Chapter 7: Business Marketing
Thursday, December 13, 2012
Wednesday, December 12, 2012
Air Jordan Marketing Communication
Ch. 16 -Integrated Marketing
Communications
Proper communications with consumers is the most crucial part of business, without communications consumers satisfactions and needs would not be met.Promotion is the biggest communication tool utilized in marketing to influence or create bigger picture around the product. A company like Nike which strives to provide the premium experience not only through service, but through premium quality apparel and footwear; uses numerous promotional techniques to communicate and stimulate a consumer's wants and needs. Through intergrated marketing, different combinations of promotional mix can be utilized to advertise sales promotions, trade promotions, sponsorships, public relations, internet media, direct marketing and believe or not also in video games. Air Jordan uses many famous and well known basketball players to promote and wear their products including sneakers and apparel just made in honor of them for their fans. Recenty, two well known players were just recently added to Team Jordan ( Russell Westbrook and Blake Griffin), which are the biggest basketball players right now in the current NBA season.
Proper communications with consumers is the most crucial part of business, without communications consumers satisfactions and needs would not be met.Promotion is the biggest communication tool utilized in marketing to influence or create bigger picture around the product. A company like Nike which strives to provide the premium experience not only through service, but through premium quality apparel and footwear; uses numerous promotional techniques to communicate and stimulate a consumer's wants and needs. Through intergrated marketing, different combinations of promotional mix can be utilized to advertise sales promotions, trade promotions, sponsorships, public relations, internet media, direct marketing and believe or not also in video games. Air Jordan uses many famous and well known basketball players to promote and wear their products including sneakers and apparel just made in honor of them for their fans. Recenty, two well known players were just recently added to Team Jordan ( Russell Westbrook and Blake Griffin), which are the biggest basketball players right now in the current NBA season.Sunday, November 4, 2012
Air Jordan Product Concept
Chapter 10: Product Concepts
Nike Air Jordan's Product Line and Product mix
Product concept is the understanding of the dynamics of the product in order to showcase the preeminent attributes of the product that would lure consumer to acquire the product. Nike Air Jordan is classified as specialty product because consumer that have purchase the product are loyal to the brand; as end result the consumer is reluctant to settle for less or any substitute brand. Air Jordan's product item ( Air Jordan 1 ) inspire a product line where each sneaker in the product line was influenced by the characteristic and attributes of the previous sneaker before. As you can see the photo above air Jordan's product width and their products depth is the different vibrant colors the sneakers come in.
Brand equity is the brand's power to formulate from goodwill and name recognition which has been earn over an extended time period, which translate in to higher sale volumes and higher profit margins against competing brands. Air Jordan being a premium brand of athletic foot wear and apparel is influenced by legacy, vision and absolute involvement of Michael Jordan as a subsidy of Nike.
Monday, October 29, 2012
Air Jordan & Promotions
Chapter 18: Sales Promotion and Personal Selling
Many business rely on sales promotion hoping this would not only increase sales, but to execute the objective which is to affect the consumers behavior when purchasing their services or goods. There many different types of sales promotion such as coupons, rebates, premium and the frequent buyers program. Nike's Air Jordan does offer premium promotions; premium promotions is an extra item or product given to the consumer as proof the product promoted was purchased such as, two for the price of one deal. Nike Air Jordans offers premiums such as, the defining moments, Old Love & New Love or the DMP package. They also engage in sale promotion by having appealing stores that catches the consumers eye and utilize athletes to promote their products on Posters, Mannequins, television or signs also known as P-O-P ( point of purchase) at the retailers location. Nike also offer online sale promotion if the consumer purchase over a certain amount then their eligible for free shipping and handling across the united stated.
The count down package
 |
| Old Love & New Love Begining Moments |
Sunday, October 21, 2012
Air Jordan Advertising and Public Relations
Chapter 17: Advertising and Public Relations
O.M.G! Nike has done it again and are setting the bars high for other sports and athletic apparel companies. The famous sportswear company disclosed their new Air Jordan creation known as Air Jordan 2012 and are now paying homage to the jazz age. These new shoe apparel are designed to accommodate and elevate the performance of different athletic basketball players and consumers that play the sport. What's interesting about this product is the method of advertising Nike utilizes. Product advertising in which Nike always engages; highlights the benefits of a specific product like the one below which Nike's lead designer talks boastingly about.
