Week 14 - Segmenting and Targeting Markets

Nike knows that segmentation is something very important because if one knows the consumers the company can arrange a better market. Nike targets everyone who plays sports and are active and people who just where shoes. Nike satisfies all demographics from baby boomers to tweens. The success in reaching out to all people and all situation like in the Family Life Cycle (FLC) increases Nike's sales. The products Nike make are made by reaching out to consumers using the one-to-one market as well as positioning their clients.

Week 13 - Developing And Managing Products

Nike has so many new products releasing every time one can not keep track of all the products. what Nike does is have a new product strategy to lour costumers. having celebrities names faces on the advertisements of the product. Nike has recently came out with the Nike Free Run+ sneakers and in their advertisement Oprah Winfrey is mentioned being one of her favorite things.

 

http://store.nike.com/us/en_us/?l=shop,nikefree&cp=USNS_NikeFree_110110?sitesrc=USLP#l=shop,nikefree

Nike Free Run+ is a upgrade of Nike's first running shoe that felt like one was running barefooted. Nike wants to bring back to the environment and how it feels when running freely with nothing on. That is Nike's goal so one can wear this sneakers and asking themselves where is the rest of the shoe. There is a lot of test marketing  for the product to see if it sells or not. The more it sells Nike builds a commercialization for a broader crowd and having a product life cycle (PLC).

week 12 - Customer Relationship Management

Nike has a great brand and with out their costumers they would not be where they are now. Nike has built a relationship with their costumers to a point that the consumers helps Nike to make the products that the consumers desire. the way Nike and their consumers get in contact is having customer relationship management (CRM) system. the touch points are the places where consumers interact with Nike like in Nike's blog, stores, website and events. in this sources Nike gets general feedback on products that consumers have bought and ideas of new products to make. to have a loyal consumer nike ask them basic questions like their name age what they like and dont like relating the brand to keep it in their (CRM) marketing database.

The Old NIKE Ads

                                   

                       Nike Golf Shoe – First For Jocks (1988)

                                  

                      Nike Aqua Socks Surfers Like it Wet (1989)

                                  

              Bo Jackson Nike Air Trainer SC Shoe Photo (1989)

                                    

                              Nike Air Sneaker Shoe (1990)

                                  

           Mike Powell Nike Air Cross Trainer Shoes Photo (1992)

                                     

                                                   1993

                                   

           Alonro Mourning BasketBall Georgetown Nike (1994)

week 11 - Integrated Marketing Communications

Nike has it is own unique way to promote their products for the consumers need. Nike really uses their advantage of the sports they are involved in, the athletes and celebrities they sponsor. Nike`s promotional strategy help them stay up from the competitive advantages. Nike has releases the Manny Pacquiao collection of shoes, gear and apparel to promote for the boxing aspect of sports entertainment as well as beating the competition.

Nike communicates in all types of ways to reach out to the consumers. Nike uses mass communication to involve a large audience. Nike being a worldwide brand they communicate by using the world wide web and the television. Nike also uses interpersonal communications in all their Nike Town Stores and their online communication like their blog, Inside.Nike.com.

Nike makes sales everyday, their concept in selling is using the AIDA and Promotional Mix.

• Attention - Letting the consumers know about the product in commercials or events like boxing fights.
• Interest - Up coming boxers or anyone at that, that consumers would like the Manny Pacquiao collection.
• Desire - Letting the consumer know that this is the best product to use. Only the best people uses it and is affordable.
• Action - Satisfying the consumer and the seller.

week 10 - product concepts

Nike has a lot of different varieties of products that involves sports. Nike sells shoes, apparel, sports gear and many more from fragrances to watches considering it a family brand. All the sports that Nike sponsors Nike has all the consumers need for their daily sport. Nike is a consumer product that fulfills the costumers personal need. Nike's product modification occurs when there is a problem in the world for example the HIV/AIDS that is affecting in Africa. Nike produces product and advertises it for the (RED) foundation, as well as the LIVE STRONG foundation.

                   
Cristiano Ronaldo and the new CR Mercurial Vapor SuperFly II from Nike.

week 9 - Sales Promotion and Personal Selling

 Nike has a way to attract its customers and also save them money. Nike not having enough stores around its consumers they have franchisee stores like footlocker and other sports stores to sell them their products. Nike presents a lot of coupons when there is a season starting to come. Personally Nike being the best sports brand their customers are mostly loyal . If one is a member of Nike and they might be customizing a pair of sneaker on NIKEiD Nike can take percentages off for being a custom made product.
                    

