Nike Promotion Essay Example for Free

Nike Promotion Essay Another important factor in economy is the maturing market in athletic shoes. There is also a growing adverse demographic change in the marketplace brought about by the sweatshop expose that Nike has not overcome yet. Effects to Nikes growth are also affected not only by domestic economy but also by the international economy. The continued weak Euro and Asian recession could potentially hurt Nikes international sales and growth. Nikes extreme sports product line is seen as inferior quality compared to competitors and is hurting sales and brand image. CUSTOMERS In 1998, Americans spent $38 billion to buy over 1. 1 billion pairs of shoes. Sporting Goods Manufacturers Association revealed that athletic footwear makes up almost 35% of all footwear purchases. The existing domestic industry focus is on casual and comfortable shoes. Demand is up for the brown shoe casual footwear with a comfortable and rugged design. This is because of the increasing number of workplaces allowing casual dress codes. Multinational customers account for a large part of Nikes sales. In 1995, Nikes international operations accounted for 36. 6 of its total revenues. The company believes that demands from international markets will increase in future. Nike must cater to a large portion of the new generation that demands the latest trends and styles. Nike should take into account the changing US demographics due to the rising proportion of Hispanics, Asians, and African Americans. These groups have different preferences that Nike should be able to satisfy. Nike should i dentify the next generation of loyal customers and provide for their needs. COMPETITION Competition is very fierce due to the number of companies competing for sales. Lots of money goes to marketing and promotions using various channels to reach the young demographic group of consumers who spend the most money on Nikes products. Growth is slowing down in the athletic footwear industry. But new markets are emerging with high growth rates. These markets include extreme sports market and the corporate merchandise market. Nikes global market share was an impressive 30. 4% in 1998. The closest competitor, Adidas, held 15. 5% of the market share while Reebok held 11. 2%. The remaining competitors, including Fila, Timberland, Asics, Converse, and New Balance, among others, each hold approximately 3-5% of the remaining market share. MARKETING ASPECTS OBJECTIVES Nikebiz. com stated that Nikes mission statement is â€Å"Through the adoption of business practices Nike is committed to securing intergenerational quality of life, restoring environment and increasing value for our customers, shareholders and business partners. † Nike shows passion for their company, products, and athletes. They are determined to provide consumers with comfort and assurance. They also find ways to innovate and create. They adhere to their five brand principles namely: inspire, innovate, focus, connect, and care. Another Nikes objective is â€Å"to be the worlds leading sports and Fitness Company. Nikes mission statement is similar to a vision statement and is potentially a weakness. The mission identifies the sports and fitness industry business they are in, it does not specify as to what products and services they provide. The mission statement does not mention distribution channels and customers. However, it portrays managements beliefs and the desire to be number one and remain in the leading position in sports and fitness shoe and apparel industry. STRATEGIES Corporate Strategies. The past two decades saw a change in economy from â€Å"standardized† to flexible†. Having a strict corporate organization used to be the rule, now it is common to have a flexible organization that uses subcontracting. The main reason Nike succeeded in competing in the footwear industry for a long time is because they remain flexible in an unpredictable market by subcontracting overseas in countries with low labor-cost. Another reason for Nikes strength in competition is their product differentiation. Aside from athletic shoes, Nikes product line now offers a broad range of clothing, equipment and accessories. TACTICS Nikes distinctive tactics are found in the area of marketing, specifically in consumer brand awareness and brand power. Nikes catch phrases like, Just Do It, and symbols like the Nike Swoosh, are reminders of the Nike empire. This tactic is effective because it could not be easily replicated and it offers value or benefit to consumers. Nike is becoming a part of American and world culture, the brand power becomes more difficult to replicate. The trademark and a slogan serves as the companys fingerprints. Nike is able to capitalize the unique identity due because of its financial strength. Nike reaches millions of consumers through large-scale marketing campaigns. The public benefits from the strength of Nikes image when they make a purchase. Consumers often associate Nike image with quality products. By associating star athletes and motivational slogans like, Just Do It, consumers identify their purchases with the prospect of achieving greatness. This image they create forms a tactic that competing companies can not easily duplicate by simply improving their products. PRODUCT Nike sells a huge variety of products, including shoes for running, basketball, cross training, Women and children. All of which are currently its top-selling product categories. Nike also sells shoes for outdoor activities such as tennis, golf, soccer, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activities, auto racing and other athletic and recreational uses. Nike began selling active sports apparel in 1979 as well as athletic bags and accessory items. The company sells a line of performance equipment under the Nike brand name, such as sport balls, timepieces, eyewear, skates, bats and other equipment. They also sell a line of dress and casual footwear and accessories for men, women and children under the brand name Cole Haan. The company markets headwear under the brand name Sports Specialties, through