Nike Football Marketing Report

Nike Football Marketing Report The purpose of this paper is to undertake discussion about the marketing mix of Nikes football boots. Nike football boots are one of the most immaculate products launched under the name of Nike. First of all the paper presents a brief introduction about the Nikes football boots and the proper discussion about the marketing mix is done. In the discussion about marketing mix the element of product is discussed. This discussion entails product features and various football boots that are offered by Nike. The pricing strategy of Nike is discussed and a discussion is done about what makes Nike to charge premium price for its football boots. The stores and centres are mentioned in the section of place. The last and the most intriguing element of promotion mentions thriving and enchanting promotional stunts that are used to promote Nikes football boots including celebrity endorsement of Ronaldo, TVCs and billboard. On the basis of the discussion of marketing a conclusion is presented. After analysis of the marketing mix few strategies are also recommended in the last part of the paper to enhance the marketing mix of Nikes football boots. Ribbon Sport between the years 1964 and 1971 (Nike, 2013). The other brands in Nike Inc.s portfolio are: The Converse Inc., Hurley International, Jordan Brand and the Nike Golf. The company however commenced operations in the design of football boots in the 1990s and created the lightest boots recorded as at the time, The Nike Mercurial which weighed 200g. (Garenthmcknight, 2012). The football boots remain the most immaculate and innovative products of Nike Inc. The boots offer perfect fit, exceptional feel and outstanding ball control as it implies innovative features. With the help of innovative techniques like asymmetrical lacing, strategic stud patterns and by implying All Conditions Control technology, Nike is able to produce these outstanding products. The products provides a wide range of collections to choose from; these include the firm ground to soft ground and indoor. It is not only the product that has earned great response from customers but behind this product of football boots proper and well devised strategies are applied. One of the important facets of these strategies that sum up the overall product philosophy is marketing mix. The following part of the paper discusses marketing mix of the football boots of Nike. Marketing Mix of Nike The marketing mix (or the 4Ps as it is referred) is a marketing tool often used by Marketers to build a strategic plan towards the achievement of the corporate goal whilst also satisfying customers needs. The 4Ps is a combination or mixture of four elements put together to produce the desired plan of action ( Masterson and Pickton, 2010). It was McCarthy who in the mid-twentieth century, called it the theory of the Four Ps as it uses four variables, whose initials in English starting with p. These four Ps are as follows: Product Place Promotion Price Nike football boots are easily recognised from the swoosh logo embedded on all product. Product The product decisions should consider the products advantages and how they will be leveraged (Julian and Michael, 2012, 17). Nike Inc. has several products under its football boots brand and these are the Mercurial Range, Nike Tiempo, Nike T90, CR7, Customised Range (Nike, 2013). Mercurial: This range of football boots were designed using ultra light and ultra responsive technology for the purpose of quick cuts in any direction. This product range features supreme control at high speed with the super lightweight dimpled design. Nike Tiempo Masterful Class: One of the classy pair of boots offered by Nike. The Tiempo is the oldest of the swoosh designs. It was lauched in the summer of 2011 and produced in conservative colour except for the 2013 edition which are in red colour. This brand is designed to particularly improve water retention. Nike T90 Deadly Strike: Designed to deliver the deadliest strike on the pitch. CR7: One of the most famous football boots in the world is CR7. This is the brand that has been endorsed by Cristiano Ronaldo and ingraved with the Love to win, hate to lose graphics. Custom Football Boots: This is another type of boots that are offered by Nike. As the name implies this product allows customers to customise their football boots according to the desired traction, colour and various other options of personalisation. The various brands of the Nike football boots are designed for optima performance aced on the All Conditions Control (ACC) technology to provide optimal ball control in both wet and dry conditions. Three different types of Grind materials are used for the production of football boots. These three different types of Grind materials include upper fabric, foam of midsole and rubber for outsole. For the football boots each Grind material is used to make surface for football field. All products are availables in various colours. Price The pricing strategy of Nikes football boots can be described as competitive to the other sports shoe retailers. This pricing strategy of football boots is akin to the overall pricing strategy of Nike Inc product spectrum. The basis of the pricing strategy is