Group members: 1. Tam May Kay 156486 2. Tey Siew Eng 157319 3. Nor Aseken Ahmad 157872 4.

Nashaqilla Norlee Rosslee 158142 5. Chay Ling Ling 160054

New Balance has bolstered their international reputation by opening a store in Beijing, China. Experiences Stores built by the New Balance in China. What are the specialities that New Balance brings that make it differ from others sneakers brands? Retail mix as the strategy implant by the New Balance to penetrate the China market. Risks and problems that New Balance faced in China to expand their market.

1906 - Founded by William Riley as the New Balance Arch Company; manufactured arch supports and orthopaedic shoes. "New Balance" - the chicken's three-clawed foot resulted in perfect balance. 1956 - Paul Kidd bought the company, continued to sell mainly arch supports until 1960. In 1972, New Balance was purchased by James S. Davis. The company consisted of 6 people making 30 pairs of Trackster running shoes each day and selling products mostly through mail-order.

Uphold the company's traditional commitment to individual preferences, customer service and quality products. Boston become an attention area in the 1970s. Their product line expanded and sales grew rapidly. Today, New Balance reigns as the industrys fit expert and the premiere manufacturer of performance-oriented athletic footwear.

Socio-political and economic stability. The labour costs and the material cost are cheaper. Large number of athletes population.

New Balance engage with the leading Asian branding consultants Equal Strategy to create a total sensory experience. group delivers music, fragrance and "recorded telephone messages on hold" to businesses in a scientific way that enhances the overall customer experience of the brand and causes the customer to stay longer and buy more!

The total sensory experience is reflected to the retro 1950 century look.

DNA

showing the New Balance century-long heritage by using photographs, vintage New Balance advertisements and brand paraphernalia dating as far back as 1910

ribbon

Sensory branding Senses in respond the companys brand. * Visual * Audio *Smell *Comfortable

Created brand awareness. The word of experience - mean by letting consumers experience the New Balance history, services and product by using the five sense once their step in the Experiences Stores. DNA ribbon Five senses to increase the impression and the loyalty. Influences the consumers in doing the purchasing.

Product

Price

Personality

Target Market

Promotion

Place

PRICE

middle-high price toward consumers. Segmentation- Focus on Younger with purchasing power group.

Did not charge highly different of product price within the China and United Stated. Control of costs. *Cheaper of materials and labor costs. *Avoid higher tax.

PERSONALITY

Consumer impression. Influent the consumers motivation and royalty. The best ambassador is their products. New Balance had never hire any ambassador. build their personality with the comfortable, high quality and most human caring product to showed that they are the expert in the sport product field. prove by their users.

PRODUCT

launched in Shanghai. brought together a large gathering of influential people to witness the iconic sneaker brands. release all focus on the operas use of masks to showcase emotion and feelings. Limited edition

Corporate with others three country, Japan, Taiwan and Singapore. Representing 5 elemental dragons in ancient Chinese lore: metal, water, fire, earth and wood.

Comfortable feet Best Fitting Shoe sizing

PLACE

Strategy place

Company can locate their shop: -Regional Shopping Center -Community Shopping Centers -Power Centers -Lifestyle Centers

City

Tourists

Why New Balance open Experience Store in Beijing and Shanghai?

Beijing 2008 Olympic

Middle upper class customers

New Balance Experience Store in Beijing

PROMOTION

Is the concept store of New Balance used to introduce their brand to consumers. There are consist DNA ribbon in each experience store. The senses are visual, audio, smell and comfortable. The detail of the experience store has been discussed in the content of The concept of the Experience Store.

New Balance is always do promotion through campaign or cooperates with other parties or organization. The Beijing launch included an American-style street carnival reminiscent of the 1960s. New Balance also has sponsored an international marathon in Hong Kong. The television campaign breaks nationally. Do promotion through online services, advertisement in television and do many attractive posters.

a. b. c. d.

The The The The

China partner become a rival. Others Competitors. Communication problems. legal problem in China

It is a good move for New Balance enter the China market. Because of i) economic growth rapidly ii) bid population iii) low production cost
Engaged with equal strategy to produce the concept of experience stores. Use retail mix strategy

THANK YOU!