Nike has promotions for each of its different sports it invests like golf, running, basketball, soccer, tennis and more.

Week 8: Advertsing and Public Relations

Nike does a lot of advertising most of the advertising are institutional. Nike has an image to uphold being the top sports brand in the world. Having so many products coming out every time Nike does video ads on specific sports for specific product or sometimes Nike might do a mix advertisements of all the sports. But the way Nike really attracts the costumer is by sponsoring high ranked athletes and some celebrities to show have the experience of the product.

Nike ad for women that would love

 to have a BIGGER BUTT.                                                                         

 

                                                           Labron James professional basketball player

                                                           as well as one of the faces of Nike.

                                                           

Nike spended $2.35 billion in 2009 on just advertising world wide.

Nike has helped Lance Armstrong and his foundation LIVESTRONG to help fight Cancer. By Nike having to use advocacy advertisements to show the seriousness about Cancer the consumers help by buying LIVESTRONG footwear, apparel and other products. To help all the people that have Cancer.

   

                           

week 7 - Retailing NIKETOWN

                                  
Nike is one of the biggest and most know sport retailing stores worldwide. Nike is a franchise store expanding all over the world. Nike gives in store retailing as well as non store retailing. The online retailing is so popular and consumers love it because it makes consumers seem that their at the store. The trust that Nike has earn from the consumers is very important for retail. Consumers don't have to worry about getting the wrong size of purchase because with Nike you get what you pay for.

Nike uses famous athletes to promote their products in games and commercials as their retailing mix to attract consumers. There's so many different type of consumers and not so many Nike stores out there, for example in New York City there's only one Nike store and is on 5th ave meaning wealthy buyers all around. So what Nike has done is make contracts with well know sports stores around the urban communities like Footlocker, Footaction and many more to have easier access to what consumers need, as well as having a reasonable prices for the working class.

I recently went to the Nike store to buy a pair of sneakers that I have made in the NikeID program they have made so consumers that doesn't like what they see in the store or the website they can customize their own pair of shoes or what ever you desire. I felt welcomed when i entered the store.  it was like an adventure when I was there because you feel like your an athlete even though most people don't play sports. and is a good thing because every type of consumer like baby boomers can have that feeling when they was young. Costumer service was great I was at the last floor waiting for my sneakers and it didn't even take 5 minutes until I had my sneakers in my hands making you seem very important costumer.
               

A Nike Consumer

                  

There is no hesitation in buying a pair of Nike sneakers here.

Week 6: Consumer Decision Making

Nike is successful because they understand their consumers decision making on what they are asking for in a product. Nike makes it easy for the consumers to know what they really want when they are ready to buy. For every product that Nike sells from shoes, apparel and sport materials Nike have a rating on how many people like their products and comments towards it. Buying a product there's always a process. Many consumers react to the external stimuli when seeing or hearing about the new product that a friend or a famous athlete recommends it to everyone.
Nike know when a product should be out in stores. Nike consumers are more likely to be on the routine response behavior because not to much thinking done when buying a Nike product. Nike is know for being the best sports brand, so to think about buying a product is unusual unless it comes to need of the purchase.
Most of the time consumers behavior comes from the social class that they came from but Nike they tried to not just target one aspect but all types so they can be equal to each other when it comes to buying a product.

Week 5 - Developing A Global Vision

Nike's headquarter is located next to Beaverton, Oregon and they have access to all the stores in the world. Nike today has operations all around world in more than 160 countries throughout 6 continents. Nike manufactures all around Asia having that side of the world know all about the brand. For Nike mainly being a sports brand Nike tries to target all major sports especially soccer. Soccer being the most popular sport in the world Nike had the opportunity in 2009 to sponsor the world cup finals. By doing just that Nike had cut his competitions away and got their image notice even more.
  

Nestle's Social Irresponsibility

Nestle being one of the most successful food based company around the world they also had their flaws as well. Being made by Henri Nestle in 1867, in Vevey, Switzerland many little companies was made all around the world. Nestle was being criticized a lot for having to use unethical marketing practices to promote the sales of some of its products. Saying that their formula milk for infants was better than mother milk. That type of claim made health agencies search Nestle`s companies around the world. Making a big demand to stop getting their cocoa where they commonly get it. All the issues that was going on toward Nestles couldn't get any bigger but unfortunately it, did in Asia the products was too expensive. 

week 4 - marketing environment

Nike is all about the comfortability and appearances that the products should have. Being that Nike focuses on those two things they try to target every type of age group. Mostly the young active group also known as generation Y comes to a majority because time changes and new trends come to play. Fashion being a big category now and the young population really caring about their appearance, Nike tries to make the best looking sneakers in the market. Then for the other groups like baby boomers and some generation X that don't look at their appearances as much as how they look at the comfortability, Nike tries to do the best comfortable shoes in the market. Nike also tries to have a stable and reasonable price in all their products. The highest prices a Nike shoe would go for is $200.
Nike being a worldwide brand they try to represent every group in every given area that they are located on. Being equal to all types of race, gender and age is an opportunity that Nike has taken to do the best they can.

