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Lululemon Athletica, Inc.
Veronica Ward
Full Sail University
Entertainment Business
Author Note
This paper was prepared for Principles of Digital Marketing, a requirement in the Entertainment
Business program Full Sail University, in Winter Park, Florida.
DIGITAL MARKETING PLAN
Digital Marketing Plan......................................................................................................................2
1. Introduction..............................................................................................................................3
2. Executive Summary.................................................................................................................3
3. Organization Vision, Mission& Values.....................................................................................4
4. Marketing Vision & Mission......................................................................................................5
5. Situation Analysis.....................................................................................................................6
6. Organisation& Marketing Objectives......................................................................................13
7. Strategy..................................................................................................................................17
8. Tactics....................................................................................................................................18
9. Activity Plan............................................................................................................................19
10. Control and Evaluation......................................................................................................22
11. Appendix...........................................................................................................................22
12. Find Out More...................................................................................................................23
PAGE 2
1. INTRODUCTION
Lululemon athletica Inc., while known for its trendsetting and stylish yoga apparel, has been
criticized in the past as being overpriced, faddish, and elitist. In order to continue the growth the
company has experienced in the past 20 years, and to protect its’ status as a market leader, new
marketing strategies must be implemented in order to brand the company as more inclusive and
friendly to a wider audience.
2. EXECUTIVE SUMMARY
CURRENT POSITION
Lululemon athletica was founded in 1998 in Vancouver, British Columbia by Chip Wilson. Wilson
designed the original Lululemon as a design studio that functioned as a yoga studio on off hours,
but transitioned into a standalone store in 2000. Eventually the store began selling yoga wear,
and this continues to this day. Lululemon sells many different products, but all relate back to the
core of the company’s mission, which is to support yoga enthusiasts with technical gear that is
also stylish and flattering.
Lululemon’s main marketing tactic is to utilize guerilla marketing to generate word of mouth
popularity. Local yoga instructors serve as community “ambassadors”, who recommend the
products to students, who in turn become customers of the brand. Furthermore, the yoga student
now believes they are a part of the wider yoga community, and will carry this into her life and
recommend the product to others.
KEY ISSUES
In recent years, however, the company has been plagued with bad press, criticism, and
scandals. In 2013, longtime CEO Christine Day resigned from her post amid the fallout of a major
quality issue with a flagship product, their black leggings. The leggings proved to be see-through
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when consumers bent over, causing much embarrassment for the wearer. The company’s
subsequent CEO, Laurent Potdevin, resigned in early 2018 amid reports of “misconduct” taking
place during his employment at the company, another blow to the company’s perception in the
public eye.
Beyond Lululemon’s management woes, the company has created a brand that can be seen as
cultish or elitist. Fans of the brand collect products, and often trade or sell them to others in
private Facebook groups or resale sites such as Poshmark. The price of entry into the brand is
high—leggings start at $98 USD, which is often out of the budget for many Americans, especially
mothers and younger women who may be just starting their careers. The high price of many of
Lululemon’s items is another way the secondary resale market of its products stays alive, as
many resort to buying used Lululemon clothes because they aren’t able to afford brand new
items.
In an effort to introduce new buyers to the brand, and to make Lululemon more accessible to
different demographics, I’ve designed two major campaigns for the brand to showcase. The first,
lulurewards, incentivizes repeat purchases by rewarding customers with points at every
purchase, which, once a certain amount is collected, can be redeemed for store credit or free
gifts. The points can be gained in store and online, and redeemed however the customer
chooses.
The second campaign, lulurenew, capitalizes on the popularity of Lululemon resale and trading
groups by creating an official resale portal within the Lululemon website. Customers can sell their
gently-used yoga wear to others for store credit or a (lesser) cash value. Because the portal is
run and regulated by Lululemon itself, it is a safe and secure way to purchase and sell items and
share their love for the brand with others. Moreover, it allows customers who would normally
never browse the product due to its high price the opportunity to begin a relationship with the
brand.
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Both campaigns will rely heavily on digital marketing—lulurewards through banner ads and video
in a variety of platforms, and lulurenew through influencer marketing on Instagram, Facebook,
and YouTube.
