:: Recap Marketing Plan S23 - F23 The North Face - Col & Ecu :: by Dna_Graphiste

MARKETING STRATEGY S23 – F23 THE NORTH FACE

COLOMBIA & ECUADOR

WHOLESALE UPDATE

WHOLESALE

THE NORTH FACE MARKETING PROCESS

1. A monthly calendar of campaigns is drawn up and campaigns and is socialized with clients.

2. To the total purchase we use 3% for marketing investment.

3. Product rotation and display vs. investment are tracked.

The investment is distributed as follows

1. Know Spring and Fall's purchases and the product related to each customer's purchase.

2. The campaign toolkit is divided into point-of-sale and digital material.

3. A survey is made for each customer of basic data, brand space, photos, and product information purchased.

Each campaign is executed through the following resources

TOOLKIT FIXTURES AND FURNITURE

TOOLKIT FROM EACH CAMPAIGN TECHNOLOGIES AND PRODUCTS TRAINING

CUSTOMERS Outdoor Adventure

• Santa Fe Shopping Mall

To view more HERE Falabella

• Titan Shoppin Mall

• Zona T Extremo – Cali, Colombia

To view more HERE

• Santa Fe Mall - Bogotá

• Unicentro Mall

• Santa Fe - Medellín

OUTDOOR ADVENTURE

Specialized Outdoor Product Stores

A Strategic Expansion

Our foray into specialized outdoor brand stores, such as Outdoor Adventure, has been a fundamental part of our expansion strategy. We began our presence in two of their stores, Santa Fe and Titán, establishing a strong connection with an audience passionate about outdoor activities. The enthusiastic response from our customers inspired us to expand our presence to the store in the Zona T, a landmark location for fashion enthusiasts and new experiences.

Now, we are excited to announce that we are taking another step forward in this successful collaboration by entering two additional stores located in the Plaza Central and Multi Plaza Mall. These strategic locations are of utmost importance as they allow us to reach new customers and specialized communities in city sectors where we do not have our own physical stores.

Our partnership with Outdoor Adventure provides us with the opportunity to showcase our range of products to an audience passionate and knowledgeable about outdoor life. We are confident that this expansion will strengthen our presence in the outdoor market, and our products will continue to be the preferred choice for those seeking reliable and high-performance gear and accessories.

DIGITAL CONTENT

FALABELLA Logowear & Mundo Outdoor

The North Face's Expansion in the Falabella Ecosystem

The entry of The North Face into eight Falabella stores nationwide is a strategic move that allows for the brand's expansion and visibility in the number one department store in the territory, reaching spaces and cities where we do not have our own physical stores. Instead, it boosts our focus on the world of urban outdoor fashion, which has been witnessing a significant increase in enthusiasts and followers. To achieve this, we will address key moments and offer a unique product proposition through two commercial strategies.

The holiday season presents a golden opportunity, featuring an exclusive selection of logowear products, including t-shirts, hoodies, and basic cotton garments that capture the essence of adventure and exploration while proudly carrying the legacy of our logo. The second strategy is our participation in the "Outdoor World" section of Falabella, where we will share an ecosystem with other market-leading brands.

The North Face, as a market leader, sets itself apart with a commitment to essential adventure products, spanning from waterproof jackets and windbreakers to thermal jackets, key footwear, and accessories, all offered at competitive and affordable prices in the market. This underscores the premise of versatility and product quality.

In this initial phase, our products will be displayed using mobile and modular floor fixtures that allow for adaptation to the assigned spaces and optimal showcasing of the highlighted products. Furthermore, point-of-sale communication will provide key information about each product, highlighting their features and technologies in a clear and colloquial manner for the consumer. To ensure that our customers receive exceptional service, as they do in our own stores, we will have a dedicated promoter at each point, whose passion for adventure and the brand will translate into an exceptional experience for all visitors.

