...nikeplus.com. Thus, runners can get professional training advice, or share their experience with others. This move brought a lot of benefits for the Nike. By helping runners do exercise training, Nike can build brand intimacy and professional degrees, while analyze consumers based on data gathered through online community nikeplus.com. It can be said that with the joining and growing of Nike + product, Nike has clearly positioned himself not just the sports apparel company, but also a "good partner of movement" in the true sense. λ NikeiD: With the popularity of the Internet in the United States, Nike began to try building a brand on the network as other companies. In 1999, Nike introduced the NikeiD website where products can be customized. Consumers can choose their favorite colors and materials, finally make their own products, and are able to get finished within a month. Soon NikeiD’s sales broke $100 million. In 2007, Nike continued to offer NikeiD Studio, which made customized concepts from online to off line. (Beaverton). This marketing model of consumer production personalized combine production and consumers’ needs, thus to establish a good communication link between Nike Inc. and the market. λ Joga: In 2006, Nike began to try social networks and online communities, and cooperate with Google to build a World Cup-related social network, called Joga. Joga.com allows fans from 140 countries communicate, talk...
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...and create their own product or service experience. Nike PhotoID is a great example of consumer interactivity where people can shoot any picture of their favorite colors and Nike will create a shoe with your color combinations. 2. Non-disruptive experience: A customer getting his choice of commercial may not feel so disrupted with an ad experience. Hulu.com offers a personalized advertisement choice. Google is a big player on web for having personal ad experiences while they tracks the users’ choices as gathered information to show relevant ads. 3. Satisfied customers to brand advocates: People designing their own merchandise on NikeID may feel themselves as special as nothing less than designers leading into incredibly satisfied customers. These customers may share their experiences or products with other potential customers. NikeID gives a single touch share button to share your designs on social networks. Some companies give rewards to their customers. Dropbox.com...
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...Favorite Brand For the past 15 years, I have been a loyalty costumer of Nike shoe. Reason of choice was easy to talk about Nike’s shoe was the design of the shoe, the comfortable of wearing it, and the offering Nike has to offer was great. I’m not trying to say the design of Adidas or Reebok or any other brands of shoe line were bad, I just think Nike have an edge over them. When is come to design, Nike did an outstanding job providing their customers the option to customized their own shoe, “They were one of the pioneering companies that began the whole custom-shoe craze, and it makes sense that their NikeID site is so awesome. Once you get there, choose between a large numbers of athletic shoes to customize. There are tons of details you can customize including: colors, materials, text, width, and more.” ("Design Your Own Shoes", 2013). I had entered the site NikeID a few times and created two pairs of Nike with my own design, and both pairs of shoe turn out how I wanted at the first place. I believed with this method of marketing Nike introduced to the customers was superior, its allowing people to create or build the pairs of shoe of how they wanted and also the price was the same with the original pair. After you had a favorite pair of shoe, you definitely want test drive on it. Nike’s shoe known for its best comfortable and help protect feet to the fullest. According to NIKE, Inc. (2014), "We knew if we could blend the best of both attributes, we would create...
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...Murad Tahirov Marketing Spotlight-Nike The Nike story begins with its founder, running enthusiast Phil Knight. In 1962, Knight started Blue Ribbon Sports, the precursor to Nike. At the time, the athletic shoe industry was dominated by two German companies, Adidas and Puma. Knight recognized a neglected segment of serious athletes whose specialized needs were not being addressed. The concept was simple: Provide high-quality running shoes designed especially for athletes by athletes. Knight believed that "high-tech" shoes for runners could be manufactured at competitive prices if imported from abroad. Without much cash to do any advertising for his products, Knight crafted his "grass roots" philosophy of selling athletic shoes: Speaking to athletes in their language and on their level; sharing their true passion for running; and listening to their feedback about his products and the sport. Each weekend Knight would travel from track meet to track meet – both high school and collegiate competitions--talking with athletes and selling Tiger shoes from the trunk of his green Plymouth Valiant. The company's commitment to designing innovative footwear for serious athletes helped it build a cult following that rapidly reached the American consumer. By 1980, after just under two decades in the business, Nike had become the number one athletic shoe company in the United States. Unfortunately for the company, this wave of success was soon to crest as rival companies...
