Case #6 Back ground of Lululemon: They are a company that designs and retails athletic clothing. They produce fitness pants, shorts, tops and jackets for yoga , dance , running, and general fitness. Lululemon serves customers globally through on line and retail stores. They sell high quality product with high prices compare to other retail stores. They have market in North America, Canada, New Zealand and Australia. Chip Wilson open and design/ yoga studio in 1998 in Vancouver, British Columbia
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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
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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
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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
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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
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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
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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
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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
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It’s important to understand, before evaluating Lululemon’s strategies to improving merchandise quality, who they are marketed towards middle to upper middle class women who need athletic apparel for activities such as running, dancing and yoga, among many other things. Their brand positioning in the sportswear market is to provide women (and men) with quality athletic wear and to empower said women to put the clothing to use. Now, if that is their brand positioning, those are the only reasons a
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