Promotional Campaign
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Mark Llanos
Sales Promotional Campaign
Objective –
The purpose of this weeks is to identify Nikes Sales Promotional Strategy. The details is based on current and past sales promotions and past crisis management.
Past sales promotions
Nike has always been known to be the innovators in sportswear industry. Using athletes in different specialties from Lance Armstrong, Jason Lester, Michael Jordan, Tiger Woods, Vanessa Williams, and Manny Pacquioa. Through the use of technology, they have started with trends such as Air Max shoes that provides a soft bounce effect for shoes. Nike Free that mimics barefoot running and allows runners to improve their performance due to the products ability to work every muscle in an athletes foot.
Another past sales promotion was Nikes brilliant idea to unite the world through the 10K human race. This event happens in multiple locations around the world, and give many current and new athletes an opportunity to come together to maintain strong current bonds, while creating new ones.
Current sales promotion
One of the few advantages that Nike has over its competitors is their ability to create new technology. Nike had partnered with Apple to create a new to the industry device called “Nike+.” Combining music provided by Apple with the GPS device that allows runners to track their time, challenge their friends and connects to others using the same device all over the world. The use of sales pull strategy, gives their consumers a true benefit to their need of music and sport.
Challenges
As spectacular as the Nike technology has been, part of their issues is the cost of the products. For example, equipment with the Nike+ GPS that combines all the features you would find in the shoe ranges from $59.95-$169.99. Its Nikes motto to “Service the Athlete”, however the prices often steers more consumers away. A good way to tackle this problem is to continue to lower a few of the older model watches that have Nike + in order to gain more of the masses.
To stay ahead of the market, another angle Nike has taken is to allow consumers to design their own shoe on their website and mail it directly to their customers. This gives its users the ability to create their own style with their favorite Nike brand shoe with a particular taste unique to every consumer. This along with their innovative approach to target each specific sport gives Nike an advantage on their sales promotion.