SIMERJIT SINGH

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 INTRODUCTION

New Balance is a multinational corporation

producing athletic footwear and apparel for
men, women, and kids. The company offers
running, walking, cross-training, outdoor,
lifestyle, tennis, and team sports shoes. It
also provides a variety of athlete clothing,
including jackets and vests, hoodies and
sweatshirts, pants, shorts, skirts and dresses,
shirts, socks, accessories and gear.
ORIGIN AND HISTORY
(NB), best known as simply New Balance is one of
the world's major sports footwear and apparel
manufacturers. Based in Boston, Massachusetts, the
multinational corporation was founded in 1906 as
the New Balance Arch Support Company. New
Balance, Inc. 100 Guest Street, Boston,
Massachusetts, U.S.

This inspiration came in 1906 after watching

chickens at his home background and retaining
the visual moment. He always backed up the
chicken reference by explaining how the chicken's
three-ponged foot achieved perfect balance.
Joe Preston is the President &
CEO of New Balance
Moving forward together. Moving forward, giving back.

In 1906, New Balance began as a humble one-man

operation founded on the belief that “we were born
to move,” and has since grown into an international
corporation, selling footwear and apparel in over 120
countries and employing over 8,000 associates
worldwide. Our mission has always been to support
the performance of athletes, and with an
unparalleled focus on quality and craftsmanship,
we’ve come to set the standard for comfort and fit in
an industry all too often driven by hype.
RESEARCH METHOLOGY
Stage 1 Stage 4

SURVEYS 02 Data Analysis

03

Stage 2 Stage 5

SECONDARY
INTERVIEW 06 01

04
RESEARCH
Stage 3 Stage 6
05
FOCUS GROUP OBSERVATIONAL
RESEARCH
 TARGET MARKET
Audience composition can reveal a site's current market share across
various audiences. newbalance.com's audience is 51.34% male and
48.66% female. The largest age group of visitors are 25 - 34 year olds

1. Demographics: New Balance targets both men and women, with a focus
on customers between the ages of 25 and 44. The company also targets
individuals who are health-conscious and interested in fitness and athletic
activities.
2. Psychographics: New Balance's target market includes people who
value quality, performance, and comfort in their footwear. The company's
customers tend to be active, independent, and confident individuals who
prioritize their health and wellness.
3. Behavioral: New Balance's target market includes customers who are
willing to pay a premium price for high-quality athletic footwear. The
company's customers are also likely to be loyal to the brand and seek out
new product offerings.

 BRANDING STRATEGY
1. Brand positioning: New Balance positions itself as a premium athletic footwear
brand that offers high-quality and comfortable products for fitness enthusiasts,
athletes, and active individuals. The company differentiates itself from
competitors by emphasizing its expertise in shoe fitting and its commitment to
producing innovative products that cater to the needs of its target market.
2. Brand messaging: New Balance's brand messaging emphasizes the company's
commitment to quality, innovation, and social responsibility. The company uses
taglines such as "Fearlessly Independent Since 1906" and "We Were Born to
Move" to convey its brand message to customers.
3. Brand partnerships: New Balance has established partnerships with a variety
of brands, retailers, and organizations to strengthen its brand image and expand
its reach. For example, the company has collaborated with fashion retailer
J.Crew to create limited edition sneakers, and with socks manufacturer Stance to
create coordinated footwear and sock collections.
4. Grassroots marketing: New Balance has a strong grassroots marketing
strategy that focuses on sponsoring local sports teams, events, and athletes. By
partnering with local organizations and athletes, New Balance is able to connect
with customers on a more personal level and build brand loyalty.

 Advertising
New Balance has kept working

on an advertising strategy
that makes its products eye-catching and makes a
difference. As an example, in 2015, this brand made one of
its most impressive advertisements. And the goal was to be
able to position itself among giant brands, such as Adidas
and Nike.

