Marketing

by / On October 3, 2020 / In APA (edition "APA 6"), Business and Management

Discussion Question (DQ) #2 IMC Planning for Lululemon as a marketing intern.

You just got hired as a marketing intern for Lululemon. https://shop.lululemon.com/

1) Pick one of their products/product lines and give the link. Describe how you could use each of the 3 types of communications research to gather information that can be used in marketing Lululemons product you selected. Refer also to this article. https://www.theglobeandmail.com/report-on-business/lululemon-kicks-off-first-global-advertising-campaign/article34983686/

(3 points)

2) Describe the target markets for the Lululemon company based on their website using at least 5 consumer market segmentation variables from Chapter 4 pp. 93-103. (5 points)

See also https://www.retaildive.com/news/lululemon-targets-younger-consumers-with-new-ad-campaign/442711/

You can also see: https://www.impressivedigital.com/internet-marketing/how-lululemons-marketing-is-making-you-their-next-ambassador/

3) Explain what type of positioning strategy approach described in Chapter 4 pp. 106-107 that you think Lululemon uses and why. (3 points)

You can also see for ideas:

https://www.investopedia.com/articles/investing/052715/understanding-lululemons-business-model.asp

https://www.impressivedigital.com/internet-marketing/how-lululemons-marketing-is-making-you-their-next-ambassador/

https://medium.com/@michaelangelo_q/a-growth-strategy-for-lululemon-68819680e511

4) What do you think of LuLuLemons statements? Which IMC component is this related to? (4 points)

https://shop.lululemon.com/story/inclusion-diversity-equity-action