New Balance Strategy Essay

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New Balance position strategy will be on the design and the price of the brand. College students are interested in sneakers that are in style at an affordable price. Compared to other brands, New Balance has one of the lowest prices in the sneaker industry. In order to improve their products, New Balance will focus on getting to know their consumers ' wants and needs. Therefore, by New Balance focusing on upgrading the style and lowering the prices, the IMC campaign will focus on changing college student’s perspectives on New Balance products.

Campaign Goal and Program Objectives The goal for this IMC campaign is to create a new brand image in the minds of the college student. The brand image is going to be based around affordable …show more content…

The main channels of distribution will be the Internet and Television. Since the college market dedicates most of its free time to spending time on the Internet, Public Relations will be very important. Television ads on networks such as ESPN and MTV will be necessary. Streaming services such as Hulu, Amazon Prime, YouTube and HBO GO will run ads when possible. Billboard ads on highways or main roadways near a school campus that will really catch the eye of a passerby. Newspaper and magazine ads will not be neglected but will have a limited periodical run, such as before a main sports season, or weather change is about to begin. This will increase the likelihood of a possible consumer seeing a product right when they are getting ready to workout in the new season, or begin a new sport and need a new pair of shoes, cleats, etc. Social Media posts will be a main focus of the brand moving …show more content…

Following a one month introductory run of BOGO, New Balance shoes will return to their normal price, but with the caveat that 20% off coupons will be sent out via e-mail and standard mail to the customers who initially took advantage of the first offer (and provided their address and information at checkout) as well as through the periodicals of sporting goods stores to attract potential new customers. This will allow the company to both demonstrate value and build loyalty, thus enticing potential customers to make repeat

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