I. Executive Summary

About Ralph Lauren Ralph Lauren is a very diverse company. They sell men, women’s, and children’s apparel, colognes, perfumes, cosmetics, accessories, sheets, drapes, paint, home interior, and furniture. He’s most famous production is Polo Ralph Lauren.

Missions & Goals Primary Goals ○ Promote Ralph Lauren Men’s Apparel to business oriented men. ○ Increase sales Secondary Goals ○ Larger Target market; business men & middle aged men ○ Better Ralph Lauren’s public relations sales image ○ Better physical impression for interviews, business meetings, parties, dates, etc. Advertising Methods A. Primary Market ● Ages 20 - 35 ■ Career orientated men with average income of $55,000 or higher During the promotion of Ralph Lauren Men’s apparel our target market will be upper class business men. We feel that they will be particularly attracted to our campaign because first impression is everything and Ralph Lauren will provide them with a superior professional image to help anchor that job or that first date. B. Secondary Market ● Ages 35 – 55 ■ Business men who have a yearly income of at least $100,000 a year. Our secondary target market will be middle aged upper class business men who need a look that will give them that experienced trust worthy edge. These men will already have jobs but our goal is to show them they can go bigger because dress for success is here. Financials Our total campaign budget is 50 million. This table shows the total costs of each advertising section for an entire year of advertising. Total Year Cost Type Total TV $26,035,580 Magazine $4,035,300 Internet $36,480 Virtual Catalog $59,000 Total Year Cost $30,166,360 Ad Agency fee (.50%) $150,831

Benefits ● Increase in clients ● Increase in yearly revenue ● Better and further public image

II Descriptions

A. Description of Company

Ralph Lauren was born in 1939 in Bronx, NY. He went to the

City College of New York and majored in the study of art and design.

He took a tour of military duty then married and had three children.

During the day he worked at a tie manufacturing company when he was struck with the brilliant idea ‘Why not make the ties wider?’ So he pursued his idea which became Polo in 1967. “A tie was the way a man expressed himself. I believed that men were ready for something new and different. They didn’t want to look as if they worked for IBM. A beautiful tie was an expression of quality, taste, and style.” says Ralph.

He later, in 1970, released a line of men’s suits. After they took to the sky he started to make the famous Polo shirts in 24 different colors. Also in the 70’s Men’s fragrances were starting to progress. Ralph Lauren took this to heart and created Polo for Men After Shave Balm, Polo Cologne for Men, Polo Crest for Men, Polo Sport Cologne, Polo Sport Extreme Cologne, Romance Cologne for

Men, Safari Cologne for Men, as well as the Rodeo, and Haute.

Ralph Lauren is also the first to launch a luxury designed e-commerce website in the US in the year 2000. He is considered one of the first designers to sell ‘lifestyle’ as he sells colognes, perfumes, cosmetics, accessories, sheets, drapes, paint, home interior, furniture, and Men, Women, and

Children’s Apparel.

B. Description of Client/Advertiser

We represent Wieden & Kennedy. We are a full-service advertising agency driving for the success of you and your company. We are located in Portland, Oregon, but have offices all around the world in New York, Amsterdam, London, Tokyo, Shanghai, and Delhi. We like being on the cutting edge of the future. Some of our loyal customers are Coca Cola, Converse, Dodge, Jeep, Nike, Target, and Levi’s.

We feel that we have some new tenacious advertising ideas for your company. Ralph Lauren

Polo has such divers collections that we think some are hidden in all the glory. We would like to promote your Men’s Apparel and make it, as always, a bold classic fashion statement that will attract business men as well as the “every day” man.

III Objectives of Campaign

● Primary Objective

○ Promote Ralph Lauren Men’s Apparel to business oriented men.

○ Increase sales

● Secondary Objectives

○ Larger Target market; business men & middle aged men

○ Better Ralph Lauren’s public relations sales image

○ Better physical impression of clients for interviews,

business meetings, parties, dates, etc.

Wieden and Kennedy would like to support these goals for

Ralph Lauren by getting a deal with the TV show What NOT to

Wear which is hosted by Stacy London and Clinton Kelly. In the show the person selected for a style make over is shown what

3 types of clothes are flattering to their body and are then set free in New York City with a $5,000 budget to try out the new fashion rules and then report back to Stacy and Clinton. They also receive a cosmetic and hair makeover! Now it has been noted that most clients on the show are women and there have only been a few men. So our plan is for Ralph Lauren to be a sponsor of the show and promote the makeover’s of men and for the show to emphasis the use of Ralph Lauren Men’s apparel for a sleek classic look.

