THE OUTDOOR BOOT YOU WEAR YOUR WAY

Presented bySage Ratner & Dominique Falcone

THE BIG IDEA“TIMBS.

THE OUTDOOR BOOT YOU WEAR YOUR WAY.”

BACKGROUND:The Timberland Company is an American manufacturer and retailer of outdoor wear. Founded in 1918 by Nathan Swartz, it has now become to “go-to” apparel and foot wear company for men and woman. As a company, it has won many awards like “100 Best Companies to Work For”, “100 Best Corporate Citizens”, “World’s Best Sustainable Stocks”, and many more.

The famous Timberland boot for men was introduced to the market in 1973. It wasn’t until 1990 that a women’s boot was developed. Timberlands are now a versatile shoe not only for outdoor use but also for fashion.

PRIMARY RESEARCH:For our primary research, we interviewed friends and peers

who own Timberlands, themselves. In addition, as wearers of Timberlands ourselves, we put in our opinion on the brand but

made sure to say unbiased.

Gabrielle French (21 year old college student)- “I love my timberlands! I don’t only use them as snow boots but I also wear them when I go out on the weekends too. Paired with leggings

and a flannel- you’ve got the perfect, rugged styled outfit.”

Melissa Cook (21-year-old college student)- “I actually just purchased my Timberlands this year. As a more feminine girl, I obviously had to buy the pink ones. The good thing too is that the pink ones support breast cancer and the Susan G. Komen

Foundation.”

SECONDARY RESEARCH:We kept The Timberland Company logo in our advertisements as

well as the overall “feel” of the brand.

GOALS AND OBJECTIVES:1. To increase overall awareness of the brand

2. To increase sales among women by 20%This will be executed through magazine advertisements and

our Instagram contest

TARGET MARKET:Our target market is woman 18-24. We feel as though this is a

good range because they are ages when women are in the prime of their time, experimenting with different looks and styles. We

want our consumers to feel powerful, trendy, and confident in their boots.

This is Marisa Bella. She is a 19-year-old undergrad at NYU. She is a music major and on the varsity basketball team. On the weekends she enjoys DJing

for her friends at local clubs. But while hustling from class to practice through the trendy streets of Manhattan she wants to stay both stylish and comfortable.

That’s why she slips on her Timbs!

This is Jessica Capasso. She is a 24-year-old grad student at Cornell University studying Nutritional Sciences. She lives in a 2 bedroom apartment

with her boyfriend in the local town of Ithaca which is notorious for snow. She bought him a pair of Timbs for his birthday, but loved the sleek look of them so

much, she bought a pair for herself to add to her trendy outfits.

STRATEGY:

WILD CARD:

PROCESS WORK: