2-part question Using your strategic message planner, create a radio ad production script and

Part 1 Using your strategic message planner, create a radio ad production script and produced final version of a 60-second radio commercial for a consumer product of your choice (no alcohol, tobacco, firearms or any products that would embarrass a group of grandparents, please). Please follow your textbook’s instructions for the radio production script. Recording format should be a .WAV or .MP3. Also upload your Adobe Audition file.

Part 2 Using your strategic message planner, script and storyboard,  produced a final version of a 30-second TV commercial for a consumer product of your choice (no alcohol, tobacco, firearms or any products that would embarrass a group of grandparents). Please follow your textbook’s instructions for the strategic message planner, script and storyboard. Submit your .MP4 or .MOV file to this dropbox

attached is my strategic message planner

Polo Ralph Lauren
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Strategic Message Planner: Polo Ralph Lauren
Rayshon Lawrence
Savannah State Univeristy
Strategic Writing
Professor Chambers
7 Oct 2022
Polo Ralph Lauren
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Advertising Goal
The main objective of Ralph Lauren polo is to enlighten the clients on several products which are
being offered. The Company’s aim is also to produce distinct product lines.
Client: Key Facts
1. Before making a fortune in the fashion industry, Ralph Lauren used his birth name, Ralph
Lifshitz.
2. The name Ralph Lauren is a name familiar in the fashion world.
3. It has been leading the fashion empire for about half a century.
4. The Company is celebrating its 54th anniversary this year.
5. Ralph Lauren is synonymous with iconic menswear, including classic polos or luxury
suits.
6. Lauren was born in the Bronx on October 14, 1939, to a Jewish family; in 2015, he
stepped down as the CEO of the namesake company, but up to now, he still serves as the
chief creative officer and executive chairman.
7. Besides fashion, Ralph Lauren has also been committed to giving back to society through
founding and supporting several programs like educational resources, volunteer
opportunities, and cancer research.
8. Ralph is the only designer to win the CDFA’s top 4 honors. Including earning the
“Lifetime Achievement Award, the Menswear Designer of the Year Award, the
Womenswear Designer of the Year Award, and the Retailer of the Year Award.”
9. Another critical fact is that contrary to what the majority believe, Lauren is not the person
who invented the polo shirts.
10. In the year 1926, Rene Lacoste was the person who invented the shirt after seeing that
stiff tennis was becoming uncomfortable.
11. At a Yankees Game in 2018, Lauren threw the first arena celebration, and he pronounced
it as one of his warmest memories.
12. Ralph Lauren’s 50th-anniversary celebration has seen him receive another accolade of an
honorary knighthood.
13. The Company’s chief product is the Polo shirt, but the product lines cover men’s wear,
apparel fashion, women’s, children’s, women’s jewelry, watches, and sportswear.
14. Principal Units of Operations Are Polo brands and Collection Brands.
15. Chief competitors include Nautica Enterprises Inc., Liz Claiborne Inc., Banana Republic,
and Tommy Hilfiger Corporation.
16. Principal Subsidiaries are PRL International, Acqui Polo, Fashions Vent of America,
PRL USA Properties, C.V. (Netherlands), Inc., and Ralph Lauren Media. LLC (50%)
17. In 2022, Ralph Lauren’s annual revenue was $6.21 B, an increase of 41.3% from the
previous year (2021), which was at $ 4.401B, which was a decline of 28.56% from 2020,
which was $ 6.16B.
Polo Ralph Lauren
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18. In the Company, 47% of the employees are male while female employees take the
remaining 57%, with the typical race being whites at 59%.
Product: Key Features
What is the product?
1. Ralph Lauren Business is a worldwide leader in designing, distributing, and
marketing the finest lifestyle products in attire, accessories, colognes, and hospitality.
2. The Company offers women’s sportswear, activewear, footwear, denim, accessories,
and dresses.
3. Lauren Ralph for men offers men’s custom-made clothing, including sports coats,
suits, topcoats, ties, and tuxedos at a lower price.
4. Lauren is well known for mixing signature stripes, plaid, and polka dots in a way that
uplifts the look.
5. The Company offers sweaters and sweater vests with an extreme range of knits,
double R.L. Brand, which features denim, casual garments with vintage influence,
and swimwear with checks in a classical pattern.
6. The other products include overcoats, Vintage Polo Items, shorts (men’s shorts or
Bermuda shorts)
7. Dress shoes, which is the Purple Label, is a shoe line typically made by Crockett
&Jones, Graziano or Edward Green & and Girling, all high-end British makers.
8. Purple Label suits & Jackets have a 30s-inspired style with wide collars, tailored in a
gentle manner that is highly comfortable; they also have dinner jackets in unfamiliar
patterns, colors, and cuts.
9. Ralph Lauren Home goods like bedsheets, glasses and decorative items in a superb
style are available at high prices.
10. Polo also has slacks in the range of corduroys for winter, which come in different
colors, have great chinos in glooms of baby blue, Nantucket red, or regular sand and
Khaki.
Target Audience: Demographics and Psychographics
1. Ralph Lauren’s primary target audiences are the customers with high income at
their disposal in society.
2. The upper-middle –to the upper class tends to have income in their disposable
income to spend on clothing.
3. The target market is also the one that is interested in prestige, quality, style,
glamour, privilege, fine living, exclusivity, and value.
4. Ralph Lauren is mainly a male-dominated company in its products as 60% of the
products are targeting male population.
Polo Ralph Lauren
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5. The Company currently targets married women who prefer customer quality
services.
6. The Company, besides this, is also targeting people who buy attire during
occasions.
7. Ralph Lauren Polo mainly serves customers aged 35 and above and under the
