Marketing Essay Example | Topics and Well Written Essays - 2500 words - 6

Marketing - Essay ExampleThe various techniques functiond for the Nike shoe atomic number 18 then able to strategically position the topographic point ahead of other competitors that are in the market to sell shoes. Background of Organization Nike was naturalised in 1972 by business owner, Bill Bowerman. The idea began in 1964 with the desire to piss an athletic shoe that could be used effectively for competitive sports. By 1971, Bowerman had established a shoe that would work and then created the Nike brand to develop the new mechanics and techniques for the shoe. Bowerman began by making a contract with the University of Oregon runner Phil entitle. The approach was to give running shoes that would help Knight to have ease o use while running without having some of the malfunctions that come with basic shoes that are used. The business quickly gained a strong spirit in footwear with a live stance of 160 countries which sell the footwear and the employment of over 1 million people. The approach is to use a set of diversity inclusion within the organization while creating a strong reputation among those implicated in the footwear (Nike, 2011). The success of Nike, with a revenue of $91.2 billion in 2010, is one which is establish on a portfolio of products. at that place are now several(prenominal) affiliate businesses that work with Nike for the brand reputation. These take on Cole Haan, Converse, Hurley International, Nike Golf and Umbro. The brand identity that is established all carries the overall features of the Nike logo. This is then divided into particularised shoes used for sports, such as running shoes, basketball shoes and other specialized makes and models. There are also divisions for women, men and children to further the brand identity. Nike has incorporated sportswear as well as personal trainers with electronics to assist those that are looking for a contrasting approach to their athletic regimen, creating a different set of brand s within the Nike organization (Nike, 2011). Marketing Techniques and Strategies The marketing techniques that are used by Nike involve several dimensions of finding what the best methods are to reach consumers. The first way in which this is done is by segmentation. The scheme of segmentation is defined as creating a presence by noting different target markets which would be interested in a product. Meeting this need by establishing demographic relationships can then provide a stronger movement toward sales among those that are interested in the products (Alderson, Cox, 2006 pg. 137). The segmentation of the products isnt done by develop the product first, then creating a market that will need the item. Instead, there is an established presence created by need first. Each of the shoes that are presented by Nike is segmented first, than established with the mechanics of the shoe to create a need within the segment. Basketball, soccer, football, running shoes and segments among wom en and men are some of the several slipway that Nike has approached building its brand. This is done within the internal environment first, than leads to establishing a presence among those in need with the item. The judgment of segmentation becomes essential by noting that there is a need among different groups of individuals, which Nike can then pick up by building a reputation from the science used behind the makes and models of each of the shoes. The target