USAID BIN ARSHAD

BBA 182023

QUE 1
With a very specific look in mind what he wanted this brand to be and who his market are,
Wilson has produced Lululemon. His previous experience mixed with his new love for yoga
and the way of life he created this brand. Lululemon has created a new line of women's
active wear offering fashion and comfort. Lululemon was the first place to bring women
clothing for workouts (and they could have dinner after yoga if they want). The brand was
successful, health-conscious and stable with their niche market of 18-34 women. Wilson's
market strategy to create the "Ocean" person and reflect the ideal women wearing
Lululemon gave life to this target market. Wilson described Ocean as "engaged, travelling,
having a day's work, an hour and a half." The new trendy yoga wear was a best-seller for
women who did everything. Shortly after Ocean personal launch, Lululemon expanded its
market to include men who realised they could capitalise on the lifestyles, as well as the
products they sold. "Duke," a "three-five year old" was born and (who) earns more money
than Ocean. It was described as a "sports opportunist" who enjoys summer surfing and
winter snowboarding. Lululemon did not take long to notice the competitors and develop
their own athletic wear version - competitors including Athletica and Under Armour were
the first to join. Ultimately Wilson step down from CEO, but remained active in the Board of
Management. Lululemon was not successful without a few bumps, but was and remains a
strong industry leader.
POSITIONING STATEMENT
Lululemon Athletica is among the brand which give distinctiveness in every feature it offers
and the comfort check during work out is among the highest concern of the company.
Ques 2
Lululemon have a great from both of his competitors which are Under Armour and Athleta.
Both brands start taking the women market of lululemon. One the main threat of under
armour is their visibility and their high speed growth. They have very strong market strategy
they make sure that they show people there visibility, they get there visibility from
celebrities and the influencers of the society. They take them in their advertisement which
helps them to grow fast in the market. They mostly target female celebrities such as
Olympic skier and Lindsey Vonn etc, for their brand promotion. Around 30% of their sales
were to women in 2013. Under armour founder believe that in future they have more
women customer market then men.
Athleta also gave some threats to lululemon which are directly related to sales. And they
also making a huge influence on women market. They gave satisfying discounts to their
customers compare to lululemon on their products . in fitness products they offer 15% more
discount than lululemon. Lululemon only offers size from 2 to 12 while on the other hand
they offers sizes from 00 to 16 for women. Which helps them to gain more market tham
lululemon.

Ans 3
The valuable growth strategy for lululemon is to convert their weakness into their strength.
They have to work on their target market, place line, promotion and new market.
TAREGET MARKET
Lululemon's famous women cloth brand. They have a strong position with regard to target
audience, such as Ocean and Duke. The firm can consider developing and promoting
additional types of people, e.g. children and teens as well as younger and older men and
women, in order to increase the number of people it targets, to encourage new audiences.
Product Line and promotion
Because of competition in space and controversial comments, like Lululemon, the company
is growing with suffering year after year and will not concentrate on sizes for women plus
size because the addition of 30 percent more tissues requires higher costs, but can't charge
more.
The company is able to expand its product line for female plus-size to include a promotion
that shows that Lulolemon's athletic clothing is welcome for different types of body. The
company could also attract bloggers who would be different from the competitors who use
famous people as brand ambassadors.
NEW MARKET
The organization should expand their market and or specific market segmentation. They
should also use female celebrities to make their brand more visible. Try to make their
positioning better in their new markets these strategies will help them to grown and remove
their problems.