Marketing Strategy yeNike | Zvinhu Zvokudzidza Kubva Zvino kusvika Iyezvino

Nike ndiye mutungamiri wemusika maererano nezvipfeko zvemitambo uye shangu. Kubudirira kweNike kunobva pane kwete chete ekupedzisira uye inoshanda magadzirirwo asiwo mamirioni emadhora akashandiswa pakushambadzira mishandirapamwe. Iyo nzira yekushambadzira yeNike yakanaka muzvikamu zvakawanda uye ine zvidzidzo zvakakosha zvekudzidza kubva. Kubva payakatanga yakazvininipisa sekambani diki yeshangu dzemitambo kusvika pachimiro chayo sebhemoth yepasi rose muindasitiri yezvipfeko zvemitambo, rwendo rwaNike rwakakosha kunyora pasi zvakadzama.

Zviri Mukati

• Kushambadzira Strategy yeNike: The Marketing Mix
• Kushambadzira Strategy yeNike: Kubva kuSmiralization kusvika Kunzvimbo
• Digital Marketing Strategy yeNike
• Zvitsva Zvitsva
• Mibvunzo Inonyanya Kubvunzwa

Kushambadzira Strategy yeNike: The Marketing Mix

Ndezvipi zvakakosha zveNike's marketing strategy? Iyo STP manejimendi yeNike inotanga ne4Ps, chigadzirwa, nzvimbo, kukwidziridzwa, uye mutengo, vese vatengesi vanoziva nezvazvo. Asi chii chinoita kuti zvisiyane? Ngatizvitsemure pasi kuti tiite ongororo pfupi. 

• chigadzirwa: Ngative vakatendeseka, tichienzaniswa nemamwe mabhureki eshangu, zvigadzirwa zveNike zvine hunyanzvi mukugadzira, zvine mhando yepamusoro isingarambiki. Uye Nike akadada nekuchengetedza mukurumbira uyu muindasitiri kwemakumi emakore.
• mutengo: Kufamba kwakanaka kweNike kushandisa nzira dzakasiyana dzemitengo zvichienderana nechikamu chavo. 
  • Kukosha-kwakavakirwa mitengo: Nike inotenda kuti kutengesa zvinhu nemutengo wakaderera unogona kusawedzera kutengesa, pane zvinopesana, kutarisa kuunza zvinhu zvepamusoro-soro pamutengo chaiwo ndiyo nzira yakanakisisa yekuendesa ruzivo rwakakwana rwevatengi. 
  • Premium mitengo: Kana iwe uri fan weNike, unogona kurota uine peya shoma-edhisheni Air Jordans. Iyi dhizaini ndeyemutengo weprimiyamu yeNike, iyo inosimudza zvigadzirwa zvayo 'zvinofungidzirwa kukosha. Iyi modhi yemutengo yezvinhu ine chinangwa chekugadzira yakakwira dhigirii yekuvimbika kwemhando uye yekucheka-kumucheto tekinoroji.
• ushambadzi: Sekureva kweStatista, mugore rezvemari ra2023 chete, Mutengo wekushambadza nekusimudzira kwaNike unosvika kuapprox. 4.06 mabhiriyoni emadhora ekuAmerica. Gore rimwe chetero, kambani yakagadzira pamusoro pe51 bhiriyoni US madhora mumari yepasi rose. Nhamba dzinotaura pachadzo. Ivo vanoshandisa akati wandei nzira dzekusimudzira dzakadai sekushambadzira kushambadzira, kutsigira zviitiko zvemitambo, uye kushambadza kugadzira yakasimba, hukama hwehukama nevatengi vavo. 
• Place: Nike inotengesa zvigadzirwa zvakawanda muNorth America, Western Europe, Greater China, Japan, uye Central neEastern Europe. Yayo yepasirese yekugovera network kubva kuvagadziri kuenda kune vanogovera, zvitoro zvinotengesa, uye online e-commerce mapuratifomu anoshanda nemazvo, zvichiita kuti ive inokwanisika munyika dzakawanda. 

Kushambadzira Strategy yeNike: Kubva kuSmiralization kusvika Kunzvimbo

Kana zvasvika kumisika yepasirese, chinhu chekutanga kufunga ndechekumira kana kugarisana. Nepo Nike inomisikidza akawanda eshangu yavo mhando uye mavara pasi rese senzira yekushambadzira yepasirese, zvisinei, nyaya yacho yakasiyana kune yekusimudzira zano. Nike inoshandisa yakasarudzika nzira dzekushambadzira kukwezva vatengi munyika dzakasiyana. 

Ndeipi nzira yekushambadzira iyo Nike inoshandisa mune dzimwe nyika? Semuenzaniso, muChina, Nike's marketing strategy inotarisa kusimudzira zvigadzirwa zvayo sechiratidzo chekubudirira uye chimiro. MuIndia, kambani inotarisa pakukwanisa uye kusimba. MuBrazil, Nike inosimbisa kukosha kwechido uye kuzviratidza. 

