...States. In this case we have learned about the struggle that Nike’s one director took to catch the market of china and the reasons behind the failure of the project. Tom Clarke, the president of Nike knew that many people could not afford nike’s product due to high price and for this reason they were losing many potential customers. So in 1998 he began the development of world shoe project that was intended to emerging markets of Asia, Africa and Latin America and command Hartge to handle the project. Nike used a triple-bottom-line consideration to be able to give answers to the shareholders and people about economic, social and environmental issues. The world shoe line project was manufacturing products in china and took a business model of ‘local for local’ where local raw materials and local Nike’s manufacturing factories were used to manufacture shoes and sell them only in china. Hartge found out exclusive design for the shoes so that the manufacturing cost could be reduced. Hartge classified the market in five tier and targeted mainly tier three who were developing with high potential customers. But after doing so many things Hartge could not compete with the local producer because of their low cost and low price. Again there was no formal marketing plan to introduce the world shoe lone among retailers and customers. The distribution channel in china was very poor which made obstacle in the way of world shoe’s market. The retailers were fragmented and very hard to contact...
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...in increasing revenues and take on a direction that will lead them to success. First of all, I will be explaining about Nike’s vision and what they plan on doing to reach their goal. Second, I will be talking about what Adidas plans on doing in reaching their goal. The goals of the two companies are really important because it will help us determine their business planning and strategies which will help them become a successful company in reducing competition. Nike Nike is planning on increasing its sales and will increase their sales by apparel investment, locations, and focusing more on the consumer. Nike plans to quadruple its apparel investment on the innovation side over the next five years (Ryan, 2010, p. 12). Nike wants to be able to overall boost sales and continue growing. The first step in increasing sales will be by the overall investment on apparel. From a strategy perspective, Nike has centralized its apparel team around the world and is reducing the number of styles, vendors and materials used to focus on top-selling items which include t-shirts, track jackets, etc (Ryan, 2010, p. 12). Apparel investment is one of the main goals for Nike; however, there are still many other growth opportunities that will help Nike with increasing sales. Furthermore, the company plans to grow the Nike brand through expanding it to more locations. Nike’s retail strategy in the U.S. is to run a small number of Niketown stores and sell mostly through national retail chains (Cendrowski...
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...CCWEDDING MKTG575 Advertising Plan August 26, 2012 Table of Contents Executive Summary…Page 3 Situation Analysis Company (Product/Service) Description …Page 4 Situation Analysis SWOT Analysis……Page 5 Situation Analysis SWOT Analysis…Page 6 Situation Analysis Industry Analysis ….Page 7 Situation Analysis Industry Analysis …Page 8 Situation Analysis Target Market Description (Market Segments/Characteristics) …Page 9 Situation Analysis Marketing Mix/ Competitive Analysis……Page 10 Situation Analysis Marketing Mix Marketing Mix/ Competitive Analysis (Advertising strategies of Competition….Page 11 Advertising Objectives : Communication goal…Page 12 Advertising Objectives Communication goals….Page 13 Advertising Objectives Purchasing Behavior/Positioning …Page 14 Advertising Objectives: Purchasing Behavior/Positioning Page 15 Advertising (Creative) Strategy: Product concept…….. Page 16 Advertising (Creative) Target Audience (Who the advertising will address) …Page 17 Advertising (Creative) Strategy Media Objectives/Media Plan…Page 18 Advertising (Creative) Strategy Communication Effectiveness/Advertising Message (Art elements, Production elements) …Page 19 Advertising (Creative) Strategy Testing & Evaluation Advertising Research …Page 20 Works Cited Testing & Evaluation Advertising Research ….Page 21 Reference…. Page 22 Executive Summary Nike has been one of the most successful retailers of their time; therefore we would like...
