The marketing of goods and services to individuals and organizations for purposes other than personal consumption. The sales of Nike products to soccer club are an example of business marketing. Each year Nike’s sale percentage increases, this shows us (public) how successful they are and also, it shows us that no matter what Nike always trying to give us the quality products.
Cristiano Ronaldo is one of the best soccer player in the world right now and Nike targets him as a Business model because Nike created a whole brand new collection called CR7 Collection. Because of him being one of the greatest, a lot of young athletes see him as a role model.
Nike also designs the latest mercurials and Cristiano is the first to receive them. His character and career achievement helps to market these soccer cleats.
Developing and Managing Products - Mercurial Vapor- Marcus Folkes
When Nike makes shoes for sports there is so much that they put into the process so that athletes can have the rite shoe to play there sport. Nike has its very on lab where they run all types of test on the shoe to make sure that it will meet all of the requirements for a athlete to compete in there sport of choice. With these test they make sure the shoe is comfortable, it is durable, that it is designed to give support so that the athlete doesn't have to worry about injuries because of they shoe. I say that because for basketball your shoe has to give you ankle support to avoid injury. With the results they get from all the testing if the product is right then Nike starts to mass produce the shoe and put it out to the world.
Nike will continue its brand segmentation and will attempt to beef its women's business next year with a broader product line and an extensive print campaign addressing women's issues to break in February magazines and continue through the year and beyond. Nike hopes to build relevance and market share with college females. Reebok stronghold in this area that has become like a stepchild recently, due to Nike's focus on and absolute domination of the teen market. Nike Women's concept shops are also showing up more in sporting goods, specialty and department stores across the country.
Target Markets - Mercurial
Nike's target market is still active people who enjoy high-quality sporting goods, especially footwear. The company targets top-line revenue growth to $23 billion by fiscal 2011 based on growth in its brand portfolio. It is up from $15 billion in fiscal 2006. Over the next five years, the company anticipates 75 percent of this growth will be made by the Nike brand and will be driven by a consumer defined category strategy. Soccer goods are expected to anticipate 30 percent of that 75. Nike focus on creating premium consumer experiences built on product innovation, brand leadership and elevated retail presence. Nike is targeting further geographic expansion and farther marketing penetration in all regions. Soccer superstars of different countries around the world are sponsored by Nike to promote and advertise the latest cleats. Through disciplined operating management, the company still continues to target long-range mid-teen earnings per share growth.
Previous blogs recently stated that Nike uses soccer superstars of different attributes to promote and sell their soccer products. Despite Cristiano Ronaldo being face of the nike mercurial soccer cleats, Nike created a new soccer cleats called the Hyper Venom for the brazllian superstar Neymar Jr. With that being said, it is becomes easy to satisfy btheir target market and also gain multiple customers to their marketing communication.
Nike utilizes a personal selling method in every one of their retail stores. The sales associates in these stores have direct contact and interaction with the buyers of Nike products. Because they are the individuals that directly communicate with the consumers who are interested in Nike products, they must be able to aid in the process of a successful sale. They are knowledgeable of the brand and should be trained in asking customers the 'right' questions in order to figure out what they are looking for. To ensure optimal performance from the sales teams, Nike will often send Nike representatives to retail stores that sell their sneakers to give little presentations to keep the sales associates up-to-date on the products and the technology behind them. I know this from a first hand experience because of my job at a sneaker retail store. We recently had a Nike representative give us a mini training session on the Nike running shoes and then we discussed what the customers in our store looked for most of the time and then gave feedback on the Nike running shoes as well as some competitor brands.
The product of Nike can be classified as a consumer product. People use Nike products for various reasons. Customers buy sneakers to satisfy their want for comfortable shoes for different lifestyles.Nike have crossed into various product lines starting from the Early 1980's to include sneakers to serve other sports instead of marketing to Running. Nike sells Sneakers to Basketball,Baseball,Football,Soccer,Running,Golf,Casual,etc; which goes over their basic product line depth. Nike doesn't only sell sneakers but they also sell clothing that includes Jeans,Shirts,Sweaters,Hats,Sport Accessories; which goes over their basic product mix width. Nike trademark is their Big Check that is located on every single product they sell. Nike have used many recent technology advances in order to create new products to sell to their existing and new customers. Nike have collaborated with Apple to create sensors that are able to fit inside the sole of many Nike Running shoes,in order to track their Workout and Training. This Nike+ Ipod Sensor is compatible with many Nike running shoes because Nike have started to cut out a portion of the inside of the Nike Running shoe in order to make it fit perfectly inside the shoe.
Nike utilizes a personal selling technique in all of their retail stores. The sales associates in these stores has direct contact and interaction with the buyers of Nike merchandise. They are the individuals that communicate directly with the consumers who are interested in Nike products. They sales men and women must be able to help in the process of a successful sale. They are suppose to be knowledgeable of the brand and should be trained in asking customers the right questions in order to find out what they are looking for. To make sure this is done Nike will often send Nike representatives to retail stores that sell their sneakers to give little presentations to keep the sales associates up to date on the merchandise and the technology behind them. I agree with this because sometimes people that work at the store don't really know what they selling and need to b reminded.
Nike Mercurial: Advertising, Public Relations and Sales Promotion - Marcus Folkes
Nike advertising takes the common hero story and turns it on its head. Instead of inspiring customer loyalty by singling out an external enemy, it pulls out the stops and focuses on an internal foe – our fear. Nike advertising knows just how encourage their consumers by creating these ads to inspire aspiring soccer players. Nike has a new slogan,"Risk Everything" for the newly created HyperVenom that was specifically made for the Brazilian superstar Neymar Jr. This is how Nike marketing uses emotional marketing to inspire customer loyalty. They know that while some people may identify with an external foe, all people identify with an internal one.
Nike brand strategy is excellent on this end because not only is the internal foe someone we can all hate, the fearless hero is the viewer! In one way or another, we are all the hero of our own story, and Nike marketing has long since identified that feeling – and used it to inspire timeless customer loyalty.
I think this ad was effective the public. It made people that saw Ronaldo played more eager to watch him and people who have already watch him to continue. It was a hit with the customers to because almost everybody in the around the world would have a cleats that helps to enhance their speed.
Sales Promotion
NIKE ID (nikeid.com) is the latest offering from one of the world's most premiere sports fitness brands. NIKE ID gives you a chance to be a NIKE designer. This site allows you to customized and personalize a wide variety of NIKE footwear and apparel. This a good idea because cleats or clothes that Nike make don't always come in the colors u want or style. Nike ID is a good way you can add your own flavor to your attire.