Now we realize that most men do not watch designer shows but most men do watch the NFL, and TV Shows on CBS, NBC, FOX, and NBC. So our supplementary plan is to create some inspiring commercials to air on these channels to promote the exquisitely chic yet classic style of Ralph Lauren to show men that they can be fashionable and luxurious but still be a robust manly man but give off a handsome superior look from the business setting to the everyday life.

IV. Identification of Target Market

A. Primary Market

● Ages 20 - 35

■ Career orientated men with average

income of $55,000 or higher

During the promotion of Ralph Lauren Men’s apparel our target market will be upper

class business men. We feel that they will be particularly attracted to our campaign

because first impression is everything and Ralph Lauren will provide them with a

superior professional image to help anchor that job or that first date.

B. Secondary Market

● Ages 35 – 55

■ Business men who have a yearly income of at least $100,000 a year.

Our secondary target market will be middle aged upper class business men who need a

look that will give them that experienced trust worthy edge. These men will already

have jobs but our goal is to show them they can go bigger because dress for success is

here.

V. Advertising Media

A. Magazines

I. M en’s Health is the world’s largest men’s magazine. It

also has 43 editions around the globe. This magazine covers fitness and

health to grooming! We feel that a Ralph Lauren ad would fit right in and capture the eyes of

all readers. For the ad just a simple picture of a handsome model dressed in a sophisticated

suit with a daring look with the title ‘Dress for Success’ and a paragraph about how you dress

truly does have a huge impact on your first impression in life.

II. G Q ‘Gentlemen’s Quarterly’ is a monthly magazine that’s main focus is men’s

fashion, style, and culture. It has foot holds all around the world in the US, Europe, Africa, and

China! Once again a Ralph Lauren ad would be right at home in this magazine

showing off the classic in the know looks of their men’s apparel. In this ad we

are thinking a picture of a man with a lovely lady at his side in a modern

setting. Along with this picture a paragraph on how to ‘Dress for Success’ and

perhaps even a men’s fragrance tab as well.

III. Esquire Magazine has been in business since 1932 and flourished during the

Great Depression and hasn’t stopped! This fashion forward magazine covers grooming, drinks,

how-to’s, reviews, food, and of course fashion! Again a Ralph Lauren ad in this magazine will

be just right. This ad will have a picture of a man dressed casually but still looks very educated.

It will also have a paragraph talking about how to dress casually but still have a dignified

polish.

IV. Details Magazine is an American men’s magazine since 1982 which centers

on culture trends, social advice, and style advice. Our ideas for a Ralph Lauren ad in this

magazine would be a split picture with the one side of a man dressed rather frumpy and the

other of the same man only dressed casually but with that little extra

sophisticated shine of Ralph Lauren. This ad will also come with a Ralph

Lauren fragrance tab and a few paragraphs talking about how you dress

even if its casual really does affect your appearance and other people’s

perception of you.

B. TV Ads

I. NFL Super bowl- airs on FOX, NBC and CBS: This ad will depict the upper scale

life style by showing off the easy to do step of dressing for success. The ad has lots of potential

to show casually dressed men playing football in a nice courtyard with lovely spectating

women on the side lines. Another idea for the ad would be to have nicely dressed men

walking into an upper scale bar with the center of attention suddenly on them as they walk in.

Also along the lines of being the center of attention a man walking into a

business atmosphere dressed in a fine modern suit and seemingly

fashion forward attitude becomes the center of attention.

II. TLC: One of our main objectives in this campaign is to

get a deal with TLC’s star show W hat NOT to Wear. Part of this deal is

to air a commercial showing off the stylish edge of Ralph Lauren’s men’s apparel and how it

gives off that extra shine in life that more often than not can get you that promotion or that

date with the pretty girl you saw across street.

III. Programs: Survivor, CSI, Apprentice, and What NOT to Wear. As you can see

we have selected quit a few programs to air our men’s apparel commercials on. But we have

hand selected these programs with the conscience that they are the most likely to be watched

by our target market. The commercials will all have the same main focus on dressing for

success.

C. Direct e-mail Catalogs

In today’s world technology has no limit and along with it comes a busy schedule

especially for business men, our target market, so we have devised that a

virtual email catalog for our male customers will be very appeasing. This

catalog will come each season showing summer, spring, fall, and winter

fashions. The catalogs will also be easy to view on smart phones, iPods,

iPads, laptops etc. The catalog will have sample images of all the new arrivals including a

360-degree revolving image of the show case outfits. Also for each piece of clothing the zoom

in tools will be available to view the superior quality of Ralph Lauren products. The pages of

the catalog will also have the virtual flipping technology.

