Although these were important examples of tacit knowledge that helped Nike grow, we are able to see the importance of this type of knowledge in relation to explicit knowledge by concluding that what really lifted Nike to the limelight was its marketing strategies by sponsoring football teams as well as using Michael Jordan as its main icon. Of course we can argue that Reebok tried to copy
One of the most effective ways Nike was able to create a loyal brand buyer out of me was to let us “test drive” the products. Throughout my time with the store I received different Nike shoes, among other brands, to wear and sell. Being able to wear the different shoes, I was able to better understand the benefits of the different types of shoes, and why Nike is so popular. Nike has a memorable slogan of “Just do it” and the swoosh logo, which most people would be able to recognize. Nike sells quality athletic shoes and workout accessories; the packaging for Nike products can vary, due to the wide range of products offered.
Reflection paper Haylea Jackson The football shoot was an exciting assignment. I love to be creative and I love making money. Before the assignment even started I knew I wanted to do shirts because we would have an advantage over the other teams. I already had all the equipment because I’m starting a clothing line with my fiancé. The team liked the idea of shirts, we just needed to come up with what kind of shirts we should without them being plain.
“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 target audience is ages six to 47 years who embrace the world of sports in football, soccer, baseball, and track. Nike Shark’s key innovations are found in its scientific approach to improve the weight, durability, and elasticity of athletic cleats. This aeronautic approach will improve athletic speed and agility. Technologies used to market Nike Sharks are the Internet, radio, and media. Because Nike is a household name for athletic apparel, Nike must brand Nike Sharks aggressively.
To communicate the products benefits, ‘freestyle football’ was made the core focus of this campaign. The relevance between men showing their skills (looking good) and a young, cool approach to playing football helped us arrive at a great participatory platform. 2.2. OBJECTIVE: CLEARmen is a brand that is built on the functional story that men have
As with most things, as soon as others saw the success that Henry Ford was experiencing, they set out to copy him and make their own versions of his original product. This is the time period when other car company’s start to come out such as GMC, Chevy. The more time that passes the more different, new car company’s come into the picture that are still around today, credit is due to Henry Ford for starting all this. (Sears) The original model has evolved so much. It has changed shape, size, sound, performance,
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. In addition to the physical attributes of Muscle Pharm products, a buyer belonging to the targeted market will likely already recognize the colors and design as belonging to an extremely popular and elite leading nutritional supplement product. Muscle Pharm utilizes top athletes to endorse and promote the product line in order to appeal to a buyer’s emotional need to receive the same results as the athletes. Using body builders, football players and UFC fighters to promote Muscle Pharm litters the market with the Muscle Pharm logo and colors, creating brand recognition to buyers. For example, Muscle Pharm marketers negotiated a deal with the UFC to make Muscle Pharm the official supplement sponsor, creating even more opportunity for Muscle Pharm to advertize.
Problem Statement and Objectives “To expand the BMW franchise and further rejuvenate the BMW brand by positioning the Z3 squarely in American culture and settling into the hearts and minds of the American public” Objectives * To devise a marketing program that would sustain product excitement which is generated through word of mouth BMW Z3 and James bond association until the product is available at dealer stores * Expansion of market share and pushing the sales of BMW in US market * Making BMW as a Global brand (Made in Germany to Made by BMW) * To use the roadster to motivate and stimulate the dealer network to meet higher standards to qualify for the roadster * To build an order to enable the new Spartanburg plant to build the specifications of BMW customers Comparison of Worldwide and US sales (Exhibit 1) Phases Involved : Phase 1: Product Placement in Golden Eye (2 Seater BMW Z3 Roadster ) Phase 2: Relaunch of redesigned 5 Series , Official Sponsor of 1996 Atlanta Olympics New approach to US market * Replacement of Made in Germany symbol with symbol of quality saying Made by BMW * Feel of nationality -100% made in US * Increased interest of dealers by investing in facilities, equipment andmanpower due to commitment shown by BMW in Spartanburg * Business Strategy – Adjustment of model prices in light of new competition situation – Improvement of dealer network to bring consumer buying experience in line with evolved expectations for service – Significant Improvements to product line Brand Infatuation Model: Z3 Visibility/Exposure * Current trends at the time * Heavy emphasis on traditional marketing * Increased clutter * BMW created visibility by being on the cutting edge * Sameness is suicide, so BMW utilized NT marketing to breakthrough clutter
Big companies try to capture the whole market, whereas small businesses target a specific niche. More importantly, there are a few dominant players (i.e. Nike, Adidas, Under Armour) that already have a significant grasp of the market. Since the sportswear industry is a mature market, companies try to expand their customer base by spending a large amount of cash flow on product innovation, advertisement, and sponsorship. The companies especially try to attract customers from competitors, making the competition even more intense