Ralph!LaurenRLX!d284f45nftegze.cloudfront.net/ubertdancer/RLX FINAL.pdf · RLX’s final objective is to integrate more technological into our advertising campaigns. Ralph Lauren

Ralph Lauren RLX IMC Final Report

MK332-‐02 Neil Mammele Mike Scaduto Vincent Simone Eryka Ubertini Samantha Woodruff

SWOT Analysis

Positioning Strategy

RLX prides itself on being a high performance clothing line that is also luxurious. Its aim is to

attract consumers that are willing to pay top dollar for only the finest clothing around. When

examining competition for RLX it is tough to find a company that is very similar. This is because the

RLX clothing is able to sustain its high performance reputation while also displaying a great variety of

clothing. RLX clothing can vary from golf attire for both women and men to winter wear. This is a

major advantage for RLX because we feel that our target market is much larger than any of our

competitors. For instance, it would be like taking Nike’s clothing for golf and the North Face’s typical

clothing and putting it into one company. These are both companies that we see as some of our

Strengths Brand Repua0on Memorable Logo

Higher quality apparel Influenc0al designer in industry

Weaknesses Low brand awareness for RLX

label Polo's repua0on: casual too

dressy apparel Higher priced apparel

Opportuni0es Increase market share

Create new adver0siments for athle0c apparel industry

Brand loyalist will also purchase RLX label

Threats Consumers may not accept new,

addi0onal image Economy may hurt luxury

apparel industry Established athle0c apparel

compe00ors

SWOT

competitors. A strength that Nike has for its golf line is that the apparel is so accessible. If you find

yourself in a sporting goods store, chances are there will be Nike golf attire available. This is

something RLX cannot offer because the clothing is sold only at Ralph Lauren stores and on their

website. However there is a strength that RLX Golf has over Nike and other golf attire. After Tiger

Wood’s scandal and car crash Nike took a hit. “In the six months after news of Woods' scandal broke,

Nike lost 105,000 customers.” (Business Insider) the fact is there are people out there that will refuse

to buy a product with someone like Tiger Woods as the face of the franchise. These people are mainly

women who buy gifts for their husbands and kids or even just women golfers themselves. One thing

that RLX has strived for is to sponsor athletes that show respect and integrity in and out of their

respective sports. One of the people we sponsor is Tom Watson, who has been golfing since the

1970’s. He is a well respected individual in the golfing community and is a wonderful experienced

face for our franchise. We feel that customers can gravitate to our athletes and see them as better role

models than a person like Tiger Woods.

Under Armor is a company that we see as a competitor in the high performance market. It has

products in almost every sport while also making clothing for the common man or woman. Under

Armor clothing is available pretty much everywhere and we think that that is one of their strengths.

However we feel that while they can compete with our level of performance in our clothing, they

cannot compete with the luxury that comes with RLX clothing.

There are a number of magazines that we would like to place advertisements of our products in.

We feel that by placing an ad in a target-specific magazine, we are marketing directly to a specific

target audience rather than a general one. In other words, by simply placing the ad we will zero in on a

market niche that is probably already interested in the type of product or service we are offering. "Over

a period of years, magazines create a vast pool of loyal readers who feel safe in its very credible

environment." (Demand Media) we hope to utilize the brand loyalty the magazines have gained with

their customers as a tool to help gain their trust in our product. Some of the magazines that we had in

mind include: Sports Illustrated, Men’s Health, Elle, Cosmopolitan, etc. We also hope to have our

products used at events such as golf tournaments, marathons, and expos where consumers can demo

our equipment and see for themselves how great our product really is.

Target Market Analysis

The target market for our product line is males between the ages of 18 and 30. Because we are

marketing a line of workout apparel and active wear, we must focus our efforts on those individuals

who are most concerned with working out and being active. These individuals who are concerned with

bettering the image of their body are also concerned with looking good while working out. The Polo

RLX clothing line provides consumers with a line of active wear which carries with it the sophisticated

style of regular Polo Ralph Lauren clothing. By carrying the trademark Polo logo on each piece of

RLX active wear attire, a brand extension is created which makes consumers view the RLX line in the

same light as the regular lines of Polo clothing. There should be a successful carry-over for this target

market to the RLX brand because of brand loyalty. When it comes to clothing brands, people

generally tend to find a brand they are comfortable with and stick with it. The Polo brand already

appeals to the target market we are seeking to attract, so we believe they will be attracted to the RLX

brand as well. The usage level for active wear for this demographic is something we will seek to

determine through our surveys, but on average those who work out and do physical exercise tend to do

so multiple times each week. This will only increase the profitability of the RLX brand, as consumers

will likely purchase multiple items of clothing to fit their needs.

