{ Chapter: VII } Business Marketing

The future comes from one place and one place only, the present. Nike gives kids in underdeveloped countries, and to up and coming athletes in all sports presents during certain campaigns. As the picture above shows kids playing soccer in Nike attire, but what does this product (Nike) intend to build within doing this? Business products include those that are used to manufacture other products, become part of another product, or aid the normal operations of an organization. These kids are an example of the product being manufactured, the kids grow up playing their sport and pursuing their dreams all while using Nike products. Thus, when they become icons in their schools, city, states, nations, countries, or planet it will be known that the products which helped them get to that position were Nike products.

Resellers

In the photo above there is map of the pinpoint locations of Nike's authorized retailers. Remember also that this is only the top 99 of the many more in the New York area for there are too many to place at the same time.
There is also a plethora of unauthorized re sellers that collect Nike's top tier products just to resell them at higher prices due to there rareness. People by them at an abundance so the products wont be available at retailers and more importantly they wont be available at retail prices. Nike would like to monitor and also regulate these actions and transactions but these retailers are actually helping Nike not only meet quotas but exceed expectations.

{ Chapter: VIII } Segmenting and Targeting Markets

Nike The Corporation Segmented

This photo is from CSIMarket.com and it is being displayed to show what segments in Nike's corporation hold value for the bring in revenue for the company. 

Here the criteria for success is covered from the sustainability that FOOTWEAR provides to the responsiveness that come by the plentiful in Other Emerging Markets. 

Who is Nike's Target Market? A question that every marketing buff novice or veteran continues to ask. Unlike its competitors, Nike spreads itself to numerous different audiences in various ways. Most likely a marketing concept and strategies created from a unique sophisticated knowledge and understanding of how people respond to images of lifestyle. Whereas numerous companies manufacture goods for an existing market, Nike tries equally to create the image first and then respond to the market that emerges.

u·biq·ui·tous

yo͞oˈbikwətəs/

adjective

adjective: ubiquitous

1. 1.

   present, appearing, or found everywhere.

And that is where NIKE positioned it self EVERYWHERE!!!

{ Chapter: XI } Developing and Managing Products

Nike has established itself as a premier provider of athletic and sporting goods.When Nike introduced the product "Nike Air" it was an insert for foot support and cushioning in footwear. Nike made and great impact in the market by developing shoes that had the unit embedded in the shoe's mid sole. 

Nike Air has since evolved into different variations of Nike Air. Zoom Air, Tuned Air, and MAX Air became offsprings of the original Nike Air unit. Today the most popular MAX Air comes in a myriad of styles concerning specific movements, sports, and activities. MAX Air comes from Nike Air cushioning that contained maximum air volume for maximum impact protection. It reduced impact by absorbing energy during footstrike. Max Air took a variety of forms: full-length, heel, forefoot, three-quarter length, dual-pressure, symmetrical and asymmetrical. Max Air is ideal for athletic activities with high-impact landings, such as running and basketball.

Today, Nike still continues to develop new products that manipulate MAX Air and Nike Air all together. For Example today is November of 2013 and Nike is currently advertising ......

NIKE AIR MAX 2014AVAILABLE DECEMBER 5, 2013

The Nike Air Max 2014 is the latest update to the legendary Air Maxfranchise. The 2014 edition features a lighter, more flexible airbag todeliver an ultra-cushioned ride. Additional structure and support isprovided by the engineered mesh upper which is paired with a lightweightfoam and seamless overlay that conforms to the shape of the foot.

{ Chapter XVIII: } Social Media and Marketing

Making a conscious decision to stray away from traditional ads and focusing on digital marketing with a big investment into social media Nike created not only accounts in Facebook, Twitter, and Instagram but they established communities pertaining to a specific target market. On the global scale this is vital, the internet is the helm for connecting humans around earth quick and efficiently. To capitalize this modernization of communication Nike created individual communities, NikeFootball for instance, would be the home for football players to interact, share experiences about Nike products, and educate themselves on the past, present, and future of what Nike has in-store. Nike joins by campaigning and promoting with wedisodes and post on Youtube, Facebook, Twitter, and Instagram that are intended for athletes to become inspired by (if you can buy your role models outfit and wear it you probably would) them. These efforts to connect come by the hundreds for new social media will release and Nike can only get more involved with the marketplace, you can say they’re wired up and ready for a connection.

