More Related Content
What's hot
What's hot (20)
Similar to The Northface UCLA Extension Strategic Marketing
Similar to The Northface UCLA Extension Strategic Marketing (20)
Recently uploaded
Recently uploaded (20)
The Northface UCLA Extension Strategic Marketing
- 1. EMPOWER YOURSEL F Mira Anttinen Kanika Dutt Caroline Villares LIza Rigaud Strategic Marketing Product Launch Campaign CEO of the North Face
- 2. OUR FUTURE N E V E R S T O P E X P L O R I N G
- 3. THE NORTH FACE PwR A NEW SENSE OF FREEDOM CHARGE A SMART DEVICE WITH YOUR OWN MOVEMENT
- 4. FOR WHO? MAIN TARGET OF THE PRODUCT Active Lifestyles, including Athletes, Hikers, Joggers, or people that care about physical activities in their daily life in general. Customer Profile 20 years old Robin College Student Interest: Plays Football for college team, Sports and outdoors, Technology, Fitness and Wellness. Buying Motivation: To be updated with technology and fashion. Lifestyle: Upper middle class, adventurer Behavior: Sports enthusiast
- 5. “To active people who truly always want to be ready while exploring. The North Face PwR is the first technology based clothing that gives your device limitless chargıng capabilities through your own energy.”
- 6. EMPOWER YOURSELF PRODUCT LAUNCH CAMPAIGN TARGET GROUP - Outdoor explorers - Active Lifestyle - 16 to 25 Years Old - Sport Enthusiasts OBJECTIVE S - Introduce the company into a new category - Introduce the new product and create revenue - Brand awareness and to grow The North Face- community
- 7. MESSAGING STRATEGY Emotional appeal MAIN MESSAGE Limitless power, concentrate on the most important - Empowering yourself! EMPOWER YOURSELF CAMPAIGN
- 8. EMPOWER YOURSELF – PROMOTIONAL TOOLS August 26th - 31st December
- 9. EMPOWER YOURSELF – COLLEGE FOOTBALL LAUNCH DATE College Football season opening - 26th of August, 2018 Launch during the games that are part of the College Football kickoff weekend OBJECTIVE Create product awareness Reach approximately 400.000 people (live audience) THE WEEKEND Seven most watched-games 81 million viewers (ESPN/ABC’s) College Football kickoff weekend 2016 Season opening game 30s. ads will be released nationally about the product. Additional 30s. - challenge universities for the Empower Yourself-challenge.
- 10. EMPOWER YOURSELF – THE CHALLENGE COMPETITION Challenge between the 15 most dominant Colleges in the USA UCLA - UM - USC - LSU THE CHALLENGE Challenge will be videotaped Winning team - challenge other universities The videos will be published in the social media channels to create more buzz towards the challenge. The North Face will give 10 scholarships (10,000 dollars each) for students who participate on this campaign.
- 11. EMPOWER YOURSELF - COLLEGE COMMUNITY & INFLUENCERS The Empower Yourself-campaign will have its own campaign page Create new community encourage students to overcome their challenges and empower themselves. 10 influencers from different universities Diverse group / with different background / stories to share. Influencers videos: story tell - hardest challenge and how they overcame that The goal: get students to share their different stories by making their own videos or sharing a picture of some meaningful moment.
- 12. EMPOWER YOURSELF - SOCIAL MEDIA FACEBOOK YOUTUBE
- 13. EMPOWER YOURSELF - SOCIAL MEDIA INSTAGRAM
- 14. IN-STORE SALES PROMOTIONS OBJECTIVES - Increase sales - Increase the brand awareness EXECUTION - North Face stores with athletes teaching how the jacket works - Retail stores with brand area with athletes teaching how the jacket works
- 15. BUDGET Advertising 2,000,000 Events 1,000,000 PR & Social media 1,000,000 Sales Promotion 100,000 Sponsorships 100,000 Other Costs 800,000 5,000,000
- 16. EVALUATION INITIAL • Identify the target market and how the product will benefit them. • Conduct market research and understand the market size. PRE-LAUNCH • Information about the Product related contents. • Social media mentions and engagement. LAUNCH POST-LAUNCH • Attention to the in store purchase and feedback. • Monitor Social media buzz. • Keep a track of the number of people who attended the Event. • To evaluate the performance of the product in the market, we will use the metrics we chose during the initial planning and will compare these results with the objectives.
- 17. THANK YOU!
Editor's Notes
- Currently doing well even challenges ahead - Revenue $2.3 Billions Business & marketing objectives, why we need to enter the new gategory
- To active people who truly always want to be ready while exploring. The North Face PwR is the first technology based clothing that gıves your device limitless chargıng capabilities through your own energy. lightweight jacket with wireless charging device low weight, loft, warmth, and compressibility of down with the wet-weather insulating performance of a synthetic fabric. Any environment, condition and activity. Technology can be combined with any North Face product in future Product Launch 2018: The North Face stores & webshop September US Retailers November Price $399 • Smart clothing startups / New challengers enters this smart clothing business • Well established companies entering the smart clothing business Current competitors: Nike, Patagonia, Columbia
- Event the young people – for all active people
- THE NORTH FACE Avoided bankruptcy by appealing to the college students market earlier in 2013
- Advertising will take the biggest part of the budget. Advertisement costs include the football season opening ad at ESPN and local advertisements which are total approx. 1,3 million. Additional $700,000 will be used to other commercials and magazine advertisements. Events are a big part of the launch campaign. University events and 2. phase department store events are budgeted to be approx $10,000 / event. PR & Social media budget includes PR costs ($10,000/campaign month and ongoing social media campaigns with promoted posts, SEO, SEM and influencers. Sales Promotion includes the jackets for the competitions and other promotional materials shares at the department stores. Sponsorship costs come from university scholarships. Costs have been estimated based on the average athletic scholarship in the US which is $10,400 / athlete. Other costs are for material creation, market research and other possible upcoming costs that will be needed to achieve the targets. The North Face annual revenue is 2,3 billion (2016). The North Face brand includes clothes, shoes, and accessories. We are assuming that 70% of the revenue comes from clothes, which is 1,6 billion. Currently we have 11 product lines in clothes so we expect that the new product will bring at least the same, 145 million revenue as the other ones. Target would be 200 million.