Lululemon brand audit_presentation_with_music[1]

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Avengers Marketing Inc. Brand Audit of lululemon athletica

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Lululemon brand audit_presentation_with_music[1]

  1. 1. lululemon: A Brand Audit Presented By:Avenger Market Research Inc.
  2. 2. Overview• Brand Strategy and Positioning• Product, Price, Placement, Promotion• Brand Survey• Findings• Recommendations
  3. 3. Brand Strategy
  4. 4. Competitive Strength
  5. 5. Competitive Strength
  6. 6. Product
  7. 7. Product Competitive Strength Assessment (Rating scale: 1 = very weak; 10 = very strong) lululemon Gap Athleta Lucy Activewear Weighted Weighted Weighted Score Score Score Weight Score Score ScoreProduct Quality 0.25 10 2.5 7 1.75 6 1.05 Differentiation 0.1 3 0.3 4 0.4 4 0.4 Image 0.15 8 1.2 7 1.05 5 0.75
  8. 8. Placement
  9. 9. Placement Competitive Strength Assessment (Rating scale: 1 = very weak; 10 = very strong) lululemon Gap Athleta Lucy Activewear Weighted Weighted Weighted Score Score Score Weight Score Score ScoreProduct Quality 0.25 10 2.5 7 1.75 6 1.05 Differentiation 0.1 3 0.3 4 0.4 4 0.4 Image 0.15 8 1.2 7 1.05 5 0.75Place Distribution 0.15 5 0.75 7 0.35 5 0.75
  10. 10. Price
  11. 11. Price Competitive Strength Assessment (Rating scale: 1 = very weak; 10 = very strong) Lululemon Gap Athleta Lucy Activewear Weighted Weighted Weighted Score Score Score Weight Score Score ScoreProduct Quality 0.25 10 2.5 7 1.75 6 1.05 Differentiation 0.1 3 0.3 4 0.4 4 0.4 Image 0.15 8 1.2 7 1.05 5 0.75Place Distribution 0.15 5 0.75 7 0.35 5 0.75Price 0.15 7 1.05 6 0.9 6 0.9 Relative Cost Position
  12. 12. Promotion
  13. 13. Promotion
  14. 14. Promotion
  15. 15. Promotion Competitive Strength Assessment (Rating scale: 1 = very weak; 10 = very strong) lululemon Gap Athleta Lucy Activewear Weighted Weighted Weighted Score Score Score Weight Score Score ScoreProduct Quality 0.25 10 2.5 7 1.75 6 1.05 Differentiation 0.1 3 0.3 4 0.4 4 0.4 Image 0.15 8 1.2 7 1.05 5 0.75Place Distribution 0.15 5 0.75 7 0.35 5 0.75Price 0.15 7 1.05 6 0.9 6 0.9 Relative Cost PositionPromotion Advertising 0.05 3 0.15 7 0.35 5 0.25 Sales Force 0.05 8 0.4 6 0.3 4 0.2 Sales Promotions 0.1 2 0.2 7 0.7 7 0.7
  16. 16. Analysis Results Competitive Strength Assessment (Rating scale: 1 = very weak; 10 = very strong) lululemon Gap Athleta Lucy Activewear Weighted Weighted Weighted Score Score Score Weight Score Score ScoreProduct Quality 0.25 10 2.5 7 1.75 6 1.05 Differentiation 0.1 3 0.3 4 0.4 4 0.4 Image 0.15 8 1.2 7 1.05 5 0.75Place Distribution 0.15 5 0.75 7 0.35 5 0.75Price 0.15 7 1.05 6 0.9 6 0.9 Relative Cost PositionPromotion Advertising 0.05 3 0.15 7 0.35 5 0.25 Sales Force 0.05 8 0.4 6 0.3 4 0.2 Sales Promotions 0.1 2 0.2 7 0.7 7 0.7Totals 10 7 5.8 4.85
  17. 17. Brand Survey
  18. 18. Survey ResultsWhere did you first hear about lululemon? Window Shopping, 11% Gym, 5% Online, 2% Yoga Class, 2% Word of Mouth, 81%
  19. 19. Survey ResultsHow often do you shop at lululemon? Every 6 months, 25% Never, 27% Once a month, 7% Once a year, 37% Every 3 months, 5%
  20. 20. Survey ResultsWhy do you shop at lululemon? Do Not Shop, 23% Fashion, 16% Quality, 61%
  21. 21. Survey Results• What does lululemon stand for? Healthy living, 20% Fashion/Fit, 24% Yoga, 14% Quality , 35% Expensive clothing, 4% Corporate greed, 2%
  22. 22. Survey ResultsWhat is lululemon’s greatest strength? Branding, 14% Fit/Fabrics, 29% Product line, 12% Quality, 34% Education service, 7% Innovation, 3%
  23. 23. Survey ResultsWhat is lululemon’s greatest weakness? No mens Annoying sales clothes, 11% staff, 11% Style saturation, 9% Poor quality/Fit, 7% Price, 53% Not enough stores, 4% Inventory changes , 5%
  24. 24. Survey ResultsHow satisfied are you with lululemon? Satisfied, 28% Indifferent, 25% Very Satisfied, 47%
  25. 25. Findings• Strong alignment of 4 P’s• Integrated marketing• Quality and innovation
  26. 26. Recommendation 1• Differentiate and rebrand – Lack of connection with men – Too feminine – Ivviva for kids – Relate to men’s needs – Running and biking
  27. 27. Recommendation 2• Restrain expansion – Plans for more than 250 stores – Expansion threatens culture – Cult and grassroots appeal – Impact to quality
  28. 28. RecognitionsAvenger Market Research Inc. Kris Head John House Sarah Iacoe Corey Halford Pamela Kamphuis- Finnigan Royal Roads University MBA Program 2012 Cohort B – Team 1

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