Download - The North Face- Marketing Plan
CHRIS BOWERSNORMAN FUNGKIM PHAMPERLA SERRANOJENNIFER TOBRIAN YI
THE NORTH FACE WAS BUILT ON A LOVE FOR THE OUTDOORSAND THE DESIRE TO ENABLE ALL TYPES OF EXPLORATION,FROM YOUR BACKYARD TO THE HIMALAYAS. OVER THE LAST50 YEARS WE'VE LIVED BY OUR “TRUE NORTH,” THE BELIEFTHAT EXPLORATION HAS THE POWER TO CHANGE US, TO
CHALLENGE US AND TO HELP US SEE THE WORLD FROM NEWPERSPECTIVES.
MISSION STATEMENT
RECOGNIZINGMARKETNEEDS
CURRENT MARKET
VS
POTENTIAL MARKET
AFFECTED SWOTCOMPONENTS
STRENGTHS
BRANDRECOGNITION
SOCIAL MEDIAPRESENCE
WEAKNESSES
LACK OFTRADITIONALADVERTISING
NOT "ALLPURPOSE"
WEAR
OPPORTUNITIES
CURRENTECONOMICCLIMATE
CHAPTER 6CONNECTIONS
C O M P E T I T I V EA D V A N T A G E
B E N E F I TS E G M E N T A T I O N
P S Y C H O G R A P H I CS E G M E N T A T I O N
L O Y A L T Y S T A T U S
NEWBIES FOR NORTH FACE
"IT'S ALLABOUT YOU"
YOUTUBECOMMERCIAL
KIDS
MOMS
PROFESSIONALS
WEIGHTLIFTERS
SKATERS
FOOTBALLPLAYERS
GYMENTHUSIASTS
HANDI-CAPABLE
CYCLISTS
BEST PART: IT'S ALL ABOUTTHE INTERNS
THE NORTHFACE-OFFCONTEST
#SELFIES FORTHE WIN
"NEVER STOPLEARNING"
STUDENTDISCOUNT
A'S, BEANS, GREENS, POTATOES, TOMATOES
BENEFITS
ENCOURAGESEDUCATION
STIMULATESEXPLORATION
CREATESLOYALCUSTOMERS
INVESTMENTSPROFITANDROI
FILM CREW INTERNSFILM PRODUCtIONBUDGET FOR STUDENT DISCOUNTBUDGET FOR SOCIAL MEDIA PROMOTION1,000,000 VIEWS X $.30 COST PER VIEW ONYOUTUBE
TOTAL:
$0$10,000
$300,000$200,000$300,000
$810,000
MARKETINGINVESTMENTS
PROFITS FROM YOUTUBE (40% OF REVENUE)
PROFITS FROM SOCIAL MEDIA PROMOTIONPROFITS FROM STUDENT DISCOUNT
TOTAL:
$823,986.40$1,428,571.43
$714,285.71
$2,966,843.54
GROSS PROFIT
($2,966,843.54-$810,000)
$810,000= 2.66 or 266%
ROI
THANK YOUFOLLOW NORTH FACE @THENORTHFACE