Isu Lokuthengisa le-Nike | Izinto Okumele Uzifunde Kusukela Ngaleso sikhathi kuze kube manje

I-Nike ingumholi wemakethe mayelana nezingubo zezemidlalo nezicathulo. Impumelelo ye-Nike ayisekelwe kuphela emiklamweni yabo yokugcina nesebenzayo kodwa futhi nezigidi zamaRandi ezichithwe emikhankasweni yokumaketha. Isu lokumaketha le-Nike lihle kakhulu ezicini eziningi futhi linezifundo ezibalulekile ongazifunda kuzo. Kusukela ekuqaleni kwayo okuthobekile njengenkampani encane yezicathulo zezemidlalo kuya esimweni sayo samanje njenge-behemoth yomhlaba wonke embonini yezingubo zezemidlalo, uhambo lwe-Nike bekufanele lubhalwe phansi ngokuningiliziwe.

Okuqukethwe

• Isu Lokuthengisa le-Nike: I-Marketing Mix
• Isu Lokumaketha le-Nike: Ukusuka Ekumisweni kuya Kwendawo
• I-Digital Marketing Strategy ye-Nike
• Izitoreji Eziyinhloko
• imibuzo ejwayelekile ukubuzwa

Isu Lokuthengisa le-Nike: I-Marketing Mix

Yiziphi izingxenye ezibalulekile zesu lokumaketha le-Nike? Ukuphathwa kwe-STP ye-Nike kuqala ngama-4Ps, umkhiqizo, indawo, ukukhushulwa, kanye nentengo, bonke abadayisi bayazi ngalokho. Kodwa yini eyenza ihluke? Ake sihlahlele phansi ukuze sihlaziye kafushane. 

• Product: Masithembeke, uma kuqhathaniswa nezinye izinhlobo zezicathulo, imikhiqizo ye-Nike ihlukile ngobuhle ekwakhiweni kwayo, enekhwalithi ephezulu ngokungenakuphikwa. Futhi u-Nike uye waziqhenya ngokugcina leli gama embonini amashumi eminyaka.
• Inani: Kungumnyakazo omuhle ukuthi i-Nike isebenzise amasu entengo ahlukene ngokusekelwe ekuhlukaniseni kwabo. 
  • Amanani asuselwa kunani: I-Nike ikholelwa ukuthi ukuthengisa izinto ngentengo ephansi kakhulu kungase kungakhuphuli ukuthengisa, ngokuphambene nalokho, ukugxila ekuletheni izinto zekhwalithi ephezulu kakhulu ngentengo efanele kuyindlela engcono kakhulu yokuletha isipiliyoni sekhasimende esingenazihibe. 
  • Intengo ye-Premium: Uma ungumlandeli we-Nike, ungase uphuphe ngokuba ne-Air Jordans elinganiselwe. Lo mklamo ungokwenani eliphakeme le-Nike, elikhuphula inani elicatshangwayo lemikhiqizo yayo. Le modeli yentengo yezinto ihlose ukukhiqiza izinga eliphezulu lokwethembeka komkhiqizo kanye nobuchwepheshe obuphambili.
• Promotion: Ngokusho kwe-Statista, onyakeni wezimali ka-2023 kuphela, Izindleko zokukhangisa nephromoshini ye-Nike zilinganiselwa cishe. 4.06 billion wamadola aseMelika. Ngawo lowo nyaka, inkampani yenza imali engaphezu kwezigidigidi ezingama-51 zamadola aseMelika emalini engenayo yomhlaba. Izinombolo ziyazikhulumela. Basebenzisa amasu okuphromotha anhlobonhlobo njengokumaketha kwabanamandla, uxhaso lwemicimbi yezemidlalo, nokukhangisa ukuze bakhe ukuxhumana okuqinile, okungokomzwelo namakhasimende abo. 
• Indawo: I-Nike ithengisa imikhiqizo eminingi eNyakatho Melika, eNtshonalanga Yurophu, e-Greater China, eJapane, naseCentral naseMpumalanga Yurophu. Inethiwekhi yayo yokusatshalaliswa komhlaba wonke isuka kubakhiqizi iye kubasabalalisi, izitolo zezitolo, kanye nezinkundla ze-e-commerce eziku-inthanethi isebenza kahle, ikwenze ithengeke emazweni amaningi. 

Isu Lokumaketha le-Nike: Ukusuka Ekumisweni kuya Kwendawo

Uma kuziwa ezimakethe zamazwe ngamazwe, into yokuqala okufanele icatshangelwe ukumisa noma ukwenziwa kwasendaweni. Nakuba i-Nike ilinganisa amamodeli ezicathulo zabo nemibala eminingi emhlabeni wonke njengendlela yokumaketha yomhlaba wonke, nokho, indaba ihlukile ngesu lokuphromotha. I-Nike isebenzisa amasu okumaketha enziwe ngokwezifiso ukuheha amakhasimende emazweni ahlukene. 

Iliphi isu lokumaketha i-Nike elisebenzisayo emazweni athile? Isibonelo, e-China, isu le-Nike lokumaketha ligxile ekukhangiseni imikhiqizo yayo njengophawu lwempumelelo nesimo. E-India, inkampani igxile ekuthengeni nasekuqineni. E-Brazil, i-Nike igcizelela ukubaluleka kothando nokuziveza. 

