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.
Nike Marketing Channel and Retailing - Marcus Folkes
Nike, Inc. – Direct to Consumer In discussing its Direct to Consumer business, the Company outlined plans to open approximately 250-300 new Nike branded stores worldwide over the next five years to elevate the consumer experience and position the brand in the world’s premium shopping locations, as well as drive accelerated growth in digital commerce, leveraging the explosive growth of NikeiD. Given these efforts, Nike, Inc. expects mid-teens growth in its Direct to Consumer Business which should contribute an additional $2.2-2.6 billion by 2015. Also highlighted was an increased focus on working with retail partners to create more elevated and differentiated consumer experiences including execution of category-segmented concepts within key markets. Nike’s wholesale business model is expected to continue to be the primary driver of long-term growth, with retail partners still expected to account for more than 80 percent of the Company’s overall business by 2015.
To build and strengthen its global retail presence, Nike, Inc. announced plans to invest $500-600 million in capital over the next five years to develop the Direct to Consumer business and build capabilities to support both owned and wholesale retail productivity and performance.
Nike always seem to sponsor the best athlete in each sport. In basketball they sponsor Lebron James and Kobe Bryant. In Soccer they sponsor Cristiano Ronaldo and alot more players, football they sponsor Adrian Peterson, baseball Alex Rodriguez, and in golf they sponsor tiger woods. This help buyers lean towards Nike then other sport brands. Consumers are more willing to buy from Nike because the athletes that are being endorse are on the top of their game. Buyers think that if they purchase a top athletes merchandise that they will inherit their attributes. This give Nike the upper hand on their competation.
Nike Mercurial: Developing a Global watch - Marcus Folkes
Identifying a customers needs is done so the company can meet those needs. The company I have chosen is Nike and the specific product is the Nike Mercurial Vapor range of football boot. Nike is a globally renowned sports equipment and clothing company, it has a trademark that aims on bringing out the sporting spirit "Just Do It". The company goes all out to market itself and with football boots and in particular Nike Mercurial Vapor there is massive potential for production of the boot worldwide. Nike's marketing mix should be seen a great example and coupled with it's reputation of being one of the worlds leading sports brands, it's huge list of endorsed athletes and it's history of quality products they have a perfect balance to achieve their targets.
The Mercurial Vapor is a football or "soccer" boot manufactured by globally renowned sportswear manufacturer Nike. It is the first of it's kind in a new lightweight type of boot on the market and it had several key innovations. The upper part of the boot was made from an ultra thin synthetic, lightweight fiber, renamed "Nike Skin" which claimed to be thinner and stronger than kangaroo leather. The Vapor also included an external heel counter which supported the heel and Achilles area of the foot, this was brought in from track sprint spikes and designed to spring back into shape after push-off. In the football world the Nike Mercurial Vapor is known as a speed boot, it's all about comfort but mainly speed and is aimed at quick players, such as wingers. The boot comes in sort ground and firm ground to suit all weather conditions and come with easy to fit Nike snap studs.
Thefollowing are potential factors that could affect Nike's business decisions. Some have already begun to occur, while others are merely possibilities. A target market is a defined group that managers feel is most likely to buy a firm's product. Nike has a large Variety target market. They specially target athletes both men and women from the ages 10-35 years old. They also target most professional sport organizations you see on television today. Nike continues to innovate and come up with new marketing schemes.Nike just teamed up with a huge video game company called EA Sports who produces a Soccer game called Pro Evolution Soccer. In the video game Pro Evolution Soccer (PES) you can customize your own cleats and Nike will actually produce one pair for you exclusively of their website.
Nike Mercurial: Ethics and Social Responsibility - Marcus Folkes
It is in Nike's nature to innovate. This truly comes alive where we live, work and play in communities throughout the world.The image above is an example of Nike Academy which is an English association football academy run by Nike, Inc. and is made up of unsigned under-20 players to help them find a club.Nike sends scouts in as many countries around the world to recruit amateurs. The Nike Academy is currently based at Lough-borough University, where they moved to in August 2011,and is sponsored by the Premier League. The squad is made up of released players from professional clubs and winners of The Chance, a football talent search competition organised by Nike and run all over the world. The players live on campus and eat in the Nutritional Lounge on site at Lough-borough.
