Analysing the Market - Competitors

Product-

Timberlands is well known for its boots and outdoor footwear, both women and men have similar options for boots and shoes although it seem women have more choice as there are varied heels and hights of shoes. The functionality of Timberlands is long lasting, reliable, weatherproof footwear however Clarks specifies particular features such as Gore-Tex, Active Air etc. In terms of functions Timberlands footwear offer their name as security for customers.

Picture A

Price-

ORDINARILY- Timberlands offers products at various prices but they tend to be over the £100 mark where as competitors offering the same quality start their prices at £20/30 and lead up to higher prices when they incorporate more features.

SALE- Even on sale items there is still a significant price diferencce between Timberlands and Clarks, their offers are sometime equal in percentage but the price it is brought down to is the price of a new pair of shoes offer by competitors such as Clarks. It seem that their products are for buyers that can afford footwear at luxury prices, even in a sale.

Place –

STORES- Timberlands is a worldwide company with stores in the UK, US, France, China, Malaysia etc. Its stores are located on city high streets and follow the same design, usually they incorporate warm colours and wood, to making their stores recognisable globally. Their competitors Clarks also have stores around the world but their design is not as welcoming to customers, making Timberlands more appealing to new customers.

Picture E

ONLINE- The list of options on the Timberlands website is specified only to types so it’s easy to differentiate what they offer in comparison to other websites. However the process for finding footwear suitable for you requires a lot of scrolling down pages and time, something that busy customers don’t have. If you compare it to the Clarks website where you can specify size, price, features colour etc. before you even begin browsing shoes and boots, the timberlands website, although aesthetically pleasing, is not as simple for customers as other websites.

Picture D

Promotion-

ADVERTS- Timberlands have memorable adverts sometimes laced with humor such as their advert showing a man being chased through a forest by a bear, a boar and wolves followed by the slogan “IF YOU’RE NOT FAST YOU’RE FOOD”. Their advertising campaigns are designed for adults, with clever witty ideas behind them surrounded by a outdoors theme to target their main buyers. The clarks adverts are much more elegant for showcasing their female shoes much more than their male shoes. Timberlands advert stands out and would be more appealing to men rather than women and their competitors clarks, as is the case with mose shoe retailers, tend to focuse their adverts on a female audience.

Picture F

BANNERS- Timberlands also features interactive banners on their website, so if they have a new rage or an offer website visitors can click on it and be navigated to the right page. This is helpful for first time buyers who don’t know what footwear they want, it helps to showcase the product Timberlands is currently excited about. Other websites have these banners too but they tend not to as busy as the Timberlands banner and don’t have explanations making the Timberlands banner much more helpful.

Conclusion-

It would seem people choose Timberlands for the name and their heritage rather than price or features. However the promotions that Timberlands use are expert at pinpointing their audience and helpful for customers. Their global recognition adds to the security of ther brand name, it make customes feel secure knowing they have a brand trusted around the world. Its well known name and clever advertising makes timberlands stand out from the crowd so if you want secure outdoor boots or a fashion statement Timerlands is the right place for you.

References:

Timberlands (2012) Picture A, D, F  [Online Image]. Available from: http://www.timberlandonline.co.uk/on/demandware.store/Sites-TBLGB-Site/default/Default-Start?gclid=CP2l0vaKmrUCFSbMtAodan4AKg [Accessed 01/02/13].

Clarks (2012) Picture A, E, F [Online Image]. Available from: http://www.clarks.co.uk/?cm_mmc=google-_-trademark-_-tm%20-%20hvk%20-%20exact-_-%5Bclarks%5D&tmcampid=8&tmad=c&tmplaceref=google_desktop&tmclickref=%5Bclarks%5D [Accessed 01/02/13].

Queensgate Shopping (2012) Picture C [Online Image]. Available from:  http://www.queensgate-shopping.co.uk/shops/shoes-boots/clarks [Accessed 02/02/13].

Brent Cross(2012) Picture B [Online Image]. Available from: http://www.brentcross.co.uk/shops/footware/timberland [Accessed 02/02/13].