Comprehensive Marketing Analysis: Ralph Lauren Corporation
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This report provides a detailed marketing analysis of the Ralph Lauren Corporation, examining key concepts, strategies, and their application. It begins by defining relevant marketing concepts and terminology, including product strategy, branding, and promotional approaches. The report then outlines the marketing strategies and programs used by Ralph Lauren to achieve its organizational objectives, focusing on sustainability, profitable growth, and long-term value creation. The 7 Ps of marketing (product, price, promotion, place, process, people, and physical evidence) are analyzed in the context of Ralph Lauren's daily operations, along with an overview of their STP marketing approach. The report concludes by exploring the relationships between marketing functions and other functional areas within the corporation, offering a comprehensive understanding of Ralph Lauren's marketing practices. This report provides a comprehensive overview of Ralph Lauren's marketing strategies, concepts, and their practical application within the fashion industry.

Marketing
Ralph Lauren and Polo
Ralph Lauren and Polo
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Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Marketing concepts and terminology applicable to the Ralph Lauren Corporation................1
2. Marketing strategies and programs of the Ralph Lauren corporation.....................................2
3. Marketing concepts and principles that are used in the Ralph Lauren Corporation's daily
organizational operations.............................................................................................................3
4. Relationships of the marketing functions to other functional areas in the Ralph Lauren
corporation...................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Marketing concepts and terminology applicable to the Ralph Lauren Corporation................1
2. Marketing strategies and programs of the Ralph Lauren corporation.....................................2
3. Marketing concepts and principles that are used in the Ralph Lauren Corporation's daily
organizational operations.............................................................................................................3
4. Relationships of the marketing functions to other functional areas in the Ralph Lauren
corporation...................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing refers to the business process in order to create demand of Company's
products and services in customer's mind by doing various promotional activities and
advertisement of the products. Marketing of products and services is being done to generate
awareness of Company's brand value in the marketplace (Baker, 2016). It helps to increase
market share of the Company. Ralph Lauren corporation is an American corporation, it is
engaged in the business of mid range luxury fashion products. The Ralph Lauren corporation is
best known for apparel, accessories, housewares and fragrances. Ralph Lauren corporation is
founded in the year 1967 about 52 years ago by Ralph Lauren. Ralph Lauren headquarters are
situated in New York City in United Kingdom. The project report will outline the Marketing
concepts and terminology applicable to the Ralph Lauren corporation. The project report will
further outline the marketing strategies and programs of the Ralph Lauren Corporation helped it
to achieve the organizational operations. The project report will outline the relationships of the
marketing functions to other functional areas of Ralph Lauren corporation. Lastly the project
report will provide necessary recommendations and conclusion.
MAIN BODY
1. Marketing concepts and terminology applicable to the Ralph Lauren Corporation.
Product strategy - The product strategy of Ralph Lauren corporation reflects the solution to the
customer's needs. The Ralph Lauren Corporation is developing unique product design in
accordance with customers choice and preferences. The Ralph Lauren corporation is introducing
new features in their products to stand out in the market (Blythe and Martin, 2019). The Ralph
Lauren corporation is doing attractive packaging of their products and has extensive brand name.
The Ralph Lauren corporation is providing augmented services to their customer's.
Branding - The Ralph Lauren Corporation is a leading luxury brand in apparel and accessories
and has strong global presence. The Ralph Lauren corporation caters the premium segment of
their society. The Ralph Lauren corporation broadly have four categories of product line
namely, Apparels, Fragrances, Homes and Accessories. In Apparels they have brand like Polo
Ralph Lauren t-shirts, jackets, jumper, coats, denims and swimwear. In Fragrances they have
strong brands of perfumes and deodorants like Lauren, Ralph Lauren black and Ralph Lauren
Blue. In Housewares they have products like Blankets, Comforters and Bathrobe. In accessories
they have bags, ties, gloves, scarf's, sunglasses and wallets.