3. ORGANIZATION VISION, MISSION & VALUES
MISSION
Lululemon utilizes a visual “manifesto” to outline its’ main company missions. The main missions
highlight the importance of personal happiness, mindfulness, physical and mental health, all of
which are fostered by the company’s products and ethos.
VISION
According to their website, Lululemon’s vision is to create a community hub where people can
learn and discuss the physical aspects of healthy living mindfulness and living a life of possibility.
It was also important for the company to create real relationships with their guests and
understand what they were passionate about in order to help them celebrate their goals.
VALUES
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Says the company, “Our core values of quality, product, integrity, balance, entrepreneurship,
greatness and fun are lived by our people every day and are at the heart of our unique company
culture.” The following values represent the brand’s staff and brand identity.
People Brand
Relatable
Aspirational
Authentic
Athletic
Creative
Effortless
Healthy
Versatile
Quality
4. MARKETING VISION & MISSION
MISSION
The mission of this project is to create new communities for Lululemon customers that foster a
love for fitness, yoga, and becoming your best self. By becoming a member of Lululemon’s wide
community our guests will learn to live their lives to the fullest, set goals, and surpass their own
expectations. In order to do this we will create campaigns that empower the customer to engage
with the brand in new and exciting ways.
VISION
The vision for this marketing plan is to create new portals through which Lululemon customers
can interact more easily with the brand, and create habits that lead the customer back to the
store for rewards and to collect the latest products.
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5. SITUATION ANALYSIS
EXTERNAL ENVIROMENTAL ANALYSIS
Lululemon is placed in a competitive market with trends and issues that are rapidly changing.
While previously the company has been able to rise above PR challenges and avoid engaging in
political issues, the only way to prevent their luck on this issue running out is to gain even more
dedicated followers and create an ethical, progressive, inclusive brand that embraces multiple
target demographics.
Factor What’s Happening Impact Term Options
Moving
Forward
Social Lululemon’s cache
as a luxury
athleisure brand is
rising and is being
worn by more
celebrities and
influencers, beyond
the yoga teachers
who wore the brand
at the start.
This may make its
products seem
inaccessible to regular
consumers and drive
them away from the
brand.
This has
been
happening
in the last
10 years,
as the
brand has
gained
more
exposure.
Use digital
marketing to
expand the
perception of
Lululemon as a
relatable brand
anyone can
wear.
Technological Lululemon sells
primarily in brick and
mortar stores, but
does offer its
products on its
website, and, more
Products being resold
are a secondary
market for sales.
Long-term Create system
or ability for
resale in order
to foster entry
into the brand
for people who
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and more, on resale
outlets, due to the
high price of the
product.
would normally
not spend this
much on
workout
clothing.
Economic Large corporation
with hundreds of
millions in revenue
in 2017.
Though our marketing
budget is high, more
needs to be spend in
digital marketing,
especially on social
media.
Short and
longterm
Harness power
of social media
to influence and
gain new
customers
Families are
strained financially.
The product is high
quality and will last a
long time, which makes
it a better value in the
long-term.
Longterm Partner with
influencers to
communicate
value of higher
quality clothing
Environment Lululemon has
several initiatives
aimed at reducing
their carbon footprint
and increasing
sustainability.
Helps environment, but
also creates a positive
image for customers
Longterm Market these
initiatives to
show
customers that
their purchases
support the
environment.
Political Former CEO felt that
Lululemon was
“immune to the
Have to realize that US
political market does
effect sales since our
Longterm Monitor activity
and decide how
being neutral
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political landscape”
because company is
Canadian
consumers are largely
American
will affect
image
Trump
administration may
implement tariffs
against Canadian
companies
Tax and tariffs may
effect earning and our
marketing budget.
Short and
longterm
Monitor activity,
push for no
tariffs
Legal No major legal
issues at the
moment but patents
and intellectual
property are always
a factor
Not securing a patent
for products may cause
another brand to profit
off of our idea
Longterm Monitor activity
Ethical Lululemon does not
want to be seen as
an unethical brand
and takes steps to
communicate this.
Transparency and
ethics are very relevant
in today’s culture.
