Week 14: Market Segmentation

     Market segmentation is based on economics and marketing. A market segment is a market made up of people or organizations with one or more characteristics that cause them to demand similar products based on qualities of those products like price or function. It is also used when consumers with the same product are divided up into groups so they can be charged different amounts. The Air Jordan Brand has the perfect example for this. They sell an Air Jordan sneaker that has different colors and design. The one that is black cost 179 dollars and the one thats white cost 120 dollars because they know that people like the black ones over the white ones. Its both sneakers are similar but they have different colors and design on it. the sneaker is call Air Jordans Retro 8. They do this all the time with all the Air Jordans they sell no matter what.    

Air Jordans Retro 8

Week 13: Developing Managing Products

     Product management is an organizational function within a company dealing with the planning or marketing of a products. Air Jordans had a great idea this black Friday when they decided to release the Air Jordan 13 Retro. This wasn't just any Air Jordans its been over 12 years since the original Air Jordan 13 released back when MJ was leading his squad to their sixth championship. Also claiming his sixth Finals MVP award. With its sleek curves and unmistakable cat eye the Air Jordan 13 Retro is a worthwhile reward for those brave enough who battle the Black Friday crowds. This is a new color for the first time and its been 12 years since this kind has been release. The Air Jordan Brand had a great idea because now they are already sold out. This was a good example of developing managing products.

Air Jordans 13 Retro

Carmelo Anthony Encourages Kids To “Be More”

     Last week in Denver was a memorable one for Carmelo Anthony who hosted 15 kids ages 11-14 from the Street Kidz program over three days to celebrate their efforts in overcoming obstacles in their lives in a positive way. The theme of the kids visit was “Be More” encouraging statement for youth to take an active role in creating their own destiny. Each kid in attendance had written an essay on their personal efforts to “Be More” despite the troubles that they have been faced with. The kids joined Melo in handing out food to families in need at a local Boys & Girls Club and had box seats to witness Melo dropping 32 points in Denver’s big win against Los Angeles. On Friday Melo took the kids out to lunch and discussed the “Be More” approach to life. The kids were able to share some of their own stories and gave Melo advice on how he can encourage more kids to “Be More”. The Air Jordan Brand is always proud to see members of Team Jordan making a difference within their communities.

Week 12: Customer Relationship Management (CRM)

     Customer relationship management (CRM) is a strategy for managing a companies relationship with customers, clients and sales prospects. It uses technology to organize business processes and sales activities but also those for marketing, customer service and technical support. The goals are to find, attract and win new clients also get back former clients back into the company and reduce the costs of marketing and client service. Customer relationship management describes a company wide business strategy including customer relationship departments as well as other departments. The Air Jordan Brand uses the social media like facebook. The Air Jordan Brand was pleased to announce the launch of their official facebook page. They were excited to provide their fans with a destination in which they can communicate amongst each other and directly with the Jordan Brand about anything and everything about Jordan.  Be sure to like Jordan to stay up to date with the latest happenings, sneak peeks and special opportunities from the brand. Check The Air Jordan Brand out at http://www.facebook.com/jumpman23.

 

Week 11: Integrated Marketing Communication

     Promotion is one element of integrated marketing communication. Promotional activities include advertising by using different media, sales promotion, trades promotion and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. Integration of all these promotional tool, along with other marketing mix is a way to gain an edge over a competitor. An example of this integrated marketing communication is the Air Jordan Brand. They just came out with a new commercial with Carmelo Anthony promoting their brand. Their new commercial for the Melo M7 is broadcasting tomorrow but they got the sneak peek for you today. In this TV ad they featured Carmelo Anthony’s unique ability to carry a team on his back and “do whatever it takes” to lead his team to victory. Whatever is needed you can depend on Melo to deliver. We know that he can ball with the best of them on the court but Melo’s skills don’t stop there. Take a look at the commercial to see what I mean.


http://www.youtube.com/watch?v=q041NE-foN0

Week 10: Product Concept

     Product concept is of course the product itself. We already know from our early definition of marketing that we are not only in the business of selling products but in the business of satisfying customers needs and wants. As for Air Jordans some consumers want to buy the sneakers because they just like the style and the color. Or sometimes because people around them buy them. Some customers buy it because they actually need it to play basketball they like the feel of the sneaker and if its comfortable. The Air Jordan sneaker is very comfortable but most people rarely use it to play basketball and just use it to go to school. The sneakers always comes in a black sneaker box so customers know its Air Jordans and not any other sneaker. The sneakers are sold almost everywhere anybody goes. So the Air Jordan sneaker just doesn't mean playing basketball but for some people it means style how you wear them and if customers collect all of the Air Jordans. The actual product itself is the sneaker and the core product is it prevents your feet from hurting and its comfortable. The product concept for Air Jordans is very important for the Jordan Brand because they always need to know what the customers want.

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