Report on Ralph Lauren Branding and Consumer Decisions (LSBM101)

This report provides an analysis of the Ralph Lauren brand, focusing on key marketing concepts and consumer buying decisions. It begins by outlining fundamental marketing concepts such as the production concept, product concept, selling concept, marketing concept, and societal marketing concept. The report then delves into consumer buying decisions, differentiating between local and international markets, as well as offline and online purchasing behaviors. The report highlights the importance of understanding consumer preferences and market dynamics in shaping effective marketing strategies for the Ralph Lauren brand. The analysis includes references to academic literature, supporting the arguments presented.

Branging of
Ralph Lauren

1. Marketing Concepts
 Production Concept
 Product Concept
 Selling Concept
 Marketing Concepts
 Societal Marketing Concept

 Production Concept: This concept shows that the consumers favour
those products which are less expensive and easily available in
market.
 Product Concept: This concept shows that the consumer prefer those
which have better quality, new features, innovative and high
performance.
 Selling Concept: In this concept, consumer buys only those
products which are aggressively sells or promotes by cited
organization.
Cont...

Cont...
 Marketing Concepts: This concept focuses on the needs and
demands of the market and then delivers that product in the market
better than their competitors.
 Societal Marketing Concept: In this concept focal point of
company is to fulfil customer's needs better than other competitors
which maintains the well being of society and consumers.

2. Consumers Buying Decisions
 Local market
 International market
 Offline
 Online

 Local market: If a customer buys the local product, then this
decision helps in the growth of the local economy as the money
stays in the local community.
 International market: Global organization are more often in
customers eye, as they uses effective methods to promote their
brand.
Cont...

 Offline: In offline stores, customers can directly purchase their
product from physical outlets of cited organization.
 Online: Online purchasing of Ralph Lauren products, decreases
the costs of physical offline stores, which is the major cost factor
of the brand.
Cont...

REFERENCES
Books and Journals
 French, J., 2010. Social marketing and public health: Theory and
practice. Oxford University Press.
 Harcup, T., 2015. Journalism: principles and practice. Sage.
 Hyndman, R. J. and Athanasopoulos, G., 2014. Forecasting:
principles and practice. Otexts.
 Moriarty, S. and et.al., 2014. Advertising: Principles and
practice. Pearson Australia.
Online
 Concepts of Marketing. 2013. [Online]. Available
through:<http://www.netmba.com/marketing/concept/>.
[Accessed on 27- February-2017]

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