One of the most well-known companies for athletic wear and sports shoes is Nike. The business is renowned for its luxurious goods and astute marketing techniques. Nike has come a long way in the past ten years in terms of social and ethical responsibility. Nike has made significant progress in the fields of sustainability and corporate social responsibility. Nike invests in technology to further reduce its carbon footprint and conducts business in a socially responsible manner. The brand has set high standards for itself for the upcoming years. Their target is to switch to 100% renewable energy by 2025. Nike is conscious of the environmental impact of the majority of the materials used to create its shoes. They are working together to create cutting-edge materials for their products. Nike is committed to producing high-quality materials with minimal negative effects on the environment. Tennis courts and athletic tracks are reusing some of the waste material from shoe manufacturing. To further lessen its influence on the environment, Nike also uses certified leather, recycled polyester, and ecologically friendly rubber. Nike has battled negative allegations regarding its foreign manufacturing. Their employees reported inadequate pay and unfavorable working conditions. They became the target of a nasty, long-running campaign named United Students Against Sweatshops shortly after the reports were made public. Nike took some time to comment on the accusations. They faced pressure to make improvements at the factories soon after the news was released. According to Nike, they don’t have much influence over operations that are subcontracted. They were successful in raising the minimum age and minimum wage. These days, they carry out audits to guarantee the security and welfare of workers who are employed by subcontractors abroad. If Nike was shown to have intentionally run sweatshops, they would pay a fine, lose reputable sponsors, and alienate devoted fans. The company would suffer greatly financially from this, and its reputation would be damaged. In my opinion, the business is environmentally and profitably green. They will get their money back if they invest in innovation to become more environmentally friendly. Nike will gain from increased energy efficiency since it lowers utility costs. They will save money when they recycle current resources because less money will need to be spent on buying new stock to make items. For instance, Nike mandated last year that all of its factories recycle rubber, and they were successful in doing so, reusing over 3 million pounds of grind rubber for new shoes. Going green can have a significant effect on a company’s potential client base. Nike is aware that a company’s commitment to sustainability conveys to its customers a sense of reliability. Investing in green initiatives will pay off financially and benefit the environment and consumers.
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The success of Coke is largely attributed to its well-known brand. With its famous red and white logo, Coke has been around for a very long time. They are also well-known for their vintage polar bear-themed advertising. Those adverts still come to mind whenever I see anything linked to polar bears. The “share a coke with…” campaign, which features names and words on each bottle and can provide customers with a more personalized experience, was introduced more recently. I would probably choose to purchase a Coke over another beverage if I saw one with the slogan “Share a Coke with Elvis.”
Pepsi’s NFL sponsorship is one of their initiatives. The Pepsi NFL Rookie of the Week award was the first to be entirely decided by fan vote, and it was first seen in the NFL thanks to PepsiCo. The Pepsi NFL Rookie of the Year award was also established by them. Podcasts are another medium that Pepsi recently began to use in the NFL. “Locked on” is a network of podcasts, and each team has their own podcast. I’ve been listening to these podcasts for four years, and this year there was an advertisement with the slogan “Made for Football Watching” that appeared in almost every episode. After hearing these advertisements every day, I looked into it and discovered that this campaign aims to reach all football fans through TV, digital, and retail channels. They unveiled their football-themed cans, which feature football laces on the side, in addition to the phrase. Despite being the underdog, Pepsi appears to have a solid approach in the football fan niche.
> Look for brands and social media influencers to collaborate with. People spend so much time these days looking through social media that for some, it might even qualify as a pastime.A young, rising generation needs to be easily targeted, and social media influencers appear to be one of the greatest ways to achieve that.
> Pepsi’s advertisements might appeal to certain feelings. With their recent ad campaign, “Made for FootballWatching,” for instance, they aim to evoke strong feelings by using clips of fans sobbing with happiness after a big win or sobbing with sorrow after a loss. A voiceover in the background describes how football has its ups and downs, but one thing unites all of them: they are all fans of Pepsi.
> Choose a catchy and memorable tagline, then stay with it. “Things go better with Coke” and “Taste the feeling” are two Coca-Cola slogans that I remember hearing as a child and now find appealing. However, I can’t think of just one slogan when I think about Pepsi. It appears that Pepsi has a lot of catchphrases that I had never heard of after doing some research. They must choose a catchy tagline for their product and stay with it.
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Why did a multibillion dollar firm think it would be wise to investigate the women’s market segment only 17 years later? It blows my mind, even though the question is theoretical! The company Under Armour was founded in 1996 with a focus on athletic apparel specifically for male football players (Murray & Saghian, 2018). It added apparel, hats, and shoes to its list of products by 2013.With $2.3 billion in revenues, $500 million of which came from women, Under Armour was one of the top three producers of athletic gear, after Adidas and Nike (Murray & Saghian 2018,).They began marketing directly to women at that point, flipping the script. Utilizing a combination of digital and traditional media Under Armour showcased their new “I Will What I Want” campaign with the help of both ordinary people and celebrities (Murray & Saghian, 2018).With five billion media impressions, it was clear that women might be the group that defines the brand’s standards for the other categories (Murray & Saghian, 2018).Women’s sales increased by 28% as a result of the campaign, and UA.com saw a 42% increase in traffic (Murray & Saghian, 2018). In addition to focusing on women, this new market segmentation also targeted people who had an online social media presence.
