TASK 1
What is the plan's main objective?
The main objective of an integrated marketing plan to introduce Lululemon's MIRROR, a
first-of-its-kind at-home fitness platform, would likely be to:
Raise Awareness: Create awareness of the MIRROR among the target audience and
educate them on its features and benefits.
Drive Demand: Generate demand for the MIRROR by highlighting its unique selling
points and differentiators from other at-home fitness solutions.
Establish Lululemon as a Thought Leader: Position Lululemon as a thought leader in
the at-home fitness space and reinforce its commitment to helping people live healthy,
active lifestyles.
Build Community: Create a sense of community among MIRROR users by encouraging
them to share their experiences and connect with others who are also committed to their
fitness goals.
Drive Sales: Convert interest in the MIRROR into sales by making it easy for people to
purchase and set up the device in their homes.
To achieve these objectives, the marketing plan would be a combination of tactics such as
digital advertising, influencer marketing, content marketing, email marketing, social
media marketing, in-store promotions.
Who is the target audience?
Health-conscious individuals: People who prioritize their health and wellness and are
always looking for new ways to stay fit and active.
Busy professionals: People with busy schedules who want to exercise at home and save
time that would otherwise be spent commuting to a gym.
Tech-savvy consumers: People who are interested in cutting-edge technology and want
to stay up-to-date with the latest fitness innovations.
Fitness enthusiasts: People who are passionate about fitness and are always seeking new
and exciting ways to challenge themselves and reach their fitness goals.
Lululemon loyalists: People who are already loyal customers of Lululemon and trust the
brand to deliver high-quality fitness products.
What is the plan's primary message?
“Transform Your Home Workout with MIRROR: The Ultimate At-Home Fitness
Experience"
This message communicates the value proposition of the MIRROR as a cutting-edge, at-
home fitness solution that provides users with an immersive and interactive workout
experience. It positions the MIRROR as a tool that can help people achieve their fitness
goals and make the most of their time at home and this marketing plan can effectively
communicate the value of the MIRROR to the target audience and drive sales.
What channels will you use?
Digital advertising: Utilize targeted digital advertising on platforms such as Facebook
and Instagram to reach the target audience and generate interest in the MIRROR.
Social media marketing: Use social media platforms such as Instagram and Twitter to
engage with the target audience, showcase the MIRROR, and build a sense of community
among users.
Email marketing: Using email marketing to reach current and potential customers and
promote the MIRROR. This could include newsletters, promotional offers, and product
updates.
What assets will you require?
Product images and videos: High-quality product images and videos showcasing the
MIRROR and its features and benefits.
User-generated content: Customer reviews, testimonials, and social media posts
featuring the MIRROR and its impact on users' fitness journeys.
Email templates: Customized email templates to be used for email marketing campaigns
promoting the MIRROR.
Social media graphics: Engaging graphics and images to be used on social media
platforms to promote the MIRROR and generate interest.
These assets can be used across multiple channels and touchpoints to consistently
communicate the value of the MIRROR and build excitement among the target audience.
Who will be engaged in the project?
Marketing Manager: The marketing manager will be responsible for leading the overall
marketing strategy and ensuring that the plan aligns with the overall goals and objectives
of the business.
Digital Marketing Specialist: The digital marketing specialist will be responsible for
executing the digital marketing strategies, including social media marketing, influencer
marketing, and email marketing.
Content Creator: The content creator will be responsible for producing high-quality
content that showcases the features and benefits of the MIRROR, such as blog posts,
videos, and social media posts.
Product Manager: The product manager will be responsible for ensuring that the
MIRROR is positioned effectively in the market and that the marketing plan is consistent
with the product's value proposition.
Design Team: The design team will be responsible for creating engaging graphics and
visuals that are used in the marketing plan, such as product images, social media graphics,
and email templates.
This will help ensure that the plan is aligned with the overall goals and objectives of the
business, and that all aspects of the plan are executed effectively.
What is the project timeline?
The project Timeline is around 1 month where it can be determined by,
Preparation:
Defining the project scope and objectives.
Identifying the target audience.
Research the market and competition.
Determining the budget.
Strategy Development:
Developing the primary message.
Determining the key marketing channels.
Planning the content and assets.
Defining the influencer and media outreach plan.
Creation of Marketing Assets:
Creating the product images and videos.
Designing social media graphics.
Developing email templates.
Launch:
Executing the social media marketing plan.
Sending the first email marketing campaign.
Monitoring and tracking the performance of the marketing plan.
Optimization:
Analyzing the results of the marketing plan.
Refining and optimize the plan based on the results.
Continuing to monitor and track the performance of the plan.
How will you measure the results?
Sales: One of the primary objectives of the marketing plan is to drive sales of the
MIRROR, so tracking sales is a crucial metric. You can track the number of units sold
and the revenue generated from sales to determine the success of the marketing plan.
Website Traffic: Tracking website traffic can provide insights into how many people are
visiting the site to learn more about the MIRROR. This metric can help determine the
effectiveness of the digital marketing strategies, such as social media and email
marketing.
Social Media Engagement: Measuring social media engagement can provide insight into
how people are interacting with the MIRROR on social media. This includes metrics such
as likes, comments, and shares.
Email Marketing Metrics: Tracking email marketing metrics, such as open rates, click-
through rates, and conversion rates, can provide insight into the effectiveness of the email
marketing campaign and how well the MIRROR resonates with the target audience.
By regularly monitoring these metrics, I can make informed decisions about how to
optimize the marketing plan and ensure that it is delivering the desired results.
