2. o Vancouver-based retailer
o Selling globally
o Focused differentiation
LULULEMON IS…

3. VISION:
To transcend the athletic experience through quality
product and community relationships
MISSION:
To provide the active lifestyle community with signature
athletic apparel, by uniting technologically advanced
fabrics with quality control to meet specific
performance needs
VISION & MISSION

5. o Market Share: Increase global market share
by 25% by expanding to China within next 12
months.
MARKETING
OBJECTIVES

6. Chinese Expansion
Activity: Social Media contest on Sina Weibo: “Vote for
your favorite color in the collection, share it with your
friends & win a Lululemon shopping spree”
MARKETING
TACTICS

8. o Timing: One time campaign
o Target Market: 19-25 & 26-30 females
o Legal Constraints: Intellectual Property
Protection
o Method of Testing: Klarity Analytics app for
Sina Weibo - metrics on brand reach,
engagement and mentions
MARKETING
TACTICS CONT’D

9. THANK
YOU
&
NAMASTE

10. PRODUCT
 athletic clothing +
accessories for women &
men
 high quality fabrics
PLACE
 premium prices
 middle | upper class
4 P’s
PROMOTION
PRICE
 word of mouth
 ambassador programs
 social media
 online & in-store
 middle upper class
neighborhoods

11. o # of Weibo Active Users: 222 million
o # of Weibo Daily Users: 100 million
o % of Weibo Female Users: 49.90%
o % of Weibo Users that Shop Online: 82%