Outside of the main target market, we may be able to appeal to both women and older

men. Active wear is not exclusive to men, and can easily appeal to women as well. However, in order

to market the line to women, new pieces of apparel will need to be developed such as sports bras and

shorts suited for females. Another segment of the RLX brand is a line of golf wear which is marketed

towards and sponsored by older men. Golf is a sport which generally appeals to older men, and by

having that line of apparel sponsored by and modeled by other older men, we can continue to be

successful marketing to that alternative segment.

Main Objectives

Communication objectives are a crucial step in the IMC planning of a campaign because they

act as the guidelines account and creative executives refer to while designing an advertising message;

which is effectively impact their consumers. Ralph Lauren’s RLX brand, Ralph Lauren Extreme, has

been established since 1998, yet not many people know if its existence. Our main objective is to

increase RLX brand awareness, while still maintaining the traditional perceptions Ralph Lauren’s

consumers’ have; quality, fashionable, and it’s classic appeal. Ralph Lauren has an extremely brand

loyal customer base which we want to use to our advantage by having consumer repurchase patterns. If

the average Ralph Lauren consumer purchases our iconic polos and sweaters, we also want them to be

able to have athletic apparel that exhibits the same quality and experience our traditional apparel

provides for them. Ralph Lauren has slightly over 350 Ralph Lauren, Club Monaco, and Rugby

specialty stores worldwide, which leads to our next objective; the opening of RLX specialty stores will

help increase the number of locations this brand line can be purchased, as well as create a special

atmosphere for consumers looking for high customer/employee interaction, as well as expertise

knowledge of the athletic apparel available. Introducing RLX stores will hopefully influence Ralph

Lauren customers to make repeat purchases, now including our athletic apparel. Ralph Lauren also has

stores located within department stores such as Macy’s, which accounts for 18% of its overall

wholesale revenue. Another goal would be to work with Macy’s to include RLX stores within their

bigger department stores; making the location and availability of the products more convenient to

customers, as well as creating more traffic through Macy’s, Ralph Lauren stores in Macy’s and

ultimately RLX departments.

RLX’s third objective involves Ralph Laurens indirect competitors such as Under Armor and

Nike. Although these brands may be in a consumers evoked set while shopping for athletic apparel, we

want RLX to break through these boundaries and become the brand users want to wear and purchase.

Eventually we want RLX to become a part of the consumers affect referral approach, because they

highly recognize our brand and associate it with quality and more importantly for RLX, high

performance apparel. RLX’s final objective is to integrate more technological into our advertising

campaigns. Ralph Lauren is known for their advertisements in magazines and print, reflecting their

preppy, sophisticated style, with ‘picture perfect’ models; RLX showcases a more innovative apparel

line, sleek and a more high performance purpose. RLX recently release its first Ralph Lauren iPad

application, featuring an “interactive fashion experience.” Here, customers can view the latest fashion

show clips, see the latest fashions, and also play with fabrics, textures, and designs. By creating and

releasing more interactive digital media, it will help tie RLX innovative style to Ralph Lauren’s

traditional consumers.

Market Strategy

In order to better advertise this brand, it is important to create advertisements that are eye

catching. We have decided that putting ads in magazines are the best way to promote this line to our

consumers. RLX has a tagline of LUXURY TECHNOLOGY PERFORMANCE, which is used to

describe the brand and what Ralph Lauren wants the line to express. These three words are important

in how we present our products as well. Having a sleek, sophisticated, and sexy design for an ad helps

describe the consumers what the RLX line of products are. Magazines like: Sports Illustrated, Men’s

Health, Cosmopolitan, and Elle are good examples of what magazines we should advertise in. These

magazines are our best opportunity to reaching out to our consumers because the demographic we

chose are also the readers of these magazines.

