Elfa Ólafsdóttir
Faye Wellman
Olivia Long
Mel Zianne Teo

WHAT IS 66°NORTH?
● Iceland’s oldest manufacturing company
o “Keeping Iceland warm since 1926”
● Focuses on high tech, high quality
outerwear

Internal Analysis
Product Strengths Product Weaknesses
● Long and rich history
● Highly experienced in
manufacturing quality outerwear
● Exclusive use of high tech fabrics
● Well respected brand
● Fashionable
● Preferred by Gen Y
● Manufacturing in another country
● Pricing compared to alternatives
● Higher shipping costs in
comparison to other regional
competitors
● Lack of brand awareness
External Analysis
Market Opportunities Market Threats
● Growing market
● Rapid growth in the outerwear
industry among young adults
● Growing demand for high quality
outerwear
● Consumers’ desires to interconnect
fashion with warmth and
durability
● Higher disposable income of
consumers
● Long and cold winter in Boston
● Full of outdoor and sports
enthusiasts in Boston
● City of Boston’s strict regulatory
system
● Brand loyalty to regional/local
competitors
● Swamped outerwear market; too
much competition
SWOT
ANALYSIS

OPPORTUNITIES&THREATS
OPPORTUNITIES THREATS
Distribution channels through premium
department stores
High competition
Build online presence and store tailored
for US consumers
Viewed as unoriginal
Purchase intention could be high if target
audience was reached. Many Boston
consumers have a high disposable
income.
Pricing: products are similar and higher
priced in comparison to already established
brands with lower prices

MARKETINGPROBLEMS
● Low awareness of 66°NORTH
● High competition from The North Face
● Pricing

RESEARCHOBJECTIVES
● General
o To assess the overall marketability and potential success of
introducing 66°NORTH to the Boston market
● Specific
o Examine buying motivations
o Study the purchase behavior of consumers
o Determine consumers spending habits
o Investigate outerwear attributes
o Assess purchase intention of 66°NORTH
o Asses the degree of brand awareness of 66°NORTH
o Investigate likes and dislikes of 66°NORTH
o Evaluate 66°NORTH’s key attributes

FGIMETHOD
● 8 participants
o 3 males and 5 females
o Age: Early to mid 20s
o 7 Students and 1 working professional.
● Key measures
o Brand perception
o Purchase intention
o Product attributes
● Procedures
o Showing of concept board and TV ads.

SURVEYMETHOD
● Data collection method: face to face, around
Emerson College, Back Bay, and Somerville
● Sampling methods and samples
o Non-probability sampling with convenience samples
o 100 respondents aged 18 years or older
 56 females, 44 males
 (63) 18-24 (23) 25-34 (14) 35 and over

SURVEYMETHOD
● Key measures
o shopping frequency, brand preference, brand
attributes, spending habits, likelihood of trying a
new brand, overall evaluation of 66°NORTH, likes
and dislikes of 66°NORTH, evaluation of
66°NORTH attributes, purchase intention, amount
willing to spend, location, ways of communication,
preferred promotions, opinion of brand name

SURVEYMETHOD
● Data Analysis: SPSS
o frequency, crosstabs, ANOVA, and T-test
● Action Standard: High
o Top 2 Box 60%, Mean Score 3.50
o 66°NORTH overall evaluation: Top 2 Box 72%,
Mean Score 3.78

FGIRESULTS (before concept board)
● Desired qualities and
concerns about outerwear:
o Warmth
o Water resistance
o Style
o Durability

FGIRESULTS
● Overall evaluation of 66°NORTH
POSITIVE NEGATIVE
● Quality products
● Country of origin
● Product diversity
● Brand name
● Price
● Limited brand awareness
Fashionable

FGIRESULTS
● Purchase intention
o Low
● Ideal location
o Newbury
o Prudential Center
o Copley Square
o REI
o The Tannery

FGIRESULTS
● Target market
o High disposable income
o “Outdoorsy”
● Recommendations
o Lower prices
o Small changes in tagline
o Raise brand awareness
 Experience marketing
 Nr 1 brand in Iceland

● Important Factors When Purchasing Outerwear
Gender Age
Total Female Male 18-24 25-34 35+
Important Factors
Price 2.66 2.76 2.53 2.84 2.43 2.23
Quality 2.15 2.06 2.29 2.14 2.24 2.08
Comfort 2.65 2.76 2.50 2.67 2.57 2.69
Fashion style 3.59 3.07 4.32 3.43 3.71 4.08
Purchasing convenience 4.91 5.00 4.79 4.74 5.38 4.92
High-tech fabric 4.97 5.26 4.55 5.16 4.43 5.00
SURVEYRESULTS (pre-concept)

Gender Age
Total Female Male 18-24 25-34 35+
Price (Accessories)
$10-$29 34 35 34 37 30 29
Price (Jackets)
$50-$99 32 27 39 36 30 21
Price (Parkas)
$100-$199 35 44 25 42 26 21
● Amount Willing to Spend on Outerwear
SURVEYRESULTS

SURVEYRESULTS Gender Age
Total Female Male 18-24 25-34 35+
Likelihood of Trying
New Brand
Very unlikely 8 5 11 10 9 0
Unlikely 9 13 5 11 0 14
Neutral 42 38 48 41 48 36
Likely 24 29 18 22 26 29
Very likely 17 16 18 16 17 21
Total 100 100 100 100 100 100
Top 2 Box % [41] [45] [36] [38] [43] [50]
Mean scores 3.33 3.38 3.27 3.24 3.43 3.57
● Likelihood of Trying
a New Brand

SURVEYRESULTS
● Brand awareness

AFTER CONCEPT BOARD
● Overall
Evaluation

OVERALLEVALUATION &
PURCHASEINTENTION
Total
Female Male

PERCEPTION OF 66°NORTH

LIKES VS. DISLIKES
● Most common “likes”:
o Fashionable (25%)
o High Quality (19%)
o Durability (14%)
● Most common “dislikes”:
o Not fashionable (20%)
o Price (13%)
o Unoriginal (9%)

LOCATION EXPECTED TO FIND 66°NORTH

MOST EFFECTIVE WAY TO COMMUNICATE

INCENTIVES TO BUY 66°NORTH

CONCLUSION: OVERALL MARKETABILITY
● 66°NORTH Brand Acceptance
● Positive for overall evaluation:
o Top 2 Box 72%, Mean Score 3.78
● Negative for purchase intention
o Top 2 Box 32%, Mean Score 3.20
● Primary Target:
● Older market segment with higher level of disposable income
● Recommendation:
o Enter Boston market

POSITIONING&4PS
Positioning: Quality products, high tech
fabric, and Icelandic roots
● Product concept: Emphasis on quality and warmth
● Place: Newbury Street (distribution channels)
● Price: Penetration strategy; keep prices to maintain
premium status
● Promotion: Celebrity endorsers, fashion shows,
sponsorship of winter events

FUTURERESEARCHDIRECTION
● Larger and more diverse sampling pool
● Physical samples of the products when surveying
● More access to internal company data, both
66°NORTH and competitors

THANKYOU