Converse Chuck Taylor Presentation
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Converse was founded in 1908 and introduced the Chuck Taylor sneaker in 1917 which became popular with basketball players. In the 1970s, Converse's popularity among athletes declined but the brand transcended into fashion. Today, Converse aims to be a "retro-modern" brand that signifies individuality for young adults aged 18-25. The presentation outlines strategies to raise brand awareness through partnerships, an art initiative, and experiential marketing like mobile "kiosks" to achieve a 30% increase in consumer demand and purchases.
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Converse Advertising Campaign DEC
This document provides an overview and marketing plan for Converse shoes. Key points include:
- Converse was founded in 1908 and introduced the Chuck Taylor shoe in 1917.
- The target market is men and women ages 16-30 who want fashionable, trendy shoes.
- The marketing objectives are to increase awareness of Converse and allow more consumer engagement.
- The advertising strategy will use celebrity endorsements and focus on Converse's history and culture to appeal to trendsetters.
- The media strategy will use print, television, outdoor, and social media placements in urban areas to reach the target audience.
Converses
Converse was founded in 1908 and introduced the Chuck Taylor sneaker in 1917. It became extremely popular during the 1930s-1960s. In the early 1980s, Converse started making tennis and running shoes but remained best known for Chucks. Nike acquired Converse in 2003 and pursued a two-tiered strategy of fashion and performance shoes. This increased Converse's market share and sales but risks losing old fans preferring the original Chuck Taylor brand image.
Converse- ALL STAR
Converse began in 1908 as a rubber shoe manufacturer in Massachusetts. In 1917, they introduced the first modern basketball shoe, the All Star. Chuck Taylor joined Converse in 1921 and had his signature added to All Stars in 1923. During World War II, Converse shifted production to make boots and protective gear for soldiers. The company's star logo represents the dog star Sirius and has become their iconic brand symbol over many decades.
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The document provides a history of the Converse brand and Chuck Taylor All Star shoe. It discusses how the brand was founded in 1908 and introduced the All Star basketball shoe in 1917. Chuck Taylor became a salesman for Converse in 1921 and promoted the brand. Over 800 million pairs of Chucks have been sold. Converse produces various shoe lines and has expanded into clothing and accessories. It was purchased by Nike in 2003 who has adopted both fashion and performance strategies to grow the brand globally.
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Converse is rebranding to focus on its roots in sneakers rather than shoes. Its new "Old School Meets New School" campaign will feature NBA stars from the 90s and today in viral video ads across social media. The goal is to leverage athletes to create an association between Converse, basketball, and build customer loyalty by including purchase links in the ads. The target audience is young people, and the strategy will use 3 different 30-second ads each week for 3 weeks on various platforms to promote the Converse brand over individual products.
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This document provides an overview and marketing plan for Converse shoes. Key points include:
- Converse was founded in 1908 and introduced the Chuck Taylor shoe in 1917.
- The target market is men and women ages 16-30 who want fashionable, trendy shoes.
- The marketing objectives are to increase awareness of Converse and allow more consumer engagement.
- The advertising strategy will use celebrity endorsements and focus on Converse's history and culture to appeal to trendsetters.
- The media strategy will use print, television, outdoor, and social media placements in urban areas to reach the target audience.
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Converse was founded in 1908 and introduced the Chuck Taylor sneaker in 1917. It became extremely popular during the 1930s-1960s. In the early 1980s, Converse started making tennis and running shoes but remained best known for Chucks. Nike acquired Converse in 2003 and pursued a two-tiered strategy of fashion and performance shoes. This increased Converse's market share and sales but risks losing old fans preferring the original Chuck Taylor brand image.
Converse- ALL STAR
Converse began in 1908 as a rubber shoe manufacturer in Massachusetts. In 1917, they introduced the first modern basketball shoe, the All Star. Chuck Taylor joined Converse in 1921 and had his signature added to All Stars in 1923. During World War II, Converse shifted production to make boots and protective gear for soldiers. The company's star logo represents the dog star Sirius and has become their iconic brand symbol over many decades.
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The document provides a history of the Converse brand and Chuck Taylor All Star shoe. It discusses how the brand was founded in 1908 and introduced the All Star basketball shoe in 1917. Chuck Taylor became a salesman for Converse in 1921 and promoted the brand. Over 800 million pairs of Chucks have been sold. Converse produces various shoe lines and has expanded into clothing and accessories. It was purchased by Nike in 2003 who has adopted both fashion and performance strategies to grow the brand globally.