Nike uses advertising appeal to offer the consumer a reason to buy , the advertising appeal uses is admiration while promoting this new product of sneaker. Nike in its promotinal video uses names such as Lebron James, Dwayne Wade and Paul Chris to show consumers ; this is what your favorite NBA players are wearing and you can wear them too and this will help your basketball performance for the postion you play on the team.
O.M.G! Nike has done it again and are setting the bars high for other sports and athletic apparel companies. The famous sportswear company disclosed their new Air Jordan creation known as Air Jordan 2012 and are now paying homage to the jazz age. These new shoe apparel are designed to accommodate and elevate the performance of different athletic basketball players and consumers that play the sport. What's interesting about this product is the method of advertising Nike utilizes. Product advertising in which Nike always engages; highlights the benefits of a specific product like the one below which Nike's lead designer talks boastingly about.
Nike uses advertising appeal to offer the consumer a reason to buy , the advertising appeal uses is admiration while promoting this new product of sneaker. Nike in its promotinal video uses names such as Lebron James, Dwayne Wade and Paul Chris to show consumers ; this is what your favorite NBA players are wearing and you can wear them too and this will help your basketball performance for the postion you play on the team.
Air Jordan and Retailing
Chapter 15: Retailing
The role of retailing is an important part of business and has a huge impact in our daily lives; whether it's furniture, electronics, cars and any other services and goods that can be utilized by the ultimate consumer. Before a business can reach the ultimate consumer they must apply a retail strategy in order to mouse trap the target market. Retail strategies are a composite of the six P's which is a retailing mix.
The role of retailing is an important part of business and has a huge impact in our daily lives; whether it's furniture, electronics, cars and any other services and goods that can be utilized by the ultimate consumer. Before a business can reach the ultimate consumer they must apply a retail strategy in order to mouse trap the target market. Retail strategies are a composite of the six P's which is a retailing mix.
 |
| These are the 6 P's |
Nike Air Jordan as a company focuses on 4 major components of the 6 P's, these components are Product, Price,Place and Promotion focusing on this retail mix brought Nike to where they are today and that is a booming sports apparel company.
Product:
Product is very important to the Nike company because they carry the largest amount of different products such as footwear, clothing and sports equipment. Nike carries over 5 major brands including Jordan, Converse, Umbro, Cole Haan and Hurley International.
Price:
The strategies that Nike uses to price their products is mostly based on the compositions of the Brand , being on top of the competitors, and Nike has always been. Nike's charges high prices or premium prices for it's product because of brand and the quality of the products which it offers.
Places:
Nike Air Jordan sneakers are carried by multi-brand stores and the exclusive Nike stores across the globe. Nike sells their product to stores across the U.S. and in almost 200 countries around the world. In the international markets, Nike sells its products through independent distributors, licensees and subsidiaries. Independent distributors need not adapt to local pressures because the 4P's of marketing are managed by distributors.The location where a company places its products is key, if a company places its products in the wrong hands the product might not sell as well as it should if it is not being marketed right. Nike sneakers are being sold in many stores where the fit is right such as Foot Locker, Jimmy Jazz, Hyperactive, Dr. Jays and Nike's own stores such as Nike Town and Nike Outlets in the United States and all over the World.
Promotion:
Promotion is largely dependent on finding a convinient store locations. It also account of targeted advertising in the newspaper and creating strategic alliances. Nike Air Jordan has a number of famous athletes that serve as brand ambassadors. These ambassadors are apart of a team called "Team Jordan".
click photo to expand
Monday, October 8, 2012
Nike Targets China's Female Consumers
Chapter 6: Continuation
According
to " The China Observer" Nike is on a quest to gain the Chinese consumers trust. Although, demographically Nike has successfully intrigued male consumers through sponsoring conspicuous athletes in China such as, Olympic gold-medalist Liu Xiang and also famous NBA basketball players. Nike's new market development focuses on opening a new market for the subcultural group in China which are women. Nike achieved this by composing a commercial with tennis stars " Maria Sharapova and Li Na". Then later partnered with Tudou to bring forth a campaign called " Fuel for Dream". Which allowed 50 female college students to broadcast and share their dreams of becoming professional athletes, while utilizing and displaying the latest Nike sportswear and sneaker apparel. Thus bringing awareness to the young female demographics in China on women's sportswear and athletic apparel.
