\nCompania trece momentan printr-o campanie de repozi\u0163ionare pe pia\u0163\u0103, odat\u0103 cu expansiunea sa pe pia\u0163a global\u0103, acest lucru fiind cea mai important\u0103 ac\u0163iune de marketing creat\u0103 \u00een secolul s\u0103u de existen\u0163\u0103.<\/p>\n
\nNoua campanie New Balance, ce va fi lansat\u0103 miercuri, av\u00e2nd o pozi\u0163ionare oarecum tehnic\u0103, va avea ca slogan \u201eAlways in Beta\u201d (\u201e\u00centotdeauna \u00een Beta\u201d \u2013 n.red.). De asemenea, firma se define\u015fte ca fiind o alegere de top a atle\u0163ilor de performan\u0163\u0103, una dintre primele reclame \u00eenf\u0103\u0163i\u015f\u00e2nd 17 dintre atle\u0163ii sponsoriza\u0163i de companie.<\/p>\n
\n\u201eEste un mare efort s\u0103 ne pozi\u0163ion\u0103m ca adversari \u00een fa\u0163a celui mai important brand pe segmentul de \u00eenc\u0103l\u0163\u0103minte, haine \u015fi accesorii sportive\u201d spune CEO-ul New Balance.<\/p>\n
\nStrategia campaniei este creat\u0103 de agen\u0163ia de publicitate Arnold Worldwide, a c\u0103rei manager declar\u0103 pentru Adweek: \u201eNew Balance a vrut s\u0103 reset\u0103m vechea sa imagine. Ei au fost dintotdeauna acel tip de brand care s-a ferit de parteneriate \u015fi aprob\u0103ri, dar acum c\u0103 au crescut din ce \u00een ce mai mult, s-au g\u00e2ndit s\u0103 devin\u0103 un juc\u0103tor real al acestei categorii, \u00een spa\u0163iul actual.\u201d<\/p>\n
\nUnder Armour, care a avut \u00een 2014 o cifr\u0103 de afaceri de 3,08 milioane de dolari, a fost considerat cea mai mare amenin\u0163are la adresa companiei Nike. Cu un venit de 3,3 milioane de dolari \u00een anul precedent \u015fi o estimare de 4 milioane \u00een acest an, New Balance devine \u00eens\u0103 principalul concurent. Diferen\u0163a dintre cele dou\u0103 este \u00eens\u0103 una foarte mare, Nike av\u00e2nd \u00een 2014 o cifr\u0103 de afaceri de 27,8 milioane de dolari.<\/p>\n
\nNew Balance se bazeaz\u0103 totu\u015fi pe ritmul s\u0103u rapid de cre\u015ftere, care \u00een ultimii cinci ani a fost \u00een medie de 15%, fa\u0163\u0103 de Nike, ce a avut doar 10% \u00een aceea\u015fi perioad\u0103.<\/p>\n","protected":false},"excerpt":{"rendered":"
New Balance, companie care se bate pe acela\u015fi segment de business cu Nike, sper\u0103 s\u0103 dep\u0103\u015feasc\u0103 performan\u0163ele imperiului construit de firma de \u00eenc\u0103l\u0163\u0103minte, haine \u015fi accesorii sportive, arat\u0103 un material publicat de Business Insider. <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[6081,23246,34772,9646,16061,211,7179,235,7555,125,388,272,12402,314,30806,246,26562,473,8199,303,158,47,7178,33643,11698,8492,60,33220,78,18586,32777,32958],"class_list":["post-123936","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-accesorii","tag-actiune","tag-adversari","tag-agentie","tag-alegere","tag-amenintare","tag-brand","tag-business","tag-campanie","tag-ceo","tag-cifra-de-afaceri","tag-companie","tag-concurent","tag-construire","tag-creare","tag-crestere","tag-expansiune","tag-firma","tag-haine","tag-important","tag-incaltaminte","tag-lansare","tag-marketing","tag-material","tag-nike","tag-performante","tag-piata","tag-pozitionare","tag-publicare","tag-slogan","tag-speranta","tag-trecere"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/123936","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=123936"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/123936\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=123936"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=123936"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=123936"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}