Essays on Marketing Audit Report: Nike Air Max 3 Case Study

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The paper "Marketing Audit Report: Nike Air Max 3" is an outstanding example of a marketing case study.   Nike Air Max 3 is a line of Shoes from Nike Inc. that was originally released in 1987. Nike Inc. was first registered as a company in September 1969 and has since been engaged in developing, designing, marketing accessories, services, footwear, equipment and apparel all over the world. Nike Inc. designs its products to suit different needs from different consumers. Their products are categorized into basketball, women training, Men’ s training, football, Action sports and sportswear.

The company also designs products for children and other recreational purposes such as cricket, golf, baseball, outdoor activities, tennis, walking, wrestling, volleyball, lacrosse and golf. The company also sells athletic footwear which is specifically designed to suit the specific needs of athletes. Nike also sells sports accessories and apparel including bags and other accessories items such as headbands and wrist bands. Moreover, the company also sells market apparels with professional teams, licensed colleges and league logos. NIKE’ S air max is a running shoe specifically designed for this purpose. This report will look at the target market of Nike Air Max 3, marketing mix, competitive advantage and finally evaluate how the company’ s marketing mix is used in the target market (Nike Inc, 2014). 1.0 Target market Target marketing can be defined as breaking a market into different categories known as segments and then focusing on one or more of those market segments.

Markets can be segmented in accordance with different geographic locations, demographic factors such as age, income and other measurable statistics and based on psychological factors such as lifestyle preferences.

Nike Air Max 3 mainly targets the sportsmen or athletes. This is because of their lightness and comfort that comes with the shoes and allow them to exercise with ease and comfort. The reason why Nike Air Max 3 mainly target sportsmen and athletes is that it is easier for them to shoes specifically designed for them as compared to an ordinary individual who will probably buy any shoes. The company reaches its target market by having agreements with a sports team, become team’ s sponsors, college athletes and sometimes they endorse specific team members.

That way Nike Inc. is able to get its product to a wide range of its consumers who are likely to buy this product. Although the company also targets other individuals such as teens who still hold the hip hop customs, they mainly concentrate their markets on sportsmen who are more likely to buy Air Max for their exercise. Nike Inc. has put in place a number of targeting strategies aimed at reaching their target market. Some of these strategies include product sponsorship by well-known athletic teams and individuals, using professional and using celebrity athletes to reach out to the consumers.

Using this marketing strategy, Nike has been able to reach so many athletes and sportsmen. This is because, if a sports team manager lays down instructions that all athletes have to use Nike Air Max 3 for their exercises, then they have no choice other than to buy those shoes. Other sport’ s teams just buy the shoes and deliver them to the members of the team. Another targeting strategy that Nike can use is the styling of product objective, here, the company will use superstars to sponsor its brands and then when they prosper, the brand is then associated with victors.

This then influences other athletes to use the product (Nike Inc, 2014).

References

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Norton Paley (2007) Marketing Strategy: Desktop Guide Thorogood Publishing

Armstrong, Gary & Kotler, Philip (2005) Marketing: An Introduction Upper Saddle River, N.J. Prentice Hall, 7. Edition

Bensoussan E. B., Fleisher S. C. (2008). Analysis without paralysis: 10 tools to make better strategic decisions. USA: Pearson Education Ltd.

Bensoussan E. B., Fleisher S. C. (2008). Analysis without paralysis: 10 tools to make better strategic decisions. USA: Pearson Education Ltd.

Cheverton P. (2004). Key marketing skills: strategies, tools and techniques for marketing success. Great Britain: Kogan Page Limited.

Cheverton P. (2004). Key marketing skills: strategies, tools and techniques for marketing success. Great Britain: Kogan Page Limited.

Nike Inc (2014). Company profile. Retrieved on 5th may 2014 from http://nikeinc.com/

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