Marquis M Converse Essay

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CASE STUDY: CONVERSE
The Converse Rubber Shoe Company was founded by Marquis M. Converse in 1918. About 10 years after its establishment, Converse All Star Basketball Shoe, one of the most famous shoe lines of all time was added to the converse shoe line.
Player of a basketball team, Charles Taylor chose his athletic shoe as the Converse all star and started spreading the brand across all college teams and high schools. With this, converse all star emerged as a sports shoe line and found a new place in the fashion world. Over 800 million pair of ‘Chucks’ have been sold, till date.
Converse sent it’s products directly to the shops and was the first company to go past the retailers. It was inclined to becoming a customer-oriented company and
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However, girls in the same age range will focus on the colour, along with the style of the sneaker. Endorsing Sporting figures turned out to be a good marketing strategy for teenage boys and for the age range above 40, offering a classic style and pattern of shoes, conforming with the price appeals the consumers. All stars turn out to be the most diverse range of sneakers for the market providing a classic look in a satisfactory price. The company primarily works on brand loyalty and service quality. Keeping a safe zone from brands like Adidas and Reebok, by sticking to their style of shoes, Converse still has a prominent competitor: Vans. Vans manufactures similar kind of shoes and poses threat to the sales of the All Star shoe line. However the marketing strategies, the videos, the campaigns, the efficient use of internet and the fact that converse provides comfort and has an edge on the price of its products, maintains the company in the footwear sector as a well known

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