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JWT Converse

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by

Amm Chirdkiatisak

on 18 December 2012

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Transcript of JWT Converse

Are
you
an optimistic rebel?

Brand Analysis
Different eras of the brand
What the brand is to global consumer
Brand Prism Timeline What the brand is to global consumers From Cultural Icons Brand Prism Niche vs Mass 1908
Born as Converse Rubber Shoe Company 1917
World's first performance B-ball shoe 1930s
Chuck's signature is added
to All Star ankle patch
Begins 35 year tour across the country 1935
Jack Purcell releases
a durable signature court shoe 1942
Shifts the production
to support war effort
A6 Flying boot worn by
the entire US military Market Analysis
Positioning
Channels
Niche vs Mass Summary of the issue
Strategy
Objective
Target Audience Communication concept proposal
Governing thought
Big idea
Process
Phase 1 2 3
Criteria for evaluation 1984
Official footwear sponsor of the
LA Olympics 1949
NBA is formed
Every play wears Chuck Taylor All Star sneakers 1921
Charles Chuck Taylor as
first player endorser 2003
Purchased by Nike 2006
Joined product RED 2008
100th Anniversary Hollywood Celebs Rare Vintage Collaborations Limited Editions What are the issues of Converse in Thailand? S W O T Iconic brand
Global recognition
Subsidiary brand of Nike
Shoe techniques Low end mass converse demonstrate low market share
Niche consumer passion is not felt by the lower end consumers
Products are defined by age and needs Retro look
Cult of converse Metrosexual trends
Growing competition for collaborative products
New innovative shoe techniques In a nutshell: There is a disconnect between the niche converse consumers and the grassroots. Reconnecting them helps leverage the brand image and thereby attracting young and dynamic consumers, resulting in higher market share the low end market. To nerds.. Different eras of Converse 20s 30s 40s 50s 60s 70s 80s 90s 2000 2010 Current Consumer
Response Brand
lead OBJECTIVE:

TO CREATE THE OPPORTUNITIES FOR DIALOGUE BETWEEN CONVERSE NICHE AND MASS CONSUMERS 1984
Official footwear sponsor of the LA Olympics 1949
NBA is established
Every play wears Chuck Taylor All Star sneakers 1921
Charles Chuck Taylor as first
player endorser 1935
Jack Purcell releases
a durable signature court shoe 2006
Joined product RED 2003
Purchased by Nike 1942
Shifts the production to support war effort
A6 Flying boot worn by the entire US military Cool Kids Consumer passion drives new distribution

"Anti-commercial" 2008
100th Anniversary Channels Governing Thought
Converse Brand must CONNECT the premiumness of the brand and the grassroots mass product lines in order to strengthen the brand's authenticity throughout, particularly reinforcing the engagement of the lower end consumers. BIG IDEA
Old School. New Star Phase 1 A vintage runway project

Theme:
Run like an athelet.
Endure like a soldier.
Style like an oldschool icon. Phase 2 Reach young and dynamic consumer

Increase brand engagement in low-end market

Increase perceived value

Embrace and take advantage of the vintage trends

Highlight brand identity/heritage, global and iconic status

Introduce the cult of converse Phase 3 An enduring choice of styles

Theme:
Converse was here Criteria for evaluation Brand positioning Converse product offerings exist in all 3 markets
Has less than 0.1% footwear market share, despite the low price point
Limited editions, co-branded items, collaborations play an important role in the niche market Source: Euromonitor Passport: Footwear in Thailand, September 2012 Appendix RETAIL PRICE min max
(In Baht)

Nike 1600 6500
Adidas 2990 8390
Puma 2300 4900
Reebok 2490 5990
Converse 1050 2600
Vans 1500 2950
K swiss 1500 2700
Le coq Sportif 1500 3990
Catepillar 3800 6800
Onitsuka 4400 11900 Target Audience: pre-teenage and teenage hipsters and their advocates rebels 4.3% STRATEGY A move towards Highly Community-driven Market Process Brand Analysis Market Analysis Library of styles
in a pop-up school bus + photobooth linked to social media

Theme: I am my oldschool icon. Niche Mass Masstige Jack Purcell

Premium (leather, wool,
zipper, studs)

Product RED

Chuck Taylor (limited)

All star (limited)

Sports Authentics

Skateboarding

Boots All Star Fresh colors

One star

(Sold in US and Japan) All star classic colors

All star others

(Made in Thailand) mass market
Thailand Agenda CONTEST OFFLINE & ONLINE BUZZ GEO-LOCATION BASED GAMIFICATION Converse Brand must CONNECT the premiumness of the brand and the grassroots mass product lines in order to strengthen the brand's authenticity throughout, particularly reinforcing the engagement of the lower end consumers. Communication Concept Proposal in mass market
Full transcript