Air Jordan XX8

Chapter 11: Developing and Mananging Products

 

 

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.

 

 

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.



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

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.

 

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.

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

Nike Targets China's Female Consumers

Chapter 6: Continuation

Tennis Star Li Na on a billboard advertisement for Nike

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