2. +
Company Overview
Company Type: Athletic apparel.
Target Market: Yoga practitioners and runners, men and
women, between 18 and 55 with an income of $40,000+
Known for their high-performance, trade marked fabrics which
boast comfort and sweat-wicking capabilities in fashionable
designs.
3. +
Challenges and Goals
Challenge - Continued Growth: Earned $1 billion
in fiscal 2011 and 2012 sales are forecast at $1.3
billion, the company would like to continue this
growth.
Challenge - Community: With a large number of
social media outlets, the company reaches a large
number of customers but builds no real sense of
loyalty.
Goal – Industry Leader: Lululemon has grown
tremendously since its inception but wants to
continue that growth in the athletic apparel market.
Goal – Further Reach: The company needs to
connect even more with customers in the future.
4. +
Integrated Theme
Be Comfortable, Be Free, Be You.
A very uplifting message for all customers. Lululemon
empowers you to reach your goals.
5. +
Digital Marketing Strategy
Budget: $1 million (1% of profits)
Timeline: January to April
People are usually trying to get into shape because of a New Years
resolution or trying to get fit for summer. We want to hit that audience.
Company Website & Email, Online Advertising & Mobile, and
Social Media
6. +
Company Website & Email
Website ($250,000)
SEO strategy with keywords placed in the HTML code
Help drive search traffic to the site
Targeted landing pages
Email ($50,000)
Loyalty program
Quarterly discounts
Weekly updates on what’s new
7. +
Online Advertising & Mobile
Online Advertising ($300,000)
Google ads to help drive search traffic
Facebook ads
Banner ads on blogs and relevant sites
Mobile ($300,000)
Mobile website
Create an app
Interactive mobile ads
Mobile banner ads
8. +
Social Media
Facebook ($100,000)
Current Facebook page markets the brand
Needs to engage more with customers, give them an incentive
Twitter & Pinterest ($100,000)
Current methods of engaging with customers are working
Great ways to bring customers to the Lululemon website
YouTube $500,000)
Currently has product demo videos
Could create instructional videos and allows users to view for free or as part of a loyalty
program
Blog ($200,000)
Provides useful information for customers on yoga, running, and leading an active lifestyle
Would be a great place for loyalty program offers and discounts
Expansion/Emergency Fund $100,000)
Other social media sites like Tumblr could also be used to connect with consumers
Money to spare in case we need more in one area
9. +
Metrics of Success
Increased ROI of 20% or higher
Compare ROI before and after marketing strategy implementation.
Increased customer engagement
Compare customer engagement by viewing number of Tweets,
Facebook hits, and blog responses logged compared to the past.
Increased traffic to the Lululemon website
View Google analytics to see if traffic to the site has increased since
the marketing strategy launched.
10. +
Conclusion & Thank You
Lululemon is a growing and successful company.
With strategies suggested in this marketing plan, along with strategies
currently implemented, Lululemon should see an even greater increase in
sales for many years to come.
THANK YOU!
Notas do Editor
LululemonAthletica Inc. is an athletic apparel company targeted towards yoga practitioners and runners of any age and gender. The company is known for their high-performance, trade marked fabrics, which boast comfort and sweat-wicking capabilities in fashionable designs.
Lululemon is comfortable, it fits, it makes you feel like “you”. With this new theme, Lululemon will market its athletic apparel as the ultimate partner to a personal identity. All digital marketing content will follow this theme.
The company is already successful without a strategically targeted digital marketing strategy, so starting out with $50 million instead of a larger number is a safer bet.
Company WebsiteAn SEO strategy with keywords placed in the HTML code, headlines, body copy, and links on the Lululemon website would help drive search traffic to the site. Setting up targeted landing pages linked to specific search queries could also be beneficial, bringing consumers into the Lululemon website with a particular item in mind.EmailCurrently, the company does not offer discounts or incentives of any kind to its customers. Obviously this isn’t hurting their sales, but offering a rewards program to loyal customers may come in handy in the future. By sending emails about new items, as well as discounts to existing customers, it would be easier to keep them coming back for more.
Online AdvertisingGoogle ads would also help drive search traffic to the Lululemon website, as would Facebook ads, and banner ads if placed appropriately – such as on blogs related to yoga or running. The goal should be to raise awareness and bring customers to the site to learn more and hopefully purchase.MobileThe company’s website currently has mobile capabilities which allows consumers to browse through their ever changing product selection and enjoy full access to the online store. Lululemon could also look into creating an app. For example, a running tip of the day app could be useful to the customers who are runners, as would a yoga position of the day app. With a new update each day, this app would keep Lululemon prevalent in the minds of consumers and connected with the company.
Social MediaLululemon currently has Facebook, Twitter, Pinterest, and YouTube pages, as well as a blog. With these outlets the brand is already very engaged with their customers. However, a few minor details could change.
ConclusionOnline advertising expenses can build up, but with a budget of $3 million Lululemon shouldn’t have a problem targeting consumers using digital marketing strategies. This is a growing, yet successful company with great potential and a strong digital presence. With strategies suggested in this marketing plan along with strategies currently implemented, Lululemon should see an even greater increase in sales for many years to come.