presentation lululemon final
TRANSCRIPT
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o Vancouver-based retailer o Selling globally o Focused differentiation
LULULEMON IS…
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VISION: To transcend the athletic experience through quality product and community relationships MISSION: To provide the active lifestyle community with signature athletic apparel, by uniting technologically advanced fabrics with quality control to meet specific performance needs
VISION & MISSION
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o Market Share: Increase global market share by 25% by expanding to China within next 12 months.
MARKETING OBJECTIVES
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Chinese Expansion Activity: Social Media contest on Sina Weibo: “Vote for your favorite color in the collection, share it with your friends & win a Lululemon shopping spree”
MARKETING TACTICS
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o Timing: One time campaign o Target Market: 19-25 & 26-30 females o Legal Constraints: Intellectual Property
Protection o Method of Testing: Klarity Analytics app for
Sina Weibo - metrics on brand reach, engagement and mentions
MARKETING TACTICS CONT’D
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THANK YOU & NAMASTE
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PRODUCT athletic clothing +
accessories for women & men
high quality fabrics
PLACE
premium prices middle | upper class
4 P’s
PROMOTION
PRICE
word of mouth ambassador programs social media
online & in-store middle upper class
neighborhoods
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o # of Weibo Active Users: 222 million o # of Weibo Daily Users: 100 million o % of Weibo Female Users: 49.90% o % of Weibo Users that Shop Online: 82%