More information HERE

In the dynamic world of retail, the way we present our products plays a fundamental role in shaping customers' perception of our brand. The entry into Falabella stores represents a unique opportunity, and to make the most of this scenario, we have developed modular and mobile furniture specifically designed to meet the needs of department stores.

Our display strategy is built on versatility and space optimization. We have 4-arm fixtures and 6-module units that are ideal for showcasing textile products, along with modular furniture for accessories. This ensures that our garments and products are presented in an attractive and accessible manner for customers. These fixtures not only allow us to highlight the quality and design of our items but also make shopping navigation more convenient for buyers.

For four months, we embarked on a unique experience in the heart of the T-zone, at the INCULTO store. This space, known for its alternative focus on music, fashion, and artistic expressions, provided us with the opportunity to showcase a thoughtfully curated selection of products, from versatile garments to essential accessories, items that embodied the philosophy of exploration in urban environments.

DIGITAL CONTENT

WHOLESALE ABOUT GALAPAGOS ISLAND

• The Galapagos Island are an archipiélago located in 972km off the coast of Ecuador at he Pacific Ocean.

• They are the second largest marine reserv on the planet, and World Heritage Site. The largest income from the islands is tourism, receiving more than 300000 tourist a year, additional than the 45000 people who lilve in the Islands.

• The 3 most populated islands are: Santa Cruz, San Cristobal and Isabela.

WEATHER

• From January to March the weather round from de 27°C to the 30°C with some rain possibilities.

• June to September are the coldests months in the Island, the weather goes from 15°C to 21°C with rain.

• October to December are dry months, with a weather from 21°C to 27°C.

Some of the activities in the Islands are:

• Walking and hiking.

• Excursions and ascent to the crater of a volcano.

• Visit to caves within the Islands

POPULATION

CAMPAIGNS

Santa Cruz is the most populated Island, with over the half of the total of population. It has the main airport of the Islands, 75% of the income to the Islands is through the airport.

CAMPAIGNS

TRAININGS

The location for a posible opening is clearly the Santa Cruz Island, on the main Street, which is where all the commerce and the most of the hotels are located.

PILOT TEST

We conducted pilots in each of the stores to unify them according to the effective brand parameters in the Colombian market and product.

To view more HERE

We defined a checklist as a protocol for visits to physical stores that allows us to measure compliance by the teams and the general parameters that must be maintained in the brand.

To view more HERE

We consolidated the capacities and loads of each of the stores, both on the sales floor and in the warehouses, which allows us to be more strategic in the way we ship the product and avoid stock-outs or overstocking.

To view more HERE

We started our training plan for the store and customer service teams with the most relevant and frequent technologies in our products such as Vectiv, Futurelight, and Thermoball Eco, creating easy-to-read technical data sheets as a sales aid, as well as unifying criteria among team members.

To view more HERE

Each month we produce an implementation guide document for the different branding and performance campaigns that allow us to highlight and promote key products or technologies to boost product rotation and sales.

To view more HERE

Starting in June, we will begin with a monthly store activation schedule in order to activate traffic in each store according to its target audience and nearby communities, thus generating omnichannel brand experiences for our regular and potential customers.

SPONSORSHIP ANDRÉS RONDEROS

Live - Earth Day and National Arbor Day - Content

This content was developed in 2 moments, a review of Andres and his management of the environment through 1000 in a day in our IG profile. He was also invited to our LIVE on Wednesday, March 22 where he talked about the current actions to offset the carbon footprint, the importance of the recovery of green spaces through the planting of trees, and how has been his management and vision in 1000 in a day.

Live: April 22. 23

SPONSORSHIP X EXCHANGE

The North Face equipped Andrés with a Thermoball Eco jacket and Brimmer hat and Andrés Beltrán with a branded fleece, both of which were visible during the filming and in subsequent content..

VISIBILITY AND MASSIFICATION

The brand had visibility in the profile of Andrés Beltrán and 1000 in one day, which increased our followers and boosted sales of the references they wore. On the other hand, they generated specific content about our most sustainable products where the technology was given visibility, in addition to being made visible and tested in different scenarios and natural environments. This allowed us to extend the communication from a real experience of the benefits of the technology and materials.

