Published by MBA Skool Team, Last Updated: January 30, 2019
Marketing Strategy of Timberland analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Timberland marketing mix, help the brand succeed in the market.
Timberland marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Timberland Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Timberland marketing strategy can be explained as follows:
Timberland is one of the most prominent apparel brands in the world. Its marketing mix product portfolio is divided into Boots and Outerwear for men, women and kids. In the Men’s Shoes, Timberland includes Hiking boots, 6’’ and above, Winter, Mid-calf, Dress shoes and Winter shoes. Women’s shoes include 6’’, heels, winter, mid-calf, slip-ons and ankle boots. It also has a wide variety of shoes for kids of various colors and sizes. Many of the shoes have features like waterproof, sensoroflex comfort system, anti-fatigue, insulation, etc which adds a lot of value in the product. The outerwear collection from Timberland includes shirts, jackets, fleets, light-weights, vests, field jackets and bomber jackets as well. Timberland also sells watches, glasses, sunglasses and leather-made products.
Timberland Price/Pricing Strategy:
Below is the pricing strategy in Timberland marketing strategy:
Timberland prices its products competitively.
The prices of men and women’s footwear vary from $50 to just more than $200, depending upon the quality, durability and features. The various styles offer different price ranges as per the trends. The kids’ footwear collection ranges from $50 to $150. Its prices are approximately between Clark’s shoes and Ugg’s boots, which is in accordance with their cost of production and quality. The men’s wear ranges from $50 to $200 and women’s wear ranges from $100 to $250. The prices are slightly on the higher side as it targets the upper middle class segment, who prefer premium quality and are less sensitive to prices.
Following is the distribution strategy in the Timberland marketing mix:
Timberland promotes itself as complete sports brand with a diverse, ye-to-be-improved portfolio. The quality is decent, which is why it does not target a lower income groups. Its showcases itself as a outdoor use brand, be it sportswear or footwear. Timberland is primarily spread across regions in U.S, Canada and U.K.
The footwear is sold in special retail outlets in Latin America, Europe, North America, Asia, South Africa and Middle East.
Timberland Promotion & Advertising Strategy:
The promotional and advertising strategy in the Timberland marketing strategy is as follows:
Timberland utilizes its high turnover to invest in a good sales force in terms of quality and quantity. It can also enhance its in store displays to offer a better customer experience. It has a decent online presence, with engaging content on social media platforms, specially Facebook. It needs to reinforce its brand image because it is in a transition stage after its merger with VF Corporation. Hence this completes the marketing mix of Timberland.
Timberland is a U.S. based manufacturer and retailer of apparel, accessories and footwear. With VF Corporation as its parent company, it encourages customers to purchase its products for outdoor use. Jeffrey Swartz is the Chief Executive Officer who held this position in 1998. Its headquarters is in New Hampshire. Its forte is shoes, although it has expanded its product line tremendously. It is the market leader in rugged shoes category and is a well known brand in U.S.A. , U.K.
and Canada. Despite its financial status, it has not been able to expand globally.
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