History of Converse - 3778 Words

Raffles College of Design and Commerce Strategic Brand Management Born in Basketball, raised by Rock and Roll Converse – A case study Nailton Oliveira 114MDA3530 April, 2012 INTRODUCTION Branding is, in fact, in the spot these days. They are everywhere. Brands decide where economy or fashion goes. Brands gives names to new actions, make the world even more global and are synonym of power. Knowing how to create a reputation of the company with accurate strategies and acknowledging the risks of it, can bring fame and success. It is part of a company’s capital and because of that it needs smart and strategic management so it can generate profits. Converse has an interesting example of strategic brand management. Converse†¦show more content†¦Nike maintained the brand, without changing the aspect of the shoe. Converse was the first athletic shoe marketed by Nike without bearing the Nike name. In my opinion, the purchase was a great deal for Converse. Since both companies were competitors but at the same time had a different core products (Nike was focused on the hard sports image and Converse in the retro-look style; Converse was known for its low prices, Nike’s could go to double of the price), the buying was the opportunity to Converse rebuild itself and gained the market it owns today. The chief executive of Converse at that time, Jack Boys, referred to the company s troubles and changes. Over the past two years, we have rebuilt and reinvigorated the Converse brand, Mr. Boys said. But our job is not done. Under Nike ownership, Mr. Boys said, Converse hoped to expand further internationally. It’s estimated that more than 60% of Americans own or has owned a pair of Chuck Taylor All Stars during their lifetime according to Hal Peterson. Because of the heritage and respect that Converse had built over the years, the brand maintains in the market till the present date. Different generations became fan of the shoes when they discover it. With more than 100 years in the market, that is very impressive. Converse knows how to adapt itself to the generation and to the demand of the new fans. As an example, in 2010, in attempt to draw the attention of young shoppers, evenShow MoreRelatedConverse : More Than Just Shoes1640 Words   |  7 PagesConverse: More than just shoes The Chuck Taylor or Converse as everyone knows them, are everlasting icons of American culture. Everyone wears chucks from James Dean in the 60’s to Michelle Obama now. The range of owners of converse is astounding. The range of use in converse is amazing. The Chuck Taylor has been named one of the most influential shoes of all time. Sixty percent of all Americans have owned a pair of Chuck Taylors at least once in their lives. (History) Converse was founded in 1908Read MoreConverse Inc Campaign in Kuala Lumpur, Penang and Johor1088 Words   |  4 PagesConverse Inc. is a designer, distributor and marketer of high-performance and casual athletic footwear and apparel for men, women and children. The Companys products primarily include athletic footwear distinguished by its sports classics, sports performance and sports lifestyle product categories. The sports classics footwear category includes the Chuck Taylor All Star, the Jack Purcell tennis shoe, the One Star court shoe and other authentic heritage products. The sports performance footwear categoryRead MoreConverse Target Market Worksheet Analysis1625 Words   |  7 PagesCONVERSE TARGET MARKET WORKSHEET ANALYSIS GEOGRAPHIC As the earliest sneakers,with over 100 years of history, Converse, a American shoe company, has been considered as one of the most popular shoe companies in the world. At present it has covered more than 125 countriesï ¼Å'which have selling Distributor, Licensee, or Agent, over The Seven Continents. Set up in America and soon pop in Europe . Following the war and Market saturated in America and Europe, also the Asia Rising,Read MoreNike s Offensive Competitive Advantage1206 Words   |  5 Pageshelp eliminate a rival in their same industry (Bethel University, 2017). This is the case with Nike acquiring Converse. Nike purchased Converse in 2003 at a price of $309 million dollars (Forbes.com, 2003). Converse kept its name and Nike expanded their portfolio through this acquisition, it helped them to diversify into a new market with their industry. Prior to the purchase of Converse, Nike’s first acquisition was a company called Cole Haan, they sold out to Nike in 1988 an d Nike later sold themRead MorePost Ww2 Aircraft Manufacturing Problems695 Words   |  3 Pagesthe need for the jet engine. Unlike the Air Force, the Navy had not encountered jet engine aircraft in combat yet. The Air Force in pursuit of superior air power and national security, was the greatest catalysts in aircraft advancements post WW2 (Converse, 2012). As advancements in the jet engine