Marketing Nike Essay Example for Free

Marketing Nike EssayGrowing up there was atomic number 53 brand that alone professional athletes used in my eyes, Nike. The Swoosh, was the icon that all kids had to have, and why not? All the big clock players not only had it, notwithstanding endorsed it. Ads, which had Michael Air Jordan, Bo Jackson, or Wayne Gretsky The Great One doing amazing physical feats, always, motivated the crowds. The Nike accompany new this, and blasted it selling campaign through all sorts of media.In this essay I will break spile this multi-billion dollar companys marketing techniques in the aras of client value, promotional items, marketings quaternary ps of the marketing mix, the segmentation, targeting, and positioning (STP) approach to market the harvesting, Customer Relationship Management (CRM), environmental trends, the largest customer base, its competitors, and honorable marketing for this corporation twain stateside and overseas. Putting these athletes in the ads is just one wa y to build value for a company.From Ashford universities Principle of Marketing by Sara White We are introduced to marketing with the description of marketing as an performance designed to stimulate exchanges that have value for customers, contri justionners, and society at large. With this definition of marketing intact the question that compose is out pondering is what is value? Value was defined as the perceived trade-off between benefits and the sacrifice required to take possession of those benefits. To break it down further we will look at customer value.Customer value is a title for the cost of a particular trade for the purchaser (buyer) kinda of the company (seller). Looking into a selling Nike abroad, whatever a customer may pay in the United States may not be the homogeneous overseas. The maiden social function is to look at is how the current client group influences the market in the states. Nike had a humble start with creators Bill Bowerman and Phil Knight ass ay to improve on the track shoe of the day. The former Blue Ribbon Sports Company now known as Nike wanted to increase value into their yield by having athletes endorses it.So they found the person that they thought would be the best at building future customer value, Steve Prefontaine. During his college time he never woolly a race on his home track, and was exposed to national notoriety with is quartetth place finish in Munich. This was one of their first successes in marketing. As popularity for their product rose the selected new sports models to display the shoes on the track. This really kicked of the sale of the shoes. Seeing how this success worked at their home setting, taking it to other countries should be no problem.Paving the way with athletes that had above average ability in their field was how Nike struck the marketing campaigned. Finding someone in another boorish that could spark the same influence over the masses would keep thing on track for Customer value ov erseas. This would all depend on what unpolished we planned on taken our product to. The last thing that we are going to look at with customer value is the four utilities of customer value. The four utilities are Form, Time, Place, and Ease of Possession. The form in the four utilities shows what effort Nike puts into their product that makes it desirable.Part of this desire is the quality and showmanship they place in every item. The other part is who they put in their invention. This was very clear in the mid-80 when Nike was the company that took on NBA rookie Michael Jordan, to represent their companys goals. Being one of the leading of in business, time is important. Nike put their product out when they need to. They also change it enough to keep things fresh. Time also goes along with place. Not only does the measure of releasing product play a huge role, the place does as closely. Lastly, ease of possession is just that, how easy will it be to get the product.include in t his is git I get my item rectifyed or replaced easily also. With internet available in al close everyones pocket from smartphones to tablets acquire Nikes items have become very accessible. With ease of possession we have to look at what trends are working or not, so that we may fix them. Understanding these four utilities just scratches the surface of what we need to know. To be more in-depth with a strategy we must look at the targeting and market mix sight of promoting. In order to utilize the four utilities properly we must look at the STP approach of marketing.This Approach involves segmentation, targeting, and positioning looks at what a byer values. divider can be defined as the process of splitting a market into smaller groups with similar product needs or identifiable characteristics, for the rate of selecting appropriate target markets. Targeting (or target market selection) refers to An organizations proactive selection of a suitable market segment (or segments) wi th the intention of heavily stress the firms marketing offers and activities towards this group of related consumers.And positioning (which is sometimes referred to as product positioning) is Positioning is the target markets perception of the