new balance marketing
DESCRIPTION
KOOKMIN UNIV., 2012, Spring semesterTRANSCRIPT
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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
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• Revenues: $1,730,000,000 • Total Employees: 4,570
worldwide • Key people: William J. Riley, founder
Jim Davis, ChairmanRobert T. DeMartini, CEO &President
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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.
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Minor Goals and Objectives
Moving Forward/Giving Back
Moving Forward Together and Investing in People
Moving the Environment Forward
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Marketing Mix
PRODUCT PLACE
PROMOTION PLACEMENT
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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)
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Growth-share Matrix (BCG)
Stars Question Marks
Cash Cows Dogs
High Low
Low
High
Relative market share
Relative Marketgrowth
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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
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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
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BRAND DEVELOPMENT
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BRAND DEVELOPMENT
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PRICING STRATEGIES
Material
CostsCompetitors’
Price
Prototype
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MASLOW’S HIERARCHY OF NEEDS
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THE RISE OF NEW BALANCE
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VS
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JUST DO IT!
LET THERE BE LIGHTEST!
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FACTORIES
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Q&A
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THANK YOU