o Vancouver-based retailer o Selling globally o Focused differentiation

LULULEMON IS…

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

o Market Share: Increase global market share by 25% by expanding to China within next 12 months.

MARKETING OBJECTIVES

Chinese Expansion Activity: Social Media contest on Sina Weibo: “Vote for your favorite color in the collection, share it with your friends & win a Lululemon shopping spree”

MARKETING TACTICS

o Timing: One time campaign o Target Market: 19-25 & 26-30 females o Legal Constraints: Intellectual Property

Protection o Method of Testing: Klarity Analytics app for

Sina Weibo - metrics on brand reach, engagement and mentions

MARKETING TACTICS CONT’D

THANK YOU & NAMASTE

PRODUCT athletic clothing +

accessories for women & men

high quality fabrics

PLACE

premium prices middle | upper class

4 P’s

PROMOTION

PRICE

word of mouth ambassador programs social media

online & in-store middle upper class

neighborhoods

o # of Weibo Active Users: 222 million o # of Weibo Daily Users: 100 million o % of Weibo Female Users: 49.90% o % of Weibo Users that Shop Online: 82%