1. Lululemon wants to advertise to persuade an active male audience that ABC Pants will offer them comfort and crossover appeal. The ABC (Anti-Ball Crushing) Pants is design to provide men athletic leisurewear that will take them from the gym to the office.
2. The desired demographic is professional men in their late 20s and mid 30s who are physically active five to six time a week.
Psychographic: above average income, professional, extremely active, health focus, and busy life style. Geographic: Canada, United States, Australia, New Zealand, and United Kingdom.
3. Competitors are Under Amour, Saxx Underwear, Nike, and Birddogs.
4. The majority of men perceive Lululemon to be a women’s brand due to its popular line of women’s yoga pants and its curvy feminine looking logo.
5.…show more content… Lululemon wants men to know the ABC pants offers them comfort, versatility (gym to office), and leisure.
6. Men should buy Lululemon’s ABC pant because it is the only workout product that is design to meet men’s athletic and life-style needs.
7. The overall message of the ABC pants is technical athletic pants made for living.
8. Lululemon’s brand positioning is athletic leisure. They want men to say that the pant is athletic, confortable, and practical for living.
9. It meets men’s desire for workout cloth is comfortable, technical, and causal for everyday living.
10. Lululemon’s ideal male customer is refers to as a Duke, a men who is health conscious, athletic, and physically fit. Dukes are active men who engage broadly in athletic endeavors, pushing their boundaries and seeking adventure.
A. Dukes are athletically adventurous men.
B. Andrew Ference, professional hockey player.
C. Personal trainers, fitness fanatics, workout guys.
D. Engaging, active, and
