Timberland.final Pre

8/2/2019 Timberland.final Pre

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Date: 06/05/2011

Day: Friday

By: Adhish

Singh Thakur

PGFM 2010-11

Semester II

Marketing and Retail Folio

Timberlan

d


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Timberland

CONTENTS

1. Introduction to Timberland

2 .Evolution of company

3. Mission of the company

4. Brand Strategies

5. Marketing Environment6. 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 Strategy15. Communication Mix

16. Analysis

17. Recommendations


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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


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Timberland

Evolution of the company

1918: Timberland founder Nathan Swartz formed

Abington Shoe Company

1952: Swartz bought half an interest in The

Abington Shoe Company.

1955: Swartz bought the remaining interest &

brought his sons Into the company.

1966: production of virtually waterproof boots.

1973: officially the name was changed to

The Timberland company.

1979: Timberland added casual and boot shoes

to its boots product line.

1980s: the company expanded internationally.


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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

The Introduction Stage:The company in India is at the Introduction stage,

As it has entered Indian market 8 months ago.


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Timberland

Mission:

Our mission is to equip people to make adifference 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.

Energy: Become carbon neutral by 2010

Product: Design Recyclable ProductWorkplace: The working environment

Service: Community Greening ServiceCampaign


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Timberland

Marketing environment:1. Micro environment

2. Macro environment

Micro Environment

The Company

CelebrityFashions(Supplier)

IDBI Bank(Intermediary)

Customers

Woodland(Competetior)

The Hindu(Media, Public)


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Timberland

Macro Environment:

Timberland

Wood(natural

Injectionmoulding

(Technological)

culture

Income &spendingpatterns

(Economic)


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Timberland

Market Segmentation

Profilers:

Geographic segmentation-

Country: India

Region: South

City: Chennai

Density: Urban

Climate: Hot

Demographic segmentation-Age: 30 +

Sex: Male & female

Family size: 1-2, 3-4, 5 +

Income: 10 ,00,000 per annum

Occupation: Businessmen & corporate professionalsEducation: High qualification achieved


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Timberland

Psychographic Segmentation-

Lifestyle: Self actualizes, Innovators, Esteem

seekers

Travel: Number of holidays, destinations,

business travel.

Personality: Adventurous, sporty

Behavioral segmentation-

Product usage: Medium, high

Brand loyalty: High

Type of user: occasional & regularBenefit: Quality


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Timberland

Target

Customers

Income 10,00,000 per annum

Profession Business or corporate

professional

Education High qualification achieved

Age 30 plus

Sex Male

Marital status Single/married

Liking Sports, adventure


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Timberland

Positioning

A company committedtowards environment

which provides quality

products.


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Timberland

Marketing Mix: The 7 Ps

1. PRODUCTProduct Mix:

Apparel

Footwear

Accessories

- Down stretching: In terms of price

The brand launched a shoe starting from 100$.

- Line Pruning: Style was launched in late 90s

which was later pruned after 2 years because of

the chemical content in the sole of the

footwear.

- Line modernization: Earthkeeper collection,

made from 42% recycled green rubber.

- Line filling: Kids wear was added in late 90s


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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 WoolEarth Keepers

I path

Go Lite

Howies

Accessories :

Go Lite

Earth Keepers

Howies


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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


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Timberland

Price tag:

The plastic thread is also a recycled one

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


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Timberland

2. PRICE-Strategic pricing:

Premium pricing

-Tactical pricing:

Price bundling

Promotional pricing

Odd pricing

3. PLACELocation: 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.


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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


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Timberland

- Television commercial:

Wear Earthkeepers to protect the environment

Satisfaction: rational and social

Experience: Result in use

- Sales promotion:


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- Direct marketing:

Online store

- 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.


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Timberland

Events

NOT STARRING JOHN ABRAHM

NATURE NEEDS HEROS


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Timberland

Social Media

Timberland is present on social networking

Websites like Twitter, Facebook, Orkut etc


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Timberland

Mobile applications


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5. PHYSICAL EVIDENCEAtmospherics:

Sight: Off white lighting

Sound: International pop music, not loud.Touch: Smooth feel. Polished wooden furniture

Smell: Room freshener

Service cape:


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Timberland

Service cape:

Exterior: The faade

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.

Entrance


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Timberland

Entrance

Window display

Interior:


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Interior:Visual merchandise (VM):

6. PEOPLEHiring right kind of people:

Well qualified

Brand philosophy

Retaining them:

Allowances

Facilities

Reinforcement of higher goals

OutingAnnual awards

7. PROCESSERP system

Online shopping

Cashier software retail pro

l


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Timberland

S.W.O.T Analysis:

Strengths:

- Global brand recognition

- Quality product

- Strategically strong in

resources

Weakness:

- The annual fourth quarter

- Criticism of the company for

investing more in community

service

Opportunities:

-Expansion in Tier 2 cities

-Gain market share as a

leading footwear brand

Threats:

- Woodland


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Timberland

Product line

Productline

Apparal Footwear Accesories

Mens:

T-shirt

ShirtsDenims

Trousers

Mens:

Shoes

Keytoes

Belts

Womens:

TrousersDenims

Womens:

Shoes

Key

Chains

Kids:

Denims

Shirts

T- shirts

Caps

Price Range:


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Timberland

Item Starting from

Round neck T-shirt Rs. 1690

Polo neck T-shirt Rs. 2490

Shirt Rs. 3490

Denims Rs.5490

Trousers Rs. 3490

Shoes Rs. 6490

Classic shoes Rs. 13990

Price Range:

Pricing strategies:

1. Odd pricing2. Promotional pricing

3. Premium pricing

Competitor Anal sis


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Timberland

Nike, Adidas, Reebok etc (Sportswear)FOOTWEAR:

Woodland (Products)

Benetton (pricing)

Metro and Mochi (Brands, Pricing)

APPAREL:

Esprit

Woodland

Competitor Analysis:

Category performance matrix


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Category performance matrix

Apparel30%

Accessories 10 %

Footwear60 %

Footwear: 90% shoes

Apparel: Mens wear only in chennai

Location of the store:


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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.

Types of store: Premium stores, catering

hi h i d t


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Timberland

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

1. Online shopping store


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Timberland

2. Customer Feedback

3. Birthday celebration

4. Community service

5. Club Membership

6. Store locater

7. Events

Customer

servicestrategy

C i i i


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Communication Mix

Events

Publicrelations

Socialmedia

Mobile(SMS)

Analysis


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Timberland

Analysis

1. The brand is spreading its network very fast inIndia, within eight months 6 stores are working

and upcoming 15 stores which will be opened

before December 2011.

2. Committed to environmentAs it says it is eco-friendly, It works on community

service and promotes environment.

3. It has a brand image internationally. It is knownfor its shoes across the world.

4. Customers who are aware about international

brands know Timberland very well.

5. Competition

Recommendations


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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


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Thank

You

Documents

Timberland.final Pre