
How Polo Ralph Lauren women consumers make their buying decisions when purchasing
Polo products................................................................................................................................4
Conclusion.......................................................................................................................................5

2MARKETING ANALYSIS OF RALPH LAUREN’S BRAND
Introduction
Ralph Lauren is the leading luxury accessories brand with a strong global presence. This
leading accessories brand generally gratifies the premium segment of the society, and they
broadly provide the four categories of the product line in the market that are the apparels
includes Polo Ralph Lauren t-shirts, formal wear, tees, denim, pants, coat, jackets and other. The
fragrances include Ralph Lauren black, Lauren, Ralph Lauren blue and other. The home
accessories include Blankets, bathrobe, bath towels, lightings, frames, comforters and other. The
other accessories involve bags, ties, gloves, sunglasses, wallets, leggings, eyeglasses and other.
They initiated their production of the brand with menswear, and there are varieties of product
ranging from t-shirts to trousers and have catered the kids market. Their focus was on the
menswear then they have come up with the women’s product. Ralph Lauren was able to increase
the market share and reach every people level by providing a wide variety of products (Uggla
2014).
This brand needs to advocate the beliefs of the customers than just relying on brand
values. They need to focus more than using one logo as when any customers think of the brand
value they mostly think of the whole set of the visual icon rather than the single logo — the
offering of the unique services and rituals for the customers (Kim and Hall 2014). The
organization should treat all their stores as the temple as this will make them pay attention that is
more special for the production of the innovative product. The brand needs to make their
customer exclusive and push product towards them (Toldos-Romero and Orozco-Gómez 2015).
This study will focus on the marketing concept and the marketing strategies used by the
Ralph Lauren Corporation. This study includes the identification of the marketing concept of
Ralph Lauren Corporation and involves how the customer make buying decision while