TACTICS
4 P´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
The price of the drink will be
between €2.5 and €3
(depending on the point of
sale), which has been
established in relation to the
prices of the main
competitors, and to the
survey carried out.
Promotion
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
4 C´s
(Lauterborn, 1990)
Consumer
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
Communication
Convenience
4 E´s
(Epuran et al.2015)
Experience
Exchange
Evangelism
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.
Everyplace
Thanks to the distribution
strategy of the main
competitors, and the data
collected from the survey
carried out the points of sale
in which The North Drink will
be found will be; specialized
sports stores, The North
Face stores, supermarkets
(retailers and wholesalers),
 internet (website of the new
firm and The North Face)
and other selected points of
sale (such as stalls in
mountain stations).

CAMPAIGN 1: Advertising at the point of sale and merchandising. The North Face shops.

Concept:

This campaign will use communication techniques like as merchandising and advertising at the
point of sale to target the company's customer persona, Millennial men, with informational
messaging and brand content.

The campaign entails:

One of the most important goals when releasing a product is for it to be well received by the
market, which is judged by sales. The North Drink will leverage its primary brand and physical
stores to meet the sales target and market share established in, as well as offer the new brand
notoriety and exposure, resulting in an increase in sales. The North Face has five locations
across Spain, each of which will have a dedicated space for the promotion of the new brand.
There will also be screens in these areas where consumers will be informed about the
advantages of our drink for athletes (information messages) and themes on the preservation
of natural places, all of which will contribute to the corporate goal, which is linked to the vision
and brand values. Aside from these establishments, Spain has another 200 The North Face
places of sale, which are split between outlets and authorised distributors, where the firm will
stock shelves with the drink, assisting in the sales goal.