Lacoste Branding Essay Example

enjoy playing sports and that make a reasonable income. I believe that they are marketing their brand effectively because their consumers understand the target market.

It sometimes gets confused because they also have women’s clothing but consumers usually think of a male when it comes to the brand’s personality. I think they can fix that problem by focusing on their target market through effective marketing and establishing a strong message to convey to their consumers. Lacoste’s advertising is directed toward two key age groups of 18 to 24 and 25 to 44. They are targeting consumers with an interest in fashion that keep up with the latest trends and do not mind spending the extra money. The gender includes both male and female.

One of the newest and most successful ways that Lacoste has marketed to their customers is using Facebook. A team in Germany has launched a campaign for the brand through Facebook. This is their third campaign and this gave them the opportunity to learn from their mistakes from the previous two campaigns. “With? its international presence and huge number of users, Facebook offers enormous potential to communicate directly to the clients,” explains Loic Lasne, E-Marketing Manager for Lacoste at Devanlay SA. They have stated that they have been very successful with this type of social network marketing.

It is a way for the brand to reach a large number of demographic without spending too much money. They have already said that this form of marketing has increased their sales significantly. Other forms of marketing Lacoste is using is catalogs and commercials. By having association with major department stores they

get a chance to be apart of their success and people who look at a Neiman Marcus catalog will come across this brand and have a positive association because they already have good feeling about the department store. Ralph Lauren Polo brand and Vineyard Vines are two of Lacoste competitors.