A few essential things to keep in mind when attempting to apply a segmentation plan include.
- Different consumers have different preferences.
- Danger of focusing on big, usual segments at the expense of smaller, less typical ones
- Market segmentation raises prices and sales at the same time.
- Keeping the company’s objectives and core principles in mind.
- Recognize that there will always be critics.
By using market segmentation, Under Armour took a chance that paid off.They determined that focusing on women, who make up almost half of the US population. investing $15 million on the “I Will What I Want” campaign, which increased Under Armour’s women’s clothing sales to 30% of total sales (Census.gov, 2018), demonstrating the relevance of high cost, high reward (Murray & Saghian, 2018). Because there are so many sports wear firms, there is a large risk of cannibalization; yet, this particular campaign helped UnderArmour rise to the number two slot in the US Sportswear industry (Murray & Saghian, 2018).
The plus-sized market would have to be considered when considering a new market area to investigate for the athletic apparel sector.Although 65% of American women are currently classified as plus size, the category only accounts for 17% to 18% of revenues in the clothing industry (Reagan, 2015). Nothing is more annoying than being considered as a part of an unidentified market niche.For plus-sized girls, finding stylish everyday wear is nearly challenging, never mind enjoyable, cozy, functional training gear! It’s an unexplored market to target this group, knowing that they have money they’re wanting to spend on gym-appropriate attire (instead of their old baggy sweats).One tactic I would use would be to collaborate with well-known companies like Nike and Under Armour and use both well-known and everyday “plus size girls” to demonstrate that their looks are accessible to everybody. Consider how powerful it would be to see celebrities like Whittney Way Thore and yoga instructor Jessica Smith promote a product that anyone could go to the shop and find in their size.Although Nike debuted an extended size collection back in March 2017, I haven’t seen much advertising for it yet back then .They can do better! I think I may have spotted a piece or two in Macy’s, but I saw it on Instagram when it first came out.It’s a must to have a few pairs of cute ,comfy and realistic gym clothing for all body types.
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I definitely identify as a needs-based consumer when I think about the type of consumer I am. For me, shopping involves making lists and following them, for the most part. I love seeing pretty packaging is extremely attractive, in which case I might give in, but only if it’s something I truly need! This is not to imply that I will never stray from the necessities after all, everyone indulges in occasional splurge purchases.
Price is the main factor that affects my purchasing selections.If the things on my list are regular products, I’ll be searching for the best deals, the lowest items, and whether or not they are store brands.I purchase particular brands, at least for some goods, after paying the price. Regardless of specials or prices, I have always purchased anything from Forever 21 and H&M since high school. They’re my favorites and I find their quality to be good to better than . Style and price are the major factors that affect my decision to buy clothes and shoes, rather than brand names.
My shopping decisions are primarily influenced by my research. Seeing what’s on sale at several places through the advertisements could be all I need to help me choose where to shop. Alternatively, it can entail conducting extensive, in-depth research on any significant purchase I wish to make using product and customer reviews. I’ll go to the store and give them my money after learning as much as I can about my options.
Like I mentioned before, I adore attractive packaging.When it comes to how a product looks on a shelf, marketers have a way to get your attention .I’ve been known to purchase specific items only because I thought product A’s packaging was prettier than product B’s. When I go to remove anything from the shelf, my only concern is its appearance; the fact that the packaging will probably wind up in the trash doesn’t even phase me. When I consider how marketing affects my online buying, I find that I have a strong preference for well-designed websites. I will quickly presume a company’s web site is inferior because they couldn’t be bothered to update it if it is outdated, clumsy, difficult to browse, offers outdated information, or none at all.
Ideally, my behavior after making a purchase is emotional.When I purchase something, I want to feel satisfied that I got a good price or that the product is precisely what I needed and that I can’t wait to use it.I will never be happy with the goods if I feel like I have to spend the money.Being a pretty rational person, I also have cognitive reactions to the things I buy. A recent example is the unexpected new bracelet just bought. I was already figuring out how much extra I could pay each month for my payment to ensure that it would be paid off early.
Elvis. K
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Welcome to WordPress! This is a sample post. Edit or delete it to take the first step in your blogging journey. To add more content here, click the small plus icon at the top left corner. There, you will find an existing selection of WordPress blocks and patterns, something to suit your every need for content creation. And don’t forget to check out the List View: click the icon a few spots to the right of the plus icon and you’ll get a tidy, easy-to-view list of the blocks and patterns in your post.
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Welcome to WordPress! This is a sample post. Edit or delete it to take the first step in your blogging journey. To add more content here, click the small plus icon at the top left corner. There, you will find an existing selection of WordPress blocks and patterns, something to suit your every need for content creation. And don’t forget to check out the List View: click the icon a few spots to the right of the plus icon and you’ll get a tidy, easy-to-view list of the blocks and patterns in your post.