Marketing - Chanel, Nike, Hot Topic

In: Business and Management

Submitted By anguyen579
Words 10625
Pages 43
1. Within the United States, especially in Southern California, an individual's appearance is crucial because it is used to make a first impression. A person is judged by what they wear and how they look. For example, it is probable that many people would perceive a person wearing ratty clothes as uneducated and irresponsible while a person looking pristine in a designer ensemble is assumed to be intelligent and successful. In every city, there are multiple fashion brands with different styles and ranges of apparel and accessories. Every season, new styles and designs are created which influence society. It appears as if more types of clothing exist than the actual number of people. With so many different alternatives of fashion, the fashion industry is trying to please too many customers with variety. There are currently various styles to choose from, and the clothes people wear categorize or label them long before they realize it. The three fashion brands that will be analyzed extensively are Chanel, Nike, and Hot Topic. These brands have apparel but are completely different in their target audience. Chanel is a prestigious high-fashion brand; Nike is a popular athletic line; Hot Topic is musically and artistically edgier with a smaller target audience between the three. With these apparel brands, a person wearing each would be labeled or even stereotyped. One wearing a Chanel’s 2012 Spring/Summer ready-to-wear designer outfit with a white jacket, lambskin dress with pearls, and a glass pearl belt would be labeled as rich, successful, and intelligent. Another wearing Nike running apparel consisting of a shirt, shorts, and footwear is someone athletic and always on the go. An individual in a Hot Topic black graphic music t-shirt with plug piercings would be stereotyped as “Goth”, tough, or edgy. 2.

2. | | | Geographic | * Located at tourist…...

Similar Documents

Nike Marketing Plan

...Introductory Marketing Submitted to: Gregory F Stiber Submitted by: Brizaida Ribalta, Jessica Halsey, Shereen Hijazi. Date of Submission: August 30th, 2012 Title of Assignment: Term Project – Marketing Plan CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course. Student's Signature: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi ***************************************************************** Instructor's Grade on Assignment: Instructor's Comments: Table of Contents Executive Summary 4 Company Description 6 The Origin of Nike, Inc. 6 Today’s Nike 7 Mission and Goals 8 Core competencies 10 Situation Analysis 11 Macro-Level External Environmental Factors 11 Competitive Environmental factors 12 SWOT Analysis 15 Competitors 16 Reebok 16 Adidas 17 Puma 17 Target Market 19 Segmentation 19 Target Marketing 19 Marketing Mix 20 Product Strategy 20 Distribution Strategy 21 Promotion Strategy 21 Pricing Strategy 24 Customer Relationship Management 24 Budget and Monitoring 26 Summary and Conclusions 28 List of References 30 EXECUTIVE SUMMARY Nike is a......

Words: 5966 - Pages: 24

Nike - Chanel Conflict

...GRADUATE SCHOOL OF BUSINESS STANFORD UNIVERSITY CASE NUMBER: EC-9B FEBRUARY 2000 NIKE – CHANNEL CONFLICT As 1999 drew to a close, Mary Kate Buckley, general manager of nike.com, found herself and her division at a crossroads. Over the last twelve months, nike.com had rolled out an ambitious e-commerce initiative, signed an exclusive deal with Fogdog sports that allowed NIKE products to be sold by a pure internet company for the first time, and had grown from twelve to 150 employees. But nike.com faced countless critical decisions in the coming months. Specifically, nike.com needed to plan not only its own direct-to-consumer sales strategy, but also its policies and rules for on-line sales of NIKE products by other vendors. COMPANY HISTORY, STRATEGY AND STRUCTURE BRS, the company that would evolve into NIKE, was founded in 1964 by Phil Knight. The purpose of the company was to make high-performance athletic shoes for the U.S. market. Knight, a Stanford MBA and middle distance runner at the University of Oregon, recognized an unmet need for quality athletic footwear that could be filled inexpensively with well-made Japanese imports. Knight started selling these imported shoes directly to runners at track meets in his spare time and NIKE was born. Over the following 35 years, NIKE grew from a part-time job for Phil Knight into the world’s dominant athletic footwear and apparel company by following a consistent and logical strategy: to capitalize on the......

