CH.7 Business Marketing

Timberlands Business Marketing is marketing themselves as the brand for the outdoors. Timberland has a very well established image and gets high recognition as a brand for outdoor activities and as well as being know as a work boot. Another big part of the timberland brand is its participation in outdoor awareness , Timberland know makes most of there products out of recycled material.

CH.11 Developing and Managing Products

Timberland has taken a new approach in the development of their products. Timberland now offers what they call a "nutrition label". The nutrition label gives consumers information as to where the product as been manufactured and its impact on the environment we live in today.This apart of Timberlands approach of product development.

CH.8 Segmenting and Targeting Markets

With Timberland being such an iconic brand who is well respected for its niche with is based around outdoors .Timberland target markets are based around a lifestyle which is the lifestyle of outdoors . Timberland is a brand that is know for its rugged outdoors work boot , and targets individuals who may participate or live the life of outdoor activity. Outdoor activities such as carpenter work or hiking Timberland provides the proper footwear for such activities.

CH.15 Marketing Communications

Timberland communicates with its audience  and customers through social media. Timberland has an active twitter account  that constantly  updates its followers of new and improved products , most of its older products and shares videos  and photos of the brand through its twitter account.

Here is the link to Timberlands twitter account :https://twitter.com/timberland

CH.10 Product Concept

Part of Timberlands main concepts of the Timberland product line called "Earthkeepers" is the impact the product
brings to the environment. Timberland is revolving its products now around recycled materials.


 “The idea is to put the most environmentally responsible materials possible into our products,” says Emily Alati, director of materials development for Timberland. “We created more and more material options to substitute for virgin raw materials where possible to meet this goal.”

http://responsibility.timberland.com/product/?story=1

CH.17 Personal selling Sales Management

Timberland is very versatile it  has made its way into  public relations by becoming a very iconic brand in fashion, music and hiphop. Timberland also associates its self with outdoors as a work wear boot.

CH.16 Advertising,Public Relations and Sales promotion

Timberland applies the following advertisement acronym with the company boots by the following:

A: The very popular bright yellow nubuck material gains consumers attention.
 I: Timberland sets the products at reasonable prices.
D: The durability and the ability for timberland boots to be waterproof makes the boot more desirable to consumers.
A: Consumers that are looking for comfortable footwear that is  very durable would normally make the choice to purchase a Timberland boot product.

CH.14 Marketing channels and Retailing

Timberland has various store a round the world. At an Timberland store you can find a various amounts of its  products from boots to outdoor apparel. Timberland bases most of the settings of there company stores on the outdoor theme , in the stores you may see a lot of wooden shelves and sort of a golden lighting to give the store this sort of outdoor feel.

CH.6 Consumer Decision Making

Timberland influences its consumer by constantly improving technology used in the materials the brand decides to produce. Timberland does this by creating a new light weight field boot for hiking also creating a new shoe boot thats light weight and fits like a sneaker but then adds  a thick rubber sole similar to a boot. Timberland influeneces there consumers by improving comfortability and durability.  

CH.5 Developing a Global Vision

Timberland was first introduced in the united states. It first started to gain its global popularity once it began selling in stores like Bloomingdales and Saks fifth Ave. Once it began being sold in these high fashion stores thats when timberland began to enter the high fashion world becoming this iconic boot gaining a global popularity around the world through fashion. Its a boot with extreme measures of versatility, a boot you may have seen the latest multi platinum selling hip hop artist or you local construction worker wearing on a regular basis. Timberland plans to open 130 more stores globally and bring its global store count to 360 by 2019.

http://www.zacks.com/stock/news/147698/vf-corps-timberland-outlines-revenue-targets-for-2019

CH.4 The Marketing Environment

when it comes to the marketing environment ,  Timberland is now choosing to target what is called "Generation Y" named the "Millennials"the target age group is 25-30 years of age. Timberland want its consumer to know the brand for more contemporary approaches dealing with its products. Most of Timberland consumers knows the brand for its outdoor work boot approach , now Timberland plans to market towards the more social night life casual attire.

CH.3 Ethics and Social Responsibility

In 2010 Timberland started the environmental  framework and a method of scoring of its global social compliance program. The measurement and monitoring for social and enviornmental compliance, it measures how effective a factory is in reducing its enviornmental impact. Timberland has a goal it would like to meet which is at a level of two. Level two means that all of Timberland factories have well established environmental management sytems in these following categories, chemicals , energy and ozone depleting substances and etc... Data shows that in 2012 Timberland was at 32%, 2013 shows 59.2% had scored level two or higher leading into 2015 leaving Timberland at 100%. Timberland is making very good progress in environmental performance.



http://responsibility.timberland.com/reporting/goals-and-progress/#csr-factory_environmental_perf











 

CH .2 Strategic planning for competitive advantage

Strategic planning is a game plan used by companies to achieve internal or external goals.Timberland is a very popular foot wear brand specializing in outdoor footwear such as boots. Since Timberland is mainly known for its specific niche in footwear such as boots part of  Timberlands strategic plan  has put into affect a campaign called Earth keepers. Earth keepers are a brand within its brand designed by the Timberland company to bring awareness to environmental issues. Timberland uses renewable energy in its production factories and technology called "green rubber" compound to make rubber outsoles with is more organic and the materials are recycled .Timberland has put forth a strategic plan to bring awareness to environmental  issues and a advantage to outweigh other competitive brands by making the Timberland brand more safe.



http://community.timberland.com/Earthkeeping-FAQs

CH. 1 Timberland brief history and Mission statement

Brief history : The Timberland  company is a very popular brand which brand name was  established in 1973 in Abington Massachusetts by a man named Nathan Swartz. In recent years the Timberland company was originally called the Abington shoe company. In 1986 the first Timberland store opened up for business in newport Rhode Island. In 1987 Timberland became the first boot company to broadcast on national television. Timberland later then partnered wit a company called "City Year Inc" located in Boston based on youth "urban peace corps" to support community service.

The Timberland company  Mission statement : According to http://www.timberland.com

"Our mission is to equip people to make a difference in their world. We do this by creating outstanding products and by trying to make a difference in the communities where we live and work".