NIKE

Developing & Managing products

Nike has a great brand and with out their costumers they would not be where they are now. Nike has built a relationship with their costumers to a point that the consumers helps Nike to make the products that the consumers desire. the way Nike and their consumers get in contact is having customer relationship management (CRM) system. the touch points are the places where consumers interact with Nike like in Nike's blog, stores, website and events. in this sources Nike gets general feedback on products that consumers have bought and ideas of new products to make. to have a loyal consumer nike ask them basic questions like their name age what they like and dont like relating the brand to keep it in their (CRM) marketing database.

Integrated Marketing

Nike the #1 manufacturer and marketer of athletic footware and apparel, its known in every part of the world and they use different slogans for different parts of the world from "just do it" in American and some Europeans countries to "joga bonito" in brazil and many countries that has soccer as their main sport.

 Joga Bonito or play good in english was a slogan that was created in the world cup of Germany 2004 to eliminate dirty plays and rascism in the soccer field Nike sponsored this slogan to the fullest they became the face of Joga bonito. Nike did a great example of Public relations to follow this slogan, they gained more credivility from consumers.
Public relations is a key part of marketing, a consumer would like to feel that their are helping the enviroment when they buy some products that helps the enviroment or in this case Nike is helping soccer to get better and send a massege to stop rascism and dirty plays.
Heres one of my favorite Joga Bonito comercial is with the Brazilian soccer team also sposored by Nike.

Nike shox made for running.

product concepts

Nike has a lot of different varieties of products that involves sports. Nike sells shoes, apparel, sports gear and many more from fragrances to watches considering it a family brand. All the sports that Nike sponsors Nike has all the consumers need for their daily sport. Nike is a consumer product that fulfills the costumers personal need. Nike's product modification occurs when there is a problem in the world for example the HIV/AIDS that is affecting in Africa. Nike produces product and advertises it for the (RED) foundation, as well as the Armstrong foundation.

As technology advances in today's worlds Nike also advance when they design their sneakers like the Nike shox The springs in a Nike Shox shoe are actually specially patented hollowed-out columns that, combined with a Pebax dispersion plate, give a stable, smooth and responsive ride. Nike Shox columns collapse efficiently, towards the center rather than the edges of the heel, to control the impact of the foot and help propel it through foot strike. The ultimate in responsive cushioning

Sales Promotion and Personal Selling

 Nike has a way to attract its customers and also save them money. Nike not having enough stores around its consumers they have franchisee stores like footlocker and other sports stores to sell them their products. Nike presents a lot of coupons when there is a season starting to come. Personally Nike being the best sports brand their customers are mostly loyal . If one is a member of Nike and they might be customizing a pair of sneaker on NIKEiD Nike can take percentages off for being a custom made product.

Nike also have it's online store called Nikeid.com where you can customize your running shoes at your own taste what's great bout this feature is that if by any chance the bubble from your air max pops they could replace it, it's like having a guarantee on your sneakers.

                    

Nike has promotions for each of its different sports it invests like golf, running, basketball, soccer, tennis and more.

Advertising and public Relations

Nike does a lot of advertising most of the advertising are institutional. Nike has an image to uphold being the top sports brand in the world. Having so many products coming out every time Nike does video ads on specific sports for specific product or sometimes Nike might do a mix advertisements of all the sports. But the way Nike really attracts the costumer is by sponsoring high ranked athletes and some celebrities to show have the experience of the product. Here is Lehbron James one of Nike's faces.

Nike spended $2.35 billion in 2009 on just advertising world wide.

Nike has helped Lance Armstrong and his foundation LIVESTRONG to help fight Cancer. By Nike having to use advocacy advertisements to show the seriousness about Cancer the consumers help by buying LIVESTRONG footwear, apparel and other products. To help all the people that have Cancer.

