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
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.
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
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.
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.