1
Marketing refers to the business process in order to create demand of Company's
products and services in customer's mind by doing various promotional activities and
advertisement of the products. Marketing of products and services is being done to generate
awareness of Company's brand value in the marketplace (Baker, 2016). It helps to increase
market share of the Company. Ralph Lauren corporation is an American corporation, it is
engaged in the business of mid range luxury fashion products. The Ralph Lauren corporation is
best known for apparel, accessories, housewares and fragrances. Ralph Lauren corporation is
founded in the year 1967 about 52 years ago by Ralph Lauren. Ralph Lauren headquarters are
situated in New York City in United Kingdom. The project report will outline the Marketing
concepts and terminology applicable to the Ralph Lauren corporation. The project report will
further outline the marketing strategies and programs of the Ralph Lauren Corporation helped it
to achieve the organizational operations. The project report will outline the relationships of the
marketing functions to other functional areas of Ralph Lauren corporation. Lastly the project
report will provide necessary recommendations and conclusion.
MAIN BODY
1. Marketing concepts and terminology applicable to the Ralph Lauren Corporation.
Product strategy - The product strategy of Ralph Lauren corporation reflects the solution to the
customer's needs. The Ralph Lauren Corporation is developing unique product design in
accordance with customers choice and preferences. The Ralph Lauren corporation is introducing
new features in their products to stand out in the market (Blythe and Martin, 2019). The Ralph
Lauren corporation is doing attractive packaging of their products and has extensive brand name.
The Ralph Lauren corporation is providing augmented services to their customer's.
Branding - The Ralph Lauren Corporation is a leading luxury brand in apparel and accessories
and has strong global presence. The Ralph Lauren corporation caters the premium segment of
their society. The Ralph Lauren corporation broadly have four categories of product line
namely, Apparels, Fragrances, Homes and Accessories. In Apparels they have brand like Polo
Ralph Lauren t-shirts, jackets, jumper, coats, denims and swimwear. In Fragrances they have
strong brands of perfumes and deodorants like Lauren, Ralph Lauren black and Ralph Lauren
Blue. In Housewares they have products like Blankets, Comforters and Bathrobe. In accessories
they have bags, ties, gloves, scarf's, sunglasses and wallets.
1
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Promotional strategy – The Ralph Lauren Corporations do promotion of their products through
running promotional campaigns and telecasting their advertisement on television. The Ralph
Lauren do promotion of their products through publishing articles in the newspaper and
magazines. The Ralph Lauren corporation also do advertisement of their products through
putting hoardings and banners in between the cities central areas so that maximum customers can
get aware of their brand name. The Ralph Lauren do promotion of their products through giving
various discounting and flat price offers to their customers in order to retain customers loyalty
towards their products. The Ralph Lauren corporation has also come up with the different
contests and Rugby Radio in order to attract the potential customers.
The Ralph Lauren Corporation is spending a lot on their promotion budgets they are
doing social media advertisement in which they have $25000, blogs- $25000, flyers etc. Through
social media advertisement they can easily attract large number of customers towards their
products, as youngsters are highly activated on social media channels (Ryan, 2016). The Polo
Ralph Lauren has targeted the younger generation to carry out various activities in order to
attract them towards their products. The Ralph Lauren Corporation has increasing the exposure
by taking part in the top fashion shows like Milan Fashion week. Through that they got success
to reach multiple of customers at the same time.
2. Marketing strategies and programs of the Ralph Lauren corporation.
Organizational Objectives is achieved by Ralph Lauren corporation by using following
strategies
The objective is to delivering sustainability this is achieved by adopting the strategy of
elevating the brand through improving the quality of sales, distribution and product. In
this Ralph Lauren corporation used promotional strategy to expand its business. To
improve their sale and in order to creating various distributional channel. The Ralph
Lauren corporation do online advertisements and puts hoarding to promote their various
brands and products (Lovelock and Patterson, 2015). The Ralph Lauren corporation also
do advertisement through telecasting their adds between the television popular channels.
The Ralph Lauren corporation is successful achieved to attain the objective of delivering
sustainability by their promotion strategies.
