"LeBrons" Concept (Product Concept)

Developing high quality and innovative products has helped Nike gain brand equity, with allot more brand loyalty from their customers. Most consumers have high expectations of Nike apparel or already know what is their buying when purchasing a Nike product. Each of these attributes have lead to high sales of Nike products, and great success in their foot wear lines.

NOW ENTER KING JAMES....

All Star athlete LeBron James sneaker has dropped this month. It is the 9th edition of his sneaker collection.

Sneaker Design:

• 3 panels of "fly wire" technology. For comfort and support but also makes the sneaker lighter.
• New upper design for more flexibility but also applies support at the Ankle. ("stability wing")
• Strap that connects at top, across ankle and attaches both sides of fly wire.
• New LeBron logo on back.
• Air max 180 bubble(air bags) on heel of sneaker.
• Lightest LeBron sneaker yet

Nike Video on LeBrons NEW sneaker:

http://www.youtube.com/watch?v=0nzZSYhFRfk&list=PL2FE3086EC67F41C1&index=1&feature=plpp_video

Sales Promotion & Personal Selling

"Free shipping FOR MEMBERS on orders $100+." It states on the Nike web site Directly under their new advertisement for the "Nike pro hyperwarm thermal", and just below that a link to all their latest products as well a link to everything recently put on sale. To a blind eye one would think that was just coincidence but in reality its just another sales technique Nike has. Encouraging and informing consumers about deals and discounts benefits Nike's sales. It gives costumers the feeling that they are saving, there for they should keep buying because essentially their the one benefiting the most. Besides just online sales and sales in general, Nike does a great job in promoting products. Aside from their advertisement, before purchasing a product you will know everything about it. They will usually have an athlete wear the product first so their market can become familiar with it and hopefully feel the urge to go out and buy it. Their are also websites other than Nike.com, such as 23isback.com that inform any "sneaker head" about the latest Nike sneaker that is going to be release in the future. Components like these are what make Nike such a successful brand.

"Just Do It" (Advertising & Public Relations)

Motivational, intense, high energy and creative are basically a few words to sum up Nike's advertisements as well commercials. Known for their close and personal commericals with superstar athletes, you can say most people know a Nike advertisement when they see one. I believe its only right, on just advertisements alone Nike spends 2.5 billion annually. And spends another 33 million annually on just keeping Tiger Woods and LeBron James as a face of their company. The list can go on with Nike advertising expenses, but in the end its all worth it.

The slogan "Just Do It" simply just works, If you take a poll of most

known corporate slogans I would not be surprised if Nike's is most known. Developed in the late 80's, this phrase has catapulted Nike past competitors. Giving consumers as well athletes the attitude to just go out and get the task done. Incorporating this into all of their products the slogan just caught on and blew up probably beyond proportions even expected, but all due to a great marketing team.

Nike commercials and ads are almost beyond the product, they literally give inspiration to go hard and do your best in what ever it is. Their strongest advertising strategy is probably the commericals. Whether it is for a sporting event, athlete, or a product its hard to look away from the TV when a Nike ad is on. Every time one comes on you feel the emotions I stated at first, and immediately want to go out and participate in activity's. Which is why Nike is such a great marketing company, they go past just selling their products. Nike sells the brand as almost a life style instead of a sporting apparel company.

Advertisment Links:

http://www.youtube.com/watch?v=ijTwZNUBhcI

http://www.youtube.com/watch?v=cdtejCR413c

http://www.youtube.com/watch?v=cdtejCR413c

Nike The Goddess Inc. (Retailing)

As we know Nike inc is a huge international company. The Nike headquarters is located in Organ but you can find the Nike brand in 160 countries. Nike also employs 30,ooo people world wide. With out even knowing the company name you could recognize the traditional "swoosh" sign. Its popularity has lead it to become the highest selling supplier of athletic shoes and apparel. Nike also has other subsidiary companies such as Cole Haan, Hurly, and Converse Inc.

Nike can almost sell its self everyone wants or has a pair of their sneakers. But if their

products never caught your attention before they had to when Nike town in New York City opened

up. The massive five floor store located just off 5th avenue is a "sneaker heads" drea

m. With its huge front doors and lobby it feels like you have entered sneaker heaven. Each floor with specific products and the top floor with an exclusive sneakers collection it will make any person want to spend. Every section has inspirational quotes with superstar athletes images blown up behind them, making costumers fe

el like they are shopping in the "best of the best." The fresh cotton and sneakers fragrance makes it just that more delightful when admiring all of the innovative merchandise in sport technology they have on display. But one of the main jaw droppers the store features, is their sneaker delivery process. To coincide with the company's athletic technology the store is pretty advanced its self. The sneaker inventory is logged into a computer system. Then when a customer needs a certain shoe the employee can type it into the system and it will be delivered from the stock room through clear tube passages up to the floor it was requested from. Just another way how Nike sets them selves apart from competitor companies. There are special events also held at Nike Town when new lines are being introduced or a certain sneaker is being realised. Nike Town's uniqueness has been heard about all over the world which has made it a very touristy store as well. Nike town almost feels like the Mecca of athletic wear just how Nike sort of is, almost all of Nike's values are shown in this store. Basically making anyone who has a body feel like an athlete. Which is the reason why I feel the company has great success because they are always able to relate to the consumers and provide something people always want.

Consumer Decision Making

Phil Knight and the Nike team do a very good job in influencing consumers to purchase their products over rival companies. They have done well with keeping customers satisfied with their products, and their always one of the companies recommended when it comes to purchasing athletic wear.

In America alone Nike owns about 37% of the US athletic shoes market, and 60% of the total consumer market purchase Nike products. Compared to Reebok its biggest competitor which only owns 20% of the US athletic shoe market. Nike products almost sell on their own, with websites that are only made for the purpose of letting customers know when the latest Nike sneakers are being dropped. Thousands of teens a day log on to the Internet to search which Nike sneakers they would like to buy next or just add to the collection. Nike has done a great job in turning the purchase of sneakers into almost a hobby. People now look at Nike sneakers especially the older editions as "classics". Stores and sellers raise prices on merchandise according to the date it was made almost how art pieces are sold.

With all the big time athletes wearing their sneakers, and innovative products Nike almost checks off any need in a consumer decision process. They have the history of reliable products at the right price, and have been a factor since they first entered the market. Nike has been successful with setting trends or keeping current with the needs of their market which is the reason for their consistent progress.

LINKS:

http://library.thinkquest.org/3088/company/nke.html

http://www.articlesnatch.com/Article/Nike-s-Popularity-Over-The-Footware-Business/400185