COM CM 317 Lecture Notes - Lecture 9: Lululemon Athletica, Swot Analysis

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Challenges of the company: failing market share, make the brand cool again. Solution: make the brand more appealing to women. Execution: tapping a woman who knows the industry well: former lululemon ceo christine. Day: subscription box of seasonal training gears just for women, marketing that appeals to women, featuring models and female creators, designing new products for women. Advertising and imc planning: *imc: integrated marketing communication, secondary research: researches that are already been done, magazines etc, primary research: original researches that are completed and published by you. Cvs case (2002): its initial name was consumer value store, two original cvs commercials: That"d be boring, and we have all the answers. Relax, we are here 24 hours: goals of these commercials: Create a brand image that is friendly and humanistic. Most of the cvs do not open 24 hours. After the commercials are aired, store managers start to get complains.

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