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...Market segmenting is the process of dividing the market into dissimilar, distinctive groups of people who have similar needs to be satisfied, alike wants and behavior, or who might want same products & services. The process of segmentation is supposed to be performed by each company being interested in creating and successfully implementing marketing mix, which implies product development, placement, promotion and choice of appropriate pricing strategy. Markets can be divided depending on a number of wide-ranging criteria. Variables that are commonly used for segmentation are geographic (region, country size, climate etc.), demographic (age, gender, family size, religion, language etc.), psychographic (personality, life style, attitude etc.), behavioral (benefit sought, brand loyalty, decision making unit etc.), and technographic (motivation, usage patterns, standard of living etc.) ones. Successful segmentation requires the following: segments have to consist of members that are similar to each other; segments have to be distinctively different from each other; segments have to be computable and sizeable; segments have to be reachable and actionable; target segment has to be big enough to be financially valuable. It is important to mention that the process of segmentation is different from that of targeting, which means choosing among the segments those that are worth addressing. Target markets are those segments of the general market that the company chooses to promote its...
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...exercise clothing available for women was limited. This inspired her to create her first fashionable active-wear collection designed to make women not only look good, but to feel great whilst working out (Lorna Jane 2014). Operating for over twenty years now, Lorna Jane is a multi-million dollar award-winning active-wear label designed by women for women. With approximately 180 stores world wide, Lorna Jane has successfully captured the Australian active-wear market (with 140 stores throughout all Australian states) but has also expanded globally. Opening its twenty-third shop in 2013 (Walsh 2014) Lorna Jane has a strong retail presence in the United States, predominately California, and also retails in South Africa, Asia, Canada, the United Kingdom, France and the United Arab Emirates. According to Euromonitor, Lorna Jane holds the ‘third largest sportswear market share in Australia behind Nike and Adidas’ (Peterson 2014), approximately ‘9.4 per cent share of the entire fitness and athletic clothing market in Australia’ (Bailey 2013). In 2010-11, revenues totalled $77.8 million (Bailey 2013), indicating an ‘annualised growth rate above 40 per cent for the past five years’ (Bailey 2013). Sales in 2012-13 exceeded an estimated $110 million revenue, with reported revenues totalling $138 million, ‘representing a 30 per cent jump from (the) previous year’ (Peterson 2014). Lorna Jane’s “online retail sales direct-to-customer also experienced strong growth, up 75.5...
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...Running head: USING/OR NOT USING A CELEBRITY TO PROMOTE THE Using/or Not Using a Celebrity to Promote the Product Ben Williams Jr. Grantham University Abstract It is a well-known fact that many companies spend huge amount of money to get their products endorsed by prominent public figures (celebrities). But why do companies use celebrities for endorsing their products? In today's world of fiercely competitive and highly fragmented market, every company tries to maximize the share of its target market segment to optimize its profit. To achieve this goal, companies try a combination (or mix) of various marketing tools and techniques as their marketing strategy. Advertising is one of the important components of the communication mix through which companies convey their offerings to present and potential customers and general public as well. Using/or Not Using a Celebrity to Promote the Product The practice of using celebrity endorsement of a product by advertisement agencies to increase a product’s sales is rampant in almost every society in the world. It seems like every commercial has some celebrity confessing how a medication saved his life, or how she could not live without a certain type of shampoo. Advertisers have coined this practice as the source attractiveness model, which according to H.C. Kelman is that how a celebrity looks, “affects the effectiveness of persuasive communication through identification, which occurs when information from an attractive source...
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...1A football program and 30 NFL team, and opened self-owned retail and outlet stores in 2007. As the result, they had 43 present of the total U.S. performance apparel business sold sporting goods stores, even higher than other two main competitors which Nike and Adidas. Under Armour has 93 percent of sale in U.S. market and 84 percent of sale on apparel; plus international markets and other product lines, it totally profit 0.61 billion in 2007. By comparing with Nike and Adidas in the same year, Nike grossed 18.6 billion and Adidas 15.6 billion. The consequence, Under Armour mostly focuses on the domestic market and apparel but neglects the international market and lack diversification on their product. Although they won the sale in domestic market and apparel in this battle, their revenue was much less than Nike’s and Adidas’s which they lose in the entire market and products in sports clothing and accessories domain. Moreover, Under Armour does not have a patent on any of the materials used in its products; it creates the most critical issues, which lack of proprietary product rights. As the result, Under Armour is facing the problem on losing the international market, diversifying product lines and protection on their technology. If Under Armour still wants to stay on top of its...
