Integrated Marketing Communications is the process of creating mutually beneficial relationships with employees, customers, and the public. These relationships are created by developing a brand message that is unified and consistent across all media and communication channels utilized by the brand. There are many components that make up IMC that include: advertising (traditional and digital), sales promotion (in-store and online), personal selling (face to face), direct marketing (traditional and digital), and public relations.
About Lululemon
Lululemon is a yoga-inspired, technical athletic company for men and women. Originally a yoga apparel company in Canada, Lululemon was founded in 1998 and came to America in the early 2000s. Since then,
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The company has 655 stores in 18 countries where it sells high-quality fitness and lifestyle gear. Lululemon claims its purpose is to “elevate human potential by helping people feel their best,” and its vision is to “create transformative products and experiences that build meaningful connections, unlocking greater possibility and wellbeing for all” (Lululemon). All this being said, Lululemon’s core values include personal responsibility, connection, inclusion, courage, and having fun. Being able to incorporate all of these values into its marketing strategies is what has made Lululemon so successful.
Lululemon’s IMC Strategy
Overall, Lululemon has a very strong and effective IMC strategy and does a good job at ensuring it carries a consistent message throughout all aspects of its company and brand. The brand’s message is centered on helping, encouraging, and motivating its customers to “live a life of health, wellness, and endless possibilities” (Lululemon). This message centered
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The use of similar URLS and usernames to access Lululemon’s many social media platforms makes it easier for consumers to find the brand (Instagram: @lululemon, Twitter: @lululemon, Website: lululemon.com.au, Facebook: Lululemon, YouTube: lululemon). The company is constantly keeping its socials updated with new content so that the brand is always present in customer’s daily lives.
Instagram has Lululemon’s largest audience, with 4.5 million followers. The content on its page ranges from professionally shot pictures and videos to user generated content. The feed focuses on its gear and enforces the company’s purpose of helping people look and feel their best. These posts often reveal the benefits of the products, like how great they make the consumer feel while exercising. The page also has inspirational posts that deal with health motivation and social concerns, two things the company values. Lululemon also engages with consumers through its user generated content by encouraging customers to use #thesweatlife in its posts about Lululemon. Through this, consumers feel a part of the Lululemon community; there are currently 1.5 million posts that are using the
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
Hence, making such an item available always is a good way of ensuring customer’s needs are fulfilled, which is essential in realizing customer satisfaction. The company’s use of social media impacts on it by driving traffic to the stores and the website for sport products such as athletic apparel, leisure apparel, sporting equipment and sports gear. This serves the company by increasing the sales and profit margins, which is essential for a healthy financial position. The company appeals to the customers by use of gift cards, discounts and prize-winnings to encourage them to make purchases from its stores (Dunham’s Sports,
This interest may lead to rich brand partnerships, modeling chances, and business opportunities, all of which are made possible by platforms such as Instagram, YouTube, and TikTok. These platforms have marked a new era of explicit personal branding, in which success is defined by the amount of followers and likes, privacy is sacrificed for visibility and popularity is linked with financial gain. Everything, even their children, is for sale in the world of
In addition, I hope to see Lululemon regaining their reputation and succeed in the
The first stage is the Lululemon’s loyal customers that feel do not have comfortable clothes to do exercise. Loyal customers do not need to search the information because they are already familiar with this brand. Third, Lululemon’s most target customers are social and optimistic. Most customers have positive attitude, so they will compare Lululemon with other companies. The next stage is customers will decide to buy the Lululemon’s clothes.
The first and foremost step taken to create an IMC campaign is the analysis you have to do before developing your message. One must consider whom you’re going to be communicating your message to so that you specialize in a certain crowd or group of audience. In order to identify your customer, you must characterize your consumer by age, education level, gender, income, or geographic location. With the determination of the audience, you also
Government policies supporting active and healthy lifestyle can have effect on Lululemon. With growing market, there will be opportunity to grow. Canadian government introducing Workplace Fitness Program Policy, and many other countries that Lululemon operate have also such policies. It is opportunity for Lululemon.
Lululemon needs to maintain their high quality in order to gauge more customers from their existing brand
Peg and Kris, LLC is a very small, owner-operated, startup clothing company (Peg and Kris LLC, 2016). Because of its small size, all of the organizational goals currently flow directly to the two owners of the company (K. May, personal communication, October 15, 2016) Peg and Kris, LLC has three major goals for the company through the end of 2017. Goals include increasing sales across all revenue streams, reducing seasonality associated with the nature of the business, and intertwining the founders’ visions into the company culture. Both owners are working together to handle the underlying objectives of each goal (K. May, personal communication, October 15, 2016).
Also, feeding into the organic mouth marketing. They use fit models to test and give them a feedback. Lululemon had a manifesto which was created by Mr. Chip Wilson and his father.
They’re committed to increasing the purchase of sustainable products. Strategic Focus Mission & Vision To bring inspiration and innovation to every athlete* in the world. * If you have a body, you are an athlete.
Their motto “Expect More” “Pay Less” could be used with the current strategy to let customers know that they deserve better or higher quality clothes, appliances, and other products, which other stores do not provide. Like adding, “You Deserve it” at the end of the current motto will have people thinking and saying “Do I?” This might make it possible to tap into a completely new market segment and help in gaining profits and revenues in
Burberry, established in 1856 by Thomas Burberry, one of the luxury fashion brands in the world. The first shop opened up in the Haymarket, London, in 1891. Burberry was an independent family-controlled company until 1955, when it was reincorporated. It focusing on beauty, accessories, men, women, kids, all the products offering are strategy in the luxury fashion brand’s marketing mix. HISTORY OF BURBERRY Thomas Burberry, from Basingstoke, Hampshire opened his first store, originally specifying in outdoor clothing.
They are now focusing on their expansion United States of America. They plan on expanding to other parts of the world as well. Their business strategy so far has been very clear. Some of the points below highlight their business strategy: • Developing products of exceptional quality: -They have modified their business model in such a way that they take care of the entire business process, right from the planning and research till the final sales. This enables them to produce goods of exceptional quality thus enduring consumer satisfaction.
2. Introduction Defining an effective Marketing Communication Plan and Communication Mix through a well researched strategy will not only help to reach out to potential customers, but it will also help to adapt and respond to the ever changing marketing environment. This report starts by examining the various promotional tools used by marketers in the marketing of their products and services, including the advantages and disadvantages of the tools. The report goes on to examine the meaning of Integrated Marketing Communication (“IMC”) and the importance of measuring the effectiveness of the Promotional Campaign.