converse案例分析PPT

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1、国贸一班：郑雅丽周丽明杨亚哲李珊珊MakinglifeConversedBrandIntroductionQuestionsDiscussionwheretogo?Part1BrandIntroductionThehistoryofConverse1908Conversebeganhisjourney1923AllStarChuckTaylorwasonthestageofhistory1986ConversewasboughtoutbyInterco1993Conversechangedhisstrategyin

2、tofashion2003ConversewasboughtoutbyNikePart2QuestionsDiscussionWhatarethecore,actual,andaugmentedproductbenefitsoftheConverseChuck?augmentedcoreactualaugmentedMeettheneedsofpersonalityProvidedifferentseriesofshoesSupplyqualityassuranceandreturnservice2.WhenCon

3、versesourcedproductionofitsshoestoIndia,itenteredintoalicensingarrangement.Whatarethebenefitsandnegativesofthataction?Doyouthinkithashelpedorhurtthecompany?Thebrand?Benefits:Negatives:2.Expandoutput3.Focusondesign1.Reducecosts1.Indirectlycontrolthequality2.Mor

4、emoneyonimprovingthesupplychannels3.Whatisthesourceofthebrandequity?4.WhatshouldNikedo?ShoulditgosecondtierwithConverse,positionitasafashionstatement,developitasaperformancebrand,orsomethingelse?Defendyourposition.TopositionitasafashionstatementPart3wheretogo?

5、BrandStrategyAstrongreturntotheclassicInnovationinmaterialsanddesignStrengtheningshopfashionsenseCreateanetworkofoutletPublicitystrategyThankyou!