http://thechinaobserver.com/2012/01/19/nike-leveraging-online-video-to-attract-female-chinese-consumers/
( video segment of the 50 female chinese college students)
http://nikewomen.tudou.com/nikewomen/home.do
 |
| Tennis Star Li Na on a billboard advertisement for Nike |
http://thechinaobserver.com/2012/01/19/nike-leveraging-online-video-to-attract-female-chinese-consumers/
( video segment of the 50 female chinese college students)
http://nikewomen.tudou.com/nikewomen/home.do
Saturday, September 29, 2012
Air Jordan And Understanding Consumers Behavior
Chapter 6: Consumer Decision Making
When
choosing a brand as a consumer; how do one come to the conclusion on
why the brands or products we purchase fulfill our needs? For
a business it is vital to understand the decision making a consumer
makes because this helps the business approach consumers in a way
where promoting their product changes the consumer's decision
making criteria. This
is all part of the consumer decision making process, as consumers
we take all the parts of this process to determine if we want to buy
this product; these five steps are key to the purchasing process.
When society chooses to buy the Air Jordan sneaker it is mostly because the consumer desire it. Based on the step of needing recognition; whether its because people are looking to fit in with
others that currently own a pair because they like the style of the
sneakers; or maybe because they grew up witnessing Michael Jordan's career take shape and enjoy his brand. Jordans first being introduced to the
basketball world would be related to a nonmarking- controlled
information source which is part of the information search step.
There are many different reasons and decisions being made while the
consumer are looking to purchase this brand.
Based on the target market of the company they first target professional athletes and then move on to society who have a great deal of appreciation for the stylish sneakers on their feet. The social class of a person also
determines if a person could afford to buy a pair. The current rate
for a pair of Jordan sneakers range from $125 dollars to over $200
dollars, for people that have the money and have no problem buying
them oppose to the people that can't afford them and are left out. Overall consumer have the ultimate decision to buy or not to buy the Jordan
product due to having so many other sneaker brands out there such as
Adidas and Reebok which is
realized as the evaluation of alternatives but in the end result the
consumers will choose Jordan due to the reputation the brand has.
When purchasing the sneaker the postpurchase behavior of a person is
left with the expectations of feeling good about yourself and is
experiencing a great boost of self esteem because they are now
feeling accepted with in the social class.
Air Jordan Vs Qiadan Sports Co.
Chapter 5: Developing A Global Vision
According to "BloomBerg Bussiness Week" the famous athlete Michael Jordan file a law suit against a chinese company that produces sportswear and shoe apparel . The hall-of-famer allegedly acusses Qiadan Sport Co. for profiting illegally by utilizing the players name in chinese. Athlough Qiadan Sports is operating according to the chinese law and the office of The Trademark of China's state Administration for Idustry and Commerce. China's trade mark association claims the hall of famer doesn't own a register trademark name in china. Although, Michael Jordan made such claim; he would have to prove sufficient evidence that Qiadan Sport profited from his name. Despite the law suit Jordan claims " his interest is not to put Qiadan out of business ; But to reassure chinese consumers understand the product they are consuming and are not being misled" and that "any damages monetary award would be invested in growing the sport of basketball in china"
http://www.businessweek.com/news/2012-02-24/michael-jordan-sues-chinese-sportswear-company-over-use-of-name.html.
According to "BloomBerg Bussiness Week" the famous athlete Michael Jordan file a law suit against a chinese company that produces sportswear and shoe apparel . The hall-of-famer allegedly acusses Qiadan Sport Co. for profiting illegally by utilizing the players name in chinese. Athlough Qiadan Sports is operating according to the chinese law and the office of The Trademark of China's state Administration for Idustry and Commerce. China's trade mark association claims the hall of famer doesn't own a register trademark name in china. Although, Michael Jordan made such claim; he would have to prove sufficient evidence that Qiadan Sport profited from his name. Despite the law suit Jordan claims " his interest is not to put Qiadan out of business ; But to reassure chinese consumers understand the product they are consuming and are not being misled" and that "any damages monetary award would be invested in growing the sport of basketball in china"
http://www.businessweek.com/news/2012-02-24/michael-jordan-sues-chinese-sportswear-company-over-use-of-name.html.
Air Jordan and Marketing Evironment
Chapter 4: The Marketing Environment
In 1985 the brand of Jordan was born and has only grown from there, coming up with the Chicago Bulls Michael Jordan was targeted by Nike. Being an MVP and a champion in the NBA Nike wanted Jordan to promote this new brand of sneaker. As years passed by the popularity of the sneakers grew and more and more people wanted them.The brand Jordan can be found in many big cites targeting the many races and many sports other then basketball and also can be found in many big time retail store such as Nike town NYC , Foot Locker, Dr Jay's and as well as online at the Nike store.Nike uses marketing research to help make new products or improve old products and also combine many different sneakers in to one new sneaker. For example on December 23rd 2011 Jordan brand re-released the Air Jordan 11 “CONCORDS”. These shoes were taken off the market about 11 years ago and since that time these shoes have become a collector’s item. People would pay big money to get their hand’s on these exclusive, limited Air Jordan’s. So when these shoes came back onto the market people were breaking down metal doors and even killing to get themselves a pair of these exclusive shoes. Jordan's sneakers are so important to society based on how the company markets its products that no matter what the Air Jordan brand will forever be a desired Sneaker.
