2. AGENDA COMPANY’S BACKGROUND MARKETING OBJECTIVES MARKETING PLAN TARGET MARKET

3. o Vancouver-based retailer o Keep it “local” expansion o Focused differentiation o From scarcity to mass production LULULEMON IS…

4. 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

6. o professional & sophisticated o single woman o makes $100,000 a year o loyal, culture driven, cult-like customer OCEAN IS…

7. PRODUCT athletic clothing + accessories for women & men high quality fabrics PLACE premium prices middle | upper class 10% markup 4 P’s PROMOTION PRICE word of mouth fitness studios & clubs advertising social media online & in-store higher end malls middle upper class neighborhoods

8. o Market Share: Increase global market share by 25% by expanding to China within next 12 months. o Brand Recognition: Improve brand recognition among 25-34 female age group within next 12 months. o Sales Increase: Achieve an increase of 30% in direct sales from North American customers via the website within next 12 months. o Brand Awareness: Achieve brand awareness among potential male customers within next 12 months. MARKETING OBJECTIVES

9. Chinese Expansion Activity: Contest on Sina Weibo: “Vote for their favorite color in the collection, share it with your friends & win a Lululemon shopping spree” Timing: One time campaign Target Market: 19-25 & 26-30 females & males Legal Constraints: Possible linguistic & cultural limitations Method of Testing: Klarity Analytics app for Sina Weibo - metrics on brand reach, engagement and mentions MARKETING TACTICS CONT’D

10. Brand Awareness Among Females in North America Activity: Partnership with celebrity endorser e.g. Jennifer Lawrence on social media Timing: One time campaign Target Market: North American women age 25-34 Legal Constraints: The Code of Advertising Standards: Each social media promo (including tweets sent by celebrity) must be clearly identifiable as marketing messages Method of Testing: Hootsuite Metrics MARKETING TACTICS

11. Increase in Direct Sales from North American Customers Activity: Instagram Photo Campaign Timing: Ongoing activity done annually Target Market: Men and women between 24 – 35 years of age Legal Constraints: Copyright and Other User Generated Content Concerns Method of Testing: Metrics app or Hootsuite: engagement, brand reach and mentions MARKETING TACTICS CONT’D

12. Increase in Direct Sales from North American Customers Activity: Brand Ambassadors Timing: Ongoing activity done multiple times a week Target Market: Men and women between 24 - 35 years of age Legal Constraints: The Code of Advertising Standards Method of Testing: Metrics app or Hootsuite: engagement, brand reach and mentions MARKETING TACTICS CONT’D

13. Sales Increase Among Male Customers Activity: Broga (yoga for men) campaign that will also include a new name for men’s line LululeMEN for afforable prices Timing: Semiannual Campaign Target Market: Men between 24 – 40 years of age Legal Constraints: The Code of Advertising Standards Method of Testing: Hootsuite metrics: engagement, brand reach and mentions MARKETING TACTICS CONT’D

14. THANK YOU & NAMASTE