Leano la Khoebo la Nike | Lintho Tseo U Lokelang ho Ithuta ho Tsona ho tloha Joale ho fihlela Joale

Nike ke moetapele oa 'maraka mabapi le liaparo tsa lipapali le lieta. Katleho ea Nike ha ea itšetleha feela ka meralo ea bona ea mantlha le e sebetsang empa hape le limilione tsa lidolara tse sebelisitsoeng matšolong a ho bapatsa. Leano la ho bapatsa la Nike le ntle haholo likarolong tse ngata 'me le na le lithuto tsa bohlokoa tseo u ka ithutang tsona. Ho tloha qalong ea eona ea boemo bo tlaase e le k'hamphani e nyenyane ea lieta tsa lipapali ho fihlela boemong ba eona ba hona joale e le beemoth ea lefats'e ka bophara indastering ea liaparo tsa liatleletiki, leeto la Nike le loketse ho ngoloa ka botlalo.

Tafole ea likateng

• Leano la Papatso la Nike: The Marketing Mix
• Leano la ho Bapatsa la Nike: Ho tloha ho Maemo ho ea ho Localization
• Digital Marketing Strategy ea Nike
• Litsela tsa bohlokoa
• Lipotso Asked hangata

Leano la Papatso la Nike: The Marketing Mix

Likarolo tsa bohlokoa tsa leano la ho bapatsa la Nike ke life? Tsamaiso ea STP ea Nike e qala ka 4Ps, sehlahisoa, sebaka, papatso, le theko, barekisi bohle ba tseba ka seo. Empa ke eng e etsang hore e fapane? Ha re e arole ho etsa tlhahlobo e khutšoane. 

• Product: Ha re bue 'nete, ha re bapisoa le mefuta e meng ea lieta, lihlahisoa tsa Nike li ikhethile ka bokhabane, ka boleng bo holimo bo ke keng ba latoloa. 'Me Nike e bile motlotlo ka ho boloka botumo bona indastering ka lilemo tse mashome.
• theko: Ke mohato o motle bakeng sa Nike ho kenya ts'ebetsong maano a fapaneng a litheko a ipapisitseng le likarolo tsa bona. 
  • Litheko tse thehiloeng boleng: Nike e lumela hore ho rekisa lintho ka theko e tlaase ka ho fetisisa ho ka 'na ha se ke ha eketsa thekiso, ho fapana le hoo, ho lebisa tlhokomelo ho tlisa lintho tsa boleng bo phahameng ka ho fetisisa ka theko e nepahetseng ke tsela e molemo ka ho fetisisa ea ho fana ka phihlelo ea bareki e se nang moeli. 
  • Litheko tsa Premium: Haeba u morati oa Nike, u ka 'na ua lora ka ho ba le likhatiso tse fokolang tsa Air Jordans. Moralo ona ke oa theko ea pele ea Nike, e phahamisang boleng ba lihlahisoa tsa eona. Mokhoa ona oa theko ea thepa o ikemiselitse ho hlahisa boemo bo phahameng ba botšepehi ba brand le theknoloji e tsoetseng pele.
• Promotion: Ho ea ka Statista, selemong sa lichelete sa 2023 feela, Litšenyehelo tsa papatso le phahamiso ea Nike li lekana le hoo e ka bang. 4.06 lidolara tse libilione tsa Amerika. Selemong sona seo, k'hamphani e ile ea etsa chelete e fetang lidolara tse limilione tse likete tse 51 ho lekeno la lefats'e. Linomoro lia ipuella. Ba sebelisa mekhoa e mengata ea papatso e kang ho bapatsa ka tšusumetso, tšehetso ea liketsahalo tsa lipapali, le papatso ho theha maqhama a matla le a maikutlo le bareki ba bona. 
• Place: Nike e rekisa lihlahisoa tse ngata Amerika Leboea, Europe Bophirimela, China e Khōlō, Japane, le Europe Bohareng le Bochabela. Marang-rang a eona a kabo ea lefats'e ho tloha ho bahlahisi ho isa ho barekisi, mabenkele a mabenkele, le sethala sa e-commerce sa marang-rang se sebetsa hantle, se etsa hore e be theko e tlase linaheng tse ngata. 

Leano la ho Bapatsa la Nike: Ho tloha ho Maemo ho ea ho Localization

Ha ho tluoa tabeng ea limmaraka tsa machaba, ntho ea pele eo u lokelang ho e ela hloko ke maemo a tloaelehileng kapa a sebaka. Le hoja Nike e tiisa mefuta e mengata ea lieta le mebala ea bona lefatšeng ka bophara e le mokhoa oa ho bapatsa lefatšeng ka bophara, leha ho le joalo, pale e fapane bakeng sa leano la papatso. Nike e sebelisa maano a ikhethileng a ho bapatsa ho hohela bareki lichabeng tse fapaneng. 

Nike e sebelisa leano lefe la ho bapatsa linaheng tse ling? Ka mohlala, Chaena, leano la ho bapatsa la Nike le tsepamisitse maikutlo ho phahamisetseng lihlahisoa tsa eona e le letšoao la katleho le maemo. India, k'hamphani e tsepamisitse maikutlo ho theko e tlaase le ho tšoarella. Naheng ea Brazil, Nike e hatisa bohlokoa ba takatso le ho itlhalosa. 