evolved, aircraft were flying faster and further. The need for stronger structural parts meant the need for new manufacturing techniques (Bright, 1978). II. Problem The problem is that airframe manufacturingRead MoreEssay on Sweatchop in Indonesia600 Words   |  3 Pagesand Bangladesh. Companies or corporations choose to do their manufacturing process in these countries because of the cheap labor, availability of productive workers and the lack of law on working conditions. Nike; a famous sport brand, has a long history with this ethical issue. The problem emerged in 1991, after â€Å"Jeff Ballinger publishes a report documenting low wages and poor working conditions in Indonesia† (Nisen 2013, p. Online). The workers were paid closest to the legal minimum wage with onlyRead MoreFashion: Following the Coolest Trends Essay780 Words   |  4 Pageswear sneakers and flats. Boys wear sneakers like Reebok, Sketchers, Nike, Vans, Converse, Fila and etc. Girls wear lots of shoes like flats, heels, sneakers, boots, and sandals/ slippers. The most worn brands for girls are Combat boots, Converse, Candie’s and Blowfish and etc. Most certainly girls have more types of shoes to decide on than boys. It is all based on the type of clothes you are wearing. In my opinion Converse is the best shoe to wear! Forth of all, for girls, fashion includes makeupRead MoreThe Study of Modern Greek Language1204 Words   |  5 Pagesare a host of reasons why I intend to integrate Modern Greek language into my program of study. The pharmacy profession is a diverse one, with a wealth of opportunities worldwide. I intend to learn Greek not only to deepen my understanding of the history of our field, but also to promote my ability to work with different cultures in a diverse community. Learning Modern Greek will be essential for me to transfer my skills, if I so choose, to a pharmacy position in Greece. Currently, the Greek pharmacyRead MoreGod, And The Arguments Of His Existence929 Words   |  4 Pagescreation. What if it is really by mere chance and probability? We can’t even prove that God doesn’t exist. We only really know what we experience. Can a mere mortal really handle the whole of creation? Let’s think about this for a second. In all if history repeats itself can we really pick one person to take over? Can we imagine how things would be different? Would anything be truly different? Would it be better or worse? Can you fathom the idea that dogs have 3 eyes or turtles with wings? How differentRead MoreNikes Athletic Footwear Products1659 Words   |  7 Pagesinclude Jordan Brand Designs, Hurley, and Converse brands. ââ€" ¦ Jordan Brand Designs distributes and licenses athletic and casual footwear, apparel and accessories predominantly focused on Basketball using the Jumpman trademark. ââ€" ¦ Hurley designs and distributes a line of action sports and youth lifestyle apparel and accessories under the Hurley trademark. ââ€" ¦ Converse designs, distributes, and licenses casual sneakers, apparel and accessories under the Converse, Chuck Taylor, All Star, One Star, Star Chevron

Case Study (Wipro Technologies Europe a) Essay - 1366 Words

Case study 1. The Background of the Case Wipro technologies are a company focused on the software and information technology service division as a part of the Wipro group whose header quarter located in Bangalore, India (Wipro Technologies Europe A, 2015). Nandy as the director of Sales and Marketing in Europe started the European operation in London as the headerquarter for Western Eurpoe and he was an Indian with the Indian and American working experiences (Wipro Technologies Europe A, 2015). As a global company, Wipro’s European sales, marketing and project management staff were exclusively Indian expatriates with a short time in Europe (Wipro Technologies Europe A, 2015). These staffs couldn’t build good relationships with the†¦show more content†¦It is useful to reduce the power distance between the employer and employees. Secondly, in the uncertainty avoidance Nandy made the Indian employees participate in the hiring of locals and in suggesting where locals would be most useful, which can lower the uncertainty in the current staffs’ minds threatened because of the new members to some extent (Wipro Technologies Europe B, 2015). At the same time, Nandy made a clear division of responsibilities for the different employees based on the India and Europe (Wipro Technologies Europe A, 2015). For example, the European should build the favourable relationship between the clients and India-base Wipro people, so this is an effective measure to decline the uncertainty in the European business (Wipro Technologies Europe B, 2015). Thirdly in the Individualism vs. collectivism part Nany emphasized the collectivism and stressed on the team work because all sales and customer interactions in Wipro’s operational model involved