1. Ralph Lauren
Appealing to the College Market

2. The RL Company
2011 Revenue 5660.3 Million
Revenue Growth 21.6%

3. Goals
 Increase Revenue
 Increase Market Share
 Attain more Consumers

4. The College Market
18 million
• Ages 18 to 24
$200 Million
• Spent on Consumables

5. Social Media Advertising
 Used by majority of College students
 Facebook and Twitter
 PR
 Blogs

6. Social Networks
 Get the College Market involved
 Easy to Measure Through Followers
 Use Facebook to create individual groups for College
Campuses
 Ie: Ralph Lauren at Michigan State University
 Use Twitter to communicate back and forth with
customers
 They will remember the extra effort

7. Blogs
 Create a Blog
 Talk about fashion trends
 Provide links to other Blogs
 Encourages them to talk positively about RL
 Use other Blogs to find what others are saying
 Damage control

8. PR
 Hire students to intern as Campus Reps
 They update the Facebook group and Blog
 They influence peers
 Hold events on campus
 Contests and Giveaways
 Keeps students talking about your brand

9. Timeline
Feb. 1st Feb 8th March 1st
• Campus • Group • First on
reps Pages up campus
Recruited activity
completed

10. Cost and Profit
Action Cost/Campus Campuses Total/Semester
Campus Rep $0 50* $0
Contests $500 50* $2,500
Sales Price per sale Campuses Total/Semester
40* $100* 50* $200,000*
* Projected