North Face Apparel Company Promotional Plan Business Plan by Nicky

North Face Apparel Company Promotional Plan
A promotional plan for the North Face Apparel Company to attain a 5% increase in sales in 2010.
# 148887 | 1,699 words | 13 sources | APA | 2009 | US

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The paper provides an assessment of the overall market for athletic and casual clothing and looks at consumer purchasing trends and demographics. The paper examines North Face's brand positioning, the strategy of using social networking as a critical part of the media mix, and the need to integrate as many aspects of Web 2.0 technologies into the public relations, direct marketing and sales promotion programs. The paper believes that by connecting with customers in entirely new ways, the company will be able to attain its 5% growth. The paper includes figures and a table.

Executive Summary
Market Assessment
Consumer Purchasing Trends and Demographics
The North Face Brand Positioning
Media Mix Planning
Public Relations, Direct Marketing and Sales Promotion
Conclusion and Recommendations

From the Paper:

"Patagonia Corporation is even more narrowly focused in terms of its product line that The North Face, with product liens dedicated to clothing and accessories for extreme and outdoor sports. Patagonia's segmentation strategy is also heavily influenced by their approach to psychographically-defined segments (Wann, Zapalac, Pease, 2008). As a result of this focus, the company specializes in alpine climbing, fly fishing, hiking and trekking, rock climbing, surfing, trail running, travel and yoga. Patagonia's ability to define a unique brand experience (Pine, Gilmore, 2000) continues to be key to their success. The last competitor, The Timberland Company has an exceptionally strong brand image in the key demographic and psychographic markets, and has continued to see significant revenue growth from global operations as well. As a result of these strengths the company continues to be successful in building their brand globally. As all major brands have faced the threat of counterfeit goods, Timberland has been hard hit with losses of sales throughout the rapidly expanding Pacific Rim nations they are attempting to expand into. Timberland is unique in that they do not have a tightly integrated supply chain and as a result are often at a negotiating disadvantage with suppliers as a result."

Sample of Sources Used:

  • Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
  • Linda L Briggs. (2007, January). In Retail BI, One Size Doesn't Fit All. Business Intelligence Journal, 12(1), 41-43.
  • Kathryn Kelly, Arthur Andersen. (2000, March). Apparel e-commerce: Online and kicking. Apparel Industry Magazine, 61(3), 48-50.
  • Kusterbeck, S. (2008, November). Knowledge is Power for The North Face. Apparel Magazine, 50(3), 22-24.
  • Malcolm Newbery, Joseph Arouch. (1 May). Global market review of performance apparel - forecasts to 2014: 2008 edition: Performance apparel market estimates. Just - Style: Global market review of performance apparel - forecasts to, 22-32.

Cite this Business Plan:

APA Format

North Face Apparel Company Promotional Plan (2011, November 12) Retrieved May 24, 2022, from

MLA Format

"North Face Apparel Company Promotional Plan" 12 November 2011. Web. 24 May. 2022. <>