The North Face: Advertising Campaign and Analysis
The North Face
Advertising Campaign and Analysis
Team 10
Gideon Pine
•
Rachael Podbielak
•
Dan Podnos
•
Justine Pomierski
•
James Richards
•
Brooke Ringstaff
Table of Contents
Situation Analysis!
3
SWOT: Strengths, Weaknesses, Opportunities, Threats
3
Industry Overview
4
Main Competitors
4
Market Share
4
Current Position
6
Consumer Profile and Insight!
7
A-Quad!
9
Attitude
9
Attributes
10
Allies
10
Adversaries
10
Brand Strategy Statement!
11
Creative Work PlanAdvertising Campaign and Analysis!
13
Current Situation
13
Consumer Problem
13
Advertising Objective
14
Marketing Objective
14
Strategy Brand Positioning
14
Creative Strategy
14
Marketing Strategy!
15
Target Audience
15
Competition
16
1
Indirect Competition
Brand Promise!
16
17
Call To Action
17
Net Impression
17
Interactive Strategy and Plan!
18
Phase One
18
Evaluation
18
Phase Two
19
Promotion
19
2
Situation Analysis
Advertising Campaign and Analysis
The North Face is an incredibly popular brand for outerwear and has a lot of strengths, as well as some areas of weakness that need to be worked on. Below is a breakdown of The North Face’s strengths, weaknesses, opportunities and threats.
SWOT: Strengths, Weaknesses, Opportunities, Threats
Strengths:
∙ Brand recognition including the North Face name and logo
∙ Although products aren’t labeled unisex, they can be worn by both genders
∙ Intense customer loyalty
∙ High quality activity specific gear
∙ Wide variety of products including jackets, gloves, hats, etc.
∙ Innovative with top-of-the-line technology
∙ Eco-friendly and sustainable
∙ Reasonably priced
Weaknesses:
∙ Some alterations to the original stylish design have missed the fashion mark
∙
Advertising Campaign and Analysis
Team 10
Gideon Pine
•
Rachael Podbielak
•
Dan Podnos
•
Justine Pomierski
•
James Richards
•
Brooke Ringstaff
Table of Contents
Situation Analysis!
3
SWOT: Strengths, Weaknesses, Opportunities, Threats
3
Industry Overview
4
Main Competitors
4
Market Share
4
Current Position
6
Consumer Profile and Insight!
7
A-Quad!
9
Attitude
9
Attributes
10
Allies
10
Adversaries
10
Brand Strategy Statement!
11
Creative Work PlanAdvertising Campaign and Analysis!
13
Current Situation
13
Consumer Problem
13
Advertising Objective
14
Marketing Objective
14
Strategy Brand Positioning
14
Creative Strategy
14
Marketing Strategy!
15
Target Audience
15
Competition
16
1
Indirect Competition
Brand Promise!
16
17
Call To Action
17
Net Impression
17
Interactive Strategy and Plan!
18
Phase One
18
Evaluation
18
Phase Two
19
Promotion
19
2
Situation Analysis
Advertising Campaign and Analysis
The North Face is an incredibly popular brand for outerwear and has a lot of strengths, as well as some areas of weakness that need to be worked on. Below is a breakdown of The North Face’s strengths, weaknesses, opportunities and threats.
SWOT: Strengths, Weaknesses, Opportunities, Threats
Strengths:
∙ Brand recognition including the North Face name and logo
∙ Although products aren’t labeled unisex, they can be worn by both genders
∙ Intense customer loyalty
∙ High quality activity specific gear
∙ Wide variety of products including jackets, gloves, hats, etc.
∙ Innovative with top-of-the-line technology
∙ Eco-friendly and sustainable
∙ Reasonably priced
Weaknesses:
∙ Some alterations to the original stylish design have missed the fashion mark
∙