Sal Mattaliano Nike Inc.
Thursday, December 12, 2013
Ch. 7 - Business Marketing
Thursday, December 5, 2013
Ch. 8 - Segmenting and Targeting Markets
Friday, November 29, 2013
Chapter 11: Developing And Managing Products
Nike "Easter" Basketball shoes released for Easter 2013. (LeBron's, Kobe's and KD's) |
Nike "Elite" Basketball Series sneakers released in time for the NBA Playoffs of the 2012-2013 Season. (LeBrons, Kobe's and KD's) |
One thing Nike does well in terms of product development and management is the use of Test Marketing its products. I personally was apart of a Nike test market when a father of a team mate of mine who worked for Nike as a sales rep at the time was chosen to test market 2 different types of baseball cleats and batting gloves that they had been deciding on on our team. We were each given a mix of the two pairs of cleats and batting gloves, got to use them for the better part of our season and at the end were asked to and offered our feedback and experience in testing them with him to give to the company for further study on which ones to release. It was a real good experience for us and a good way for a consumer to experience how Nike does its business and gathers valuable information on a product.
Thursday, November 21, 2013
Ch. 18 -Social Media and Marketing
Nike's Instagram page |
Nike Inc being a large brand on the market understands the importance of a lot of things that contribute to the companies success such as customer service, product concept and retailing, but not to be forgotten, Nike is a brand that fully understands the importance of using Social Media to market themselves. Nike brand has done a great job with creating an outlet in social media for themselves. Nike has teamed up with social media mega sites like Facebook, Twitter, Instagram and others to make themselves more well known and recognizable throughout the entire world. One thing Nike does is that they don't only have one single Nike page available to people on social media on each site, but they have multiple ones that represent a different aspect or sport in the Nike brand. Nike has the general Nike page and then gives the consumer an array of more specific and targeted pages on these Social Media sites such as Nike Football, Baseball, Basketball and Running pages, which helps them communicate specifically with the consumers and athletes of that given sport. You as the consumer are able to find out new information and up to date news on a specific product made by Nike for whichever sport you play or buy products for. Nike on these pages also offers information on upcoming events, product releases and even contests for customers. Through this, Nike allows their consumers to collect and gather specific information about their products, and also is able to allow the consumer to give feedback to them directly through communication on the page(s) Nike has to offer.
Friday, November 15, 2013
Ch. 10 - Product Concepts
LeBron James posing with his newly released "LeBron XI". |
Kobe Bryant discussing design concepts with Nike a design team member. |
Nike through its sale of sneakers is probably the biggest of products for them, as they draw the most attention and bring in the most revenue for the company. Nike preaching innovation is well applied as Nike is able to instill and put forth the best and latest fashionable, technological and design trends and patterns and directions that are "in" in today's world and today's consumer base. One thing Nike does well is having a series of numerous top athletes being represented by them, and having them design apparel and especially sneakers for them to sell. The Nike basketball shoes sold by them that are designed by and represent stars such as Kobe Bryant, LeBron James and Kevin Durant sell especially well. They have these super star athletes sit down with a designer and they then go ahead and design the sneaker and select the color ways and everything from the laces to the sole of the sneaker and put it out for the concumer. The fact that Nike has these athletes design these sneakers personally not only makes the sneaker more appealing to consumers, but gives it more reason to be purchased.
The designs of these players are very unique as most of their designs have a story or a meaning behind them as well as a direction for the consumers, which most other athletes from other companies do not have or really apply. The personal ties and stories and the personalization done by them is huge for Nike's product concepts. Kevin Durant especially always has a personal tie and a back story and a direction for the consumer's feeling to why and how he designed a certain sneaker and gave it certain colors and features, and offers his personal story to it. As all these factors play in, Nike's shoes I would consider to be a shopping product, as consumers are constantly looking up info on them and are willing to spend more on them, as these products are more expensive than others and are not found in all stores or are hard to find or only have limited availability. Nike is always updating and modifying and improving their products on a regular basis, and releasing new sneakers as often as possible. For example,every winter Nike will release a newly designed line of sneakers for the winter season, and does the same for the summer season as well. They are constantly making new and improved designs available for a consumer. As well as the actual design of the shoe Nike keeps intact the idea of using environmentally safe and beneficiary materials when making sneakers, as most of the materials they use in the designing are from recycled sneakers.
Thursday, November 7, 2013
Ch.17- Personal Selling and Sales Management
Friday, November 1, 2013
Ch. 16 - Advertising, Public Relations and Sales Promotion
Nike billboard in Times Square featuring Kobe Bryant |
As the use of the Super Star athlete continues to play as an advantage in their advertising schemes, Nike continues to find new ways to make great commercials that lead to successful consumer reactions. The most recent commercial came from the hands of the Nike Basketball group. Nike in the past has done very well with the basketball marketing and advertising schemes they implement in their commercials, print and billboard ads, and the most recent one featuring LeBron James is another big hit for the advertising department at Nike Inc. They were able to shoot this commercial of LeBron and fans biking, swimming and running freely through the city of Miami, and in the background were able to sample a new song by artist John Legend that hasn't even been released to the public yet, as it has only been made available through the bits and pieces that play in the background of this single commercial. Nike yet again has successfully made a much criticized, hated and controversial super star athlete look like a very likable and adored figure in the city he or she represents. Nike not only preaches innovation in its product development but implements it and preaches it in its advertising schemes, leading to successful advertisements with great consumer reaction.
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