Product Strategy (packaging, name, image, regulations, design, labeling) -
-views consumers as hip, savvy, and media literate person
-Products: Broken into 3 sections: Apparel, Equipment, and footwear.
-Packaging: In 2011, started packaging in boxes that subroutine 30% less cardboard. Saves 200,000 trees each year. (Picture of Lebron packaging and new boxes)
-Maintain a high performance brand. durable and lightweight shoes. Innovative applied science:
http://nikeinc.com/investors/news/nike-inc-introduces-2015-global-growth-strategy
Product Adaptation
-Such as in lacquer where runners prefer shoes lighter and with a visit visibility to the traditional designs made by Nike.
--Nike ID: customize shoes and raiment ($100 m)
Product Standardization
Price Strategy
-Price leadership strategy / re judge based -- Set the price based on the value the consumer places on the produce. Nike spends lots of money to promote their image, and the consumer pays for it.
-Lebron X - $315
-low income areas -- lower shoe prices $15 canvas shoes with swoosh
Distribution Channels
-Based in Beaverton, Oregon
-Does not own any factories**
-The three main product lines of Nikes brand - footwear, apparel and equipment - are made by just about 600 contract factories that employ more than 800,000 workers in 46 countries around the world.
-Distribution centers:
-over 500+ Nike Stores + 20,000 retailers
-Online
Promotion Strategies
Standardization
Adaptation
-European: Was viewed negatively as a fashionable, combative and arrogant brand. (rather than innovative and high performance)
-American basketball heroes werent peeled it. Swoosh viewed as an American image. Annoyed Europeans. Swooshification Toned subdue aggressive advertising. Sponsored soccer teams in France, Spain, Germany -- Barcelona Olympics. Created new brands, Air Jordan, only Conditions Gear to limit what their logo went on. 27% of sales in Europe
-Started in China in 1991 with...
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