Converse Marketing Mix (4Ps) Strategy

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Marketing Mix of Converse analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Converse marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Converse Marketing Mix:

Product:

Converse is one of the most popular footwear and sportswear company having a worldwide presence. Converse began as a rubber shoe company originally, back in 1908. In the years to come, it collaborated with the famous basketball player Chuck Taylor to create the All Star sneakers range, which has attained immense popularity from time immemorial. Throughout the phases of the Second World War, Converse as a company was producing a number of products for troops stationed outside the country. As a part of its marketing mix product strategy, they were into the production of footwear, bags, apparel and boots for men who were serving in the army. Originally produced in black and white, Converse now comes in a wide variety of colours that are modern, edgy and funky to say the least. Chuck styles, low-tops, high-tops, oxfords, ankle-length and knee-highs are just some of the many varieties of shoes produced with denim, leather, suede, vinyl and hemp. Today, the range of products that Converse produces is wide. From shoes to apparel to bags and accessories, the popularity of the brand is immense.


Image: Wikimedia

Price:

Converse prices the products depending on the competition. Since it is primarily owned by Nike, it keeps a check on the pricing of competitive products produced by Reebok and Adidas. Few customers maintain that the pricing of the Converse brand is a little inclined towards the premium side. However, the superior quality of the product along with the value associated with the brand allow it to command a slightly premium price without affecting sales. The product is associated with a long life and the pricing in its marketing mix does take into account this feature. Apart from the life, margins commanded by retailers are high, which call for a higher range of prices. The most expensive Converse shoe created so far for Men is priced at 170 dollars called the Converse Pro Leather while for women, it is priced at 200 dollars called the Chuck Taylor X Missioni for women.


Place:

Globally, Converse has a wide spread of its business. It sells through retailers in more than 160 countries across the world. In the United States alone, there are close to 80 company-owned dedicated Converse stores each aimed at increasing the popularity and sales of the brand. Few popular retailers through which Converse sells its products are Target and DSW. The parent brand of Converse is NIKE. The largest distribution markets include US, UK and China.  Converse also sells its products through local and regional distributors. Foot Locker is its largest customer account, and accounts for nearly twenty percent of its global sales. Converse, through NIKE engages in distribution through either wholesaler based selling or through Direct-To-Customer selling through factory outlets and e-commerce options.


Promotion:

Converse believes in the strategy of rolling out modifications to its products to entice consumers to add new products in their closet. Historically, it positions and promotes itself by associating with a fad, example classic rock brands. Converse has been known to launch products inspired from Pink Floyd and The Who. The company in its drive to further associate with musicians also opened a music recording studio that offered free recording to music group and artists. To celebrate 100 years of its existence, Converse launched the global “Connectivity” campaign to promote the heritage of the brand and demarcate its evolution over the years. Black and White print advertisements along with outdoor images, and music videos and audios were released to tap the consumer sentiment. More so, Converse has even taken up social initiatives to promote itself as a brand. It joined hands with (RED) which is an organization that has tied up with numerous big budget brands like GAP, Emporio and so on. Whenever the consumers, purchase specially produced red products from the company, a part of the funds go to a global fund that invests in HIV and AIDS programmes in Africa. It is through actions like these, that Converse establishes itself as a socially conscious brand. Hence, this gives an insight in the Converse marketing mix.


About Converse:

Converse is one of the most iconic footwear companies in the world. Founded in 1908, it has set forth a legacy of rich design for the modern youth. It was founded by Marquis M. Converse and is among the most favourite brands of athletes. With a target group of youth mainly in the age groups of 18-24 years, Converse seeks to become a part of the lifestyle and culture that shapes the modern youth.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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