Our message strategy for our magazine advertisements will be cognitive. We are telling our

consumers that we are a unique brand because we bring sophistication to athletic wear. We want our

consumers to feel good about how they look. We also use fantasy as our executional framework

because in our market segment, it is clear that appearances and status are important. Health fitness has

been an up-and-coming trend because people are more aware of the risks of bad health as well as the

pressure there is in society to look good. As a reaction to this growing trend- the need to look good,

and be fit, our product offers our consumers a way of doing both with the RLX line.

Due to the increase of technology over the last decade, it is important to come up with new

concepts that incorporate these technologies into our band image. In order to do so, we have found

another way to integrate our advertising theme of luxury, technology, and performance. On the Ralph

Lauren website, under the RLX section there is an interactive web page where you can see the models

doing different tricks and dance moves. They are able to move by the direction of the consumers scroll.

Making this website interactive allows the consumers to become more interested in our brand and

differentiate our self from our competitors. We also have an application for the iPad, which allows

consumers to interact with the models movements as well.

Media Strategy

In 2010, Polo Ralph Lauren reported their net revenue to be $3,462.3 million for the United States

alone. Since RLX is under the Polo label of Ralph Lauren, to create our Media Strategy budget, we

took 5% of Polo’s annuals sales and concluded our RLX media budget would be $173,115,000.

Although this is a very significant and large budget, we realize what an established company Ralph

Lauren is and want our consumers to gain more knowledge and brand awareness about the RLX label.

We do not plan on using the entire budget, considering RLX is a much smaller label under Polo and

over advertising may tarnish the brands high quality and value.

Billboards

In addition to all the other areas our RLX advertising campaign has elected to use Billboard

advertisement in select cities all over the country. Clear Channel media networks owns extensive

advertising space nationally so they are an obvious choice to work with since they can enhance our

image in multiple areas. Currently there are many different types of Billboard options you can choose

to work with. The two that our plan currently focuses on are using traditional Rotary Billboards and

new more dynamic Digital Billboards. The traditional billboards are helpful because they are available

in many areas throughout the country so there is a wide range of exposure. The benefits of the new

Digital Billboards are that they are extremely flexible and very cheap to alter. Your ad will air for an 8-

10 second spot once every min for the life of the contract you buy. We have elected to purchase 2 spots

every minute so that our ad will air once every 30 second cycle. Another benefit to the digital

advertisements is that it is cheaper to develop the images that will broadcast so you will alter them

more frequently or ad current promotion announcements to them. Our main advertising campaign will

air nationally from April 15th till September 15th. We will alter the traditional Billboards 3 times

throughout the campaign just to change our message up so consumers are not tired of the image they

see. Since our target market is College students through 45 year olds who are more affluent and

interested in style. We have elected to advertise in cities that traditionally have more affluent

populations. Currently our RLX lines have a lot of clothing that focuses on golf and tennis playing. So

we will be running campaigns in cities that are very interested in golf and tennis. Currently we are

going to Advertise in Boston, New York City, Westchester, West Palm Beach, Southern Florida, and

Sacramento. We picked these cities because they all had a mean income of over $80,000 per year. We

are using Digital billboards in Sacramento and West Palm Beach. The other cities are all using

traditional Rotary ads. The billboards are located near populous areas and highways where the most

impressions will be gathered. Over the course of each 4 weeks we will create over 82,529,668

impressions nationally between all our cities. You can see an individual city by city break down of

impressions in our appendix. We will also run a short winter campaign from December 1st to March 1st

in Boston to remind consumers about our winter clothing lines. Since Boston is in the north east it is a

great way to attract interest for the skiing demographic. You can see a full list of the cities and

locations (where available) below. We have set aside a budget of over 30 million dollars for the

Billboard advertisements. However, for this first year of Billboard advertising we will only be using

$20,981,395. We will evaluate how effective each of the cities advertising campaigns was at the end of

the year. After evaluating which campaigns worked best we can edit them to run more billboards in

those cities the following year. With the extra budget available we can then increase our funding next

year if we need to and decide what is most effective.

Interactive Storefronts

To further emulate RLX’s sense of innovation and creativity, we plan on incorporating

interactive storefront displays as well as point of purchase kiosks throughout five of Ralph Laurens

most prestigious store locations; in New York City, the Madison Ave and SoHo location, in Florida,

their Boca Raton and Palm Beach stores, as well as their Newbury Street store, located in Boston.