Nike Team Sports, Inc. They also sell small amounts of various plastic products to other manufacturers through Nike IHM, Inc. Bauer Nike Hockey Inc. manufactures and distributes ice skates, skate blades, in-roller skates, protective gear, hockey sticks and hockey jerseys and accessories under the Bauer and Nike brand names Pricing Strategies Nike uses vertical integration in pricing wherein they own participants at differing channel levels or engage in more than one channel level operations. This is also an attempt to control costs and influence pricing practices. PLACE Distribution channels and policy. Should additional channels be added, why? Nike sells its product to about 20,000 retail accounts in the U. S. and in approximately 110 countries around the world. Nike sells its products in international markets through independent distributors, licensees and subsidiaries. Independent distributors has little or no pressure for local adaptation because the 4Ps of marketing are managed by distributors. PROMOTION Nike has been one of the top retail industries for quite along time. This is because they sell quality products, customer loyalty, but most of all, its great marketing techniques. Nike has a number of famous athletes to create a great deal of attention to their products. Nike has signed the top athletes in many different sports such as the Brazilian Soccer Team (especially Ronaldino, Renaldo, and Roberto Carlos), Lebron James and Jermane ONeal for basketball, Lance Armstrong for cycling, and Tiger Woods for Golf. Sponsoring of events is another great promotional technique for Nike. It brings attention Nikes products. Web sites are a great promotional tool as they cover these events. Such events include Hoop It Up and The Golden West Invitational. Nike also personalizes websites. They make the websites exclusively for a sport such as nikebasketball. om , nikefootball. com , and nikegolf. com Marketing strategy: Nikes marketing strategy is an important component of the companys success. Nike is positioned as a premium-brand, selling well-designed and expensive products. Nike lures customers with a marketing strategy centering around a brand image which is attained by distinctive logo and the advertising slogan: Just do it. [35] Nike promotes its produc ts by sponsorship agreements with celebrity athletes, professional teams and college athletic teams. However, Nikes marketing mix contains many elements besides promotion. These are summarised below. Advertising From 1972 to 1982, Nike relied almost exclusively on print advertising in highly vertical publications including Track and Field News. Most of the early advertising was focused on a new shoe release, essentially outlining the benefits of the running, basketball or tennis shoe. In 1976, the company hired its first outside ad agency, John Brown and Partners, who created what many consider Nikes first brand advertising in 1977. A print ad with the tagline There is no finish line featured a lone runner on a rural road and became an instant classic. The success of this simple ad inspired Nike to create a poster version that launched the companys poster business. In 1982, Nike aired its first national television ads, created by newly formed ad agency Wieden+Kennedy, during the New York Marathon. This would mark the beginning of a remarkably successful partnership between Nike and W+K that remains intact today. The Cannes Advertising Festival has named Nike its advertiser of the year on two separate occasions, the first and only company to receive that honor twice (1994, 2003). 36] Nike also has earned the Emmy Award for best commercial twice since the award was first created in the 1990s. The first was for The Morning After, a satirical look at what a runner might face on the morning of January 1, 2000 if every dire prediction about Y2K came to fruition. [37] The second Emmy for advertising earned by Nike was for a 2002 spot called Move, which featured a series of famous and everyday athletes in a stream of athletic pursuits. [38 ] In addition to garnering awards, Nike advertising has generated its fair share of Controversy. RANDOM: The short version of this is: Nike makes itself pop up everywhere, so that its well known. It associates with people that most of its consumers want to emulate (such as michael jordan, in the 1990s) and creates products that will appeal to as wide of an audience as possible while using those celebrities its consumers want as bait (eg, michael jordan and the Air Jordan shoe line). This is just the marketing side: The business as a whole creates fast, easy assembly methods that allow it to use cheap labor in southeast asia and elsewhere to get cheap products (around 10 dollars) and sell them at extremely high prices (about 150 dollars). With nike, most of what youre buying is image. Nike, Inc. is a marketer of sports apparel and athletic shoes. The American manufacturer, through its marketing strategy which rests on a favourable brand image, has evolved into a large multinational enterprise In keeping with the brand image is its association with the distinctive logo and its advertising slogan, Just do it. In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. Its promotional activities include agreements for product sponsorship with professional athletic teams, celebrity athletes, and numerous college athletic teams. Nike is involved in the production of goods for a wide variety of sports, competing with every sports fashion brand in existence. Because of the absence of any single brand that rivals the products of Nike, the company has no direct competitors, with the exception of German company Adidas. This has helped popularize the brand worldwide in all areas of sport and sports fashion. When Nike first began as Blue Ribbon Sports they only sold one product (running shoes) and because of this they had to make the target audience large. However, because of the wide-range of products that Nike sells they now have different target-audiences for each product. For young people, Nike sponsors popular athletes that their customers want to emulate.

