Using the same consumer product that you have chosen from Lululemon Athletica 1, you will need to identify your target market and consider where you think your product is on a product life cycle. Your group will also need to conduct a competitive pricing analysis, determine your promotional objective, and outline a promotional plan. This report should be a written summary of 5-7 pages answering the following questions:

1. Choose a single target market to focus your marketing plan on. Develop a detailed Target Market Profile. Your Target Profile can be submitted as a Day in the Life, a Collage, or any other format you deem appropriate that helps answer the question Who is the primary market to purchase my product?(ie: who is Most Likely to buy the most from me?)Your profile should include a summary of the customers needs and wants and a description based on variables such as demographics, psychographics, lifestyle etc. (10 marks) 2.

2. Develop a market Positioning Map using 2 dimensions that you think are important to your target market and including at least 3 other competitors. Create a Positioning Statement and Tagline for your product (10 marks)

3. Draw a Product Life Cycle and identify the stage that you think your product is at on it. Explain why you think that your product is at this stage. What marketing strategies should be considered next? (10 marks)

4. Identify and critique your products current pricing (i.e. do you think that the current pricing is appropriate? Why?). Make a recommendation as to what objective, strategy and tactics type of pricing your product should be taking. Explain

5. Given your identified target market, the product life cycle, and the competitive landscape shown in your positioning, Identify a minimum of 3 IMC tools in the Promotional Mix (e.g. Personal Selling, PR, Sales Promotion, Direct Response, Word of Mouth, Advertising - broadcast, print, etc.) you think would meet your Promotional objective. Provide rationale.

6. Given your identified position in the product life cycle, outline what you think the advertising should be to promote your product. Explain the type and advertising objectives. What is the key message you are trying to share with your target audience? Specifically, what media form do you recommend for each?