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...University of Balamand Marketing Assignment #1 Barbara El Rassi Brand 1: Johnnie Walker 1- Target Segmentation: Johnnie walker started out as a sole salesman in Scotland and proceeded to have his own family business. The current target market for Johnnie Walker is Upper-Middle classed men. Johnnie Walker has been focusing and producing red, blue, black, and gold label blended Scotch whisky. Johnnie walker uses psychological target segmentation to further identify its market. Using class, women and success as goals for the seduction of average whiskey consumers. 2- Positioning: A kick-start to Johnnie Walker's recent success stems from the decision to more clearly define its positioning target. The brand was one of the first alcoholic beverages to dig deep into customer insights resulting in its “Keep on Walking” campaign and a new direction for the brand. That direction was built around the idea that men continually face challenges in the journey of life and that the journey is as important as the destination. The initiative tapped into an emerging sense that success was not marked by status, but rather personal development. 3- Opinion: In my opinion, Johnnie walker is the most known brand regarding the whiskey industry. As for their marketing strategy, I believe it is really creative and innovative; it reaches to all the people as a motivation to keep on going. The prices are more than fair, since there are many different...
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...MKTG 3030 D Final Report Group 1 Content Executive Summary ................................................................................................................................................. i Part Ⅰ: Situational Analysis 1. 3C Analysis: Company, Competition & Consumers...................................................................................... 1 2. 4P analysis: Product, Price, Placement & Promotion .................................................................................... 2 Part Ⅱ: Campaign 1. Target Market: Profile & Refinemnet .......................................................................................................... 4 2. Communication Objectives .......................................................................................................................... 4 3. Message Strategy: CFR, POP & POD.......................................................................................................... 5 4. Creative Strategy: Discover our excellent & Definr your excellent ............................................................ 5 5. Media Strategy: Objective, Media choices & Measurement ........................................................................ 8 6. Campaign Budget: Overall Budget & Distribution .................................................................................... 10 7. Research Strategy ........................................
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...SEGMENTATION FOR PERODUA ALZA. Market segmentation is the division of market into small segments in order to make marketing easier and avoid the waste of resources. Segmentation helps the company to know their target customer before making a decision to market their products. In automobile industry, for example the Perodua Alza, the company can use the demographic segmentation strategies to identify their potential customer. Under the demographic segmentation, Perodua Alza can be segmented to customer income, family size, and age. Perodua Alza is mainly for average income potential buyer who needs an MPV to fit a big family members with low budget and monthly payment. Besides that, Perodua Alza also suitable for the customer with social lifestyle, such as, going out or in vacation with family members which is 5 until 7 person. No more regret or offense because have to stay while the others be on a holidays. Perodua Alza mainly bought by a customer in the middle age between 30 to 50 years old and married due to family size. Young people not very interested with Alza because they tend to choose a car which suit their wild, young and free personality such as ferrari Using a psycographic segmentation, Perodua targeting Alza to customer based on their attitudes, values and lifestyle. Potential customer who’s always hang out with friend also can be a target customer because their active lifestyle such as camping, tend to make them choose the convenient and more ample space car...
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...Europe in year 1969 as a single perfume shop. * Through a series of expansion, Sephora was able to operate 54 stores by mid-90 and represent 8% of total French retail perfume market. * The product mix for Sephora was wide range of cosmetic, fragrance, hair and skin care products. * After Sephora was acquired by LVMH, the company continued its expansion and entered the U.S market by opening a store in New York in the year 1998. * Initial reaction by big brands in U.S was Luke warm and thus Sephora had to rely on less well known brands to fill its shelves. * Some of the operational consistencies across all its stores were hiring noncommissioned employees to guide consumers and answer questions, maintain similar “look and feel” and play combination of pop and alternative music to create fun, party atmosphere. * Sephora earned the reputation of having vibrant stores that encouraged trial and experimentation. * By 2010, Sephora operated in 23 countries and had nearly 1000 stores. Approximately, 45% of these stores were in U.S and Canada. * Sephora’s alliance with JC Penny in 2006 was the reason Sephora had more than 200 stores in U.S were located within JC Penny location. * Through its stores, Sephora offered 288 brands representing over 20,000 products. * The target market for Sephora was 25-35 year old women, as this age group had an aspirational element attached to it. * In terms of the competition, Sephora competed against department stores...