Great Depression Essays -- essays research papers

The Great Depression   Ã‚  Ã‚  Ã‚  Ã‚  Throughout the 1930’s, the United States of America underwent its worst economic hardship ever. This struggle, known as the Great Depression, affected every aspect of American life. As the result of economic disparity brought on by the First World War and the great stock market crash of 1929, the depression sent America into a downward spiral into poverty. Businesses filed for bankruptcy, farmers were unable to sell crops, and banks were incapable of providing people with their money as the once booming economy came crashing down. The most profound impact that the Great Depression had, however, was on the social lives of the American population. As poverty struck, numerous Americans were left without food, jobs, and, of course, money. Eventually, the people were forced to move into broken down communities, which they named â€Å"Hoovervilles,† after president Herbert Hoover. The depression even had many gradual psychological effects on the unemployed workers. Family status also changed during this time as unemployed men spent more time at home and the influence of wives began to increase. Much American Literature about the hardships of American life, by authors such as John Steinbeck and William Faulkner, also became prominent in the 1930’s. Overall, aside from its obvious economic effects, the Great Depression also significantly altered the American way of life.   Ã‚  Ã‚  Ã‚  Ã‚  As the Great Depression stretched th...

Styles of Policing

Legalistic style of policing is more bureaucratic and professional. This style tends to impose the rule of law on all sections of the society in an unbiased manner. Closer scrutiny and evaluation methodology led to increase in the legalistic style where law enforcement and intervention in certain circumstances is practiced. Police men do a lot of research, planning and are actively involved in community relations department to manage relations and act as a responsible law enforcement agency.This style followed the initial watchman style of policing where instead of having been arrested for having liquor in a restricted area, the offender might have been given street justice by the police. Watchman style of policing also left a lot to be desired as it was more prone to political intervention. Hence the legalistic style of policing focuses on upholding the rule book while taking an unbiased view of the situation. Service style of policing is more lenient than legalistic style with the latter being more rule based.It intervenes in a proactive manner where there is a need but this is an informal act at most times. The idea is to prevent petty criminals to become hard core offenders and have a compassionate view of the community. Drug rehabilitation and treatment might be an option that police might consider under this style rather than go for legal provisions for punishing minor offenders. The citizens are treated as customers with great care taken to ensure that people are treated with courtesy and that the police goes to great length to ensure the comfort of citizens.This style of policing leads to a very image conscious police force. It also leads to a less risk based approach in dealing with problems unlike other styles which might use an operational style. Team style of policing is based on the concept of neighborhood policing which got popularized in 1970’s. The idea is based on working closely with communities in focused smaller teams that leads to hi gher degree of trust and cooperation between all involved. The police unlike in other scenarios have a visible, familiar and accessible perception.Strategic policing relates to having a more proactive style of policing. This style of policing relies a bit on the information channels that it has build and acts in a silent and behind the scene manners when needed. Problem solving style deals with issues that can be solved within the legal and a community engagement framework. The objective is to deal with problems that might not necessarily come in the legal gambit and also to look for alternatives other than arresting offenders.Police needs to recognize that legal provision to arrest is just one of the tools to deal with a problem. There could be other legal provisions or an opportunity to have a dialogue with stakeholders concerned and come to a logical conclusion. One another aspect of problem solving style is to reduce constant offending by a select few people of the community. Th e police communicate with the community, gathers and analyzes information, creates solution in consultation with the community and helps in implementation of these plans.

The Chorus as a Homonym - 1168 Words

In Jean Anouilh’s Antigone and in Euripides’s Medea the Chorus is both a tool for characterization and representation of theme; however, the ways they function in their respective plays are noticeably different. The differences in the way the Choruses function in each respective play make the name of the character â€Å"the Chorus† a homonym, same name different meaning. The Chorus in Antigone functions to incorporate the technique of metatheatre. The purpose of metatheatre is to provide a separation between the audience and the actors in the play through â€Å"constant direct and indirect reminders that what [the audience] is watching is a play† (Freeman xxxvii). The first instance of a reminder is when the Prologue steps forward from the†¦show more content†¦The guards â€Å"go on with their game of cards†, Creon leaves the site to attend the â€Å"Privy Council, and the people of Thebes â€Å"begin to forget [Antigone and Haemon] and get their names mixed up† (Anouilh 60-61). All of the metatheatrical techniques in the play to distance the audience from the tragedy keep Anouilh safe in this part from criticism from the Greek’s because otherwise they could take the heartlessness of people described offensively. The Chorus in Euripides’s Medea mainly functions as the commentator of drama, as a Chorus in a classical Greek drama would, or the voice of reason that often times sympathizes with Medea. The Chorus, made up of Corinthian women, comments on the drama in light of the morals of the Greek society of the time, such as moderation, which helps the Greek audience in understanding the play and Medea herself. Also, being the voice of reason, the Chorus not only aids the audience in understanding the play but also tries to aid Medea in understanding herself and her irrationality. The main point that the Chorus tries to explain to Medea is that she should not be hurt by Jason’s actions beca use â€Å"it often happens† and if she does not forget about it she will â€Å"waste away grieving too much for him† (Euripides 6). Because they are unsuccessful in proving to her she is irrational, the Chorus’s function shifts from being the voiceShow MoreRelatedTranslation of Newspapers. Problems of British-American Press Headlines Translation15808 Words   |  64 Pages E.C.4. Emotional colouring is generally moderate, however, though editors seem to place no restrictions on it. See the following announcement in the PERSONAL section of The Times-. Alleluia! Im a mum. (A jocular modification of the chorus Ð ¾f the well-known American song Alleluia, Im a bum. A young woman is stating that she has become a mother.) As for the separate (non-classified) advertisements and announcements, the variety of language form and subject-matter is so great