Product Strategies

(Branding and packaging strategies)

The Global Marketing Strategy of Polo Ralph Lauren by Helen M. Caldwell and Deidre Bird, Providence College

Presenter: Mhagama, Anthony MBA (Agribusiness)

Introduction
Chapter 11 (Product Strategies: branding and packaging decisions) gives an indepth understanding of the importance of branding and packaging and to explore problems faced by MNCs. Trademarks- A word, name, symbol or device adopted and used by the manufacturer to distinguish its goods from others.

Some popular trademarks

Branding strategies
A brand is a name, term, sign, symbol or design, or a combination intended to identify Gs and Ss of one seller or group of sellers and to differentiate them from those of other sellers. The objectives of a good brand
Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes User Loyalty

Brandinging strategy

Branding strategy, importance

Branding explained

Case 11.1 Planet Ralph The Global Marketing Strategy of Polo Ralph Lauren
Family-controlled company Products offered:
Apparel-- These products comprise an extensive collection of mens, womens and childrens clothing (This is most successful product category) Accessories-- handbags, scarves, belts, sunglasses, jewelry, footwear, neckties Home-- bedding, bath, furniture, paint, giftware Fragrance-Lauren for women and Polo for men, in 1978.

Case 11.1
Company revenue is from 3 sources;
Retail- over 279 outlets in big cities with 42% sales Wholesale approx 5,000 stores in the USA Licensing- accounts for 10% of total sales

PRL Brand strategy

Intends to grow by brand extension by creating luxury lifestyles brands PR is a place where all women are beautiful and all men handsome and all children adorable Lifestyle marketing and brand expansion requires high advertising budget

PRL brand strategy

Global strategy: In 2007- 70% of PRL came from USA, 14% Europe and 9% Japan

Summary and conclusion

PRL has a well established market in USA with over 5,000 wholesale outlet stores Lifestyle marketing strategy will succeed globally since the target is women of the age 25 to 50 in the upper bracket though global recession poses a risk The best brands that represent global opportunities are the men, women and children clothing

Summary and conclusion

The BRIC (Brazil, Russia, India, and China) countries are emerging markets that have a great deal of market potential. India has a population of more than 1.1 billion. The Indian population is also young, with a median age of 24.8 years

Summary and conclusion