Lululemon Marketing Mix Essay

There are four major elements that make up the marketing mix: product, price, place, and promotion. A product can be described as everything that makes up a good, service, or idea, including product design, features, colour, packaging, warranty and service levels (Kerin et al., 2015). A price refers to the amount of money that a product will sell for. The place consists of the channels where a product is distributed, as well as the merchandising used to sell the product. And finally, promotion includes all of the ways in which consumers are made aware of a product, such as advertising, public relations, sales promotion, direct response, event marketing and sponsorship, and personal selling (Kerin et al., 2015). It is very important for the marketers of Lululemon to consider all of these aspects in order to maintain sales of their products to their target market.

The first element of the marketing mix is the product, which involves the total product concept. The total product concept has three layers, beginning with the core product layer, which describes the main benefits that the product has for the consumer (Kerin et al., 2015). Lululemon has a wide variety of

When you buy a product from Lululemon, it is not solely the physical product you are paying for. You are also paying for the design, construction, and craftsmanship of the product. Lululemon uses designer prints and many different types of fabrics for their products. Some products are brushed which gives them a soft feel. Other products are reversible, some have unique textures or water repellant finish. Lots of products have reflective details as a safety feature, and pockets for convenience. Some products come with hair ties, and many products are designed with thumbholes. These are only a few of the unique features of Lululemon products, there are many other features that these products contain, which add to the high price you pay for them (Lululemon,