Introduction The marketing mix may be defined as the realisation of customer needs under four main aspects - Product, Promotion, Price and Place. 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 Meercurial 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.
“Just Do It” sparked a generation of average consumers to become proactive and reach for their goals. • Nike expanded into the European market through its Marketing Campaigns focusing on Soccer, the predominant sport of Europe. Nike focused on becoming active sponsors of many leagues, clubs and national teams. The use of the “Pyramid of Influence” saw them gain marketing success when they landed the sponsorship of the Brazilian Soccer Team, who won the 1994 World Cup, soaring Nike’s reputation in the field of Soccer into new heights. • Nike gained a massive increase in the Asian market through its marketing campaigns during the 2008 Beijing Olympics, featuring ads with Olympic Athletes, along with sponsoring most of the Chinese teams that competed.
Background work cited: http://www.webmarketingassociation.org/wma/wma_newsletter7_prince.htm In April 2003, the Prince® and Ektelon® brands were sold to a partnership consisting of the senior management of the Prince Business and Lincolnshire Equity Fund II, L.P. The new owners named the organization Prince Sports Inc. and sought to reinvigorate the brand through exciting new product launches, an aggressive marketing campaign, and a totally new web presence that would be the starting point of the new era of Prince Sports, Inc. Prince has proven itself as an industry leader in performance racquet sports equipment and has
He set the tone and direction for a young company created in 1972, called Nike, and today those same words inspire a new generation of Nike employees. Corporate goal is to carry on his legacy of innovative thinking, whether to develop products that help athletes of every level of ability reach their potential, or to create business opportunities that set Nike apart from the competition and provide value for our shareholders. It started with a handshake between two visionary Oregonians - Bowerman and his University of Oregon runner Phil Knight. They and the people they hired evolved and grew the company that became Nike from a US-based footwear distributor to a global marketer of athletic footwear, apparel and equipment that is unrivaled in the world. Along the way, Nike has established a strong Brand Portfolio with several wholly-owned subsidiaries including Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and Umbro Ltd. Nike’s world headquarters is located near Beaverton, Oregon, a suburb of Portland.
in 1964, began by importing Japanese brand Onitsuka Tiger running shoes. By the late 70’s Nike had increased from $10 million to $270 million in sales and now they are world leaders in the innovation of athletic footwear, clothing, equipment and accessories. They have a vast foothold in the athletic shoe market boasting a 41% share in 2012. Nike is positioned as a premium-brand, selling well-designed and expensive products. Nike treasures its customers with a marketing strategy which centers on a brand image which is attained by its distinctive Tick or swoosh logo and the advertising slogan: "Just do it".
ENVIRONMENTAL SCANNING The Internal Assessment Marketing* * Target Market: Male and Female around 18 – 34 y.o. * Positioning: High performance shoes designed with hi-tech features * Have many brands and products model for each type of consumers. * Have high allocation of advertising budget for endorser contract, TVC, print ads, and sponsorship activities. * Have top endorsers that are the champion in their sports areas. Distribution* * Nike has worldwide distribution line * Nike has good distribution line to retailer * Nike has new ordering system, named Futures Ordering Program Research & Development* * Nike has NSRL (Nike Sport Research Laboratory) and APE (Advanced Product Engineering) which cooperated in developing and executing idea * Nike did direct research to the athlete by accompanying their daily activities to find the best suitable product * Nike always developing superior technology to compete with others Management Style / Culture* * Knight as CEO Nike, is an former athlete of long distance run * Nike working culture is established as camaraderie and cooperative culture.
Our country is well represented with many talented Americans playing for us at the Olympic Games going on right now. As Iowans, we are able to talk about a fellow Iowan that has represented our country, Shawn Johnson. And did you know by drinking a Coke within the last 82 years, you are supporting the Olympics? There is such fascinating history behind the life of the Olympics and the current 2010 Olympics that I would like to bring to your attention. The opening ceremony is an Olympic tradition, of which has been upheld for 114 years.
2012 Summer Olympics or London 2012 as they say is the Olympics for the best of the best. Around 10,500 athletes participated in this major event. This Olympic is a big deal for millions of people around the world. Athletes around the world are persevering to be able to join in this event. Before you could participate in this event, an athlete must pass a lot of hardships and trainings.
1. Introduction In 1947, the incredible apparel retailer was founded by Erling Persson in Sweden. Over half century, Persson’s 34 years old grandson, named Karl-Johan Persson, took over H&M in 2009(Regnér and Yildiz, 2014). As a pioneering ‘fast-fashion’ retailer, H&M spread in 43 countries, with 2,206 stores worldwide (Regnér and Yildiz, 2014). ‘Fast-fashion’ can be defined as a quick response to up-to-date luxury fashion trends in an affordable price, which meets the deeply held desires for young customers (Joy et.al, 2012).
Adidas was the leading brand among athletes community then in 1978, Adolf Dassler passed and his wife Käthe, his son Horst, and his daughter Carry started running the business. Adidas changed direction by moving from being a manufacturing and sales based company to more of a marketing company. Run-DMC an 80’s hip-hop group became a defacto sponsor and marketers for Adidas, even challenging the likes of Michael Jordan and NIKE. Mission •The Adidas Group strives to be the world leader in the athletic footwear and apparel industry with a brand that is built passion for sports and a sporting lifestyle. Objectives •Merging models for the Adidas and Reebok brands in most global markets.