Longterm Continue to be
transparent
about values
and practices
CURRENT TARGET MARKETS
Lululemon targets primarily millennial buyers and serious yoga enthusiasts. Millennials are the
largest generation since the Baby Boom and spend 1.4 trillion annually—or 30% of all retail sales
in the United States alone. They value personal and influenced marketing, and prefer to shop
based on recommendations from people they trust (including bloggers, celebrities, and
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YouTubers) rather than be marketed to directly. Millennials use social media extensively to see
what the latest trends are and will often purchase based on what they see others wearing or
doing. They are mobile-natives and require anything they do to be accessible by cell phone or
tablet.
Another valuable market for Lululemon are the athletes and yogis that make up the main image
for the brand. These consumers are looking for serious technical gear that will stand up to
multiple uses per day and last over time. For many of these buyers, the work in the fitness
industry and therefore wear athletic clothing for most of the day and week—it’s their “uniform” so
it has to not only be comfortable and attractive but also high quality. Because they use these
goods for their work, they are willing to spend more and become loyal to the brand if the product
proves its worth. They will also recommend items to their students and friends.
Millennials Yogis
College aged or educated millennials Ages 18 and up
Women 18-35 Participate or teach yoga classes
Live an active lifestyle May or may not use social media
Have interest in the latest trends in fashion
and technology
Need quality clothes to participate in their
hobby
CURRENT AUDIENCES
- College-aged women
- Recent graduates
- Yoga teachers
- Yoga students
- Personal trainers
- Young mothers
CUSTOMER TOUCH POINTS
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Touch Point Department Does it meet their
expectation/need?
Competitive
Edge
Website Marketing Has e-commerce portal
Has information on
corporation and policies
Provides education and
inspiration
Could have more
lifestyle content
Facebook Marketing Has chatbot for easy info
Has team of customer reps
monitoring comments
Showcases new and unique
product
Could use more
video.
Instagram Marketing Showcases new and unique
product
Has lifestyle content
Has video content
Could have shop
integration to
buy from app.
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COMPETITION
Who are they? Brand Marketing Mix Potential competitive
advantage on us
Outdoo
r Voices
Yoga and
workout gear
retailer,
founded in
2013.
Similar model
to Lululemon,
but less geared
towards yoga
and more
towards
general fitness
wear. More
democratic
feel, less
“elitist”.
Product-
Fitness pants,
tops, outerwear,
swimwear
Price- Slightly
less expensive,
but not as many
styles and
variations as us.
Placement-
Promotes
extensively on
social media
and online—not
much on
television or
radio.
Promotion-
offers sales
throughout the
year and a
rolling $20 off of
first purchase.
Recently had
40% sale to
Cost is lower for a very
similar product with a
comparable reputation.
Very trendy right now due
to the brand’s focus on
inclusivity and its laid-
back branding.
Less focus on brick and
mortar retail (only 8
stores) keeps costs low.
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compete with
Amazon’s Prime
Day.
Major
retailers
Major retailers-
Target, Wal-
mart, Old Navy,
Gap, etc.
Very accessible
and affordable.
Clothes for
everyone at low
prices.
Product- all sort
of clothes for all
ages, genders,
sizes, etc.
Price- Much
lower cost than
Lululemon, even
at regular price.
Placement- all
platforms—
social media,
internet, radio,
tv, print.
Promotion-
Regular sales,
especially at
holidays. Deep
discounts on
products to
make room for
new seasonal
items.
Larger budget for
marketing.
Bigger reach and more
locations for easier
access.
Ability to constantly add
new items and update
product based on trends.
Alo
Yoga
Founded in
2007, makes
technical yoga
tops, bottoms
and
Similar to
Lululemon—
luxury,
technical yoga
wear. Focused
Product- luxury
yoga leggings
and tops.
Price- almost
exact price point
Very similar branding and
price point which could
cause confusion.
Has more clout with
celebrities and
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accessories. solely on yoga
and not other
areas of
fitness. Trend-
forward and
loved by
celebrities.
as Lululemon.
Placement-
focuses on
social media
and web
marketing
instead of
traditional
platforms.
Target towards
serious yogis.
Promotion- Has
a sale section
on the website
but no closeout
or deep
seasonal sales.
professional yogis.
