2. Key Facts : -
US based company
Founded by William J . Railey.
Mission Statement – To
become worlds leading
manufacturer of high
performance athletic and active
life style products operating in
a socially responsible manner.
Market share is 11.6% in US.
 Website ranking is 7/10 from
Google Ranking.
Its ranked 78k on Alexa

3. Nike is the market leader in
US, Adidas distant No.2 and
New Balance closely follows it
at No.3.
 Very competitive
market, with a range of $15 -
$200.
 Market growth is pegged at
5% annually
 Market can be segmented
by age.
 All companies except NB

4. Source – www.newbalance.com

5. Place Product Promotion Placement
• NB has its • Uses cutting • Has entered • corporate, c
own outlets edge into several atwalk, spor
and also technology licensee t, student, f
supplies to and invests agreements un
large heavily in and tie-ups runner, busy
retailers research with moms, vega
companies. ns.
• It has • First shoes
introduced company to • spends 7% • Shoes
the get shock- on supplied are
revolutionar absorbers in advertising of superior
y EDI the shoes. quality and
• Associates
system to mid price
with events
enhance range ($60-
such as
distribution. $179)
marathons

6. Strength Weakness
R&D
Quality
Presence in Overseas
Strong Market presence in
Market.
US
Design
Distribution system
In store Promotion
Relationship with retailers
Alliance and partnership
Brand Positioning.
SWOT
Opportunity Threat
Entry into New Intensive
Markets. Competition.
Mid Age Market And overseas
Segment. competition.

7. Designing and
manufacturing process to
maintain quality & standard
of products
Designing start with
customers preference
exceeding the customers
need.
Distribution & Partnership
create good point of sale-

8. Direct to retailer and
reach through out the
location.
Making good partnership
by increasing their profit
margin-EDI
Reached the distributor to
major retailer-Foot
locker, champs , sport
authority
Faster replacement hence

9. Taking benefits of
distribution and existence
brand
Get market share in
different segment which has
created more sales-Franco
apparel, eyewear's design
, moretz sports
Product portfolio
management by introducing
product life cycle

10. Changing preference and
demographic profile of
customer.
Availability of quality
products and changed of
external environment.
People who are targeting
psychologically they are
young but chronologically
old.
Trial-Tested- functional

11. Product strategy is like a
guideline which is useful
to know where you are
and where you want to be.

12. The product level of
New Balance is
augmented
The PLC management
system
The product mix:
1. product
line
2. product
width
3. Upmarket

14. The following
differentiation of New
Balance from other market
leaders such as Nike and
Adidas are:
 Superior Quality
 Perfect Fit( six to eight
different widths)
 Mid price Range
 Technologically

16. Branding is the major issue
in product strategy.
Developing brand requires
a great deal of long term
investment.
Global branding is behind
the success of a company
, its all about how to manage
a brand successfully and
adding value to the brand

17. New balance is the functional
brand which meets the need of
everyday athletic and believe on
total customer satisfaction.
Brand positioning: New balance
major target market is senior
athletes and selective customers
who believe in function over
fashion.
Brand Extension
Line Extension
Co Brands

18. Innovation
and
Adapted Diversification
Marketing
Mix
Advertising
Success in International
Market