Week 9: Sales Promotion And Personal Selling

     Sales Promotions are inducements or gimmicks whose purpose is to encourage the purchase of a product or service immediately. Unlike advertising where the objective is usually to influence long term buying behavior. Sales promotions are concerned with the short term. Some examples of sales promotions aimed at consumers are coupons, free samples, refunds and rebates, demonstrations and premiums. The Air Jordan Brand uses this formula in most of their sales with sneakers. The new black and white Retro 2 Air jordan is on sale now for 134 dollars but usually all new Air Jordans cost around 150-180 dollars. They want people to buy the new sneaker now because its the first time they have come out with this sneaker. On the Air Jordan website if you buy the new Retro 2 black and white with any jordan tracksuit over 75 dollars they will offer you free shipping anywhere in the United States. As you can see the Air Jordan Brand always uses sales promotions to their advantage. 

This Is A Air Jordan Package That Cost 210 Dollars For Two Sneakers

Dominate Another Day

    Did you know that Miami Heats star Dwyane Wade moonlights as a superhero that seems to be made from part Tron and part Iron Man after his duties on the basketball court? As Jordans Brand latest campaign revealed Dwyane Wade had just delivered the king to the court (a code for King James perhaps?) and is well on his way to the court where everyone is waiting for him. Incredible stunts which includes sweeping his way under a gas truck and of course flying. Clearly Wade has made it just in time to pick up his jersey and is well on his way to dominate somewhere else. As for what will happen tomorrow keep checking back for another installment of “Dominate Another Day”. Here is the link to the video:


http://www.youtube.com/user/jumpman23?v=QcX7yJSttrU&feature=pyv&ad=6053531459&kw=dwayne%20wade%20commercial

Air Jordan Retro 2 QF

     This colorway for the Air Jordan Retro 2 hit selves October 22. The Air Jordan Retro 2 always brings back memories of MJ’s most explosive season in 1986-1987 when he averaged a staggering 37 points and won his first slam dunk title. It brings the launch of the black and white Air Jordan Retro 2 QF. Marking the first time that this refined colorway has been released on any Air Jordan 2. A glossy faux lizard overlay and suede upper adds some flash to these original classics. 

Air Jordan Retro 2 Black And White

Week 8: Advertising And Public Relations

    The Air Jordan Brand prides itself with public relations. They like to communicate with the media and the public to see want they think about their product to see how well they are selling and doing as a whole. One example of this is when they came out with the Air Jordans 23. They sold their sneakers for 230 dollars and each store had only 23 pairs of it. The Air Jordan is a powerful sub brand with a great story and by making all the key elements of the public relation campaign revolve around the number 23 Nike is making it very easy for people to remember and share the story. The spokesman for Air Jordan said to the public that "they wanted to make the consumers more hungry to buy it and to be even more into with the brand".  He went on to say "limiting the amount of pairs available to only 23 per store a feeding frenzy is bound to happen, and with it the icing on the cake that media courage would expand their sells after the 23 pairs would run out". So as you can see that the Air Jordan Brand knows how to get to the media and knows how to advertise their product. 

The Air Jordans 23

Week 7: Retail

     I interviewed a salesperson in a Footlocker store about Air Jordans. Her name is Jasmine Martinez i asked her a couple of questions about the product and the different kind of sales they do with the sneaker and how her Footlocker markets the Air Jordan Brand. The first thing she told me was that "a good salesperson knows the product their selling and understand what the customer wants". She went on to say that she continually works because your only as good as last month's sales. She went on to speak about the product she told me that "most of the people that buy sneakers here always buy Air Jordans because of its popularly" so when a sneaker is not selling good they drop it to a low price so they could get sell it. She also said that when new Air Jordans come in they usually sell within about 2 days because they get a limited stocks of it. She told me that the way her Footlocker markets Air Jordans is that they always put up a big sign about the sales it has or a new sneaker thats about to come out. They have all the Air Jordans in the front of the window and have it as soon as you walk in so they can attract customers. The last thing she told me was that all salespersons always try and get you to buy other things even though you don't to and you really don't want to listen to them. She told me "its all part of the job".

Week 6: Consumer Decision Making

     The Air Jordan Brand works on the price and quality of the sneakers so consumers can buy their sneakers. Air Jordans do cost a arm in the leg but it is worth it. The cost of the sneakers range from 120-175 dollars. They  have created new looks to excite the "bored consumers". They always stay ahead of the other brands. They bring in consumers by having sells around the holidays. The quality of the shoe really what makes the consumers buy. It supports the ankles well when running and jumping. So when consumers see their favorite athlete wearing Air Jordans and see how good they play the consumers think that the sneakers help them play better but in reality it doesn't. So Air Jordans also uses athletes so sell it sneakers to the public. 

Inside of a Air Jordan store

Week 5: Global Marketing

     Nike swung into action even before most Chinese knew they had a new hero. "Air Jordans understands why Chinese are proud," says Li Yao a weekend player at Swoosh bedecked basketball courts near Beijing's Tiananmen Square. Such clever marketing tactics have helped make Air Jordan the icon for the new China. According to a recent Hill & Knowlton survey Chinese consider Air Jordans the Middle Kingdom's "coolest brand". Air Jordans products turned out in factories across Asia has become the symbol of success for China's new middle class. Sales rose 66 percent last year to an estimated 300 million dollars and Air Jordans is opening an average of 1.5 new stores a day in China. Yes a day. The goal is to migrate inland from China's richer east coast towns in time for the interest in sports that will accompany in Beijing. How did Air Jordans build such a booming business? For starters the company promoted the right sport which is basketball and launched a series of inspired ad campaigns. The story of how Nike cracked the China code has as much to do with the rise of China's new middle class which is hungry for Western gear and Air Jordans has the ability to tap into that hunger.

A Chinese student poses in front of a poster of Michael Jordan who promotes Air Jordans in China.