D. Internet Ads

Facebook and MySpace are the two largest social networking programs in the world so

we think it would be very affective to have Ralph Lauren advertisements in the margins. We

also would like to play around with the idea of moving images in the ads. These ads may depict

men walking up to the screen in their ad box and then turning away like a runway show. Or

they would be still images of men in a business setting showing them as being the elites of the

office by their looks and intelligent stature.

VI. Budgets

Internet Advertisements MySpace header ad Weekly fee $2,000.00 Facebook Bidding margin $50,000.00 Daily cost $40.00

Magazine Advertisements Men's Health 1 full color page $186,455 Gentlemen’s Quarterly 1 full color page $74,820 Details Magazine 1 full color page $25,000.00 Esquire Magazine 1 full color page $50,000.00

E-mail Catalog Photographer (per day) $3,000.00 Content/Design Editing (per pg) $250.00 Models (per day & model $1,500.00 Tech Editing $10,000.00 Total $14,750.00

Total Year Cost Type Total TV $26,035,580 Magazine $4,035,300 Internet $36,480 Virtual Catalog $59,000 Total Year Cost $30,166,360 Ad Agency fee (.50%) $150,831

Totals Total Yearly Revenue $4,978,900,000 AD Campagin Bidget $50,000,000.00

Total Ad Campaign Cost $4,389,379 Extra Money Left Over $45,610,621.00

VII. Schedules of all advertising planned

Media Type Name of Media Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. TV CBS- Survivor ◙ ◙ ◙ ◙ ◙ ◙ ◙ ◙ CBS- CSI ☼ ☼ ☼ ☼ NBC- Apprentice ◙ ◙ ◙ ◙ TLC- What NOT to Wear ◙ ◙ ◙ ◙ ◙ ◙ ◙ ◙ ◙ ◙ ◙ ◙ NFL ads- CBS, FOX, NBC ◙ Magazine Men's Health ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ GQ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ Details ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ Esquire ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ ☼ Internet Ads MySpace ☼ ☼ ☼ ☼ Facebook ☼ ☼ ☼ ☼ Direct Mail E-mail Catalog ☼ ☼ ☼ ☼

Key Time Symbol Weekly ◙ Monthly ☼

VIII. Schedule of Promotion

The focus of this particular campaign will be on advertising. While personal promotion is necessary for any business, we feel Ralph Lauren would greater benefit from a campaign focused solely on advertising, thus our budget and schedule of advertising in the previous sections.

IX. Benefits to Client

Ralph Lauren would benefit from our ad campaign because it is designed to promote his

Men’s Apparel to middle aged business oriented men. This will increase sales and better the company’s public relations and sales image.

We have come up with some great advertising plans for our two chosen target market age groups; 20 to 35 and 35 to 55. We have several approaches to these age groups as whole and independent groups. As a whole we would like to put magazine advertisements in Men’s Health, GQ, Esquire, and Details magazines and the. Also as a whole we would like to have advertisements on Facebook and MySpace. Getting a deal with TLC’s

What NOT To Wear would be greatly beneficial as well to the market as a whole because as gone over before it would bring more men into the show and the show would use Ralph Lauren products.

To advertise to each age group individually we decided that commercials oriented to each

group would be a tactful move. Also we think that it would be a strategic move in

pinpointing each age group by sending the age groups virtual email catalogs that are

specific to their age at the beginning of each season. We also feel that the catalogs

will be able to help men have more successful age transitions through their cloths.

X. BIBLIOGRAPHY

Catalog Info: http://multichannelmerchant.com/news/marketing_catalog_analysis_understanding/

Page Gangster: http://www.pagegangster.com/products/pg-standalone/

Model Costs: http://www.ehow.com/video_4974199_much-do-models-paid_.html

Virtual Catalog cost: http://www.howmuchdoesawebsitecost.com/

Esquire Magazine: http://www.gaebler.com/Compendium%3A+Esquire+Edition-magazine-advertising-costs++33288

Bio on Ralph Lauren: http://fragrancewholesale.com/somhisandbac8.html

RalphLaurne.com: http://www.ralphlauren.com/frontdoor/index.jsp

Men’s Health: http://www.menshealth.com/

GQ: http://www.gq.com/

Details: http://www.details.com/

Wiki- Ralph Lauren: http://en.wikipedia.org/wiki/Ralph_Lauren

Forbes: http://www.forbes.com/fdc/welcome_mjx.shtml

Facebook: http://www.facebook.com/

Super Bowl: http://wiki.answers.com/Q/How_much_does_a_Super_Bowl_commercial_cost

CBS.com: http://www.cbs.com/

ABC.com: http://abc.go.com/

FOX.com: http://www.fox.com/

Google-Images.com: http://www.google.com/imghp?hl=en&tab=wi

Wiki-What NOT to Wear: http://en.wikipedia.org/wiki/What_Not_to_Wear_(US_TV_series)