{ 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 

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{ 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.