ADV 330Kt Arndt

James BoersmaPriscilla Chiquito

Lindsay DixonJuliana Ortiz

Ashley Patterson

Where We Were

• Started in 1966 by Douglas Tompkins and Dick Klopp in San Francisco

• Face financial hard times in the 1980’s, but managed to climb back to the top by hiring new leaders

• The North Face now has an excellent reputation because they deliver authentic and high quality products to consumers

SWOT Analysis

Strengths• Wide variety of

products• Multiple avenues to

purchase• The largest brand under

the VF Corporation name

Weaknesses• Is not useful for

consumers in warm climates

• High prices

SWOT Analysis

Opportunities• Begin targeting the

college student segment

• Explore association with sporting events

• Become more “green” and environmentally friendly

Threats• Economic recession• Counterfeit

products being sold online to consumers

• Competition such as Patagonia, Columbia, Eddie Bauer, etc.

Where We Want to Go

• A market that The North Face has not targeted yet, is the college student segment

• Our goals are now to:– Heighten product awareness in the college market– Generate interest in The North Face among

people who are not necessarily “outdoor enthusiasts”

Where We Want to Go

• Target Audience– Primary Focus: College students

– Secondary Focus: Parents/families of college students

Primary Research

• We found that 100% of survey respondents own a North Face jacket

• Price is extremely important to our target market because they don’t have a lot of disposable income To what extent does price affect your

purchase decision on a scale of 1-5? (1 very important/5-not at all important)

Primary Research

• 58.8% of respondents said that their peers influence their purchase decisions

• This explains how The North Face became so popular among college students so quickly Does anyone influence your buying

decisions? If so who?

Brand Strategy

WHO do we target?

• 18-24 year old college students

• Middle class • Midwest region

WHY target this market?

• Credible brand• Style/comfort/durability• Self esteem• Ability to influence

Brand StrategyWHAT will we do?

• We will position The North Face as a category leader in which no other competitors, like Columbia, Patagonia, etc. compare

• Key differentiators include innovation, quality, and comfortable

• The personality and image we will use to convey the message will include youthfulness and trendy

Brand Strategy – Creative Elements

• Print Ads• TV Commercials• Internet• In-Store Promotions• Social Media

Why Are We Qualified?

• James – research team• Priscilla – research team• Lindsay – creative team• Juliana – creative team• Kt – account manager• Ashley – account manager

Thank you!

Any Questions?