Converse - Brand Presentation - Journo Portfolio

Converse

ADV-128: Group 6 Sara Wiler, Sarah Lynn, Stephanie Diaz, Nicholas Galvan, and Phillip Cordero

Table of Contents

1. Situation Analysis 2. Market Segmentation - Database Analysis

a. Customer's Brand Contacts

3. Communication Objectives and Strategies 4. Marketing Strategy

a. Communication Strategy based on Contact Point Analysis

5. Advertising Program

a. Media Plan/Strategies

6. Action Plans

a. Campaign Budget

History

Founded by Marquis Mills Converse in Malden, Massachusetts, 1908.

Current President & CEO: G. Scott Uzzell

Current Headquarters: Boston, Massachusetts

In 2003, Nike acquired Converse for more than $300M

The Situation Analysis

The Marketplace

Footwear Apparel Accessories Mens Women Children

Chuck Taylor All Star: Black

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