The document summarizes a strategic plan for athletic apparel brand Lululemon. It outlines the company's strengths in quality, innovation, brand recognition and community focus. It then discusses strategic imperatives to expand into related categories like outerwear and accessories, leverage the brand across the customer lifecycle, and expand into niche markets through partnerships. The plan aims to achieve 30% annual growth over 10 years through these initiatives and maintaining a customer-centric approach.

1. Team: KUMARIE PERERA MONIQUE TANG KEVIN SMITH LAUREN TURCHET SURESH PARMACHAND

2. Our Brand FUN Founded on the belief that great athletic apparel can help people to live longer, healthier and more fun lives. Foundational lululemon belief: a company can only be truly great when it has close relationship to the communities it serves. Holistic Ethical Stylish Active

3. Strengths Weaknesses Opportunities Threats Leverage our strengths Quality Innovation (Technical aptitude) Brand name and logo Relationship with the community we serve Sustainability Distribution (store front) Consumer focused (design for guest impact) Niche Market Leader Quality Innovation (Technical aptitude) Brand (Equity, Logo, Stores) Corporate Social Responsibility Sustainability distribution (store front) Consumer focused (design for guest impact) Niche Market Leader Product Technology (Luon, Silverescent) Local centricity (poor best-practice sharing) Perceived female focus Price Point Inventory Perceived as yoga only Access to stores Product diversification Line extensions, accessories … Leveraging perceived expertise Category Leader, expert Buyout Fad potential Low barriers to entry Expansion Global economic state Unfavourable exchange

4. Product Differentiation Market Price Low High High SWOT Product Differentiators: Luon Silverescent Product assortment Brand Perception (in the mind of the consumer): High price sensitivity Strong affinity to quality Eco-concious brand Community based thinking Female dominant brand

5. Service Differentiation Market Price Low High High Perceptual Map Service differentiators: Custom tailoring (no charge) Community advocates Educators are practitioners of yoga Educator knowledge of product and guidance on purchase Embrace voice of the customer in innovation Brand perception(in the mind of the consumer): Strong customer service Grass roots involvement Yoga experts Meditation in motion

6. Our Journey Yoga shows the way

7. Our Responsibility A manifesto born from a group of Yogis.

8. Strategic Imperatives Niche Market Expansion Related Diversification Guest Lifecycle Management Product Expansion GAP Adventure Partnership lulu-Sivananda Experience my lulu my colour Pinetree Acquisition petite lulu lulu mom Outerwear expansion Water campaign Brand Mission: To elevate the involvement of the Lululemon in the lives of our guests through effective use of lifecycle management and customer touch point management . lulu strategic imperatives

9. Survival of the smartest and most holistic Evolution 6-11 months 1 – 7 years 8-10 years Current State Transition State Change Management Model Future State Product Expansion: Petite Lulu Lulu Mom Outerwear Guest Life Cycle Mgmt: My Lulu Lulu Loyalty My Colour Sustainable: Prana Water Niche Market Expansion: GAP Adventures Lulu-Sivananda Experience Related Diversification: Pinetree Acquisition

10. 30% AGR Growth Bridge Continued growth over 10 year period to begin at 2010

11. Marketing expenses pegged at 3% of Revenue Commitment

12. Customer centric communications Creating Dialogue Mass media advertising Direct Marketing Sales promotion, public relations Personal selling Above-the-line and below-the-line communications

13. Uninitiated Practitioner Ambassador Mystified Wanderers Life Cycle Management Growing with our Customers.

14. my lulu my lulu Virtual educator Powered by: my lulu Member since:2009 Janet Doe 123 898 245

15. Consumer Traffic Patterns: Consumers shop in a race track pattern 84% of shoppers miss over half of the store Over 50% never visit an interior aisle Almost 50% are in the store less than 10 minutes Consumer Flow Source: Valassis B Shelving Table Shelving Table Shelving Table Counter Merchandise Walls Merchandise Walls Merchandise Walls Merchandise Walls C D E A A B C D E Transition Zone Outerwear Women’s wear Men’s wear Checkout A B C D F Transition Zone Outerwear Zone Yoga Zone Martial Zone Checkout & Customer Experience Merchandise Wall Merchandise Wall Counter Counter A F Merchandise Wall B C E D E New Products and my lulu stations G Change rooms and Inventory G G G G

16. Design for Water When water comes everything changes.

17. Joint Venture A passion for making sure you get behind the scenes to experience the real world in an authentic and sustainable manner.

18. Jnana Yoga (Yoga of Wisdom) Raja Yoga (Yoga of Self Control) Bhakti Yoga (Yoga of Devotion) Karma Yoga (Yoga of Action) lulu – Sivananda Experience Peace of mind is happiness

19. lulu mom The Practice of Yoga can help you prepare your mind and body for labor and birth as this helps you focus, to concentrate and keep you healthy.

20. petite lulu Yoga will increase their well-being, reduce stress, and purify their little, physical bodies.

21. lulu outerwear Negative…ions

22. Merger & Acquisition Meditation in Motion

23. “ At the end of the day when you are 80 or 90 you want to know that you have made a difference in life.” -Chip Wilson