Nike is a worldwide manufacturer of apparel and accessories that is listed on the New York Stock Exchange under the symbol, NKE. Founded in 1964 by Phil Knight and Bill Bowerman as Blue Ribbon Sports only to later become Nike in 1978, Nike is currently headquartered in Beaverton, Oregon. With total revenues exceeding $19Bn, Nike is currently the world leader in sports apparel and accessories and has a strong presence in almost every part of the globe.
Initially founded as a running shoe company, geared specifically for runners, Nike grew and expanded to the point that they offer both footwear, clothing, and related accessories for every sport on the planet.
The different types of specialized products to suit this purpose is mind-boggling and their desire to stay on the cutting edge of both fashion and design/functionality is admirable. For example, Nike has helped not only create and pioneer state-of-the-art footwear in sport of football, they also have helped create a variety of accessories to help the football athlete achieve the highest success.
Things like padded undergarments, uniforms, chinstraps, and gloves…just to name a few. And this pursuit isnt limited to major sports like football and basketball. Nike has more eclectic product lines, such as their own balls and bags in golf. Or an line of pads and headwear for cricket. The list is truly endless.
The symbol and trademark of Nike is their unmistakeable swoosh. While the namesake was taken from the Greek Goddess of victory, the symbol has become ubiquitous with both achievement and a lifestyle.
While fashion and functionality is important, the actual belief that Nike products can help in attainment of victory is even more important in that respect. And it is this emotion of “faith” that is core to both their branding and marketing philosophies.
Visiting the website, Nike.com, it is apparent that given their varied customer needs of both fashion and functionality for their respective sports or activities and the vast number of customer types in their global marketplace, that Nike is using a combined target market approach. The sheer number of submarkets under the Nike brand is too numerous and vast to measure and create a single worldwide marketing campaign for. So instead, it appears that Nike tries to homogenize their promotional thrust under the guise of lifestyle and achievement. Then when the consumer researches their respective submarket and product line, say in Volleyball, then Nike can use a heterogeneous based drill-down marketing approach.
I believe that this sorta approach of identifying and appealing to ones lifestyle and victory in that lifestyle especially applies to the US market. A quick perusal of website reveals that the Nike uses a music video to appeal to someones choices and romances the notion of victory to the consumer using this form of media. This is predicated on the fact that most US consumers are tech savvy and already firmly entrenched in many forms of social media that use this sort of dynamic. But the concept of lifestyle and success is still simple.
The main Nike site has drop down menus to visit any number of both language and geographic regions. While I am not fluent in any other language than the english, it was apparent to me by visiting these other portals that Nike is playing on a variety of cultural factors to get people to purchase their products, but the concept does come back to the original thesis. I believe that this is a brilliant strategy, because with a company as large and omnipresent as Nike, it would be very easy to get lost in the minutae.
My Own Web Page
A business that I have always wanted to start would be a cupcake food truck. The mobile food truck business which is also known as the catering truck or mobile kitchen or restaurant on wheels. The mobile food vendor business is a concept that has been around for quite some time and has been popularized as the “hot dog cart” in major cities such as New York and Chicago.
Most of the food truck concepts that have been in existence, along with the new gourmet food trucks that are becoming ever present, serve some sort of meal variant that requires there to be running water, hot stoves, and refrigeration due to the nature of preparing the food on the spot to create the freshest taste. Both preparing and cooking on the spot is problematic at best and not only subject to a variety of limitations based on the vehicle and the equipment in it, such as spoilage, but there a regulatory limitations too based on local municipalities. Local health departments, especially, have stringent guidelines and codifications based specifically for mobile food vendors on both the preparation and storage of food based products.
Hence my desire to both own and operate a cupcake food truck. First of all, who doesnt love a good cupcake? And despite my ability to bake a cupcake worth dying for, I dont have people knocking down my door in the process. Therefore, by having a cupcake mobile, I am both able to bake and deliver this product to my consumer at their convenience, not mine. Plus, due to the fact that most of the baking a preparation can be done in the comfort of my house, I am able to circumvent a lot of the systematic problems that plague mobile food vendors. My cupcake mobile wont require running water or hot stoves or any of the cumbersome and expensive equipment that a vendor that produces something like gourmet hamburgers would need. My cupcake mobile would simply be an elaborate distribution and display case, showcasing some of the finest cupcakes ever created by a woman.
Since both my product and clientele would be very specialized, I would need a website that targets this extremely eclectic and heterogeneous market. The need of the consumer would be an impulse purchase and a supply-push market chain, so I would need to create a marketing campaign and web portal that sole focus is to create a hype for my product.
Hype for the product would simply be informational. A detailed description of the product and the location where the cupcake mobile would be located at would be vital. Also, a method of communication between myself and my clientele would be vitally important in case they wanted me to visit either their business or their event. Flexibility and customization would be an important aspect of my ability to meet the needs of my very heterogeneous clientele. But my marketing campaign would still revolve around the simple concept of “enjoyment on your doorstep”.
I would try to get my customers to understand that I am their personal cupcake chef and that I am simply one call, text, facebook message, email, or tweet away from bringing enjoyment and bliss to their doorstep. Life is nothing more than a series of moments and when you eat one of my cupcakes, you are going to have one of the best moments of your life. And my website would need to convey that simple vision to my very small submarket.
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