2. 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
3. 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
5. 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
6. 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.
7. 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-
8. 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
9. 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
10. 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
11. Product strategy is like a
guideline which is useful
to know where you are
and where you want to be.
12. The product level of
New Balance is
augmented
The PLC management
system
The product mix:
1. product
line
2. product
width
3. Upmarket
13.
14. 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
15.
16. 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
17. 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
18. Innovation
and
Adapted Diversification
Marketing
Mix
Advertising
Success in International
Market