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Marketing Plan Converse

In: Other Topics

Submitted By msfahin
Words 5094
Pages 21
On the market today, there are many different brands of sneakers ranging from the most popular brand like Nike to Reebok, Adidas, New Balance and Puma. Each offers the consumer various styles, color, purpose, comfort level and price. Sneakers have developed into a fashion statement as sneaker companies are developing new ideas that separate themselves from the competition such as color scheme and material. The sneaker industry is booming, but if it was not for one particular company that started the sneaker product, who really knows how much of an impact sneakers would have on billions of people. All sneaker companies need to recognize and appreciate Marquis M. Converse for creating Converse sneakers, which 60 percent of Americans own or have owned. Our group has a new marketing plan that we want to implement so that this company can get back to being one of the leading sneaker retailers in the world.
Background
It was in 1908 when in his late 30’s that Marquis Converse, who was a manager at a footwear manufacturing firm, opened the Converse Rubber Shoe Company in Malden, MA. Originally he began selling winterized rubber soled footwear for men, women and children. In 1915 after producing 4,000 pairs of shoes daily, Marquis began manufacturing athletic shoes for tennis. Two years later he designed and produced the world’s first performance basketball shoe called the Converse All Star. The new Converse All Star shoe helped revolutionize basketball. Synonymous with Converse sneakers is a logo on the shoes with the name Chuck Taylor. You may wonder why that appears on every sneaker and who is Chuck Taylor? Chuck Taylor was a basketball player for the Akron Firestones who sported the Converse All Star shoes while he introduced the game of basketball to Americans across the country. In 1921 he joined Converse to become the first player endorser. Two years...

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