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 * 1.Market analysis:**
 * a. assessment of the size of the industry,**
 * b. analysis of market growth,**
 * c. projections of how environmental factors (i.e. CDSTEP) will affect the future of the industry.**
 * E – more women studying and working (they have money to spend)
 * S- Healthy life style, sports, going green


 * 2. Company analysis:**
 * a. an assessment of competitive strengths and weaknesses of the company,**
 * b. an assessment of its past and current performance.**


 * 3. Consumer analysis:**
 * a. an assessment of what key consumers buy the products,**
 * || L || V ||
 * Persona ||  ||   ||


 * b. how buying decisions are made.**


 * 4. Competitive analysis**
 * a. an assessment of the key competitors for each company**
 * b. their relative strengths and weaknesses.**


 * 5. Marketing strategy analysis should include assessment of the marketing strategies utilized by both companies including:**


 * a. the target market that the company appears to be targeting and your evidence for coming to this conclusion,**

Describe Ideal point
 * b. the positioning strategy and branding,**
 * Positioning**

• Benefits and symbolism positioning ||
 * || L || V ||
 * type || * Product positioning
 * Benefits and symbolism positioning || • Product positioning
 * || - Lululemon is currently positioned as a high quality, exclusive, yoga and sporting apparel company.

- It is in the process of expanding its male market.

- By continuing to position them self as high-quality, high-price clothing, Lululemon can gain more customer loyalty, and ensure that they do not lose their image of superior quality. || - The positioning of the Victoria’s Secret brand is style. The customer doesn’t buy a bra but they buy their styles that make them to be sexy image. Actually, price isn’t main influence for the customer who is loyal in brand. On the other hand, the emotion is the main influence which persuades them wants to buy or wears it. || - Lululemon is currently positioned as a high quality, exclusive, yoga and sporting apparel company. - It is in the process of expanding its male market. - By continuing to position them self as high-quality, high-price clothing, Lululemon can gain more customer loyalty, and ensure that they do not lose their image of superior quality. - Both brands will differentiate themselves from their main competition by catering to the yoga/exercise market, as compared to competitors addressing the daily-life fashion market, and the sporting apparel market. || =victoria’s secret stores= - The Limited, Inc. view Victoria’s Secret as a “360-degree” brand, using a comprehensive marketing strategy to connect its retail, catalogue, and web sales. When Leslie Wexner bought Victoria’s Secret, he sought to make it “stand [out] as an integrated world-class brand. Across all channels—catalogue, stores, Internet—the same products are launched at the same time, in exactly the same way, with the same quality, and same positioning. - The positioning of the Victoria’s Secret brand is style. The customer doesn’t buy a bra but they buy their styles that make them to be sexy image. Actually, price isn’t main influence for the customer who is loyal in brand. On the other hand, the emotion is the main influence which persuades them wants to buy or wears it. || - Lululemon is currently branded as a high quality and prestigious brand. - To differentiate itself, Lululemon will alter the logo that they place on their clothing. The waistband or the hem of the clothing will feature a small inspirational message plus the Lululemon logo. Some of these messages include “dance, sing, floss, and travel” and “breathe deeply”. This characteristic will make Lululemon stand out, as well as add a unique component to each item. - A new brand will be implemented under Lululemon for men's wear. The name of this brand in Outer Muscle. The logo is derived from the lower case Greek symbol theta, which coincides nicely with the Greek Lululemon logo. This brand will be targeting educated and active men in the same age category as Lululemon's target market. Outer Muscle will be positioned as high priced, high quality and trendy. || - Victoria’s Secret had the greatest brand loyalty among consumers who purchased for style. Victoria’s Secret was an aspirational brand. With sexy supermodels, top-notch photographers, and bold advertising, it combined mass-market access with prestige products. - Victoria’s Secret engaged in multiple brand-building activities, including its annual fashion show. - It employed the same photography and promotions between its sales channels to ensure a consistent brand image. As a result, brand loyalty grew from 18% in 1996 to 35% in 2000. ||
 * Branding:**
 * || L || V ||
 * Brand elements || * Name- invented no association
 * Logo-simple and distinctive || Name – suggest character ||
 * Brand ownership ||  ||   ||
 * Mention |||| Brand awerness, perceived value, brand association, prand personality, brand loyalty ||
 * || L || V ||
 * Positioning || =The lululemon manifesto=
 * Branding || * Slogans from manifesto

These fabrics are all moisture wicking; they pull moisture away from your skin, spreading it evenly throughout the fabric so it evaporates faster, helping the fabric to dry quickly. This means you stay cooler during your run or yoga class, and warmer afterwards as your clothing starts to dry the minute you cross the finish line or lie down in Savasana. ||  ||
 * c. product strategy,**
 * || Lululemon (different functions of products) || Victoria’s Secret (each product has the same function) ||
 * Names of bras || * **[|Energy Bra]**
 * **[|All Sport Bra]**
 * **[|Dignity Bra]**
 * **[|Free To Be Bra]** || * [|Dream Angels®]
 * [|Very Sexy Seduction™]
 * [|Midnight Magic]
 * [|Art of Seduction]
 * [|It's Showtime!]
 * [|Supermodel Essentials] ||
 * description || Our sports bra designers have spent years designing, test-driving, and perfecting a full range of bras for a variety of activities including [|yoga] and running. Our bras range in support from moderate to full for high impact sports. They include details like removable cups for added coverage, flat seams for chafe resistance and seamless options for a second skin feel. Looking for a hot yoga bra? Try one made from a lightweight wicking fabric like [|Luxtreme]with mesh added for extra ventilation || * “WE DONT SELL PRODUCTS, WE SELL EXPERIENCE” http://www.limitedbrands.com/our_company/default.aspx
 * [|The extra oomph on every Angel's list. Featuring the Miraculous Push-Up that instantly adds 2 cup sizes. Sizes 32AA-38DD.]
 * [|Introducing the exclusive limited-edition lace Very Sexy Seduction Push-Up, in super-sexy, opulent shades for the holidays.]
 * Conformes to your curves with flawless fit and dreamy feel – because even angels need a little lift ||
 * sizes || XXS-XL (2-12) || XXS-M ||
 * fabrics || =fabrics for high impact=

