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‡ AMBER JAIN
‡ DEEP SAGAR
SUBMITTED TO:- ‡ DISHA PANT
‡ RAJAT TRIPATHI
 
 


 ‡ SUCHITRA SAMADE
MFM 3rd sem.
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  §j 

‡ Type: Subsidy of Nike

‡ Founded: 1908 in Malden
‡ Headquarters: North Andover
‡ Industry: - sporting goods
‡ Products: Shoes, Apparel
 j
 

‡ Converse started in 1908 as the Converse Rubber

Corporation. Converse and first version of the All Star
basketball shoe was produced in 1917.
‡ In 1966 Converse responded to market forces and
began to introduce colored version. Basketball teams
had started to put colored shoe laces into their "Chucks"
and to dye the White version in their team colors.
‡ but having sold more than 500,000,000 pairs they have
certainly proved their worth over 90 years. The Chuck
Taylor All Star trainer has changed very little in all that
time, apart from perhaps the color, and it's absolutely
incredible that it should still be going strong - it is the
ultimate in retro trainers!
   
  

‡ Converse is a designer, distributor and marketer of high
performance and casual athletic footwear and apparel for men,
women and children. Converse brand is one of the most recognized
sports brands in the world. It has built a reputation as "America's
Original Sports Company" TM) and has been associated with a rich
heritage of legendary shoes such as the Chuck Taylor §R) All Star
§R). All Star is the best selling athletic shoe in history with hundreds
of millions of pairs sold worldwide. Converse products have been
worn by world-class athletes in most major professional sports. The
brand appeals to consumers of both performance and casual sports
products, which creates opportunities for us to market a broad range
of products across a wide demographic base.
‡ It also features a number of fan sites and blogs contributing to its
popularity and pervasive status.
 |

‡ Brand Equity is a set of assets §and

liabilities) linked to a brand¶s name
and symbol that adds to §or
subtracts from) the value provided
by a product or service to a firm
and/or that firm¶s customers.
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‡ Brand Equity improvement increases business

value and provides many strategic advantages
to your company:
‡ Positive brand equity allows you to charge a
price premium relative to competitors with less
brand equity.
‡ Strong brand names simplify the decision
process for low-cost and non-essential products.
‡ Brand names can give comfort to buyers unsure
of their decision by reducing their perceived risk.
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‡ Brand names are used to maintain higher awareness of
your products, and they provide for continuity when
companies are acquired or reorganized.
‡ Companies use brand equity to gain leverage when
introducing new products.
‡ The brand name is often interpreted as an indicator of
quality.
‡ Strong brand equity insures that your products are
considered by most buyers.
‡ Your brand can be linked to a quality image that buyers
want to be associated with.
‡ Higher brand name equity leads to greater loyalty from
customers.
‡ Strong brand equity is the best defence against new
products and new competitors.

 
‡ Brand name awareness
‡ Brand Associations
‡ Brand loyalty
‡ Perceived Quality
‡ Other Proprietary Brand Assets §e.g.,
channel relationships, patent, etc
 |   j 

‡ |   measures the accessibility of the brand in
memory. Brand awareness can be measured through brand recall
and brand recognition
‡     The benefits to positioning Converse as a
fashion brand brings with it the tremendous opportunity to produce
line and brand extensions
‡   
    This strategy also capitalizes on the
Converse brand equity. Chucks were basketball shoes; they just
didn¶t go high tech. Eventually, however, Converse did include
some performance features.
‡ |    include the new line of apparel by John
Varvatos. The benefit of this is that Converse has the opportunity to
sell more products to the same customers, as well as appeal to new
customers who otherwise might not have purchased the brand.
With the new apparel line, there is instant brand recognition.
‡ This performance basis should build on Converse tradition as a
comfortable, supportive shoe for everyday use and for playing use
while recognizing that it¶s not a high performance shoe.
 |
  
‡ Brand association is anything that is linked in
memory to a brand. The association reflect the fact
products are used to express lifestyles whereas
other associations reflect social positions, and
professional roles.
‡ These can be based o the following :

   
   
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 j  j  
     
 Celebrity association
‡ |

  Dwyane Wade has been given a
Converse signature shoes line to remind himself
of how far he's come
‡ j  is to be "honored" with his own
training shoe this year, 2008.
The Nirvana front man is to get a limited edition
j 
 shoe bearing his name, lyrics, writing
and signature to mark the brand's 100th
anniversary.
‡ The j  shoe is part of the trainer brand's
birthday celebrations
 |  j 

