LSBM101: Branding and Marketing of Ralph Lauren - Report

This report provides an analysis of the Ralph Lauren brand, examining the application of marketing concepts and consumer behavior within the fashion industry. It begins with an introduction to Ralph Lauren, its history, and its market positioning, highlighting its focus on longevity, style, and timelessness. The report then delves into the theoretical aspects of marketing, discussing key terminologies such as the marketing concept and its application to the brand. It identifies and explains the five marketing concepts utilized by Ralph Lauren. Furthermore, the report analyzes consumer buying decisions, considering various conditions including local, international, online, and offline scenarios. It outlines the five stages of the buying decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. The conclusion summarizes the brand's performance, its competitive landscape, and provides recommendations for future growth, including brand expansion and product diversification. The report references various academic sources to support its analysis.

Branding of
Ralph Lauren

Table of Contents
1. INTRODUCTION.......................................................................................................................2
2. DISCUSSION AND APPLICATION OF THEORY..................................................................2
a. The use of marketing concepts and key terminologies...........................................................2
b. Consumers make their buying decisions under various conditions,
both locally and internationally, as well as online versus offline..............................................3
3. CONCLUSION AND RECOMMENDATION...........................................................................4
4. REFERENCES............................................................................................................................5

Illustration Index
Illustration 1: Marketing concept.....................................................................................................2
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1. INTRODUCTION
Ralph Lauren is an American business organization which is founded by Ralph Lauren in
1967. Headquarter of firm is in New York City, United States. The framework of all their
products are same i.e. longevity, style and timelessness. It is popularly known for clothing as
well as for different premium lifestyle goods and products which are divided in four categories
i.e. fragrances, apparel, home and accessories. Cited organization targets the middle and upper
class of people as their consumers. In present scenario, there are 23,000 employees working in
the organization. The annual revenue of cited firm is 7.4 billion USD in 2016.
2. DISCUSSION AND APPLICATION OF THEORY
a. The use of marketing concepts and key terminologies
When an organization takes feedback from customers, to understand their needs and then
implement some decisions for the satisfaction of customers demand (Moriarty, 2014). This
philosophy of organization is known as Marketing concept.
There are 5 different types of concepts of marketing used by Ralph Lauren Corporation, which
are as follows:
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Illustration 1: Marketing concept
(Source: Concepts of Marketing, 2013)

 Marketing Concepts: This focuses on the needs and demands of the market and then
delivers that product in the market better than their competitors (Athanasopoulos, 2014).
Cited firm's main goal is to make your brand so strong that customers prefer your brand
instead of choosing any other competitor. In order to market the products or services that
is delivered by the firm. In this context, market researcher has to be conduced as it helps
to know the changes that has raised within the taste and preference of customers
(Concepts of Marketing, 2013). There are organization that deliver their customers with
similar products and services. Customers prefer to make purchases of goods that satisfy
their needs and requirements. In this context, it is important that cited firm make changes
in their products as per the requirement of customers.
Further, branding enables to develop a unique place within the mind of customers towards the
goods and services that are delivered by the firm (Bose, 2010). Ralph Lauren should aim at
improving their branding and this is helpful to improve recognition of the products or
organization. Further, people develop trust over the services that are delivered by the firm. When
there is trust, then people prefer to raise their purchases.
b. Consumers make their buying decisions under various conditions, both locally and
internationally, as well as online versus offline
The process of decision-making which is used by customers for any transaction in market
before, after and during the purchase of any product or services is known as Buying decision
process. When a product is purchases at any condition whether it is for local, international,
online or offline customers, there are five steps that are involved in it and they are as follows:
Need recognition: This can be determined as a step in which customer get to understand
the requirement of product or services (Jobber, 2012). A purchase can take place until there is a
need. For example, when service user get to identify need of cloth, then they will search for
sources that will be helpful to satisfy them.
Information search: As per this step, customer will search for the sources that will be
helpful to satisfy their his/her requirement. In this context, to purchase for clothing customers
may prefer Ralph Lauren or any other firm.
Evaluation of alternative: There companies like Ralph Lauren which deliver customers
with similar products (French, 2010). Customers generally prefer products that are of high
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quality but low prices or any other requirement. If Ralph Lauren satisfied all their requirement,
then customers will prefer to purchase products of cited firm.
Purchase decision: In this step when all the requirement and need is satisfied that the
product, then it will be purchased by the customers. Products of Ralph Lauren will be made
when the product is able to satisfy all their requirements.
Post purchase decision: In accordance with this step, the purchased product will be used
by customers and evaluation will be made over the services received and the expectations of
customers (Pamela, 2016). In case, the product of Ralph Lauren does not satisfy requirement,
then they will stop buying.
3. CONCLUSION AND RECOMMENDATION
In fashion business world, Ralph Lauren is one of the biggest brand and doing well and
also gaining market share and revenue. Cited firm makes many efforts to fulfil the needs of their
customers and satisfy them. There are many threats which are faced by the organization from
their competitors like Banana Republic, Zara, Abercrombie and Fitch, etc. Also new entrants are
joining the market, but it is not a big issue to overcome as they have the advantage of better
brand than others.
Ralph Lauren should continue to expand their brand in different countries. They should
do more research to find out that which organization can bring more values to their brand. In
some countries, there are many firms, which may become a strong partner for Ralph Lauren as
many developing countries have good demands of luxury products of Polo. They should launch
newer products as comparatively lower prices to encourage the middle class people to buy their
products.
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4. REFERENCES
Books and Journals
Bose, D. C., 2010. Modern marketing: Principles and practice. PHI Learning Pvt. Ltd..
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.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing(No. 7th).
McGraw-Hill Higher Education.
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]
Pamela, H., 2016. FACE OFF: Buy Local VS Buy Global. [Online]. Available
through:<http://www.tradeready.ca/2016/trade-takeaways/face-off-buy-local-vs-buy-
global/>. [Accessed on 27- February-2017]
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