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Wellness, chaussure tonifiante de New Balance : Echec story sur le marché français

Author

Listed:
  • Armelle Glérant-Glikson

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Sandrine Cadenat

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

New Balance décide en 2010 de lancer la Wellness sur le marché prometteur de la chaussure tonifiante. Ce marché a été créée par le leader, Reebok, en 2009. Grâce à de forts investissements publicitaires mettant en avant les bénéfices santé et le rêve de mincir sans faire de sport, ce segment a connu des débuts très prometteurs, en particulier aux Etats-Unis. Après trois années d'existence, le marché de la chaussure tonifiante s'essouffle et face à l'interdiction d'utiliser des arguments santé non démontrables, la mise en avant d'avantages produit semble difficile. Sans communication de masse, le marché peine à se maintenir. En 2012, New Balance s'interroge sur la stratégie à adopter : retirer la Wellness ou la repositionner ?

Suggested Citation

  • Armelle Glérant-Glikson & Sandrine Cadenat, 2012. "Wellness, chaussure tonifiante de New Balance : Echec story sur le marché français," Post-Print hal-01136177, HAL.
  • Handle: RePEc:hal:journl:hal-01136177
    as

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