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The North Face Market Segmentation

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THE NORTH FACE Athletic Footwear
Competition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market Shares
Ultra Marathon Mark and Mindy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Features of Mark and Mindy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Up-and-Comers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product Positioning Perceptual Map • The North Face • Columbia Sportswear • ASICS • Brooks • Mizuno • Nike • Adidas Performance Comfort High Comfort Low Performance High Low
Benefits Offered by Brand Brand Affordable Performance Durability Comfort Style The North Face   3 2 3   Columbia Sportswear   4 1     Nike 3   5 4 1 Adidas 1     5 4 Mizuno 5 2 3 2 2 Brooks 4 1 4 1 3 ASICS 2 5     5
Target Market Discovery Grid Brand and Target Market Affordable Performance Durability Comfort Style Brand           The North Face   3 2 3   Target Market           Ultra-Marathon Mark & Mindy 5 3 2 1 4
The Benefit Chain
Benefit Segmentation
Market Size and Sales Potential Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Decision Process Model Stimuli *Marketer *Nonmarketer (Promotion, W-O-M) External Search (Extensive) Exposure (Low, None) Attention (High, Medium) Comprehension (High) Acceptance (High, Medium) Retention (High, Medium, Low) Internal Search (Very) Memory (Product Knowledge Prior Experiences) (Adequate) Need Recognition (High) Search (Very) Pre-purchase evaluation of alternatives Brand purchased Consumption (Heavy) Post-consumption evaluation Divestment Dissatisfaction (Medium, low) Satisfaction (Performance, Comfort) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ultra Marathon Mark and Mindy
CONSUMER PROBLEMS ,[object Object],[object Object],[object Object],[object Object]
Marketing Mix Solutions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Mix Solutions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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The North Face Market Segmentation

  • 1. THE NORTH FACE Athletic Footwear
  • 2.
  • 4.
  • 5.
  • 6.
  • 7. Product Positioning Perceptual Map • The North Face • Columbia Sportswear • ASICS • Brooks • Mizuno • Nike • Adidas Performance Comfort High Comfort Low Performance High Low
  • 8. Benefits Offered by Brand Brand Affordable Performance Durability Comfort Style The North Face   3 2 3   Columbia Sportswear   4 1     Nike 3   5 4 1 Adidas 1     5 4 Mizuno 5 2 3 2 2 Brooks 4 1 4 1 3 ASICS 2 5     5
  • 9. Target Market Discovery Grid Brand and Target Market Affordable Performance Durability Comfort Style Brand           The North Face   3 2 3   Target Market           Ultra-Marathon Mark & Mindy 5 3 2 1 4
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.