2
running promotional campaigns and telecasting their advertisement on television. The Ralph
Lauren do promotion of their products through publishing articles in the newspaper and
magazines. The Ralph Lauren corporation also do advertisement of their products through
putting hoardings and banners in between the cities central areas so that maximum customers can
get aware of their brand name. The Ralph Lauren do promotion of their products through giving
various discounting and flat price offers to their customers in order to retain customers loyalty
towards their products. The Ralph Lauren corporation has also come up with the different
contests and Rugby Radio in order to attract the potential customers.
The Ralph Lauren Corporation is spending a lot on their promotion budgets they are
doing social media advertisement in which they have $25000, blogs- $25000, flyers etc. Through
social media advertisement they can easily attract large number of customers towards their
products, as youngsters are highly activated on social media channels (Ryan, 2016). The Polo
Ralph Lauren has targeted the younger generation to carry out various activities in order to
attract them towards their products. The Ralph Lauren Corporation has increasing the exposure
by taking part in the top fashion shows like Milan Fashion week. Through that they got success
to reach multiple of customers at the same time.
2. Marketing strategies and programs of the Ralph Lauren corporation.
Organizational Objectives is achieved by Ralph Lauren corporation by using following
strategies
The objective is to delivering sustainability this is achieved by adopting the strategy of
elevating the brand through improving the quality of sales, distribution and product. In
this Ralph Lauren corporation used promotional strategy to expand its business. To
improve their sale and in order to creating various distributional channel. The Ralph
Lauren corporation do online advertisements and puts hoarding to promote their various
brands and products (Lovelock and Patterson, 2015). The Ralph Lauren corporation also
do advertisement through telecasting their adds between the television popular channels.
The Ralph Lauren corporation is successful achieved to attain the objective of delivering
sustainability by their promotion strategies.
2
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The objective of Ralph Lauren is to drive profitable growth that is achieved by offering
the best designer apparels to the customers. One of its brand is Polo Ralph Lauren that is
become a successful brand across the world. The Polo Ralph Lauren is known for its
designer collection. The brand is offering different product range from reasonably
inexpensive to expensive brand in men, women, children wear and accessories. The
brand has its different reputation and distinctive image in the marketplace.
The objective is to evolve products, marketing and shopping experience in order to
increase the reach and appeal with new consumers (Atwal and Williams, 2017). The
Ralph Lauren brand create products of new generation of consumers. The Ralph Lauren
energize the core products and try to accelerate the under developed categories. The
Ralph Lauren drive targeted expansion in its regions and channels. The Ralph Lauren
lead with digital in its all activities (Sajid, 2016.). The Ralph Lauren operates with
discipline to fuel the Company's towards the growth.
The objective of Ralph Lauren is to long-term value creation for shareholders this
achieved by adopting the strategy of defining and working in new ways to drive
productivity and agility. The Ralph Lauren corporation Board of Directors has declared a
25% increase in the regular quarterly cash dividend on the Ralph Lauren common Stock.
The new quarterly cash dividend of Ralph Lauren has declared as $0.625 per share. This
represents a new annual dividend of $2.50 per share of Ralph Lauren. The Ralph Lauren
corporation has planned to return 100% of free cash flow to its shareholders over the next
five years and has planning to return over $2.5 billion on an accumulative basis through
Fiscal year 2023 through dividends and repurchases.
3. Marketing concepts and principles that are used in the Ralph Lauren Corporation's daily
organizational operations.
7 Ps of the Ralph Lauren Corporation
Product – The Ralph Lauren corporation is dealing in the products like Apparels, Fragrances,
Housewares and Accessories. The Ralph Lauren corporation has started its brand Ralph Lauren
for menswear. The Ralph Lauren corporation has various products ranging from Polo Ralph
Lauren t-shirts to trousers and the Polo Ralph Lauren has also catered kids markets (The
Marketing Mix, 2018). The focus of Polo Ralph Lauren is on delivery products of menswear but
they are also shifting towards women-wear. The Polo Ralph Lauren has comprised with the
3
the best designer apparels to the customers. One of its brand is Polo Ralph Lauren that is
become a successful brand across the world. The Polo Ralph Lauren is known for its
designer collection. The brand is offering different product range from reasonably
inexpensive to expensive brand in men, women, children wear and accessories. The
brand has its different reputation and distinctive image in the marketplace.