Words: 5386 - Pages: 22

Marketing 4p of Nike

...retailers to face cost pressures which reduce their profit margin. Background of NIKE Company Nike Company is one of the largest retailers that involved in Malaysia’s retail sector. It involves in the athletic footwear retail industry as its primary main focus is on supplying sportswear. It is the leading retail marketer of sport apparel, athletic shoes and a major manufacturer of sporting equipments in the world. Nowadays, besides selling sportswear, Nike also involves in selling of casual and fashion footwear in order to increase its consumer networks coverage. To distributing its products, Nike is operating own outlets which known as Nike Town and distributing the franchises to most of the countries in order to extend the business throughout the world. Nike helps to create a lot of employment opportunities as it employed more than about 35000 (2010) people worldwide. The athletic footwear industry in Malaysia is a highly competitive environment. According to the research, the top 4 manufacturers including Nike, Adidas, Reebok and Puma hold about the dominant market share (about 70%) in Malaysia market. In addition, the competition within the industry will get higher as the entry barriers for the industry is low. In order to further investigate about Nike, a SWOT analysis can be used. Marketing Mix Elements Promotional Promotional mix can be defined as the business ‘total marketing communications programme’. Normally, it consists of 4 elements which are......

Words: 3153 - Pages: 13

Marketing Topics

...Marketing Assignment : Possible topics to analyse * Mobile Apps – manageable and has many challenges to ponder thru’. Framing the Problem Statement is easy. * Mass market * Why is Zynga losing its Market Position and what should it do to revive its market leadership? * How has Angry Birds become famous and what should be it growth path? * How has Apple IOS gained the market Share and how can it retain it? – (maintained a monopoly and how can it continue doing so?) * How has Android OS broken the market share of Apple IOS and what should be its marketing strategy moving forward? * Consumer Behaviour (who decides, who buys) * Competitive aspects * Apple - Tightly integrated (SW, HW) – better experience (B2C) * Android – Consumers decide on HW. Android gives only basic SW which can be modified to suit your needs. This is how they entered (B2B) * Cost Benefit - People benefited with Android due to cost of handsets * Cloud – many unknowns as an industry, lawsuits/govt policies. * For Cloud, we need clarity on whether we are focusing on Enterprise Cloud Services or Consumer Cloud Services….Complicated…Framing the Problem statement requires analysis and time. * B2B – Enterprise, Datacenter * Popular among SMEs * Negligible CAPEX and OPEX…. * Startups cannot afford…therefore attractive * Amazon, Google, Microsoft, Rackspace – who provide Managed...

Words: 315 - Pages: 2

Marketing Audit of Nike

...Marketing Audit of Nike Nike is an incorporated company that primarily carries footwear products. The Company designs, develops and markets athletic footwear, apparel, equipment and accessory products. Former CEO and Pres. Philip Knight co-founded Blue Ribbon Sports with Mr. Bill Bowerman in 1962 which officially became Nike in 1978. At first, Nike was known to distribute inexpensive, superior-quality Japanese athletic shoes to American consumers to break Germany’s domination of the domestic industry. Today, Nike Inc. manufactures and distributes athletic shoes to a global market and some 40% of sales come from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 110 countries with primary market regions in United States, Europe, Asia Pacific, and the Americas (not including the United States). Nike has some over 20,000 retailers worldwide including Nike factory stores, Nike stores, NikeTowns, Cole Haan stores, and internet-based Web sites sell Nike’s sports and leisure products. Nike is leading the sales in the athletic footwear industry with a 33% global market share. Nike Inc. achieved their current status by promoting “quality production, innovative products, and aggressive marketing” in their products. As a result, for the fiscal year end 1999, Nike’s 20,700 employees generated almost $8.8 billion in revenue worldwide. ENVIRONMENTAL ASPECTS ECONOMICS Have changes in......

Words: 3446 - Pages: 14

Harrassment Is a Hot Topic Today

...Harassment against overweight people. Harassment is a hot topic in today’s world. People are stepping up and saying how we treat gays, minorities, pay wages, women, are hot topics for discrimination, and we are not going to ignore it anymore. However, through these groups there is one particular group that gets overlooked or even to some, think these people should be treated horribly because they are overweight and are those who caused themselves to be this way. In America at the time of 2010 the percentage of overweight people were up to over 63% and rising. (Hendrick, 2010). This particular group should be heard and not picked on, should have laws to protect those who mean harm to them. Also with this particular group, are women harassed more than men and are women judge far more harshly for being obesed compared to men that are merely thought of as being big boned. In today’s world, harassment against any person in the world is not easily tolerated, but for obese women it is something that is not really talked about and happens more often than not. As of today there are a few states and cities that will recognize people are overweight are protected legally under the civil and human rights. (Puhl, 2012 ). While victims of harassment and discrimination have tried to get restitution in different states that they are not covered in under the Disability Act of 1990. The Disability Act of 1990 defines disability as those with a personal or mental impairment that limits one...

