Marketing projet on nike air jordan
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1. The document summarizes the marketing strategy for Nike's Air Jordan basketball shoes. It targets male basketball players aged 18-35, with a positioning statement of "Don't just watch Jordan, become one of Jordan." 2. The shoes are segmented geographically and demographically. They use skimming pricing that is later reduced. Extensive advertising campaigns sparked awareness and mass sales. 3. The marketing follows a 4-stage product lifecycle of introduction, growth, maturity, and decline, introducing new variants and pricing strategies in each stage to sustain sales.
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Nike segments its target market using demographic, behavioral, psychographic, and geographic variables. It targets youth sports enthusiasts aged 18-24 from urban, high-income areas. Nike positions itself as bringing inspiration and innovation to every athlete in the world. It aims to be an ubiquitous brand and believes everyone is an athlete. Nike focuses on expanding its women's line, as women in their 20s and 30s are driving the athleisure trend. It also targets kids and professional athletes through sponsorships. Nike differentiates itself through customization via NikeID, its apps and digital services, and its Jordan brand line. It maintains parity through performance technology and global brand recognition.
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The Air Jordan brand began in 1985 when Michael Jordan signed with Nike over Adidas. Jordan's success on the basketball court translated into success for the Air Jordan brand. Over time, Nike continued marketing Air Jordans through iconic shoes and commercials featuring Jordan even after his retirement from the NBA in 2003. Today, the Air Jordan brand remains hugely popular with athletes and fans due to its strong cultural cachet and association with Jordan's legendary status in basketball.
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Nike was founded in 1964 as Blue Ribbon Sports by Phil Knight and Bill Bowerman. It initially operated as a distributor for Onitsuka Tiger shoes but began its own line of footwear called Nike in 1971. Nike designs, develops, and markets high-quality sports apparel, equipment, and accessories. Its headquarters are in Washington County, Oregon, and it employs over 34,400 people worldwide, generating $19.2 billion in annual revenue. Nike's vision is to inspire athletes around the world through innovation.
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Nike segments its target market using demographic, behavioral, psychographic, and geographic variables. It targets youth sports enthusiasts aged 18-24 from urban, high-income areas. Nike positions itself as bringing inspiration and innovation to every athlete in the world. It aims to be an ubiquitous brand and believes everyone is an athlete. Nike focuses on expanding its women's line, as women in their 20s and 30s are driving the athleisure trend. It also targets kids and professional athletes through sponsorships. Nike differentiates itself through customization via NikeID, its apps and digital services, and its Jordan brand line. It maintains parity through performance technology and global brand recognition.
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Nike's primary target market is active teens and young adults who enjoy high-quality sporting goods. Nike positions itself as the premier brand through sponsoring famous athletes and running prominent advertising campaigns. It dominates the $278 billion global sports apparel market with a 33% market share, distributing its premium-priced footwear and apparel worldwide through various retail channels.
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Nike is the largest seller of athletic footwear and apparel in the world. It designs and markets footwear, apparel, equipment, and accessory products for a variety of sports and fitness activities. Nike utilizes a combination of competitive strategies, focusing on being a low-cost provider through outsourcing manufacturing while also pursuing product differentiation through innovative design, marketing, and brand building. Nike's core competencies that provide it sustainable competitive advantages include its strong marketing emphasis on celebrity endorsements, extensive research and development capabilities to drive technological innovation, and supply chain management expertise in sourcing globally.
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Nike is a leading athletic footwear and apparel company founded in 1964. It targets customers aged 15-50 interested in active lifestyles and sports. Nike faces competition from Adidas, Puma, and others but maintains a 27% market share due to innovative products. While Nike leads the US market, it faces challenges expanding in India where Reebok has greater brand recognition. To grow, Nike segments customers and positions itself as an inspirational brand through the "Just Do It" slogan. It uses athletes to promote products sold via stores, websites, and partnerships at premium prices emphasizing quality and status.