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Converse is rebranding to focus on its roots in sneakers rather than shoes. Its new "Old School Meets New School" campaign will feature NBA stars from the 90s and today in viral video ads across social media. The goal is to leverage athletes to create an association between Converse, basketball, and build customer loyalty by including purchase links in the ads. The target audience is young people, and the strategy will use 3 different 30-second ads each week for 3 weeks on various platforms to promote the Converse brand over individual products.
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The document provides an overview of the history and marketing strategies of the Converse brand. It discusses how Converse was founded in 1908 and introduced the Chuck Taylor shoe in 1917. It then summarizes Converse's expansion into other footwear categories and its acquisition by Nike in 2003. The document also includes a SWOT analysis of Converse, identifying strengths like its strong brand name and affiliation with the NBA, as well as weaknesses such as focusing on a particular segment. It discusses both the benefits and risks of Converse outsourcing production to India and Nike's dual fashion and performance strategies for the brand.
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Converse Chuck Taylor Presentation
- 2. History of Converse • 1908 - Marquis M. Converse starts the company • 1917 – World’s first performance basketball sneaker debuts – the Converse All Star • 1923 –Converse adds Chuck Taylor’s signature to the All Star® patch • 1949 –Virtually all pro players are wearing Chuck Taylor All Star shoes • 1970’s -Converse's popularity among sports stars decreased dramatically • 1980’s + Converse transcends from sport to fashion
- 3. Who Converse Became • The shoe morphed into a symbol of counter- culture and rose above the shoe industry trends to embody the idea that owning a pair of Chucks is like owning a piece of history.
- 4. Converse Commercial • Invisible Game
- 5. Who They Want to Be • “Retro-modern” • Declare ownership of the old-school essence • Signifies a group that stand for individuality.
- 6. Competition • Vans • Diesel • Puma • KangaROOS • Nike • Addidas
- 7. Target Market • Men and Women 18-25 years of age • Income: $0-$30,000 • Geography: Urban areas and surround communities. • Education: In college or entry-level professional
- 8. Media Consumption • Incredibly tech savvy • Frequent users of mobile phones • Target remains loyal to specific television programs
- 9. Meet Cole “Yeah you could say I’m a Converse wearer. Got my first pair of Chucks when I was in grade school and I’ve been wearing them ever since.”
- 10. Purpose Our purpose is to invoke individual creative expression through footwear.
- 11. Vision
- 12. What Converse Stands For
- 13. Brandscape
- 14. Why are They Unique WE ARE… The only shoe manufacture That sells self-expression in footwear For young urbanites (and those following in their footsteps) In mainly the United States Who long to be part of a community that triumphs individuality In an era of increasing conformity
- 15. Objective MARKETING OBJECTIVE: Raise consumer awareness and demand by 30 percent. CONSUMER OBJECTIVE: Purchase Chuck Taylor’s each time they walk into a store with the intent to buy a pair of shoes.
- 16. Brand Community • Shoe Stores • Department Stores – Target Clothing Line • Boutique Stores – Sailor Jerry’s • Tattoo Parlors • Art Galleries • Social Marketing Groups – RED/AIDS Awareness • Concert Venues
- 17. Advertising • Tonality: Casual, Cool, Classic. Be playful but maintain a relaxed aesthetic. Don’t try too hard. • Theme: Unity. Wearing Chucks means you are part of the retro-modern sub- culture.
- 18. Partnerships • Concert Sponsorships • Art Galleries • Vintage T-shirt Company • Denim Company
- 19. Brand Extension
- 20. ECO-SNEAKS CONVERSE CHUCK TAYLOR STREET-HUGGERS A line of footwear known for its use of "green" sustainable materials such as Bamboo, Jute, and Cork.
- 21. Point of Difference • Distribution network - “kiosk” selling strategy. • “Chuck Trucks” • “The Art of the Chuck Taylor”
- 22. “The Art of the Chuck Taylor” • The Art of the Chuck Taylor is a design initiative where anyone can transform their pair of Chucks into works of art. • This is a nationwide hunt for creativity and is open to everyone from fulltime artists to simply those with a creative flair.
- 23. Consumer Experience Kiosks Purchase Personalize Chucks via online store Have tattoo parlors/boutique shops give 10% discount on services for those who purchase. Chuck Trucks Bystander purchases shoe on street Patron is given discount code to Converse website on next new purchase Art Galleries Those who purchase Chucks receive the ability to get 50% off their next buy on the Converse website
- 24. Budget • $10,000,000 account • 80% Media: 8,000,000 • 20% Creative: 2,000,000 *Further division of media is yet to be determined. • Agency is to receive retainer fee.
- 25. Synopsis Converse once stood for athletic footwear. Now the brand has developed into a fashion statement for the retro- modern sub-culture prevalent in today’s generation. WE ARE CONVERSE