INTERNAL ENVIRONMENTAL ANALYSIS
What follows is an internal analysis of Lululemon’s current state.
Element Where you are now Where you want to
be
The gaps
Strategy Internationally-know
brand and flagship for
technical yoga gear.
Seen as top of the line
clothing for yoga and
athletic training.
Expand globally
throughout the world.
Need more
infrastructure,
higher brand
awareness, more
funding for
international brick
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and mortar stores.
Structure E-commerce sales and
several brick-and-mortar
stores throughout the
United States and
Canada.
Flagship stores in
major cities across
the globe; multiple
locations in larger
North American
markets.
Continue to grow
brand popularity
and gain loyal
customers in order
to justify expanding
physical locations
Systems Sophisticated POS and
e-commerce systems to
complete and track
sales
Continue to innovate
and stay on edge of
retail systems
technology
Review POS and
e-commerce
systems to make
sure we are using
top-of-line
technology
Style Stylish, luxurious, high-
quality, flattering,
technical
Highest-quality yoga
wear in market,
trusted brand for
athletic gear.
Continue to
innovate materials
and styles,
maintain trend-
leader status
Staff Large staff ranging from
retail associates,
managers,
merchandisers,
designers, and
marketers to high-level
executive level creative
and art directors.
Maintain level of
talent and innovation
from current staff,
avoid HR issues that
cause damage to
public image.
Continue to hire
and promote from
within in order to
protect company
values and mission
Skills High-tech materials,
sleek and stylish
designs
Continue to research
and develop new
materials to foster
highest performance
Expand
partnerships with
suppliers who are
creating never
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before used
materials
Shared Values Authentic, Healthy,
Mindful
Continue projecting
shared values and
encouraging
evolution of
manifesto
Promote
community aspects
of brand
INTERNAL RELATIONSHIPS
Lululemon’s current departments work together to produce and market their product in the
following ways:
Department Emphasis Marketing Emphasis Relationship/Link
Sales Sales in both e-
commerce and
physical stores
Repeat customers and
brand loyalty
Called “Educators” in store,
which communicates value
of their knowledge and
information they give to
buyers
Design Creating new trends
utilizing new and
unique materials
Cutting edge technology
and style
Lululemon’s clothing must
be high quality technical
gear over anything, but is
also stylish
Marketing Communicating
brand mission and
values while
encouraging new
buyers and
established fans to
complete sales.
General marketing and
brand communication
Good, responsible
marketing begets happy
repeat buyers.
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GENERAL SWOT ANALYSIS
While Lululemon is a powerhouse brand already, in its current state there are still multiple
opportunities for expansion and revision of strategies and tactics.
Strengths
- Already known as high-quality, trendy brand
- Has high level of name recognition
- Products are known to be quality and made from the best materials
- Website and social media are well-developed and feature may points of interest
- Stores are resources for the public and are staffed by knowledgeable educators
and ambassadors
Weaknesses
- Public image has suffered in recent years due to scandals
- Products are priced high which prevents new customers from trying brand or
becoming loyal
- Products with high-tech materials require more testing
- Secondary resale market is stealing revenue and customers that could be in
stores
- Website and social media display mainly fit and athletic models, which in these
times is seen as less inclusive
Opportunities
- Utilize digital marketing to launch lulurewards and lulurenew worldwide and
promote new facets of brand
- Expand influencer marketing to illustrate how product is being used in context of
new campaigns.
Threats
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- Number of similar competitors in market increasing
- Potential for US tariffs on Canadian products may raise prices over already high-price
- Criticism of management and quality issues may continue to erode brand perception
ASSUMPTIONS
These assumptions are made based on general knowledge of the yoga, retail, and athletic
industries based on previous knowledge.
1. High priced apparel is not “worth it” to many because it does not last a long time.
2. Investing in athletic wear is a priority only to those who know they have long-term fitness
goals or habits they can maintain
3. Lululemon will be more successful in the long-run if they abandon the previous luxury-
minded marketing of the past and move into a more inclusive, egalitarian space.
6. ORGANISATION& MARKETING OBJECTIVES
Lululemon would benefit from setting the following goals for the next 5 years both organizational
and marketing-wise. These goals are broken into short-term and long-term categories for ease of
organization.
