This paper is an brief description and an evaluation of marketing in nowadays world media, this paper will include real marketing case and actual advertisement in order to explain the way that company create advertisement and leading company success in a marketing world. This paper will use NIKE Inc latest advertisement as a example and looking at serval aspect of how they approach marketing success by using media advertisement and marketing theory.
Concept
Marketing is the management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P’s of marketing:
(1) identification, selection and development of a product, in this case nike has all range of product( foot wear, equipment, sports accessories and etc.) The problem that Nike company faced is limitation of consumer market as they only targeting sports person.
(2) determination of its price, as Nike is positioning its self in a well design, good quality and high technology company. The price that Nike have create is definitely across different product categories.
(3) selection of a distribution channel to reach the customer’s place, Nike starts its company in India, also because of low price manufacturing, Nike can spread out in to world wide market.
(4) development and implementation of a promotional strategy. Nike has associate with several sports organization as well as teams to build up their brand awareness. Nike has been the sponsor of India cricket team since 2005
Why media marketing?
One of the reason that media marketing need to be use is because the original advertisement is losing influence on consumers. People start to been interested in media, such as internet, television, so it is good that company announce their advert in such media circumstances.
Nike’s Advertisement 2013
http://www.manchesterunited.lt/uploads/photo/nike-football_1327856130_1242.jpg
This pictures is the recent advertisement about foot ball product from Nike. There are famous Athletes who were expressive and embodied an fast, attacking, image in the picture wearing Nike’s product, this is a way of promoting product by using celebrity image. Because of the performance of these athletes it represent the best of the sport, in a psychological way that indicate customer willingness to buy product(Dixit, Ashutosh 2007). These two picture are relevant with marketing is because there is a clear Endorsement between the celebrity and the company.Nike signed endorsement deals with sports star from Argentina, United Kingdom, Portugal, Mexico, china and japan. The marketing stake that company facing. Firstly a slight increase in price can lead to a multifold increase in profits (Marn and Zawada 1992) Secondly, the marketing environment become complex in a fast changing business world. On one hand there are challenges by increasing competition, product lifecycles has become shorter , and overcapacity challenges. On the other hand, customer search costs have gone down due to technological advancements and customers are no longer restricted in their choice of products, channels, or sellers.
Emotional Advertising
Also Nike has use emotional branding advertising technique to build up customer loyalty, Recurrently company use emotional advertise by finding an hero story, but Nike turn it as a set of enemy: human laziness. Nike knew our laziness and how often we battle with our lazy side. This is how they build up customer loyalty, they knew people may identify with an external foe and all people will have a internal one. Having said that Nike’s product will have a set of roll in this branding process, the sword or weapon for this ‘Hero’.
Marketing Theory
Unique Value proposition
Nike’s product refer to good quality, design and acceptable prices, Value is defined as an benefit or experiences received from the supplier or seller offering customer a meaningful impact to the consumer group, therefore Value proposition defined as a specific targeted consumer group, the combination of end- result and price are better comparing to the alternatives choices these customer have, and also economically profitable for a business diver(NIT Imperia Bangalore 2011).
[Online] Available at http://www.businessdictionary.com/definition/marketing.html#ixzz2ijpKXpKE [Accessed] 25/10/2013
[Online] Available at http://upload.wikimedia.org/wikipedia/commons/thumb/a/af/New_York,_New_York._Camel_cigarette_advertisement_at_Times_Square8d14368u_original_.jpg/800px-New_York,_New_York._Camel_cigarette_advertisement_at_Times_Square8d14368u_original_.jpg
[Accessed] 29/10/2013
Understanding customer willingness to pay (WTP): an integrated framework and managerial applications. Dixit, Ashutosh 2007 1. INTRODUCTION
[Online] Available at http://assets.nydailynews.com/polopoly_fs/1.1264272.1360866473!/img/httpImage/image.jpg_gen/derivatives/landscape_635/oscarnike15s-2-web.jpg[Accessed] 31/10/2013
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