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.