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Consumer Behaviour on purchase of NIKE shoes with comparative analysis
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Nike pursued differentiation and focused differentiation business-level strategies. It differentiated its products from competitors by paying sports icons like Michael Jordan to promote its high-quality shoes and apparel. It also focused on serving the sports segment better than other companies. Nike's strategies changed industry competition by reducing threats through acquisitions and making its products unique through innovation, allowing it to enter new markets and maintain its competitive advantage.
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Nike began as Blue Ribbon Sports in 1964 and changed its name to Nike in 1972. It has maintained its position as the global market leader in athletic footwear and apparel through continuous innovation, strategic endorsements, and tight retail control. While Nike faces challenges from competitors and needs to expand its direct retail business, opportunities exist through upcoming global sporting events and strengthening its online presence. Nike aims to solidify its position through brand marketing at events like the World Cup while exploring new digital strategies.
Nike competitive analysis
Nike has become the dominant leader in the global athletic footwear and apparel markets, controlling over 30% of the footwear market. While Adidas and other competitors attempt to challenge Nike's market share, Nike continues to drive innovation through new technologies, endorsements of star athletes, and a focus on sustainability to maintain its strong brand and competitive advantage. However, risks remain as Nike relies heavily on outsourced manufacturing and IT systems to manage its global operations.
Nike Inc. (School Project for Colorado Technical University)
This was a project which I completed for my Introduction to Marketing class for school. We were asked by the instructor to take a company and recreate the slogan and explain how it would effect the revenue. It was created using power point.
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Copy of analysis of marketing plan of nike and michael jordan
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Nike Inc. (School Project for Colorado Technical University)
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Marketing projet on nike air jordan
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- 3. 3 Target Market :Males aged 18 – 35 years Passionate basketball players Professional athletes MIG and HIG income groups Positioning statement : “Don’t just watch Jordan, become one of Jordan” Segmentation: Geographic- in India only men’s Jordans are available and not for women unlike in the US. Demographic- Based on gender, age, occupation & income Psychographic- Active lifestyle and passion for basketball.
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- 5. • The Air Jordan 1 paved the way for colorful basketball sneakers to differentiate itself from other basketball shoe brands. • Shoes boasted of enhanced air flow and were made of light weight materials. • Each shoe of the ’Jordan signature shoes’ has the original signature of ‘Michael Jordan’ on it. 5 • Brand Proliferation- Nike gave Jordan and his signature line of sneakers and apparel a unique logo. • Air Jordan shoes had thicker heel cushioning, padded foam ankle collars for additional protection and a toe overlay for added lockdown/grip.
- 7. 7 Nike uses skimming pricing for its Air Jordan series. It introduces its variants in several price ranges, from $ 110- $160 while prices can go as high as $ 200 for special edition pieces. After an average of 3 months from its launch, prices are slashed.
- 8. 8 The fines paid by Nike sparked awareness of the product which is the first objective in the AIDA model. The Air Jordan became the industries bestselling basketball shoe. Post the NBA ban, Nike made a 30 second commercial that simply said: “On September 15, Nike created a revolutionary new basketball shoe. On October 18, the NBA threw them out of the game. Fortunately the NBA can’t stop you from wearing them”. These ads were aired during prime time television hours. The campaign is still one of the most successful ad campaigns of Nike. This method of Promotion can be described as Mass selling. Nike targeted a large number of potential customers by using one of the greatest basketball players as an endorser of the Air Jordan. Nike uses its ad campaigns to provide awareness and to grab the attention of its potential consumers by way of using aspirational appeal or humour appeal in its ads.
- 9. 9 Stage1: Introduction stage of the product lifecycle will last atleast for three weeks. Stage 2: In the growth stage , to increase the sales we will advertise different variants of our product, with similar print ads to show our diverse product line. Stage3: In the maturity stage, we plan to introduce offers on the shoe like discount of the second air Jordon purchased, contests to keep the sales going. Stage 4: In the decline stage we reduce the price of our product based on how old the shoe model is and we finish our stock of old variants and launch new ones every 8 months and enter into the new Introduction phase.
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- 12. Made by Swati, Chandan, Punit, Pratik, Jyoti and Nishant 12