Army where he was tragically killed in 2004. They were expecting an American patriot, like Pat Tillman, to represent the company because he gave up several million dollars playing the NFL to serve in the US. There is a large group of customers that are not happy with this decision. Buyer behavior shows people are more opt to purchase a product back by someone with familiarity rather than someone who they don't know, regardless if they have negative media. With the majority of the focus on the younger generation, teens and tweens are familiar with the current face of the company, Colin Kaepernick, who played for the NFL in the mid 2010's where they may have watched him play. They want to build a strong brand loyalty at an early age and focus on their outliers, which happen to be women, that make up less than 20% of total sales. Since the younger generation has been shown to be make up a greater population than baby-boomers, their focuses have shifted. After reading numerous articles and Nike's segmentation and target marketing report, I've come to the conclusion that Nike has utilized the utilitarian approach to meet the needs of their future market. The utilitarian approach is a business strategy that does the greatest good for the greater number.Īccording the their segmented and targeting report, they want to focus on tweens, teens, and women. I don't like to just believe everything I hear or see on TV, and neither should anyone, which required me to do a little research. The answer may vary contingent on political beliefs. However, I want to know if this was driven by politics or sheer marketing. With the recent news, Nike made a controversial choice to go with Colin Kaepernick as the face of Nike.
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