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...serving the adult female audience in the United States. In addition, the Company has extended its media and marketing platform around the Globe, through acquisitions and strategic licensing relationships. The Meredith Corporation has developed an expertise in building customer relationships through segmentation, targeting, and positioning. The uniqueness of this corporation is that they correctly identified the target audience, namely the female part of the Population. Their success lies in the fact that issuing journals and books, they were able to pinpoint the needs and desires of women. With 30 million readers Meredith has 14 magazines and more than 200 special interest publications. Among the Meredith magazines there are those for which that corporation is known. These magazines are Better Homes and Gardens, Family Circle, and Ladies’ Home Journal. By focusing on core categories of home, family, and personal development, Meredith has developed a product mix designed to meet various needs of women. 1. Main variables that Meredith has focused on to segment its markets. Meredith Corp. uses a combination of decision trees, linear and logistic regression, and other data-mining techniques to segment customers on the database,...
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...focusing on its economic, social and environmental angles and contribute to its community development. Rowner Community Trust is a new initiative. Therefore, as any other organizations it is looking forward to grow its social business by developing new social ventures to support Rowner community and sustain its social business. * Rowner Community Trust next project Group 1 will focus on Rowner Community Trust next project. The Community Trust next project is to create an Events Management Social Enterprise. This new project will generate revenues by providing events management services such as catering, conferences and other events management services to the following target segments: * SME's * Large Corporates * Public sector * Non-profit organizations * Consumer markets in following geographic locations: * London * Regional organizations involving the following stakeholders * Rowner Community Trust * Rowner Community Trust community center * Rowner Community Events Group The revenues coming from the events management social enterprise services will help in sustaining Rowner Community Trust and will also provide benefits such as education, training and employment to the people living in Rowner community. * Group 1 – Main Task To develop an entrepreneurial feasibility study for Rowner Community Trust events management social business that provides services to different organizations and companies. For our entrepreneurial...
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...1. Materials – Fridge Board The materials needed to create the Fridge Board are not extensive. First would be the backer which would be Natural Cork Sheets. Each sheet is $4.99 and to create one Fridge Board it will take a little more than 1 sheet. Ordering in multiple quantities allows for the board to come in one continuous sheet which would help with custom orders. The scrap will also be minimized if sheets are come in a continuous form. The next item needed is the metal that will be attached to the cork board, Stainless Steel Sheet 304. One sheet of 12"x18" stainless steel is $31.58 and would be the standard size for the Fridge Board. Custom orders would be priced dependent on what size is needed. The next item needed in the creation of the Fridge Board is Instant Bonding Glue – INSTANT JET. The bonding glue is $11.99 per bottle and would be used to bond the metal to the cork sheets. The expensive glue is required due to the types of material that are being bonded together. The final item needed to finish creating the Fridge Board is Scotch Removable Adhesive Putty. The putty costs $2.99 per package and I would use approximately ¼ of the package per Board (not purchased from Inventables.com). It is important to use a product that will not damage the refrigerator yet can stick to almost any surface. Putty is easily removable, can stick to any surface. 2. New Product, and application of materials The product I am creating is called The Fridge Board. The...
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...A RESEARCH BASED PROJECT NEW PRODUCT LAUNCH IN THE MARKET DONE BY MONU JAIN COMPANY PROFILE: * Type: Public (BSE:ITC) * Founded: 24 August 1910a Radha Bazaar Lane, Kolkata, India * Headquarters: Kolkata, India * Key people: Yogesh Chander Deveshwar, Chairman K. Vaidyanath, Director, Partho Chatterjee, CFO * Industry: Tobacco, foods, hotels, stationery, greeting cards Products: Cigarettes, packaged food, hotels, apparel Employees: over 25,000 (2009) Website: http://www.i tcp ortal.com/ Forbes Global 2000 List: 987 rank (2009) * Sales ($ billion):3. 65 Profits($ billion):0.79 Assets($ billion):4.43 Market Value($ billion):13.48 * ITC S VISION | | Sustain ITC's position as one of India's most valuable corporations through world class performance, creating growing value for the Indian economy and the Company’s stakeholders. * ITC S MISSIONTo enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value | | ITC is one of India's foremost private sector companies with a market capitalization of over US $ 30 billion and a turnover of US $ 6 billion. ITC is rated among the World's Best Big Companies. ITC ranks among India's `10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia's 50 best performing companies compiled by Business Week. ITC has...
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