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Technological innovation and innovative marketing
The early 70s, due to the gradual rise of jogging movement, millions of people began to wear athletic shoes, sports shoes to wear only comfortable, but also a symbol of health and the young, sports shoes, Nike Air Shoes popular in the mass market. At that time, to Adidas, led by the "iron triangle" not sure about changing trends in this market, Nike has run into. 1974 Bierboman to create a new type of sole, soles are more flexible than others, this seemingly simple product innovation will be the cause of Knight pushed to a new milestone. In 1976, Nike's sales in 1975 of 8.3 million U.S. dollars soared to 14 million U.S. dollars. Company to develop new styles of shoes and spend huge sums of money, to the 70 end of the decade, Nike has nearly a hundred researchers, many of whom are biology, chemistry, experimental biology, engineering, engineering design studies and many other related degree. This strong research efforts to develop more than 140 different styles of products, many of which products are the market's most innovative and technology the most advanced. These styles are based on different foot type, weight, Pao Su, training programs, gender and different level of technology design. These styles, different prices and multi-purpose products, attracting tens of thousands of runners and make them feel Nike is to provide the most complete variety of running shoes manufacturers, millions of all kinds, all kinds of ability runners have had this concept, which is a rapidly growing industry, is a very attractive image. In 1979, Nike decided to market its athletic field and gymnasium expansion from the homes of ordinary people (especially teenagers), the creation of an updated, larger markets and development. In two completely different market operations, in order not to lose the tradition of informal sports market conditions, to maximize the attractiveness of Nike, its challenge is in adapting popular sporting achievements in awareness and advocacy on how to achieve balance and consistency. To this end, Nike decided to become an integral part of youth culture and status symbol, as a basis for beginning to rethink their advertising strategy and the introduction of a new marketing model. If a Nike promotional inflatable insole is advertising, in advertising the film is not used blindly Nike Nike Air Shoes promotional product technical performance and advantages of the usual approach, instead of using a new idea: a symbol of hippies from the representatives and the famous four-shell worm band playing the famous song "revolution" in the rebel plans a new rhythm, melody, a group of Americans who wear Nike products are intoxicated to carry out fitness training ... ... This is exactly the ad has just emerged to meet the changes in fitness The wind and the era fashion, gives a refreshing feeling. This strong promotion of ways to make Nike's market share reached 33%, and into the "iron triangle" to the 1981 Nike's market share reached 50%, ahead of Adidas. The ad so successful, as well as making it a part of Nike's corporate culture.


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