Air Jordan Marketing Strategy
Air Jordan
Air Jordan
Nick Johnson
Introduction to Marketing
Marketing is extremely important when it comes to a product or service. If a business markets their product in the right manner, their business will skyrocket in yearly turnovers, making the business wealthy. If a business is able to do this, they may transform from a small, one location business, to a multi-nation franchise that is well known by the majority of retail shoppers.
There are four separate categories that marketing is divided into:
Product
* Is the product of interest to customers? * What key features of this product attract the attention of customers? * How do customers regard the quality of this product?
Price
* Do customers …show more content…
regard the price to be fair, especially in relation to quality?
Place:
* Is the means of distributing the product to consumers the most appropriate/convenient?
Promotion
* How well known is this business? * What do customers know about their product/service?
If all of these needs are satisfactory towards a customer/client, the business will be able to run at full capacity of what it is capable of, and will make a profit.
Introduction to Air Jordan
Air Jordan is a brand of shoes and athletic clothing designed, owned, and produced by Nike and Michael Jordan for Nike 's Jordan Brand subsidiary. The shoes, informally referred to in the plural as Air Jordans or simply J 's, were first released for public consumption in 1985 after Michael Jordan himself wore them as a rookie in 1984, with new designs released annually thereafter. Since its introduction into the sports shoe market, the Air Jordan evolved to the original basketball shoes to models for different uses, including training and casual shoes.
The Air Jordan 1 was first released in 1985, in a red and black colour-way to match the uniform of the Chicago Bulls, the team for which Michael Jordan played. This red and black colour-way was later outlawed by NBA Commissioner David Stern for not having any white on them. Michael Jordan would wear the shoes anyway, and each time he stepped on the court with the Air Jordan 1 he would be fined five thousand dollars. Nike used this as a promotional tool in advertisements hinting that the shoes gave an unfair competitive advantage and that whoever wore them had a certain edginess associated with outlaw activities.
Marketing Strategy
The Nike side brand, Air Jordan, will concentrate on maintaining its position in its current market, which is a well-respected label, and will continue to target athletes that are the best of the best.
Air Jordan’s looks and features are its most important features so it can continue to impress its current market.
Its evolving state in the texture, comfort and looks of its various shoes are helping the brand stay as one of the highest sporting shoe brand available.
Due to the various ‘retro’ models of Jordans that are continuously released, this shoe brand has become more of a collector’s item than just a shoe. There are well over 40 different editions of Jordans, enabling this brand to become more than just a basketball centred shoe.
Product
The Air Jordan shoe brand is a subsidiary or the well-known brand, Nike. The brand is named after, and promoted by Michael Jordan. Since Jordan is a line of products designed and manufactured by Nike, there is no individual sales data for it. Nike’s fourth quarter revenues (May 31st 2012) rose 12 percent, or 14 percent on a currency neutral basis, to $6.5 billion, the largest revenue quarter in NIKE, Inc.’s history.
As you can see, Nike is a large brand when it comes to shoes, apparel and its various other sources of income.
In 2013, Nike received an income of 10.93 Billion USD (United States Dollars).
As you can see, Nike is a large brand when it comes to shoes, apparel and its various other sources of …show more content…
income.
In 2013, Nike received an income of 10.93 Billion USD (United States Dollars).
Nike Inc. introduced a line of products from Jordan called ‘Jordan Collection’, a specifically numbered series of Jordan shoes. These appeal to those who are collectors, and would like to collect these shoes. In addition, Jordan also launches various signature and limited addition models, which are of more wealthy status, which the consumers would like with their products.
Brand Name
The brand name Jordan has been, and will always be known as one of the most popular brands/sub-brand of all time. Jordan is named after the 6x NBA champion Michael Jordan. Nike decided to name Jordan as Jordan, because Michael had/has a large amount of publicity at his disposal during his NBA career.
The use of his name in the sub-brand is smart, attracting attention from the overall NBA fanbase, and increasing Nike’s sales.
Logo
Jordan’s use of the Jumpman logo has become known worldwide. The Jumpman logo was based off one of Michael Jordan’s dunks. The design is like nothing else, therefore being able to be recognised easily. It is an intricate design, of simply silhouette of Michael dunking.
Once again, the use of Michael as their logo is extremely smart, enabling Jordan to attract further attention from fans of Michael and the NBA.
Packaging
Packaging is also very important to a product’s success. Air Jordan’s packaging is clean and simple, yet extremely classy. No major details are shown, just a shoebox with the Jumpman logo and an appropriate design on it depending on what shoe is on the inside.
Price
Pricing of a product or service is important to the businesses success. Too high, and the lower-middle classed civilians will not be able to afford such a product, therefore shying away. Too low, and the product will be seen as a cheaply made, therefore a large majority of people will not want to buy the product as they will be seen as cheap.
Air Jordan’s pricing is different across its various lines of shoes. The original Jordan 1’s these days aren’t available for purchase in store because they have finished in production, but they are sold in auctions across the globe, usually with a starting bid of $500 AUD (Australian Dollar).
The average across the various lines of shoes is $99 AUD, but can range anywhere from $60 (which are the cheaper, more affordable options, to a price around $600 (usually the limited additions and signature shoes cost this much).
