Mkt 3307 - Nike + Case Study

Grei Mujko October 23, 2015

MKT 3307-01 Mid Term Exam

With the emergence of possible information technology, the ways marketers have used to engage customers has changed over the past decade. Some of the key take-aways that caused a shift in marketing strategies in the past few years are costumer data, purposeful positioning, experience, connections, inspiration, focusing, and building capabilities. Strategies in previous years are now out-of-date as more leading and advanced strategies are evolving.

In order to satisfy costumers needs, marketers are using customer data to improve targeting what these costumers want. For example, the Nike+ suit of personal fitness products and services understands what motivates athletes and uses data to motivate them. Nike+ uses sensor technologies in running shoes that connect with the internet, apps for smart phones, training programs and social networks. This allows customers to track there running routes as well as times. In addition, Nike + gives customers motivational feedback as well as personalized coaching programs. With the emergences of new technology, it is proven that strategies that were cutting-edge mere years ago have fast become trivial and new approaches are emerging everyday, allowing marketers to reach out to their customers.

A company must get the consumers attention by getting feedback of how consumers feel when using the product and why they are using it. In order to establish value to this product the company must know how the consumers are feeling about this product. In order to improve the company’s product, they must find out what perception the product is giving of to consumers. Foe instance, Akzonobel’s Dulux, one of the worlds leading paint brands, was selling “tins of optimism” however Dulux started a new marketing campaign “Let’s Color” in order to get his consumers to fee a different way about his company. order to create a high-performing brand, consumers must be attracted to the product the company is selling.

Customer experience is used in order to enhance the value of companies’ products. Many companies such as Netflix, deepen the costumer relationship by personalizing what they know about the customer from past experiences. In other words, Netflix is able to match the consumers taste-preference which targets what these consumers want. Other companies focus on the extent of the relationship by adding touchpoints. For instance, McCormick, the spices and flavorings firm, emphasizes the promise for consumers to have a consistence experience across touchpoints. Flavor point is an interactive service that is able to identify each customer’s taste preference and produced altered recipe recommendations. High-preforming brands provide the “total experience” for consumers which allows them perform better than other companies.

In pursuance of a high performance company, marketing organizations must create good connections between the whole company. Leaders of the company must be able to link their departments to general management. By doing this, the company will be organized and everyone within the company will be able to be on the same page. In addition, leaders of the company need to create a tight relationship with the CEO of the company. Another way a leader might make sure there is good connections throughout the company is by confirming that the companies marketing goals support the company’s goals. Collaboration is necessary in order to strengthen all functions of the company. Further, companies should put marketing and other functions under a leader in order to establish organization and keep the company in line.

People that value their own brand and are self-inspired are more likely to be successful in a marketing environment. Inspiration strengthens commitment to the company. All employee will be motivated by the same task which will enhance collaboration. Collaboration within the company strengthens as employees come into contact with customers. By creating irresistible messages and programs that get the employees and customers on the same page is what makes each company collaborative.

High-preforming brands must have internal cohesiveness in order to be successful and grow as a company. For instance, Marc Schroeder, the global marketing head for PepsiCo’s Quaker brand, led a marketing council to develop and communicate with the brands first global growth strategy. By focusing on their tasks such as purposeful positioning, nailing down the brands global objectives, prioritizing their growth agenda, creating clear lines of accountability and incentives, the Quakers marketing plan is linked to one strategy that has been successful.

Organizational structure, roles, and processes is needed in order to create a high-performance company. These tasks tend to be some of the toughest leadership challenges. Each company is set up different and there isn’t necessarily a specific way to organize your company but there must be some structure in order for your company to succeed. In todays day and age, companies bust leverage their marketing organizations. For instance, during the blackout in 2013 Oreo decide to post on twitter “you can still dunk in the dark,” making it a trending topic. Oreo intentionally organized this event and got their marketing team on board. In order for high-preforming companies to succeed thy must organize their marketing ides before going through with them.

High-performance companies lead by connecting, inspiring, focusing and organizing however these activities can’t be completed or accomplished without the building of capabilities. They need to have training for new staff as well as old staff. Senior mangers can ever benefit from this by sharing expertise on consumer habits, competitor strategy, and retail dynamics. In addition, the CMO can also benefit from continued target training. While high-performance marketers invest in training underperforming marketers underinvest in training and receive only half a day of training a year. High-performance companies give individuals