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Marketing Plan (Converse "All Star" Shoes)
Transcript of Marketing Plan (Converse "All Star" Shoes)
Converse "All Star" Shoes By: Angelo Jasa Marquis Mills and Chuck Taylor
"Our company was organized in 1908 fully believing that there was an earnest demand from the retail shoe dealer for a rubber shoe company that would be independent enough not to follow every other company in every thing they do” (Converse.com and Mills)
First a basketball shoe and then headed towards another market.
Nike buying the company in 2003
its (Converse) fiscal year ending May 31; Converse's 2002 revenue was $205 million” (USA Today July 2003).
Competitors include: Vans, Adidas, and other "casual" shoe companies. Executive Summary and Environmental Summary Strength
Historical Reputation and American Icon
Department stores and online and retail shoe stores
Economy (filed bankruptcy)
Conversion of Weakness to Strength
Other company interests
Competition from other shoe companies
They have functionality
Conversion of Threats to Opportunity
Back to the foundations
Comparisons of Strength and Opportunity S.W.O.T Analysis Go back to its foundations as a product.
"Our product strategy is to celebrate the 'then', leverage for the market now, and frame the future with a full range of products" (Hoke, Bloomberg Business Week).
Create more opportunities for other artistic companies, musicians, performers, etc.
Eventually, expand their target market to not just artists and teenagers. Marketing Objectives Target Markets:
Teenagers and young adults.
Price: Outlets versus Retailers
Promotion: Advertising in the music industry and other mediums
Distribution: Channel B: (Producers, Wholesalers and Consumers) and Channel C (Producers, Wholesalers, Retailers and Consumers)
Competitive Forces: Vans and Adidas, similar styles
Economic Forces: Nike Marketing Strategies Going back to the foundations
Creating a wider target market
Create All Star Converses for the young business professional.
Converse started to create basketball shoes for this generation.
Create competition between other shoe companies
Off Peak seasons and holidays: 20% off the second pair.
Non Price Competition:
Product and Quality. Marketing Implementation Continue working under the Nike company
Raise the stakes in style and personalize for the consumer
Seasonal buys for Black Friday and the Back to School Season
Continue advertising their product to their largest target market, teenagers. Conclusion and Evaluation Bibliography "Converse." Converse. Converse. Web. 11 Apr. 2012. <http://converse.com/About/>
McCarthy, Michael. "Nike Laces up Converse Deal." USA Today. Gannett, 9 July 2003. Web. 11 Apr. 2012. <http://www.usatoday.com/money/industries/retail/2003-07-09-nike-converse_x.htm>.
Dukcevich, Davide. "Converse Loses Its Footing." Forbes. Forbes Magazine, 21 Jan. 2001. Web. 11 Apr. 2012. <http://www.forbes.com/2001/01/22/0122converse.html>.
Jantsch, John. "Converse All Star Is Stuff That Works." Small Business Marketing Blog from Duct Tape Marketing. Duct Tape Marketing, 26 Feb. 2012. Web. 11 Apr. 2012. <http://www.ducttapemarketing.com/blog/2012/02/26/converse-all-star-is-stuff-that-works/>.
"New Marketing Strategies for the Chuck Taylor." Marketing Chucks in Today's World. Web. 11 Apr. 2012. <http://chucksconnection.com/marketing.html>.
"Converse's All Star Image." Bloomberg Businessweek. Bloomberg Businessweek, 25 Apr. 2008. Web. 11 Apr. 2012. <http://www.businessweek.com/innovate/content/apr2008/id20080425_383266.htm>.