MARKETING STRATEGY
Branding

like Adidas, and even Puma,
To be an international brand
New Balance has done a great job of having a good brand
image. The business’s visual elements represent the New
Balance mission and vision that they want to fulfill. With
their customers and their values.
 COMPANY PROFILE
New Balance offers a range of athletic footwear and apparel
for a variety of sports and activities, including running,
walking, training, basketball, and baseball. The company is
particularly known for its running shoes, which are designed
2024 2019 to provide comfort and support for athletes of all levels. New
16.7% 16.7%
Balance also offers a line of lifestyle shoes and apparel for
casual wear.
One of New Balance's key differentiators is its focus on shoe-
fitting expertise. The company offers a variety of shoe widths
2023 2020
to ensure a proper fit for all customers, and it has developed
16.7% 16.7% advanced technologies and materials to improve the comfort
and performanceLEARNofMORE
its products. New Balance also places a
strong emphasis on social responsibility and ethical
manufacturing practices, with a focus on reducing waste and
promoting sustainability.
2022 2021

16.7% 16.7%
 COMPANY FOCUS
1. Quality products: New Balance has a strong focus on producing high-quality
athletic footwear and apparel that caters to the needs of its target market. The
company uses advanced technologies and materials to create products that offer
comfort, performance, and durability.
2. Innovation: New Balance is committed to innovation and continually seeks to
improve its products. The company invests heavily in research and development to
identify new materials and technologies that can improve the performance and
comfort of its products.
3. Customer satisfaction: New Balance places a strong emphasis on customer
satisfaction and strives to meet the needs of its target market. The company offers a
variety of shoe widths to ensure a proper fit for all customers and has a strong focus
on shoe fitting expertise.
4. Social responsibility: New Balance has a strong commitment to social responsibility
and ethical manufacturing practices. The company has established programs to
reduce waste and promote sustainability, and it is also involved in community
initiatives and charitable causes.
5. Authenticity: New Balance focuses on authenticity and transparency in its
marketing and branding. The company emphasizes its long-standing heritage and
expertise in shoe fitting, and it also communicates its values of quality, innovation,
and social responsibility to customers.

DATA ANALYSIS Market Share: According to Statista, in 2020, New Balance held a
5.1% market share in the global athletic footwear market, making
it the fifth-largest brand after Nike, Adidas, Puma, and Asics.

Geographic Presence: New Balance operates in over 120

countries worldwide, with a significant presence in North
America, Europe, and Asia-Pacific.

Consumer Demographics: New Balance primarily targets active

individuals, fitness enthusiasts, and athletes who prioritize
comfort, fit, and performance. The brand also targets
consumers who value sustainability and ethical manufacturing
practices.

Marketing Strategy: New Balance's marketing strategy includes

partnerships with athletes and sports teams, collaborations with
fashion and lifestyle brands, and digital marketing campaigns
aimed at its target audience. The brand also emphasizes its
expertise in shoe fitting and its commitment to social
responsibility.
PRICE POSITIONING
New Balance’s price positioning turns out to be high.
However, the brand knows how to justify these prices.

In general, New Balance is positioned as a mid-

range to premium brand, with a reputation for
producing high-quality products that justify
their higher price points. This pricing strategy
allows New Balance to appeal to a wide range
of consumers, including those who are willing
to pay more for premium products, as well as
those who are looking for a more budget-
friendly option.
 CONCLUSION
In conclusion, New Balance is a well-established
athletic footwear and apparel brand with a strong
focus on quality, innovation, and social
responsibility. The company has a clear brand
positioning and target audience, primarily
targeting active individuals, fitness enthusiasts,
and athletes who prioritize comfort, fit, and
performance. New Balance's product portfolio
includes a wide range of athletic footwear and
apparel for various sports and activities, with a
significant emphasis on running shoes.

New Balance has established a strong market position, although it faces tough competition from other
major athletic footwear brands. The company's marketing strategy includes partnerships with athletes and
sports teams, collaborations with fashion and lifestyle brands, and digital marketing campaigns aimed at
its target audience. The brand also emphasizes its expertise in shoe fitting and its commitment to social
responsibility.

THANK YOU