Ch. 7 - Business Marketing

Nikestore.com is a major asset to Nike's portion of sales. Anything you are interested in 

 Nikestore.com has got you covered from the everyday walking or running shoe right down to the on field cleats. This is not limiting itself to the t-shirts, comfy pants, or just a plain pair of socks. Nike Inc. holds the advantage against its competitors - weekly if not monthly releases of sneakers which gather in a rather large amount of profit due to its large demand. Nikestore.com has its own twitter handler which goes by @nikestore on twitter, it has separate twitter handler for its several locations such as @NikeNYC, @21Mercer, Etc... - @nikestore has a very reputable amount of "followers", @nikestore has about 1.8 Million followers, this amount increases on a daily basis and is also not including the people who don’t have twitter accounts yet still visit the @nikestore page. Nike's approach to this twitter trend is that Nike Inc. knows how to approach and penetrate the young market via the internet. Nike already understands the prestige exclusivity that their products carry - now taking this into a matter of applying the access to the internet market. Nike releases popular sneakers via twitter link only, so your only chance at getting a pair of sneakers is via twitter? not necessarily but take in to account with the demand via the retail chains does anyone really want to wake up early on a Saturday morning take the trip to the store to not have the slightest chance at buying a reputable sneaker which probably might be sold out due to the amount of people already lined up in front of the store, Chances are no one really wants to wake up that early on a Saturday morning. Nikestore.com has taken this into consideration so now Nike has a simple solution which is to wake up a little earlier than 8am - which is the usual time that Nike releases its products via twitter link - hop on the computer, head to twitter.com/nikestore then wait for the link and click on “purchase”, from there you either got them or they sold out on you, Simple solution instead of having to travel to the retail store.

Nike Inc. Reaches the Market

Nike has been very successful over time one would say a very well developed and managed brand. Nike saves money due to the fact that Nike Inc. does not make their own shoes; instead Nike hires factories in other countries to make their products there. Nike is saving by having the products made elsewhere and having to pay less, Nike also benefits of this because now Nike becomes the designer/developer of their shoes and the distributor. Nike also acts as in weird way as the Manufacturer and the intermediary. Nike makes the product and uses a strategic alliance with retailers such as Finishline, Footlocker, and Eastbay.com by supplying them with Nike products to be sold to the consumers, therefore Nike reaching the public from many different retail chains. Nike also ensures trust of their consumers with the use of warranties on all their products. Nike gives a certain amount of time to return products, although if the product is in new condition Nike allows you to return the products at any time, also Nike allows you to purchase a product anywhere else such as Footlocker, Finishline, and any other place you can think of the Nike warranty applies - where Nike will reimburse you with a Nike gift card. Nike also provides a contact number where you can call and speak to a representative and you can go to nikestore.com and chat with a representative where they will help you with all your needs. Nike is also well known for the presentable designs with their products - Nike does no less with the presentation of their stores which are designed to look like sport facilities which never fail to impress, always keeping their customers impressed and wanting more

Ch. 8 - Segmenting and Targeting Markets

Nike - Market Segmentation

Nike has been around for quite a while now actually dating all the way back to 1964 when it was one known as "Blue Ribbon Sports". Nike's initial target market started out as a side gig for Phil Knight and Bill Bowerman as they went around college to college selling running shoes to local track runners with their unique waffle iron design which was initially done by Bill Bowerman which he used to make with his wife's waffle iron. In time, Nike sprung into much bigger developing shoes for all sorts of sports from baseball to tennis, basketball, soccer, and even golf. Nike understood they had to tackle all sports to be the dominant brand in athletic sportswear which Nike has well done so. Nike's biggest sport would have to be basketball, whichever way you look at its where Nike build most of its popularity. Although, they do gain some credit for tennis and running but basketball is Nike's key sport. 

Nike's Basketball Introduction

When Nike jumped into basketball it was just another brand-making basketball shoe in competition with Adidas and converse, who was a great seller back in the days; Nike now owns converse. Nike signed Michael Jordan in 1984, releasing “The Air Jordan” which was banned by the NBA bringing in a huge amount of publicity. Michael Jordan was fined $5,000 for every game he wore the shoes which Nike paid for.

Air Jordan banned Ones the insole on the left shoe says "On September 15 1985 Nike created a revolutionary new basket ball shoe"The right shoe says "On October 18th 1985 they were thrown out of the game"

Nike now offers many basketball sneakers targeted at young teens with Nike's extensive reputation among the young generation. Nike manages to sell out of the good old Air Jordan's every month, kids buy these sneakers month after month after month and Nike continues to retro Jordan sneakers as long as they can. Nike recently released a special line of sneakers which Nike has recently started to do as tradition.

Nike joins Doernbecher Children's Hospital in order to release special sneakers designed by kids from the Doernbecher Hospital who survived an illness. Every year Nike includes a special Jordan Doernbecher shoe which is highly sought after. One of the most wanted shoe of the pack time and time again. Nike charges a little extra for these shoes but Nike donates 100% of the profits to Doernbecher Children's Hospital. These shoes are only released in Nike Stores only that means no Foot Lockers, No Modells, etc. This year only 16 Nike Store's received shipments of these shoes and as you would guess These shoes sold out but this time for a good cause.