1. Lululemon Athletica
Emily Gross, Rachel Herndon, Rebecca Herndon,
Ryan Jaress and Katherine Odom

2. Company background
Founded in 1998 by Chip Wilson
First store opened in a beach area of Vancouver in November 2000
Mission Statement:
“Creating components for people to live longer, healthier, fun lives.”
Quality assurance:
“If our product doesn’t perform for you, we’ll take it back- anytime”
Operating in 16 countries

3. Current Market
Target customer:
Sophisticated
Self Sufficient Women
Educated
Physically-active woman (emphasis on yoga)
Can afford to spend upwards of $80 on a pair of yoga pants.
Market share: estimated 2%, ranked #8 (2012)
Ranked #13 of leading sporting goods retailers (2013)

6. Competitors
Nike
Under Armour
NorthFace
Fabletics

7. Plan Objectives
Regain Customer trust
Rebrand and market Male line
Promote positive image of lululemon within existing customers
base and among potential customers
Increase quality care standards and perception

8. Omega Athletics

9. Marketing Objectives
Rebrand and Reposition the Omega Athletics Male Line
Distance the male line from the feminine image of Lululemon
Appeal to more than the Yogi’s
Create Brand Awareness
Promote the product through ambassadors at workout gyms
Use Social Influencers to market the brand
Market to the wives and girlfriends
Gain Customer Loyalty
Emphasis on product quality

10. Communication Objectives
Create brand awareness for Omega Athletics
Reinforce and establish a conviction within consumers that
Omega is a brand for men; separate from the feminine
correlation Lululemon has with consumers.
Create Urgency to purchase and try the brand.
Eventually create an emotional bond --creating brand loyalty and
consistent repurchases.

12. Recommendations
Social Media Campaign’s (Instagram & Twitter)
Social media influencers & consumer contest
Brand Ambassadors
Wholesale to gyms
Advertisements
Direct mail
Fall/Winter catalogs
Holiday promotions

13. Social Media Influencers & Consumer Contest
Social media campaign (Instagram & Twitter):
Raise brand awareness
#OmegaAlthetics and #OmegaFit
Ask consumers to post using the hashtags for a
chance to win a 400$ credit to the store ect.
Consumer Contest: Post your best workout photo / video
Facebook, Twitter and Instagram followers.
Require consumers to interact with the brand.
Target audience: Men and their wives / girlfriends 18-45.

15. Brand Ambassadors & Wholesaling
Hire more men to work at Lululemon
Educate them on the product and have them promote Omega Athletics at gyms
Target audience: men ages 18-45
Measure: Brand Awareness among men (likes on FB, Instagram, Twitter and
Youtube).
Lululemon currently wholesales to yoga studios.
Omega Athletics should be placed in Crossfit gyms, Cycling studios, etc

17. Advertisements
Fall catalog (online & snail mail)
Give incentive for men to buy
Use women as a way to promote
Omega Athletics to their partners.
Target audience: Men and their
Girlfriends or Wives
Measure: Increase in sales

18. Holiday Promotions
Offer 10% discounts for first Omega Athletics
purchase
Black Friday / Cyber Monday deals
Offer Omega Athletics “limited-edition holiday
collection”
Offer deals via social media platforms,
website, in-store marketing, TV
advertisements and direct mail
Target current Lululemon fans and portray
Omega Athletics as the masculine brand
that would make a perfect gift.

19. Redesign In-store Displays
Target audience: Men and women
(gift givers) ages 18 - 35
Measure: Increase in store traffic
and sales

20. Questions?