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Overview
Promotional Mix
athletica
lululemon
Each store is responsible for marketing and company awareness
Pricing Strategies
Target Market
- Free yoga classes, running club, facebook page, manifesto, community hub, friendly & knowledgeable staff, local events, charity events
Profit-Oriented pricing objective:
18-34 year old “sophisticated and educated woman who
understands the importance of an active, healthy lifestyle.”
And who:
Mission statement:
- Facebook page promotes new products, local events, and encourages consumer feedback
- Website sells products & educates consumers
“Creating Components for people to live longer, healthier, and more fun lives".
“Is increasingly tasked with the dual responsibilities of career and family and is constantly challenged to balance her work, life and health, pursues exercise to achieve physical fitness and inner peace, and purchases based on an actual need for functional products and a desire to create a particular lifestyle perception.”
Unique, Exclusive, Brand, Reputation
Odd-Even Pricing
$2 less then the next denomination
Channels
Product
Lululemon uses
two main channels:
Positioning Grid
High Price
Lululemon
Under Armor
Nike
Adidas
PINK
(Victoria
Secret)
SWOT
Low Quality
High Quality
Tuff Athletic (Costco)
Urban Planet
Recommendations
Low Price
-Product quality
-Trained staff
-Novelty style trends
-Best store locations
-Growing profit margin
- Low Production costs
-Lack of mass marketing through radio, television, magazines and newspapers
- Global promotional mix
- US recognition
1)Public Relations - Community-Based
Product Life Cycle
2) Global Expansion - Europe & Asia
(Competitive)
(Social/Culture/Political)
(Economic)
-Increased competition (Competitive)
-Increased Inflation (Economic)
-Increased Recession(Economic)
-Decreased Disposable
Incomes (Economic)
-Technological Advancements
(Technological)
-Trends can change (Social)
-Expansion internationally (Social/Culture/Political)
-RSS and blogging for product knowledge and awareness (Technological/Social)
-Green marketing (Social)
-Growth in US market
(Social/Economic/Competitive
3) Market Directly to Target Market
Example: Offer private complimentary introductory yoga classes to high-income organizations
Benefit: People would most likely give yoga a try
--> if they enjoy it, they will most likely want to continue.
(Technological/Social)
(Economic)
(Social)
(Technological)
lululemon
(Social/Economic/Competitive)
(Social)
“Lululemon pants are often lauded for their ability to flatter the derriere that appeals to female fashionistas, soccer moms, professionals, and the men who buy gifts for them."
(Thomas, Carolina)
Prezi Presented by,
Lorenn Floor & Rikki Bains