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.

Ch.6 - Consumer Decision Making

Communication is key to keeping your costumers or target market informed of new products  or upgrades made to the old products.By using mass communication technique Nike always keep their costumer in touch. The use of Internet and famous professionals to advertise their cleats; also great quality and durability of their products have made them successful from the time they started till now.
Famous players like Cristiano Ronaldo, Ibrahimovic nd Neymar wear individual brands of Nike cleats on the pitch on world's prestigious tournaments like the Champions League on TV. Also they feature in various advertisements shown all over the world. YouTube channels have been created to advertise,social media and various mass communication tools have been used to advertise cleat brand.

Ch.5 - Developing a Global Market

In terms of global marketing aspect of the Nike soccer cleats, retail stores are in every corner of the globe. Most soccer cleats production line are in China, Japan and other parts of Europe, Asia and Americas. They produce them in large qualities and are exported throughout the world. As far as global advertisement they feature famous footballers in the video and on the field of action. Joint Ventures with soccer stars and clubs in various countries throughout the seven continents makes them profitable as well as advertising globally also. When it comes to the global market Nike is one of the most established powerhouses in the sports business and will continue to be over many years.

CH. 4 The Marketing Environment

Nike target market obviously would be professionals, amateurs and big companies like soccer clubs and teams at all levels. They supply their goods world wide and in places like Africa they try to subsidize the prices because people there make low income and cheap replicas for them would be a great option. Also Asian and other places in the tropics have cleats that have hard ground or flat bottoms to accommodate the ground surface. Also in the United States they have higher priced cleats because costumers are willing to pay for higher quality, prices range from 300 to 70 to suite the target market.

Ch 3 - Ethics and Social Responsibilities

Nike soccer cleats are known for their utilitarianism, they take advise of their products through interviews, surveys and opinions of professional athletes. Through these revisions they better their products durability or try to bring prices down so amateur athletes can afford them. One of the best business ethics they have over their competitors is they allow product refund in 30 days in every condition the cleats is in. For example in New York City Niketown New York --6 E. 57th St., New York, NY 10022, when you buy a mercurial or any type of cleat brand, you can make a return or exchange with a new one or get your money back. Niketown is kind of a test area where you can buy cleats without risk of losing money due to lack of quality. 

Ch.2 - Strategic Planning for Competitive Advantage

In the world of the soccer cleat market, the companies like Adidas, Nike and Puma are trying to come up with the newest technology in order to keep their customers happy and at the same time prevent losing them. During this conflict is either you lose some of your customers or bring more or keep making profit as consistent as possible. So as companies you try to be updated as possible and keep your costumers requirements fulfilled. Recently Adidas and Puma came out with cleats that enhances the performance of midfielders, namely the Predator Instinct and Evopower 1 respectively. To compete with their rivals, Nike invented the new knit material cleat called the Magista, first to use this technology on cleats. Which was since a hit. Apart from that created few versions of the Magista to make it affordable for certain customers in the market.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

 The origin of the Mercurial Vapors can be traced back to as early as 1998, when Ronaldo debuted the original Nike Air Mercurial boots. The boots were originally released in black, but a version in silver/blue/yellow was released for the 1998 World Cup and a blue/black version followed soon after. All boots were made in Soft Ground (SG) and Firm Ground (FG) varieties, with the SG version using non-removable studs. In 1999, the Mercurial 2 was released in two colourways: black/blue and black/red. These were identical in shape, size, and fit to the originals, but they had a different insole and a smaller swoosh on the side of the boot. The Mercurials were Nike's first boots to be made using synthetic materials, and also their first venture into the market of lightweight boots designed for speed.