SHORT TERM (1 – 3 YEARS)
Tactic Objective Strategy
Organizational 2018-2020
(Over 3 years)
1. Increase sales by 25%
each year.
2. Create rewards program
for frequent shoppers
3. Create resale network
for used goods
1. Increase community events and
sales
2. Use rewards and resale to entice
more people to shop more
frequently.
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Organizational 2020-2022 1. Increase sales by 25%
each year.
2. Increase rewards
members by 50% each year.
3. $100,000 in goods resold
each year
1. Continue expanding stores
throughout US
2. Create members-only offers to
encourage sales
3. Offer discounts on purchases to
Lululemon resellers.
Marketing 2017-2019
(Over 3 years)
1. Focus on launching
more digital marketing
campaigns.
2. Gain 1 million additional
Facebook likes in next 3
years.
3. Gain 1 million additional
Instagram followers in
next 3 years.
1. Create more content for IG Stories
with community ambassadors and
yogis.
2. Connect with FB reseller groups
and provide direct response and
visibility on FB.
Marketing 2020-2022 1. Gain 1 million unique
website impressions per
year
2. Increase international
website visits by 30%
each year for three years
1. Begin transitioning marketing
focus from being solely for yoga to
more of a lifestyle clothing brand.
2. Expand marketing offerings to
new regions outside of the U.S.
Marketing Mix Objective Strategy
Product: Lululemon
athletica clothing.
1. Sales increase of 40% year
over year.
1. Increase digital brand campaigns,
namely on platforms like Instagram
and with bloggers.
PAGE 19
Place- Online at
Lululemon.com
1. Increase e-commerce sales
by 40% in next 3 years.
1. Create resale site within Lululemon to
allow wearers to resell used clothing to
others for a small cut. Credit can be
used on discounted clothing on main
e-commerce store.
Price: $50-100 1. Cut price of best sellers by
10%.
1. Find factories and materials that will
allow us to create quality product at
lower price.
Promotion- rewards
program.
1. Shoppers who join rewards
program will get discounts
for making a certain number
of purchases, and perks/gifts
for reaching spending levels
throughout year
1. Signups in store and online. Promote
perks on social media and with
bloggers and influencers.
People- new customers—
ones not interested in yoga,
or not used to luxury brands
1. Gain new customers by
prioritizing resale,
community, and rewards
portions of brand
1. Use social media channels to
communicate benefits of product and
opportunities to save money by
shopping at Lululemon (rewards,
resale)
LONG TERM (5 YEARS PLUS)
Tactic Objective Strategy
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Organizational 2022-2024
(Over 3 years)
1. Increase sales by
50% over 2 years.
2. Double value of
company from 2018
value.
1. Continue expanding stores
throughout US
2. Create members-only offers to
encourage sales
3. Offer discounts on purchases to
Lululemon resellers.
Marketing 2022-2024
(Over 3 years)
4. Focus on launching
more digital marketing
campaigns.
5. Gain 3 million additional
Facebook likes in next 3
years.
6. Gain 3 million additional
Instagram followers in
next 3 years.
3. Create more content for IG Stories
with community ambassadors and
yogis.
4. Continue to provide direct response
and visibility on FB.
Marketing Mix Objective Strategy
Product: Lululemon
athletica clothing.
2. Sales increase of 40% year
over year.
2. Increase digital brand campaigns,
namely on platforms like Instagram and
with bloggers.
Place- Online at
Lululemon.com
2. Increase e-commerce sales
by 40% in next 3 years.
2. Create resale site within Lululemon to
allow wearers to resell used clothing to
others for a small cut. Credit can be
used on discounted clothing on main e-
commerce store.
Price: $50-100 2. Cut price of best sellers by
10%.
2. Find factories and materials that will
allow us to create quality product at
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lower price.
Promotion- rewards
program.
2. Shoppers who join rewards
program will get discounts
for making a certain number
of purchases, and
perks/gifts for reaching
spending levels throughout
year
2. Signups in store and online. Promote
perks on social media and with bloggers
and influencers.
