Submitted by: Submitted by Jennaliu
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Category: Business and Industry
Date Submitted: 03/07/2016 03:17 PM
Lululemon
Marketing Plan
By: Brooke Stoller, Nicole Zhodi, Cameron Kurtz,
Bradley Mueller, Kaixin Yang
Executive Summary
The following report is an Integrated Marketing Communications plan for
Lululemon athletica. We are enacting this plan in order to focus our marketing
communications tactics towards females with all different body types that cannot
currently buy Lululemon products. Additionally, we plan to strengthen our marketing
campaign to our male consumers who buy various Lululemon products. We want to
show our male consumers that Lululemon is not just for women. We want to show all
consumers that Lululemon makes lifestyle products for all to enjoy. This plan will include
the breakdown of where the company is currently and where we are looking to go. We
will examine and explain multiple advertising efforts, in addition to various public
relations tactics in order to address our new objectives. We also hope to increase brand
awareness, increase brand interaction/engagement with current and new customers,
and increase brand loyalty amongst our current customers. This project will also include
a breakdown of the budget for each tactic and category, along with a total projection of
what this company will need to spend, in order to carry out this plan successfully. We
will look at the schedule for the plan, followed by how we are going to measure each
tactic.
Market Description
Lululemon’s target market includes young to middle aged females who live active
lifestyles and desire high quality, longlasting clothing to support their active lifestyles.
Lululemon is also looking to expand their target market with incremental brand
investments in order to boost sales and company growth. They have recently developed
a company branch, called Ivivva, which specifically developed their own clothing line for ...