{ Chapter X : } Product Concept

The Product : Nike Air's

Nike Air products have a wide range, the type that can circle the globe several times. Their more popular products become the subject to an event called "Release Day" where the upcoming product generates enough hype (promotion) that fans of the product ensure that they have an opportunity for an exchange for this product.

Branding:

Nike has a world wide, hold on wait a miniute...

....and we are back to the topic in this blog post, BRANDING The word "brand" derives from the Old Norse "brandr" meaning "to burn" - recalling the practice of producers burning their mark (or brand) onto their products. Nike has succeeded in burning their logo onto our brains, don't believe me just think about it. My guess is that the first thing you saw in your mind was this...

....well maybe not, you might have thought of a Nike Athlete or product, BUT whatever it was that you or I thought about it is more than likely to have a Nike logo in close proximity. This is branding and what you thought about is owned by Nike in the business world.

Trademarks:

Business' have gone through countless amount trials and tribulations when it come to trademarks. For insistence "who owns it, who invented it, ETC" mainly because these trademarks they garner were breaking points in their companies success. Imagine no bunny for Duracell, McDonalds singing that they hated it, or Nike NOT DOING IT.

{ Chapter: XVII } Personal Selling and Sales Management

Athletes, lead the charge and spark to Nike's energy and fire.

"If you have a body you are an athlete." one might conclude it to 
be some sort of sales pitch and/or sales proposal.
In contrast I concluded that its deeper than that, Nike of course 
prospected that everyone can benefit from products made with 
"Nike Air" but Nike has never felt the need to go off into personal 
selling for one individual product. Nike has a devout consumer base that are loyal but open minded, for Nike does not insist for people to only use their products. Through relationship selling being a key component at their retail stores, Nike instead hires associates devoted to providing as much information as possible specific to consumer preferences and needs. Most employees of Nike have an athletic background and because of the relationship that might have started far before their careers started at Nike had such positive feedback they never second guess supporting the cause of Nike. This is where a conversation a seller and buyer might have concerning a specific activity, both familiar with the activity the seller gains an advantage in knowing what benefits a certain product can provide within a particular activity. In the midst of all that can happen during one's shopping experience, Nike is highly skilled in their sales process. So much that it doesn't seem like a sale but a favor or service given or done for a customer after the interaction. 

{ Chapter: XVI } Advertising, Public Relations and Sales Promotion

Advertisement: When it comes to Ads Nike does not deliver the "traditional" advertisement, Nike in fact has won Emmy's the work they have put forward into commercials. Here are two of those (left) "Morning After" and (below) "move". Nike goes grand whenever they aim to catch their targets attention, from enormous billboards to interior designing sporting events they (wisely choose to sponsor) have experience in this field of marketing and skill that has come unparalleled in the sporting goods universe.

Promotion: Just as they innovate with their commercials and anything else they make, Nike also innovates in the way they present whats to come. Using athletes mostly to be the face and also the chariot of upcoming products, gives Nike a proven method of using star athletes (who are icons) as the vessel to securely put forth a new product on the market. While Nike aims to cater to everyone, I believe their promotional strategy is to sponsor professional athletes, colleges and professional teams first and foremost. This is a big industry that is the potential for great revenue. Nike knows this which is why they are dominant in places such as the NBA and NFL. Athletes needs better shoes and equipment to help them be better at their jobs and Nike is consistently enhancing their products to satisfy this need. For the average consumer that is not a pro-athlete, attention is given to them as well. Nike offers and is constantly enhancing running shoes for the average jogger and is also promoting shoes that help you get through normal everyday activities such as walking. I visited the website of Nike, one of the most widely known sellers of athletic footwear, equipment and apparel in the world. The message that I got from Nike is “if you have a body, you are an athlete”. This is a very clever message because not only is the company trying to target athletes, they are targeting everyone in the whole entire world. Everyone has a body so everyone has the potential to be an athlete. This is also a great boost for kids and young teenagers who realize that there is something that they can do to better themselves and possibly get rewarded for their efforts. Below is the most recent concept promoting "strive for greatness" for James' 11th Signature sneaker


