• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
New  Balance Final
 

New Balance Final

on

  • 10,834 views

 

Statistics

Views

Total Views
10,834
Views on SlideShare
10,816
Embed Views
18

Actions

Likes
3
Downloads
0
Comments
0

1 Embed 18

http://www.slideshare.net 18

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    New  Balance Final New Balance Final Presentation Transcript

    • Key Facts : - US based company Founded by William J . Railey. Mission Statement – To become worlds leading manufacturer of high performance athletic and active life style products operating in a socially responsible manner. Market share is 11.6% in US.  Website ranking is 7/10 from Google Ranking. Its ranked 78k on Alexa
    • Nike is the market leader in US, Adidas distant No.2 and New Balance closely follows it at No.3.  Very competitive market, with a range of $15 - $200.  Market growth is pegged at 5% annually  Market can be segmented by age.  All companies except NB
    • Source – www.newbalance.com
    • Place Product Promotion Placement • NB has its • Uses cutting • Has entered • corporate, c own outlets edge into several atwalk, spor and also technology licensee t, student, f supplies to and invests agreements un large heavily in and tie-ups runner, busy retailers research with moms, vega companies. ns. • It has • First shoes introduced company to • spends 7% • Shoes the get shock- on supplied are revolutionar absorbers in advertising of superior y EDI the shoes. quality and • Associates system to mid price with events enhance range ($60- such as distribution. $179) marathons
    • Strength Weakness R&D Quality Presence in Overseas Strong Market presence in Market. US Design Distribution system In store Promotion Relationship with retailers Alliance and partnership Brand Positioning. SWOT Opportunity Threat Entry into New Intensive Markets. Competition. Mid Age Market And overseas Segment. competition.
    • Designing and manufacturing process to maintain quality & standard of products Designing start with customers preference exceeding the customers need. Distribution & Partnership create good point of sale-
    • Direct to retailer and reach through out the location. Making good partnership by increasing their profit margin-EDI Reached the distributor to major retailer-Foot locker, champs , sport authority Faster replacement hence
    • Taking benefits of distribution and existence brand Get market share in different segment which has created more sales-Franco apparel, eyewear's design , moretz sports Product portfolio management by introducing product life cycle
    • Changing preference and demographic profile of customer. Availability of quality products and changed of external environment. People who are targeting psychologically they are young but chronologically old. Trial-Tested- functional
    • Product strategy is like a guideline which is useful to know where you are and where you want to be.
    • The product level of New Balance is augmented The PLC management system The product mix: 1. product line 2. product width 3. Upmarket
    • The following differentiation of New Balance from other market leaders such as Nike and Adidas are:  Superior Quality  Perfect Fit( six to eight different widths)  Mid price Range  Technologically
    • Branding is the major issue in product strategy. Developing brand requires a great deal of long term investment. Global branding is behind the success of a company , its all about how to manage a brand successfully and adding value to the brand
    • New balance is the functional brand which meets the need of everyday athletic and believe on total customer satisfaction. Brand positioning: New balance major target market is senior athletes and selective customers who believe in function over fashion. Brand Extension Line Extension Co Brands
    • Innovation and Adapted Diversification Marketing Mix Advertising Success in International Market