lululemon

2129 Words9 Pages
Table of contents

Topic Page Number

Introduction 2

Target Market 2-3

Positioning 3-5

Pricing Strategy 5-6

Distribution Strategy 6-7

Product Strategy 7-8

Branding Strategy 8

Advertising and Promotion Strategy 9

Conclusion 10

Appendices 11

Introduction
The Lululemon marketing plan for 2010 includes recommendations and goals for the Lululemon brand, as well as goals for the newly proposed male brand Outer Muscle. Main objectives include:
➢ Introduce Male Brand Outer Muscle o Target “Educated Physically Active Male” o Price male brand similarly to Lululemon brand, using more-for-more pricing. o Positioned as
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Pricing Strategy
Value Added Pricing – Lululemon uses this pricing strategy when creating their apparel. Rather than cutting costs and making a lower quality product, they add extra features such as adjustable straps and women’s pockets to differentiate themselves from their competitors as well as help their target market justify spending more money on their products.
Prestige Pricing – Even though Lululemon clothing is not comparable to a Rolex or Louis Vuitton purse, it is prestigious and exclusive in its product category. This is what Lulu’s target market loves about their brand. Its high quality not found in every city and mall, fashion forward and represents a healthy, well off lifestyle.
These approaches to pricing are visibly successful in today’s economy. Even throughout the recent recession Lulu managed to maintain a profitable company, expanding their store count while creating expensive, high-end workout apparel. Changing their target market to accommodate the middle class to lower income demographic could be detrimental to Lulu’s success. Creating a cheaper line of clothing or marking down products to sales items would lessen the exclusivity of Lululemon, which could then effect the current target markets perception of the brand.
Recommendations for the pricing of the men’s brand we suggested earlier, is to keep prices relatively high but yet great quality and options

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