The objective is to evolve products, marketing and shopping experience in order to
increase the reach and appeal with new consumers (Atwal and Williams, 2017). The
Ralph Lauren brand create products of new generation of consumers. The Ralph Lauren
energize the core products and try to accelerate the under developed categories. The
Ralph Lauren drive targeted expansion in its regions and channels. The Ralph Lauren
lead with digital in its all activities (Sajid, 2016.). The Ralph Lauren operates with
discipline to fuel the Company's towards the growth.
The objective of Ralph Lauren is to long-term value creation for shareholders this
achieved by adopting the strategy of defining and working in new ways to drive
productivity and agility. The Ralph Lauren corporation Board of Directors has declared a
25% increase in the regular quarterly cash dividend on the Ralph Lauren common Stock.
The new quarterly cash dividend of Ralph Lauren has declared as $0.625 per share. This
represents a new annual dividend of $2.50 per share of Ralph Lauren. The Ralph Lauren
corporation has planned to return 100% of free cash flow to its shareholders over the next
five years and has planning to return over $2.5 billion on an accumulative basis through
Fiscal year 2023 through dividends and repurchases.
3. Marketing concepts and principles that are used in the Ralph Lauren Corporation's daily
organizational operations.
7 Ps of the Ralph Lauren Corporation
Product – The Ralph Lauren corporation is dealing in the products like Apparels, Fragrances,
Housewares and Accessories. The Ralph Lauren corporation has started its brand Ralph Lauren
for menswear. The Ralph Lauren corporation has various products ranging from Polo Ralph
Lauren t-shirts to trousers and the Polo Ralph Lauren has also catered kids markets (The
Marketing Mix, 2018). The focus of Polo Ralph Lauren is on delivery products of menswear but
they are also shifting towards women-wear. The Polo Ralph Lauren has comprised with the
3

range of woven scarf's and sportswear. The product line of Polo Ralph Lauren has ranges from
suiting, to shoes and bags of the customers. Through providing various range of products they
are getting success to increase their market share.
Price – The Ralph Lauren Corporation is a global enterprise mainly focuses on the luxury and
premium products. The Ralph Lauren corporation mainly target the high income group so there
prices are generally of high range. The quality and prices of Ralph Lauren corporation serve the
urban people even after they are successful in earning good amount of profits. Ralph Lauren has
preservative pricing policy in the marketplace. The range of price increases with the increase in
product quality. The Ralph Lauren Corporation generally serve high quality products to their
customer's.
Promotion – The Ralph Lauren corporation has spent a lot on its promotional activities. The
Ralph Lauren corporation has various mediums through which they promote their products like
through doing advertisement on television, publishing their articles in newspaper and magazines,
through putting their hoardings and banners at central of town so that they can easily attract the
large number of customers (Chaffey and Ellis-Chadwick, 2019). The Ralph Lauren corporation
has also doing promotion through organizing various contests and discounting offers for their
potential customers. They are also telecasting the advertisement on rugby radio in order to attract
their targeted customers. The Ralph Lauren corporation has mainly advertising through print
media. They also take actively part in fashion shows and highlight their top brand products in
order to create brand awareness in the minds of the customers.
Place – The Ralph Lauren corporation has extremely strong global presence. The Ralph Lauren
corporation headquarters is situated in New York in USA. The Ralph Lauren corporation has
various branches widely spread in different geographical location in different cites of different
countries. The Ralph Lauren corporation has wide distribution network. The main cites are
Chicago, Greenwich, Paris, London, Tokyo, Milan, Moscow and Manhasset (Fan, Lau and Zhao,
2015). The Ralph Lauren corporation has approx 140 personalised outlets and around 500
directly outlets. The Ralph Lauren corporation has also virtual existence on e-commerce portals
and has various online stores. The Ralph Lauren corporation also runs its business approx 400
concession shops.
