View
3.238
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Marketing Class Converse Case Study with related topic of Products, Services and Brands
Citation preview
070060023 ÖZGE DUMAN070060162 GÖZDE UTAR070070029 MUSTAFA HATIPOĞLU
CONVERSE: WE LOVE YOU
CHUCKS
HISTORYFounded in 1908 in North Reading, Massachusetts by Marquis
Introduced in 1917 “Converse All Star “
Renamed in 1923 the “Chuck Taylor ( known as Chucks)”
Introduced in 1923 the first Chucks
Wore extremely in 30s, 40s,50s and 60s
HISTORY Started to product by the early of 1980s tennis and running shoes Was official shoe of NBA early 90s
Had changed its strategy by 1993 Cancelled in 1992 “Made in USA.” label Nike bought it in 2003 Signed with Dwyane Wade an agreement in 2005 for 7 years
Some of Converse Celebrities
“They are everywhere”
SWOT ANALYSISSTRENGTHS
Strong Brand Name Affordable Endorsed by famous stars Official shoe of NBA Wide variety of colors and shoes Very creative and different fashion styles Created eloborately in the laborataries by designers, engineers and biomechanics experts Has talented designers Manufacturing men’s and Woman’s clothing, “product development”
SWOT ANALYSISWEAKNESSES
Focusing on a particular segment of people
Basic shoes
Deforms easily
Antiestablishment image like skateboarders from public
Using wrong stars for advertisements such as Dr. J.
SWOT ANALYSISOPPORTUNITIES
Nostalgia, retro, punk rock trends
Street kids wearing on the streets
Reflecting antiglobalization perspective.
Secondary firm of Nike
SWOT ANALYSISTHREATS
Strong competitors in the market like Nike (26%) and Reebok (23%)
Secondary firm of Nike
Losing treasured “ Made in USA” label
Unpleasured old guard of Converse
QUESTION 1:
What are the core,actual and augmented product benefits of the Converse Chuck?
THE TREE LEVELS OF A PRODUCT
CORE BENEFITS
Core benefits indicate the fundamental level of what a product
really provides to its customers. It can also be named as core problem
solving benefits answer the question of ‘’what is the buyer really buying?’’
When we examine the converse chuck they are basic shoes usually with
canvas lace ups and rubber covered toes. In the perspective of customers converse chucks are not shoes they
get freedom to walk on outside by the difference of wearing converse.
ACTUAL PRODUCT BENEFITS
Actual product benefits
include features, design, packaging, brand name and
quality level. All together these benefits support the
core benefits to satisfy customer. Actual product benefits carry product far
more than just being a problem solving.
Features: At the birth of converse they are basic shoes after the takeover of the Nike Converse has become focused on fashionable styles.Design: Generally black, white and red rubber toes, a blue label on the back “Made in USA” after Nike 12-people design team workPackaging: basically not applicable just shoe boxesBrand Name:”Converse All Stars” known as “Chucks”Quality: Basic shoes and also qualified by NBA
AUGMENTED PRODUCT BENEFITS
Augmented product benefits involve that installation, warranty, delivery and credit after sale service. Converse offers additional customer services to satisfy its consumers. It allows customers to design their own converse.
QUESTION 2:
When Converse outsourced production of its shoes to India,it entered into a licensing arrengement. What are the benefits and risks of that action? Do you think it has helped or hurt the company? The brand?
BENEFITS OF ACTION
1.Cost Reduction2.The possibility of utilizing cheaper labor cost3.Possibility of getting into new markets easily4.Less promotional effort for Indian markets5.Increase productivity by restructuring itself
RISKS 1.The loss of “Made in USA label leads to an uncomfortable situation in the organization2.Possibility of emerging new competitors “imitators”3.Uncertainties about new manufacturing place4.Change of organizational structure “resistance”5.New product line All stars 2000 can be a “venture”
COMMENT ON ACTION
Although sending manufacturing to India
poses considerable risks All Stars 2000 collection
has become successful. It has helped company to recover a little bit. The
brand also renewed by the All Star 2000 collection
QUESTION 3:
What are the sources of brand equity for both Converse and Chuck Taylor All Stars?
Official shoe of NBA
Kurt Cobain and famous stars wear it
Accepted by all social classes
Have loyal costumers who don’t wear any sneakers except for Converse
Make the foot relax
Before 1990: “Made in USA”
A lovemark
Sponsoring Olympics
Retro trend and punk rock movement
Affordable
QUESTON 4:
Analyze the Nike-era direction of Converse. (a) Assess the benefits and risks of the fashion and performance strategies individually, and of the combined two-tiered approach. (b) What targeting and positioning would you recommend for the Converse brand in the future?
Before Nike to rescue, company had 180 employees and the sales of 185
millon dollars. ‘Dying brand’Nike observers believed that Converse
should become a second tier brand.
Nike raises promotional expenses from $4 million to $17 million in 2005
However, Exeter Brand Group filled that gap which is selling cheaper shoes
Wal-Mart and Target.
The popularity of Converse in basketball areas was falling down until Nike signed agreement with Dwayne Wade under the “Wade” collection
and then gained its popularity again with promising sales.
Wade bundled with a special edition of the classic Converse Pro Leather. This
idea comes from “Dr. J” Erving
Benefits:
Market share increased
Wide range of Converse types enable costumers to choose comfortably
12 person design team improves quality and enlarges the models
Entering into clothing fields can be benefical because of reaching much
more costumers.
Risk:
Old fans of Converse dissatisfied with the new image .There is a possibility of losing Chuck Taylor customer base.
Comments&Recommendations
After Nike takeover of Converse Converse brand has gone under substantial change
and became more fashionable therefore possible targets for Converse should be
Upper class society who responses more pricey models correctly
Tennis players and athlets :Main focus just basketball players
Converse In Turkey
1987: Conteks has the selling license of Converse
4th in Europe (After France, Italy, Germany)
Target Market: Teenagers15.000 sales in 20011.300.000 sales in 2007
THANKS FOR LISTENING