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The movie “Air”, which chronicles the story of how Nike became what it is today, with the help of Michael Jordan, provides a rich context for exploring the principles of marketing.
Watch the Movie Recap Video here: https://youtu.be/BW2KmnEFdzI?si=vcTXQ6IQ9zpKSaz5
After watching the video recap, make a post giving your thoughts on Nike’s journey and marketing knowledge gained.
Here are a few topic areas that can help with your write-up thought process and analysis:
Brand Creation and Development: How did Nike create and develop the Air Jordan brand? What strategies were used to make it a cultural icon?
Celebrity Endorsements: How did the endorsement from Michael Jordan contribute to the success of the Air Jordan line? What makes a celebrity endorsement effective?
Product Differentiation: How did Nike differentiate the Air Jordan shoes from other basketball shoes in the market? What unique features or qualities did they highlight?
Target Market Identification: How did Nike identify its target market for the Air Jordan shoes? What characteristics of this market made it the right choice?
Marketing Strategies: What marketing strategies did Nike use to promote the Air Jordan shoes? How did these strategies contribute to the product’s success?
Crisis Management: How did Nike handle challenges or crises during the development and marketing of the Air Jordan line?
Consumer Perception: How did Nike shape consumer perception of the Air Jordan brand? What role did social, cultural, and personal factors play in this process?
Pricing Strategy: How did Nike price the Air Jordan shoes? What factors influenced their pricing strategy?
Product Life Cycle Management: How has Nike managed the product life cycle of the Air Jordan line? What strategies have they used to sustain its popularity over the years?
Impact of Competition: How did competition with brands like Adidas and Converse influence Nike’s marketing strategies for the Air Jordan line?
REQUIREMENTS
Length: Minimum of 300 Words
Sources: Must have proper citations (APA Format) and cite at least ONE source in APA Format. If you use a quote or summerize a source, it must be sited. Otherwise, it will process as plagiarism.
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