Notesale: Turn your study into money

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Contents
Introduction

3

Situation analysis

3

Existing brand

3

Capabilities

4

Competitors

4

Customers

5

Market

5

Target market and positioning

5

Marketing objectives

6

Pricing

6

Distribution

7

Communications

7

Communications objectives

7

Target audience

9

Control

11

References

12

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Introduction

This new product will be a jacket that has a built in heated layer within it that can be
turned on and off
...
The layer of heating can be manually switched on whenever the wearer of the coat gets cold and will
heat up to the set temperature
...
The
heating system of this jacket could also be used to dry coats quicker if they have been
out in the rain
...
’ This coat perfectly
fits in with their mission statement as this piece of gear would enable a lot of hikers and
walkers to go the extra mile and not have to turn back due to the cold
...

Situational Analysis
Existing brand:

The North Face brand currently operate in 41 countries worldwide with 37 North Face
stores and outlets in the United Kingdom
...
Due to being
such well known, reliable brand of outdoor clothing this would be a huge strength to
The North Face to bring out this new product as a lot of the higher up customers on the
loyalty ladder and even a past one time purchaser will be intrigued into this new product as they all know that The North Face as a brand is extremely reliable and worth the
money
...


Capabilities
The North Face have the capabilities to expand this new product into different areas of
their clothing, The North Face could spread this heated coat into heated shoes, gloves
and jumpers
...
The North Face’s father
company ‘VF cooperation’ states on their website that their ‘Global reach is to reach
the Americas, EMEA and Asia Pacific’ (VF cooperation, 2019)
...
One weakness for these capabilities is that if The North Face were to
fail in producing this line of clothing that they could potentially expand into this would
have a knock on affect in terms that new people that want to try out this new product
would be hesitant or wouldn't return at all, the new footfall that this would give The
North Face a bad brand image if this does go bad
...

These brands have many more stores in the UK than The North face with according to
Pragma who have done an outdoor clothing marketing overview ‘Mountain Warehouse
leads the store count with a massive 203 stores across the UK
...
) The
massive opportunity is that The North Face could penetrate a gap in the market with
heated clothing, saying this a big threat is that the likes of Mountain Warehouse who
have 203 stores in the UK have a much bigger audience to work with if they chose to

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do the same type of product and could push The North Face out of the limelight
...


Customers
The North Face targets customers who are fond of going outdoor exploring and adventuring aswell as aiming at teenagers
...
’ (Guyot, 2017) meaning that there is a
trend in the outdoor market for North Face clothing and especially with the introduction
of a new heated coat North Face’s growth should go up even more
...
This is a massive opportunity for The North Face to be able to price it
quite highly as their supporters will be happy to help this brand out
...
The introduction of this exploits a huge gap
in the market of heated clothing that is yet to be done
...
A threat
to this is that big competitors that have more access throughout the UK could realise a
similar product that may penetrate the market more than The North Face can
...
This
coat will be positioned towards the higher priced and higher quality position within the
market position map
...
Achieve a 10% market share by 2021 within the outdoor clothing market
...
To make 2 million pounds in revenue within the first year globally
...
To expand into three different types of clothing including a sweatshirt and hats and
gloves by 2020
...
) The
North Face would be using the rapid skimming strategy due to the fact that there is no
competition in the heated coats category
...
99
...
By that time The North Face will of marketed on a wide scale to ensure maximum sales can be reached and should be able to bring out different variations of heated clothing
...
’ (Du P, Chen Q, 2017
...


Distribution
Their are there methods of distribution that companies use to sell their products, these
three are: intensive, selective and exclusive distribution
...
’ (Chand, 2019
...
Selective distribution is the distribution method I would use for The North
Face’s new heated jacket as it would stick to the known sellers of their products like JD
and Cotswolds Outdoors to maintain a good amount of sales selective distribution is described as ‘using a limited number of outlets, the most appropriate and best performing
outlets to maximise sales
...
) Exclusive distribution is where ‘a business sells
to only one wholesaler’ (Chand, 2019
...