Process – The Ralph Lauren corporation has adopting recycling method in their packaging of
products like they are recycling the plastic bags and Polythene in order to ensure sustainability in
4
suiting, to shoes and bags of the customers. Through providing various range of products they
are getting success to increase their market share.
Price – The Ralph Lauren Corporation is a global enterprise mainly focuses on the luxury and
premium products. The Ralph Lauren corporation mainly target the high income group so there
prices are generally of high range. The quality and prices of Ralph Lauren corporation serve the
urban people even after they are successful in earning good amount of profits. Ralph Lauren has
preservative pricing policy in the marketplace. The range of price increases with the increase in
product quality. The Ralph Lauren Corporation generally serve high quality products to their
customer's.
Promotion – The Ralph Lauren corporation has spent a lot on its promotional activities. The
Ralph Lauren corporation has various mediums through which they promote their products like
through doing advertisement on television, publishing their articles in newspaper and magazines,
through putting their hoardings and banners at central of town so that they can easily attract the
large number of customers (Chaffey and Ellis-Chadwick, 2019). The Ralph Lauren corporation
has also doing promotion through organizing various contests and discounting offers for their
potential customers. They are also telecasting the advertisement on rugby radio in order to attract
their targeted customers. The Ralph Lauren corporation has mainly advertising through print
media. They also take actively part in fashion shows and highlight their top brand products in
order to create brand awareness in the minds of the customers.
Place – The Ralph Lauren corporation has extremely strong global presence. The Ralph Lauren
corporation headquarters is situated in New York in USA. The Ralph Lauren corporation has
various branches widely spread in different geographical location in different cites of different
countries. The Ralph Lauren corporation has wide distribution network. The main cites are
Chicago, Greenwich, Paris, London, Tokyo, Milan, Moscow and Manhasset (Fan, Lau and Zhao,
2015). The Ralph Lauren corporation has approx 140 personalised outlets and around 500
directly outlets. The Ralph Lauren corporation has also virtual existence on e-commerce portals
and has various online stores. The Ralph Lauren corporation also runs its business approx 400
concession shops.
Process – The Ralph Lauren corporation has adopting recycling method in their packaging of
products like they are recycling the plastic bags and Polythene in order to ensure sustainability in
4
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their production process. To improve effectiveness in their production process they are
motivating their employees through giving them bonus, incentives and fringe benefits. Through
this the employees feels encouraged and this lead to improve overall productivity and efficiency
of the Ralph Lauren corporation.
People – The people of Ralph Lauren corporation are the employees, managers, workers
customers and stakeholders of the Company. The Ralph Lauren corporation has committee
Board of Directors that declared a 25% increase in the regular quarterly cash dividend on the
Ralph Lauren common Stock. This leads to increase the shareholder's satisfaction towards the
Ralph Lauren corporation. The new quarterly cash dividend of Ralph Lauren has declared as
$0.625 per share. The Ralph Lauren corporation has giving the new annual dividend of $2.50 per
share.
Physical evidence – The Ralph Lauren corporation is doing attractive packaging of their
products as the ultimate product which comes in hands of the customers is in form of packaging.
So the packaging should be attractive and stylish (Fill and Turnbull, 2016). The customers first
judges the products by its cover. In order to create brand image of their products in the customers
mind the Ralph Lauren corporation supports sustainability. To promote sustainability now the
Ralph Lauren Corporation is doing packaging of their products in the paper bags.
STP Marketing
Segmenting - The Ralph Lauren corporation do segmentation of their products on the basis of
geographical location. The segments are divided into three areas.
North America – The North America segment of Ralph Lauren corporation represents approx 52
% of net revenue that consist of Ralph Lauren branded products.
Europe – The Europe segment represent approx 26% of net revenue that consist of Europe and
the Middle East.
Asia – The Asia segment represent approx 15% of net revenue that consist of sales of their Ralph
Lauren branded products. The Asia segments includes Australia and New Zealand.
Targeting – The Ralph Lauren corporation do targeting of their products on the basis of Men,
Women, children and urban premium class.
Position – The Ralph Lauren corporation do positioning of their products by one stop shop for
home décor, clothing and accessories.
