Question no 1: What are the pros. Cons and risk associated with Nike`s core marketing strategy? Answer:
Nike’s Core Marketing Strategy:
Nike's excellence marketing strategies are their energy to achieve their market goals. Nike believes the "pyramid influence" that the preferences of a small percentage of top athletes influence the product and brand choice. So Nike contracted with many athletes' spokesperson, professional teams and college athletic teams to advertise and promote their products to customers. One renowned example of Nike marketing strategy is during 2008 Summer Olympics in Beijing. Nike received special permission from the International Olympic Committee to run Nike ads featuring Olympic athletes during the games. In addition, Nike sponsored several teams and athletes, including most of the Chinese teams’ and11 of 12 high profile members on the US men’s basketball teams. Nike seriously pays attention on the technology producing, design and selling such as e-commerce, high-tech running shoes, Nike+ with Apple, etc. Nike outsourcing their products most of the factories are located in Asia such as China, Indonesia and India. Pros and Cons of Nike Core Marketing Strategy:
Nike put heavily proportion in their marketing strategies and products deign. In order to sustain their dominance in the industry and retain their competitive advantages, Nike actively responds to the market trends and changes in consumer preference by adjusting their marketing strategies, the mix of existing product offerings, developing new products, styles and categories, and influencing sports and fitness preferences through various marketing strategies. Now we discuss the pros of Nike's core marketing strategies and related them to the relevant marketing theories help us to depth understanding. Nike is very much efficient in its distribution of products. More efficient distribution means more sales. By delivering right thing at a right time to customer, Nike is building beneficial customer relationship and gaining customer satisfaction and loyalty. Nike distributes its products on different level basis. The high premium products are given to a certain distributors while leaving the low priced to be sold at highly discounted price at the retail stores such as Wal-Mart. The e-commerce program of Nike is the first time a company has offered mass footwear through the Internet and provides competitive advantages to Nike. Nike website is very well designed and it is very easy and comfortable for a customer to look for the desired footwear. As stated earlier that Nike made contracts with world’s most renowned Sports celebrities like Tiger Woods etc. this creates high level of awareness among customers and people about what Nike is all about. Their aggressive advertising campaigns, celebrity endorsements and quality products all enhance their brand and image. Nike targets on the consumers who care more about the utility and quality of the products rather than the price. That is why Nike sets higher price of its shoes than its competitor like Adidas. The customers who consider a product to be high quality are likely to pay the high price more often and consistently. Once the consumers develop the product intimacy, they come to associate their person with the products and will pay whatever price quoted on the products. Most of the consumer of Nike's products is mainly athletic. Nike is the master of segmentation, their segmenting market typically target's athletes, both women and men from the age 15 to 35. Nike's targeting market is active people who enjoy high quality sporting goods, especially footwear. Nike focuses on creating premium consumer experiences on product innovation, brand leadership and elevated retail presence. Nike targets on these customers by agreements between Nike and athletic teams, college's athletic teams for products sponsorship and eventual promotion to the members of these teams. Even though others are likely...
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