Marketing, PR and branding - assignment week 8
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Marke&ng PR and branding – assignment 8 Done by: Sarah Lee Shan Yun
description
Competitive landscape marketing analysis: Lululemon Athletica and The GAP's Atheleta
Transcript of Marketing, PR and branding - assignment week 8
Marke&ng PR and branding – assignment 8
Done by: Sarah Lee Shan Yun
Lululemon Athle&ca
“Clothes and running gear for sweaty workouts”
Target audience • Demographics
– Gender: mostly female, but male products available
– Age: 20-‐40 year olds, with mid-‐&er pricing
– Geography & community: city or suburban, concentrated in the Eastern states of North America, available in Canada (origins), Australia, New Zealand
Target audience • Psychographics
– Values health and exercise (fundamental physiological needs)
– Values spirituality, incorporates yoga philosophy into their life
– Believes in the empowerment of communi&es
• Buying behaviours – Values quality over price – Invests money into fitness
and health by purchasing key pieces of fitness clothing
Brand voice & messaging • Big ideas
– Original intent: Eleva&ng the world from mediocrity to greatness (*Why)
– Mission statement: crea&ng components for people to live longer, healthier fun lives (*How)
– Products: technical apparel for yoga, running and dancing (*What)
*Simon Sinek’s “how great leaders inspire ac&on”
– ‘Stores that build strong &es with local communi&es’
– Goal se_ng and yoga 101 workshops
Brand voice & messaging • Origins story
– From the beaches of Vancouver, Canada in 1990
– Founder Chip Wilson and the discovery of yoga paralleling his sports experiences in surfing and snowboarding (Aristotle’s Ethos)
– Design studio by day, yoga studio by night (original shop)
– Tes&ng and feedback by yoga instructors (Aristotle’s Ethos)
• Brand name: created by feedback from survey of 100 people, list of 20 names and 20 logos; ‘fanciful naming’ strategy (from First Round Review, Posi&oning your Startup is Vital), associa&ons with sunshine, happiness, youth, allitera&on helps memoriza&on
• Tone: empowering, posi&ve, hippie, giving, loving
Brand design • Logo: “A” symbol for
“Athle&cally hip” (original name sugges&on)
• Colors: Red white, grey black (logo), others for products include neutral maroons, teal and dark navy blue
• Products: simple, solid colors, crea&ve cuts, flowing silhouefes, quality materials (luon fabric), silverescent, wicking abili&es
• AssociaAons: comfort, ease, relaxing, clean, unique, individual, innova&ve
Brand myth • The hero: audience or
customer • The dragon: fitness
challenges, staying healthy in a chao&c environment, connec&ng with strangers
• The journey: challenge yourself through fitness, yoga and running; engage with others through community ac&vi&es
• Treasure: health, fitness, feeling of community, personal and spiritual growth
Brand archetype • The Caregiver
– MoCo: Love thy neighbor, give to your community
– Goal: “eleva&ng the world from mediocrity to greatness” – Lululemon athle&ca original intent
– Strengths: quality products, unique opportuni&es for community engagement, roots in yoga philosophy
– Strategy: provide as many quality products to people as possible in order to empower them by improving and facilita&ng healthy lifestyles
Community engagement • Customer journey
– ACenAon: recogni&on of logo, viral success, reviews, store displays
– ConsideraAon: trying on garments in-‐store, considera&on of price points, is it worth inves&ng in, encouragement by peers, unavoidable brand presence and online presence, ‘must-‐have’ product
– Purchase: In-‐store customer service, accessible distribu&on in retail stores, changing rooms, online store
– Loyalty / advocacy: long-‐las&ng pieces, re-‐purchase as fitness ac&vity increases, matching clothing sets, seasonal wear, product trustworthiness, differen&a&on by sport (running, yoga, including mats, bofles, other accessories), online sales sec&on &tled ‘we made too much’
Community engagement • Social media: blog, facebook,
twifer, YouTube, pinterest • Blog stories: “brunch and burn”,
“how to scorpion tutorial” • Video campaigns: “Lululemon
&go” • Community acAviAes: Open yoga
prac&ce in the Summer of 2009 at Bryant Park event with 400 women twice weekly – Bryant, Urstadt. "Lust for Lulu." New York Magazine. July 26, 2009. Accessed October 20, 2014. hfp://nymag.com/shopping/features/58082/
• Fanbase: ‘Luluheads’ • Celebrity sighAngs: Brooke
Shields, Jennifer Garner, Courteney Cox, Kate Hudson, etc.