In 1985 the brand of Jordan was born and has only grown from there, coming up with the Chicago Bulls Michael Jordan was targeted by Nike. Being an MVP and a champion in the NBA Nike wanted Jordan to promote this new brand of sneaker. As years passed by the popularity of the sneakers grew and more and more people wanted them.The brand Jordan can be found in many big cites targeting the many races and many sports other then basketball and also can be found in many big time retail store such as Nike town NYC , Foot Locker, Dr Jay's and as well as online at the Nike store.Nike uses marketing research to help make new products or improve old products and also combine many different sneakers in to one new sneaker. For example on December 23rd 2011 Jordan brand re-released the Air Jordan 11 “CONCORDS”. These shoes were taken off the market about 11 years ago and since that time these shoes have become a collector’s item. People would pay big money to get their hand’s on these exclusive, limited Air Jordan’s. So when these shoes came back onto the market people were breaking down metal doors and even killing to get themselves a pair of these exclusive shoes. Jordan's sneakers are so important to society based on how the company markets its products that no matter what the Air Jordan brand will forever be a desired Sneaker.
Sunday, September 23, 2012
Air Jordan and Ethics
Chapter 3: Ethics and Social responsibility
As a consumer how do you if a company that manufactures the products you buy practice ethical behavior? In chapter 3 in Mkgt the chapter cover everything about ethics and why as a company or in business one should practice ethical behavior. To be consider ethical one must examine the consequences of one's action. In other words as a company owner you must take into consideration those you impact like employees, customers, surrounding communities, and especially most of all the environment ( How are your products being manufactured and is it ecofriendly). Now Air Jordan is a well established brand and even though Micheal Jordan himself may practices good ethics. The company Nike that endorses his sneaker practice unethical behavior. what makes this company so unethical is that Nike comes largely from Indonesia; where employees that make the sneaker get paid $4.00 dollars a day. In today's society a pair of Nike ranges from $70 to $220; so why is that employees that make the sneaker get paid $4 dollars a day; when Nike makes a whopping profit 97%. It cost Nike 90 cent a pair to produce a pair of sneaker before advertising. To have a overall general idea below i posted a documentary "Behind the Swoosh". Enjoy!
As a consumer how do you if a company that manufactures the products you buy practice ethical behavior? In chapter 3 in Mkgt the chapter cover everything about ethics and why as a company or in business one should practice ethical behavior. To be consider ethical one must examine the consequences of one's action. In other words as a company owner you must take into consideration those you impact like employees, customers, surrounding communities, and especially most of all the environment ( How are your products being manufactured and is it ecofriendly). Now Air Jordan is a well established brand and even though Micheal Jordan himself may practices good ethics. The company Nike that endorses his sneaker practice unethical behavior. what makes this company so unethical is that Nike comes largely from Indonesia; where employees that make the sneaker get paid $4.00 dollars a day. In today's society a pair of Nike ranges from $70 to $220; so why is that employees that make the sneaker get paid $4 dollars a day; when Nike makes a whopping profit 97%. It cost Nike 90 cent a pair to produce a pair of sneaker before advertising. To have a overall general idea below i posted a documentary "Behind the Swoosh". Enjoy!
Sunday, September 9, 2012
Air Jordan Strategic Planning
Chapter 2: Strategic Planning for Competitive Advantage
The use of strategic planning is the most important thing in the marketing world; without knowing who you are going to target and promote your product to; you will find yourself to be very unsuccessful. Jordan being a predominant as basketball sneakers, they will do their best to promote the product to that will reach out the intended target. Team Jordan is made up of many different players from many different sports teams. This year as Football season rolls around Jordan; Jordan has revamped a sneaker that was earlier designed for a better basketball shoe to help today’s highest performing athletes perform with the right footwear. The Jordan Brand has turned up the advanced, premium made performance shoe into a cleat called "The Super Fly" to help the football athletes apart of Team Jordan to dominate on the football field .