Retailing

Nike has over a million products from sneakers

as well as athletic apparel and equipment. It operates NIKETOWN shoe and sportswear stores, NIKE factory outlets, Nike women shops, and sells its products online. Overall, the company sells its items in some 690 NIKE-owned retail stores worldwide and through about 23,000 retail accounts in the US and via independent distributors and licensees in other countries.
Nike doesn't stop it sales at retail store it also has an online store where you can customize your own sneakers and apparel NIKEID.COM, here you can choose from a variety of colors textures and choose the the one you like the most for your taste. With an overall of 68,000 Nike stores around the globe Nike had an income of $19.2 billion dollars in 2009. This a growing business that's started as one store in Oregon now it operates thousands of stores at the same time.

Consumer Decision

When it comes to customers making decisions on which brand to choose between Nike and other similar brans such as Adidas and Reebok, Nike is an expert on knowing what the customer wants and needs. For every product that Nike sells from shoes, apparel and sport materials Nike have a rating on how many people like their products and comments towards it. Buying a product there's always a process. Many consumers react to the external stimuli when seeing or hearing about the new product that a friend or a famous athlete recommends it to everyone.

For example heres a picture of the waiting line at niketown the pass month when many "sneaker heads" including myself were anxious in the cold waiting for almost two hours ready to buy the Blue Foamposite pro. Nike released these sneakers for the first time many years ago i remember i was still in junior high school, many of us couldnt afford it or get a hold of them since they tend to sell out quick, very quick i would say. Ive heard stories of other people that went to a sneaker store at noon to get these sneakers and they were sold out.

Everyone who was in that line knew what they were expecting and how much was it, it was $200 plus tax. for many its way too much money for a pair of sneakers but for others like myself wont care the price as long as we have it in our feet. No one knows when these sneakers will ever come out again some sneaker heads buy 3 to 4 pairs at the same time, they tend to re sell it on line for double the price, believe it or not many people buy them. This is what nike has caused to consumers when they release sneakers that you dont see them anymore, this is just one of many nike sneakers that consumers go crazy for it. Next month theyre suppose to release a new color for these sneakers same style different color and many people will do this line againg and spend $200 plus tax over againg, why? Because theyre clasic Nike sneakers.

Global Vision

Nike today has operations all around world in more than 160 countries throughout 6 continents. Nike manufactures all around Asia having that side of the world know all about the brand. For Nike mainly being a sports brand Nike tries to target all major sports especially soccer. Soccer being the most popular sport in the world Nike had the opportunity in 2009 to sponsor the world cup finals. By doing just that Nike had cut his competitions away and got their image notice even more.

Marketing Enviroment

 NIKE HAS ALWAYS BEEN KNOWN FOR BEING ONE OF THE WORLDS BIGGEST MARKETERS, BUT DUE TO THE HARD HITS THAT THEY HAVE BEEN RECEIVING FROM THE MARKET LATELY IT LOOKS LIKE THEY WILL HAVE TO MAKE A BUDGET FOR HOW THEY ARE AND WHERE THE ARE INVESTING THEIR MONEY. OVER THE YEARS NIKE IS KNOWN FOR THE ENDORSEMENTS DEAL THAT IT HAS HAD WITH BIG TIME ATHLETES SUCH AS TIGER WOODS, KOBE BRYANT AND EVEN EUROPEAN SOCCER CLUBS INCLUDING MANCHESTER UNITED AND ARSENAL. THESE DEALS HAVE COST THEM A GREAT AMOUNT OF MONEY BUT IN RETURN THE REVENUES HAVE BEEN EVEN GREATER FOR THEM. ALTHOUGH THEY HAVE MADE A GREAT RETURN ON THESE INVESTMENT NOW BECAUSE OF THE MARKET THOSE THEY WANT TO INVEST IN THE FUTURE WONT BE GETTING PAID THAT MUCH. ACCORDING TO TNS MEDIA INTELLIGENCE IN 2007, NIKE SPENT OVER 184 MILLION DOLLARS IN ADVERTISING, BUT IN 2008 ONLY SPENT ABOUT 143.4 MILLION. THE RECESSION HAS CAUSE NIKE TO MAKE SOME CUT BACKS EVEN ON JOBS. IN OCTOBER OF 2008 NIKE THEN ANNOUNCE THAT IT WOULD BE CUTTING 4% OF ITS WORKFORCE, WHICH WAS ESTIMATED TO BE AROUND 1400 JOBS. SO AS YOU CAN SEE EVEN THE THE BIGGEST CORPORATIONS LIKE NIKE HAS HAD TROUBLE ADJUSTING TO THE RECESSION.

