...lululemon athletica “Do you lulu?” Marketing Campaign 2011-2012 Table of Contents pg. 3 pg. 6 pg. 7 pg. 9 pg. 10 pg. 11 pg. 15 pg. 17 pg. 22 pg. 43 pg. 46 pg. 47 Introduction Executive Summary Research Objectives Situation Analysis Consumer Analysis Industry Analysis Broad Overall Analysis Strategies and Plans Timeline and Budgets Summary References and Appendices Introduction Bulldog Marketing is a marketing communications firm based out of Houston, Texas, that has extensive education and experience with building brand awareness and online sales. Our team members have an eclectic background in business, marketing, digital marketing, media relations, new and social media, and public relations. Our proven results as a team speak for themselves, as we have created successful campaigns and strategies for a number of high-caliber clients. We chose to focus on lululemon athletica because we feel the brand has very strong potential in the U.S. market. lululemon has strong sales and is growing at a fast rate every year. Since lululemon is a Canadian-based brand, the brand awareness in the United States as yet to reach its full potential. We at Bulldog Marketing feel that our combined experience coupled with lululemon’s strong branding that already exists in other markets will prove to be successful. We look forward to working with you in the months ahead and building the lululemon brand. 3 Meet the Team Nicole Grandy has...
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...Lululemon Athletica, Inc. Ralph Forgeon Caroline Carlson Robert Livingston Hanz Masood Courtney Fields Bus 475: Seminar in Strategy and Policy Dr. Ybarra May 1, 2014 1 Introduction Lululemon Athletica Inc. designs and retails athletic clothing. The Company produces fitness pants, shorts, tops and jackets for yoga, dance, running, and general fitness. Lululemon serves customers globally through its online and 254 retail stores. Mission and Goals Mission Statement: Creating components for people to live longer, healthier, fun lives. Lululemon has developed a distinctive community-based strategy that we believe enhances the brand and reinforces guest loyalty. The key elements of the company’s strategy is to: - Design and develop innovative athletic apparel that combines performance with style and incorporates real-time guest feedback - Locate stores in street locations, lifestyle centers and malls that position each Lululemon Athletica store as an integral part of its community - Create an inviting and educational store environment that encourages product trial and repeat visits; and - Market on a grassroots level in each community, including through social media and influential fitness practitioners who embrace and create excitement around our brand. 2 Growth Strategy Key elements of Lululemon’s growth strategy are to: ● Grow the Store Base in North America. As of February 2, 2014, the company’s products were sold through 225 corporate-owned stores in North America...
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...men athletic brands, the menswear market is completely saturated. Furthermore, male shoppers often have deeply ingrain shopping patterns. For Lululemon men to thrive, the company will need to start creating male products that does for men what Lululemon does for women: fundamentally changing their view of athletic wear into a lifestyle brand. To do so Lululemon has crated a line of boxer briefs call Game On. The line of boxer briefs is extremely popular with Canadian costumers. Most Canadian men are completely confortable attesting for the line of boxers without any hesitation. According to CEO Christine Day most the line of boxers is enormously popular with NHL hockey players. Day cite, having conducting a study by her company, they’ve found Game On boxer to be the most popular in...
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...[name & position] * [more names & positions (if applicable)] * Company Executives * [name & position] * [name & position] * [more names & positions (if applicable)] Stakeholder Analysis * Employees * X * X * Customers * X * X * Suppliers * X * X * Investors * X * X * Government * X * X * Society * X * X Corporate Social Responsibility * Guarantee highest quality product for customers * Encourage people to lead a healthy and fun filled lifestyle by keeping exercise * lululemon set up a charitable giving program with deep rooted ties in communities * lululemon has operated the Community Legacies program which is believed to contributes to local communities. Ethics * lululemon lets customers choose the charities which they would like to support in the local area. * providing yoga classes for customers to encourage people to live healthier, longer and happier. * Free products are available to yoga teachers, fitness instructors and other related people Strengths and Weaknesses Strengths *...
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...high success 3. Value Prop -The company has developed a unique approach to selling athletic apparel, downplaying its role as retailer and defining its mission as creating “components for people to live longer, healthier, more fun lives.” In fact, company officials say that the job of store employees is actually not to sell clothes. -Groove pants most popular 4. Culture -importna to include integrity, work/life balance and having fun. -Lots of training goes into employees $3.76 million. While skills-based training is an essential part of the program, the emphasis falls on teaching personal accountability, helping employees set goals, and inculcating them in the company culture. - When employees reach one year of service, lululemon sponsors their attendance at a...
