new balance marketing

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