Converse Inc Campaign in Kuala Lumpur, Penang and Johor

1088 Words Feb 21st, 2018 4 Pages
is a designer, distributor and marketer of high-performance and casual athletic footwear and apparel for men, women and children. The Company's products primarily include athletic footwear distinguished by its sports classics, sports performance and sports lifestyle product categories. The sports classics footwear category includes the Chuck Taylor All Star, the Jack Purcell tennis shoe, the One Star court shoe and other authentic heritage products. The sports performance footwear category focuses on basketball footwear, while the sports lifestyle products are designed to appeal to trend-conscious consumers seeking casual footwear. Converse has been around since 1908 and begins in Massachusetts USA. By 1918 Chuck Taylor joined the Converse Rubber Company and had his signature on the classic All Star ankle patch that you see today. Rock & Roll and pro basketball grew up in Converse High Tops, and All Stars finally came in colors. Strength of SWOT analysis show that Converse is a very competitive organization. Marquis Mills which is the Founder and CEO is often quoted as saying that 'Business is war without bullets.' Converse has a healthy dislike of its competitors. However Converse sponsored the top athletes and gained valuable coverage. Converse is having a strong brand identity and attracting consumers who not only wear their sneakers for functional reasons but also as a means of expression. Consumer loyalty is high with Converse sneakers because it…
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