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...Will Lululemon Athletica Become the Next Top Brand? Christopher Boyken MGT 4013 April 24, 2012 Executive Summary Lululemon was founded by Chip Wilson in 1998. The company started out in Canada with several stores where the company eventually grew to 165 stores in Canada, United States, Australia and China. The industry in which Lululemon competes in is fitness apparel, with competitors such as Nike, Adidas, Under Armour, and Champion. The fitness apparel industry is very attractive with an ever growing increase in the amount of individuals choosing to lead a healthier life. Lululemon holds a good position in this industry and have room to grow in the future to gain an advantage over its competitors. The way Lululemon has been executing its strategy is a key factor to how well the company has been performing the past years. Although the company’s performance has been outstanding recently, there is a strategic issue in which Lululemon should try to deal with, and this is advertising. There is a couple of action plans that can be implemented and help fix the strategic issue Lululemon faces. Lululemon is a growing company that has a promising future and will continue to attract numerous investors. Table of Contents Introduction (Needs and Purposes) 4 Strategic Posture 5 Brief History 5 Core Values 5 Mission Statement 9 Vision Statement 9 Business Definition 10 Broad Goals 12 Smart Objectives 14 Key Functional...
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...Lululemon has a number of distinctive competencies that shape and fund the functional-level strategies that improve the effectiveness of its operations. Lululemon introduced their first distinctive competency by focusing on yoga products. Its founder Chip Wilson built the company believing that yoga would be the next big health phenomenon. Alike Under Armour and its niche focusing on football, Lululemon would find a niche in the apparel clothing industry by focusing on yoga and creating apparel that was unique from any other on the market. Lululemon built another distinctive competency by creating quality products designed with specialized material. Since the foundation of Lululemon new products have been designed to meet certain qualities. Some products have the ability to stretch a great deal and keep in perfect condition, some are meant to prevent sweat and cool the body, and some products even help prevent body odor. Their specialty products are important because they are...
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...Lululemon is a yoga inspired Canadian athletic apparel company. It produces stylish athletic clothing and accessories for women, men and female youth. (Soni, 2014) Educated young women between the ages of 25-34 are Lululemon's primary target market. The company’s goal is to bring in customers who have a higher income to purchase their merchandise. These women work towards or have a balanced, healthy lifestyle between their careers, family, and the gym. (araccon, 2012) Lululemon's secondary target market would be male and female youth. The generation of the millennials is Lululemon's current target market. This gives Lululemon an advantage because millennials typically do not know how to save their money, they end up spending most of their money on activities, events or eating out. They are outspending the older generations on items that aren't necessary. They spend about 18.5% of there money on hobbies and clothing (Rapier, 2017). According to Elkins article, sixty-nine percent of millennials spend their money on clothes they don’t necessarily need (2017)....
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...would be the third option to consider, which is production somewhere where the company cannot directly oversee it. This is the cheapest option out of the 3, brings trade agreement incentives to the forefront and even provides more fabrics to the company’s disposal (which would be really good for producing higher quality garments), but the trade, culture and language barriers, depending on the country you go to could have an effect on how production goes, as well as the payment for the service, since many areas do not share the same currency. If I was advising Lululemon, I would tell them to do reshoring, not only due to the quality bump that would bring, as well as a better control of providing products consumers want, but due to the fact that it could help wash the bad taste Dennis Wilson left in women’s mouths. With the increased quality being pumped towards the garments and the good publicity it would give Lululemon, they could turn the page Mr. Wilson left off on and start a new chapter as a reborn company. ...
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...Originally, Lululemon exclusively only sold women’s yoga attire. In 2014 they shocked the market by launching its first ever men's collection. Surprisingly today the men's collection takes up about 25% of there sales (Schlossberg, 2016). They also branched out into swimwear recently in 2014. Swimwear is becoming increasingly popular and many brands have reached into that market as well. Lululemon tapped in right at the peak of the swimsuit popularity. Since the yoga and surf lifestyle goes hand and hand in many cases they wanted to catch up on the surfing trends. Swimwear is how they easily could penetrate this market as well as they have the yoga one. Looking into surfer life was a great business move by them. They did their research on what...
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...Analysis #1 Problem Essay Lululemon Athletica Inc Samuel Ellison Presented for: Professor Kannangara Sunday, March 6th, 2016 BUSI4003 Introduction Lululemon Athletica Inc., founded in 1998 in Vancouver by Chip Wilson, is a company which designs and produces high-end yoga and technical athletic clothing. They have operated primarily in North America and Australia; their initial target customer was an educated woman who lives an active and healthy lifestyle. They opened their first store in Kitsilano in BC in November, 2000. The first store was intended to act as a community hub where people could learn and discuss about the physical aspects and mental aspects of a healthy life, in addition to selling yoga clothing. However, the company started to realize the difficulties in using their store as a community hub and retail store as their store became very busy. This caused them to focus more on training their staff. One of their goals was to train their people so well that they could positively influence their families, communities and customers. Lululemon’s vision was to elevate the world from mediocrity to greatness. To achieve this, they partnered with the right people and developed three different kinds of strategic sales programs in hope of spreading yoga love and increasing the level of health within their communities. 2013 has been a challenging year for Lululemon due to production glitches and management uncertainty. In March 2013, Lululemon recalled 17 percent...
