new balance marketing
DESCRIPTION
KOOKMIN UNIV., 2012, Spring semesterTRANSCRIPT
New Balance: A brief history
• New Balance, is an American footwear manufacturer based in Boston, Massachusetts
• It was founded in 1906• New Balance product available
in over 120 countries
• Revenues: $1,730,000,000 • Total Employees: 4,570
worldwide • Key people: William J. Riley, founder
Jim Davis, ChairmanRobert T. DeMartini, CEO &President
MISSION STATEMENT
Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host.
Minor Goals and Objectives
Moving Forward/Giving Back
Moving Forward Together and Investing in People
Moving the Environment Forward
Marketing Mix
PRODUCT PLACE
PROMOTION PLACEMENT
SWOT
Core Strengths: •brand name,
•quality product, •global recognition
Weakness:too many types of product and performance
Opportunities:sales and profit growth, line and
brand extensions, market penetration,
product development
Threats:external
environment (Economic conditions,
сcompetitors)
Growth-share Matrix (BCG)
Stars Question Marks
Cash Cows Dogs
High Low
Low
High
Relative market share
Relative Marketgrowth
PORTER’S 5 FORCES MODEL
Competitors
Treats of New Entrants Bargaining Power of Buyers
Treats of substitutesBargaining Power of Suppliers
License contract with E-Land till 2020
ImitationsRelatively Low
Vs E-mart
S T P
Segmentation
Positioning
Targeting
Young ones who want s shoes as a fashion item.
Athletes and general people who enjoys sport.
Young men and women in 20s and 30s.
Customers who are looking for Running shoes & tennis shoes.
Customized service – US993 & US574
BRAND DEVELOPMENT
BRAND DEVELOPMENT
PRICING STRATEGIES
Material
CostsCompetitors’
Price
Prototype
MASLOW’S HIERARCHY OF NEEDS
THE RISE OF NEW BALANCE
VS
JUST DO IT!
LET THERE BE LIGHTEST!
FACTORIES
Q&A
THANK YOU