Nike LeBron 11

Public Relations: Nike’s public relations includes upgrading its own code of conduct and participating in a range of coalitions including the Global Alliance for Workers and Communities aimed at helping workers in third world shoe and clothing factories and other business coalitions that represented social responsibility, like Business for Social Responsibility. Also to better their reputation, Nike promised to phase out the use of polyvinyl chloride (PVC) from its shoes. It enrolled Greenpeace, which has a campaign against PVC worldwide, to publicize the promise. In a press conference in Oregon, Nike's home state, Greenpeace read a Nike company statement which said that the search for a suitable substitute for PVC had “barely just begun”. It was unable to predict when its shoes would be PVC-free. Nike stated that the “action was not intended to divert attention away from criticism it has received over its labor practices in low-wage countries.” In addition, Nike made efforts to recycle excess rubber from factories, converting to water-based solvents and recycling used shoes. It developed a tank top made of 75 percent recycled plastic and the t-shirts it sold in the US contained 3% organic cotton.

{ Chapter: XV } Retailing

Nike the Retailer

Nike, has a combination of retailers, chain stores, department stores, and most commonly noticed franchises.

To become a authorized Nike Dealer you have to go through a multi-step process, WikiHow.com is where you can find these steps in detail. In summary the process begins with the prospected retailer sending an e-mail to Nike requesting an application. Within the application you go over, fill out, and sign; terms and conditions, application and agreement, also send a retail business profile.

Not only with Nike, but with any company one wishes to resell for needs a proper license regarding the state you live in or have your establishment based out of. Next, one must secure a guarantor to your relationship with Nike. A guarantor will pay money due on the account, should you fall into debt. Have your guarantor fill out the "Personal Guaranty" form of the application. If you own property jointly, the other owners will need to fill out a "Non-Recourse Guaranty" that debts can be collected from joint property, if debts are owed. Contact a Notary Public to notarize the "Personal Guaranty" form. It will not be accepted, if it is not notarized. You can find a notary in an online phone book or through a local UPS outlet. Submit your completed application using the checklist page as the fax cover sheet. The correct fax number should be listed on the first page of the application. Nike does not guarantee a processing time for applications.

Now to focus on more of a personal aspect of Nike retailing, the aspects that has intrigued me the most about Nike's retailing has to be its online retailing and e-commerce.

Online Retailing

Nike has instilled their brand name in advertisement, boutiques, malls, dapartment stores, ETC. Their modern day point of attack for the sale and target markets is Nike.com

The 6 P's

Product: Nike.com is the digital warehouse of Nike where any and all Nike products can be searched for and purchased.

Place: Nike.com is on the internet so wherever there is internet there is Nike.com and now with smartphones and applications that grant you specific access to a specific function you can shop virtually anywhere.

Promotion: Nike.com has real time flash displays highlighting new products, exclusive merchandise  and any news worth announcing to their target market.

Price: Nike.com has the final sale prices, the first notice of sale prices, and have the only say when comes to the price because it is the company itself selling the product.

Presentation: Nike.com has an outstanding format for its website. The website starts with a cross bar set with categories that may pertain to the individual browsing so that they can narrow down one they are looking for.

Personnel: Nike.com comes up short here because everything is digital so there is not anyone in the physical to help customers, but you can always shop for websites run 24/7 365. Check it out for yourself at NIKE.COM 

. 

{ Chapter : VI } Cosumer Decision Making

CONSUMER AFFAIRS MISSION

To represent the highest service standard within and beyond our industry, building loyal consumer relationships around the world.

^This is directly from Nike.com 

Nike made it clear that the customer is 
over the product, and with strategies to
build rapour in a positive light with 
consumers they have proved successful.

Here is an exapmle of Nike's extensive use of consumer Need/Want manipulation. Here there's an option of three shiloettes for three shoes that share similar colorway schemes. Which doubles the amount of decisions a customer must make, now they have more choices to feel comfortable confiming with.
Will they recognize key qualities one has over
the others? Will their need be satisfied?
Doesn't Matter! With these many option they
think they found what they needed.

