unique is its simple retro look and feel. The company's chief marketing officer says the brand's universal appeal and retro look explains why the company reportedly sells more than 100 million pairs of its shoes annually, making it the best-selling basketball shoe of all time. Converse has also maintained a "Chucks" Remodelled after Nearly a Century countercultural appeal by dropping its all-American image of an on-court shoe in favor of attracting a newer, Millennial audience. A few years ago, Boston-based Converse, one of the most iconic brands in existence today, underwent the first-ever remodel of its Chuck Taylor shoe, simply known as Chucks, in nearly a century. The Converse Chuck All Star II is the company's effort to bring the sneaker into the next century with a more high-tech version. With a focus on comfort, the changes include a new outer made from Tencel canvas, a more sustainable natural fiber, and higher-tech shock absorption for the foot bed. There is foam padding at the ankle, tongues are padded, and micro-suede liners can be found along the sides of the interior. The shoe has Lunarlon sock-liner technology for cushioning and arch support, which is used in some Nike shoes. There is good news for those unable to adapt to the shoe's changes. Converse will continue to sell the old version right alongside its updated counterpart, both of which will maintain a retro coolness. Based on the above case, answer all the questions. a) Identify in which product life cycle Converse shoes in? On the brink of bankruptcy, Converse was purchased by Nike in 2003 and remains the only brand in Nike's line-up without the legendary swoosh. However, what makes the shoe particularly b) Justify your answer in (a) with FOUR (4) points. Support your answer with the illustration of product life cycle graph and example.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:unique is its simple retro look and feel. The company's chief marketing officer says the brand's universal appeal and retro look explains why the company reportedly sells more than 100 million pairs of its shoes annually, making it the best-selling basketball shoe of all time. Converse has also maintained a "Chucks" Remodelled after Nearly a Century countercultural appeal by dropping its all-American image of an on-court shoe in favor of attracting a newer, Millennial audience. A few years ago, Boston-based Converse, one of the most iconic brands in existence today, underwent the first-ever remodel of its Chuck Taylor shoe, simply known as Chucks, in nearly a century. The Converse Chuck All Star II is the company's effort to bring the sneaker into the next century with a more high-tech version. With a focus on comfort, the changes include a new outer made from Tencel canvas, a more sustainable natural fiber, and higher-tech shock absorption for the foot bed. There is foam padding at the ankle, tongues are padded, and micro-suede liners can be found along the sides of the interior. The shoe has Lunarlon sock-liner technology for cushioning and arch support, which is used in some Nike shoes. There is good news for those unable to adapt to the shoe's changes. Converse will continue to sell the old version right alongside its updated counterpart, both of which will maintain a retro coolness. Based on the above case, answer all the questions. a) Identify in which product life cycle Converse shoes in? On the brink of bankruptcy, Converse was purchased by Nike in 2003 and remains the only brand in Nike's line-up without the legendary swoosh. However, what makes the shoe particularly b) Justify your answer in (a) with FOUR (4) points. Support your answer with the illustration of product life cycle graph and example.

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