Evidence H (New Balance)

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  • Evidence H
    • Cricket
      • Using cricket to showcase its brand
      • New markets
        • Internal growth
    • New Balance has signed one of the top cricketers
      • Celebrity endorsement
      • Introduces its brand to another target market
      • Also supplying footwear for many top English county teams
        • Increasing brand awareness
    • Focusing on UK, Australian and South African markets
      • Potential in these countries
        • Possibility to increase sales
      • Where sport is popular
        • Focusing on one particular segment
          • Specialisation
    • Indian market too big
      • May be too risky to enter
      • Market barriers
      • Other companies may own too much of the market share
      • No potential
    • Change in strategy
      • May have realised the benefits outweigh the costs in terms of celebrity endorsement
      • Opportunity cost
      • Celebrity endorsement can decrease costs and increase sales


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