is a Vancouver-based athletic wear manufacturer and retailer. It was founded in 1998 in Vancouver and opened a store in Oregon five years later (Lacy, 2010). The company is now 54 years old and has an estimated worth of $1.25 billion and the company…
ccording to Gray single women are expected to out-earn their male counter parts in the near future so they represent a very attractive consumer base for major apparel manufacturers (Huffington Post, 2012). Over the years the segment of women’s athletic wear has been majorly neglected. Just like any other form of clothing women sports-wear is very different from men’s. The Lululemon logo depicts the consumer’s health consciousness and their affinity to an elite club of enlightened people who wear similar clothing. According to Nelson (2011) Lululemon’s real genius relies on their Blue-Ocean strategy, which means to create demand in markets where competition is low instead of fighting for a share in a competitive market. So Lululemon emerged as a retailer that targets this niche of women’s athletic wear, and over the years has managed to grab a notable share in the 15 billion USD market for women’s fitness clothing (Helliker, 2010).
Lululemon is the first clothing retailer to have adopted the Salon Business Model—which implies that like-minded body and fashion conscious women get together (Nelson, 2011). The main purpose of such a model is to bring together like-minded people who would work together for mutual benefit that would transcend the benefit from the economic transaction. Lululemon started off with niche marketing and was not intended to be mass marketed. The target market of the brand is the affluent, figure-conscious and stylish women (George, 2006, para. 7).
Lululemon spends very little on promoting the brand through mass media, perhaps occasionally in magazines and newspapers. Lululemon has used “brand ambassadors” for the promotion of their brands, these ambassadors and not salaried employees but in fact peers or opinion leader that are given $1000 worth of free apparel in exchange for modeling the brand for their clients (Helliker, 2010). Lululemon calls it a stealth strategy not marketing—that has minimum cost and maximum ...
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This study looks into marketing mix as a general concept used to explain the different kinds of choices that firms have to formulate in the entire process of bringing about a product or service to a given market. As highlighted by Ehmke et.al , marketing a business organization or a firm is all about how an organization or a firm positions itself in order to satisfy its marketing needs.
48-49). Usually, details regarding marketing mix are planned by the organization after the overall strategies are decided. The marketing mix is comprised of almost all the elements that are used to influence the condition of demand of a particular product.
This strategy signifies that the company sells what it manufactures. The company has a distribution facility in Vancouver, British Columbia and in Renton. At Washington of the United States the company operates its distribution through third-party vendor (Lululemon Athletica Inc, 2010).
The study includes the marketing mix of Apple Inc. for its products and their utility in the market. Apple does not design products for the mass. The company utilized it highly advanced technology for catering to a target group. The target customers of Apple are the youth, high class segment, who value technology and quality and they would never compromise with the quality of the product for high price.
This paper will explore how Ryanair found an available niche and tailored its marketing mix to exploit and expand its market share. It will also explore how elements of Ryanair's marketing mix have changed as the airline has grown and succeeded.
Ryanair redefined the market in a way that Southwest Airlines (Southwest Airline) had done in the United States.
The ipod was invented in the early 21st century to provide the best option of listening to portable music.
The main target market of the ipod is the youth who value music. It is designed to serve the middle and high class who can afford the high price charged for the device.
At Washington of the United States the company operates its distribution through third-party vendor (Lululemon Athletica Inc, 2010).
Lululemon’s products are sold at third-party resellers, which the company feels is parallel to their company. Such resellers may include
Under the ‘Hill’s’ brand, the company also manufactures products, especially for veterinary purposes. Its headquarters is on Park Avenue, Midtown Manhattan at New York City. Moreover, the company is also considered as a leading global manufacturer as well as the marketer of soap, toothpaste and a wide range of hygiene care products.
There are many factors which are considered when any company develops short-term and long-term pricing strategy for its business such as support to the brand, reach the market share goals and revenue goals and maximization of
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