Communications

Communication Objectives
The decision buying process is a huge part of marketing a new product, there are two
types of involvement in the buying process ‘Involvement refers to the degree to which
consumers are inherently interested in information about a product’ (Puccinelli, et al,

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2009
...
High involvement is described as ‘When people pay more for something or make a personally
important decision they have a high involvement in the product’ (Puccinelli, 2009
...
Tailoring the shopping so that the customer
feels cared for so they are certain to return or spreading the word and therefore the
business will gain more customers through word of mouth
...
’ The North Face will be aiming to use the high buying
process this is due to the fact that this jacket will be a part of everyday life for outdoor
explorers and people that live in cold climate
...
The jacket will be compared by the consumer to other normal
jackets to see if it is worth it and will therefore be infested in the product
...
Get feedback form buyers of the jacket which will help to improve on future products with the heating system in like sweatshirts
...


2
...

The North Face can do this by again accessing previous customers emails that they
request upon purchase to send receipts too, this will allow previous customers to be
aware of this products
...
To also ensure that 60% of target market are aware of the product within 6 months of
release
...
’ By doing this the target market will be fully aware
of this product
...
The brand should follow the diffusion of innovation theory which described by Boston University is ‘how a product giant momentum
and diffuses through a specific social system
...
) That a company can
access through the correct communication methods
...
The North Face will need to look
into expressing interest into marketing this new product towards mainly the first two
sections of the social system within the diffusion of innovation theory, these two being
Innovators and Early Adopters
...
If The North Face want this product to be successful within their target market then aiming to market towards Innovators and Early
Adopters which would cause a knock on effect towards the other three sections of the
social structure
...
’ (LaMorte, 2018
...
) The North Face will initially market towards the first two sections of the social structure to gain an initial group

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of consumers, by successfully marketing to these two sections through relevant communication methods it will lead on to the last three parts of a social system to follow
suit
...
This is the same for the ‘Late
majority’ and finally ‘Laggards’
...

One big factor that draws The North Face’s target market towards this product will be
the peripheral cues of it being The North Face brand and especially if The North Face
aim to market towards celebrities initially it will cause a big peripheral cue as the consumer will look through the product onto a ‘fashion expert’ and therefore will agree to
get that product purely because such a big name wears the brand
...
This is due to the fact that the consumers who will buy this
product will mainly love the outdoors and love exploring, The North Face say
’At the heart of The North Face is a mission to insure a global movement of outdoor exploration and conservation’ (Arens, 2018
...
Competitors like Canada
Goose are said by PETA to ‘represent anything but warmth as the fur trim that lines the
hoods of the company’s winter jackets comes from wild coyotes who were trapped, killed,
and skinned
...
) The North Face can adopt an angelic environmental company
approach towards their target market to intrigue them even more into buying this product
as it will help with the environment rather than buying competitors coats who damage the
environment
...
The objectives I have set out need to be completed to get the best out of this product
and therefore the plan may need to change to fit around these
...
This may cost the brand more but by
doing this key objectives to allow the success of this product will be met
...
(n
...
Retrieved March 4, 2019, from https://www
...
co
...
html
Du, P
...
(2017)
...
Annals of Operations Research, 257(1), 275295
...
1007/s10479-014-1717-0
Holt, T
...
Market Snapshot
...
Retrieved March 5, 2019, from
https://static1
...
com/static/59f9aaa6914e6bf45841fd9e/
t5a301882f9619ad43e45840c/1513101500087/Outdoor Clothing
...

LaMorte, W
...
(2018, August 29)
...
Retrieved March 6, 2019,
from http://sphweb
...
bu
...
html
(n
...
Retrieved March 5, 2019, from https://www
...
com/brands/outdoor/the-north-face
Olivier, Guyot, Olivier, & Guyot
...
The North Face targets urban consumers
as well as outdoor buffs to drive growth
...
fashionnetwork
...
html#
...
M
...
C
...
, Price, R
...
, & Stewart, D
...
Customer Experience Management in Retailing: Understanding the Buying
Process
...
doi:10
...
jretai
...
11
...
annualreports
...
pdf
Step by Step, This Is How Canada Goose Kills Coyotes for Jackets
...
Retrieved March 6, 2019, from https://www
...
org/features/coyotes-killed-for-canada-goose/
Sustainability
...
d
...
thenorthface
...
uk/innovation/sustainability

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