1000 en un dia's IG account: https://www.instagram.com/1000enundia/

EVENT / ACTIVATION

Mountain Hiking for Women

Farallones de Sutatausa -

Mother's Day Celebration.

The walk will take place in the Farallones de Sutatausa, from a trail called Novoa. This walk will be for mothers who are clients of our brand. The dynamics of the invitation are yet to be defined. The idea is that each of them participate with 1 companion and live this experience to the fullest.

Here are some technical data about the route to be followed

Distance: 6 kilometers

Positive Unevenness: 415 meters

Maximum altitude: 2.925mts

Minimum altitude: 2.610 meters

We will invite Jenny Sanin our The North Face athlete to give us a mountain talk, as well as tell us about her experience as a full-time athlete.

Date: June. 23

Fuerza Natural's IG account: https://www.instagram.com/fuerzanaturalco/

SHARES OF CONSIDERATION

Online actions will be carried out (RRSS) TNF.

CONTENT:

Photo type post and story of the activity. Reel or video of the activity.

VISIBILIDAD

Y MASIFICACIÓN

The brand will have visibility in the profile of the attendees, Jenny Sanín and Fuerza Natural, which will increase our followers and boost sales of our products. On the other hand, specific content will be generated for the brand's products, which will be made visible and tested in different scenarios and natural environments. This will allow us to extend communication from a real experience of the benefits of technology and materials.

PARTNERSHIP SUDA OUTDOOR

App to connect outdoor sports communities

To mobilize the community of athletes in Latin America to explore nature in a technological, interactive and socio-environmental way. To promote together the virtuous circle of exploration in nature and bring exploration as a lifestyle to many more people.

Through challenges together with the brand, recommendations of nearby and popular routes to explore, we will mobilize people to explore, but also contribute to their education so that they do it in a safe and responsible way and with the greatest care for the environment.

Furthermore, the brand's product will be promoted and enhanced through the visibility of its communication platforms RRSS, BBDD and internal communication within the application. More information HERE

Partnership Date I: October 15 to January 21, 2023.

Partnership Date II: March 15 to November 30, 2023.

PATICIPATION

The North Face will participate in the SUDA application with profiles for both Colombia and Ecuador. PATICIPATION

1st Challenge | Explore your Summits: HERE

PARTNERSHIP

SUDA OUTDOORS

TNF Secret spots Cordillera

In our unwavering commitment to foster the connection between nature, sports, and fun, we are proud to share a unique experience created in collaboration with SUDA Outdoors exclusively for the attendees of the Cordillera Festival.

SUDA Outdoors is a sports application designed with the intention of bringing people together with the wonderful beauty of nature and the excitement of outdoor activities. The Cordillera Festival served as the perfect setting to bring this vision to life through a challenge that we have named "The North Face Secret Spot Cordillera."

This challenge had a clear purpose: to guide participants throughout the festival area, inviting them to explore and unlock a series of strategically located secret geographical points (spots), including each of the festival's stages, as well as our prominent Stand. Upon completing this challenge, they received an exclusive package of iconic stickers from our brand.

Furthermore, those who completed the challenge and made a purchase at our booth received a complimentary product from our brand. This not only strengthened the bond between the participants and our brand but also added an element of gratitude to this adventure.

This challenge not only provided participants with the opportunity to explore the festival indepth and obtain exclusive rewards from our brand but also allowed them to join a community of nature and adventure enthusiasts. It demonstrated that The North Face is not just a brand but a link between people who share a passion for exploring and enjoying the beauty of the outdoors. More information HERE

SUDA IG account : https://www.instagram.com/sudaoutdoors/?hl=es https://www.instagram.com/sudaoutdoorslatam/

AMBASSADOR

PIRRY – GULLERMO PRIETO

Journalist, documentary filmmaker, and climber.

