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Excelsior University
M7.5– Consumer Brand Marketing Plan
December 10, 2023
2
Introduce to the reader what this paper is about. You are reminding the reader about your
paper’s topic. In this first paragraph you must mention the brand name. Some of this material is the same as Week Three’s proposal. Adopt the recommended improvements provided to you in Week Three. You may re-use this information if you received 100% on your proposal. But your overall Turnitin Score for your Week Seven final paper must be under 25% - in other words
you must add enough NEW material in your words that will satisfy the Turnitin system. Consumer Brand Selected Nike was founded in 1964 by Phil Knight and Bill Bowerman, and it is an internationally recognized brand in the sprots and apparel industry (Uță, 2023). Nike has a wide range of products. These products include athletic footwear, apparel, equipment, and different athletic and
lifestyle accessories. Nike aims to bring innovation to every athlete, and this is regardless of the skill level of the athlete. Nike/Jordan Brand is a collaboration between Nike and Michael Jordan.
It was established in 1984 with the release of the first Air Jordan sneaker (Kunkel, 2023). The brand's main focus is on basketball shoes and apparel, but it has also expanded to other sports and lifestyle products.
The 4 P’s of Brand
Describe your choice around your selected brand. Do you own this product, why did you choose it?
Describe your choice around your selected brand. Do you own this product, why did you choose it?
Product
The Air Jordan line is a focus of Nike’s long list of products. They make shoes for many different sports activities. They continuously innovate the Jordan line of shoes based on new
3
technology and consumer buying trends. While also rereleasing (“retroing”) shoes from the past that have a significant historical background in the sports and sneaker communities. Nike and Jordan brand are in the maturity stage of the product life cycle. This leads them to focus on product differentiation and continuous improvement. I chose this product because I have owned numerous pairs of Jordans. I like the style of the shoes and the history behind them. Buying a pair takes me back to my childhood, and this is a way that Jordan Brand capitalizes on the emotions of their customers.
Place
Jordan Brand products are available through various distribution channels, including Nike-owned retail stores, third-party retailers, and online platforms. Three popular places where Jordan shoes are sold include Foot Locker, Finish Line, and JD Sports. These retailers can be found all over the world, and they also all have an online presence.
Price
The pricing of Jordan shoes varies depending on the specific model, edition, and retailer. While there may be slight variations in prices among different retailers, Jordan shoes generally have a manufacturer's suggested retail price (MSRP) that must be followed. This pricing strategy
helps maintain consistency and prevents excessive price variations in the market. The only outlier in this area is in the reselling market. These are individuals that buy Jordans at MSRP and
resell them for a markup. This can be anywhere from a 25% markup, all the way to a 1000%.
Promotion
How does this brand advertise? Are there web sites for this brand? Again, discuss whether this brand has a sales force dedicated to their sales. How do they promote themselves?
4
Jordan Brand advertises using many methods. In the age of social media, Nike relies heavily on digital marketing. They have many ads that pop up on the feeds of different consumers. The use of consumer specific marketing is put into effect to cater ads to consumers that are more likely to buy Jordan Brand’s shoes. They also use high profile athletes and celebrities to promote their products. Jordan Brand does not have a dedicated sales force, but the retailers that carry their products provide expertise and customer assistance.