The use of strategic planning is the most important thing in the marketing world; without knowing who you are going to target and promote your product to; you will find yourself to be very unsuccessful. Jordan being a predominant as basketball sneakers, they will do their best to promote the product to that will reach out the intended target. Team Jordan is made up of many different players from many different sports teams. This year as Football season rolls around Jordan; Jordan has revamped a sneaker that was earlier designed for a better basketball shoe to help today’s highest performing athletes perform with the right footwear. The Jordan Brand has turned up the advanced, premium made performance shoe into a cleat called "The Super Fly" to help the football athletes apart of Team Jordan to dominate on the football field .
The
player
exclusive, cleated editions of the Jordan Super.Fly will be worn by
players such as Josh
Freeman,
Dwight
Freeney, Michael
Crabtree
and Andre
Johnson. Jordan has released different ads to promte this new line of
sneakers by placing a video of each indiviual player talking about
the proformance of being on the football field but they make sure
that they focus the camera on the cleats after play or movement of
the player.
Tuesday, September 4, 2012
Jordan Son of Mars “Bordeaux”
Saturday, September 1, 2012
Brief History of the Flight!
Chapter 1: Overview of Marketing ( Brief History and Mission Statement)
What is Jordan? Where did it come from and why is it so popular. Michael Jordan the world's most famous and also known as the best basketball player to date. Which is the reason we have not only the biggest sub brand of Nike but the most popular worn sneaker in the world today. Jordan's success was due to the spiral downwards in the Nike company, not producing enough revenues. Nike began on a search for the next best thing to promote their new brand to public. Jordan being all time high in his career; Nike found what they were looking for and saw an opportunity to make an investment that would revive the company. Pitching the idea to Michael was not the simplest objection; he wasn't very interested in becoming the next endorsements for Nike, but rather Adidas or Converse instead. Nike only had produced running shoes and was virtually unheard of in the making of basketball shoes in 1984. Jordan was later then persuaded by his Manager to take Nike's offer because Converse wasn't endorsing; and Adidas wasn't making a better offer. After coming to an agreement with Nike he wore his first pair of Jordan’s in 1985, but the sneaker later was banned because the sneakers violated the NBA uniform regulations. Every time Jordan step foot on court he would get fined in the amount of a thousand of dollars. The deal included that Nike would later pay for Jordan's fines as a promotional tool in advertisements hinting that the shoes gave an unfair competitive advantage and that whomever wore them had a certain edginess associated with outlaw activities. This also opened the door for Nike to promote these shoes as designer sneakers.The Air Jordan franchise has forever changed the game of basketball and the entry to the industry of athletic footwear dated since 1985. Every year since that date a new style sneaker has been released all the way up to the year of 2009 where in total 23 pairs of Jordan's have been put of to reflect on Micheal’s NBA number 23.
What is Jordan? Where did it come from and why is it so popular. Michael Jordan the world's most famous and also known as the best basketball player to date. Which is the reason we have not only the biggest sub brand of Nike but the most popular worn sneaker in the world today. Jordan's success was due to the spiral downwards in the Nike company, not producing enough revenues. Nike began on a search for the next best thing to promote their new brand to public. Jordan being all time high in his career; Nike found what they were looking for and saw an opportunity to make an investment that would revive the company. Pitching the idea to Michael was not the simplest objection; he wasn't very interested in becoming the next endorsements for Nike, but rather Adidas or Converse instead. Nike only had produced running shoes and was virtually unheard of in the making of basketball shoes in 1984. Jordan was later then persuaded by his Manager to take Nike's offer because Converse wasn't endorsing; and Adidas wasn't making a better offer. After coming to an agreement with Nike he wore his first pair of Jordan’s in 1985, but the sneaker later was banned because the sneakers violated the NBA uniform regulations. Every time Jordan step foot on court he would get fined in the amount of a thousand of dollars. The deal included that Nike would later pay for Jordan's fines as a promotional tool in advertisements hinting that the shoes gave an unfair competitive advantage and that whomever wore them had a certain edginess associated with outlaw activities. This also opened the door for Nike to promote these shoes as designer sneakers.The Air Jordan franchise has forever changed the game of basketball and the entry to the industry of athletic footwear dated since 1985. Every year since that date a new style sneaker has been released all the way up to the year of 2009 where in total 23 pairs of Jordan's have been put of to reflect on Micheal’s NBA number 23.
Air
Jordan's mission: "To bring inspiration and innovation to every
athlete in the world. If you have a body, you are an athlete."
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