4 page paper on Lululemon case paper (attached)
The focus of this case is to analyze a firm’s intended positioning, assess its alignment with its marketing mix, and to apply positioning insights to plot and justify growth strategies.
1. Wilson has strong opinions about the target audience (Ocean persona) and Lulu’s mission and vision. Based on your own analysis of how Lululemon presents its brand (e.g., its retail experience, promotion plan and messaging, products), how do you believe Lulu is positioned? Write a positioning statement.
2. What threats do Under Armour and Athleta pose for Lululemon, given their efforts in capturing the women’s market? Write a positioning statement for each brand, using this to evaluate the drivers of their success.
3. What is the most viable growth plan for Lululemon.
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