Words: 1608 - Pages: 7

Marketing of Nike

...Marketing Project Nike Sofa Content : 1. Marco-environmental Factor * Demographic environment * Economic environment * Natural environment * Cultural environment * Technological environment 2.Micro-environment Factor * The company * Suppliers * Marketing intermediaries * Competitors * Publics * Customers 3. Customer buying behaviour * Cultural * Social * Personal * Psychological 4.Segmentation 5.Targeting 6.Positioning 7.Marketing Mix Strategies * Product * Price * Place * Promotion 8.Conclusion 9.Reference 10.Appendix 1. Marco-environment * Demographic environment According to the chart below, the number of domestic household is increasing .When umber of family increase , the demand of furniture is also increase .Thus ,the demand of sofa rise . * Economic environment As the lastest data( from the appendix) shows, the whole GDP in HK increased about five percent in the lastest two quarter even if the Europe's Debt Crisis are deteriorating, and that means domestic demand help up rapidly and dirve the whole economic increased. "The growth momentum of the Hong Kong economy tapered further in the third quarter of 2011, amid increasing headwinds on the external front caused by the deepening eurozone sovereign debt crisis and faltering recovery in the US. The domestic sector nevertheless stayed robust throughout......

Words: 3024 - Pages: 13

Nike Marketing Strategy

...Description of marketing strategies applied by Nike Air Force 4.1 Challenges Forcing Nike to Focus More on Marketing Sportswear is defined primarily as apparel and footwear made for sports participation, though is now also includes casual clothes worn by people for daily activities (E. Ko, C. R. Taylor, et al., 2012). The sportswear market is one of the most price-competitive markets throughout the globe. Within the UK, items of sportswear are purchased by almost 90% of people under 35 years of age, and by 76% of the population as a whole (Mintel forecasts, 2006). The international sportswear market is worth nearly 41.5 billion US dollars at the wholesale level, with Nike, Adidas, as well Reebok comprising some 14% of this market (Jeroen, 2004) and more details are shown in Figure 1. International Athletic sportswear market: Share by brand in Millions of US dollars (Source: Sporting good intelligence, 2003) 4.1.1 Overview of sportswear industry through Porter’s Five Forces analysis Before the study regarding the marketing strategy of Nike Air Force, it is important to have a clear view of sportswear industry as a whole. Based on Porter's Five Forces model, the general characteristics of the industry can be described in the figure as follow. Based on the analysis, it can be concluded that the sportswear industry as a whole can be characterized as competitive and easy for new entrants. Such truth has raised challenges for existed companies, such as Nike. In addition......

Words: 7441 - Pages: 30

Nike Marketing Analysis

...1.5 Dropbox –Nike Marketing Analysis MKTG 530 Tori Kern Indiana Wesleyan University 1.5 Dropbox – Nike Marketing Analysis Nike Incorporated is one of the world’s leading innovators in athletic footwear, apparel, equipment and accessories (Nike.com, 2014). Nike will design, develop and market all of the above as well as marketing of apparel with licensed professional and college team logos ("IWU Jackson Library Databases," n.d.). Nike can and will clothe and shoe one’s entire family. Nike Incorporated began in 1968 and is now headquartered out of Beaverton, Oregon. Nike Inc. wholly owns affiliates such as Converse Incorporated, Hurley International, LLC and Nike Golf (Nike, Inc., n.d.). Converse is considered and reported as a separate segment while Hurley and Nike Golf are part of the financial reports for the Nike trademark. There is also the Jordan Brand. The Jordan Brand began in 1997and offers performance and lifestyle products. The Jordan Brand offers premium brand footwear, apparel and accessories inspired by the legend himself, Michael Jordan. The Nike Company has roughly 48,000 employees worldwide and operates in more than 170 countries (Global Data, December 2013). From when Nike began to the current status there are opportunities for Nike to improve on and to achieve goals. There will always be threats against the Nike Company that will try to distract or keep them from achieving goals. For a marketing standpoint it is important to identify those......

