The impact of sales promotion by 'Nike Golf' in Thailand on the Strength of the Brand - Essay Example

The importance of price in purchase decisions puts an emphasis on the relationship between the price of a purchased item and its quality (Mesak, 1979). Among the most attention-grabbing is the sales promotion of Nike golf Thailand used for their Driver and golf clubs. This was also the event Driver SQ series was introduced in 2006. The approach was to reduce the cost of the item in a short period of time. For demonstration, when the company promotes new product, which is done once every year, the price that kicks off at roughly four hundred dollars ($400) to six hundred dollars ($600), which is about 13, 000-20, 000 Thai Baht will hold a price of just about $250 (approximately 8, 000 Thai Baht) six months later.

Then towards the end of the promotion, it will fasten to a price of $120 at the least, which is around 5, 000 Thai Baht. January 2002 came into the vastly competitive golf club industry of $1.5 billion. Nike is relying on its sound brand image as well as its deep pockets to vie in commerce where companies are inclusive of rigorous technologies (Gabrielle et al, 2002) when golf became popular and demands begin to escalate. Companies subsequently changed mode of production to mass production by means of shifting production processes to China with the intention of decreasing the costs (Anderson, 2008).

Owing to the formidable marketing strategy as well as the production mode which is being used by Nike golf in promoting their merchandise, items of Nike golf are virtually offered in all golf shops throughout the world. They are able to distribute merchandises through dealers on every country and that particular dealer ought to employ their own strategy or technique in advertising their products. Hence, the Thailand Nike golf sales promotion which is being applied for their SQ driver series is distinctive from other sales promotion used by dealers from other countries