Known for his programs "El mundo según Pirry" and "Especiales Pirry." He is the only Colombian who has been nominated for an international EMMY award in the category of Best Documentary and ranks among the top 10 most influential people in Colombia. He worked in television for 16 years, creating travel chronicles and journalistic programs. Currently, he is dedicated to being an influencer on his social media platforms.

In addition to being a great storyteller of people's everyday lives, he is a skydiver with more than 200 jumps, a rock climber, and an amateur mountaineer. He is also a paraglider pilot and a certified diver. He has produced videos and photographs featuring various species, including the great white shark in the waters of South Africa, tiger sharks, hammerhead sharks, bull sharks, humpback whales, giant manta rays, and more. His stories have taken him to over 73 countries on all five continents.

VISIBILITY AND MASSIFICATION

By carrying The North Face's name in his challenges and adventures, Pirry is not only a brand ambassador but also a genuine testament to the functionality and versatility of our products in the most extreme conditions. His dedication to taking our brand to remote and challenging locations validates the quality and performance of our products in real-life situations, demonstrating that they meet the expectations of those seeking high-quality equipment.

Our partnership allows us to reach new audiences and communities that share a passion for adventure and exploration, inspiring those who seek to push their limits, confront nature, and explore the world.

EXPEDITION

PIRRY AND CLIMBING TEAM

Potrero Chico - Mexico

The objective of this expedition is to climb at least 3 of the longest routes, ranging from 500 to 900 meters, out of the more than 600 routes available in Potrero Chico. The female team members will attempt the "Sendero Luminoso," which consists of routes with up to 27 pitches, and this will be the minimum goal for the team.

The 4 Big Wall routes will each present a unique challenge, as they can take up to 20 hours to complete. Considering that there might be failed attempts requiring descents and retries, and taking into account the time required for audiovisual production, this adds to the overall time and difficulty of the expedition. During rest days, the team will engage in trekking activities, exploring various locations such as lakes and waterfalls

Date: October 22nd to November 5th.

Ambassadors:

Guillermo Prieto, Carolina Alfonso, Daniela Forero, Pablo Penagos and Alejando Opster.

Platforms: Instagram - Youtube

SPONSORSHIP X EXCHANGE

The North Face will equip Guillermo and the climbing team with a selection of essential products for high-performance activities, as well as logowear garments that will have visibility in the recording of this experience and in subsequent content.

Pirry's IG account: https://www.instagram.com/pirryoficial/

DIGITAL CONTENT

Caro's IG account: https://www.instagram.com/_carofonso/

Pablo's IG account: https://www.instagram.com/pbleins/

Daniela's IG account: https://www.instagram.com/daniela_forero_/

Alejandro's IG account: https://www.instagram.com/alejandro.opertser/

DIGITAL CONTENT

EVENT

THE CORDILLERA UNITES US

Closing Festival Cordillera Seeding

It will be an exciting closure of the Festival and a celebration of new partnerships and projects. Our guests will include Brand Ambassadors, friends of the brand, as well as key representatives from our most important business partners.

The day will be filled with activities in a stunning natural setting such as The Sisga Dam. It will commence with a hike to the planting site, where a symbolic action will take place, including the naming of The North Face Reserve, the location of our green space recovery activities. Following this, participants will enjoy a lunch at the island house, creating an atmosphere of camaraderie and celebration.

Throughout the day, our Brand Ambassadors will offer talks and share their experiences, including a mini-concert by Laura Pérez to add a musical touch to the experience. In the evening, there will be discussions and an exchange of experiences by the warmth of a campfire, concluding with an artisanal dinner that reflects the authenticity and diversity of our outdoor experiences.

The host of this adventure is our sustainability ambassador, Andrés Ronderos, and the culinary aspect will be handled by our friend of the brand, Óscar González, a renowned chef who loves expeditions in search of new ingredients in each of our regions.