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...Team Project – Part 2 Team 5 – Hawkeye Marketing Stephanie Jensen Moyin Li Joseph Snyder Yuqi Sun Wenzhe Zhang Introduction to Marketing University of Iowa Tippie College of Business 03 April, 2016 Nike Segments Consumers by Athletes and Non-Athletes In a time when most things are no longer in simple black and white, Nike remains binary by segmenting its consumers into two distinct, opposite categories: athletes and non-athletes. While these segments are particularly broad, there’s a reason for it: it would be impractical to target the two groups in the same way. To successfully reach the company’s target markets, Nike employs differentiated marketing strategies. Athletes are mainly targeted with one of Nike’s major marketing strategies: the “hero athlete” (Kalb). The company pairs up with prominent athletes to endorse their brand. Athletes will then wish to be affiliated with these sports figures, so they will go out and buy Nike footwear to accomplish this. Contrastingly, in order to successfully target the non-athletes, Nike employs ad campaigns to inspire and motivate them to continue working hard. Around the London Olympics in 2012, Nike launched a new campaign with ordinary people enjoying themselves in their respective niches. The campaign was titled “Find Your Greatness,” and it included slogans such as, “Greatness doesn’t need a stadium.” This appealed to everyday citizens, because if someone else just like them can enjoy doing something that makes them...
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...JUST DO E-BUSINESS Nike’s shift towards the digital world Source: Google images Student ID: 1202654 Module: IB3B00 Word count: 2186 Description of Nike and its market Nike.inc is the world’s leading designer, marketer and distributor of athletic footwear, apparel, equipment and accessories as they claim it themselves. Nike, which was initially Blue Ribbon Sports, started off in Beaverton, Oregon in the USA in 1964 (where their HQ are still located today) and officially became the Nike brand in 1970. (NIKE, Inc. – About NIKE, Inc., 2014) They have been constantly increasing its range of products and services in all types of sports. Nike.inc is the owner of three other brands: Converse.inc, Hurley International LLC and the Jordan Brand. (NIKE, Inc. Reports FY2013 Q4 and Full Year Results, 2013) However in this report we will solely focus on the Nike brand. Nike’s revenues from its operations in 2013 were $25.3 billion. Other financial information can be found at http://investors.nikeinc.com. Nike, Adidas Group (including Reebok) and Puma are positioned as the key players in the global sports apparel market. Nike is believed to be the global leader in the athletic footwear market, where its main focus lays, with an estimated worldwide market share of 20% in 2012 and with most of its sales coming from North America (44% in 2012) and Western Europe. (19% in 2012) (Trevis Team, 2013) 2 Executive Summary This report focuses on the impact of the Internet on Nike’s business...
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...To accomplish the goal of bringing my Café to the new millennium I will assesses our ability to compete in the new market based off Porters Five Forces. The five forces are buyer power, supplier power, threat of substitute products or services, threat of new entrants, and rivalry among existing competitors. These forces will allow us to approach each situation with a proven business model. Buyer power in our current community is high. The ability to substitute the products we offer is significant. Grocery stores, major franchises, and other markets are able to sell salads, coffee beans, pastry and more. The ability to switch between venues is effortless and with the addition of Dunkin Donuts as a competitor, the buyer power will be even stronger. To compete against the buyer power we will need to create a rewards program. The rewards program also known as a loyalty program will be offered to all customers. The company’s offerings will be discounts on purchases, reward points for future purchases, special coupons, and more. The objective of this program is to give my Café the advantage for purchases and to bring the customer in along with new friends to my store. Supplier power is how many choices a buyer has to obtain the product of choice. In the current market, the supplier power is very low due to the business-to-business (B2B) through the Internet. B2B is essential for keeping cost down and to guarantee our coffee bean distributor stays in line with competitors...
