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New Balance case study: Using universal values to target Seniors
Company Profile, January 2005, 236  €


Description

IntroductionThis report on New Balance forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors.
Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.Reasons to PurchaseGain insight into the methods used by important industry players to give them a competitive edgeIdentify specific areas for operational improvementsCapitalize on the knowledge of experienced companies when entering a new niche or market


Sommaire
 
ABOUT DATAMONITOR
 
2
 

 
WHAT IS THIS REPORT ABOUT?
 
3
 

 
LIST OF FIGURES
 
5
 

 
INTRODUCTION
 
6
 

 
CASE STUDY
 
7
 

 
Company Background
 
7
 

 
New Balance has a successful ageless approach
 
7
 

 
Universal values
 
8
 

 
Neutral imagery
 
9
 

 
Channel management
 
9
 

 
No celebrity endorsement
 
10
 

 
Communicate to Seniors effectively
 
10
 

 
CONCLUSIONS
 
12
 

 
RESEARCH METHODOLOGY
 
13
 

 
RELATED RESEARCH
 
14
 

 
List of Tables
 

 
Figure 2: Ageless images from the New Balance marketing campaign
 
8
 

 
List of Figures
 

 
Figure 1: New Balance logo
 
7
 

 
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