team interaction (Wipro Technologies Europe B, 2015). In addition, he worked with the Indian team to have an open attitude to their European counterparts and this is a good idea to make the team similar with each other (Wipro Technologies Europe B, 2015). At the same time, Nandy had built the 30/70 percent on an average and he gave 30 percent on site with the consumer to a localShow MoreRelatedAnalysis of eBusiness Solutions Providers: IBM, Wipro Technologies, Samsung1038 Words   |  5 PagesCritical Thinking and a Democracy Society E-business solutions Introduction The convergence of the Internet and emerging technologies has drastically changed the way companies do business. Most companies are looking for a way to understand the mission-critical challenges they are facing as a result of the e-business revolution. In its simplest terms, e-business (electronic business) takes key business processes and transforms the way a company does business by making efficient and cost-effectiveRead MorePorters 5 Forces2478 Words   |  10 Pages Porters Five Forces analysis for IT industry Wipro Technologies is a global information technology (IT) services company. It provides custom application design and development, IT consulting, systems integration, technology infrastructure out sourcing, software products and BPO services. Michael Porters Five Forces Model looks at five key areas- the threat of entry, the power of buyers, the power of suppliers, the threat of substitutes, and competitive rivalry. Threat of new entrants: NewRead MoreWipro Strategy3070 Words   |  13 PagesExecutive Summary Wipro was started as Western India vegetables Products Limited in the year 1945. Eventually the company diversified into various businesses. This Report is written as a part of academic project in which, the strategy employed by Wipro Technologies has been studied and understood through various sources on the web. The industry analysis for IT services using Porters Five Force Model has been explained in detail. The report also, in detail, documents the Milestones, SWOT analysisRead MoreWipros Hr Strategy7823 Words   |  32 Pages INTRODUCTION Wipro Limited is a $5 billion Indian conglomerate. According to the 2008-09 revenue, Wipro is the second largest IT Company in India. Wipro Ltd has interests varying from information technology, consumer care, lighting, engineering and healthcare business. Azim Premji is the Chairman of the board. Wipro technologies provide integrated business, technology and process solutions on a global delivery platform. Wipro employ 100,000 people across 56 nationalities. Wipro Limited was incorporatedRead MoreProject on Wipro13311 Words   |  54 Pages PROJECT REPORT ON SERVICES OFFERED BY WIPRO LTD. SUBMITTED IN THE PARTIAL FULLFILMENT FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION 2008-2011 UNDER THE GUIDANCE OF Mr. JATIN VAID FACULTY, MAIMS SUBMITTED BY: BHUWAN GUPTA Roll No.:9311 Batch No. –BBA 3rd Semester (2nd Shift) Maharaja Agrasen Institute Of Management Studies Affiliated to Guru Gobind Singh Indraprastha University, Delhi. PSP Area, Plot No. 1, Sector-22, Rohini, Delhi-110086 SELF DECLARATION I, BHUWAN GUPTARead MoreTalent Management by Wipro3233 Words   |  13 PagesMANAGEMENT COMPANY NAME : WIPRO [pic] COMPANY PROFILE Wipro (an acronym of Western India Palm Refined Oils) started as a vegetable oil trading company in 1947 from an old mill at Amalner, Maharashtra. It was founded by Azim Premjis father. He repositioned it and transformed Wipro (Western India Palm Refined Oil Ltd) into a consumer goods company that produced hydrogenated cooking oils/fat company, laundry soap,  wax  and tin containers and later set up Wipro Fluid Power to manufactureRead More16 Things Every International Student Should Know About Insead Essay1362 Words   |  6 PagesCorporation, founded INSEAD, an acronym for the French name for the â€Å"European Institute of Business Administration,† in 1957. Location: INSEAD has three campuses—one each in Fontainebleau, near Paris, France (Europe campus); Singapore (Asia campus); and Abu Dhabi, UAE (Middle-east campus). The Europe campus is located on the edge of the Forest of Fontainebleau, near the town center. In 20 acres, it accommodates 29 lecture halls, two restaurants and a bar, a bookshop, and a gym. Students have a varietyRead Moreâ€Å"an Environmental Protection Tool: Green Marketing Its Effect on Consumer (Buying) Behavior†3247 Words   |  13 PagesGREEN MARKETING? It is really scary to read these pieces of information as reported in the Times recently: Air pollution damage to people, crops and wildlife in US. Total tens of billions of dollars each year. More than 12 other studies in the US, Brazil Europe, Mexico, South Korea and Taiwan have established links between air pollutants and low birth weight premature birth still birth and infant death. As resources are