Words: 887 - Pages: 4

Hot Topics in Procurement (Aug. 2015)

...What are today’s hot topics in procurement that are mostly shared/discussed on the Internet and on social media sites like Twitter, LinkedIn, Facebook, YouTube, etc.? Introduction “The procurement function is constantly evolving, with many organisations going through significant transformations over the past decade. Now more than ever, there is a considerable emphasis on the integration phase and the focus has shifted to delivering the value proposition through collaboration and partnerships.” (http://www.procurementleaders.com/forum-zurich) Financial crises have been troubling our economies and it seems that every new crisis has a bigger impact than the one before. As a result, top management is looking more and more towards procurement with the goal to improve their bottom line. But lately procurement has shifted from strictly operational to a more strategic function. Hot topics are not only low cost sourcing, but also supplier integration to become more innovative, procurement technology’s contribution towards profitability and growth, and how social media affects talent management (http://spendmatters.com/uk/procurement-hot-topics-agenda-2014-part-2/). However, the measurement of procurement contribution is often a very sensitive subject. There are no clear boundaries between the various functions involved and thus tensions are bound to occur when it comes to target savings per function at the end of the year. Among today’s hot topics is also the......

Words: 1868 - Pages: 8

Hot Yoga Marketing Plan

...Condensed Marketing Plan ------------------------------------------------- #1 We have decided to take the topics and other key components of the marketing principles and framework and relate them to Hot Yoga, the topic of our condensed marketing plan. We believe that a Hot Yoga studio would be a very simple, popular and profitable business in a college town such as Oxford, Ohio. What is Hot Yoga? Bikram Yoga, also known as Hot Yoga, is a new trend reaching many health and wellness driven people all over the country. Hot Yoga consists of performing yoga in a studio or gym heated to roughly 100-105 degrees along with a humidity of 40%. As entrepreneurs who know our target market, we are extremely tuned into our buyers’ behavior. Going to Miami, people are extremely “trendy”. Once a trend hits Miami EVERYONE wants or does what they can to join that trend. This can be seen at Miami with brands such as Apple, Lulu Lemon, Patagonia, Ray Bans, jerseys, and Jeep. I wouldn’t expect the increasing trendy activity of hot yoga to be any different. There's a multitude of components that create such a demand for Hot Yoga. In a town like Oxford, the "drive" or emotional trigger for consumers to demand a service such as Hot Yoga would mainly be due to the appeal of health and wellness to college students. With a lack of statistical evidence, it's hard to disagree with the statement that Miami students have grown a stronger awareness of health and fitness (disregarding the night...

Words: 3512 - Pages: 15

Marketing Nike Marketing

...Marketing Nike Marketing Nike hit the ground running in 1962. Originally known as Blue Ribbon Sports, the company focused on providing high-quality running shoes designed for athletes by athletes. Founder Philip Knight believed high-tech shoes for runners could be manufactured at competitive prices if imported from abroad. Nike’s commitment to designing innovative footwear for serious athletes helped it build a cult following among U.S. consumers. Nike believed in a “pyramid of influence” in which the preferences of a small percentage of top athletes influenced the product and brand choices of others. From the start its marketing campaigns featured accomplished athletes. Runner Steve Prefontaine, the first spokesperson, had an irreverent attitude that matched the company’s spirit. In 1985, Nike signed up then-rookie guard Michael Jordan as a spokesperson. Jordan was still an up-and-comer, but he personified superior performance. Nike’s best paid off—the Air Jordan line of basketball shoes flew off the shelves and revenues hit over $100 million in the first year alone. As one reporter stated, “Few marketers have so reliably been able to identify and sign athletes who transcend their sports to such great effect.” In 1988, Nike aired the first ads in its $20 million “Just Do It” ad campaign. The campaign, which ultimately featured 12 TV spots in all, subtly challenged a generation of athletic enthusiasts to chase their goals. It was a natural manifestation of Nike’s......

