new balance (2) 23may03.ppt

1、New Balance HK PR FocusOutline,23 May 2003,SWOT analysis,Strengths Compelling products a range of shoes ideal for all types of runners Reputation as a “runners shoe” Shoes and kits suitable for non-runners can expand target to lifestyle to drive sales Long history Distribution channels in Hong Kong

2、(and Asia) IMG agency,SWOT analysis,Weaknesses - Stemming from lack of brand awareness Thin presence Prior lack of visibility in Hong Kong No “flagship” shoe Too US-centric; lack of localisation Many competitors better known No title sponsorship event Lack of high profile sponsored athletes Need to

3、leverage distributors better,SWOT analysis,Opportunities Can take advantage of “runners boom” for market growth Position as a leader in footwear for serious runners/triathletes, recreational joggers, and gym exercisers Chances for sponsorship of events and athletes Can target “lifestyle” market,SWOT

4、 analysis,Threats Softer demand due to Hong Kongs economic downturn Impact of SARS on lifestyle, events and economy Longer and stronger presence of competitors,Programme Objective,Brand building Enhance awareness of New Balance Promote selected products Support sales,Target Audience,Primary targets

5、Serious/competitive runners Triathletes General exercising public Intermediate audience Running clubs Sports associations - HKAAA, HKTA, SDB, LCS Districts Publications HK Runner, Action Asia, lifestyle publications Hash House Harriers,Consumer Needs,Drivers for buying running shoes: Comfort Perform

6、ance Price Brand Recreational preferences/trends,Programme Strategies,Position New Balance as a professional footwear provider for the serious athlete - its primary target audience Educate the target audience about benefits and importance of wearing good quality footwear for running Work in New Bala

7、nce messages Build connections with intermediate audiences and leverage their resources to support/endorse New Balance Can gain collateral exposure to wider public,Programme Elements,“New Balance Running for Fun and Health” Campaign Can fit into “N is for fit” theme Support/sponsorship of club event

8、s; showcase new models at start/finish of races; NB shoes and kits as prizes Support the HKAAA calendar through programme- donations, participation/sponsorship in key events Sponsorship of local athletes Youth focus - “New Balance Customers for Life” Other ideas, eg create a “HK Runner of the Year”

9、award and partner with publication/club/association Media programme to support activities,Programme Elements,Sponsorship of Events Blast out of the blocks - New Balance “Step Forward 5K” Mid-summer Run Mid-late July Venue to be discussed Can theme as a step forward in recovery from SARS Attract seve

10、ral hundred runners; T-shirts to all finishers New Balance Kit as prizes Promote a shoe “Walk with New Balance” Charity Walk Community commitment to HK during SARS epidemic,Programme Elements,Sponsorship of Events Sustain momentum - support running events Support new shoe launch HKAAA Standard Chart

11、ered Marathon, Half-Marathon (TBC) Leverage existing sponsorship AVOHK Reservoir Series (December-April) May be available for sponsorship Sun Hung Kai / Community Chest 10K/Half-marathon (Feb 29) Can consider for sponsorship LCS All-District competition Approach individual districts to provide kit C

12、an target youth market,Programme Elements,Hong Kong Events 2003 SEP 13 AVOHK 5K Race I Bowen Road SEP 14 National & Asian Aquathon Championships Repulse Bay Beach SEP 21 BMW 15K Race Macau SEP 21 Hong Kong International Triathlon SEP 28 Watsons Cross Country I Tai Tong OCT 12 Hong Kong National Aqua

13、thon Championships OCT 18 AVOHK 5K Race II Wanchai Gap OCT 26 Watsons Cross Country II Hok Tau OCT 25, 26 Watsons Athletic King Final Wanchai Staduim NOV 2 Watsons Cross Country III TBD NOV 16 Macau 30K Pre-Marathon Macau NOV 16 Matilda Hospital Sedan Chair Race The Peak NOV 23 Nike 10K TBD (Competi