of premium segment and target customers. The prices of Nikes football boots are high when compared to other brands such as Adidas and Puma, however, this could be attributed to the premium quality of the products developed. These high prices are often associated with their successes in sports and with organisations. The price range of Nikes football boots starts from  £60 and goes up to $200. A price list of various products of Nikes football boots is as attached in the appendix (Nike, 2013). Place Place in the marketing mix means distribution channels, outlets and catchment areas. Strategies related to place indicate and takes into account different places where the sale of the product would be consummated (Charles, Joseph and Carl, 2008, 44). Nike Inc. is a global company with many outlets around the world. The exclusive stores sell the different products of the company which includes the various brands of Nike football boots. The football boots are stocked by retailers in almost 200 countries. In the United States alone, these football boots are sold to 20,000 retail accounts. With the help of independent distributors, licensees and subsidiaries Nike Inc. sells its football boots in the international market. Promotion The business uses sponsorship to generate brand authencity in the competitive market. Advertising is a major tool used by the company to drive the brand. A few footballers currently sponsored by Nike football boots are Cristiano Ronaldo, Wayne Rooney and Miroslav Klose. Other scores of promotional techniques are also adopted. A promotional strategy is adopted according to the situation and nature of the product. Following promotional schemes are used by Nike for the promotion of Nike football boots. Television Commercials (TVCs) TVCs that run on TV are full of inspiration and hold in-depth messages. The end product of these adverts are the psychological appeal by portraying stars from football arena. Nikes football boots invites customers to have the experience of wearing these boots. Billboards One of the most effective, most famous and most appealing promotional campaigns that is being practiced by the marketers of Nikes football boots are the billboards. In the review of the billboard, attention must therefore be drawn to the brand logo and tag line. The tag line Just Do It play a major role in enthusing energy and sportsmen spirit among the target market. All billboard adverts undoubtedly have the swoosh and tag line present and without a doubt, these parts are the most recognised all over the world. Celebrity Endorsement Celebrity endorsement is another techniques used by the Nike to attract the target market. These endorsements are regarded as the captivating technique. The football boots are endorsed by renowned, eminent and charismatic football players. Celebrities such as Cristiano Ronaldo, Neymar and Andres Iniesta have been used for endorsement for various brands of the Nike football boots. These celebrities are also found on the companies websites and other advertising platforms. Celebrities chosen usually relate with the product and their personality compliment the product. The SWOT Analysis The need for strategic planning towards the actualisation of a companys goals and objectives can not be over-emphasied. The strategic plan creates a framework for the development, performance expectation and maps out the goals of the furture. Nikes marketing strategy would be further examined using the SWOT Analysis. Strengths Nike football boots are produced using very innovative designs. There are three different types of Grind materials often used for the production of football boots. These three different types of Grind materials include upper fabric, foam of midsole and rubber for outsole. High quality of products: The Nike football boots are associated with high quality products on all brands. Sponsorship: The company is often associated with sponsorship of football players Weaknesses The product prices are quite expensive when compared to other brands. Opportunities The company set to sponsor sport activities such as the Olympics and World Cup tournament. Threats The football boots are in extreme competition with other brands such as Adidas and Puma. The global nature of the brand presents the company with a risk in the cost and margin imbalance. Conclusion This report provides in-depth analysis of the marketing strategies related to product, price, place and promotion of Nike football boots. On the basis of the discussion that is done in the above part of the paper it can be concluded that marketing mix is an important part of the marketing strategy. The discussion reveals that with the help of marketing mix and by implementing effective strategies Nike football boots are successful in positioning the right image in the eyes of the market. Marketing mix is the nub of all marketing strategy. In a way, it can be suggested that marketing mix provides direction to the brand and if it is implemented in the right way just like the marketing mix of Nike football boots is implemented then it leads the brand to touch the zenith and allows organization to operate business lucratively. The pricing strategy, the quality of product, product features, and the way it is being promoted all