limited and human wants are unlimited, it is important for the marketersRead MorePorter Five Forces Analysis10195 Words   |  41 Pageschanges in the intensity of competition and is going through turbulent transformation. Companies are relooking at their strategies and are desperate for growth. The entrenched position of the Indian market leaders in IT industry like TCS, Infosys, Wipro, CTS, Tech Mahindra; The changing environment demands fresh thinking to gain the cutting edge advantage. This paper attempts to look at the various macro and micro environmental factors operating in the industry using. The model of strategic analysisRead MoreMass Customization in Apparel Industry6705 Words   |  27 Pagestalks about why we should look at this business strategy and how thi s concept has evolved over a period of time. There are many apparel footwear players adopting this concept but at intermittent stages. The prime drivers of mass customization are technology, supply chain transformation and organizational restructuring. There has been major advancement on technological front starting from taking customer’s measurement through body scanning, to product development and finally to deliver the right kind

Lifestyle free essay sample

Ideally, the key segments selected would have high product penetration and would contain the highest proportions of hea^y users, indicating greater volume potential, a healthy position for the brand or brands under consideration, and favorable brand attitudes. This tpe of ideal situation would make the selection of target segments quite easy. Unfortunately, this ideal situation seldom occurs in reality. The authors experience with life style segmentation has shown that there tend to be three basic results in relationships between life style segments and the marketing data.First, two or three life style segments account for 60% or more of the total business in that category. This means that these segments (types of people) are crucial to success or failure in the category. They are the ones who need to be appealed to, reached through the media, and concentrated on in marketing. Second, a number of segments contain important levels of hea^ users of the category, and a few segments are relatively unimportant. We will write a custom essay sample on Lifestyle or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Here one needs to go beyond the consumption data to examine the relative positions of the brands. Where is a brand strong and where is it weak?If a brand profile matches the heavy-user profiles by segments, then the task becomes one of maintaining the current position and perhaps expanding it. It may be that the segments where a brand is weak are different people with different needs, which might suggest a second brand. If, on the other hand, a brand profile does not match the heavier-using segments very well, there is a need to determine how to capture some business from those segments where competition is doing much better. Third, there are no significant differences in 36 Journal of Markeling, January 1974 onsumption among the segments, but definite attitude, product function, and life style similarities exist between groups of segments. In addition to providing input into the who of a marketing plan, life style segmentation often provides insights into the amount of concentration in a market: how difficult conversion of nonusers might be, the potential role of promotion, and the potential role of new products. For example, in one product categor it was quite evident that ever; brand except one was targeted at the same life style segment. Although important, this segment comprised less than half of the users. Here was an instance where a marketing opportunity existed to target a new brand or reposition an older one at the other, less-concentrated segments.The author is aware of one situation in which life style segmentation was particularly useful in basic media strategy, when an important segment appeared to be more print-oriented and a light daytime television viewer. Using the demographics of that life style segment, further analysis of Life style segmentation is useful because it provides a unique and important v iew of the market. It begins with the people—their life styles and motivations—and then determines how various marketing factors fit into their lives. This perspective often provides fresh insights into the market and gives a more three-dimensional view of the target consumers. This article has described the theory underlying life style segmentation, a two-step analytic process, and uses which have been made of the data. This unique and detailed knowledge of consumers has been a useful input to marketing and advertising planning for many of the companies that have been involved in life style segmentation studies. 9. How Nestle Uses Psychographics, Media Decisions.