Nikes Marketing Strategies and Disney Brand - Case Study Example

Consumer preferences, priorities and tastes are fast-changing and athlete’s influence on consumer’s buying behaviour can decrease. Also, there is a huge risk when the company is putting its brand image in the hands of a few. The negative actions of the athletes can have a negative impact on the company.
1.2 If I were Adidas, I would compete with Nike by differentiating Adidas Brand from that of Nike. My marketing strategy would be to stress-producing great shoes on an international scale not just for sportsmen but for everyone and everyday use. I would create a point of difference between Nike and Adidas and cater to a larger audience.
2.1 Building a brand in a business-to-business context is very different from doing so in the consumer market. The markets of the two are very different. B2C is product-driven and a brand is built/created through imagery and repetition. The buying decision in B2C is emotionally influenced and depends on factors such as price, desire and status. On the other hand, the B2B market is relationship-driven and the target market is focused and small. A brand is built through a personal relationship. The business decision is a rational one and based on the value that the product creates for the company. Hence, building brands in the two are very different.
2.2 Yes, Cisco’s plan to reach out to consumers is a viable one as it is using integrated techniques to reach its customers. It is using a number of marketing activities to communicate and create value. Also, Cisco efforts are focused on connecting and associating with its consumer base. Cisco is attempting not only to promote itself but also the whole sector and in doing so is creating a niche for itself.
4.1 Customer service is an attitude. It’s not just doing things but building an attitude that keeps the customer happy. Nordstrom has developed an attitude to a great extent and has been very successful. It can continue to provide exceptional customer service by making the customer feel important. Until now Nordstorm’s strategy has been a reactive one wherein customer service is offered when one is needed. Until now it has been reactive but it has to now become proactive.
It can increase its brand loyalty by differentiating itself from its competitors. A proactive customer service strategy will also contribute to improving its brand loyalty. Nordstorm should try to understand and differentiate between customer’s needs and wants. As made famous by Steve Jobs, a customer does not know if they need a product or not until it is shown to them. Therefore, Nordstorm must focus on addressing consumer’s needs rather than wants.
4.2 Nordstrom’s greatest risk is that it is branded as a luxury department store. Even though it can be argued that Nordstrom has developed a niche in the market, it is losing on a larger consumer base. Nordstrom can reach a greater audience if it repositions itself and tries to reach a greater consumer base. The biggest competitors of Nordstrom are Saks, Neiman Marcus and Macy’s Inc.
5.1 In order to connect with its core consumers, Disney has ventured and expanded into different segments such as theatrical productions, publishing, theme parks, television channels, Disney films, etc. Disney has tried to emotionally connect with its core consumers through its various products. It even sells branded products of many of its creations. Disney has chosen multiple ways to connects with its core consumers.
5.2 The main benefit of expanding the Disney brand in new ways is that it gives the company an opportunity to connect and reach a larger audience and at the same time creating new revenue generation sources. But there is also a great risk of such expansion if the company becomes vulnerable to many outside factors.