13. Product Innovation
TV
sPoNsorsHIPs
PrINT sTAY THE CoUrsE
BUIlD AwArENEss
DIgITAl
APPs
13
14. Mobile Base Camp
• Leverage the name recognition of our elite athletes
• Showcase the technical superiority of our products
• Educate and engage the consumer
14
15. Product Innovation
Monetary
Experience
User/
societal
Pre-Design Discover Design Market+sell After sale
15
16. Product Innovation
Monetary
Experience
User/
societal
Pre-Design Discover Design Market+sell After sale
16
18. Live direct or indirect view of a physical, real-world environment whose elements
are augmented by computer-generated sensory input, such as sound or graphics
18
25. the
Retail Making Framework
Emotional
Benefit-oriented
High Value
sTorY sENsE
MAKING MAKING
DECIsIoN PATH
MAKING MAKING
rational
Feature-oriented
low Cost
Pragmatic Hedonistic
Cognitive Intuitive
Conscious subconscious
25
26. the
Retail Making Framework
sTorY sENsE
MAKING MAKING
DECIsIoN PATH
MAKING MAKING
Create a holistic, emotional but pragmatic experience for the HArDCorE ACHIEVEr
26
27. Modern Storytelling
Aspirational
Mannequins
and Signage
Lots of
Merchandise
The North Face
Experience Today
27
28. Maintain
Modern Storytelling
Related
Themed
Merchandise
Story Making Centerpieces such as
The North Face a Walk in Freezer to Test Jackets
Experience Tomorrow
28
29. STORY MAKING EXTENDED
TNF rETAIl sPECIAlITY &
sTorEs MAss MErCHANTs
• In-Store Signage • On Rack Signage
- Highlight Latest Technology • On Tag Stories
- Increase Athlete Story Telling
to Raise Emotional Connection
• Elements from Flagship Stores
29
30. What About The Other Peaks?
Outdoor Performance
Action
30
31. ‘11 ‘12 ‘13 ‘14 ‘15
OUTDOOR
Penetration
Events, Athlete Sponsorships, Digital, Local Print
ACTION & PERFORMANCE
Awareness & Education
Mobile Base Camp
Store Renovation
Co-Op Ads, Athlete sponsorships, National Print, In-store signage, TV
Web 2.0
New stores
Engagement
Flagship Stores
29% 29% 29% 29% 29%
SG&A % of Sales SG&A % of Sales SG&A % of Sales SG&A % of Sales SG&A % of Sales
$508 MM $582 MM $669 MM $768 MM $881 MM
SG&A SG&A SG&A SG&A SG&A
39. Simulation - Revenue
Statistics: Forecast values ($mm)
Mean $3,040
Median $3,041
Standard Deviation $70
Minimum $2,833
Maximum $3,248
40. Assumptions
Assumption: Action Sports Segment
Triangular distribution with parameters:
Minimum 9%
Likeliest 13%
Maximum 20%
Assumption: APAC market growth
Normal distribution with parameters:
Mean 30.5%
Std. Dev. 10.0%
Assumption: EMEA market growth
Normal distribution with parameters:
Mean 16.4%
Std. Dev. 3.0%
41. Assumptions
Assumption: USA market growth
Normal distribution with parameters:
Mean 16.9%
Std. Dev. 3.0%
Assumption: Outdoor Activity Segment
Triangular distribution with parameters:
Minimum 67%
Likeliest Assumptions`
72%
Maximum 81%
Assumption: Performance Activity Segment
Triangular distribution with parameters:
Minimum 3%
Likeliest 8%
Maximum 15%
47. Marketing Simulation
Statistics: Forecast values
Mean $3,547
Median $3,544
Standard Deviation $263
Minimum $2,781
Maximum $4,453
48. Marketing Simulation
Statistics: Forecast values
Mean $6,700
Median $6,587
Standard Deviation $1,130
Variance $1,277,687
Minimum $4,011
Maximum $10,948
49. Assumption: APAC 10yr growth
Assumptions
Normal distribution with parameters:
Mean 30%
Std. Dev. 10%
Assumption: APAC AROMI
Triangular distribution with parameters:
Minimum 0%
Likeliest 21%
Maximum 40%
Assumption: EMEA 10yr growth
Normal distribution with parameters:
Mean 13%
Std. Dev. 3%
Assumption: EMEA AROMI
Triangular distribution with parameters:
Minimum 0%
Likeliest 21%
Maximum 23%
50. Assumptions
Assumption: USA 10yr Growth
Normal distribution with parameters:
Mean 9%
Std. Dev. 2%
Assumption: USA AROMI