These locations were selected because of their geographic locations and the high energy consumers

who live there. New York City is always technology advanced when it comes to their advertisements,

therefore introducing the interactive displays there first would be a part of our strategy. Grabbing the

attention of the upbeat, young Boston crowd would allow Ralph Lauren’s Newbury Street location to

stand out and create buzz around town. Finally, in relation to our sponsorship with the PGA tour, two

locations in Florida reflect the sophisticated fun side of golf orientated consumers. There will be two

kiosk placed at each store to increase consumer interactions with RLX’s products; the features we are

looking to have available include creating your own Polo customer and have the choice to dress them

in different outfits, to get a better understanding and visual concept of what RXL’s clothes will look

like on the customer willing to make a purchase. We also want to incorporate a ‘shopping cart’ feature

so customers will be able to place any items from our kiosk catalogs directly into their shopping carts,

and then the items will be ready for them once they are ready to actual check out and pay. At this

point, customers will also have the options to disclose any contact information such as their phone

numbers or emails to gain more knowledge and access to RXL’s brand. Each kiosk will initially cost

around $15,750. This cost includes the kiosk itself, customized digital designs, and RXL’s software

programs, as well as a maintenance fee. Overall, we will be spending $157,500 for 10 kiosks for five

store locations.

Since Ralph Laurens Extreme line, RLX, is represented through its innovation of high

performance active wear, we created an interactive storefront campaign through Clear Channels new

SPECTACOLOR advertisements. These storefront ‘billboards’ will allow our consumers to reflect

their images upon our billboards, dress like RLX athletes, and include real time updates and

information on our PGA sponsorship, such as time and temperature of the PGA locations, ranking

statistics, and interview clips with Rory McIlroy. Our interactive storefronts will also allow our

customers to kick back, relax, and play a few rounds of golf through motion detection software.

Although Clear Channel has not released any pricing information about their newest and more

advanced advertisements, our significant advertising budgets allows us to allocate $10 million to our

interactive media campaign.

PGA Sponsorship

There are four Majors, which are equally spaced out throughout the year. They are the Masters, the

PGA, the US Open, and the British Open.

A sponsor of the PGA tour spends approximately $5 million. This will give the company to

have their logo shown throughout the tournament as well as on television. The RLX logo will be

located on banners around spectators’ stands, on PGA memorabilia as well as on the company

sponsored tent. Also, whenever the PGA advertises the event, our name will be located on the

commercial/billboard, advertisement as well. On TV, RLX will be mentioned before/after commercial

breaks when the spokesman speaking on behalf of the PGA tour mentions the sponsors. For example,

“This portion of the PGA tour is sponsored by RLX. Luxury.Technology. Performance.”

A tent is set up for VIP’s as well as sponsored players. This tent provides luxury seating as well

as TV monitors to stay up to date with the game, complimentary food and refreshments. This tent

allows attendees to enjoy the tournament in a sophisticated way. The people who are invited into the

RLX tent will also be given a gift bag at the end of the tournament. This bag will have the water bottle,

portable fan, as well as an RLX polo shirt.

Another way to interact with the audience at the PGA tournament is a booth that takes pictures

of attendees. These pictures will be like the ones offered on the RLX website, which are interactive

and show movement when consumer interacts with the website. The attendee goes into the staged area

and does a move/trick of their own. The camera gets the pictures of the movements and creates and

image just like the ones on the RLX website. The image will be posted on the RLX website, which will

bring more consumers to visit the website. Also, hologrammed cards (the size of credit cards) are

made. This will show the movement of the attendee as well and they are able to see themselves move

and can show their friends. The back will have a clear logo of the RLX brand. This experience will

have a positive impact on the consumers and will create buzz.

We understand that not everyone who attends parts of the PGA Tournament are VIPs. Because

of this we would like to handout free water bottles and portable fans. Not only will this ease the

comfort of the consumers who are out in the sun, but our logo will be present throughout the

tournament in anther way.

