lululemon
Table of contents
Topic Page Number
Introduction 2
Target Market 2-3
Positioning 3-5
Pricing Strategy 5-6
Distribution Strategy 6-7
Product Strategy 7-8
Branding Strategy 8
Advertising and Promotion Strategy 9
Conclusion 10
Appendices 11
Introduction
The Lululemon marketing plan for 2010 includes recommendations and goals for the Lululemon brand, as well as goals for the newly proposed male brand Outer Muscle. Main objectives include:
➢ Introduce Male Brand Outer Muscle o Target “Educated Physically Active Male” o Price male brand similarly to Lululemon brand, using more-for-more pricing. o Positioned as high-price Yoga/Exercise Apparel o Increased advertising at beginning of Life cycle, reducing advertising with age.
➢ Continue with Current Lululemon Strategy o Retain exclusivity of brand o Continue use of Prestige Pricing o Little to no promotion o Very little advertising o Persist with current marketing strategy for tween brand Ivivva
➢ Increase Brand Awareness o 2% increase in advertising budget o Sponsorship of events, increased Philanthropy work, and outreach within community
Target Market
Lululemon’s current primary target market is the “Active Young-thinking Woman”. Women who are appearance-conscious, physically fit/active, well educated, aged 16-45, in the upper to middle class and residing in North America. Lululemon is using a niche marketing strategy, going after a very narrowly defined market segment, in which they have had great success. This niche market will remain the primary target market in 2010 however; Lululemon will also begin to target the “Pre-teen girl” market with the Ivivva brand, and the male market with the Outer Muscle brand. Lululemon already has a male clothing line, and has been trying to gain a part of the male-workout market for a while now. In 2010 Lululemon will use product
Topic Page Number
Introduction 2
Target Market 2-3
Positioning 3-5
Pricing Strategy 5-6
Distribution Strategy 6-7
Product Strategy 7-8
Branding Strategy 8
Advertising and Promotion Strategy 9
Conclusion 10
Appendices 11
Introduction
The Lululemon marketing plan for 2010 includes recommendations and goals for the Lululemon brand, as well as goals for the newly proposed male brand Outer Muscle. Main objectives include:
➢ Introduce Male Brand Outer Muscle o Target “Educated Physically Active Male” o Price male brand similarly to Lululemon brand, using more-for-more pricing. o Positioned as high-price Yoga/Exercise Apparel o Increased advertising at beginning of Life cycle, reducing advertising with age.
➢ Continue with Current Lululemon Strategy o Retain exclusivity of brand o Continue use of Prestige Pricing o Little to no promotion o Very little advertising o Persist with current marketing strategy for tween brand Ivivva
➢ Increase Brand Awareness o 2% increase in advertising budget o Sponsorship of events, increased Philanthropy work, and outreach within community
Target Market
Lululemon’s current primary target market is the “Active Young-thinking Woman”. Women who are appearance-conscious, physically fit/active, well educated, aged 16-45, in the upper to middle class and residing in North America. Lululemon is using a niche marketing strategy, going after a very narrowly defined market segment, in which they have had great success. This niche market will remain the primary target market in 2010 however; Lululemon will also begin to target the “Pre-teen girl” market with the Ivivva brand, and the male market with the Outer Muscle brand. Lululemon already has a male clothing line, and has been trying to gain a part of the male-workout market for a while now. In 2010 Lululemon will use product