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Lululemon Pitch Presentation

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I created this PowerPoint for Comm462 and my team and I pitched to the client, Lululemon. ...

I created this PowerPoint for Comm462 and my team and I pitched to the client, Lululemon.
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With respect to insights, we underwent research, hearing what employees had to say about the lululemon brand, undergoing in-depth interviews, and researching various blogs and databases.

We delved into the competitive landscape for athletic apparel, what lululemon wants to be, and how consumers and potential consumers currently perceive the brand.

With respect to competition, Lululemon’s competitors focus on how sport is like a war, idolizing heroes that fight for their country. It focuses on competition, as opposed to personal growth.

Conversely, Lululemon positions itself as an aspirational brand that focuses on personal growth and achieving goals.

We compared what Lululemon has to offer and aligned this with what consumers want: quality, versatility in apparel, comfort, technology, and promoting an active lifestyle.

However, we discovered barriers that currently inhibit these consumers’ consideration in purchasing lululemon apparel.

So what are these barriers?
Men think that Lululemon is only for women.
They think their apparel is tight, and by association, is uncomfortable.
And lastly, they think that Lululemon’s apparel is only meant for Yoga.

Through our campaign, we want to whittle away these barriers so that consumers are exposed to the core of Lululemon products and its amazing quality.

We segmented consumers into “yogis and extreme healthnuts, positive stragglers, and negative stragglers”. Stragglers are individuals who are athletic but are not as active or health conscientious as the “yogis and extreme healthnuts”.

Stragglers are those who have been exposed to lululemon, but do not actively endorse the lululemon brand. The positive stragglers are those that are indifferent to lululemon’s stigma, truly understanding the quality of lululemon’s apparel. The negative stragglers, however, are more insecure about the brand and would be embarrassed to wear it in public, yet still acknowledge its quality.

Therefore, with our campaign, we feel that there is much potential in targeting the positive stragglers, as we feel that they can help making lululemon clothing for men a social norm.

We wanted to see how a consumer became a positive or negative straggler. When looking at their first experiences, we realized that positive stragglers were introduced to the brand through other men, while negative stragglers were introduced to the brand by only women, such as a girlfriend or sister.

Therefore, with our campaign, we want to streamline this male word of mouth process to encourage growth in the positive straggler segment.

Targeting positive stragglers is promising. We interviewed people and they admit to purchasing more apparel after having been first exposed to lululemon. Additionally, even though positive stragglers will not actively endorse the lululemon brand, if asked, they WILL rec

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  • With respect to insights, we did tremendous research, hearing what Marshall had to say about lululemon,researching various blogs and databases, and performing our own in-depth interviews.
  • We delved into the competitive landscape for athletic apparel, analysed what lululemon wants to be percieved as, and how consumers and potential consumers currently perceive the brand.
  • With respect to competition, lululemon’s competitors focus on how sport is like a war, idolizing heroes that fight for their country, and focuses on competition.
  • Conversely, Lululemon positions itself as an aspirational brand that focuses on personal growth and achievement.
  • We compared what Lululemon has to offer and aligned this with what consumers want: quality, versatility in apparel, comfort, technology, and promoting an active lifestyle.
  • However, we discovered barriers that currently inhibit menfrom realizing Lululemon’s value.
  • So what are these barriers?
  • Men think that Lululemon is only for women.
  • They think their apparel is tight, and by association, is uncomfortable.
  • And lastly, they think that Lululemon’s apparel is only meant for Yoga.
  • Through our campaign, we want to whittle away these barriers so that consumers are exposed to the core of Lululemon products and its amazing quality.
  • To achieve this, we segmented consumers into “yogis and extreme healthnuts, positive stragglers, and negative stragglers”. Stragglers are individuals who are athletic but are not as active or health conscientious as the “yogis and extreme healthnuts”. Stragglers have worn lululemon, but do not actively endorse the brand. Positive stragglers are those that are indifferent to lululemon’s stigma, truly understanding the quality of lululemon’s apparel. The negative stragglers, however, are more insecure about the brand and would be embarrassed to wear it in public, yet theystill acknowledge its quality.
  • Therefore, with our campaign, we feel that there is much potential in targeting people who would become positive stragglers, as we feel that they can help make lululemon clothing for men a social norm.
  • What’s interesting is that when looking at their first experiences, we realized that positive stragglers were introduced to the brand through other men, while negative stragglers were introduced to the brand by only women.
  • Therefore, with our campaign, we want to streamline this male word of mouth process to encourage growth in the positive straggler segment.