"If you have a body, you are an athlete."

Clothing Label and Origin

1. H&M pants - Made in Bangladesh
2. H&M hoodie sweater - Made in Bangladesh
3. H&M leather belt - Made in Sweden
4. Hanes briefs - Made in Dominican Republic
5. Hollister t-shirt - Made in Peru
6. Prada sneakers - Made in Italy

week 3 - Ethics and Social Responsibility

Nike has become a very successful company throughout the years by following a code of ethics. "Nike's code of business conduct and ethics is a reflection of that commitment and serves to formalize the principles under which they operate". Having a brand and reputation like Nike, employees and everyone in the work place must live up towards the name so everyone are expected to be honest, loyal, trustworthy, fair, accountable, and also care for others.

Nike does whatever consumers would like to have in a work environment so they can come back and be welcome. Making a safe comfortable place to be without worrying about any type of harassment and discrimination.

"Nike is committed to socially responsible sourcing practices".
Nike has a five-year goal expansion leading up to 2011 that focus on their main issues:

• Create sustainable products and business models.

Having to make footwear, apparel and equipments with environmentally preferred materials.

• Climate change.

Manufacturing footwear with a reduction of carbon dioxide.

• Contributions.

Investing $315 million into programs to try to save communities from HIV/AIDS.

week 2: stratigic planning

Nike's mission, "To bring inspiration and involvement to every athlete in the world".

Nike has kept growing with the help of Cole Haan, Converse Inc, Hurly International, Nike Golf and Umbro Ltd. Their strategy plan on investing in opportunities that help them long-term is a big hit. With the companies help they reach to $2.5 billion and $19.2 billion in revenues.

Nike's goal in 2010 was to target there strengths on being the top sport brand in the world. Adidas being the top competition, Nike took the pleasure of taking what Adidas adored the most, sponsoring the World Cup. Adidas always been the traditional sport brand to sponsor the World Cup. Nike did what they always do and took over what ever they wanted. Making a commercial titled "Write The Future", generating more excitement for the game. As well as helping Nike market business and making the competition weaken.

Nike really being involved in the soccer events. They made a program that offers soccer training, (Soccer+). With the "Write The Future" commercial inspiring athletes, they also were marketing their products like the CTR360 cleats that allowed access to the top training from top players and coaches.

Week 1-History and mission statement

The Nike company has a very interesting story. Phil Knight the founder of the brand was a former runner for the Olympics in 1959. His idea for his success came from his experience in the athletic world. Knight wanted to make a living with out leaving is passion for athletics. He teamed up with his coach Bill Bowerman also the founder of Nike. Bowerman wanted to create a lighter and durable racing shoe.

In 1963 Phil Knight took a trip to Japan to find a start toward a successful life. Knight knew Japan was the place where low cost products can be produced and shipped to the United States. He scheduled an interview with a Japanese running shoes manufacturer. Their company was called "Tiger" they weir looking to sell to American runners, Knight proposed his idea called "Blue Ribbon Sports".

By 1971 Knight and Bowerman created the "Nike" name and "Swoosh" logo with the help of Caroline Davidson a advertiser. In the late 70's Blue Ribbon Sport became Nike. The name changing increases the sales from $10 million to $270 million.

Nike became a big hit for the athletic and marketing world. Consumers want to buy Nike products because of the image and the advertising Nike did like the slogan "Just Do It". As well as sponsoring the top notch athletes like Michael Jordan to promote and create better consuming shoes for the buyers interest, with a high sell price. By 1996 Nike was awarded for Marketer of the year with a revenue of $6.74 billion.

Nike has been successful thoughout the years and one of their most valuable possession is having Michael Jordan. Michael Jordan has made so much money with Nike that he owns a part of Nike. Having his own brand "Air Jordan". Air Jordan has always made the best shoes for the consumers, that it has not gotten out of style.