New Balance
Brand Positioning
What Do They Sell?
- Shirts
- Socks
- Shorts
- Tank tops
- Sport Bras
- Sneakers (Athletic)
As well as other casual wear such as:
- Jackets
- Sneakers/Sandals/Boots
Logos and Slogans
NB Logo
NB Logo with Full Name
N Logo
(http://ca.complex.com/sneakers/2013/06/50-things-you-didnt-know-about-new-balance/)
Target Market
- The targeted age for New Balance would be people within the range of 16-40 years old.
- New Balance has merchandise created for the use of younger people (athletic and sporty)
- New Balance also sells products specifically made for comfort for older consumers
Psychographics:
- Athletic/healthy
- Cares for body well-being
Geographics:
- Products sold in 55 countries in the world
- The biggest market is in the U.S where the company originated
- "New Balance is the only athletic shoe manufacturer still making shoes in the U.S" (http://www.newbalance.ca/Inside%20NB%20Overview/inside-nb-overview,en_CA,pg.html)
- Appeals more to American consumers
Behaviourial/Usage:
- Merchandise can be worn everyday (shoes, shirts, etc.)
Promotions, Sponsorships and Endorsements
Promotions
Sponsorship
(http://www.newbalance.com/sports-hub---athlete-landing-page/)
Endorsements
Competing Brands
Nike
- Sells athletic wear and casual clothing
- Owns vast majority of the basketball shoe market
- Highest valued Sports brand of 2015
Adidas
- Globally successful company
- Great success in soccer marketing
- Ranked third in highest valued sports brands of 2015
Under Armour
- Great success in the United States
- Surpassed Adidas for footwear and apparel sales in the U.S
- Fourth highest valued sports brand of 2015
Reebok
- Not as successful as the other companies but more valuable than New Balance
- Recent drop in company value
- Still ranked 8th among the world's most valuable sports brands in 2015
(http://www.forbes.com/pictures/mlm45flmjl/the-forbes-fab-40-the-m/)
Perceptual Map
(http://www.newbalance.ca/Inside%20NB%20Overview/inside-nb-overview,en_CA,pg.html)
(http://marketrealist.com/2014/12/nikes-target-market-today-and-tomorrow/)
(http://www.bloomberg.com/news/articles/2015-03-06/why-can-t-reebok-get-fit-)
Positioning
Value Proposition
(http://www.newbalance.ca/Inside%20NB%20Overview/inside-nb-overview,en_CA,pg.html)
Works Cited
About Under Armour. (n.d.). Retrieved May 08, 2016, from
http://www.uabiz.com/company/about.cfm
Boudway, I. (2015, March 6). Why Can't Reebok Get Fit? Retrieved May 08, 2016, from http://www.bloomberg.com/news/articles/2015-03-06/why-can-t-reebok-get-fit-
Inside NB Overview. (n.d.). Retrieved May 08, 2016, from http://www.newbalance.ca/Inside NB Overview/inside-nb-overview,en_CA,pg.html
Sports Hub - Athlete Landing Page. (n.d.). Retrieved May 08, 2016, from http://www.newbalance.com/sports-hub---athlete-landing-page/
Strategy Overview. (n.d.). Retrieved May 08, 2016, from http://www.adidas-group.com/en/group/strategy-overview/
The Forbes Fab 40: The World's Most Valuable Sports Brands 2015. (n.d.). Retrieved May 08, 2016, from http://www.forbes.com/pictures/mlm45flmjl/the-forbes-fab-40-the-m/
Welty, M. (2013, June 12). 50 Things You Didn't Know About New Balance. Retrieved May 08, 2016, from http://ca.complex.com/sneakers/2013/06/50-things-you-didnt-know-about-new-balance/