Develop an eight minute sales presentation about Nike shoes that includes: A. Th
ID: 450996 • Letter: D
Question
Develop an eight minute sales presentation about Nike shoes that includes:
A. The Approach-Summary of Benefits
B. Presentation
-SELL Sequences: Proof statement, two similes, metaphors, or analogies, demonstration, visuals
-Marketing Plan: tie back into benefits, visuals
-Business Proposition: value analysis, return-on-investment, discounts, markups, tie back to benefits, visuals
-Summarize benefits your buyer was interested in
-Discuss suggested order
C. Multiple-Close Sequence
-Close
-Objection
-Close
-Objection
-Close
-Etc.
Explanation / Answer
Nike is a sports brand that through the years has been growing, with several ups and downs but staying in place and as one of the most powerful brands in the world, has experienced several approaches that have led to success and at the same time to failure getting plenty of criticism. Today the brand image is associated with a symbol of the spirit of self-improvement and transport documents.
The Nike brand has used different approaches such as:
Focus on customer orientation and market
Social marketing approach
Marketing approach 1,0-2,0-3,0
Production approach
Sales approach
experiential approach
1.0-2.0-3.0 marketing approach:
This approach is applied Nike considering the society in which it operates, in this case seeks to reach consumers who practice various sports among the best known and others not so well known, not just football. They also created a campaign called '' if you let me play '' which supported the women's sport where emphasize the benefits of practitioners. Besides the above many sought alternative production, adding many more products like baseball gloves, soccer balls, hockey sticks and even, to sunglasses.
Customer and market orientation
With the existence of a strong competition, Nike manages to get their brand sponsorship by the Brazilian national team in 2002; also they invested millions of dollars to displace their competitors. This also complements the idea of adding more sports and therefore produce more products from sunglasses to footballs, etc., adapting its products to specific needs for specific customers.
Sales approach: Because of the poor results that Nike obtained launching their high technology shoes, they had to find different ways to get back to 'inflate' 'as a company, so opted for aggressive advertising policies to recover their clients and encouraging them again, in this case, hiring one of the athletes at the most famous in the world then, what they term generating very good results.
Experiential approach: they chose to open shops called '' Nike Town '' where they sought the way for customers to feel more experiential brand, decorating the store with icons representing the ideals of sport like courage, honor, victory and teamwork.
Social approach
The brand has always been associated with urban black youth, which sees the sport as a path to success and good income. The design team introduces new products in the most problematic or complicated areas of cities applying humanitarianism to showcase the brand building or improving basketball courts in poor areas.
Production approach: their new orientation made Nike no longer need its own manufacturing stage was cheaper footwear and clothing be manufactured where production costs were lower becoming a business pure marketing, focusing on its brand, design, concept and advertising.
BENEFICIAL AND NEGATIVE AND APPROACHES
- Beneficial:
their approach to marketing 1,0-2,0-3,0 was beneficial because by expanding the range of its products at the same time they opened field practitioners customers other than traditional sports. Moreover, the social marketing helped the success in sales with an increase from 750 million to 4,000 million dollars which was a great benefit to the company, and that by doing humanitarian work as the rehabilitation or construction of basketball courts markedly increased their sales.
Its experiential approach besides being a very creative achievement option to create a link and cause a feeling in the customer for their products giving priority love for the sport, so customers purchase the product in a way beyond satisfaction.
Launching their high-tech slippers, Nike got a bad response from consumers, this led them to opt for several advertising options including the hiring of Michael Jordan for commercial with the intent to encourage consumers and not lose their high command in sports marketing which also performed well.
-Negative approaches:
By focusing on customer orientation and market risks they ran overexpose the brand, which feared that the logo could become out of fashion. For this would have to demonstrate a consistent image of high quality and innovation, not only a brand that pays for itself by getting sponsorships.
Due to the great success that was reaching Nike, the company tended to focus on production, closing several factories to lower costs and more. This brought a lot of criticism since taking these measures thousands of people were without work especially in third world countries where cataloged workers being exploited and have extremely low wages, also including comparison of the prices of products in the United States and Indonesia they generated controversy and generated losses resulting high.
The competitive strategies used by Nike include:
Outsourcing: intended manufacturing shoes at low cost labor in countries like Japan, Taiwan, Thailand, China, Indonesia and Vietnam.
Developing their own indicators: A team of analysts
Financial Nike created the "Nike Indicator" for emerging economies in order to get labor low cost, governments and stable currencies for cheaper and increase marketing and sales production.
Brand positioning: Innovating in the form of advertising, hiring sports stars to utilize these shoes thus obtained two great results; the first was that the product was announced 60 minutes while these stars used it in their debuts as Tiger Woods, Michael Jordan and Ronaldo; the second was the personalization of the brand where these figures were not sponsored by Nike but are brand representatives.
Diversification of the brand new sports equipment for different sports, golf, football, basketball and inclusion of a line for fitness.
Competitive advantages
- Superior designs
- Outsourcing of production.
- Production with low labor costs.
- Differentiation and brand image thanks to its successful and innovative marketing strategies brand logo and are recognized in the world.
- Constant innovation according to the changes that occur in the environment turning them into advantages thanks to its research capacity and financial solidity.
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