Client brief for "Cheerios" - linked attached below with screenshot example: -

https://strategyonline.ca/2021/05/26/general-mills-cheers-a-little-louder-for-olympians/

Purpose of the brief: To develop an aggressive integrated marketing communication strategy and execution plan to successfully launch the New 2020 Fall and Winter line of "NZ Active Wear Collection Nationally beginning August 1# through Dec. 30#, 2020. Situation analysis: Potential growth in the activewear industry which resulted in high demand for athleisure wear giving lululemon the opportunity to extend its fitted long sleeve shirt collection and maintain its leadership in the category. Competitive Analysis: RYU and Under Armour impose direct threat to Lululemon. Both the competitors have similar premium price strategy. RYU is focuses on hard core training by valuing the inner bold expression whereas Under Armour aggressively combines weightlifting, and core strength as well as lifestyle focus as they promote wellness and community development. Our goal is to pre-empt their advertising and promotional efforts with an aggressive public relations effort supported by multimedia, multiplatform and promotional activities. Brand profile: Lululemon is an activewear brand rooted in yoga. Catering to upscale women with purposefully designed products meeting their fashion and technical performance needs in yoga. Lululemon offers yoga sessions in stores and staff often represent the brand by wearing the apparel in efforts to build a community for yoga enthusiasts. Lululemon eamed $117.4 million (85 cents per share) in 2015. A year earlier it earned $110.9 million, or 78 cents per share, which account 18% market share of the women activewear market in 2018. Target audience: Upscale, Urban professional women who love yoga, routinely workout, and want to look attractive in and out of yoga classes but also needs to cultivate a sense of personal style. These individuals live holistic active lifestyles juggling work life with social and personal health. Our goal is to showcase our new line as a perfect complement to their fashion forward, form fitting and flattering leisure wear wardrobe. Customer Insights: Heavy transition and demand toward athletic wear and the duality of it being leisure but also providing functionality. The increase in athletic wear brands is also increasing due to the emphasis on wellness. Wellness is so well received because it is a focus on the "state of mind". People buy activewear not necessarily to be active but to portray an image of a healthy and active lifestyle. LL Customers want to look good, feel good and portray a status of healthy mind, healthy body. They are tech savvy and obsessive about sharing information, especially when they are partial to exceptional brand experiences. They are strong advocates of the LL brand and will go to great lengths to support and endorse the brand. Many have become 'partners', fitness trainers and ambassadors. Marketing objective: To increase sales by 10% and market share by 5% and strengthen our competitive advantage through the successful launch of our new 2020 active wear within the first six months. Communication objective(s): To inform and generate excitement for the new collection of active wear among the yoga lovers and like-minded audience coming into all retail stores beginning August 2020. To stimulate interest and immediate purchase by presenting the new collection on the LL Website, Catalogues, Promotional and Collateral Posters beginning August 1: 2020. Positioning statement: For the fashion-forward yoga enthusiasts, lululemon is the athleisure wear that offers a tailored fit to make you feel sexy, confident, and comfortable because of its patented design made from luon fabric. Single most persuasive message we can convey: Lululemon is the trend setting premium yoga wear that can enhance your performance and make you look amazing and feel confident. Creative Strategy: The style of the message should essentially be presented in a positive, very fashion forward, almost 'couture' style to capture the imagination of our audience in a way similar to a seasonal launch of Runway Models