these strategies speaks for the brand and are consistent with the brand image. Recommendations Although the marketing mix of Nikes football boots is in its perfect form and is doing well for the business but, still there is some room for improvement. Following recommendations can be made in order to enhance the brand image of Nikes football boots. The first strategy that can be adopted is of brand ambassador. Nike has brand ambassador but there is no specific brand ambassador for football boots. The product of football boots is endorsed by a lot of soccer players but there is no brand ambassador of Nikes football boots. Another thing that marketers at Nike can do to enhance the promotional campaign is to form a club. Just like Harley Davidson has a club for bike lovers Nike can also formulate online forums and clubs where soccer lovers can be the members and share their views not only about the game but about the product as well. Just like hoop it up which is a basket ball event that is sponsored by Nike several football events can also be sponsored by Nike to promote Nikes football boots. References Charles, W., Joseph, F., and Carl, D. (2008), Marketing, Cengage Learning. pp. 44 Julian, V., and Michael, V. (2012), Marketing Management, Atlantic Publishers Distri. pp. 17 Kotler, P. (1999), Kotler On Marketing: How To Create, Win, and Dominate Markets, Simon and Schuster. pp. 70 Levy, S. (1999), Brands, consumers, symbols, and research: Sydney J. Levy on marketing, Sage Publication. pp. 45-47 Nike.com. (2013), About products, Nike.com. pp. A-1 Stevens, R. (2003), Marketing Your Business: A Guide to Developing a Strategic Marketing Plan, Routledge. pp. 47-50 William, E. (2004), Product life-cycles as marketing models, University of Chicago Press. pp. 31-36 William, M. (2011), The Marketing Plan: How to Prepare and Implement It, AMACOM. pp. 12

Explore how Friel uses language Essay

Explore how Friel has used language in order to create humour and other emotional responses in the audience? Focus particularly on the exchange between Yolland and Marie in Act 2 scene 2. In this essay I intend to explore the relationship between Marie and Yolland. I want to examine how the overall structure of the language presents a comical piece for the audience to watch and discover how the couple overcome the language barrier to connect on a much deeper level. I would also like to look at how they convey their emotions without verbal understanding. Then finally I would like to look at the way in which Friel provokes emotional responses in the audience. In a short play like Translations, the focus of the drama is on ever changing relationships demonstrated through language and conversation. If we study the relationship between Yolland and Marie and focus on their characters we find how different and individual they each are. The couple, prove to be direct opposites of one another. Yolland is an English soldier who has a romantic outlook on the world, whereas Maire is an Irish milkmaid who has a pragmatic view of the world. Yet both are similar in many ways, they both have hopes, dreams and fears. If we refer to the previous meeting between the couple (End of Act 2 Scene 1 from p58) we find the section where Maire and Yolland first ‘talk’ to each other. This demonstrates the difficulties faced when attempting to talk to someone from another culture. We know they are speaking in different languages and are confused by what the other is saying, whilst Owen is tries to act as an go-between and translator for them. After Act 2 Scene 1, the couple are next seen together, after the dance, trying to talk to each other. This scene is a intensely emotional love scene between the couple and is also a exquisite examination of the barriers between language and communication. The scene opens with the couple, running hand in hand and Marie exclaiming ‘O my God, that leap across the ditch nearly killed me’ and Yolland replies with ‘I could scarcely keep up with you. ‘ So that when the couple first speak, the dialogue is so highly skilled and the syntax is so well structured that it appears to the audience that they understand one another. The opposite is in fact true yet they seem to be making perfect sense. This creates a sense of confusion for the audience as we know, verbally they have little understanding of each other’s language. As the scene progresses Marie and Yolland realise their embarrassment. Before each speaks again their hands disengage and they study one another. Then follows a pause. This displays the hesitancy and the discomfort that the couple are feeling. Each is unsure of what the other is saying yet the following lines say exactly the same things in two completely different languages. Their lines intertwine and the responses are infact an illusion created by the lyrical poise and exact parallel balance. The couples’ observations are also based on very different realities, an example being Marie saying ‘The grass must be wet. My feet are soaking’ and Yolland retorting with ‘Your feet must be wet. The grass is soaking. ‘ Here if we look at the grammar, we know these lines mirror one another and we see how the playwright has developed this by just simply rearranging the subject and predicate to create this syntactic