This was my 2015 YMA-FSF Scholarship application which was one of the winning submissions.
Objective: Lululemon needs to regain the confidence of the consumer to buy their products again. This case study will help develop how Lululemon can create a new product and marketing strategy to attract back their core customer or potentially a new one. This strategy will identify the key elements to ensure that it can be successful for 2015 and beyond.
PART ONE:
1) Develop a competitive analysis of Lululemon and two other companies who manufacturer similar products. Please use a SWOT analysis to complete this question.
2) Create a 6 month (August 2015 through January 2016) marketing plan on how you will get the consumer to accept Lululemon again as a viable product.
· Please work within a 1 million dollar budget to fund your marketing campaign.
· Detail the types of media (i.e. TV, Newspaper, Facebook, etc.) and allocated budget you will be investing in each month, along with the rationale for your investment choice.
· Please use an excel spreadsheet to provide the details of the marketing plan.
3) What three retailers would you choose to re-introduce Lululemon back to the consumer? Why would these three retailers be the best?
PART TWO (Design):
1) Design 8-10 new Yoga garments. These garments may be Men’s, Women’s, Children’s or Unisex. You will be designing for fall 2015.
2) Develop 3 colors stories that represent fall 2015. You should include 5 colors within each of the three color stories. Make sure you name your colors.
3) Develop a new hangtag for Lululemon that represent the changes you are making in the garments.
4) Develop 3 patterns/prints for the new Yoga garments. The patterns should complement the color stories.
Develop your Inspirational board for your garments, colors and patterns.