These 3 are godfathers of "Nike Air" technology, released in the first half of the 90's
these shoes, have strong market value in our
present day. The three (Air MAX 1, 90, and 95) are famous for crossing
boundaries across cultures, social classes, and
standards. Each introduced as running sneakers, have transcended into different markets of consumers.

ROAD
 For the long road ahead, your trail has found a counterpart within these products. Specialized in durability.

 For the Decorated Athlete's of Track & Field or those who just have a nag for running. RACE

TRAIL
For the Animal in us all, that spends the times of our lives outdoors (no not simply outside) these products intend to be an extension of our feet on any terrain non-friendly to bare feet.

Wake up and smell the coffee, your in the real world, so
start living with support systems built from the ground up.
Comfort being conforted by unique styles for the consumer TO LIVE

Ultimately!

These are all influences on the consumers' buying decision.

{ Chapter: V } Developing a Global Vision

Nike opens its world headquarters in unincorporated Washington County, just west of Portland, on 74 acres, that was the year 1990 and that was the beginning of a foot race around the world.'
(that was a pun)

To be identified as masterminds in Global Marketing "Nike" obviously values the importance of the  

Global Vision.

“As the market leader, we have the ability and the responsibility to take the industry and our partners to a new and better place,” said Nike Inc. President and CEO Mark Parker

With an established multinational name, Nike expects to grow geographically in all regions. Nike has recently driven deeper growth in the United States, United Kingdom, Japan and China, Nike also has invested aggressively in countries such as Russia, India and Brazil, each of which have had the potential to become new billion-dollar markets.

Nike is targeting further geographic expansion and deeper market penetration in all regions. Owning all the licenses required, and running a buyer for export operation, the 'Nike Air' technology has no worries as the brand has complete control of exchanges domestically and foreign.

(09.30.13) According to Bloomberg business week Nike should now be used as a good barometer for US growth after it hoofed Hewlett Packard out of the Dow. In a league table of Dow companies and their correlation  between sales and US GDP, Nike goes in at number 6 under the likes of Johnson & Johnson, Maccy D’s, Wal-mart, Cisco and Microsoft.Nike also replaces Alcoa as the first to report quarterly earnings.

 http://www.forexlive.com/blog/2013/09/30/run-to-nike-if-you-want-to-gauge-us-gdp/

{ Chapter: IV } The Marketing Environment

In 1987 a revolution began that quickly left the shores of North America and took the world by storm. Since then the Nike Air technology incorporated with top tier shoe design has been a constant guest to the streets of cities like London, Milan and Paris. Re-appropriated from the world of sport to the street, Nike Air was embraced as a staple of everyday style.

Nike Sportswear celebrates the cultural impact the classic footwear made on music, fashion and technology in the world. The brand pays homage to the unique personalities of each city, taking cues from trends in fashion and music and made brand-new with the latest Nike innovations.

The Target Market has grown from the the dedicated athlete who needs support for vigorous training, onto the casual city walkers, who, need comfort and support for constant strain on the two feet they commute with. Now it has expanded to the "fashonista" population who consider comfort less of a luxury than appearance, and now can have the best of both worlds because of Nike Air technology. Within the context this culture, Nike strikes marketing gold as the products that carry "Nike Air" technology offer all the needs demanded by a global audience of both athletes and  consumers.

{Chapter III} "Nike Air" Ethically & Socially Responsible

The leader of sportswear technology "Nike" has a vast variety of products, and the lead technology is the "Nike Air Max" The Nike Air Max shoe uses a large air cushioning unit at the heel which is visible from the side of the midsole in most models. Different types of Air Max cushioning include "Air Max2" which does not have the "holes" in the cushioning unit and is of high pressure, "Tube Air" which is visible in several small circles on the midsole of the shoe, "Total Air" which is basically just another word for full Air Max cushioning, "Tuned Air," which is a system of individual pods supposedly "tuned" to different areas of the foot. Air in the early 1990s which was visible through the bottom of the shoe (although smaller portions of Air units are visible through the bottom of many Air Max models) and another type of Air cushioning is the low profile and very responsive "Zoom Air." The "Air Max" is incorporated in almost all of Nike's sportswear, and has grown to be Nike's go to technology when selling their product. With such a power in technology Nike has the obligation to lead by example, and do so Socially & Ethically. 