parallel equivalence. This humour is present throughout and this romantic exchange lightens what is quite a serious, political play. However the two characters are both symbols for two different cultures and apart from the language barrier they are divided by underlying conflict. In my opinion this also draws them together. What follows from here between them bears a striking resemblance to the discourse between Manus and Sarah in the opening act. They start with their names ‘George’ (Yolland) ‘Lieutant George. ‘ (Marie) They use basic and simple language and I feel this is done as the playwright is trying to provoke a sympathetic response from the audience. As with Manus and Sarah, the dialogue is drawn out, slow, yet humouress. Yet is also a display of tenderness and affection and is a way of making themselves known. This relates to the overall theme of identity within the play. If we look at the grammar we find again it is makes use of broken grammar, fragmented sentences and short turn taking roles. Together this creates tension in the audience. Friel makes use of this simple language again later on in the scene with the use of ‘water’, ‘earth’ and ‘fire’ after Maire tries to communicate in Latin. It is after both Yolland and Maire both confess – ‘Say anything at all. I love the sound of your speech’ and when they both end their unsuccessful attempting at communicating with an exasperated ‘Oh my god’, it becomes clear just how close a bond the two have begun to form. It is from here that the notion of non-verbal communication is effective. The splendour of this scene lies in the fact that, however meaningless words many be, body language and emotions are universal and can bridge the language barrier. Each becomes increasingly frustrated with their inability to communicate. As they do attempt to ‘talk’ there is plenty of confusion and misinterpretation within the conversation. An example being the plentiful use of what-what? Sorry-sorry? Just as in the previous scene. These two uncomplicated lines also bring about comic and compassion within the audience. Although the difference in this scene is that they have dispensed with Owen.

Indigenous Health Essay

The poor health position of Indigenous Australians is a contemporary reflection of their historical treatment as Australia’s traditional owners. This treatment has led to Indigenous Australians experiencing social disadvantages, significantly low socio-economic status, dispossession, poverty and powerlessness as a direct result of the institutionalised racism inherent in contemporary Australian society. Indigenous populations have been the carers and custodians of Australia and the Torres Strait for a period in excess of 60,000 years before being invaded/colonialised by the British on January 26, 1788 (Hampton & Toombs, Racism, colonisation/colonialism and impacts on indigenous people, 2013). Before this time, it is suggested that Indigenous Australians lived relatively affluent lives and enjoyed generally better health than most people living in Europe (Hampton & Toombs, Indigenous Australian concepts of health and well-being, 2013). The arrival of introduced diseases, especially smallpox, caused considerable loss of life among Indigenous Australians. The impact of this is loss extended far beyond the immediate victims of disease, affecting the very fabric of Indigenous societies through depopulation and social disruption (MacRae, et al. , 2012). Whilst introduced diseases were the most substantial part of the Indigenous Australians mortality, death caused by direct conflict also contributed significantly (Elder, 2003). Traditionally, Indigenous Australians had complete autonomy over all parts of their lives such as, ceremonies, spiritual practices, medicine, social relationships, management of land and law and economic undertakings (Saggers & Gray, 1991). In addition to the impacts of introduced diseases and conflict, Indigenous Australians also experienced ill effects related to disconnection from Country due to the spread of colonists and their subsequent political policies. For an Indigenous Australian, Country is not just physical territory but the central aspect of their identity (Hampton & Toombs, Racism, colonisation/colonialism and impacts on indigenous people, 2013). Occupation and colonialism impacted far beyond the physical, as Indigenous Australians had their culture devalued, traditional food sources destroyed, and were separated from their families and in some cases entire communities were dispossessed. This led to disruption or loss of languages, beliefs and social structures which form the underlying basis of Indigenous cultures. These impacts, prompted British colonists to develop several different political policies of institutionalised racism to address the real and perceived issues regarding Indigenous Australians. The first of these policies was Protectionism (1788 – 1890’s). Prior to Protectionism British colonies practiced exclusion as they assumed ‘Terra Nullius’ and seized control of the land, evicting Indigenous Australians from their traditional Country. The negative impacts this had on Indigenous Australians eventually forced colonial authorities to establish â€Å"Aboriginal ‘protection’ boards† (Hampton & Toombs, Racism, colonisation/colonialism and impacts on indigenous people, 2013). The first was established in Victoria by the Aboriginal Protection Act of 1869, with the other colonies following with similar legislation, to ‘protect’ Indigenous populations within their boundaries (Parliament of Victoria, 1869). The ‘protection’ provided under the various Acts imposed enormous restrictions on the lives of many Indigenous Australians. These restrictions included dictating where Indigenous Australians could live and not live, and set out limitations on movement, marriage, employment, earnings and ownership of property. The child welfare provisions of the Acts underpinned the removal of Aboriginal children from their families and communities ‘by compulsion, duress or undue influence’ (State Library of Victoria, 2014). The National Inquiry into the separation of the children concluded that ‘between one-in-three and one-in-ten Indigenous children were forcibly removed from their families and communities in the period from approximately 1910 until 1970’ (Wilkie, 1997). It was the 1960s, at the earliest, when the various ‘protection’ Acts were either abolished or discontinued. In the early 1890’s, protectionism gave way to state and commonwealth government regimes of segregation. In the development of the constitution, politicians included sections specifically excluding Indigenous Australians, such as the white Australia policy, ensuring that racism became entrenched in the new nation’s future. Reserves and missions were set up far from white settlements, to exclude and control Indigenous Australians, especially those of mixed descent (Hampton & Toombs, Racism, colonisation/colonialism and impacts on indigenous people, 2013). By the 1950’s all state governments invoked a new policy called assimilation (1950’s – 1960’s), which aimed to eliminate Indigenous cultures, religion and languages. Assimilation was based on the belief that if living conditions were improved, Indigenous Australians were to be absorbed into White Australian society (Hampton & Toombs, Racism, colonisation/colonialism and impacts on indigenous people, 2013). After the failure of the assimilation policy, governments aimed their sights towards Integration (1960’s – 1980’s). Integration was a step towards multiculturalism by allowing Indigenous Australians and non-Anglo European immigrants to keep certain aspects of their culture whilst conforming to mainstream white Australian society. During 1970’s Indigenous Australians were beginning to become acknowledged as Australian citizens, this led to the development of the self-determination and self-management (1970’s-1990’s) programs (Hampton & Toombs, Racism, colonisation/colonialism and impacts on indigenous people, 2013). These policies were based on the slow acceptance of multiculturalism and the beginnings of Indigenous Australians involvement in Australian politics, although the actual amount of self-determination available to them was limited. When these polices were found to be ineffective the Council for Aboriginal Reconciliation (CAR) was established in 1992 to overcome differences and inequities between Indigenous Australians and the wider Australian community (Hampton & Toombs, Racism, colonisation/colonialism and impacts on indigenous people, 2013). The Reconciliation movement (1990’s-present) seeks to advocate for Indigenous Australians rights, their place in our shared history and to establish economic independence among Indigenous Australians in order to promote equality for all Australians (Hampton & Toombs, Racism, colonisation/colonialism and impacts on indigenous people, 2013). Whilst government policy appears to be moving in the right direction, we are still a long way away from Indigenous autonomy and self-determination. All of these policies had a very detrimental effect on the health of Indigenous Australians both in terms of physical and mental health issues, many of which have continued through to contemporary times. Perhaps the most poignant of these impacts are those that have resulted from the Stolen Generations. There is much dispute surrounding when colonial authorities began removing Indigenous children from their families and communities, although many experts believe that it was very soon after the establishment of the British colony in Australia (Duffy, 2000). Children with Indigenous mothers were seen to be legally ‘neglected’ at birth, and removed from their families, communities and in most cases their culture, to be ‘raised right’ up until the latter part of the 20th Century (Hampton & Toombs, Racism, colonisation/colonialism and impacts on indigenous people, 2013). Because of these practises, many Indigenous Australians have deep psychological and mental health issues that continue to plague them today. Modern literature tells of many instances of suicide and ongoing identity issues, emerging from the torment of being disconnected from family, culture and country. The status of Indigenous Health has been impacted severely by the Stolen Generations and other past Government practises. For many Indigenous Australians, the ongoing effects of ‘protection’ and the forced separation of children from their families compound other social, emotional and physical disadvantages (Wilkinson & Marmot, 2003). These disadvantages are embodied by the Social determinants of health, including; economic opportunity, physical infrastructure, and social conditions that influence the health of individuals, communities, and societies as a whole. Inequalities in these are especially evident in education, employment, income, housing, access to services, social networks, connection with land, racism, and incarceration rates (McDonald, 2010). In all of these factors, Indigenous Australians experience substantially lower rates than non-Indigenous Australians, with the most worrying being that Indigenous Australians have a significantly lower life expectancy rate and overall health status, than their non-Indigenous counter-parts. These inequalities, combined with the social attitudes towards Indigenous Australians and their health in contemporary Australian society, contribute to the difficulties Indigenous Australians have accessing adequate healthcare. It is also difficult to provide adequate healthcare for Indigenous Australians as many service providers do not understand how Indigenous Australians conceptualise health. Until recently, there was no separate term in Indigenous languages for health as it is understood in western society (Eckermann, 2010). The traditional Indigenous perspective of health is holistic. It encompasses everything important in a person’s life, including land, environment, physical body, community, relationships, and law. Health is the social, emotional, and cultural wellbeing of the whole community and the concept is therefore linked to the sense of being an Indigenous Australian. This conceptualisation of health has much in common with the social determinants model and has crucial implications for the simple application of a medical model as a means of improving Indigenous health. Whilst the purely medical approach is undoubtedly useful in identifying and reducing disease in individuals, but its limitations in addressing population-wide health disadvantages, such as those experienced by Indigenous people, must be recognised. It is important to remember that policies and practises of the past have had major adverse impacts on the health of contemporary Indigenous Australians, and these impacts have contributed significantly to the inequalities present in Indigenous and non-Indigenous health status. However, whilst health disadvantages experienced by Indigenous Australians are considered to be historical in origin, the perpetuation of the disadvantages relies heavily on contemporary structural and social factors.

Finance - 2996 Words

FINC6013 Workshop 6 Questions Solutions Chapter 3 PROBLEMS 6. Intel is scheduled to receive a payment of  ¥100,000,000 in 90 days from Sony in connection with a shipment of computer chips that Sony is purchasing from Intel. Suppose that the current exchange rate is  ¥103/$, that analysts are forecasting that the dollar will weaken by 1% over the next 90 days, and that the standard deviation of 90-day forecasts of the percentage rate of depreciation of the dollar relative to the yen is 4%. a. Provide a qualitative description of Intel’s transaction exchange risk. Answer: Intel is a U.S. company, and it is scheduled to receive yen in the future. A weakening of the yen versus the dollar causes a given amount of yen to†¦show more content†¦Any weakening of the yen versus the dollar will increase the yen cost of your grain. The possible loss is unbounded. b. Explain two ways to hedge the risk. Answer: You could hedge your risk by buying dollars forward at  ¥106.02/$. Alternatively, you could determine the present value of the dollars that you owe and buy that amount of dollars today in the spot market. You could borrow that amount of yen to avoid having to pay today. c. Which of the alternatives in part b is superior? Answer: If you do the forward hedge, you will have to pay  ¥106.02/$ [pic]$377,287 =  ¥39,999,967.74 in 90 days. If you do the money market hedge, you first need to find the present value of $377,287 at 3.25%. The de-annualized interest rate is (3.25/100) [pic] (90/360) = 0.008125. Thus, the present value is $377,287 / 1.008125 = $374,246.25 Purchasing this amount of dollars in the spot market costs  ¥106.35/$ [pic] $374,246.25 =  ¥39,801,088.69 To compare this value to the forward hedge, we must take its future value at 1.9375% p.a. 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As the banking and finance industry has transformed, so has the process of how your money is handled. To accompany those changes, regulators and lawmakers create laws designed to protect consumers, banks, and the economy as a whole. As you will learn, the history of the bankingRead MoreFinance : Finance A Carry Trade Essay1144 Words   |  5 Pages In finance a carry trade is a strategy that consists of borrowing at a low interest rate currency to fund investment in higher yielding currencies. (Moffett) The country in which the investors borrow from is called the funding country and the country where the investment occurs is called the target country. (4) Carry trade is also termed currency carry trade; this strategy is speculative in that the currency risk is present and not managed or hedged. 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