Nike Consumers demand Strategies Essay Example

Nike Consumers demand Strategies Essay Example Nike Consumers demand Strategies Essay Nike Consumers demand Strategies Essay Consumers demand In fact, the overseas market accounts for a high proportion in Nines total sales. Until last year, Nines international market sales beyond the U. S. Market sales lasting for four years, but the U. S. Market still the Nicks largest market. Although 61 % of Nines revenue from athlete shoes and Nikkei occupies 45 percent of the U. S. Athletic shoe market cannot help but be influenced by consumers demand to owning another pair of sneakers. Nikkei is not the only one in suffering from American customers new preference with alternative footwear like hiking shoes and leather boots. Aids and Rebook have experienced a difficult time too. Nikkei has got a shock and decreased total sales due to the global financial crises in 2008 and 2009. Nines total sales declined from $19. 08 billion in fiscal 2009 to $18. 96 billion in fiscal 201 0, just a little higher than the year 2008 (18. 63 billion). In Mark Parsers leadership, Nikkei builds up sports fashion as the companys core business, until recently, people still believe that Nikkei can achieve this goal is simply unbelievable as its corporate culture of male chauvinism . In the Past 3 years, Nikkei air Max apparel sales rose 30% in the world due to the impetus fashion sportswear, in fiscal 2010, 2011 201 2, the companys total sales reached 18. 96, 20. 89, 24. 12 billion U. S. Dollars separately. Without doubt, Nikkei still needs to deal with many challenges. In the united States, to meet growing market demand, Puma, K-Swiss, Diesel and other manufacturers introduced retro-style sneakers. In Europe, Nikkei high-end shoes sales experienced a dramatic rise for many years began to decrease. The Aids Salomon also made the best of opening up North America basketball markets, Nines market share account for 60%. In the imitation of Aids, Nikkei shoo shoes, contracted with three NAB All-Star team players: Kevin Garnett, Tracy Macerate and Tim Duncan will wear Aids sneakers. In the other hand, Nikkei makes effort to meet the youngsters needs of sports and leisure shoes and understand their psychological desire and lifestyle, so it developed the new innovative products, like Nikkei Lowborn X and Nikkei Air Max 90 and promotional events, from first to last, it always try to stand in the first row to lead consumption trends and meet the consumers demand. The strategies of the firm to increase sales Targeting strategies Nikkei adopts a host of strategies to target the immediate consumers like sportsmen and other athletes. Nines targeting strategies include the sponsorship by famous athletes, professional and college athletic teams. These targeting strategies are successful because it can reach a host of sportsmen. The trainees have no choice other than to buy a specific type of Nikkei shoes if the athletic team manager requires it. The teams have to buy and supply the shoes in a large amount to the team members as well. The second strategy is Nikkei designs its product destination. It does this by associating success with the products. For example, the brand will be linked with success when a famous athlete is sponsored of a specific brand of athletic shoes and this psychological effect is enhanced with advertisements. The third strategy is Nikkei targets the consumers who are tend to develop product intimacy; those who concern more about the products quality and utility and than the price. (Frank, 2004, p. 173) Pricing Strategies Nikkei focuses more on the consumers who embrace product intimacy and has high loyalty and concern less about the products price. Nikkei can set relatively Geiger prices than other competitors due to this strategy. This strategy called for higher pricing thus to boost the perceived product value. Consumers are tending to pay the high price when they consider a product of high value and it has been proved. Consumers associate themselves with the product and will pay any price offered of it with the Nikkei logo on it when they develop product intimacy (Goldman S, 2000, Pl 54). Promotional and Communication Strategies In addition to the quality products Nikkei sells which have result in higher customer loyalty, Nines promotional strategies are simply excellent. Nikkei has signed a host of famous and professional athletes so as to attract a considerable attention to their products. Some of the athletes contracted by Nikkei include basketball players such as Carmine ONeal and Lebanon James, soccer stars like Ronald and Reinhold and golf superstar Tiger Woods. This act has increased awareness of Nikkei products. Besides contracted famous athletes to promote their products, Nikkei has made a large number of advertisements through the mass media as well. Nikkei focused on the high priced shoes used for conventional sports with selective-demand advertisements (Goldman S, 2000, Pl 54).