Mukuwedzera, Nike inoshandisawo nzira dzakasiyana dzekutengesa munyika dzakasiyana. MuChina, kambani inovimba zvakanyanya pasocial media uye influencer kushambadzira. MuIndia, Nike inoshandisa nzira dzechinyakare dzekushambadzira dzakadai seterevhizheni uye kudhinda. MuBrazil, Nike inotsigira zviitiko zvikuru zvemitambo nezvikwata.

Digital Marketing Strategy yeNike

Nike yagara ichitevera a zvakananga-kune-mutengi (D2C) kusvika munzira huru kubva payakavambwa, izvo zvaisanganisira kugura hukama nevamwe vatengesi muna 2021 kuti iwedzere kutengesa zvakananga. Nekudaro, iyo brand ichangobva kuita shanduko yekuchinja. Sezvakataurwa neWall Street Journal pakutanga kwemwedzi uno, Nike yakamutsiridza hukama hwayo nevanoda Macy's uye Footlocker. 

"Bhizinesi redu rakananga richaramba richikura nekukurumidza, asi isu ticharamba tichiwedzera nzira yedu yemusika kuti tikwanise kuwana vatengi vakawanda sezvinobvira uye nekusimudzira kukura," akadaro CEO John Donahoe. Iyo brand ikozvino yakatarisana nekusvika kune yakakura vatengi base kuburikidza zvigadzirwa zvedhijitari uye vezvenhau. 

Nike inoshandisa sei kushambadzira kwedhijitari? Nike yakatamba zvikuru mumagariro evanhu. yakawedzera chikamu chedhijitari chebhizinesi rayo kusvika pa26% gore rino, kubva pa10% muna 2019, uye iri munzira yekuzadzisa chinangwa chayo chekuve 40% bhizinesi redhijitari panosvika 2025. yerudzi rwayo, ine 252 miriyoni Instagram vateveri vega uye mamirioni akawanda pane mamwe masocial media mapuratifomu.

Zvitsva Zvitsva

Nike marketing strategy yaita inoshanda STP, segmentation, targeting, and positioning uye yakawana budiriro huru. Uyu muenzaniso wakanaka wekudzidza kubva pakuve wakasimba muindasitiri yemakwikwi seizvi. 

Maitiro ekuita kuti mutengi wekuchengetedza mwero uwedzere? Hapana nzira iri nani kupfuura kukurudzira kubatanidzwa kwevatengi mune chero zviitiko zvekambani. Kune chiitiko chakabudirira, ngatiedzei chimwe chinhu chitsva uye chitsva semharidzo yepamoyo senge Vampire. Unogona kushandisa sarudzo dzepamoyo kuunganidza maonero everuzhinji, kana vhiri repinner kuti upe zvipo nekupopotera munguva chaiyo yekudyidzana. Joinha ẠhaSlides izvozvi uye uwane iyo yakanakisa dhiri. 

Mibvunzo Inonyanya Kubvunzwa

Ndeipi mienzaniso yemusika segmentation zano reNike?

Nike yakabudirira kuita chikamu chemusika mubhizinesi rayo zano, iro rinosanganisira zvikamu zvina: geographic, demographic, psychographic, uye maitiro. Tora semuenzaniso yayo 4Ps yakasarudzika nzira yakavakirwa pane geographic zvinhu. Semuenzaniso, kushambadzira kwaNike kuEngland kunonangana nenhabvu uye rugby, nepo muUnited States, kushambadzira kunoratidza baseball nenhabvu. MuIndia, mhando inosimudzira mitambo yekiriketi nemidziyo kuburikidza nekushambadzira kwayo TV. Iyi nzira yakabatsira Nike kuti iite zvinodiwa uye zvinofarirwa nevateereri vayo mumatunhu akasiyana, zvichikonzera kuwedzera kwekuziva kwemhando uye kutengesa.

Chii chinonzi push strategy yeNike?

Nike's push strategy ndeye kuve yedhijitari-yekutanga, yakananga-kune-mutengi (D2C) kambani. Sechikamu cheiyo D2C kusundidzira, Nike ine chinangwa chekusvika makumi matatu muzana yekupinda dhijitari panosvika 30, zvichireva kuti makumi matatu muzana ekutengesa kwakazara kwaizobva kuNike's e-commerce mari. Nekudaro, Nike yakapfuvura ichipfuura icho chinangwa makore maviri pamberi pehurongwa. Iko zvino inotarisira bhizinesi rayo rese kuwana makumi mashanu muzana ekupinda kwedhijitari muna 2023.

Ref: Marketingweek | Chirongwa