Effective targeting:Ĭonverse has created a multi-generational marketing strategy, every generation has owned a pair or two of Converse shoes at one point of their life. The Chuck Taylor shoe that was created in the year 1932, took over the footwear industry.Ĭonverse now a brand that can be worn anywhere and anytime and has transcended beyond sports to more fashionable footwear that has unlimited potential to go with every outfit. Since the inception of the brand, Converse has inspired consumers to design their own shoes and achieve the highest level of self-satisfaction and comfort. The unique symbol of the star was very famous among consumers around the world.Ĭonverse was also very popular for its canvas shoes. The All-Star shoe was one of the major product of the company. The shoe company was started in the year 1908. Their products are identified by a star and this brand logo has been incorporated in most of the products.Īdvertisements Competitive advantage in the Marketing strategy Converse Brand equity in the Marketing strategy ConverseĬonverse has revived the old classic vibes of the eighties and this has made it more attractive to the younger generation and this branding strategy has helped Converse gain more market share. In the USA they are extensively available on Walmart stores and Payless stores. Converse plans to open more stores across major cities in India. The shoes are widely available through online stores like Amazon and Flipkart. It has used the direct-to-consumers strategy in the domestic and international market and has been available in factory stores, retail stores, multi-brand stores, and websites. In the United States itself, it has more than seventy-five retail stores in the United States. It uses a multi-channel approach to make products available to consumers. Distribution in the Marketing strategy of ConverseĬonverse has the number of exclusive stores located in major cities and it also sells the products through the number of channels. The Chuck product ranges targets the mid and upper range income groups.Ĭonverge has proved to be one of the most important investments for Nike so in the BCG matrix, Converge comes under the star category. They also offer a unisex range to the customers. In reference to the segments mentioned above, The Chucks brand has been used to target the two age groups ranging 13-19 years of age and also the Entry-level professionals between the ages 20-35.Ĭhucks have been designed to target both male and female consumers and different have different patterns for both. Under psychographic segmentation, Converse targets the Aspirers the materialistic, acquisitive and the image conscious people.Ĭonverse has also analyzed people’s activities on the web and targeting the behavioral segments like the fashion interested, outdoor sports enthusiasts, etc. The income has also been divided into no income (students) and people who are middle and upper class. Under demographic segmentation, the age group has been divided into three parts, and they are under 13, 13-19 age group, 20-35 age group and Above 35. The converse is the first shoe company to claim that it came up with the concept of self-expression and their shoe brand Chucks enjoys this status in the market. Segmentation targeting and positioning in the Marketing strategy Converse The brand will have an established presence in Asia, South America, and Africa with restaurant locations being found within the top 25 major cities on these continents.īy saturating the world’s most populous metropolitan cities, taco bell will be the most recognizable Mexican food brand in the world. Taco Bell will grow into the largest fast food provider of Mexican style cuisine in emerging markets. O give people the opportunity to express themselves through their Converse shoe.” They are best known for selling shoes as well as clothing and their brand identity is identified with a star Vision : Our hope is that we provide the same shoes that our owner’s father wore for cross country in 1965, and his grandfather wore to play stickball in the streets of Philadelphia in the ’30s. Our MISSION is to deliver personal service to our customers knowing that soon we will become friends. Competitive analysis in the Marketing strategy of Converse.Competitive advantage in the Marketing strategy Converse.Brand equity in the Marketing strategy Converse.Distribution in the Marketing strategy of Converse.BCG matrix in the Marketing strategy of Converse.Segmentation targeting and positioning in the Marketing strategy Converse.
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