文档介绍：New Balance HK PR Focus Outline
23 May 2003
SWOT analysis
pelling products
a range of shoes ideal for all types of runners
Reputation as a “runner’s shoe”
Shoes and kits suitable for non-runners
can expand target to lifestyle to drive sales
Long history
Distribution channels in Hong Kong (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
petitors better known
No title sponsorship event
Lack of high profile sponsored athletes
Need to leverage distributors better
SWOT analysis
Opportunities
Can take advantage of “runner’s 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 analysis
Threats
Softer demand due to Hong Kong’s economic downturn
Impact of SARS on lifestyle, events and economy
Longer and stronger presence petitors
Programme Objective
Brand building
Enhance awareness of New Balance
Promote selected products
Support sales
Target Audience
Primary targets
petitive 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
Performance
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 Balance 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