Ngaphezu kwalokho, i-Nike isebenzisa iziteshi ezahlukene zokumaketha emazweni ahlukene. E-China, inkampani ithembele kakhulu ezinkundleni zokuxhumana nasekukhangiseni okunamandla. E-India, i-Nike isebenzisa iziteshi zokukhangisa zendabuko ezifana nethelevishini nokuphrinta. E-Brazil, i-Nike ixhasa imicimbi emikhulu yezemidlalo namaqembu.

I-Digital Marketing Strategy ye-Nike

I-Nike ngokwesiko ilandele a ngqo kumthengi (D2C) indlela enkulu kusukela yasungulwa, okubandakanya ukunqamula ubudlelwano nabanye abathengisi ngo-2021 ukuze kuthuthukiswe ukuthengisa okuqondile. Kodwa-ke, umkhiqizo usanda kwenza ushintsho olushintshayo. Njengoba kubikwe i-Wall Street Journal ekuqaleni kwale nyanga, i-Nike ivuselele ubudlelwano bayo nezithandwa zikaMacy kanye ne-Footlocker. 

“Ibhizinisi lethu eliqondile lizoqhubeka likhula ngokushesha okukhulu, kodwa sizoqhubeka nokwandisa isu lethu lemakethe ukuze sikwazi ukufinyelela kubathengi abaningi ngangokunokwenzeka futhi sikhuthaze ukukhula,” kusho i-CEO uJohn Donahoe. Ibhrendi manje igxile ekufinyeleleni isisekelo samakhasimende esibanzi ngokusebenzisa emisha yedijithali kanye nezinkundla zokuxhumana. 

I-Nike ikusebenzisa kanjani ukumaketha kwedijithali? I-Nike idlale kakhulu kwezokuxhumana. inyuse ingxenye yedijithali yebhizinisi layo yafinyelela ku-26% kulo nyaka, isuka ku-10% ngo-2019, futhi isendleleni yokufeza umgomo wayo wokuba ibhizinisi ledijithali elingu-40% ngo-2025. Umdlalo wenkundla yezokuxhumana womkhiqizo uphezulu kakhulu. yohlobo lwayo, enabalandeli be-Instagram abayizigidi ezingama-252 kuphela kanye nezigidi ngaphezulu kwezinye izinkundla zokuxhumana.

Izitoreji Eziyinhloko

Isu lokumaketha le-Nike lisebenzise i-STP esebenzayo, ukuhlukaniswa, ukukhomba, nokubeka endaweni futhi bathole impumelelo enkulu. Kuyisibonelo esihle sokufunda ekuzigcineni embonini yokuncintisana njengaleyo. 

Ulenza kanjani izinga lokugcinwa kwekhasimende libe phezulu? Ayikho indlela engcono kunokukhuthaza ukuzibandakanya kwamakhasimende emisebenzini yanoma iyiphi inkampani. Ngomcimbi oyimpumelelo, ake sizame okuthile okusha nokusha njengephrezentheshini ebukhoma njenge I-AhaSlides. Ungasebenzisa izinhlolovo ezibukhoma ukuqoqa imibono yomphakathi, noma isondo lesipina ukuze unikeze izipho noma nini ngesikhathi sangempela. Joyina i-ẠhaSlides manje futhi uzuze imali engcono kakhulu. 

imibuzo ejwayelekile ukubuzwa

Yiziphi izibonelo zesu lokuhlukaniswa kwemakethe le-Nike?

I-Nike isebenzise ngempumelelo ukuhlukaniswa kwemakethe kwisu layo lebhizinisi, elibandakanya izigaba ezine: indawo, indawo yabantu, i-psychographic, kanye nokuziphatha. Thatha isibonelo isu layo elenziwe ngezifiso le-4Ps elisuselwe kuzinto zendawo. Ngokwesibonelo, ukukhangisa kwe-Nike e-England kugxile ebholeni likanobhutshuzwayo nebhola lombhoxo, kuyilapho e-United States, izikhangiso ziqokomisa i-baseball nebhola likanobhutshuzwayo. E-India, umkhiqizo ukhuthaza izingubo zemidlalo yekhilikithi kanye nemishini ngokusebenzisa ukukhangisa kwayo kwe-TV. Le ndlela isize i-Nike ukuthi ibhekelele okuthandwayo nezithakazelo zababukeli abaqondisiwe ezifundeni ezihlukene, okuholela ekwandiseni ukuqwashisa ngomkhiqizo nokudayiswa.

Liyini isu lokuphusha le-Nike?

Isu le-Nike lokusunduza limayelana nokuba inkampani yedijithali-okokuqala, eqondile kumthengi (i-D2C). Njengengxenye yokucindezela kwayo kwe-D2C, i-Nike ihlose ukufinyelela ukungena kwedijithali okungama-30% ngo-2023, okusho ukuthi u-30% wesamba esithengisiwe uzovela emalini engenayo ye-e-commerce yakwaNike. Kodwa-ke, u-Nike wadlula lowo mgomo eminyakeni emibili ngaphambi kwesimiso. Manje ilindele ukuthi ibhizinisi layo lonke lithole ukungena kwedijithali okungu-50% ngo-2023.

Ref: Marketingweek | Isheduli