Ethics & Social Responsibility

In todays world who doesnt know about basketball legends that have their own apparel and sneakers line co signed with Nike such as; Michael Jordan has Jordan sneakers and apparel. Koby Bryant has the Kobey sneakers with Nike and ofcourse one of the most noticeable and controversial due to recently desicions, Lebron James. He has his own apparel and sneaker line with Nike the most popular sorting brand in the world.

Few years ago Lebron signed a multy millionare contract with Nike, sponsoring his sneakers and apparel. Lebron sneakers started to sell as his fame rose profits for him and Nike rose as well, they became the most popular sneakers worn by basketball players. Everybody who would go to the park to play ball would own one, there was no questions about the Lebron James sneakers was so comftable just like the Jordans and the Kobey, but believe it or not name sells. In china kobey sells more of his merchandise than lebron's. But why? experts have come to a desicion that because of Kobey chanpionship tittles.

Now nobody could forget when the Knicks were trying to sign Lebron to play for the team from the big apple, Knicks havent gotten famous players or good players in many years. They brough a millionare contract to Lebron eyes, he was undecited wether or not sign with them. He stated that he is after rings (championships) still under Nike's contract with his brand, Nike wouldnt offer him more money if he signed with the Knicks, to Nike concern they would loose lots of revenues from this asset because "name sells" they tought that Lebron wouldnt win twith the knicks and consumers will start dissapearing because Lebron wasnt winning anymore.

Now the true question is: Is Nike right or wrong from making this desicion? is Nike right because they are protecting their revenues and afterall its all bout busines? or worng because theyre affecting a basketball team and/or their fans. It is very rare from Nike to do actions like these but at the end of the day it was up to Leebron to decisde wether or not sign with the knicks and he refused the offer. 

Strategic Planning & Social Responsibility

 Nike has come up with their most famous slogan "Just do it". meaning to just do it what ever "it" is without hesitation, Nike is the most popular sponsor for professional sports team. As you can see Nike has an specific strategic plan for each of their field from their soccer shoes to athletic wear to sneakers.

 The Bronx, New York birth place of hip hop Nike was a major contribution for this new urban genre in the 80's well know rappers were seen with a Nike sneaker on most of the times and ever since then Nike has been part of the hip hop culture and very popular in the urban world. Nike sticking to the urban world has brough millions of revenue to the company.

 Nike's strategic planning didnt just stop there later on they started to make sneaker for baseball and basketball players and many more, the most popular are the Nike Air Jordans, Just another sub brand for Nike for one of the most famous basketball player of the century Michaell Jordan. These sneakers have driven the sneakers collectors insane due to the fact that there are 23 styles (number of Jordan's jersey) and they came out many years ago and now they are remaking them releasing them againg so every sneaker collector or that kid that at a young age couldnt afford one and now that hes grown he can get one. In some popular sneaker stores you must arrive very early and get on the line on the release day of these sneakers since they only come out once in many years.

 This is one of many Reasons why nike is very popular and in my opinion the best sneaker company in todays world they have the strategy of planning how to attract customers and they have every type of customers doesnt matter the age race or genre.

Nike, Brief History

Nike is the winged goddes of victory according to Greek mythology, also known in todays world as one of the top seller of athletic sneakers and gear. It all started in the University of oregon as "blue ribbon" in 1964, Phillip Knight and Bill Bowerman distributed tiger shoes for track meets.

After A succesful campaing with the tiger shoesKnight and Bowerman worked together, but they needed to hire a salesman since the business was increasing. In 1971 Knight separated from Bowerman and started Nike with the "Swoosh" trademark  by late 70's Blue Ribbon became Nike amazing thousands of people with its creativity in sneakers and it was named the fitness revolution.

The company rose qquickly from small time sales at track meets to a majorpublicly traded fortune 500 company. Throughout its history and background, Nike has utilized strong advertising campaigns to separate itself from its competition. Two of the most memorable marketing campaigns, "Just Do It" and the Air Jordan brand, cemented Nike as one of the most popular shoe brands in the world.