New Balance is an American footwear manufacturing company which focuses mainly on high performance athletic shoes. Recently, New Balance shoes have become increasingly popular among consumers, probably due to the success of its marketing strategies. In particular, I would analyze its segmentation, targeting and positioning strategies as they have proved very effective in the global market.

New Balance’s segmentation of the market is one that is diverse and increasingly specific. Of course, demographic segmentation is one of the basic forms of segmentation, where it divides its male and female consumers, as well as the youths and adults. However, it goes the extra mile by segmenting its consumers based on their feet structure (high arch, neutral arch or flatfoot) and this has targeted to the consumer’s specific needs effectively. Besides, it has also identified a new and upcoming market which is the shoe-wear of the youths. Hence, it came up with an alternative line of shoes, not designed for running but mainly for casual wear. This new array is known as the New Balance classics:

Furthermore, the New Balance Classics provided the spark for the company do target a new segment of the market: young children. It began to manufacture shoes which are not only comfortable for toddlers, but stylish as well. Hence, it began to branch out to consumers who do not wear the shoes for running purposes.

Currently, New Balance positions itself as a shoe brand which is of superior quality for running. It seeks to convince running enthusiasts that their shoes have the functional capability to meet their needs. With this, many runners are switching over to New Balance to maximize their running performance. Thus, by first positioning itself as a quality brand for running, New Balance then segments and targets the needs of the various groups of consumers, it is of no doubt that their sales and market share have the potential to grow substantially.