The goal was to attract the early adopters, and then target the segments who would derive the most use from the Slingbox – sports fanatics, news ‘junkies’, and business travelers. Sling Media therefore decided on a national campaign, with a focus on the top 25 cities in technological adoption, excluding the top 3 of those cities – New York, Los Angeles, and Chicago – in an effort to keep advertising costs down. A fundamental concern in marketing the Slingbox is that it is a highly experiential product, and therefore all marketing efforts must clearly demonstrate the product’s perceived benefits in addition to the ease with which it can be operated. [13] Because Sling Media began as a small startup company, various marketing and advertising methods had to be considered in terms of cost and anticipated results relative to
Crossfit is a brand new and up and coming competition. So this product really targets men who want to do this competition as well. The value proposition and/or image in the consumers mind are that this product will help them get in shape. They can get in shape and become an athlete like 2011-2012 Crossfit Champion. This can also give consumers an image that anything is possible if they use this product like Rich Froning does.
Changes Sprint/Nextel are making for prior poor management decisions iv. Sprint/Nextel drop opportunity to be more successful d. Successful Companies i. AT&T / Cingular is the largest wireless carrier in the U.S. and will further succeed because of the iPhone’s popularity ii. Nokia expects its devices market to grow further leading to further profits iii. Verizon and T-Mobile succeed because of Sprint/Nextel’s struggles iv. T-Mobile will continue to be successful because of work with Apple over seas III.
If the company has low skilled employees than they will not be making the most out of their assets because there will be more wastage in production, this can result in an increase in the amount being able to provide to the public. If production levels fall then the company will make less money because they will not be able to see as much to the public as they could if they did have highly skilled workers. Therefore it is important to review the workforce plan constantly to understand when more highly skilled workers will be needed. External The fact that the current market has a global shortage of mining professionals does cause a problem to the company’s long term projects. This is because the company will need highly skilled workers to maximise production without a large range to choose from.
At the beginning phase of Nike the most determining success factor was the tacit knowledge available, in an athletic context, about the needs that need to be satisfied in the market (making lighter running shoes). This is particularly important because it was the main driver for Nike to start operating in the market of running shoes. The second but also equally important type of knowledge evident from the case also refers to tacit knowledge and is related to the search for the best shoe manufacturer. This is tacit knowledge because it is knowledge that he was able to acquire through experience and self will. As the theoretical definition states – this type of knowledge is context specific.
Under Armour’s vision is to become the world’s leading performance athletic apparel by pursuing the mission of making “… athletes better through passion, science, and the relentless pursuit of innovation” (n.d.). Problem Identification The following section provides a detailed analysis of the competitive environment in the sportswear industry using Porter’s Five Forces Model. The aim is to determine the attractiveness of the sportswear industry as well as forces that will have a significant impact on competitors’ strategies in the future. Rivalry- High Risk The sportswear industry is a very diverse and highly competitive industry. Big companies try to capture the whole market, whereas small businesses target a specific niche.
“The Halo Effect” The “halo effect” is the idea that when the overall population sees a product on or used by a celebrity, they will be more inclined to purchase the product because they want to mimic there role model. For years, sporting companies have used this belief, by using athletes to sell there products to fans. A perfect example would be Under Amour’s latest commercial, entitled “Footsteps” using star athletes like Cam Newton and elite track and field runner Monica Hargrove. As the athletes train hard the camera zooms in on the athlete’s shoes promoting their signature Charge RC shoes. Companies like Gatorade, Nike, and Under Armour place their products on athletes to increase the sales of their merchandise.
The customers in this sector are not keen to use disruptive products since they do not fully understand the application. Disruptive technology offers a very different attributes than what customers require and hence they often perform poorly in one or the other areas. Performance trajectory required by mainstream market: Mainstream market requires that the newer technology performs as per their requirement or have the attributes that the market is familiar with and make the customer willing to use the product. These three concepts are interrelated but we never compare the performance. Instead, we compare the performance improvement and see how they make the customers satisfied.
Competitive Advantage Analysis Marketing 495 Team D Jo-Jan Hardesty June 12, 2014 Jsdfk;af f the only person that knows me is u if u only knew The Muscle Pharn brand is positioned perfectly among competitors in order to win over its target market. There are specific attributes of Muscle Pharm products that make it stand out when compared to other similar products. In order to use every available advantage, Muscle Pharm marketers combine both rational and emotional attributes to appeal to the target market. In order to catch a buyer’s attention, Muscle Pharm marketing executives chose packaging that will cause a buyer’s attention to be drawn to it, without overwhelming him or her with clutter. The simplistic design and logo of Muscle Pharm printed on eye-catching neon green and black containers will surely be seen first among a shelf of plain products, even before the buyer is standing in front of the products.
MARKETING SPOTLIGHT- NIKE Discussion Questions 1. What have been the key success factors for Nike? Signing up successful celebrities who people admire and strive to emulate Being the market leaders in designing sports equipment and accessories Understanding the market and consumer expectations in new markets helping in delivering exactly what they need. Sponsoring leading teams across various sports, youth leagues and academies. 2.