The assignment was to tweak the way marketing is managed by a company. Our plan involved the introduction of a value line of North Face fleece products. This was a group project completed with one other individual. All images are copyright their respective owners, no affiliation with North Face is implied.

1. Brian Wielgus Other Group Member

2. Industry Information From September 2006 to September 2007 there was an increase in imported coats from 95.55% of the total to 97.3% of the total. In the same timeframe total US Consumption increased and average of 10.03%

3. Unfulfilled Customer Needs From North Face’s About Us on NorthFace.com Q. Why is the company called The North Face®? In the Northern Hemisphere, the north face of a mountain is generally the coldest, iciest and most formidable route to climb. Our founders thought this name reflected our mission and dedication to the extreme. This dedication has built a solid reputation for North Face but seems unnecessary to the many suburban consumers.

4. Life Cycle North Face is in a stagnant level of growth, they enjoyed a large level of success in the late 90’s-mid 2000’s. Instituting a major change within their product offering we hope to achieve a resurgence in popularity. If we can keep this re-growth technique occurring, we can achieve a scalloped pattern life cycle

5. Product Characteristics Jackets Gloves Backpacks Footwear Equipment Vests Pants Brand Differentiation: Lifetime Warranty Materials Construction Quality Brand Recognition

6. Positioning The North Face brand produces premium products “Status Symbol” among many of the brand’s users Consumers purchase of North Face relies on need and disposable income

7. Pricing The price is competitive to highly technical offerings but well above most competitors products. Budget Line Product MSRP $100.00 Women’s Denali Jacket MSRP - $165.o0 Men’s Denali Jacket MSRP - $175.00

8. Channels/Distribution Current Advertising Print Radio Word of Mouth Sales Channels Third Pary Retail Stores North Face Retail Stores North Face Outlets Stores North Face Online Proposed Advertising Brand Television Ads Retailer Television Ads Online Sales Channels Online as an exclusive limited time opportunity ADVANTAGE: Savings on shipping and logistics costs that translate into lower product cost

9. Communication Advertising Online advertising that is very specific to the limited offering Television commercials ran during the back to school shopping period and the holiday buying season Promotions Sweepstakes Experience the expedition of a lifetime Lessons, lodging and airfare for four Release Party Celebrities College/Pro Athletes

10. Sales Force The sales force will be largely uninvolved as this offering is only available through our website. ADVANTAGE: Reduced SG&A cost that can be translated to a savings on production of the budget line products

11. Recap Budget line of North Face’s thermal jacket Cost Savings Based On: Lighter and single material construction Online exclusive sales to reduce sales labor Central distribution due to ordering online Promotion of the new line: Online Banner Advertisements Television Commercials Product Release Party Sweepstakes