new balance (2) 23may03

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1、NewBalanceHKPRFocusOutline23May2003SWOTanalysisStrengthsCompellingproductsarangeofshoesidealforalltypesofrunnersReputationasa“runner’sshoe”Shoesandkitssuitablefornon-runnerscanexpandtargettolifestyletodrivesalesLonghistoryDistributionchannelsinHongKong

2、(andAsia)IMGagencySWOTanalysisWeaknesses-StemmingfromlackofbrandawarenessThinpresencePriorlackofvisibilityinHongKongNo“flagship”shoeTooUS-centric;lackoflocalisationManycompetitorsbetterknownNotitlesponsorshipeventLackofhighprofilesponsoredathletesNeedtol

3、everagedistributorsbetterSWOTanalysisOpportunitiesCantakeadvantageof“runner’sboom”formarketgrowthPositionasaleaderinfootwearforseriousrunners/triathletes,recreationaljoggers,andgymexercisersChancesforsponsorshipofeventsandathletesCantarget“lifestyle”mark

4、etSWOTanalysisThreatsSofterdemandduetoHongKong’seconomicdownturnImpactofSARSonlifestyle,eventsandeconomyLongerandstrongerpresenceofcompetitorsProgrammeObjectiveBrandbuildingEnhanceawarenessofNewBalancePromoteselectedproductsSupportsalesTargetAudiencePrim

5、arytargetsSerious/competitiverunnersTriathletesGeneralexercisingpublicIntermediateaudienceRunningclubsSportsassociations-HKAAA,HKTA,SDB,LCSDistrictsPublicationsHKRunner,ActionAsia,lifestylepublicationsHashHouseHarriersConsumerNeedsDriversforbuyingrunning

6、shoes:ComfortPerformancePriceBrandRecreationalpreferences/trendsProgrammeStrategiesPositionNewBalanceasaprofessionalfootwearproviderfortheseriousathlete-itsprimarytargetaudienceEducatethetargetaudienceaboutbenefitsandimportanceofwearinggoodqualityfootwea

7、rforrunningWorkinNewBalancemessagesBuildconnectionswithintermediateaudiencesandleveragetheirresourcestosupport/endorseNewBalanceCangaincollateralexposuretowiderpublicProgrammeElements“NewBalanceRunningforFunandHealth”CampaignCanfitinto“Nisforfit”themeSup

8、port/sponsorshipofclubevents;showcasenewmodelsatstart/finishofraces;NBshoesandkitsasprizesSupporttheHKAAAcalendarthroughprogramme-donations,participation/sponsorshipinkeyeventsSponsorshipoflocalathletesYouthfocus-“NewBalan