products key benefits and features, relative to the offerings of competitive products. With the number of competitors only the rise it is important for an organization to forecast what the consumers buying trends are. Nike, although one of the largest establishments in their field, they still are not untouchable. They have to stay a success by continually improving on the products. Nike leads the way with new technology that innovate all sports.In the late 80s the introduction of Nike air did this well. Again they launched a promotional campaign that introduced a series of ads by Bo Jackson one of the result athletes at the time. They saw the future of what their clients wanted, Air. It was the first shoe out on the market with air in the s ole. Following the marketing targeting set at this point propelled them out front of their competitors. To stay ahead of the game the implementation of the four Ps is the next tool to evolve business plan. The four Ps that come from the widely used marketing mix developed in the 60s includes production, price, place and promotion.Product The combination of touchable well behaveds, services, and beliefs offered at a specific price. To stay on the breaking edge of athletic gear with rivals on your heels they have to produce a product that reaches the masses. The creations did just that, they made it tangible for all with a specific price. Price The amount of money or other consideration a customer must exchange for the offering. Nikes merchandise because it was ahead of others cost a little more. At the same time they could justify their cost due to the fact the merchandise operated better than anyone elses.Place The strategy by which a company gets the right goods in the right q uantity to the right place. Because Phil and Bill both had roots on the west coast mainly Oregon, this is where the ameliorate place to offer the product out of was. Now, a global sensation you can get it from any corner of the world. Promotion The advertising and selling activity a company undertakes to create demand for the offering . The only real way to endorse this type of product is to show the benefits in different great deal that use it. This not only sums up the four Ps but gives examples of how it applies to this enterprise.While putting all of these aspects together there has to be a way to track certain trends to be more productive. This can be done by customer relationship management or CRM system. CRM is a good tool to utilize once your product has hit the market. This system tracks the companies relationship with the purchaser. The data collected will be from sale and overall marketing . some(prenominal) items that might be pulled from this information are demogr aphics of the individual buying an item. This is so important to direct and promote ads to those that will actually be utilizing them. When I got my first pair of Nike shoes I was stoked.They were everything that I wanted and more. I was fast to show them to my friends. At that point I would have done anything that Nike asked me to (I was a common kid). Inside the box was a card and at the time I did not understand what it for. It had questions on it like race, age, sports that I played in at school leveletc. This was there way of finding out who is buying their goods. Some places will add in rewards or freebies to get their customer feedback. This information can also give feedback on when to promote certain items so that there will be a large return.Now that all the information is being tracked and fixed, we can now see how it does abroad. In the 90s Nike wanted to figure out how to reach an even larger fan base. Soccer was the ticket to gain that popularity not only in one coun try but almost every country in the world. At the point of taking production to another country the process of building customer value and marketing kind of starts over. Knowing this Nike took players from the World Cup-winning Brazilian case team. They redesigned the uniforms and pulled in some US teams as well .This organization could go a little farther by endorsing other sports as well. One of the most important things about going into other countries with this appeal line is to see what effects it has on the area. From Principles of Marketing by White there are a couple of things that affect the marketing environment. The acts that affect the environment are actors and forces . They both exist in two different categories Micro environment and Macro environment. In Micro-environment actors are individuals like stockholders, board members, competitors, public, and customers .In this category there are also forces which include Strategic moves by, competitors, Channel partners, C hanges in consumer behavior . Macro- environment deals actors with leaders in Culture/society, Politic, Economics, Technology development, Finance and Law . Forces in Macro-environment are globalization, Technology and media . Lets see how this looks with Nike. If Nike is to be a success in other countries they have to know how they are going to affect the environment where they go. They also need to know how other countries can affect them.An example of this would be in the Middle East females