ADV 330 Kt Arndt James Boersma Priscilla Chiquito Lindsay Dixon Juliana Ortiz Ashley Patterson
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?