Report on Marketing Strategies for Women's Bags by Ralph Lauren

This report analyzes the marketing strategies employed by Polo Ralph Lauren for its women's bag products. It begins with an introduction to the importance of women's bags and the company's product offerings. The report then reviews the marketing concepts used, including marketing management orientation, societal marketing orientation, and the importance of understanding customer needs. A key section examines the consumer decision-making process, breaking it down into stages such as need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The conclusion summarizes the findings, emphasizing the use of marketing orientation by Ralph Lauren. Recommendations are provided, and the report concludes with a list of references including books, journals and online resources.

Individual Presentation
and Report

Table of Contents
INTRODUCTION...........................................................................................................................1
Literature review..............................................................................................................................1
Marketing concept to promote women's bag within market........................................................1
Consumer decision making process.............................................................................................1
CONCLUSION ...............................................................................................................................3
RECOMMENDATIONS.................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Women bag is considered as one of the most essential part of women's lifestyles, include
handbag, handbag or pouch. In term bag originally refers to small bag for holding money or
coins. Ralph Lauren organization is the main centring point of this report, they design, distribute
and marketing range of lifestyles products such as home, fragrance, accessories, apparel. This
report explain about women's bag that Polo Ralph Lauren is selected for offering women's. This
study clarify marketing management orientation as marketing concepts which has been applied
by organization for their chosen products.
Literature review
Marketing concept to promote women's bag within market
Ralph Lauren firm offer their best products to women's, they design women bag for
female to make them happy and satisfied. According to Baker (2016) Polo Ralph Lauren used
marketing management orientation as marketing concept to introduce its products in
marketplace. They want to garb the attention of women customer the most and try to attract them
towards their new product that is “Women Bag”. Marketing management orientation concept is
one of the best marketing model that helps Polo Ralph to market its products and increase profit
margin more and more rather than before. Marketing management orientation is included
production concept, sales orientation, product orientation and marketing orientation. As
discussed by Najafi-Tavani (2016) polo Ralph Lauren can use societal marketing orientation and
marketing orientation to promote or advertise their women's bag which helps to attract customers
mostly women rather than another. Marketing orientation is the strategy that Polo Ralph can
adapt to satisfy their women customer needs and to promote new women's bag product. It is one
of the oldest marketing management orientation that focuses on customer as the first approach.
With the help of using these concepts they can achieve profit and sales better than before.
Marketing management orientation include 5 alternative concepts which provide many benefits
to organization and contribute to gain its desired organizational goals and business objectives.
Polo Ralph Lauren can also use societal marketing orientation as marketing concept that
overlooks possible conflicts between customers short run needs and clients long run well being.
Consumer decision making process
Buying decisions of customer for purchasing any product of organization goes under
through long process and takes a lot of time to purchase goods. Polo Lauren women customers
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make their decision for purchasing company products by gathering all the information in context
of women's bag offer by firm. Customer decision making procedure involve clients to identify
their needs, evaluate alternative, collect information and then make their buying decision. This
process pass throughout 5 stages, of consumer decision making there are the stages:
Need recognition: This stage occurs when the customer exactly determines their
demands and needs. According to Pescher (2014) polo Ralph Lauren women clients firstly
recognize their needs before making decision for purchasing Polo women' bag. They identify
their needs and considered as it is important for them or not. Need recognition is important to be
considered for Women's customer which helps to know them about purchasing organization
Women's bag.
Information search: As per the Maity (2014), this stage in customer decision procedure
tends to change continually as clients require obtaining more and more detail about goods which
can satisfy their wants. Polo women consumers get to know more about women bag product
offer by Polo Ralph Lauren. They acquire to gather all the information about product, focus on
quality of bag and also know more about using material within women's bag. They get the all the
information about women' bag via several sources such as commercial sources, public sources
and another which helps to make buying decision.
Evaluation of alternative: This step include evaluation of product from different
alternative that is available in market along with goods life cycle. Polo women customer take
their buying decision of women bag after evaluating alternative in markets. They try to
determine products meets with their needs and seeking out for the best option available in
market. They evaluate alternative of Polo product based on various factors such as price, quality
material and another which is very important for them before buying goods.
Purchase decision: When all the above stages have been passed and women customer of
Polo evaluate all the things, they have now finally decided to purchase Polo women's bag.
According to Zhang (2014) in this stage, women measure all facts and have arrived at logical
conclusion that is based upon effect from marketing movement.
Post purchase behaviour: buying of women' bag is followed by post purchase
evaluation, it refers to analyse whether goods is useful for them or not. If Polo women clients
matched their expectations with women bag, they will serve as bran ambassador that helps to
increase company customer base.
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CONCLUSION
The present discuss about Polo Ralph Lauren women's bag products which they offer to
its women customers to satisfy their needs. It has been concluded that Ralph Lauren used
Marketing orientation as marketing concept to introduce their product in market. This report also
discuss customers decision making procedure which define the process of buying judgement of
Polo Ralph women clients when they want to purchase women's bag.
RECOMMENDATIONS
Polo Ralph Lauren should used social media marketing platform to market their women's
bag, as it helps to attract focus of women towards them (Alves, Fernandes and Raposo, 2016).
They must focuses on product quality, used the best and harmless materials and set price of
women's bag affordable to its customers hat support to retain clients with the for longer.
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REFERENCES
Books and Journals
Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review and
implications. Psychology & Marketing. 33(12). pp.1029-1038.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Maity, M. and Dass, M., 2014. Consumer decision-making across modern and traditional
channels: E-commerce, m-commerce, in-store. Decision Support Systems. 61. pp.34-46.
Najafi-Tavani, S., Sharifi, H. and Najafi-Tavani, Z., 2016. Market orientation, marketing
capability, and new product performance: The moderating role of absorptive
capacity. Journal of Business Research. 69(11). pp.5059-5064.
Ozkaya, H.E. and et.al., 2015. Market orientation, knowledge competence, and
innovation. International Journal of Research in Marketing. 32(3). pp.309-318.
Pescher, C., Reichhart, P. and Spann, M., 2014. Consumer decision-making processes in mobile
viral marketing campaigns. Journal of interactive marketing. 28(1). pp.43-54.
Zhang, K.Z. and et.al., 2014. Examining the influence of online reviews on consumers' decision-
making: A heuristic–systematic model. Decision Support Systems. 67. pp.78-89.
Online
5 Marketing Concepts.2017.[Online]. Available through : <https://iedunote.com/marketing-
concept>.
Consumer Decision Making Process.2018.[Online]. Available through :
<https://www.marketingtutor.net/consumer-decision-making-process-stages/>.
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