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Essay / Research Paper Abstract
A 4 page case study of Converse. Converse is a shoe company founded in 1908 in Massachusetts. In 1917, the company introduced a canvas, high-top shoe that it called the "All Star." In the 1920s, a semi-professional basketball player named Charles "Chuck" Taylor joined the Converse sales team and began aggressively marketing the shoe throughout the Midwest as he ideal shoe for recreation and sports. For the next four decades, "Chucks," as they became known, were the shoes to have, particularly on the basketball court. This case study of Converse and Chucks looks specifically at its branding strategy. No bibliography is offered.
Page Count:
4 pages (~225 words per page)
File: D0_khchucks.rtf
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Unformatted sample text from the term paper:
semi-professional basketball player named Charles "Chuck" Taylor joined the Converse sales team and began aggressively marketing the shoe throughout the Midwest as he ideal shoe for recreation and sports. For
the next four decades, "Chucks," as they became known, were the shoes to have, particularly on the basketball court. The following case study of Converse and Chucks looks specifically at
its branding strategy. The core, actual and augmented product benefits of the Converse Chuck The core product for Converse Chucks is that this product is a versatile, reasonably
priced athletic shoe. Chucks are actually quite basic, with "Rubber covered toes," they are "high-top canvas lace-ups in black, white and red." The actual product benefit goes back to the
mythos of the product, which has dominated basketball courts, both amateur and professional, for over 40 years. The augmented benefit would certainly be the price. While some brand-name athletic shoes
are enormously expensive, $90 and up, Chucks are an affordable $35. Benefits and negatives of licensing arrangement in India In 1992, sales for Converse had dropped to $215 million,
which represented only a 3.6 percent of the market share. The company realized that the cost of manufacturing shoes in the US was simply too high and resulted in decreasing
their profit margin even further. The company subsequently closed its US plants and contracted with a firm in India for production purposes. The obvious benefit for Converse is that it
was able to obtain its product at a reduced cost. However, part of the branding rationale for chucks is that they have always been firmly associated with the US and
born the "Made in the U.S.A." slogan proudly. The management admitted that they had clung to this feature for too long because they believed it created positive association with consumers,
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