Lululemon Marketing Plan
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Transcript of Lululemon Marketing Plan
lululemon athletica
By Marla Sternberg
Live a longer, healthier, more fun life
GOALS + CHALLENGES
• Increase sales and brand awareness• Social media presence • Open stores in new communities• Increase participation at local events• Promote healthy and active lifestyle
SOCIAL MEDIA
NOW: Facebook – 416,776 likesTwitter – 132, 474 followers
THE GOAL IS TO DOUBLE THESE NUMBERS
GRASSROOTS
• Community service projects• Local charity events• Environmental awareness• Complimentary yoga/fitness classes
GOOGLE ADWORDS• Pay-per-click advertising• Ranking and bidding• Local, national and international • Tracking tools
BEGIN USING THIS ADVERTISING METHOD
PROMOTIONS + AWARENESS
• Birthday coupons• Discount with multiple items purchased• Rewards program for loyal customers• “Ambassadors” increase brand awareness • Yoga teachers• Personal trainers• Fitness instructors
KEEP THE CUSTOMERS HAPPY
Metrics of Success
• Monitor social media• Revenue • Store and website traffic• Google Adwords• Participation at events
BUDGET
• Social media – $• Grassroots campaign – $$• Google Adwords – $$$• Promotions and coupons – $• Brand “ambassadors” – $$
Total advertising per month:
Lululemon is known for its effective word-of-mouth advertising
TIMELINE
• Participation in social media year-round.
• Google Adwords purchased during holiday season, spring and summer, and back-to-school months.
• Grassroots efforts year-round.