are not treated as equals. Therefore it would not be a good idea to start up only female sporting lines there. Another example of how they could be affected by the environment is the culture is different that the US, some countries that would use their product cannot sustain American prices. This would cause a new marketing scheme. A good place to start is checking the CRM to see what trends these cultures prefer. So currently who is Nikes biggest byer? Nike hits such a wide range of sports, from their start in track, to sponsoring golfer Eldrick Tiger Woods.Almost every sport forthwith has some kind of influence from Nike. The largest in todays market is probably the NFL. The National football league has just signed up Nike to create some new gear for this 2012 2013 season. The great thing about Nike is it now has sister labels that produce more than just athletic products. A significant event in dinero Haans timelines happened in 1988 when Nike acquired Cole Haan . Thence, international flagship stores and more outlets opened making the reach to influence the use of quality and fashionable footwear become broader and wider . Then the technology of Nike Air was corporal in the design of womens shoes which made a mark on Cole Haans emphasis on providing comfort and protection not only for men but also for women. This was the first at that time and the demand for Cole Haan shoes continued to rise . Nike seems to be unstoppable but they are only a small percentage o f the market. There are so many different shoe companies out there today. If an individual can get it in the States they can get overseas via the internet. A few brands that compete with Nike are Reebok, Adidas, Asics, and New balance.But they are not close to the company that distributes to over 170 countries. Unfortunately although Nike from the stand point of business is a great company they have a dark side also. Ethics is gaining authority in the business world. People are tired of seeing cooperations destroy morale of the world and marketing is no different. There is a tariff to the public to give honest communications and things that are not going further corrupt children mind. A lot of marketers will play to childrens weaknesses. Rebecca carcass wrote an article on advertising to children.The article goes on to explain that childrens psyches are not to the level to decipher fact from fiction. This weakness is exploded and ads well over load kids with ideas of toys and gam es that they do not need nor should they have. One case of unethical marketing goes deeper than what we can see. It was what was going on behind the curtains. According to spot Online that put out an article on Nike, about the treatment in the converse factory . They continue on to say that the employees are under paid, making around 50 cents an hour. Terminology such as dog or pig from supervisors are thrown around in a derogatory way.This is a decade after Nike came under fire for their child labor seat shops in Indonesia. Should something be done to this marketing tycoon? Some kind of vindication should come to the public not only in America but to the world. This is part of their obligation to the society has a whole. As kids we can be wasted into many different that catch our attention. Mine, like many juveniles was following the dream of growing up to become a professional athlete. It was the lifestyle at the time that seemed effort less. Nike open my eyes to this more than probably any other brand. The slogan Just do It was what I needed to pursue my goals.For a go it felt as though they were not just talking about sports but life who knows maybe they are. Whatever it may be there marketing plan from the start of the back of a trunk to multibillion dollar cooperation is one of the best. Going through the marketing world with Nike we covered the following customer value, promotional items, marketings four ps of the marketing mix, the segmentation, targeting, and positioning (STP) approach to market the product, Customer Relationship Management (CRM), environmental trends, the largest customer base, its competitors, and ethical marketing for this corporation both stateside and overseas.References (n. d. ). Clay, R. A. (2000, September). Advertising to children is it ehtical. Retrieved Jan 11, 2013, from American Phychological Association http//www. apa. org/monitor/sep00/advertising. aspx Fripp, G. (2012). .segmentationstudyguide. Retrieved Jan 14, 20 13, from www. segmentationstudyguide. com Reporter, D. M. (2011, July 13). Mail Online. Retrieved Jan 13, 2013, from daily mail http//www. dailymail. co. uk/news/article-2014325/Nike-workers-kicked-slapped-verbally-abused-factories-making-Converse-line-Indonesia.html uknown. (2011). History Heritage . Retrieved 01 10, 2013, from Nike, inc http//nikeinc. com/pages/history-heritage unknown. (2013). A History of Cole Haan. Retrieved jan 13, 2013, from Shoe metro delivering sole satisfaction http//www. shoemetro. com/t-history-of-cole-haan. aspx unknown. (2013, jan 13). Forbes profile and News. Retrieved Jan 2013, 2013, from Forbes. com http//www. forbes. com/companies/nike/ White, S. (2012). Principles of Marketing. San Diego Bridgepoint Education,inc.