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Ralph Lauren Polo Fragrance

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Carly Sanchez

on 11 May 2015

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Transcript of Ralph Lauren Polo Fragrance

Group 8
Greg Anderson
Jessica Bartlet
Helene Ginter
Nick Lenz
Carly Sanchez

Channels of Distribution
Marketing Communication
Sales Management

Channels of Distribution
Selective distribution
Wholesale-47%, retail-51%, licensing-2%
800 Factories-> 400 Vendors->200 Logistic carriers->20 distribution centers-> 10,000 points of delivery ->5 million shipments annually
Marketing Communication and Direct Marketing
Advertising, Sales Promotion, and Public Relations
Reminder advertising
Brand equity
Magazines, TV, email
Samples, Holiday Sets, Gifts with purchase
Public relations: 2014 Olympics
Ralph Lauren Polo Fragrance
Personal Selling
Pull strategy
51% of net revenue is retail
Advertisements are aimed directly to consumers
Sales Management
Friends and Family Approach
Realtionship Selling
Product Seminar Showcasing
"Clienteling" Strategy
Sales Journals
Sales Philosophy: Order Getters
Create a customer base
RL Sales people "Create Value" in the customer
Customer Value
Jordan Dolce/ American Lifestyle Company andFashion Retailer /POLO RALPH LAUREN, Sunday October 28, 2012. http://poloslim.blogspot.com/2012/10/week-18ssales-promotion-personal-selling.html
Questions and/ or comments are welcome at this time
Thank you
Sales People include everyone in Ralph Lauren
Channels of Distribution
Direct Marketing
Electronic Distribution
Dual Distribution
Corporate vertical marketing system
Kerin, Hartley, Rudelius, 2015, 12th Edition of Marketing,( Figure 15-6) Published Mcgraw Hill Education,2 Penn Plaza, New York, NY 10121

Supply chain view from the field. Ralph Lauren's Supply chain A lot more complex than you think!-N.P.,n.d. web. 06 may 2015. scm.ncsu.edu/blog/2012/10/11/ralph-laurens-supply-chain-a-lot-more-complex-then-you-think/
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