The research was conducted through websites, a book and interviews with sales person and classmates. After my research I found out that Jordan Brand Classics have a great strength on celebrity appeal and consumer loyalty, but the weakness about the version of the shoes is also obvious. Also, based on the fact that social network is ready to be exploited and there are many low priced competitor , two marketing mix was recommended. One is focused on old product line and mass media advertisements. The other is focused on lowering the price and expanding the distribution system.
But they are not perfect, after my interview, I found that more shoes should be distribute to retailers and augment product should focus on different colors. Therefore, after all my research I found that my initial opinion about mass media marketing and store opening was wrong. There are many reasons such as effective
...ness of advertising and profitability of opening individual stores. In the end you will find a preferred and Justified marketing mix for Jordan Brand Classics which is the second one with several improvement on high-tech product and new distribution strategy.
And competitive edge with the key competitor, Aids Originals, will be obvious on lower price and bigger coverage of distribution.
1. 0 Introduction
1. 1 Objectives of Research:
The research is conducted to analyze and recommend a good marketing mix for a certain product. Additionally, the research will help me to learn more about marketing and ways to conduct market research.
1. 2 The Context:
In this report there will be a good marketing mix recommended for the Jordan Brand Classics shoes.
1. 2. 1
Uses and Applications:
The Jordan Brand Classics are for collecting and casual wear.
Except for that, it also offers to some cultural and memorable events through some special colors.
1. 2. 2 Target Market:
The target market is mostly young adults who love basketball. Also those elder people who were Michael Cordon's fans.
1. 2. 3 Key Success Factors:
There are three main key factors of success. The first one was that they used celebrity appeals. The second factor was that they used Nine's brand recollection to skip the market penetration stage of neurotransmitter 2014). The last factor was that they used catchy and educational advertisements and promotions to attract young people (Preceptor 2014)
1. 2. 4 Reasons of choosing:
The reverence of Jordan and my love of basketball were the initial reasons of choosing this topic. In addition, I really wanted to know how the Jordan Brand Classics could keep expanding its market after Michael Jordan retired and how it could influence many girls around me to purchase the Jordan Brand Classics shoes.
1. 3 Necessary Background Knowledge:
1. 3. 1 Jordan Brand:
The Jordan Brand started with inventing sneakers for Michael Jordan on the court. After Michael retired, the Jordan Brand proclaimed to separate from Nikkei and keeps giving out technologically advanced sneakers every year for athletes such as Carmela
Anthony.
1. 3. 2 The Classics:
The Classics are the shoes that came out before Jordan retired, from Air Jordan 1 to Air Jordan 23. Nowadays, it is also known as the "Air Jordan Retro". It is a classical collection of shoes because they can recall the glory days Michael Jordan had in
the NAB.
1. 4 Thesis Statement:
I believe that the Air Jordan Classics shoes should do more advertising on mass media such as TV and press. In addition, it should also expand its "Place" in the ups. For example, open more stores in developing countries like China.
2. 0 Methods:
2. 1 Data Collection Methods:
For most part of the data, I used websites. Other than that, I also conducted some interviews with my schoolmates and some salesmen and saleswomen in stores. I also used one book called "The Hob's 10 Must Reads on Strategic Marketing"
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