Assumptions
Triangular distribution with parameters:
Minimum 10%
Likeliest 21%
Maximum 31%
57. MARKETING TABLE OF CONTENTS
1. Authenticity Equation 14. Current 2010 Marketing Mix
2. Innovation Radar Defined 15. Projected 2015 Marketing
Appendix
3. Why target Hardcore Mix
Achievers? 16. Marketing Mix Change by
4. Youth Happens? Year
5. Very Active Person Club 17. Initiative Costs
6. 2012 Americas Mobile Base 18. Competitor SWOT (Nike &
Camp Tour Adidas)
7. Integrated Marketing 19. Store Roll-Out Plan by Year
8. Official Guidebook 20. Run-off (aka Halo effect)
9. In-Store Insights 21. EMEA timeline
10. In-Store Insights (2) 22. APAC timeline
11. CRM to CEM 23. SHRM
12. CRM to CEM (2)
13. Implementing CEM
58. Authenticity Equation
TNF is looking to leverage data-drive
decisions-making combined with a
unique relationship with consumers who
demand high performance outdoor gear
that the company defines as authentic.
Authenticity = Innovation + Trust + Protection
61. Youth happens?
We purposefully didn’t target youth
• Youth happens.
• Majority of purchasers of youth clothing
(infant to 14 years) are captured in other
segments (e.g., Hardcore Achievers,
Trendsetting Competitors)
• By targeting Hardcore Achievers, all other
segment are boosted because of halo effect
62. Very Active Person Club
V.A.P
• Cater to heavy brand users
• Provide incentives to reward loyalty
• Turn in to brand ambassadors
• Understanding consumer better through CRM information
collection, analysis, and use
64. TV
Integrated Marketing
Print
Sponsorships
Apps
Digital
Communication Objective: Bridge the gap between innovation and authenticity
by linking the brand experience (highly functional production) with the
inspirational exploration that our HA consumers crave
65. CRM to CEM
• Recruit consumers from the current
CRM via email to participate in a North
Face advisory panel (via email) as well
as through the Digital Ecosystem
• Shift will allow consumers to opt-in to
provide insight and feedback on
products, advertising messages,
promotions, lifestyle, adventures, etc.
• Cost investment - $120,000/year initial
and $10K/year thereafter
66. CRM to CEM (2)
Source: Understanding Customer Experience; Meyer & Schwager; Feb 2007
68. Official Guide Book
Part of North Face’s Consumer
Co-Creation Strategy
Partner with consumers and
engage them in sharing their
experiences, insights, and advice
to help other “High Achievers”
achieve their adventure goals.
Results:
Further reaches and engages
consumer segments lower in the
“peaks”
Builds brand equity
Co-Authored By:
Our Consumers
76. Store Roll Out Plan by Year
Status Quo Additional Added by Year
Goal
2010 2011 2012 2013 2014 2015
Owned 67 10 10 40 50 17 194
Partner 133 5 10 15 12 10 185
*Ramp up in 2011 and 2012; peak in 2013 and 2014; finalize goals in 2015
source: Case Facts
77. Run-off effect (aka Halo effect)
WHAT IS IT?
Halo effect explains the biasness showed by customers to certain products or
services based on some favorable or pleasant experience (e.g., advertising,
product experience) with some other products or services offered by the
same manufacturer.
CASE STUDY (FROM ANOTHER CATEGORY):
Apple introduced the iPod some years ago and it was creative in its function
and design. The product introduced a gateway to novel thinking and
extremely eye-pleasing experience for iPod users.
The positive perception about Apple's iPod then had a positive effect on
other Apple products, especially the MacBook.
80. TNF has a fantastic employee base to leverage an innovative
customer experience . Innovation must be engrained deep in the
Value Creation Chain starting with employees and fostering a
creative environment.
SHRM