People- new customers—
ones not interested in
yoga, or not used to luxury
brands
2. Gain new customers by
prioritizing resale,
community, and rewards
portions of brand
2. Use social media channels to
communicate benefits of product and
opportunities to save money by
shopping at Lululemon (rewards,
resale)
7. STRATEGY
In order to achieve the above objectives, our marketing team has settled on two new campaign
initiatives that will lure new buyers to the brand and expand the way our current customers can
experience our products.
LULUREWARDS
lulurewards is a customer loyalty and appreciation program that can be utilized in-store and
online. By registering on the website or at a register (whether or not the customer makes a
purchase), the customer creates an account that will tabulate all transactions within the brand
properties and assign points to the dollar value of their total. All new signups will receive a
special discount code that can be utilized on their next purchase to gain their first points. Once
customers reach a certain threshold of points, they unlock eligibility for a free gift or a credit
towards a future purpose. This empowers the consumer to either make purchases in order to
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receive the free gifts, utilize small credits as they become available, or save their points for a
larger purchase down the line.
By using a rewards program, consumers are more likely to return to the store, and since
Lululemon’s products are higher priced than competitors, it doesn’t take much to reach a rewards
threshold after only two or three purchases. This allows buyers to budget points for higher ticket
items, opening the market up for our target audiences, mothers and college-aged women, to
shop without worrying about their budgets.
LULURENEW
Our second proposed campaign, lulurenew is a fully-functional public resale outlet housed on the
Lululemon.com website that allows Lululemon fans and customers to sell their gently-used
Lululemon gear. Sellers can list items for sale to the public and after approval and pricing by
lulurenew moderators, can interact with others looking to buy secondhand Lululemon clothing.
Once a sale is agreed on and the buyer has paid through the secure portal, the seller can either
accept a store credit for the value of the sale that can be used on the resale website or in the
main stores, or cash out their earnings securely to a PayPal account or by having a check mailed
to them.
Utilizing this portal allows those who have previously not had the ability to enter as a customer
due to finances the opportunity purchase high-quality gear at a steep discount. It also allows
diehard fans of the brand to continue to collect without hoarding previous products without
wearing then. More importantly, it allows buyers to participate in the community and the
manifesto that Lululemon has worked to foster over the past 20 years, which will result in growing
name recognition and word of mouth marketing.
8. TACTICS
RESOURCES
PAGE 23
The following positions at Lululemon athletica Inc. are of paramount importance to the success of
our two proposed campaigns, and significant resources should be devoted towards making sure
these positions are hired and maintained as a priority.
Title Occupant Responsibilities
Marketing Manager Oversees all marketing
promotions and general
strategy for company
-Planning/Strategy/Tactical
- creative ideas, media
buying, pr.
Social Media Manager Should have extensive
knowledge of all social
media platforms and how
they connect with customers
Oversees all social media
postings. Helps Marketing
Manager produce digital
campaigns.
Community Ambassadors Works in store/on social
media
Promotes lifestyle portions of
brand, hosts events in store,
posts on social media
Store Managers Should be experts on
product and customer
service and able to answer
any questions thrown at
them.
Maintains relationships with
in-store customers, creating
a personal, friendly feel.
Runs and promotes events to
local shoppers.
BUDGET
The above campaigns will require a significant marketing budget in order to promote and educate
the public about the benefits of our initiatives. Specific figures are detailed below.
Annual costs Annum Quarter Month
Instagram ads (PPC ~ $1) $500,000 $125,000 $31,250
Facebook Ads (PPC ~$.27) $500,000 $125,000 $31,250
Sub Total $1,000,000 $250,000 $62,500
One Off
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Website tweaks and updates in order to
design and maintain rewards and renew
platform
$4,000,000
Grand Total $5,000,000
9. ACTIVITY PLAN
Below is a detailed breakdown of specific actions required for both new Lululemon campaigns.
Campaign Line of
business
Strategy
lulurewards Program New &
Current
Goals
- The Goal is to get over the course of 3
months, gain 10,000 lulurewards
members.
Target
- Any customer who makes a purchase
either online or in-store.
Key messages
- Every time you make a purchase you
earn points, which can be redeemed for
discounts or free items in the future.
Spend enough and get promoted to the
Gold level, which gets you more points
per purchase.
Placement
- Social media- use Instagram and
Facebook to advertise the signup page.