Ho feta moo, Nike e boetse e sebelisa liteishene tse fapaneng tsa papatso linaheng tse fapaneng. Chaena, k'hamphani e itšetlehile haholo ka mecha ea litaba ea sechaba le ho bapatsa ka tšusumetso. India, Nike e sebelisa mecha ea papatso ea setso joalo ka thelevishene le khatiso. Brazil, Nike e tšehetsa liketsahalo tse khōlō tsa lipapali le lihlopha ka lichelete.

Digital Marketing Strategy ea Nike

Nike ka tloaelo e latetse a ka kotloloho ho moreki (D2C) e atamela ka tsela e kholo ho tloha ha e thehoa, e neng e kenyelletsa ho khaola maqhama le barekisi ba bang ka 2021 ho matlafatsa thekiso e tobileng. Leha ho le joalo, brand e sa tsoa etsa phetoho ea phetoho. Joalokaha ho tlalehiloe ke Wall Street Journal pejana khoeling ena, Nike e tsosolositse likamano tsa eona le batho ba ratang Macy's le Footlocker. 

"Khoebo ea rona e tobileng e tla tsoela pele ho hola ka potlako, empa re tla tsoelapele ho holisa leano la rona la 'maraka ho thusa ho fihlella bareki ba bangata kamoo ho ka khonehang le ho tsamaisa kholo," ho boletse CEO John Donahoe. Hona joale lebitso le shebane le ho fihlela bareki ba bangata ka ho fetisisa boqapi ba dijithale le mecha ea litaba ea sechaba. 

Nike e sebelisa papatso ea dijithale joang? Nike e bapetse haholo litabeng tsa sechaba. e ekelitse karolo ea dijithale ea khoebo ea eona ho 26% selemong sena, ho tloha ho 10% ka 2019, 'me e mocheng oa ho fihlela sepheo sa eona sa ho ba khoebo ea dijithale ea 40% ka 2025. Papali ea marang-rang ea marang-rang ea brand e holimo haholo. ea mofuta oa eona, e nang le balateli ba Instagram ba limilione tse 252 feela le limilione tse ling ho li-forum tse ling tsa litaba tsa sechaba.

Litsela tsa bohlokoa

Leano la ho bapatsa la Nike le kentse tšebetsong STP e sebetsang, karohano, ho shebisisa, le ho beha maemo mme e fumane katleho e kholo. Ke mohlala o motle oa ho ithuta ho ba moshoelella indastering ea tlholisano joalo ka. 

Mokhoa oa ho etsa hore sekhahla sa ho boloka bareki se phahame? Ha ho na tsela e betere ho feta ho khothaletsa ho kenya letsoho ha bareki mesebetsing ea k'hamphani efe kapa efe. Bakeng sa ketsahalo e atlehileng, ha re lekeng ho hong ho hocha le ho nchafatsa joalo ka nehelano e phelang AhaSlides. U ka sebelisa likhetho tse phelang ho bokella maikutlo a sechaba, kapa lebili la spinner ho fana ka limpho ka tšohanyetso nakong ea tšebelisano ea nako. Eba le ẠhaSlides hona joale 'me u fumane chelete e ntle ka ho fetisisa. 

Lipotso Asked hangata

Ke mehlala efe ea leano la ho arola 'maraka la Nike?

Nike e atlehile ho kenya ts'ebetsong karohano ea 'maraka ka leano la eona la khoebo, le kenyelletsang mekhahlelo e mene: sebaka, palo ea batho, psychographic, le boitšoaro. Nka mohlala oa leano la eona la 4Ps le ipapisitseng le maemo a sebaka. Ka mohlala, lipapatso tsa Nike tsa Engelane li lebisa tlhokomelo ho bolo ea maoto le rugby, ha United States, lipapatso li totobatsa baseball le bolo ea maoto. India, mofuta ona o khothaletsa liaparo tsa lipapali tsa cricket le lisebelisoa ka papatso ea eona ea TV. Mokhoa ona o thusitse Nike ho hlokomela lithahasello le lithahasello tsa bamameli ba eona libakeng tse fapaneng, e leng se lebisang keketsehong ea tlhokomeliso ea brand le thekiso.

Leano la ho sutumelletsa la Nike ke lefe?

Leano la ho sutumelletsa la Nike le mabapi le ho ba k'hamphani ea pele ea dijithale, e tobileng ho bareki (D2C). E le karolo ea ts'ebetso ea eona ea D2C, Nike e ikemiselitse ho fihlella 30% ea ho kenella ka dijithale ka 2023, ho bolelang hore 30% ea thekiso e felletseng e tla tsoa lekenong la e-commerce la Nike. Leha ho le joalo, Nike o ile a feta pakane eo lilemo tse peli pele ho nako. Joale e lebelletse hore khoebo ea eona ka kakaretso e tla fumana 50% ea ho kenella ka dijithale ka 2023.

Ref: Marketingweek | Kemiso