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Timberlan d
Marketing and Retail Folio
By: Adhish Singh Thakur
PGFM 2010-11 Semester II
CONTENTS
1. Introduction to Timberland 2 .Evolution of company 3. Mission of the company 4. Brand Strategies 5. Marketing Environment 6. Segmentation, targeting and positioning 7. Marketing Mix 8. SWOT analysis 9. Product line 10. Price range 11. Competitor analysis 12. Category performance matrix 13. Location of the store 14. Customer Service Strategy 15. Communication Mix 16. Analysis 17. Recommendations
Timberland
Introduction to Timberland
Incorporated: 1933 as Abington Shoe Company Type of company: Public Company Industry: Apparel and footwear Employees: 5,600 Turnover: $1.56 billion (2010) Stock Exchange: New York stock exchange About Reliance brands: Timberland, The partnership Year: 2009 Establishment of the store: New Delhi Sep 2010 One among the nine brands under Reliance Brands Number of stores: 6
Timberland
Timberland
1985: Enters into apparel 1990s: Woman's wear are launched 1998: increases product depth. 2000: Annual sales surpass one billion $ 2002: launches kidswear 2007: enters Asian market. 2009: Partnership with Reliance brands 2010: Launches its first store in India
Timberland
Mission:
Our mission is to equip people to make a difference in their world. We do this by creating outstanding products and by trying to make a difference in the communities where we live and work
Brand Strategies:
Develop a business enterprise and evolve the organization's culture.
Marketing environment:
1. Micro environment 2. Macro environment
Micro Environment
The Company
Woodland (Competetior)
Customers
Timberland
Macro Environment:
Wood (natural
Timberland
culture
Timberland
Market Segmentation
Profilers:
Geographic segmentationCountry: India Region: South City: Chennai Density: Urban Climate: Hot Demographic segmentationAge: 30 + Sex: Male & female Family size: 1-2, 3-4, 5 + Income: 10 ,00,000 per annum Occupation: Businessmen & corporate professionals Education: High qualification achieved
Timberland
Psychographic SegmentationLifestyle: Self actualizes, Innovators, Esteem seekers Travel: Number of holidays, destinations, business travel. Personality: Adventurous, sporty
Behavioral segmentationProduct usage: Medium, high Brand loyalty: High Type of user: occasional & regular Benefit: Quality
Timberland
Target Customers
10,00,000 per annum Business or corporate professional High qualification achieved 30 plus Male Single/married Sports, adventure
Timberland
Positioning
Timberland
Brand Strategy: The company follows Brand extension strategy. Footwear : Timberland Classic Timberland Boot Timberland PRO Timberland Earth keepers Timberland Outdoor adventure Timberland essentials Apparel : Smart Wool Earth Keepers I path Go Lite Howies Accessories : Go Lite Earth Keepers Howies
Timberland
Labelling: This label is attached to all the products at display Which aims to inform about : Amount of energy Hours of labour Number of community hours
Timberland
Packaging: Say no to polybag. Yes we are ecofriendly. Recycled paper bags Features: Waterproof shoes Trekking shoes Earthkeepers Biker shoes Design: Classic Seasonal Quality: Shoes with exchange warranty
Timberland
2. PRICE
-Strategic pricing: Premium pricing -Tactical pricing: Price bundling Promotional pricing Odd pricing
3. PLACE
Location: Malls Coverage: Currently all metros -Strategy of distribution Exclusive: They sell through their own outlet only -Model of distribution Licensing: Reliance Brands India has licensed to for selling Timberland merchandise through company operated outlet.
Timberland
-Type of distribution Online Shopping store Exclusive brand outlet Kiosk at selected international airports
4. PROMOTION
- Advertising: Print media, Outdoor Media Satisfaction: Rational Experience: Result in use
Timberland
Timberland
Timberland
- Television commercial: Wear Earthkeepers to protect the environment Satisfaction: rational and social Experience: Result in use
- Sales promotion:
Timberland
- Public relations: Print & Electronic media The Hindu did a coverage on the launch of store in Chennai. NDTV Hindu had a episode on Timberland in their program called Super shopper.
Timberland
Events
Timberland
Social Media Timberland is present on social networking Websites like Twitter, Facebook, Orkut etc
Timberland
Mobile applications
Timberland
5. PHYSICAL EVIDENCE
Atmospherics: Sight: Off white lighting Sound: International pop music, not loud. Touch: Smooth feel. Polished wooden furniture Smell: Room freshener
Timberland
Housed in the luxury wing of the mall, flanked by international luxury brands like Paul & Shark, Diesel, Burberry, Luxebox and Lacoste . Separate parking space for luxury wing.
Timberland
Entrance
Window display
Timberland
Interior:
Visual merchandise (VM):
6. PEOPLE
Hiring right kind of people: Well qualified Brand philosophy Retaining them: Allowances Facilities Reinforcement of higher goals Outing Annual awards
7. PROCESS
ERP system Online shopping Cashier software retail pro
Timberland
S.W.O.T Analysis:
Strengths: - Global brand recognition - Quality product - Strategically strong in resources Opportunities: -Expansion in Tier 2 cities -Gain market share as a leading footwear brand
Weakness: - The annual fourth quarter - Criticism of the company for investing more in community service
Threats: - Woodland
Timberland
Product line
Product line Apparal Footwear Accesories
Mens: T-shirt Shirts Denims Trousers Womens: Trousers Denims Kids: Denims Shirts T- shirts
Belts
Womens: Shoes
Key Chains
Caps
Timberland
Price Range:
Item Round neck T-shirt Polo neck T-shirt Shirt Denims Trousers Shoes Classic shoes Starting from Rs. 1690 Rs. 2490 Rs. 3490 Rs.5490 Rs. 3490 Rs. 6490 Rs. 13990
Timberland
APPAREL:
Esprit Woodland
Timberland
Footwear 60 %
Apparel 30%
Accessories 10 %
Timberland
Location of the store: City: Chennai Street address: #2, Express Avenue Shop #S50, Ground Floor Whites Road, Royapettah Chennai -600014 Type of location: Mall Details of the faade: located in the premium lounge of mall Size of the store (area): 2200 square feet Details of other retail stores in the vicinity: Lacoste and Diesel. No. of stores in the mall: Around 100. No. of stores in the luxury wing: 9.
Timberland
Types of store: Premium stores, catering high income grade customers Size (area): 3000 square feet approximately. Details of residential area surrounding the location: Nearest residential area is Triplicane and Egmore. Demographics: Triplicane- Service class, lower middle class. Egmore- Middle class. Age- 30 +, Gender- Male Reasons for selecting EA as the location of store: 1. Express Avenue is the largest mall in Chennai, in terms of area, number of stores. 2. It is the only mall which had luxury wing and business chamber 3. Maximum number of International brands
Timberland
1. Online shopping store 2. Customer Feedback 3. Birthday celebration 4. Community service 5. Club Membership 6. Store locater 7. Events
Communication Mix
Timberland
Analysis
1. The brand is spreading its network very fast in India, within eight months 6 stores are working and upcoming 15 stores which will be opened before December 2011. 2. Committed to environment As it says it is eco-friendly, It works on community service and promotes environment. 3. It has a brand image internationally. It is known for its shoes across the world. 4. Customers who are aware about international brands know Timberland very well. 5. Competition
Timberland
Recommendations
1. Promotion: Advertising- Print media PR skills- Media 2. Accessories: Luggage Belts Wallets 3. Kids wear: Concentrate on kids wear Gain market share 4. Environmental oriented campaign 5. Customer service strategy
Timberland
Thank You