5
motivating their employees through giving them bonus, incentives and fringe benefits. Through
this the employees feels encouraged and this lead to improve overall productivity and efficiency
of the Ralph Lauren corporation.
People – The people of Ralph Lauren corporation are the employees, managers, workers
customers and stakeholders of the Company. The Ralph Lauren corporation has committee
Board of Directors that declared a 25% increase in the regular quarterly cash dividend on the
Ralph Lauren common Stock. This leads to increase the shareholder's satisfaction towards the
Ralph Lauren corporation. The new quarterly cash dividend of Ralph Lauren has declared as
$0.625 per share. The Ralph Lauren corporation has giving the new annual dividend of $2.50 per
share.
Physical evidence – The Ralph Lauren corporation is doing attractive packaging of their
products as the ultimate product which comes in hands of the customers is in form of packaging.
So the packaging should be attractive and stylish (Fill and Turnbull, 2016). The customers first
judges the products by its cover. In order to create brand image of their products in the customers
mind the Ralph Lauren corporation supports sustainability. To promote sustainability now the
Ralph Lauren Corporation is doing packaging of their products in the paper bags.
STP Marketing
Segmenting - The Ralph Lauren corporation do segmentation of their products on the basis of
geographical location. The segments are divided into three areas.
North America – The North America segment of Ralph Lauren corporation represents approx 52
% of net revenue that consist of Ralph Lauren branded products.
Europe – The Europe segment represent approx 26% of net revenue that consist of Europe and
the Middle East.
Asia – The Asia segment represent approx 15% of net revenue that consist of sales of their Ralph
Lauren branded products. The Asia segments includes Australia and New Zealand.
Targeting – The Ralph Lauren corporation do targeting of their products on the basis of Men,
Women, children and urban premium class.
Position – The Ralph Lauren corporation do positioning of their products by one stop shop for
home décor, clothing and accessories.
5
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4. Relationships of the marketing functions to other functional areas in the Ralph Lauren
corporation.
Market planning with Product development – The marketing planing function of Ralph
Lauren corporation is linked with the product development function. The products of Ralph
Lauren can only be developed by doing proper marketing planning.
Market information with Product designing – The Product designing can only be done of
Ralph Lauren corporation products by gathering the market information (Kerrigan, 2017). The
market information helps to gather the current trend, choices and preferences of the customers
and in accordance with that Ralph Lauren corporation do marketing of their products.
Product distribution with Packaging and branding – The End products of Ralph Lauren
corporation can only be delivered by doing proper packaging and branding of the products. The
effective packaging of products and brand value influence the customer's attention towards the
Ralph Lauren corporation. The Product distribution can take place by doing proper packaging
and branding.
Cross functional relationship of marketing and other departments in the Ralph Lauren
corporation.
Marketing with Production – Marketing department do adequate research of the products of
Ralph Lauren corporation. Through this the marketing department clearly identifies the current
customer's needs in the market. The production department of Ralph Lauren corporation produce
the products in accordance with the marketing research in order to satisfy the customers needs.
Marketing with the Finance – The Finance department provide adequate budget to meet the
promotional activities of marketing department of Ralph Lauren corporation (Kotler, Makens
and Baloglu, 2017). The advertisement costs are generally high of Ralph Lauren corporation in
order to gather enough funds they need to contact the finance department in order to fulfil the
required needs of money.
Marketing with the Human Resource – The Human resource of Ralph Lauren corporation
helps to provide new promotional ideas to the marketing department. The Human resource
department create an ambitious and competent sales team in order to conduct marketing
activities of the Ralph Lauren Corporation.
Marketing with the Legal department – The Marketing department of Ralph Lauren
corporation is interlinked with the Legal department. The marketing department do
6
corporation.
Market planning with Product development – The marketing planing function of Ralph
Lauren corporation is linked with the product development function. The products of Ralph
Lauren can only be developed by doing proper marketing planning.