Nike School Innovation Fund
The Nike School Innovation Fund’s mission is to fuel excellence in education through the power of innovation. Through the fund, Nike pairs its executives with local schools to implement programs that have a big impact on students and schools. Previously, the fund gave $9 million over five years to support early learning and leadership development programs. Today, the Nike School Innovation Fund focuses on accelerating career and college readiness for 9th graders in Oregon.
Nike Employee Grant Fund
The Nike Employee Grant Fund makes grants of $550,000 per year to nonprofit organizations in the greater Portland area, near Nike’s global headquarters. The primary goal is to support programs that create early positive experiences for young people through physical education, sports, and play. Nike employees play an important role to NEGF’s impact by participating in the grant decision-making process. In 2013, NEGF grants served more than 200,000 people and 51 organizations.
Nike Mercurial: Strategic Planning for Competitive Advantage - Marcus Folkes
Nike Mercurial Strategic Planning for Competitive Advantage
It has been well over a year since Nike introduced the Mercurial Vapor IX. The boot has seen more than its fair share of colorways since its initial bow last January. To say that it's due for a refresh in modern football timetables is a bit of an understatement. Now, with the World Cup looming large, Nike have done just that.
At their innovations event in Madrid this week, along with some other announcements (that kind of pale in comparison now), Nike made the Mercurial Superfly IV official. The new boot will, of course, be Nike's speed boot but it brings with it a number of new innovations that aim to change the way we look at modern football footwear.
Nike Mercurial Market Penetration: NIKE takes advantage of celebrity endorsements by using athletes in advertising and promotions for marketing existing products into the company’s existing market.
Product Development: As athletic footwear is the cash cow product of NIKE, market penetration is the company’s most commonly used method for growth. The company introduces new footwear designs into the Apparel and Footwear markets in which NIKE is already the dominant force.
Nike Mercurial Marketing Development: NIKE uses market development such as signing upcoming speedy and skillful soccer players to introduce current products into unfamiliar foreign markets.
4Ps Strategy Global Marketing:
Product, Price, Place, and Promotion
It is a global sports giant Nike soccer shoes (Mercurial). It is the largest seller of athletic footwear in the world who hold the majority of the market by 33% of the total. The company’s facilities for production in Asia, sales in 200 countries around the installation and service of clients and other operational unit are worldwide.
Products
Nike Mercurial now offers a wide range of broad categories of Soccer Cleats sold. The world's top players of different attributes inspired Nike to create new Soccer Cleats to improve their game and to also inspire their fans.
Price
Nike retailer of Soccer footwear (Cleats), designed for the prices to be competitive. The price and target customers based on the premium segment. Nike as a brand to command a higher premium. Nike makes fares strategy, vertical integration in which participants use different levels of the channel, or participate in more than one level of canal operations. The cost and impact on commodity prices can be controlled.
Place
Nike multiple stores and shops around the world are performed by qualified personnel. Nike in the U.S. in approximately 200 countries around the world about 20,000 sold its products to retail customers. international market, independent distributors and licensees Nike sells its products through subsidiaries. local pressure is not conducive to independent dealers and distributors, are administered by the four P's marketing needs.
Promotion
Promotion depends much looking for offices that have access. This strategic alliance to create targeted ads in the valley of paper. Nike Brazilian soccer team (in particular, Neymar, Dani Alves, Thiago Silva and much more), served in a number. They did commercials and wider varieties of advertisement for the latest Soccer Cleats (Mercurial).\
The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. NIKE, pronounced NI-KEY, is the winged goddess of victory according to Greek mythology, the SWOOSH logo is a graphic design created by Caroline Davidson in 1971 when Phil Knight asked Caroline to design a logo that could be placed on the side of a shoe. Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing and selling of footwear, apparel, equipment, accessories and services.