“Womens performance apparel” By the GAP
Target audience
• Demograpics – Gender: female only – Age: 15-‐50 year olds, mid-‐&er pricing, less premium than independent compe&tors
– Geography: US only, dispersed across the country with concentra&on on the East and West coasts, mostly city habitats
Target audience • Psychographics
– Values health and exercise (fundamental physiological needs)
– Values the simplicity of basics without unnecessary frills (exclusion of yoga philosophy)
– Values prac&cality – Family-‐oriented – Par&cipates in ac&vi&es that
empower female strength • Buying behaviors
– Searches for value in price – Invests money into fitness and
health by se_ng budgets to provide basic tools needed
– Thinks about quan&ty of products needed
– Uses products mul&-‐func&onally
Brand voice & messaging • Big ideas
– The GAP’s mission statement: Be the World’s favorite for American style. Openness to different markets, but retaining an American iden&ty
– Products: flexible, simple clothes for every sport and &me of day
– Brand name: “Athleta” is an explicit, descrip&ve naming strategy (from First Round Review, Posi&oning your
Startup is Vital), catchy, affix of althet-‐a targets the female consumer (brand posi&oning), Greek connota&ons to warriors
– Tone: powerful, strong, loud
Brand design • Logo: No frill, memorable,
sharp, crisp • Colors: purple & white
(logo), products include a rainbow or plethora of colors, prints and paferns
• Products: huge variety, simple, basic materials of polyester, nylon, spendex, lightweight cost-‐effec&ve materials
• AssociaAons: prac&cality, versa&lity, classic American style, casual
Brand myth • The hero: audience or
customer • The dragon: balancing,
family, finances, work and fitness
• The journey: challenge yourself by incorpora&ng sport into your life, try new things, always consider prac&cality in every step
• Treasure: health, fitness, stability, a well-‐stocked wardrobe with everything you need
Brand archetype • The Warrior
– MoCo: where there’s a will there’s a way; say yes to everything
– Goal: fulfillment through hard work and achievement
– Strengths: determina&on, challenge, rou&ne
– Strategy: focus on the basics and prac&ce it over and over again un&l you win
Community engagement • Customer journey
– ACenAon: recogni&on of the logo, in-‐store displays, immediate acknowledgement of the need for mo&va&on in fitness
– ConsideraAon: heavy comparisons with exis&ng compe&tor brands, considera&on for slightly lower price points, needs arising out of prac&cality
– Purchase: in-‐store fi_ng room services, accessibility of retail stores, quick and easy purchases without philosophical afachments, online store
– Loyalty / advocacy: trust in quality assurance (sameness) of product when re-‐purchased online, huge amount of promo&ons, gir cards, free shipping, free return policies, catalogues, new arrivals, email subscrip&ons, argued &med-‐lifespan of products, fast fashion consumer good Associa&ons with the GAP, cross-‐over of promo&onal campaigns
Community engagement • Social media: instagram,
facebook, twifer, pinterest • Posts: food, fitness, city
lifestyle, getaways, mo&va&onal quotes and inspira&on
• Partnerships and events focusing on the empowerment of women: non-‐profit marathons, Mudderella, Esprit de She, Girls on the Run, family friendly events
• In-‐store acAviAes: fitness classes, personal styling
• The GAP’s inclusive nature
THE END
