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.
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Free Price Quotes from Multiple Sellers with BuyerZone. Web. 14 Apr. 2011. <http://www.buyerzone.com/marketing/interactive-‐kiosks/bg-‐kiosk-‐prices/>.
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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
Sports Illustrated Full Page Color (National Circulation) -‐ $238,000
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: $727,235
June
Sports Illustrated Full Page Color (National Circulation) -‐ $238,000
Golf Plus Special Issue (U.S. Open) 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
July
Sports Illustrated Full Page Color (National Circulation) -‐ $238,000
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: $727,235
August
Sports Illustrated Full Page Color (National Circulation) -‐ $238,000
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: $727,235
September
Sports Illustrated Half Page Color (National Circulation) -‐ $162,700
Golf Plus Special Issue (Ryder Cup) Full Page color -‐ $62,100
Golf Digest Full Page Black & White -‐ $88,060
Men’s Health Full Page Color -‐ $186,455
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
April 15-‐May 15th
May 15th-‐June 15th
June 15th-‐ July 15th
July 15th-‐ Aug 15th
Aug 15th-‐ Sept 15th
Total-‐ $13,384,850
New York Westchester-‐
15 Face plan = $210,429
April 15-‐May 15th
May 15th-‐June 15th
June 15th-‐ July 15th
July 15th-‐ Aug 15th
Aug 15th-‐ Sept 15th
Total-‐ $1,052,145
South Florida-‐
34 faces -‐ $129,200 per 4 weeks
West Palm digital – 2 Billboards $4,000 per 8 sec spot.
April 15-‐May 15th
May 15th-‐June 15th
June 15th-‐ July 15th
July 15th-‐ Aug 15th
Aug 15th-‐ Sept 15th
Digital Total-‐$80,000
Total-‐ $726,000
Sacramento –
10 Boards for $58,000 per one 8 sec spot.
April 15-‐May 15th
May 15th-‐June 15th
June 15th-‐ July 15th
July 15th-‐ Aug 15th
Aug 15th-‐ Sept 15th
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