Lululemon is looking to expand its marketing strategy internationally and to target men in the US market more. Its current sales are 93% from North America. The strategy involves promoting Lululemon's yoga lifestyle abroad through sponsoring yoga classes and experiences to spread by word of mouth. In the US, targeted campaigns would promote Lululemon to men. Success will be measured by the number of people reached and resulting sales from sponsored yoga classes, social media promotions in China, and targeted Amazon ads.

1. Lululemon Marketing Strategy
December 4th, 2017
Anuja Khairnar, Yuan Shen and Dakota Batch

2. Disclaimer
We did not work with Lululemon to develop this Marketing Strategy.
This was a final project for a Global Marketing course at North Carolina State
University.
10.4.17

3. What’s going on with Lulu?
● North American focused,
93% of total sales
● Other part of the world is
yet to be treated as a
market.
● Men's business accounts for
a total of 13-14% of
Lululemon sales.

4. Where else is there to go?
International Expansion：
Product Expansion:

5. How to get
there?
Promote Yoga lifestyle abroad
(experiences/word of mouth)
Targeted
campaign for
men in U.S
Sponsor yoga
classes for
companies
1.
2.

6. Who are we trying to reach?
(1) Person with whom we collaborate
E.g: Alibaba , Tera Gym (China), Cross Fit/Yoga classes
(1) Potential Consumer

7. Person with whom we collaborate
Name and age: Crystal Lee , Female, 27 years old
Lives in: United States
Interests: Health conscious, zealous, innovative, loves to travel,
likes to bring changes and lead
Education: Psychology Graduate, Trainer at a crossfit/ yoga gym
Relationship Status: Single
She loves to get involved in new things and inspire people to maintain their health by turning to fitness.

8. Potential Consumer
Name and age: Lin Zhang, Male, 25 years old
Lives in: China
Interests: Fitness and wellness, Outdoor Activities,
Shopping, Technology
Education: College Graduate, works as a business analyst in an IT company
Relationship Status: Has a two year long relationship
He wants to stand out in his workplace thus goes for unique and exclusive brands like lululemon.
He is willing to pay more if he knows his product is of a certain quality.

9. Get the word out there
Wechat: Forward
We provide a link to employees that attend the class. They have to share that
link X number of times in order to get a discount off (prevalent in Chinese
social media culture)
Targeted ads on LinkedIn and Amazon

13. Targeted Amazon Ad

14. How to measure success
Yoga class
$700 for each yoga class. 100 people per class.
8 classes per month--100 class per year--$70,000--10,000 people join our
classes.
Assume: every people will buy two pairs→ 20,000 pairs
Assume: 10,000*500=5,000,000 will see our link. 10% interested in our link
and 10% of them will buy one in the future. 50,000 pairs
→ 70,000 investment= 70,000 pairs + Connection with 50+ big companies

15. How to measure success
Sponsored ads cost on amazon
Keyword-targeted Ads: a pay-per-click advertising solution
Headline Search Ads: keyword-targeted ads that appear above search
results. Headline Search allows brands to have a custom headline and logo
within the ad creative and drives shoppers to a page featuring a collection of
products.
Limit: $5,000 per month. Sales increase 20%.
10,000 sales per month→ 12,000 sales per month