14、tor Sponsor) NOV 29 AVOHK 5K Race III Tai Tam,Programme Elements,Hong Kong Events 2003 DEC 7 Macau International Marathon & Half Marathon Macau DEC 14 Reservoir Cup Race I Tai Lam Chung DEC 14 Inter-Club Track Championships Wanchai Stadium JAN 11 Reservoir Cup Race II Ho Pui JAN 18 Mizuno HK Half Ma

15、rathon Championships Tai Mei Tuk (Competitor sponsor) JAN 24 Fat Choy Run The Peak (Dont know if they have sponsor) FEB 1 Standard Chartered Hong Kong Marathon Tsim Sha Tsui FEB 29 Sun Hung Kai Properties ChinaCoastMarathon Pak Tam Chung MAR 21 Reservoir Cup Race III Aberdeen MAR 28 5th CSEL Asia Ha

16、lf Marathon & 10K Macau APR 18 Reservoir Cup Race IV Tai Tam,Programme Elements,Youth Target - “New Balance Customers for Life” Consistent with “N is for Fit” theme School focus programme - work with Education bodies on education programme: “invest in the best” LCS All-District competition Provide k

17、it to target youth market Sponsorship of events with large junior / youth category,Programme Elements,Other special events/ideas to be leveraged for shoe launch and promotion Fitness Centres (eg California Fitness) - organise a Fitness Centre marathon contest: members to clock the most on a treadmil

18、l - winners get NB kit package Hash House Harriers & NB to hold “on-on” run “Vertical marathon” to top of tall building,Programme Elements,Media Programme Hong Kong Media Only a few local sports/running pubs as HK Runners, Action Asia Also need to focus on health & lifestyle sections of local dailie

19、s,General interest: Easy Finder East Touch Express Weekly Next Magazine New Monday 3 Weekly,Fashion: Cosmopolitan Cosmo Girl Bazaar Elle Zip Magazine Esquire Him,Programme Elements,Media Programme Press releases Will require proactive follow-up Contributed articles to focus on running, sports and li

20、festyle titles and sections to support “New Balance Running for Fun and Health” Campaign Reinforce “N is for fit” message Articles on health benefits of jogging and fitness Importance of correct footwear to avoid injuries The shape of the foot Training to suit the weather,Programme Elements,Media Pr

21、ogramme Contributed articles to focus on running, sports and lifestyle titles and sections to reinforce “New Balance Running for Fun and Health” campaign (contd) Interview with sports stars and features with orthopaedic surgeons on need to choose the right shoe - answer questions like:- How many mil

22、es per week are you running?- What is your longest distance on any single run?- What surface are you running on?- Problems/injuries from your running?- The shape of the foot Media social activities to enhance relationship with sports/lifestyle media,Programme Elements,Media Programme Co-operative pr

23、omotion with lifestyle media “New Balance Connoisseur / Crazy Collector” Recruit dedicated New Balance users for story and photo opp My Own New Balance Design Competition Design of kit / T-shirt with prize to be awarded to the winner Could complement an event Consumer survey Research consumer knowle

24、dge in choosing shoes to develop article, adding New Balance messages, and introducing shoes Media research Audit to discern awareness and perception of New Balance Track results after 8-12 months,Retainer Budget,Tier 1 - the basics Press release - 1 per month Feature story/contributed article - 1 s

25、tory for 1-2 placements per quarter Media inquiries handling Media monitoring, clippings and progress report US$2,600 at 13 hours per month,Retainer Budget,Tier 2 - basics + additional initiatives Press release - 1 per month Feature story/case study - 1 story for 1-2 placements per quarter 1-on-1 in

26、terview - 2-3 per quarter Proactive media or club/association programme - 1 (small-scale) per quarter Media inquiries handling Media monitoring, clippings and progress report US$3,900 at 20 hrs per month,Why Firebrand?,Strong Asian marcom specialist: Very strong Chinese focus & capability in HK Major media focus in HK - deep knowledge Senior, multi-dimensional expertise