Prominent placement on website. Signs
in stores and train staff to sell signups
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(free) while purchasing. Hire influencers
to review program and rewards.
Evaluate
- Total memberships (10,000 goal)
lulurenew Program New &
Current
Goals
- The Goal is to get over the course of 1
year, $100,000 in goods resold through
the Resale program.
Target
- Current and future customers—and
those who are just looking for a bargain
and wouldn’t normally shop the brand.
Key messages
- List your gently-worn lulu products on
the resale portal for others to buy. Use
your profits as a store credit (higher
value) or cash it out for money.
Placement
- Use Social Media- FB & Instagram to
announce the event and have
influencers pilot the program by
highlighting their listings. Target
members of FB resale groups on FB
with ads.
Evaluate
- Total listings and transactions.
- Value of goods sold.
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DISPLAY ADVERTISING
Beyond the in-house advertising displayed on the Lululemon website, display advertising will
focus on Google and ad space on influencer blogs that are known to drive traffic to athletic wear
brands.
Placement Target Actions
Google Ad Women Aged 18-35. Larger
cities such as NYC, Atlanta,
Boston, Chicago and Los
Angeles
Target searches for yoga,
workout clothes, athleisure,
leggings, sports bra, and
competitor searches like
athleta and alo.
Blogger Ads Buy ad space on several
fashion and fitness blogs
such as Om & the City and
The Balanced Blonde.
Ads contain exclusive
coupon code for 20% off first
purchase (with rewards sign
up)
SOCIAL MEDIA
Because Millennial women are our most important target market, we have prioritized social
media marketing over traditional methods in order to meet the target where they are. Below is a
table that outlines how we will leverage the following platforms in order to reach as much of our
target market as possible.
Tool Target Actions
Facebook Women Aged 18-35.
Mothers, yoga teachers
-Revamp main page
-Begin posting guides to
reward program
-Begin posting tutorials on
resale portal
-Reach out to resale private
groups to gain buy-in and
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offer exclusive discounts
Instagram Women ages 18-35.
Targeted to followers of
popular yoga and fashion
bloggers such as
@somethingnavy,
@acroyoga, @yoga_girl,
@weworewhat
-Begin leveraging IGTV by
posting hour-long free yoga
classes with community
ambassadors
-Create interactive photos
with shop links
-Boost posts with new
arrivals and include discount
code for 20% off first
purchase (with rewards sign
up)
EMAIL MARKETING
These are the current suggested timings and frequency of lululemon’s emails.
Emails Timing Frequency
New Arrivals email Send out on Fridays Monthly
Promo emails – alert users of
offers, new updates to
rewards and resale programs,
lifestyle content
Monday mornings Weekly
Sale emails – holidays,
clearance, extra rewards
points days
Send at least every 6 weeks Periodically based on sale
schedule
10.CONTROL AND EVALUATION
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In order to evaluate the campaigns, we’ve proposed we’ve devised the following metrics to make
sure that Lululemon’s marketing strategies are performing as expected. The following goals
follow the SMART guidelines of Specific, Measurable, Attainable, Relevant, and Timely. By
following the above actions and strategies the two main objectives of gaining new customers at
Lululemon and increasing brand loyalty for established customers can be achieved.
Evaluate Measure Tools
Website traffic Pageviews on main
site and resale portal (1
million new views in
next year, 30%
increase in
international visits)
Google Analytics
Facebook likes 1,000,000 in next 3
years
Facebook Ads Manager
Sales increase 40% year over year in-
store and online
Use e-commerce and POS stats
to track purchases and sales
Rewards program
membership
Number of signups
annually, both online
and in-store
Rewards program email listings
Resale Program Goods sold ($100,000
in next year)
Use e-commerce stats to track
listings and sales
Instagram followers 1 million new followers
in next 3 years
Instagram Insights, Hootsuite
11. FIND OUT MORE
https://info.lululemon.com/about/our-story/history
https://www.canadianbusiness.com/lifestyle/loco-for-lulu/
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https://www.shopify.com/blog/75614533-marketing-to-millennials-5-massive-trends-that-are-
leading-the-way
https://www.yourcoach.be/en/coaching-tools/smart-goal-setting.php
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