Who to sponsor/endorsement deals:

To enter into the PGA tour as a player, it costs $150,000. RLX has decided to sponsor the up

and coming golfer Rory McIlroy. McIlroy is a 21 year old rising talent from norther Ireland. Since he

is from Europe and tours around the world, he is the perfect candidate to have as a sponsor because he

can globalize our market. He has been known for his risky shots he takes. During the past tournament,

McIlroy was doing considerably well until he “choked” during the finals which led to his defeat.

McIlroy didn’t let that get the best of him though, he called it an amazing learning experience and he

had no regrets. McIlroy had so many people rooting for him. Even well known golfers, such as Tiger

Woods, were impressed by his performance and charisma. Because of his likability and uprising, RLX

will be sponsoring his golfing events. The clothing McIlroy will wear will be from the RLX line and

will have the logo clearly stated. For McIlroy to wear the hat, RLX will pay him $75,000. For his

Chest pocket, $25,000. For his right sleeve, $50,000. And for his back collar, $650,000. The back

collar is most expensive and most important because this is the part of the player that is shown the

most on television. This will add up to $950,000. RLX will also finish its contract with Luke Donald

which they have had since 2002

RLX is known for more than just their golf line. They also are involved with skiing, sailing,

tennis, and other outdoor activities. RLX wanted a mainstream man to endorse their product. Someone

who was well known for being risky, doing hard work, being extreme. The person who fits all of these

qualities and would be a perfect endorser for the RLX line is Bear Grylls. Bear Grylls is a famous

outdoorsman who has his very own television show called, “Man vs. Wild” on the Discover Channel.

He is known for his many feats and record breaking actions, which he has been featured in the

Guinness Book of World Records for. He, like MccIlroy, is from Europe (England to be exact) and

would have an impact on both the American and European markets. RLX would be able to use Bear

Grylls in advertising campaigns for different magazines as well as have him wear some products of the

RLX line during his show (items like shirt, shorts, backpack) when he’s living in the wilderness and

teaching his viewers how to survive. He is a good looking man, known throughout the United States

and Europe, who does the activities RLX is known for. He is the perfect endorser for the brand. To

have Bear Grylls promote the RLX brand, it will cost the company around $1 million dollars overall.

This includes and photo shoots or product placement in his show.

Phone Applications

Polo Ralph Lauren has already launched an app for the RLX line on the iPad. The app provides

an interactive, multimedia experience showcasing the Spring 2011 collection for men and women. It is

free for download in Apple’s App Store. The app enables shoppers to interact with the athletes’ images

on screen by tilting, rotating, flipping and tapping the iPad to manipulate different movements, colors

and environments. We would like to take this idea and incorporate it with smartphone applications.

When reviewing possible approaches for our companies phone application, they first thing that was

brought to attention was our budget for the project. Luckily our budget is a hefty $3,462.3 million

which helps us avoid the decision of searching for a low cost alternative such as outsourcing the

development. Our large budget will allow us a lot of freedom in choosing the quality of our

application. The first company we looked into to design our app was Zocalo Labs, which is a company

that is known for producing quality applications. The price range would be around $2,000 or a $995

initial payment with a $25 per month payment for three years. However, Zocalo Labs has little

experience designing apps with clothing lines such as ours so we have chosen to go another route. We

will look to model our phone application off of our iPad app. This means we will utilize the GPS

technology in the phones to allow the user the freedom to interact with the images on screen by tilting,

rotating, flipping and tapping the manipulate different movements, colors and environments. Just as in

the iPad. The estimated price for an app like this will be from $50,000 -$100,000 and with our large

budget this is comfortable price.

Magazines

A large part of Polo’s advertising budget goes towards print advertisements in various

magazines. With the RLX brand line, we would create advertisements for a number of magazines

which appeal mainly to men and those interested in sporting and being active. With that in mind, a

few of the magazines we would target include Sports Illustrated, Golf Digest, Men’s Health, and ESPN

the Magazine. Since the RLX brand includes its own line of Golf apparel, it is fitting that we advertise

in Golf magazines such as Golf Digest in addition to general sporting magazines such as Sports

Illustrated and ESPN the Magazine.

A full-page color ad in a national issue of Sports Illustrated runs for about $238,000 which

comes out to a CPM of $75.55. A similar full-page color ad in ESPN the Magazine runs for $226,000

with the price decreasing based on how often the ad is run throughout the year. The same ad in a copy

of Golf Digest is estimated at $88,060, totaling out to a CPM of $53.05. In a copy of Men’s Health,

that same ad costs an average of $186,455.