Question 5: Pricing StrategiesVictoria Secret: Victoria secret utilizes a mixture of value added pricing and prestige pricing strategies. Victoria Secrets pricing strategy includes value added pricing by producing high quality clothing while offering additional features such as catalogues, brand recognition through its fashion shows, and aesthetically pleasing outlet stores to its customers [3]. Prestige pricing is also integrated into Victoria Secrets pricing strategy as the business is extremely recognizable as an exclusive and up-scale clothing distributor. Victoria secret uses prestige pricing to increase its sales price and put the perception of exclusive quality into the minds of its customers. This exclusive and high quality nature is enforced by the value adding features discussed above such as fashion shows. Lululemon: Lululemon utilizes a mixture of value added pricing and prestige pricing strategies. Lululemons pricing strategy includes value added pricing because the business attempts to create additional value for customers by adding additional features on their apparel rather than trying to cut costs by reducing features and the quality of materials used to produce their clothing. The existence of unique features such as clothing made of natural substances like seaweed adds value in the product perceptions of its customers and helps to justify Lululemons higher pricing [1]. Prestige pricing is an additional component of Lululemons pricing strategy. Lululemon produces high quality, unique, fashionable clothing that symbolizes a successful and healthy lifestyle not replicated by other companies participating in the market segment. {Taken from the word document posted on the wiki page for question 5}Citations: 1. @http://www.financialpost.com/story.html?id=aa8e9490-debc-4319-93d4-c9d30b261a5f2. @http://www.mcafee.cc/Classes/BEM106/Papers/2004/Victoria.pdf3. @http://www.victoriassecret.com/ www.financialpost.com Lululemon Athletica Inc. is sticking to claims that a key component of its VitaSea clothing line is [=508543982&p[]=198398373571466|Udostępnij]]
 * d. pricing strategies,**
 * L || V ||
 * Value based || Value based ||
 * [[image:http://external.ak.fbcdn.net/safe_image.php?d=AQBe2Qb1fKd7moNT&w=90&h=90&url=http%3A%2F%2Fwww.financialpost.com%2Fimages%2Fearlugs%2Ffp_magazine_app.gif%3Fr3 link="@http://www.financialpost.com/story.html?id=aa8e9490-debc-4319-93d4-c9d30b261a5f"]]**Lululemon says tests confirm seaweed content claim**

Through Victoria's Secret Catalogue and VictoriasSecret.com, Victoria's Secret Direct makes it possible for our customers to experience the sexy and sophisticated intimate lifestyle of Victoria's Secret 24 hours a day, 7 days a week. Victoria's Secret Direct reaches more than 390 million customers each year through Victoria's Secret Catalogue - and our Web site is one of the fastest growing and profitable e-commerce destinations on the Internet. ||  ||
 * e. distribution strategies,**
 * || L || V ||
 * online || Online shopping || =victoria’s secret direct=

http://www.lululemon.com/stores/ MOST OF PRODUCTS AVAILABLE IN THE STORE || Big, fashionable cities all over the world LITTLE PART (COMPARED TO ONLINE OFFER) OF EXISTING PRODUCTS AVAILABLE IN THE STORE || DISTRIBUTION: direct: manufacturer ->consumer VS - multichannel distribution, textbook page 368 IMC tools: Olympics, Lululemon will be sponsoring the athletes with swag bags that include water bottles, headbands, workout gear, and lounge gear. || * Celebrities -made some significant contributions to the greater good: -invested more than $9 million in non-profit organizations in our local communities through our -raised an additional $9 million for United Way. -gave more than $3 million worth of product donations. -raised $750,000 to support The Ohio State University’s comprehensive cancer center. -continue to support eight international agencies and orphanages that help underprivileged women and children. ||
 * Physical stores || Basically everywhere
 * f. promotion strategies**
 * Advertising || L || VS ||
 * Advertising objectives || * Reminder advertising – email subscription
 * Persuasive || * Aida model –attention, controversial, for new products
 * Persuasive advertising – Angels talking about products, “we sue it”,
 * Reminder advertising ||
 * Focus of advertisement || * Social marketing – about social issues to bring behavioural change among the public – healthy life style
 * Product focused advertising || * Product focused advertising ||
 * Sales promotion || * Contests- come topless and get dressed for free http://www.thismagazine.ca/issues/2007/01/girlsgonelulu.php
 * Product placement - reusable bags????, events?????
 * Deals - 7 for 26, $15 off $100 atc
 * Sampling – free makeovers and beauty tops in stores
 * Product placement – How I met your mother ||  ||
 * channels || * Word of mouth || * Fashion shows
 * Celebrities ||
 * PR tools generating free media attention || * Events sponsorship http://www.facebook.com/lululemonNYC?sk=events#!/lululemonNYC?sk=pe
 * Cause – related marketing: Brands Limited in 2010:
 * media || Electronic marketing (internet, Blogs, website, FB) || Tv, magazines, Electronic marketing (internet, Blogs, website, FB) ||