Lululemon Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Lululemon through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Lululemon Product Strategy:
Lululemon has a wide range of products under its spectrum of offerings. Some of the main products offered are:
- Sports Apparel: Lululemon offers sports apparel such as t-shirts, shorts, jackets, yoga pants, leg wear etc. The brand has also patented an original fabric which is used for manufacturing of clothing & apparel.
- Fashion wear: Lululemon has also diversified in street fashion wear to compete with brands like Nike, Adidas etc.
- Accessories: Goods like water sippers, gym bags, mats etc are offered.
- Personal care: The brand also offers products like shampoos, deodorants etc.
img:wikimedia commons
This concludes the product strategy in Lululemon marketing mix & strategy.
Lululemon Price/Pricing Strategy:
Below is the pricing strategy in Lululemon marketing mix strategy:
Lululemon offers a high quality niche product and caters to the needs of sports persons, yoga enthusiasts and fitness focused people. Keeping in mind the requirements of athletes, Lululemon offers a fabric for comfort, anti-sweat and durability.
Keeping all these things in mind, the brand is a slightly premium product, and offers a value based pricing strategy. Most of its products range between $50 to $200. Even though it is priced higher than competitors, owing to its high product quality it has a loyal base of customers.
Read more about Lululemon
Lululemon Place & Distribution Strategy:
Following is the distribution strategy in the Lululemon marketing mix:
Lululemon brand has a strong global presence. The brand has its footprint in more than 25 countries across the world. All its products are available through more than 500 outlets across different geographies. Apart from physical stores Lululemon has a strong online presence. Users can buy all Lululemon goods from their website which can then be delivered at their home.
Apart from their own website, Lululemon products are widely available at multi-brand retail ecommerce platforms like Amazon worldwide.
Lululemon Promotion & Advertising Strategy:
The promotional and advertising strategy in the Lululemon marketing mix is as follows:
Lululemon relies heavily on social media channels for promotion. The brand connects with audiences online and promotes its products by offering various discounts, offers etc. Facebook, Twitter and Instagram are used effectively by the brand to ensure people are attracted to buy their products. The brand also promotes itself via print ads and video ads. A holistic marketing approach has ensured that the brand has created its own space in the customers mind despite so much competition in the segment.
About Lululemon:
Lululemon Athletica, most preferably known as lululemon, is one the leading sports apparel brand and retail chain based out of USA. Globally the company has more than 500 stores and employs more than 30,000 people. The annual revenue of the company is more than $8 billion.
The company started in 1998 and is headquartered in Canada. The brand has a strong presence in the market and competes with Nike, Adidas, Under Armour etc.
Browse marketing strategy and 4Ps analysis of more brands similar to Lululemon. The Marketing Mix & Strategy section covers 4Ps and 7Ps of more than 800 brands in 2 categories.
Continue Reading:
The names and other brand information used in the Marketing Mix & Strategy section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
