Unit 3 Discussion Board Questions 3 thru 5
I will do question one the outline at a later date
Understanding the customer profile is essential to the overall marketing plan. The customer profiles also help with selecting the correct media for the target markets. Visit Experian’s Consumer Profiles http://www.experian.com/marketing-services/customer-profiling.html and complete the following:
Provide an overview of your product:
My product is a sneaker from the brand Nike and its called the High Jumper. As we know, Nike is a well-known American multinational corporation. It is known for the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. They are the world's largest supplier of athletic shoes with items such as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, and Nike Air Max, ect. This product intends to continue the Nike tradition of excellence. Choose three possible profiles for your product’s target market/audience. Explain the profiles
The main target audience for this brand would be young athletes. These shoes are great for men and women athletes ages 13-35 and are active in sports such as basketball.
Other target audiences for this product would be the young casual dressing person. Being that the shoes are made for the person that is very active, this item is perfect. Coming in high top or mid top with a great design, it is also a good look.
Another customer most Nike brands cater to are runners. This brand of shoes is really designed for the everyday runner. With its comfort and ruggedness, it makes this merchandise great.
How can this type of information on consumers be used by the marketing manager in its marketing communications & strategy?
This information can help with promoting the activities to communicate the merits of the product and persuade target customers to buy it. Knowing this information can help to formulate the best possible plan to reach a desired consumer segment with the goal of maximizing sales of a particular product or service.
Assess the market being targeted. What group(s) of consumers would most likely be drawn to the product?
I think the most likely group of consumers that would be drawn to this product are the young athletes. I think this is the audience that would be most motivated.
What are some ethical and legal implications?
Two issues that are of some concern in business is human rights along with legal issues. Ethical issues have troubled Nike in the past. These were allegations of sweatshops in the 1990’s. Nike has been said to have since to have turned its image around in recent decades with employee retention. In legal disputes, one case Nike has had was a trademark lawsuit. The lawsuit was from their iconic Michael Jordan’s “Jumpman” logo. The story started back in 1984 from a photographer’s picture claiming the silhouette was a case of infringement. The brand being as big as it was, gave it an advantage in court, but it also let the company realize it had a lot to lose.
Explain why you are targeting these segments and three possible channels you would use to place your product for distribution to this target market?
This market segmentation is targeted because I feel they are key for this product. Young athletes who play sports has always been a growing part of Nike's business. The distributions channels that are normally used for these consumers would be places that match their target market and positioning retail stores that cater to athletic wear, including clothing and shoes. The way Nike distributes its products is through three major channels; By selling products to wholesalers in the US and international markets; Direct-to-consumer (DTC) sales. This include in line and factory retail outlets such as Foot Locker or other retailers; Sales to global brand divisions.
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