Date: 06/05/2011 Day: Friday

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

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.

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

The Introduction Stage:

The company in India is at the Introduction stage, As it has entered Indian market 8 months ago.

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.

Energy: Become carbon neutral by 2010

Product: Design Recyclable Product

Workplace: The working environment Service: Community Greening Service
Campaign
Timberland

Marketing environment:
1. Micro environment 2. Macro environment

Micro Environment

The Hindu (Media, Public)

The Company

Woodland (Competetior)

Celebrity Fashions (Supplier)

Customers

IDBI Bank (Intermediary)

Timberland

Macro Environment:

Wood (natural

Income & spending patterns (Economic )

Timberland

Injection moulding (Technologica l)

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

Income Profession Education Age Sex Marital status Liking

10,00,000 per annum Business or corporate professional High qualification achieved 30 plus Male Single/married Sports, adventure

Timberland

Positioning

A company committed towards environment which provides quality products.

Timberland

Marketing Mix: The 7 P s

1. PRODUCT
Product 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 90 s 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 90 s
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

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

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

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- Television commercial: Wear Earthkeepers to protect the environment Satisfaction: rational and social Experience: Result in use

- Sales promotion:

Timberland

- 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.

Timberland

Events

NOT STARRING JOHN ABRAHM NATURE NEEDS HEROS

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

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.

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

Mens: Shoes Keytoes

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

Pricing strategies: 1. Odd pricing 2. Promotional pricing 3. Premium pricing

Timberland

Competitor Analysis: FOOTWEAR:

Nike, Adidas, Reebok etc (Sportswear) Woodland (Products) Benetton (pricing) Metro and Mochi (Brands, Pricing)

APPAREL:
Esprit Woodland

Timberland

Category performance matrix

Footwear 60 %

Apparel 30%

Accessories 10 %

Footwear: 90% shoes Apparel: Mens wear only in chennai

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

Customer service strategy

Timberland

Communication Mix

Mobile (SMS) Social media

Events Public relations

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