TACTICS

4 P´s 4 C´s 4 E´s

(McCarthy, 1960)
Product
The new drink from The
North Face will be a product
made from natural
ingredients (unlike our main
competitors) and will be
bottled in fully recyclable
packaging.
Price
(Lauterborn, 1990) (Epuran et al.2015)
Consumer Experience
Unlike our biggest
competitors, The North
Face's new isotonic drink will
be focused on athletes in
mountain environments (just
like the main brand). These
will be targeted both in their
place of residence (Large
inland cities), and in the
places they travel to perform
these sports.
Cost Exchange

Promotion Communication Evangelism

The promotion of the
product will be in
accordance with the
individual consumer, so they
will receive advertising both
in online media (supported
by the main brand) and in
offline media (ski resorts,
The North Face stores,
etc...). On occasion, special
promotions will be created
that bring the brand of
isotonic drinks closer to the
clothing brand The North
Face.
Place
The new brand will interact
closely with its consumer,
with the aim of creating a
deep connection between
brand and customer so that
they feel the new drink as
"the main soft drink for
mountain athletes"; always
connecting the brand with
the missions and values of
the main company.
Convenience Everyplace

CAMPAIGN 1: Alpine ski world cup sponsorship

The North Face's first marketing plan campaign will be a B2C one and will take the shape of
sponsorship of the next Alpine Skiing World Cup, which will be contested in Andorra in 2023
(REFERENCE). Andorra and the championship are an ideal venue to advertise the new product
due to its proximity to Spain and the fact that over two million two hundred thousand Spanish
visitors visited the principality each year prior to the epidemic (REFERENCE).

The event's sponsorship will aid in the achievement of some of the plan's objectives. First and
foremost, this activity will promote the new isotonic drink in order to meet the communication
objectives, as the guests are generally athletes or members of the brand's target market (men
in their 30s who travel to places of nature with the purpose of consuming sport). In addition,
numerous actions will be carried out at the event itself to support the corporate objectives,
with the goal of channelling the brand to The North Face's mission and values.

Actions at the event include:

- Posters throughout the Grand Valira station (where the tournament will be held)

- Free samples of the new drink at various food stalls throughout Andorra

- A stand near the world cup venue where attendees will be given advice on mountain
environment preservation as well as given samples of the new drink

- Advertising pieces across the location where the competition will be held

- Raffle of The North Face items among individuals attending the world cup, which they will be
able to enter with the purchase of the drink

- Artist recruitment for the post-final event