AIM: Tap the people and the culture, the most powerful sources for innovation and change! 

Through reporting, Nike has come to better understand and address their environmental footprint, especially their use of water, our creation and reuse of waste and the toxicity of materials and processes used to make their products.

+
+

As they evaluate and manage their key impacts, Nike develops a better understanding of how interrelated they are and how an integrated approach to product design and process innovation can yield benefits across multiple impact areas.

Nike believes in the power of human potential. Nike is leveraging the size and reach of their brands to effect positive long-term changes that empower and support the communities which people live, work and play.

Nike's aim is to deliver focused areas of impact through innovation, partnership, advocacy and movement making, with a stable source of funding to allow for a portfolio of innovation to scale and flourish.

{Chapter II} Strategic Planning for Competitive Advantage (No Competion)

It’s not just about getting better at what they do – addressing impacts throughout their supply chain – it’s about striving for the best, creating value for the business and innovating for a better world.

Nike has no competition! An opinion? Sure, but the fact is that Nike was built for athletic innovations. Every company has a mission and Nike is trying to beat Nike day in and day out. 

Nike succeeds because they’re obsessed with innovation. They are relentlessly curious about our world and how we can make it better. Nike applies that curiosity to their sustainability efforts, and we continue to learn what is required for real, meaningful progress

UNLEASH INNOVATION
AIM :Integrate sustainability principles into our innovation processes, governance and portfolios to generate innovation that delivers products and services that combine performance, innovation and sustainability 

“The best way to predict the future is to design it,” 



NIKE, Inc. based near Beaverton, Oregon, is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly-owned Nike subsidiaries include Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories.

{Chapter I } A Breif History of Nike

HISTORY & HERITAGE

Before there was the Swoosh, before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that redefined the industry.

Bill Bowerman (right) was a nationally respected track and field coach at the University of Oregon, who was constantly seeking ways to give his athletes a competitive advantage. Phil Knight (left) was a talented middle-distance runner from Portland, who enrolled at Oregon in the fall of 1955 and competed for Bowerman’s track program. Upon graduating from Oregon, Knight earned his MBA in finance from Stanford University, where he wrote a paper that proposed quality running shoes could be manufactured in Japan that would compete with more established German brands. But his letters to manufacturers in Japan and Asia went unanswered, so Knight took a chance.He made a cold-call on the Onitsuka Co. in Kobe, Japan, and persuaded the manufacturer of Tiger shoes to make Knight a distributor of Tiger running shoes in the United States. When the first set of sample shoes arrived, Knight sent several pairs to Bowerman, hoping to make a sale. Instead, Bowerman stunned Knight by offering to become his partner, and to provide his footwear design ideas to Tiger.They shook hands to form Blue Ribbon Sports By 1971, the relationship between BRS and Onitsuka Tiger was nearing an end. BRS prepared to launch its own line of footwear, which would bear the Swoosh newly designed by Carolyn Davidson. The Swoosh was first used by Nike on June 18, 1971, and was registered with the U.S. Patent and Trademark Office on January 22, 1974

Today, Nike continues to seek new and innovative ways to develop superior athletic products, and creative methods to communicate directly with our consumers. The company has continued to expand in new ways, including strong growth in China and a deal to become the official sponsor of the National Football League (NFL) beginning in 2012.At an investor meeting at its world headquarters in June 2011, NIKE, Inc. announced an increase to its fiscal 2015 revenue target to a new range of $28-30 billion, up from its previous target of $27 billion announced in May 2010. The company also increased its fiscal 2015 revenue target for the NIKE Brand to $24-25 billion, up from its previous target of $23 billion.

To bring inspiration and innovation to every athlete* in the world.

The asterisk is a quote from Bill Bowerman. Who is he? Legendary track & field coach at the University of Oregon, a teacher who showed athletes the secrets of achievement. Co-founder of Nike. We invite you to experience some of our inspiring products.

CONSUMER AFFAIRS MISSION

To represent the highest service standard within and beyond our industry, building loyal consumer relationships around the world.

Acoording to: http://nikeinc.com/pages/consumer-affairs