Since the RLX line is focused more on apparel for affluent sports such as golf and tennis, we

would focus more on the specialized magazines for each specific sport rather than the general sporting

magazines such as SI and ESPN. We would take out the ad in Golf Digest, and look into specialized

versions of the other magazines. Sports Illustrated offers two specialized Golf editions, Golf Plus and

the Golf Plus Special Issues. The Golf Plus edition focuses on Golf enthusiasts and costs $48,500 for a

full-page color ad which will reach an average of 500,000 circulations. The Golf Plus Special Issues

are preview editions for major Golf tournaments such as the Masters, US Open, and Ryder’s Cup. Full

page color ads for these issues cost $62,100 and reach around 750,000 paid circulations. Full page ads

in each of the specialized Golf magazines would cost just under a total of $200,000.

We will run a magazine advertising campaign between the months of April and September.

For each month we will take out full-page advertisements in Sports Illustrated, Golf Digest, Men’s

Health, and ESPN the Magazine. In the months of April, June, and September we will take out a full

page ad in SI’s Golf Plus Special Issues which preview the Masters, U.S. Open, and Ryder Cup

tournaments. As the Golf season comes to a close, we will shift our normal full-page ads in Sports

Illustrated and ESPN the Magazine to half-page ads.

Promotions

To further engage the interest of our consumers, we plan on introducing specials offers to our

in-store and online shoppers. When a consumer’s first purchase of an RLX item is made within a store,

he will receive a 10% discount off his total bill. This will increase our consumers’ willingness to make

a purchase from our stores, creating more traffic to our popular locations as well as exposing them to

all of RLX’s apparel and versatility of our products. Since RXL relies heavily on its website for

producing sales, we are introducing free shipping for purchases of over $100. This is enforce the idea

of action inducing purchases because consumers will be more willing to spend upwards of $100 in

order to reduce shipping cost. We will also incorporate premiums such as a free gift with purchase. We

will run this promotion roughly twice a year, around spring/summer and then again in the winter to

promote our different active wear lines. Showing appreciation to our loyal customers will only ensure

they continue to be purchase our brand. Finally the biggest promotion will be offer to our consumers is

a sweepstakes. Consumers will be asked to submit their email address and any other information at the

time of purchase to be automatically entered into our sweepstakes to win a free, all inclusive trip to the

Masters; supporting our PGA sponsorship. The lucky customer who wins will be rewarded with 2

tickets to the Masters which includes, hotel rooms, travel costs, access to our VIP tents, as well as

restaurant vouchers and coupons for RLX apparel.

Public Relations

In order to generate more awareness, without an expensive, we have designed a PR campaign

that will allow top athletic magazine editors to experience our quality apparel, through sending gift

bags to their offices. The gift bags will include our products such as t-shirts, pants, jackets, shorts, and

other like items. The bags will be black high quality sports bags, with the RLX logo embroidered in

grey and orange. Once the editors receive our gift bags, we expect they will include an editorial or

mention their experiences in a positive light into their monthly issues. Social media is a huge aspect of

today’s media planning which we hope to include into our PR campaign. Similar to the editorials we

are relying on, we will encourage the editors will also incorporate the RLX brand one their Facebook

pages, Twitter Pages, blogs, and other forms of internet press.

Integration

An effective IMC plan has to not only incorporate different types of media, but the message has

to remain clear and concise. We decided to include five different types of media to reach a large

audience, while still directing our advertising and marketing to our target market. Although we put

great emphasize on sponsoring the PGA tour, we feel the athletes in all of us will respond positively to

our campaign. In addition, it was important to uphold the same reputation and brand quality that Ralph

Lauren has as an overall company. Ralph Lauren is known for its traditional, preppy print ads; yet

RLX’s image reflects innovation and creativity which will be represented through our interactive

campaign of billboards, Smartphones apps, as well as storefront displays. We will focus on how

technology can enhance the accessibility of a marketing campaign which reflects the innovation of the

RLX brand, yet incorporate the traditional views and techniques Ralph Lauren emulates as a company

in over to achieve all of our objects previously stated.

