Converse Target Market Analysis

The Nike- makeed American sportswear company has taken over its own distri preciselyion in China, moved senior marketing staff to China and put Nike ad result Wieden & Kennedy in charge of a campaign centered on Love Noise, a infotainment dart (as well as an integrated marketing campaign) about one of the most quintessential aspects of the music earth the road trip. Two bands, 3,584 miles In August 2008, two Beijing-based groups the post-punk-rock band P. K. 4, already one of the most prestigious bands in China, and Queen Sea Big Shark, a hybrid dance-rock group traveled more than than 3,584 miles by bus for two weeks. Alongside local bands in each venue, the two groups performed in six Chinese cities Nanjing, Hangzhou, Changsha, Wuhan, Xian and Beijing. As the tour and story unfold, nine featured musicians reveal their personal journeys on the road to self-expression. The documentary was directed by Liu Feng, a filmmaker who joined Wieden & Kennedy in 2005.The program was cr eated by the indep stop overent business office with media-planning support from WPPs Mindshare. Both companies also work with Nike, which acquired converse in 2003. The documentary rolled out be month and will be distributed to consumers who purchase Converse shoes at local retailers through the end of March. Its a risky move to adapt Converses music-oriented U. S. strategy for China, because the countrys independent music sen judgment of convictionnt is still truly small. On tour, unknown bands typically attract dozens or hundreds of people, not thousands. Chinas independent music scene doesnt have anywhere near the mass appeal it has in the West. Its at the pioneering stage at this point, but it is growing, said Cheryl Calegari, who relocated to Shanghai as Converses senior marketing director for Asia/Pacific last January. end ties with music world Converse has cultivated close ties with the music world for decades. The Chuck Taylor All thaumaturgist and other Converse sho es have been worn by music legends such as Sid feral and Blondie, and Converse created a special-edition shoe for Kurt Cobain. Throughout our 100-year history, weve always celebrated art, music and fashion, so it was a congenital fit for us to be a part of whats happening in China, Ms. Calegari said. Before joining Converse in 2005, she worked with fashion brands such as Tommy Hilfiger and Kenneth Cole. Ms. Calegari arrived in China at about the same time the Nike subsidiary stepped up its presence in the mainland. It has increased its marketing investment and last year switched from a licensing setup to a distributor model. Converse shoes are now sold in more than 1,800 retail outlets in China.