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Overview

Promotional Mix

athletica

lululemon

Each store is responsible for marketing and company awareness

Public Relation:

Pricing Strategies

Target Market

  • Sells Performance fitness apparel

- Free yoga classes, running club, facebook page, manifesto, community hub, friendly & knowledgeable staff, local events, charity events

  • The first store was built in Kitsilano in 1998

Profit-Oriented pricing objective:

  • In Lululemon’s 2010 annual report:

18-34 year old “sophisticated and educated woman who

understands the importance of an active, healthy lifestyle.”

Vertical Retail Strategy

  • Operates 165 stores internationally with the majority being in North America

Online Marketing:

  • Manufacture everything they sell so can reach high profit margins

And who:

Mission statement:

Expensive Products

- Facebook page promotes new products, local events, and encourages consumer feedback

- Website sells products & educates consumers

HOW?

“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

Pricing Tactics

  • The vision statement: list of 31 ideas and life philosophies for healthy and positive living.

Odd-Even Pricing

  • Example: Pants priced $98 and $108

$2 less then the next denomination

Channels

Product

Lululemon uses

two main channels:

  • Retail Stores
  • Online Web
  • Product line consists of fitness apparel, and accessories for male and female youth.

Positioning Grid

  • Fitness apparel includes jackets, pants, shorts, hoodies and shirts for men and women, as well as bras, panties, and tank tops, headbands for women.

High Price

Lululemon

$108.00

$98.00 -

Under Armor

$94.99

Nike

  • Accessories include bags, socks, yoga mats, water bottles, and instructional yoga DVDS

$70.00

Adidas

$60.00

PINK

(Victoria

Secret)

$44.99

  • The stores main product is the signature pant.

SWOT

Low Quality

High Quality

Strengths (Internal):

Tuff Athletic (Costco)

Weaknesses

(Internal):

Urban Planet

$18.99

$10.00

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

  • Local store aware of local events
  • -->Advertise accordingly
  • Store personal to consumers
  • Advertisement costs low

Product Life Cycle

Threats (External):

Opportunities

(External):

2) Global Expansion - Europe & Asia

  • Current marketing strategies can adapt to different locations
  • England, France, Japan
  • --> Disposable income, fashion forward communities

(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)

Legend

(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)

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