Works Cited

Clear Channel Outdoor -‐ Global Outdoor Advertising. Web. 14 Apr. 2011. <http://www.clearchanneloutdoor.com/>.

"About PGA.com | PGA.com." PGA.com | The Official Home of The PGA of America. Web. 8 Apr. 2011.

<http://www.pga.com/about>. Bear Grylls | International Speaker | Best Selling Author | Everest Mountaineer. Web. 10 Apr. 2011.

<http://www.beargrylls.com/>. "IPhone Development Costs." News, Tips, and Reviews for Mac, IPhone, and IPad -‐ OS X Daily. Web. 14 Apr. 2011.

<http://osxdaily.com/2010/09/07/iphone-‐development-‐costs/>. "Kiosk Prices -‐ Buying Advice and Free Quotes on Kiosk Systems from Local & National Kiosk Dealers." Receive

Free Price Quotes from Multiple Sellers with BuyerZone. Web. 14 Apr. 2011. <http://www.buyerzone.com/marketing/interactive-‐kiosks/bg-‐kiosk-‐prices/>.

"MobileAppLoader -‐ Build IPhone, IPad & Android Apps | Compare Competitor Pricing." MobileAppLoader -‐ Build IPhone, IPad & Android Apps | Create Your Mobile App Online. Web. 14 Apr. 2011. <http://mobileapploader.com/myApp/CompetitorsPricing.aspx>.

"Personalized Water Bottles -‐ Promotional Sport Bottles." USimprints Promotional Products, Promotional Items,

Pens, & Bags. Web. 12 Apr. 2011. <http://www.usimprints.com/store/category/personalized-‐water-‐bottles-‐promotional-‐sport-‐bottles/?gclid=COTWhorRnKgCFUNd5Qodu0Fp9g>. "PGA Partners | PGA.com." PGA.com | The Official Home of The PGA of America. Web. 8 Apr. 2011. <http://www.pga.com/pga-‐america/partners>.

"Rory McIlroy: Golf Player's Sponsors." Rory McIlroy: Golf Player's Home. Web. 8 Apr. 2011.

<http://www.rorymcilroy.com/sponsors.html>.

http://sportsillustrated.cnn.com/adinfo/si/ratecardframe.html

http://www.gaebler.com/Golf+Digest-‐magazine-‐advertising-‐costs++27965

http://www.espncms.com/index.aspx?id=77

http://www.menshealth.com/mediakit/pdfs/advertising/advertising_rates/2011_RateCard.pdf

Exhibits

April 15 – September 15 = Timeline of most campaigns.

April

Sports Illustrated Full Page Color (National Circulation) -‐ $238,000

Golf Plus Special Issue (Masters) Full Page color -‐ $62,100

Golf Digest Full Page Black & White -‐ $88,060

Men’s Health Full Page Color -‐ $186,455

ESPN the Magazine Full Page Color -‐ $214,720

Total: $789,335

May





Total: $727,235

June


Golf Plus Special Issue (U.S. Open) Full Page color -‐ $62,100




Total: $789,335

July





Total: $727,235

August





Total: $727,235

September

Sports Illustrated Half Page Color (National Circulation) -‐ $162,700

Golf Plus Special Issue (Ryder Cup) Full Page color -‐ $62,100



ESPN the Magazine Half Page Color -‐ $148,157

Total: $647,472

GRAND TOTAL: $4,407,847

Billboard Breakdown

Boston-‐

45 face plan = $582,300 per 4 weeks

April 15-‐May 15th

May 15th-‐June 15th

June 15th-‐ July 15th

July 15th-‐ Aug 15th

Aug 15th-‐ Sept 15th

Dec 1st-‐ Jan 1st

Jan 1st-‐ Feb 1st

Feb 1st – Mar 1st

Total $4,658,400

New York City-‐

100 face plan = $2,676,970 per 4 weeks






Total-‐ $13,384,850

New York Westchester-‐

15 Face plan = $210,429






Total-‐ $1,052,145

South Florida-‐

34 faces -‐ $129,200 per 4 weeks

West Palm digital – 2 Billboards $4,000 per 8 sec spot.