Words: 1182 - Pages: 5

Marketing Plan for Chanel N5 Perfume

...Executive Summary Chanel No.5 is one of the most popular perfume products on the market. The Chanel N5 has a constant mission to accomplish in satisfying it customers as well as the laws. It is crucial to keep a reasonable price and maintain high quality of the perfume product. Correspondingly, whenever the cost of the product decreases, it means the quality of the product lessens, and luxury product becomes ordinary. "The word perfume derives from the Latin perfumare, meaning to smoke through. Perfume is a mixture of fragrant essential oils or aroma compounds, fixatives and solvents used to give the human body a pleasant scent “(Wikipedia). Chanel N5 is one of the most popular out of the company perfumes. It dominates the market since early 1920 the reason for marketing that products changed dramatically over the years. Chanel No 5 is one of the most popular scents made by Chanel, and it wins over scents form competitors for many reasons. Because Chanel no 5 is one of the oldest perfumes, the marketing strategy for this product has to meets expectations of the consumers. Target Market The consumer demographic segmentation for perfume business includes wealthy individuals mainly woman in their late thirties and older. Perfumes tend to cost much more than any other fragrances. Therefore, not everyone can afford it. The customer driven, and increase in perfumes market is affected by demographic lifestyle. Some people use perfumes for special occasions and others wear it......

Words: 3435 - Pages: 14

Hot Topic

...makes Hot Topic so successful as a retailer? What makes them so popular with their employees? How can they keep their success going? Hot Topic is a successful retailer because "the culture is based on a passion for a concept." The passion that drives the company is shared throughout all levels and positions. Music is the passion and it inspires everything from design of the stores to the hiring of an employee. According to www.merriam-webster.com passion is defined as "a strong liking or desire for concept." If hiring people with a passion for music and we know our passions help us thrive and excite us, this alone speaks about the company on a larger scale. They offer a great working environment where they feel they can fit in and feel appreciated for what they contribute to the company. "[They also] value collaboration, open communication, and empowerment, and is perpetuated by a lack of walls and doors in the headquarters." In order to produce consistent success for as many years as they have they have to have an environment that encourages and celebrates innovation and creativity. Their flow and need for communication is also a basis for their success. If they continue to hire passionate people, success will be continuous because being passionate is being invested. The policy of openness was and is still part of the success and contributed a good deal to its growth. How does the idea of no walls and no doors in the corporate headquarters encourage the culture Hot......

Words: 456 - Pages: 2

Psyc 305 Week 5 Hot Topic Latest

...PSYC 305 WEEK 5 HOT TOPIC LATEST To purchase this tutorial visit here: http://wiseamerican.us/product/psyc-305-week-5-hot-topic-latest/ contact us at: SUPPORT@WISEAMERICAN.US PSYC 305 WEEK 5 HOT TOPIC LATEST PSYC 305 WEEK 5 HOT TOPIC LATEST To purchase this tutorial visit here: http://wiseamerican.us/product/psyc-305-week-5-hot-topic-latest/ contact us at: SUPPORT@WISEAMERICAN.US PSYC 305 WEEK 5 HOT TOPIC LATEST PSYC 305 WEEK 5 HOT TOPIC LATEST To purchase this tutorial visit here: http://wiseamerican.us/product/psyc-305-week-5-hot-topic-latest/ contact us at: SUPPORT@WISEAMERICAN.US PSYC 305 WEEK 5 HOT TOPIC LATEST PSYC 305 WEEK 5 HOT TOPIC LATEST To purchase this tutorial visit here: http://wiseamerican.us/product/psyc-305-week-5-hot-topic-latest/ contact us at: SUPPORT@WISEAMERICAN.US PSYC 305 WEEK 5 HOT TOPIC LATEST PSYC 305 WEEK 5 HOT TOPIC LATEST To purchase this tutorial visit here: http://wiseamerican.us/product/psyc-305-week-5-hot-topic-latest/ contact us at: SUPPORT@WISEAMERICAN.US PSYC 305 WEEK 5 HOT TOPIC LATEST PSYC 305 WEEK 5 HOT TOPIC LATEST To purchase this tutorial visit here: http://wiseamerican.us/product/psyc-305-week-5-hot-topic-latest/ contact us at: SUPPORT@WISEAMERICAN.US PSYC 305 WEEK 5 HOT TOPIC LATEST PSYC 305 WEEK 5 HOT TOPIC LATEST To purchase this tutorial visit here: http://wiseamerican.us/product/psyc-305-week-5-hot-topic-latest/ contact us at: SUPPORT@WISEAMERICAN.US PSYC 305 WEEK 5 HOT TOPIC......

Words: 296 - Pages: 2