Competitive Analysis
The insert your brand name here – use only black font. You must review competitors in
this format
. Criteria for Comparison
Jordan Brand
Adidas
Under Armour
Place in the Market - # 1, 2, or 3 – in other words who sells the most? 1
2
3
Price - MSRP Range
$183.29 (McLoughlin, 2021)
$120.59
(McLoughlin, 2021)
$120.91(McLoughli
n, 2021)
Product Unique Attributes
History, Notalgia,
Collaboration
Technology and innovation
Larger selection of cost
friendly shoes
Placement – Points of Distribution
Online and retail stores
Online and retail stores
Online and retail stores
Promotion – Where/How Do They Advertise
SNKRS, social media, stores
Social media, websites, stores
Social media, websites,
stores
Ambassadors
Travis Scott, Carmelo Anthony, Jayson Tatum, Chris Paul, Zion Williamson, Luka
Doncic
James Harden, Kanye West, Anthony Edwards, Damian Lillard, Donovan Mitchell
Stephen Curry
5
Current Customer / Target Market
Jordan Brand's target market primarily comprises basketball players, sneaker enthusiasts, and fashion-conscious individuals. The brand caters to both male and female customers, with a focus on the age group of 15-35 years (Cuofano, 2023). There is a wide range of income levels between buyers of Jordan Brand shoes. They sell shoes globally, and you are likely to see people
wearing them anywhere you go.
Current Consumer Behavior
Based on your Module One learnings in this course, describe what their current target market demonstrates in their consumer behavior decision process. How do they decide to purchase your consumer product. Do not write in first person, but provide a good review based on the module’s learning materials. Market Research
For JB to become more successful they should incorporate some sort of survey system that reaches out to their main audience for feedback. Nike has a SNKRS app which is used to see
and purchase upcoming sneaker and apparel releases. Using this app to get interaction from customers would be ideal (Bojkov, 2023). The app asks for your age when you download it. So, JB should aim to target the audience that is most likely to buy their products. This would be ages 25-35 as mentioned before. This would ensure that people everywhere can see what deals and products are available. Also, tailoring certain types of apparel and shoes to the areas of the country in which they are most likely to be used is also necessary. An example would be advertising a pair of work boots in areas of the country that see more agriculture and manual outdoors labor. Focus groups could also be useful when used at colleges that have basketball
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Related Questions
1Identify all of the possible risks of a brand or line extension:
Select one or more:
a a diluted or damaged customer image of products associated with the line-extended brand
b a weakened manufacturing and distribution process
c a diluted or damaged brand image
2The first step in outlining a strong marketing positioning statement is to:
Select one:
a address the target audience
b address the key reasons customers should believe in the statement
c address the category or frame of reference
3In order for a company to market the same product or service to different markets, what step is critical for the company to take?
Select one:
a The company should generate different positioning strategies to target the different audiences
b The company should show its product or service is similar to its competitors
c The company should be consistent and use the same marketing mix for different audiences
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Select one:
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b takes time
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7. Successful marketing
O focuses solely on selling more products.
O continues long after the product is purchased.
O includes preproduction through selling the product.
O ends once the product is sold to consumers.
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Q31
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If IfSo brand is in the target consumers' non-consideration set, the company may have to
a.
increase the price of the brand
b.
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C.
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d.
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e.
increase awareness of the brand
The suggests that consumers compare the expected performance of a product to the actual performance in
formulating satisfaction/dissatisfaction during post-purchase.
a.
Attribution Theory
b.
Expectancy Disconfirmation model
C.
Social Comparison Theory
d.
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Revision checklist
In this chapter you have learned:
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o about the role of product decisions in the marketing mix
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loyalty
e about the role of packaging
o to draw and interpret a product life cycle
e about the different stages of the product life cycle and how they can influen
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e to suggest different ways to extend the product life cycle.
DW-test your understanding with the revision questions on the CD-ROM.
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100 Gift Givers and 100 Sophisticates. Do you recommend that Nyopoly implement this
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marketing plan for home owner
Focus, Objectives and Issues
•
What is to be achieved with this plan.
•
Specific statement of what will be
accomplished over the planning period
(usually one year).
•
Should be achievable, measurable, written in
quantifiable terms (e.g., sales in $ or units)
and should be consistent with the
organization’s objective
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2.
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List the regular recipients of each report listed
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Indicate if you have a standard template for the report
Regular business
reports
Frequency of
distribution
I have a template
Yes / No
Regular recipients
Page 2 of 31
2021-05-01 12:32:01
Learner Signature
Date
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