Localization of New Balance brand marketing strategy for Chinese markets

Abstract

As a major international sport brand, New Balance Athletic Shoes Company was standstill after accessing to Chinese markets. The deviation in brand positioning and range selection has resulted in low sell-thru rate; the neglect on channel building and store image investment has resulted in a slow expansion. This thesis researched how New Balance Company can get success and how they find adopted strategy for the development of New Balance in China.

This thesis described the current situation of New Balance and its gap to leading brands by questionnaire and interview surveys. The paper also summarized the development of New Balance in the past in China and it is out-dated marketing strategy, so as to dig deep into its defects. By a thorough SWOT analysis, the thesis found out the point to break through the business bottle neck; by utilizing marketing STP tools, the thesis studied the segmentation of sport goods and found out the key ones. Jointly, the paper suggested at the end some feasible localization opinion in marketing strategies for New Balance in China.

To realize the New Balance localization in marketing strategy and in align with status quo, this thesis determined adoptable action plans in aspects like range selection, channel building, store image and market communication.

New Balance Company has faced a fierce competition in Chinese market. New Balance has made a correct localization marketing strategy but some problems should be solved. There are some suggestions, New Balance should enhance more sales channels and adopt the new media, insist in marketing localization, and promise the products reliably and improve the quality.