Lululemon Pitch Presentation Presentation Transcript

  • 1. ADVERTISING PITCH FOR: TEAM TREBUCHET (5) OLIVER BERNARDINO SARAH GIN CAROLYN KHOO AMY LAVERDURE SAMANTHA WONG
  • 2. BRAINSTORM
  • 3. AGENDAINSIGHTS TARGET MARKET CAMPAIGN OBJECTIVES CREATIVE EXECUTIONS PATH TO PURCHASE + MEDIA
  • 4. INSIGHTS
  • 5. INSIGHTS COMPANY COMPETITION CUSTOMER
  • 6. COMPETITION - NIKE
  • 7. LULULEMON
  • 8. INSIGHTS 1. QUALITY 2. VERSATILITY/ WELL- TAILORED 3. COMFORT 4. TECHNOLOGY 5. ACTIVE COMPANY LIFESTYLE“AT WAR” VS. PERSONAL GROWTH COMPETITION CUSTOMER
  • 9. INSIGHTS 1. QUALITY 2. VERSATILE / WELL- TAILORED 3. COMFORT 4. TECHNOLOGY 5. ACTIVE COMPANY LIFESTYLE“AT WAR” VS. PERSONAL GROWTH COMPETITION CUSTOMER BARRIERS
  • 10. CONSUMER INSIGHTS 3 BARRIERS TO PURCHASING
  • 11. FORWOMEN
  • 12. TIGHT
  • 13. FORYOGA
  • 14. CORE VS. AUGMENTED ATTRIBUTES MODEL YOGA LIFESTYLE FOR WOMEN TIGHT GARMENTS QUALITY EXPENSIVE VERSATILITY TECHNOLOGY COMFORT
  • 15. MARKET SEGMENTS YOGI / EXTREME HEALTH NUT STRAGGLERS POSITIVE NEGATIVE
  • 16. ADOPTIONINNOVATOR EARLY EARLY ADOPTERS MAJORITY LATE MAJORITY LAGGARDS S
  • 17. FIRST EXPERIENCES FRIEND/ FAMILY OTHER (M) FRIEND/FAMILY (F)
  • 18. FIRST EXPERIENCES FRIEND/ FAMILY OTHER (M) FRIEND/FAMILY (F)
  • 19. TARGET MARKET
  • 20. MARKETING PERSONA EVERETT COLLINS
  • 21. MARKETING PERSONA ACTIVE LIFESTYLE
  • 22. MARKETING PERSONA HEALTH-MINDED
  • 23. MARKETING PERSONA BRAND ADVOCATE
  • 24. MARKETING PERSONA ACTIVE LIFESTYLE MILLENIAL / GENERATION C SM INFLUENCES 247% (huffington) CLOTHES 2X/Y (baynote) $784/MONTH (forbes)
  • 25. POSITIONING STATEMENT LULULEMON • To progressive active males, Lululemon is the primary athletic apparel provider that offers superior technical design, fashionable comfort, and promotes an aspirational lifestyle, because they use innovative fabrics that wick away moisture during sweat-inducing activities, their products double as athletic apparel and stylish streetwear, and their educators help foster personal growth.
  • 26. CAMPAIGN OBJECTIVES
  • 27. BUSINESS OBJECTIVE DESIRED BEHAVIOUR •To drive sales in Lululemon’s menswear line through endorsing the following usage occasions for its apparel: running, general fitness, and streetwear
  • 28. ATTITUDINAL OBJECTIVES CURRENT DESIRED 1 FOR WOMEN FOR MEN 2 TIGHT COMFORTABLE FOR AN ACTIVE 3 FOR YOGA LIFESTYLE
  • 29. ATTITUDINAL OBJECTIVES “SPECIALTY BRAND” DIFFERENTIATION RELEVANCE ESTEEM KNOWLEDGE
  • 30. OUR BIG IDEA BEYOND THE MATVERSATILITY FOR YOUR PURPOSE ACTIVE LIFESTYLE
  • 31. OUR BIG IDEABEYOND THE MAT FOR WOMEN FOR MEN
  • 32. CREATIVE EXECUTIONS BEYOND THE MATYOUTUBE MICROSITE EXPERIENTIAL OUT-OF-HOME
  • 33. CREATIVE EXECUTIONS
  • 34. SUPPORTING FACTS FACTS • Men 18-34 view 63% more individual video streams • Twice as likely to watch YouTube • 39% don’t mind relevant ads
  • 35. CONQUERED BARRIERS FOR WOMEN TIGHT FOR YOGA
  • 36. MICROSITE
  • 37. MICROSITE
  • 38. SUPPORTING FACTS FACTS • Gen Y/C – altruistic, passionate (digital natives) • 27% of internet users 18-29 use Instagram
  • 39. CONQUERED BARRIERS FOR WOMEN TIGHT FOR YOGA
  • 40. EXPERIENTIAL MARKETING
  • 41. SUPPORTING FACTS TRIAL • Social acceptance through others within usage occasion • Product speaks for itself – comfortable, breatha ble fabrics • Men purchase again after trial
  • 42. CONQUERED BARRIERS FOR WOMEN TIGHT FOR YOGA
  • 43. OUT-OF-HOME (OOH)
  • 44. OUT-OF-HOME (OOH)
  • 45. SUPPORTING FACTS MEN 18-34 • Reinforce campaign, routine • 76% own a smartphone • 67% watch YouTube on 2+ devices • Watch video on mobile 3x more than average
  • 46. CONQUERED BARRIERS FOR WOMEN TIGHT FOR YOGA
  • 47. MEDIA + PATH TO PURCHASE
  • 48. PATH TO PURCHASEAwareness Interest Consider Purchase Share YouTube Video / Ads Microsite / Twitter Hashtag Lululemon Website/Store Community Events Social Media Platforms Word of Mouth OOH
  • 49. MEDIA PLANNING CHART May June July Aug Sept Oct NovYouTube(full)YouTube(15 sec)MicrositeTwitterFacebookOOHCommunityEventsMedia/PR
  • 50. METRICS OF SUCCESS YOUTUBE MICROSITE VIDEO OUT OF HOME EXPERIENTIAL (OOH)
  • 51. THANK YOU