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...MKT 302A Final Project – Lululemon Yoga Pants Marketing Analysis University of Phoenix School of Business March 29, 2013 Table of Contents Executive Summary 3 Introduction 3 Objectives 3 Target Markets 5 Situational Analysis 5 Strengths 5 Weaknesses 6 Opportunities 6 Threats 7 Positioning 9 Marketing Mix 9 Product 9 Pricing 11 Place (distribution) 12 Promotion 12 Conclusion 13 Appendix 14 Appendix A 14 Appendix B 15 Comparisons 15 Appendix C 15 Appendix D 16 Appendix E 16 Executive Summary/Introduction Lululemon is a successful company that produces, markets, and sells high end yoga, running and athletic casual wear for women and men. Lululemon was founded in 1998 by a yoga enthusiast, Chip Wilson, who saw a need for high end yoga apparel. Mr. Wilson had prior surf, skate, and snowboard marketing and lifestyle experience. At the time Wilson began experimenting with yoga wear, most patrons of the practice worn cotton clothing that did not remove sweat or allow for maximum flexibility (Lululemon, 2014). Wilson’s first store was in the beach city of Vancouver, BC in 2000. The store doubled as a yoga studio at night. One of the early product promotion and research ideas was to offer free yoga wear to instructors for their feedback. With this Lululemon was born. Lululemon has a brief but effective mission statement: Creating component for people to live longer, healthier, fun lives (Lululemon, 2014). Gaining popularity through...
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...Operation Management Lululemon Athletica April 9, 2014 The Lululemon Manifesto Lululemon Athletica is a yoga inspired athletic clothing company founded in 1998 by Chipl Wilson. This clothing company has become a retailing phenomenon in Canada with nearly 300 stores. With Lululemon tapping into the underserved women demographic it isn’t hard to see why people are willing to pay $100 for yoga pants or $60 for a tank top of good quality. This has helped drive sales up giving it a rocketing stock price and steadily increasing market share (1). All this has been done with little advertising but through offering quality products and the word of mouth of satisfied customers. Lululemon has since branched off to offer a wide variety of men’s clothing and running gear focusing more on people who are working out and running than just those women doing yoga. Lululemon is growing fast in Canadian cities and it’s not a surprise to see they have many stores in some of the best locations available. Here in Toronto Lululemon has a thriving store located in the heart of downtown in the Eaton Center shopping complex. This store is very impressive and helps attract a larger customer base by locating itself in an area where the amount of foot traffic is tremendous. The Eaton center is unlike other shopping centers, its a large building located in the heart of the largest city in Canada. Located between two subway stops and countless office and apartment buildings it really is one of a...
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...Lululemon Athletica Inc. Business Plan Lululemon Athletica Inc. Vancouver, BC Executive Summary Mission statement “Creating components for people to live longer, healthier, fun lives.” This Business Plan is to explain Lululemon’s strategies, strategic issues and certain problems (if any) within this company. Focus differentiation is their number one strategy to stay afloat with all this tough competition. High end market is what Lululemon needs to stay focused on. In this report, we list out a few different strategies they need to take, but this is the most important to sustain a competitive advantage. Lululemon will use its marketing tactics to help focus and differentiate themselves from their competitors. With net new companies joining into the market and also current competitors, Lululemon needs to address pertent issues pertaining to its current performace, strategic moves and certain tactics to integrate a strategic campaign. To gain a better insight, the following needs to be addressed: 1. Analysis of current performance and financial situation 2. Understanding of internal and external factors 3. Examine the strategic objectives There are many challenges and opporutnities within this industry. With the right strategies and marketing techniques, Lululemon will be profitable and sustain a competitive advantage. Introduction Overview of the industry Dennis "Chip" Wilson founded Lululemon Athletica (also known...
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...Lululemon Athletica Inc. Course: | BUSI 4003 - Business Case Analysis | Instructor: | Jana Comeau | Date: | March 6, 2016 | By: | \| Lululemon Athletica Inc. was founded by Chip Wilson in Vancouver BC in 1998. The brand quickly became popular and by 2012 the company had global revenues of $1 billion (Lululemon Athletica, 2016). In November of 2013, Lululemon found itself at the centre of a firestorm after a series of negative events seriously ruptured the company’s reputation (Huang, 2014). The problems began in March, 2013 when the company issued a recall of its popular black Luon yoga pants from store shelves because the material used to make them was too sheer (The Canadian Press, 2013). Problems with the recall surfaced shortly after the announcement when customers complained about the return process. In November, 2013 Chip Wilson tried to explain the recall by saying “some women’s bodies just don’t work for it.” Public relations took another hit when stores in Maryland and Dallas posted inappropriate promotional signs which resulted in more negative media coverage (Huang, 2014). Lululemon Athletica Inc. faced multiple public relations issues in 2013 that were negatively impacting their sales. The company was conducting damage control on multiple fronts in an effort to regain credibility as a trusted brand who offers quality products. Lululemon needed to create a strategy to repair the company’s self-inflicted credibility damage (Huang, 2014). Lululemon Athletica...
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