Place
The method of which a product is delivered to a customer can influence how much the customer enjoys it. Basic retail shopping and the internet are two examples of ways which a product can be bought.
Air Jordan is a large sub-brand, therefore, enabling itself to be placed in just about any store that will fit in with its current genre of clothing.
Retail shopping would be the most prominent way for buying a pair of Air Jordan’s. You are able to have a look at the detail of the product before trying on your size and buying them.
Air Jordan also covers internet shopping, with its own personal website (www.jumpman23.com). Jordan’s site covers the descriptions behind why the products are based off, how they are made and what they are made of. It shows the complete range of shoes that have ever been made by Nike, that are in the Air Jordan subsidiary. You are able to view every shoe from a 360 degrees standpoint so you can inspect the product before you buy it. You are even able to create your own shoe from one of the base models, by picking your own colours and fittings; Jordan offers customisation of its shoes like no others.
Promotion
Air Jordan is extremely well known throughout sports and generally everyday life. It is a brand that signifies sport. With Michael Jordan being the inspiration, Nike/Air Jordan are able to advertise their various products through: * Television * Radio * Newspapers *
Billboards * Flyers * & just about anything you could think of.
Sponsorship
Nike is an extremely wealthy company, with a lot of types of possible advertisements at its disposal. Another type of advertising is sponsorship.
Sponsorship is when a company sponsors an athlete, singer or person of interest to display their product by wearing it, or advertising it in their own way, in exchange for money.
Just to name a few people who are sponsored by Air Jordan: * Carmelo Anthony (NBA) * Russel Westbrook (NBA) * Blake Griffin (NBA) * Josh Freeman (NFL)
With athletes wearing Air Jordan, the brand will get recognised by the fans of those people, increasing its popularity.
Blake Griffin
Blake Griffin
Carmelo Anthony
Carmelo Anthony
Conclusion
In conclusion, Air Jordan shows it is a brand of shoe that has transformed from a small-time sporting shoe (that was only worn by one person, Michael Jordan), to a worldwide figure of sport, style and fashion. It is not only a sporting accessory; it is also a collectable fashion statement. It is well advertised by its various athletes and celebrities, and well marketed towards the willing buyers in the everyday society.
Overall, the brand Air Jordan is successful, and will be able to compete in its market for a very long time.
Bibliography * http://en.wikipedia.org/wiki/Michael_Jordan * https://www.google.com.au/images * Various images of Air Jordan, Michael Jordan, etc… * http://www.jumpman23.com/ (Air Jordan’s homepage)
Air Jordan
Nick Johnson
Introduction to Marketing
Marketing is extremely important when it comes to a product or service. If a business markets their product in the right manner, their business will skyrocket in yearly turnovers, making the business wealthy. If a business is able to do this, they may transform from a small, one location business, to a multi-nation franchise that is well known by the majority of retail shoppers.
There are four separate categories that marketing is divided into:
Product
* Is the product of interest to customers? * What key features of this product attract the attention of customers? * How do customers regard the quality of this product?
Price
* Do customers …show more content…
regard the price to be fair, especially in relation to quality?
Place:
* Is the means of distributing the product to consumers the most appropriate/convenient?
Promotion
* How well known is this business? * What do customers know about their product/service?
If all of these needs are satisfactory towards a customer/client, the business will be able to run at full capacity of what it is capable of, and will make a profit.
Introduction to Air Jordan
Air Jordan is a brand of shoes and athletic clothing designed, owned, and produced by Nike and Michael Jordan for Nike 's Jordan Brand subsidiary. The shoes, informally referred to in the plural as Air Jordans or simply J 's, were first released for public consumption in 1985 after Michael Jordan himself wore them as a rookie in 1984, with new designs released annually thereafter. Since its introduction into the sports shoe market, the Air Jordan evolved to the original basketball shoes to models for different uses, including training and casual shoes.
The Air Jordan 1 was first released in 1985, in a red and black colour-way to match the uniform of the Chicago Bulls, the team for which Michael Jordan played. This red and black colour-way was later outlawed by NBA Commissioner David Stern for not having any white on them. Michael Jordan would wear the shoes anyway, and each time he stepped on the court with the Air Jordan 1 he would be fined five thousand dollars. Nike used this as a promotional tool in advertisements hinting that the shoes gave an unfair competitive advantage and that whoever wore them had a certain edginess associated with outlaw activities.
Marketing Strategy
The Nike side brand, Air Jordan, will concentrate on maintaining its position in its current market, which is a well-respected label, and will continue to target athletes that are the best of the best.
Air Jordan’s looks and features are its most important features so it can continue to impress its current market.
Its evolving state in the texture, comfort and looks of its various shoes are helping the brand stay as one of the highest sporting shoe brand available.
Due to the various ‘retro’ models of Jordans that are continuously released, this shoe brand has become more of a collector’s item than just a shoe. There are well over 40 different editions of Jordans, enabling this brand to become more than just a basketball centred shoe.