This activity will not only celebrate the connection between the brand, its ambassadors, and allies but also highlight the commitment to the environment and the importance of caring for and preserving the places we love to explore. It will be a day of connection, inspiration, and action, emphasizing the value of nature and adventure in our lives.

More information HERE

1000 en un dia's IG account: https://www.instagram.com/1000enundia/

PARTNERSHIP

ANDRÉS BELTRÁN - Host

Live Shopping - Layer system

This content will be developed in a physical TNF point where we will have a member of the sales team and a host ambassador and athlete, where they will be communicating to customers what is the layering system, how it works, what features a product must have to recognize what type of layer corresponds. They will also highlight specific references of the brand that comply with this principle and possible combination options for different spaces and activities. An exclusive benefit for those who are connected will be mentioned.

Date: Thursday, November 23th.

Partner: Andrés Beltrán - Fuerza Natural.

Platforms: Instagram - Youtube - Spotify

SPONSORSHIP X EXCHANGE

The North Face will equip Andres with a waterproof jacket and a cap of brand, which will have visibility in the recording of the same and in subsequent content.

Online actions will be carried out (RRSS) TNF.

CONTENT:

• Photo carousel (4 photos) Product/technology and lifestyle. The content must be delivered during December / January to encourage the rotation of these references for the mid-year vacation break.

• Burst of 3 stories - Product/technology and lifestyle.

ACCIONES:

• Include in your Instagram profile @beltrandres88 naming us as follows @thenorthfacecol Ambassador visible for the duration of the sponsorship 2 months (November 2023 / January 2024).

• Digital mention discount code discount followers for Triclimate references.

Andrés Beltrán 's IG account: https://www.instagram.com/beltrandres88/

The brand will have visibility in Andres and Fuerza Natural's profile, which will increase our followers and boost sales of the reference categories and specific product references that correspond to each layer. On the other hand, it will generate specific content of the products of our Dryvent waterproofing category where we will give visibility to the technology, in addition to being visible and tested in different scenarios and natural environments. This will allow us to extend communication from a real experience the benefits of the technology and materials.

EVENT

THE ROCK MASTERS

Climbing Festival

¨THE ROCK MASTERS¨ Climbing Festival in its second edition promises a sports day full of emotions, surprises and great guests, in which children and adults will be able to be part of this second Rock Sport Climbing Open, with which it seeks to promote and activate more interest in this discipline both at the national and local level; specifically in the province of Chimborazo, in this way making it one of the mandatory points for the visit of national and foreign climbers, taking into account that it is surrounded by valleys and mountains such as the Coloso Chimborazo, the Altar, among others. , in addition to being the location of several areas popular with adventure sports lovers, such as Lluishi Hill located in Guano, which has more than 70 equipped routes, which hosted the first edition of our festival. , having more than 75 national climbers and international guests. This year La Chorrera de San Juan has more than 250 routes between sports and mixed; It will be the Official Headquarters of this second edition.

Another of the main objectives of ¨THE ROCK MASTES¨ is the raising of funds through the registration of participants in the competition, which will be used for the development of the sport and equipment for more routes in the Chorrera de San Juan areas. and in Guano; In addition to promoting the protection and care of these areas and also the development of Cleaning Mingas in the areas near the climbing routes and the entrances to the Chimborazo Fauna Reserve, it should be noted that this is a NON-PROFIT event.

With the fulfillment of these objectives and projects in the province, we hope to reach the goal so that more lovers of the practice of this and other disciplines can visit us and enjoy the incredible landscapes and experiences that it offers us.

Date: 2nd edition: 2 – 3 - 4 December

SPONSORSHIP

To participate and be an official sponsor, a benefit was given to registered people and prizes were given to the first 3 places in each category. The categories are the following:

CHILDREN

(mixed - children from 7 to 11 years old)

First place: 1 resolve sweater ($99, we have several in stock) + crayon kit (if available)

Second place: 1 purchase order $50 valid for children's product + crayon kit (if available)

Third place: 1 purchase order $30 valid for children's product + crayon kit (if available)