millennial umbrella; other brands like Denim and Supply are also defined. The
target market can be the age below 35.
8. Ralph Lauren also targets groups of clients and presents certain product lines in a
way that charms their interest.
Product Benefits
1. Many consumers like Polo shirts because even if the clothing is casual t-shirts,
2.
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they have buttons and collars, making them look more formal and dressy
when needed.
The other benefit of buying from the polo line is that they are very trendy in
designs. They offer labels that progressively continue to refresh all their
specific pipes so that they can remain fashionable as possible.
Polo brand also offers an extraordinary quality of products to their customers.
If cared for properly, the products offered by this designer are known to be of
high quality and durability, preventing continual purchases throughout their
lifetime.
People of all genders and ages can get high-quality products from the brand in
all lines.
All the products have a professional Brand Image, are comfortable to wear,
flexible in styling, easily customizable, and durable to wear.
The Ralph Lauren Polo attains various kinds of fabric and texture colors.
Direct Competitors and Brand Images
1. Ralph Lauren Corporation has several competitors, including
Hanesbrands, United By Blue, Calvin Klein, Donna Karan, Giorgio
Armani, Hugo Boss, Zara, Burberry, Christian Dior, Prada, Chanel, Louis
Vuitton, House of Versace, and Gucci.
2.
Polo Ralph Lauren
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3. Louis Vuitton was founded Louis Vuitton in 1854, and it is among the
world’s most luxurious and expensive brands. It has products including
handbags, shoes, watches, t-shirts, accessories, trunks, and jewelry. The
brand value was estimated at $ 33.6 billion as of May 2018.
4. CUCCI was founded in 1921 as an Italian luxury brand of leather goods
and fashion. It is valued at $12.4 billion as of 2018.
5. Versace was founded in 1978, and it produces expensive Italian
readymade wear and accessories. It is estimated to be valued at $ 2 billion.
6. Christian Dior is another direct competitor of Ralph Lauren, specializing
in ready-to-wear, footwear, skincare products, and fashion accessories,
and it is valued at $ 11.91 billion.
Indirect Competitors and Brand Images
1. Several jock’s wear brands in recent times like Sherman, G-star, Fred
Perry, Industrie, and Tommy Hilfiger offer an indirect competition to
Ralph Laurens brands.
2. Sherman brand, for instance, is a British clothing brand that
predominantly deals in men’s wear, unlike Ralph Lauren, which deals
in both men’s and women’s wear.
3. G-star deals are a Dutch Company that deals mainly in unwashed and
untreated denim. This indirectly makes Ralph Lauren competitive
since Polo deals in various product lines.
Product Brand Image
1. For like 50 years, Lauren’s status and unique image have been advanced reliably across
several brands and products that are expanding in number.
Polo Ralph Lauren
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1.
Strategic Message: The Promise
1. In September 2022, Ralph Lauren outlined a three-year Next
Great Chapter to quicken the plan for sustainable, long-term
growth and value-making.
2. The Corporation’s purpose is to motivate the dream of
authenticity and timeless style for a better life. This is not about
material prestige but a life with a prospect, a sense of
genuineness, and filled with hope which does not go out of style.
3. The Next Great Chapter is conducted by three tactical growth
drivers underpinned by the Company’s five core capabilities that
allow unlocking our potential and sustainable long-term
momentum.
4. The Ralph Lauren technique is to “love what you do, be
passionate, work hard, embrace individuality, work
together, take risks, do the right thing, stand up for what you
believe in, aspire to the best.”
5. The Corporation’s ambition is to be a leading lifestyle
extravagance company.
6. Ralph Lauren has promised to design products following round
values by 2025. This is aimed at achieving C2C certification in
the five iconic products.
7. The Corporation has also unveiled its novel “Live On a
promise,” which aims to ensure that its past and coming products
live on reliably by 2030.
8. “At Ralph Lauren, we have always believed in creating things
that last– that never go out of style,” says Katie Ioanilli, principal
Polo Ralph Lauren
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international effect and communications officer. “Today, as we
unveil our Live On promise and Timeless by Design approach,
we are embracing Ralph’s vision of timelessness more deeply
and boldly than ever before.”
9. The other promise is that Ralph Lauren is committed to
ensuring that a science-based greenhouse will reduce gas
pollution and that all the essential materials are sustainably
sourced.
Supporting Evidence: The proof
1. The proof is that Ralph Lauren has committed to
progressing a “Circular economy with the new ‘live on’
promise,” permitting its products’ prolonged life.
2. The Company has committed to extending its product life
by steering ways for its client to rent, recirculate, and repair
Ralph products by 2025 in some selected top towns.
3. In 2025 Ralph Lauren is expected to invest in scaling
recreating performs like the U.S. Regenerative Cotton
Fund, including advanced skills like Natural Fiber
Welding, a top science startup for a sustainable material
that is raising a new manufacturing average for natural
fiber salvaging.
Polo Ralph Lauren
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References
Camilleri, D. (2018). The tradeoff between brand logo prominence and customers’ willingness to pay
for luxury fashion clothing: the case of ‘Polo Ralph Lauren’ (Master’s thesis, University of
Malta).
Childs, M., & Jin, B. E. (2020). Retailer-brand collaborations: testing key strategies to increase
consumers’ urgency to buy. International Journal of Retail & Distribution Management.
Mainolfi, G. (2020). Heritage, luxury fashion brands and digital storytelling: A content analysis on the
web communication of the top 30 luxury fashion holdings. Digital transformation in the cultural
and creative industries (pp. 185-207). Routledge.
Nawrot, J. (2019). The influence of cultural characteristics on the perception of brand experience.