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...identification is by engaging the customer with brand interaction. Nike is a contemporary brand that fully utilizes customer interaction and engagement to promulgate its brand culture. Customer interaction and engagement with the brand leads to effects that are echoed by the authors of this week’s readings concerning brand culture and user commodification. Lee and Klein identify that brands conjure up emotions in consumers and that is what influences their purchasing decisions, as a result of the brand identification established. Nike is able to emotionally tie its customers to its brand by allowing its customers to fully engage with its brand through the ways in which customers can interact with its products and product development. The NikeID program is an example of how Nike allows customers to interact and engage with its brand. Nike allows customers to design their own shoes and accessories, including bags, backpacks, and clothing. In some circumstances, Nike uses this program to challenge customers to create designs that it might market on large scale. By allowing customers to design their own products (within the parameters allowed by Nike, of course), customers feel empowered and are further attached to the Nike brand. The customer can tailor the product to fit its...
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...Nike is one of the largest public sportswear and equipment suppliers, with the leading edge in athletic sneakers, apparel, and sports equipment in the world. Nike has been ranked the most powerful sports brand by Forbes magazine, in early 2011. Nike started out as a small distributing company for Asics and now has become a global success. In 1964 Bill Bowerman, the coach of the track and field team for the University of Oregon, as well as one of the runners Phil Knight, started distributing running sneakers for the company “Onsitsuka Tiger” (now known as Asics), in the back of Phil’s car. With profits increasing and popularity growing, by 1967 Blue Ribbon Sports was opening their first retail store in Santa Monica, California. During 1971, Blue Ribbon Sports started to expand, and Phil Knight and Bill Bowerman started preparing their own footwear line. The infamous swoosh was developed in 1971 by Carolyn Davidson. This was the start of Nikes journey to becoming the most powerful sports company in the world today. The first shoe released to the public was a soccer shoe named Nike, which was released in the summer of 1971. Early 1972 the first line of Nike shoes was released. In 1978 Blue Ribbon Sports officially renamed itself Nike. The waffle design was Nike’s first self-designed product. Bill Bowerman and Phil Knight started experimenting with different out soles to increase traction and efficiency. The waffle trainer was a hit. By 1980 Nike captured 50% of the United States...
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...Online Shopping Channel – Trending Topic of the Market If you are a Starbucks fan, the first thing you do in the morning, is probably walk into a Starbucks store and buy a cup of coffee. You will show your Starbucks card, and get a “star” for every drink you purchase. With a Starbucks card, you can earn great rewards for using it, get special discount, receive personalized birthday cake, and enjoy convenient online order via iPhone app. Starbucks makes our daily life much better just by the power of a small-digitalized card. Imagine this digitalization happens in the whole fashion industry. You may wonder, why bother shopping online when we could drive fifteen minutes to a large shopping mall? Let me tell you some facts first. More than eighty percent of consumers in the United States are satisfied with buying experiences, however, only sixty percent of them are pleased with in store shopping experience. With $248.7 billion online sales, consumers should try online shopping more often, and benefit from it. E-commerce channels make shopping more convenient. Online stores remove the limitation of geographic locations as well as time constraints. Consumers can not only obtain and view unlimited options of goods, but also receive fast and secure shipping service. For example, after you enjoyed a late movie that is located in a shopping mall, you passed by an amazing dress that was shown behind the glass. It was exactly the dress that you were dreaming for. All the...
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...Hammerpress Video Response Paper Established in 1994, Hammerpress decided stick with the roots of age-old press printing. This allowed the company to give up the high volume production that maximized profits in order to create better value to their customers needs, wants, and demands. By promising true craftsmanship, of having individual employees hand crafting the products this ensures customers that the product they are receive will be unique. The advantages of dynamic pricing for Hammerpress is the company has the final say in how much the final product will be, depending on how often the customer wants changes during the production of the product. Hammerpress calculates pricing by how much labor is put into the production of the product. Customizing products gives customers advantages by have a unique item, which Hammerpress promises customers. Customers’ value proportion is shown because the company promises high level products and consumers’ respond well when a product follows their needs. A disadvantage to dynamic pricing Hammerpress faces is some customers are unhappy of the prices continually changing. This is due to the demands the customer request of the company. Since Hammerpress is unable to have a final price of a product until all the calculations are done when the product is done, many customers turn away from investing their time into something that may cost too much. In order for Hammerpress to expand their market of consumers, they could implement...