‡ Powerful Global Sports Brand with Broad Appeal.
The Converse brand is one of the most recognized sports
brands in the world and is recognized by over 83% of U.S.
consumers above the age of 15. Over its 100-year history, the
brand has demonstrated that it spans both the performance
and sports casual markets and has broad appeal to a wide
demographic ranging from teens to middle-aged adults.
‡ The century-old sneaker maker has been undergoing an
overhaul since it was bought by Nike. The new global VP for
footwear talks about the classic retro shoe.
‡ Say Converse sneakers to Baby Boomers or Generation X, Y,
and Z-ers and the reaction will likely be a nod of approval.
The brand, founded by Marquis M. Converse exactly a
century ago, has endured²with many ups and downs²as a
favourite of athletes, as well as creative types, by playing up
its upstart image.
 |
   j 

‡ Most young people probably think of them more as a
fashion statement than a basketball shoe
‡ Not only is Converse an old brand, it has strong
associations with basketball and famous players §the
Johnsons, Dr. J, etc.). Its dominant position in basketball
for so long is still a source of brand equity. Basically,
Converse invented basketball shoes.
‡ The new ads §that seem to be working) are aimed at
consumers not interested in hype and fancy features that
they don¶t use. In a sense, they are a return to the lower
price positioning that Converse chose years ago
‡ Converse is the basics!, this promotional theme is
consistent with the Converse brand.
  
 
‡ Converse produces wide range of sports
equipments.
  
‡ Converse is associated with sports
products and as with the changing time
people started wearing active attires as
casual fashion clothing to look more active
and sporty.
j
  
‡ Adidas, Reebok, Umbro, New Balance
  j

Converse positions its products in such a way as
to try to appeal to a ³youthful.... materialistic
crowd´. It is positioned as a premium
performance brand.
j  
Converse is an American shoe company that has
been making shoes since the early 20th century.
As of 1998, Converse also produces a wide
range of occupational safety shoes that
resemble their regular athletic shoes, by the
licensee Warson Group, Inc which is located in
St. Louis, MO.
 |  j 


‡ Powerful Global Sports Brand with Broad Appeal. The

Converse brand is one of the most recognized sports brands
in the world and is recognized by over 83% of U.S.
consumers above the age of 15. Over its 100-year history, the
brand has demonstrated that it spans both the performance
and sports casual markets and has broad appeal to a wide
demographic ranging from teens to middle-aged adults.
‡ The century-old sneaker maker has been undergoing an
overhaul since it was bought by Nike. The new global VP for
footwear talks about the classic retro shoe.
‡ Say Converse sneakers to Baby Boomers or Generation X, Y,
and Z-ers and the reaction will likely be a nod of approval.
The brand, founded by Marquis M. Converse exactly a
century ago, has endured²with many ups and downs²as a
favourite of athletes, as well as creative types, by playing up
its upstart image.
 | 

‡ Brand loyalty is defined as the repeat purchase

of a particular brand over time
‡ brand loyalty is an important strategic
consideration. First, in terms of marketing costs,
it is much less expensive to sell a product to a
current customer than it is to attract a new
customer. It is easier to sell a product to a
consumer familiar with the product than it is to
educate a potential consumer on the merits of a
product. Second, loyalty provides assurance that
a predictable level of sales will occur.
   

‡ Perceived quality can be defined as the customer's
perception of the overall quality or superiority of a
product or service with respect to its intended purpose,
relative to alternatives. Perceived quality is, first, a
perception by customers. It thus differs from several
related concepts, such as:
‡ Actual or objective quality: the extent to which the
product or service delivers superior service.
‡ Product-based quality: the nature and quantity of
ingredients, features, or services included.
‡ Manufacturing quality: conformance to specification, the
"zero defect" goal
DIMENSIONS OF PERCEIVED
QUALITY: THE SERVICE
CONTEXT

‡ 1. Tangibles
‡ 2. Reliability
‡ 3. Competence
‡ 4. Responsiveness
‡ 5. Empathy
   
 j 

‡ Converse is the everyman shoe; it inspires originality,
and that's why it's popular among kids who play in
garage bands.
‡ It is massively simple and has unbelievable attitude.
‡ They are like a canvas for self-expression. This idea is
nurtured by the organization. Converse is a "bottom-up
brand" that is adopted by consumers at a grassroots
level, compared to a "top-down" brand like Nike's
Michael Jordan line
‡ The core kid they are looking for is the "optimistic rebel"
who wants to be different, irreverent, and creative
‡ Converse brand has developed a reputation for athletic
excellence and innovation.
Thank you