Digital Total-‐$80,000

Total-‐ $726,000

Sacramento –

10 Boards for $58,000 per one 8 sec spot.






Digital Total-‐ $1,160,000

Total Budget -‐ $20,981,395

Sign Locations

Boston-‐

1. Medford: I-‐93 north of Fulbright St, S/F 2. Medford: I-‐93 north of Fulbright St, N/F 3. Medford: I-‐93 north of Exit 31, S/F 4. Stoneham: I-‐93 south of Montvale Ave, S/F 5. Stoneham: I-‐93 south of Montvale Ave, N/F 6. Lawrence: I-‐495 north of Merrimack St, N/F 7. Lawrence: I-‐495 north of Merrimack St, S/F

Southern Florida-‐

1. US 17-‐92 2. SR 408 3. I4 4. I4 5. SR 436 6. SR 528-‐Beachline 7. SR 436 and SR 434 8. Sand Lake Road east of 441 9. SR 50 east of Alafaya 10. SR 408 east of Kirkman 11. SR 436 E of 434 F/E 12. University Blvd & Rouse Rd 13. Red Bug Lake Rd at SR 417 14. I-‐4 at SR 46 15. Edgewater at Fairbanks 16. I-‐4 at Champions Gate 17. SR 50 e/o of 436 18. Turkey Lake Rd at Sand Lake Rd 19. SR 50 at Hiawassee Road 20. SR 436 at University Blvd. 21. SR 436 e/o SR 50 22. I-‐4 at SR 441, eastbound 23. I-‐4 at SR 441, westbound

24. Red Bug Road & 417

West Palm Beach-‐

1. I-‐95 and Linton SF 2. I-‐95 and Linton NF

Orlando-‐

1. I-‐95 and Hallandale Beach Blvd. 2. I-‐95 and Hallandale Beach Blvd. 3. I-‐95 and SW 8th St. 4. I-‐95 and NW 10th St. 5. 395 Expwy E/O I-‐95 6. I-‐95 and SW 79th St. 7. Palmetto Expwy and NW 50th St

Sacramento-‐

1. US 50 & Howe Ave 2. Hwy 99 & Mack Rd 3. Airport Frwy & Richards Blvd 4. I-‐80 & Northgate Blvd 5. Bus 80 & Fulton Ave 6. US 50 & Howe Ave 7. Hwy 99 & Mack Rd 8. Airport Frwy I-‐5 & Richards Blvd 9. I-‐80 & Northgate Blvd 10. Bus 80 & Fulton Ave

Eyes on impressions per 4 week cycle

Boston -‐ 36,392,940

New York -‐ 108,963,600

Westchester -‐ 8,447,280

Sacramento -‐ 10,769,044

Southern Florida -‐ 16,023,744

Price Breakdown for Sponsoring PGA Tour

PGA Tour Sponsorship $ 5 million VIP Tent and Reception $10,000 Interactive Photo Stage $15,000 (machine, setup, and card

giveaway) RLX shirts (gift bag) $3,000 (for 200 shirts) Water bottles and portable fans $5,000 (10,000 items)

Total $5,033,000 PGA Sponsorship $5,033,000 McIlroy $950,000 Bear Grylls $1,000,000 Total $6,983,000

Media Billboards $20,000,000 Interactive Storefronts 10,157,500 Applications 100,000 Magazines 600,000 Sponsorship 6,983,000 Total: 37,840,500

53%

27%

2%

0%

18%

Budget

Billboards

Interac0ve Storefront

Magazines

Phone Apps

Sponorship

Survey Questions:

1. Are you brand loyal? a. Yes b. No

2. If Yes, what types of brands are you usually loyal to (check all that apply): a. Cleaning Products b. Clothing c. Food d. Drinks e. Cars f. Technology g. Personal Hygiene

3. What do you look for most in athletic apparel a. _________________

4. What words come to mind when you think of Polo a. _________________

5. Have you ever heard of Polo athletic gear a. Yes b. No

6. Are you physically active? a. Yes b. No

7. How many times a week do you work out a. Once b. Twice c. Three or more times

8. Have you ever heard of RLX? a. Yes b. No

Documents

Ralph!LaurenRLX!d284f45nftegze.cloudfront.net/ubertdancer/RLX FINAL.pdf · RLX’s final objective is to integrate more technological into our advertising campaigns. Ralph Lauren