Product
The Air Jordan shoe brand is a subsidiary or the well-known brand, Nike. The brand is named after, and promoted by Michael Jordan. Since Jordan is a line of products designed and manufactured by Nike, there is no individual sales data for it. Nike’s fourth quarter revenues (May 31st 2012) rose 12 percent, or 14 percent on a currency neutral basis, to $6.5 billion, the largest revenue quarter in NIKE, Inc.’s history.
As you can see, Nike is a large brand when it comes to shoes, apparel and its various other sources of income.
In 2013, Nike received an income of 10.93 Billion USD (United States Dollars).
As you can see, Nike is a large brand when it comes to shoes, apparel and its various other sources of …show more content…
income.
In 2013, Nike received an income of 10.93 Billion USD (United States Dollars).
Nike Inc. introduced a line of products from Jordan called ‘Jordan Collection’, a specifically numbered series of Jordan shoes. These appeal to those who are collectors, and would like to collect these shoes. In addition, Jordan also launches various signature and limited addition models, which are of more wealthy status, which the consumers would like with their products.
Brand Name
The brand name Jordan has been, and will always be known as one of the most popular brands/sub-brand of all time. Jordan is named after the 6x NBA champion Michael Jordan. Nike decided to name Jordan as Jordan, because Michael had/has a large amount of publicity at his disposal during his NBA career.
The use of his name in the sub-brand is smart, attracting attention from the overall NBA fanbase, and increasing Nike’s sales.
Logo
Jordan’s use of the Jumpman logo has become known worldwide. The Jumpman logo was based off one of Michael Jordan’s dunks. The design is like nothing else, therefore being able to be recognised easily. It is an intricate design, of simply silhouette of Michael dunking.
Once again, the use of Michael as their logo is extremely smart, enabling Jordan to attract further attention from fans of Michael and the NBA.
Packaging
Packaging is also very important to a product’s success. Air Jordan’s packaging is clean and simple, yet extremely classy. No major details are shown, just a shoebox with the Jumpman logo and an appropriate design on it depending on what shoe is on the inside.
Price
Pricing of a product or service is important to the businesses success. Too high, and the lower-middle classed civilians will not be able to afford such a product, therefore shying away. Too low, and the product will be seen as a cheaply made, therefore a large majority of people will not want to buy the product as they will be seen as cheap.
Air Jordan’s pricing is different across its various lines of shoes. The original Jordan 1’s these days aren’t available for purchase in store because they have finished in production, but they are sold in auctions across the globe, usually with a starting bid of $500 AUD (Australian Dollar).
The average across the various lines of shoes is $99 AUD, but can range anywhere from $60 (which are the cheaper, more affordable options, to a price around $600 (usually the limited additions and signature shoes cost this much).
Place
The method of which a product is delivered to a customer can influence how much the customer enjoys it. Basic retail shopping and the internet are two examples of ways which a product can be bought.
Air Jordan is a large sub-brand, therefore, enabling itself to be placed in just about any store that will fit in with its current genre of clothing.
Retail shopping would be the most prominent way for buying a pair of Air Jordan’s. You are able to have a look at the detail of the product before trying on your size and buying them.
Air Jordan also covers internet shopping, with its own personal website (www.jumpman23.com). Jordan’s site covers the descriptions behind why the products are based off, how they are made and what they are made of. It shows the complete range of shoes that have ever been made by Nike, that are in the Air Jordan subsidiary. You are able to view every shoe from a 360 degrees standpoint so you can inspect the product before you buy it. You are even able to create your own shoe from one of the base models, by picking your own colours and fittings; Jordan offers customisation of its shoes like no others.
Promotion
Air Jordan is extremely well known throughout sports and generally everyday life. It is a brand that signifies sport. With Michael Jordan being the inspiration, Nike/Air Jordan are able to advertise their various products through: * Television * Radio * Newspapers *
Billboards * Flyers * & just about anything you could think of.
Sponsorship
Nike is an extremely wealthy company, with a lot of types of possible advertisements at its disposal. Another type of advertising is sponsorship.
Sponsorship is when a company sponsors an athlete, singer or person of interest to display their product by wearing it, or advertising it in their own way, in exchange for money.
Just to name a few people who are sponsored by Air Jordan: * Carmelo Anthony (NBA) * Russel Westbrook (NBA) * Blake Griffin (NBA) * Josh Freeman (NFL)
With athletes wearing Air Jordan, the brand will get recognised by the fans of those people, increasing its popularity.
Blake Griffin
Blake Griffin
Carmelo Anthony
Carmelo Anthony
Conclusion
In conclusion, Air Jordan shows it is a brand of shoe that has transformed from a small-time sporting shoe (that was only worn by one person, Michael Jordan), to a worldwide figure of sport, style and fashion. It is not only a sporting accessory; it is also a collectable fashion statement. It is well advertised by its various athletes and celebrities, and well marketed towards the willing buyers in the everyday society.
Overall, the brand Air Jordan is successful, and will be able to compete in its market for a very long time.
Bibliography * http://en.wikipedia.org/wiki/Michael_Jordan * https://www.google.com.au/images * Various images of Air Jordan, Michael Jordan, etc… * http://www.jumpman23.com/ (Air Jordan’s homepage)