Ch. 8 - Segmenting and Targeting Markets

Segmentation in Nike is pretty clear and obvious. Throughout the world the segmentation bases are based on, one on one customer sales, organization and groups Nike does it all. When its comes to soccer cleats Nike targets soccer players from amateur to professional levels. They sell in mass bulk to channels they partnered with and  make specially made cleats for organizations based on their players specifications. Individually the cleat brand is put into markets, stores and online stores for costumers. Demand is always high for every new product or innovation.

Ch. 11 - Developing and Managing Products

When new products are being developed, it takes long critical thinking of the design group to come up with the material choice and new cleat technology. Sometimes Nike only comes up with a new color way of an already established cleat brand like, what they always do with the Nike Hypervenoms or introduce something new overall. Before the Magista was introduced it went through several process of evaluation and testing before in was put out to the market, the video below show how the new product was made. The Magista was categorized as an innovation because for the first time knitted material was used on cleats and had since been a hit.

Ch. 12 - Services and Nonprofit Organization Marketing

When its comes to non profit organizations, Nike has many to help poor parts of the world. In Africa they have many recruiting programs to try players from all over the world and if they are picked they travel to different countries to continue their progress. The Nike Chance is world renowned for that supplying talent and the reason I call it a nonprofit organization even thought is not regarded as one, is they help kids show case their talent and luckily if you are given a contract, salary is more than the average. These contract make a difference in the young professionals life.

Ch. 10 - Product Concepts

Just like other world renowned companies that sell merchandise, Nike's products are mainly shopping and consumer products. Their main goal is to satisfy a costumers need for a soccer cleat world wide, from kid to adults. The cleats, one of the product item has four main product lines which consists of Mercurial, Magista, Tiempo and Hypervenoms. The branding is solely Nike, the company uses their ideas, brand name and the check symbol on their soccer cleat products. Also,Nike uses simple and sometimes decorative box packaging for their products. Information manuals are also put in the box to describes the products features and specifications.

Ch. 17 - Personal Selling and Sales Management

Sales management is a very important aspect of Nike and other companies like Adidas and Puma. Nike has built a very close relationship with its costumers, commercial users, professional soccer players and joint ventures; by maintain and improving the quality of their cleats up to a high quality and standard. Nike has a relationship with mostly worldwide costumers during through surveys, interviews with soccer players or a introduction of new technology to improve their product and keep buyers satisfied. In terms of the consumer scale there are several joint ventures and stores owned by Nike, that sell their shoes and cleats. Also online shopping can be done and delivered to costumers. But based on customized cleats for professional team, they manufacture them according to each players specifications and deliver them in bulk.

Ch. 16 - Advertising, Public Relations and Sales Promotion

When it comes to advertising thourghout the world. Nike soccer cleats, advertising is done through many avenues. From bill boards, video campaigns, magazines, posters, social media etc...... These tools of advertisement take advantage of  product, pioneering and comparative advertisement and i don't think there was a campaign recently to  save the image of the cleat product line. Message all their advertisement emphasize is to come buy soccer cleats and to display new products in the market. To promote sales in Nike has sales deals through most of their marketing channels and non profitable organizations and frequent costumers are allowed to test new products in the market. Also when a cleat has a fault consumers have the option to go exchange and get a refund in some stores sponsored by Nike.

Ch.14 - Marketing Channels and Retailing

Nike in terms of dealing with marketing channels and retailing in world are uncountable but i am going to focus more on the US. Nike has formed strategic channel alliance with almost all the big name sporting and merchandise selling store in the US. Some examples are Modells, Footlocker, Dick Sporting Goods etc... These stores help them sell cheaper versions of Nike soccer cleats to the local market throughout United States.

 Also has a direct channel distribution in each state to draw a bigger market and cleats sold are directly from the manufacturing line of Nike. Some of them are Nike Town in New York, Nike Georgetown in Washington and Nike Union Street in San Francisco. They sell original and high quality latest products in these stores.

They also do online retailing, they stock pail cleats in warehouses they have in the United States and when you order cleats from a website online they send it to you through UPS, Fedex

and other shipping companies.