Market information with Product designing – The Product designing can only be done of
Ralph Lauren corporation products by gathering the market information (Kerrigan, 2017). The
market information helps to gather the current trend, choices and preferences of the customers
and in accordance with that Ralph Lauren corporation do marketing of their products.
Product distribution with Packaging and branding – The End products of Ralph Lauren
corporation can only be delivered by doing proper packaging and branding of the products. The
effective packaging of products and brand value influence the customer's attention towards the
Ralph Lauren corporation. The Product distribution can take place by doing proper packaging
and branding.
Cross functional relationship of marketing and other departments in the Ralph Lauren
corporation.
Marketing with Production – Marketing department do adequate research of the products of
Ralph Lauren corporation. Through this the marketing department clearly identifies the current
customer's needs in the market. The production department of Ralph Lauren corporation produce
the products in accordance with the marketing research in order to satisfy the customers needs.
Marketing with the Finance – The Finance department provide adequate budget to meet the
promotional activities of marketing department of Ralph Lauren corporation (Kotler, Makens
and Baloglu, 2017). The advertisement costs are generally high of Ralph Lauren corporation in
order to gather enough funds they need to contact the finance department in order to fulfil the
required needs of money.
Marketing with the Human Resource – The Human resource of Ralph Lauren corporation
helps to provide new promotional ideas to the marketing department. The Human resource
department create an ambitious and competent sales team in order to conduct marketing
activities of the Ralph Lauren Corporation.
Marketing with the Legal department – The Marketing department of Ralph Lauren
corporation is interlinked with the Legal department. The marketing department do
6

advertisement of the products of Ralph Lauren corporation so they need to follow proper code of
conduct of advertisement and various product advertisement laws so before doing advertisement
they consider the legal department to gather the necessary information relevant to advertisement
laws.
7
conduct of advertisement and various product advertisement laws so before doing advertisement
they consider the legal department to gather the necessary information relevant to advertisement
laws.
7
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CONCLUSION
The conclusion is being made from the above project report that marketing plays a crucial
role to drive the business of Ralph Lauren corporation. It is been concluded that Ralph Lauren
corporation use various marketing strategies to increase its market share. The Ralph Lauren is
spending high cost on promotional activities in order to create brand awareness of Ralph Lauren
products among the customers. The Ralph Lauren corporation is giving various discounting
offers to their customers in order to increase the customer's satisfaction.
Recommendations
The Ralph Lauren corporation can generate their own app in order to reach the desired
customer's segment.
The Ralph Lauren corporation should adopt different social media advertising strategies
like they can collaborate with the top models and models will promote their brand on
their own page by tagging the Company's page (Tuten and Solomon, 2017).
8
The conclusion is being made from the above project report that marketing plays a crucial
role to drive the business of Ralph Lauren corporation. It is been concluded that Ralph Lauren
corporation use various marketing strategies to increase its market share. The Ralph Lauren is
spending high cost on promotional activities in order to create brand awareness of Ralph Lauren
products among the customers. The Ralph Lauren corporation is giving various discounting
offers to their customers in order to increase the customer's satisfaction.
Recommendations
The Ralph Lauren corporation can generate their own app in order to reach the desired
customer's segment.
The Ralph Lauren corporation should adopt different social media advertising strategies
like they can collaborate with the top models and models will promote their brand on
their own page by tagging the Company's page (Tuten and Solomon, 2017).
8
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REFERENCES
Books and Journals
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Kerrigan, F., 2017. Film marketing. Routledge.
Kotler, P., Bowen, J.T., Makens, J. and Baloglu, S., 2017. Marketing for hospitality and tourism.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Sajid, S.I., 2016. Social media and its role in marketing.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Online
The Marketing Mix, 2018 [Online]. Available through : <https://marketingmix.co.uk/ >
9
Books and Journals
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Kerrigan, F., 2017. Film marketing. Routledge.
Kotler, P., Bowen, J.T., Makens, J. and Baloglu, S., 2017. Marketing for hospitality and tourism.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Sajid, S.I., 2016. Social media and its role in marketing.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Online
The Marketing Mix, 2018 [Online]. Available through : <https://marketingmix.co.uk/ >
9
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