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...P1 For this part of my assignment I will be talking about two organisations promotion mix and how they use them. I will select a product from an organisation and explain how this organisation uses promotional strategy to promote their products. Sponsorship Sponsorship is a fee paid to an organization or groups for example sports, arts, entertainment in return for increased awareness. Awareness for that organisation increases because the logo is on display for everyone to see. Unlike advertising, sponsorship cannot communicate specific product attributes because it only shows the logo not the products. While advertising messages are controlled by the advertiser, sponsors do not control the message that is communicated. The business Apple uses sponsorship as a promotional mix. They have done this by sponsoring the American TV show American Idol. In return, Apple’s iPod becomes the official digital music player for American Idol, while the iPhone becomes the shows official handset. By doing this it pr0omotes their products, due to American Idol being a popular TV show millions of people will see Apple’s products. Nike use sponsorship as well, they sponsor popular athletes. These include superstars like Ronaldinho, Cristiano Ronaldo, Didier Drogba and Neymar. Cristiano Ronaldo is a prime example; he makes £14.1million per year from being sponsored by Nike. By sponsoring Ronaldo their logo will appear on what he wears. When he plays a football match, he will wear Nike boots and this...
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...RESEARCH PROJECT Submitted by, Tiju Sam Thomas Acknowledgement This research project is based on Generation Y and their characteristics. I would like to express my gratitude to Mathieu Brepoels for his guidance and support in my research. Contents What is a Brand | 4 | What is Branding | 4 | Generation Y/The Millennial Generation | 5 | Why Generation Y is important | 5 | How to reach Millennials | 6 | Different Mediums to reach Millennials | 7 | Characteristics | 8-19 | Reference | 20 | What is a Brand Simply putting, a Brand is a promise to the consumers. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors, For example, if we take the case of Nike which represents athleticism, fun, good health, performance, strength etc. So it promises the consumers certain things like athleticism, fun, good health, performance, strength etc. The American Marketing Association defines a brand as: a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate from those of competitors. What is Branding Branding is the process involved in creating a unique name and image for a product in the consumers mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and...
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...1. The macro-environmental factors that influence Nike’s strategy include culture, demographics, social issues, technological advances, economic situation, and political and regulatory environment. Culture is the shared meanings, beliefs, morals, values and customs of a group of people. In America, Nike has become an industry leader that influences our cultural practices. It is widely accepted as the premier retail brand by all age groups. Nike has done a great job of advertising to various generational cohorts and expanding its brand. Nike’s distinguishable products have become a household name on the global scale. Nike has to specifically consider the “country culture” of not only the countries where it sells product, but the cultures of the countries where the products are manufactured. Country culture attributes include behavior, dress, symbols, physical settings, ceremonies, language, and colors. Identifying and navigating some of the more subtle aspects is difficult but necessary for global firms. Demographics indicate the characteristics of human populations and segments, especially those used to identify consumer markets. Demographics include age, gender, race, and income. Nike uses marketing ads to target different segments of demographics. For example, Nike’s version of the toning shoe is designed to specifically appeal to women. Social issues influence consumer behavior around the world. Recently, there has been a heavy emphasis on thrift, health and wellness...
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...appeal to both men and women when it signed famous athletes like Michael Jordan and Venus Williams (Etzel, Walker, and Stanton). Further exposure was gained when Nike promoted its brand near major events, giving the impression that it partly sponsored the events. It also increased its sales promotion through the sponsorship of sporting events and collegiate teams. It gained exposure in extreme sports through cooperative advertising when it partnered with a skateboard manufacturer for the purpose of developing skate shoes (Etzel, Walker, and Stanton). Public relations were negatively affected by allegations of child labor in third- world factories. However, the subsequent negative publicity increased the exposure for its online NIKEiD shoe personalization service. Nike is generating more selective demand advertising towards women to increase the revenue share for that market segment. The market for high-priced performance shoes has been flat, while the market for casual and...
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